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New Facebook Insights, changes to Facebook ad types, the end of the mysterious “PTAT”... 2013 was a year of changes for Facebook, with many more to come in 2014. These changes will have a big impact on how brands market on Facebook - what are you doing to make sure yours isn’t left behind? Join uberVU and Blitzmetrics for an all-Facebook webinar. We’ll share what marketers can learn from the changes Facebook made in 2013, what will be hot for Facebook in 2014 and how you can plan your 2014 Facebook strategy using this knowledge. Stay ahead of the pack with expert advice from those who’ve been there: Dennis Yu, CEO of Blitzmetrics, and Dragos Ilinca, VP Marketing at uberVU. In this webinar, you’ll learn: Top takeaways from Facebook’s biggest changes in 2013: new Insights, updated Ads & more What’s coming up in 2014 and how it will affect your brand How to plan for your 2014 Facebook strategy: an action plan
Citation preview
Facebook: From 2013’s Changes To Your 2014 Strategy
Housekeeping
InteractHashtag: #FBplan
2013 Changes, 2014 Predictions, Forecasting/ROI tool
Q&AAnytime via chat or Twitter, replies at the end
Hosts
Dragos Ilinca, VP Marketing, uberVU
ubervu.com@ubervu
Dennis Yu, CEO, Blitzmetrics
blitzmetrics.com@blitzmetrics
About uberVU
About Blitzmetrics
2013 – Many, Many Changes
Newsfeed
Page Insights
Ads
Newsfeed
Newsfeed
Solutions?
Ads
Advocates
Page InsightsPTAT
Post-specific scorecard
Ads – Targeting Options
Partner Categories
Custom & Lookalike Audiences
Ads – Targeting Options Examples
Acquisition: Lookalike: 50% higher LTV
Sales:Custom Audiences: 10x more likely to buy
ROI6x Return On Spend
Ads – Objective Based Buying
Huge Mobile Focus
1 in 8 minutes
1 in 5 minutes
Mobile – Getting Ready
Ads & Landing PagesMulti-device, multi touch-point
Mobile-specific Actions
Facebook: From 2013’s Changes to Your 2014 Strategy
Follow us on Twitter and Facebook!
@dragosilinca @dennisyu
facebook.com/ubervu facebook.com/dennisyu
What we’re about
• Driving offline ROI via Facebook ads
• Thought leadership through case studies and articles
• Helping people such as yourself supercharge their social media campaigns via seminars
Steps for achieving Facebook marketing success
Diagnosing your situation
Identify the core issues you face
Setting yourself up for success
Define your execution strategy
Test and Iterate
Test each lever individually with smaller budgets
Increase spend to scale what works
Incrementally increase your budget while meeting target metrics
Business Impact in Non-FB channels
Facebook ROI Calculator
The official line
People complain that Facebook marketing doesn’t work.
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An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
@dennisyu
An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
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An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
@dennisyu
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Hol lywood is ask ing:
“Is Facebook worth it?”
Read the LA Times article here.
We analyzed 9 billion page posts over a 60-day period before and after the change.
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72% of movies and network TV shows have experienced a drop in the number of people
who see their posts.
23% of the biggest studio pages sawa reduction in “engaged” users.
The largest pages lost 45% of their traffic,followed by 36% for medium sized pages.
Does Facebook work for B2B lead gen?
How Social Affects Lead Generation
Tailor each creative to the exact person you’re targeting.
Segment campaigns and filter targeting aggressively.
An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
CTR proxies engagement, and maybe sales
Target people by the companies they work for on Facebook
Dental Equipment Manufacturer
Software Technology Start-Up
And by job title
Sponsored stories create social proof
“We recently started using the new Sponsored Updates on LinkedIn and have found great results.”Carra Manahan, Marketing Programs CoordinatorMarketo
DIRECT AND INDIRECT LIFE
Split test to measure the life from social ads.
How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day
Split test on Arbitron ratings.80% to test and 20% to the control.
Jack Daniel’s ran a test among different geos
St. Louis, IN
Philadelphia, PA
There was a clear correlation in Facebook activity and the media plan by market.
Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and
paid.
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How to set up a split test
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Split test on Arbitron ratings80% to test and 20% to the control
Split test on Arbitron ratings80% to test and 20% to the control
An increase in website traffic means fans are engaged, while an increase in session
time means excellent content and relevancy.
Marketo, by driving engagement from Facebook, has increased brand awareness and searches for their name.
They structured their content to specific audiences, then amplified to drive leads.
The result: They got their blog into the AdAge Top 30 rankings.
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Facebook is tackling both word of mouth and search discovery with Graph Search.
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Search volumes are increasing, since graph search is one of the three pillars of Facebook.
FACEBOOK EXCHANGE (FBX)
Remarketing bridges the gap from visitor to customer.
Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business
Recapture users who visited your site,but didn’t enter their zipcode.
Show your site visitors your ads on the web.
How Facebook Exchange (FBX) Works:
How Rosetta Stone drove a 651% ROAS
OBSERVATION #1Use in-line likes.
OBSERVATION #2: Write short wall posts.
OBSERVATION #3: Ask questions. Don’t just make statements.
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OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time.
Observation #5: Branding is great,but revenue is better.
ROI
Awareness: Amplify what actually works to engage fans.
Engagement: Once users are engaged, collect emails to increase conversions.
Conversion: Increasing social visits to your website increases sales.
Social media is at the top of the funnel, so you are aligning your messaging with the
levels of engagement along the way.
CUSTOM AUDIENCE TARGETING
Let the CAT Out!
Let the CAT out of the bag!
Target your opportunities with CAT.
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PARTNER CATEGORIESTarget by offline purchase behavior.
Facebook’s Partner Category Targeting: Is Your Head Spinning Yet?
Now you can run ads based on a user’s retail shopping behavior and other offline information
Jobs Roles
Now you are able to not only find the most interesting content from your pool of friends and brands, but one step beyond.
Extra Credit
TOP TIPS FROM BLITZ
Blitz Tips:
• Offsite pixel for CPA bidding.• Conversion specs used with Optimized CPM to optimize
ad delivery for specific actions. • Place ads in mobile for maximum engagement.• Onion Targeting is smart interest multiplication.• Prune ads with broad category targeting.• Partner Targeting to run ads based on user’s shopping
behavior.• PTAT to detect competitive ad spend.• Facebook's Power Editor's special features.• Target users by the companies they work for and by job
title.
Thank You For Joining!
@dragosilinca @DennisYu
facebook.com/ubervu facebook.com/dennisyu
Q & A
Wrap Up
Slides & RecordingBy email in the next few days
@DennisYuFacebook.com/DennisYudennis@blitzmetrics.com
Contact
@dragosilincaFacebook.com/ubervudragos@ubervu.com
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