vanity dies hard: make your facebook strategy make sense
DESCRIPTION
Forget Vanity Metrics. Find here all you need to know in order to make your Facebook Stratgegy make sense! This keynote was delivered on November 25, 2013, at the AllThingsFacebook conference in Athens, Greece.TRANSCRIPT
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Vanity Dies HardMake Your Facebook Strategy
Make Sense
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“The number of ‘fans’ you have does not make you better than anyone else. Hitler had millions, and Jesus had 12.”
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Increased Exposure
Increased Traffic
Provided Marketplace Insight
Developed Loyal Fans
Generated Leads
Grow Business Partnerships
Reduced Marketing Expenses
Improved Sales
0% 20% 40% 60% 80% 100%
89%
75%
69%
65%
61%
54%
47%
43%
Reach Engagement Engagement
Source: Social Media Examiner, Social Media Marketing Industry Report 2013
Social Media Is Overwhelmingly About Reach And Engagement
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Marketing success metrics
haven’t changed
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ReachNumbers, demos, overlap and
frequency
ResonanceChanges in perception
ReactionImpact on sales and
maximizing efficiency across channels
The Right Measurement Can Transform Business
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Hmm… Interesting
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Tell me more…
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Do You Currently Spend On Social?
Will You Spend In The Next Year?
Will You Spend In Five Years?
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
7%
9%
16%
Marketers Plan To Expand Their Social Budgets
Source: The CMO Survey August 2013
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Facebook Is The Most Important Social Media Platform For Marketers
49%
16%
14%
12%
9%
Facebook LinkedIn Blogging Twitter Others
Source: Social Media Examiner, Social Media Marketing Industry Report 2013
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Marketers Are Planning To Increase How Much They Use Facebook
Source: Social Media Examiner, Social Media Marketing Industry Report 2013
66%
28%
3%
4%
Increase Stay The Same
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FACEBOOK IS ONE OF THE MOST EFFECTIVEMARKETING PLATFORMS ON THE PLANET
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1.1 Billion Active Users Worldwide
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Reach Your Target Audience At Scale
Source: Facebook internal data based on inferred and reported data, March 2013
1.2MFemale
25+
1.1MRelationship
Engaged Married
1.1M13-25 Mobile
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2.5Mpeople inGreece
Every day, onaverage, we see
>5xwhich is
«Το Βήμα»than that of
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>1.7xwhich is
than that of«Κλεμμένα Όνειρα»
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>1.5xwhich is
than that ofYoutube
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Every Day, More Time Is Spent On Facebook Than Anywhere Else Online
Face
book
YouTu
be
Yahoo
!
Goo
gle
Pinte
rest
Inst
agra
m
Twitte
r
Micro
soft
02468
101214
Desktop Time Spent
Avera
ge D
aily M
inu
tes
18%of all time spent on the desktop Internet every
day
Facebook is
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Source: IDC Always Connected Report, US, March 2013
People Are Deeply Engaged With Facebook
90%of US smartphone owners read their News Feed at least once a day
63%read it several times a day orare constantly checking it
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Every Day, More Time Is Spent On Facebook Than Anywhere Else On Mobile
Face
book
Inst
agra
m
Twitt
er
Googl
e
YouT
ube
Yaho
o!
Pint
eres
t
Micro
soft
0
5
10
15
20
25
30
Mobile Time Spent
Avera
ge D
aily M
inu
tes
Source: comScore Mobile Metrix, US March 2013
27%of all mobile time
spent daily
Facebook & Instagram are
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Drive Business Growth And Real Results Across The Purchase
Funnel
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Drive Greater Brand Resonance Than Other Online Ad Campaigns
Ad Recall
Brand Awareness
Facebook 98%
Online Average
Online Average
31%
Source: Nielsen Brand Effect norms, May 2012
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Source: Nielsen OCR, October 2012
91%accurate
27%
The average online reach for narrowly targeted
campaigns is
accurate
The average Facebook reach for narrowly targeted
campaigns is
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Acquire Customers More Efficiently
Source: Aggregate Knowledge, Q4 2012
68%
less than other online channels
In a study of campaigns from Q4 2012, cost per acquisition on Facebook is
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Close Friends And Family Are Most Influential Sources Of Advice
Source: Nielsen/Facebook Survey, 8/2012
Close Friends Family Other Facebook Friends (excluding
close friends)
Organisations, companies brands
products that you're fan of
Celebrities that you're a fan of
72%66%
41% 38%
22%
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The Facebook population
Friends of fans
Fans
16% of fansFree
Paid
med
ia
Source: comScore Power of a Like, June 2011
Reach All The People Who Matter To You
Paid
med
ia
Paid
med
ia
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Drive More Sales More Efficiently
Source: MediaMath, December 2012
3x
FBX drives nearly
more purchases
40%at
lower cost
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An Always-On-Strategy
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The Wind Success Story
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The major objectives were to increase reach, break the clutter & drive strong awareness.
Wind “W” Facebook Premium Launch
Reach Block
Desktop Mobile
Log out experience
•
Reach 2,5 million In 24 Hrs50% Of GR Online Population
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• 20% Raise In New Contract Sales
• 10% Raise In Website’s Traffic
“We were very much impressed by the results, which were truly remarkable considering our investment in the medium & the novelty of this advertising medium.Our objectives and associated KPIs were successfully met & even surpassed our initial expectations.”
Iraklis Doumas, Head of Online,Wind Hellas
Wind “W” Facebook Premium Launch
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Wind Double Play “Medium” Success Story
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Maximize Sales Of Wind Double Play Medium
The launch of Double Play M, an online-only product, aiming to a broad range of users was our challenge to effectively utilize Facebook not only to engage users to new activities but also to boost online sales, increase site traffic and activate mobile advertising.
Newsfeed Desktop & Mobile Marketplace Social Ads Facebook Exchange
• • 300% Raise In Website’s Traffic
• 25% Increase in Click to Call
• FBX reduced CPA by 70%
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Vanina LekaSales Director ThinkDigital