Facebook

advertising tactics

28/08/2012

Jochen Cloetens

Helene Debaisieux

Friday Session #47

Follow @Cleverwood

Use #FridaySession

Introduction

2

Value of Shares

Active Users

Pressure on Business

Revenue = Ads

Various kind of ads

3

Promote

Content

Promote Page

FANS

FRIENDS

OF FANS

NON-FANS

Various kind of ads

4

Promote

Content

Promote Page

FANS

FRIENDS

OF FANS

NON-FANS

Classic ad

Various kind of ads

5

Promote

Content

Promote Page

FANS

FRIENDS

OF FANS

NON-FANS

Classic ad

Examples

6

CLASSIC AD

SPONSORED STORY

Various kind of ads: Who sees what?

7

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Classic ad

Kinds of ads: Who sees what?

8

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Page post ad

Classic ad

Kinds of ads: Who sees what?

9

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Kinds of ads: Who sees what?

10

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Kinds of ads: Who sees what?

11

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Kinds of ads: Who sees what?

12

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Kinds of ads: Who sees what?

13

Brand

awareness

Fans acquisitions

FANS

FRIENDS

OF FANS

NON-FANS

Promoted post

Page post ad

Classic ad

Examples

14

PROMOTED POST

CLASSIC AD

PAGE POST AD

SPONSORED STORY

SPONSORED

STORY OF THE

PAGE POST

NOT AN AD

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

Case Study Neff

16

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

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

Case Study Neff

19

81

actions

3770

actions

335

actions

582 fans

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€

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

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.

See you next Friday Session!

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