Facebook for Business
Marketing on Facebook
Henrik Sörensson, Client Partner | henrik@fb.com
Henrik Sörensson
Client Partner, Facebook Nordic
Facebook for reach,
Not Social
Partner
Categories
Evolution of Facebook
Launch
Like button
Engagement ads
Language, geo, connections
targeting
Sponsored ...
Facebook is one of the most effective
marketing platforms on the planet
Facebook 2013
Mobile
The world is going
mobile, Facebook is
going mobile first. This
changes distribution,
data, behavior,...
Getting consumers’ attention
Use this as a top margin for workspace when there is no title or subtitle
Use this as top margin when there is a single li...
The Internet is shifting to mobile
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
-
200
400
600
800
1,...
2005
Luca Bruno
2013
Michael Sohn
Facebook is at the centre
of the shift to mobile
Source: Facebook Q1 2013 Earnings
YOY mobile monthly
active user growth
5...
One ad, three devices
Source: IDC Always Connected Report, March 2013
Mobile = Connectedness
All the people who matter to
YOU
The Power of Facebook Targeting
Unparalleled
reach and
engagement
Largest set of
consumer data
Real people
(instead of
pro...
Facebook in Sweden
Every day. Every month.
Source: Facebook Internal Data based on stated and inferred data, average for J...
Every day, we can reach 3.8M people
in Sweden, that’s more than the most
viewed TV shows, when they peak
once or twice per...
Reach your target audience at scale
Source: Facebook internal data based on inferred and reported data, March 2013
3MBetwe...
The Power of Facebook Targeting
Unparalleled
reach and
engagement
Largest set of
consumer data
Real people
(instead of
pro...
Reaching Real People
Source: Nielsen OCR, August 2013
92%The average Facebook reach for
broadly targeted campaigns is
accurate
78%The average o...
Source: Nielsen OCR, August 2013
89%accurate
38%The average online reach for
narrowly targeted campaigns is
accurate
The a...
The Power of Facebook Targeting
Unparalleled
reach and
engagement
Largest set of
consumer data
Real people
(instead of
pro...
Overview of our audience targeting capabilities
Standard
Audiences
Lookalike
Audiences
Custom
Audiences
Creative is just as important as targeting
W 18–34
Luxury-beauty
Deal seekerW 18–34
Luxury-beauty
Brand heavy
Make
publishing
core
Design for
News
Feed
Where they discover
what matters to them
Put your business in the most
engaging space online and on mobile
Getting into news feed is about
telling the best stories.
Vi processar bilder mycket snabbare än text
Imagery is powerful
Photos generate 120-180% more engagement
Thoughtful Timely Iconic
Good creative on Facebook is just good creative
Cyclists conquer France – experience the
sights of Paris with Oreo!
23. July
Everybody is an athlete.
―You’re not disabled by the disabilities you
have, you are able by the abilities you have.‖
– Osc...
Keep smiling.Man’s best friend.Enjoy, fresh or frozen!
Drive business growth
and real results across
the purchase funnel
Measureable Results
Measure against your business objectives
Reach
Did I reach the right
number of people and
the right type of
people?
Brand
...
Acquire customers more efficiently
Source: Aggregate Knowledge, Q4 2012
68%less than other
online channels
In a study of c...
Remember — it’s not just social media.
It’s marketing, in a social world.
Thank You
Facebook mediedagarna göteborg
Facebook mediedagarna göteborg
Facebook mediedagarna göteborg
Facebook mediedagarna göteborg
Facebook mediedagarna göteborg
Facebook mediedagarna göteborg
Facebook mediedagarna göteborg
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  • Drygtettårellermerän 43% avföretaget.
  • As the number of people on Facebook has grown, so have our ad capabilities and our understanding of what works best for our advertisers. We can now leverage our platform to deliver far more than word of mouth at scale…we can truly serve as a marketing partner for our clients to help them solve for their business objectives.
  • The way consumers spend time on media is shifting.
  • Today, it’s harder than ever to get the attention of consumer - marketers are grappling with the fragmented attention spans of consumers and multi device media consumption.The amount of content choice is endless, so how do you effectively break through?People spend a substantial amount of time on Facebook, engaging with the things that matter most to them…everyday. This provides opportunities for you to reach highly engaged people that are likely to respond to your marketing messages.
