+44 (0)20 7930 4158POPULAR TOOLS
Social identity revolutionises ads, claims Facebook exec
Social network profile identities "fundamentally change" the relationship between online marketers and consumers, according to Facebook EMEA strategy and planning head Trevor Johnson. Tailoring marketing campaigns to people rather than IP addresses or other anonymous online identities provides far better ways of reaching consumers and targeting ads, says Johnson.
Speaking at the Social Media World Forum in London, Johnson outlined social context in terms of how user interaction with social networks changes marketing. He estimates that Facebook ads which use social context produce a 25% increase in user actions and a 68% increase in "brand lift". He also says that posts published by brands and firms are almost seven times more likely to create a user action than paid advertising on the site. Organic marketing or the viral advertising spread by users rather than direct from firms, creates four and a half times as many actions as paid advertising. Finally he says, both methods combined create just under three times as many actions as paid marketing alone.
In terms of how Facebook is now a part of the lives of its users, he claims 58% of Facebook's 400m active users visit the site daily and the average user spends 28 minutes on the social network every day.
