"Optimizing the use of Facebook in the cross channel mix"

Facebook in the cross channel mix10/10/2013

ForestView is a unit of

Alina Petri, Country Manager Romania

Shelf ->First Moment of

Truth

Experience ->Second Moment of

Truth

happy/sad customer

THEN

stimulus

Background

Traditional mental model of acquisition

Background

New mental model via online purchase

NOW

Feedback

stimulus

happy/sad customer

• reviews• ratings• search• community• WoM• product comparison

Shelf ->First Moment of

Truth

Experience ->Second Moment of

Truth

• Average shopper uses over 14 sources of information to make his/her final decision.

• Younger shoppers use over 21 sources.

Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012

Background

New mental model via online purchase

NOW

Feedback

stimulus

happy/sad customer

• reviews• ratings• search• community• WoM• product comparison

Shelf ->First Moment of

Truth

Experience ->Second Moment of

Truth

• Average shopper uses over 14 sources of information to make his/her final decision.

• Younger shoppers use over 21 sources.

Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012

CLICK

Perceived Path to ConversionActual Path to Conversion

SEE BUY

RESEARCH

ENGAGE

In other words, User’s Path To Conversion:

Be there — Every Step of the Path

Optimized Use of Facebook in Digital Campaigns

From Theory to Practice

Car Insurance Case Study Facebook as part of a cross-channel digital campaign

The Challenge Generate online leads and sales in the highly competitive car insurance market across digital media

Forrester Research 2012

Cross-channel Most Common Marketing Challenges

The approach: Right Data- Right Decisions

The Set Up

• Ad Serving & Tracking for all Media • Connection to the client’s CRM Data• Communication Channel Set Up • Optimization Platforms & Tools• Creative adaptation per medium• Unified KPIs Reporting

Cross Channel KPIs Report

Digital Channels

Affiliate Marketing

What did we optimise?

Channel Attribution (budget split/channel)Type of ads Placement Positioning

Media

TargetingInterests Age GroupsTime

CreativeImages

TextCall to Action

BuyingBidding Techniques

Results & Conclusions Significant fluctuations in channel performance within a 7-day period Arbitrating across all channels can lead to savings up to 30%

Display better than Facebook

FV Network Same CPA as Search

Facebook better than Display

Search better than Facebook

3-week data

Results & Conclusions

+ 80% CTR with new creatives & split testing

- 70% average CPA with Retargeting

- 76% CPA on Facebook

+ 42% increase in conversion rates with New Landing Pages

+ 10% Leads with less than half the budget for the second 6-month period

FMCG Case Study Increase Number of Fans on Facebook

- Cost Per Like Campaign -

“The biggest ever Frappe delivery / mission”

The Challenge

Increase page fans by decreasing the Cost Per Like

The approach: Use best performing channels Use creatives with a “like us on facebook” design

Campaign Lower Cost

Per Like

Custom Solution to track

Like – Unlike Previous Fans

We are planning the biggest frappe* delivery / mission ever! Help us send

frappe to Greeks abroad with only one like!

Send one box of Nescafé to one Greek living abroad with only one like. Become part of the biggest Frappe mission ever!

97% of likes

2% of likes

1% of likes

39% of likes

58% of likes

*Frappe is considered the national Greek Drink

Creatives (visuals & messages) tested

Creatives (visuals & messages) tested

What did we optimise?

Images Text Interests Age Groups Type of ads Time Banners Websites

Daily Monitoring Process

77% of total likes from our ad campaign

25% Lower Cost Per Like

Results & Conclusions

23%

Results & Conclusions

Approx. 20% more likes on

weekends

37% of likes by fans aged 18-24 Female

47 % of likes by fans aged 18-24 Male

54% 23%

Success Story

What’s next?

RetargetingFacebook in

all digital campaigns

Higher CTRs

Higher Conversion

Better PERFORMANCE

The 10 Takeaways

1. A minimum CPA does not always mean maximum ROI.

2. The entire budget on one single channel could be risky, even if that channel has a low cost per action.

3. DO NOT stop campaigns with high cost per action NOW, they DO influence results on other channels -> optimize on channel atribution!

For a performance digital campaign

For performance through Facebook

4. Clear campaign objectives (awareness, clicks, fan acquisition, app installs, etc.)

5. Creative adjusted to the goals (sponsored stories get the cheapest fans, page post ads bring the cheapest clicks and the ads from newsfeed have the highest CTR)

6. Use as many creatives as possible for standards and like ads.

For performance through Facebook

7. Use very specific target features [demographics, socials, interest]; split target in clusters -> optimize within each cluster.

8. Test [ types of ads, targeting options, placements, retargeting tools] -> Use optimizations tools

9. Constantly monitor and optimize

10. Adapt messages! It should start real conversations between people!

DEFINECLEAR GOALS

MONITOR TEST

OPTIMIZE

Performance – the big picture

Yes, Performance Exists in Social Media!

Thank You!

[email protected]

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