Building a revenue stream with Facebook advertising & social data

Ad:Tech San Francisco

April 3, 2012

Raymond Roufraymond@graphscience.com

510-579-3146

Who are we?

GraphScience is a social data company focused on Facebook ad optimization that delivers a 4-8X ROAS at scale

Why social graph data is critical to your brand

How we’re driving a 4-8X return on ad spend at scale for brands

– Case Study:

When Facebook advertising will evolve from engagement to revenue generation

Overview

Why is data critical to

your brand?

Standard KPIs (pre-social)

ROICLV

Sales & promotions

New & existing buyers

?

Why is the social graph data critical to your brand?

Redefining KPIs with social data

ROICLV

Sales & promotions

New & existing buyers

How we’re driving a 4-8X ROAS

at scale for brands

Case study: GraphScience & FreePeople

FreePeople Facebook objectives

1. Generate likes

2. Drive revenue

Key Challenges

1. Why are we buying likes?

2. Do my fans buy?

3. Can Facebook be a revenue generating channel?

GraphScience’s social data strategy

Fan campaigns Acquire data points around their consumers

Direct response campaignsLearnings from fan campaigns eliminated large

portion of campaign budget for testing

Proving out strong revenue & ROAS

Direct response campaign

Strong revenue performance Higher average basket size compared to Free

People's other marketing channels

‘Fan to direct response’

Investment in fan campaigns helped drive 4x ROAS on direct response campaigns

FreePeople sees results

Spend and Revenue

Spend (scaled) Revenue (scaled)

Days

Spend increases

Dramatic increase in

revenue

Learnings and long-term strategy

1. Understand social interests & creatives that drive engagement and clicks

– Lifestyle, luxury, alternative music

2. Economies of scale through billions of social click funnel data

Facebook advertising will

evolve from

engagement revenue generation

GraphScience delivered better performance than SEM and display advertising

“

”

4.5x ROI

$2,000,000

Results:

GraphScience Direct Response Case Study