Mini-webinar: Everything you need to know about Facebook Marketing May 22nd 2013

DAX HAMMAN CRO / CSO, Founding Team dax@chango.com

IRENE SHIH Director of Media irene.shih@ampush.com

CONFIDENTIAL // APR 2013 //

FACEBOOK MARKETING

Marketplace and FBX

Ampush - Marketplace

Bought in a 2nd price CPM auction Uses user profile, brand’s data and 3rd party data for targeting Ad types: Facebook Ads (voice of brand) and Sponsored Stories (voice of friend) Facebook Marketplace – News Feed, right rail, Mobile News Feed ads

Chango - FBX

Bought in a 2nd price CPM auction Uses the brand’s data for prospecting and retargeting Typically owned by the display buyer FBX – right rail, and now News Feed ads

Creating Your Big Picture Strategy for Facebook Marketing March 22, 2013

|

Introduction – Creating a Facebook Ad Strategy

•  Knowledge of ALL available ad products and how to best use them

•  Get a simplified bird’s eye view of all ads and the metrics they enable advertisers to drive towards

•  Learn how to approach advertising on Facebook for 3 main business types (eCommerce, applications/games, brands)

What should you takeaway from this webinar in the next ten minutes?

Confidential 4

|

Facebook Advertising Fundamentals

•  News Feed is the most visible placement on desktop and only placement on mobile

Know the basics to understand your options and devise your approach

Confidential 5

|

Facebook Advertising Fundamentals

•  Page post ads are versatile and may appear within News Feed on either desktop or mobile platforms

Know the basics to understand your options and devise your approach

Confidential 6

Desktop Mobile

Photo Page Post Ad Link Page Post Ad

Video Page Post Ad

Photo Page Post Ad

Link Page Post Ad

Link Page Post Ad w/Photo

|

Facebook Advertising Fundamentals

•  Sponsored Stories are ads that use the voice of a friend –  “Michael Scott Liked Dunder Mifflin’s FB Page”

•  Enabling social context in your ads requires a Facebook page with the exception of Domain SS and Open Graph SS.

Know the basics to understand your options and devise your approach

Confidential 7

Voice of friend Sponsored stories

|

Facebook Advertising Fundamentals

•  Social reach is limited by the number of Facebook likes to a page

Know the basics to understand your options and devise your approach

Confidential 8

|

A Portfolio Approach

Confidential 9

A portfolio approach enables businesses to fully leverage the FB platform towards their goals

|

Ecommerce Websites

•  Strategy: Focus on high relevance interest targeting and messaging to increase conversions. Incorporate your site data with special ad types.

Goal: New customers leading to sales on your site

Confidential 10

FB Assets FB Ad Type Goals Facebook Page (enables social context)

•  Page post ads (larger format, versatile) •  Unpublished page posts (pair with custom audiences) •  Offers (run promotions to claim on or offline) •  Page posts

•  Be relevant and get conversions quickly •  Seek customers through catered promotions •  Generate social buzz through users’ activity

Facebook Enabled Website (FB plugin, cookie data, open graph)

•  Domain sponsored stories •  FB buttons on products or articles like, share •  FBX retargeting •  Open Graph sponsored stories

•  Auto create social ads •  Publicize product specific activity on your site •  Recapture users who left

None Right-hand side domain ads (no social context)

Creatively capture attention and interest towards your site

|

Applications

•  Strategy: Directly drive installs with specific app ad types

Goal: New Customer Installs

Confidential 11

FB Assets FB Ad Type Goals Facebook App •  Right-hand side install ads

•  Sponsored Results •  Drive targeted traffic to install app •  Appear in search results

Facebook App Users Sponsored stories install ads Drive new installs with social context

Mobile App Mobile app install Drive installs directly to iPhone, iPad, Android

Open Graph App Open graph sponsored stories

Amplify influence of friends when a user takes an action to drive more app engagement

|

Brands

•  Strategy: Build likes, amplify the influence of friends and create brand ambassadors.

Goal(s): Drive positive brand recognition, conversation and activity.

Confidential 12

FB Assets FB Ad Type Goals

Facebook Page (enables social context)

•  Sponsored Stories •  Page post ads (larger format, versatile) •  Unpublished page posts for special promotions •  Offers (run promotions to claim online or offline)

•  Build your network of fans who are your advocates •  Leverage fans and virality to promote events, positive messages, contests, etc. •  Get a LOT of people excited and talking about your brand! •  Get people into your stores!

Facebook Enabled Website (FB plugin, cookie data, open graph)

•  Domain sponsored stories •  Open Graph sponsored stories •  FB buttons on products or articles like, share •  FBX retargeting

•  Integrate further into your web properties (if available) •  Advertise friends’ user interest in your brand

|

Key Takeaways

•  Facebook marketing ad landscape will continue to change rapidly

•  Make sure you consider all of these products or rely on a Facebook PMD partner that will do that for you

•  Know your options and test them to find what works best for your business

Confidential 13

CONFIDENTIAL // APR 2013 //

Marketers use Chango because we consistently & professionally solve their digital needs

CONFIDENTIAL // APR 2013 //

SCALE MATTERS

1bn registered users, up to 25% of real-time display impressions

CONFIDENTIAL // APR 2013 //

FROZEN BY INDECISION

Social or display or search?

CONFIDENTIAL // APR 2013 //

BRING YOUR OWN TARGETING

‘Big data’ and ‘programmatic marketing’ aren’t just buzz terms

CONFIDENTIAL // APR 2013 //

CHANGO AND THE FACEBOOK EXCHANGE

Find brand new customers, Retargeting existing visitors

PROSPECT using Search data &

3rd party data

CONVERT existing visitors with 1st party site data

CONFIDENTIAL // APR 2013 //

WHY USE IT? -  Find new customers -  Exclusive access to Chango’s

300+ million search profiles -  Easy onboarding & fully

managed campaigns -  Boost brand awareness

PROSPECT FOR NEW CUSTOMERS

Search Retargeting reacts to hand-raisers based on their searches

HOW IT WORKS:

An Individual searches

Chango identifies those searches

Target only those relevant individuals based on the terms that matter to you

Search Term

Search Term

CONFIDENTIAL // APR 2013 //

PROSPECT FOR NEW CUSTOMERS

Look-alike Targeting predicts who else will react positively based on your top converter attributes

WHY USE IT? -  Scale your prospecting efforts -  Predictive approach finds

people who have not yet declared their intent through an explicit search

-  Leverage 1st party data against 300+ million Chango search profiles

Analyze top converters

Identify common attributes

Target via Look-alike model

HOW IT WORKS:

CONFIDENTIAL // APR 2013 //

Site Retargeting is fundamentally broken

CONFIDENTIAL // APR 2013 //

CONFIDENTIAL // APR 2013 //

CONVERT SITE VISITORS

Programmatic Site Retargeting focuses on the true value of each site visitor

WHY USE IT? -  Re-engage with visitors that

matter, even on FBX -  Full transparency -  Reduce wastage -  Fully managed solution

Advanced Site Retargeting

Standard Retargeting All visitors treated the same

Dynamic ads based on pages viewed

Questions?

For more information visit

chango.com/resources

DAX HAMMAN CRO / CSO, Founding Team

dax@chango.com

IRENE SHIH Director of Media

irene.shih@ampush.com