why facebook advertising doesn't work/facebook contests
Post on 21-Oct-2014
1.335 views
DESCRIPTION
TRANSCRIPT
Presented by
126,067,690 (ish)
This Afternoons Topic:Why Facebook Advertising Does NOT Work… But you’re probably not even seeing this message because you’re so blown away by the targeted ads you see to your right.
Don’t go into the real world, just Like our stock photography instead! No awkward silences!
Hate your Commute? Rent the MilleniumFalcon for the afternoon.
That’s what she said…
Presented by
Michael Hubbard• Founded Media Two Interactive in
1998• Talks a lot once you get him going.• Is passionate about EVERYTHING
media• Not particularly fond of Facebook.• Can’t wait to talk about Facebook
Advertising.
Jon Kenney• Senior Media Strategist.• Does all of the real work.
Presented by
Facebook Advertising Does NOT work…
Presented by
Presented by
http://www.youtube.com/watch?v=aDycZH0CA4I
Can I be your friend?
Presented by
I love numbers…
Presented by
eMarketer estimates Facebook’s share of US online display ad revenues will grow to 17.7% in 2011, up from a 12.2% share last year. Facebook is expected to see $978 million in additional display revenues in 2011—more than display revenues will grow this year at Yahoo!, AOL, Microsoft and Google combined.
Presented by
Big fancy numbers…
I’m not making these up… http://www.facebook.com/press/info.php?statistics
Presented by
What are your options…
Presented by
Sponsored Ads:
“Like” Ads:
Do it yourself…
Presented by
Presented by
Sampling
Event
Poll
Video
Like
Premium…
Presented by
Know your audience…
Presented by
Targeting CapabilitiesLocation
Language and Demographics
Presented by
Likes and Interest
Education and Work
Presented by
Connections
Presented by
Who’s had success, and how…
Presented by
Goal: Beginning with a fan base of around 480 the goal of the campaign was to generate awareness for the Facebook page and boost the number of likes.
Key Steps: Because “like” campaigns automatically insert the Facebook page title into the header, it was necessary to focus on multivariate testing with body copy, image, and targeting. The body copy, images and targeting were monitored and optimized throughout the campaign in order to maximize “likes” and reduce that cost per social action.
Outcome: The success of the 2 month campaign was clear. The client experienced a steady increase in new fans through the media placements and saw total number of likes jump from the pre-campaign level of 489 to 3,505 at the end of the campaign. That was a 3,460% lift.
He Really “Likes Me”
Presented by
Two months prior to campaign launch:
Presented by
Goal: The goal of this campaign was to drive sign ups for a free consultation for a laser liposculpture procedure. The campaign had strict geo targeting restrictions to certain areas in Southern California and women 35 – 55.
Key Steps: Because Final Inches had very little social presence on Facebook and users were going to be directed to a landing page outside of Facebook, emphasis on A/B testing for messaging, imaging, and advanced targeting were critical. The campaign was monitored and optimized daily, poor performers were dropped, winning parameters were kept and expanded upon. In the end Brand logo as well as clear body copy explaining the offer and a strong call to action made the campaign a success.
Campaign Impressions Delivered Clicks CTR Conversion % % Under Goal
Final Inches 15,629,831 3,618 .02% 1.22% 42.21%
Show me the money Jonny…
Outcome: The campaign received great exposure over a 2 month period with over 15 million impressions while adhering to the specific geo targeting parameters. Despite what looks to be a low conversion % the campaign performed excellent coming in 42.21% UNDER our target cost per consultation goal.
Presented by
Goal: To raise awareness and participation in UNCG’s Trivia Tuesday and Where am I Wednesday wall posts through the use of the Sponsored Stories Page Post ad. The ad would only be run on Tuesdays and Wednesdays and be targeted specifically to fans of UNCG.
Community Advertising…
Key Steps: Because this particular type of ad pulls directly from a paste on the client’s Facebook wall it’s integral that whoever is in control of posting know that the ad is running and that the posted content will then be pulled into the ad. This happens any time the ad is live and a post is updated. Targeting for Sponsored Story ads encompass only fan’s of that particular page with the ability to layer on additional Demo, Interest, Education to that subset. This made the Sponsored Story ad ideal for the purpose of driving fan interaction with the brand. The last step in the process is to come up with content that would make users participate in the discussion.
Presented by
Campaign Impressions Social Impressions Social % Clicks Reach Frequency
UNCG Trivia Tuesday 557,068 547,470 98.28% 322 16,979 33
UNCG Where am I Wednesday 693,780 683,835 98.47% 728 17,157 40
Outcome: The overall campaign was a success for both the Trivia Tuesday ad and Where am I Wednesday when looking at the traffic numbers. Social Impressions, an impression shown with the name of a friend that interacted with the ad, are high and almost have a direct correlation with standard impressions. This means that there was a low amount of impressions wasted before users began to interact. In addition the ads had a high frequency per user ranging between 30 – 40 which means the fans of UNCG were getting the desired exposure to the Sponsored Story and increasing the opportunity for action. Lastly, looking at a graph of comments per day over the life of the campaign you will see a spike in comments every Tuesday and Wednesday indicating that the ads resonated with the audience and had the desired effect.
Presented by
One of the oldest ways of advertising is promotional…
Presented by
Morgan Siem
• VP of Social Media at Media Two Interactive
• Needs a new professional headshot
• Chatty. Very chatty. But in 140-character snippets. Found @mediatwo_social.
• Wait, we’re talking about Facebook? I thought they said Google+ was going to replace Facebook…
Presented by
Let’s make sure you’re #winning
Facebook Promotions
Presented by
#1
Presented by
#1(how could you not?)
Presented by
#2
Presented by
#3
Presented by
#4
Presented by
#5
Presented by
For real this time.
Facebook Promotions
Presented by
For real this time.
• Types of Promotions
• Facebook’s Rules
• Building your app (& tools that can help)
• Components of a Successful campaign
Facebook Promotions
Presented by
Types of Promotions
Presented by
Rules, Rules, Rules…
Presented by
Presented by
You cannot run a promotion directly through Facebook
Presented by
You cannot use Facebook’s functionality as a mode of entry
Presented by
You cannot condition the entry upon users taking any Facebook action other than:
• Liking your Page
• Checking in
• Connecting to your app
Presented by
You cannot use Facebook functionality as a voting mechanism
Presented by
You cannot notify winners through Facebook
Presented by
More rulesI’ll gloss over them, so your eyes don’t gloss over
• Use of trademark
• Privacy & disclosure statements• Acknowledge that Facebook is not associated
or responsible
• For app builders…
Presented by
Presented by
Presented by
… and tools that can helpBuilding your app
Presented by
Quizzes | Group Deal | Sweepstakes | Contests
Favorite Picks | Coupons | Trivia | Signup Form
Essay Contest | Video Contest | Photo Contest
Voting | Virtual Gift | Fan Gate
Presented by
A few words of caution…
Presented by
Setting yourself up to win
Incentive to share
Tie it back to your product (aka not an iPad)