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the facebook journey of engagement

The Facebook Journey of Engagement

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Useful insights and tips to maximize your facebook / advertising strategy and optimize engagement with users or fans through purchase funnel.

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Page 1: The Facebook Journey of Engagement

thefacebook

journey of engagement

Page 2: The Facebook Journey of Engagement

checkingfacebook

a lot?

Page 3: The Facebook Journey of Engagement

79% of smartphone users check

facebook within 15 mins from waking up... while 62% don’t even wait 15 minutes

Page 4: The Facebook Journey of Engagement

…need more engagement data ?

Smartphone users check Facebook 14 times a day

Average daily mobile time is 30’

Page 5: The Facebook Journey of Engagement

…still not convinced? 46% check it when shopping 48% at gym 47% when preparing a meal 50% while at a moviePeak Facebook time is just … before bed

Page 6: The Facebook Journey of Engagement
Page 7: The Facebook Journey of Engagement

Facebook enables business to connect with more people on more devices

Page 8: The Facebook Journey of Engagement

Newsfeed is the most engaging part of Facebook

Page 9: The Facebook Journey of Engagement

New

advertising

opportunity

Page 10: The Facebook Journey of Engagement

Brand New: Target Mobile Block

Reach a massive audience on people’s most personal device500.000 Unique Greek Users In 3 days

Page 11: The Facebook Journey of Engagement

Reach the largest

and most

engaged community

of real people

on the planet

Page 12: The Facebook Journey of Engagement

They are interacting with each other

Page 13: The Facebook Journey of Engagement

Facebook Users Like on Average 36.7 Pages

715% more in 3 years!!!!

Page 14: The Facebook Journey of Engagement

What are they sharing?

Source: Socialbakers, August 2012

Page 15: The Facebook Journey of Engagement

Introducing the new Facebook Newsfeed

Page 16: The Facebook Journey of Engagement

Size matters!

Page 17: The Facebook Journey of Engagement

Goodbye clutter

Page 18: The Facebook Journey of Engagement

Shorter captions

Page 19: The Facebook Journey of Engagement

Choose feeds

Page 20: The Facebook Journey of Engagement

Consistency across devices

Page 21: The Facebook Journey of Engagement

New Facebook Newsfeed Marketing Tips

Publish more visual content

Create image focused ads

Keep your copy short

Focus more on your evangelists

Create more compelling content

Integrate your FB &Pinterest strategies

Influence users to check in

Continue increasing Likes of your Page

Page 22: The Facebook Journey of Engagement

Users leave ….

Page 23: The Facebook Journey of Engagement

through their Social Path…

Page 24: The Facebook Journey of Engagement

follow them …

Page 25: The Facebook Journey of Engagement

… and engage

Page 26: The Facebook Journey of Engagement

Social is not an objective

Page 27: The Facebook Journey of Engagement

It’s about advertising

Page 28: The Facebook Journey of Engagement

Facebook Premium ads

+

The most impactful bundle to distribute your content

5-10x better performancethan the rest of Facebook Desktop and mobile3X ROI for RHS of homepage*

* The source is from a variety of third party studies, including media mix models and various test/control approaches

Page 29: The Facebook Journey of Engagement

It’s about Targeting

Page 30: The Facebook Journey of Engagement

and an Always-On-Strategy

Page 31: The Facebook Journey of Engagement

• Setting campaign's goals

• Identify and agree on correct KPIs & Benchmarks

• Set the test up accurately to ensure proper testing

• Conduct a low cost test

• Follow test guidelines

• Optimize as needed

• Implement according to strategy

• Incrementally increase spend while meeting targets

Prepare Test Scale

the Key to driving results

Page 32: The Facebook Journey of Engagement

Case Study

Page 33: The Facebook Journey of Engagement

The Samsung Success story

Page 34: The Facebook Journey of Engagement

$ 129M in sales attributable to Facebook

13 X return on advertising spend

10 – point lift in favorability

Advertising Reach Block (3 days) Log out experience (6 days) Page Post Ads Sponsored Stories Mobile Clusters (i-phone users,

handsets 3+ years old) Mobile Target Block News Feed mobile Desktop Premium Ads

LAUNCH OF SAMSUNG GALAXY S III

Reached 7 million Fans in just 6 months

Let’s be clear. This is not a social media success. This is a Marketing Success!

Brian Wallace, VP Strategic Marketing, Samsung Telecommunications America

Page 35: The Facebook Journey of Engagement

Return on Engagement (ROE)

is the new Return on Investment

(ROI)

Page 36: The Facebook Journey of Engagement
Page 37: The Facebook Journey of Engagement

Kiss me good night, with LOX