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Align Facebook With Your Business Objectives
Facebook provides marketers the ability to target over 1 billion monthly active users through sophisticated ad targeting using demographics, interests, behaviors and custom audiences. Case studies show that Facebook advertising can drive high volumes of new customers and increase offline sales through generating brand awareness, acquisition and conversion, and building loyalty among fans and their friends. Facebook offers measurement tools and resources to help marketers optimize campaigns and measure return on investment.
Align Facebook With Your Business Objectives
- 1. Align Facebook WithYour Business Objectives Francesca Savoldi Account Manager, Facebook
- 2. Connecting people tothings they care about Globally, borders are being replaced by connections 1B million monthly active users 552M return daily 600M million via mobile 81% of FB users reside outside of US
- 3. Facebook is mobile 1000 800 1B people 600 400 600M people 200 0 1 year 4 years 8 years
- 4. Facebook throughout themarketing funnel Targeting Adverising . Offers
- 5. Brand Awareness Acquisition and Conversion Build Loyalty
- 6. The Facebook Reach population 1 Billion Friends of fans (+40 million) Fans (500,000) 16% of fans Paid Media Paid Media Free
- 7. Reach the rightpeople more efficiently with more accurate ad targeting Broad campaign accuracy Narrow campaign accuracy 95% 90% 72% 25% 60% cost cost savings savings 35% Online average Facebook Online average Facebook Source: Nielsen OCR, October 2011.
- 8. Generate higher brandresonance than other online ad campaigns Better ad recall online average Facebook +98% Greater brand awareness online average Facebook +31% Source: Nielsen Brand Effect norms, May 2012.
- 9. Unique Reach: Nutella 3.8m people saw the campaign on Facebook who did not see it on TV 15% of sales resulting from the media campaign are attributable to Facebook Source: GFK, December 2011. S o
- 10. Logout Experience: O2 13.6 million people reached and 6.1 million people were exposed to the log out experience. 217,679 video plays in a single day. Source: Facebook Internal Data
- 11. Logout Experience: VolkswagenItalia 7.1m daily Source: Facebook Internal Data
- 12. Brand Awareness Acquisition and Conversion Build Loyalty
- 13. Facebook’s sophisticated adtargeting ensures the right people see your stories Demographic • Age Custom Audiences • Gender • Email addresses • DMA • Phone numbers • Facebook user IDs Personal • • City/State/Zip Birthday Social • Education • Workplace • Likes & interests • Relationship status • Friend connections • Activity (e.g., check-ins) • Intent
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- 15. How does itwork?
- 16. This is thedifference between… And Bank reaching One bank reaching account holders everyone who is not who haven't yet using one of their used the new new products… product (without Custom Audiences) (with Custom Audiences)
- 17. This is thedifference between… One Telco advertising deals to and Telco people who like one advertising deals to or two specific past buyers of those brands of phones… specific brands (without Custom Audiences) (with Custom Audiences)
- 18. This is thedifference between… One car company And car company acquiring fans acquiring fans among people with among people who car interests… own one of their car (without Custom Audiences) (with Custom Audiences)
- 19. Custom Audiences: MGMResorts International ROI Between 3X – 15X
- 20. Ads Targeting: Vodafone Drivinghigh volumes of new contracts using Facebook media 56% of pay monthly post-click contract applications came from Facebook. Facebook was one of Vodafone’s top 3 acquisition partners.
- 21. Brand Awareness Acquisition and Conversion Brand Loyalty
- 22. Fans and friendsof fans purchase more when exposed to earned brand messages Fans and friends of fans bought 38% more frequently Fans and friends of fans bought 21% more frequently Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
- 23. Remember: your brandis at the centre of this engagement
- 24. Samsung Galaxy SIII Samsung Mobile USA drove $129 million in sales attributable to Facebook, resulting in a return on advertising spend of 13X. $129M in sales attributable to Facebook 13X return on advertising spend 23% increase in fans to 8.5 million, giving Samsung the ability to reach more than 515 million friends of fans
- 25. Costa Crociere Drives increasesin sales after running a Facebook Offer Filled an entire ship in less than 48 hours
- 26. McDonald’s Sweden Drives increasesin sales after running a Facebook Offer 94,000 Offers claimed 32,000 offers redeemed
- 27. Ben & Jerry’s: Facebookads effectively drive offline sales 1$ on FB = sales 3$ increm. “engage is liking, commenting, sharing” Kati O’Brien, Global Dig Mktg Manager
- 28. The Facebook measurementtoolkit
- 29.