This week, the industry will gather in New York for one of the largest advertising events in the world—Advertising Week.
Facebook is a proud Advertising Week sponsor, and we're excited to share how our latest products, research and partnerships are enabling businesses to connect with people across platforms. Please join us in person or via live stream at the events below.
Monday, October 1, 2012
Tom Arrix, VP, US Marketing Solutions, Facebook
Wired Innovation Roundtable
11:30 am, Nederlander Theater
Brad Smallwood, Head of Measurement and Insights, Facebook
Insights for Marketers: Using Measurement to Build a Better Ecosystem for Brand Campaigns at IAB MIXX
11:45 am, Broadway Ballroom in The Crowne Plaza Hotel
The designation is reserved for a small group of PMDs that are driving outstanding results in the Facebook marketing developer ecosystem and is earned through a rigorous selection process that considers each company’s impact and commitment. Strategic PMDs will receive our highest level of support, and will be reevaluated every six months.
Agencies and brands looking to take their Facebook marketing to the next level can select a Strategic PMD knowing that they are in the hands of experienced partners that will receive priority product and business support, in-depth training, and access to alpha and beta product trials.
We launched Offers in limited release at fMC earlier this year. Since then, we’ve heard from businesses of all kinds that Offers has helped them drive business results. Today we are happy to announce that Offers will be available globally, and that we’ve added some new features that will make Offers even better for people and for businesses.
Starting this week, businesses with more than 400 fans can create online Offers directly from their Facebook Pages. This means that all businesses—from large brands to local retailers— can use Offers to drive sales, traffic and reach in news feed.
Businesses can also includebar codes and unique codes in their Offers. This has been a top request, and will help businesses measure the effectiveness of their campaigns.
We’re also making it easier for people to find the Offers that are most relevant to them. Over the months since the beta launch, we’ve seen that targeting and advertising help get the right Offers in front of the right people, resulting in more happy customers sharing your offer with friends and better sales. Therefore, starting this week, we will require that businesses include advertising and targeting as part of using Offers. More advertising budget will lead to greater distribution to your audience, and will put more power in your hands as a marketer to control delivery and targeting. Offers will remain free for people to claim and easily sharable with friends. These changes will help businesses reach the right people more effectively, and will create a better experience for users.
Check out the Facebook Help Center to get started and stay tuned to the Facebook Studio blog for Offers tips and case studies.
We recently launched an update to Facebook’s iPhone and iPad apps for iOS. The update makes keeping up with friends faster and easier, and enables brands to engage with people on mobile in richer ways than ever before. Here are three things marketers should know:
You can reach your customers at scale with Facebook on mobile
It’s hard to miss the rapid growth of mobile. With 75 percent of the world’s population now on mobile devices and almost 50 percent of US phone subscriptions being for smartphones, reaching your customers on mobile devices has never been more important, and Facebook is a key place people are spending time. More than 540 million people access Facebook on mobile every month. And in the US, Facebook’s mobile users spend over eight hours a month on Facebook, which represents 30 percent of the time spent on the top 10 mobile properties.
Facebook targeting options are the same across desktop and mobile
In addition to leveraging Facebook’s scale to reach people on mobile, you can reach people in highly efficient ways using Facebook’s rich targeting options. Standard demographic targeting is available, but, like on Facebook desktop, Facebook mobile, offers targeting based on likes and interests, connections, activity, education, workplace, relationship status and more. When you set up campaigns on Facebook that are eligible for news feed, some of these impressions will automatically be delivered to mobile if your target audience is logging-on via mobile. You can also target a mobile-only audience with mobile news feed placement using Power Editor and API tools.
Your brand can be front and center in mobile news feed
The news feed is the best place for brands to reach people on Facebook on desktop or mobile because people spend 40 percent of their time on Facebook in news feed and are 40-150x more likely to consume branded content in news feed than on brand Pages. As on desktop, Brand Page posts appear prominently in the mobile news feed, just like updates from people’s friends.
Creating content that is brand-relevant, visual, and will enhance someone’s experience as they scroll through all of the stories in their news feed is essential to engaging people in news feed. For more information, check out last week’s blog post and webinar.
This post was originally published in Campaign UK as part of the monthly Connected Campaign series. The series features analysis on social marketing initiatives and commentary from industry experts. In this month’s post, banking brand Lloyds TSB looks to boost awareness and favorability by tapping into the 2012 Games.
