“pown” the newsfeed: advanced marketing on the facebook platform
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“Pown” the Newsfeed:Advanced Marketing on the Facebook Platform
Presented by: Paul SteketeeHead of Paid Social and Emerging Media, MerkleFacebook.com/Steketee@Steketee
November 20 -‐ 21, 2013
November 20 -‐ 21, 2013
© 2013 Merkle Inc. All Rights Reserved. Confidential
POS Phone Site Mobile TV Radio Display Print Social Direct mail Email Search
Merkle - The Customer Relationship Marketing Agency
Integrating diverse capabilitiesThrough optimizing customer touchpoints
Increased customer value Improved media effectivenessImproved marketing ROI | |
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300 experienced digital marke2ng professionals 100+ Digital clients
70% YOY revenue growth
Approaching $300 million in managed
media spend
Our Integrated Digital Media Group
Over 2,000 Employees Globally Driving CRM Outcomes
© 2013 Merkle Inc. All Rights Reserved. Confidential © 2013 Merkle Inc. All Rights Reserved. Confidential
Merkle delivers true customer-centric advertising in social via our deep customer insights and data-driven strategic approach to targeting, buying,
and optimizing paid social media.
Vision - Precise and Direct Targeting in Paid Social Media
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© 2013 Merkle Inc. All Rights Reserved. Confidential © 2013 Merkle Inc. All Rights Reserved. Confidential
We increase campaign effectiveness with better insight into customers and through our data-driven targeting, better analysis, and better optimization strategies.
Merkle’s Approach To Paid Social Targeting Optimization
All site Visitors are added to the database via cookie or social login. Previous and recently sold customers are also added to the database along with their purchase information.
“High-value” segment customers are flagged and their online behaviors across digital media and channels is analyzed to create a look-alike models.
Models implemented into Facebook Custom Audiences to directly target customers and create look-alike models that target best customers based on FB likes/interests.
Analytic process uses algorithmic attribution of conversions across display, search, mobile, and social – beyond last-click.
Based on attribution, media mix, frequency, and cost allowables are all optimized directly into the media platforms
Customers added to database
Digital Targeting model created
Models fed into Facebook to target
Digital attribution identifies what is
working
Optimization feed closes the loop
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Advanced marketing on the
Facebook platform
The products & results
The Results
Advanced marketing on the Facebook Platform
How to take advantage of the
opportunity
The RoadmapThe Opportunity
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook is Applying Focus to Direct Marketing
Facebook Ad
Share
Like
Facebook Ad
Better price and responseMost InventoryBest Targeting
Website
In store
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© 2013 Merkle Inc. All Rights Reserved. Confidential
The Facebook Opportunity
Facebook has become the publisher/platform with the largest reach
ReachFacebook is building tools to enable best consumer level targeting available online
Targeting
Facebook has a wealth of innovative ad products
Innovative Formats
Facebook has overcome the tracking hurdles associated with cookies
Tracking
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook reaches
73% of US active online users
Across all age demos
Source: Facebook Q1 Earnings Call, Comscore, Key Metrics, February 2013 Source: Comscore for the Month of April 2013
Facebook’s Reach is Massive
1.19 Billion(online users globally)
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook leads the space in total page views and time spent among total internet audience
Total Page Views and Time Spent (total internet audience)
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Face
book
Goo
gle
Yaho
o
YouT
ube
AOL
Amaz
on
Pint
eres
t
Twitt
er
Micr
osof
t
Total Views (MM) Total Minutes (MM)
Source: Comscore, Key Metrics, February 2013
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© 2013 Merkle Inc. All Rights Reserved. Confidential
U.S. desktop users spend and average of around 6 hours every month on Facebook
U.S. mobile users spend and average of around
14 hours every month on Facebook
* Data gathered from Comscore January 2013
Facebook engagement continues to increase
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© 2013 Merkle Inc. All Rights Reserved. Confidential
From Cookie Based to Identifiable IDs
Mobile & tablet tracking challenges Cross device tracking
3rd Party Cookie Unique ID
Accurate
Persistent
Cookie deletion
Browser opt out (threat)
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Advancedmarketing on the
Facebook platform
The products & results
The Results
How to take advantage of the
opportunity
The RoadmapThe Opportunity
