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Social Media Insights Part 1

Social Media Insights Part 1

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Published by Lab Cultural

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Published by: Lab Cultural on Jan 06, 2013
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01/04/2014

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1
 
SOCIAL MEDIA INSIGHTS
Part 1
METRICS THAT MATTER
Introducing Exposure Rate, a New Facebook Advertising KPIJUNE 2012
 
2
OVERVIEW
Overview.............................................................................................................................................................................................................2
1
Understanding Facebook Media: Owned, Paid, and Earned...............................................................................................................4
2
Relationship Between Facebook Paid and Earned Media.................................................................................................................5
Facebook Marketplace Ad Types.....................................................................................................................................................................................5Insights and Recommendations.......................................................................................................................................................................................7
Sponsored Stories and Post Ads drive higher response rates...........................................................................................................................7High click-through rates translate to low cost-per-click rates...........................................................................................................................7Sponsored Stories carry the highest cost-per-thousand impressions rates..................................................................................................9With Sponsored Stories, Likes are abundant but deeper engagement carries a premium price..........................................................10
3
Relationship Between Facebook Paid and Owned Media.......................................................................................................................11
Facebook Objects................................................................................................................................................................................................................11Insights and Recommendations.....................................................................................................................................................................................13
Pages are the hub or brands to engage with their ans....................................................................................................................................13Getting customers to branded events proves dicult and costly...................................................................................................................13Likes and Applications are truly social phenomena............................................................................................................................................14
4
 Metrics That Matter: Pre-Engagement and Post Engagement..............................................................................................................16
Introducing Exposure Rate, a newly dened metric, and the importance o Frequency.............................................................................16Insights and Recommendations....................................................................................................................................................................................20
Maintaining CPC above the maximum recommended bid optimizes Exposure Rate and Frequency...............................................20Sponsored Stories deliver high Exposure Rate and low Frequency..............................................................................................................22Use Interest Targeting to maximize Exposure Rate and Frequency..............................................................................................................23
Conclusion........................................................................................................................................................................................................25Glossary............................................................................................................................................................................................................26Methodology....................................................................................................................................................................................................28About Resolution Media.................................................................................................................................................................................29About Kenshoo Social....................................................................................................................................................................................29Contact.............................................................................................................................................................................................................29
 
3
OVERVIEW
Social media has quickly become one o the preerred channels or brand and consumer interaction.The levels o relevancy and engagement inherent within social media are unprecedented. Whendone right, social media can oster meaningul relationships between brands and consumers in waysthat were never beore possible.However, since social media and, particularly, social network advertising, are relatively new phenomena,there are no hard-and-ast methods to guarantee success. Facebook, or example, continues to createinnovative new ad ormats. With new ad ormats come new data points. With new data points comenew insights. And with new insights come new key perormance indicators (KPIs). This report is the rst in a series rom digital marketing leaders Resolution Media, an OmnicomMedia Group Company, and Kenshoo Social, looking at global trends in social media andidentiying actionable insights and metrics or brand advertisers.The research covered in this paper ocuses on interaction with Facebook Marketplace Ads (not to beconused with the Facebook Premium Ads oering) across various ad types and targeting criteria.Through a statistical analysis o multiple data points across a wide range o Resolution Media clientsthat are advertising on Facebook using Kenshoo Social technology, we examine the relationshipsbetween paid, earned and owned media.
In this report, we will examine:
 
1.
Each o the paid ad types available on Facebook 
2.
How each ad type perorms, with benchmarks and insights 
3.
Deining a new metric to measure engagement on Facebook 
4.
The point o diminishing returns or ad viewsIn uture reports, we’ll dive into more granular data points to analyze perormance and suraceinsights by gender, country, and other targeting criteria.

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