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Presented by James YanceyOctober 17th, 2011
Measuring Facebook’s Impact on Marketing
Performance
2P r o p r i e t a r y & C o n fi d e n t i a l
Intro to IgnitionOne
500+ Global Clients$1B+ Digital Media Managed
150 employees in 7 global officesTrusted technologies in use over
10 years
3P r o p r i e t a r y & C o n fi d e n t i a l
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
5P r o p r i e t a r y & C o n fi d e n t i a l
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
18
222
493 592
59800
103
14
611
23
548
782
739
800
98
79
173173
84321
40
90
8
204
36472
80
94
500
20111
6P r o p r i e t a r y & C o n fi d e n t i a l
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
7P r o p r i e t a r y & C o n fi d e n t i a l
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.
8P r o p r i e t a r y & C o n fi d e n t i a l
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.
9P r o p r i e t a r y & C o n fi d e n t i a l
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.
10P r o p r i e t a r y & C o n fi d e n t i a l
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.
11P r o p r i e t a r y & C o n fi d e n t i a l
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.
12P r o p r i e t a r y & C o n fi d e n t i a l
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
13P r o p r i e t a r y & C o n fi d e n t i a l
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.
14P r o p r i e t a r y & C o n fi d e n t i a l
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.
15
Thank you.