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To understand how Facebook media is best used it's important to understand how Facebook uses social context & the convergence of brand storytelling with consumer storytelling through engagement to deliver tangible results for brands.
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EDUCATION: Facebook Paid MediaAugust 2012
AGENDA
+ Why we Facebook
+ What we know about people & Facebook
+ Effective Storytelling
+ Facebook Paid Media Formats
First - why we Facebook
Why do we Facebook?
+ Because the people we are talking to do.
USERS PER MONTH
12 MIL
AVG. NUMBER OF FRIENDS
234
* Australian Stats – Facebook Internal Data April 2012
QUIZ
Of the 12 million Aussies on Facebook every month – how many are accessing it from their mobile?
9 million
What do people do on Facebook?
+ Share A LOT of stories
* Australian Stats – Facebook Internal Data April 2012
The million dollar question
+How do we get in on all this action?
We become part of the stories
+ Brands have stories to tell, so do people. On Facebook, consumers will interact with a brand story if it helps them tell their personal one.
What we know about people & Facebook
Not surprisingly…
92% of Australian consumers trust
earned media (word of mouth) more than
any other type of media.
* Up from 75% two years ago. Nielsen 2012 Global Trust in Advertising & Brand Messages
Which is great because
+ Facebook is a recommendation engine with all functionality focused on generating stories, stories & more stories.
Stories about brands act as implied word-of-mouth endorsement.
Two big questions
+ Do stories about brands in Facebook work. I mean actually drive awareness / trial / sales?
+ How do we generate THE most effective stories of all?
Yes – brands can be effective on Facebook
Facebook fans are much more likely to purchase, consider & recommend the brands they engage with on Facebook
than non-fans.
* Forrester research “The Facebook Factor” April 2012
Value of a Facebook Fan to Apple
+ A Facebook fan of Apple is worth 90% more than a non-fan.
+ Every Apple Facebook fan results in one new customer.
+ Fans make up 17% of all Apple’s new customers.
Effective Storytelling: Wall Content
To create stories
+ Wall content needs to generate engagement: Likes | Comments | Shares.
+ This puts branded content into the newsfeed of fans & their friends.
+ The more engagement the post generates, the more people will see it, the more it will be worth to our brands.
Posted 4 hours ago
+ And already viewed by 35,552 people.
Tips for posts that drive engagement
+ Short & Sweet: Posts should be less than 90 characters.
+ Pictures tell a 1000 words: Posts with images consistently outperform those without.
+ Invoke-a-need-to-share: A post that helps the consumer build on their personal story.
+ Strong call-to-action: Tell the consumer what to do – they're more likely to do it then!
+ Keep it simple: Posts are usually viewed in the newsfeed and viewed quickly. The simpler the message, the more likely they are to respond.
Example: Short & sweet
Example: A picture tells a thousand words
Example: Invoke a need to share
Example: Strong call-to-action
Example: Keep it simple
BUT !
+ Which is where PAID media comes into the picture.
Only 16% of Facebook fans see a brand page’s story.*
* Facebook Internal Research
Facebook Paid Media
Facebook Paid Media helps you reach
+ Fans
+ Friends of fans
+ A targeted but broader audience beyond fans & their friends.
Friends of Fans Effect
+ The trick to clever marketing in Facebook is to tell so compelling a story that only some of your fans engage but that engagement impacts their friends.
Starbucks fans & friends of fans spent 8% more & purchased 11% more frequently than non-fans who are
Starbucks buyers.*
* comScore 2011 The Power of a Like
Loosely, there are 3 types of Facebook Ads
+ Standard Ads
+ Featured Stories
+ Page Post Ads
Page Post Ads
+ Select the most compelling stories from your brand page to run in this format.
+ You can run anything that you post onto your brand page wall but anything over 90 characters long will be automatically shortened & any posts that do not follow Facebook’s advertising code will be rejected.
+ The aim of this placement is to generate additional reach & visibility of highly engaging posts & as much engagement as possible [likes | shares | comments].
Featured Stories
+ Amplifies the actions of a person with a brand to their friends. This gives the brand social context.
+ Actions that can be amplified include page likes, post likes, comments, shares & app interactions.
+ This placement is a good option when you have a number of fans already engaging with your content & can be used instead of other ad formats to reach a broader audience than just your page fans.
+ These can be displayed on the right-hand side with other ads or featured more prominently in the newsfeed.
Standard Ads
+ Should you wish to run Facebook ads to promote a brand that is not on Facebook, standard ads may be the best format. They can link to external websites & display with an image or video & no social context.
Proof that engaging content + Facebook Ads work!
https://www.facebook.com/video/video.php?v=10101363593993523
QUIZ
What ad format is this?
AND Don't forget to review the
media plan!+ It’s common to have more than one ad Facebook ad
format on a media plan & as Facebook has changed the format’s names several times in recent years, they may be labelled differently. Follow up with your media agency if you have questions.
Appendix & References
References
+ Facebook Ad Guidelines:+ https://www.facebook.com/ad_guidelines.php
+ Value of an Apple Fan (Satmetrix Net Promotor Economics)+ http://www.satmetrix.com/pdfs/
NP_Economics_Technology_Final.pdf
+ The Facebook Factor (Forrester): + http://www.forrester.com/The+Facebook+Factor/fulltext/-/E-
RES70661
+ Global Trust in Advertising (Nielsen):+ http://www.nielsen.com/content/dam/corporate/us/en/reports-
downloads/2012-Reports/global-trust-in-advertising-2012.pdf
THANK YOUContact us:http://www.thefarmdigital.com.au Facebook.com/TheFARMdigital@thefarmdigital (Twitter & Instagram)Pinterest.com/TheFARMdigital