facebook in the marketing mix
DESCRIPTION
Presentation by Jon Harvey and Josh Smith from the IPA Social Search event 2010TRANSCRIPT
Facebook in the Marketing mix
Presented by Jon Harvey and Josh Smith
Today’s Agenda
Facebook performance media
Optimise pages for Search
Facebook in the marketing mix
Why care?
400m Active Users*
Average session time 25 mins
100m Active mobile users
50% of users return daily
*Active Users have logged onto the site and interacted once or more in the last 30 days
Facebook Pages
Facebook Pages – content ‘Hub’ for brandsCreate unique dialogue between brand & audience
Develop deeper relationship with
consumers
Drive Fans & Post directly into their
Newsfeeds
Create a 2-way dialogue
Fan page will be the hub for all communications
Update status
Wall for brand and user
communication
Build a fan base
Tabs for rich
content
Use the Wall to communicate with fans
Skittles Fan Page
Fan’s homepage
Use Wall updates to add value to user experience on Facebook, and to have a two
way dialogue
Marks & Spencers customer dialogue
A user in the US says she misses M&S in the US – M&S
has been able to inform these users about the online service that can be accessed via the
web
Marks & Spencer’s are celebrating their 125th anniversary on
M&S has created a direct dialogue with its
customers on Facebook. Using Homepage Ads,
the store has been able to drive over 100,000
fans, 1000’s of competition entries & real-time conversation with users as far afield as Toronto & Islamabad
Historical editorial & competition
promotions provide
compelling sharable content
to users
Using The Wall M&S have generated a 2-way dialogue with
their customers revealing just how enthusiastic users are about the
brand
Targeted ‘Become a Fan’ Ads on actively drive fans – M&S have changed targeting to a
younger audience in response to the profile data
of their fanbase
Insights of your fans
Top Interests Top TV Shows Top Movies Top Music
Music Friends Pulp Fiction Stereophonics
Reading Family Guy Fight Club Oasis
Football SimpsonsShawshank Redemption
Killers
Travelling Lost Snatch Coldplay
Movies Heroes Dirty Dancing Muse
6 Key SEO Strategies every Facebook Page owner should know
1 Page name – be authentic, in line with Facebook Profiles
2 Info and about tab – pack them to get yourself found
3 Link out to as many relevant sites as possible
6 Don’t be afraid to advertise for fans – this is the biggest factor for most successful pages
5 Drive to your Facebook page from your other online properties. This will increase fans and traffic
4 Broaden how you can be found by putting relevant descriptions on photos and events
Facebook performance media
Searches for “tents” 135,000
Facebook users with ‘camping’, ‘hiking’, and
‘climbing’ in their profile 1,711,760
Views from the market
Rob Horler, MD of media agency Carat UK, said, “Facebook is proving to be a formidable part of the direct response
schedule, primarily because of its scale and volume.”
Simon Mansell, MD of TBG — is using a Facebook API and has recently won the Vodafone direct response account — said some of its clients were shifting spend from paid search to Facebook.
“Where we manage both channels, we generally get better value from Facebook than Google, and for our
three biggest clients we get greater volumes on Facebook,”
Source: Facebook internal data, December 2009
J J J J J J J J O
M
5M
10M
15M
20M
25M
Over 23 million
11 Million Daily
Active user growth in the U.K.
2008 2009
Dedicated Ad position
Ad Spac
e Unit
100 billion monthly impressions
Country
City or Town
Age
Gender
Interests
Activities
MusicBooks
TV Shows
Education
School
College
Relationship
Workplace
Page
Group
Languages
Birthdays
Time
Connections
Applications
Huge opportunity to target and optimiseBut lots of complexity too…
Step one: 18-39 age range UK 220 lines for 48 hours (weekdays) CPM may give you a more even test
Creative 1 Creative 2 Creative 3 Creative 4 Creative 5
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Facebook Bulk UploaderAllows you to upload multiple adverts at once
What the bulk uploader delivers:• One-stop shop to easily create, target,
edit, and track ads• Accessible to anyone – best first
experience with Facebook Ads• Drives down the price of media
through optimisation• More cost-effective media• Better conversion rates than generic
ASUs• Allows you to buy, manage and
optimise big campaigns• Gives full control over all aspects of
the campaign• Gain detailed reporting based on
response
Between an art and a science Optimizing Facebook Ads
Title and copy optimization
Finding the right image
Creating social actionsUnderstanding clicks, conversions, and pricing
Creative Optimization Performance Analysis
Targeting the right users
Future Consideration: Facebook Ads API
API allows you to do anything you can do on the Ads Manager, but nothing more.
However: • Programmatic access to all the functionality
in Ads Manager
• Implement business rules automatically, rather than blocking on manual updates
• Build tools for internal or external use
• Create cross-channel dashboards
• Currently in beta testing; rolling out more broadly over the next few months
Facebook in the Marketing mix
BRAND
A truly global 2 way marketing platform
InnovationsFacebook Pages
Facebook Ads
We do 3 simple things for marketers
Drive traffic on & off of Facebook
Build Fans & communicate directly with them
Facebook Connect, Applications & new Ad products
A central ‘Hub’ for COI campaignsFacebook Pages as ‘Hubs’ to drive & measure social
change
Portal activity
FRANK website
User generated content
TV campaign
Press campaign
Facebook Ads
Search
Summary
11m engaged Users
Efficient and scalable
100 Billion + Impressions
Contact Facebook to discuss
Creative and Testing
Optical Express: where we were...
Tesco.com: where we are now…
Optical Express: where we were...
Optical Express: where we are now…
Refresh your creativeOur users spend an average 25 minutes a day on Facebook, so refreshing creative is needed to avoid burn out and to maintain a good CPA
week 1 week 2 week 3 week 4 week 5 week 6
Ad #2 Ad #1 Ad #3
Engagement
Search campaign on facebook
Facebook campaign on Facebook
Applications