Unlocking the Power of Facebook to Build and Monetise Your Audience_Warrick Lambert
-
Upload
performance-marketing-insights -
Category
Marketing
-
view
67 -
download
0
Transcript of Unlocking the Power of Facebook to Build and Monetise Your Audience_Warrick Lambert
427,000 FACEBOOK FANS23,200,000 MONTHLY REACH
220,000 EMAIL SUBSCRIBERS
1.16m WEBSITE PAGEVIEWS
INTRODUCING ASHLEIGH
AUDIENCE SIZE
INTRODUCING ASHLEIGH
FACEBOOK GROWTH
-
1
2
3
4
5
6
Likes Engaged Users Weekly Reach
Mill
ions
2015
2016
Change
BUILDING AN AUDIENCEUNDERSTANDING YOUR AUDIENCE
What do they need?What do they want?
What are their interests?What are their responsibilities?
What are their concerns?What are their pain points?
BUILD CUSTOMER PERSONAS
Concerns/pain-pointsSticking to a family budget
Saving for next year’s holidayWork/life balance
InterestsParentingShopping
Spending time with friendsRunning/gym
DemographicFemaleAged 32Married
Part-time health care assistant
ResponsibilitiesLooking after 2 children
Involved with local football teamEarning money to provide for her
family
MONETISING AN AUDIENCEMOBILE
0.0% 25.0% 50.0% 75.0% 100.0%
2016
2015
2014
Clicks by Device
Desktop Mobile
MONETISING AN AUDIENCEMOBILE
0%
25%
50%
75%
100%
Mobile Traffic Mobile Sales
Comparing Mobile Stats
AWIN AMS
MONETISING AN AUDIENCEENGAGEMENT IS KING
Fans Engaged Users
Audience Growth
Number of Posts Engagement Per Post
Engagement
2014 2015 2016
MONETISING AN AUDIENCETYPES OF POSTS
Av. Reach Av. Engagement Av. Clicks Av. Conv Rate Rev Per Post
Performance by Post Type
Status Photo Video
MONETISING AN AUDIENCEWHAT TO POST
Fashion Baby & Kids Toys & Games Adult Holidays
What to Post
Rev Per Post Frequency
MONETISING AN AUDIENCE WHEN TO POST
0-6AM 6-8AM 8-12PM 12-2PM 2-6PM 6-10PM 10-12AM
When to Post
Av. Reach Av. Engagement Av. Clicks
SUMMARY
> Don’t just grow your audience, focus on the audience you want
> Likes are good, engagement is better
> Don’t sell to your audience give them content that makes them want to buy