1. Digital Marketing Update
10
September
Dorianne
Richelle

2. Obermütten, Graubünden, 79 inhabitants

7. Resulting in new visitors:

8. 8

9. Facebook started as a profile book

10. Then a Newsfeed was introduced

11. Many changes followed

12. Facebook
Sta+s+eken:
check
Socialbakers.com
Hierin
staan
de
data
die
zij
halen
uit
onze
adverten+etool.
Die
data
lopen
iets
achter
op
de
werkelijke
sta+eken
maar
geven
wel
een
goed
beeld.

13. The web is being built around people
Browse
Search
Discover
90’s
00’s
10’s
Source:
BDO
USA
"Retail
Compass
Survey
of
CMOs,"
November,
2010

14. The days of the nameless,
faceless Web are over

15. People and their personal relationships open up
many great opportunities
The
Brands
I care
The about The
people Places
I care I’ve
about been
My Content I
opinions consume
The
products
I want and
buy

16. The
Power
of
Social
Discovery

17. Copy Cats (or Dogs)
We (un)consciously copy what our friends do!

18. Technology
is
finally
catching
up
with
human
behaviour

19. Sharing
is
doubling
every
12
months

20. Word-of-mouth is by people you know is
most powerful
I just bought this for $300. Check it out!
92%
47%
trust
word
of
mouth
trust
TV,
radio
&
newspaper
of
friends
&
family
Source: Nielsen’s Global Trust in
Advertising Survey, April 2012

21. And Word-of-mouth is getting more and
more important:
Trust in “traditional” advertising drops quickly
Recommendations
TV (47%) Magazines (47%) from people I know
-24% -20%
(92%)
Between 2009 &
2011
Between 2009 &
2011
+18%
Between 2007 & 2011
Source: Nielsen Trust in advertising survey Q3 2011

22. How to build a connected brand
through facebook

23. New opportunity asks for a new design
23

24. Social Strategies
Business Social Business!
Impact! • Incorporating people into core
business functions & products!
• Touches multiple areas within the
organization!
• Drives real financial results !
• Measured with core business
Social Marketing! metrics!
• Custom marketing strategies!
• People create the message!
• Media amplifies the message!
• Measured with mainstream
Social Media! marketing metrics !
• Publishing & monitoring of
company channels!
• Traditional “push” advertising
campaigns!
!
• Measured with channel specific
metrics!
Organizational
Integration!
!

25. The SOCIAL GRAPH: people connect with
family, friends, brands: the things they care
about!
!

26. And for a new approach…
Love
Heavyweight interactions Rela+onship
now and then!
ime!
o ver t
i ons
e ract
t int
w eigh
y light
Man
Time
26

27. The
majority
of
people
that
"like”
a
page
will
never
actually
go
there.
Almost
all
of
the
interac+on
your
fans
will
have
with
your
brand
will
be
in
their
personal
news
feed.

28. You
are
not
compeIng
against
your
compeItors
on
Facebook.
A
brand
is
compe+ng
against
people’s
friends
and
all
the
content
they
share.
On
average
in
the
Netherlands
a
person
has
155
friends,
spends
7
hours
on
FB
a
month
and
shares
billions
of
expressions
–
that’s
a
lot
of
friendly
compe++on!

29. Only
16%
of
your
fans
see
your
posts.
If your content is more or less engaging more
or less people will see it. That is why creating
engaging content is key.

30. Many
lightweight
interac+ons

31. Heavyweight
interac+ons
now
and
then
hYps://www.youtube.com/watch?v=2X8Bd3-­‐G6IU

32. Social
Business:

33. Questions?

34. For
case
studies:
hYp://www.facebook-­‐successstories.com
For
crea+ve
examples:
hYp://www.facebook-­‐studio.com
For
E-­‐learning
course:
hYp://www.facebook-­‐studio.com
For
marke+ng
solu+ons:
hYps://www.facebook.com/marke+ng

35. Business success metrics are the same as they have
always been
Reach
Brand
Reac+on
Consumer
Numbers,
demos,
overlap
and
frequency
Resonance
Impact
on
sales
and
maximizing
efficiency
Insights
Changes
in
percep+on
across
channels
Insights
about
people,
Metrics:
GRPs
and
Metrics:
Ad
recall,
product
and
brand
that
TRPs,
paid
reach,
Metrics:
Campaign
ROI,
purchase
intent,
can
improve
my
organic
reach,
viral
marginal
ROI,
traffic,
awareness,
brand
equity,
business
reach
sales,
conversions
aYribute
tracking

36. Facebook ads drive offline
sales
Across 63 campaigns
3X ROI or better in 70% of campaigns
5X ROI or better in 49% of campaigns
Source: Variety of 3rd party methodologies like
panels and mix media models, all client initiated

37. Fans are still your best customers.
Fans influence their friends best
Fans
spend
131%
more
and
friends
of
Fans spend
fans
spend
104%
97%
more
and
more
friends
of
fans
spend
51%
more
Fans spend
109%
more
Fans
spend
60%
more
Source:: The Power of the Like II, comScore and Facebook, June 2012
* Numbers compared to average internet user

38. Fans and friends of fans purchase more when
exposed to earned brand messages
Fans and friends of
fans bought 38%
more frequently
Fans and friends of
fans bought 21%
more frequently
Source: The Power of the Like II, comScore and Facebook, June 2012
* Numbers compared to unexposed fans and friends of fans

39. Generate
higher
brand
resonance
than
other
online
ad
campaigns
BeOer
ad
recall
online
average
Facebook
+98%
Greater
brand
awareness
online
average
Facebook
+31%
Source:
Nielsen
Brand
Effect
norms,
May
2012.

40. Capture
more
conversions
more
effec+vely
than
the
online
average
Share
of
conversions
35%
online
average
lower
cost
per
conversion
+192%
Facebook
Note:
Based
on
campaigns
from
ad
networks,
publishers,
and
retargeters,
analyzed
in
an
MTA
model.
Source:
Aggregate
Knowledge,
June
2012.

41. Reaction studies show fans are your
best customers
On
average,
fans
generate
2x
higher
sales
than
non-­‐fans*
Sales
Fans spend
8%
Brand
Engagement
more and transact
11%
more
Fans conduct
frequently
68%
more
searches
Web
Traffic
Fans visit the
site 5x
more
Source: The Power of the Like, comScore and Facebook, July 2011
* Numbers compared to average internet user

42. Friends of fans are top customers as
well
Sales
8%
higher
spending Brand
Engagement
by friends of fans
27%
more
searches
by friends of fans
Web
Traffic
2.5x
more
site
visits
by friends
of fans
Source: The Power of the Like, comScore and Facebook, July 2011
* Numbers compared to average internet user