Measure and movethe metrics thatmatterAll Facebook Marketing Conference November 2012 - @KarlHavard                       ...
About TBG Digital 1st          105          24/7 195                     685          245           66         21Facebook ...
One Specialist Solution              1.                                         2.              Strategy                  ...
A Sea of Metrics              Unfortunately, they’re              not “budget clinchers”@KarlHavard           © 2012 TBG D...
Metrics that matter  Awareness  Preference  Sales  Consumption  Advocacy@KarlHavard   © 2012 TBG Digital
Preference Brand Preference@KarlHavard   © 2012 TBG Digital
Preference                    What’s the story?                [Brand x] wanted understand what its              Facebook ...
Brand PreferenceWhat did we do?Generated 11,665 non-branded,online beer surveys amongstFacebook users in Brazil, US, Vietn...
Preference              What were the results?     64%                                                  59%               ...
Advocacy Brand Advocacy@KarlHavard   © 2012 TBG Digital
Advocacy                      What’s the story?              The largest cable operator and home Internet               pr...
Advocacy                 What did we do?  We used “Social NPS” to measure brand advocacy  collecting responses within the ...
Advocacy                What were the results?         20 points higher            Social NPS              for fans compar...
Advocacy              What were the results?    Fans had a higher   subscription value               Taking more products ...
Sales Measuring sales for a fashion retailer while recruiting fans@KarlHavard     © 2012 TBG Digital
Sales                  What’s the story?       A multinational fashion retailer wanted to acquire      Facebook Fans to en...
Sales                 What did we do?  Ran a targeted Facebook fan acquisition campaign and  acquired >400,000 new US fans...
May 1,… May 1, 2011                           May 11,…May 11, 2011                           May 21,…May 21, 2011         ...
Sales                    We went deeper still…   …to correlate other marketing activities to determine the                ...
What drove fans?Company presence   Partner retailer presence    Fan Acquisition Hot Spots                           © 2012...
Sales                        And we discovered       that sales increased in the fan acquisition hot spots@KarlHavard
20                                             40                                                                60       ...
May 1, - May 7,                        May 8, - May 14,                       May 15, - May 21,                       May ...
Sales              What were the results?        72%                                           44%          more          ...
Smart Social that scales                           Award winning creative across                         social media; whi...
Karl Havard (@KarlHavard)                    Insights & Strategy Director                    TBG Digital                  ...
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Karl Havard

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Karl Havard

  1. 1. Measure and movethe metrics thatmatterAll Facebook Marketing Conference November 2012 - @KarlHavard © 2012 TBG Digital
  2. 2. About TBG Digital 1st 105 24/7 195 685 245 66 21Facebook Social Support Countries Billion Million clicks Million Million Ads API Media and impressions delivered fans appsPartner to Specialists coverage served installed Market Global clients © 2012 TBG Digital
