Facebook Advertising Tactics

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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.

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Facebook Advertising Tactics

  1. 1. Friday Session #47 Jochen Cloetens Helene Debaisieux Follow @Cleverwood Use #FridaySession Facebook advertising tactics 28/08/2012
  2. 2. Introduction Value of Shares Active Users Pressure on Business Revenue = Ads2
  3. 3. Various kind of ads FANS FRIENDS OF FANSPromoteContent NON-FANS 3 Promote Page
  4. 4. Various kind of ads FANS FRIENDS OF FANSPromoteContent NON-FANS Classic ad 4 Promote Page
  5. 5. Various kind of ads FANS FRIENDS OF FANSPromoteContent NON-FANS Classic ad 5 Promote Page
  6. 6. Examples SPONSORED STORY CLASSIC AD6
  7. 7. Various kind of ads: Who sees what? FANS FRIENDS OF FANSBrandawareness NON-FANS Classic ad 7 Fans acquisitions
  8. 8. Kinds of ads: Who sees what? FANS FRIENDS OF FANSBrandawareness NON-FANS Classic ad Page post ad 8 Fans acquisitions
  9. 9. Kinds of ads: Who sees what? FANS FRIENDS OF FANS Promoted postBrandawareness NON-FANS Classic ad Page post ad 9 Fans acquisitions
  10. 10. Kinds of ads: Who sees what? FANS FRIENDS OF FANS Promoted postBrandawareness NON-FANS Classic ad Page post ad 10 Fans acquisitions
  11. 11. Kinds of ads: Who sees what? FANS FRIENDS OF FANS Promoted postBrandawareness NON-FANS Classic ad Page post ad 11 Fans acquisitions
  12. 12. Kinds of ads: Who sees what? FANS FRIENDS OF FANS Promoted postBrandawareness NON-FANS Classic ad Page post ad 12 Fans acquisitions
  13. 13. Kinds of ads: Who sees what? FANS FRIENDS OF FANS Promoted postBrandawareness NON-FANS Classic ad Page post ad 13 Fans acquisitions
  14. 14. ExamplesPROMOTED POST SPONSORED STORY SPONSORED STORY OF THE PAGE POST CLASSIC AD PAGE POST AD 14 NOT AN AD
  15. 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. 16. Case Study Neff16
  17. 17. Case Study Neff1. Objective of the brand • Develop a community of foodies (target) by telling kitchen stories • Introduce indirectly brand awareness in Belgium2. Objectives of this campaign • Make people download the cooking book Neff made with a Chef • Get new fans • Boost interaction on the page17
  18. 18. Case Study Neff 1. Objective of the brand • Develop a community of foodies (target) by telling kitchenObjectives stories  Sponsored story of the page post adof allcampaigns • 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. 19. Case Study Neff 81 335 actions actions 3770 actions 582 fans19
  20. 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/clickConversion 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. 21. Case Study NeffResults 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. 22. Promoted postConclusions 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. 23. See you next Friday Session! Do you want to be the next speaker for a FAS?Tell us @cleverwood or at info@cleverwood.be Did you enjoy it? Come for next FAS! • FAS #48: Social Media Guidelines - 28/09 • FAS #49: Legal aspects for social media - 12/10 • FAS #50: Latest SoLoMo trends - 26/10 • FAS #51: Basic PhotoShopping techniques without using PhotoShop - 23/11 • FAS #52: Handling a crisis online: before-during-after (practical cases) - 14/12 Do you want to know more? Visit www.cleverwood.be

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