Moving the Metrics that Matter. 3 Case Studies: All Facebook Conference, London

© 2012 TBG Digital © 2012 TBG Digital

Measure and move the metrics that matter

All Facebook Marke8ng Conference November 2012 -‐ @KarlHavard


About TBG Digital

1st FacebookAds API

Partner to Market

105 Social Media

Specialists

24/7 Support and

coverage

195 Billion

impressions served

685 Million clicks delivered

Global clients

66 Million apps

installed

21 245 Countries Million

fans


One Specialist Solu8on

1. Strategy Define the business objec8ves & the metrics that maOer

2. Creative

Engage and connect in the right kind of way

3. Media

Reach and recruit the right kind of connec8ons

4. Insights Learn from con8nually measuring the metrics that maOer

@KarlHavard


A Sea of Metrics

@Mentions

Shares

Seen by Comments

Views Retweets Fans

Followers

Unfortunately, they’re not “budget clinchers”

@KarlHavard


Metrics that maOer

Awareness Preference Sales Consumption Advocacy

@KarlHavard


Preference

Brand Preference

@KarlHavard


Preference

[Brand x] wanted understand what its Facebook ac8vity brings to the company in terms of brand preference, awareness and

customer value

What’s the story?

@KarlHavard

© 2012 TBG Digital 10,462 responses were received within just 24 Hours!

Generated 11,665 non-‐branded, online beer surveys amongst Facebook users in Brazil, US, Vietnam, Spain, Poland and Netherlands

What did we do?

33% fans

33% non fans

33% friends of fans

Brand Preference

© 2012 TBG Digital

64%

of [brand x] fans recommend

[brand x] to a friend (compared to 22% of non-fans)

Preference

What were the results?

59% of [brand x] fans drink beer

more than twice a week

17% of [brand x] fans prefer [brand x] over the main

competitor in each market


Advocacy

Brand Advocacy

@KarlHavard

© 2012 TBG Digital

The largest cable operator and home Internet provider in the US wanted to measure the advocacy surrounding their products…

….and if Facebook Fans had a higher level of

advocacy

Advocacy

What’s the story?

@KarlHavard

© 2012 TBG Digital

Advocacy

We used “Social NPS” to measure brand advocacy collec8ng responses within the Facebook environment Responses were collected from four customer subgroups: fans, non-‐fans, male and female Users shared their likelihood to recommend by scoring low to high, 0 and 10.

What did we do?

@KarlHavard

© 2012 TBG Digital

20 points higher Social NPS

for fans compared to non-fans

Advocacy


@KarlHavard

© 2012 TBG Digital

Fans had a higher subscription value

Taking more products

This became even more interesting when reviewing by “Interest”

Advocacy


@KarlHavard


Sales

Measuring sales for a fashion retailer while recruiting fans

@KarlHavard

© 2012 TBG Digital

A mul8na8onal fashion retailer wanted to acquire

Facebook Fans to enhance it’s market posi8on in the US…

…then measure if this Facebook ac8vity affected sales

It was scep8cal…to say the least

Sales

What’s the story?

@KarlHavard

© 2012 TBG Digital

Sales

What did we do? Ran a targeted Facebook fan acquisi8on campaign and acquired >400,000 new US fans in 42 days Even though this was a pure fan acquisi8on programme, we wanted to determine the real value these provided to the business…. …so we took a deeper look

@KarlHavard

© 2012 TBG Digital May 1, 2011

May 11, 2011

May 21, 2011

May 31, 2011

Jun 10, 2011

Jun 20, 2011

Jun 30, 2011

Jul 10, 2011

Jul 20, 2011

Jul 30, 2011

Aug 9, 2011

Aug 19, 2011

Aug 29, 2011

Sep 8, 2011

Sep 18, 2011

Sep 28, 2011

Oct 8, 2011

Oct 18, 2011

Oct 28, 2011

Nov 7, 2011

Nov 17, 2011

Nov 27, 2011

Dec 7, 201

1 De

c 17

, 201

1 De

c 27

, 201

1 Jan 6, 2012

Jan 16, 2012

Jan 26, 2012

Feb 5, 2012

Feb 15, 2012

Feb 25, 2012

Mar 6, 2012

Mar 16, 2012

Mar 26, 2012

Apr 5

, 2012

Apr 1

5, 2012

Apr 2

5, 2012

May 5, 2012

May 15, 2012

May 25, 2012

Jun 4, 2012

Jun 14, 2012

Jun 24, 2012

Jul 4, 2012

Jul 14, 2012

Jul 24, 2012

Aug 3, 2012

Aug 13, 2012

Aug 23, 2012

Sep 2, 2012

Sep 12, 2012

Sep 22, 2012

Oct 2, 2012

Orders

May 1,

May 11,

May 21,

May 31,

Jun 10,

Jun 20,

Jun 30,

Jul 10,

Jul 20,

Jul 30,

Aug 9,

Aug 19,

Aug 29,

Sep 8,

Sep 18,

Sep 28,

Oct 8,

Oct 18,

Oct 28,

Nov 7,

Nov 17,

Nov 27,

Dec 7,

Dec 17

, De

c 27

, Jan 6,

Jan 16,

Jan 26,

Feb 5,

Feb 15,

Feb 25,

Mar 6,

Mar 16,

Mar 26,

Apr 5

, Ap

r 15,

Apr 2

5,

May 5,

May 15,

May 25,

Jun 4,

Jun 14,

Jun 24,

Jul 4,

Jul 14,

Jul 24,

Aug 3,

Aug 13,

Aug 23,

Sep 2,

Sep 12,

Sep 22,

Oct 2,

Visits Revenue

© 2012 TBG Digital

Sales

We went deeper s8ll…

…to correlate other marke8ng ac8vi8es to determine the

different influencing factors

@KarlHavard


Company presence Fan Acquisi8on Hot Spots Partner retailer presence

What drove fans?