  3. 3. One Specialist Solution 1. 2. Strategy Creative Define the business Engage and connect objectives & the metrics in the right kind of way that matter 3. 4. Media Insights Reach and recruit the Learn from continually right kind of connections measuring the metrics that matter@KarlHavard © 2012 TBG Digital
  4. 4. A Sea of Metrics Unfortunately, they’re not “budget clinchers”@KarlHavard © 2012 TBG Digital
  5. 5. Metrics that matter Awareness Preference Sales Consumption Advocacy@KarlHavard © 2012 TBG Digital
  6. 6. Preference Brand Preference@KarlHavard © 2012 TBG Digital
  7. 7. Preference What’s the story? [Brand x] wanted understand what its Facebook activity brings to the company in terms of brand preference, awareness and customer value@KarlHavard © 2012 TBG Digital
  8. 8. Brand PreferenceWhat did we do?Generated 11,665 non-branded,online beer surveys amongstFacebook users in Brazil, US, Vietnam, Spain,Poland and Netherlands 33% 33% 33% fans non fans friends of fans 10,462 responses were received within just 24 Hours! © 2012 TBG Digital
  9. 9. Preference What were the results? 64% 59% of [brand x] fans drink beer more than twice a of [brand x] fans week recommend[brand x] to a friend(compared to 22% of non-fans) 17% of [brand x] fans prefer [brand x] over the main competitor in each © 2012 TBG Digital market
  10. 10. Advocacy Brand Advocacy@KarlHavard © 2012 TBG Digital
  11. 11. Advocacy What’s the story? The largest cable operator and home Internet provider in the US wanted to measure the advocacy surrounding their products… ….and if Facebook Fans had a higher level of advocacy@KarlHavard © 2012 TBG Digital
  12. 12. Advocacy What did we do? We used “Social NPS” to measure brand advocacy collecting responses within the Facebook environment Responses were collected from four customer subgroups: fans, non-fans, male and female Users shared their likelihood to recommend by scoring low to high, 0 and 10.@KarlHavard © 2012 TBG Digital
  13. 13. Advocacy What were the results? 20 points higher Social NPS for fans compared to non-fans@KarlHavard © 2012 TBG Digital
  14. 14. Advocacy What were the results? Fans had a higher subscription value Taking more products This became even more interesting when reviewing by “Interest”@KarlHavard © 2012 TBG Digital
  15. 15. Sales Measuring sales for a fashion retailer while recruiting fans@KarlHavard © 2012 TBG Digital
  16. 16. Sales What’s the story? A multinational fashion retailer wanted to acquire Facebook Fans to enhance it’s market position in the US… …then measure if this Facebook activity affected sales It was sceptical…to say the least@KarlHavard © 2012 TBG Digital
  17. 17. Sales What did we do? Ran a targeted Facebook fan acquisition campaign and acquired >400,000 new US fans in 42 days Even though this was a pure fan acquisition programme, we wanted to determine the real value these provided to the business…. …so we took a deeper look@KarlHavard © 2012 TBG Digital
