SEMPO AZ Facebook Event - Phillip Rather
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The document discusses how social media is becoming more people-centric and outlines Facebook's approach to leveraging social connections to drive brand affinity and direct response. It explains that Facebook focuses on making connections easy and valuable for users while empowering them to share with their friends. This new form of word-of-mouth marketing through friends is shown to be more effective than traditional digital marketing approaches. The document also provides examples of Facebook ad products like Sponsored Stories, Marketplace Ads, and retargeting fans that can generate leads and scale word-of-mouth referrals.
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SEMPO AZ Facebook Event - Phillip Rather
- 1. SOCIAL BY DESIGN Building Around People to Drive Brand Affinity and Direct Response Phillip Rather | Agency Partner
- 2. THE STATE OF THE INTERNET
- 3. The culture of the web is changing: The internet is being reorganized around people. Browse Search Discover 90’s 00’s 10’s Source: BDO USA "Retail Compass Survey of CMOs," November, 2010
- 4. As we move toward a people-centric web, successful businesses will effectively leverage social connections Social Networking +52% Search +1% -21% -2% -28% Classifieds/ Email Portals Auctions Source: ComScore Global Y/Y change Jan 2010 - Jan 2011
- 5. Facebook’s approach to people centered marketing is focused on ease, value and the ability to share 1) Make it EASY to make authentic connections Social plugin Your A fan base Page with Like ads Sponsored Stories Publish to fans Ads with Friends 2) Provide VALUE to your fans so they’ll 3) Know your fans want to engage with and empower them your brand to SHARE
- 6. Fans are more valuable when they impact their friends Facebook population Friends of fans 40M friends My friend likes this brand Fan base Ads with friends 200K fans US data
- 7. This is the NEW word of mouth - it is twice as effective 1.6X lift in brand recall 2X VS lift in message awareness 4X Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken lift in purchase intent Source: Nielsen
- 8. Marketplace Ads Drive action and direct-response transactions • Auction-based pricing • CPC or CPM • Rich targeting 1 • Drive actions • Ad formats 2 • Event • Like 3 • Standard 4
- 9. Sponsored Stories are a new way to scale word of mouth • Word-of-mouth • Come from News Feed • Sponsored stories: • Page likes • Domain likes • Page posts • Page post likes • App used • Game played • Place check-ins • Open Graph Edges
- 10. "Sponsored stories have the impact of earned, with the scale and predictability of paid. People sharing stories with people."
- 11. Traditional Digital Marketing Approach Impressions Traffic Retail Website Conversion
- 12. Digital Marketing Gone Social Brand Message Paid Earned Mike Tuttle Likes Sara Jones Likes Joe Smith Likes this Brand this Brand this Brand Owned Brand publishes content to connections
- 14. Retarget Fans Leverage existing connections for a more efficient cost per lead. Targeting a brand’s Facebook fans results in 15-44% lower acquisition cost when compared to targeting non-fans. http://www.insidefacebook.com/2011/06/06/target-facebook-fans-cheaper- registrations/
- 15. Generate leads directly on Facebook
- 16. F8/Adweek Updates • Timeline • New Ad Unit • Open Graph Edges (watched, listened, etc)
- 17. Q&A