© 2012 TBG Digital © 2012 TBG Digital
Measure and move the metrics that matter
All Facebook Marketing Conference November 2012 - @KarlHavard
© 2012 TBG Digital © 2012 TBG Digital
About TBG Digital
1st FacebookAds API
Partner to Market
105 Social Media
Specialists
24/7 Support
and coverage
195 Billion
impressions served
685 Million clicks
delivered
Global clients
66 Million
apps installed
21 245 Countries Million
fans
© 2012 TBG Digital © 2012 TBG Digital
One Specialist Solution
1. Strategy Define the business objectives & the metrics that matter
2. Creative
Engage and connect in the right kind of way
3. Media
Reach and recruit the right kind of connections
4. Insights Learn from continually measuring the metrics that matter
@KarlHavard
© 2012 TBG Digital © 2012 TBG Digital
A Sea of Metrics
Unfortunately, they’re not “budget clinchers”
@KarlHavard
© 2012 TBG Digital © 2012 TBG Digital
Metrics that matter
Awareness
Preference
Sales
Consumption
Advocacy
@KarlHavard
© 2012 TBG Digital © 2012 TBG Digital
Preference
Brand Preference
@KarlHavard
© 2012 TBG Digital © 2012 TBG Digital
Preference
[Brand x] wanted understand what its Facebook activity brings to the company in terms of brand preference, awareness and
customer value
What’s the story?
@KarlHavard
© 2012 TBG Digital 10,462 responses were received within just 24 Hours!
Generated 11,665 non-branded, online beer surveys amongst Facebook users in Brazil, US, Vietnam, Spain, Poland and Netherlands
What did we do?
33% fans
33% non fans
33% friends of fans
Brand Preference
© 2012 TBG Digital
64% of [brand x] fans
recommend [brand x] to a friend (compared to 22% of non-fans)
Preference
What were the results?
59% of [brand x] fans drink beer more than twice a
week
17% of [brand x] fans prefer [brand x] over the main
competitor in each market
© 2012 TBG Digital © 2012 TBG Digital
Advocacy
Brand Advocacy
@KarlHavard
© 2012 TBG Digital
The largest cable operator and home Internet provider in the US wanted to measure the
advocacy surrounding their products…
….and if Facebook Fans had a higher level of advocacy
Advocacy
What’s the story?
@KarlHavard
© 2012 TBG Digital
Advocacy
We used “Social NPS” to measure brand advocacy collecting responses within the Facebook environment Responses were collected from four customer subgroups: fans, non-fans, male and female Users shared their likelihood to recommend by scoring low to high, 0 and 10.
What did we do?
@KarlHavard
© 2012 TBG Digital
20 points higher Social NPS
for fans compared to non-fans
Advocacy
What were the results?
@KarlHavard
© 2012 TBG Digital
Fans had a higher subscription value
Taking more products
This became even more interesting when
reviewing by “Interest”
Advocacy
What were the results?
@KarlHavard
© 2012 TBG Digital © 2012 TBG Digital
Sales
Measuring sales for a fashion retailer while recruiting fans
@KarlHavard
© 2012 TBG Digital
A multinational fashion retailer wanted to acquire Facebook Fans to enhance it’s market position in the
US…
…then measure if this Facebook activity affected sales
It was sceptical…to say the least
Sales
What’s the story?
@KarlHavard
© 2012 TBG Digital
Sales
What did we do? Ran a targeted Facebook fan acquisition campaign and acquired >400,000 new US fans in 42 days Even though this was a pure fan acquisition programme, we wanted to determine the real value these provided to the business…. …so we took a deeper look
@KarlHavard
May
1, 2
01
1
May
11
, 20
11
May
21
, 20
11
May
31
, 20
11
Jun
10
, 20
11
Jun
20
, 20
11
Jun
30
, 20
11
Jul 1
0, 2
01
1
Jul 2
0, 2
01
1
Jul 3
0, 2
01
1
Au
g 9
, 20
11
Au
g 1
9, 2
01
1
Au
g 2
9, 2
01
1
Sep
8, 2
01
1
Sep
18
, 20
11
Sep
28
, 20
11
Oct
8, 2
01
1
Oct
18
, 20
11
Oct
28
, 20
11
No
v 7
, 20
11
No
v 1
7, 2
01
1
No
v 2
7, 2
01
1
De
c 7
, 20
11
De
c 1
7, 2
01
1
De
c 2
7, 2
01
1
Jan
6, 2
01
2
Jan
16
, 20
12
Jan
26
, 20
12
Feb
5, 2
01
2
Feb
15
, 20
12
Feb
25
, 20
12
Mar
6, 2
01
2
Mar
16
, 20
12
Mar
26
, 20
12
Ap
r 5
, 20
12
Ap
r 1
5, 2
01
2
Ap
r 2
5, 2
01
2
May
5, 2
01
2
May
15
, 20
12
May
25
, 20
12
Jun
4, 2
01
2
Jun
14
, 20
12
Jun
24
, 20
12
Jul 4
, 20
12
Jul 1
4, 2
01
2
Jul 2
4, 2
01
2
Au
g 3
, 20
12
Au
g 1
3, 2
01
2
Au
g 2
3, 2
01
2
Sep
2, 2
01
2
Sep
12
, 20
12
Sep
22
, 20
12
Oct
2, 2
01
2
Orders
May
1,…
May
11
,…
May
21
,…
May
31
,…
Jun
10
,…
Jun
20
,…
Jun
30
,…
Jul 1
0,…
Jul 2
0,…
Jul 3
0,…
Au
g 9
,…
Au
g 1
9,…
Au
g 2
9,…
Sep
8,…
Sep
18
,…
Sep
28
,…
Oct
8,…
Oct
18
,…
Oct
28
,…
No
v 7
,…
No
v 1
7,…
No
v 2
7,…
De
c 7
,…
De
c 1
7,…
De
c 2
7,…
Jan
6,…
Jan
16
,…
Jan
26
,…
Feb
5,…
Feb
15
,…
Feb
25
,…
Mar
6,…
Mar
16
,…
Mar
26
,…
Ap
r 5
,…
Ap
r 1
5,…
Ap
r 2
5,…
May
5,…
May
15
,…
May
25
,…
Jun
4,…
Jun
14
,…
Jun
24
,…
Jul 4
,…
Jul 1
4,…
Jul 2
4,…
Au
g 3
,…
Au
g 1
3,…
Au
g 2
3,…
Sep
2,…
Sep
12
,…
Sep
22
,…
Oct
2,…
Visits Revenue
Sales
We went deeper still…
…to correlate other marketing activities to determine the
different influencing factors
@KarlHavard
© 2012 TBG Digital
Company presence Fan Acquisition Hot Spots Partner retailer presence
What drove fans?
