1. Measure and move
the metrics that
matter
All Facebook Marketing Conference November 2012 - @KarlHavard
© 2012 TBG Digital

2. About TBG Digital
1st 105 24/7 195 685 245 66 21
Facebook Social Support Countries Billion Million clicks Million Million
Ads API Media and impressions delivered fans apps
Partner to Specialists coverage served installed
Market
Global clients
© 2012 TBG Digital

3. One Specialist Solution
1. 2.
Strategy Creative
Define the business Engage and connect
objectives & the metrics in the right kind of way
that matter
3. 4.
Media Insights
Reach and recruit the Learn from continually
right kind of connections measuring the metrics that
matter
@KarlHavard © 2012 TBG Digital

4. A Sea of Metrics
Unfortunately, they’re
not “budget clinchers”
@KarlHavard © 2012 TBG Digital

5. Metrics that matter
Awareness
Preference
Sales
Consumption
Advocacy
@KarlHavard © 2012 TBG Digital

6. Preference
Brand Preference
@KarlHavard © 2012 TBG Digital

7. Preference
What’s the story?
[Brand x] wanted understand what its
Facebook activity brings to the company in
terms of brand preference, awareness and
customer value
@KarlHavard © 2012 TBG Digital

8. Brand Preference
What did we do?
Generated 11,665 non-branded,
online beer surveys amongst
Facebook users in Brazil, US, Vietnam, Spain,
Poland and Netherlands
33% 33% 33%
fans non fans friends of fans
10,462 responses were received within just 24 Hours!
© 2012 TBG Digital

9. Preference
What were the results?
64% 59%
of [brand x] fans drink
beer more than twice a
of [brand x] fans week
recommend
[brand x] to a friend
(compared to 22% of non-fans)
17%
of [brand x] fans prefer
[brand x] over the main
competitor in each © 2012 TBG Digital
market

10. Advocacy
Brand Advocacy
@KarlHavard © 2012 TBG Digital

11. Advocacy
What’s the story?
The largest cable operator and home Internet
provider in the US wanted to measure the
advocacy surrounding their products…
….and if Facebook Fans had a higher level of
advocacy
@KarlHavard © 2012 TBG Digital

12. Advocacy
What did we do?
We used “Social NPS” to measure brand advocacy
collecting responses within the Facebook environment
Responses were collected from four customer subgroups:
fans, non-fans, male and female
Users shared their likelihood to recommend by scoring low
to high, 0 and 10.
@KarlHavard © 2012 TBG Digital

13. Advocacy
What were the results?
20 points higher
Social NPS
for fans compared to non-fans
@KarlHavard © 2012 TBG Digital

14. Advocacy
What were the results?
Fans had a higher
subscription value
Taking more products
This became even more interesting when
reviewing by “Interest”
@KarlHavard © 2012 TBG Digital

15. Sales
Measuring sales for a fashion
retailer while recruiting fans
@KarlHavard © 2012 TBG Digital

16. Sales
What’s the story?
A multinational fashion retailer wanted to acquire
Facebook Fans to enhance it’s market position in the
US…
…then measure if this Facebook activity affected
sales
It was sceptical…to say the least
@KarlHavard © 2012 TBG Digital

17. Sales
What did we do?
Ran a targeted Facebook fan acquisition campaign and
acquired >400,000 new US fans in 42 days
Even though this was a pure fan acquisition programme,
we wanted to determine the real value these provided to
the business….
…so we took a deeper look
@KarlHavard © 2012 TBG Digital

18. May 1,…
May 1, 2011
May 11,…
May 11, 2011
May 21,…
May 21, 2011
May 31,…
May 31, 2011
Visits
Jun 10,…
Jun 10, 2011
Jun 20,…
Jun 20, 2011
Jun 30,…
Jun 30, 2011
Jul 10,…
Jul 10, 2011
Jul 20,…
Jul 20, 2011
Revenue
Jul 30,…
Jul 30, 2011
Aug 9,…
Aug 9, 2011 Aug 19,…
Aug 19, 2011 Aug 29,…
Aug 29, 2011 Sep 8,…
Sep 8, 2011 Sep 18,…
Sep 18, 2011 Sep 28,…
Sep 28, 2011 Oct 8,…
Oct 8, 2011 Oct 18,…
Oct 18, 2011 Oct 28,…
Oct 28, 2011 Nov 7,…
Nov 7, 2011 Nov 17,…
Nov 17, 2011 Nov 27,…
Nov 27, 2011 Dec 7,…
Dec 7, 2011 Dec 17,…
Dec 17, 2011 Dec 27,…
Dec 27, 2011 Jan 6,…
Jan 6, 2012 Jan 16,…
Jan 16, 2012 Jan 26,…
Orders
Jan 26, 2012 Feb 5,…
Feb 5, 2012 Feb 15,…
Feb 15, 2012 Feb 25,…
Feb 25, 2012 Mar 6,…
Mar 6, 2012 Mar 16,…
Mar 16, 2012 Mar 26,…
Mar 26, 2012 Apr 5,…
Apr 5, 2012 Apr 15,…
Apr 15, 2012 Apr 25,…
Apr 25, 2012 May 5,…
May 5, 2012 May 15,…
May 15, 2012 May 25,…
May 25, 2012 Jun 4,…
Jun 4, 2012 Jun 14,…
Jun 14, 2012 Jun 24,…
Jun 24, 2012 Jul 4,…
Jul 4, 2012 Jul 14,…
Jul 14, 2012 Jul 24,…
Jul 24, 2012 Aug 3,…
Aug 3, 2012 Aug 13,…
Aug 13, 2012 Aug 23,…
Aug 23, 2012 Sep 2,…
Sep 2, 2012 Sep 12,…
Sep 12, 2012 Sep 22,…
Sep 22, 2012 Oct 2,…
Oct 2, 2012

