3. Upcoming events
Wednesday 30 July – Free webinar: From marketing to a
personalised customer experience – Register now
Wednesday 13 August – DMA Awards unplugged – Register
now
Thursday 4 September – Real-time marketing: the new
battleground for brands – Register now
4. 8.30am Registration and refreshments
9.00am Welcome
Caroline Kimber, Head of data planning, VCCPme
9.10am Open data: opportunities, examples and pitfalls
Tim Drye, Managing director, DataTalk
9.35am Mobile and the big data question
Mark Brill, CEO & online director, Formation
10.00am Maybe it’s time to consider Facebook as a direct marketing channel
Jack Rands, Social media manager, Blinkbox
10.25am Questions
11.00am Closing comments
Caroline Kimber, Head of data planning, VCCPme
Agenda
49. WHAT AM I GOING TO TALK
ABOUT?
• Why I’m focussing on Facebook
• Why I was sceptical about Facebook
• What’s changed about Facebook?
• Facebook’s advertising products
• Case studies from blinkbox
• The challenges with Facebook
• Summary
50. WHY I’M FOCUSSING ON
FACEBOOK
• It’s the only social network which allows you to
match your customers to its users
• Facebook is the social network I have the most
experience working with
• And…
52. WHY I WAS SCEPTICAL ABOUT
FACEBOOK
• First it was Likes, then it was engagement and now
it’s performance
• Facebook had a poor mobile strategy and was
initially slow to adapt
• Initial tests we ran produced a very high CPA
59. CUSTOM AUDIENCES
You can use emails, phone numbers, Facebook IDs, App
user IDs, Android’s advertising ID or Apple’s Advertising
Identifier (IDFA)
Your customer
database
Facebook
60. WEBSITE CUSTOM AUDIENCES
Facebook Ads Exchange (FBX)
Used to retarget customers and potential
customers
Uses cookies
Bought through demand side platforms
Doesn’t utilise Facebook data
Available in right-hand side and newsfeed
on desktop
Able to deliver dynamic creative
Website Custom Audiences
Used to retarget or exclude customers and
potential customers
Matches to the user’s profile on Facebook
Bought directly through Facebook
Can use Facebook data to add layers of
targeting
Available in right hand side and newsfeed on
desktop, and on mobile
Can’t deliver dynamic creative
Can be used to create lookalike audiences
64. BLINKBOX MOVIES
• Over a 3 month test in 2013
Facebook delivered a CPA
which was below target and
less than half the CPA of
display over the same
period.
• We are currently in the fourth
week of a new test.
65. BLINKBOX MUSIC
• In the first month of activity
Facebook delivered a cost-per-
install 62% lower than other
channels, and 55% lower than
target.
• Since then Facebook has
continued to perform well and has
become a fundamental
component of blinkbox Music’s
direct response activity.
66.
67. THE CHALLENGES WITH
FACEBOOK
• The match rate with Facebook is only around 50% - 60% for
emails
• It can be difficult to obtain enough scale with Custom
Audiences and Lookalike Audiences
• Inflated bids around popular events can increase costs
• You will probably need to invest time and money to test and
learn
68. SUMMARY
• Facebook is quickly developing new advertising
products
• Facebook is not the solution to all your problems,
it’s another potential channel
• It might be worth considering Facebook as a
channel for direct marketing
I work with brands and ad agencies, helping them to understand to to engage with their customers better through mobile phones. The question continually comes up …
A new IDC Research Report, “Always Connected: How Smartphones and Social Keep Us Engaged,” reveals some staggering findings about how our mobile phones have virtually become 24/7 extensions of our minds and bodies. The study, commissioned by Facebook, surveyed 7,446 iPhone and Android mobile phone users, ages 18-44, in the United States over the span of one week last month.
Some findings:
* 74 percent of 18-24 year-olds reach for their phones IMMEDIATELY after waking up. That means the mobile phone is beating soap, shampoo, toothpaste and deodorant.
Recent research by TNS shows that 53 per cent of UK smartphone users are interested in signing up to similar services.
Presence Orb
We are in one of the most exciting innovative periods for innovation. It’s never about the tech. It’s about understanding consumers and solving there problems. If brands do that, then whatever technology will deliver in the future, will be relevant.
Unbiased view
Not talking about likes and engagement, focussing on direct/performance marketing
Experience in using Facebook for direct performance marketing
Changed their focus to become a mobile first company
Originally produced a hybrid app running on HTML 5 instead of native apps for IOS and Android
At the end of 2013 mobile ad revenue per monthly active user overtook revenue from desktop.
22 million users on Facebook each day on mobile
Emails, phone numbers, Facebook IDs, App user IDs, Android’s advertising ID or Apple’s Advertising Identifier (IDFA)
Uses Custom Audience pixel, which is a small piece of javascript placed on every page of a website.
Datalogix, Epsilon, Acxiom, and BlueKai,
Purchase data:
online spenders – lookalikes of our target audiences who are online spenders
Travel – target our core customers who are also commuters
