Leveraging Paid Social for Engaging Health Consumers

PowerPoint Presentation

Morgan HewettClient Solutions Manager, Facebook

Justin WeigoldClient Partner, Facebook

Graeme JamiesonAssociate Director, MerkleLeveraging Paid Social for Engaging Specific Customers

Facebook Healths Mission:Connect people to the information or services they need in order to improve lives and create better health outcomes

Q3 2015 2016 Merkle. All Rights Reserved. Confidential2

2016 Merkle. All Rights Reserved. Confidential

2016 Merkle. All Rights Reserved. Confidential#JW/MH2

Facebook Community Update: Our AudiencesClick here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.

2016 Merkle. All Rights Reserved. Confidential#JW/MH3

The gap between content creation and ability to consume content will continue to widen.Each user has over 1,500 pieces of content eligible for their News Feed when they sign on, but only about 300 are displayed.All media platforms face the reality that as available content grows, it's more difficult to reach your audience.

Competition for feedContentTimeContent createdAbility to consume contentChallengeClick here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.

2016 Merkle. All Rights Reserved. Confidential#+ everything competes with everything slides from Joels deck at Tribal!4

VR/AR

Text

Photos

Videos

Wow, Italy is so beautiful!

5Click here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.

2016 Merkle. All Rights Reserved. Confidential#In this mobile world, language is more visual. Mobile has changed how people speak.

Weve seen this happening on our own platform: Five years ago, most of what people shared on Facebook was text. Now its photos and some videos. In five years, itll mostly be videos and after that, it will be immersive content like VR and AR.

When we look today at how the type of content people are posting on Facebook, video content is growing rapidly at 94.1% , photo at 30.7% and text is declining by -9.8%

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Video Best Practices

The :03 second auditionMake the first few seconds countSight, sound, motionEmbrace the silenceStories, not secondsFocus on storytelling, not lengthAtomized storytellingMessage over time and through the funnel

Click here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.

2016 Merkle. All Rights Reserved. Confidential#-GJ

Separate MetLife campaign w/video, just a btw learning

Eye-catching frames, strong visual cues (title cards, super)In recent client test, only ).33% of viewers clicked to enable soundThats why you need strong storytelling, visually or with ccsMobile top performer in said test; measure impact on leads & sales

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Source: Average Time Spent per Day with Major Media by US Adults, eMarketer Oct 2015

Mobile is a constant companion

3 hours

per day on mobile

2016 Merkle. All Rights Reserved. Confidential7Click here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.


2016 Merkle. All Rights Reserved. Confidential#Its mobile thats creating this new time.

People now spend nearly 3 hours/day on mobile.

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People spend their time across the Facebook FamilySource: US Mobile Total Monthly Minutes, comScore, Dec 2014 Source: US ComScore data, Media Metrix June 2015

6% of time spent on mobile

of all time spent on mobile>20% 2016 Merkle. All Rights Reserved. Confidential8Click here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.


2016 Merkle. All Rights Reserved. Confidential#+ Go to Auto team They have a slide that presents this better

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Facebook and Instagram drive OVER 20% of time spent on mobile/monthly

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AND with Audience Network we can connect advertisers with an additional 6% of time spent on mobile apps

Source:FB+IG = Overall media time spent, Media Metrix, June 2015AN = Overall media time spent, Media Metrix, June 2015

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The Path to Purchase is Non-Linear:

Browses fornew headphoneson laptop

Sees ad forheadphoneson mobile

Adds product toshopping carton tabletPurchasesheadphones in store


2016 Merkle. All Rights Reserved. Confidential#+slide 90% of purchases come from impressions but not clicks.

And while people are increasingly on mobile, the path to purchase still happens across devices and channels. Consider this sample path to purchase:I see an ad for headphones on mobileLater, browse for headphones on my laptopAfter work, I pop open my tablet and add the product to my cart, but dont purchaseA few days later, I head in store to buy the headphones that Ive been looking at all week.

All of this complex movement across devices and channels make life very hard for marketers. With multiple devices and people who switch constantly throughout the day, we need a new framework for measurement.

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ControlTreatmentPeople-Based Conversion Lift Online or OfflineMeasure lift in conversions using Facebook conversion pixel or offline salesFor DR clients

Facebook ads(+ other media)No Facebook ads(+ other media)

X%Lift in Sales

Randomize groups

Deliver adsObserve sales

Analyze lift


2016 Merkle. All Rights Reserved. Confidential#Measuring incremental sales requires believing in people, and not proxies. What is Conversion Lift? Well, weve taken the core tenants of rigorous experimental design, the same ones used in rigorous drug trials, and integrated them into a solution called Conversion Lift. We randomize the Facebook audience into two groups before the campaign begins, treatment and control. Each group is equivalent in every way. Then when we flight the campaign, the treatment group is exposed, while the control group is held out. We observe sales in each, and measure the incremental lift in sales between the two groups. With people-based Conversion Lift, we can help you demonstrate the true incremental impact of your Facebook media campaign, for online and offline sales. 10

Video Reach & FrequencyCanvasCarouselVideoLookalikesApp InstallsLead AdsCustom AudiencesDynamic Product AdsPowering the Full Funnel LifecycleAwarenessDiscoveryAcquisition

TransactionClick here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.

2016 Merkle. All Rights Reserved. Confidential#Awareness: Everything competes with everything. One of our biggest challenges is that people fly-over non-engaging content.

After this, add a slide or two about thumb stopping content. 11

Bring Precision to Story Telling with Sequencing


2016 Merkle. All Rights Reserved. Confidential#Sequential storytelling is possible on Facebook with TRP Buying.

Telling a story over time and building on a message can be very powerful but has become increasingly difficult with multi-screening and media fragmentation. With multi-screening and fragmentation, its hard to ensure someone saw your initial message before you show them the next. Facebook is a great place to overcome the issue of multiple devices because you are the same person regardless of what device you log in.

Using sequencing, you can deliver your ads in a predesignated order, making sure that people see the beginning of your story first, then the middle, and then the end. You can use sequencing to make sure people see all of your creatives in this case a car launch featuring different aspects of the car. Using ad sequencing ensures that people see all of your messages.

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Were Evolving Our Ad Formats to Help Brands Tell Their Stories More Effectively

CarouselVideoPhotoClick here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.

2016 Merkle. All Rights Reserved. Confidential#We launched Instagram ads in November of 2013 and focused on driving awareness with our largest brand advertisers We then expanded to video ads, allowing brands to visually inspire people with sight, sound & motion. Earlier this year, we launched Carousel ads. An ad unit that showcases up to 4 swipeable images with a link to learn more.

It was the first time brands could launch sequential storytelling campaigns, and users could link-off to learn more about the product or service.

With the addition of the Carousel ad unit, we learned a few things: 1. The community wanted to immerse themselves into the brands stories. Of the users that swiped to the second image, 2/3 of them swiped all the way through.And 2. The community was clicking the learn more buttonwillingly taking action from a sponsored post.

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Were providing advertisers with an even richer and more immersive storytelling medium

CanvasWere Evolving Our Ad Formats to Help Brands Tell Their Stories More EffectivelyClick here to view the full on-demand webinar on how to leverage paid social for engaging health consumers.

2016 Merkle. All Rights Reserved. Confidential#Canvas provides advertisers with an even richer and more immersive storytelling medium to engage and capture peoples attention.14


2016 Merkle. All Rights Reserved. Confidential#

Marketing

Leveraging Paid Social for Engaging Health Consumers