This article is a summary of the break-out session "Optimising Online Marketing and Advertising With Facebook" during the
Omniture Summit in London on May 20th, 2010.
Key messages:
- 400 million active users on Facebook today.
- 4.1 % of all time spend online is spend on Goolgle, 4,25 % en YAhoo and 11,6 % on Facebook (highly engaged audience)
- 3 main objectives:
- Use Facebook as an effective channel to interact with customers
- help you buy ads on Facebook
- measure and optimize effectivement of your Facebook marketing
- 4 steps :
- Measure: fan page, Facebook ads, Facebook applications, etc.
- Segment valuable users
- Target with Facebook ads
- Optimize cross channels
- New products/features:
- SearchCenter Plus : today
- Pre-configured Facebook Segments in Discover : today
- Social referrer type report : mid-summer
- Privacy management (my question: since a very small set of users can get targeted through Facebook ads and that their behavior is later tracked on the web site, how do you manage privacy?). The answer was opt-in management : 1. users can define in their Facebook account which kind of data they are willing to share, and 2. you can specify in Facebook Connect which kind of data you will import into your SiteCatalyst data and make it clear on your web site's privacy policy.
- Pricing model for the Facebook Connect Genesis integration has not been determined yet. The current version is free for beta testers.
My take:
- The Facebook / Omniture integration is quite promising, but privacy and pricing issues need to be investigated further as the product is publicly released.
Note: this post has been written live. Please excuse any typos and brievety.
This live blogging has been made possible thanks to the support of Hub'Sales.