19. Sales
We went deeper still…
…to correlate other marketing activities to determine the
different influencing factors
@KarlHavard

20. What drove fans?
Company presence Partner retailer presence Fan Acquisition Hot Spots
© 2012 TBG Digital

21. Sales
And we discovered
that sales increased in the fan acquisition hot spots
@KarlHavard

22. 20
40
60
80
0
100
120
140
160
Aug 1, 2012
Aug 4, 2012
Aug 7, 2012
Aug 10, 2012
Aug 13, 2012
Aug 16, 2012
Aug 19, 2012
Aug 22, 2012
Aug 25, 2012
Aug 28, 2012
Aug 31, 2012
Sep 3, 2012
Sep 6, 2012
FB activity starts
Sep 9, 2012
Sep 12, 2012
Sep 15, 2012
Sep 18, 2012
Sep 21, 2012
Sep 24, 2012
Sep 27, 2012
© 2012 TBG Digital
Sep 30, 2012
Oct 3, 2012
Oct 6, 2012
Oct 9, 2012
Oct 12, 2012
Oct 15, 2012
Oct 18, 2012
Oct 21, 2012
Texas:
Illinois:
California:
Store - Yes
Store - Yes
Store - Yes
Store - Yes
New York:
Fan acquisition - Low
Fan acquisition - Low
Fan acquisition - High
Fan acquisition - High
Order Volume by region

23. May 1, - May 7,
May 8, - May 14,
May 15, - May 21,
May 22, - May 28,
May 29, - Jun 4,
Jun 5, - Jun 11,
Jun 12, - Jun 18,
Jun 19, - Jun 25,
Jun 26, - Jul 2,
Jul 3, - Jul 9,
Jul 10, - Jul 16,
Jul 17, - Jul 23,
Jul 24, - Jul 30,
California + Orders 2012
California + Orders 2011
New York + Orders 2012
New York + Orders 2011
Jul 31, - Aug 6,
Aug 7, - Aug 13,
Aug 14, - Aug 20,
Aug 21, - Aug 27,
Aug 28, - Sep 3,
Sep 4, - Sep 10,
Sep 11, - Sep 17,
Sep 18, - Sep 24,
Sep 25, - Oct 1,
Oct 2, - Oct 8,
Oct 9, - Oct 15,
Oct 16, - Oct 22,
Oct 23, - Oct 29,
Oct 30, - Nov 5,
© 2012 TBG Digital
Nov 6, - Nov 12,
Nov 13, - Nov 19,
2012
Nov 20, - Nov 26,
2011
Nov 27, - Dec 3,
Dec 4, - Dec 10,
Dec 11, - Dec 17,
Dec 18, - Dec 24,
Dec 25, - Dec 31,
Jan 1, - Jan 7,
Jan 8, - Jan 14,
Jan 15, - Jan 21,
Jan 22, - Jan 28,
Jan 29, - Feb 4,
Feb 5, - Feb 11,
Feb 12, - Feb 18,
Feb 19, - Feb 25,
Feb 26, - Mar 3,
Mar 4, - Mar 10,
Mar 11, - Mar 17,
Mar 18, - Mar 24,
Mar 25, - Mar 31,
Apr 1, - Apr 7,
Apr 8, - Apr 14,
Apr 15, - Apr 21,
Apr 22, - Apr 28,
Fans drove sales

24. Sales
What were the results?
72% 44%
more more
orders Revenue
if compared with the same period last year when
there was no live Facebook activity
Case period 29th Aug to 16th Oct 2011 & 2012
@KarlHavard © 2012 TBG Digital

25. Smart Social that scales
Award winning creative across
social media; which enhances the
effectiveness of other marketing
Creative
Your
Social Purpose
Insights & Social Media
Strategy Planning & Buying
Brand & Consumer Intelligent media targeted at the
engagement based upon key high value consumer segments:
insights and measuring the Quanity and quality in balance
metrics that matter © 2012 TBG Digital

26. Karl Havard (@KarlHavard)
Insights & Strategy Director
TBG Digital
http://tbgdigital.com
Thank you
© 2012 TBG Digital