Ads, apps & analytics<br />Justin Kistner, Sr. Mgr. of Social<br />
The same old sales funnel<br />Media<br />
3 tribes of social media marketing<br />
3 tribes of social media marketing<br />Our focus<br />
Facebook campaigns 101<br />
Classic online marketing spend<br />Where is the money spent today?<br />Search/ads, email, & website command 83% of budge...
Social media marketing spend<br />Acquisition<br />Conversion<br />Subscription<br />Social media marketing is an evolutio...
Social media marketing spend<br />Acquisition<br />Conversion<br />Subscription<br />Social media marketing is an evolutio...
But, campaigns work a little differently<br />
Facebook is a destination site<br />http://blog.nielsen.com/nielsenwire/online_mobile/facebook-users-average-7-hrs-a-month...
Start by building a fan base<br />How<br /><ul><li>Contact your existing customers
Advertise</li></li></ul><li>Start by building a fan base<br />How<br /><ul><li>Contact your existing customers
Advertise</li></ul>Ads Secret<br /><ul><li>Targeting likes is better than interests
Pictures are the secret to good ads</li></li></ul><li>Use ads to retarget your fans<br />How<br /><ul><li>Use like targeti...
Drive traffic inside Facebook</li></li></ul><li>Fans share their engagement<br />How<br /><ul><li>Offer fans the ability t...
Average user has 130 friends</li></li></ul><li>Earned media repeats the cycle<br />How<br /><ul><li>Activity is shared in ...
Average user has 130 friends</li></ul>Campaign Secret<br /><ul><li>More than 3 wall posts a week is consider too much
Content ages every 10-14 days</li></li></ul><li>Be good at these<br />Successful social media marketing<br />
Successful social media marketing<br />Ads<br /><ul><li>Targeting and optimization at scale</li></li></ul><li>Successful s...
Contests<br />
Special offers<br />
Exclusive content<br />
Engagement<br />
Earn media<br />
Ecommerce<br />
B2B<br />
Takeaways<br />Method: Keep it in Facebook<br />Tools: Ads, apps, and analytics<br />Goals: Engagement & Earned Media<br />
Questions?<br />
Engage EMEA 2010 - Ads, Apps & Analytics
Engage EMEA 2010 - Ads, Apps & Analytics
Engage EMEA 2010 - Ads, Apps & Analytics
Engage EMEA 2010 - Ads, Apps & Analytics
Engage EMEA 2010 - Ads, Apps & Analytics
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Engage EMEA 2010 - Ads, Apps & Analytics

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Engage EMEA 2010 - Ads, Apps & Analytics

  1. 1.
  2. 2. Ads, apps & analytics<br />Justin Kistner, Sr. Mgr. of Social<br />
  3. 3. The same old sales funnel<br />Media<br />
  4. 4. 3 tribes of social media marketing<br />
  5. 5. 3 tribes of social media marketing<br />Our focus<br />
  6. 6. Facebook campaigns 101<br />
  7. 7. Classic online marketing spend<br />Where is the money spent today?<br />Search/ads, email, & website command 83% of budget<br />Acquisition<br />Conversion<br />Subscription<br />
  8. 8. Social media marketing spend<br />Acquisition<br />Conversion<br />Subscription<br />Social media marketing is an evolution of classic online marketing. Based on the same equation.<br />
  9. 9. Social media marketing spend<br />Acquisition<br />Conversion<br />Subscription<br />Social media marketing is an evolution of classic online marketing. Based on the same equation.<br />Measuring the return on your <br />marketing spend still uses these metrics<br />
  10. 10. But, campaigns work a little differently<br />
  11. 11. Facebook is a destination site<br />http://blog.nielsen.com/nielsenwire/online_mobile/facebook-users-average-7-hrs-a-month-in-january-as-digital-universe-expands/<br />
  12. 12. Start by building a fan base<br />How<br /><ul><li>Contact your existing customers
  13. 13. Advertise</li></li></ul><li>Start by building a fan base<br />How<br /><ul><li>Contact your existing customers
  14. 14. Advertise</li></ul>Ads Secret<br /><ul><li>Targeting likes is better than interests
  15. 15. Pictures are the secret to good ads</li></li></ul><li>Use ads to retarget your fans<br />How<br /><ul><li>Use like targeting to reach only your fans</li></li></ul><li>Use ads to retarget your fans<br />How<br /><ul><li>Use like targeting to reach only your fans</li></ul>App Secret<br /><ul><li>Calls to action for engagement work better than conversion
  16. 16. Drive traffic inside Facebook</li></li></ul><li>Fans share their engagement<br />How<br /><ul><li>Offer fans the ability to invite, like, or share</li></li></ul><li>Fans share their engagement<br />How<br /><ul><li>Offer fans the ability to invite, like, or share</li></ul>Earned Media Secret<br /><ul><li>Users share to make statements about their identity</li></li></ul><li>Earned media repeats the cycle<br />How<br /><ul><li>Activity is shared in the news feed
  17. 17. Average user has 130 friends</li></li></ul><li>Earned media repeats the cycle<br />How<br /><ul><li>Activity is shared in the news feed
  18. 18. Average user has 130 friends</li></ul>Campaign Secret<br /><ul><li>More than 3 wall posts a week is consider too much
  19. 19. Content ages every 10-14 days</li></li></ul><li>Be good at these<br />Successful social media marketing<br />
  20. 20. Successful social media marketing<br />Ads<br /><ul><li>Targeting and optimization at scale</li></li></ul><li>Successful social media marketing<br />Ads<br /><ul><li>Targeting and optimization at scale</li></ul>Apps<br /><ul><li>Fresh content and testing</li></li></ul><li>Successful social media marketing<br />Ads<br /><ul><li>Targeting and optimization at scale</li></ul>Apps<br /><ul><li>Fresh content and testing</li></ul>Earned media<br /><ul><li>Identity </li></li></ul><li>Successful social media marketing<br />Measure & Improve<br />Ads<br /><ul><li>Targeting and optimization at scale</li></ul>Apps<br /><ul><li>Fresh content and testing</li></ul>Earned media<br /><ul><li>Identity</li></li></ul><li>Example campaigns<br />
  21. 21. Contests<br />
  22. 22. Special offers<br />
  23. 23. Exclusive content<br />
  24. 24. Engagement<br />
  25. 25. Earn media<br />
  26. 26. Ecommerce<br />
  27. 27. B2B<br />
  28. 28. Takeaways<br />Method: Keep it in Facebook<br />Tools: Ads, apps, and analytics<br />Goals: Engagement & Earned Media<br />
  29. 29. Questions?<br />
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