Nobody likes your product - Creative Facebook Advertising

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Presentation I gave on Creative Social Media Tactics at SEM PDX. My premise was that very few people will "like" a product. They may, however, like an idea or a person or a group. Creatively targeting Facebook and other social media can greatly decrease your cost per fan.

Negócios Tecnologia Notícias e política

Nobody Likes Your Product

But they may LOVE your ideas

SearchFest 2012
Advanced Social Media Tactics
Will Scott – Search Influence

@w2scott
© Search Influence, LLC 2012

The most important thing in
business is sincerity…
If you can fake that, you’ve got it
made.

@w2scott
© Search Influence, LLC 2012

@w2scott
http://www.flickr.com/photos/sheepies/
© Search Influence, LLC 2012

@w2scott
http://www.flickr.com/photos/darrenhester/
© Search Influence, LLC 2012
http://www.searchinfluence.com/2010/11/have-you-measured-it/

About Me
Will Scott
• Working Online since 1994
• Promoting Sites since 2001
Search Influence
• 34 Full-Time employees
• > 40 Contract writers
• Largest Online Marketing Firm on Gulf Coast
• Nationally recognized in Local Search & Social
@w2scott
© Search Influence, LLC 2012

What’s Coming:
• Connections
– Are you talking to the right people?
• Content
– Does your message resonate?
• Conversions
– Are they ready to buy something?

And no, I’m not talking about Avatars or Personas
@w2scott
© Search Influence, LLC 2012

Connections
@w2scott
© Search Influence, LLC 2012

What’s an Edge?

http://www.icoachmath.com/math_dictionary/Edge.html
@w2scott
© Search Influence, LLC 2012

What’s a Face?

http://www.icoachmath.com/math_dictionary/Face.html
@w2scott
© Search Influence, LLC 2012

http://checkfacebook.com/ @w2scott
© Search Influence, LLC 2012

I Love Life

Campaign Reach: 83498
Frequency: 1.3
Social Reach: 173
Connections (Fans): 650
Clicks: 670
CTR: 0.602%

Cost Per Fan: $0.17

7 Days in January

@w2scott
© Search Influence, LLC 2012

Content
@w2scott
© Search Influence, LLC 2012

http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/

@w2scott
© Search Influence, LLC 2012

Conversions
@w2scott
© Search Influence, LLC 2012

THE URL STRING

@w2scott
© Search Influence, LLC 2012

http://bfhillsboroplumbing.clickablepages.com/?
ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210x
83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_nwtype=search

@w2scott
© Search Influence, LLC 2012

The URL String
http://bfhillsboroplumbing.clickablepages.com/?
ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6
x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_
nwtype=search
– bfhillsboroplumbing.clickablepages.com
– ctt_id=335121
– ctt_adnw=Google
– ctt_kw=plumber
– ctt_adid=6649616259

@w2scott
© Search Influence, LLC 2012

WEB FORMS

@w2scott
© Search Influence, LLC 2012

Web Forms – Input

 Clear call to action
 Hidden fields trap:
 Referrer data
 URL String for social

@w2scott
© Search Influence, LLC 2012

Web Forms – Output

@w2scott
© Search Influence, LLC 2012

The Holy Grail for Local Business

CALLS

@w2scott
© Search Influence, LLC 2012

Calls - Output

@w2scott
© Search Influence, LLC 2012

Leaked!
@w2scott
© Search Influence, LLC 2012

http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/

@w2scott
© Search Influence, LLC 2012

Thank You!
• Will Scott
• searchinfluence.com/blog
• wscott@searchinfluence.com
• twitter.com/w2scott

@w2scott
© Search Influence, LLC 2012

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1. Nobody Likes Your Product But they may LOVE your ideas SearchFest 2012 Advanced Social Media Tactics Will Scott – Search Influence @w2scott © Search Influence, LLC 2012

2. The most important thing in business is sincerity… If you can fake that, you’ve got it made. @w2scott © Search Influence, LLC 2012

4. @w2scott http://www.flickr.com/photos/darrenhester/ © Search Influence, LLC 2012 http://www.searchinfluence.com/2010/11/have-you-measured-it/

5. About Me Will Scott • Working Online since 1994 • Promoting Sites since 2001 Search Influence • 34 Full-Time employees • > 40 Contract writers • Largest Online Marketing Firm on Gulf Coast • Nationally recognized in Local Search & Social @w2scott © Search Influence, LLC 2012

6. What’s Coming: • Connections – Are you talking to the right people? • Content – Does your message resonate? • Conversions – Are they ready to buy something? And no, I’m not talking about Avatars or Personas @w2scott © Search Influence, LLC 2012

16. I Love Life Campaign Reach: 83498 Frequency: 1.3 Social Reach: 173 Connections (Fans): 650 Clicks: 670 CTR: 0.602% Cost Per Fan: $0.17 7 Days in January @w2scott © Search Influence, LLC 2012

22. http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott © Search Influence, LLC 2012

32. http://bfhillsboroplumbing.clickablepages.com/? ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210x 83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_nwtype=search @w2scott © Search Influence, LLC 2012

33. The URL String http://bfhillsboroplumbing.clickablepages.com/? ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6 x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_ nwtype=search – bfhillsboroplumbing.clickablepages.com – ctt_id=335121 – ctt_adnw=Google – ctt_kw=plumber – ctt_adid=6649616259 @w2scott © Search Influence, LLC 2012

35. Web Forms – Input  Clear call to action  Hidden fields trap:  Referrer data  URL String for social @w2scott © Search Influence, LLC 2012

40. http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/ @w2scott © Search Influence, LLC 2012

41. Thank You! • Will Scott • searchinfluence.com/blog • wscott@searchinfluence.com • twitter.com/w2scott @w2scott © Search Influence, LLC 2012

Notas do Editor

This is one of my favorite quotes of all time. And it ’s completely relevant to good SEO. Ultimately the search engines are trying to decide who to trust. So, if you can appear the most relevant you win. And there ’s no better way to do that, online, in a universally approachable way than with good old fashioned SEO.

Nobody likes your product - Creative Facebook Advertising

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