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Decoding Facebook Campaigns: What Drives Successful Campaign Results
- 2. Hi! CONFIDENTIAL Professional Experience • 8 years of PR & digital marketing experience Digital Advisor & Partner • Direct Marketing Association (Singapore) • Franchising & Licensing Association (Singapore) • Book Publishers’ Association (Singapore) • NUS Global Alumni Network Engagements & Qualifications • Keynote Speaker at Higher Learning Summit – Social Media for IHL • Speaker at MDA Digitization Program – Social Media Outreach • Speaker at FLA Social Media Series • SGPF, OEA 2013 Speaker on Facebook for SMEs • Isaac Manasseh Scholar • BBA (1st Class Hons)
- 3. Why Market on Facebook? CONFIDENTIAL Who is on Facebook?
- 4. CONFIDENTIAL What defines a successful Facebook campaign?
- 5. Why Facebook Contest? CONFIDENTIAL With contests, you can… • Get more Fans, leads and customers – faster and at a lower cost • Learn more about your Fans so you can convert them into buyers • Let your Fans do the marketing for you - give them a reason to share with friends
- 6. Types of Facebook Contests CONFIDENTIAL 1. Fan Acquisition • Sweepstake Giveaways • Instant Win Contests • Online Quiz 2. Fan Engagement • Voting Contest • Content Creation • Challenges 3. Fan Conversion • Coupons • Deals • Offers Pros: Great for engaging existing fan base. Fans who participate contributes to viral outreach Cons: Fan votes offer little fan acquisition upside Pros: Easy to acquire new fans and contact details Exclusive Facebook-only deals work best
- 7. Fan Acquisition Contests CONFIDENTIAL Sweepstakes Quizzes Give-aways Sweepstakes are the contest of choice if you want to maximize the number of participants without spending a lot of time on the effort
- 8. Fan Engagement Contests CONFIDENTIAL Photo Contests Photo Contests Some people will try to game the system - Be sure to choose an app that has built-in fraud protection Poor fan recruitment also means poor email collection. If your goal is to collect a lot of qualified emails, stay away from the photo contest.
- 9. Fan Conversion Promotions CONFIDENTIAL Exclusive Pre-orders Exclusive discounts Facebook deals work best when the promotion is exclusive to Facebook and offers real value
- 10. Help! No one’s joining my contest CONFIDENTIAL Do you have a sufficiently large user base?
- 11. Help! No one’s joining my contest CONFIDENTIAL Is your contest too difficult? What are the steps required to successfully participate?
- 12. Contest Participation Realities CONFIDENTIAL Facebook contests are a great way to engage your existing fan base and recruit new fans. The contest you choose should depend on the experience you want to give and the goal you’re trying to achieve. What kind of prizes should you be giving out?
- 13. Facebook Contests CONFIDENTIAL What you need to do for all Facebook contests 1. Get users to like your page, subscribe to your channel before allowing them to participate! 2. Capture user particulars including emails and mobile! 3. Integrate viral sharing upon submission! Where did you first learn about SMU’s programs? Online Ads Print Ads Facebook Others
- 14. Facebook Contests CONFIDENTIAL 1 2 3 What you need to do for all Facebook contests Where did you first learn about SMU’s programs? Online Ads Print Ads Facebook Others Help me increase my chances of winning. Participate in SMU’s survey!!
- 15. Facebook Outreach CONFIDENTIAL Now that you have setup your Facebook contest, what’s next?
- 17. Facebook Outreach CONFIDENTIAL Banner Advertising on Facebook
- 18. Facebook Outreach CONFIDENTIAL Advertising on Facebook Facebook allows you to target your content to specific audience demographic , personal, and off-Facebook data
- 19. Facebook Outreach Standard Ads • Appears in right column • Reaches out to new users Sponsored Stories • Appears in right column • Fans & Friends of Fans Promoted Posts & Facebook Offers • Appears in newsfeeds • Fans & Friends of Fans Page Posts Ads • Appears in right column & feed • Reaches out to new users Types of Facebook Advertising Other ad formats include remarketing, premium ad buys, custom audience, lookalike audience, app install ads
- 20. Facebook Outreach CONFIDENTIAL Standard Ads Standard Ad: Leads to an external website or Facebook Page • Allows you to select ad image and customize ad copy • Reaches out to new users • Appears in the right hand column
- 21. Facebook Outreach CONFIDENTIAL Page Posts Ads Page Post Ads: turns your content into an ad • Reaches out to new users • Appears in right hand column, newsfeed & mobile • Great for introducing promotions and increasing engagement. High CTR & Lower CPC. • Tend to fare poorly for CPL. Source: http://www.nanigans.com/
- 22. Facebook Outreach CONFIDENTIAL Sponsored Stories Sponsored Stories: These ads show users who among their friends who interact with your page • Reaches out to Friends of Fans • Appears in the right hand column & mobile • Tend to have a higher CTR , lower CPC and lower CPL
- 23. Facebook Outreach CONFIDENTIAL Types of Facebook Advertising: Promoted Posts Promoted Posts • Pushes out posts to Fans & Friends of Fans • Appears in newsfeed & mobile • Based on impression
- 24. Facebook Outreach CONFIDENTIAL Types of Facebook Advertising: Facebook Offers Facebook Offers • Unless claimed or promoted, only your fans will see your Offer • Once an Offer has been claimed, that activity as well as Offer details will appear in that person’s News Feed for friends to see • Appears in newsfeed & mobile • Reaches out to Fans & Friends of Fans • Genuine offers can quickly go viral
- 25. Facebook Outreach CONFIDENTIAL The Secret of News Feeds • News feed is where people can see what you are sharing. 40% of the time, people spend on news feed • News Feed can be reached on desktop as well as mobile devices • Facebook general post only reaches ~16% fan base The highest CTRs for Facebook ads are for those that pass through the News Feed. And some advertisers have found that the success rate is even higher on the mobile News Feed.
