The Facebook Marketplace - Gain BuzzAs Well As Profit from Social MediaCampaigns                           Eliot Connor
Topics    1) Facebook by numbers    2) Why have a Facebook page    3) Why will this enable me to sell more    4) How and w...
Stat AttackFacebook stats                 3
Facebook Penetration in Asia                Country     Active Users Internet Users Penetration              Singapore    ...
…More often than anywhere else                                             Hours spent per                                ...
Linking Internally1:1 relationships                     8
Why build a Facebook page?                             9
Why build a Facebook page?                             10
People are extremely engaged on Facebook…                85%                 of people on Facebook                  are co...
And they’re interacting with each other                     180B news feed                   impressions every day        ...
Your brand can be in the center of this engagement                                                     13
…with more real estate than other publishersBreakthrough with bigger ads     2x    the size of a  300x250 banner
Your brand can be the core of a mobile experience                            Full                         screen on       ...
Use Page Posts in news feed to engage across platforms –wherever people are                   >10X                    more...
The power of social context
What is Social Context                         18
2 degrees of separation                          Facebook population                    Friends of fans                   ...
Influence people more powerfully and authentically viaword of mouth at scale         I just bought this for $300. Check it...
Generate higher brand resonance than other online adcampaignsBetter ad recall online average Facebook                     ...
Capture more conversions more effectivelythan the online averageShare of conversions                        35% online ave...
Drive offline salesIn an analysis of 60+ campaigns on Facebook:                            70%                            ...
Drive offline salesIn an analysis of 60+ campaigns on Facebook:                            70%                            ...
How do you reach these users
Find the right customers with sophisticated ad targeting   Demographic    • Age    • Gender    • DMA                      ...
Ad Types                     • Normally link offsite and consist of Header, Body and Image    Standard Ads       (only rec...
Ad illustrations          Standard Ad       Page Post          Video Page Post   Photo Page Post                          ...
Ad Types   Question Page     • Allows you to ask a question of the users with 2 of the                       potential ans...
Ad Illustrations           Question Page Post    Link Page Post                                Sponsored Story           E...
Use multiple creative                  More creatives = more variations = more clicks                                     ...
Working with Facebook    Every plan needs to have a strategy and Facebook has its       own platform    1) Create your own...
Success Stories
Electronic Arts generated $4.38 in sales forevery ad dollar spent to launch Battlefield 3                     Connect     ...
Best Western drove 20% YOY revenue growthwith their ‘Be a Travel Hero’ campaign                   Connect                 ...
Question Time?
The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns
The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns
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The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns

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Presentation by Elliot Connor at the Direct Marketing Association of Singapore event

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The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns

