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Facebook Ads at Radio
France
Use case 2012/2013

Virginie Clève
CMO & COO / Radio France New Media
Highlights
•
•
•
•
•
•
•

Knowing Radio France
EMEA market key figures
Why using Facebook Ads at Radio France ?
7 mistakes to avoid
5 tips to succeed
2013 achievements
The future
About us
1st broadcasting group made of 7 complementary radios
More than 5 million listeners everyday
Monthly podcasts download : 15 millions worldwide
3.5 million unique visitors every month
1.75 million Facebook fans
1.3 million Twitter followers
Social Media at Radio France
8 CMs (one per radio and one to
manage the corporate page)
+ 1 Social Media Product Manager
in the marketing team

Strategy, budgets, training,
reporting and studies are
concentrated within the
Marketing team
Campaigns are implemented by
the CMs to meet the needs and
opportunities of each radio
Key Figures
European market
Lower CPC, CPM & CPI
Higher CTR

Source : Salesforce
Why #1
MistakeFacebook Ads on a media website ?
We have redesigned our entire online editorial

offer in 2011
We wanted it to be known and did not have any email database
Therefore we chose social media
Increasing our fanbase
Increasing our visibility
KPI #1 Reach
KPI #2 Traffic

Traffic generated on our websites
KPI #3 Page views/visit on the Facebook source

3 KPI’s
KPI #4

Engagement
Mistake #1 beginning, we made mistakes
At the
History
January 2012 : First test on FiP
February 2012 : Globally the test is
conclusive
Mars 2012 : Display on the 8 Radio
France’s major pages

Radio France’s page-fangrowth in 2012 : 355%
First campaign

First test : The Pink Floyd on FIP
From 05/12/2011 to 01/01/2012
Budget : 350$ / CPM

Target : #Pink Floyd
Estimated audience : 800 000 people

Results :

CTR : 0.027%
CPM : 0.09€
254 087 persons seen it, 98% paid.
Mistake #1
Wrong Ad
positioning
Domain Ads

High CPC, Poor CTR

We’ve given up

The ads right column
does not work anymore
Source : TechWyse
Mistake #1

Few characters, low visibility, not very appealing and a tiny visual
Mistake #2
Wrong Ad format :
The search result Ad

Some ad format don’t work on
your market.
Give it a try and know when to
give up
Not expensive but gave few
results. Useful only for events.
Facebook withdrew it last
summer
Mistake #3
Bad/No targeting
Large targeting :
More expensive, poor efficency
Precise targeting :
Cheaper, good efficency

Better 10 small welltargeted campaigns than a
widely targeted one
Mistake #4

Targeting only your
country, not your
language
For several months, we’ve targeted
French-speaking countries
Now everything’s fine. The traffic from
North Africa is huge, but organic.
This contributes to our public service
mission

Many French-speaking countries around the globe
Language Targeting
Mistake #5
Not working out the
headlines
They are at least as important as
the pictures if not more for a
media website
It’s tricky at Radio France as
editorial content ads are
managed by publishers
Huge need for regular training
Mistake #6
Choosing the wrong
photos
An effective Ad needs a beautiful ,
strong, engaging picture
Emotion leads to « like » and
sharing
Headlines optimisation
Mistake #7
No Analytics tracking
You need to know :
-The Facebook paid traffic part
-The number of generated PV’s
-What they read, what they listen
to, what they do,…
-Who they are
Our CM use bitly to track and
analyse clics.
Analytics traffic
- Social Media traffic share on a local news website like France Bleu in November 2013 : 20%
- 84% of the social media traffic comes from Facebook.
- 25% are paid.

