Engage 2013 - Driving ROI with Facebook

Driving Real ROI With Facebook Jared Roy

Senior Director, Performance Marketing, Webtrends

Only 60% of National Advertisers are measuring the ROI of their social media efforts Association of National Advertisers “2012 Digital/Social Media Survey”

Facebook Campaign Optimization

•  At Webtrends, we help customers meet their specific social media objectives through proven strategies leveraging our world-class products and services.

•  Whether your objectives are fan growth, engagement or monetizing existing fans, Webtrends leverages strategy, targeted ad buys, engaging Facebook applications, and deep measurement to reach those goals.

Webtrends Maximizes Social ROI

•  Some of our customers using our Webtrends Facebook Campaign Optimization best practices are getting cost per actions that are lower than paid search.

•  Using our cross domain tracking, our customers can prove when Facebook campaigns drive searches on Google days or even weeks later that lead to a conversion. That means our customers can give Facebook a more comprehensive revenue attribution.

Questions to ask yourself •  Why are we doing this? •  Who is our audience? •  What do we want our audience to do? •  How do we know it’s working?

6 Build  your  audience  

Why are we doing this? •  Create Awareness •  Increase Sales •  Customer Service •  Market Research

Build  your  audience  

The Webtrends Approach

1.  Build your audience 2.  Market to & monetize your fans 3.  Measure & optimize

Step  1  –  Build  your  audience  

The Truth About Facebook Posts"

Source: PageLever

Build  your  audience  

Facebook Targeting With Personas

1.  Use geographic and demographic data to REFINE your personas, not to DEFINE them

2.  Break out interests into logical personas

Build  your  audience  

Persona Targeting Mistakes

1. Demographic targeting only

Demographic targeting only

Build  your  audience  

Persona Targeting Mistakes

2. Geographic targeting only

Build  your  audience  

Persona Targeting Mistakes

3. Interest clumping only

Build  your  audience  

The Biggest Targeting Mistake: Cluelessness

Build  your  audience  

Getting It Right

Build  your  audience  

Step  2  –  Market  to  &  Mone7ze  Your  Fans  

Facebook Ad Primer

•  Sponsored stories •  Page post ads •  Promoted posts •  Marketplace ads

Market  to  &  mone3ze  your  fans  

Sponsored Stories

Are built around user activity and advertisers pay to highlight an action to be shown to a user’s friends

Market  to  &  mone3ze  your  fans  

Page Post Ads

•  Advertisements that begin as posts on a fan page but get additional paid distribution among fans, friends of fans, or non fans & appear in the News Feed or the sidebar

Market  to  &  mone3ze  your  fans  

Promoted Posts

•  Promoted Posts are similar to Page Post Ads, but they are bought through the Promote button on a post itself to existing fans or friends of fans

Market  to  &  mone3ze  your  fans  

Marketplace Ads

•  Marketplace Ads are desktop sidebar advertisements

Market  to  &  mone3ze  your  fans  

Ads To Fans Is The New List Marketing •  Fans are 100% opt-in

•  Ads are your email campaigns

•  Apps are your landing pages

•  Facebook fan page is your website

Market  to  &  mone3ze  your  fans  

Ads To Fans Ad"

Avg. CTR of ads to non-fans".05%"Avg. CTR of ads to fans ".35%"

Market  to  &  mone3ze  your  fans  

Step  3  –  Measure  &  Op7mize  

Become an Analytics Geek

Pu@ng  It  All  Together  

Example: Motorcycle Superstore

•  Used to do interest clumping

Persona Development •  Objective: fan growth •  Created 3 personas: Sport bike riders,

Cruiser riders, Dirt Bike riders

Original ad ran for three months

Persona ads rotated creative every 72 hours Increased CTR 3X Reduced fan acquisition from $0.80 to $0.33

Targeted at Fans

Segmented by personas

Example: Motorcycle Superstore Objective: Monetize fans

Apps are ideal landing pages for Facebook ads

Individual products tagged and optimized

Avg Order Value 1.  Email $129.94 2. Social $127.09 3.  Search $124.37 4.  None/Organic $111.74 5.  Affiliate $109.61 6.  Display $104.30

Example: Engage •  Persona of interest & workplace •  Ads to .com: CTR = .017%, CVR = .22%,

CPA = $1,255

Example: Engage •  Persona of interest & workplace •  Ads to app to .com:

CTR = .16% vs .017 over 9X CVR = 27% vs .22% over 122X CPA = $99 vs $1,255, $1,156 less

Page Post Ads •  Ads to non fans CTR .12% •  Ads to fans CTR .31% •  Over 2.5X

Facebook Campaign Best Practices 1) Develop personas prior to doing any advertising 2) Use many highly targeted ads, not one big reach ad 3) Refresh creative because ad CTR peaks within 72 hours 4) Target ads to fans for conversion because they click 7X more on ads than non-fans 5) Link ads to Facebook apps instead of websites because they get over 2X the conversion rate & CPC of 29% less 6) Measure & optimize through analytics

The Three P’s for Success

Product Partners Practice

Webtrends Social Solutions

Social Marketing Solutions provide the measurement strategy, services, and technology necessary for proving the effectiveness of your social campaigns.

Sessions You Must See

•  What To Measure in Social Wednesday @ 10:10am •  Susan Etlinger. Industry Analyst, Altimeter Group •  Merlyn Gordon. Senior Product Marketing Manager, Webtrends

•  Facebook Campaign Optimization Panel Discussion Wednesday @ 11:10am •  Eric Christopher. Vice President of Sales, Shoutlet •  Greg Gunn. Vice President Business Development, Hootsuite •  Merlyn Gordon. Senior Product Marketing Manager, Webtrends •  Jared Roy. Director Performance Marketing, Webtrends

•  Designing A Measurement Framework For The Social Enterprise Wednesday @ 2:40pm •  Susan Etlinger. Industry Analyst, Altimeter Group •  Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends

•  Driving Conversion With Performance Marketing Wednesday @ 3:40pm •  Kirk Ramble. Principal Optimization Consultant Webtrends

Rate Session

& Speakers/ Panelists

Thank You Questions?

Jared Roy

Jared.Roy@webtrends.com

blogs.webtrends.com

@jaredroy

Most Important Targeting Concept: Personas