Presented by James YanceyOctober 17th, 2011

Measuring Facebook’s Impact on Marketing

Performance

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Intro to IgnitionOne

500+ Global Clients$1B+ Digital Media Managed

150 employees in 7 global officesTrusted technologies in use over

10 years

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IgnitionOne’s Unique Three Step Method to

Closed Loop Search Optimization

A decade of behavioral scoring heritage from Netmining

applied to search and displayCONNECT

Eights years of search portfolio optimization heritage

from SearchIgnite

PERFORM

Proprietary cross channel attribution and scoring system fully built into

the platform

CONVERT

4

Engagement Optimization:Comparing cost and

effectiveness of channels to lead to conversion

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5% Converters

95% Non converters

The only technology in the market that closes the loop by optimizing search based on 100% of your visitor data

$18

$71

$22

$37 $18

$16

$50

$23

$25

$44

$16

$3

$5$16$11

74

377

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222

493 592

59800

103

14

611

23

548

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739

800

98

79

173173

84321

40

90

8

204

36472

80

94

500

20111

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Three sources of Facebook Traffic

Fan Page: People coming directly from the Fan Page to the website

Paid Click: People coming directly from paid ads on Facebook to the website

Viral Click: People coming directly from any other Facebook page other than the Fan Page or a paid advertisement to the website

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Comparing Engagement from Various Sources on Facebook: % of New Visitors

Percent New Users

Avg Time on Site

Avg Exit Score

Avg Score Delta

Avg Page Views

FB Fan Page 74.1%

164

20

15

4

FB Viral Link 69.5%

170

23

16

6

FB Paid Click 84.0%

142

12

10

3

Paid Facebook ads were more effective than other sources at delivering new visitors to the site compared to other viral/organic sources.

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Percent New Users

Avg Time on Site

Avg Exit Score

Avg Score Delta

Avg Page Views

FB Fan Page 74.1%

164

20

15

4

FB Viral Link 69.5%

170

23

16

6

FB Paid Click 84.0%

142

12

10

3

Comparing Engagement from Various Sources on Facebook: Average time spent on site (seconds)

Viral Facebook sources delivered visitors who spent ~ 3 minutes on the site compared to organic and 28 more seconds compared to paid ads.

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Percent New Users

Avg Time on Site

Avg Exit Score

Avg Score Delta

Avg Page Views

FB Fan Page 74.1%

164

20

15

4

FB Viral Link 69.5%

170

23

16

6

FB Paid Click 84.0%

142

12

10

3

Comparing Engagement from Various Sources on Facebook: Average Exit Scores

The average exit score from the visit overall was nearly twice as effective when coming from organic/viral sources compared to paid ads.

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Percent New Users

Avg Time on Site

Avg Exit Score

Avg Score Delta

Avg Page Views

FB Fan Page 74.1%

164

20

15

4

FB Viral Link 69.5%

170

23

16

6

FB Paid Click 84.0%

142

12

10

3

Comparing Engagement from Various Sources on Facebook: Average page views

The average page views from visitors coming from organic/viral sources compared to paid was double.

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Percent New

Avg Time on Site Avg Exit Score

Avg Score Delta

Avg Page Views

FB Viral 69.5%

170

23

16

6

FB Paid Click 84.0%

142

12

10

3

Organic Search 67.4%

223

31

21

5

Paid Search 70.1%

250

30

21

5

Comparing Engagement from Facebook and Search

The average time spent on site from organic search compared to organic/viral Facebook was 25% greater. The average exit score of paid search ads versus paid Facebook ads was 60% greater.

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Avg Time on Site

Avg Exit Score

Avg Score Delta

Avg Page Views

Non FB Retargeting

244

87

19

5

AdEx FB Retargeted

352

70

19

5

Comparing Engagement from Facebook Retargeted Display and Standard Retargeted Display

The average time spent on site from Facebook retargeted display compared to standard retargeted display was 30% greater.

But, Non Facebook retargeting was more effective at driving buying propensity

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Contingency Analysis% of Return

Visits Direct Facebook Search

New Users FB Fan Page 29.3% 65.75% 19.18% 15.07%

FB Viral 16.7% 52.02% 43.30% 4.67%

FB Paid Click 32.7% 69.55% 7.82% 22.63%

Organic Search 47.3% 42.16% 0.39% 57.46%

Paid Search 45.0% 41.60% 0.15% 58.24%

Comparing Engagement of Channels Delivering Multiple Visits

New Users from the Search Channel were more likely to return to the site.

Users are very channel centric, they return from the first channel they experience.

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Key Finding: When taking in to account cost, conversion rate and the value of repeat visits, paid search still offers much greater value for retail

Session Tracked

Cost per Unit of Buying Propensity

Cost per Unit of Buying Propensity adjusted by Return

VisitsPaid Search Ads 54997 $0.029 $0.065

FB Ads 886 $0.026 $0.080

Retargeting 5885 $0.014

Cost per Unit of Buying Propensity is nearly equivalent, but because FB Ad users return less frequently to complete their buying journey. As such, paid search remains 23.4% more effective at driving the user to conversion.

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Thank you.