2011 03-i m-breakthrough-grapheffect
TRANSCRIPT
We Make Sense of Facebook Advertising
Facebook Advertising On Steroids
We developed a platform that drives likes, creates engagement and generates virality.
... LOL
Facebook is NOT search
Facebook is much more like TV...
It’s audience buyingbut more interactiveand....
Awesome if done right!
A.W.E.S.O.M-O agrees
Only show ads to the people who care about your message and who will evangelize it.
So what is the right way?
ie... Don’t Show Viagra Ads at the X-Games
The Power of “Likes”
Own your users instead of renting them Allows brands to generate earned media Constantly communicate through the feed
Our platform identifies the users that generate the highest percentage of organic likes via Facebook ads.
Scale & Organic Growth
Build a Look-A-Like Model
We do this by developing a “Look-A-Like” interest model that targets the types of people who generate viral growth.
Great... How Do You Do That?
Think of it as the Netflix recommendation engine for ads.
Quick Example
Bacardi wants to target women who are into fashion.
These people won’t convert
But Gucci lovers may generate fewer fans and less organic growth than Coach lovers!
Some People Don’t Care
X-Ray Specs
Our recommendation engine locates audiences that it has determined
are similar to Coach fans and begins to target them.
Why This Matters
543,298 people like this
852,233 people like this
This allows us to scale the audience buying process and only target the users who are actually influencers.
426,217 people like this
The Big Picture
We drastically decrease user acquisition costs and facilitate engaging, repetitive and monetizable interaction.
Thank you for listening