  18. 18. May 1,… May 1, 2011 May 11,…May 11, 2011 May 21,…May 21, 2011 May 31,…May 31, 2011 Visits Jun 10,…Jun 10, 2011 Jun 20,…Jun 20, 2011 Jun 30,…Jun 30, 2011 Jul 10,… Jul 10, 2011 Jul 20,… Jul 20, 2011 Revenue Jul 30,… Jul 30, 2011 Aug 9,… Aug 9, 2011 Aug 19,…Aug 19, 2011 Aug 29,…Aug 29, 2011 Sep 8,… Sep 8, 2011 Sep 18,…Sep 18, 2011 Sep 28,…Sep 28, 2011 Oct 8,… Oct 8, 2011 Oct 18,…Oct 18, 2011 Oct 28,…Oct 28, 2011 Nov 7,… Nov 7, 2011 Nov 17,…Nov 17, 2011 Nov 27,…Nov 27, 2011 Dec 7,… Dec 7, 2011 Dec 17,…Dec 17, 2011 Dec 27,…Dec 27, 2011 Jan 6,… Jan 6, 2012 Jan 16,… Jan 16, 2012 Jan 26,… Orders Jan 26, 2012 Feb 5,… Feb 5, 2012 Feb 15,…Feb 15, 2012 Feb 25,…Feb 25, 2012 Mar 6,… Mar 6, 2012 Mar 16,…Mar 16, 2012 Mar 26,…Mar 26, 2012 Apr 5,… Apr 5, 2012 Apr 15,…Apr 15, 2012 Apr 25,…Apr 25, 2012 May 5,… May 5, 2012 May 15,…May 15, 2012 May 25,…May 25, 2012 Jun 4,… Jun 4, 2012 Jun 14,…Jun 14, 2012 Jun 24,…Jun 24, 2012 Jul 4,… Jul 4, 2012 Jul 14,… Jul 14, 2012 Jul 24,… Jul 24, 2012 Aug 3,… Aug 3, 2012 Aug 13,…Aug 13, 2012 Aug 23,…Aug 23, 2012 Sep 2,… Sep 2, 2012 Sep 12,…Sep 12, 2012 Sep 22,…Sep 22, 2012 Oct 2,… Oct 2, 2012
  19. 19. Sales We went deeper still… …to correlate other marketing activities to determine the different influencing factors@KarlHavard
  20. 20. What drove fans?Company presence Partner retailer presence Fan Acquisition Hot Spots © 2012 TBG Digital
  21. 21. Sales And we discovered that sales increased in the fan acquisition hot spots@KarlHavard
  22. 22. 20 40 60 80 0 100 120 140 160 Aug 1, 2012 Aug 4, 2012 Aug 7, 2012 Aug 10, 2012 Aug 13, 2012 Aug 16, 2012 Aug 19, 2012 Aug 22, 2012 Aug 25, 2012 Aug 28, 2012 Aug 31, 2012 Sep 3, 2012 Sep 6, 2012 FB activity starts Sep 9, 2012 Sep 12, 2012 Sep 15, 2012 Sep 18, 2012 Sep 21, 2012 Sep 24, 2012 Sep 27, 2012© 2012 TBG Digital Sep 30, 2012 Oct 3, 2012 Oct 6, 2012 Oct 9, 2012 Oct 12, 2012 Oct 15, 2012 Oct 18, 2012 Oct 21, 2012 Texas: Illinois: California: Store - Yes Store - Yes Store - Yes Store - Yes New York: Fan acquisition - Low Fan acquisition - Low Fan acquisition - High Fan acquisition - High Order Volume by region
  23. 23. May 1, - May 7, May 8, - May 14, May 15, - May 21, May 22, - May 28, May 29, - Jun 4, Jun 5, - Jun 11, Jun 12, - Jun 18, Jun 19, - Jun 25, Jun 26, - Jul 2, Jul 3, - Jul 9, Jul 10, - Jul 16, Jul 17, - Jul 23, Jul 24, - Jul 30, California + Orders 2012 California + Orders 2011 New York + Orders 2012 New York + Orders 2011 Jul 31, - Aug 6, Aug 7, - Aug 13, Aug 14, - Aug 20, Aug 21, - Aug 27, Aug 28, - Sep 3, Sep 4, - Sep 10, Sep 11, - Sep 17, Sep 18, - Sep 24, Sep 25, - Oct 1, Oct 2, - Oct 8, Oct 9, - Oct 15, Oct 16, - Oct 22, Oct 23, - Oct 29, Oct 30, - Nov 5,© 2012 TBG Digital Nov 6, - Nov 12, Nov 13, - Nov 19, 2012 Nov 20, - Nov 26, 2011 Nov 27, - Dec 3, Dec 4, - Dec 10, Dec 11, - Dec 17, Dec 18, - Dec 24, Dec 25, - Dec 31, Jan 1, - Jan 7, Jan 8, - Jan 14, Jan 15, - Jan 21, Jan 22, - Jan 28, Jan 29, - Feb 4, Feb 5, - Feb 11, Feb 12, - Feb 18, Feb 19, - Feb 25, Feb 26, - Mar 3, Mar 4, - Mar 10, Mar 11, - Mar 17, Mar 18, - Mar 24, Mar 25, - Mar 31, Apr 1, - Apr 7, Apr 8, - Apr 14, Apr 15, - Apr 21, Apr 22, - Apr 28, Fans drove sales
  24. 24. Sales What were the results? 72% 44% more more orders Revenue if compared with the same period last year when there was no live Facebook activity Case period 29th Aug to 16th Oct 2011 & 2012@KarlHavard © 2012 TBG Digital
  25. 25. Smart Social that scales Award winning creative across social media; which enhances the effectiveness of other marketing Creative Your Social Purpose Insights & Social Media Strategy Planning & Buying Brand & Consumer Intelligent media targeted at theengagement based upon key high value consumer segments: insights and measuring the Quanity and quality in balance metrics that matter © 2012 TBG Digital
  26. 26. Karl Havard (@KarlHavard) Insights & Strategy Director TBG Digital http://tbgdigital.comThank you © 2012 TBG Digital

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