Growing your business with FacebookThe Power of Facebook‟s Direct Response Solution

Saurav Chakraborty – Client Partner (ecommerce and Travel) -

India

25th Feb 2015

Cookie Era

=

Over

Traditional

Media

=

Spillover

Real People

=

Real Targeting

These are Changing Times…

India‟s number of digital buyers expected to double in 4 years

42 52 61 71 81179 186 192 199 204

320

372

420

463495

190 196 201 206 210

2014 2015 2016 2017 2018

Digital Buyers (M)

India NA China WE

Source : eMarketer

And it‟s a multi device world today…

start shopping on one device

and continue

on another

67%

Source: ComScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2014

People-based marketing

Facebook in India

Every day Every month

47%

people daily people dailyon mobile

people monthly people monthlyon mobile

>55M >49M >118M >106M

Source: Facebook Internal Data based on stated and inferred data, average for Dec 2014.

Percentage of Internet and mobile phone users calculated with data from eMarketer, Nov 2014.

of monthly active users return daily

All of the people who matter to you. Where they discover what matters to them.

Everyday. Everywhere.

The 5 Tenets of Facebook Marketing

1Targeting is the new innovation

Good targeting is the difference between…Phone Manufacturer Example

A phone

manufacturer advertising

15% off on Y series limited

edition gaming phones

to everyone

A phone

manufacturer

driving sales of Y

series limited edition

gaming phones to

college going males

between 18-24 who

have an interest in

technology and like

games

Good targeting is the difference between…Travel example

Without good targeting

An OTA targets for its 3 day

flash Sale all people in the

Age Group of 25 +, Male

and

Female

With good targeting

The OTA targets 3

different audiences : lapsed

users, Last 3 months visitors

and similar users like their

transactors

Case Studies

The power of Facebook Targeting

Core

Audiences

Lookalike

Audiences

Custom

Audiences

Sophisticated targeting with

unsurpassed accuracy

Reach the people you

already know

Find more people like your

best customers

Use Core Audiences to segment your audience

Online and offline

sources

Targeting

types

Location

Interests

Demographics

Sample segments

Age and gender

On a 3G network

Interested in technology

Living in Mumbai

Tablet user

Behaviors

https://www.facebook.com/ads/create/

https://www.facebook.com/business/go

https://www.facebook.com/business/resources

A complete Self Serve DIY Model

Pick and Choose

• OS based

• Cross device reporting

• Device based

• 2G & 3G connection speeds

• Education

• NRIs

• Mobile First

• Desktop Only

https://www.facebook.com/ads/create/

https://www.facebook.com/business/go

https://www.facebook.com/business/resources

Men interested

in Shoes : 10.4 M

Women interested

in Shoes : 4.5 MWomen interested

In Handbags : 3.5 M

Women interested

in Jewellery : 6.2 MInterested in Home

& Kitchen : 10.2 MInterested in Toys

& Baby Products : 13.2 M

So basically you can personalize at scale...

Find people you already knowwith Custom Audiences

Current customers

Promote your products or services on

any device they use Facebook

Data you own

Man 30–34Woman 18–24

Matched

targets

How Custom Audiences work

Email addresses

Phone numbers, iOS IDFAs

Facebook User IDs, App User IDs

People you knowDirect or through third-party

People from your website

People from your mobile app

Faceboo

kPeople you know on

Facebook

New Sources to leverage your data on Facebook

Custom Audiences

from your Website

Custom Audiences

from your Mobile

App

**

Find people who are similar to the people you knowwith Lookalike Audiences

Lookalike

Targeting

He‟s on the

market for a

car

insurance

She

recently

purchased

And these

people are

just like

him

And these

people are

just like

her

Fans of

your

Page

Data you own

Your Custom

Audience

A Quick Overview

Facebook data

Gender Interests LocationLife-

stage

Age

Your data

Custom Audiences

Your + Facebook

dataLookalike Audiences

Your CRM

database

Your

Website

Visitors

NEW

Your

Mobile

App

NEW

Your

customersYour fans

Your app

installers

NEW NEW NEW

Devices Bandwidth OS

Re-define your CRM Strategy

today…

2

Social Jail is no more

It is no more about…

But it‟s about choosing your objectives…

And you can drive your objectives across platforms…

http://fbrep.com//SMB/Facebook_Creative_Specs_One-Sheeter.pdf

And in case you want to chase fans, do it smartly

3

Focus on the Mobile Experience

Mobile Phone ownership & usage is new SEC

• Various ways to segment

• OEM (by model)

