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Facebook advertising tactics 28/08/2012 Jochen Cloetens Helene Debaisieux Friday Session #47 Follow @Cleverwood Use #FridaySession

Facebook Advertising Tactics

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Following the major changes Facebook recently implemented, Cleverwood guides you through a practical framework that helps you making the right choice to promote your brand via Facebook advertising.

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Page 1: Facebook Advertising Tactics

Facebook

advertising tactics

28/08/2012

Jochen Cloetens

Helene Debaisieux

Friday Session #47

Follow @Cleverwood

Use #FridaySession

Page 2: Facebook Advertising Tactics

Introduction

2

Value of Shares

Active Users

Pressure on Business

Revenue = Ads

Page 3: Facebook Advertising Tactics

Various kind of ads

3

Promote

Content

Promote Page

FANS

FRIENDS

OF FANS

NON-FANS

Page 4: Facebook Advertising Tactics

Various kind of ads

4

Promote

Content

Promote Page

FANS

FRIENDS

OF FANS

NON-FANS

Classic ad

Page 5: Facebook Advertising Tactics

Various kind of ads

5

Promote

Content

Promote Page

FANS

FRIENDS

OF FANS

NON-FANS

Classic ad

Page 6: Facebook Advertising Tactics

Examples

6

CLASSIC AD

SPONSORED STORY

Page 7: Facebook Advertising Tactics

Various kind of ads: Who sees what?

7

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Classic ad

Page 8: Facebook Advertising Tactics

Kinds of ads: Who sees what?

8

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Page post ad

Classic ad

Page 9: Facebook Advertising Tactics

Kinds of ads: Who sees what?

9

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Page 10: Facebook Advertising Tactics

Kinds of ads: Who sees what?

10

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Page 11: Facebook Advertising Tactics

Kinds of ads: Who sees what?

11

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Page 12: Facebook Advertising Tactics

Kinds of ads: Who sees what?

12

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Page 13: Facebook Advertising Tactics

Kinds of ads: Who sees what?

13

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Page 14: Facebook Advertising Tactics

Examples

14

PROMOTED POST

CLASSIC AD

PAGE POST AD

SPONSORED STORY

SPONSORED

STORY OF THE

PAGE POST

NOT AN AD

Page 15: Facebook Advertising Tactics

Pros & cons of the promoted post

Pros Cons

ROI Boost interaction Don’t boost n° of fans

Objective Fans Engagement Visibility only for your

fans

Targets People who already

« liked » you No interest, age etc.

Content End of EdgeRank Commercial content

Price Quite cheap Few customization

Mobile In the newsfeed /

15

Page 16: Facebook Advertising Tactics

Case Study Neff

16

Page 17: Facebook Advertising Tactics

Case Study Neff

1. Objective of the brand

• Develop a community of foodies (target) by telling

kitchen stories

• Introduce indirectly brand awareness in Belgium

2. Objectives of this campaign

• Make people download the cooking book Neff made

with a Chef

• Get new fans

• Boost interaction on the page

17

Page 18: Facebook Advertising Tactics

Case Study Neff

1. Objective of the brand

• Develop a community of foodies (target) by telling kitchen

stories Sponsored story of the page post ad

• Introduce indirectly brand awareness in Belgium Page

Post Ad

2. Objectives of this campaign

• Make people download the cooking book Neff made with

a Chef Classic ad & Page Post Ad

• Get new fans Sponsored story of the classic ad

• Boost interaction on the page Promoted post

18

Objectives

of all

campaigns

Page 19: Facebook Advertising Tactics

Case Study Neff

19

81

actions

3770

actions

335

actions

582 fans

Page 20: Facebook Advertising Tactics

Case Study Neff

20

Promoted post Page post ad Classic ad

Budget 5€ 5€ 5€

Targets Fans Food targets

Friends of fans Friends of fans

Reach 2.500 4.250 21.000

Frequency 1 2 2,3

Clicks 100 24 15

Actions 352 145 10

New Fans 0 6 9

Conversion 3,5 actions/click 6 actions/click

25% conversion

0,66 actions/click

60% conversion

CTR 4% 0,3% 0,032%

Cost N/A 0,83€ par fan 0,55€

Page 21: Facebook Advertising Tactics

Case Study Neff

Results of this campaign

• Make people download the cooking book Neff made with

a Chef

1.426 views of the FR application (n° of downloads to track

with Google Analytics – no exact n° received from clients).

• Get new fans

636 new fans

• Boost interaction on the page

Talking about this reached 10%

21

Page 22: Facebook Advertising Tactics

Promoted post

22

Conclusions and good practices:

WHEN?

• Contest, application: to stimulate fans participation

• Facebook offers

• Reach less than 10%

HOW?

• Keep in mind your objective & target

• Pin promoted post

• Importance of funny and interesting content

• Quality better than quantity

• Don’t forget classic ads

• The Facebook environment has changed. It is important to be professional and

use correctly the tools Facebook offers you.

Page 23: Facebook Advertising Tactics

See you next Friday Session!

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