Why faceb

ook has

become the

most powerful

marketing

tool the w

orld has

ever see

n...

3.5 YR OLD COMMUNITY

494,000+ FANS

REACHING 13,000 CONSUMERS DAILY

GENERATING 1,200 INTERACTIONS DAILY

THE  THIS   IS  WHO  I  AM.  

PROJECT  

     

REASON 1

     

REASON 1

TARGETING

ACQUISITION  

FREQUENCY

INFLUENCE  

     

REACH 1

     

REACH 1

TRADITIONAL FACEBOOK

GRANULAR QUALIFIED

ASSUMPTION NOT DEFINITIVE

     

REACH 1

     

REACH 1

FACEBOOK TRADITIONAL

CPA OF AQUISITION

$0.50

CPA OF AQUISITION

$6.00

     

REACH 1

     

REACH 1

FACEBOOK TRADITIONAL

DROVE 21% OF INSTORE TRAFFIC

DROVE 37% OF INSTORE TRAFFIC

     

REACH 1

     

REACH 1

FACEBOOK TRADITIONAL SAME MESSAGE AT HIGH FREQ.

HIGH CONSUMER IMMUNITY.

DIFFERENT MESSAGES AT

HIGH FREQ. LOW CONSUMER IMMUNITY.

     

REASON 2

     

REASON 2

DIRECT CONTACT EXPOSURE FEEDBACK

OPTIMISATION

     

ENGAGEMENT 2

     

ENGAGEMENT 2

FACEBOOK TRADITIONAL VERY LITTLE

PASSIVE

ONE WAY

DIRECT LINE TO CONSUMERS

ACTIVE

TWO WAY

     

ENGAGEMENT 2

     

ENGAGEMENT 2

FACEBOOK TRADITIONAL CONSUMER

ACTIONS =

EARNED MEDIA AMPLIFICATION

SMALL EARNED MEDIA

POTENTIAL.

     

ENGAGEMENT 2

     

ENGAGEMENT 2

FACEBOOK TRADITIONAL FOCUS

GROUPS HIGH COST LENGTHY

OBJECTIONABLE

INSTANT CONSUMER FEEDBACK

ACTIONABLE IMMEDIATELY

     

ENGAGEMENT 2

     

ENGAGEMENT 2

FACEBOOK TRADITIONAL CHANGE BASED ON FEEDBACK TAKES TIME AS DATA IS LIMITED

CHANGE IS FASTER AS

FRESH DATA IS CONSISTENTLY

AVAILABLE

     

REASON 3

     

REASON 3

DATA OPTIMISATION CONVERSION

ROI

     

TRANSPARENCY 3

     

TRANSPARENCY 3

FACEBOOK TRADITIONAL MEDIA BUYERS ASSUMPTION

OF POST CAMPAIGN

IMPACT.

REALTIME DATA OF CAMPAIGN

REACH, ENGAGEMENT & EXPOSURE.

     

TRANSPARENCY 3

     

3

FACEBOOK TRADITIONAL LOW CHANCE TO OPTIMISE ONCE MEDIA CAMPAIGN IS

LIVE

ABILITY TO FULLY OPTIMISE

MEDIA CAMPAIGNS IN

REALTIME

TRANSPARENCY

     

TRANSPARENCY 3

     

TRANSPARENCY 3

FACEBOOK TRADITIONAL $1 FB BUDGET

= $192 IN TOTAL SPEND INSTORE AND

ONLINE ROI = 1,920%

$1 AD SPEND GENERATES

$1.5 IN INSTORE AND ONLINE SALES

ROI = 150%

     

TRANSPARENCY 3

     

3

FACEBOOK TRADITIONAL

CALCULATED BY REALTIME, HARD DATA.

CALCULATED BY MEDIA

BUYER. SUBJECTIVE.

TRANSPARENCY

     

1. LOOSELY TARGETED. 2. PASSIVE.

3. LOW INFLUENCE

REACH 1.ONE WAY 2. FOCUS GROUPS 3. LOW

EARNED MEDIA

ENGAGEMENT 1. SPECULATIVE

DATA 2. LOW

CONVERSION. 3. NO CONTROL

TRANSPARENCY

TRADITIONAL

     

1. GRANULAR TARGETING 2. ACTIVE

3. HIGH INFLUENCE

FACEBOOK

REACH 1. TWO WAY 2. INSTANT FEEDBACK

3. HIGH EARNED MEDIA

ENGAGEMENT 1. HARD DATA

2. HIGH CONVERSION

3. FULL CONTROL

TRANSPARENCY

     

     

USE SMALL ‘TEST’ FB

BUDGET TO GENERATE

RESULTS AND DATA.

COMPARE RESULTS FROM

‘TEST’ WITH TRADITIONAL

MEDIA RESULTS.

USE THE COMPARISION AS A CASE TO INCREASE FB

BUDGET.

3 TIPS

COMPARE START SMALL USE PROOF

     

MIKE WATKINS CATHERINE TAOUK