Where's My Facebook ROI?

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Slides from All Things Facebook, Athens 2013. Are Facebook ads failing marketers, or are marketers using the wrong goals and measurements to define ROI? For more details see http://econsultancy.com/uk/reports/facebook-marketing-trends-briefing

Transcript of Where's My Facebook ROI?

  • 1. Wheres my Facebook ROI?Matt Owen @AllThingsFacebook2013

2. @Econsultancy @Lexx2099 Facebook.com/Econsultancy Econsultancy.com 3. Is Facebook failing marketers? 4. In October 2013 the Forrester Company released research which ranked how satisfied senior marketers were with various digital advertising channels. These figures showed that many senior marketers were unsatisfied with the value Facebook ads provided. 5. The figures prompted Forrester to pen an open letter to Mark Zuckerberg expressing these concerns:[Facebook] focuses too little on the thing marketers want most: driving genuine engagement between companies and their customers. Your sales materials tease marketers with the promise that youll help them create such connections. But in reality, you rarely do. Everyone who clicks the like button on a brands Facebook page volunteers to receive that brands messages but on average, you only show each brands posts to 16% of its fansWhile I respect these concerns, I think the problem lies elsewhere...See http://blogs.forrester.com/nate_elliott/13-10-28-an_open_letter_to_mark_zuckerberg for full details. 6. Are marketers failing Facebook? 7. What does Facebook offer marketers? 8. *Figures for end 2012. Current figure approx 4.4M http://www.socialbakers.com/facebook-statistics/greece 9. 1 in every 3 Greeks is on Facebook, so it can connect us with a diverse range of users 10. How much bigger can Facebook get? 11. Much bigger! 12. *2012-2013. Source: http://www.idc.com/getdoc.jsp?containerId=prUS24461213 13. Developing markets account for approx 67% of growth. Territories such as India have already seen mobile traffic outstrip desktop and trend continues globally. See http://econsultancy.com/uk/reports/reducing-customer-struggle for more. 14. http://econsultancy.com/uk/blog/63603-facebook-ads-roi-and-conversions-increase-in-q3 15. Leaving Or just logged out?https://medium.com/i-m-h-o/53ea514c9ec0 16. How is your / your clients social advertising budget split between the following properties?http://econsultancy.com/uk/reports/quarterly-digital-intelligence-briefing-managing-and-measuring-social 17. Which types of social advertising do you (or your clients) invest in? 18. http://www.wordstream.com/blog/ws/2013/11/05/twitter-versus-facebook-ad-performance 19. Ad performance varies widely by sector.=45% Higher CPC=30% higher CTR 40% Lower CPC 20. Gaming ads require users to complete a social, in-platform action Alcohol ads require an offplatform action, are of limited interest. No story attached to the ad, just a purchase. 21. http://econsultancy.com/uk/reports/marketing-budgets 22. Are marketers (and their ad models) failing Facebook? 23. https://www.facebook.com/Econsultancy 24. Shows clicks sources of Bit.ly links posted on Econsultancy Facebook page social links move around as people share them, making accurate tracking difficult. 25. Were thinking about social the wrong way 26. What doesgoodlook like? 27. https://www.facebook.com/corporatebollocks 28. Why does this work? Because everybody likes free things. But its no guarantee of engagement or brand loyalty. 29. Advertising tactics: 1: Like our page. Which is fine, but again, that just means youve got a bunch of people who are willing to say yes, I like my toaster, and free things occasionally.It doesnt follow that theyre willing to give you money. 30. Advertising tactics: 2: Buy something. Well, I might do, assuming I like what you sell. But then what happens if I see that ad while Im at work, and Im more interested in the ad for a social media management system that is above it? Or my sister just got married and posted a hundred pictures I want to see? 31. Facebook is cluttered. Users look at the news feed. Sidebar ads have to contend with genuinely interesting content from friends and family 32. Which ads work... and why? 33. Facebook doesnt hide your ads, but users are distracted no one sees everything posted. 34. Facebooks design focuses on news feed content. Focus ad efforts here. Sidebar ads are for continual brand exposure. NOT for direct responses. 35. Test campaign showing difference in results from sidebar and news feed ads. 36. News feed ads connect to deeper content and carry more interesting, relevant messages. 37. Why do Google ads work? 38. Google ads rely on need. Facebook ads rely on interest. 39. Building engaging content, attributing results 40. Measuring Facebook ads across multiple touchpoints shows ahigher return than last-click alone. 41. How much are we undervaluing ads? First Only (first click receives all credit): Facebook was undervalued 30%. Prefer First (first click gets most credit, subsequent click get decreasing credit): Facebook undervalued 20%. Divide Equally (credit is shared equally across all clicks): Facebook undervalued 16%. Prefer Last (credit given increases from first to last last click gets most credit): Facebook undervalued 12% U-Shaped (first and last clicks get majority weighting with middle clicks getting less): Facebook undervalued 15% 42. Last-click measurement 43. Attributed measurement reveals 13X higher returns for period. 44. Think about: Content and storytelling Multichannel impact and measurement Agile optimization 45. Thank you! Econsultancy.com