1. All Things Facebook Romania @ IM World
Social is not an objective: Building your Facebook Strategy

2. Serhad Luca Bolukcu
CEE Market Manager, Global Sales

3. Weronika Sobolak
Client Partner, Global Sales, CEE

4. SOCIAL IS NOT
AN OBJECTIVE

7. All of the people that matter to you.
Every day.
Everywhere.
Where they discover what matters to them.

8. Facebook is one of the most effective
marketing platforms on the planet

9. Focus on the marketing activity, not just fans
Facebook
Fans
Organic
Target Group for a specific
marketing initiative

10. Components of Marketing Strategy on Facebook
Objectives
Goals &
KPIs
Tactics

11. Objectives

12. Objectives
•
What is the purpose of the marketing activity?
•
How does it tie back to business results?
•
Why does the CEO/CFO care?

13. NOT FANS

14. NOT CLICKS &
CTR

15. Clicks do not equal sales
Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%”
1400%
ROI
%
900%
400%
0.00%
-100%
Correlation = -.07%
0.10%
0.20%
Click through Rate
Breakeven
0.30%

16. Facebook is a marketing platform
INCREMENTAL REACH
ACTIVE CONSIDERATION
TRIAL & INCR CONSUMPTION
INFLUENCE & ATTRIBUTION

17. Goals & KPIs

18. Goals & KPIs
What are the metrics should be tracked to
determine if the activity was successful?

19. (ALSO)
NOT CLICKS OR
CTR

20. Clicks do not equal brand resonance
Correlations with Click-through Rate
Ad Recall Delta
Brand Awareness Delta
Message Association Delta
Purchase Consideration Delta
Brand Favorability Delta
-1.0
-0.5
0.0
0.5
No strong correlations emerge between CTR and any of the Brand Effect metrics.
Source: Nielsen
1.0

21. Find the right KPIs / goals / targets
And narrow down to the most important

22. Solutions vs KPI’s
Objective
Performance Indicator(s)
Message awareness
Brand/message awareness > Resonance > Reach / Frequency > Video
Views
Online sales / lead
generation
Conversions (attributed) > Conversions
Drive retail sales
Retail sales > In-store traffic> Reach / Frequency
Drive (mobile) app installs
LTV > Installs
Build brand & loyalty
Repeat customers > Brand perception > Reach / Frequency > Fans /
Engagement

23. Tactics

24. Tactics
Content

26. It’s harder to capture consumers’
attention than ever before

28. Get a chance to capture attention at massive scale in the most engaging space online and on
mobile

30. Tactics
Timing

31. Combine always on strategy with intensive bursts
Awarenes
s
Awareness
Awareness
Loyalty, Reach and Engagement
Acquisition, Performance Marketing Objectives

32. Big initiative coming? Secure incremental reach
Marketing Effort
1 Distribution
build
Build
excitement
at retail
2 Brand launch
Generate awareness,
purchase intent & trial
3 Sustain momentum
Maintain trial & drive repeat
Reach Block
Logout experience
Target Block
Reach Block
Target Block
Page post ads & sponsored stories
News feed desktop & mobile
Page likes and post engagement

33. Tactics
Media

34. Online Conversions
News Feed
Existing Page post link ad
New Page post link ad
Right Hand Side
(RHS)
Domain Ad
Page post photo ad w/ URL
Logout Experience

35. Awareness
News Feed
Logout Experience
Sponsored
stories
Page Like
Video
Video
RHS
Events
Photo

36. Store visits / in-store sales
News Feed
RHS
Offers
Events
Photo
Sponsored
stories

37. Loyalty
News Feed
Sponsored
stories
Page Like
Video
Events
Photo

38. Mobile app installs, engagement and conversion

39. Tactics
Integration

40. Integrate
Do not silo Facebook or digital activity. Connect paid, owned,
earned marketing. Some examples
•
•
•
•
•
Traditional media aligned with digital (and Facebook)
CRM: E-mail, customer support, telesales
Owned presences: Website, resource centers, video assets,
Client advocate groups
Sponsorships, CSR projects

41. Integrate
Yet another app?
• Do you really need it?
• Content and good media strategy will get you very far.
• Do you have an audience?
• Do you have a budget to promote it?
• 20/80 production/promotion
• Is this really an experience that a person on the street will
enjoy? (e.g. Would they do it if there was no prize?)