This document discusses using Facebook data and metrics to maximize return on investment (ROI) from Facebook marketing. It provides examples of various Facebook metrics that can be tracked, such as awareness, customer lifetime value, and acquisition costs. The document advocates developing a 360-degree Facebook fan program to increase performance visibility and using metrics to guide Facebook targeting, campaigns, and management to improve ROI.

1. Facebook
ROI

2. We are Digital Business Partners
www.wearedbp.com
We help brands, agencies and
technology vendors to get better at what they do
Digital Marketing & Technology
Management Consultants

3. Facebook
ROI

4. Facebook
Opportunity to increase business performance

5. ROI
Success is based on strategy and data mapping

6. Accountability
Performance
Opportunity

7. Accountability
Performance
Opportunity
Understand
breath, depth and
power of data
available

8. Accountability
Performance
Facebook
Opportunity
ROI

9. Accountability
Performance
Facebook
Opportunity
ROI
Use metrics to
maximize
Facebook
marketing ROI

10. Facebook
ROI
Choose the right metrics Crunch the data

11. Identify
Facebook
ROI
Attract Talk Develop Manage

12. Facebook
ROI
Develop a 360 Facebook
Fan program
Increase performance
visibility

13. Identify
Facebook
ROI
Attract Talk Develop Manage
CLM CAM CRM CVM CCM

14. CAM
CLM
CRM
CVM
CCM
Customer Lead Management
Customer Acquisition Management
Customer Relationship Management
Customer Value Management
Customer Churn Management
ROI
Facebook

15. ROI
Facebook
Increase data
capture

16. Fan Data Email
Name
Phone
Facebook
Social
App
Lead
Database

17. Lead
Database
Profiling
Segmentation
CRM
Database
Lead Scoring
Prospect
Database
Analysis
High Value
Medium Value
Low Value
Data Match
Data
Enhancement
Facebook Data
Facebook ROI

18. ROI
Facebook
Increase Facebook
metric analysis

19. ROI
Facebook
Mind
Behaviour

20. Revenue
Facebook
Share
Relative
Facebook
Share
Facebook
Campaign
Awareness
Facebook
Top of Mind
Facebook
Product
knowledge
Facebook
Purchase
Intention
Facebook
Willingness to
Recommend
Facebook ROI
Facebook Sales
Revenue as %
digital sales
revenue
Brand Facebook
share divided by
the largest
competitor’s
market share
% of total
Facebook
population that is
aware of your
campaign
First brand to
consider
% of Facebook
population with
knowledge of
product
Probability of
intention to
purchase
Facebook fans
ratings
Measure of digital
competiveness
Assess
comparative
Facebook
strength
Consideration of
who has heard of
the brand
campaign
Saliency of brand
Extent of
familiarity with
product beyond
name recognition
Measures
Facebook pre-
shopping
disposition to
purchase
Strength of
loyalty, potential
to impact on
others
Mind

21. Buyers Repeat Volume
Year on Year
Growth
Cannibalization
Rate
Recency Retention Rate
Facebook
customer profit
Facebook ROI
Facebook first-
time customers
as % of the target
Facebook
population
Repeat buyers X
nr of products
bought in each
purchase X nr of
times they
purchase - period
% change from
one year to the
next
% of new product
sales taken from
existing product
lines
Facebook length
of time since a
Facebook fan last
purchase
The ratio of
customers
retained to the
number at risk
The difference
between the
revenues earned
from and CRM
during a specified
period of time
Over time sales –
repeat purchasers
Measure of
Facebook
stability
Plan Facebook
management and
budgeting
New products
often reduce the
sales of existing
products
Track changes in
number of active
customers
Track changes in
the ability of your
brand to retain
customers
Identify which
Facebook fans are
profitable and
which are not
Behaviour

22. Customer
Lifetime Value
Prospect
Lifetime Value
Average
Acquisition Cost
Average
Retention Cost
Redemption
Rates
Customer
Workload
Percentage of
sales with a
coupon
Facebook ROI
The present value
of the future cash
flows attributed
to the customer
relationship
Response rate x
sum initial margin
& the CLV of
acquired customer
minus the
prospecting cost
The ratio of
acquisition
spending to the
number of new
customers
acquired
The ratio of
retention
spending to the
number of
customers
retained
Coupons
redeemed divided
by coupons
distributed
Hours required to
service customers
and prospects
Sales via
coupon, divided
by total sales
Predict future
customer sales
Guide Facebook
prospecting
decisions
Track the cost of
acquiring a new
customer
Monitor
retention
spending
Estimate of
“coupon” lift after
adjusting for sales
that would have
made without
coupons
Assess the
number of
customer support
required to
service Facebook
target audience
Brand dependency
on promotional
sales
Behaviour

23. Interaction
Continuity
ControlTargeting
Towards relationships and transactions

24. Users
Buyers
InfluencersDeciders
Gatekeepers
Towards increased audience insights

25. Direct
Marketing
Identifying
Best
Customers
Identifying
Best
Prospects
Targeting
Offers
Suggest
Appropriate
Forms of
Contact
Cross-Sell
Response
Handling
Channel
Support
Targeted
Branding
ROI
Facebook Data ROI
Towards effective Facebook presence

26. Analysis and
Planning
Campaign
Monitoring
Campaign Co-
ordination
Project
Management
Facebook Data ROI
Towards effective Facebook management

27. Facebook ROI
Strive to obtain
new customers
via Facebook
Do more business
with existing
customers via
Facebook
Actively work
hard to lose fewer
customers
Towards effective Facebook ROI

28. About Us
We're
Digital Business
Consultants

29. Marketing Technology Measurement
Digital
ROI
Data

30. Our Thinking
Future brands are
about what they do,
not what they say

31. Our Services
Accelerate Digital
Transformation

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33. Facebook
ROI
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