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Facebook in the cross channel mix
10/10/2013
Alina Petri,
Country Manager Romania
ForestView is a unit of
Background
Traditional mental model of acquisition

Shelf ->
First Moment of
Truth

Experience ->
Second Moment of
Truth

THEN

stimulus

happy/sad customer
Background
New mental model via online purchase
Feedback

NOW

stimulus

• reviews
• ratings
• search
• community
• WoM
• product
comparison

• Average shopper uses
over 14 sources of
information to make
his/her final decision.
• Younger shoppers use
over 21 sources.
Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012

Shelf ->
First Moment of
Truth

Experience ->
Second Moment of
Truth

happy/sad customer
Background
New mental model via online purchase
Feedback

NOW

stimulus

• reviews
• ratings
• search
• community
• WoM
• product
comparison

• Average shopper uses
over 14 sources of
information to make
his/her final decision.
• Younger shoppers use
over 21 sources.
Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012

Shelf ->
First Moment of
Truth

Experience ->
Second Moment of
Truth

happy/sad customer
In other words, User’s Path To Conversion:
Actual Path to Conversion
Perceived Path to Conversion

RESEARCH

SEE

CLICK

ENGAGE

Be there — Every Step of the Path

BUY
FromTheory to Practice
Optimized Use of Facebook in Digital Campaigns
Car Insurance Case Study
Facebook as part of a cross-channel digital campaign
The Challenge
Generate online leads and sales in the highly competitive car
insurance market across digital media

Cross-channel Most Common Marketing
Challenges

Forrester Research 2012
The approach: Right Data- Right Decisions
The Set Up
•
•
•
•
•
•

Ad Serving & Tracking for all Media
Connection to the client’s CRM Data
Communication Channel Set Up
Optimization Platforms & Tools
Creative adaptation per medium
Unified KPIs Reporting
Digital Channels

Affiliate Marketing

Cross Channel KPIs Report
What did we optimise?
Media

Channel Attribution (budget split/channel)
Type of ads
Placement Positioning
Images
Text
Call to Action

Targeting

Creative

Interests
Age Groups
Time
Bidding Techniques

Buying
Results & Conclusions
 Significant fluctuations in channel performance within a 7-day period
 Arbitrating across all channels can lead to savings
Display
better than
Facebook

up to 30%

Search better than
Facebook
3-week data

FV Network Same CPA as Search

Facebook better than
Display
Results & Conclusions

+ 80% CTR with new creatives & split testing

- 70% average CPA with Retargeting
- 76% CPA on Facebook
+ 42% increase in conversion rates with New
Landing Pages

+ 10% Leads with less than half the budget
for the second 6-month period
FMCG Case Study
Increase Number of Fans on Facebook
- Cost Per Like Campaign -
“The biggest ever Frappe delivery / mission”
The Challenge

Increase page fans by decreasing the Cost Per Like
The approach:
 Use best performing channels
 Use creatives with a “like us on facebook” design

Campaign

Custom
Solution to track
Like – Unlike
Previous Fans

Lower
Cost
Per Like
Creatives (visuals & messages) tested
We are planning the biggest frappe*
delivery / mission ever! Help us send
frappe to Greeks abroad with only one
like!

Send one box of Nescafé to one Greek
living abroad with only one like. Become
part of the biggest Frappe mission ever!

*Frappe is considered the national Greek Drink 
Creatives (visuals & messages) tested
What did we optimise?









Images
Text
Interests
Age Groups
Type of ads
Time
Banners
Websites

Daily Monitoring Process
Results & Conclusions
77%
of total likes from
our ad campaign

25%
Lower Cost Per Like
Results & Conclusions
Approx. 20%
more likes on
weekends

54%

47 % of likes
by fans aged
18-24 Male

23%

37% of likes
by fans aged
18-24 Female

23%
Success Story
What’s next?
The 10 Takeaways
For a performance digital campaign
1. A minimum CPA does not always mean maximum
ROI.
2. The entire budget on one single channel could be
risky, even if that channel has a low cost per action.
3. DO NOT stop campaigns with high cost per action
NOW, they DO influence results on other channels ->
optimize on channel atribution!
For performance through Facebook
4. Clear campaign objectives (awareness, clicks, fan
acquisition, app installs, etc.)
5. Creative adjusted to the goals (sponsored stories get
the cheapest fans, page post ads bring the cheapest
clicks and the ads from newsfeed have the highest CTR)
6. Use as many creatives as possible for standards and
like ads.
For performance through Facebook
7. Use very specific target features [demographics,
socials, interest]; split target in clusters -> optimize
within each cluster.
8. Test [ types of ads, targeting options, placements,
retargeting tools] -> Use optimizations tools
9. Constantly monitor and optimize
10. Adapt messages! It should start real conversations
between people!
Performance – the big picture
DEFINE
CLEAR
GOALS
MONITOR

TEST

OPTIMIZE
Yes, Performance Exists in Social
Media!

