More Related Content More from auexpo Conference (20) Demystifying Facebook as a Direct Response Channel - Lee Griffin TBG Digital1. © TBG Digital 2011 Demystifying Facebook (As a direct response channel) 3. > A quick intro… (You’ve heard of it, right?) © TBG Digital 2011 6. > You can’t ignore it … embrace it! 1,700,000,000 700,000,000 190,000,000 160,000,000 100,000,000 Internet users Facebook users Twitter users Blogs LinkedIn users © TBG Digital 2011 7. > It’s local too UK > 40m online population > 30m on Facebook > 14m visit for 25 mins daily > 5m aged 35 to 45 > 52% female 700m users < 250m on mobile < 30bn items shared every month < Average 120 friends < WORLD © TBG Digital 2011 9. > 30M+ UK users… How big is that? = = 13M 14M+ 13M 13M people watch the World Cup Final 13M people watchthe 1st episode of the X-Factor 14M+ people login to Facebook every day! © TBG Digital 2011 10. > Real people, real identities Real people, doing real things © TBG Digital 2011 13. > Listen, learn and engage © TBG Digital 2011 > Where do I start? Footfall Transactions Market Share Insight Loyalty Viral Global Efficiency 14. >People influence people Engagement creates your social network where friends meet and talk to you and each other about you © TBG Digital 2011 15. > The new word of mouth . 1.6X lift in brand recall VS 2X lift in message awareness 4X lift in purchase intent © TBG Digital 2011 16. > Laser-guided targeting Structured Unstructured Activities Interests Music TV Movies Books Groups Applications Connections Location Age/Birthday Gender Education Workplace Relationship Sexual Preference Language © TBG Digital 2011 17. > The volumes are there Gaming 1,000 – 1,500 bingo players a month Telecoms 1,000 – 4,500 mobile contracts a month Retail 8,000 – 12,000 sales a month AOV £65 Finance 22,000credit card applications a month Travel 5,500 internal flights a month (USA) © TBG Digital 2011 18. > Everyone’s doing it Contracts, Handsets and free SIMs Clothing e-commerce Chrome browser installs New customers Credit Card Accounts Spend = from €250k to €850k a month © TBG Digital 2011 19. > How’s it done? 2006 to 2010 = Premium ads and Microsoft’s Banners 2007 to 2009 = Premium ads and self-serve (manually) 2009 to 2011 = Marketplace ads via API > Exclusivelyreach your audience > Match Product, Promotion, Price and Place to individuals > Collect relevant fans > Fan conversion, social selling © TBG Digital 2011 23. A blue print for performancePoker Top Gear Manchester Single HBO Male 28-29 29-30 30-31 32-33 33-34 34-35 35-36 © TBG Digital 2011 24. > Cost vs. Volume? 2. Age: 30-36 Gender: Male Geo: NW k/w: Poker, HBO, Top Gear 1. Age: 32-34 Gender: Male Geo: Manchester k/w: Poker 3. Age: 22-40 Gender: Male Geo: UK Monthly e.g. 200 players @ £90 150 players @ £115 75 players @ £140 = 425 players @ £108 average © TBG Digital 2011 32. > 2011 - Social by design © TBG Digital 2011 34. > What’s “Social by design”? Don’t think about how you can fit social media into your business… Think about how your business can fit into social media… © TBG Digital 2011 36. > 3 key aims Build = Collect relevant fans Amplify = Viral & Earned media Engage = Fan conversion & social selling © TBG Digital 2011 37. > 3 key aims Build = Collect relevant fans Amplify = Provide a great platform Engage = Fan conversion & social selling © TBG Digital 2011 38. >Acquire relevant fans using their shared info Location Age/Birthday Gender Education Workplace Relationship Sexual Preference Language Activities Interests Music TV Movies Books Groups Applications Connections © TBG Digital 2011 39. > Some simple guidelines > The ‘fan gate’ > A good reason to become a fan > Exclusive Facebook offers & content > Sensible user journey > Keep it simple > Content is King © TBG Digital 2011 43. 93% below CPF target!Fan Acceleration Final CPF was 93% Below Target! 44. > Case Study Insight Adding Incentive Resulted in a 24% Lower CPF! 50. > Find and grow Brand Advocates © TBG Digital 2011 51. > 3 key aims Build = Collect relevant fans Amplify = Viral & earned media Engage = Fan conversion & social selling © TBG Digital 2011 57. > Case Study Insight Sponsored Stories CPF 31% better than Standard Format 58. > 3 key aims Build = Collect relevant fans Amplify = Viral & earned media Engage= Fan conversion & social selling © TBG Digital 2011 59. >Value of a Facebook fan > On average, fans spend an additional $71.84 on products for which they are a fan, compared to those who are not fans. > Fans are 28% more likely than non-fans to continue using the brand. > Fans are 41% more likely than non-fans to recommend a fanned product to their friends. Source: SocialTRAC™, Value of a Facebook Fan. ©2010 Syncapse Corp. www.syncapse.com © TBG Digital 2011 © TBG Digital 2011 © TBG Digital 2011 60. >Fan Conversion & Social Selling Social wish lists Allow your fans to create a social gift list. Facebook shop Shop within Facebook. Promote top-selling items, and learn from user comments. Gift vouchers Select your amount, select your Facebook friend and pay. Easy! Redeem online or in shop. Check in and reward Increase footfall. Reward fans for checking-in into your store, or taking friends along. © TBG Digital 2011 61. >Walmart - listening to customers LISTEN LEARN ENGAGE ASK Deliver the deal if it’s popular among customers Does this deal appeal to you? Number of ‘Likes’ determines if the deal will become a reality © TBG Digital 2011 63. >Sainsbury’s – Exclusive Facebook offer > Drive Facebook ad traffic to offer in custom tab £15 off £75 shop for new users > CPA dropped from 400% above target to 60% below target © TBG Digital 2011 65. >Babies R Us - Gift list / wedding pool © TBG Digital 2011 69. >Convert fans offline Conversion rate for people who actually walk into a store is 20% for retailers and 40%-60% for electronics. . 20% 60% Source: Businessweek, August 2010 © TBG Digital 2011 70. >Convert fans offline See who’s checked in nearby And tell your friends where you are and who you’re with © TBG Digital 2011 71. >Convert fans offline Conversion rate for people who actually walk into a store is 20% for retailers and 40%-60% for electronics. . 20% 60% Source: Businessweek, August 2010 © TBG Digital 2011 76. > What’s the plan? Planned roadmap of engagement Shops Gift vouchers Give away promo Competition Celebrity Page Deals & Places Deals & places Poll Win Video Celebrity Poll Brand Wall posts Seasonal promo Christmas Brand Sale Charity Brand Win Christmas Social ads © TBG Digital 2011 78. >It’s only just begun… Decca Records rejected the Beatles in 1962 with the comment: "Guitar groups are on the way out” Social Media has only just started… © TBG Digital 2011 79. > About TBG > One of three Facebook “alpha” Advertising API Partners; Launched ONE Media Manager in 2009 - a Facebook-specific bid management platform > One of the largest purchasers of Facebook Marketplace inventory in the world with more than 2 billion daily impressions at peak > 60 specialists in London working exclusively on Facebook campaigns > Currently running campaigns for nearly 90 clients in 40 countries > Global coverage - offices located in: > London > Paris > Amsterdam > Hamburg > New York > San Francisco > Chicago © TBG Digital 2011 81. > Need some help? Lee Griffin – Lee.Griffin@tbgdigital.com Siebren Roorda – Siebren.Roorda@tbgdigital.com © TBG Digital 2011 Editor's Notes Social media is fundamentally changing the way we use the InternetIncreasingly, we areutilising our online and virtual networks to actively seek out trusted referral opportunities – and social is the main enabler of this.Recommendations are INFLUENCING consumer behaviourthe traditional marketing steps towards purchase have now had an extra layer weaved in due to social media. This has changed from an old, static, on-way flow with a defined beginning and an end, to an unending circle of consumer behaviour and influence:BEGINNING Awareness –> Interest –> Decision –> Action ENDHowever, the Social Web has ushered in a new ‘cycle’ of marketing engagement:Needless to say, we can see that the power of social recommendation ensures that the consumer marketing cycle is now a continuous loop, allowing brands much more access to consumers rather than this typically ending at the point of purchase. Social media is fundamentally changing the way we use the InternetIncreasingly, we areutilising our online and virtual networks to actively seek out trusted referral opportunities – and social is the main enabler of this.Recommendations are INFLUENCING consumer behaviourthe traditional marketing steps towards purchase have now had an extra layer weaved in due to social media. This has changed from an old, static, on-way flow with a defined beginning and an end, to an unending circle of consumer behaviour and influence:BEGINNING Awareness –> Interest –> Decision –> Action ENDHowever, the Social Web has ushered in a new ‘cycle’ of marketing engagement:Needless to say, we can see that the power of social recommendation ensures that the consumer marketing cycle is now a continuous loop, allowing brands much more access to consumers rather than this typically ending at the point of purchase. tangible vs. IntangibleSales in news feedlaunch workwear - exclusive content, broad awareness. Used news feed to curate storythen drove sales once consumes were openbrand advocates and evangelistswhich products, promotions and what content is relevantRSVP to track viral = 4xFoot traffic...Community predicts the future