0

20

40

60

80

100

120

140

160

Aug 1, 2012

Aug 4, 2012

Aug 7, 2012

Aug 10, 2012

Aug 13, 2012

Aug 16, 2012

Aug 19, 2012

Aug 22, 2012

Aug 25, 2012

Aug 28, 2012

Aug 31, 2012

Sep 3, 2012

Sep 6, 2012

Sep 9, 2012

Sep 12, 2012

Sep 15, 2012

Sep 18, 2012

Sep 21, 2012

Sep 24, 2012

Sep 27, 2012

Sep 30, 2012

Oct 3, 2012

Oct 6, 2012

Oct 9, 2012

Oct 12, 2012

Oct 15, 2012

Oct 18, 2012

Oct 21, 2012

Order Volume by region

California: Fan acquisi8on -‐ High Store -‐ Yes New York: Fan acquisi8on -‐ High Store -‐ Yes Illinois: Fan acquisi8on -‐ Low Store -‐ Yes Texas: Fan acquisi8on -‐ Low Store -‐ Yes

FB ac8vity starts


Fans drove sales May 1, -‐ M

ay 7,

May 8, -‐ M

ay 14,

May 15, -‐ M

ay 21,

May 22, -‐ M

ay 28,

May 29, -‐ Jun

4,

Jun 5, -‐ Jun

11,

Jun 12, -‐ Jun 18,

Jun 19, -‐ Jun 25,

Jun 26, -‐ Jul 2,

Jul 3, -‐ Jul 9,

Jul 10, -‐ Jul 16,

Jul 17, -‐ Jul 23,

Jul 24, -‐ Jul 30,

Jul 31, -‐ A

ug 6,

Aug 7, -‐ A

ug 13,

Aug 14, -‐ Au

g 20,

Aug 21, -‐ Au

g 27,

Aug 28, -‐ Sep 3,

Sep 4, -‐ Sep

10,

Sep 11, -‐ Sep 17,

Sep 18, -‐ Sep 24,

Sep 25, -‐ Oct 1,

Oct 2, -‐ Oct 8,

Oct 9, -‐ Oct 15,

Oct 16, -‐ O

ct 22,

Oct 23, -‐ O

ct 29,

Oct 30, -‐ N

ov 5,

Nov 6, -‐ Nov 12,

Nov 13, -‐ N

ov 19,

Nov 20, -‐ N

ov 26,

Nov 27, -‐ D

ec 3,

Dec 4, -‐ D

ec 10,

Dec 11

, -‐ De

c 17

,

Dec 18

, -‐ De

c 24

,

Dec 25

, -‐ De

c 31

,

Jan 1, -‐ Jan 7,

Jan 8, -‐ Jan 14,

Jan 15, -‐ Ja

n 21,

Jan 22, -‐ Ja

n 28,

Jan 29, -‐ Feb

4,

Feb 5, -‐ Feb 11,

Feb 12, -‐ Feb

18,

Feb 19, -‐ Feb

25,

Feb 26, -‐ M

ar 3,

Mar 4, -‐ M

ar 10,

Mar 11, -‐ Mar 17,

Mar 18, -‐ Mar 24,

Mar 25, -‐ Mar 31,

Apr 1

, -‐ Apr 7,

Apr 8

, -‐ Apr 14,

Apr 1

5, -‐ Ap

r 21,

Apr 2

2, -‐ Ap

r 28,

California + Orders 2011 New York + Orders 2011 California + Orders 2012 New York + Orders 2012

2011

2012

© 2012 TBG Digital

Sales

What were the results? 72% more

orders

44% more

Revenue

Case period 29th Aug to 16th Oct 2011 & 2012

if compared with the same period last year when there was no live Facebook ac8vity

@KarlHavard


Intelligent media targeted at the high value consumer

segments: Quanity and quality in balance

Award winning creaQve across social media; which enhances the effecQveness of other markeQng

Social Media Planning & Buying

Crea8ve

Insights & Strategy

Smart Social that scales

Your Social Purpose

Brand & Consumer engagement based upon key insights and measuring the

metrics that maVer


Thank you

Karl Havard (@KarlHavard) Client Strategy Director TBG Digital http://tbgdigital.com

Moving the Metrics that Matter. 3 Case Studies: All Facebook Conference, London

Business

Transcript of Moving the Metrics that Matter. 3 Case Studies: All Facebook Conference, London