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FACEBOOK MEASUREMENT
Andy Pang | Measurement EMEA | 01.05.14
MEPRA
CHANGING MEASURMENT LANDSCAPE
Consumer behaviour is changing
WHAT’S IMPORTANT TO MEASURE
Reach, Resonance, Reaction (with ...
6 degrees of!
SEPARATIONStanley Milgram
Source: Facebook friend connections visualization (2013)
6! 4!
This is the new normal.
> 60%
of people in the UK use at least
two devices every day and over
20% use three devices
> 40%
of all online adults som...
77% of adults who own a
smartphone use it while
they are out
Communication
86% of online adults use a
laptop or desktop at...
10x
more likely to use their
mobile on public transport
than their laptop
Mobile is the only
device used
throughout the da...
The customer journey occurs across devices
TabletMobile Desktop
£
Measurement Phases
FANS
ENGAGEMENT
BRANDEQUITY
Value of a like CTR performance
Last click attribution
Customer loyalty
Cus...
Media Reach Brand Resonance
Did I reach the right
number of people and the
right type of people?
Did I improve my brand’s
...
Media Reach Brand Resonance
Did I reach the right
number of people and the
right type of people?
Did I improve my brand’s
...
Audi A3 Sportback
Campaign Performance Analysis
July 2013
Facebook extending reach beyond
TV & Print
New Research on Campaign Reach
AudiA3Sportback–Germany,Feb–Apr2013
TV (66.1%) Print (32.3%) Facebook (1.6%)
Research Partn...
Facebook delivers 1.4 Million Incremental Reach
AudiA3Sportback–Germany,Feb–Apr2013
Source: GfK Media Efficiency Panel
81.5...
Cost Efficient Reach
AudiA3Sportback–Germany,Feb–Apr2013
Source: GfK Media Efficiency Panel
1,376
1,047
100
0
200
400
600
80...
Media Reach Brand Resonance
Did I reach the right
number of people and the
right type of people?
Did I improve my brand’s
...
LUFTHANSA
Source: Nielsen Brand Effect / OCR – Germany Feb 2014
16.3 M!
Millennials with a
travel affinity
reached in"
Germ...
Media Reach Brand Resonance
Did I reach the right
number of people and the
right type of people?
Did I improve my brand’s
...
Lessons in driving offline revenue
0.7%%
The average contribution
of clickers to offline sales
Impressions matter
ROI improv...
!
4x
15m
people reached
across FB and TV
Cadbury Crème Egg
21%
of people reached
only saw the
campaign on
Facebook
Source:...
High-value
customized
clusters
Custom Audiences connects you to
your customers
Identify segments of
customers or prospects...
Multi Touch Attribution
Source: Quantifying the Impact of Multi-touch Attribution
across hundreds of millions of clicks, R...
Social can make search work harder
30%%higher return on ad spend
24%%Increase
in AOV 7%%higher paid
search CTR 4.5%%drop i...
Multi-touch attribution partners
Building Better Econometric Mix Models
ToFrom
•  Models that capture direct effects
•  Use of a brand’s Organic page
activ...
Split out
by mobile and
desktop
Split out by
ad type
Split out by
DMA/ISBA region
Paid
OwnedEarned
Facebook can provide an...
Incorporate Facebook into your measurement
discover tomorrow, todayTM
In Summary
Consider 3rd Party measurement on campaignsResearch partners
Evaluate whether fans / CTR are the right KPIFans ...
6!
4!
Source: Facebook friend connections visualization (2013)
FACEBOOK MEASUREMENT
MEPRA Facebook & Social Media Evaluation Presentation
MEPRA Facebook & Social Media Evaluation Presentation
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MEPRA Facebook & Social Media Evaluation Presentation

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Copy of the presentation from the MEPRA Facebook & Social Media Evaluation event on 1st May 2014

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MEPRA Facebook & Social Media Evaluation Presentation

