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SO YOU WANT TO QUIT FACEBOOK MARKETING?
Effective Facebook Marketing Strategies with Apps & Ads
Michael Kamleitner, BabelCamp 2014

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Reasons to quit:
1. Decrease in Organic Reach
2. Ineffective Advertising
3. Depreciation of “Facebook Apps”

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1. Decrease in Organic Reach

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Organic Reach is ever-decreasing - since Years!
(it has to - competition for your eyeballs is always going up!)

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The algorithm-formerly-known-as…

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Luckily, there are still ways to generate
significant organic Reach on Facebook!
Here are just 3 ideas…

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a) Hashtag Campaigns!

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A very simple concept!
Design your campaign around an emotional Hashtag.

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Build a Microsite that let’s users share on multiple platforms…

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Collect & present all user-generated content,
have a voting, give away prizes etc.

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So, does it work?

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b) App-to-User Notifications!

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App-to-User Notifications - a great way to
increase user-retention & maximize value-per-user

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App-to-User Notifications - Best Practice: Use personalized
Messages or a Burst at end-of-campaign!

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App-to-User Notifications - Easy to implement!

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c) Target User-Posts-to-Page (instead of User’s Timeline)

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Result: User-Posts generate Engagement on your Page &
organic reach within their friends!

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User-Posts-to-Page - Again, easy to implement!

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2. Ineffective Advertising,
Fake “Likes”

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THIS DATA IS PUBLIC! TEST YOUR COMPETITION! :)
http://www.sterntv-experimente.de/FacebookLikeCheck/

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Buying “Likes” on 3rd-party Markets =
Works, but you’ll end up with 100% Fakes from Indonesia!

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Fan-Gates & poorly targeted Promos =
Attract iPad hunters who are 0% interested in your brand!

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Oh, http://fb.com/diesocialisten!
“We make mistakes, so our clients don’t have to!” :)

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What went wrong? One of our Apps went crazy in Brazil -
“Like”-Button was wired to fb.com/diesocialisten :/

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What went wrong? We were lazy!
“Boost Post” & oCPM are (mostly) a bad idea!

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Buying “Likes” on 3rd-Party Markets +
Fan-Gates & Poorly targeted Promotions +
Poorly targeted Facebook-Ads =
= Effective Facebook Advertising much harder, but still doable!

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Removing Fans manually is not an option!

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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”…

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Ditch “Boost Post” & oCPM -
Use Power Editor, Ad Manager or 3rd-party Tools!

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Always target for Location, Language, Interests!
Tipp: Interests allows targeting for competitors (sometimes)!

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Especially with broad targeting, avoid oCPM!

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Custom Audiences =
Facebook Retargeting

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“Custom Audiences” - Target based on FB User-IDs, Email-
Addresses or … Visitors of your Website!

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“Custom Audiences” -
Copy/Paste the Audience Pixel on your Website(s)…

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“Custom Audiences” -
Create multiple Audiences, filtered by URL.

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“Custom Audiences” - Let the pixel collect your audience
for a few days/hours (depending on your traffic :)

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“Custom Audiences” - Create an Ad targeted to your website
visitors (leave location, language, interests empty!)

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So, what if your (custom) audience is too small?
Enter Facebook “Lookalike” Audiences!

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“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…

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Pick a source (Page or Custom Audience), pick a country,
set Similarity vs. reach, wait 1-2h…

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…
Boom! Say “Hello” to your Lookalike Audience…

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…and of course: send them some Ads!
(leave location, language, interests empty!)

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Results?
Cheap Likes, Cheap Clicks
(But highly relevant/targeted)

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3. Depreciation of
“Facebook Apps”

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“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.

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What’s really dead: Facebook Tabs! (and that’s good!)

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There’s still plenty of exciting stuff going on
in the Facebook App ecosystem… a) on Websites …

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…b) in Widgets …

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… c) on Mobile Web & Native!

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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.
Start your free trial at http://walls.io today!

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Thanks!
Visit: http://walls.io & http://swat.io
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