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SMD 2014
Find me on Twitter: @lemberg
KOMFO
We love Social Media and we believe that it has fundamentally changed
the way companies communicate with their custo...
NORDIC REFERENCES
Travel
Retail
Finance
E-Commerce
Telecommunication

BtB
Publishing/Media
Government & NGO

Automotive
250 ad accounts
135.000.000 monthly paid impressions
400.000 weekly clicks

600 daily webshop checkouts
525 new page likes...
WHAT
IS THE
PROBLEM?
ADVERTISING
IS CRITICAL TO
REACHING YOUR
AUDIENCES ON
FACEBOOK
Viral
reach

Paid reach

Organic
reach
HOW DO YOU ORGANIZE
YOUR MARKETING
WHEN CONTENT
AND ADS ARE MERGING
MOST OF OUR TIME ON FACEBOOK
IS SPENT IN THE NEWS FEED

40%
of peoples’ time
on Facebook is
on news feed

Source: comScore...
ORGANIZE YOUR MARKETING
Content creator

Insights analyst

Community
manager

Advertiser

Moderator
5 THINGS
YOU WON’T REGRET
DOING TOMORROW
TO IMPROVE THE
PERFORMANCE OF YOUR
FACEBOOK MARKETING
1. STOP PAYING FOR APPS
Facebook apps only get traffic if they’re supported by a heavy seeding
strategy. Meanwhile, most a...
2. TAKE YOUR STATS MORE SERIOUS

www.freeanalytics.komfo.com
3. BAN THE “BOOST POST” BUTTON
4. GET STUFF OUT OF THE MAILBOX
5. AUTOMATE AS
MUCH AS POSSIBLE

Branding

Webshop
traffic

Newsletter
signups
GET THE
STRATEGY
STRAIGHT
THINK OF YOUR MARKETING
GOALS EVERY TIME YOU POST
 Increase your virality

 Drive awareness of your messages
 Generate ...
INCREASE YOUR VIRALITY
Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Engagement”
obj...
DRIVE AWARENESS OF
YOUR MESSAGES
Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Brand...
GENERATE ONLINE SALES
Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Conversions”
obj...
GROW YOUR COMMUNITY

Best types of creative for your campaign:

Get started:

1. Set up a campaign with “Fans” objective
i...
GO
PRO
INTERESTS & DEMOGRAPHS
PLACEMENTS & DEVICES

Offsite
conversions are
often cheapest
on desktop!
DARK POST PUBLISHING

You can
drag ’n’ drop
planned posts
to change
their timing
Identify people that are
almost exact matches of your
current customer base with
look-a-like-audiences.

TARGET ATTRACTIVE...
CONVERSION TRACKING
USE REMARGETING TO
INCREASE YOUR OUTPUT

Branding

Marketing
Remarketing
CHOOSE THE RIGHT BIDDING METHODS!
• CPC for controlled costs
• CPM for high delivery
• oCPM for optimal ROI
KEYWORD-TAGGED CAMPAIGNS
KEYWORD-TRIGGEREDE ADS
WEEKDAY SCHEDULES
AUTOMATIC ADS CREATION
EXAMPLE 1: ORGANIZE YOUR
CAMPAIGNS BY NET EARNINGS
EXAMPLE 2: AUTOMATICALLY RETARGET
LEADS FROM YOUR WEBSITE
SUMMARY
START WORKING SMARTER
•
•
•
•
•

Stop paying for apps
Take your stats more serious
Ban the ”Boost post” button
Get stuff o...
REMEMBER YOUR
MARKETING OBJECTIVE

• Increase virality
• Drive awareness
• Generate online sales
• Grow your community
PRO TOOLS FOR THE
SKILLED ADVERTISERS
•
•
•
•
•

Interests & demographs
Placements & devices
Dark post publishing
Custom a...
Mikael Lemberg
Advertising Director
mil@komfo.com
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Lemberg komfo facebook advertising social media days 2014 oslo

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Advertising Director in KOMFO, Mikael Lemberg presentasjon om annonsering på Facebook

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  • 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  • 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  • 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  • 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  • 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  • 1.Create a “Founded on” Milestone on the timeline of a page you are managing by a)Uploading an historical picture of your client if you find anyb)Writing a brief description of the even2.CMD+shift+4: take a screenshot of the post, including the area of the milestone and the date3.Right click on the placeholder picture->change picture->select the screenshot4. Adjust the sizes if necessary
  • Transcript of "Lemberg komfo facebook advertising social media days 2014 oslo"

