FacebookPresentation- Aidan Baigrie- SMW2014
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Transcript of FacebookPresentation- Aidan Baigrie- SMW2014
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Mobile matters September 2014
Aidan Baigrie: Sub Saharan Africa
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Grandpa Jim
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Reopening!!
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PERSONALISED a new era - branding - but not bradley
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Us as digital practitioners think we’re pretty good at it… businesses aren’t so sure
@ Scale Personalised Marketing
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Personalised
How most businesses view Social Media..
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Likes, comments, shares ?
Marketing
How most businesses view Social Media..
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What about CPC…and social media can measure engagement right?
Marketing
How most businesses view Social Media..
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Lego says HELP -‐ save the cat from falling! Share and…CLICK !!
Yesterday at 7:05 pm LEGO
Imagine a show…
Yesterday at 7:05 pm LEGO
IMAGINE
Do we measure engagement?
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Marketing
How most businesses view Social Media..
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Complaints – yes, brand love – yes, moving the needle? Fans…
@ Scale
How most businesses view Social Media..
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Target 2x Message
awareness
68% Ad recall
uplift
Do fans help? OK. Maths problem…
Source: Facebook internal data & Nielsen, 2013
Fans
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@ Scale
How most businesses view Social Media..
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How do WE change this view?
The good news…
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What we should be sharing with business?
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Source: eMarketer, US , July 2013
Radio Television Digital Mobile
1950 1960 2000 2010
Mobile is the future
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Confidential 17
Africa is …
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& SSA is leading the charge
Faster than anywhere in the world
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Confidential 19
Q4 2013 Independent research
n >1000 F2F
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Matched targets
Personalised?
People you know on Facebook
Personalised
People you know
Past purchasers
Highest LTV customers
Members of loyalty
programs
… by combining what we know
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Frequency Reach
Rea
ch
Frequency
Brand marketing is…marketing
Great creative & great
copy
MARKETING
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for brands
Measuring real results on unique identities
MARKETING
Measure conversions/acquisition
A/B Testing Third-party measurement
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for brands
Talk about scale….
@ SCALE
FB stats
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Source: Facebook Internal Data, 2014
Sub - Saharan Africa
52 MILLION
MONTHLY ACTIVE
94% mobile
South Africa
28%
38%
34%
13-25
25-34
>34
AGE
>6 MILLION
DAILY
50% FEATURE PHONES
>11 MILLION
MONTHLY
Digital has scale…
South Africa
@ SCALE
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…A brand building idea with the right, personalised message
LGBT New Parents Newlyweds Hispanics Asian Americans Middle East Decent Native Americans
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for brands
This year…let’s elevate Social…to be just plain, good old…. Marketing.
@ SCALE