How using facebook advertising can benefit your social media strategy

Today’s(webinar(

“How((Facebook(adver5sing(can(benefit(your(social(media(strategy(“((By(Komfo(&(Spring(Creek(

Friday(January(16th(2015(

!  Any$ques)ons$can$be$asked$via$the$chat$pane$in$the$control$panel$at$the$right$hand$side$of$your$screen.$

!  Ques)ons$will$be$answered$at$the$end$of$the$webinar$!  You’ll$receive$the$sheets$presented$within$48$hours$a@er$the$webinar$

Before(we(begin(

Today’s(presenters(

[email protected]$

$$$

Bobbie$Hollander$Social$Ad$specialist$at$Spring$Creek$bobbie.hollanders@springcreek.nl$

GO LOCALSCALE GLOBAL"

WELCOME TO THE WORLD OF SOCIAL BUSINESS"

From — Social Media "Marketing tool "

Komfo is on a journey:"

To — Social Hub, enriching "data and allowing data to "flow freely"

DISTRIBUTE

EN

GA

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CREATE

LISTEN

MEASURE

THE CUSTOMERS ARE THERE, ALL THE TIME IT"

Source:$Search$Engine$Journal,$November$2013.$

47% AMERICANS(THAT(SAY(FACEBOOK(IS(THEIR(#1(INFLUENCER(PURCHASE(

24% in 2011"Source:$Search$Engine$Journal,$November$2013.$

SOCIAL(MEDIA(IS(SEEING(AMAZING(GROWTH(NUMBERS!(

Source:$Search$Engine$Journal,$November$2013.$

Ac)ve$users$

SOCIAL MEDIA MARKETING AT SCALE"

SOCIAL BUSINESS TRANSFORMATION METHODOLOGY"

Source:$$hTp://www.slideshare.net/Al)meter/theVevolu)onVofVsocialVbusinessVsixVstagesVofVsocialVmediaVtransforma)on$$

How(using(Facebook(adver5sing(can(benefit(your(social(media(strategy(

•  My$name$is$Bobbie$Hollanders$•  Social$Ad$Specialist$–$Spring$Creek$–$IPG$Mediabrands$

Netherlands$

•  Likes:$$

12$

•  What$is$going$on$with$Facebook?$$•  Social$adver)sing$Facebook$

–  How$using$Facebook$can$help$you$to$increase$brand$awareness,$engagement$and$conversions$

–  How$to$set$up$the$right$objec)ves$

–  How$to$create$KPI’s$and$use$them$effec)vely$in$your$ad$campaign$$–  How$to$analyze$and$report$results$

•  BMW$Case$

Agenda ((

13$

Social(media(has(become(part(of(our(daily(lives(

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And(users(mostly(experience(it(through(a(small(screen(

15$

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16$

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Organic(reach(keeps(dropping(

17$

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Likes(are,(therefore,(becoming(less(relevant(

18$

$$

Facebook(wants(you(to(think(in(specific(audiences(

19$

$$

Wat(is(er(nieuw(op(Facebook?(

20$

•  Daling$Organische$bereik$Facebook$$

Facebook(Adver5sing(

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Every(Facebook(adver5sement(has(a(specific(objec5ve(

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We$have$to$ask$ourselves,$what$do$we$want$to$achieve$with$$every$adver)sement/post?$

Facebook$focuses$on$this$objec)ve$within$its$algorithm,$and$this$also$shows$in$$the$results$of$the$adver)sement$

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Objec5ve:(Reach(or(Engagement(

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Regular$Page$post$ad$

"  Facebook$algorithm$focuses$on$reach$and$engagement$

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Objec5ve:(Traffic(or(Conversion(

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Page$post$link$ad$

"  Facebook$algorithm$focuses$on$traffic$or$conversion$$

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Objec5ve:(Video(views(

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Page$post$video$ad$

"  Facebook$algorithm$focuses$on$video$views$!Current!cost!per!view!(€0,02!4!€0,15)!

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Objec5ve:(app(downloads(

25$

AppVinstall$ad$

"  Facebook$algorithm$focuses$on$app$installs$!Current!cost!per!install!(€1,50!4!€3,00)!

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Objec5ve:(Offer(ad(/(Edmail(data((

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Offer$ad$

"  Facebook$algorithm$focuses$on$receiving$offers$

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Objec5ve:(New(Fans(

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Page$like$ad$

"  Facebook$algorithm$focuses$on$new$fans$!!

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Who(can(we(target(on(Facebook?(

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Everything$a$user$registers$on$is$page,$or$likes$can$be$targeted$$

"  age,!gender,!loca=on,!languages,!!interest!&!behavior!

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Targe5ng(2.0(

29$

Facebook$has$a$even$more$in$depth$targe)ng$op)ons$to$reach$your$audience$

Within!these!op=on!they!primarily!focus!on!crea=ng!specific!audiences!,!!which!are!created!by!user!behavior!or!consumer!data!

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Custom(Audiences(

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Custom$Audiences$connects$CRM$data$with$Facebook$users$

“This!is!the!match!between!your!email4data!and!Facebook!users”!

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Retarge5ngdaudiences(

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Facebook$gathers$data$through$the$behavior$of$their$users$

With!this!data!we!can!retarget!users!who!are:!!!! !video!viewers,!app!users,!or!website!visitors!

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So(how(do(you(set(up(the(right(objec5ve?(

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The$key$is$to$focus$on$the$one’s$that$will$serve$your$final$goal$33$

Seeing(there(can(be(mul5ple(different(objec5ves(on(Facebook..(

And(analyze(the(goals(on(the(primary(objec5ve((

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Objec)ve$traffic$to$a$website?$Don’t$focus$on$reach,$engagement$or$likes$$

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Wat(is(er(nieuw(op(Facebook?(

35$

•  Daling$Organische$bereik$Facebook$$

BMW(Case(

•  Objec)ve:$Test$drives$$•  Target$Audience:$Male$35$–$50$AB1$

Campaign:$$Acquire!test4drives!through!the!BMW!landing!page!and!op=mize!towards!the!target!audience!which!realizes!the!lowest!cost!per!test!drive$

Case:(BMW(testddrives(

36$

$$

Segng(up(the(target(audience(

37$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$

(male$35$–$50$years)$$

$$

Segng(up(the(ads(



Video$ads$ Video$ads$

$$

A/B(tes5ng(




$$

Looking(at(the(first(data(




Retarge)ng$video$plays$

$$

Segng(up(the(traffic(ads(





Page$post$link$ads$ Page$post$link$ads$

$$

A/B(tes5ng(






$$

Looking(at(the(data(again(






Retarge)ng$website$visits$

$$

Segng(up(the(final(ads(







Page$post$link$ads$

Page$post$link$ads$

$$

A/B(tes5ng(







Page$post$link$ads$

Page$post$link$ads$

$$

Analyzing(the(results(







Page$post$link$ads$

Page$post$link$ads$

Final$results$

Cost$per$test$drive:$$



$$

By(focusing(on(specific(audiences(we(were(able(to(op5mize((towards(a(lower(cost(per(test(drive((

47$

$$

This$resulted$in$140%$higher$ROI$than$a$campaign$without$this$focus,$and$it$gave$BMW$clear$and$measurable$results$of$their$social$investment$$

Thank(you(for(listening(

[email protected]$

$$$

Bobbie$Hollander$Social$Ad$specialist$at$Spring$Creek$bobbie.hollanders@springcreek.nl$

How using facebook advertising can benefit your social media strategy

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