Maximising Facebook ROI - TBG Digital
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Maximising Facebook ROI - TBG Digital
- 1. Maximising Facebook ROI © TBG Digital 2011
- 2. > About TBG Digital • One of the largest Facebook advertisers in the world • 110 Staff, specialising in driving ROI • 200 Clients in over 190 Countries • Launched in 2001, now focussed purely on monetisation of Facebook • First Facebook Alpha API Partner • Global coverage – offices: • London (HQ) • San Francisco • New York • Chicago • Paris • Hamburg © TBG Digital 2011
- 3. > The Challenge © TBG Digital 2011
- 4. A: Facebook Q: Where can I build, engage and monetise the biggest audience online? (Q2: How?)
- 5. ?
- 6. What are Facebook’s ROI opportunities for a brand?
- 7. >> Listen, learn and engage Old thinking? Market Share Transactions Insight Loyalty Efficiency Viral Global © TBG Digital 2011
- 8. > People influence people . Engagement creates your social network where friends meet and talk to you and each other about you © TBG Digital 2011
- 9. > What’s Social? Awareness Interest RECOMMEND Desire Action © TBG Digital 2011
- 10. > What’s “Social by design”? Don’t think about how you can fit social media into your business © TBG Digital 2011
- 11. > Value of a Facebook fan? “Fans spend $71.84 more on products for which they are a fan” “Fans are 28% more likely continue using the brand” “Fans are 41% more likely to recommend a fanned product to their friends” What’s the value of YOUR Facebook fan? Source: SocialTRAC™, Value of a Facebook Fan. ©2010 Syncapse Corp. www.syncapse.com © TBG Digital 2011
- 13. > 15% to 44% cheaper Reduce the cost of > Registrations by 44% > Event signups by 33% > Purchases by 15% * Results of a 4.1 billion ad-impression, thirteen-client test © TBG Digital 2011
- 14. > Real example DR CTR CPC CR CPA 0.02% $1.35 0.8% $168.75 via CTR CPC CTF CPF CR CPA Fans 0.04% $0.79 67% $1.18 1% $118.00 30% decrease in CPA for subscription © TBG Digital 2011
- 15. > Social Selling Social wish lists Allow your fans to create a social gift list. Facebook shop Shop within Facebook. Promote top-selling items, and learn from user comments. Gift vouchers Select your amount, select your Facebook friend and pay. Easy! Redeem online or in shop. Check in and reward Increase footfall. Reward fans for checking-in into your store, or taking friends along. © TBG Digital 2011
- 16. > Convert fans offline 20% Conversion rate for people who actually walk into a store is 20% for retailers © TBG Digital 2011
- 17. > Some brands already started playing... © TBG Digital 2011
- 18. CASE STUDY: Heineken Poland © TBG Digital 2011
- 20. > Heineken – Social By Design
- 21. So it succeeded because..?
- 23. > To Summarize In order to maximise your ROI remember this: Social By Design is now an imperative Put people at the heart of your thinking Right Ad in front of Right user Build truly amazing applications as utilities or as the essence of your brand Encourage sharing in every conceivable way (anyone interested in f8?) © TBG Digital 2011
- 25. +Then News feed = Filtered sharing Profile = Recent activity Likes & Interests = Explicit endorsement Open Graph 1.0 = Simple connections (Pages, Apps, Install Like)
- 26. +Now Sidebar Ticker = Lightweight sharing Timeline = Scrapbook of your life Verbs & Nouns = Unlimited connections Open Graph 2.0 = New class of apps
- 27. +Timeline +Open Graph “All your stories, all your Apps and a “Frictionless, real-time serendipity new way to express who you are” and finding your friend’s patterns” = Profile on steroids = seamless sharing permission & discovering more faster A place for lightweight content New class of applications + Friends/Lists (circles?) + Communication + Subscribe (follow?) + Games + Ticker (twitter?) + Media (news, music, video etc.) + Lifestyle (shopping, cooking etc.) Users freely share EVERYTHING Way more social: without spamming their friends or Lee “watched” Dexter their boss/client/mom Lee “read” King Lear Lee “listened to” JayZ
- 28. +Future More sharing & content = Free media Media and Lifestyle = Useful apps and content More content & usage = More time spent More ad inventory = Stabilise media costs Apps will be utilities = Build quality to last More targeting available = Better engagement
Notas del editor
- Lee: Finding the sweetspot of Facebook is the Agencies Holy Grail, if you can get it right you’re flying
- Lee: brief Reminder here of why Facebook is powerful for brands. Real time communication/direct access to users/cost effective (in relation to TV Advertising)
- Lee: brief Reminder here of why Facebook is powerful for brands. Real time communication/direct access to users/cost effective (in relation to TV Advertising)
- Lee: brief Reminder here of why Facebook is powerful for brands. Real time communication/direct access to users/cost effective (in relation to TV Advertising)
- Lee: the possibilities of ROI are endless, it can come in many different formats.
- Lee: Facebook is a social network, understanding the power of friends recommendation and endorsement is KEY to maximising your ROI
- Social media is fundamentally changing the way we use the InternetIncreasingly, we areutilising our online and virtual networks to actively seek out trusted referral opportunities – and social is the main enabler of this.Recommendations are INFLUENCING consumer behaviourthe traditional marketing steps towards purchase have now had an extra layer weaved in due to social media. This has changed from an old, static, on-way flow with a defined beginning and an end, to an unending circle of consumer behaviour and influence:BEGINNING Awareness –> Interest –> Decision –> Action ENDHowever, the Social Web has ushered in a new ‘cycle’ of marketing engagement:Needless to say, we can see that the power of social recommendation ensures that the consumer marketing cycle is now a continuous loop, allowing brands much more access to consumers rather than this typically ending at the point of purchase.
- Social media is fundamentally changing the way we use the InternetIncreasingly, we areutilising our online and virtual networks to actively seek out trusted referral opportunities – and social is the main enabler of this.Recommendations are INFLUENCING consumer behaviourthe traditional marketing steps towards purchase have now had an extra layer weaved in due to social media. This has changed from an old, static, on-way flow with a defined beginning and an end, to an unending circle of consumer behaviour and influence:BEGINNING Awareness –> Interest –> Decision –> Action ENDHowever, the Social Web has ushered in a new ‘cycle’ of marketing engagement:Needless to say, we can see that the power of social recommendation ensures that the consumer marketing cycle is now a continuous loop, allowing brands much more access to consumers rather than this typically ending at the point of purchase.
- Music Matcher exemplifies social by design
- The goal was Fan Acquisition. The background: Heineken have two passions centres; Music and Football. This image shows what Heineken wanted to create in a Facebook experience. This was our task.
- Heineken/TBG applied Social by Design to campaign strategy in order to maximise ROI- used paid media, to gain earned media – AMPLIFIED sharing
- More opportunities for brands to connect to users in a more personal way – increases power of the connection, and relationship brand has with their fans – can understand better how to keep converting those fans into purchasers/advocates
- What are the new opportunities to improve your ROI? New class of apps, increased sharing, much more social, user orientated – increased opportunities for Brands to target (while people watch content) – onus on TBG though to work with brands to make sure they are making their apps and campaigns completely ‘frictionless’