What's new in digital media? We show you the Facebook custom audience tool and a case study campaign.

1. Marketing Digital Innovation
What’s new in June 2013?

2. The digital future
• 5 years ago we weren’t a world of sharers. But now…
• New behaviours are worth watching online – can you see millions doing it?
• Does the product evolve to deepen engagement over time?
• Will users create sustainability by telling their friends?
• If it works at scale – will it monetise and how will it do this?
Does this tool have use for my business?
Can I adapt it for my audience?
Josh Elman https://medium.com/i-m-h-o/a5890c2c2cc0

3. New tools we’re monitoring
• Outbrain.com
• Native Advertising
• Otago Daily Times
• Fairfax Media
• Stuff.co.nz
• Economist
• Guardian
• Forbes
• The Atlantic
• IFTTT
• Facebook custom audiences

4. Extending reach on social media
• Inbound doe not work alone
• Outreach / broadcast is needed to
boost
• BUT not using a traditional ad
Facebook Custom Audiences
Wouldn’t it be nice to create a new
Target audience who are like your
Existing customers?
A Cloned Client List

5. Upload your data & set matching criteria

6. Upload a list from your offline audiences
We used:
• Past customers
• Unsubscribed newsletter readers
• Current newsletter subscribers

7. A better solution
Build a Facebook audience who resembles your existing customer base
• Audience – age, sex, country / state / city
• Precise interests
• Facebook broad categories
Connections
• Target users who are connected to (page / app / event name)
• Who are not already connected to…
• Target users whose friends are connected to

8. Choose your audience characteristics

9. Different ways to show your advert
Advert types
• Ad
• Sponsored story
• Video
• Sponsored search results
• Mobile only
Placements
• Website page
• Facebook page using a page post
• Facebook app
• Facebook event

10. Campaign results

12. After campaign ends