How To Own the Facebook Newsfeed - Advanced Marketng Tips by Paul Steketee

“POWN” THE NEWSFEED:Advanced Marketing on the Facebook Platform

Presented by:

Paul Steketee

Head of Paid Social and Emerging Media, Merkle

Facebook.com/Steketee@Steketee

November 20 - 21, 2013

November 20 - 21, 2013

2© 2013 Merkle Inc. All Rights Reserved. Confidential

POS Phone Site Mobile TV Radio Display Print Social Direct mail Email Search

Merkle - The Customer Relationship Marketing Agency

Integrating diverse capabilities

Through optimizing customer touchpoints

Increased customer value Improved media effectivenessImproved marketing ROI| |

300 experienced digital marketing professionals 100+ Digital clients

70% YOY revenue growth

Approaching $300 million in managed

media spend

Our Integrated Digital Media Group

Over 2,000 Employees Globally Driving CRM Outcomes

3© 2013 Merkle Inc. All Rights Reserved. Confidential© 2013 Merkle Inc. All Rights Reserved. Confidential

Merkle delivers true customer-centric advertising in social via our deep

customer insights and data-driven strategic approach to targeting, buying,

and optimizing paid social media.

Vision - Precise and Direct Targeting in Paid Social Media

4© 2013 Merkle Inc. All Rights Reserved. Confidential© 2013 Merkle Inc. All Rights Reserved. Confidential

We increase campaign effectiveness with better insight into customers and through our data-

driven targeting, better analysis, and better optimization strategies.

Merkle’s Approach To Paid Social Targeting Optimization

All site Visitors are

added to the database

via cookie or social

login. Previous and

recently sold customers

are also added to the

database along with

their purchase

information.

“High-value” segment customers are flagged and their online behaviors across digital media and channels is analyzed to create a look-alike models.

Models implemented into Facebook Custom Audiences to directly target customers and create look-alike models that target best customers based on FB likes/interests.

Analytic process uses algorithmic attribution of conversions across display, search, mobile, and social – beyond last-click.

Based on attribution, media mix, frequency, and cost allowables are all optimized directly into the media platforms

Customers added

to database

Digital Targeting

model created

Models fed into

Facebook to target

Digital attribution

identifies what is

working

Optimization feed

closes the loop


Advanced marketing

on the

Facebook platform

The products &

results

The Results

Advanced marketing on the Facebook Platform

How to take

advantage of the

opportunity

The RoadmapThe Opportunity


Facebook is Applying Focus to Direct Marketing

Facebook Ad

Share

Like

Facebook Ad

Better price and response

Most Inventory

Best Targeting

Website

In store


The Facebook Opportunity

Facebook has become the

publisher/platform with the

largest reach

Reach

Facebook is building tools to

enable best consumer level

targeting available online

Targeting

Facebook has a wealth of

innovative ad products

Innovative Formats

Facebook has overcome the tracking

hurdles associated with cookies

Tracking


Facebook reaches

73% of US active online users

Across all age demos

Source: Facebook Q1 Earnings Call, Comscore, Key Metrics, February 2013 Source: Comscore for the Month of April 2013

Facebook’s Reach is Massive

1.19 Billion(online users globally)


Facebook leads the space in total page views and time spent

among total internet audience

Total Page Views and Time Spent (total internet audience)

80,000

70,000

60,000

50,000

40,000

30,000

20,000

10,000

0

140,000

120,000

100,000

80,000

60,000

40,000

20,000

0

Total Views (MM) Total Minutes (MM)

Source: Comscore, Key Metrics, February 2013


U.S. desktop users spend and average of

around 6 hours every

month on Facebook

U.S. mobile users spend and average of around

14 hours every

month on Facebook

* Data gathered from Comscore January 2013

Facebook engagement continues to increase


From Cookie Based to Identifiable IDs

Mobile & tablet tracking

challengesCross device tracking

3rd Party Cookie Unique ID

Accurate

Persistent

Cookie deletion

Browser opt out (threat)


Advanced

marketing on the

Facebook platform

The products &

results

The Results

How to take

advantage of the

opportunity


Facebook Advertising - The Products and Results


Facebook Targeting Products - Recent Advances

Like - Comment - Share

Facebook NativeOlder

• Facebook Data


Facebook ExchangeMarch 2012

• Marketer Anonymous Data


September 2012

• Marketer Known Data

Facebook Custom Audiences

Facebook 3rd Party Data PartnersApril 2013

Facebook Custom Audiences & LookalikesMarch 2013

• Marketer Known Data + Facebook data


Facebook Exchange Versus Display RTB

• agd

Outcomes

FBX has a 79% lower cost per quote than RTB, driven by key levers:

•The inventory is both highly incremental (only 5% overlap with RTB), and available at higher frequency

• The inventory is less expensive, CPMs are 60% lower than RTB.

• The inventory is 92% more responsive than RTB line items.

RTB Environment (72% users)

Frequency =1.4FBX

(23% users)

Freq=3.4

5% RTB + FBX Freq=9.4


Facebook Custom Audiences Versus Interest-Based Targeting

Outcomes

• Match rates 3X higher than open web

• Find Rate 5X higher

• 500% more efficient versus demographic targeting

• LookaLike Models consistently most efficient form

of prospecting


Newsfeed Versus Marketplace Performance

Marketplace

Newsfeed

Newsfeed Marketplace

34.7

47.5

CTR Spend eCPM Resp. Rate CPA

0.75

17.5

0.37

Outcomes

• 34x Higher CTR

• 1 - 5% CTR consistently

• CPA 63% more efficient


Newsfeed Ads - Facebook

• New large image formats allows much more engaging/clickable image

• Page Post Photo ads drive high intenders

“Pown” the Newsfeed - New Larger Image formats


Newsfeed Ads - Facebook

• New Link Page Post Format allows much more engaging/clickable image

• 5X improved CTRs and higher 3X higher click to visit ratio

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“Pown” the Newsfeed - Link Posts with Expanded Clickable Area

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“Pown” the Newsfeed - Link Page Posts for Retargeting

Use Cases:

•Site Shopper/Browser

•Abandoned Cart

•Dynamic product displays developing

•Seamlessly integrate with

general display targeting


Direct response

marketing on the

Facebook platform

The products &

results

The Results

How to take

advantage of the

opportunity


Facebook Advertising - How To Take Advantage of the Opportunity


Engagement Playbook

Identify:

Objectives for

Facebook

Target:

Use data to

inform your

targeting

strategies

Optimize:

messaging,

format, target

audience based

on analytics

Facebook media plan

Placements/Fo

rmats

Page Posts

RHS

FBX/API

Objectives

Objective

Prospecting

CrossSell, Upsell

Retention

Facebook Native Interests

Partner Category Targeting

Custom Audiences (CRM)

High Value Segments

Geo & Demo Audience Sets

High Purchase Intent

Target or Surpress

Look-A-Like Models

cR

Offline Media

database

Online Media

database

CRM database

Connected CRM Platform

1

2

3Optimization Loop

THANK YOU!

Paul Steketee

Head of Paid Social and Emerging Media, Merkle

Facebook.com/Steketee@Steketee

November 20 - 21, 2013

November 20 - 21, 2013

Date post:	14-Sep-2014
Category:	Marketing
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