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Slide 1: Demystifying Facebook ROI @Tom_Schuyler Tomschuyler@gmail Presented by: Tom Schuyler NIM - April 2011
Slide 2: Me • • • • Young, but I’ve been on Facebook since it was students-only Building brands is what I’m all about, I’ve been doing it for years “Gurus” scare me I’ve worked for brands big and small:
Slide 3: Why this topic • Let me ask you… • To answer the question, ‘What is Facebook worth to my brand?’ • Set expectations and meaningful goals with clients • Make data actionable • Get over the hype
Slide 4: Part 1: Media Agnostic ROI
Slide 5: You already knew this…
Slide 6: That’s an ice cream cone… • You sell ice cream cones. How many ice cream cones did you sell before social media? How many did you sell after? • It may be inconvenient but we can lose sight of the basics
Slide 7: Part 2: Lets escape the real world (it’s scary out there)
Slide 8: Facebook Insights = Your Friend • Insights will give you every input you need to write your own equation – Reach. Your peeps times 130 – Engagement . The search for signs of intelligent life – Relevance. Your consumer not your fans. More on that…
Slide 9: Shocking News… Your Fan Count Doesn’t Matter (More at 11…)
Slide 10: Who ARE these people? • Fan Count vs. Consumer Count • Not all fans are created equal • Do you have the right fans? – Demographic Indexing
Slide 11: Consumer Count • Demographically-relevant • Active This Matters Total – Irrelevants – Inactives = Consumer Count
Slide 12: Nope... I’m not impressed with you 1M fan count
Slide 13: What ARE they doing • Engagement is the single most important indicator of success – – – – – Activity Post Views Post Feedback Unsubscribe Goal 85% monthly 50% weekly
Slide 14: What ARE they doing? • Not going to your wall • Not going to your fancy tab – Unless you’re running ads • Not going to your app • Tabs aren’t evil – Set defaults intelligently Cool tab!... Not
Slide 15: What ARE they doing? • Not clicking over to your site to buy something • Facebook is about making relationships to influence INTENT, not purchase • Tracking code data all points the same direction – Facebook is not an effective means to drive traffic
Slide 16: The Equation
Slide 17: What to shoot for: Engagement • 40% – 50% for sub 10,000 • 50% – 60% for plus 10,000 • 1%+ per day = success
Slide 18: What to shoot for: Ads • • • • Cost per fan between $0.30 and $0.90 plus 25% Chose. Then be chosen. Target intelligently. Test. Test. Test again. Try B&W Algorithm gives preference to spikes
Slide 19: Part 3: Key Takeaways
Slide 20: Do • • • • • • • Plan ahead! Lead with content – let brand messages follow Use rich media Use Facebook Questions Embrace now – ad hoc Be conversational. Marketing as dialogue not monologue Direct ads to the fan page – Spike spend in correlation with content roll out – Create a tab for non-fans • Use models to set goals • Set expectations and define goals early on. What’s it worth to them
Slide 21: @Tom_Schuyler Tomschuyler@gmail