  • but also easier than ever to reach people on a massive scale… mobile, authentic identity and connectivity change everythingYou carry your identity everywhere you go via your smartphone, it’s your window into limitless information, which you filter through your friends on Facebook. Who checks FB first thing in the morning? Last thing at night? ……Mobile has made the ability to reach people wherever they are at anytime of the day a reality and will be the real driver of future connectivity between people and brands in the coming years.
  • So where does Facebook fit in to this shift in consumer behaviour? We are right in the centre of it. And in fact, over the past year we’ve re-organised our company to be focused on mobile and improve both the user and advertiser experience. 78% of US smartphone users are using Facebook on their smartphonesSource: comScore Media Metrix, April 201354% YOY mobile monthly active user growthSource: Facebook Q1 2013 Earnings.38% of all time spent on the top 10 mobile properties in the USSource: comScore Mobile Metrix, April 2013
  • Our advertising units in News Feed are highly engaging given that they are equal in size and prominence as content from a user’s friends and family. They are not off to the side or secondary to the experience, but are central to the experience.News feed ads are 2x the the size of a 300x250 banner, and often can be full screen in mobile.
  • The mobile device is not just a piece of technology – it’s the way we stay connected to our friends and family. It’s how we share what we experience in our world. It goes everywhere with us. And for many consumers, it’s how we make decisions about where to spend our time and money.
  • As a marketer, what do you care about?People.And Facebook can help you reach all the people that matter to you.
  • So, how do we do this? 3 distinct aspects of Facebook come together to create a very powerful audience targeting capability: First, unparalleled reach: With Facebook, you can reach consumers in meaningful numbers to drive scalable results…across devices Second, real people: With Facebook, you know you are delivering your message to real people since people sign into their account regularly…a persistent sign-on lets you reach the RIGHT person instead of a browser that serves as a proxy for a personThird, the largest set of consumer data: Online and offline data come together on Facebook to let you segment and target your key customers or prospectsSome publishers provide one…maybe two of these benefits, but only on Facebook do all three of these come together – the combination of which is the real magic to give you powerful targeting capabilityOther notesWe are an audience platform instead of a social platform. On Google, you’re not always authenticated…on Facebook, we know who you are.
  • Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.**Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
  • London Olympics Opening Ceremony Average Audience: 23.4mLondon Olympics Closing Ceremony Average Audience: 23.2m
  • Our connection to more than one billion people around the world and our understanding of who they are and what they like enables us to help our advertisers reach the exact people they are looking for – at scale.4,4 M android users total, 1,7 M android users that don’t have a Samsung
  • Next, real people.
  • In addition to unparalleled reach, Facebook lets you reach real people.We know that when marketing online, not all audiences are created equal. Reaching your target audience can be difficult since most digital channels reach browsers and not real people, which leads to wasted impressions on people outside your core customer base. This becomes significantly more complicated when reaching consumers across devices because many channels can’t match behavior on desktop with behavior on mobile, restricting your ability to seamlessly reach your customers across devices.This is where audience addressability plays a beneficial role – only a few digital publishers have a registered relationship with consumers offering a persistent connection to their audience. And Facebook has the largest addressable audience. Because on Facebook, who you are and what you represent is on your profile, and that’s incredibly powerful…especially when people’s authentic selves are represented across devices. In a world where audience attention is increasingly fragmented, it is important to leverage targeting platforms – like Facebook – that can reach audiences wherever they choose to consume content. _____________Potential objections/ questions you may hear: What about all of the news I hear about browsers blocking cookies? Won’t this impact my ability to reach customers on Facebook? Facebook’s targeting is NOT based on cookies. People sign into Facebook via their authentic identity across devices so in addition to ensuring that you’re reaching the RIGHT person, we can connect the dots as that person changes devices from their desktop to their phone to their tablet. Even if browsers block cookies, you can still reach your core customers on Facebook.What’s the big deal about cookies? Why are some browsers – like Mozilla – up in arms about them?I can’t comment specifically on Mozilla’s strategy, but I can say confidently that targeting via cookies is not an effective form of targeting.A cookie is a piece of computer code that is placed on a computer’s browser when the user visits a particular website or performs a specific online activity. The cookie uniquely identifies the computer and a browser. The cookie attempts to identify the demographics or behavioral characteristics of the individual using the computer and then serves ads against that profile. Several problems arise from this:Inferences aren’t perfect and therefore the inferences made from the website a person visited could be leading you as the advertiser to target the wrong person.Browser sharing – 66% of Internet users are, in fact, on multiple-user machines. So, a cookie used to identify the demographic profile of a user can be subject to substantial error, reducing the accuracy of your targeting. Cookies can’t differentiate between who is using the computer at a given time. Imagine a husband visits a flyfishing website on the family’s computer so that cookie gets tagged as a ‘male outdoor sports enthusiast.’ Later, the wife signs onto the computer and gets served an ad targeted to a ‘male outdoor sports enthusiast,’ which is clearly a wasted impression for that advertiser. (comScore – http://www.comscore.com/dut/Insights/Blog/When_the_Cookie_Crumbles) Cookie deletion – About 30% of computers have their ad-server cookies deleted in a month, with a frequency of 4+ times per month. This leads to substantial error for advertisers with reach and frequency goals. An ad can repeatedly be served to a user for ‘the first time’ even that person has seen it multiple times throughout the campaign. In the end, this leads to over-delivery of frequency and under-delivery of reach. (comScore – http://www.comscore.com/dut/Insights/Blog/When_the_Cookie_Crumbles) ---------------------What is addressability? (source: book.personalmba.com/addressability)A measure of how easy it is to get in touch with people who might want what you’re offering. It’ far better to focus on an addressable audience because receptivity varies from audience to audienceBy targeting an addressable audience, the risk of not reaching prospects decreases greatlyBenefits of addressabilityGreater confidence of reaching consumers, not browsers shared by more than one consumerOpens the door to multi-screen campaignsMeasure on/offline sales impact across marketing channelsAll made possible because there is no cookie churn
  • People are themselves Facebook, which means we can deliver more accurate targeting, based on real information about our users. This also means that advertisers can deliver the most relevant and resonant messages to their target audiences.In broadly targeted campaigns, the average online reach is 78% accurate, but on Facebook, our average reach is 92% accurate.Because of this high accuracy on Facebook, businesses aren’t seeing wasted impressions like they do in other mediums.
  • People are themselves Facebook, which means we can deliver more accurate targeting, based on real information about our users. This also means that advertisers can deliver the most relevant and resonant messages to their target audiences.In narrowly targeted campaigns, the average online reach is only 38% accurate, but on Facebook, our average reach is 89% accurateBecause of this high accuracy on Facebook, businesses aren’t seeing wasted impressions like they do in other mediums.
  • Lastly, the largest set of consumer data.
  • As I mentioned before the power of Facebook targeting is:Unparalleled reach Real People not proxiesAnd..Facebookhas one of the largest collections of 1st party data (FB + Advertiser) plus 3rd party data from leading consumer data providers This robust data powers 3 distinct offerings:Standard AudiencesDemo, Geo, Lifestyle/Lifestage, Purchase based, etc.From the information you share in your profile and behaviors you exhibit on our platform, to what we know about your cohorts in the offline worldCustom AudiencesCRM and Customer listsModeled AudiencesSophisticated science and modeling used to identify audiences that look like your best customers
  • Your customer base is diverse and how you reach them with a particular message is important. Take these 2 women for example. They look similar but they're slightly different, so you need to tweak your message to reach each individual.
  • Not only can we help you reach all the people that matter to you, but these people are highly engaged.
  • Our advertising units in News Feed are highly engaging given that they are equal in size and prominence as content from a user’s friends and family. They are not off to the side or secondary to the experience, but are central to the experience.News feed ads are 2x the the size of a 300x250 banner, and often can be full screen in mobile.
  • "Images provoke reaction in people and those reactions provoke change."Jonathan Klein @ TED 2010Humans have always used images to tell their stories, convey meaning, persuade others. So have brands. KLICK
  • Why are images so powerful?
