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/

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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

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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

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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

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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/

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“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