This is the presentation of the ROCKIT Digital Conference speaker, Andrei Ursuleanu who talked about facebook and facebook solutions for our businesses at our first event Rockit Enage with Social Netwroks

1. effectively connecting brands to consumers
Facebook Solutions: feb 2014, Chisinau
THINKDIGITAL

2. EFFECTIVELY CONNECTING
BRANDS TO CONSUMERS

3. EFFECTIVELY CONNECTING
BRANDS TO CONSUMERS

4. EFFECTIVELY CONNECTING
BRANDS TO CONSUMERS
Why use Facebook when it comes
to online communication…

5. From consumer perspective
Recognize the consumer in the modern times
Engage with the consumers in their environmen
Consider In-depth targeting ability; Go Pro (Audiences
, Retargeting)
From ads perspective
Choose the correct Ad placements & Formats (Premium
Formats)
Metrics are important
Use Analytics Data
From costs perspective
Bid the true value. Think long term.

6. Recognize the consumer in the modern times

7. 92%
trust word of mouth
of friends & family
47%
trust TV, press and newspapers
Buying is inherently social
People do rely on friends to help
them make buying decisions

8. Engage with the
consumer in his
environment

9. ~ 1,3 Billion
monthly active
users across all platforms
~ 700 Mils
Monthly Active
Users
~ 70%
YOY
Growth
Global
~ 60%
returns
daily
…and they are there
longer than
anywhere else

10. ~ 190 thou
Monthly active users
on mobile
~ 380 thou
Overall users
Across mobile touch points

11. In-depth targeting
capabilities

12. Facebook it’s not just reach, it’s not just clicks
Personal
• Birthday
• Education
•Address / Country
• Workplace
• Relationship status
Demographic
•Age
•Gender
Social
•Likes & interests
•Friend connections
•Activity (e.g., check-ins)
•Intent
35%
90%
Accurate targeting for
narrow audiences
• Lookalike audiences
• Custom Audiences
• FBX
New possibilities
…but is very precise targeting
Placement
•Right hand side
•News feed desktop
•News feed Mobile
Facebook achieves 90%
accuracy vs. 35% for the online
industry average

13. Go Pro!
Use Advanced Tools
(Audiences &
Retargeting)

14. Reach Your Own Customers With
Custom Audiences
Facebook
Your customer
database

15. Lookalike Audiences
extension to Custom Audiences
Custom
Audiences
Lookalike
Audiences
What?
Find and reach more
people who are similar
to your
customers/visitors
Why?
They share the same traits as
your customers and hence are
more likely to be interested in
your products/services
Best suited for fan acquisition, site registration, off-Facebook
purchases

16. With Custom Audiences
Tailor messages based on consumer’s objective
W, 18–34
Brand
heavy
W, 18–34
Deal
Seeker
Create Audiences from country email lists, site
registrations and even FB apps
Create different campaign messages
based on the data knowledge Custom
Audience will provide
Use specific selling techniques to reach
the exact interest & needs of your
different segments of users

17. Facebook Exchange
This new solution enables you, to focus on
those users who have already visited your
website and reconnect with them in the most
engaging Social Media environment!

18. User journey via FBX

19. +1,7x
Click to Conversion
Rate Cost Per Action
-2,6x
The Click to conversion ratio of FBX
was 1,7 times higher than that of
other Display sources
The cost per action on FBX was 2,6
times lower than that of other
Display sources
Insur
ance
Vertical
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013

20. +2xClick to Conversion
Rate Cost Per Action
-1,4x
The Click to conversion ratio of FBX
was 2 times higher than that of
other Display sources
The cost per action on FBX was 1,4
times lower than that of other
Display sources
Online
Travel
Vertical
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013

21. +2,3x
Click to Conversion
Rate Cost Per Action
-1,6x
The Click to conversion ratio of FBX
was 2,3 times higher than that of
other Display sources
The cost per action on FBX was 1,6
times lower than that of other
Display sources
eCom
merce
Vertical
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013

22. Choose the correct Ad
placements & Formats
(ideal mix for the right campaign
goal)

23. PREMIUM
ADVERTISING Facebook Premium
Advantages

24. PREMIUM
ADVERTISING
Drive brand results and social
interaction transactions
Massive Reach
Multiple Ad Formats
Guaranteed visibility

25. PREMIUM
ADVERTISING Types of Facebook
Premium Ads

26. Premium Ads Placements
+
Right-hand side
News feed Desktop News feed Mobile
Logout Experience

27. PREMIUM
ADVERTISING
Types of Facebook Premium
Ads
Premium Page Post CPM basis [placed in RHS
only]
News Feed Reach Block
News Feed Target Block
RHS Reach Block
Logout Experience

28. AMPLIFICATION
PREMIUM
ADVERTIS
ING
Page Post Photo Ad

29. AMPLIFICATION
PREMIUM
ADVERTIS
ING
Page Post Video Ad

30. News Feed Reach Block

31.  Logout Experience Video
Distribute a video post from
your Page at the end of a user’s
experience when they are
about to finish engaging and
create new engagement circle
and continued experience!
LogOut Experience
 Logout Experience Link
Show a link post from your
Page at the end of a user’s
experience when they are
about to actively seek new
content

32. Targeting
Capabilities
Reach
Premium
Ads
LOX
Reach
Block RHS,
NF

33. High
Visibility
Large Creative Size
RHS Ads
LOX
Newsfeed
Ads

34. Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Constant campaigns on marketplace and timely campaigns on
premium inventory…..

35. Analytics Data/ Quality Metrics
(Insights, FB Monitor Tools)

36. FB Monitor Tools
Fans variation over a certain period and compared with an industry

37. FB Monitor Tools
Active Fans variation over a certain period and compared with an industry

38. FB Monitor Tools
Engagement rate variation over a certain period and compared with an industry

39. Bid the true value and
Think long term.