2013 challenges: Liam Walsh

2013 challenges: Liam Walsh
SHARE
THIS



Liam Walsh, director of sales and commercial development at Facebook Australia and NZ, shares the challenges facing Facebook in 2013

Facebook is a place where brands and agencies can put people at the centre of their campaigns and leverage the power of social endorsement. Facebook has achieved tremendous scale and engagement: in 2012, we reached the milestone of one billion users globally – this represents a tremendous opportunity in 2013 for those marketers who integrate social in to their campaigns.

And as people change their entertainment and consumption habits, Facebook continues to innovate to create more value for advertisers. In 2013, our focus is to take advantage of the opportunity that mobile presents, to continue to offer marketers tailored ad products that addresses their business needs, and to demonstrate the return that their investment on social marketing delivers.

Just one example of the many successes that countless companies are enjoying on Facebook comes from the recent Eventbrite Global Social Commerce report, which found that every time someone shares an event on Facebook, it drives on average an additional $4.15 back to the event organisers.

Over 600 million people who use Facebook are connecting from a mobile device. Mobile is one of the big trends we see for marketing as we start 2013. Silicon Valley venture capitalist John Doerr is calling this trend ‘SoLoMo’ (social:local:mobile), as mobile lets you be active at any location and connected to your entire social graph for their opinions, advice and buying power.

Mobile

Mobile is a huge area of growth. At Facebook, our goal is to connect everyone in the world. The US research and consulting firm Strategy Analytics recently calculated that there are more than one billion smartphones in use worldwide, but forecast that the next billion would be achieved in less than three years. The shift to mobile shifts consumer habits.

On Facebook, people who use our mobile services are more active than people who only use our desktop services. On average, mobile users are around 20% more likely to use Facebook on any given day.

To empower marketers to take advantage of this opportunity, we launched sponsored stories on mobile in this year. These fit naturally into the way people use mobile news feed today.  We think the best experience for people and marketers is one that fits into the existing user experience, versus ads that interrupt the user experience.  ‚Äã

Our clients are already seeing strong initial results, with strong cost-per-impression and cost-per-click rates.

New ad products

We are constantly looking at ways to improve the suite of our advertising products for all types of advertisers, along with ways to make the advertising experience as relevant as possible for people on Facebook. Over the past few months we have launched a number of products that make it easier for marketers to reach the right people at the right time. Given that Facebook is based on real identity, we are uniquely positioned to allow marketers to layer the information they already have on to our targeting tools to create ads that are more interesting to people and perform better for marketers. We do this in a way that respects user privacy.

Our new audience targeting feature is an effective new tool for advertisers to reach their customers on Facebook and leads to more relevant ads for people who already have relationships with advertisers. Advertisers are able to use their existing customer information (in a hashed format) to create custom audiences for Facebook ad targeting. So for example, a business may want to get current customers to become fans of its Page so it can create long-term loyalty and engagement.

Another exciting new ad product offering is Ads on Log Out. In Australia, two million Australians log-out of Facebook every day. Ads on Log Out presents the opportunity to show a rich and compelling ad at this time. This new ad format gives marketers an expanded creative platform to engage people at the completion of their current Facebook session. 

In Australia, Nissan promoted its launch of their first electric car – the Nissan Leaf – on Facebook using the logout experience and saw a 22% product awareness uplift from its core audience on Facebook as a result.

Delivering value

We are continuing to work with brands to tie traditional offline metrics (reach, resonance, reaction) more closely to online metrics and to Facebook. We believe there is a bigger body of metrics that brands care about, beyond click-through rates, and Facebook as a medium can serve those brand marketers effectively. If your goal is to sell products online, clicks are a good indicator, but if you care more about generating interest in a brand and ultimately achieving offline sales, you need a better metric than the click-through rate.

We are also working to identify ways to measure offline sales generated from social campaigns run on the site. Initial results indicate that 70% of campaigns get an offline return on investment of three times or higher and 49% get a return of five times or greater. Going into 2013, we are excited about the potential to continue to demonstrate the value that social marketing delivers for all marketers.

Recent comScore research found that using earned and paid together works. In the four weeks after seeing the US retailer Target messages on Facebook, Target fans and their friends overall bought at Target 21% more frequently. In the four weeks after seeing an ad on Facebook from a major US offline retailer, fans and their friends overall bought 16% more frequently in store than the average Internet user. And they bought 56% more frequently online from this retailer.

Marketers also care about reaching the right customers. On Facebook, where people are their real selves and share likes and interests, targeting is very accurate. Nielsen’s Online Ratings, which standardises online reach with TV reach, shows that general online campaigns with a broad target (e.g. adults 18-54) are on-target 72% of the time and narrow target only 35% of the time.  For comparison, Facebook is at greater than 95% on broad targets and greater than 90% on narrow targets. 

All of this adds up to a one billion opportunity that is ripe for the taking.

Please login with linkedin to comment

Latest News

Women In Media Profile: Zeina Khodr
  • Media

Women In Media Profile: Zeina Khodr

When B&T was offered to interview a lady named “Zeina”, we initially thought it was the warrior princess herself.

by B&T Magazine

B&T Magazine
39th AWARD Awards Winners Announced
  • Media

39th AWARD Awards Winners Announced

The winners of the 39th annual AWARD Awards were announced tonight in a celebration of the most outstanding creative communications work in the Asia Pacific region. The theme for the night was “Count Yourself Lucky” and didn’t disappoint with a record number of golds being presented. Held at Carriageworks as part of the Semi Permanent […]

Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine