How to Maximize Engagement from Facebook Ads

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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.

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How to Maximize Engagement from Facebook Ads

  1. 1. How to Maximize Engagement from Facebook Ads<br />@chasemcmichael<br />@infinigraph<br />Analyze · Automate · Activate<br />
  2. 2. Is LIKE the new LINK , YES!<br />
  3. 3. Life is not about being liked its about being effective<br />
  4. 4. Likeonomics<br />New affinity economy where the most likeable people, ideas and organizations are the ones we believe in, buy from and get inspired by.”<br />Mr. brand give me a reason to like you<br />
  5. 5. TRENDING CONTENT<br />BRAND<br />ADVERTISER<br />SOCIAL AD<br />SITE CONTENT<br />Actions are like a barometer to relevance <br />
  6. 6. Trending Content <br />Trending content has low perishability <br />
  7. 7. Identify Reach & Relevance<br />Relevant content integrated in Facebook Ad Buy<br />Targeting is based on Interests “Brand Affinity”<br />You are what you feed, feed well<br />
  8. 8. Content Resonance <br />Content interaction creates context <br />
  9. 9. How it works<br />
  10. 10. What are customers into? – Interests!<br />Got affinity? Must know passion <br />
  11. 11. Facebook ad buy interface “Precise Interests” <br />FB interests, underused most powerful <br />
  12. 12. Golden Spoon gives a reason to Like<br />
  13. 13. Results<br />ResultsTop-line results were as follows:<br />Click through rate: 6%<br />Liked page : 51%<br />Conversion to buy: 18%*<br />Same store sales: up 13.7% during promotional period.<br />Brands need to talk to customers... and through customers<br />
  14. 14. Sponsored Stories – You’re the “Mad Men” now<br />Facebook postings become –<br /><ul><li> word of mouth recommendations and trusted referrals
  15. 15. holy grail of organic, bottom-up marketing</li></ul>FB stories is like cooking with social gas<br />
  16. 16. Sponsored Stories Yielded a <br />46% Higher CTR <br />20% Lower CPC <br />18% Lower Cost per Fan<br />TBD Digital<br />Content is the social lubricant not your advertisement<br />
  17. 17. Take Away<br />Leverage “Crowd Approved” content to drive engagement<br />Keywords coming from social interaction yields better targeting “Interest”<br />FB ads with relevant content and Sponsored Stories work<br />
  18. 18. Thank You!<br />@chasemcmichael<br />@infinigraph<br />Analyze · Automate · Activate<br />

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