Does Performance exist in Social Media? And, if so, how can we maximize the impact of Facebook in our digital campaigns? Alina Petri, Country Manager of ForestView in Romania, goes from theoty to practice and offers 10 valuable insights.

1. Facebook in the cross channel mix
10/10/2013
Alina Petri,
Country Manager Romania
ForestView is a unit of

2. Background
Traditional mental model of acquisition
Shelf ->
First Moment of
Truth
Experience ->
Second Moment of
Truth
THEN
stimulus
happy/sad customer

3. Background
New mental model via online purchase
Feedback
NOW
stimulus
• reviews
• ratings
• search
• community
• WoM
• product
comparison
• Average shopper uses
over 14 sources of
information to make
his/her final decision.
• Younger shoppers use
over 21 sources.
Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012
Shelf ->
First Moment of
Truth
Experience ->
Second Moment of
Truth
happy/sad customer

4. Background
New mental model via online purchase
Feedback
NOW
stimulus
• reviews
• ratings
• search
• community
• WoM
• product
comparison
• Average shopper uses
over 14 sources of
information to make
his/her final decision.
• Younger shoppers use
over 21 sources.
Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012
Shelf ->
First Moment of
Truth
Experience ->
Second Moment of
Truth
happy/sad customer

5. In other words, User’s Path To Conversion:
Actual Path to Conversion
Perceived Path to Conversion
RESEARCH
SEE
CLICK
ENGAGE
Be there — Every Step of the Path
BUY

6. FromTheory to Practice
Optimized Use of Facebook in Digital Campaigns

7. Car Insurance Case Study
Facebook as part of a cross-channel digital campaign

8. The Challenge
Generate online leads and sales in the highly competitive car
insurance market across digital media
Cross-channel Most Common Marketing
Challenges
Forrester Research 2012

9. The approach: Right Data- Right Decisions
The Set Up
•
•
•
•
•
•
Ad Serving & Tracking for all Media
Connection to the client’s CRM Data
Communication Channel Set Up
Optimization Platforms & Tools
Creative adaptation per medium
Unified KPIs Reporting
Digital Channels
Affiliate Marketing
Cross Channel KPIs Report

10. What did we optimise?
Media
Channel Attribution (budget split/channel)
Type of ads
Placement Positioning
Images
Text
Call to Action
Targeting
Creative
Interests
Age Groups
Time
Bidding Techniques
Buying

11. Results & Conclusions
 Significant fluctuations in channel performance within a 7-day period
 Arbitrating across all channels can lead to savings
Display
better than
Facebook
up to 30%
Search better than
Facebook
3-week data
FV Network Same CPA as Search
Facebook better than
Display

12. Results & Conclusions
+ 80% CTR with new creatives & split testing
- 70% average CPA with Retargeting
- 76% CPA on Facebook
+ 42% increase in conversion rates with New
Landing Pages
+ 10% Leads with less than half the budget
for the second 6-month period

13. FMCG Case Study
Increase Number of Fans on Facebook
- Cost Per Like Campaign -

14. “The biggest ever Frappe delivery / mission”

15. The Challenge
Increase page fans by decreasing the Cost Per Like

16. The approach:
 Use best performing channels
 Use creatives with a “like us on facebook” design
Campaign
Custom
Solution to track
Like – Unlike
Previous Fans
Lower
Cost
Per Like

17. Creatives (visuals & messages) tested
We are planning the biggest frappe*
delivery / mission ever! Help us send
frappe to Greeks abroad with only one
like!
Send one box of Nescafé to one Greek
living abroad with only one like. Become
part of the biggest Frappe mission ever!
*Frappe is considered the national Greek Drink 

18. Creatives (visuals & messages) tested

19. What did we optimise?








Images
Text
Interests
Age Groups
Type of ads
Time
Banners
Websites
Daily Monitoring Process

20. Results & Conclusions
77%
of total likes from
our ad campaign
25%
Lower Cost Per Like

21. Results & Conclusions
Approx. 20%
more likes on
weekends
54%
47 % of likes
by fans aged
18-24 Male
23%
37% of likes
by fans aged
18-24 Female
23%

22. Success Story

23. What’s next?

24. The 10 Takeaways

25. For a performance digital campaign
1. A minimum CPA does not always mean maximum
ROI.
2. The entire budget on one single channel could be
risky, even if that channel has a low cost per action.
3. DO NOT stop campaigns with high cost per action
NOW, they DO influence results on other channels ->
optimize on channel atribution!

26. For performance through Facebook
4. Clear campaign objectives (awareness, clicks, fan
acquisition, app installs, etc.)
5. Creative adjusted to the goals (sponsored stories get
the cheapest fans, page post ads bring the cheapest
clicks and the ads from newsfeed have the highest CTR)
6. Use as many creatives as possible for standards and
like ads.

27. For performance through Facebook
7. Use very specific target features [demographics,
socials, interest]; split target in clusters -> optimize
within each cluster.
8. Test [ types of ads, targeting options, placements,
retargeting tools] -> Use optimizations tools
9. Constantly monitor and optimize
10. Adapt messages! It should start real conversations
between people!

28. Performance – the big picture
DEFINE
CLEAR
GOALS
MONITOR
TEST
OPTIMIZE

29. Yes, Performance Exists in Social
Media!
Thank You!

30. alinap@forestview.eu
www.forestview.eu
Find us at Stand 67 
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