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3. 3.5 YR OLD COMMUNITY
494,000+ FANS
REACHING 13,000 CONSUMERS DAILY
GENERATING 1,200 INTERACTIONS DAILY

4. THE
THIS
IS
WHO
I
AM.
PROJECT

6. REASON 1

7. REASON 1
TARGETING
ACQUISITION
FREQUENCY
INFLUENCE

8. REACH 1

9. REACH 1
TRADITIONAL
FACEBOOK
ASSUMPTION GRANULAR
NOT DEFINITIVE QUALIFIED

10. REACH 1

11. REACH 1
TRADITIONAL
FACEBOOK
CPA OF CPA OF
AQUISITION AQUISITION
$6.00 $0.50

12. REACH 1

13. REACH 1
TRADITIONAL
FACEBOOK
DROVE 21% OF DROVE 37% OF
INSTORE INSTORE
TRAFFIC TRAFFIC

14. REACH 1

15. REACH 1
TRADITIONAL
FACEBOOK
SAME MESSAGE DIFFERENT
AT HIGH FREQ. MESSAGES AT
HIGH HIGH FREQ. LOW
CONSUMER CONSUMER
IMMUNITY. IMMUNITY.

16. REASON 2

17. REASON 2
DIRECT CONTACT
EXPOSURE
FEEDBACK
OPTIMISATION

18. ENGAGEMENT 2

19. ENGAGEMENT 2
TRADITIONAL FACEBOOK
VERY LITTLE DIRECT LINE TO
CONSUMERS
PASSIVE
ONE WAY ACTIVE
TWO WAY

20. ENGAGEMENT 2

21. ENGAGEMENT 2
TRADITIONAL
FACEBOOK
CONSUMER
SMALL EARNED ACTIONS
MEDIA =
POTENTIAL. EARNED MEDIA
AMPLIFICATION

22. ENGAGEMENT 2

23. ENGAGEMENT 2
TRADITIONAL FACEBOOK
FOCUS INSTANT
GROUPS CONSUMER
HIGH COST FEEDBACK
LENGTHY ACTIONABLE
OBJECTIONABLE IMMEDIATELY

24. ENGAGEMENT 2

25. ENGAGEMENT 2
TRADITIONAL FACEBOOK
CHANGE IS
CHANGE BASED
FASTER AS
ON FEEDBACK
FRESH DATA IS
TAKES TIME AS
CONSISTENTLY
DATA IS LIMITED
AVAILABLE

26. REASON 3

27. REASON 3
DATA
OPTIMISATION
CONVERSION
ROI

28. TRANSPARENCY 3

29. TRANSPARENCY 3
TRADITIONAL FACEBOOK
MEDIA BUYERS REALTIME DATA
ASSUMPTION OF CAMPAIGN
OF POST REACH,
CAMPAIGN ENGAGEMENT
IMPACT. & EXPOSURE.

30. TRANSPARENCY 3

31. TRANSPARENCY 3
TRADITIONAL FACEBOOK
LOW CHANCE ABILITY TO
TO OPTIMISE FULLY OPTIMISE
ONCE MEDIA MEDIA
CAMPAIGN IS CAMPAIGNS IN
LIVE REALTIME

32. TRANSPARENCY 3

33. TRANSPARENCY 3
TRADITIONAL FACEBOOK
$1 AD SPEND $1 FB BUDGET
GENERATES = $192 IN
$1.5 IN TOTAL SPEND
INSTORE AND INSTORE AND
ONLINE SALES ONLINE
ROI = 150% ROI = 1,920%

34. TRANSPARENCY 3

35. TRANSPARENCY 3
TRADITIONAL FACEBOOK
CALCULATED
CALCULATED
BY MEDIA
BY REALTIME,
BUYER.
HARD DATA.
SUBJECTIVE.

37. TRADITIONAL
REACH ENGAGEMENT TRANSPARENCY
1. LOOSELY 1.ONE WAY 1. SPECULATIVE
TARGETED. 2. FOCUS DATA
2. PASSIVE. GROUPS 2. LOW
3. LOW 3. LOW CONVERSION.
INFLUENCE EARNED MEDIA 3. NO CONTROL

38. FACEBOOK
REACH ENGAGEMENT TRANSPARENCY
1. GRANULAR 1. TWO WAY 1. HARD DATA
TARGETING 2. INSTANT 2. HIGH
2. ACTIVE FEEDBACK CONVERSION
3. HIGH 3. HIGH 3. FULL
INFLUENCE EARNED MEDIA CONTROL

40. 3 TIPS
START SMALL
COMPARE USE PROOF
USE SMALL USE THE
COMPARE
‘TEST’ FB COMPARISION
RESULTS FROM
BUDGET TO
‘TEST’ WITH AS A CASE TO
GENERATE
TRADITIONAL INCREASE FB
RESULTS AND
MEDIA RESULTS. BUDGET.
DATA.

41.
CATHERINE TAOUK MIKE WATKINS