Karl Havard

© 2012 TBG Digital © 2012 TBG Digital

Measure and move the metrics that matter

All Facebook Marketing Conference November 2012 - @KarlHavard


About TBG Digital

1st FacebookAds API

Partner to Market

105 Social Media

Specialists

24/7 Support

and coverage

195 Billion

impressions served

685 Million clicks

delivered

Global clients

66 Million

apps installed

21 245 Countries Million

fans


One Specialist Solution

1. Strategy Define the business objectives & the metrics that matter

2. Creative

Engage and connect in the right kind of way

3. Media

Reach and recruit the right kind of connections

4. Insights Learn from continually measuring the metrics that matter

@KarlHavard


A Sea of Metrics

Unfortunately, they’re not “budget clinchers”

@KarlHavard


Metrics that matter

Awareness

Preference

Sales

Consumption

Advocacy

@KarlHavard


Preference

Brand Preference

@KarlHavard


Preference

[Brand x] wanted understand what its Facebook activity brings to the company in terms of brand preference, awareness and

customer value

What’s the story?

@KarlHavard

© 2012 TBG Digital 10,462 responses were received within just 24 Hours!

Generated 11,665 non-branded, online beer surveys amongst Facebook users in Brazil, US, Vietnam, Spain, Poland and Netherlands

What did we do?

33% fans

33% non fans

33% friends of fans

Brand Preference

© 2012 TBG Digital

64% of [brand x] fans

recommend [brand x] to a friend (compared to 22% of non-fans)

Preference

What were the results?

59% of [brand x] fans drink beer more than twice a

week

17% of [brand x] fans prefer [brand x] over the main

competitor in each market


Advocacy

Brand Advocacy

@KarlHavard

© 2012 TBG Digital

The largest cable operator and home Internet provider in the US wanted to measure the

advocacy surrounding their products…

….and if Facebook Fans had a higher level of advocacy

Advocacy

What’s the story?

@KarlHavard

© 2012 TBG Digital

Advocacy

We used “Social NPS” to measure brand advocacy collecting responses within the Facebook environment Responses were collected from four customer subgroups: fans, non-fans, male and female Users shared their likelihood to recommend by scoring low to high, 0 and 10.

What did we do?

@KarlHavard

© 2012 TBG Digital

20 points higher Social NPS

for fans compared to non-fans

Advocacy


@KarlHavard

© 2012 TBG Digital

Fans had a higher subscription value

Taking more products

This became even more interesting when

reviewing by “Interest”

Advocacy


@KarlHavard


Sales

Measuring sales for a fashion retailer while recruiting fans

@KarlHavard

© 2012 TBG Digital

A multinational fashion retailer wanted to acquire Facebook Fans to enhance it’s market position in the

US…

…then measure if this Facebook activity affected sales

It was sceptical…to say the least

Sales

What’s the story?

@KarlHavard

© 2012 TBG Digital

Sales

What did we do? Ran a targeted Facebook fan acquisition campaign and acquired >400,000 new US fans in 42 days Even though this was a pure fan acquisition programme, we wanted to determine the real value these provided to the business…. …so we took a deeper look

@KarlHavard

May

1, 2

01

1

May

11

, 20

11

May

21

, 20

11

May

31

, 20

11

Jun

10

, 20

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Jun

20

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Jun

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Au

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Sep

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Sep

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Sep

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Oct

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De

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1

Jan

6, 2

01

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Jan

16

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Jan

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Feb

5, 2

01

2

Feb

15

, 20

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Feb

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Mar

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May

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Orders

May

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May

11

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May

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May

31

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Jun

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Sep

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Sep

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Sep

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Sep

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Sep

22

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Oct

2,…

Visits Revenue

Sales

We went deeper still…

…to correlate other marketing activities to determine the

different influencing factors

@KarlHavard

© 2012 TBG Digital

Company presence Fan Acquisition Hot Spots Partner retailer presence

What drove fans?

Sales

And we discovered that sales increased in the fan acquisition hot spots

@KarlHavard

© 2012 TBG Digital

0

20

40

60

80

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120

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Order Volume by region

California: Fan acquisition - High Store - Yes New York: Fan acquisition - High Store - Yes Illinois: Fan acquisition - Low Store - Yes Texas: Fan acquisition - Low Store - Yes

FB activity starts

© 2012 TBG Digital

Fans drove sales

May

1,

- M

ay 7

,

May

8,

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ay 1

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May

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May

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Feb

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Feb

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Feb

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Mar

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ar 1

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California + Orders 2011

New York + Orders 2011

California + Orders 2012

New York + Orders 2012

2011

2012

© 2012 TBG Digital

Sales

What were the results? 72%

more orders

44%

more Revenue

Case period 29th Aug to 16th Oct 2011 & 2012

if compared with the same period last year when there was no live Facebook activity

@KarlHavard


Intelligent media targeted at the high value consumer segments: Quanity and quality in balance

Award winning creative across social media; which enhances the effectiveness of other marketing

Social Media Planning & Buying

Creative

Insights & Strategy

Smart Social that scales

Your Social Purpose

Brand & Consumer engagement based upon key insights and measuring the

metrics that matter


Thank you

Karl Havard (@KarlHavard)

Insights & Strategy Director TBG Digital http://tbgdigital.com

http://tbgdigital.com

Karl Havard

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