Facebook Marketing Conference 2012: Timeline Meets TV: Engagement Through Live Broadcast and Interactive Video - Russell Goldsmith, Markettiers4DC

Timeline Meets TV
Engagement through Live
Broadcast and Interactive Video
Russell Goldsmith, markettiers4dc
@russgoldsmith
Stephanie Conlon, MEC
@stephanieconlon

©2012 - @russgoldsmith

All Facebook posts

Research slides courtesy of @juliusduncan from Headstream

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Live branded video content
in Facebook
• Streaming of live events on a
Facebook tab or application may
not be new ...
– Example: Facebook’s first ever UK live
concert produced for the Carphone
Warehouse with Eliza Doolittle
– Increase likes on the page by over
10% from 50,000 to over 56,000 in
half hour
• ... but reaching the audience
directly through their own
newsfeed via your timeline is
crucial


Challenge of the timeline
• Updates only reach 17% of ‘likes’ on average
(EdgeRank Jan 2012) unless more engaged through
comments, likes, shares etc
• Broadcasting live into the timeline and into the
newsfeeds of those who have liked your page improves
engagement, enabling them to watch the content without
leaving their Facebook page, sharing it with their friends
and helping the viral spread.
• Need to still support it with targeted advertising and
promoted tweets


Pampers Live Baby Chat

http://www.facebook.com/PampersUKIre/app_363436017008563

Pampers Live in the wall

Users could send in
questions by clicking on
the overlay tab


Pampers Live in the Event Tab


Pampers live in video snowbox

“Thanks all, very excited about this UK first!! :-D”

“Fabulous. Excited to see this launch later – I know it’s sheer coincidence this is going out
at the same time as our inaugural Facebook marketing conference in New York, but I like to
think we’re having our own inaugural UK launch here!” - Facebook Marketing Solutions


The Dictator Premier Timeline


The Dictator live ads


Why through ads?

Streaming from page with Streaming through ads-
just a status update-
20% of 39,171= 9 million impressions to
reach of approx7,834
3.5 million uniques


Results
9,718,266 impressions
3.5 million
Reach of

unique users within a 2 hour
period

14,068 video plays from
the ad unit

Further 4,621views organically
generated

3,701 new fans generated


Even Joanna Lumley loves it

https://www.facebook.com/MarksandSpencer scroll to June 19th


Interactive Video Works
• Interactive video becoming more
popular as more brands try the
technology
• We had seen some incredible
success with retailers such as
Jaeger
– Over 45 items encoded
– 27% Engagement
– 13% click through
– Average shopping basket
increased by 300%

http://www.linkto.tv/c
asestudies/casestudy
/client/jaeger

P&G Case Study Background
(1)
• Pilot campaigns included those for:
1. Pantene Hair Make over videos
offering choice of retailers to
purchase highlighted products
from.
2. Within Custom Channel on (2)
YouTube for Nice’n’Easy –
hotspots geo-targeted so that
viewers from US, UK or Ireland
would be directed to a choice of
different retailers where they could
purchase the product from.

http://www.youtube.c
om/niceneasyvideos
(US links)
http://niceneasy.linkto
.tv/channel_us.html

P&G Pilot Results
• Not highest quality videos
• Hotspots were an after though
• Yet engagement still high - large percentage of viewers
clicking on hotspots for information and through to
retailer sites.
• BUT ... level of purchase was low.
• Unlike Jaeger that had high ticket items - would you buy
a bottle of shampoo unless doing your weekly shop?


Driving Offline Purchase?
• Challenged by P&G to integrate LinkTo technology into
existing couponing system.

• Could we encourage viewers to click to print money-off
coupons to redeem offline in-store.


Coupon Usage is Mainstream

• 9 out of 10 shoppers redeem coupons occasionally or regularly

% of UK shoppers who redeem coupons
100%

90% 86% 88%

80%

70%

60%

50%
2010 2011

Source: fast.MAP / IPM 2011 Marketing-GAP Survey

Online is Fast Growing Coupon
Distribution Channel
57% of consumers have printed a coupon from the internet
82% who haven’t would be willing to do so

If No, are you willing to print a
Have you printed a coupon coupon from the internet?
from the internet? 90% 82%
80%
70%
60%
41% 57% 50%
40%
30%
18%
20%
10%
0%
Yes No Don't Know Willing Not Willing

Source: You Gov Sixth Sense, April 2011

P&G Case Study: Febreze
• Used series of existing Febreze TV ads and branded
video content

• FebrezeUK’s Facebook page chosen as it was a smaller
community than other P&G branded Facebook pages
but with just over 15,000 ‘likes’ at the time was seen as a
large enough sample to test the new technology.


Febreze Results
• Results
– 92% increase compared to P&G coupon engagement
benchmarks.
– When posted through the Febreze UK Facebook wall,
click to print a coupon reached over 50% of views, a
record high for any pilot campaign.
• Shortlisted as Brand Innovator of the year with
Marketing Week
– Subsequent campaigns for other brands such as
Fairy have seen print out rates of 67% and
redemption of over 55%

Febreze Redemption Comparison
Printing a coupon is a Video enhances
sign of purchase intent – engagement AND
therefore likely to be likelihood to redeem
redeemed

Coupons Printed to Redemption Rate %
60% 55%
50%
40%
30%
30%
20%
10%
0%
Coupons.com Average Febreze Video Coupon


This has been one of the most successful pilots to be
tested in the Innovations team over the past couple of
years. The functionality optimises existing properties to
drive trial, which is a core objective of ours, and
furthermore is scalable across our portfolio.

Innovations Team, P&G


Why Use Coupons within a Video?

• Increase propensity to view the video
• Enhance engagement through interaction
• Measurably drives offline purchase
• Collect customer data easily
• Insights – track consumer engagement through
to redemption in-store


Summary
• Social media is a digital advocacy platform used to share
information
• Broadcast (live or on-demand) has an ability to bring a
story to life, as well as excite, enthuse and engage an
audience.
• Combine both tools and the result for brands is very
powerful and exciting ...


Any questions?
Thanks!
E: russ@markettiers4dc.com
M: 07775702076
T: 0207253888
Twitter: @russgoldsmith
Facebook: www.facebook.com/russellgoldsmith
Linkedin: uk.linkedin.com/in/russellgoldsmith
Skype: russell.goldsmith


Facebook Marketing Conference 2012: Timeline Meets TV: Engagement Through Live Broadcast and Interactive Video - Russell Goldsmith, Markettiers4DC

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