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DM Event: The Facebook Ecosystem Speaker Series 2




                                            web
                                          mobile
                                          Lou Kerner
                                          Michael Scissons - Syncaps
                                          Justin Kistner - Webtrends



 © 2012 Webtrends, All Rights Reserved.
                                          social
                                          February 8, 2012


                                                              |1
Justin Kistner
                                            February 8th, 2012




© 2012 Webtrends, All Rights Reserved.
Social shift

2008                                       2011




                                Twitter
                               LinkedIn
                                Tumblr
                               MySpace

                                Facebook
 © 2012 Webtrends, All Rights Reserved.     |3
Social shift

2008                                                                 2011




        Method: Publishing                Method: Campaigns

        Media: Owned and Earned           Media: Paid

        Metrics: Mentions, Share of       Metrics: Impressions, CTR,
        Voice, Sentiment, etc.            CPA, Conversions, etc.

        Tools: Monitoring, CMSs,          Tools: Ad Manager, App
        communication clients, etc.       Builder, Analytics, etc.

 © 2012 Webtrends, All Rights Reserved.                                |4
Facebook’s ad network is growing 125% faster
    than Google’s did




                                           web
                                         mobile
© 2012 Webtrends, All Rights Reserved.
                                         social    |5
Ads to fans




                       .05%              Avg. CTR of ads to non-fans




                       .35%              Avg. CTR of ads to fans




© 2012 Webtrends, All Rights Reserved.                                 |6
The new list marketing




© 2012 Webtrends, All Rights Reserved.   |7
Performance social campaigns


                                         Like
                            Ad



                                                App

             Post



           Tweet
                                                Site

                    Email




© 2012 Webtrends, All Rights Reserved.                 |8
The truth about wall posts




                                           web
                 EdgeRank                mobile
© 2012 Webtrends, All Rights Reserved.
                                         social
                                              |9
Engagement Examples

                            3.1M fans


    High




    Low




© 2012 Webtrends, All Rights Reserved.   | 10
Engagement earns fans


         Brand Invite/Ad                         75%


         Friend                            59%


         Search                          49%




                                                   Total Fans
                                                   Engagement



© 2012 Webtrends, All Rights Reserved.                          | 11

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DM Event Facebook Ecosystem 2

  • 1. DM Event: The Facebook Ecosystem Speaker Series 2 web mobile Lou Kerner Michael Scissons - Syncaps Justin Kistner - Webtrends © 2012 Webtrends, All Rights Reserved. social February 8, 2012 |1
  • 2. Justin Kistner February 8th, 2012 © 2012 Webtrends, All Rights Reserved.
  • 3. Social shift 2008 2011 Twitter LinkedIn Tumblr MySpace Facebook © 2012 Webtrends, All Rights Reserved. |3
  • 4. Social shift 2008 2011 Method: Publishing Method: Campaigns Media: Owned and Earned Media: Paid Metrics: Mentions, Share of Metrics: Impressions, CTR, Voice, Sentiment, etc. CPA, Conversions, etc. Tools: Monitoring, CMSs, Tools: Ad Manager, App communication clients, etc. Builder, Analytics, etc. © 2012 Webtrends, All Rights Reserved. |4
  • 5. Facebook’s ad network is growing 125% faster than Google’s did web mobile © 2012 Webtrends, All Rights Reserved. social |5
  • 6. Ads to fans .05% Avg. CTR of ads to non-fans .35% Avg. CTR of ads to fans © 2012 Webtrends, All Rights Reserved. |6
  • 7. The new list marketing © 2012 Webtrends, All Rights Reserved. |7
  • 8. Performance social campaigns Like Ad App Post Tweet Site Email © 2012 Webtrends, All Rights Reserved. |8
  • 9. The truth about wall posts web EdgeRank mobile © 2012 Webtrends, All Rights Reserved. social |9
  • 10. Engagement Examples 3.1M fans High Low © 2012 Webtrends, All Rights Reserved. | 10
  • 11. Engagement earns fans Brand Invite/Ad 75% Friend 59% Search 49% Total Fans Engagement © 2012 Webtrends, All Rights Reserved. | 11