adtech sf12 startup spotlight social graphscience
TRANSCRIPT
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Building a revenue stream with Facebook advertising & social data
Ad:Tech San Francisco
April 3, 2012
Raymond [email protected]
510-579-3146
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Who are we?
GraphScience is a social data company focused on Facebook ad optimization that delivers a 4-8X ROAS at scale
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Why social graph data is critical to your brand
How we’re driving a 4-8X return on ad spend at scale for brands
– Case Study:
When Facebook advertising will evolve from engagement to revenue generation
Overview
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Why is data critical to
your brand?
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Standard KPIs (pre-social)
ROICLV
Sales & promotions
New & existing buyers
?
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Why is the social graph data critical to your brand?
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Redefining KPIs with social data
ROICLV
Sales & promotions
New & existing buyers
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How we’re driving a 4-8X ROAS
at scale for brands
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Case study: GraphScience & FreePeople
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FreePeople Facebook objectives
1. Generate likes
2. Drive revenue
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Key Challenges
1. Why are we buying likes?
2. Do my fans buy?
3. Can Facebook be a revenue generating channel?
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GraphScience’s social data strategy
Fan campaigns Acquire data points around their consumers
Direct response campaignsLearnings from fan campaigns eliminated large
portion of campaign budget for testing
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Proving out strong revenue & ROAS
Direct response campaign
Strong revenue performance Higher average basket size compared to Free
People's other marketing channels
‘Fan to direct response’
Investment in fan campaigns helped drive 4x ROAS on direct response campaigns
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FreePeople sees results
Spend and Revenue
Spend (scaled) Revenue (scaled)
Days
Spend increases
Dramatic increase in
revenue
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Learnings and long-term strategy
1. Understand social interests & creatives that drive engagement and clicks
– Lifestyle, luxury, alternative music
2. Economies of scale through billions of social click funnel data
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Facebook advertising will
evolve from
engagement revenue generation
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GraphScience delivered better performance than SEM and display advertising
“
”
4.5x ROI
$2,000,000
Results:
GraphScience Direct Response Case Study