Frictionless Sharing in Facebook Ads: Beyond Analytics to Actionable Intelligence Chase McMichael CEO @chasemcmichael @infinigraph #allfacebookconf
Life is not about being liked its about being effective@chasemcmichel @infinigraph #allfacebookconf
Quick Poll – Who has done FB Ads?Active with Content Marketing?
Social By Design Content isnt king, CONVERSATION is!@chasemcmichel @infinigraph # allfacebookconf
some content is more interesting than other content.Do you know whats important to your customer?
We’re drinking from the social media fire hose.Content insight involves a staggering amount of data:3.2 billion pieces of content are shared each week between a billion + consumers. How do you make sense of all this data? Big Data is Big Opportunity
“It’s not information overload. It’s filter failure.” ― Clay Shirky@chasemcmichel @infinigraph # allfacebookconf
What is Engagement Intelligence? Pro Active Engagement Intelligence is: Deriving relevance from consumer actions around content across the social graph to find trends.
Large Scale Industry InsightsWho is driving the greatest engagement in your business.What content is working and why?
Content, Targeting and Timing are the elements of frictionless ads @chasemcmichel @infinigraph #allfacebookconf10
Content Trends• What are trends? What’s • All brands have some sort of fan relevant? interaction on their content. • All industry grouping gives us insights into who is performing the best. • Combining the brand and the industry represents the trends in content preference.8
Curation is Key – Must know what’s workingDon’t be closed to different content brands are less attractive if they are@chasemcmichel @infinigraph #allfacebookconf
Trend Identification - Hypercuration™ Example: Real-Time trending content from 25 retail brands in one view. Know what your audience is resonating around.13
Can you see the advantages ofunderstanding what your audience is into?
Do you see how brands can bemore engaged when they know what’s trending?
Ads In My News FeedMust work in your feed first it won’t work in an ad!@chasemcmichel @infinigraph #allfacebookconf
Dose this work - Sorta Its about the content don’t push crap test it first@chasemcmichel @infinigraph #allfacebook
When an Ad Don’t Look Like an Ad@chasemcmichel @infinigraph #allfacebookconf
Amplify What Trends Each Like Each Comment Each Share23
Facebook Testing In Ad ShareGet off the platforms over a Facebook Pintereststrategy - think of an amazing strategy. Thinkbigger@chasemcmichel @infinigraph #allfacebookconf
Its the Fan Engagement, Stupid FB ads suck if you don’t have the right content@chasemcmichel @infinigraph #allfacebookconf
Did Comscore Get it Right? “Social Media is not a campaign, it’s part of a strategy to build relationship”@chasemcmichel @infinigraph #allfacebookconf
Measure Content Relevance - What other brands your audience is into Trend Score – Gives real time access to what content is workingSingle brand view of trends and consumer affinities
Take Away• Content Marketing Requires Insight, Identify What Works• Time your ads like you time content posts - by day of week• Target to those that have matched affinities.• Think sharablity – does this content have currency28