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Paid social Facebook - The basics
theexchangelab.com
"Technology is making marketing personal again, and we need to take advantage of these possibilities."
Tracy Yaverbaun, group director of fashion and luxury at Facebook
theexchangelab.com
Lets compare
PPC
Non-visual(Text only)
Keyword based targeting can be competitive(Toothpaste = 20+ brands competing)
Not all categories involve search as a purchase decision(People don’t search for product they haven’t heard of)
Limited set of keywords for a product/service
Only fulfils existing demand(Only people that search see ads)
Lack of reputation management Example: Banner ad next to News article saying a restaurant is bad
Widely ignored / Association with spam
Display
Less transparency with inventory costs
No easy access to ad inventory
Organic socialOrganic reach in decline for brand pages
“Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.” 5th march 2014
“Status Update’s Organic Reach Drops ~40%” 2014
https://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
https://www.socialbakers.com/edgerankchecker/blog/2014/02/status-updates-organic-reach-drops-40/
theexchangelab.com
Why paid social?
Scale(Amount of users on Facebook)
Always on(24/7)
Cross-device(Complete user journey view, mobile to desktop..)
Highly relevant(Due to advanced targeting)
Numbers
StatsThe value of online sales increased by 15.2% in September 2015 compared with September 2014 (ONS 2015)
61% of people spend a considerable amount of time researching products through online channels before making a purchase (ONS 2015)
43% of consumers revealed that they specifically browse through social networking sites like such as Facebook to seek inspiration for the types of products to buy (Nielsen 2014)
+ Social media is a helpful tool in reaching these consumerswho often connect with friends, family and strangers to help makepurchase decisions.
%
http://www.ons.gov.uk/ons/rel/rsi/retail-sales/september-2015/stb-rsi-september-2015.html http://ir.nielsen.com/files/doc_financials/Nielsen-Global-E-commerce-Report-August-2014.pdf
Facebook - November 4th
+14% year-over-year+17% year-over-year
https://www.facebook.com/photo.php?fbid=10102457977071041&set=a.529237706231.2034669.4&type=3&theater
Facebook - November 4th
+14% year-over-year+17% year-over-year
Advertising revenue jumped 45% from the prior year to $4.3 billion
theexchangelab.com
Facebook - Targeting
Data, data, dataAdd layers of segmentation to ensure you reach the right audience
Location Demographics Interests Target adverts by country, county/region, postcode or even the area around your business.
Age, gender, languages, Time of day..
Works off what users have liked on Facebook and groups they part ofsuch as music, films, sport, games, shopping
Even more data
ConnectionsBehaviours Reach people that have liked the brand page, app or event. then reach their friends too. This can also be used to negative match this audience to ensure only new people are reached.
On Facebook or off Facebook like purchase behaviour. ‘looking to buy a product or service’ so there is higher competition in this area. Mobile type, internet browser, email users, early adopters
Data partner:
http://www.adnews.com.au/news/facebook-makes-data-deal-with-quantium-acxiom-and-experian-to-fuse-offline-and-online-data
Custom audiences Harness the data you have to reach valid prospects
Custom Audiences Lookalike Audiences - 1st part CRM data like emails, phone numbers, Facebook UIDs, App user IDs, Advertising Identifiers to find them online. This data can be uploaded to Facebook to find out more about these users. More detail into this data will be on the next slide.
The same data can be used to find look a likes. Facebook uses 6 data points similar to the exciting pool of people. Then we can layer on extra segmentation like demographic to ensure they are valid prospects.- Custom Audience, Website / Conversion pixel, App activity
Insights to informWho, What, When, Where..
CRM Data
Using CRM data we can filter to see users interested in the topic ‘ebaycouk’
From this data we can see that females 25 - 34 is over indexing for this interest with this CRM data
Insights to informWho, What, When, Where..
CRM Data
Ebay is top because of the filter, Nurofen may being seeing a spike due to the time of year
Insights to informWho, What, When, Where..
CRM Data
Argos, Tesco is most relevant showing other options for this audience.
Insights to informWho, What, When, Where..
CRM Data
London is the highest population on Facebook, however with this data the users are spread across the UK
Insights to informWho, What, When, Where..
CRM Data
This data shows us the decline of desktop and increase in mobile. Also there is a higher index for iPhones and Android phones. expressing that the ads and landing pages need to work on these platforms.