Thank You!
alinap@forestview.eu
www.forestview.eu

Find us at Stand 67 
Find us in Social Media:

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"Optimizing the use of Facebook in the cross channel mix"

  • 1. Facebook in the cross channel mix 10/10/2013 Alina Petri, Country Manager Romania ForestView is a unit of
  • 2. Background Traditional mental model of acquisition Shelf -> First Moment of Truth Experience -> Second Moment of Truth THEN stimulus happy/sad customer
  • 3. Background New mental model via online purchase Feedback NOW stimulus • reviews • ratings • search • community • WoM • product comparison • Average shopper uses over 14 sources of information to make his/her final decision. • Younger shoppers use over 21 sources. Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012 Shelf -> First Moment of Truth Experience -> Second Moment of Truth happy/sad customer
  • 4. Background New mental model via online purchase Feedback NOW stimulus • reviews • ratings • search • community • WoM • product comparison • Average shopper uses over 14 sources of information to make his/her final decision. • Younger shoppers use over 21 sources. Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012 Shelf -> First Moment of Truth Experience -> Second Moment of Truth happy/sad customer
  • 5. In other words, User’s Path To Conversion: Actual Path to Conversion Perceived Path to Conversion RESEARCH SEE CLICK ENGAGE Be there — Every Step of the Path BUY
  • 6. FromTheory to Practice Optimized Use of Facebook in Digital Campaigns
  • 7. Car Insurance Case Study Facebook as part of a cross-channel digital campaign
  • 8. The Challenge Generate online leads and sales in the highly competitive car insurance market across digital media Cross-channel Most Common Marketing Challenges Forrester Research 2012
  • 9. The approach: Right Data- Right Decisions The Set Up • • • • • • Ad Serving & Tracking for all Media Connection to the client’s CRM Data Communication Channel Set Up Optimization Platforms & Tools Creative adaptation per medium Unified KPIs Reporting Digital Channels Affiliate Marketing Cross Channel KPIs Report
  • 10. What did we optimise? Media Channel Attribution (budget split/channel) Type of ads Placement Positioning Images Text Call to Action Targeting Creative Interests Age Groups Time Bidding Techniques Buying
  • 11. Results & Conclusions  Significant fluctuations in channel performance within a 7-day period  Arbitrating across all channels can lead to savings Display better than Facebook up to 30% Search better than Facebook 3-week data FV Network Same CPA as Search Facebook better than Display
  • 12. Results & Conclusions + 80% CTR with new creatives & split testing - 70% average CPA with Retargeting - 76% CPA on Facebook + 42% increase in conversion rates with New Landing Pages + 10% Leads with less than half the budget for the second 6-month period
  • 13. FMCG Case Study Increase Number of Fans on Facebook - Cost Per Like Campaign -
  • 14. “The biggest ever Frappe delivery / mission”
  • 15. The Challenge Increase page fans by decreasing the Cost Per Like
  • 16. The approach:  Use best performing channels  Use creatives with a “like us on facebook” design Campaign Custom Solution to track Like – Unlike Previous Fans Lower Cost Per Like
  • 17. Creatives (visuals & messages) tested We are planning the biggest frappe* delivery / mission ever! Help us send frappe to Greeks abroad with only one like! Send one box of Nescafé to one Greek living abroad with only one like. Become part of the biggest Frappe mission ever! *Frappe is considered the national Greek Drink 
  • 18. Creatives (visuals & messages) tested
  • 19. What did we optimise?         Images Text Interests Age Groups Type of ads Time Banners Websites Daily Monitoring Process
  • 20. Results & Conclusions 77% of total likes from our ad campaign 25% Lower Cost Per Like
  • 21. Results & Conclusions Approx. 20% more likes on weekends 54% 47 % of likes by fans aged 18-24 Male 23% 37% of likes by fans aged 18-24 Female 23%
  • 25. For a performance digital campaign 1. A minimum CPA does not always mean maximum ROI. 2. The entire budget on one single channel could be risky, even if that channel has a low cost per action. 3. DO NOT stop campaigns with high cost per action NOW, they DO influence results on other channels -> optimize on channel atribution!
  • 26. For performance through Facebook 4. Clear campaign objectives (awareness, clicks, fan acquisition, app installs, etc.) 5. Creative adjusted to the goals (sponsored stories get the cheapest fans, page post ads bring the cheapest clicks and the ads from newsfeed have the highest CTR) 6. Use as many creatives as possible for standards and like ads.
  • 27. For performance through Facebook 7. Use very specific target features [demographics, socials, interest]; split target in clusters -> optimize within each cluster. 8. Test [ types of ads, targeting options, placements, retargeting tools] -> Use optimizations tools 9. Constantly monitor and optimize 10. Adapt messages! It should start real conversations between people!
  • 28. Performance – the big picture DEFINE CLEAR GOALS MONITOR TEST OPTIMIZE
  • 29. Yes, Performance Exists in Social Media! Thank You!
  • 30. alinap@forestview.eu www.forestview.eu Find us at Stand 67  Find us in Social Media:

Notes de l'éditeur

  1. Sotiris – what custom solution? If somebody is asking me, what I should say?
  2. Ask Frangakis – 97%, 2%, 1% where from?