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The Secrets to Getting Positive ROI from Facebook

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View the full recorded webinar at http://bit.ly/10qkC1Y. ...

View the full recorded webinar at http://bit.ly/10qkC1Y.

Facebook has over 800 million users. This means that more than 1 in 10 humans on Earth are using Facebook. This large captive audience combined with the wealth of accurate demographic data available creates a marketer’s dream database. But what are the best practices to dig into Facebook advertising? And how do you get a positive ROI from these ads? Our experts will be answering these questions and more in our webinar,

Social Media Experts, Maya Grinberg, Social Media Manager at Wildfire Interactive, and Janet Driscoll Miller, President & CEO of Search Mojo, will go over why you should advertise on Facebook and how it works. They will reveal best practices for Facebook advertising and the different ad types. Grinberg and Miller will share case study data and specific client examples to demonstrate these tips.

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  • What have they actually used our services for? The complete social media management solution.Key PointsThe Wildfire advantage:Our comprehensive social media marketing suite combines our best-in-class promotion builder with essential tools you need to grow, engage and monetize your audienceWe build tools that are easy-to-use and move at the speed of marketing -- complicated or resource-intensive solutions simply don’t workMarketers needs tools that get results – utilize our suite to run promotions and create engaging landing pages that will create more leads, awareness and loyalty for your brand Providing great customer experience is a top priority
  • …. There are thousands of other happy clients whose stories didn’t get shared today, but here is a small representation of the clients we’ve worked with.We’ve had the pleasure of working with all kinds of different businesses to small businesses, media agencies, and all the way up to some of the biggest brands in the world, many of which are probably here today.
  • Janet
  • Janet
  • Janet
  • JanetFacebook actually ended the year with $3.8B in revenueNearly doubling revenue each year from ad sales
  • JanetFacebook actually ended the year with $4.27B in revenue (was projected to be $3.8B)Nearly doubling revenue each year from ad sales
  • Janet
  • Janet
  • SEOmoz blog ran some pilot tests driving users out of Facebook via ads. Bounce rate on the site compared to regular ads went up by 41% and average time on site dove by 57% as compared to overall site average.
  • JanetFacebook appears to be incentivizing advertisers to grow their Facebook applications and Pages, with cost per click campaigns that point internally costing 45% less than those linking offsite.
  • JanetShow example of ad setup:Where the selection is for external url adHow facebook is pushing social connection even in external URL ads – hook them up to your facebook page
  • JanetFacebook ads that encourage social sharing.
  • JanetFacebook ads are based on the premise that people want to discover what people are doing, and provide a social discovery experience. For example, brand messages paired with social context (i.e. likes) leads to 68 percent ad recall (meaning people actually remember the ad). And these ads results in four-time higher of a likelihood for viewers to purchase the product advertised.Hand off to Maya to talk about Sponsored Stories Integration.
  • MayaFacebook Ads API service provider TBG Digital has revealed that in a 10-day, 3-client, 2 billion impression test, Facebook’s new Sponsored Stories ad units received a 46% higher click through rate, a 20% lower cost per click, and an 18% lower cost per fan than Facebook’s standard ad units.
  • MayaWill start showing in the newsfeedWill likely provide greater visibility for the ads
  • Maya
  • Maya
  • MayaUsing the Wildfire Storyteller app, you can create a tab in your Facebook Page to ask your users fun and engaging questions about your brand. You can then set up an entire customized Facebook Feed Story that gets published alongside that user’s generated response. This feed story is especially powerful in that you can included a branded video or image with the story and you can also customize the feed story title, URL and description. So, for example, a movie brand could use our Storyteller app to ask fans “What was your favorite scene from the Hangover II movie trailer?” and the ad generated from a user’s response could include the movie trailer, a link to buy tickets for the movie, and a description of the movie.
  • Maya

The Secrets to Getting Positive ROI from Facebook The Secrets to Getting Positive ROI from Facebook Presentation Transcript