  1. 1. The Facebook Marketplace - Gain BuzzAs Well As Profit from Social MediaCampaigns Eliot Connor
  2. 2. Topics 1) Facebook by numbers 2) Why have a Facebook page 3) Why will this enable me to sell more 4) How and why do I advertise to grow this 2
  3. 3. Stat AttackFacebook stats 3
  4. 4. Facebook Penetration in Asia Country Active Users Internet Users Penetration Singapore 2,970,000 3,658,400 81% Malaysia 12,700,000 16,902,600 75% Philippines 28,000,000 29,700,000 94% Thailand 14,800,000 18,310,000 81% Indonesia 52,200,000 39,600,000 132% Vietnam 4,440,000 29,268,606 15% Australia 11,700,000 17,033,826 69% India 52,600,000 100,000,000 53% Taiwan 12,300,000 16,147,000 76% Japan 12,000,000 99,182,000 12% Hong Kong 4,130,000 4,878,713 85% Korea 9,320,000 39,440,000 24% New Zealand 2,240,000 3,600,000 62% Macau 223,800 280,900 80% Brunei 262,300 318,900 82% Bangladesh 2,850,000 1,735,020 164% Pakistan 6,840,000 20,431,000 33% Total 229,576,100 440,486,965 52% 6
  5. 5. …More often than anywhere else Hours spent per person per month 6:35 40% of all time spent on 3:20 the top 10 websites in the world 1:55 2:07 MicrosoftTM YahooTM GoogleTM Facebook Desktop 7
  6. 6. Linking Internally1:1 relationships 8
  7. 7. Why build a Facebook page? 9
  8. 8. Why build a Facebook page? 10
  9. 9. People are extremely engaged on Facebook… 85% of people on Facebook are content creators 5.5B stories posted every day (worldwide, average) 11
  10. 10. And they’re interacting with each other 180B news feed impressions every day (worldwide, average) 12
  11. 11. Your brand can be in the center of this engagement 13
  12. 12. …with more real estate than other publishersBreakthrough with bigger ads 2x the size of a 300x250 banner
  13. 13. Your brand can be the core of a mobile experience Full screen on mobile 15
  14. 14. Use Page Posts in news feed to engage across platforms –wherever people are >10X more engagement with Page posts in the news feed 16
  15. 15. The power of social context
  16. 16. What is Social Context 18
  17. 17. 2 degrees of separation Facebook population Friends of fans Fan base 19
  18. 18. Influence people more powerfully and authentically viaword of mouth at scale I just bought this for $300. Check it out! 92% 47% trust word of mouth trust TV, radio & newspaper of friends & family 20
  19. 19. Generate higher brand resonance than other online adcampaignsBetter ad recall online average Facebook +98%Greater brand awareness online average Facebook +31 % 21
  20. 20. Capture more conversions more effectivelythan the online averageShare of conversions 35% online average lower cost per conversion +192% Facebook 22
  21. 21. Drive offline salesIn an analysis of 60+ campaigns on Facebook: 70% had a 3x or greater return on ad spend 23
  22. 22. Drive offline salesIn an analysis of 60+ campaigns on Facebook: 70% had a 3x or greater return on ad spend 49% had a 5x or greater return on ad spend 24
  23. 23. How do you reach these users
  24. 24. Find the right customers with sophisticated ad targeting Demographic • Age • Gender • DMA Social Personal • Likes & interests • City/State/Zip • Friend connections • Birthday • Activity (e.g., check- • Education ins) • Workplace • Intent • Relationship status 26
  25. 25. Ad Types • Normally link offsite and consist of Header, Body and Image Standard Ads (only recommended if you don’t have a brand page). Image plus 90 characters of text • Link into the Facebook page, have a "like" button at the Page Posts bottom of the ad. These are purely text up to 90 characters • Shows users a freeze frame of the video with the click going Video Page Posts to an Overlay player. Video (hosted on Facebook or elsewhere) + 90 characters of text • Similar to Video Page Posts but has a static image opposed Photo Page Posts to a video. Image + 90 characters of text 27
  26. 26. Ad illustrations Standard Ad Page Post Video Page Post Photo Page Post 28
  27. 27. Ad Types Question Page • Allows you to ask a question of the users with 2 of the potential answers visible. 90 characters of text. Posts • Similar to Standard ads allowing you to show an image with Link Page Posts an external link to a website or microsite. Image plus 90 characters of text. • Highlight an event and allow users to put it in their diary to Event Page Posts be reminded of it as it comes around. Image plus 90 characters of text. Sponsored • These can be the most responsive ad on Facebook and enables you to reach friends of existing Fans. Nothing is Stories required apart from access to the brand page to run these. 29
  28. 28. Ad Illustrations Question Page Post Link Page Post Sponsored Story Event Page Post 30
  29. 29. Use multiple creative More creatives = more variations = more clicks 31
  30. 30. Working with Facebook Every plan needs to have a strategy and Facebook has its own platform 1) Create your own brand page to enable users to find out more information and interact with you 2) Create a brand page strategy. What do you want to tell your Fans 3) Link advertising to this page or externally to a website to build a user base 4) Engage with these users over and over again 32
  31. 31. Success Stories
  32. 32. Electronic Arts generated $4.38 in sales forevery ad dollar spent to launch Battlefield 3 Connect • Gained 1.5M new fans for the page Engage • Page served as campaign hub for 7 months pre- launch – premiered game & exclusive content • Mission App allowed core gamers to earn discount • 800K+ People Talking about This week of launch Influence • $12.1M in incremental sales from Facebook • Generated $4.38 in sales for every $1 spent on Facebook media • Biggest game launch ever for EA 34
  33. 33. Best Western drove 20% YOY revenue growthwith their ‘Be a Travel Hero’ campaign Connect • Campaign targeted primarily to adults 25+ and to business travelers based on Likes & Interests Engage • Page posts, sponsored stories, and polls engaged people • Fans logged into ‘Be a Travel Hero’ app and invited friends to join • Saw 12x increase in page engagement Influence • 20% YOY revenue growth (>8 digits) 35
  34. 34. Question Time?

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