Facebook advertising campaigns generated a 3X or better return on investment (ROI) for 70% of campaigns and a 5X or better ROI for 49% of campaigns according to various third party methodologies. The document discusses making Facebook seamless across devices and examples of Facebook ad campaigns that drove sales, increased product trials, and improved brand perceptions, with some campaigns achieving up to a 4X return on ad spend. Measurement plans included reach, frequency, resonance, and consumer reaction.
Brand impact of YouTube vs TV Think Insights with Google.Pim Piepers
Brand impact of YouTube vs TV Think Insights with Google.
In a nutshell
1 Overall, YouTube prerolls perform almost 40% better than TV in
terms of impact on brand metrics awareness and recall metrics
2 Both media show a comparable impact on purchase intent
3 The combination of both media does not show an additional
crossmedia synergy (as would have been expected)
4 This result however is to be seen as an artefact of the in-lab
methodology (no natural media usage = increased general attention)
5 We think so as studies conducted in a live campaign environment
clearly show a synergy effect (higher efficiency of crossmedia)
National Brands: Prioritizing Efforts for Scale Expion
As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done.
Altimeter’s Jeremiah Owyang discusses the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team.
Brand impact of YouTube vs TV Think Insights with Google.Pim Piepers
Brand impact of YouTube vs TV Think Insights with Google.
In a nutshell
1 Overall, YouTube prerolls perform almost 40% better than TV in
terms of impact on brand metrics awareness and recall metrics
2 Both media show a comparable impact on purchase intent
3 The combination of both media does not show an additional
crossmedia synergy (as would have been expected)
4 This result however is to be seen as an artefact of the in-lab
methodology (no natural media usage = increased general attention)
5 We think so as studies conducted in a live campaign environment
clearly show a synergy effect (higher efficiency of crossmedia)
National Brands: Prioritizing Efforts for Scale Expion
As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done.
Altimeter’s Jeremiah Owyang discusses the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team.
Social Media: National Brands with Local EngagementExpion
As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done.
Altimeter’s Jeremiah Owyang will discuss the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team.
Expion’s Peter Heffring and Erica McClenny will join Jeremiah to explain the infrastructure and building blocks needed to be successful when moving to a localized model.
This was Peter Heffrings deck from the call.
Real Time Marketing: The New Prime Time or the Latest Shiny Object?
Rick Murray, Edelman | Chris Kooluris, Weber Shandwick | Stephanie Matthews, GolinHarris | Teca Lewellyn, Kellogg’s | Zena Weist, Expion
Your Brand, The Next Media Company: Edelman- Michael Brito, SVP Digital Strategy, @britopian
How organizations can evolve into a fully collaborative social business. A step by step playbook to achieve organizational change, process efficiencies and technology acumen.
Going global starts with local brian solis and expionExpion
How localization and contextualization increases brand engagement in important markets..
Integrating social media into a global marketing strategy presents unique challenges. With multitudes of countries, thousands of employees and language/cultural barriers, how do today’s Top Global Brands deploy their social strategy effectively?
Brian Solis and Peter Heffring will share the strategies and implementations tactics the leading global companies use to manage their social presence across different countries and markets.
Brian’s research shows that localizing social content for specific markets and cultures dramatically multiplies the impact in terms of engagement, virality and actual sales.
Peter will detail how technology has finally caught up to support Global Brands and the multiple strategies they use to form country communities and retain a unified brand presence on a global scale.
Going local: how big brands can win big with local focusExpion
Local marketing is more relevant marketing, but implementing it is a challenge for regional, national and global brands. Yet today’s technology and social media strategies can open a vast opportunity for the big to go small. Social media strategist and author Jason Falls and Expion’s Kevin Magee will present five strategies to move your brand to drive more local engagement, more relevant messaging and better marketing success.
30-Day Facebook PM Interview Study GuideLewis Lin 🦊
Excerpt from Lewis C. Lin's The Product Manager Interview https://interviewsteps.com/products/the-product-manager-interview-167-actual-questions-and-answers
From a Keynote at the Agile Greece Meetup
http://www.meetup.com/Agile-Greece/
Learnings from implementing SCRUM in the Marketing department of e-FOOD.gr
Agile Marketing is an approach to marketing that takes its inspiration from Agile Development and that values:
Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Numerous small experiments over a few large bets
Individuals and interactions over target markets
Collaboration over silos and hierarchy
The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function.
