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So you want to quit Facebook Marketing? (Babelcamp 2014)

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Effective Facebook Marketing Strategies with Apps & Ads
Michael Kamleitner, BabelCamp 2014

Published in: Business
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So you want to quit Facebook Marketing? (Babelcamp 2014)

  1. 1. SO YOU WANT TO QUIT FACEBOOK MARKETING? Effective Facebook Marketing Strategies with Apps & Ads Michael Kamleitner, BabelCamp 2014
  2. 2. Reasons to quit: 1. Decrease in Organic Reach 2. Ineffective Advertising 3. Depreciation of “Facebook Apps”
  3. 3. 1. Decrease in Organic Reach
  4. 4. Organic Reach is ever-decreasing - since Years! (it has to - competition for your eyeballs is always going up!)
  5. 5. The algorithm-formerly-known-as…
  6. 6. Luckily, there are still ways to generate significant organic Reach on Facebook! Here are just 3 ideas…
  7. 7. a) Hashtag Campaigns!
  8. 8. A very simple concept! Design your campaign around an emotional Hashtag.
  9. 9. Build a Microsite that let’s users share on multiple platforms…
  10. 10. Collect & present all user-generated content, have a voting, give away prizes etc.
  11. 11. So, does it work?
  12. 12. b) App-to-User Notifications!
  13. 13. App-to-User Notifications - a great way to increase user-retention & maximize value-per-user
  14. 14. App-to-User Notifications - Best Practice: Use personalized Messages or a Burst at end-of-campaign!
  15. 15. App-to-User Notifications - Easy to implement!
  16. 16. c) Target User-Posts-to-Page (instead of User’s Timeline)
  17. 17. Result: User-Posts generate Engagement on your Page & organic reach within their friends!
  18. 18. User-Posts-to-Page - Again, easy to implement!
  19. 19. 2. Ineffective Advertising, Fake “Likes”
  20. 20. THIS DATA IS PUBLIC! TEST YOUR COMPETITION! :) http://www.sterntv-experimente.de/FacebookLikeCheck/
  21. 21. Buying “Likes” on 3rd-party Markets = Works, but you’ll end up with 100% Fakes from Indonesia!
  22. 22. Fan-Gates & poorly targeted Promos = Attract iPad hunters who are 0% interested in your brand!
  23. 23. Oh, http://fb.com/diesocialisten! “We make mistakes, so our clients don’t have to!” :)
  24. 24. What went wrong? One of our Apps went crazy in Brazil - “Like”-Button was wired to fb.com/diesocialisten :/
  25. 25. What went wrong? We were lazy! “Boost Post” & oCPM are (mostly) a bad idea!
  26. 26. Buying “Likes” on 3rd-Party Markets + Fan-Gates & Poorly targeted Promotions + Poorly targeted Facebook-Ads = = Effective Facebook Advertising much harder, but still doable!
  27. 27. Removing Fans manually is not an option!
  28. 28. Disclaimer: I’m not an Advertising Pro! For this talk I’ve tried to a) Drive Traffic to a Blog-Post & b) Get new “Likes”…
  29. 29. Ditch “Boost Post” & oCPM - Use Power Editor, Ad Manager or 3rd-party Tools!
  30. 30. Always target for Location, Language, Interests! Tipp: Interests allows targeting for competitors (sometimes)!
  31. 31. Especially with broad targeting, avoid oCPM!
  32. 32. Custom Audiences = Facebook Retargeting
  33. 33. “Custom Audiences” - Target based on FB User-IDs, Email- Addresses or … Visitors of your Website!
  34. 34. “Custom Audiences” - Copy/Paste the Audience Pixel on your Website(s)…
  35. 35. “Custom Audiences” - Create multiple Audiences, filtered by URL.
  36. 36. “Custom Audiences” - Let the pixel collect your audience for a few days/hours (depending on your traffic :)
  37. 37. “Custom Audiences” - Create an Ad targeted to your website visitors (leave location, language, interests empty!)
  38. 38. So, what if your (custom) audience is too small? Enter Facebook “Lookalike” Audiences!
  39. 39. “Lookalike” Audience - Based on an existing audience, Facebook identifies users that are very “similar”… Existing Audience = Facebook Page Fans, Custom Audience Similar Audience = Based on Likes, Interests, Demography…
  40. 40. Pick a source (Page or Custom Audience), pick a country, set Similarity vs. reach, wait 1-2h…
  41. 41. … Boom! Say “Hello” to your Lookalike Audience…
  42. 42. …and of course: send them some Ads! (leave location, language, interests empty!)
  43. 43. Results? Cheap Likes, Cheap Clicks (But highly relevant/targeted)
  44. 44. 3. Depreciation of “Facebook Apps”
  45. 45. “Facebook Apps Are Dead” is mainly a mis-understanding of what a “Facebook App” actually is… “Facebook App” = Every App, Website, Device using Facebook API / Facebook Login.
  46. 46. What’s really dead: Facebook Tabs! (and that’s good!)
  47. 47. There’s still plenty of exciting stuff going on in the Facebook App ecosystem… a) on Websites …
  48. 48. …b) in Widgets …
  49. 49. … c) on Mobile Web & Native!
  50. 50. Reasons NOT to quit: 1. Hashtag Campaigns, App-to-User Notification, User-Posts-to-Page 2. Targeting, Custom- & Lookalike Audiences 3. Facebook Apps beyond Tabs
  51. 51. Start your free trial at http://walls.io today!
  52. 52. Thanks! Visit: http://walls.io & http://swat.io Follow: http://twitter.com/_subnet

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