digital marketing update facebook
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Digital Marketing Update
10 September Dorianne Richelle
Obermütten, Graubünden, 79 inhabitants
Resulting in new visitors:
8
Facebook started as a profile book
Then a Newsfeed was introduced
Many changes followed
Facebook Sta+s+eken: check Socialbakers.com Hierin staan de data die zij halen uit onze adverten+etool. Die data lopen iets achter op de werkelijke sta+eken maar geven wel een goed beeld.
Discover
10’s
Search
00’s
Browse
90’s
Source: BDO USA "Retail Compass Survey of CMOs," November, 2010
The web is being built around people
The days of the nameless, faceless Web are over
People and their personal relationships open up many great opportunities
The Places
I’ve been
The people I care about
My opinions
The Brands I care about
The products
I want and buy
Content I consume
The Power of Social
Discovery
Copy Cats (or Dogs)
We (un)consciously copy what our friends do!
Technology is finally
catching up with human
behaviour
Sharing is doubling every
12 months
Source: Nielsen’s Global Trust in Advertising Survey, April 2012
Word-of-mouth is by people you know is most powerful
trust TV, radio & newspaper trust word of mouth of friends & family
92% 47%
I just bought this for $300. Check it out!
TV (47%)
-24% Between 2009 &
2011
Magazines (47%)
-20% Between 2009 &
2011
Recommendations from people I know
(92%)
+18% Between 2007 & 2011
Source: Nielsen Trust in advertising survey Q3 2011
Trust in “traditional” advertising drops quickly
And Word-of-mouth is getting more and more important:
How to build a connected brand through facebook
New opportunity asks for a new design
23
Business Impact!
Social Media!• Publishing & monitoring of
company channels!• Traditional “push” advertising
campaigns!• Measured with channel specific
metrics!
!
Social Marketing!• Custom marketing strategies!• People create the message!• Media amplifies the message!• Measured with mainstream
marketing metrics !
!
Social Business!• Incorporating people into core
business functions & products!• Touches multiple areas within the
organization!• Drives real financial results !• Measured with core business
metrics!
Organizational Integration!
Social Strategies
The SOCIAL GRAPH: people connect with family, friends, brands: the things they care about!
!
26
And for a new approach…
Many lightweight i
nteractions o
ver time!
Heavyweight interactions now and then!
Time
Love
Rela+onship
The majority of people that "like” a page will never actually go there. Almost all of the interac+on your fans will have with your brand will be in their personal news feed.
You are not compeIng against your compeItors on Facebook. A brand is compe+ng against people’s friends and all the content they share. On average in the Netherlands a person has 155 friends, spends 7 hours on FB a month and shares billions of expressions – that’s a lot of friendly compe++on!
Only 16% of your fans see your posts. If your content is more or less engaging more or less people will see it. That is why creating engaging content is key.
Many lightweight interac+ons
Heavyweight interac+ons now and then
hYps://www.youtube.com/watch?v=2X8Bd3-‐G6IU
Social Business:
Questions?
For case studies: hYp://www.facebook-‐successstories.com For crea+ve examples: hYp://www.facebook-‐studio.com For E-‐learning course: hYp://www.facebook-‐studio.com For marke+ng solu+ons: hYps://www.facebook.com/marke+ng
Business success metrics are the same as they have always been
Reach Numbers, demos, overlap and frequency
Metrics: GRPs and TRPs, paid reach, organic reach, viral reach
Brand Resonance Changes in percep+on
Metrics: Ad recall, purchase intent, awareness, brand equity, aYribute tracking
Reac+on Impact on sales and maximizing efficiency across channels
Metrics: Campaign ROI, marginal ROI, traffic, sales, conversions
Consumer Insights Insights about people, product and brand that can improve my business
Across 63 campaigns 3X ROI or better in 70% of campaigns 5X ROI or better in 49% of campaigns
Source: Variety of 3rd party methodologies like panels and mix media models, all client initiated
Facebook ads drive offline sales
Fans are still your best customers. Fans influence their friends best
Source:: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to average internet user
Fans spend 131% more and friends of fans spend 104% more
Fans spend 97% more and friends of fans spend 51% more
Fans spend 60% more
Fans spend 109% more
Fans and friends of fans purchase more when exposed to earned brand messages
Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
Fans and friends of fans bought 21% more frequently
Fans and friends of fans bought 38% more frequently
Generate higher brand resonance than other online ad campaigns
Source: Nielsen Brand Effect norms, May 2012.
+98%
+31%
BeOer ad recall
Greater brand awareness
online average
online average
Capture more conversions more effec+vely than the online average
Note: Based on campaigns from ad networks, publishers, and retargeters, analyzed in an MTA model. Source: Aggregate Knowledge, June 2012.
Share of conversions
+192%
35% lower cost per conversion
online average
Reaction studies show fans are your best customers
Fans spend 8% more and transact 11% more frequently
Web Traffic
Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
Brand Engagement
Fans conduct 68% more searches
Fans visit the site 5x more
Sales
On average, fans generate 2x higher sales than non-‐fans*
8% higher spending by friends of fans
Web Traffic
Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
Brand Engagement
27% more searches by friends of fans
2.5x more site visits by friends of fans
Sales
Friends of fans are top customers as well
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