Source : AT Internet
Mistake #1

Then we made it
Tip #1 Target similar audiences
Promoting the new France
Info advertising campaign
“I learned it on France Info“
We targeted fans of several
news media press, TV and
Radio.
About 0,15/0,20€ per fan
Quite expensive but highly
qualified fans, good
retention & audience
generation to come
Tip #2 Ads that works
Page Post Link Ad
Used on a daily basis
It works very well because we have
a strong brand and a very good
catchy content

Source : TechWyse
Tip #3 Ads that works
Page Like Ad
Used for long term campaigns
Very useful for a fair increase in our
fanbase

Source : TechWyse
Tip #4 Ads that works
Page Post Photo Ad
Page Post Video Ad
Used on a daily basis
Very useful to engage
Very useful to generate video views

Source : TechWyse
Tip #5 Ads that works
Mobile App Install Ad
Used in long term campaigns for
existing apps
Used heavily in the launching of
new applications
Very useful to generate installs
Mistake #1

2012/2013 statement
2012/2013
Radio France
01/2012

Radio France
11/2013

France
2013

Average CTR

0.027%

0.45%

0.04%

Average CPC

0.32€

0.05€

0.31€ (0.40$)

Test, test, test… and learn
2014 Strategy
2014 Strategy

utur

Accelerating on Mobile App Install Ads
Bringing CRM ad Social CRM together
Testing new formats

For example, UPPA (Unpublished Page Post Ads)

Performance

10% of traffic from social networks, maintaining a
great engagement rate without increasing investments
Mistake #1

Thank you

To keep in touch : @largow
Virginie Clève
CMO & COO / Radio France New Media

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Best practice Facebook Ads : Use Case Radio France

  • 1. Facebook Ads at Radio France Use case 2012/2013 Virginie Clève CMO & COO / Radio France New Media
  • 2. Highlights • • • • • • • Knowing Radio France EMEA market key figures Why using Facebook Ads at Radio France ? 7 mistakes to avoid 5 tips to succeed 2013 achievements The future
  • 3. About us 1st broadcasting group made of 7 complementary radios More than 5 million listeners everyday Monthly podcasts download : 15 millions worldwide 3.5 million unique visitors every month 1.75 million Facebook fans 1.3 million Twitter followers
  • 4. Social Media at Radio France 8 CMs (one per radio and one to manage the corporate page) + 1 Social Media Product Manager in the marketing team Strategy, budgets, training, reporting and studies are concentrated within the Marketing team Campaigns are implemented by the CMs to meet the needs and opportunities of each radio
  • 5. Key Figures European market Lower CPC, CPM & CPI Higher CTR Source : Salesforce
  • 6. Why #1 MistakeFacebook Ads on a media website ?
  • 7. We have redesigned our entire online editorial offer in 2011 We wanted it to be known and did not have any email database Therefore we chose social media
  • 11. KPI #2 Traffic Traffic generated on our websites
  • 12. KPI #3 Page views/visit on the Facebook source 3 KPI’s
  • 14. Mistake #1 beginning, we made mistakes At the
  • 15. History January 2012 : First test on FiP February 2012 : Globally the test is conclusive Mars 2012 : Display on the 8 Radio France’s major pages Radio France’s page-fangrowth in 2012 : 355%
  • 16. First campaign First test : The Pink Floyd on FIP From 05/12/2011 to 01/01/2012 Budget : 350$ / CPM Target : #Pink Floyd Estimated audience : 800 000 people Results : CTR : 0.027% CPM : 0.09€ 254 087 persons seen it, 98% paid.
