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Research study conducted in the spring of 2010, presented at SMX Advanced session Moderated by Danny Sullivan. Relevant and interesting even today as it shows where the industry was at the time... and how much things have changed
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State of the Industry:
Facebook Performance
Presented by: Bill Parkes
Twitter: @billparkes SMX Advanced June 9, 2010
Methodology
@billparkes
Demographics
@billparkes
Where are marketers seeing most meaningful “success”?
0% 10% 20% 30% 40% 50% 60% 70%
Other
Direct revenue generation
Customer retention
Lead generation
E-mail list building
Internal morale and culture
CRM
Loyalty and advocacy
Building brand preference
Awareness building
@BillParkes
Anti-socials (not currently marketing on Facebook)
25% not active on
78% see value but are
unsure
53% B2B; 13% consumer
76% haven’t secured
brand
@billparkes
Social Climbers (testing and learning)
51% of marketers
“exploring”
4% spending over
$50,000/yr on ads
14% equal or better ROI
vs. search
24% equal or better ROI
vs. other media
@billparkes
Socialites (strategy tied to objectives, kpi’s)
33% have a plan
24% spending more
than $50,000/yr on ads
19% equal or better ROI
vs. search
44% equal or better ROI
vs. other media
@BillParkes
Are marketers seeing SEO benefit?
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Signficant traffic lift
Some lift No measurable
lift
Facebook not part of
SEO
Unaware of SEO benefit
Marketers with SEO Strategy
@billparkes
Which marketers are seeing SEO benefits?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Both
B2B
Consumer
Significant traffic lift
Some lift
No measurable lift
@billparkes
What tactics are related to positive SEO results?
@billparkes
0% 10% 20% 30% 40% 50% 60% 70% 80%
Cause marketing
Running contests and promotions
Utilizing Facebook Ads
Page customizations / apps
Incentivizing fan advocacy
Unique content and experiences
Page promotion across marketing …
Unique content / clear value proposition
Fan engagement via wall
Significant traffic lift Some improvement No measurable benefit
How are Facebook ads performing?
Under-performed
Roughly equal to media alternatives
Out-performed media alternatives
@billparkes
How do Facebook ads perform relative to Tier 1 search?
40%+ still not seeing clear, positive ROI
15% report results equal to or better than search
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
ROI exceeds search
ROI equal to search
Positive ROI, below search
Not yet seeing positive ROI
Unsure due to tracking issues
@billparkes
Which marketers are seeing results from ads?
@billparkes
0% 20% 40% 60% 80% 100%
B2B
Both
Consumer
Out-performed Equal Under-performed
Where are effective campaigns driving traffic?
@billparkes
0% 20% 40% 60% 80% 100%
Varies based on objective
Within Facebook
To our company's website
Out-performed Equal Under-performed
Key Takeaways
1. Not yet a slam dunk for many marketers
2. Role of Facebook in marketing playbook
continues to clarify
3. Marketers are finding pockets of measurable
success
4. Effective strategies are clearly emerging
5. Direct revenue ROI remains illusive to many
@billparkes
Thanks!
For a copy of the full research report:
• Twitter: @billparkes
To participate in future studies:
www.nFusion.com/Facebook
