facebook marketing conference 2012: timeline meets tv: engagement through live broadcast and...

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Timeline Meets TVEngagement through Live Broadcast and Interactive

VideoRussell Goldsmith, markettiers4dc

@russgoldsmithStephanie Conlon, MEC

@stephanieconlon

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All Facebook posts

Research slides courtesy of @juliusduncan from Headstream

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Likes by type

Research slides courtesy of @juliusduncan from Headstream

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Comments by type

Research slides courtesy of @juliusduncan from Headstream

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Shares by type

Research slides courtesy of @juliusduncan from Headstream

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Live branded video content in Facebook• Streaming of live events on a

Facebook tab or application may not be new ...

– Example: Facebook’s first ever UK live concert produced for the Carphone Warehouse with Eliza Doolittle

– Increase likes on the page by over 10% from 50,000 to over 56,000 in half hour

• ... but reaching the audience directly through their own newsfeed via your timeline is crucial

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Challenge of the timeline

• Updates only reach 17% of ‘likes’ on average (EdgeRank Jan 2012) unless more engaged through comments, likes, shares etc

• Broadcasting live into the timeline and into the newsfeeds of those who have liked your page improves engagement, enabling them to watch the content without leaving their Facebook page, sharing it with their friends and helping the viral spread.

• Need to still support it with targeted advertising and promoted tweets

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Pampers Live Baby Chat

http://www.facebook.com/PampersUKIre/app_363436017008563

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Pampers Live in the wall

Users could send in questions by clicking on the overlay tab

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Pampers Live in the Event Tab

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“Thanks all, very excited about this UK first!! :-D”

“Fabulous.  Excited to see this launch later – I know it’s sheer coincidence this is going out at the same time as our inaugural Facebook marketing conference in New York, but I like to think we’re having our own inaugural UK launch here!” - Facebook Marketing Solutions

Pampers live in video snowbox

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The Dictator Premier Timeline

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The Dictator live ads

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Why through ads?

Streaming from page with just a status update-

20% of 39,171=

reach of approx 7,834

Streaming through ads-

9 million impressions to

3.5 million uniques

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Results9,718,266 impressions

Reach of 3.5 million unique users within a 2 hour period

14,068 video plays from the ad unit

Further 4,621 views organically generated

3,701 new fans generated

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Even Joanna Lumley loves it

https://www.facebook.com/MarksandSpencer scroll to June 19th

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Interactive Video Works

• Interactive video becoming more popular as more brands try the technology

• We had seen some incredible success with retailers such as Jaeger– Over 45 items encoded– 27% Engagement– 13% click through– Average shopping basket

increased by 300%

http://www.linkto.tv/casestudies/casestudy/client/jaeger

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P&G Case Study Background

• Pilot campaigns included those for:1. Pantene Hair Make over videos

offering choice of retailers to purchase highlighted products from.

2. Within Custom Channel on YouTube for Nice’n’Easy – hotspots geo-targeted so that viewers from US, UK or Ireland would be directed to a choice of different retailers where they could purchase the product from.

(1)

(2)

http://www.youtube.com/niceneasyvideos(US links) http://niceneasy.linkto.tv/channel_us.html

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P&G Pilot Results

• Not highest quality videos• Hotspots were an after though• Yet engagement still high - large percentage of

viewers clicking on hotspots for information and through to retailer sites.

• BUT ... level of purchase was low.• Unlike Jaeger that had high ticket items - would

you buy a bottle of shampoo unless doing your weekly shop?

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Driving Offline Purchase?

• Challenged by P&G to integrate LinkTo technology into existing couponing system.

• Could we encourage viewers to click to print money-off coupons to redeem offline in-store.

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Coupon Usage is Mainstream

• 9 out of 10 shoppers redeem coupons occasionally or regularly

2010 201150%55%60%65%70%75%80%85%90%95%

100%

86% 88%

% of UK shoppers who redeem coupons

Source: fast.MAP / IPM 2011 Marketing-GAP Survey

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Online is Fast Growing Coupon Distribution Channel

57% of consumers have printed a coupon from the internet 82% who haven’t would be willing to do so

57%

41%

Have you printed a coupon from the internet?

Yes No Don't Know Willing Not Willing0%

10%20%30%40%50%60%70%80%90% 82%

18%

If No, are you willing to print a coupon from the internet?

Source: You Gov Sixth Sense, April 2011

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P&G Case Study: Febreze

• Used series of existing Febreze TV ads and branded video content

• FebrezeUK’s Facebook page chosen as it was a smaller community than other P&G branded Facebook pages but with just over 15,000 ‘likes’ at the time was seen as a large enough sample to test the new technology.

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LinkTo with Coupons.com

https://www.linkto.tv/iframe/show/uuid/aG2P9hLlhBM/w/480/h/400

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Febreze Results

• Results– 92% increase compared to P&G coupon

engagement benchmarks.– When posted through the Febreze UK Facebook

wall, click to print a coupon reached over 50% of views, a record high for any pilot campaign.

• Shortlisted as Brand Innovator of the year with Marketing Week– Subsequent campaigns for other brands such

as Fairy have seen print out rates of 67% and redemption of over 55%

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Febreze Redemption Comparison

Coupons.com Average Febreze Video Coupon0%

10%

20%

30%

40%

50%

60%

30%

55%

Coupons Printed to Redemption Rate %

Printing a coupon is a sign of purchase intent –

therefore likely to be redeemed

Video enhances engagement AND

likelihood to redeem

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This has been one of the most successful pilots to be tested in the Innovations team over the

past couple of years. The functionality optimises existing properties to drive trial, which is a core objective of ours, and furthermore is scalable

across our portfolio. Innovations Team, P&G

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Why Use Coupons within a Video?

• Increase propensity to view the video• Enhance engagement through interaction• Measurably drives offline purchase • Collect customer data easily• Insights – track consumer engagement

through to redemption in-store

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Summary

• Social media is a digital advocacy platform used to share information

• Broadcast (live or on-demand) has an ability to bring a story to life, as well as excite, enthuse and engage an audience.

• Combine both tools and the result for brands is very powerful and exciting ...

©2012 - @russgoldsmith

Any questions?Thanks!

E: russ@markettiers4dc.comM: 07775702076T: 0207253888

Twitter: @russgoldsmithFacebook: www.facebook.com/russellgoldsmithLinkedin: uk.linkedin.com/in/russellgoldsmith

Skype: russell.goldsmith