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 油September 油 油 油Dorianne 油Richelle 油
- 2. Oberm端tten, Graub端nden, 79 inhabitants
- 7. Resulting in new visitors:
- 8. 8
- 9. Facebook started as a pro鍖le book
- 10. Then a Newsfeed was introduced
- 12. Facebook 油Sta+s+eken: 油check 油Socialbakers.com 油 油 Hierin 油staan 油de 油data 油die 油zij 油halen 油uit 油onze 油adverten+etool. 油Die 油 data 油lopen 油iets 油achter 油op 油de 油werkelijke 油sta+eken 油maar 油geven 油wel 油 een 油goed 油beeld. 油 油
- 13. The web is being built around people Browse 油 Search 油 Discover 油 90s 油 00s 油 10s 油 Source: 油 油BDO 油USA 油"Retail 油Compass 油Survey 油of 油CMOs," 油November, 油2010 油
- 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 Ive about been My Content I opinions consume The products I want and buy
- 16. The 油Power 油of 油Social 油 Discovery 油
- 17. Copy Cats (or Dogs) We (un)consciously copy what our friends do!
- 18. Technology 油is 油鍖nally 油 catching 油up 油with 油human 油 behaviour 油
- 19. Sharing 油is 油doubling 油every 油 12 油months 油
- 20. Word-of-mouth is by people you know is most powerful I just bought this for $300. Check it out! 92% 油 47% 油 trust 油word 油of 油mouth 油 trust 油TV, 油radio 油& 油newspaper 油 of 油friends 油& 油family 油 Source: Nielsens 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 鍖nancial results ! ≒ Measured with core business Social Marketing! metrics! ≒ Custom marketing strategies! ≒ People create the message! ≒ Media ampli鍖es the message! ≒ Measured with mainstream Social Media! marketing metrics ! ≒ Publishing & monitoring of company channels! ≒ Traditional push advertising campaigns! ! ≒ Measured with channel speci鍖c 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 油 Heavyweight interactions Rela+onship 油 now and then! ime! o ver t i ons e ract t int w eigh y light Man Time 油 26
- 27. The 油majority 油of 油people 油that 油"like 油a 油page 油 will 油never 油actually 油go 油there. 油 油 Almost 油all 油of 油the 油interac+on 油your 油fans 油will 油have 油 with 油your 油brand 油will 油be 油in 油their 油personal 油news 油 feed. 油 油
- 28. You 油are 油not 油compeIng 油against 油your 油 compeItors 油on 油Facebook. 油 油 油 A 油brand 油is 油compe+ng 油against 油peoples 油friends 油and 油all 油 the 油content 油they 油share. 油 油On 油average 油in 油the 油 Netherlands 油a 油person 油has 油155 油friends, 油spends 油7 油 hours 油on 油FB 油a 油month 油and 油shares 油billions 油of 油 expressions 油 油thats 油a 油lot 油of 油friendly 油compe++on! 油 油 油
- 29. Only 油16% 油of 油your 油fans 油see 油your 油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 油interac+ons 油now 油and 油then 油 hYps://www.youtube.com/watch?v=2X8Bd3-足G6IU 油 油
- 32. Social 油Business: 油 油
- 33. Questions?
- 34. For 油case 油studies: 油 油hYp://www.facebook-足successstories.com 油 油 油 For 油crea+ve 油examples: 油 油 油hYp://www.facebook-足studio.com 油 油 油 For 油E-足learning 油course: 油hYp://www.facebook-足studio.com 油 油 油 For 油marke+ng 油solu+ons: 油 油hYps://www.facebook.com/marke+ng 油 油
- 35. Business success metrics are the same as they have always been Reach 油 Brand 油 Reac+on 油 Consumer 油 Numbers, 油demos, 油 overlap 油and 油frequency 油 Resonance 油 Impact 油on 油sales 油and 油 maximizing 油e鍖ciency 油 Insights 油 Changes 油in 油percep+on 油 across 油channels 油 油 油 Insights 油about 油people, 油 Metrics: 油GRPs 油and 油 Metrics: 油Ad 油recall, 油 product 油and 油brand 油that 油 TRPs, 油paid 油reach, 油 Metrics: 油Campaign 油ROI, 油 purchase 油intent, 油 can 油improve 油my 油 organic 油reach, 油viral 油 marginal 油ROI, 油tra鍖c, 油 awareness, 油brand 油equity, 油 business 油 油 reach 油 sales, 油conversions 油 aYribute 油tracking 油
- 36. Facebook ads drive of鍖ine 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 in鍖uence their friends best 油 Fans 油spend 油131% 油 more 油and 油friends 油of 油 Fans spend fans 油spend 油104% 油 97% 油more 油and 油 more 油 friends 油of 油fans 油 spend 油51% 油more 油 Fans spend 油 109% 油more 油 Fans 油spend 油 油 60% 油more 油 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 油 Fans and friends of fans bought 38% more frequently 油 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 油higher 油brand 油resonance 油than 油 other 油online 油ad 油campaigns 油 BeOer 油ad 油recall 油 online 油average 油 Facebook 油 +98% 油 Greater 油brand 油awareness 油 online 油average 油 Facebook 油 +31% 油 Source: 油Nielsen 油Brand 油E鍖ect 油norms, 油May 油2012. 油
- 40. Capture 油more 油conversions 油more 油e鍖ec+vely 油 油 than 油the 油online 油average 油 油 油 Share 油of 油conversions 油 35% 油 online 油average 油 lower 油cost 油per 油 油 conversion 油 +192% 油 Facebook 油 Note: 油Based 油on 油campaigns 油from 油ad 油networks, 油 publishers, 油and 油retargeters, 油analyzed 油in 油an 油 MTA 油model. 油 Source: 油Aggregate 油Knowledge, 油June 油2012. 油
- 41. Reaction studies show fans are your best customers 油 On 油average, 油fans 油generate 油2x 油higher 油sales 油than 油non-足fans* 油 Sales 油 Fans spend 油8% 油 Brand 油Engagement 油 more and transact 油 11% 油more 油 Fans conduct frequently 油 68% 油more 油 searches 油 油 Web 油Tra鍖c 油 Fans visit the site 5x 油more 油 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 油 8% 油higher 油spending Brand 油Engagement 油 by friends of fans 油 27% 油more 油searches 油 by friends of fans 油 Web 油Tra鍖c 油 2.5x 油more 油site 油 visits 油by friends of fans Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user