Campaign: Your Games, Your Journey
Agencies: Rainey Kelly Campbell Roalfe/Y&R, MEC, Immersive Media
Other media: TV, out-of-home, press partnerships, installations at Stratford station
Lloyds TSB is a domestic Tier One partner of the London 2012 Olympic and Paralympic Games. It is using social media platforms to promote its involvement with the Olympics and Paralympics, building on the bank's existing community activities.
Lloyds TSB has taken the opportunity to turn the conversation from banking and risk to people and celebration. Its Facebook activity integrates with an overarching campaign that aims to demonstrate how Lloyds TSB is bringing the Games closer to its customers and allowing them to personally benefit from its London 2012 partnership.
Lloyds TSB's overall campaign incorporated several elements: Local Heroes (supporting local athletes in their dream to reach the Games), the Olympic Torch Relay (giving people who have done good in the community the chance to carry the Olympic flame) and National School Sport Week (helping more than five million children try Olympic sports).
The Facebook activity promoted these initiatives and encouraged participation in the Torch Relay. People were asked to tag themselves in a Torchview photo (using Google Street View technology) along the Olympic torch route and to upload photos of themselves as they followed the flame. They could also download photos of themselves taken at the overnight celebrations when the Torch Relay bus parked up at the end of each day. This was supported by geo-targeted Facebook advertising that followed the Torch Relay. Lloyds TSB also ran Facebook's Logout Experience - a large, clickable image that's displayed to the millions of users in the UK who log out of Facebook in a 24-hour period.
The Facebook campaign, which kicked off in early May, continued into the Games, with the platform acting as a hub to capture people's photos, stories and excitement in the "Spirit of the Games". In just two months, Lloyds TSB's Torchview notched up an impressive 35,535 photo tags and thousands of people uploaded their own personal Torch Relay photos to the Lloyds TSB 2012 page.
WHAT THE EXPERTS THINK
Creative: Katie White, head of Isobar Social, Isobar UK
"This has built on the strong brand positioning Lloyds TSB has established in recent years, and tied into the London 2012 Olympic and Paralympic Games to give it a unique take on the event.
"Tonally, it has a strong community and family feel. The map-based visualisation of photos is a nice way of displaying region-specific content. It taps into the pride of the nation and would certainly make those who generated content feel they're really part of something (it was no doubt a useful utility for tracking the torch when its journey was live).
"The experience could have been built out beyond viewing photography, to be more immersive for those who didn't want to contribute but were still interested in experiencing the spirit Lloyds TSB captured."
Media: Mark Creighton, chief operating officer, Mindshare
"It's difficult to establish a role for a financial services brand in social media, especially when being 'friends' with a bank isn't particularly de rigueur. Lloyds TSB has clearly thought about the role it plays in Facebook. This brand page naturally extends out of its broader Olympic activity.
"The Torchview elements of the app encapsulate the sense of community that Lloyds TSB wants to associate with. The large numbers of people who have tagged themselves demonstrate that Lloyds TSB and its agencies understood how low friction mechanisms that encourage participation on Facebook keep your page fresh and engaging.
"There remains huge potential to continue to capture the 'Spirit of the Games' during the remaining
Client: Dominic Chambers, head of marketing, Audi UK
"With such mega events as the Olympic and Paralympic Games, it is extremely hard for a brand to gain cut-through, especially if you are a new sponsor like Lloyds TSB. The bank's decision to focus on the Torch Relay as it made its way across the country and on local communities was a smart one and enabled Lloyds TSB to build on its existing brand positioning and to make the most of Facebook's photo sharing and tagging capabilities.
"How could this campaign have been improved? Its focus on community marketing, and especially schools' sports, could have been more greatly amplified through PR and perhaps some targeted advertising, as the latter has certainly become a big news story."
Campaign UK: Ian Darby, deputy editor, Campaign
"Facebook is a great asset for marketers looking to engage with communities and Lloyds TSB has tapped into this with its Torch Relay activity.
"The standout feature of the campaign is the photo-tagging option, which gets people involved in the Torch Relay and enables them to share it with friends. I liked the additional targeted local advertising on Facebook and the longevity of the activity - it has been running since May. I'm not sure the TV activity really contributed a great deal to this campaign, but the use of outdoor and press was effective enough.
"If Lloyds TSB can inject this much charm into the rest of its advertising, it may be able to stand out from competitors in a sector that is not currently best loved."
On both desktop and mobile, news feed is the best place for brands to reach people on Facebook. We’ll discuss the importance of creating content that is brand-relevant, visual, and that will make your brand stand out.
The discussion will be followed by a live Q&A with questions from our online audience. Please share this event with your friends and colleagues, and post questions in advance on the event wall.
