The Internet is shifting to mobile
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012 & Comscore Mobilens Dec 2012
-
500
1,000
1,500
2,000
2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)* Smartphones PCs Tablets
45% of the world
population will have a smartphone in
2016**
75% of the world’s population
now has a mobile phone
More mobile subscriptions than
people in next 2 years
More than 60%of NL phone
subscribers are smartphone
users
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
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
1. Define real business objectives
2. Create amazing content for News Feed
3. Then make sure a ton of people see it
The “secret” to doing Facebook really really well…
1. Social is not an objective Start with your marketing objective and then build your Facebook strategy
Advertising Targeting Measurement
• Churn reduction • NPS
• Acquisition • ARPU increase • X-sell
• Brand health • Purchase intent • Media efficieny
(Branded search vs SEA cost, or TV cost)
Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits
Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits
Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits
Every day 2x The Voice of Holland
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
Standard e.g., AdMob
Custom targeting • Customers of specific OEMs and/
or operators • Mobile user with device >3 years
old • Active web users w/o
smartphone
380.000 People with a
new smartphone
320.000 Small Business
owners
2.600.000 People with feature
phones
2.800.000 People with a
Samsung Mobile device
1.640.000 People with are
interested in (European) soccer
900.000 People with old
computers
640.000 People with an
iPad 1 or 2 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
Use your email database data to find customers with Custom Audiences
0
Your email database
People on Facebook
Retention Program
X-sell for Digital TV
TV-package upsell
Family offer
Measure against your business objectives
Reach Brand Resonance Reaction
Did I reach the right number of people and the right type of people?
Did I improve my brand’s image and change the attitudes of customers?
Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
Leveraging scale and engagement to drive sales of Galaxy S III
Samsung Mobile USA
$ 129M in sales attributable to Facebook for a return on adverting spend of
nearly 13X
Method used = Outcome Matching. 10% control
group. The difference of mobile device used in
the 3 months following the campaign between
the exposed and control group was measured.
Outcome Measurement
Mobile usage data is logged whenever a user accesses Facebook via mobile device
Devices FB servers
Placement • News feed desktop • News feed mobile
• Log-out experience • Right-hand side
Ad Format • Photo Page post ad • Link Page post ad
• Offers • Mobile app install ad
• Domain ad Measurement • Click tags
• View tags
• Conversion tags • Multi-touch attribution
Optimization • Bidding optimization
o Bidded CPC o Bidded CPM
o Optimized CPM • Creative optimization
Targeting • Native targeting • Custom Audiences
• Facebook Exchange
Meet your target CPA and scale incrementally
CP
A
Time
Target CPA
Start CPA
4-6 weeks
CPA Optimization Increase investment level
Scale to an “Always on” strategy
Client success stories
TBG & Vodafone Customer acquisition
Carphone Warehouse Targeting
lower CPA than any other media 70% of “pay monthly”
contract applications come from Facebook 56%
Drove online orders of its “pay monthly” smartphone with targeted adverts in high-impact placements
Drove high volumes of new contracts using Facebook Adverts API
Fab Customer acquisition
33%
Drove new growth by building a social business and getting friends to invite friends
of new site visits come from Facebook
What happened with the fans?
Fans are still valuable as a foundation of activities: - To listen to, talk with and learn from - To reach them and their friends in the target
audience with relevant messages, partly organically, mostly in ads: ads with a social context have a 4x uplift in impact
Take aways 1. Build plans for business objectives, not social ones
2. Use FB to reach everyone you care about
3. True identity creates the best targeting options and little waste
4. Engagement and fans are a key foundation, reach & impressions drive the brand equity and sales
5. Set up an always-on performance marketing stream.
99% The average contribution of
impression to offline sales vs clickers
Impressions matter
ROI improvement when maximizing reach
Reach matters
+70% Improvement in driving revenue of Newsfeed compared to right-
hand side
Placement matters
8x ROI improvement when ads
have a social context
Fans matter
4X