Driving Real ROI With Facebook

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Driving Real ROI With Facebook

Jared Roy, Director Search & Social

© 2012 Webtrends, All Rights Reserved. |

© 2012 Webtrends, All Rights Reserved. |

Webtrends Social

 At Webtrends, we help customers meet their specific social media objectives through proven strategies leveraging our world-class products and services. Whether your objectives are fan growth, engagement or monetizing existing fans, Webtrends has a programmatic approach of strategy, targeted ad buys, engaging Facebook applications, and deep measurement to reach those goals. We have done this for hundreds of clients and are exceeding client objectives daily.

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Webtrends Maximizes Social ROI

• Our customers that track clicks on ads back to business value actions like an ecommerce purchase or lead generation, increase their spend faster than the average Facebook advertiser.

• Some of our customers using our Webtrends Performance Social Marketing best practices are getting cost per actions that are lower than search.

• Using our cross domain tracking, our customers can prove when Facebook campaigns drive searches on Google days or even weeks later that lead to a conversion. That means our customers can give Facebook a more comprehensive revenue attribution.

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Only 60% of National Advertisers are measuring the ROI of their social media efforts

Association of National Advertisers “2012 Digital/Social Media Survey”

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Social shift

2008 2012

Method: Publishing

Media: Owned and Earned

Metrics: Mentions, Share of Voice & Sentiment

Tools: Monitoring & multiple communication clients

Method: Campaigns

Media: Paid, Owned & Earned

Metrics: PTAT, Engagement, Impressions, CTR, CPA & Conversions

Tools: Social Ad Management, Social Applications, Analytics & Unified publishing clients,

|6

TwitterLinkedInMySpace

Facebook

TwitterLinkedInGoogle+

Facebook

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Social shift

The social shift = FacebookWe’re going to focus on Facebook

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Our Approach:Webtrends Performance Social Marketing

Four foundational best practices that make Facebook advertising efficient enough to be profitable:

1. Use many highly targeted ads, not one big reach ad

2. Target ads to fans for conversion because they click 7X more on ads than non-fans, which means cheaper CPC

3. Link ads to Facebook apps instead of websites because they get at least 2X the conversion rate & cost 29% less

4. Refresh creative regularly because CTR tends to peak within 72 hours

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Our Approach:Webtrends Performance Social Marketing

1. Build your audience

2. Market to & Monetize your fans

3. Measure & Optimize

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Step 1 – Build your audience

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The Truth About Facebook Posts

6,011 – 61,100

Source: PageLever

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Best Practices For Facebook Advertising

1. Target Fans for conversion

2. Target demographics for Fan acquisition

3. Double conversion rate by connecting them to aFacebook Application vs. your Website

4. Complete the conversion in Facebook vs. your Website

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Most Important Targeting Concept: Personas

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3 Common Ways To Screw It Up

1. Geo targeting only

2. Demographic targeting only

3. Interest clumping only

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3 Common Ways To Screw It Up

Geo targeting only

Demographic targeting onlyInterest clumping only

Clueless

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How to target better

1. Use geo and demographic data to REFINE your personas, not to DEFINE them

2. Break out interests into logical personas

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Example: Motorcycle Superstore

Used to do interest clumping

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Motorcycle Superstore Creating Personas

Created 3 personas: Sport bike riders, Cruiser riders, Dirt Bike riders

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Motorcycle Superstore: Increasing CTR

Original ad ran for three months

Persona ads rotated creative every 72 hours

Average CTR for FB ads is .05%We’re averaging .15%, which is 3X higher$0.33 cost per fan

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More Ads With A Smaller Reach Vs Mass Is Better

Reach: 138,332

Avg CTR: 1.7%

CPC: $0.04

Reach: 212,835

Avg CTR: .453%

CPC: $0.17

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Step 2 – Market to & Monetizeyour fans

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Ads To Fans Is The New List

• Fans are 100% opt-in

• Ads are your email campaigns

• Apps are your landing pages

• Facebook fan page is your website

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Ads To Fans Is The New List

Ad

Avg. CTR of ads to non-fans.05%Avg. CTR of ads to fans .35%

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Ad

Post

Tweet

Email

Site

App

Like

Performance Social Campaigns

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Targeted at Fans

Segmented by top selling geographies, gender, and age ranges

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Apps are ideal landing pages for Facebook ads

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Facebook Ad Facebook App WebsiteIframe tabs can’t see the campaign IDs in the referring link from an ad or a post. Webtrends adapted their tag to enable attribution.

To track the visitor through to another property, such as a website, you need a solution that supports cross-domain tracking.

Avg Order Value1. Email $129.94

2. Social $127.093. Search $124.374. None/Organic $111.745. Affiliate $109.616. Display $104.307. Sponsorships $08. Contest $0

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Step 3 – Measure & Optimize

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Become an Analytics Geek

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Thank You

webmobilesocial

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Paltalk Scene

Tap into international markets on Facebook to test CPA of paid search vs. Facebook ads

Drive users to product download

Target CPA of $7.00

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Facebook ads driving to .com

Facebook Ads Website Landing Page Download

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Facebook Segmentation Targeting

Interest Targeting Facebook users interested in Chat products

Users interested in Messenger products

Users that “Like” competitors

Regional Targeting

Middle East Asia United States

Language Targeting

English Arabic Vietnamese

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Region and Language CPA

Results Varied by Region

Results Varied by Language in Each Region

Target CPA of $7.00

Region Cost/Conv

Middle East $4.66 Asia $12.26

United States $27.98

Language Cost/Conv

Middle East - English $5.10

Middle East - Arabic $3.22

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Grocery Outlet

162 Facebook pages - gain fans and emails for remarketing

Sweepstakes to give away a car along and14 shopping sprees ($1,000 & $100)

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Grocery Outlet Solution

Persona Targeted Facebook Ads by 162 zip codes»Women interested in coupons, discounts, deals»Moms looking for a bargain»People with low income jobs»People that are unemployed»People interested in inexpensive organic food»Moms with teenagers»Women interested in cooking

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Persona Examples

Women Interested in Deals, Discounts, Coupon

Moms Looking for a Bargain

Moms with Teenagers

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Results

67% of fans from ads promoting the $1000 and $100 shopping sprees vs 33% promoting the free car give away

Vs.

Over 80,000 fans at ave CPF of $.33

70,000 emails collected at $.28/email