1. Maximising Facebook ROI TBG Digital 2011

2. > About TBG Digital One of the largest Facebook advertisers in the world 110 Staff, specialising in driving ROI 200 Clients in over 190 Countries Launched in 2001, now focussed purely on monetisation of Facebook First Facebook Alpha API Partner Global coverage offices: London (HQ) San Francisco New York Chicago Paris Hamburg TBG Digital 2011 3. > The Challenge TBG Digital 2011 4. A: FacebookQ: Where can I build, engage andmonetise the biggest audience online?(Q2: How?) 5. ? 6. What are Facebooks ROI opportunitiesfor a brand? 7. >> Listen, learn and engage Old thinking? Market Share TransactionsInsight Loyalty Efficiency ViralGlobal TBG Digital 2011 8. > People influence people.Engagement creates yoursocial network wherefriends meet and talk to youand each other about you TBG Digital 2011 9. > Whats Social?AwarenessInterest RECOMMENDDesireAction TBG Digital 2011 10. > Whats Social by design?Dont thinkabout howyou can fitsocialmedia intoyourbusiness TBG Digital 2011 11. > Value of a Facebook fan?Fans spend $71.84 more on products for which they are a fan Fans are 28% more likely continue using the brandFans are 41% more likely to recommend a fanned product to their friends Whats the value of YOUR Facebook fan? Source: SocialTRAC, Value of a Facebook Fan. 2010 Syncapse Corp. www.syncapse.com TBG Digital 2011 12. > 15% to 44% cheaperReduce the cost of> Registrations by 44%> Event signups by 33%> Purchases by 15%* Results of a 4.1 billion ad-impression, thirteen-client test TBG Digital 2011 13. > Real example DRCTR CPC CR CPA 0.02% $1.35 0.8% $168.75via CTR CPC CTF CPF CR CPA Fans 0.04% $0.79 67% $1.18 1% $118.00 30% decrease in CPA for subscription TBG Digital 2011 14. > Social Selling Social wish lists Allow your fans to create a social gift list. Facebook shop Shop within Facebook. Promote top-selling items, and learn from user comments. Gift vouchers Select your amount, select your Facebook friend and pay. Easy! Redeem online or in shop. Check in and reward Increase footfall. Reward fans for checking-in into your store, or taking friends along. TBG Digital 2011 15. > Convert fans offline 20% Conversion rate for people who actually walk into a store is 20% for retailers TBG Digital 2011 16. > Some brands already started playing... TBG Digital 2011 17. CASE STUDY: Heineken Poland TBG Digital 2011 18. > Heineken Social By Design 19. So it succeeded because..? 20. > To SummarizeIn order to maximise your ROI remember this: Social By Design is now an imperative Put people at the heart of your thinking Right Ad in front of Right user Build truly amazing applications as utilitiesor as the essence of your brand Encourage sharing in every conceivable way(anyone interested in f8?) TBG Digital 2011 21. +ThenNews feed = Filtered sharingProfile = Recent activityLikes & Interests = Explicit endorsementOpen Graph 1.0= Simple connections(Pages, Apps, Install Like) 22. +NowSidebar Ticker = Lightweight sharing Timeline= Scrapbook of your life Verbs & Nouns = Unlimited connectionsOpen Graph 2.0 = New class of apps 23. +Timeline +Open GraphAll your stories, all your Apps and a Frictionless, real-time serendipitynew way to express who you areand finding your friends patterns= Profile on steroids= seamless sharing permission & discovering more fasterA place for lightweight contentNew class of applications+ Friends/Lists (circles?) + Communication+ Subscribe (follow?)+ Games+ Ticker (twitter?)+ Media (news, music, video etc.) + Lifestyle (shopping, cooking etc.)Users freely share EVERYTHINGWay more social:without spamming their friends or Lee watched Dextertheir boss/client/mom Lee read King LearLee listened to JayZ 24. +Future More sharing & content= Free mediaMedia and Lifestyle= Useful apps and contentMore content & usage = More time spent More ad inventory = Stabilise media costsApps will be utilities = Build quality to lastMore targeting available = Better engagement