Take a peek behind the scenes to view data from 20 brand experiments to measure the offline impact of social and how their marketing mix not just correlates with, but works in tandem with each other.

1. Facebook’s Hidden Conversion Rate
Behind the Curtain of Top Campaigns
Presented by
Dennis Yu: dennis@blitzmetrics.com / @dennisyu

2. The official line
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3. People complain that Facebook marketing doesn’t work.
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4. An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relevancy.
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5. An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relevancy.
@dennisyu
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6. An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relevancy.
@dennisyu
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7. Read the LA Times article here.
Hollywood is asking:
“Is Facebook worth it?”
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8. We analyzed 9 billion page posts over a 60-day
period before and after the change.
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9. 72% of movies and network TV shows have experienced
a drop in the number of people who see their posts.
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10. 23% of the biggest studio pages saw
a reduction in “engaged” users.
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11. The largest pages lost 45% of their traffic,
followed by 36% for medium sized pages.
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12. Does Facebook work for B2B lead gen?
How Social Affects
Lead Generation
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13. Tailor each creative to the exact person you’re targeting.
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14. Segment campaigns and filter targeting aggressively.
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15. An increase in website traffic means fans are engaged, while an increase in
session time means excellent content and relevancy.
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16. CTR proxies engagement, and maybe sales
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17. Target people by the companies they work for on Facebook
Dental Equipment Manufacturer:
Software Technology Start-Up
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18. …and LinkedIn
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19. And by job title
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20. Sponsored stories create social proof
“We recently started using the new Sponsored
Updates on LinkedIn and have found great results.”
Carra Manahan, Marketing Programs Coordinator
Marketo
@dennisyu

21. How I Optimize Facebook Ad
Campaigns In 15 Minutes Per Day
DIRECT AND INDIRECT LIFE
Split test to measure the life from social ads.
@dennisyu
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22. Split test on Arbitron ratings.
80% to test and 20% to the control.
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23. Jack Daniel’s ran a test among different geos
St. Louis, IN
Philadelphia, PA
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24. There was a clear correlation in Facebook
activity and the media plan by market.
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25. Facebook sits high in the funnel, and therefore drives greater
awareness and more brand search terms, organic and paid.
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26. How to set up a split test
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27. An increase in website traffic means fans are engaged, while an
increase in session time means excellent content and relevancy.
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28. Marketo, by driving engagement from Facebook, has
increased brand awareness and searches for their name.
They structured their content to specific audiences,
then amplified to drive leads.
The result: They got their blog into the
AdAge Top 30 rankings.
@dennisyu
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29. The link between Google search and box office
Quantifying
Movie Magic
with Google
Search
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30. Film-specific title keywords spike during release week.
Quantifying
Movie Magic
with Google
Search
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31. 70% of the variation in box office performance can be explained
with movie-related search volume seven days prior to release date.
Quantifying
Movie Magic
with Google
Search
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32. @dennisyu
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33. Facebook is tackling both word of mouth
and search discovery with Graph Search.
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34. Search volumes are increasing, since graph search is one of the three pillars of Facebook.
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35. Dennis Yu on Ads Impact on Organic,
Facebook Retargeting, and Local Business
FACEBOOK EXCHANGE (FBX)
Remarketing bridges the gap from visitor to customer.
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36. Recapture users who visited your site,
but didn’t enter their zipcode.
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37. Show your site visitors your ads on the web.
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38. How Facebook Exchange (FBX) Works:
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39. How Rosetta Stone drove a 651% ROAS
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40. OBSERVATION #1
Use in-line likes.
OBSERVATION #2:
Write short wall posts.
OBSERVATION #3:
Ask questions.
Don’t just make statements.
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41. OBSERVATION #4:
Run your acquisition,
retention, and organic
campaigns at the same time.
Observation #5:
Branding is great,
but revenue is better.
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42. Social media is at the top of the funnel, so you are aligning your
messaging with the levels of engagement along the way.
Awareness: Amplify what
actually works to engage
fans.
Engagement: Once users are
engaged, collect emails to
increase conversions.
Conversion: Increasing
social visits to your
website increases sales.
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ROI
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43. CUSTOM AUDIENCE TARGETING
Let the CAT Out!
@dennisyu
Let the CAT out of the bag!
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44. Target your opportunities with CAT.
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45. Facebook’s Partner Category Targeting:
Is Your Head Spinning Yet?
PARTNER CATEGORIES
Target by offline purchase behavior.
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46. Now you can run ads based on a user’s retail
shopping behavior and other offline information
Jobs Roles
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47. Now you are able to not only find the most interesting content
from your pool of friends and brands, but one step beyond.
@dennisyu

48. Extra Credit
TOP TIPS FROM BLITZ
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49. Blitz Tips:
• Offsite pixel for CPA bidding.
• Conversion specs used with Optimized CPM to optimize ad delivery for
specific actions.
• Place ads in mobile for maximum engagement.
• Onion Targeting is smart interest multiplication.
• Prune ads with broad category targeting.
• Partner Targeting to run ads based on user’s shopping behavior.
• PTAT to detect competitive ad spend.
• Facebook's Power Editor's special features.
• Target users by the companies they work for and by job title.
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50. Split test on Arbitron ratings
80% to test and 20% to the control
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51. Split test on Arbitron ratings
80% to test and 20% to the control
@dennisyu
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52. Email support@blitzmetrics.com
for checklists and processes we use ourselves
to optimize campaigns and estimate traffic.
D e n n i s Yu
dennis@blitzmetrics.com
@dennisyu
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