Presented by: Tom Schuyler NIM - April 2011

Demystifying Facebook ROI

@Tom_Schuyler

Tomschuyler@gmail

Me • Young, but I’ve been on Facebook since it was students-only• Building brands is what I’m all about, I’ve been doing it for years • “Gurus” scare me • I’ve worked for brands big and small:

Why this topic • Let me ask you…• To answer the question, ‘What is Facebook worth to my

brand?’• Set expectations and meaningful goals with clients• Make data actionable • Get over the hype

Part 1:Media Agnostic ROI

You already knew this…

That’s an ice cream cone…• You sell ice cream cones. How many ice cream cones did you

sell before social media? How many did you sell after? • It may be inconvenient but we can lose sight of the basics

Part 2:Lets escape the real world

(it’s scary out there)

Facebook Insights = Your Friend • Insights will give you every input you need to write your own

equation – Reach. Your peeps times 130 – Engagement . The search for signs of intelligent life – Relevance. Your consumer not your fans. More on that…

Shocking News…

Your Fan Count Doesn’t Matter

(More at 11…)

Who ARE these people? • Fan Count vs. Consumer Count • Not all fans are created equal • Do you have the right fans?

– Demographic Indexing

Consumer Count • Demographically-relevant • Active

This Matters Total – Irrelevants – Inactives = Consumer Count

Nope...

I’m not impressed with you 1M fan count

What ARE they doing • Engagement is the single most important indicator of success

– Activity – Post Views – Post Feedback – Unsubscribe – Goal 85% monthly 50% weekly

What ARE they doing? • Not going to your wall • Not going to your fancy tab

– Unless you’re running ads

• Not going to your app• Tabs aren’t evil

– Set defaults intelligently

Cool tab!... Not

What ARE they doing? • Not clicking over to your site to buy

something • Facebook is about making relationships to

influence INTENT, not purchase• Tracking code data all points the same

direction – Facebook is not an effective means to drive traffic

The Equation

What to shoot for: Engagement • 40% – 50% for sub 10,000• 50% – 60% for plus 10,000• 1%+ per day = success

What to shoot for: Ads • Cost per fan between $0.30 and $0.90 plus 25%• Chose. Then be chosen. • Target intelligently. Test. Test. Test again. Try B&W• Algorithm gives preference to spikes

Part 3:Key Takeaways

Do• Plan ahead! • Lead with content – let brand messages follow• Use rich media• Use Facebook Questions• Embrace now – ad hoc • Be conversational. Marketing as dialogue not monologue• Direct ads to the fan page

– Spike spend in correlation with content roll out – Create a tab for non-fans

• Use models to set goals• Set expectations and define goals early on. What’s it worth to them

@Tom_Schuyler

Tomschuyler@gmail