digital marketing update facebook
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Digital Marketing Update
10 September Dorianne Richelle
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Obermütten, Graubünden, 79 inhabitants
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Resulting in new visitors:
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Facebook started as a profile book
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Then a Newsfeed was introduced
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Many changes followed
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Facebook Sta+s+eken: check Socialbakers.com Hierin staan de data die zij halen uit onze adverten+etool. Die data lopen iets achter op de werkelijke sta+eken maar geven wel een goed beeld.
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Discover
10’s
Search
00’s
Browse
90’s
Source: BDO USA "Retail Compass Survey of CMOs," November, 2010
The web is being built around people
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The days of the nameless, faceless Web are over
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People and their personal relationships open up many great opportunities
The Places
I’ve been
The people I care about
My opinions
The Brands I care about
The products
I want and buy
Content I consume
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The Power of Social
Discovery
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Copy Cats (or Dogs)
We (un)consciously copy what our friends do!
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Technology is finally
catching up with human
behaviour
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Sharing is doubling every
12 months
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Source: Nielsen’s Global Trust in Advertising Survey, April 2012
Word-of-mouth is by people you know is most powerful
trust TV, radio & newspaper trust word of mouth of friends & family
92% 47%
I just bought this for $300. Check it out!
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TV (47%)
-24% Between 2009 &
2011
Magazines (47%)
-20% Between 2009 &
2011
Recommendations from people I know
(92%)
+18% Between 2007 & 2011
Source: Nielsen Trust in advertising survey Q3 2011
Trust in “traditional” advertising drops quickly
And Word-of-mouth is getting more and more important:
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How to build a connected brand through facebook
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New opportunity asks for a new design
23
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Business Impact!
Social Media!• Publishing & monitoring of
company channels!• Traditional “push” advertising
campaigns!• Measured with channel specific
metrics!
!
Social Marketing!• Custom marketing strategies!• People create the message!• Media amplifies the message!• Measured with mainstream
marketing metrics !
!
Social Business!• Incorporating people into core
business functions & products!• Touches multiple areas within the
organization!• Drives real financial results !• Measured with core business
metrics!
Organizational Integration!
Social Strategies
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The SOCIAL GRAPH: people connect with family, friends, brands: the things they care about!
!
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And for a new approach…
Many lightweight i
nteractions o
ver time!
Heavyweight interactions now and then!
Time
Love
Rela+onship
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The majority of people that "like” a page will never actually go there. Almost all of the interac+on your fans will have with your brand will be in their personal news feed.
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You are not compeIng against your compeItors on Facebook. A brand is compe+ng against people’s friends and all the content they share. On average in the Netherlands a person has 155 friends, spends 7 hours on FB a month and shares billions of expressions – that’s a lot of friendly compe++on!
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Only 16% of your fans see your posts. If your content is more or less engaging more or less people will see it. That is why creating engaging content is key.
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Many lightweight interac+ons
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Heavyweight interac+ons now and then
hYps://www.youtube.com/watch?v=2X8Bd3-‐G6IU
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Social Business:
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Questions?
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For case studies: hYp://www.facebook-‐successstories.com For crea+ve examples: hYp://www.facebook-‐studio.com For E-‐learning course: hYp://www.facebook-‐studio.com For marke+ng solu+ons: hYps://www.facebook.com/marke+ng
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Business success metrics are the same as they have always been
Reach Numbers, demos, overlap and frequency
Metrics: GRPs and TRPs, paid reach, organic reach, viral reach
Brand Resonance Changes in percep+on
Metrics: Ad recall, purchase intent, awareness, brand equity, aYribute tracking
Reac+on Impact on sales and maximizing efficiency across channels
Metrics: Campaign ROI, marginal ROI, traffic, sales, conversions
Consumer Insights Insights about people, product and brand that can improve my business
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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
Facebook ads drive offline sales
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Fans are still your best customers. Fans influence their friends best
Source:: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to average internet user
Fans spend 131% more and friends of fans spend 104% more
Fans spend 97% more and friends of fans spend 51% more
Fans spend 60% more
Fans spend 109% more
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Fans and friends of fans purchase more when exposed to earned brand messages
Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
Fans and friends of fans bought 21% more frequently
Fans and friends of fans bought 38% more frequently
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Generate higher brand resonance than other online ad campaigns
Source: Nielsen Brand Effect norms, May 2012.
+98%
+31%
BeOer ad recall
Greater brand awareness
online average
online average
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Capture more conversions more effec+vely than the online average
Note: Based on campaigns from ad networks, publishers, and retargeters, analyzed in an MTA model. Source: Aggregate Knowledge, June 2012.
Share of conversions
+192%
35% lower cost per conversion
online average
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Reaction studies show fans are your best customers
Fans spend 8% more and transact 11% more frequently
Web Traffic
Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
Brand Engagement
Fans conduct 68% more searches
Fans visit the site 5x more
Sales
On average, fans generate 2x higher sales than non-‐fans*
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8% higher spending by friends of fans
Web Traffic
Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
Brand Engagement
27% more searches by friends of fans
2.5x more site visits by friends of fans
Sales
Friends of fans are top customers as well