James Carr 3XE Digital Content & Social Media Marketing Conference
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This document discusses strategies for reaching consumers across digital platforms like Facebook. It notes that people now use multiple devices throughout their purchasing journeys. Facebook offers tools like cross-device reporting to track consumers across desktop and mobile devices. Personalized targeting options on Facebook like lookalike audiences and custom audiences help advertisers reach the right people. Case studies show how advertisers have increased sales and conversions by using video and remarketing on Facebook to engage consumers across stages of the purchasing process.
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James Carr 3XE Digital Content & Social Media Marketing Conference
- 1. Reaching the Connected Consumer: Winning Strategies for Retail and eCommerce on Facebook James Carr
- 6. 74%of people have more than 1 cookie 15%of people have 10 or more cookies Source: “Atlas Insight Series: How often do multiple cookies represent one person,” March 2014
- 7. So what’s the answer? People Based Measurement
- 9. Before Now Massive reach once meant mass message AudienceYour ad Achieve massive reach while delivering relevant messages to segmented audiences Current customers Website visitors High LTV customers Lapsed customers Marketing has changed
- 10. 425k Mothers in Ireland 89% of people access on mobile 2.5m Irish people on Facebook 1m men who like sports
- 16. Mobile is not a technology It is a consumer behavior
- 18. The path-to-purchase is complex start shopping on one device and continue on another 67% Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
- 19. …and which device was it finished on? 62% 18% 20% 15% 25% 60% Consumer journey across devices Which device was the activity started on…? Source: GFK, Multi- Device Usage Study, January 2014
- 20. Introducing Cross Device Reporting 39,676 conversions on Desktop as a result of an ad on iPhone 2,935 Conversion in App 1,762 Conversion in Web on iPhone as a result of an ad on iPad
- 21. 68% more conversions attributed using Optimized for conversion vs. CPC Source: Facebook case study, Aug 2013 – 2-wk test of single client, lift in attributed purchases between oCPM and CPC is stat-sig within a 99% C.I. using 2-sided binomial z-test. Facebook internal data based on an internal head to head test of eight mobile app install advertisers over the course of two months. Average is across each client in test. 20% lower cost per install when using CPA vs. CPC Optimised for conversion
- 22. 9.8% lift in online sales of the sign-ups driven by Facebook Detected by last-click attribution model Online Conversion Measurement Graze.com Success Story 72% Lift impact last +2 weeks post campaign!
- 24. The newsfeed is a merchandising engine
- 25. Where people discover products that matter to them
- 26. The power of Facebook Targeting Core Audiences Lookalike Audiences Custom Audiences Sophisticated targeting with unsurpassed accuracy Reach the people you already know Find more people like your best customers
- 27. Personalization At Scale Amazon Success Story
- 28. Personalization At Scale Refinery29 Success Story Increased overall view-through by 87% and Increased subscriptions by 56%
- 29. …and follow-up with the people who viewed your video with a benefit-driven message Video remarketing allows brands to share a story over time Begin your story with a purpose- driven message…
- 30. Adding a call-to-action enables brands to drive consideration and affinity after capturing attention
Editor's Notes
- Today I want to try and help you think differently about how to use Facebook to really focus on your business goals.
- First off who has ever heard of this quote from John Wanamaker? Today I want to challenge you to try and find out how you better look at how your advertising is working for you. With the emergence of mobile now making such an impact on how business is done this has made this statement more relevant today than than ever. In saying that can anyone tell me if you recognize any of the following people?
- Do you know who this is? Are they familiar to you, and your business? Not so clear right there, is it?
- How about now, do you know who this is? And, if this person is important to your business? Still not so clear is it…
- How about this person? Still not so clear are they? This is what us marketers have been working with, for decades. Not really having a clear view and understanding of our customers. Our data and opinions have been hazy, at best. In digital marketing we have shouted that we have the best targeting accuracy. Especially above traditional mediums. Let’s be honest, we were blinded by greed.
