Multichannel innovation-facebook

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Facebook Multichannel innovation presentation for Ecom UK

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Multichannel innovation-facebook

  1. 1. Facebook for Retailers Gavin Sathianathan Head of Multichannel Retail
  2. 2. Facebook in the UK
  3. 3. The Facebook audience in the UK Source: Facebook Internal Data, June 2011 Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-Jul 12 Regions: UK; Europe (UK, FR, ES, DE, IT, CH), Global (UK, FR, ES, DE, IT, CH, US, BR, AU)
  4. 4. Facebook is the most engaging online property 1 IN 5 INTERNET MINUTES17,340,39 06:4 29 6,857,907 Youtube 01:49 2,968,011 Google 01:32 3,200,09 MSN/Windows Live 01:11 4 1,971,893 BBC 01:05 PAGES TIME SPENT VIEWED [PER MONTH – [PER MONTH] HOURS] Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-May 12 Regions: UK; Europe (UK, FR, ES, DE, IT, CH); Global (UK, FR, ES, DE, IT, CH, US, BR, AU)
  5. 5. Users evenly split between male and female…thoughage distribution has changed 50% 51% 52% 52% 51% 49% FEMALE MALE -17 18-24 25-34 11 14 17 24% % % % 18% 35-49 50-64 65+ 17% 22% 28 24 6% % % Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-May 12 Regions: UK; Europe (UK, FR, ES, DE, IT, CH); Global (UK, FR, ES, DE, IT, CH, US, BR, AU)
  6. 6. Young adults (18–34): Always on and very active How much are 18–34 year olds using 50% Facebook and when? 84% use Facebook daily Have asked for a 73 minutes per day average on Facebook recommendation on products 88% watch TV on a daily basis or services from a friend Where and how are 18–34 year olds accessing Facebook, and while doing what? 83% 83% 87% 89% 92% 52% use Mobile phone as the main device for Facebook 61% of 18–34’s use their mobile phone for Facebook every day COMMENT ON LIKE FRIENDS LIKE STATUS LOOK AT READ STATUS 75% multi-task watching TV with FacebookSTATUS UPDATES PHOTOS UPDATES FRIENDS PHOTOS UPDATESBase: Female Facebook users with children in household n = 356 Source: Nielsen/Facebook Survey, 8/2012
  7. 7. UK mums: Active connectors How much are Mums using Facebook 45% and when? 80% use Facebook daily Have asked for a 69 minutes average per day on Facebook recommendation on products 92% watch TV on a daily basis or services from a friend Where and how are Mums accessing Facebook, and while doing what? 83% 83% 84% 90% 90% 52% of Mums use their mobile phone for Facebook every day 69% multi-task watching TV with Facebook COMMENT ON LIKE FRIENDS LIKE STATUS LOOK AT READ STATUSSTATUS UPDATES PHOTOS UPDATES FRIENDS PHOTOS UPDATESBase: Female Facebook users with children in household n = 356 Source: Nielsen/Facebook Survey, 8/2012
  8. 8. Heavy mobile users* on Facebook How much are mobile users using 50% Facebook and when? 86% use Facebook daily Have asked for a 61 minutes average per day on Facebook recommendation on products 89% watch TV on a daily basis or services from a friend Where and how are mobile users accessing Facebook, and while doing 75% 76% 78% 80% 87% what? 77% multi-task watching TV with Facebook 35% use Twitter daily, in comparison to 20% overall 47% (nearly half) of mobile users go on Facebook POST COMMENT ON “LIKE” FRIENDS’ “LIKE” STATUS READ STATUS whilst commutingSTATUS UPDATESSTATUS UPDATES PHOTOS UPDATES UPDATES *Mobile phone is the main device to use Facebook Base: Facebook users who use mobile phone as their main device n = 420 Source: Nielsen/Facebook Survey, 8/2012
  9. 9. The new normal: empowered customers leveragingInternet + Mobile Open Market High Street Supercentres My Store
  10. 10. We give you the opportunity to engage your customers…wherever they are
  11. 11. Some retail case studies
  12. 12. Play.com Facebook fans are their best customers • Customers who engaged with one or more of the Facebook campaigns spent 24% more on the play.com than customers that hadn’t • Customers acquired via Facebook spend 30% more in year 1 • 80% y-o-y increase in sales directed through Facebook • Sales from Facebook now account for £2M of revenue
  13. 13. Burberry launched their fragrance Body to fans
  14. 14. Burberry planned the customer journey
  15. 15. Topshop used Facebook for London FashionWeek
  16. 16. The most engaging page on Facebook last monthwas about fridges and washing machines
  17. 17. The social experience is carried to .com
  18. 18. Social discovery of products with Fab.com
  19. 19. Across web, tablet and smartphone
  20. 20. ASOS: 130% uplift in online sales amongthose exposed to the Facebook campaign
  21. 21. What’s next for retailers?
  22. 22. Introducing 4 new products for driving shortterm results Facebook Exchange Facebook Exchange Custom Audiences Custom Audiences Mobile App Mobile App Offers Offers Install Ads Install Ads
  23. 23. Introducing: Facebook Exchange (FBX)
  24. 24. • 2x Conversion Rate• 6.5x lower CPA• 18-30% conversion lift Source: Triggit
  25. 25. Trials have shown great results TechCrunc hMashable Bloomberg
  26. 26. Introducing: Custom Audiences
  27. 27. How does it work? 1 2 5 Audience segment Power Editor interface List of people Company (emails, UIDs, phone) 3 computerFacebook system 4 • Sign-up CTR up 43% • Cost per Lead down 30 % Company’s hashed data Facebook’s hashed data
  28. 28. Early results are extremely positive
  29. 29. Facebook Offers Example of in-store offer: Example of online offer:
  30. 30. Introducing: Mobile App Install Ads
  31. 31. Thanks!

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