  • Images can tell a whole story in the blink of an eye.“We process visuals 60,000 times faster than text”Source: Jenn Manalo, Sr. Product Specialist, 3M Corp (not confirmed)With limited word count, a picture that tells a 1000 words goes far
  • People respond particularly to imagery such as photos and videos and to creative that feels native to Facebook. Imagery that shows real people and real things and consequently blends in with News Feed tends to be the most immersive and engaging.
  • Good creative is really important everywhere – we all already know that, so we’re not going to spend time discussing that.What we do what to highlight is that good creative on Facebook is just good creative.If your client’s creative agency is creating good stuff, there is a place for it on Facebook.Great video and commercials should become video page posts.Great print and display ads should become photo page posts.Facebook is the perfect outlet for great copy – it is where you go to communicate with consumers and where they go to talk to you.
  • Oreo – Brings out the child in you.
  • Red Bull – Uplift people’s minds.
  • Coca-Cola – Make people smile.
  • Marketing on Facebook has proven results – we have seen this work for all types of advertisers with objectives across the purchase funnel.
  • Närannonserärkorrektstyrda till riktigamänniskorkan de varaväldigteffektivaochleda till action. When ads are targeted properly to the right people, they can be highly relevant to those people, leading them to take action. This happens every day on Facebook, and across all types of devices. We are working with 3rd party data partners on closed loop systems to measure this. Partnering with Datalogix, we can measure the impact of offline sales. When we looked at 55 campaigns from the past six months, we found that there was an average 3x return on ad sales for campaigns not including ads in News Feed. And when campaigns did include News Feed, the average ROAS was 5.9x (source: Datalogix, July 2013)
  • Unikräckviddiställetföröverdrivenfrekvensgör Facebook till en väldigteffektivplattformförattdrivadirektkonvertringar. Facebook’s ability to deliver unique reach instead of excessive frequency leads to more efficient direct response campaigns. In a study of campaigns from Q4 2012, cost per acquisition on Facebook is 68% less than other online channels.
  • Facebook mediedagarna göteborg

    1. 1. Facebook for Business Marketing on Facebook Henrik Sörensson, Client Partner | henrik@fb.com
    2. 2. Henrik Sörensson Client Partner, Facebook Nordic
    3. 3. Facebook for reach, Not Social
    4. 4. Partner Categories Evolution of Facebook Launch Like button Engagement ads Language, geo, connections targeting Sponsored Stories Non-connected Page post ads FBX Facebook Ads Facebook Pages for Business Beacon Become a Fan button Custom Audiences Ads in News Feed 2004 2005 2006 2007 2008 2010 2011 2012 20132009 Sponsored Groups Sponsored Stories (no social context) Facebook Flyers
    5. 5. Facebook is one of the most effective marketing platforms on the planet
    6. 6. Facebook 2013 Mobile The world is going mobile, Facebook is going mobile first. This changes distribution, data, behavior, ad capabilities… Newsfeed Newsfeed is the destination of content on Facebook. Brand advertising should be done in newsfeed. This means changes to publishing and advertising capabilities Driving business results with Facebook How Facebook can meet real business objectives
    7. 7. Getting consumers’ attention
    8. 8. Use this as a top margin for workspace when there is no title or subtitle Use this as top margin when there is a single line title on the page (when not using a Subtitle) Use this as top margin for workspace when there is a Title with a blue Subtitle Use this as bottom margin for your workspace Drawing (Dynamic) Guides Drawing guides are used so you have a clear idea of what your actual work area is on each slide. They show up on all slides in the same spot, however they don’t show up when you print or watch presentation in slide show mode. Use them for aligning content to the top, bottom and right, and for cropping images. Think of them as internal margins that are manually set. Resetting Drawing Guides Guides are easy to move and bump, use this layout option to reset them to their proper placement. Insert this slide, realign the guides over the gray lines and delete slide. The guides will still be in their place. Turn guides on and off as you need them. Turning Guides on and Off Mac: You can go to view setting and select Dynamic Guides or use Contrl + Option + Commnd + G PC: Go to View and check mark guides or Contrl + f9 Left Margin (if you must go over this space, use the secondary margin to the left. It is recommended to use the first guide. Right Margin (if you must go over this space, use the secondary margin to the right of the first, but never past that. But easier to reach them at a massive scale
