multichannel innovation-facebook
DESCRIPTION
Facebook Multichannel innovation presentation for Ecom UKTRANSCRIPT
Facebook for Retailers
Gavin SathianathanHead of Multichannel Retail
Facebook in the UK
The Facebook audience in the UK
Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-Jul 12
Regions: UK; Europe (UK, FR, ES, DE, IT, CH), Global (UK, FR, ES, DE, IT, CH, US, BR, AU)
Source: Facebook Internal Data, June 2011
Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-May 12
Regions: UK; Europe (UK, FR, ES, DE, IT, CH); Global (UK, FR, ES, DE, IT, CH, US, BR, AU)
01:49
06:42
01:32
01:11
01:05
17,340,399
BBC
MSN/Windows Live
Youtube6,857,90
72,968,01
13,200,0
941,971,89
3
PAGES VIEWED [PER MONTH]
TIME SPENT [PER MONTH – HOURS]
Facebook is the most engaging online property
1 IN 5INTERNET MINUTES
Users evenly split between male and female…though age distribution has changed
51%FEMALE
49%MALE
Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-May 12
Regions: UK; Europe (UK, FR, ES, DE, IT, CH); Global (UK, FR, ES, DE, IT, CH, US, BR, AU)
52%52%
50% 51%
22%17%
18%
24%
11%
-17
28%
35-49
14%
18-24
24%
50-64
17%
25-34
6%
65+
Young adults (18–34): Always on and very active
READ STATUS UPDATES
92%
LOOK AT FRIENDS PHOTOS
89%
LIKE STATUSUPDATES
87%
LIKE FRIENDSPHOTOS
83%
COMMENT ONSTATUS UPDATES
83%
50%84% use Facebook daily
73 minutes per day average on Facebook
88% watch TV on a daily basis
How much are 18–34 year olds using Facebook and when?
52% use Mobile phone as the main device for Facebook
61% of 18–34’s use their mobile phone for Facebook every day
75% multi-task watching TV with Facebook
Where and how are 18–34 year olds accessing Facebook, and while doing what?
Base: Female Facebook users with children in household n = 356 Source: Nielsen/Facebook Survey, 8/2012
Have asked for a recommendation on products or services from a friend
UK mums: Active connectors
READ STATUS UPDATES
90%
LOOK AT FRIENDS PHOTOS
90%
LIKE STATUSUPDATES
84%
LIKE FRIENDSPHOTOS
83%
COMMENT ONSTATUS UPDATES
83%
80% use Facebook daily
69 minutes average per day on Facebook
92% watch TV on a daily basis
52% of Mums use their mobile phone for Facebook every day
69% multi-task watching TV with Facebook
Base: Female Facebook users with children in household n = 356
45%Have asked for a recommendation on products or services from a friend
How much are Mums using Facebook and when?
Where and how are Mums accessing Facebook, and while doing what?
Source: Nielsen/Facebook Survey, 8/2012
Have asked for a recommendation on products or services from a friend
“LIKE” STATUSUPDATES
Heavy mobile users* on Facebook
READ STATUS UPDATES
87%80%78%
“LIKE” FRIENDS’PHOTOS
76%
COMMENT ONSTATUS UPDATES
75%
Base: Facebook users who use mobile phone as their main device n = 420
POSTSTATUS UPDATES
*Mobile phone is the main device to use Facebook
50%86% use Facebook daily
61 minutes average per day on Facebook
89% watch TV on a daily basis
77% multi-task watching TV with Facebook
35% use Twitter daily, in comparison to 20% overall
47% (nearly half) of mobile users go on Facebook whilst commuting
How much are mobile users using Facebook and when?
Where and how are mobile users accessing Facebook, and while doing what?
Source: Nielsen/Facebook Survey, 8/2012
The new normal: empowered customers leveraging Internet + Mobile
Open Market High Street Supercentres My Store
We give you the opportunity to engage your customers…wherever they are
Some retail case studies
Play.com Facebook fans are their best customers
• Customers who engaged with one or more of the Facebook campaigns spent 24% more on the play.com than customers that hadn’t
• Customers acquired via Facebook spend 30% more in year 1
• 80% y-o-y increase in sales directed through Facebook
• Sales from Facebook now account for £2M of revenue
Burberry launched their fragrance Body to fans
Burberry planned the customer journey
Topshop used Facebook for London Fashion Week
The most engaging page on Facebook last month was about fridges and washing machines
The social experience is carried to .com
Social discovery of products with Fab.com
Across web, tablet and smartphone
ASOS: 130% uplift in online sales among those exposed to the Facebook campaign
What’s next for retailers?
Introducing 4 new products for driving short term results
Facebook ExchangeFacebook Exchange Custom AudiencesCustom Audiences
OffersOffersMobile App
Install Ads
Mobile App
Install Ads
Introducing: Facebook Exchange (FBX)
• 2x Conversion Rate• 6.5x lower CPA• 18-30%
conversion lift
Source: Triggit
TechCrunch
Mashable
Bloomberg
Trials have shown great results
Introducing: Custom Audiences
• Sign-up CTR up 43%• Cost per Lead down 30
%
Power Editor interfaceList of people
(emails, UIDs, phone)
Audience segment
Company computer
Facebook system
Company’s hashed data Facebook’s hashed data
1
3
4
5
How does it work?2
Early results are extremely positive
Facebook Offers
Example of online offer:Example of in-store offer:
Introducing: Mobile App Install Ads
Thanks!