2. 1Facebook research supports brand advertising objectives 2Capturing Value (measurement) 3The power of fans… and their friends
3. Research & Measurement Objectives Re-establish Brand Metrics as the primary outcome measures of interest Use Brand Metrics to evaluate new ad and platform products Demonstrate Facebook’s role in influencing Brand Metrics Drive development, standardization and adoption of methodologies that capture brand value
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6. More than 30 billion pieces of content (photo albums, web links, news stories, etc.) shared each month
15. Data collection via research polls Increased participation 100x higher response rates than CTRon ads recruiting for offsite surveys More timely, representative samples 1000 respondents with nationallyrepresentative demographics in 15minutes
18. Higher agreement with both than between Gallup and Rasmussen (r = 0.84)Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4% External validity: Political opinions
22. Ad effectiveness ROI proxy: Establishing correlation Facebook users asked a week before release:“Are you planning to see [film] in theaters? R = .90 Intent question: Are you planning to see [movie] in theatres? Top 2 box of 5-point scale summarized; All samples 13+ and N>500 Question asked 11:00 am PT, 7 days prior to premiere (generally Friday)
33. Value of Nielsen OCR Audience True reach Comparability Understand the demographics of who you are actually reaching online, in a consistent way across multiple publishers identification & frequency Measure online reach and frequency in a consistent way, across publishers and for your entire online media campaign OCR reports include campaign, demographic segment, and placement-level GRP calculations that are comparable to other media, including TV
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35. High response rates, 10-100x of other methods, ensure representative sample & not “professional survey takers”Polls next day in ad context
36. Social context boosts effectiveness Ad effectiveness 1.6X lift in brand recall 2X lift in message awareness 4X lift in purchase intent Source: Nielsen
37. comScore whitepaper The right metrics for measuring earned media are reach and frequency, not just raw counts Friends of fans are the biggest opportunity for marketers on Facebook and are largely untapped – 34x the size of the fan base Fans are primarily consuming content from pages in the Newsfeed, not by visiting the page itself; brands should be optimizing for this context
38. Facebook population Friends of fans My friend likes this brand 60M friends Fan base 500K fans Ads with friends US Facebook data Fans are more valuable when they impact their friends
39. Facebook population Friends of fans 527M friends Starbucks Fan base 19M fans This is word of mouth at unprecedented scale Global data
40. Significant opportunity with Friends Sales 8% higher spend11% more transactions Brand Engagement 27% more searches by friends of fans Web Traffic 2.6x more site visits by friends of fans Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
41. Ad effectiveness Reach + Impact Value & ROI PUSH PULL Sponsored Stories & Social Ads Reach (Illustrative) Passively from Friends Direct from Friends Friend-endorsed Brand Messages Opt-in from Brands Generic Brand Messages Communication Types Endorsed Brand Messages
Agenda – NEED TO UPDATE THE PICTURES IN EACH PANEL
Key point: We have a huge, representative set of users globally that allows us to do high quality research with unprecedented scale and speed
Taking a closer look at Facebook, we see Facebook as a BRAND advertising platform that is an ideal place for meeting the four primary brand advertising goals: creating a market, generating resonance with messages, building long-term equity and driving short-term sales. This clearly means that there are several components of brand advertising to measure and we’re building a system with the flexibility to measure each one.Facebook is an ideal place for marketers to be; trying to development msmt tools; start by talking about long –term changing perceptionsor launching product; worked well when talking to Chase
- NO PII, all based on what users share about themselves and their interests
Movie
No co-exposure of survey & ads that artificially inflate resultsStandard and customized metrics available; standard metrics are usually Ad recall, message awareness, & intent/consideration