  • 17. Mistake #1 Wrong Ad positioning Domain Ads High CPC, Poor CTR  We’ve given up The ads right column does not work anymore Source : TechWyse
  • 18. Mistake #1 Few characters, low visibility, not very appealing and a tiny visual
  • 19. Mistake #2 Wrong Ad format : The search result Ad Some ad format don’t work on your market. Give it a try and know when to give up Not expensive but gave few results. Useful only for events. Facebook withdrew it last summer
  • 20. Mistake #3 Bad/No targeting Large targeting : More expensive, poor efficency Precise targeting : Cheaper, good efficency Better 10 small welltargeted campaigns than a widely targeted one
  • 21. Mistake #4 Targeting only your country, not your language For several months, we’ve targeted French-speaking countries Now everything’s fine. The traffic from North Africa is huge, but organic. This contributes to our public service mission Many French-speaking countries around the globe
  • 23. Mistake #5 Not working out the headlines They are at least as important as the pictures if not more for a media website It’s tricky at Radio France as editorial content ads are managed by publishers Huge need for regular training
  • 24. Mistake #6 Choosing the wrong photos An effective Ad needs a beautiful , strong, engaging picture Emotion leads to « like » and sharing
  • 26. Mistake #7 No Analytics tracking You need to know : -The Facebook paid traffic part -The number of generated PV’s -What they read, what they listen to, what they do,… -Who they are Our CM use bitly to track and analyse clics.
  • 27. Analytics traffic - Social Media traffic share on a local news website like France Bleu in November 2013 : 20% - 84% of the social media traffic comes from Facebook. - 25% are paid. Source : AT Internet
  • 29. Tip #1 Target similar audiences Promoting the new France Info advertising campaign “I learned it on France Info“ We targeted fans of several news media press, TV and Radio. About 0,15/0,20€ per fan Quite expensive but highly qualified fans, good retention & audience generation to come
  • 30. Tip #2 Ads that works Page Post Link Ad Used on a daily basis It works very well because we have a strong brand and a very good catchy content Source : TechWyse
  • 31. Tip #3 Ads that works Page Like Ad Used for long term campaigns Very useful for a fair increase in our fanbase Source : TechWyse
  • 32. Tip #4 Ads that works Page Post Photo Ad Page Post Video Ad Used on a daily basis Very useful to engage Very useful to generate video views Source : TechWyse
  • 33. Tip #5 Ads that works Mobile App Install Ad Used in long term campaigns for existing apps Used heavily in the launching of new applications Very useful to generate installs
  • 35. 2012/2013 Radio France 01/2012 Radio France 11/2013 France 2013 Average CTR 0.027% 0.45% 0.04% Average CPC 0.32€ 0.05€ 0.31€ (0.40$) Test, test, test… and learn
  • 37. 2014 Strategy utur Accelerating on Mobile App Install Ads Bringing CRM ad Social CRM together Testing new formats For example, UPPA (Unpublished Page Post Ads) Performance 10% of traffic from social networks, maintaining a great engagement rate without increasing investments
  • 38. Mistake #1 Thank you To keep in touch : @largow
  • 39. Virginie Clève CMO & COO / Radio France New Media

