facebook advertising tactics
DESCRIPTION
Following the major changes Facebook recently implemented, Cleverwood guides you through a practical framework that helps you making the right choice to promote your brand via Facebook advertising.TRANSCRIPT
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advertising tactics
28/08/2012
Jochen Cloetens
Helene Debaisieux
Friday Session #47
Follow @Cleverwood
Use #FridaySession
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Introduction
2
Value of Shares
Active Users
Pressure on Business
Revenue = Ads
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Various kind of ads
3
Promote
Content
Promote Page
FANS
FRIENDS
OF FANS
NON-FANS
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Various kind of ads
4
Promote
Content
Promote Page
FANS
FRIENDS
OF FANS
NON-FANS
Classic ad
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Various kind of ads
5
Promote
Content
Promote Page
FANS
FRIENDS
OF FANS
NON-FANS
Classic ad
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Examples
6
CLASSIC AD
SPONSORED STORY
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Various kind of ads: Who sees what?
7
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Classic ad
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Kinds of ads: Who sees what?
8
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Page post ad
Classic ad
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Kinds of ads: Who sees what?
9
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
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Kinds of ads: Who sees what?
10
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
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Kinds of ads: Who sees what?
11
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
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Kinds of ads: Who sees what?
12
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
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Kinds of ads: Who sees what?
13
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
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Examples
14
PROMOTED POST
CLASSIC AD
PAGE POST AD
SPONSORED STORY
SPONSORED
STORY OF THE
PAGE POST
NOT AN AD
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Pros & cons of the promoted post
Pros Cons
ROI Boost interaction Don’t boost n° of fans
Objective Fans Engagement Visibility only for your
fans
Targets People who already
« liked » you No interest, age etc.
Content End of EdgeRank Commercial content
Price Quite cheap Few customization
Mobile In the newsfeed /
15
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Case Study Neff
16
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Case Study Neff
1. Objective of the brand
• Develop a community of foodies (target) by telling
kitchen stories
• Introduce indirectly brand awareness in Belgium
2. Objectives of this campaign
• Make people download the cooking book Neff made
with a Chef
• Get new fans
• Boost interaction on the page
17
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Case Study Neff
1. Objective of the brand
• Develop a community of foodies (target) by telling kitchen
stories Sponsored story of the page post ad
• Introduce indirectly brand awareness in Belgium Page
Post Ad
2. Objectives of this campaign
• Make people download the cooking book Neff made with
a Chef Classic ad & Page Post Ad
• Get new fans Sponsored story of the classic ad
• Boost interaction on the page Promoted post
18
Objectives
of all
campaigns
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Case Study Neff
19
81
actions
3770
actions
335
actions
582 fans
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Case Study Neff
20
Promoted post Page post ad Classic ad
Budget 5€ 5€ 5€
Targets Fans Food targets
Friends of fans Friends of fans
Reach 2.500 4.250 21.000
Frequency 1 2 2,3
Clicks 100 24 15
Actions 352 145 10
New Fans 0 6 9
Conversion 3,5 actions/click 6 actions/click
25% conversion
0,66 actions/click
60% conversion
CTR 4% 0,3% 0,032%
Cost N/A 0,83€ par fan 0,55€
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Case Study Neff
Results of this campaign
• Make people download the cooking book Neff made with
a Chef
1.426 views of the FR application (n° of downloads to track
with Google Analytics – no exact n° received from clients).
• Get new fans
636 new fans
• Boost interaction on the page
Talking about this reached 10%
21
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Promoted post
22
Conclusions and good practices:
WHEN?
• Contest, application: to stimulate fans participation
• Facebook offers
• Reach less than 10%
HOW?
• Keep in mind your objective & target
• Pin promoted post
• Importance of funny and interesting content
• Quality better than quantity
• Don’t forget classic ads
• The Facebook environment has changed. It is important to be professional and
use correctly the tools Facebook offers you.
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See you next Friday Session!
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