BITB -- Facebook Marketing


Published on

Jay Feitlinger's presentation at agencyside's "Back in the Black" account team training.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • As you are getting started on targeting, think about your target customer(s) for the product or service you are advertising: What is their typical age range? What are their typical interests? Are they typically men or women? Where do they live?
  • You can also send me a note through Twitter or Email.
  • BITB -- Facebook Marketing

    1. 1. Facebook Marketing Jay Feitlinger Back in the Black: April 28 – 29, 2011
    2. 2. Avoid these 3 common mistakes <ul><li>No Social Media Strategy </li></ul><ul><ul><li>Tone / Consistency </li></ul></ul><ul><ul><li>Not Investing Time </li></ul></ul><ul><li>Selling / Broadcasting </li></ul><ul><ul><li>Provide fans relevant and engaging content </li></ul></ul><ul><li>Breaking The Rules </li></ul><ul><ul><li>Profile vs. Page </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><ul><li>Tagging </li></ul></ul>Image Source:
    3. 3. Instead focus on these 3 areas <ul><li>Be a real person </li></ul><ul><li>Share valuable and relevant information </li></ul><ul><ul><li>Don’t use automated tools </li></ul></ul><ul><li>Listen to the community and respond </li></ul>Image Source:
    4. 4. Get Heard!
    5. 5. Create Awareness <ul><li>Email </li></ul><ul><li>Website </li></ul><ul><li>Social Plugins </li></ul>
    6. 6. Want to give away an iPad?
    7. 7. Advertising on Facebook <ul><li>Determine Campaign Goals </li></ul><ul><li>Create Ads </li></ul><ul><li>Set Facebook Targeting </li></ul><ul><li>Test Test Test </li></ul><ul><li>Measure Results </li></ul>Image Source:
    8. 8. 1 - Decide on Goals <ul><li>Customer Feedback </li></ul><ul><li>Brand Awareness? </li></ul><ul><li>Driving traffic to external site? </li></ul><ul><li>Driving traffic to a Facebook fan page? </li></ul><ul><li>Fan Growth? </li></ul><ul><ul><ul><li>Quantity vs. Quality Debate </li></ul></ul></ul>
    9. 9. 2 - Types Of Paid Ad Options <ul><li>Standard Ad </li></ul><ul><li>Sponsored Ad </li></ul><ul><li>Poll Ad </li></ul><ul><li>Event Ad </li></ul><ul><li>Sampling Ad </li></ul><ul><li>Video Comment Ad </li></ul><ul><li>Sponsored Story Ad </li></ul>
    10. 10. Facebook Ad Guidelines <ul><li>Title (25 characters) </li></ul><ul><li>Links to Page on Facebook </li></ul><ul><li>Title should match the name of Page </li></ul>Image or Video Thumbnail (110 X 80 pixels) Links to Page on Facebook Body Copy (135 characters) Like # people like [your brand]
    11. 11. Driving Traffic Off Facebook
    12. 12. 3 - Targeting <ul><li>Geography </li></ul><ul><li>Search / Network </li></ul><ul><li>Mobile </li></ul><ul><li>TV </li></ul><ul><li>Keywords </li></ul><ul><li>Site Placement </li></ul><ul><li>Mobile </li></ul><ul><li>Gender </li></ul><ul><li>Age </li></ul><ul><li>Geography </li></ul><ul><li>Language (over 70) </li></ul><ul><li>Workplace </li></ul><ul><li>Connection Targeting </li></ul><ul><ul><li>Page, Event or App </li></ul></ul><ul><li>Education / Work </li></ul><ul><li>Degree </li></ul><ul><li>Likes and Interests </li></ul><ul><li>Relationship status </li></ul><ul><li>Age / Birthday </li></ul><ul><li>Gender </li></ul>
    13. 13. 4 - Test Test Test <ul><li>Getting better results through experimentation </li></ul><ul><li>Be sure to set a control ad to test all your changes against </li></ul><ul><li>Make sure you only change one part of the ad (i.e. copy, targeting, etc.) at a time </li></ul><ul><li>Run your test for at least a week to get reliable results </li></ul>
    14. 14. 5 - Measure Results <ul><li>All Facebook Ad Stats as well as fan page: </li></ul><ul><ul><li>Tab Views - where people are going </li></ul></ul><ul><ul><li>External referrers </li></ul></ul><ul><ul><li>Post Feedback </li></ul></ul><ul><ul><li>Monthly Active Users </li></ul></ul><ul><ul><li>Page Views </li></ul></ul>
    15. 15. Learn from Others
    16. 16. Facebook Marketing Summary <ul><li>Be authentic </li></ul><ul><ul><li>Develop Relationships </li></ul></ul><ul><ul><li>Be Yourself </li></ul></ul><ul><li>Create exciting content </li></ul><ul><ul><li>Engage the fans </li></ul></ul><ul><ul><li>Don’t use automated tools </li></ul></ul><ul><ul><li>Leverage Facebook Wall Feed formula </li></ul></ul><ul><li>Target your message to the right audience </li></ul><ul><ul><li>Cost per click not Cost per impression </li></ul></ul><ul><ul><li>Constant Testing </li></ul></ul><ul><li>Plan for conversion </li></ul><ul><ul><li>Landing page will be representative of the information in your ad </li></ul></ul><ul><ul><li>Showcase what you're promoting </li></ul></ul><ul><li>Learn from your own data </li></ul><ul><ul><li>Listen to your fans and prospective customers </li></ul></ul><ul><ul><li>Monitor Facebook Insights </li></ul></ul><ul><li>Learn from others </li></ul><ul><ul><li>Websites such as All Facebook & Social Media Examiner </li></ul></ul><ul><ul><li>Examples such as Audi & Disney </li></ul></ul>
    17. 17. Questions ? <ul><li>[email_address] </li></ul><ul><li>@JayFeitlinger </li></ul>