1. Facebook in the
Marketing mix
Presented by Jon Harvey and Josh Smith

2. Today‘s Agenda
Why care?
Optimise pages for Search
Facebook performance media
Facebook in the marketing mix

3. 400m Active Users*
50% of users return daily
Average session time 25 mins
100m Active mobile users
*Active Users have logged onto the site and interacted once or more in the last 30 days

4. Facebook Pages

5. Facebook Pages – content ‗Hub‘ for brands
Create unique dialogue between brand & audience
Drive Fans & Post Develop deeper
Create a 2-way
directly into their relationship with
dialogue
Newsfeeds consumers

6. Fan page will be the hub for all
communications
Update
status
Tabs for rich
content
Wall for brand
and user
communication
Build a fan
base

7. Use the Wall to communicate with fans
Skittles Fan Page
Fan‘s homepage
Use Wall updates to add value to
user experience on Facebook,
and to have a two way dialogue

9. Marks & Spencers customer dialogue
Marks & Spencer‘s are Historical editorial &
celebrating their 125th competition
anniversary on promotions provide
Facebook compelling sharable
content to users
Targeted ‗Become a Fan‘ Ads on
actively drive fans – M&S have
changed targeting to a younger
audience in response to the
profile data of their fanbase
A user in the US says she misses
M&S in the US – M&S has been
able to inform these users about
the online service that can be M&S has created a direct
accessed via the web dialogue with its customers
on Facebook. Using
Homepage Ads, the store
has been able to drive over
100,000 fans, 1000‘s of
competition entries & real-
time conversation with
Using The Wall M&S have generated a
2-way dialogue with their customers users as far afield as
revealing just how enthusiastic users Toronto & Islamabad
are about the brand

10. Insights of your fans
Top Interests Top TV Shows Top Movies Top Music
Music Friends Pulp Fiction Stereophonics
Reading Family Guy Fight Club Oasis
Shawshank
Football Simpsons Killers
Redemption
Travelling Lost Snatch Coldplay
Movies Heroes Dirty Dancing Muse

11. 6 Key SEO Strategies every
Facebook Page owner should
know

12. 1 Page name – be authentic, in line with Facebook Profiles
2 Info and about tab – pack them to get yourself found
3 Link out to as many relevant sites as possible

13. Broaden how you can be found by putting relevant
4 descriptions on photos and events
5 Drive to your Facebook page from your other online
properties. This will increase fans and traffic
6 Don‘t be afraid to advertise for fans – this is the biggest
factor for most successful pages

14. Facebook
performance
media

15. Facebook users with ‗camping‘,
‗hiking‘, and ‗climbing‘ in their
profile
1,711,760
Searches for
―tents‖
135,000

16. Views from the market
Rob Horler, MD of media agency Carat UK, said,
―Facebook is proving to be a formidable part of
the direct response schedule, primarily because
of its scale and volume.‖
Simon Mansell, MD of TBG — is using a Facebook API and has recently
won the Vodafone direct response account — said some of its clients were
shifting spend from paid search to Facebook.
―Where we manage both channels, we generally get
better value from Facebook than Google, and for our three
biggest clients we get greater volumes on Facebook,‖

17. Active user growth in the U.K.
25M
20M
15M
Over 23 million
10M
11 Million Daily
5M
M
2008 2009
A
S
A
A
S
A
A
S
M
M
M
M
M
N
D
N
D
F
F
O
O
O
J
J
J
J
J
J
J
J
Source: Facebook internal data, December 2009

18. Dedicated Ad position
100 billion
Ad
Space
monthly
Unit
impressions

19. Huge opportunity to target and optimise
But lots of complexity too…
Country School
City or Town College
Age Relationship
Gender Workplace
Interests Page
Activities Group
Music Languages
Books Birthdays
TV Shows Time
Education Connections
Applications

20. Step one:
 18-39 age range UK
 220 lines for 48 hours (weekdays)
 CPM may give you a more even test
Creative 1 Creative 2 Creative 3 Creative 4 Creative 5
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21. Facebook Bulk Uploader
Allows you to upload multiple adverts at once
What the bulk uploader delivers:
•One-stop shop to easily create, target, edit,
and track ads
•Accessible to anyone – best first experience
with Facebook Ads
•Drives down the price of media through
optimisation
•More cost-effective media
•Better conversion rates than generic ASUs
•Allows you to buy, manage and optimise big
campaigns
•Gives full control over all aspects of the
campaign
•Gain detailed reporting based on response

22. Optimizing Facebook Ads
Between an art and a science
Creative Optimization Performance Analysis
Finding the right
image
Title and copy
optimization
Targeting the
right users
Understanding
Creating social actions clicks, conversions, and pricing

23. Future Consideration: Facebook Ads API
API allows you to do anything you can do on the
Ads Manager, but nothing more.
However:
•Programmatic access to all the functionality in Ads
Manager
•Implement business rules automatically, rather than
blocking on manual updates
•Build tools for internal or external use
•Create cross-channel dashboards
•Currently in beta testing; rolling out more broadly
over the next few months

24. Facebook
in the Marketing mix

25. A truly global 2 way marketing platform
BRAND

26. We do 3 simple things for marketers
Facebook Ads Facebook Pages Innovations
Drive traffic on & Build Fans & Facebook
off of Facebook communicate Connect, Applicatio
directly with them ns & new Ad
products

27. A central ‗Hub‘ for COI campaigns
Facebook Pages as ‗Hubs‘ to drive & measure social change
Facebook Ads Search
FRANK website
TV campaign User generated
content
Press campaign

28. Summary
11m engaged Users
100 Billion + Impressions
Efficient and scalable
Contact Facebook to discuss

29. Creative and Testing

30. Optical Express: where we were...

31. Tesco.com: where we are now…

32. Optical Express: where we were...

33. Optical Express: where we are now…

34. Refresh your creative
Our users spend an average 25 minutes a day on Facebook, so refreshing
creative is needed to avoid burn out and to maintain a good CPA
Engagement
week 1 week 2 week 3 week 4 week 5 week 6
Ad #2 Ad #1 Ad #3

35. Search campaign on
facebook

36. Facebook campaign on Facebook

37. Applications