how using facebook advertising can benefit your social media strategy
TRANSCRIPT
Today’s(webinar(
“How((Facebook(adver5sing(can(benefit(your(social(media(strategy(“((By(Komfo(&(Spring(Creek(
Friday(January(16th(2015(
! Any$ques)ons$can$be$asked$via$the$chat$pane$in$the$control$panel$at$the$right$hand$side$of$your$screen.$
! Ques)ons$will$be$answered$at$the$end$of$the$webinar$! You’ll$receive$the$sheets$presented$within$48$hours$a@er$the$webinar$
Before(we(begin(
Today’s(presenters(
$$$
Bobbie$Hollander$Social$Ad$specialist$at$Spring$Creek$bobbie.hollanders@springcreek.nl$
WELCOME TO THE WORLD OF SOCIAL BUSINESS"
From — Social Media "Marketing tool "
Komfo is on a journey:"
To — Social Hub, enriching "data and allowing data to "flow freely"
DISTRIBUTE
EN
GA
GE
CREATE
LISTEN
MEASURE
47% AMERICANS(THAT(SAY(FACEBOOK(IS(THEIR(#1(INFLUENCER(PURCHASE(
24% in 2011"Source:$Search$Engine$Journal,$November$2013.$
SOCIAL(MEDIA(IS(SEEING(AMAZING(GROWTH(NUMBERS!(
Source:$Search$Engine$Journal,$November$2013.$
Ac)ve$users$
SOCIAL BUSINESS TRANSFORMATION METHODOLOGY"
Source:$$hTp://www.slideshare.net/Al)meter/theVevolu)onVofVsocialVbusinessVsixVstagesVofVsocialVmediaVtransforma)on$$
• My$name$is$Bobbie$Hollanders$• Social$Ad$Specialist$–$Spring$Creek$–$IPG$Mediabrands$
Netherlands$
• Likes:$$
12$
• What$is$going$on$with$Facebook?$$• Social$adver)sing$Facebook$
– How$using$Facebook$can$help$you$to$increase$brand$awareness,$engagement$and$conversions$
– How$to$set$up$the$right$objec)ves$
– How$to$create$KPI’s$and$use$them$effec)vely$in$your$ad$campaign$$– How$to$analyze$and$report$results$
• BMW$Case$
Agenda ((
13$
$$
Every(Facebook(adver5sement(has(a(specific(objec5ve(
21$
We$have$to$ask$ourselves,$what$do$we$want$to$achieve$with$$every$adver)sement/post?$
Facebook$focuses$on$this$objec)ve$within$its$algorithm,$and$this$also$shows$in$$the$results$of$the$adver)sement$
$$
Objec5ve:(Reach(or(Engagement(
22$
Regular$Page$post$ad$
" Facebook$algorithm$focuses$on$reach$and$engagement$
$$
Objec5ve:(Traffic(or(Conversion(
23$
Page$post$link$ad$
" Facebook$algorithm$focuses$on$traffic$or$conversion$$
$$
Objec5ve:(Video(views(
24$
Page$post$video$ad$
" Facebook$algorithm$focuses$on$video$views$!Current!cost!per!view!(€0,02!4!€0,15)!
$$
Objec5ve:(app(downloads(
25$
AppVinstall$ad$
" Facebook$algorithm$focuses$on$app$installs$!Current!cost!per!install!(€1,50!4!€3,00)!
$$
Objec5ve:(Offer(ad(/(Edmail(data((
26$
Offer$ad$
" Facebook$algorithm$focuses$on$receiving$offers$
$$
Who(can(we(target(on(Facebook?(
28$
Everything$a$user$registers$on$is$page,$or$likes$can$be$targeted$$
" age,!gender,!loca=on,!languages,!!interest!&!behavior!
$$
Targe5ng(2.0(
29$
Facebook$has$a$even$more$in$depth$targe)ng$op)ons$to$reach$your$audience$
Within!these!op=on!they!primarily!focus!on!crea=ng!specific!audiences!,!!which!are!created!by!user!behavior!or!consumer!data!
$$
Custom(Audiences(
30$
Custom$Audiences$connects$CRM$data$with$Facebook$users$
“This!is!the!match!between!your!email4data!and!Facebook!users”!
$$
Retarge5ngdaudiences(
31$
Facebook$gathers$data$through$the$behavior$of$their$users$
With!this!data!we!can!retarget!users!who!are:!!!! !video!viewers,!app!users,!or!website!visitors!
The$key$is$to$focus$on$the$one’s$that$will$serve$your$final$goal$33$
Seeing(there(can(be(mul5ple(different(objec5ves(on(Facebook..(
And(analyze(the(goals(on(the(primary(objec5ve((
34$
Objec)ve$traffic$to$a$website?$Don’t$focus$on$reach,$engagement$or$likes$$
• Objec)ve:$Test$drives$$• Target$Audience:$Male$35$–$50$AB1$
Campaign:$$Acquire!test4drives!through!the!BMW!landing!page!and!op=mize!towards!the!target!audience!which!realizes!the!lowest!cost!per!test!drive$
Case:(BMW(testddrives(
36$
$$
Segng(up(the(target(audience(
37$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
$$
Segng(up(the(ads(
38$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
$$
A/B(tes5ng(
39$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
$$
Looking(at(the(first(data(
40$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
Retarge)ng$video$plays$
$$
Segng(up(the(traffic(ads(
41$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
Retarge)ng$video$plays$
Page$post$link$ads$ Page$post$link$ads$
$$
A/B(tes5ng(
42$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
Retarge)ng$video$plays$
Page$post$link$ads$ Page$post$link$ads$
$$
Looking(at(the(data(again(
43$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
Retarge)ng$video$plays$
Page$post$link$ads$ Page$post$link$ads$
Retarge)ng$website$visits$
$$
Segng(up(the(final(ads(
44$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
Retarge)ng$video$plays$
Page$post$link$ads$ Page$post$link$ads$
Retarge)ng$website$visits$
Page$post$link$ads$
Page$post$link$ads$
$$
A/B(tes5ng(
45$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
Retarge)ng$video$plays$
Page$post$link$ads$ Page$post$link$ads$
Retarge)ng$website$visits$
Page$post$link$ads$
Page$post$link$ads$
$$
Analyzing(the(results(
46$Custom$Audience$ Look$V$a$–$likes$audience$ Broad$targe)ng$
(male$35$–$50$years)$$
Video$ads$ Video$ads$
Retarge)ng$video$plays$
Page$post$link$ads$ Page$post$link$ads$
Retarge)ng$website$visits$
Page$post$link$ads$
Page$post$link$ads$
Final$results$
Cost$per$test$drive:$$
Cost$per$test$drive:$$
Cost$per$test$drive:$$
$$
By(focusing(on(specific(audiences(we(were(able(to(op5mize((towards(a(lower(cost(per(test(drive((
47$
$$
This$resulted$in$140%$higher$ROI$than$a$campaign$without$this$focus,$and$it$gave$BMW$clear$and$measurable$results$of$their$social$investment$$
Thank(you(for(listening(
$$$
Bobbie$Hollander$Social$Ad$specialist$at$Spring$Creek$bobbie.hollanders@springcreek.nl$