    1. 1. SMD 2014 Find me on Twitter: @lemberg
    2. 2. KOMFO We love Social Media and we believe that it has fundamentally changed the way companies communicate with their customers. • Headquartered in Copenhagen, Denmark but present globally. • Owned by the four founders and the global software company Sitecore. • Powerful team of 60+ social media marketing specialists ready to guide you to success. • 100+ strong partnerships with leading social networks, agencies and software providers. • 300+ enterprise clients and market leader in the Nordics.
    3. 3. NORDIC REFERENCES Travel Retail Finance E-Commerce Telecommunication BtB Publishing/Media Government & NGO Automotive
    4. 4. 250 ad accounts 135.000.000 monthly paid impressions 400.000 weekly clicks 600 daily webshop checkouts 525 new page likes every hour
    5. 5. WHAT IS THE PROBLEM?
    6. 6. ADVERTISING IS CRITICAL TO REACHING YOUR AUDIENCES ON FACEBOOK Viral reach Paid reach Organic reach
    7. 7. HOW DO YOU ORGANIZE YOUR MARKETING WHEN CONTENT AND ADS ARE MERGING
    8. 8. MOST OF OUR TIME ON FACEBOOK IS SPENT IN THE NEWS FEED 40% of peoples’ time on Facebook is on news feed Source: comScore, June 2012.
    9. 9. ORGANIZE YOUR MARKETING Content creator Insights analyst Community manager Advertiser Moderator
    10. 10. 5 THINGS YOU WON’T REGRET DOING TOMORROW TO IMPROVE THE PERFORMANCE OF YOUR FACEBOOK MARKETING
    11. 11. 1. STOP PAYING FOR APPS Facebook apps only get traffic if they’re supported by a heavy seeding strategy. Meanwhile, most app concepts are now allowed for free on Page timelines and app builders get cheaper by the day.
    12. 12. 2. TAKE YOUR STATS MORE SERIOUS www.freeanalytics.komfo.com
    13. 13. 3. BAN THE “BOOST POST” BUTTON
    14. 14. 4. GET STUFF OUT OF THE MAILBOX
    15. 15. 5. AUTOMATE AS MUCH AS POSSIBLE Branding Webshop traffic Newsletter signups
    16. 16. GET THE STRATEGY STRAIGHT
    17. 17. THINK OF YOUR MARKETING GOALS EVERY TIME YOU POST  Increase your virality  Drive awareness of your messages  Generate online sales  Grow your community
    18. 18. INCREASE YOUR VIRALITY Best types of creative for your campaign: Get started: 1. Set up a campaign with “Engagement” objective in Komfo Ad Manager 2. Select desktop and mobile news feed as ad placements 3. Komfo Ad Manager automatically identifies the audiences most likely to generate stories about your content
    19. 19. DRIVE AWARENESS OF YOUR MESSAGES Best types of creative for your campaign: Get started: 1. Set up a campaign with “Branding” objective in Komfo Ad Manager 2. Select All Facebook as ad placements 3. Komfo Ad Manager automatically identifies the audiences most likely to actively consume your content
    20. 20. GENERATE ONLINE SALES Best types of creative for your campaign: Get started: 1. Set up a campaign with “Conversions” objective in Komfo Ad Manager 2. Select Desktop News Feed as ad placement 3. Komfo Ad Manager automatically identifies the audiences most likely to generate sales on your website
    21. 21. GROW YOUR COMMUNITY Best types of creative for your campaign: Get started: 1. Set up a campaign with “Fans” objective in Komfo Ad Manager 2. Select Mobile News Feed as ad placement 3. Komfo Ad Manager automatically identifies the audiences most likely to like your page
    22. 22. GO PRO
    23. 23. INTERESTS & DEMOGRAPHS
    24. 24. PLACEMENTS & DEVICES Offsite conversions are often cheapest on desktop!
    25. 25. DARK POST PUBLISHING You can drag ’n’ drop planned posts to change their timing
    26. 26. Identify people that are almost exact matches of your current customer base with look-a-like-audiences. TARGET ATTRACTIVE AUDIENCES
    27. 27. CONVERSION TRACKING
    28. 28. USE REMARGETING TO INCREASE YOUR OUTPUT Branding Marketing Remarketing
    29. 29. CHOOSE THE RIGHT BIDDING METHODS! • CPC for controlled costs • CPM for high delivery • oCPM for optimal ROI
    30. 30. KEYWORD-TAGGED CAMPAIGNS
    31. 31. KEYWORD-TRIGGEREDE ADS
    32. 32. WEEKDAY SCHEDULES
    33. 33. AUTOMATIC ADS CREATION
    34. 34. EXAMPLE 1: ORGANIZE YOUR CAMPAIGNS BY NET EARNINGS
    35. 35. EXAMPLE 2: AUTOMATICALLY RETARGET LEADS FROM YOUR WEBSITE
    36. 36. SUMMARY
    37. 37. START WORKING SMARTER • • • • • Stop paying for apps Take your stats more serious Ban the ”Boost post” button Get stuff out of the mailbox Automate as much as possible
    38. 38. REMEMBER YOUR MARKETING OBJECTIVE • Increase virality • Drive awareness • Generate online sales • Grow your community
    39. 39. PRO TOOLS FOR THE SKILLED ADVERTISERS • • • • • Interests & demographs Placements & devices Dark post publishing Custom audiences Conversion tracking • • • • • Remarketing Action bidding Keyword-triggered ads Weekday schedules Automatic ads creation
    40. 40. Mikael Lemberg Advertising Director mil@komfo.com
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