FACEBOOK ADS               1
Mountains      Me           ElvisBBQ                   Manon                           2
@sociallab #SMForum @blackboxshots                      3
WE BUILD, ENGAGE AND AMPLIFYYOUR BRANDS SOCIAL PRESENCE.                                4
FIRST THINGS FIRST                     5
GENERAL MOTORS                 6
7
8
2 TYPES          9
Premium           MarketplacePremium Ads drive   Marketplace Ads   brand impact      drive action                         ...
AD PROCESS                 How people think it works      Facebook   Credit   Mark’s Bank           Hopefully the         ...
AD PROCESS                                     How it actually works Brief   Proposal   Implementation     Analyzing   Opt...
2 CASES          13
14
15
WHO IS YOUR AUDIENCE?   BBQ                  Festival             Soccer  Students     Fans        Joe Piler Girls        ...
FROM WIDE TO DETAIL TARGET    Reach&             18-35                     Soccer                              BBQ        ...
AND HOW ARE WE REACHING THEM? Ad                                           Newsfeed Ad          Tab with promotion Ad Post...
ADAPTED CONTENT          adapted visual                     adapted copy                                    19
20
21
90% of users trustBenjamin is spreading      friend’s recommendation.the word. Not the brand.                           Fr...
RESULTS          23
70% OF THE TARGET GROUP HAS BEEN EXPOSED 5X TO  THE BRANDED CONTENT                          24
More than 44 millionbranded impressions served.Even, in the newsfeed.                              CTR                    ...
CTR is 3 times higher  than the average of the sector.CTR                                           Jupiler               ...
CPC is 3 lower higher  than the average of the sector.CPC                                           Benchmark             ...
2.700 PEOPLESHARED THE PROMOTION                       28
29
BRIEFING    1.000.000 fans
KEY ELEMENTS International              Format        Message          Timing  Campaign                   Mix         Opti...
AND HOW ARE WE REACHING THEM? Ad                         Sponsored Ad                        Stories           Welcome Tab...
GENDER DIFFERENCES                     33
COUNTRY DIFFERENCES                      34
TWO FORMATS Inline Fan                     90% of users trust                     friends recommendation.                 ...
OPTIMIZATION  AD   O   AD   O     AD       P        P       T        T  AD   I   AD   I     AD       M        M       I   ...
!0,70!€!!                                                                                                                 ...
RESULTS          38
YEAH       39
EVERY 6 SECONDS...             ... somebody liked the page.                                            40
AT A REALLY LOW PRICE      cost per fan 3 times lower than the sector’s averageCPF                                        ...
Cost Per Fan0,27€   0,28€        0,28€     0,30€   0,30€0,31€   0,31€        0,32€     0,39€   0,39€0,42€   0,42€        0...
4 WEEKS OF DAILY PRESENCE            +450 million    impressions on the target group                                      43
44
LEARNINGS           1. know your target group           2. define the right strategy      3. create adapted visuals and con...
It’s the girl from@sociallab #SMForum   “call me maybe”                                       46
Questions?             47
slideshare.net/sociallab                           48
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Facebook Ads - Social Media Forum

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The keynote of @blackboxshots at #SMForum, Brussels

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Facebook Ads - Social Media Forum

