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126,067,690 (ish)

This Afternoons Topic:Why Facebook Advertising Does NOT Work…  But you’re probably not even seeing this message because you’re so blown away by the targeted ads you see to your right.

Don’t go into the real world, just Like our stock photography instead! No awkward silences!

Hate your Commute? Rent the MilleniumFalcon for the afternoon.

That’s what she said…

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Michael Hubbard• Founded Media Two Interactive in

1998• Talks a lot once you get him going.• Is passionate about EVERYTHING

media• Not particularly fond of Facebook.• Can’t wait to talk about Facebook

Advertising.

Jon Kenney• Senior Media Strategist.• Does all of the real work.

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Facebook Advertising Does NOT work…

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http://www.youtube.com/watch?v=aDycZH0CA4I

Can I be your friend?

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I love numbers…

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eMarketer estimates Facebook’s share of US online display ad revenues will grow to 17.7% in 2011, up from a 12.2% share last year. Facebook is expected to see $978 million in additional display revenues in 2011—more than display revenues will grow this year at Yahoo!, AOL, Microsoft and Google combined.

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Big fancy numbers…

I’m not making these up… http://www.facebook.com/press/info.php?statistics

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What are your options…

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Sponsored Ads:

“Like” Ads:

Do it yourself…

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Sampling

Event

Poll

Video

Like

Premium…

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Know your audience…

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Targeting CapabilitiesLocation

Language and Demographics

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Likes and Interest

Education and Work

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Connections

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Who’s had success, and how…

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Goal: Beginning with a fan base of around 480 the goal of the campaign was to generate awareness for the Facebook page and boost the number of likes.

Key Steps: Because “like” campaigns automatically insert the Facebook page title into the header, it was necessary to focus on multivariate testing with body copy, image, and targeting. The body copy, images and targeting were monitored and optimized throughout the campaign in order to maximize “likes” and reduce that cost per social action.

Outcome: The success of the 2 month campaign was clear. The client experienced a steady increase in new fans through the media placements and saw total number of likes jump from the pre-campaign level of 489 to 3,505 at the end of the campaign. That was a 3,460% lift.

He Really “Likes Me”

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Two months prior to campaign launch:

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Goal: The goal of this campaign was to drive sign ups for a free consultation for a laser liposculpture procedure. The campaign had strict geo targeting restrictions to certain areas in Southern California and women 35 – 55.

Key Steps: Because Final Inches had very little social presence on Facebook and users were going to be directed to a landing page outside of Facebook, emphasis on A/B testing for messaging, imaging, and advanced targeting were critical. The campaign was monitored and optimized daily, poor performers were dropped, winning parameters were kept and expanded upon. In the end Brand logo as well as clear body copy explaining the offer and a strong call to action made the campaign a success.

Campaign Impressions Delivered Clicks CTR Conversion % % Under Goal

Final Inches 15,629,831 3,618 .02% 1.22% 42.21%

Show me the money Jonny…

Outcome: The campaign received great exposure over a 2 month period with over 15 million impressions while adhering to the specific geo targeting parameters. Despite what looks to be a low conversion % the campaign performed excellent coming in 42.21% UNDER our target cost per consultation goal.

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Goal: To raise awareness and participation in UNCG’s Trivia Tuesday and Where am I Wednesday wall posts through the use of the Sponsored Stories Page Post ad. The ad would only be run on Tuesdays and Wednesdays and be targeted specifically to fans of UNCG.

Community Advertising…

Key Steps: Because this particular type of ad pulls directly from a paste on the client’s Facebook wall it’s integral that whoever is in control of posting know that the ad is running and that the posted content will then be pulled into the ad. This happens any time the ad is live and a post is updated. Targeting for Sponsored Story ads encompass only fan’s of that particular page with the ability to layer on additional Demo, Interest, Education to that subset. This made the Sponsored Story ad ideal for the purpose of driving fan interaction with the brand. The last step in the process is to come up with content that would make users participate in the discussion.

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Campaign Impressions Social Impressions Social % Clicks  Reach Frequency

UNCG Trivia Tuesday 557,068 547,470 98.28% 322 16,979 33

UNCG Where am I Wednesday 693,780 683,835 98.47% 728 17,157 40

Outcome: The overall campaign was a success for both the Trivia Tuesday ad and Where am I Wednesday when looking at the traffic numbers. Social Impressions, an impression shown with the name of a friend that interacted with the ad, are high and almost have a direct correlation with standard impressions. This means that there was a low amount of impressions wasted before users began to interact. In addition the ads had a high frequency per user ranging between 30 – 40 which means the fans of UNCG were getting the desired exposure to the Sponsored Story and increasing the opportunity for action. Lastly, looking at a graph of comments per day over the life of the campaign you will see a spike in comments every Tuesday and Wednesday indicating that the ads resonated with the audience and had the desired effect.

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One of the oldest ways of advertising is promotional…

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Morgan Siem

• VP of Social Media at Media Two Interactive

• Needs a new professional headshot

• Chatty. Very chatty. But in 140-character snippets. Found @mediatwo_social.

• Wait, we’re talking about Facebook? I thought they said Google+ was going to replace Facebook…

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Let’s make sure you’re #winning

Facebook Promotions

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#1

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#1(how could you not?)

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#2

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#3

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#4

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#5

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For real this time.

Facebook Promotions

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For real this time.

• Types of Promotions

• Facebook’s Rules

• Building your app (& tools that can help)

• Components of a Successful campaign

Facebook Promotions

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Types of Promotions

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Rules, Rules, Rules…

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You cannot run a promotion directly through Facebook

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You cannot use Facebook’s functionality as a mode of entry

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You cannot condition the entry upon users taking any Facebook action other than:

• Liking your Page

• Checking in

• Connecting to your app

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You cannot use Facebook functionality as a voting mechanism

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You cannot notify winners through Facebook

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More rulesI’ll gloss over them, so your eyes don’t gloss over

• Use of trademark

• Privacy & disclosure statements• Acknowledge that Facebook is not associated

or responsible

• For app builders…

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… and tools that can helpBuilding your app

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Quizzes | Group Deal | Sweepstakes | Contests

Favorite Picks | Coupons | Trivia | Signup Form

Essay Contest | Video Contest | Photo Contest

Voting | Virtual Gift | Fan Gate

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A few words of caution…

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Setting yourself up to win

Incentive to share

Tie it back to your product (aka not an iPad)