Imagine asking your customers what they want from your online presence. Instead of a focus group, or a few internal project meetings, imagine going to the people who will actually use your website, will interact with your business, and asking them what they want. That's what Project Dogfood is all about.
Learn what happens when you ask some open questions, build a community platform to capture the conversation, and then implement what your stakeholders actually want.
Social Media: National Brands with Local EngagementExpion
As brands seek to obtain better returns from their social media efforts, it is critical that conversations become more relevant for the consumer. This is far easier said than done.
Altimeter’s Jeremiah Owyang will discuss the challenges today and steps required to prepare for more localized engagement and activation of your entire customer facing team.
Expion’s Peter Heffring and Erica McClenny will join Jeremiah to explain the infrastructure and building blocks needed to be successful when moving to a localized model.
This was Peter Heffrings deck from the call.
Real Time Marketing: The New Prime Time or the Latest Shiny Object?
Rick Murray, Edelman | Chris Kooluris, Weber Shandwick | Stephanie Matthews, GolinHarris | Teca Lewellyn, Kellogg’s | Zena Weist, Expion
Your Brand, The Next Media Company: Edelman- Michael Brito, SVP Digital Strategy, @britopian
How organizations can evolve into a fully collaborative social business. A step by step playbook to achieve organizational change, process efficiencies and technology acumen.
Going global starts with local brian solis and expionExpion
How localization and contextualization increases brand engagement in important markets..
Integrating social media into a global marketing strategy presents unique challenges. With multitudes of countries, thousands of employees and language/cultural barriers, how do today’s Top Global Brands deploy their social strategy effectively?
Brian Solis and Peter Heffring will share the strategies and implementations tactics the leading global companies use to manage their social presence across different countries and markets.
Brian’s research shows that localizing social content for specific markets and cultures dramatically multiplies the impact in terms of engagement, virality and actual sales.
Peter will detail how technology has finally caught up to support Global Brands and the multiple strategies they use to form country communities and retain a unified brand presence on a global scale.
Going local: how big brands can win big with local focusExpion
Local marketing is more relevant marketing, but implementing it is a challenge for regional, national and global brands. Yet today’s technology and social media strategies can open a vast opportunity for the big to go small. Social media strategist and author Jason Falls and Expion’s Kevin Magee will present five strategies to move your brand to drive more local engagement, more relevant messaging and better marketing success.
30-Day Facebook PM Interview Study GuideLewis Lin 🦊
Excerpt from Lewis C. Lin's The Product Manager Interview https://interviewsteps.com/products/the-product-manager-interview-167-actual-questions-and-answers
From a Keynote at the Agile Greece Meetup
http://www.meetup.com/Agile-Greece/
Learnings from implementing SCRUM in the Marketing department of e-FOOD.gr
Agile Marketing is an approach to marketing that takes its inspiration from Agile Development and that values:
Responding to change over following a plan
Rapid iterations over Big-Bang campaigns
Testing and data over opinions and conventions
Numerous small experiments over a few large bets
Individuals and interactions over target markets
Collaboration over silos and hierarchy
The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function.
Imagine asking your customers what they want from your online presence. Instead of a focus group, or a few internal project meetings, imagine going to the people who will actually use your website, will interact with your business, and asking them what they want. That's what Project Dogfood is all about.
Learn what happens when you ask some open questions, build a community platform to capture the conversation, and then implement what your stakeholders actually want.
Experiment Your Way to Product Success: Rapid Experimentation at Every Stage ...Aggregage
People often think of validation or experimentation as something you do once you have designs or once you’ve built the product. But it's important to validate early and often to better understand your customer, their needs, and the market opportunity.
Join Tanya Koshy, VP of Product at UserTesting, as she explores how, by using customer feedback at every stage of the product development process, you can better and more quickly iterate on your product ideas. Ultimately, this rapid experimentation during development will enable you to deliver customer value faster.
