History• Facebook launched Feb. 2004 by Mark Zuckerberg at Harvard University• Started exclusively to Harvard then slowly to only Ivy League schools to most universities in Canada and the U.S.• End of 2006 Facebook was open to anyone 13 and older with a valid email address.• Reached one trillion pages views in June 2011• 2nd most accessed website in the U.S.• 845 million users• People are obsessed with Facebook
History• In 2006 only employees of 10 select companies and 1 non- profit could join Facebook – Pepsi – Amazon – Apple – Gap – Intel – Electronic Arts – Intuit – Microsoft – Accenture – PricewaterhouseCoopers – Teach For America
Timeline Changes• Facebook timeline introduced September 2011• Widely implemented March 30, 2012• Most noticeable change is the cover photo and profile picture.
Brand Cover Photo Restrictions• What not to include:• Encourage people to upload your cover to their personal timelines,• Include price or purchase information, such as “40% off” or “Download it on YourURL.com,”• Include contact information, like your website address, email, mailing address, or information that Facebook wants you to put in your Page’s “About” section,• Include references to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features,• Include calls to action, such as “Get it now” or “Tell your friends.”•• What we can include:• Company tagline or short phrase that explains what your business does• An impactful word that embodies your brand• Inspiring quote• Names of people in your photo• Photographer credits• Image copyrights
Timeline Advertising Changes• Timeline opened up different advertising possibilities• Sponsored ads(i.e. social ads) Draws context straight from the brands Facebook page. You can choose a specific post or have the newest post always selected.• You can see your friends who have liked or commented on the page in the ad.• New ads get 40% more engagement.
Timeline Advertising Changes• “Facebook Offers” is another change coming with the Timeline.• A post will be sent to all of your fans about an offer. They must click on it to receive the offer. By clicking on it, that action will be posted on their friends status feeds (even though they may not be friends with the company that posted the offer.)
Timeline Changes• No more landing pages but businesses can have personalized tabs.• You can send people to the tabs off of an advertisement as a fan-gate.
Facebook GoalsMost Popular Most Important• Awareness • Audience Growth• Audience Growth • Conversion• Conversion • Awareness• Engagement • Engagement
Targeting• Age• Gender• Geography• Interests• Language• Education• Relationship status “It is interesting that the buyers surveyed are not putting high importance on some very important options such as gender. We see big differences in performance based on gender, so not segmenting by this variable and controlling your budget accordingly is definitely sub-optimal.” –Michael Lazerow, CEO of Buddy Media
Creative and Split Testing• 25 character headline and 90 character body copy and a creative image.• Suggested to have two creative options and run them against each other to see which one does better.• It’s suggested to change the creative every 5-14 days.
Tracking• ROI and Tracking are the biggest challenges people face with Facebook.
CTR• Click-through Rate: The number of times an ad is clicked divided by the number of impressions.• Our average CTR .036%
Reports• You can also generate reports. – Report Type: Ad Performance, Responder Demographics, Conversion By Time, Inline Interactions. – Summarized by: Campaign or by advertisement – Filter by: No filter or by campaign – Time Summary: Daily, weekly, monthly, yearly. – Date Range (You can even include deleted campaigns)