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How To Own the Facebook Newsfeed - Advanced Marketing Tips by Paul Steketee #SMX #13B #smxsocial13
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“POWN” THE NEWSFEED:Advanced Marketing on the Facebook Platform
Presented by:
Paul Steketee
Head of Paid Social and Emerging Media, Merkle
Facebook.com/Steketee@Steketee
November 20 - 21, 2013
November 20 - 21, 2013
2© 2013 Merkle Inc. All Rights Reserved. Confidential
POS Phone Site Mobile TV Radio Display Print Social Direct mail Email Search
Merkle - The Customer Relationship Marketing Agency
Integrating diverse capabilities
Through optimizing customer touchpoints
Increased customer value Improved media effectivenessImproved marketing ROI| |
300 experienced digital marketing professionals 100+ Digital clients
70% YOY revenue growth
Approaching $300 million in managed
media spend
Our Integrated Digital Media Group
Over 2,000 Employees Globally Driving CRM Outcomes
3© 2013 Merkle Inc. All Rights Reserved. Confidential© 2013 Merkle Inc. All Rights Reserved. Confidential
Merkle delivers true customer-centric advertising in social via our deep
customer insights and data-driven strategic approach to targeting, buying,
and optimizing paid social media.
Vision - Precise and Direct Targeting in Paid Social Media
4© 2013 Merkle Inc. All Rights Reserved. Confidential© 2013 Merkle Inc. All Rights Reserved. Confidential
We increase campaign effectiveness with better insight into customers and through our data-
driven targeting, better analysis, and better optimization strategies.
Merkle’s Approach To Paid Social Targeting Optimization
All site Visitors are
added to the database
via cookie or social
login. Previous and
recently sold customers
are also added to the
database along with
their purchase
information.
“High-value” segment customers are flagged and their online behaviors across digital media and channels is analyzed to create a look-alike models.
Models implemented into Facebook Custom Audiences to directly target customers and create look-alike models that target best customers based on FB likes/interests.
Analytic process uses algorithmic attribution of conversions across display, search, mobile, and social – beyond last-click.
Based on attribution, media mix, frequency, and cost allowables are all optimized directly into the media platforms
Customers added
to database
Digital Targeting
model created
Models fed into
Facebook to target
Digital attribution
identifies what is
working
Optimization feed
closes the loop
5© 2013 Merkle Inc. All Rights Reserved. Confidential
Advanced marketing
on the
Facebook platform
The products &
results
The Results
Advanced marketing on the Facebook Platform
How to take
advantage of the
opportunity
The RoadmapThe Opportunity
6© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook is Applying Focus to Direct Marketing
Facebook Ad
Share
Like
Facebook Ad
Better price and response
Most Inventory
Best Targeting
Website
In store
7© 2013 Merkle Inc. All Rights Reserved. Confidential
The Facebook Opportunity
Facebook has become the
publisher/platform with the
largest reach
Reach
Facebook is building tools to
enable best consumer level
targeting available online
Targeting
Facebook has a wealth of
innovative ad products
Innovative Formats
Facebook has overcome the tracking
hurdles associated with cookies
Tracking
8© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook reaches
73% of US active online users
Across all age demos
Source: Facebook Q1 Earnings Call, Comscore, Key Metrics, February 2013 Source: Comscore for the Month of April 2013
Facebook’s Reach is Massive
1.19 Billion(online users globally)
9© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook leads the space in total page views and time spent
among total internet audience
Total Page Views and Time Spent (total internet audience)
80,000
70,000
60,000
50,000
40,000
30,000
20,000
10,000
0
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
Total Views (MM) Total Minutes (MM)
Source: Comscore, Key Metrics, February 2013
10© 2013 Merkle Inc. All Rights Reserved. Confidential
U.S. desktop users spend and average of
around 6 hours every
month on Facebook
U.S. mobile users spend and average of around
14 hours every
month on Facebook
* Data gathered from Comscore January 2013
Facebook engagement continues to increase
11© 2013 Merkle Inc. All Rights Reserved. Confidential
From Cookie Based to Identifiable IDs
Mobile & tablet tracking
challengesCross device tracking
3rd Party Cookie Unique ID
Accurate
Persistent
Cookie deletion
Browser opt out (threat)
12© 2013 Merkle Inc. All Rights Reserved. Confidential
Advanced
marketing on the
Facebook platform
The products &
results
The Results
How to take
advantage of the
opportunity
The RoadmapThe Opportunity
Facebook Advertising - The Products and Results
13© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Targeting Products - Recent Advances
Like - Comment - Share
Facebook NativeOlder
• Facebook Data
Like - Comment - Share
Facebook ExchangeMarch 2012
• Marketer Anonymous Data
Like - Comment - Share
September 2012
• Marketer Known Data
Facebook Custom Audiences
Facebook 3rd Party Data PartnersApril 2013
Facebook Custom Audiences & LookalikesMarch 2013
• Marketer Known Data + Facebook data
14© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Exchange Versus Display RTB
• agd
Outcomes
FBX has a 79% lower cost per quote than RTB, driven by key levers:
•The inventory is both highly incremental (only 5% overlap with RTB), and available at higher frequency
• The inventory is less expensive, CPMs are 60% lower than RTB.