To provide a foundation for this paper, we commissioned Forrester Consulting in December 2011 to conduct an online survey of 101 VP- and C-level marketing professionals and interviewed 12 CEOs, CMOs, and VPs of marketing. The study showed that while marketers think attribution of social media marketing to branding and business results is crucial, most don’t understand how to measure their efforts.
The survey showed that while 73% of marketers think that it is important to connect social media efforts with brand health metrics like awareness and perception, only 44% are actually tracking those metrics. Similarly, 59% of marketing leaders think it is important to connect social media efforts to business results, like revenue, but only 39% are doing the analysis. And finally, 72% of marketing leaders think it is important to compare social media to other offline and online efforts, but less than half (47%) are actually doing so.
However, many of the tools to measure the impact of social marketing to brand and sales goals exist today and marketers have the opportunity to better take advantage of these measurement platforms. Measuring Success in a Social World aims to tackle this gap in measurement knowledge by providing a proven framework for measuring success.
Measurement of social and digital marketing must relate back to the business metrics that matter:
Reach: Reach the right people with your message
Brand Resonance: Shape people’s perception of your brand
Reaction: Drive traffic and sales
The blueprint also provides a list of measurement firms that can help brands measure these three important pillars across platforms to drive efficiency for their business.
Read Measuring Success in the Connected Worldto learn more about how to tie social marketing activities to business outcomes. For more on the steps to building a connected brand and aligning your organization for social, check out our previous Social Business Blueprints here.
We’re happy to announce that Facebook Studio Edge is rolling out to agencies around the world. You may remember our announcement this spring. Starting today, Facebook Studio Edge’s modular, interactive courses are available to agency partners participating in the beta release.
The interactive learning program was designed to help you and your teams stay on top of the latest product updates and best practices for marketing with Facebook. Topics covered include the latest on Facebook Pages, ads and social technology. Whether you’re looking to go deep on topics essential to your job or to expand your horizons, Studio Edge courses cover topics relevant to a wide range of agency audiences— from creative teams to media planners and technologists.
To access Facebook Studio Edge, click on the Education tab here on Facebook Studio. Complete the courses relevant to you at your own pace and earn badges as you progress. Badges you earn will appear next to your name on your Facebook Studio listing, along with any published Facebook Studio submissions you’ve been credited on. We’ll let you know when new courses have been added, so you’ll always have the latest training content as soon as it’s available, and you can upload new case studies of your work on an ongoing basis.
Together, the result is a powerful tool to help you, your teams and your agency show off your expertise in marketing with Facebook.
To get started, add your agency email address to the right hand side of this page and off you go. Not sure if your agency is participating in the beta? Enter your agency email address and reach out to your Facebook representative if you have any trouble. If you’re not currently part of the beta, please add your email address to the beta waiting list—we’ll drop you a line as soon as we are able to add your agency.
ClickZ recently launched Facebook Casebook, a free, downloadable collection of case studies focused on Facebook marketing. The case studies cover a range of brands and verticals—from global brands to local businesses.
Results highlighted include:
Nutella's Facebook ads outperformed their investment on other paid media channels, including TV
Domino's used Facebook ads and sponsored stories to activate a singe promotion worldwide, driving more than 542,000 people to Domino’s ordering sites on one day
B2B software company HubSpot saw a significant increase in lead generation, sales and traffic from their Facebook ads strategy
Download Facebook Casebook to read the full case studies and more examples from brands like Payvment, Orabrush, Taco Bell, Applebee's and CNET.
It all started with an insight: business travelers feel guilt when they're away from loved ones on work trips. Working with agencies Initiative Media, Gotham and Ideas Collide, Best Western decided to make is annual spring promotion more social to help transform that feeling into pride. The result was the “Be a Travel Hero” program designed to turn business travelers into “travel heroes” by letting them design dream vacations and invite their friends and families on them through a Facebook app. The app on the Best Western Page let people register with Best Western Rewards to earn a free night if they stayed three nights, bringing people a step closer to the beach—or the mountains or amusement parks. To raise broad awareness, Best Western through Initiative launched a media campaign on Facebook, with targeting primarily to adults over 25 and people identified as business travelers. Among the strategies, the brand used sponsored stories to make sure that the actions people took with the “Be a Travel Hero” campaign were seen by their Facebook friends, building word of mouth for the campaign. The result? Best Western saw an over 20 percent increase in revenue for its two-month spring promotion year-over-year, making it the No. 1 spring promotion in Best Western’s history. Watch the video case study or read the text version to learn more.