  1. 1. FACEBOOK MEASUREMENT Andy Pang | Measurement EMEA | 01.05.14 MEPRA
  2. 2. CHANGING MEASURMENT LANDSCAPE Consumer behaviour is changing WHAT’S IMPORTANT TO MEASURE Reach, Resonance, Reaction (with examples) FACEBOOK CAPABILITIES What’s right for your region AGENDA
  3. 3. 6 degrees of! SEPARATIONStanley Milgram
  4. 4. Source: Facebook friend connections visualization (2013) 6! 4!
  5. 5. This is the new normal.
  6. 6. > 60% of people in the UK use at least two devices every day and over 20% use three devices > 40% of all online adults sometimes start an activity on one device and finish it on another More people using more devices Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.
  7. 7. 77% of adults who own a smartphone use it while they are out Communication 86% of online adults use a laptop or desktop at home Productivity 50% of tablets are shared with others Entertainment Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.
  8. 8. 10x more likely to use their mobile on public transport than their laptop Mobile is the only device used throughout the day Multi-Device Usage Study by GfK, Nov - Dec 2013 (commissioned by Facebook). Survey of 2,018 UK online adults.
  9. 9. The customer journey occurs across devices TabletMobile Desktop £
  10. 10. Measurement Phases FANS ENGAGEMENT BRANDEQUITY Value of a like CTR performance Last click attribution Customer loyalty Customer perception SALES Return on Investment Facebook All MediaDigital Media
  11. 11. Media Reach Brand Resonance Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of customers? Measure against your business objectives Sales ROI Did I drive incremental sales of my product?
  12. 12. Media Reach Brand Resonance Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of customers? Measure against your business objectives Sales ROI Did I drive incremental sales of my product?
  13. 13. Audi A3 Sportback Campaign Performance Analysis July 2013 Facebook extending reach beyond TV & Print
  14. 14. New Research on Campaign Reach AudiA3Sportback–Germany,Feb–Apr2013 TV (66.1%) Print (32.3%) Facebook (1.6%) Research Partner: GfK Germany FB Products: 3 x Reach Blocks (& LOX) Campaign Timings: February – April 2013 Campaign Objective: Generate awareness of new model Media Objective: To understand how Facebook can extend the reach of a TV and Print campaign in Germany
  15. 15. Facebook delivers 1.4 Million Incremental Reach AudiA3Sportback–Germany,Feb–Apr2013 Source: GfK Media Efficiency Panel 81.5% 39.9% 29.6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% TV Print Facebook Campaign 1+ Reach TV and Facebook: 24.0% Facebook exclusive: 5.6% 18.9% of all Facebook contacts were exclusive (18.9% = 5.6/29.6) TV exclusive: 57.5% Print exclusive: 28.5% Print and Facebook: 11.4% Facebook exclusive: 18.2% 61.5% of all Facebook contacts were exclusive
  16. 16. Cost Efficient Reach AudiA3Sportback–Germany,Feb–Apr2013 Source: GfK Media Efficiency Panel 1,376 1,047 100 0 200 400 600 800 1,000 1,200 1,400 1,600 TV Print Facebook Cost per Reach Point (Target Group) TV cost per reach is 13.76x more expensive than FB Print cost per reach is 10.47x more expensive than FB Campaign simulation showed that running the TV campaign for an additional 19 days (+104% more costs) would have been required to match the additional reach that Facebook delivered TV & Facebook: 87.1% TV only: 87.1% 19 more days of TV Campaign Simulation - TV only TV Only Simulation
  17. 17. Media Reach Brand Resonance Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of customers? Measure against your business objectives Sales ROI Did I drive incremental sales of my product?
  18. 18. LUFTHANSA Source: Nielsen Brand Effect / OCR – Germany Feb 2014 16.3 M! Millennials with a travel affinity reached in" Germany and USA! ! 14% point! Increase in brand favourability among its target audience! (25-34 year olds)! 530,000! People abandoned their negative view of Lufthansa! BRAND" EQUITY! REACH!
  19. 19. Media Reach Brand Resonance Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of customers? Measure against your business objectives Sales ROI Did I drive incremental sales of my product?
  20. 20. Lessons in driving offline revenue 0.7%% The average contribution of clickers to offline sales Impressions matter ROI improvement when maximizing reach Reach matters +70%% Improvement in driving revenue of Newsfeed compared to right-hand side Placement matters 8x%
  21. 21. ! 4x 15m people reached across FB and TV Cadbury Crème Egg 21% of people reached only saw the campaign on Facebook Source: Nielsen OCR, Kantar WorldPanel, Spring 2013 Uplift in purchase intent among those who saw TV & FB, versus TV alone
  22. 22. High-value customized clusters Custom Audiences connects you to your customers Identify segments of customers or prospects Find these people on Facebook using email, phone, or user ID Reach additional prospects with look-a-like targeting to find people similar to your customers Your CRM data Facebook data when using Custom Audiences together with Facebook ads 5x+ ROAS
  23. 23. Multi Touch Attribution Source: Quantifying the Impact of Multi-touch Attribution across hundreds of millions of clicks, Retail and FinServ verticals Kenshoo Research, August 2013 12% to 30% using Last Click Facebook undervalued by Last%Ad%measurement% undervalued%Facebook%adver;sing% rela;ve%to%each%of%the%five% alternate%aAribu;on%models.% First Only Prefer First Divide Equally Prefer Last U-Shaped
  24. 24. Social can make search work harder 30%%higher return on ad spend 24%%Increase in AOV 7%%higher paid search CTR 4.5%%drop in CPA Source: Kenshoo Research, November 2013
  25. 25. Multi-touch attribution partners
  26. 26. Building Better Econometric Mix Models ToFrom •  Models that capture direct effects •  Use of a brand’s Organic page activity •  Assumption of Engagement as input/output •  Models that capture direct & indirect effects •  Full coverage of a brand’s Paid/ Organic audience activity •  Reach input / Sales output ✖
  27. 27. Split out by mobile and desktop Split out by ad type Split out by DMA/ISBA region Paid OwnedEarned Facebook can provide an optimal data feed for brands Split out by placement
  28. 28. Incorporate Facebook into your measurement discover tomorrow, todayTM
  29. 29. In Summary Consider 3rd Party measurement on campaignsResearch partners Evaluate whether fans / CTR are the right KPIFans / CTR Test, learn, iterate, test, learn, iterate,……Try it Reach, Resonance, ReactionMeasurement
  30. 30. 6! 4! Source: Facebook friend connections visualization (2013)
  31. 31. FACEBOOK MEASUREMENT

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