MEPRA Facebook & Social Media Evaluation Presentation

FACEBOOK MEASUREMENT Andy Pang | Measurement EMEA | 01.05.14

MEPRA

CHANGING MEASURMENT LANDSCAPE Consumer behaviour is changing

WHAT’S IMPORTANT TO MEASURE Reach, Resonance, Reaction (with examples)

FACEBOOK CAPABILITIES

What’s right for your region

AGENDA

6 degrees of!SEPARATION Stanley Milgram

Source: Facebook friend connections visualization (2013)

6! 4!

This is the new normal.

> 60% of people in the UK use at least two devices every day and over

20% use three devices

> 40% of all online adults sometimes start an activity on one device

and finish it on another

More people using more devices

Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.

77% of adults who own a smartphone use it while

they are out

Communication

86% of online adults use a laptop or desktop at

home

Productivity

50% of tablets are shared with others

Entertainment

Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.

10x more likely to use their

mobile on public transport than their laptop

Mobile is the only device used

throughout the day

Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.

The customer journey occurs across devices

Tablet Mobile Desktop

£

Measurement Phases

FAN

S

ENG

AGEM

ENT

BR

AND

EQ

UIT

Y

Value of a like CTR performance Last click attribution

Customer loyalty Customer perception

SALE

S

Return on Investment

Facebook All Media Digital Media

Media Reach Brand Resonance Did I reach the right

number of people and the right type of people?

Did I improve my brand’s image and change the

attitudes of customers?

Measure against your business objectives

Sales ROI Did I drive incremental sales

of my product?

Media Reach Brand Resonance Did I reach the right

number of people and the right type of people?

Did I improve my brand’s image and change the

attitudes of customers?

Measure against your business objectives

Sales ROI Did I drive incremental sales

of my product?

Audi A3 Sportback Campaign Performance Analysis July 2013 Facebook extending reach beyond TV & Print

New Research on Campaign Reach Audi A3 Sportback – Germany, Feb – Apr 2013 TV (66.1%) Print (32.3%) Facebook (1.6%)

Research Partner: GfK Germany FB Products: 3 x Reach Blocks (& LOX) Campaign Timings: February – April 2013 Campaign Objective: Generate awareness of new

model Media Objective: To understand how

Facebook can extend the reach of a TV and Print campaign in Germany

Facebook delivers 1.4 Million Incremental Reach Audi A3 Sportback – Germany, Feb – Apr 2013

Source: GfK Media Efficiency Panel

81.5%

39.9%

29.6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

TV Print Facebook

Campaign 1+ Reach

TV and Facebook:

24.0%

Facebook exclusive:

5.6%

18.9% of all Facebook contacts were exclusive (18.9% = 5.6/29.6)

TV exclusive:

57.5%

Print exclusive:

28.5%

Print and Facebook:

11.4% Facebook exclusive:

18.2%

61.5% of all Facebook contacts were exclusive

Cost Efficient Reach Audi A3 Sportback – Germany, Feb – Apr 2013

Source: GfK Media Efficiency Panel

1,376

1,047

100

0

200

400

600

800

1,000

1,200

1,400

1,600

TV Print Facebook

Cost per Reach Point (Target Group)

TV cost per reach is 13.76x more expensive than FB

Print cost per reach is 10.47x more expensive than FB

Campaign simulation showed that running the TV campaign for an additional 19 days (+104% more costs) would have been

required to match the additional reach that Facebook delivered

TV & Facebook:

87.1%

TV only: 87.1%

19 more days of TV Campaign

Simulation - TV only

TV Only Simulation

Media Reach Brand Resonance Did I reach the right

number of people and the right type of people?

Did I improve my brand’s image and change the

attitudes of customers?

Measure against your business objectives

Sales ROI Did I drive incremental sales

of my product?

LUFTHANSA

Source: Nielsen Brand Effect / OCR – Germany Feb 2014

16.3 M!Millennials with a

travel affinity reached in"

Germany and USA!!

14% point!Increase in brand

favourability among its target audience!

(25-34 year olds)!

530,000!People abandoned

their negative view of Lufthansa!

BRAND"EQUITY!REACH!

Media Reach Brand Resonance Did I reach the right

number of people and the right type of people?

Did I improve my brand’s image and change the

attitudes of customers?

Measure against your business objectives

Sales ROI Did I drive incremental sales

of my product?

Lessons in driving offline revenue

0.7%%The average contribution of clickers to offline sales

Impressions matter

ROI improvement when maximizing reach

Reach matters

+70%%Improvement in driving

revenue of Newsfeed compared to right-hand side

Placement matters

8x%

!

4x 15m

people reached across FB and TV

Cadbury Crème Egg

21% of people reached

only saw the campaign on

Facebook

Source: Nielsen OCR, Kantar WorldPanel, Spring 2013

Uplift in purchase intent among those

who saw TV & FB, versus TV alone

High-value customized

clusters

Custom Audiences connects you to your customers

Identify segments of customers or prospects

Find these people on Facebook using email, phone, or user ID

Reach additional prospects with look-a-like targeting to find people similar to your customers

Your CRM data

Facebook data

when using Custom Audiences together with Facebook ads

5x+ ROAS

Multi Touch Attribution

Source: Quantifying the Impact of Multi-touch Attribution across hundreds of millions of clicks, Retail and FinServ verticals Kenshoo Research, August 2013

12% to 30% using Last Click

Facebook undervalued by

Last%Ad%measurement%undervalued%Facebook%adver;sing%rela;ve%to%each%of%the%five%alternate%aAribu;on%models.%

First Only

Prefer First

Divide Equally

Prefer Last

U-Shaped

Social can make search work harder

30%%higher return on ad spend

24%%Increase in AOV 7%%higher paid

search CTR 4.5%%drop in CPA

Source: Kenshoo Research, November 2013

Multi-touch attribution partners

Building Better Econometric Mix Models

To From •  Models that capture direct effects

•  Use of a brand’s Organic page activity

•  Assumption of Engagement as input/output

•  Models that capture direct & indirect effects

•  Full coverage of a brand’s Paid/Organic audience activity

•  Reach input / Sales output

✖

Split out by mobile and

desktop

Split out by ad type

Split out by DMA/ISBA region

Paid

Owned Earned

Facebook can provide an optimal data feed for brands

Split out by placement

Incorporate Facebook into your measurement

discover tomorrow, todayTM

In Summary

Consider 3rd Party measurement on campaigns Research partners

Evaluate whether fans / CTR are the right KPI Fans / CTR

Test, learn, iterate, test, learn, iterate,…… Try it

Reach, Resonance, Reaction Measurement

6! 4!Source: Facebook friend connections visualization (2013)

FACEBOOK MEASUREMENT