- 26. Facebook Outreach CONFIDENTIAL The Importance of Mobile Sponsored Stories Page Post Ads Promoted Posts Over 60% of all Facebook visits in Singapore are from a mobile device. Your contest has to be mobile friendly, and so does your advertising.
- 27. CONFIDENTIAL
- 28. Tip 1: People click on human faces: A friendly and inviting image of a person works well as a Facebook ad. Tip 2: People click on human faces with text: What makes an ad with a human face even more effective is adding some text to the image. Tip 3: People like to click on video play buttons: When people see an image with a video play button on it, they want to click on it. Effective Facebook Ad Images 6 Tips For Choosing An Effective Facebook Ad Image CONFIDENTIAL
- 29. Tip 4: Test seasonal or holiday-themed images: Holiday-themed ads have shown to perform very well. Tip 5: Keep it simple: With small images, it’s best to keep colors and graphics at a minimum. Tip 6: Don’t be a car salesman: Ads that use all caps to advertise a promotion aren’t appealing to users. Effective Facebook Ad Images 6 Tips For Choosing An Effective Facebook Ad Image
- 30. Promoting your Page on a Budget CONFIDENTIAL 1. Send a message to your email list 2. If you have a blog, write a couple of posts about your Page/app 3. Make multiple announcements on Facebook about your new app: On average, only 16 % of posted content is seen by fans 4. Make announcements on your website: Install appropriate Facebook Like buttons and plugins to your website so that visitors know your business has a presence on Facebook. 5. Make announcements in your store: On your in-store signs, add a QR code so customers can easily navigate to your Page from their smartphones. 6. Ask employees to help spread the word: Even if you only have a handful of employees, ask them all to Like your Page and share your company’s Facebook app with their community of friends.
- 31. Promoting your Page on a Budget CONFIDENTIAL Partner with Facebook pages that reach out to audiences similar to yours
- 32. Promoting your Page on a Budget CONFIDENTIAL Are your fans authentic?
- 33. Promoting your Page on a Budget CONFIDENTIAL Are your fans authentic? It’s a bad idea to get fake likes. There are no real users behind the accounts and you might find your Facebook page suspended.
- 34. Facebook Outreach CONFIDENTIAL Can I run a ‘Like & Share’ ? • Easy to administer • High TAT results in posts appearing in newsfeed • Results in lower CPA in the initial stages
- 35. Facebook Outreach CONFIDENTIAL Can I run a ‘Like & Share’ ? • Runs afoul of Facebook’s guidelines • Attracts wrong target audience • Law of diminishing marginal returns set in
- 36. Contact Details Eugene Sim Conversion Hub Email : eugenesim@conversion-hub.com Mobile : +65 90254725 Tel : +65 6844 3935 URL : www.conversion-hub.com CONFIDENTIAL
Editor's Notes
- Conduct online strategic review for Government agencies, organizations and companies to extract business value from online assetsHelp clients develop digital strategy and social media blueprint to achieve their strategic and business goals.
- For instance, if you own a car repair shop, you could put a sign with a QR code near the cash register encouraging customers to Like your business’s Facebook app in exchange for a chance to win a free oil change. When customers scan the QR code, they are redirected to your Facebook Page where they can enter your contest.
- The last type of contest is what marketers call challenge contests. Basically, the participants of the contests are asked to perform a number of tasks and each completed task earns points. These points are considered entries and the person with the most points wins.
- With contests, you can…Get more Fans, leads and customers – faster and at a lower costLet your Fans do the marketing for you - give them a reason to share your Page with their friends & social networks
- CPM , CPC and CPA
- Post shareable content
- http://www.shortstack.com/2012/11/9-tips-for-choosing-an-effective-facebook-ad-image/
- http://www.shortstack.com/2012/11/9-tips-for-choosing-an-effective-facebook-ad-image/
- http://www.shortstack.com/2012/11/9-tips-for-choosing-an-effective-facebook-ad-image/
- For instance, if you own a car repair shop, you could put a sign with a QR code near the cash register encouraging customers to Like your business’s Facebook app in exchange for a chance to win a free oil change. When customers scan the QR code, they are redirected to your Facebook Page where they can enter your contest.
- At best, it may be a waste of money because fraudulent Likes could simply disappear from your account. Worse, you may find your company’s Facebook page suspended as being in violation of Facebook’s TOS. And your company could end up with PR egg on its face
- At best, it may be a waste of money because fraudulent Likes could simply disappear from your account. Worse, you may find your company’s Facebook page suspended as being in violation of Facebook’s TOS. And your company could end up with PR egg on its face
- Probably the most common mistake is using the Facebook feature as part of the contest elements. Quite often will I find contest such as:Click like to winShare this photo and winComment to winAlthough contests such as these are easy to organize, the rules say:“You must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.”Going against this basically means that Facebook has the power to make your contest invalid or even to the extent of blocking your account – although it is entirely up to Facebook’s discretion.
- http://www.businessinsider.com/the-biggest-problem-facebook-needs-to-address-for-brands-right-now-2013-2