Copy of the presentation from the MEPRA Facebook & Social Media Evaluation event on 1st May 2014

1. FACEBOOK MEASUREMENT
Andy Pang | Measurement EMEA | 01.05.14
MEPRA

2. CHANGING MEASURMENT LANDSCAPE
Consumer behaviour is changing
WHAT’S IMPORTANT TO MEASURE
Reach, Resonance, Reaction (with examples)
FACEBOOK CAPABILITIES
What’s right for your region
AGENDA

3. 6 degrees of!
SEPARATIONStanley Milgram

4. Source: Facebook friend connections visualization (2013)
6! 4!

7. This is the new normal.

8. > 60%
of people in the UK use at least
two devices every day and over
20% use three devices
> 40%
of all online adults sometimes
start an activity on one device
and finish it on another
More people
using more devices
Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.

9. 77% of adults who own a
smartphone use it while
they are out
Communication
86% of online adults use a
laptop or desktop at
home
Productivity
50% of tablets are shared
with others
Entertainment
Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.

10. 10x
more likely to use their
mobile on public transport
than their laptop
Mobile is the only
device used
throughout the day
Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.

11. The customer journey occurs across devices
TabletMobile Desktop
£

12. Measurement Phases
FANS
ENGAGEMENT
BRANDEQUITY
Value of a like CTR performance
Last click attribution
Customer loyalty
Customer perception
SALES
Return on Investment
Facebook All MediaDigital Media

13. Media Reach Brand Resonance
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?
Measure against your business objectives
Sales ROI
Did I drive incremental sales
of my product?

14. Media Reach Brand Resonance
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?
Measure against your business objectives
Sales ROI
Did I drive incremental sales
of my product?

15. Audi A3 Sportback
Campaign Performance Analysis
July 2013
Facebook extending reach beyond
TV & Print

16. New Research on Campaign Reach
AudiA3Sportback–Germany,Feb–Apr2013
TV (66.1%) Print (32.3%) Facebook (1.6%)
Research Partner: GfK Germany
FB Products: 3 x Reach Blocks (& LOX)
Campaign Timings: February – April 2013
Campaign Objective: Generate awareness of new
model
Media Objective: To understand how
Facebook can extend the
reach of a TV and Print
campaign in Germany

17. Facebook delivers 1.4 Million Incremental Reach
AudiA3Sportback–Germany,Feb–Apr2013
Source: GfK Media Efficiency Panel
81.5%
39.9%
29.6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
TV Print Facebook
Campaign 1+ Reach
TV and
Facebook:
24.0%
Facebook
exclusive:
5.6%
18.9% of all
Facebook
contacts were
exclusive
(18.9% = 5.6/29.6)
TV
exclusive:
57.5%
Print
exclusive:
28.5%
Print and
Facebook:
11.4%
Facebook
exclusive:
18.2%
61.5% of all
Facebook
contacts were
exclusive

18. Cost Efficient Reach
AudiA3Sportback–Germany,Feb–Apr2013
Source: GfK Media Efficiency Panel
1,376
1,047
100
0
200
400
600
800
1,000
1,200
1,400
1,600
TV Print Facebook
Cost per Reach Point
(Target Group)
TV cost per reach is 13.76x more
expensive than FB
Print cost per reach is 10.47x
more expensive than FB
Campaign simulation showed that running the TV campaign for
an additional 19 days (+104% more costs) would have been
required to match the additional reach that Facebook delivered
TV &
Facebook:
87.1%
TV only:
87.1%
19 more days of
TV Campaign
Simulation - TV only
TV Only Simulation

19. Media Reach Brand Resonance
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?
Measure against your business objectives
Sales ROI
Did I drive incremental sales
of my product?

20. LUFTHANSA
Source: Nielsen Brand Effect / OCR – Germany Feb 2014
16.3 M!
Millennials with a
travel affinity
reached in"
Germany and USA!
!
14% point!
Increase in brand
favourability among
its target audience!
(25-34 year olds)!
530,000!
People abandoned
their negative view of
Lufthansa!
BRAND"
EQUITY!
REACH!

21. Media Reach Brand Resonance
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?
Measure against your business objectives
Sales ROI
Did I drive incremental sales
of my product?

22. Lessons in driving offline revenue
0.7%%
The average contribution
of clickers to offline sales
Impressions matter
ROI improvement when
maximizing reach
Reach matters
+70%%
Improvement in driving
revenue of Newsfeed
compared to right-hand side
Placement matters
8x%

23. !
4x
15m
people reached
across FB and TV
Cadbury Crème Egg
21%
of people reached
only saw the
campaign on
Facebook
Source: Nielsen OCR, Kantar WorldPanel, Spring 2013
Uplift in purchase
intent among those
who saw TV & FB,
versus TV alone

24. High-value
customized
clusters
Custom Audiences connects you to
your customers
Identify segments of
customers or prospects
Find these people on
Facebook using email,
phone, or user ID
Reach additional prospects
with look-a-like targeting
to find people similar to
your customers
Your
CRM data
Facebook
data
when using Custom Audiences
together with Facebook ads
5x+ ROAS

25. Multi Touch Attribution
Source: Quantifying the Impact of Multi-touch Attribution
across hundreds of millions of clicks, Retail and FinServ verticals
Kenshoo Research, August 2013
12% to 30%
using Last Click
Facebook undervalued by
Last%Ad%measurement%
undervalued%Facebook%adver;sing%
rela;ve%to%each%of%the%five%
alternate%aAribu;on%models.%
First Only
Prefer First
Divide Equally
Prefer Last
U-Shaped

26. Social can make search work harder
30%%higher return on ad spend
24%%Increase
in AOV 7%%higher paid
search CTR 4.5%%drop in
CPA
Source: Kenshoo Research, November 2013

27. Multi-touch attribution partners

28. Building Better Econometric Mix Models
ToFrom
• Models that capture direct effects
• Use of a brand’s Organic page
activity
• Assumption of Engagement as
input/output
• Models that capture direct &
indirect effects
• Full coverage of a brand’s Paid/
Organic audience activity
• Reach input / Sales output
✖

29. Split out
by mobile and
desktop
Split out by
ad type
Split out by
DMA/ISBA region
Paid
OwnedEarned
Facebook can provide an optimal data feed for brands
Split out by
placement

30. Incorporate Facebook into your measurement
discover tomorrow, todayTM

31. In Summary
Consider 3rd Party measurement on campaignsResearch partners
Evaluate whether fans / CTR are the right KPIFans / CTR
Test, learn, iterate, test, learn, iterate,……Try it
Reach, Resonance, ReactionMeasurement

32. 6!
4!
Source: Facebook friend connections visualization (2013)

33. FACEBOOK MEASUREMENT