The social media and advertising giants Facebook and Instagram are only becoming more and more important to trip planning – and thus travel marketers. Their audience targeting tools offer powerful opportunities for operators of Tours, Activities & Attractions to reach specific customer segments. This masterclass from social media specialist Sparkloft will review the essentials and best practices for mining these platforms and winning more customers.

3. Facebook & Instagram: An
Audience Targeting Masterclass
Marketing & Growth

4. MARTIN STOLL
CEO
Sparkloft Media
FACEBOOK & INSTAGRAM
An Audience Targeting Masterclass

11. Social Media 2019

12. To summarize:

13. To Summarize
Multi-step Location Mobile Shiny, new! International

14. Where is Facebook going?

15. Social Media 2018

16. Social Media 2018

17. Social Media 2018

18. Micro is the new macro

19. More integration is coming

20. Sparkloft Media

21. We are a social-first creative agency.
We drive growth through
engagement.
Sparkloft Media

22. Our Clients (some of them)

23. The Approach

24. The secret sauce
Who?
Where?
What?

25. Different things for different people

26. Who?

27. Building your audience
Core audience Custom audience Lookalike audience

28. Strategy matters - Example Custom Audience
Who + What + How

29. Who do you want to talk to?

30. Who do you want to talk to?

31. Who do you want to talk to?

32. Who do you want to talk to?

33. ✦ 180,000+ members
✦ 10,000+ new members in
the past 30 days
✦ Avg. 750 posts/day
Who do you want to talk to?

34. Key take-aways
Desktop/Mobile Demographics Behavior Competing Content

35. What?

36. Content Formats - Posts and ads
Existing “fans” New audience New audience

37. Content Formats - 360 video

38. Content Formats - 360 video

39. KPIs:
✦ 1.6 million video views (more than 1 million in 24
hours)
✦ 16k reactions
✦ 6.3k comments
✦ Highest number of conversations with low CPC
rate
Averages:
✦ 7.1 million reach per video
✦ Nearly 5.3 million views (four videos)
✦ Nearly 30% completion rate (80 seconds in length)
Content Formats - 360 video

40. Content Formats - Livestreaming

41. Content Formats - Instant Experience (formerly known as Canvas ads)
✦ Facebook or Instagram
✦ Full-screen, post-click experience
✦ Formats: carousel, single image, video, slideshow and
collection
✦ Use third-party pixels to track clicks (new)
✦ Also embed the Facebook Pixel

42. Key take-aways
New formats Video wins Short is better

43. How?

44. Facebook knows you

45. Facebook knows you

46. Location targeting

47. Audiences - B2B examples
Size: 11,000

48. Ad data

49. International ads

50. International ads

51. What we have learned
$37

52. Key take-aways
Combine data Permissions! International

53. Facebook Content Hub

54. To summarize:

55. To Summarize
Multi-step Location Mobile Shiny, new International

56. Thank you!
Newsletter & Updates at
www.sparkloftmedia.com
martin@sparkloftmedia.com
@coldinpdx

57. 11:15-noon
Marketing & Growth: Facebook & Instagram: An Audience
Targeting Masterclass
The social media and advertising giants Facebook and Instagram
are only becoming more and more important to trip planning –
and thus travel marketers. Their audience targeting tools offer
powerful opportunities for operators of Tours, Activities &
Attractions to reach specific customer segments. This masterclass
from social media specialist Sparkloft will review the essentials
and best practices for mining these platforms and winning
more customers.
Who’s this for? Tour, activity and attraction operators with active
digital marketing campaigns on Facebook and Instagram.
Mercure MOA, Berlin, Germany Stephanstraße 41, 10559 Berlin, Germany +49 30 3940430