- We got greedy and ate all the Cookies. Cookies went EVERYWHERE across the web We looked at a sample of anonymized Facebook users, to understand how many Facebook cookies they have. We saw that just 26% of people had only one Facebook cookie. Everybody else, 74% of people, had more than one cookie. 15% of people had more than 10 cookies! …And Cookies miss out on mobile and tablet usage Cookies aren’t a good proxy for people anymore. So going back to John Wanamaker now you have data that makes measuring your activity impossible to really define strong vs weak performers. Mobile is making this worse with how it uses cookies (or doesn’t in most cases)
- What we’ve done at Facebook, to make the lives of retailers a little easier, is build measurement systems around people. People, not cookies, is an underlying principle that we’ve used to build systems for retailers, to accurately measure the in-store and online effectiveness of your marketing on Facebook. People are people when they start activity on their work computer and finish it on their home computer, when they make a discovery on their mobile device and then move to their tablet, or when their prompted about a sale in their Newsfeed and go in-store to buy
- Why is people based measurement so important? Marketing has fundamentally changed, because people have changed. People’s expectations have shifted dramatically. People now expect music that suits their tastes and mood to be constantly available to them thanks to Spotify. We have Netflix to thank for smartly recommending our next binge watch this weekend. How many people watched the latest season of House of Cards in one sitting when it came out a month ago?
- Consumers are demanding relevance…because technology has fundamentally changed consumers’ expectations and behavior. To unlock the full potential of this renaissance, we must adapt our approach and messages to engage today’s empowered consumer. We must integrate into the moments that matter to people. And we must be relevant and personalized. We must add value to an experience, not distract from an experience…… And don’t worry, this personalization can still be done at scale, for there are 27m people active daily on FB in the UK, of which 24m are on mobile.
- Overlay your customer data with Facebooks data to allow you identify who these people are. Using this data will help you both understand who these people are but also how you can reach them more effectively.
- Overlay your customer data with Facebooks data to allow you identify who these people are. Using this data will help you both understand who these people are but also how you can reach them more effectively.
- Overlay your customer data with Facebooks data to allow you identify who these people are. Using this data will help you both understand who these people are but also how you can reach them more effectively.
- So now we know that these are real people, but do we know what they are doing? How are they interacting with the online retail world? Where are the browsing? Where are they buying? Well, we now know that this happened…
- Seeing this from Walmart blew us all away. If you don’t think mobile is a key influencer in online retail, then think again. Mobile drove about a third of all online traffic on Cyber Monday. But nobody was tracking the influence these impressions had on sales, because mobile tracking is difficult. In fact we dove into this further and found that on Facebook, up to 65% of conversions attributable to a Facebook mobile impression took place on desktop (when looking at a 2-7 day click through attribution window). Because of this lack of visibility, you are undervaluing your mobile investment today.
- We cannot stress the importance of understanding mobile as well as desktop 50% of digital time spent is spent on mobile And Mobile has also taken Retail by storm. According to ComScore, 50% of all time spent in digital retail experiences is spent on mobile. And 79% of smartphone users keep their phones with them, for all but two hours of their waking day (how many of you in the room in mobile)
- At Facebook we see people logging in on average 14 times at day, mostly on mobile And this number can be much higher with certain types of people, for instance Mums. That means you have 14 opportunities to communicate to your customers both new and old. 14 opportunities!
- The consumer decision journey is a cross-device one. 67% of consumers start shopping on one device and finish on another. But to a consumer, a message comes from a brand—not a channel. No matter where or when they are touched by a message, all of the combined touches have an influence on their purchasing behavior. Measuring performance of your impressions across devices is critical, but incredibly complex (Guinness Example)
- So like how we understand who people are, we look to understand how they act across devices. In May last year, we asked GfK to do a study for us in the UK. They showed us that the majority of activities span across devices. And in particular they showed an interesting trend called “trading up”, consumers are increasingly spending their time on mobile, but finish most activities in desktop. Given that Facebook has cross-device identity, we’re well positioned to help you with this understanding of your customers, and we’re enhancing our measurement capabilities to do just that.
- So we introduced cross device reporting to the world a few weeks back… Now you can get a clear report of how people are engaging with your marketing, on what device. Everything from where they saw an ad, to what device they converted on. Helpful, right?
- And we even make our ads system optimize for the best conversions wherever they occur. We found that the traditional CPC bidding model was doing fine, but not great. So now using the Facebook Conversion Pixel, we make sure the system optimizes towards people who will convert for you, not just click. In short, we push for business results amongst your best customers.
