so you want to quit facebook marketing? (babelcamp 2014)

SO YOU WANT TO QUIT FACEBOOK MARKETING?

Effective Facebook Marketing Strategies with Apps & AdsMichael Kamleitner, BabelCamp 2014

Reasons to quit: 1. Decrease in Organic Reach 2. Ineffective Advertising 3. Depreciation of “Facebook Apps”

1. Decrease in Organic Reach

Organic Reach is ever-decreasing - since Years! (it has to - competition for your eyeballs is always going up!)

The algorithm-formerly-known-as…

Luckily, there are still ways to generate significant organic Reach on Facebook!

Here are just 3 ideas…

a) Hashtag Campaigns!

A very simple concept! Design your campaign around an emotional Hashtag.

Build a Microsite that let’s users share on multiple platforms…

Collect & present all user-generated content, have a voting, give away prizes etc.

So, does it work?

b) App-to-User Notifications!

App-to-User Notifications - a great way to increase user-retention & maximize value-per-user

App-to-User Notifications - Best Practice: Use personalized Messages or a Burst at end-of-campaign!

App-to-User Notifications - Easy to implement!

c) Target User-Posts-to-Page (instead of User’s Timeline)

Result: User-Posts generate Engagement on your Page & organic reach within their friends!

User-Posts-to-Page - Again, easy to implement!

2. Ineffective Advertising,Fake “Likes”

http://www.sterntv-experimente.de/FacebookLikeCheck/

THIS DATA IS PUBLIC! TEST YOUR COMPETITION! :)

Buying “Likes” on 3rd-party Markets = Works, but you’ll end up with 100% Fakes from Indonesia!

Fan-Gates & poorly targeted Promos = Attract iPad hunters who are 0% interested in your brand!

Oh, http://fb.com/diesocialisten!“We make mistakes, so our clients don’t have to!” :)

What went wrong? One of our Apps went crazy in Brazil - “Like”-Button was wired to fb.com/diesocialisten :/

What went wrong? We were lazy!“Boost Post” & oCPM are (mostly) a bad idea!

= Effective Facebook Advertising much harder, but still doable!

Buying “Likes” on 3rd-Party Markets + Fan-Gates & Poorly targeted Promotions + Poorly targeted Facebook-Ads =

Removing Fans manually is not an option!

Disclaimer: I’m not an Advertising Pro! For this talk I’ve tried to a) Drive Traffic to a Blog-Post & b) Get new “Likes”…

Ditch “Boost Post” & oCPM - Use Power Editor, Ad Manager or 3rd-party Tools!

Always target for Location, Language, Interests! Tipp: Interests allows targeting for competitors (sometimes)!

Especially with broad targeting, avoid oCPM!

Custom Audiences = Facebook Retargeting

“Custom Audiences” - Target based on FB User-IDs, Email-Addresses or … Visitors of your Website!

“Custom Audiences” - Copy/Paste the Audience Pixel on your Website(s)…

“Custom Audiences” - Create multiple Audiences, filtered by URL.

“Custom Audiences” - Let the pixel collect your audience for a few days/hours (depending on your traffic :)

“Custom Audiences” - Create an Ad targeted to your website visitors (leave location, language, interests empty!)

So, what if your (custom) audience is too small? Enter Facebook “Lookalike” Audiences!

“Lookalike” Audience - Based on an existing audience, Facebook identifies users that are very “similar”…

Existing Audience = Facebook Page Fans, Custom Audience Similar Audience = Based on Likes, Interests, Demography…

Pick a source (Page or Custom Audience), pick a country,set Similarity vs. reach, wait 1-2h…

…

Boom! Say “Hello” to your Lookalike Audience…

…and of course: send them some Ads!(leave location, language, interests empty!)

Cheap Likes, Cheap Clicks (But highly relevant/targeted)

Results?

3. Depreciation of “Facebook Apps”

“Facebook Apps Are Dead” is mainly a mis-understanding of what a “Facebook App” actually is…

“Facebook App” = Every App, Website, Device usingFacebook API / Facebook Login.

What’s really dead: Facebook Tabs! (and that’s good!)

There’s still plenty of exciting stuff going on in the Facebook App ecosystem… a) on Websites …

…b) in Widgets …

… c) on Mobile Web & Native!

Reasons NOT to quit: 1. Hashtag Campaigns, App-to-User Notification, User-Posts-to-Page2. Targeting, Custom- & Lookalike Audiences 3. Facebook Apps beyond Tabs

Start your free trial at http://walls.io today!

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