Facebook in the Marketing Mix

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

Facebook

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