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The keynote of @blackboxshots at #SMForum, Brussels

The keynote of @blackboxshots at #SMForum, Brussels

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Facebook Ads - Social Media Forum Presentation Transcript

  • 1. FACEBOOK ADS 1
  • 2. Mountains Me ElvisBBQ Manon 2
  • 3. @sociallab #SMForum @blackboxshots 3
  • 4. WE BUILD, ENGAGE AND AMPLIFYYOUR BRANDS SOCIAL PRESENCE. 4
  • 5. FIRST THINGS FIRST 5
  • 6. GENERAL MOTORS 6
  • 7. 7
  • 8. 8
  • 9. 2 TYPES 9
  • 10. Premium MarketplacePremium Ads drive Marketplace Ads brand impact drive action 10
  • 11. AD PROCESS How people think it works Facebook Credit Mark’s Bank Hopefully the Magic Account Card Account right results 11
  • 12. AD PROCESS How it actually works Brief Proposal Implementation Analyzing Optimization Analyzing Optimization Reporting 12
  • 13. 2 CASES 13
  • 14. 14
  • 15. 15
  • 16. WHO IS YOUR AUDIENCE? BBQ Festival Soccer Students Fans Joe Piler Girls 16
  • 17. FROM WIDE TO DETAIL TARGET Reach& 18-35 Soccer BBQ Festivals Performance& 17
  • 18. AND HOW ARE WE REACHING THEM? Ad Newsfeed Ad Tab with promotion Ad Post Sponsored Stories Page Post Ad 18
  • 19. ADAPTED CONTENT adapted visual adapted copy 19
  • 20. 20
  • 21. 21
  • 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. RESULTS 23
  • 24. 70% OF THE TARGET GROUP HAS BEEN EXPOSED 5X TO THE BRANDED CONTENT 24
  • 25. More than 44 millionbranded impressions served.Even, in the newsfeed. CTR 7% 25
  • 26. CTR is 3 times higher than the average of the sector.CTR Jupiler Benchmark Time 26
  • 27. CPC is 3 lower higher than the average of the sector.CPC Benchmark Jupiler Time 27
  • 28. 2.700 PEOPLESHARED THE PROMOTION 28
  • 29. 29
  • 30. BRIEFING 1.000.000 fans
  • 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. AND HOW ARE WE REACHING THEM? Ad Sponsored Ad Stories Welcome Tab Ad Sponsored Ad Stories 32
  • 33. GENDER DIFFERENCES 33
  • 34. COUNTRY DIFFERENCES 34
  • 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. 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. !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. RESULTS 38
  • 39. YEAH 39
  • 40. EVERY 6 SECONDS... ... somebody liked the page. 40
  • 41. AT A REALLY LOW PRICE cost per fan 3 times lower than the sector’s averageCPF Benchmark Ice Watch Time 41
  • 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. 4 WEEKS OF DAILY PRESENCE +450 million impressions on the target group 43
  • 44. 44
  • 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. It’s the girl from@sociallab #SMForum “call me maybe” 46
  • 47. Questions? 47
  • 48. slideshare.net/sociallab 48