Ecommerce: How to Scale Your Facebook Marketing

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Janessa Lantz

This slide deck covers the key points from the Nanigans and RJMetrics webinar How to Scale Your Facebook Marketing.

Marketing

Why Major Brands Are
Investing in Facebook

The social tipping point

#Facebookatscale

The rising impact of social
50%

33%

of people find
product from
search

of people find
product via social

#Facebookatscale

Every demographic on Facebook

#Facebookatscale

Increasing revenue/click

#Facebookatscale

Pre-work

Campaign Planning
Targeting

Creative
Evaluation

Targeted landing pages

#Facebookatscale

Facebook specific landing pages

#Facebookatscale

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

10,000,000,000
000,000,000,000,000
000,000,000,000,000
000,000,000,000,000
000,000,000,000,000
000,000,000,000,000
000,000,000,000,000

Facebook offers over
a googol targeting
combinations
#Facebookatscale

#Facebookatscale

Unprecedented targeting
Demographics

Affinities

Social

•
•
•
•

• Likes
• Interests
• Conversations

• Relationship status
• Education level,
college, major
• Employer, position

Device

Behavior

CRM

• Type
• OS version
• Wi-fi connectivity

• Actions taken with
sites and apps
• Offline purchase
behavior

• CRM…

Age
Gender
Language
Location

Interest targeting scales campaign
Impressions vs. Purchase Rate by Targeting
Type
8,000,000,000
35.00%
7,000,000,000
6,000,000,000
5,000,000,000

30.00%
25.00%
20.00%

4,000,000,000
3,000,000,000
2,000,000,000

15.00%
10.00%

1,000,000,000

5.00%

0

0.00%
Purchase Rate
Impressions

#Facebookatscale

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

Pre-work

Campaign Planning

4. Creative

Targeting

Creative
Evaluation

Aesthetics (interest)

250% lift in conversions

#Facebookatscale

Aesthetics (interest)

SelfIdentification

#Facebookatscale

Language (consideration)

75% lift in conversions

#Facebookatscale

Relevance (decision)

40% lift in conversions

#Facebookatscale

$7 CPA
Mobile

$45

Kerry

Diana

$79

$5 CPA

$7 CPA
Mobile

Diana

Kerry

6 Week Purchase Cycle

$5 CPA

Lifetime ROI vs. CPA – 6x higher
ROI

#Facebookatscale

Early ROI via maturity curves
250%

200%

ROI

150%

100%

50%

0%
0

20

40

60

Hours from Click

80

100

Expand with affinity modeling
High affinity with
core customers

Low affinity with
core customers
Expand into the
highest quality
segments

Track cohorts – lifetime behavior

#Facebookatscale

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%

Attribution modeling
• This is where you get value out of your data planning
• [will add images]

#Facebookatscale

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

#Facebookatscale

Go big – scale with confidence

#Facebookatscale

Retargeting
39% more customers. 89% increase in revenue/customer.

#Facebookatscale

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1. Ecommerce: How to Do Facebook Marketing at Scale Please take your seats and silence your cell phones! The show will begin shortly…

2. Why Major Brands Are Investing in Facebook

3. The social tipping point #Facebookatscale

4. The rising impact of social 50% 33% of people find product from search of people find product via social #Facebookatscale

5. Every demographic on Facebook #Facebookatscale

6. Increasing revenue/click #Facebookatscale

7. The Five Things You Need to Know

8. Pre-work Campaign Planning Targeting Creative Evaluation

10. Targeted landing pages #Facebookatscale

11. Facebook specific landing pages #Facebookatscale

12. Pre-work Campaign Planning Targeting Creative Evaluation

13. Dashboards #Facebookatscale

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

15. Pre-work Campaign Planning Targeting Creative Evaluation

16. 10,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 Facebook offers over a googol targeting combinations #Facebookatscale #Facebookatscale

17. Unprecedented targeting Demographics Affinities Social • • • • • Likes • Interests • Conversations • Relationship status • Education level, college, major • Employer, position Device Behavior CRM • Type • OS version • Wi-fi connectivity • Actions taken with sites and apps • Offline purchase behavior • CRM… Age Gender Language Location

18. CRM targeting CRM Database FB Profile Match james@gmail.com laura@gmail.com jennie@gmail.com alex@gmail.com scott@gmail.com #Facebookatscale Targetable Audience

19. Interest targeting scales campaign Impressions vs. Purchase Rate by Targeting Type 8,000,000,000 35.00% 7,000,000,000 6,000,000,000 5,000,000,000 30.00% 25.00% 20.00% 4,000,000,000 3,000,000,000 2,000,000,000 15.00% 10.00% 1,000,000,000 5.00% 0 0.00% Purchase Rate Impressions #Facebookatscale

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

21. Pre-work Campaign Planning 4. Creative Targeting Creative Evaluation

22. Aesthetics (interest) 250% lift in conversions #Facebookatscale

23. Aesthetics (interest) SelfIdentification #Facebookatscale

24. Language (consideration) 75% lift in conversions #Facebookatscale

25. Relevance (decision) 40% lift in conversions #Facebookatscale

26. Number of creatives #Facebookatscale

27. Pre-work Campaign Planning Targeting Creative Evaluation

28. $7 CPA Mobile $45 Kerry Diana $79 $5 CPA

29. $7 CPA Mobile Diana Kerry 6 Week Purchase Cycle $5 CPA

30. Lifetime ROI vs. CPA – 6x higher ROI #Facebookatscale

31. Early ROI via maturity curves 250% 200% ROI 150% 100% 50% 0% 0 20 40 60 Hours from Click 80 100

32. Expand with affinity modeling High affinity with core customers Low affinity with core customers Expand into the highest quality segments

33. Track cohorts – lifetime behavior #Facebookatscale

34. 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%

35. Attribution modeling • This is where you get value out of your data planning • [will add images] #Facebookatscale

36. Facebook’s 2 unique opportunities

37. Mobile 48% of Facebook’s daily users are now mobile only. #Facebookatscale

38. Go big – scale with confidence #Facebookatscale

39. Retargeting 39% more customers. 89% increase in revenue/customer. #Facebookatscale

40. Thank You.

Hinweis der Redaktion

Dan
Dan
Dan
Dan
Anita
Anita
Anita
Anita
Anita
Dan
Dan
AnitaWhen you’re spending at this scale you might have tools that let you capture source info (for attribution modeling). We need to be warned that as people migrate to universal analytics, there are challenges w/ getting this source data. Get your source ducks in a row before you spend big.
Dan
Dan
Dan
Dan
AnitaWarning/ advice – use targeting parameters that are uniquely available through FB Look for the soft spots
Dan
Dan
dan
Dan
Dan
Dan
Anita
Anita
Anita
Dan
Dan
Dan
Dan
Dan
AnitaThis is where you get value out of your data planning
Anita
Anita
Dan
Dan
Anita

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