Digital marketing update facebook
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This document provides an overview of digital marketing and social media strategies. It discusses how Facebook started as a profile book and evolved to include features like the Newsfeed. People and their relationships are now central to the online experience. The document recommends building a connected brand on Facebook through frequent, lightweight interactions as well as occasional heavyweight interactions. It also highlights the importance of word-of-mouth marketing and shows that fans and friends of fans are top customers who purchase more and influence purchasing decisions of others.
Digital marketing update facebook
- 1. Digital Marketing Update 10 September Dorianne Richelle
- 2. Obermütten, Graubünden, 79 inhabitants
- 7. Resulting in new visitors:
- 8. 8
- 9. Facebook started as a profile book
- 10. Then a Newsfeed was introduced
- 12. Facebook Sta+s+eken: check Socialbakers.com Hierin staan de data die zij halen uit onze adverten+etool. Die data lopen iets achter op de werkelijke sta+eken maar geven wel een goed beeld.
- 13. The web is being built around people Browse Search Discover 90’s 00’s 10’s Source: BDO USA "Retail Compass Survey of CMOs," November, 2010
- 14. The days of the nameless, faceless Web are over
- 15. People and their personal relationships open up many great opportunities The Brands I care The about The people Places I care I’ve about been My Content I opinions consume The products I want and buy
- 16. The Power of Social Discovery
- 17. Copy Cats (or Dogs) We (un)consciously copy what our friends do!
- 18. Technology is finally catching up with human behaviour
- 19. Sharing is doubling every 12 months
- 20. Word-of-mouth is by people you know is most powerful I just bought this for $300. Check it out! 92% 47% trust word of mouth trust TV, radio & newspaper of friends & family Source: Nielsen’s Global Trust in Advertising Survey, April 2012
- 21. And Word-of-mouth is getting more and more important: Trust in “traditional” advertising drops quickly Recommendations TV (47%) Magazines (47%) from people I know -24% -20% (92%) Between 2009 & 2011 Between 2009 & 2011 +18% Between 2007 & 2011 Source: Nielsen Trust in advertising survey Q3 2011
- 22. How to build a connected brand through facebook
- 23. New opportunity asks for a new design 23
- 24. Social Strategies Business Social Business! Impact! • Incorporating people into core business functions & products! • Touches multiple areas within the organization! • Drives real financial results ! • Measured with core business Social Marketing! metrics! • Custom marketing strategies! • People create the message! • Media amplifies the message! • Measured with mainstream Social Media! marketing metrics ! • Publishing & monitoring of company channels! • Traditional “push” advertising campaigns! ! • Measured with channel specific metrics! Organizational Integration! !
- 25. The SOCIAL GRAPH: people connect with family, friends, brands: the things they care about! !
- 26. And for a new approach… Love Heavyweight interactions Rela+onship now and then! ime! o ver t i ons e ract t int w eigh y light Man Time 26
- 27. The majority of people that "like” a page will never actually go there. Almost all of the interac+on your fans will have with your brand will be in their personal news feed.
- 28. You are not compeIng against your compeItors on Facebook. A brand is compe+ng against people’s friends and all the content they share. On average in the Netherlands a person has 155 friends, spends 7 hours on FB a month and shares billions of expressions – that’s a lot of friendly compe++on!
- 29. Only 16% of your fans see your posts. If your content is more or less engaging more or less people will see it. That is why creating engaging content is key.
- 31. Heavyweight interac+ons now and then hYps://www.youtube.com/watch?v=2X8Bd3-‐G6IU
- 32. Social Business:
- 33. Questions?
- 34. For case studies: hYp://www.facebook-‐successstories.com For crea+ve examples: hYp://www.facebook-‐studio.com For E-‐learning course: hYp://www.facebook-‐studio.com For marke+ng solu+ons: hYps://www.facebook.com/marke+ng
- 35. Business success metrics are the same as they have always been Reach Brand Reac+on Consumer Numbers, demos, overlap and frequency Resonance Impact on sales and maximizing efficiency Insights Changes in percep+on across channels Insights about people, Metrics: GRPs and Metrics: Ad recall, product and brand that TRPs, paid reach, Metrics: Campaign ROI, purchase intent, can improve my organic reach, viral marginal ROI, traffic, awareness, brand equity, business reach sales, conversions aYribute tracking
- 36. Facebook ads drive offline sales Across 63 campaigns 3X ROI or better in 70% of campaigns 5X ROI or better in 49% of campaigns Source: Variety of 3rd party methodologies like panels and mix media models, all client initiated
- 37. Fans are still your best customers. Fans influence their friends best Fans spend 131% more and friends of Fans spend fans spend 104% 97% more and more friends of fans spend 51% more Fans spend 109% more Fans spend 60% more Source:: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to average internet user
- 38. Fans and friends of fans purchase more when exposed to earned brand messages Fans and friends of fans bought 38% more frequently Fans and friends of fans bought 21% more frequently Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
- 39. Generate higher brand resonance than other online ad campaigns BeOer ad recall online average Facebook +98% Greater brand awareness online average Facebook +31% Source: Nielsen Brand Effect norms, May 2012.
- 40. Capture more conversions more effec+vely than the online average Share of conversions 35% online average lower cost per conversion +192% Facebook Note: Based on campaigns from ad networks, publishers, and retargeters, analyzed in an MTA model. Source: Aggregate Knowledge, June 2012.
- 41. Reaction studies show fans are your best customers On average, fans generate 2x higher sales than non-‐fans* Sales Fans spend 8% Brand Engagement more and transact 11% more Fans conduct frequently 68% more searches Web Traffic Fans visit the site 5x more Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
- 42. Friends of fans are top customers as well Sales 8% higher spending Brand Engagement by friends of fans 27% more searches by friends of fans Web Traffic 2.5x more site visits by friends of fans Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user