Exploring how to take a product that been built for internal use by a company to market. Starting with why it could / should be done, discussing the stages in which this can be done, specific tasks for a Product Manager and finally various tasks for various team.
How does your company innovate? How do you, as a product professional, create sustainable growth? Do your product and feature releases achieve the desired results?
If you struggled to answer any of those questions, join Dave Martin, product management expert and Founder at Right to Left, as he dives into the product growth engine. In this talk, he will explore how human bias repeatedly hinders product success and causes teams to miss out on their potential - and how to overcome that bias to optimize your organization's product and growth.
Forrester Research mobile analyst Melissa Parrish takes you on a guided tour of how brand marketers are going from experimentation to executing high-impact, rich media mobile marketing campaigns.
6. Facebook Works: ROI throughout the funnel
Across 63 campaigns
3X ROI or better in 70% of campaigns
5X ROI or better in 49% of campaigns
Source: Variety of 3rd party methodologies like panels and mix media models, all client initiated
Products to Solutions Facebook Works Mobile First
We’ve heard loud and clear that the speed at which we launch new products can be confusing for the marketplace and hard to keep up with. Now, we’re not planning to slow down our pace of innovation. But in 2012, we built all of our products to align with the unique needs of our clients. We put clients at the core……And we did this by further connecting our solutions with the purchase funnel. Now, to be clear, I realize that every company and agency has their own interpretation of the funnel. This isn’t one-size-fits-all. But it’s helpful to view Facebook’s marketing solutions through the lens of the traditional funnel, because we think we’re uniquely positioned out of all your platform options to drive results at every step, from awareness to consideration to conversion to loyalty.And looking at the funnel, we made a major push in 2012 to focus on the bottom, particularly conversion. I want to highlight two of the solutions I’m especially excited about for this year: Facebook Exchange and Custom Audiences.
In the U.S., we launched a partnership with Datalogix to measure the impact of Facebook marketing on actual customer purchase decisions. Across more than 60 campaigns, Datalogix showed 70% of clients achieving 3x or better ROI; nearly half achieved 5x or better. I want you to know that it’s a priority for us to bring a comprehensive solution to the UK as well. You may have seen a recent report from WARC (World Advertising Research Council) that argues that marketers need to apply the same rigorous standards to planning, budgeting and measuring social campaigns as traditional campaigns – and I couldn’t agree more. So we’re focused on working with UK clients to measure their investment in Facebook the same way they measure other channels. We’ve worked with quite a few of you in the room on this and we’ve seen great results…with companies like Unilever, Nestle, General Mills, Pimms (Diageo) and others.If you’re picking up on a trend…it’s that we’re serious about taking Facebook out of your “social’ bucket and proving that we can compete with and beat any platform.
You may have heard me say before that we were all taken aback by how quickly the move to mobile happened in 2012. We all knew the shift was coming, but it was more like a tidal wave. In fact, over the past few weeks, we’ve started to see days when Facebook is accessed by more people on mobile than desktop for the first time ever. One thing we know for sure—that trend is only going to accelerate. We knew that we’d have to become a mobile-first company. That required a major shift in how our engineering team was built. We not only made some major acquisitions to enhance our mobile capabilities, but we launched a major training initiative to improve our own in-house capabilities.
Our “mobile first” strategy began with making Facebook seamless across all devices. A year ago, the Facebook experience on desktop was awesome. It was great on most tablets. And it was pretty bad on smartphones. Midway through the year, we totally rebuilt our iphone and Android apps, and now the Facebook experience is more seamless than ever.
Now, we’ve certainly heard the criticism that Facebook ads are too small…and aren’t a good creative canvass. And if we were still offering nothing but right-hand side ads, there would be some truth to that. But let’s do a side-by-side comparison of our mobile ads product, sponsored stories. When you compare the typical mobile ad unit to ours, there’s no comparison. A sponsored story, delivered right to news feed, can take up virtually the entire mobile screen. Brands are doing some incredibly beautiful, print-quality creative, and they’re seeing amazing results.
What’s unique?Measurement system in place (measuring sales, store traffic) Simplicity (optimized for engagement off the page) Scale – big enough of a national effort that we could measure the impact of the work being done on Facebook