content · source: "abundance: the future is better than you think" by peter h. diamandis...
TRANSCRIPT
Mobile.
Impact.
Identity. Content.
Content
TV shows in the past: once missed, always gone
The new reality: all the content anytime, anywhere
5 BILLION GIGABYTES
Beginning of time à 2003 Every 10 Minutes Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler.
The most valuable commodity is
“
Information” Wall street, 1987
The most valuable commodity is
“
time” Wall street, 2010
People want to spend time on Travel on Facebook
I dream
I plan
I travel
I’m there
I’m back
76% post vacation photos 59% post a Facebook status about an upcoming vacation
52% like Facebook pages specific to an upcoming vacation
Source: Mashable, March 2012
70% update their status
55% like a vacation specific page when they get back
72% post vacation photos to a social network
Newsfeed is where this happens
So, what is your voice?
So, what is your voice?
So, what is your voice?
Ident i ty
699 million Daily active users
1.15 billion Monthly active users
819 million Mobile active users
Find the right customers more efficiently – with custom targeting clusters
Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status
Social • Likes & interests • Friend connections • Activity (e.g. check-ins) • Intent
Demographic • Age • Gender • City • Device • Operating System
39.000.000 People with a new
smartphone
12.500.000 People who are
engaged
71.00.000 People who just
returned from a trip
6.800.000 People with an
intent to travel to Brazil
256.000.000 People with are
interested in soccer
6.000.000 Business travellers
26.000.000 People who like
mountain/ski resorts FB Advertising tool,
2013
Real identity means little waste
Broad Audience like Women25-54
6% WASTE
ONLINE AVERAGE
23% WASTE
BROADCAST TV
78% WASTE
Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12
Narrow Audience like Women18-34
9% WASTE
ONLINE AVERAGE
73% WASTE
BROADCAST TV
93% WASTE
Even more with narrow targeting
Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12
Find the right customers more efficiently – with custom targeting clusters
Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status
Social • Likes & interests • Friend connections • Activity (e.g. check-ins) • Intent
Demographic • Age • Gender • City • Device • Operating System
Custom targeting • Your Loyalty card holders • Your App users • Recent website visitors
Marketers can reach their consumers through new platforms
Facebook Your CRM database
Matched targets
Mobile
Empowered customers using their smartphones to book travel
Walk-in Agent Call Centre Internet (Desktop)
Mobile (Smart)
TeleText Mobile (WAP)
Book Experience Reflect Plan Dream
SHARING
60% of all mobile
travel bookings occur in-app
1 in 5 mobile minutes are on Facebook
Every day, more time is spent on Facebook than anywhere else on mobile
0
5
10
15
20
25
30
Aver
age
Dai
ly M
inu
tes
Mobile Time Spent
Source: comScore Mobile Metrix, US March 2013
27% of all mobile time
spent daily
Facebook & Instagram are
Marketers face two key Mobile app challenges :
Source: Localytics, July 2013
1. Customer discovery and acquisition
900K+ apps
1M+ apps
2. Retention, engagement and conversion
66% of app users open
apps between only 1-10 times
Objective: Awareness and download
Target people by mobile device: Android, iOS, smartphone, tablet
Measure installs and downstream ROI
Video creative for ads available as of next week
Cost per action bidding available as of next week
NEW
NEW
Objective: Usage and conversion
Target your app users on Facebook with Custom Audiences
Deep-link and measure ROI for in-app actions
Customizable calls-to-action:
Open Link Use App
Play Now
Shop Now
Listen Now Watch Now Book Now
Business impact
Progressing Facebook’s marketing role and business impact
Social Listening / Reputation Management
Stage 1
Functional Leadership KPIs
• PR/Comms
Facebook as a Brand Building Platform
Stage 3 • Brand managers
• Brand health • Active consideration • Incremental sales
Social Advocacy / Influence Stage 2 • Social
champions • Fans • Engagement
• Response rates • Sentiment/NPS
Busi
ness
Impa
ct
Facebook as an eCommerce & CRM Platform
Stage 4 • eCommerce/Sales • CRM/Base
• Incremental sales • CPO • ROI
Brand Building, CRM and Commerce Define your marketing objective and then plan your Facebook strategy
Advertising Targeting Measurement
• Churn reduction • NPS
• (re-)Book • X and up-sell • CPO
• Brand health • Purchase intent • Media efficiency
(Branded search vs SEA cost, or TV cost)
Driving ticket sales
Acquire new customers and build loyalty with existing
Driving sales and out-performing all other media
105% 134% increase in sign
ups Increase in
clicks
54x 15x 5x+ 3x-15x Above average
order value Return on ad
spend ROAS across
the marketing funnel
ROAS using customer audiences
Some examples
What happened with the fans?
Fans still have great value in itself: - Your loyal customers - Conversation /web care - Value when you reach their friends: Social context creates on
average 4x uplift
Making travel more social Trip Advisor
10x 27% increase in monthly active
users higher engagement
Driving ticket sales Secret Escapes
105% 134% Increase in sign ups Increase in clicks
Using Facebook to acquire new customers, drive conversions and build loyalty
MGM Resorts International
3x-‐15x return on ad spend
using customer audiences
5x+ return on ad spend
across the marketing funnel
Driving Sales and outperforming all other media Scardinavian Airlines
54x Return on ad spend
15% Above average order
value
Thank you!
Dorianne Richelle, October 2013