APG West Social Media Week: Ian Edwards, Facebook

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Ian EdwardsHead of Comms Planning, Northern Europe

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How Brands Grow on Facebook & Instagram

1No.

Mental Availability

2No.

Physical Availability

No.

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1

Mental Availability

Source: Facebook internal data, Q4 2015 4

The pace of change on Facebook is accelerating

8bn

4bn

3bn

2bn

1bn

2015 2016

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OpportunityFragmentationComplexity

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Maintaining reachin a fragmented market

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Measuring the reach of TV & Facebook

Source: Nielsen Total As Ratings, August – October 2015 9

Facebook delivers significant incremental reach

32.9 %

Facebook-only reach for 16-34 year-olds

24. 2 %TV-only reach25.3 %

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Demographics Location Interests Behaviour

Top Partners Customer Audience

Lookalike

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R E A C H O N I T S O W N I S N ’ T E N O U G H .

Relevance matters more on Facebook & Instagram

In a noisy, cluttered world, relevance is key.

Giving people control over the content they see

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THIS REQUIRES A NEW MODEL: MARKETING 3.0

The Bullseye Total Market Reach & Relevance

Delivering relevance

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Targeting based on life stage

New Parents Cut Down

Newly Weds / Engaged Cut Down

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Relevance through interests

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Partnership Categories – Most valuable consumer

Finance House Type Car Ownership

336,100Audi driver

12MMotor insurance

12MHome Insurance

12MBuilding insurance

1. Affluent Achievers

2. Rising Prosperity

3. Comfortable communities

4. Financially stretched

5. Urban Adversity

6. Not Private

2.2MVW insurance

RELEVANCE AT CHRISTMAS

”

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“The easier the brand is to access in memory, in more buying situations, for more consumers, then the higher the overall mental availability.”B Y R O N S H A R P

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All of Q4 matters

But some moments matter more than others

OCT 24 DEC 8

DEC 15

JANUARY

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Men 18-24 Vs Women 25-44

Source: Facebook internal data, Oct 2015 – Jan 2016 24

Female, 25 – 44

BlackFriday

BoxingDay

Male, 18 – 24

Mobile shoppers and Mums start earlier

Sources: Internal Facebook data, October 2015 – January 2016 (accessed February 2016); IPSOS Holiday Survey (commissioned by Facebook), December 2015-January 2016 25

40%

of mobile shoppers have finished their shopping

by November

41%

of mums say they will have finished their shopping by

November

Sequenced storytelling delivers relevant messages at the right time

It’s the same but different

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Feed based video is different

Passive Active

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5 15 30

CLASSIC STORY TELLING IS ASCENDENTVS

MOBILE VIDEO BEHAVIOUR IN FEED

MAIN MESSAGE

Driving Sales

Source: Placeholder text.

Physical locations are still important in today’s world

Cinema

Shop

Theme Park

Going to the gym

Bank

Car dealership

http://www.emarketer.com/Article/UK-Retail-Ecommerce-Sales-Reach-60-Billion-This-Year/1012963 32

Mobile’s influence extends beyond online sales

of UK retail purchases are made in stores1

84%?

Bridging the online -offline divide

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We need new solutions, designed for a mobile-first world

Store Visits Objective

Dynamic Ads Lead Generation

Ads

Offline Conversions

Winning the battle of the high street

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Avoid that wasted journey

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"By connecting in-store inventory to Facebook, dynamic adverts for retail …opens up new possibilities for using our high-street footprint to drive sales in a mobile-first world." Gemma Thompson, Online ManagerA R G O S

BRAND & PERFORMANCE:

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1. Reach the whole market

2. Think about the moment you are reaching people

3. Is your content built (or at least adapted) for feed

4. Are you making conversion seamless