    9. 9. The Internet is shifting to mobile Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012 - 200 400 600 800 1,000 1,200 1,400 1,600 1,800 2,000 2010 2011 2012 2013 2014 2015 2016 Worldwide smart connected device shipments (M)* Smartphones PCs Tablets 45%of the world population will have a smartphone in 2016**
    10. 10. 2005 Luca Bruno
    11. 11. 2013 Michael Sohn
    12. 12. Facebook is at the centre of the shift to mobile Source: Facebook Q1 2013 Earnings YOY mobile monthly active user growth 54%
    13. 13. One ad, three devices
    14. 14. Source: IDC Always Connected Report, March 2013 Mobile = Connectedness
    15. 15. All the people who matter to YOU
    16. 16. The Power of Facebook Targeting Unparalleled reach and engagement Largest set of consumer data Real people (instead of proxies)
    17. 17. Facebook in Sweden Every day. Every month. Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013 >3.8Mpeople daily of monthly active users return daily78% >3Mpeople daily on mobile >4.9Mpeople monthly 57% of internet users in Sweden That’s >4Mpeople monthly on mobile 53% of mobile phone users in Sweden That’s
    18. 18. Every day, we can reach 3.8M people in Sweden, that’s more than the most viewed TV shows, when they peak once or twice per season.
    19. 19. Reach your target audience at scale Source: Facebook internal data based on inferred and reported data, March 2013 3MBetween 20-45 years old 2.6MiPhone users 1,3MParents
    20. 20. The Power of Facebook Targeting Unparalleled reach and engagement Largest set of consumer data Real people (instead of proxies)
    21. 21. Reaching Real People
    22. 22. Source: Nielsen OCR, August 2013 92%The average Facebook reach for broadly targeted campaigns is accurate 78%The average online reach for broadly targeted campaigns is accurate Reaching Real People – with Accuracy
    23. 23. Source: Nielsen OCR, August 2013 89%accurate 38%The average online reach for narrowly targeted campaigns is accurate The average Facebook reach for narrowly targeted campaigns is Reaching Real People – with Accuracy
    24. 24. The Power of Facebook Targeting Unparalleled reach and engagement Largest set of consumer data Real people (instead of proxies)
    25. 25. Overview of our audience targeting capabilities Standard Audiences Lookalike Audiences Custom Audiences
    26. 26. Creative is just as important as targeting W 18–34 Luxury-beauty Deal seekerW 18–34 Luxury-beauty Brand heavy
    27. 27. Make publishing core Design for News Feed
    28. 28. Where they discover what matters to them
    29. 29. Put your business in the most engaging space online and on mobile
    30. 30. Getting into news feed is about telling the best stories.
    31. 31. Vi processar bilder mycket snabbare än text
    32. 32. Imagery is powerful Photos generate 120-180% more engagement
    33. 33. Thoughtful Timely Iconic Good creative on Facebook is just good creative
    34. 34. Cyclists conquer France – experience the sights of Paris with Oreo! 23. July
    35. 35. Everybody is an athlete. ―You’re not disabled by the disabilities you have, you are able by the abilities you have.‖ – Oscar Pistorius Never look back. Don’t let hump day take you under. Make your own rainbows.
    36. 36. Keep smiling.Man’s best friend.Enjoy, fresh or frozen!
    37. 37. Drive business growth and real results across the purchase funnel
    38. 38. Measureable Results
    39. 39. Measure against your business objectives Reach Did I reach the right number of people and the right type of people? Brand resonance Did I improve my brand’s image and change the attitudes of customers? Reaction Did I cause a customer to act—to buy a product, sign up for a service or make a referral?
    40. 40. Acquire customers more efficiently Source: Aggregate Knowledge, Q4 2012 68%less than other online channels In a study of campaigns from Q4 2012, cost per acquisition on Facebook is
    41. 41. Remember — it’s not just social media. It’s marketing, in a social world.
    42. 42. Thank You

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