• The inventory is 92% more responsive than RTB line items.
RTB Environment (72% users)
Frequency =1.4FBX
(23% users)
Freq=3.4
5% RTB + FBX Freq=9.4
15© 2013 Merkle Inc. All Rights Reserved. Confidential
Facebook Custom Audiences Versus Interest-Based Targeting
Outcomes
• Match rates 3X higher than open web
• Find Rate 5X higher
• 500% more efficient versus demographic targeting
• LookaLike Models consistently most efficient form
of prospecting
16© 2013 Merkle Inc. All Rights Reserved. Confidential
Newsfeed Versus Marketplace Performance
Marketplace
Newsfeed
Newsfeed Marketplace
34.7
47.5
CTR Spend eCPM Resp. Rate CPA
0.75
17.5
0.37
Outcomes
• 34x Higher CTR
• 1 - 5% CTR consistently
• CPA 63% more efficient
17© 2013 Merkle Inc. All Rights Reserved. Confidential
Newsfeed Ads - Facebook
• New large image formats allows much more engaging/clickable image
• Page Post Photo ads drive high intenders
“Pown” the Newsfeed - New Larger Image formats
18© 2013 Merkle Inc. All Rights Reserved. Confidential
Newsfeed Ads - Facebook
• New Link Page Post Format allows much more engaging/clickable image
• 5X improved CTRs and higher 3X higher click to visit ratio
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“Pown” the Newsfeed - Link Posts with Expanded Clickable Area
19© 2013 Merkle Inc. All Rights Reserved. Confidential
“Pown” the Newsfeed - Link Page Posts for Retargeting
Use Cases:
•Site Shopper/Browser
•Abandoned Cart
•Dynamic product displays developing
•Seamlessly integrate with
general display targeting
20© 2013 Merkle Inc. All Rights Reserved. Confidential
Direct response
marketing on the
Facebook platform
The products &
results
The Results
How to take
advantage of the
opportunity
The RoadmapThe Opportunity
Facebook Advertising - How To Take Advantage of the Opportunity
21© 2013 Merkle Inc. All Rights Reserved. Confidential
Engagement Playbook
Identify:
Objectives for
Target:
Use data to
inform your
targeting
strategies
Optimize:
messaging,
format, target
audience based
on analytics
Facebook media plan
Placements/Fo
rmats
Page Posts
RHS
FBX/API
Objectives
Objective
Prospecting
CrossSell, Upsell
Retention
Facebook Native Interests
Partner Category Targeting
Custom Audiences (CRM)
High Value Segments
Geo & Demo Audience Sets
High Purchase Intent
Target or Surpress
Look-A-Like Models
cR
Offline Media
database
Online Media
database
CRM database
Connected CRM Platform
1
2
3Optimization Loop
THANK YOU!
Paul Steketee
Head of Paid Social and Emerging Media, Merkle
Facebook.com/Steketee@Steketee
November 20 - 21, 2013
November 20 - 21, 2013