Facebook Advertising - The Products and Results
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Targeting Products - Recent Advances
Like -‐ Comment -‐ Share
Facebook NaKveOlder
• Facebook Data
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Targeting Products - Recent Advances
Like -‐ Comment -‐ Share
Facebook NaKveOlder
• Facebook Data
Like -‐ Comment -‐ Share
Facebook ExchangeMarch 2012
• Marketer Anonymous Data
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Targeting Products - Recent Advances
Like -‐ Comment -‐ Share
Facebook NaKveOlder
• Facebook Data
Like -‐ Comment -‐ Share
Facebook ExchangeMarch 2012
• Marketer Anonymous Data
Like -‐ Comment -‐ Share
September 2012
• Marketer Known Data
Facebook Custom Audiences
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Targeting Products - Recent Advances
Like -‐ Comment -‐ Share
Facebook NaKveOlder
• Facebook Data
Like -‐ Comment -‐ Share
Facebook ExchangeMarch 2012
• Marketer Anonymous Data
Like -‐ Comment -‐ Share
September 2012
• Marketer Known Data
Facebook Custom AudiencesFacebook Custom Audiences & LookalikesMarch 2013
• Marketer Known Data + Facebook data
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Targeting Products - Recent Advances
Like -‐ Comment -‐ Share
Facebook NaKveOlder
• Facebook Data
Like -‐ Comment -‐ Share
Facebook ExchangeMarch 2012
• Marketer Anonymous Data
Like -‐ Comment -‐ Share
September 2012
• Marketer Known Data
Facebook Custom Audiences
Facebook 3rd Party Data PartnersApril 2013
Facebook Custom Audiences & LookalikesMarch 2013
• Marketer Known Data + Facebook data
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Exchange Versus Display RTB
• agd
OutcomesFBX has a 79% lower cost per quote than RTB, driven by key levers:
• The inventory is both highly incremental (only 5% overlap with RTB), and available at higher frequency
• The inventory is less expensive, CPMs are 60% lower than RTB.• The inventory is 92% more responsive than RTB line items.
RTB Environment (72% users)
Frequency =1.4FBX (23% users)
Freq=3.4
5% RTB + FBX Freq=9.4
Pilot January February March April
36%49% 45%
55%66%41%
54% 59% 61%67%
10%20% 22%
38%30%
FBX Scale
% Con
tribution
Budget Quotes Sales
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© 2013 Merkle Inc. All Rights Reserved. Confidential 15
Facebook Custom Audiences Versus Interest-Based Targeting
Outcomes• Match rates 3X higher than open web• Find Rate 5X higher• 500% more efficient versus demographic targeting• LookaLike Models consistently most efficient form
of prospecting
© 2013 Merkle Inc. All Rights Reserved. Confidential
Newsfeed Versus Marketplace Performance
Marketplace
Newsfeed
Newsfeed Marketplace
34.7
47.5
CTR Spend eCPM Resp. Rate CPA
0.75
17.5
0.37
Outcomes
• 34x Higher CTR• 1 - 5% CTR consistently
• CPA 63% more efficient
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© 2013 Merkle Inc. All Rights Reserved. Confidential 17
Newsfeed Ads - Facebook• New large image formats allows much more engaging/clickable image • Page Post Photo ads drive high intenders
“Pown” the Newsfeed - New Larger Image formats
© 2013 Merkle Inc. All Rights Reserved. Confidential 18
Newsfeed Ads - Facebook• New Link Page Post Format allows much more engaging/clickable image • 5X improved CTRs and higher 3X higher click to visit ratio
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“Pown” the Newsfeed - Link Posts with Expanded Clickable Area
© 2013 Merkle Inc. All Rights Reserved. Confidential 19
“Pown” the Newsfeed - Link Page Posts for Retargeting
Use Cases:
• Site Shopper/Browser
• Abandoned Cart
• Dynamic product displays developing
• Seamlessly integrate with general display targeting
© 2013 Merkle Inc. All Rights Reserved. Confidential
Direct response marketing on the
Facebook platform
The products & results
The Results
How to take advantage of the
opportunity
The RoadmapThe Opportunity
Facebook Advertising - How To Take Advantage of the Opportunity
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© 2013 Merkle Inc. All Rights Reserved. Confidential
Engagement Playbook
Identify:Objectives for
Target:Use data to inform your
targeting strategies
Optimize: messaging,
format, target audience based
on analytics
Facebook media planFacebook media plan
Placements/Formats
Page PostsPlacements/
Formats RHSPlacements/
FormatsFBX/API
ObjectivesObjectives
ObjectiveProspecting
Objective CrossSell, UpsellObjective
Retention
Facebook Native Interests
Partner Category Targeting
Custom Audiences (CRM)
High Value Segments
Geo & Demo Audience Sets
High Purchase Intent
Target or Surpress
Look-A-Like Models
cR
Offline Media database
Online Mediadatabase
CRM database
Connected CRM Pla.orm
1
2
3Optimization Loop
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THANK YOU!
Paul SteketeeHead of Paid Social and Emerging Media, MerkleFacebook.com/Steketee@Steketee
November 20 -‐ 21, 2013
November 20 -‐ 21, 2013
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