11
Create the perfect Facebook ad from real-time
social listeningIntegrate what you know about your
supporters to improve the performance of
your social campaigns
PRESENTED BY ATTENTIVELY & STRENGTH IN MEMBERS
22
What You’ll Get From This
Session▸How to chose your best segments and
develop new ones to test and target with
Facebook advertising.
▸How Facebook Custom Audience targeting
works to improve the performance of your
campaigns.
▸Getting started ASAP, how Attentive.ly can
help you get more out of your Facebook ads.
33
Agenda
▸Introductions
▸Facebook Targeting 101
▸Leveraging Your
Segments
▸Developing New
Segments
▸Getting Started, Now
44
Housekeeping
We’ll send you a recorded version
You’re on mute (but do ask questions!)
55
Introductions
Roz Lemieux
CEO, Attentive.ly
@rozlem
www.attentive.ly
Peter Genuardi
Founder, Strength in Members
@petergenuardi
www.strengthinginmembers.c
om
#armyofsupporters
66
About Us: Strength in Members
What We Do
▸Audience Development
▸Email and Social
Campaigns
▸Engineering of Marketing
Apps
Who We Work ForWho We Are
We are a data-driven, digital agency,
for good. We work with marketers who
are making the world more
compassionate.
77
About Us: Attentively
What We Do
▸Inform Content Strategy
▸Expand Social Reach
▸Personalize Messaging Real-
Time
Who We Work ForWho We Are
We are a social marketing automation
platform. We help our customers layer
real-time social data into their CRM to
better understand and engage their
audience.
88
The Perfect Ad
99
She gets thousands of messages per day
1010
How can your ad break through?
1111
Personal
Well-Timed
Multi-Channel
1212
How People Interact With Us
TIME
VALUE
Social Post Email
Direct MailDisplay Ads
Phone Call Web
MEDIUM
1313
3 Use Cases
1414
Personalizing Ads
based on social signals
1515
Send the right message to your
people
1616
Based on social mentions
1717
Create a custom Audience
1818
Send custom audience to FB
1919
A Simple Facebook Ad
Campaign
UPDATED BY PETER
2020
Affinity Specific Ads
Renewable Energy Will Change the
World
Give Now & Help Us Create New
Markets
Polar Bears Are Cute, But in Danger!
Give Now & Help Them Stay Cute
Earth
Helpers
Earth
Helpers
Nothing’s Better Than Getting
Muddy!
Give Now & Help Us Preserve the
Trails
Earth
Helpers
You Love the Great Outdoors
Give Now & Preserve Them Forever
Earth
Helpers
Renew
able
sP
ola
r Bears
Off R
oadin
gH
ikin
g
2121
Engage Influencers
with social call to action
2222
CRM
Top 5%
68x Audience
* Plus trust.
Influencers Have Reach
2323
2424
Send Refer a Friend Ad
2525
Facebook Ad: A Social Call to
Recruit
Attention Leaders in the New Energy
Revolution!
Convince Others to Invest in Solar, Learn
How
Earth
Helpers
▸Don’t ask them to buy, donate, or take action
▸Compliment their depth of connection
▸Ask them to engage their friends and family
▸Reward them for their participation
▸ Track referrals at a consumer level
▸Coordinate messaging across media
2626
Email: A Social Call to Donate
2727
Facebook Audience Insights
2828
Facebook Insights:
Demographics
2929
Facebook Insights: Behavior
3030
Facebook Insights: Purchases
3131
Model Your Best Customers
using Lookalikes for acquisition
3232
Find Lookalikes to Improve
Reach▸Your Segment: Combine Purchase &
Affinity
▸Create a lookalike audience
▸Start by optimizing for similarity
▸Get the right offers in front of them
▸Test, Test, Test
3333
“Just bought my tix to #SXSW interactive –
where should I stay?” @jjones
3434
Create Your Lookalike
Audience
3535
Facebook Ad: Travel Deals to
Austin
Planning to come to SXSW in 2015?
Book your flights & hotel before everyone
else!
Globe Travel
3636
Getting Started, Immediately
3737
How to Get Started NOW!
▸Profile your audienceUse Attentive.ly to develop this understanding.
Focus on affinity first, then depth, breadth, and 3rd party
markers.
▸Identify Your Target SegmentsUse affinity, network, consumer, and demographic
attributes.
▸Build Compelling PromotionsTake an ethnographic approach & test, test, test.
3838
How to Get Started NOW!
▸Plan
Establish a multimedia campaign calendar.
▸Put it Together
Use Attentive.ly to tie your media together.
▸Measure
Do the best you can, carefully.
Don't do anything unless you can measure it.
3939
Our No Strings Attached Offer
▸Who?
Three Attendees of Today’s Webinar.
▸What?
Two phone sessions to apply today’s concepts.
▸How?
Email [email protected] and describe the problem
you are trying to solve.
4040
Thank You
Roz Lemieux
CEO, Attentive.ly
@rozlem
www.attentive.ly
Peter Genuardi
Founder, Strength in Members
@petergenuardi
www.strengthinmembers.com
4141
Technical Difficulties
Sorry for the Interruption, We’ll Be Back Soon
