Nobody likes your product - Creative Facebook Advertising

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Presentation I gave on Creative Social Media Tactics at SEM PDX. …

Presentation I gave on Creative Social Media Tactics at SEM PDX.

My premise was that very few people will "like" a product. They may, however, like an idea or a person or a group.

Creatively targeting Facebook and other social media can greatly decrease your cost per fan.

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  • This is one of my favorite quotes of all time. And it ’s completely relevant to good SEO. Ultimately the search engines are trying to decide who to trust. So, if you can appear the most relevant you win. And there ’s no better way to do that, online, in a universally approachable way than with good old fashioned SEO.

Transcript

  • 1. Nobody Likes Your Product But they may LOVE your ideas SearchFest 2012 Advanced Social Media Tactics Will Scott – Search Influence @w2scott © Search Influence, LLC 2012
  • 2. The most important thing in business is sincerity… If you can fake that, you’ve got it made. @w2scott © Search Influence, LLC 2012
  • 3. @w2scotthttp://www.flickr.com/photos/sheepies/ © Search Influence, LLC 2012
  • 4. @w2scott http://www.flickr.com/photos/darrenhester/ © Search Influence, LLC 2012http://www.searchinfluence.com/2010/11/have-you-measured-it/
  • 5. About MeWill Scott• Working Online since 1994• Promoting Sites since 2001Search Influence• 34 Full-Time employees• > 40 Contract writers• Largest Online Marketing Firm on Gulf Coast• Nationally recognized in Local Search & Social @w2scott © Search Influence, LLC 2012
  • 6. What’s Coming:• Connections – Are you talking to the right people?• Content – Does your message resonate?• Conversions – Are they ready to buy something? And no, I’m not talking about Avatars or Personas @w2scott © Search Influence, LLC 2012
  • 7. Connections @w2scott © Search Influence, LLC 2012
  • 8. What’s an Edge? http://www.icoachmath.com/math_dictionary/Edge.html @w2scott © Search Influence, LLC 2012
  • 9. What’s a Face? http://www.icoachmath.com/math_dictionary/Face.html @w2scott © Search Influence, LLC 2012
  • 10. @w2scott© Search Influence, LLC 2012
  • 11. http://checkfacebook.com/ @w2scott © Search Influence, LLC 2012
  • 12. @w2scott© Search Influence, LLC 2012
  • 13. @w2scott© Search Influence, LLC 2012
  • 14. @w2scott© Search Influence, LLC 2012
  • 15. @w2scott© Search Influence, LLC 2012
  • 16. I Love Life Campaign Reach: 83498 Frequency: 1.3 Social Reach: 173 Connections (Fans): 650 Clicks: 670 CTR: 0.602% Cost Per Fan: $0.177 Days in January @w2scott © Search Influence, LLC 2012
  • 17. @w2scott© Search Influence, LLC 2012
  • 18. @w2scott© Search Influence, LLC 2012
  • 19. @w2scott© Search Influence, LLC 2012
  • 20. Content @w2scott © Search Influence, LLC 2012
  • 21. @w2scott© Search Influence, LLC 2012
  • 22. http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott © Search Influence, LLC 2012
  • 23. @w2scott© Search Influence, LLC 2012
  • 24. @w2scott© Search Influence, LLC 2012
  • 25. @w2scott© Search Influence, LLC 2012
  • 26. @w2scott© Search Influence, LLC 2012
  • 27. Conversions @w2scott © Search Influence, LLC 2012
  • 28. @w2scott© Search Influence, LLC 2012
  • 29. @w2scott© Search Influence, LLC 2012
  • 30. @w2scott© Search Influence, LLC 2012
  • 31. THE URL STRING @w2scott © Search Influence, LLC 2012
  • 32. http://bfhillsboroplumbing.clickablepages.com/?ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_nwtype=search @w2scott © Search Influence, LLC 2012
  • 33. The URL Stringhttp://bfhillsboroplumbing.clickablepages.com/? ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6 x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_ nwtype=search – bfhillsboroplumbing.clickablepages.com – ctt_id=335121 – ctt_adnw=Google – ctt_kw=plumber – ctt_adid=6649616259 @w2scott © Search Influence, LLC 2012
  • 34. WEB FORMS @w2scott © Search Influence, LLC 2012
  • 35. Web Forms – Input  Clear call to action  Hidden fields trap:  Referrer data  URL String for social @w2scott © Search Influence, LLC 2012
  • 36. Web Forms – Output @w2scott © Search Influence, LLC 2012
  • 37. The Holy Grail for Local BusinessCALLS @w2scott © Search Influence, LLC 2012
  • 38. Calls - Output @w2scott © Search Influence, LLC 2012
  • 39. Leaked! @w2scott © Search Influence, LLC 2012
  • 40. http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/ @w2scott © Search Influence, LLC 2012
  • 41. Thank You!• Will Scott• searchinfluence.com/blog• wscott@searchinfluence.com• twitter.com/w2scott @w2scott © Search Influence, LLC 2012