how to maximize engagement from facebook ads
DESCRIPTION
Facebook sold $1.86 billion in ads in 2010, about 60% or $1.12 billion of which was self-serve, meaning advertisers bought directly using Facebook's targeting tools. Using crowdsourced social Intelligence can help improve CTR, reduce the cost-per-Like and increase consumer conversation. In this presentation Chase will show 5 key areas on how to maximize your Facebook engagement and share results on how Golden Spoon have achieved ongoing social success with their customers.TRANSCRIPT
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Analyze · Automate · Activate
How to Maximize Engagement from Facebook Ads@chasemcmichael
@infinigraph
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Is LIKE the new LINK , YES!
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Life is not about being liked its about being effective
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New affinity economy where the most likeable people, ideas and organizations are the ones we believe in, buy from and get inspired by.”
LIKEONOMICS
Mr. brand give me a reason to like you
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TRENDING CONTENT
SOCIAL AD SITE CONTENT
BRANDADVERTISER
Actions are like a barometer to relevance
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TRENDING CONTENT
Trending content has low perishability
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IDENTIFY REACH & RELEVANCE
• Relevant content integrated in Facebook Ad Buy
• Targeting is based on Interests “Brand Affinity”
You are what you feed, feed well
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CONTENT RESONANCE
Content interaction creates context
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HOW IT WORKS
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Got affinity? Must know passion
WHAT ARE CUSTOMERS INTO? – INTERESTS!
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FACEBOOK AD BUY INTERFACE “PRECISE INTERESTS”
FB interests, underused most powerful
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GOLDEN SPOON GIVES A REASON TO LIKE
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RESULTS
ResultsTop-line results were as follows:
• Click through rate: 6%• Liked page : 51%• Conversion to buy: 18%*• Same store sales: up 13.7% during
promotional period.
Brands need to talk to customers... and through customers
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SPONSORED STORIES – YOU’RE THE “MAD MEN” NOW
Facebook postings become –
word of mouth recommendations and trusted referrals
holy grail of organic, bottom-up marketing
FB stories is like cooking with social gas
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Sponsored Stories Yielded a • 46% Higher CTR • 20% Lower CPC • 18% Lower Cost per Fan
− TBD Digital
Content is the social lubricant not your advertisement
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TAKE AWAY
• Leverage “Crowd Approved” content to drive engagement
• Keywords coming from social interaction yields better targeting “Interest”
• FB ads with relevant content and Sponsored Stories work
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Analyze · Automate · Activate
Thank You!@chasemcmichael
@infinigraph