Sales
And we discovered that sales increased in the fan acquisition hot spots
@KarlHavard
© 2012 TBG Digital
0
20
40
60
80
100
120
140
160
Au
g 1
, 201
2
Au
g 4
, 201
2
Au
g 7
, 201
2
Au
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0, 2
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Au
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Au
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Au
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2
Au
g 2
5, 2
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Au
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2
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g 3
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2
Sep
3, 2
012
Sep
6, 2
012
Sep
9, 2
012
Sep
12
, 201
2
Sep
15
, 20
12
Sep
18
, 20
12
Sep
21
, 20
12
Sep
24
, 20
12
Sep
27
, 20
12
Sep
30
, 20
12
Oct
3, 2
012
Oct
6, 2
012
Oct
9, 2
012
Oct
12
, 201
2
Oct
15
, 201
2
Oct
18
, 201
2
Oct
21
, 201
2
Order Volume by region
California: Fan acquisition - High Store - Yes New York: Fan acquisition - High Store - Yes Illinois: Fan acquisition - Low Store - Yes Texas: Fan acquisition - Low Store - Yes
FB activity starts
© 2012 TBG Digital
Fans drove sales
May
1,
- M
ay 7
,
May
8,
- M
ay 1
4,
May
15
, -
May
21
,
May
22
, -
May
28
,
May
29
, -
Ju
n 4
,
Jun
5,
- J
un
11
,
Jun
12
, -
Ju
n 1
8,
Jun
19
, -
Ju
n 2
5,
Jun
26
, -
Ju
l 2,
Jul 3
, -
Ju
l 9,
Jul 1
0,
- J
ul 1
6,
Jul 1
7,
- J
ul 2
3,
Jul 2
4,
- J
ul 3
0,
Jul 3
1,
- A
ug
6,
Au
g 7
, -
Au
g 1
3,
Au
g 1
4,
- A
ug
20
,
Au
g 2
1,
- A
ug
27
,
Au
g 2
8,
- S
ep 3
,
Sep
4,
- S
ep 1
0,
Sep
11
, -
Sep
17,
Sep
18
, -
Sep
24,
Sep
25
, -
Oct
1,
Oct
2,
- O
ct 8
,
Oct
9,
- O
ct 1
5,
Oct
16,
-
Oct
22
,
Oct
23,
-
Oct
29
,
Oct
30,
-
No
v 5
,
No
v 6
, -
No
v 1
2,
No
v 1
3,
- N
ov
19,
No
v 2
0,
- N
ov
26,
No
v 2
7,
- D
ec
3,
Dec
4,
- D
ec 1
0,
Dec
11
, -
De
c 1
7,
Dec
18
, -
De
c 2
4,
Dec
25
, -
De
c 3
1,
Jan
1,
- J
an 7
,
Jan
8,
- J
an 1
4,
Jan
15
, -
Jan
21
,
Jan
22
, -
Jan
28
,
Jan
29
, -
Feb
4,
Feb
5,
- F
eb 1
1,
Feb
12
, -
Feb
18,
Feb
19
, -
Feb
25,
Feb
26
, -
Mar
3,
Mar
4,
- M
ar 1
0,
Mar
11
, -
Mar
17
,
Mar
18
, -
Mar
24
,
Mar
25
, -
Mar
31
,
Ap
r 1
, -
Ap
r 7
,
Ap
r 8
, -
Ap
r 1
4,
Ap
r 1
5,
- A
pr
21
,
Ap
r 2
2,
- A
pr
28
,
California + Orders 2011
New York + Orders 2011
California + Orders 2012
New York + Orders 2012
2011
2012
© 2012 TBG Digital
Sales
What were the results? 72%
more orders
44%
more Revenue
Case period 29th Aug to 16th Oct 2011 & 2012
if compared with the same period last year when there was no live Facebook activity
@KarlHavard
© 2012 TBG Digital © 2012 TBG Digital
Intelligent media targeted at the high value consumer segments: Quanity and quality in balance
Award winning creative across social media; which enhances the effectiveness of other marketing
Social Media Planning & Buying
Creative
Insights & Strategy
Smart Social that scales
Your Social Purpose
Brand & Consumer engagement based upon key insights and measuring the
metrics that matter
© 2012 TBG Digital © 2012 TBG Digital
Thank you
Karl Havard (@KarlHavard)
Insights & Strategy Director TBG Digital http://tbgdigital.com