Dublin Calling: Facebook Agency Bootcamp – What We LearntBtissington
Over the past few years we’ve built a strong relationship with our Partner Manager at Facebook, and this continues to prove invaluable in exposing our Social Team to the latest product updates, beta tests and invitations to various seminars and events. A prime example of this was the Facebook Agency Bootcamp that we attended last week at the EMEA Headquarters in Dublin. Approximately 170 people attended, representing 80 agencies across Europe, the Middle East and Africa. With just a handful hailing from the UK, it was a great privilege to be part of this event. We’ve put together a few highlights from the trip, and although we’re under strict oath not to divulge everything that was presented, there are some really valuable takeaways worth sharing.
We headed out to Dublin on a sea of sunset-soaked clouds and arrived with a few hours left to grab the obligatory Guinness and potatoes (chips). After meeting up with Helen – our neighbour from the PPC team – who happened to be attending a Google Partners Accelerate event at their HQ, we retired to prepare ourselves for what was to be a jam-packed day full of presentations.
We were welcomed to the Facebook EMEA Headquarters with croissants and coffee and had plenty of time to fumble with the lanyards around necks, hoping to determine where everyone was from and what it was they did. Once we settled into our seats – second row, slightly off-centre, not wanting to be too keen – it was time to get down to business.
There were 3 key themes that formed the golden threads throughout the sessions and although the concepts may not be surprising, the sheer influence of them in the way ad tech and content is moving is well worth remembering in all marketing endeavours moving forward. We’ve also added some other new product focuses that featured strongly on the agenda. So let’s get straight in.
Desktop is the New Abnormal
You can’t go to any expo, seminar, conference or marketing-related website without hearing/reading it, but for those of you who’ve just joined us, Mobile is where it’s at. Full Stop.
When the directors of an organisation as powerful and influential as Facebook stand in front of you and proclaim that “[We] are a mobile first company”, you’d best be making the responsiveness of your website a primary focus. A few facts to illustrate:
- 2.8 billion internet users globally
- 50% of in store sales are influenced by mobile
- 52% of internet time is spent on apps
- 75% of time is only spent on 4 apps, 2 of which are Facebook and (the Facebook-owned) Instagram.
- 1 in every 4 minutes online is spent on Facebook or Instagram
Is 13 Milliseconds worth 1000 Words?
Research says that you are able to process an image in 13 milliseconds. Refer to the GIF underneath this section and see how much detail you can recall after watching one cycle of all the images flashing by. Then imagine having the textual description of those images flashing by at the same rate. ***Information Overload***. Image processing occurs 60000x faster than word processing. With this knowledge it makes sense that another major theme from the conference was the shift from text to imagery. But why?
- Consumers are impatient. We’re thumbdercats, swiping and scrolling our way to the bottom, with endless streams of information to get through. In this game, you stand out by fitting in, and that’s why getting the most information across in the shortest time span is a primary goal for mobile marketing pursuits.
- Consumers identify with photos. Consumers are photographers. 400m users login to their Instagram accounts each month.
The Search for Discovery
- Although you may find a slight contradiction in terms above, the focus for these purposes is on that “find unexpectedly” element.
- As consumers, whilst we think we know what we want, we don’t really KNOW what we want. This is the gap that we, as marketers, are tasked with filling.
- There really are few better media than Facebook right now to accomplish that. With such rich information to work with, we’re empowered with the data to very accurately infer what people want, and subsequently present them with the opportunity to decide that your product is precisely WHAT users want.
The Atlas Diet: 5 Reasons to Cut out Cookies
The Facebook-owned people-based ad serving platform, Atlas, carried out research over 6 weeks to identify the REAL value of cookies, and the effect the technology has on impressions, reach and frequency. This ties into our first theme – the fact that the significant dominance of Mobile usage is gradually eroding the effectiveness of cookie based targeting. Find a few handy stats below to illustrate this point.
1. 60% of Facebook users use 2+ devices. [That is a lot of users jumping between devices resulting in us essentially forgetting where they dropped those initial crumbs]
2. 26% of people have only one Facebook Cookie each but the rest – 74% – had more than 1 cookie. [I.e. in 74% of cases, impressions are reported as being sent to new users, although in reality they’re reaching the same user]
3. Cookies report 58% overstatement of reach and 14% understatement of frequency.
4. 12% of conversions are not captured.
5. 8% of internet users account for 85% of clicks on display adverts
We strongly believe people-based measurement is the future of online marketing and this will become the essential ingredient of successful attribution modelling. This will help prevent wasted ad spend and impressions, will report on actual reach and frequency and enable us to more accurately marry online campaigns to offline sales.
Facebook’s newly launched Lead Ads solve key challenges for lead generation. They are designed to reduce barriers to lead generation by encouraging data capture natively in Facebook and they improve data quality by offering the user pre-populated and easy-to-edit forms. These may be in a variety of formats:
- Newsletter or information sign-ups
- Deals, coupons and offers for retail or eCommerce business
- Inquiry or interest forms for education, financial or professional services
- Product, demos, quotes, test drives, and sample requests
6 Reasons why your media plan should be making space for it.
1. Instagram has 2.2x the reach of the top 10 bestselling UK magazines combined.
2. The platform enjoys 1.9x the combined circulation of the UK’s top 10 selling newspapers.
3. 70% of young millennials aged 18-24 are reached each month in the UK.
4. 80 million photos shared per day globally.
5. Adverts can now include up to 30 seconds of video.
6. 97% of adverts generated a lift in advert recall – Nielsen
Our ongoing relationship with the Facebook agency management team has always meant that we’re kept up to speed when it comes to the latest ad tech innovations. But conferences like this serve to showcase some great examples of how these products have been put to great use in the testing phases and this therefore allows us to jump straight into campaign activation bearing these best practices in mind.
To find out more about how the latest Facebook and social media innovations can help your business, contact [email protected]