Justin Merickel - Facebook Advertising for Results and ROI
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Justin Merickel - Facebook Advertising for Results and ROI
- 1. HELPING BRANDS SUCCEED IN SOCIAL AFExpo in San Francisco Justin Merickel, VP Marketing and New Product Development June 28, 2011
- 2. CRITICAL MASS What is Critical Mass for brands?
- 4. FUEL & FIRE
- 7. Social Marketing Suite used to manage community
- 9. Cost to acquire new fan dropped by over 400% over course of campaign
- 10. Daily wall post activity around Expedia grew 15-30X during the campaign
- 12. Successful engagement lowers cost for fan acquisition
Editor's Notes
- Josh and NormaUnify ads and engagement to optimize media investmentCreate unified advertising and engagement strategy to develop Facebook into an active-robust acquisition channel. Specifically, to improve the efficacy of the ads, we recommend driving traffic to a Like Gated experience on the eBC Brand Page created for those target segments. For example, employers in Atlanta and landlords in New York would see a different Facebook experience. The Facebook landing page experience will be unified with the ad strategy, with consistent creative and targeted segmentation. Drive and leverage social endorsements in social ad unitsAcquired Likes result in earned social endorsements in the News Feed, and create future content for Sponsored Story Ad Units on Facebook. Inform Ad Targeting with Engagement InsightInsights from engagement are used to inform the ongoing ad strategy. For example, when data from targets more likely to Like the Like-Gated content, complete a sweepstakes entry or share exclusive Facebook content, that data is fed back into the advertising algorithms to improve future targeting. Geo-Target Relevant Messaging to Likes on Brand PageOnce critical mass (100,000 fans) is achieved, geo-target messaging to Likes with relevant and engaging contentDeliver Relevant Messaging to groups of Likes from eBayClassifieds.comRemarket to groups of Likes from nodes on Open Graph (for example, property listings in New York with New York specific content)