  1. 1. FACEBOOK ADS 1
  2. 2. Mountains Me ElvisBBQ Manon 2
  3. 3. @sociallab #SMForum @blackboxshots 3
  4. 4. WE BUILD, ENGAGE AND AMPLIFYYOUR BRANDS SOCIAL PRESENCE. 4
  5. 5. FIRST THINGS FIRST 5
  6. 6. GENERAL MOTORS 6
  7. 7. 7
  8. 8. 8
  9. 9. 2 TYPES 9
  10. 10. Premium MarketplacePremium Ads drive Marketplace Ads brand impact drive action 10
  11. 11. AD PROCESS How people think it works Facebook Credit Mark’s Bank Hopefully the Magic Account Card Account right results 11
  12. 12. AD PROCESS How it actually works Brief Proposal Implementation Analyzing Optimization Analyzing Optimization Reporting 12
  13. 13. 2 CASES 13
  14. 14. 14
  15. 15. 15
  16. 16. WHO IS YOUR AUDIENCE? BBQ Festival Soccer Students Fans Joe Piler Girls 16
  17. 17. FROM WIDE TO DETAIL TARGET Reach& 18-35 Soccer BBQ Festivals Performance& 17
  18. 18. AND HOW ARE WE REACHING THEM? Ad Newsfeed Ad Tab with promotion Ad Post Sponsored Stories Page Post Ad 18
  19. 19. ADAPTED CONTENT adapted visual adapted copy 19
  20. 20. 20
  21. 21. 21
  22. 22. 90% of users trustBenjamin is spreading friend’s recommendation.the word. Not the brand. Friends are the N°1 source of recommendation* * Nielsen 2011 22
  23. 23. RESULTS 23
  24. 24. 70% OF THE TARGET GROUP HAS BEEN EXPOSED 5X TO THE BRANDED CONTENT 24
  25. 25. More than 44 millionbranded impressions served.Even, in the newsfeed. CTR 7% 25
  26. 26. CTR is 3 times higher than the average of the sector.CTR Jupiler Benchmark Time 26
  27. 27. CPC is 3 lower higher than the average of the sector.CPC Benchmark Jupiler Time 27
  28. 28. 2.700 PEOPLESHARED THE PROMOTION 28
  29. 29. 29
  30. 30. BRIEFING 1.000.000 fans
  31. 31. KEY ELEMENTS International Format Message Timing Campaign Mix Optimization Nissan France 4 weeks to reach 1 million fans Inline Fan on Facebook+60,000,000 FB users targeted 5 countries Sponsored Stories
  32. 32. AND HOW ARE WE REACHING THEM? Ad Sponsored Ad Stories Welcome Tab Ad Sponsored Ad Stories 32
  33. 33. GENDER DIFFERENCES 33
  34. 34. COUNTRY DIFFERENCES 34
  35. 35. TWO FORMATS Inline Fan 90% of users trust friends recommendation. Friends are the N°1 source of recommendation* Sponsored Stories * Nielsen 2011 35
  36. 36. OPTIMIZATION AD O AD O AD P P T T AD I AD I AD M M I I AD AD Z Z A A AD T T Results: The best working I I ads at the lowest CPF O O AD N N 36
  37. 37. !0,70!€!! !0,59!€!!!0,60!€!! !0,53!€!!!0,50!€!! !0,37!€!! !0,36!€!!!0,40!€!! !0,35!€!! !0,31!€!! !0,30!€!! !0,27!€!! !0,27!€!! !0,27!€!! !0,26!€!! !0,26!€!!!0,30!€!! !0,24!€!! !0,24!€!! !0,24!€!! !0,22!€!! !0,21!€!! !0,20!€!! !0,17!€!!!0,20!€!!!0,10!€!! !-!!!€!! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! 2! 2! 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 /1 /1 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 6/ 06 06 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 8/ 9/ 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 37
  38. 38. RESULTS 38
  39. 39. YEAH 39
  40. 40. EVERY 6 SECONDS... ... somebody liked the page. 40
  41. 41. AT A REALLY LOW PRICE cost per fan 3 times lower than the sector’s averageCPF Benchmark Ice Watch Time 41
  42. 42. Cost Per Fan0,27€ 0,28€ 0,28€ 0,30€ 0,30€0,31€ 0,31€ 0,32€ 0,39€ 0,39€0,42€ 0,42€ 0,51€ 0,65€ 0,66€0,66€ 0,67€ 0,90€ 0,98€ 1,12€ 42
  43. 43. 4 WEEKS OF DAILY PRESENCE +450 million impressions on the target group 43
  44. 44. 44
  45. 45. LEARNINGS 1. know your target group 2. define the right strategy 3. create adapted visuals and content 4. optimize, optimize, optimize 5. learn from your results 45
  46. 46. It’s the girl from@sociallab #SMForum “call me maybe” 46
  47. 47. Questions? 47
  48. 48. slideshare.net/sociallab 48

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