XCMO 2013: Tracing the Twisty Path of Social ROI

Facebook’s Hidden Conversion RateBehind the Curtain of Top Campaigns

P r e s e n t e d b y Dennis Yu: [email protected] / @dennisyu

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The official line

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People complain that Facebook marketing doesn’t work.

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An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.

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An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.

@dennisyu

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An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.

@dennisyu

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H o l l y w o o d i s a s k i n g :

“Is Facebook worth it?”

Read the LA Times article here.

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We analyzed 9 billion page posts over a 60-day period before and after the change.

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72% of movies and network TV shows have experienced a drop in the number of people who see their posts.

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23% of the biggest studio pages sawa reduction in “engaged” users.

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The largest pages lost 45% of their traffic,followed by 36% for medium sized pages.

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Does Facebook work for B2B lead gen?

How Social Affects Lead Generation

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Tailor each creative to the exact person you’re targeting.

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Segment campaigns and filter targeting aggressively.

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An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.

@dennisyu

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CTR proxies engagement, and maybe sales

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Target people by the companies they work for on Facebook

Dental Equipment Manufacturer:

Software Technology Start-Up

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…and LinkedIn

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And by job title

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Sponsored stories create social proof

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“We recently started using the new Sponsored Updates on LinkedIn and have found great results.”Carra Manahan, Marketing Programs CoordinatorMarketo

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DIRECT AND INDIRECT LIFESplit test to measure the life from social ads.

How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day

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Split test on Arbitron ratings.80% to test and 20% to the control.

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Jack Daniel’s ran a test among different geos

St. Louis, IN

Philadelphia, PA

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There was a clear correlation in Facebook activity and the media plan by market.

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Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.

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How to set up a split test

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An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.

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Marketo, by driving engagement from Facebook, has increased brand awareness and searches for their name.

@dennisyu

They structured their content to specific audiences, then amplified to drive leads.

The result: They got their blog into the AdAge Top 30 rankings.

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Quantifying Movie Magic with Google Search

The link between Google search and box office

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Quantifying Movie Magic with Google Search

Film-specific title keywords spike during release week.

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Quantifying Movie Magic with Google Search

70% of the variation in box office performance can be explained with movie-related search volume seven days prior to release date.

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Facebook is tackling both word of mouth and search discovery with Graph Search.

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Search volumes are increasing, since graph search is one of the three pillars of Facebook.

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FACEBOOK EXCHANGE (FBX)Remarketing bridges the gap from visitor to customer.

Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business

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Recapture users who visited your site,but didn’t enter their zipcode.

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Show your site visitors your ads on the web.

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How Facebook Exchange (FBX) Works:

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How Rosetta Stone drove a 651% ROAS

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OBSERVATION #1Use in-line likes.

OBSERVATION #2: Write short wall posts.

OBSERVATION #3: Ask questions. Don’t just make statements.

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OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time.

Observation #5: Branding is great,but revenue is better.

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ROI

Awareness: Amplify what actually works to engage fans.

Engagement: Once users are engaged, collect emails to increase conversions.

Conversion: Increasing social visits to your website increases sales.

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Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way.

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CUSTOM AUDIENCE TARGETINGLet the CAT Out!

Let the CAT out of the bag!@dennisyu

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Target your opportunities with CAT.

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PARTNER CATEGORIESTarget by offline purchase behavior.

Facebook’s Partner Category Targeting: Is Your Head Spinning Yet?

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Now you can run ads based on a user’s retail shopping behavior and other offline information

Jobs Roles

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Now you are able to not only find the most interesting content from your pool of friends and brands, but one step beyond.

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Extra Credit

TOP TIPS FROM BLITZ@dennisyu

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Blitz Tips:• Offsite pixel for CPA bidding.• Conversion specs used with Optimized CPM to optimize ad delivery for

specific actions. • Place ads in mobile for maximum engagement.• Onion Targeting is smart interest multiplication.• Prune ads with broad category targeting.• Partner Targeting to run ads based on user’s shopping behavior.• PTAT to detect competitive ad spend.• Facebook's Power Editor's special features.• Target users by the companies they work for and by job title.

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Split test on Arbitron ratings80% to test and 20% to the control

@dennisyu

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Split test on Arbitron ratings80% to test and 20% to the control

@dennisyu

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D e n n i s [email protected] @dennisyu

Email [email protected] for checklists and processes we use ourselves to optimize campaigns and estimate traffic.