- Graze.com tested whether last-click tracking was giving the true picture of Facebook’s value Added to this measurement goal, it encompassed the fact that in the UK market, Retail & E-Commerce businesses are too focused on acquisition. This case study tested Brand, Consideration & DR messaging in a sequenced approach which ended up driving incremental conversions, a +9.8% online sales lift in fact The eye-opener was that last-click attribution model was detecting only 72% of the online subscriptions driven by Facebook
- What is creativity in today’s retail world? Creativity today is reaching the right people with the right message, at the right time. And by the right time we refer to what they are doing, what device they are using, at what time. So this requires great understanding of your customers. People based measurement and cross device reporting will take care of that. But the targeting has to be on point.
- And what better way to lead people down the funnel than by utilising Facebook’s Newsfeed. The Newsfeed is a beautiful space for showing people your offerings. It’s multi-device, and more importantly it is personal and intimate. It is their Newsfeed, nobody else's. The majority of people check their Newsfeed on mobile, which means they are viewing it a few inches away from their face, like so. You don’t get that intimacy with many other mediums.
- We must remember though, that people don’t go onto Facebook to buy stuff. It is not their natural mindset at the time. So you need to make sure, what you put in front of them stands out as interesting amongst the barrage of baby photo’s, selfies and airport check ins.
- Put in number of clicks per box…. Thankfully at Facebook, we have 3 great targeting tools to help you yo target like a boss. And all doable in just a few clicks. Core Audiences is the treasure trove of demographic, interest and behaviour data of people on FB. Where they live, where they went to college, do they like Man United or Man City, are they iphone or Samsung. The list goes on. Custom Audiences is your CRM data matched up to real people on the platform, ideal for reengagement. The CRM data can be the likes of emails and phone numbers Lookalike Audiences are perfect for prospecting, finding people who look exactly like your best customers. The system looks at hundreds of signals to accurately match people who look like other people.
- The mighty Amazon were really clever and creative with their targeting. This is a lead example of personalization at scale. On the day the US Aviation Authority announced that travellers didn't have to stop using their electronic devices during take off and landing, Amazon served this ad to millions of adults in the US, who did not have Kindles They were able to target this audience because they uploaded their database of kindle owners & exclude those people. And they sold a lot of Kindles that day. Simple but brilliant.
- What do we see to be a big play for 2015, you ask? Ad Sequencing. Refinery29 found sequencing their advertising to be incredibly powerful. The practice of sequencing ads on a personalized level increased their overall view-throughs by 87% and subscriptions by 56%. They did this by starting with a top of the funnel brand message, then an ad with a consideration tone for mid-funnel, topping it all off with a strong Call to Action Ad for the bottom of the funnel. You should build your story. If consumers see the entire ad sequence, your ability to lead a consumer down the marketing funnel is significantly stronger.
- You saw with Refinery29, that ad sequencing worked a treat. So we have launched a delightful new feature to the ad sequencing mix, video remarketing. There are now 3 Billion video views per day on Facebook. Many of those videos come from brands. And video is the strongest brand play out there. So we want to make life better for all those who want to encourage conversions following the release of their video to the world. Let’s have a look at how it works shall we…
- Oh and with video we give you guys the space to embed calls to action, so there can be a direct response play with video on Facebook too, even if you don't go down the remarketing route each time
- This is a Selfridges store front display on Oxford Street in the 50’s
- This is a recent Brown Thomas shop front which gets about ¼ million people on a high shopping day The amount of care and craft that goes into those displays is amazing. Always stunning displays of retail creativity.
- SO now we have looked at how utilising the science of people based measurement & utilising insights to drive your activity while factoring in creative messaging that leverages these insights & objectives to drive success I wanted to re-visit some slides earlier in this presentation. With people based measurment & insights you really can clear up who your customers are to help drive your business objectives.
- Well now you understand who they are, what they do, and understand the value in putting creative messaging in front of them. So look, it’s a new Mum who is smiling with glee. Because she came across a wonderfully useful product from you on Facebook and she bought it. Delightful!
- Old tom just came across those funky new slippers on his Newsfeed and went ahead and bought them. He is delighted too!
- And look, a selfie obsessed millennial is posing with the new hat she purchased after it was shown to her on Facebook. Even more delight! The power to delight millions of customers is NOW, thanks to Facebook. And we look forward to helping you to delight your customers. And seeing what great retailing, you bring to the platform. Thank you.