Following the major changes Facebook recently implemented, Cleverwood guides you through a practical framework that helps you making the right choice to promote your brand via Facebook advertising.

1. Friday Session #47
Jochen Cloetens
Helene Debaisieux
Follow @Cleverwood
Use #FridaySession Facebook
advertising tactics
28/08/2012

2. Introduction
Value of Shares
Active Users
Pressure on Business
Revenue = Ads
2

3. Various kind of ads
FANS
FRIENDS
OF FANS
Promote
Content
NON-FANS
3
Promote Page

4. Various kind of ads
FANS
FRIENDS
OF FANS
Promote
Content
NON-FANS
Classic ad
4
Promote Page

5. Various kind of ads
FANS
FRIENDS
OF FANS
Promote
Content
NON-FANS
Classic ad
5
Promote Page

6. Examples
SPONSORED STORY
CLASSIC AD
6

7. Various kind of ads: Who sees what?
FANS
FRIENDS
OF FANS
Brand
awareness
NON-FANS
Classic ad
7
Fans acquisitions

8. Kinds of ads: Who sees what?
FANS
FRIENDS
OF FANS
Brand
awareness
NON-FANS
Classic ad
Page post ad
8
Fans acquisitions

9. Kinds of ads: Who sees what?
FANS
FRIENDS
OF FANS
Promoted post
Brand
awareness
NON-FANS
Classic ad
Page post ad
9
Fans acquisitions

10. Kinds of ads: Who sees what?
FANS
FRIENDS
OF FANS
Promoted post
Brand
awareness
NON-FANS
Classic ad
Page post ad
10
Fans acquisitions

11. Kinds of ads: Who sees what?
FANS
FRIENDS
OF FANS
Promoted post
Brand
awareness
NON-FANS
Classic ad
Page post ad
11
Fans acquisitions

12. Kinds of ads: Who sees what?
FANS
FRIENDS
OF FANS
Promoted post
Brand
awareness
NON-FANS
Classic ad
Page post ad
12
Fans acquisitions

13. Kinds of ads: Who sees what?
FANS
FRIENDS
OF FANS
Promoted post
Brand
awareness
NON-FANS
Classic ad
Page post ad
13
Fans acquisitions

14. Examples
PROMOTED POST
SPONSORED STORY
SPONSORED
STORY OF THE
PAGE POST CLASSIC AD
PAGE POST AD
14 NOT AN AD

15. Pros & cons of the promoted post
Pros Cons
ROI Boost interaction Don’t boost n° of fans
Visibility only for your
Objective Fans Engagement
fans
People who already
Targets No interest, age etc.
« liked » you
Content End of EdgeRank Commercial content
Price Quite cheap Few customization
Mobile In the newsfeed /
15

16. Case Study Neff
16

17. Case Study Neff
1. Objective of the brand
• Develop a community of foodies (target) by telling
kitchen stories
• Introduce indirectly brand awareness in Belgium
2. Objectives of this campaign
• Make people download the cooking book Neff made
with a Chef
• Get new fans
• Boost interaction on the page
17

18. Case Study Neff
1. Objective of the brand
• Develop a community of foodies (target) by telling kitchen
Objectives stories  Sponsored story of the page post ad
of all
campaigns
• Introduce indirectly brand awareness in Belgium  Page
Post Ad
2. Objectives of this campaign
• Make people download the cooking book Neff made with
a Chef  Classic ad & Page Post Ad
• Get new fans  Sponsored story of the classic ad
• Boost interaction on the page  Promoted post
18

19. Case Study Neff
81
335 actions
actions
3770
actions
582 fans
19

20. Case Study Neff
Promoted post Page post ad Classic ad
Budget 5€ 5€ 5€
Food targets
Targets Fans Friends of fans
Friends of fans
Reach 2.500 4.250 21.000
Frequency 1 2 2,3
Clicks 100 24 15
Actions 352 145 10
New Fans 0 6 9
6 actions/click 0,66 actions/click
Conversion 3,5 actions/click
25% conversion 60% conversion
CTR 4% 0,3% 0,032%
Cost N/A 0,83€ par fan 0,55€
20

21. Case Study Neff
Results of this campaign
• Make people download the cooking book Neff made with
a Chef
 1.426 views of the FR application (n° of downloads to track
with Google Analytics – no exact n° received from clients).
• Get new fans
 636 new fans
• Boost interaction on the page
 Talking about this reached 10%
21

22. Promoted post
Conclusions and good practices:
WHEN?
• Contest, application: to stimulate fans participation
• Facebook offers
• Reach less than 10%
HOW?
• Keep in mind your objective & target
• Pin promoted post
• Importance of funny and interesting content
• Quality better than quantity
• Don’t forget classic ads
• The Facebook environment has changed. It is important to be professional and
use correctly the tools Facebook offers you.
22

23. See you next Friday Session!
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