Presentations from the February 2011 Web Association meeting. Presenters Liz Lewis and Michael Schwabe

1. Facebook Advertising Liz Lewis, Heinen’s Michael Schwabe, thunder::tech Moderator – Scott Chapin, DigiKnow

2. Why Advertise on Facebook? 2

3. 3 Source: http://www.onlineschools.org/blog/facebook-obsession/

4. 4 Source: http://www.onlineschools.org/blog/facebook-obsession/

5. 5 So Why Advertise on Facebook?

6. 6 Because your Customers are there!

7. Reaching Out To your Fans Liz Lewis, Heinen’s 7

8. Heinen’s on Facebook Launched Facebook page in December 2009 7300 fans (as of 2/17) gained through a combination of: Organic growth Cross-promotion on e-mail/web Paid Facebook ads 8

9. Fan Growth – Heinen’s Facebook Page 9

10. Heinen’s Use of Facebook Ads Six ad campaigns on Facebook since Jan. 2010 Lifetime ad spend: $3500 Lifetime stats: 14 million ad impressions 70% “social” impressions 5496 clicks 2255 direct “likes” from ad alone $.63 cost per click $.24 cost per thousand impressions 10

11. Heinen’s Use of Facebook Ads Six ad campaigns on Facebook since Jan. 2010 Lifetime ad spend: $3500 Lifetime stats: 14 million ad impressions 70% “social” impressions 5496 clicks 2255 direct “likes” from ad alone $.63 cost per click $.24 cost per thousand impressions Ads = gain of 3810 fans at $.90/per acquired fan 11

12. Setting up a Facebook Ad You can publicize a page, event or external URL 12

13. Setting up a Facebook Ad 13

14. Setting up a Facebook Ad If your goal is to build your fan base, make sure to target people who are not fans 14

15. Setting up a Facebook Ad Facebook will lower your bid for you as appropriate 15

16. Before starting, keep in mind… Facebook ad performance is just over half that of traditional Internet banner ads, at 0.050% CTR CTR can drop to .0200% within the first few hours for highly targeted ads Ad burnout takes place within 72 hours Facebook pulls ads from rotation when they stop generating clicks Source: Webtrends, Facebook Advertising Performance, Benchmarks and Insights, 2011 16

17. Key learnings Establish goals upfront Target ads appropriately Test, test, test 17

18. Establish goals upfront What are you trying to accomplish? Reach more fans that are current customers Find potential customers in emerging markets Advertise your website or event Set a reasonable CTR in line with Facebook performance 18

19. Target ads appropriately Try targeting your best current demographic, as non-performing ads are pulled quickly Look at Facebook Insights – how does the demographic compare? Non-fan friends are often great targets for building the fan base – exposure will increase as new fans are added 19

20. Testing Facebook Ads Run multiple versions of creative – copy, photo, etc. – in one campaign to determine the top performer Most successful ad can be used in a longer-term, CPM campaign – but keep in mind 72-hour burnout 20

21. Liz Lewis E-Marketing Specialist llewis@heinens.comhttp://www.linkedin.com/in/lizlewis 21

22. Marketing on Facebook Michael Schwabe, thunder::tech 22

23. Integrating Facebook Into Your Marketing Mix Determine if: Your target demographic is on Facebook You can mix your SEO and PPC efforts with Facebook or should Facebook stand alone You can dedicate budget, even on a trial basis 23

26. How Does Facebook Know? Facebook knows more about your audience than Google! 25

29. Example Time! 27

30. Example Time! 28

31. Example Time! 29

32. Example Time! 30

33. Example Time! 31

34. Michael Schwabe Account Manager michael.schwabe@thundertech.comhttp://www.linkedin.com/in/michaelschwabe 32

35. Questions? Liz Lewis llewis@heinens.com Michael Schwabe michael.schwabe@thundertech.com 33