Global computing leader Acer decided to put the marketing power of social media to the test by creating an integrated marketing campaign. Hear from Jamie Mulligan, social media consultant at Adobe (formerly Efficient Frontier) about how the company integrated targeted paid media via social ad buys; owned media with Acer-issued press releases and Web site cross-linking, e-mail campaigns, and other activities; and earned media through word of mouth. Learn how Acer manages its Facebook ads, including placements, performance monitoring, and spend optimization.

1. Acer-A-Day Giveaway!
Jamie Mulligan | Social Consultant
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2. Changing the world
through digital
experiences
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4. Facebook
End-to-End Facebook Solution
Adobe is the first and only
Facebook Preferred Marketing
Developer that officially supports
all four Facebook marketing APIs.
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5. The Performance Difference
Challenges:
• Drive aggressive Facebook fan
growth
• Deliver ongoing engagement
opportunities
• Generate increased awareness of
the Aspire S3 Ultrabook
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6. The Performance Difference
Solutions:
Use Adobe Social tools to:
• Develop the Acer-a-Day Giveaway
app on Facebook
• Capture insights into campaigns
affinity, audience demographics,
and visitor engagement
• Purchase, manage and optimize
social ads
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7. Likes and Interest data
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8. Ads & Apps: The Data opportunity
 Likes & Interests Recommended for Acer based on the data collected from
their Sweepstakes app significantly outperformed intuitively generated ones.
Mr. Coffee Cost Per Like: Acer Campaign
Oneida Initial Segments vs. App Segments
Alamo Rent A Car
SEALY MATTRESS $2.50
Cost Per Like
Visa Prepaid $2.00
$1.50
Visa Signature $1.00
Gameloft $0.50
Chase Freedom $-
Week 1Week 2Week 3Week 4Week 5Week 6Week 7Week 8
Cost Likes Cost/Like CTR
Campaigns (EF • 2.3X higher CTR
recommended targeting) $ 1,544 2,620 $ 0.59 0.098%
Other Campaigns $ 4,028 3,651 $ 1.03 0.043% • 43% lower cost/like
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9. Specific targeting
Facebook: Cost Per Like by Target
80%
70%
60%
Conversion Rate
50%
Germany Geeks
US Geeks
40%
UK Tech 2 UK - Tech
Germany Gamers
30% #REF! FR-Geeks
UK.Gamers Friends
France Geeks UK 1 UK Geeks UK.Gamers
20% FR 1 DE-Broad
10% US - Broad France- Broad
0%
0.00% 0.01% 0.02% 0.03% 0.04% 0.05% 0.06% 0.07%
CTR
CPL: $.8-$1.7 CPL: $1.7-$2.6 CPL: $2.6-$3.4 CPL: $4.3-$5.1 CPL: $4.3-$5.1
CPL: $5.1-$6. CPL: $6.-$6.8 CPL: $6.8-$7.7 11% Linear (11%)
Broad targeting gets you volume, specific targeting can get you efficiency.
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10. Optimize Ad Creative
Image 1
Image 2
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11. Shelf life of Facebook ads
0.09%
CTR: Pauley ad
0.08%
0.07%
0.06%
0.05%
0.04% Pauley
0.03%
CTR of Facebook ads
0.02%
drop in about 2 weeks.
0.01%
0.00%
Apr 11, Apr 12, Apr 13, Apr 14, Apr 15, Apr 16, Apr 17, Apr 18, Apr 19, Apr 20, Apr 21, Apr 22, Apr 23, Apr 24, Apr 25,
2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011 2011
• CTRs of Facebook ads drop in 2 weeks
• Change creative regularly to avoid creative fatigue
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12. The Performance Difference
Results:
• Increased U.S. Facebook Fan Base by ten
times
• Doubled Global Facebook fan presence
• Helped increase overall social impressions
by 4,400%
• Drove 71% of new fans through paid
media
• Achieved over 1.2 million unique visits to
the page
• Attained 700,000 unique visitors to the app
with a 27% share rate
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