Editor's Notes

  1. Very happy to be here today and share with you what we’ve learned about FB ads these years
  2. First of all, I’d like to say a few words about RF, then I’ll present you some key figures of the EMEA market Then, I’ll explain why we chose ads at Radio France and how we measure it We’ve made several mistakes and I hope the 7 examples I’ll show you will be of usefull interest Then I’ll give you five tips might be usefull for your next campaigns. To conclude, I’ll present you our two thousand thirteen achievements and what we plan to do next year.
  3. A few words about Radio France. Radio France is the french public radio, as NPR is in the US. We are the 1fst broadcasting group on podcast downloadi with fifteen millions of downloads every month We are aslo leaders on social media on the radio french market However, on the web traffic, we still have to catch up
  4. Our social media organization, is, I believe quite original and I’m convinced that it’s one of the main reasons wihich explains our success. Indeed, the campaigns are not managed day-to-day by the marketing team but by the editorial teams. As a matter of fact, we are more like an expert and support team than a supervising one We have totally internalized the FB ads campaign management which allows us a better reactivity and a weekly contact with Facebook Each radio has a dedicated monthly budget and a great freedom of action.Advantages :- High reaction speed to hot news- Many low cost small thematic fine targeted campaigns which engage very well
  5. It’s very difficult to obtain french market data from Facebook. Here are EMEA key figures I am convinced that the numbers are quite similar for France CPC remains low for the moment, but I don’t think it will last forever
  6. For a public service group like us with such a strong broadcasting power, one might wonder why social media are so important for us. Here is the answer
  7. Radio France’s sub investment on digital for more than 10 years resulted in a huge delay In 2011, everything changed, a new strategy and significant resources were settled
  8. We tackled on social media for two main reasons Firstly, to create a community
  9. Then, to engage with our listeners and increase in visibiity
  10. To measure our actions, we mainly use 4 KPI’s nothing really new but still a good thing to remenber First of all, our reach : Is the number of people we reach increasing properly ?
  11. Secondly, the trafic we generate from our social media actions. In the end, what we want is bringing people on our sites and applications On french media sites, the traffic share from Facebook is about 4%. Ours is now about 6%
  12. Thirdly, the number of pages per visit we generate. Why ? Because we can therefore check the good quality of the visits and if the visitors are likely to become a regular audience
  13. Finally, engagement of course Because we want to interact with our readers and listeners
  14. You cannot succeed at the beginning
  15. Thanks to Facebook ads we have noticed a huge increase in our number of fans within one year. The ads have enabled the starting of an organic growth engine which is now largely self feeds
  16. lessons:The link is not very attractive, the holiday season is not exactly the perfect moment for traffic generation, the targeting is not well advised We could have targeted on : Pink Floyd without hashtag, the name of the group leader the group member names, the well known album tracks ...)
  17. I woukd like to show you seven major mistakes we made, which might be useful to know Firstly: ad positioning. We’ve tried out the sidebar ads. We failed
  18. Usually, the sidebar is not effective
  19. Secondly, the ad format itself. Some are not very effective. This is probably why Facebook decided to remove a lot of them few months ago We’ve tried the search ad format. We used it until it was withdrawn, but only occasionally and for LIVE events
  20. Targeting is probably what explains our good performance.A large number of small campaigns is more effective than few big onesBut it requires a work organization and ressources to do so.
  21. This is a specificity of Radio France to be listened to in many countries around in the world Firstly we used ads to takle the French-speaking countries. Now, everything’s fine
  22. Here you can see that seventy five percents of France Culture fans are not French fans. And I can assure you that they are not fake fans
  23. This is a very important point : the copyrighting rules ! You need to carefully work out your headlines. Advantage of our organization: headlines are very editorializedDrawbacks of our organization: they are sometimes not enough marketed and catchy
  24. You need a beautiful, strong engaging photo. A picture means more than 10 words
  25. Here are two examples On the left hand side a post On Jacky O « Everything you didn’t know about Jackie O ». Catchy headline, short, efective + a link + a hashtag + a nice photo On the right hand side A far too long text Misplaced arrows An unattractive photo
  26. The lack of precise measure is a big mistake
  27. Here You can see the evolution curve of the Facebook traffic on France Bleu As you can see the traffic has ben significantly growing for one year. The new France Bleu website was launched in November 2012. As you can also see, Google+ doesn’t break out in France…
  28. OK, enough about our mistakes, Let’s talk about what works now
  29. Targeting users according to other brands they like works fine.
  30. To be clear, the ads in the timeline are what work the best for a while now. It is more expensive but much more effective. We use page post link ads on a daily basis with great success. This ad allows us to generate engagement and traffic
  31. Tip 3, page like ad. We use it for long term campaigns It allows us to support the increase of our fan base Quite simple to monitor and set-up and very effective
  32. Page post photo and video ads are the best ads to engage. This kind of ad generates a lot of shares and likes
  33. This ad is just the most effective in generating apps downloads. Particularly useful for Google Play rankings which require a steady increase in downloads There are still few advertisers in France on this format but it is already changing. To be monitored closely
  34. let us set a record of the past year for Radio France
  35. After a learning curve of almost 2 years, we are very satisfied with the CTR and CPC we reach now, much far much better than the French market ones. As we’ll probably be unable to improve these figures, we will focus on other KPIs next year
  36. Let me talk about next year strategy now
  37. We have four keys for our strategy Firtly, Accelerating on Mobile App Install Ads Mobile traffic explodes in Europe also, we need to win more and more users everyday Secondly, Bringing CRM ad Social CRM together As a state company we are concerned about providing Facebook with more data on our listeners than they already have Thirdly, Test new formats New formats should be tested as soon as possible, in order to benefit from them while there are few advertisers Finally, Performance We still need to significantly improve the traffic generated on our sites and applications via Facebook
  38. Thank you for your attention. I hope this presentation has been helpful and I wish you succesful campaigns