Painted the picture
Sales insights (Example ToD)
The above mentioned data and also non-social data can paint a better picture how to target users for the next campaign.
These users can also be re-targeted as an up-sale to purchase another product.
http://blog.hubspot.com/marketing/facebook-audience-insights-guide
theexchangelab.com
Ads units
Ad formats
Domain Ad Page Post Link
Right Column Right Column, Newsfeed, Mobile Newsfeed, Mobile
Traffic and Leads
Multi-product
http://blog.hubspot.com/marketing/facebook-audience-insights-guide
Ad formats
Page Post Link
Right Column, Newsfeed, Mobile
Traffic and Leads
Call To actions can be chosen depending on their desired outcome.
Testing which call to action can be great for a campaign.
http://blog.hubspot.com/marketing/facebook-audience-insights-guide
Ad formatsLikes & Engagement
Page Like Page Post PhotoRight Column, Newsfeed, Mobile
Page Post Video
Right Column, Newsfeed, Mobile Right Column, Newsfeed, MobileRight Column, Newsfeed, Mobilehttp://blog.hubspot.com/marketing/facebook-audience-insights-guide
Ad formatsLikes & Engagement
Right Column, Newsfeed, MobilePage Post Text
Right Column, Newsfeed, Mobilehttp://blog.hubspot.com/marketing/facebook-audience-insights-guide
Ad formatsApp installs
Mobile app Desktop AppRight Column, NewsfeedMobile
http://blog.hubspot.com/marketing/facebook-audience-insights-guide
Ad formatsDriving footfall
Event Offer
Right Column, NewsfeedRight Column, Newsfeed, Mobilehttp://blog.hubspot.com/marketing/facebook-audience-insights-guide
Dynamic product adsKiller feature
Live updates (Price, stock…)
Show ads to people with intentImproving CTR.
Report on end sales
Turns off when customer buys
https://www.facebook.com/business/a/online-sales/dynamic-product-ads
theexchangelab.com
How can Facebook track ROI?
ROIWhats the outcome
Awareness, Video view - (CPM) (CPV)
Sales / Conversation - (CPA)
Increase community - (Cost per Like)
Drive traffic - (CPC)
Facebook campaign objectives:
Case study - IKEA
Objective: IKEA wanted to establish whether Facebook could be used to acquire new customers and connect with existing ones to increase its sales.
Marketing strategy: Target users in the vicinity of its Cardiff store who had mobile numbers that matched a random pattern.
Facebook has access to more than 10 million users' which was cross-referenced with EE's database.
Number ending in:Odd number: Show IKEA adsEven number: Sample group
http://www.iprospect.com/en/gb/our-work/ikea/
EE + IKEA data
Results: Uplift in store visits:
31% 22-25 years-old
11% all age groups
ROI: 6:1 for the media spend invested in Facebook during the campaign, which served 1.4 million impressions during December 2013 and January 2014.
http://www.iprospect.com/en/gb/our-work/ikea/
Whats next
November 5, 2015
Brands can have multiple sites with Facebook pages and can be managed from a single view. Also each location can have geo location ads.
https://www.facebook.com/business/news/Local-marketing-UK
Emotions Sentiment
Being tested in Ireland and Spain Emotions as another metric alongside the like button.
This is a next level of sentiment analysis as it can track users selected feelings in regards to the ads brands post.
http://www.clickz.com/clickz/news/2430302/facebook-s-new-emoticons-the-good-the-bad-and-the-future
“Shop”
“fast-loading, full-screen experience”
Facebook as mentioned a number of times that many e-commerce brands have slow mobile websites. ‘Shop’ a service they are testing is to show a simple fast catalog of a brands products to show it in the native Facebook then complete the sale on the brands website.
I can see the use of apple pay being used here in the near future.
https://www.facebook.com/business/news/shopping-on-facebookhttp://www.wired.com/2015/10/facebook-testing-shopping-section-app/
theexchangelab.com
“Facebook is not just a social network however its foundations in social gives them the upper hand when it comes to data on people. Areas like VR, connecting the rest of the worlds population along side AI research I will be keeping an eye on for sure”
Ian Adams - Presenter
Thanks for watching Paid social Facebook - The basics
www.ianadams.media@ianmartinadams
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