Facebook Solutions, Andrei Ursuleanu for Rockit Engage with Social Networks
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effectively connecting brands to consumers ook Solutions: feb 2014, Chisinau THINKDIGITAL
description
This is the presentation of the ROCKIT Digital Conference speaker, Andrei Ursuleanu who talked about facebook and facebook solutions for our businesses at our first event Rockit Enage with Social Netwroks
Transcript of Facebook Solutions, Andrei Ursuleanu for Rockit Engage with Social Networks
effectively connecting brands to consumers
Facebook Solutions: feb 2014, Chisinau
THINKDIGITAL
EFFECTIVELY CONNECTING BRANDS TO CONSUMERS
EFFECTIVELY CONNECTING BRANDS TO CONSUMERS
EFFECTIVELY CONNECTING BRANDS TO CONSUMERS
Why use Facebook when it comes to online communication…
From consumer perspectiveRecognize the consumer in the modern timesEngage with the consumers in their environmenConsider In-depth targeting ability; Go Pro (Audiences , Retargeting)
From ads perspectiveChoose the correct Ad placements & Formats (Premium Formats)
Metrics are importantUse Analytics Data
From costs perspectiveBid the true value. Think long term.
Recognize the consumer in the modern times
92%trust word of mouthof friends & family
47%trust TV, press and newspapers
Buying is inherently social
People do rely on friends to help them make buying decisions
Engage with the consumer in his environment
~ 1,3 Billion monthly active users across all platforms
~ 700 MilsMonthly Active Users
~ 70% YOY
Growth
Global
~ 60% returns
daily
…and they are there longer than anywhere else
~ 190 thouMonthly active users
on mobile
~ 380 thouOverall users
Across mobile touch points
In-depth targeting capabilities
Facebook it’s not just reach, it’s not just clicks
Personal
• Birthday• Education• Address / Country• Workplace• Relationship status
Demographic
• Age• Gender
Social
• Likes & interests• Friend connections• Activity (e.g., check-ins)• Intent
35%
90%
Accurate targeting for narrow audiences
• Lookalike audiences• Custom Audiences• FBX
New possibilities
…but is very precise targeting
Placement
• Right hand side• News feed desktop• News feed Mobile
Facebook achieves 90% accuracy vs. 35% for the online industry average
Go Pro!Use Advanced Tools (Audiences & Retargeting)
Reach Your Own Customers With Custom Audiences
Your customer database
Lookalike Audiencesextension to Custom Audiences
Custom Audiences
Lookalike Audiences
What? Find and reach more people who are similar to your customers/visitors
Why? They share the same traits as your customers and hence are more likely to be interested in your products/services
Best suited for fan acquisition, site registration, off-Facebook purchases
With Custom Audiences
Tailor messages based on consumer’s objective
W, 18–34Brand heavy
W, 18–34Deal
Seeker
Create Audiences from country email lists, site registrations and even FB apps
Create different campaign messages based on the data knowledge Custom Audience will provide
Use specific selling techniques to reach the exact interest & needs of your different segments of users
Facebook Exchange
This new solution enables you, to focus on those users who have already visited your website and reconnect with them in the most engaging Social Media environment!
User journey via FBX
+1,7xClick to ConversionRate Cost Per Action
-2,6xThe Click to conversion ratio of FBX was 1,7 times higher than that of other Display sources
The cost per action on FBX was 2,6 times lower than that of other Display sources
Insurance
Vertical
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013
+2xClick to ConversionRate Cost Per Action
-1,4xThe Click to conversion ratio of FBX was 2 times higher than that of other Display sources
The cost per action on FBX was 1,4 times lower than that of other Display sources
Online Travel
Vertical
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013
+2,3xClick to ConversionRate Cost Per Action
-1,6xThe Click to conversion ratio of FBX was 2,3 times higher than that of other Display sources
The cost per action on FBX was 1,6 times lower than that of other Display sources
eCommerce
Vertical
* Source TDG (Thinkdigital & Forestview) campaigns, 2012-2013
Choose the correct Ad placements & Formats (ideal mix for the right campaign goal)
Desktop RHS
Newsfeed Mobile
Destination
PREMIUM ADVERTISING Facebook Premium
Advantages
PREMIUM ADVERTISING Drive brand results and social
interaction transactions
Massive Reach
Multiple Ad Formats
Guaranteed visibility
PREMIUM ADVERTISING Types of Facebook
Premium Ads
Premium Ads Placements
+
Right-hand side
News feed Desktop News feed Mobile
Logout Experience
PREMIUM ADVERTISING
Types of Facebook Premium
Ads
Premium Page Post CPM basis [placed in RHS
only]
News Feed Reach Block
News Feed Target Block
RHS Reach Block
Logout Experience
AMPLIFICATIONPREMIUM ADVERTISING
Page Post Photo Ad
AMPLIFICATIONPREMIUM ADVERTISING
Page Post Video Ad
News Feed Reach Block
Logout Experience VideoDistribute a video post from
your Page at the end of a user’s experience when they are
about to finish engaging and create new engagement circle
and continued experience!
LogOut Experience Logout Experience Link
Show a link post from your Page at the end of a user’s experience when they are about to actively seek new
content
Targeting Capabilities
Reach
Premium Ads
LOX
Reach Block RHS,
NF
High Visibility
Large Creative Size
RHS Ads
LOX
NewsfeedAds
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Constant campaigns on marketplace and timely campaigns on premium inventory…..
Analytics Data/ Quality Metrics (Insights, FB Monitor Tools)
FB Monitor Tools
Fans variation over a certain period and compared with an industry
FB Monitor Tools
Active Fans variation over a certain period and compared with an industry
FB Monitor Tools
Engagement rate variation over a certain period and compared with an industry
Bid the true value and Think long term.
