Align Facebook With Your Business Objectives
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Align Facebook With Your Business Objectives
Francesca Savoldi Account Manager, Facebook
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Connecting people to things they care aboutGlobally, borders are being replaced by connections
million monthly active users return daily million via mobile1B 552M 600M
of FB users reside outside of US
81%
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400
200
0
600
1 year 8 years
800
people1B
4 years
1000
Facebook is mobile
people600M
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Facebook throughout the marketing funnel
Targeting Adverising
. Offers
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Acquisition and
Conversion
Acquisition and
Conversion
Brand
Awareness
Brand
Awareness
Build Loyalty
Build Loyalty
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Fans(500,000)
Friends of fans(+40 million)
The Facebook population
1 Billion
16% of fans
Free
Pai
d M
edia
Pai
d M
edia
Reach
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Reach the right people more efficiently with more accurate ad targeting
Source: Nielsen OCR, October 2011.
Narrow campaign accuracy
Online average Facebook
90%
35%
60%cost
savings
Broad campaign accuracy
Online average Facebook
95%72% 25%
cost savings
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Generate higher brand resonance than other online ad campaigns
Source: Nielsen Brand Effect norms, May 2012.
+98%
+31%
Better ad recall
Greater brand awareness
online average
online average
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15%of sales resulting from the media campaign are attributable to Facebook
3.8mpeople saw the campaign on Facebook who did not see it on TV
So
Unique Reach: Nutella
Source: GFK, December 2011.
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217,679 video plays in a single day.
13.6 million people reached and 6.1 million people wereexposed to the log out experience.
Logout Experience: O2
Source: Facebook Internal Data
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Logout Experience: Volkswagen Italia
Source: Facebook Internal Data
7.1mdaily
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Brand Awareness
Brand Awareness
Acquisition and Conversion
Acquisition and Conversion
Build Loyalty
Build Loyalty
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Facebook’s sophisticated ad targeting ensures the right people see your stories
Personal
• City/State/Zip• Birthday• Education• Workplace• Relationship status
Social
• Likes & interests• Friend connections• Activity (e.g., check-ins)• Intent
Demographic
• Age• Gender• DMA
Custom Audiences• Email addresses• Phone numbers• Facebook user IDs
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Custom Audiences
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How does it work?
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This is the difference between…
One bank reaching everyone who is not
using one of their new products…
(without Custom Audiences) (with Custom Audiences)
And Bank reaching account holderswho haven't yet
used the new product
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This is the difference between…
One Telco advertising deals to people who like one
or two specific brands of phones…
(without Custom Audiences) (with Custom Audiences)
and Telcoadvertising deals to past buyers of those
specific brands
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This is the difference between…
One car company acquiring fans
among people with car interests…
(without Custom Audiences) (with Custom Audiences)
And car company acquiring fans
among people who own one of their car
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Custom Audiences: MGM Resorts International
ROIBetween3X – 15X
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Ads Targeting: VodafoneDriving high volumes of new contracts using Facebook media
56%of pay monthly post-click
contract applications came from Facebook.
Facebook was one of
Vodafone’s top 3 acquisition partners.
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Brand Awareness
Brand Awareness
Brand LoyaltyBrand Loyalty
Acquisition and
Conversion
Acquisition and
Conversion
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Source: The Power of the Like II, comScore and Facebook, June 2012* Numbers compared to unexposed fans and friends of fans
Fans and friends of fans bought 21% more frequently
Fans and friends of fans bought 38% more frequently
Fans and friends of fans purchase more when exposed to earned brand messages
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Remember: your brand is at the centre of this engagement
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Samsung Galaxy S IIISamsung Mobile USA drove $129 million in sales attributable to Facebook, resulting in a return on advertising spend of 13X.
$129M in sales attributable to Facebook
13Xreturn on advertising spend
23% increase in fans to
8.5 million, giving Samsung the ability to reach more than 515 million friends of fans
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Costa CrociereDrives increases in sales after running a Facebook Offer
Filled an entire ship in less than
48 hours
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32,000offers redeemed
McDonald’s SwedenDrives increases in sales after running a Facebook Offer
94,000Offers claimed
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Ben & Jerry’s:Facebook ads effectively drive offline sales
“engage is liking, commenting, sharing”Kati O’Brien, Global Dig Mktg Manager
1$ on FB=
3$ increm. sales
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The Facebook measurement toolkit
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Resources:
https://www.facebook.com/FacebookMarketingItalia
https://www.facebook.com/FacebookStudio/app_397409610271055
https://www.facebook.com/brandpermissions/index.php