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Simon dang oms nj 7.2011 final


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Overview on importance of using both Facebook and Search for online marketing, Facebook Advertising tips and case study from Wishbone Salad Dressings

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Simon dang oms nj 7.2011 final

  1. 1. 7/12/2011<br />1<br />Optimizing For Facebook CPC <br />Simon DangGlobal Search Director <br />Mindshare, a WPP Media Agency<br />498 7th AvenueNew York, New York 10018+212 297<br />
  2. 2. Search and Social Media Marketing<br />Why Facebook Ads <br />Case Study: 2010 Wish-Bone Salad Dressings Campaign<br />7/12/2011<br />2<br />Agenda<br />
  3. 3. 7/12/2011<br />3<br />Traditional Consumer Purchase Funnel<br />Social<br />Search<br />Awareness<br />Research<br />Consideration<br />Decision<br />(Purchase, Registration, Conversion)<br />
  4. 4. 7/12/2011<br />4<br />The Virtuous Circle:The Role of Search and Social Media in the Purchase Pathway<br />
  5. 5. 7/12/2011<br />5<br />Where should you start?<br />74% of converters say a Facebook brand page is desired format for future engagement<br />
  6. 6. 7/12/2011<br />6<br />600 Million+ Worldwide Users!<br />
  7. 7. 149 million+ active users<br />70% return daily<br />Worldwide Facebook Addiction<br />22 million+ active users<br />65% return daily<br />13million+ active users<br />58% return daily<br />29million+ active users<br />68% return daily<br />19million+ active users<br />65% return daily<br />17million active users<br />67% return daily<br />17 million active users<br />68% return daily<br />10 million+ active users<br />66% return daily<br />4 million+ active users<br />71% return daily<br />Source: Facebook internal data, Worldwide, January 2011<br />
  8. 8. Daily<br />Worldwide engagement<br />Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011<br />
  9. 9. 7 hrs, 7 mins<br />2 hrs, 17 mins <br />1 hr, 31 mins<br />1 hr, 21 mins<br />1 hr, 16 mins<br />Time spent<br />hours<br />Source: Nielsen monthly time spent November 2010<br />
  10. 10. 7/12/2011<br />10<br />It’s TIME for Facebook Cost Per Click (CPC) !<br />Or is it?<br />Have Search?<br />Have FB Page?<br />Have FB Strategy?<br />
  11. 11. 4<br />3<br />1<br />1<br />2<br />Facebook Premium vs. Marketplace Ads<br />Premium<br />Marketplace<br />
  12. 12. 7/12/2011<br />12<br />Facebook Marketplace Ads<br />Profile Based Ads<br /><ul><li>Ads based on user interests, affiliations, and other demographics.
  13. 13. Up to 4 Ads on right column.
  14. 14. On Apps, Photos, Groups, Pages, Profiles, etc</li></li></ul><li>7/12/2011<br />13<br />Types of Marketplace Ads by Destination<br />CPC or CPM to Website<br /><ul><li>CTR
  15. 15. Clicks
  16. 16. Impressions
  17. 17. CPC
  18. 18. Conversions (w/ FB tag)
  19. 19. No “like” social component</li></ul>CPC or CPM to Facebook Page<br /><ul><li>CTR, Clicks, Impressions, CPC
  20. 20. Social Endorsement,
  21. 21. Social Imp
  22. 22. Social Clicks
  23. 23. Social CTR
  24. 24. +“Registration”
  25. 25. Conversions / Actions</li></li></ul><li>7/12/2011<br />14<br />It’s Cost Per Click, Not Cost per ‘Like’<br />$<br />
  26. 26. 7/12/2011<br />15<br />Facebook Auction Factors<br />Bid Price<br />Ad Quality<br />Performance<br />
  27. 27. 7/12/2011<br />16<br />Targeting and Demographics<br />Use Facebook’sUnique demographic targeting to reach only the users you want.<br />Advanced Demographics (Birthdays, Sexual orientation, Relationship status, Language, Education, Workplaces)<br />Target by Likes & Interests (Activities, Interests, Music, Books, Movies, Television, etc)<br />Target by Age, Sex<br />Target by Location: City, State, Zip…<br />
  28. 28. 7/12/2011<br />17<br />Case Study: Facebook CPC with Wish-Bone Salad Dressings<br />
  29. 29. 7/12/2011<br />18<br />Wish-Bone Facebook Campaign Objectives<br />Objectives: Increase Fan Base, consumer awareness, “Wishes” during 2010 Holiday Season. Be top of mind for resolutions to eat more salads & vegetables in 2011.<br />Demographic: Women 35-54<br />KPI’s: Fans, share ability, want game and fan page to be shared with friends to help promote brand.<br />
  30. 30. 7/12/2011<br />19<br />Campaign Structure<br />Ad Variations:<br /><ul><li>1 Wishbone Logo
  31. 31. 1 Bottles Logo
  32. 32. 2 Game Ads</li></ul>General Ad Targets:<br /><ul><li>United States
  33. 33. W 35-54
  34. 34. W 25-35</li></ul>Interest Ad Targets:<br /><ul><li>who like cookbooks, cooking, cooking dinner, family, fruit and salads, health, health fitness,, recipes, recipes for health or vegetables</li></li></ul><li>7/12/2011<br />20<br />Create Ad Variants and Test<br />Targeting in FB<br />W 25-35<br />W 35-54<br />W 25-35+ Interests<br />W 35-54+ Interests<br />2<br />Reg<br />Ads<br />2<br />Game<br />Ads<br />4 ads<br />16 ads<br />
  35. 35. 7/12/2011<br />21<br />Optimizations and Fine Tuning<br />Monitor Performance (spend, likes, clicks, CTR, etc)<br />Bid Price<br />Ad Demographics<br />Creatives & Ad Copy<br />
  36. 36. 7/12/2011<br />22<br />Results<br />
  37. 37. 7/12/2011<br />23<br />Demographic Profile Learnings<br />Suggested Ways to Use this Data:<br /><ul><li>Tone Of Messaging
  38. 38. Promotions
  39. 39. FB Page Content
  40. 40. Co- Sponsor similar FB pages </li></ul>Caveats:<br /><ul><li>Using Findings to Optimize Interest</li></li></ul><li>7/12/2011<br />24<br />In Summary….<br />
  41. 41. 7/12/2011<br />25<br />Wish-Bone Brand Team<br />“Our target audience is increasingly using Facebook as a means to communicate and engage with the brands they love. This campaign has positioned us to be an active participant in the conversation.” – Nathan Micklos, Wish-Bone Associate Brand Manager<br />“We are extremely happy with the results of this campaign. Our goal was to build our fan base by leveraging the strength of the Wish-Bone brand to deliver engaging content that someone would want to share with their friends. We are very excited to continue this conversation with our fans.”– Susan KamilWish-Bone Brand Manager <br />
  42. 42. Other Unilever Campaigns We’ve Run<br />7/12/2011<br />26<br />
  43. 43. Simon Dang<br /><ul><li>
  44. 44. +1 212-297-7651
  45. 45. @plateoftheday
  46. 46.</li></ul>27<br />Thank You<br />