• Smart vs. feature

• 3G vs.2G

• Telecom provider

• Highly personal

• Greater involvement

The News Feed Experience

Products designed for actionLink ads – now with CTAs

• Entire image is clickable

• Offers the highest amount of real estate to get people to click on your ad

• Option to add call-to-action buttons: Shop Now, Learn More, Sign Up, Book Now or Download

Source: Nanigans study “How Page Post Ads in News Feed Drive Direct Response and ROI,” June 2013

53% increase in ROI

when using Page

post link ads

Designed for actionAd units that drive sales online and in-store

Mobile app install

and engagement ads

Photo ad

with CTA in ad copy

Link ad

with CTA buttons

Offer ad

Your message

My colleague, Rachel

My friend, Bob

People experience your message as part of their personal experience

Designed for actionMobile app install and engagement ads

Customer discovery and acquisition

Retention, engagement

and conversion

Check the Cross Device Report

39,676 conversions on

Desktop

as a result of an ad on iPhone

2,935 Conversion in App

1,762 Conversion in Web

on iPhone

as a result of an ad on

iPad

Cross-Device TargetingE-Commerce example

Target Mobile App

Install Ads to

Website Visitors

who don‟t have the

App yet

Target Desktop Ads to

Mobile App users who

have shown intent on the

app such as viewing a

product and haven‟t

converted

Target Mobile Ads to

users who have shown

intent on the website,

and tend to convert on

Tablet

Target Mobile Ads to

users who then

convert on Desktop

Your digital strategy is your mobile strategy. Make your site mobile

responsive

The experience you build on mobile will define the success or failure of

your digital transition.

Think of fragmentation: Screen Size, App Size, Languages and

Personalization

We are the vehicle of choice for App Distribution in India.

Moot Point : Mobile Is Not a Technology

4Know Your Customer

Use Audience Insights and Reports for a glimpse into your consumer

Understand the FB Ecosystem, Your Page and your actual customer‟s behavior

GOLD CLASS

CUSTOMERS

IMDB

Motorola

Inception, Batman: The Dark Knight

Roger Federer

The Logical Indian

Robert Downey Jr, Megan

Fox, Jason Statham, Hugh Jackman

9GAG, India Community Digest

Linkin Park

BLR/NCR

IT TECH

SINGLE

Heavy desktop & mobile

India against corruption

India Jai Ho

AAP & BJP

Economic Times, India

Community Digest

Lord Ganesha

Kishore Kumar

Cricket, Roger Federer

BLR

IT TECH

Married

Heavy desktop & mobile

BLR

IT TECH

Married

High ad engagement

Maybelline New York India

Chetan Bhagat

Tom & Jerry

Shreya Ghosal, Enrique

Fastrack

AR Rahman

Vodafone Zoozoos

Sachin Tendulkar

Modi

Males Males, 25 Females

5Think Global, Act Local

Local Awareness Ads

Your locations, Our Audience

1. Pune – 4.2M

2. Surat – 1.2M

3. Trichur – 340,000

4. Coimbatore – 740,000

5. Guwahati – 700,000

6. Jaipur – 1.6M

7. Mysore – 320,000

8. Lucknow – 1.38M

9. Indore – 980,000

5. Dehra Dun – 580,000

Define your business location and get started…

Drive People to Stores (In-Store Sales)

67% of Facebook users want to see exclusive

offers from businesses (source: e-marketer)

Share a limited time offer to new and existing

customers on mobile or desktop

People who click „Get Offer‟ will receive an

email and see a reminder to redeem the offer

Works with all Facebook targeting

options, including custom audiences

Some Examples…

Drive People to an Event

Create an event page and drive people to join

the event

Target using Core Audience, Custom Audience

and Lookalikes and achieve

3 Things You Can Do

Immediate | Mid-Term | Long Term

Let‟s Get Started

1. Pilot different objectives and see what works

2. Focus on Mobile News Feed and make your site responsive

3. Check Audience Behavior and set up new campaigns for success

We live in an omni-channel worldBecause People are omni-channel

This is the new normal

Likes

Fans

Then

Sentiment

Build

Awarenes

sDrive

In-store

Sales

Launch

a New

Product

Increase

Online

Sales

Promote

an App

NOW

F A C E B O O K

I N D I A