reid spice - facebook marketing kpis
TRANSCRIPT
Kenshoo: Proprietary & Confidential Information
AVOIDING SOCIAL KPI OVERLOAD
28 June 2011
Kenshoo: Proprietary & Confidential Information | 2
A few Social KPI’s
Social Impressions
Likes
Fans
PurchasesRevenue
Shares
CTRCPC
Conv Rate
Cost
Clicks
Share of Voice
Connections
Tweets Retweets
ChurnFollows
AOV
ImpressionsRevenue/Click Leads
Mentions
RSVPs
UniquesROI
CPL
CPF
CPA
CPM
Video ViewsDownloads
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1. CTR & CPC
2. Volume & Performance
3. Attribution
Social KPI’s & Context
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CTR & CPC
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Facebook has plenty of impressions
Source: Comscore May 2011
Facebook Yahoo! Microsoft -
50,000,000,000
100,000,000,000
150,000,000,000
200,000,000,000
250,000,000,000
300,000,000,000
350,000,000,000
400,000,000,000
Q1 2011 Impressions
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The Impression Issue
Marketplace Ads drive
lots of impressions!
You can’t track view-through
conversions with Marketplace Ads
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Clicks are hard to come by
Average Display CTR 0.10 %
Average Facebook CTR 0.05 %
Source: Webtrends Feb 2011
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CTR correlates directly to CPC
Monday Tuesday Wednesday Thursday Friday Saturday Sunday50.00%
100.00%
150.00%
CTR %CPC %
Source: Kenshoo Social May 2011
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TARGETING VOLUME & PERFORMANCE
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U.S. Population Distribution by Age
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Facebook Population Distribution by Age
age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Source: Facebook API June 2011
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FB Fans of “Justin Bieber” Age Distribution
age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Source: Facebook API June 2011
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FB Fans of “Opera” Age Distribution
age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62
0
1000
2000
3000
4000
5000
6000
7000
Source: Facebook API June 2011
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So Facebook’s audience skews young…
who cares?
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U.S. Income by Age
15-24 25-34 35-44 45-54 55-64 65+ $-
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$30,000.00
$35,000.00
$40,000.00
Source: U.S. Census 2010
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Average Facebook CPC by Age
15-24 25-34 35-44 45-54 55-64 65+ $-
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
$1.80
$2.00
Source: Facebook API June 2011
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Test different combinations of targets
to maximize volume and ROAS
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ATTRIBUTION & FACEBOOK PERFORMANCE
Set an attribution model to reflect the true value of each engagement
Keyword 1
Green T-ShirtGreat PricesT-shirt.com
Blue T-ShirtGreat PricesT-shirt.com
Keyword 2
Red T-ShirtXL Size Available
T-shirt.com
Keyword 3
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Most Advertising Tracking Systems report and act on only the last click prior to purchase
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
60 %25 %10 %5% 40 %10 %10 %40% 25 %25 %25 %25% 100%0%0%0% (Last Click)
20Kenshoo: Proprietary & Confidential Information |
Attribution Model Comparison
First Only
Prefer First
Distribute Evenly
U-Shaped
Prefer Last
Last Touch
0% 2% 4% 6% 8% 10% 12% 14%
* Percentage increase in Revenue using different
attribution models: Apparel client, Fall 2010
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If you’re using Last Touch, you’re
under-reporting FB Performance
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THANK YOUReid Spice, Director of Product Strategy
[email protected]/Social