Jodi Phillips
VP, Media & Analytics
Jerilyn Soncrant
Product Marketing Manager
Greg Sterling
VP, Strategy & Insights
Meet Our Expert Panel
Learn How To:
Make Your Organic Efforts Work Harder for You
Find Your “Sweet Spot” with Facebook Ads
Measure, Report & Learn from Data That Matters
Users aged 25-34
‘Likes’ every day
4.5 Billion
29.7%
New profiles every minute
People logged in daily
890 million
300
Facebook Dominates Social Universe
Social Media Influences Purchase Decisions
Social drives roughly equal amounts of online and in-store sales.
Source: Vision Critical 2013 and IBM Survey 2014
of social media users have purchased
a product after sharing or favoriting it
on Facebook, Pinterest or Twitter43%
Both platforms actually help each other
More searches more click-throughs + higher AOV + more sales
Facebook and Google Complement Each Other
return on ad spend.30%
Facebook ads boost effectiveness of paid search
campaigns with a
30+ Million Small Businesses With Active Pages
Similar advantages of Google as ad platform
Simple, automated
Reach narrow target audiences
Ad targeting precision and accuracy
Less ad spend waste
• Relevance Scores define ads
• Conversion Lift takes off
• New ways to actually measure ROI
New Algorithms & Features Can Add To Confusion
It All Starts With the Customer
Who is my audience?
What interests my audience?
How & where does my audience
connect with my business?
What actions do I
want to occur?
How can I use content to compel
those actions?
How can I invite my
audience to actively
participate in my business stories?
How can I engage, without
interrupting?
“I want you to have pathological empathy for your reader.
That means really knowingyour customer.”
Ann Handley
• Post quality content and varying types of posts, consistently
• Tie back to relevant promotions, themes and events
• Test days and times to amp up traction
• Be flexible enough to respond on short-notice
TOP TIP: Follow 70/20/10 content rule
Editorial Calendars Empower You To Deliver Quality Content, Consistently
• Add fun to the experience with quizzes, contests, photos and videos
• Invite your audience to share their personal stories
• Curate outside content and news
• Monitor trending posts and hashtags
• Stay true to your brand identity, products you sell, stories you tell and experiences you build every day
Mix Up Content To Keep It Fresh & Fun
of Facebook “shares”Happen on Saturday40%
TOP TIP: Tag person’s social profile
when responding to drive 1:1
relationship and engagement
• Make every message and experience about their interests
• Show you care by responding directly to their questions and comments
• Stay tuned to what’s happening now
• Don’t try too hard to piggyback off viral moments
Lose the “Me, Me, Me” Attitude
• Create different posts to drive the same objectives
• Experiment with copy, images, URLs, text posts, videos
• Avoid drop-off with high-quality images and videos
• Isolate variables, then test and tweak
• Be patient and realistic – with campaign timings and results
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
A
Try our new chocolate ice cream and get 50% off your entire offer.
Ice Cream Store
B
Always Be Testing
Challenge: Increase online reach for an established brick-and-mortar business
Strategy: Development of Facebook company page with quality content and incentives
Outcome:
• 202 Leads
• 10,364 New Facebook “Likes”
• 273% Increase in People Engaged
Social Engagement Pays Off For Triano’s
Create and post quality content, consistently
Add fun with interactive types of content
Respond directly to audience
Be authentic and relevant
Curate outside content & news
Always be testing and learning
To Do List:
$$ Doubled YoY(November 2014)
ROI
Facebook Ads: By The Numbers
accuracy on targeting efforts 94%
Facebook has
Hours spent on Facebook each month
6:35
Facebook visits coming from mobile
8.25%
Identify goals you want to achieve• More website traffic?
• More phone calls?
• More leads?
• More in-store sales?
• More positive reviews?
• More direct dialogue with Facebook users?
Think strategically, not tactically
It’s not just about deploying ads, but about targeting them to the right people at the righttimes and places
Without Goals, You’re Flying Blind
Don’t let intentions – or lack of intentions – hold you back.
• Target the right audience –moms, families
• Stay true to Facebook users social tendencies
• People are more likely to click if an incentive offers at least 30% off
Make Ads Worthwhile and Relevant Enough To Act
• Be creative and multi-faceted with types of photos
• Entice people to want, need and act more
• Tap into what’s already available on stock photography & video sites
• Create personalized videos to showcase your teams, talents, passions
Make Every Visual Count
Focus on compelling users to act, rather than spraying-and-praying
Page Post Link Ad Domain Ad
Test Ads To Drive Optimal ROI
Challenge: Boost post-holiday sales
Strategy: Target and incentivize Facebook users to redeem promotional offer and buy in-store
Outcome:
• 257 Offers Claimed
• 60 In-Store Redemptions
• $5,500 Net Store Sales
• 1,100% Increased ROI
Personalized Ads Amplify Seasonal Sales
Set goals
Use high quality visuals
Personalize ads to solve your audience’s pain points
Compel actions with incentives
Always be testing and learning
Measure results
To Do List:
• Understand user behaviors
• Learn about preferred content types
• Prove concretely if social strategy is working
• Highlight gaps or missed opportunities
• Improve future campaigns
Metrics: Measure What Matters
Metrics: Cost Per Action
• Track conversions (contest signups, ecommerce, etc.)
• Measure for online and offline success
• Conversion Lift makes it possible to drive in-store sales lifts
• Create test groups versus control groups
Currently testing with larger advertisers, but will open up to all advertisers soon
Metrics: In-Store ROI
You Don’t Need Massive Budgets to See ROI
Small to medium spenders (i.e. not large retailers) actually see the best results on Facebook
Increase your resources and budgets
Invest more in education and training
Use the right tools and technology
Measure performance, report and learn from data
To Do List:
Jodi Phillips
VP, Media & Analytics
Jerilyn Soncrant
Product Marketing Manager
Greg Sterling
VP, Strategy & Insights
QUESTIONS?
More Content To Help You
Better Understand How To Boost ROI From Quality Content & Ads on Facebook
Q&A With BLiNQ Media VP, Jodi Phillips
Research Study
Slideshare of Presentation Ebook: Boost ROI From Quality Content & Ads on Facebook