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Ecommerce: How to Do Facebook Marketing at Scale

Why Major Brands Are Investing in Facebook

#Facebookatscale

The social tipping point

#Facebookatscale

The rising impact of social

33%of people find product via

social

50%of people find product from

search

#Facebookatscale

Every demographic on Facebook

#Facebookatscale

Increasing revenue/click

The Five Things You Need to Know

Pre-work

Campaign Planning

Targeting

Creative

Evaluation

#Facebookatscale

Targeted landing pages

#Facebookatscale

Facebook specific landing pages

Pre-work

Campaign Planning

Targeting

Creative

Evaluation

#Facebookatscale

Dashboards

#Facebookatscale

Before going big with Facebook advertising, get your data ducks in a row #Facebookatscale

Pre-work

Campaign Planning

Targeting

Creative

Evaluation

#Facebookatscale

10,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000000,000,000,000,000

Facebook offers over a googol targeting combinations #Facebookatscale

Unprecedented targeting

Device

• Type• OS version• Wi-fi connectivity

Behavior

• Actions taken with sites and apps

• Offline purchase behavior

CRM

• CRM…

Demographics

• Age• Gender• Language• Location

Affinities

• Likes• Interests• Conversations

Social

• Relationship status• Education level,

college, major• Employer, position

#Facebookatscale

CRM targeting

james@gmail.com

laura@gmail.com

jennie@gmail.com

alex@gmail.com

scott@gmail.com

CRMDatabase

FB Profile Match

Targetable Audience

#Facebookatscale

0

1,000,000,000

2,000,000,000

3,000,000,000

4,000,000,000

5,000,000,000

6,000,000,000

7,000,000,000

8,000,000,000

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Impressions vs. Purchase Rate by Targeting Type

Purchase Rate

Impressions

Interest targeting scales campaign

#Facebookatscale

Overwhelmed by Facebook's targeting options? Start by using parameters unique to this medium. #Facebookatscale

?

4. Creative

Pre-work

Campaign Planning

Targeting

Creative

Evaluation

#Facebookatscale

Aesthetics (interest)

250% lift in conversions

#Facebookatscale

Aesthetics (interest)

Self-Identificatio

n

#Facebookatscale

Language (consideration)

75% lift in conversions

#Facebookatscale

Relevance (decision)

40% lift in conversions

#Facebookatscale

Number of creatives

Pre-work

Campaign Planning

Targeting

Creative

Evaluation

Mobile

$45

Diana

$79

Kerry$7 CPA $5 CPA

6 Week Purchase Cycle

Mobile DianaKerry$7 CPA $5 CPA

#Facebookatscale

Lifetime ROI vs. CPA – 6x higher ROI

Early ROI via maturity curves

Hours from Click

RO

I

0 10 20 30 40 50 60 70 80 900%

50%

100%

150%

200%

250%

Expand with affinity modeling

High affinity with core customers

Low affinity with core customers

Expand into the highest quality segments

#Facebookatscale

Track cohorts – lifetime behavior

Track cohorts – identify opportunities Time Period ROI Increase

Black Friday vs. prior Friday + 36%

London vs. Paris + 24%

35-44 age demo vs. 45-54 + 9%

Cyber Monday vs. prior Monday + 54%

Re-targeting implementation + 28%

#Facebookatscale

Attribution modeling• This is where you get value out of your data

planning• [will add images]

Facebook’s 2 unique opportunities

#Facebookatscale

Mobile

48% of Facebook’s daily users are now mobile only.

#Facebookatscale

Go big – scale with confidence

#Facebookatscale

Retargeting39% more customers. 89% increase in revenue/customer.

Thank You.