The State of NH on Facebook, 2014 Edition

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  • 1. The State of NH on Facebook, 2014 Edition Presented by Allen Voivod, Ally in Possibility at Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit RJ Shade, CC BY 2.0
  • 2. #AhaFB + = The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
  • 3. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Epiphanies in Brief:  Bold, gritty, dream-driven company founded in 2004  Specializing in social media mojo, training, content marketing, online branding, and possibility  Founders of NH’s largest social media conference, the “A-Ha!” Summit  Passionate leaders of the “A-Ha!” Tribe
  • 4. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Background:  Facebook Profiles since 2007, Page since 2009  Tracking NH Facebook demographic data internally since 2010  Sharing basic stats in workshops since 2011  2nd annual “State of NH” Facebook Report in 2014
  • 5. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit What We’ll Cover:  Demographics (age, gender)  Usage by top cities and towns  Mobile usage  Select sociographics  Activities and interests  Key advertising success tips and tricks Meanwhile:  Ask questions at any time  Be thinking about attributes you’d like to know about our own audience  We’ll have ample time for practical demonstrations, hands-on searches, etc.
  • 6. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Your daily social advertising rebus! Got any guesses?
  • 7. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit [Social Advertising] is like fishing – not with a net, but with a spear. (With thanks to Lisa Landry of Savvy Workshop for the great analogy. )
  • 8. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit 740,000!
  • 9. Background The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit 30,060 71,380 68,380 65,140 61,800 56,080 18,000 72,000 78,000 70,000 74,000 92,000 NH FB Women 13-17 NH FB Women 18-24 NH FB Women 25-34 NH FB Women 35-44 NH FB Women 45-54 NH FB Women 55+ 2011 2014
  • 10. Background The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit 29,000 70,560 58,720 47,040 39,020 37,240 16,600 72,000 74,000 54,000 50,000 56,000 NH FB Men 13-17 NH FB Men 18-24 NH FB Men 25-34 NH FB Men 35-44 NH FB Men 45-54 NH FB Men 55+ 2011 2014
  • 11. Background The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
  • 12. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Observations:  Facebook is still the dominant network, here and abroad  Usage growing in NH waaaay faster than population growth (15% vs. 0.16% since 2011)  Despite this, attention is starting to fragment across channels (Twitter, Pinterest, Instagram, WhatsApp, SnapChat, Vine)
  • 13. Background The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit - 10,000 20,000 30,000 40,000 50,000 60,000 70,000 Men Women - 50,000 100,000 150,000 200,000 High SchoolCollege Masters PhD Men Women Income… Education….
  • 14. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
  • 15. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
  • 16. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Observations:  Population doesn’t equal Facebook penetration  College town population fluctuations are reflected in Facebook, too  Check-ins and Graph Search let Facebook play its own game against Foursquare, Yelp, Google
  • 17. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Mobile Devices 0 50000 100000 150000 200000 250000 300000 350000 400000 iOS Android All Men Women
  • 18. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Observations:  About 80% of US Facebook users are on mobile devices  Think short, punchy, and visual for Facebook Posts  Custom tab installs must offer mobile friendly links  Mobile ad costs are higher, conversion rates are higher, cost per lead is lower!
  • 19. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 20000 0-3 YO 4-12 YO 13-15 YO 16-19 YO Men Women Facebook Family Status*
  • 20. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit - 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 Engaged Newlywed Kids at home, 55+ Away from family Away from hometown Men Women Select Sociographics
  • 21. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Observations:  Family information growing as multi-generational Facebook use expands  “Partner categories” allow you to add extra demographic, sociographic, and purchasing behavior layers to advertising options
  • 22. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
  • 23. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Interests and Behaviors  “Interests” include interests from their timelines as well as the interests tied to Pages they’ve liked or keywords associated with those Pages or apps they use.  “Behaviors” are constructed from both someone's activity on Facebook and through offline activity provided by data from Facebook's “trusted third- party partners” Acxiom, Datalogix and Epsilon.
  • 24. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Interests… - 50,000 100,000 150,000 200,000 250,000 300,000 350,000 Travel Technology Sports and Outdoors Shopping and Fashion Politics and Social Issues Pets Home and Garden Food and Drink Fitness and Wellness Family and Relationships Entertainment Arts and Music Women Men
  • 25. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Behaviors…
  • 26. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Observations:  Used separately, Interests, Behaviors, and Partner Categories add to your target audience  Used together, Interests, Behaviors, and Partner Categories conflict/cancel each other out  Interests are not limited to the categories provided by Facebook
  • 27. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Important Ad Features #1: Custom Audiences!  Upload your email database or segmented lists into Facebook  Facebook matches your list against its user database and creates a Custom Audience to target with ads  Use Interests, Behaviors, and Partner Categories to learn more about them and target your ads more effectively!
  • 28. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Important Ad Features #2: Lookalike Audiences  Based on a Custom Audience  To create the Lookalike Audience, Facebook matches the Custom Audience against similar users, based on internal and third-party- provided information  Play with a range of similarity versus reach, then target further based on Interests, Behaviors, etc.
  • 29. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Important Ad Features #3: Dark/Unpublished Posts  This is how to get advertising posts in the News Feed without it also appearing on your Page  Split test News Feed ads without spamming your Page Timeline  Call to Action buttons (i.e. “Shop Now,” “Learn More,” “Download”)  Bonus! You get to cheat Facebook’s guidelines of 25-character headlines and 90-character body copy blocks
  • 30. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Important Ad Features #4: Ad Sets  New-ish layer between campaigns and the ads themselves  Where the campaign budgeting takes place now  Use to identify and divide up your targeting (i.e., desktop versus mobile, different interest categories)
  • 31. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Important Ad Features #5: Pixels  Facebook Conversion Pixels for your website help you track checkouts, registrations, etc. from within your Facebook Ads Manager  Facebook Exchange (FBX) partners provide pixels for your website that allow you to “retarget” people who come to your site but don’t buy with new ads on Facebook
  • 32. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit What Does This All Mean for Taking Flight With Facebook?  This presentation was designed to give a window into what’s possible with ad targeting on Facebook  You can also use the ads platform and Graph Search to understand your Page’s current Likers better  Whether it’s marketing or advertising, and no matter what the platform: The right message to the right person at the right time = business success!
  • 33. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit The Big Takeaways:  Facebook usage plateauing in the US overall, but still on the rise in NH  Mobile usage is overtaking desktop usage, which affects your posting and advertising choices  More competition for News Feed space + Facebook’s revenue needs driving a “pay to play” Page model  New tools and targeting options make Facebook advertising more effective than ever before
  • 34. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit Thank you! Let’s stay connected, shall we?