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Eric Ludwig
This document discusses strategies for supercharging your brand on Facebook. It recommends defining desired marketing outcomes and focusing resources on driving behaviors that achieve those outcomes. Key points include building an in-house expert team, treating your Facebook fan base as multiple audiences that change over time, and ensuring every Facebook action is deliberate and has a clear monetary value assigned. Direct and indirect attribution from Facebook marketing should be evaluated using full media mix modeling.
Eric Ludwig
- 1. Supercharging your Brandon Facebook Eric Ludwig @thesemninja Confidential and Restricted. Rosetta Stone Ltd. 2012
- 2. How We SeeOurselves 2 Confidential and Restricted. Rosetta Stone Ltd. 2012
- 3. How Your CEOor Client Sees You 3 Confidential and Restricted. Rosetta Stone Ltd. 2012
- 4. Maybe We area Little Crazy (Cyber Monday 2012) 4 Confidential and Restricted. Rosetta Stone Ltd. 2012
- 5. Social as Foundationof Integrated Marketing Vision Define the outcomes, then focus resources on driving these behaviors. Desired Outcomes Channel/Primary Purpose 1. Brand Awareness/Max Search/PPC Brand (6) Share of Voice Search/PPC Non-Brand (2) 2. Email Lead 3. Product Demo Email (6, 7, 4) 4. Content Dissemination 5. Increase Net Promotion Social (1, 2, 3, 4, 5, 6, 7) 6. Sale Display (1, 2, 3) 7. Loyalty (Renewal, Reorder) Affiliate (6) 8. Permission to expand Partner (6, 1, 2) into new product lines Offline--TV, Print, Kiosk, Retail (1, 2, 3) Energize community to pull all others closer to high value outcomes. Confidential and Restricted. Rosetta Stone Ltd. 2012
- 6. “Measure what ismeasurable, and make measurable what is not so.” -Galileo 1)Act without perfect information 2)Trust the experts. Know which programs to use and which to avoid 3)Don’t let the internal fights over Social ownership derail your program The 1919 photo negative from Eddington of a solar eclipse, confirming Einstein’s theory. Confidential and Restricted. Rosetta Stone Ltd. 2012
- 7. Unlocking ROI—The EarlyDays LOOK FOR THE WOBBLES 1)More ViewThrough conversions. (3X to 5X on top of direct ROI) 2)Higher Search clicks and conversion rate (especially in Brand campaigns). (.3 to 1.0 ROI) 3)Direct ROM better than all your other Display media. (Direct ROI .25 to 1.0) 4)Increased lead collection and downstream conversions through CRM (.30 to 1.0 ROI) 5)Offline sales increases. Nurture this in your HOW KEPLER DETECTS PLANETS ads, posts and apps. (.1 to .5 ROI) (affect on stars they orbit) Confidential and Restricted. Rosetta Stone Ltd. 2012
- 8. Success Can BeIntoxicating 8 Confidential and Restricted. Rosetta Stone Ltd. 2012
- 9. Build a Teamof In-house Experts …and support the team with world-class support • Quality is the organizing principle, starting with our people • Find intuitives, empaths • Imagination is the key to building Mass • The curation of content and writing skills must be strong • Testing and analysis expertise a must • Find experienced people (or teach them necessary skills) that match your business needs: Direct Response, Brand Building, etc. Confidential and Restricted. Rosetta Stone Ltd. 2012
- 10. The Standard ConversionFunnel is Boring You hold a living, breathing Vortex in your hands. Confidential and Restricted. Rosetta Stone Ltd. 2012
- 11. Your Facebook EffortsMap to the Conversion Funnel Mass: Develop Awareness and Interest Engagement: Unlock Desire (Quality and Timing is Everything!) Money Flow: Use FB Offers, FB Custom Audiences & FB Exchange Confidential and Restricted. Rosetta Stone Ltd. 2012
- 12. Your Facebook FanBase is Not One Audience Every Fan cluster is on their own time. This affects: -Engagement (avg “Active” status) -Your ability to influence their participation in your Share Graph -Your rising and falling EdgeRank (and its impact on SEO) -Your ability to create Money Flow from your Fans Confidential and Restricted. Rosetta Stone Ltd. 2012
- 13. Edge is Everything 13 Confidential and Restricted. Rosetta Stone Ltd. 2012
- 14. So Every ActionMust be Deliberate …and have proper $$Value assigned to it Fan Ads Feed (Sponsored Impressions Stories) Sponsored Posts Fan Ads (Targeted) Likes Shares Engagement Apps Drive to Site Response to Content Comments New Objects Page Posts & (FB “Want”) Update Demo Free Trial Promo Apps Offer Drive to Sale Drive to Sale (.com assets) (FB Offers, Exchange) Confidential and Restricted. Rosetta Stone Ltd. 2012
- 15. Evaluate Direct andIndirect Attribution Run full Media Mix modeling and find correlation from Facebook everywhere: -In-store sales -Call center sales -Web sales -Traffic -Lead collection -Brand Awareness & NPS Invest in time teaching your analysis team the new math. Confidential and Restricted. Rosetta Stone Ltd. 2012
- 16. Unleash the Energy Facebook’snew AdTech can transform Direct Attribution overnight. ROAS for us is now comparable to Brand Search! Confidential and Restricted. Rosetta Stone Ltd. 2012
- 17. No More Wobbles 17 Confidential and Restricted. Rosetta Stone Ltd. 2012
- 18. The War isOn and the Battlefield is Set -Whatever your investment level is today it’s probably too small -Remain agile and react to Social changes (SEOers should be used to this) -Prepare for Facebook Search and a product that competes with AdSense -Integrate Facebook and your Social program into everything you do Confidential and Restricted. Rosetta Stone Ltd. 2012
- 19. Thank You andGood Luck! @thesemninja Confidential and Restricted. Rosetta Stone Ltd. 2012