  • SECRETS TO POSITIVE ROIFROM FACEBOOK ADSMAYA GRINBERG, WILDFIRE INTERACTIVEJANET DRISCOLL MILLER, SEARCH MOJOFEBRUARY 2, 2012
  • ABOUT SEARCH MOJO• Search engine marketing firm founded in 2005 – Search engine optimization (SEO) – Pay-per-click advertising management (PPC) – Social media advertising – Online reputation management• Headquartered in Charlottesville, Va• Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs• Speakers at SMX Social, PubCon, BlogHer, and morewildfireapp.com search-mojo.com #mojowebinar
  • OUR CLIENTSwildfireapp.com search-mojo.com #mojowebinar
  • ABOUT WILDFIRE INTERACTIVE Industry Leading Social Promotions Beautiful And Engaging Facebook Page Management Efficient Social Messaging Advanced Analyticswildfireapp.com search-mojo.com #mojowebinar
  • THOUSANDS OF HAPPY BRANDSwildfireapp.com search-mojo.com #mojowebinar
  • AGENDA• Why Facebook Ads?• Best Practices for Facebook Ads• Benefits of Staying “In-Network”• Integrated Presence• Case Study: BookRenter• Summarywildfireapp.com search-mojo.com #mojowebinar
  • WHY FACEBOOKADVERTISING?
  • DEMOGRAPHIC TARGETING• Great demographic targeting! – Geographic location – Gender, age – Birthday – Interests – Education – Status updates• Case Study: Selective Servicewildfireapp.com search-mojo.com #mojowebinar
  • GROWING CHANNEL Facebook as % of Total Online Ad Spend9.0%8.0%7.0%6.0%5.0%4.0%3.0%2.0%1.0%0.0% 2009 2010 2011 2012 2013 Source: emarketer, 9/2011wildfireapp.com search-mojo.com #mojowebinar
  • GROWING CHANNEL Facebook Ad Revenue in Billions $8.00 $7.00 $6.00 $5.00 $4.00 $3.00 $2.00 $1.00 $- 2009 2010 2011 2012 2013 Source: eMarketer, 9/11wildfireapp.com search-mojo.com #mojowebinar
  • GROWING CHANNEL Ad Revenue Growth Rate: Facebook v. Google200%180%160%140%120%100% Facebook 80% Google 60% 40% 20% 0% Year 4 Year 5 Year 6 Year 7 Year 8 Source: Wikipedia/Googlewildfireapp.com search-mojo.com #mojowebinar
  • CAUTION: FACEBOOK IS NOT GOOGLE• Facebook = Demand Generation Google = Demand Fulfillment• No conversion tracking – Facebook even strips Google Analytics tagging off of your destination URLs• Interface is not as smooth as Google AdWords• CTR is often much lower than PPC ads – But higher than most display ads wildfireapp.com search-mojo.com #mojowebinar
  • FACEBOOK AD BEST PRACTICES• Switch out ad copy often – Every 2-3 days is optimal• Test different images• Conversions and engagement improve in networkwildfireapp.com search-mojo.com #mojowebinar
  • LAND WITHIN FACEBOOK Source Bounce Rate Average Website Traffic 45% Website Traffic from Facebook Ad 64% Source: SEOmoz Ad Landing Location Conversion Rate Land on Facebook Fan Page 23% Land on Facebook Tab Page 47% Source: All Facebook, 5/10wildfireapp.com search-mojo.com #mojowebinar
  • FACEBOOK FAVORS IN-NETWORK ADS• CPC campaigns of like and sponsored stories ads 45% less than those linking offsite• Facebook possibly incentivizing advertisers to grow their Facebook applications and Pages Source: Techcrunch via TGB Digital 1/12wildfireapp.com search-mojo.com #mojowebinar
  • TYPES OF FACEBOOK ADS• Two main types: – General Facebook Ads • Only ad type where you can target an external URL. – Sponsored Stories Ads• Social ads – Provide social information, like option, etc. – Not available for external URL adswildfireapp.com search-mojo.com #mojowebinar
  • WHAT ARE SOCIAL ADS?wildfireapp.com search-mojo.com #mojowebinar
  • SOCIAL ADS “Facebook ads are based on the premise that people want to discover what other people are doing, and provide a social discovery experience. For example, branded messages paired with social context lead to 68% ad recall and a 4X higher likelihood for viewers to purchase the product advertised.” Gokul Rajaram, Facebook 2011wildfireapp.com search-mojo.com #mojowebinar
  • THE POWER OFSPONSORED STORIES
  • SPONSORED STORIES ARE BIG• 46% higher CTR• 20% lower CPC• 18% lower Cost/Fan TBG Digital, referring to a 10-day, 3-client, 2 billion impression test in Q3 2011.wildfireapp.com search-mojo.com InsideFacebook.com #mojowebinar
  • SPONSORED STORIES IN NEWSFEED• Ads will be marked “Sponsored”• Rate limit ensures users see only 1 per day• Only stories about friends or pages users already like• Users cannot opt out of seeing sponsored stories in feed, or having their activity used for themwildfireapp.com search-mojo.com #mojowebinar
  • SPONSORED STORIES IN MOBILE FEED • Recent industry speculation supported by “insiders” • Undisclosed sources report to Bloomberg News and TechCrunch that sponsored stories featured in newsfeed are coming to mobile soon Techcrunch.comwildfireapp.com search-mojo.com #mojowebinar
  • GENERATE ORGANIC WOMHow can your brand generate more user activity andinteractions in order to power more sponsored storycampaigns?How can you influenceorganic word of mouth? …There’s an app for that.wildfireapp.com search-mojo.com #mojowebinar
  • STORYTELLER FOR PAGES Stimulate conversations. Create scalable WOM.wildfireapp.com search-mojo.com #mojowebinar
  • CASE STUDY: BOOKRENTER BookRenter ç Generated more than ç  90,000 “Likes” T Reach escalated to otal  nearly 900,000 users Used Sponsored Stories  plugin to promote contest Sponsored Stories viewed  by more than 20,000 userswildfireapp.com search-mojo.com #mojowebinar
  • WHAT WE’VE LEARNED• Stay in network where possible• Social ads perform better• Sponsored stories are an opportunity for unprecedented brand advocacy• Ads integrated with a complete social media marketing plan perform bestwildfireapp.com search-mojo.com #mojowebinar
  • UPCOMING WEBINAR How to Make the Most of Google Grants & Free Advertising Dollars• February 16, 2012• 2:00 p.m. ET• To register, visit – www.search-mojo.com/non-profitwildfireapp.com search-mojo.com #mojowebinar
  • CONTACTJanet Driscoll Miller Maya Grinbergjmiller@search-mojo.com maya.grinberg@wildfireapp.com800-939-5938 x101Google+: +Janet Driscoll Miller Google+: +Maya Grinberg(and +Search Mojo) (and +Wildfire Interactive)Twitter: @janetdmiller Twitter: @papayamaya(and @SearchMojo) (and @wildfireapp)Facebook: Facebook:www.facebook.com/SearchMojo www.facebook.com/ WildfireInteractivewildfireapp.com search-mojo.com #mojowebinar
  • QUESTIONS/ DISCUSSIONwildfireapp.com search-mojo.com #mojowebinar