decoding facebook campaigns: what drives successful campaign results
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Decoding Facebook Campaigns: What drives successful contest results
Conversion Hub – An SPH Associate Company
Hi!
www.conversion-hub.com
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Professional Experience
• 8 years of PR & digital marketing experience
Digital Advisor & Partner
• Direct Marketing Association (Singapore)
• Franchising & Licensing Association (Singapore)
• Book Publishers’ Association (Singapore)
• NUS Global Alumni Network
Engagements & Qualifications
• Keynote Speaker at Higher Learning Summit – Social Media for IHL
• Speaker at MDA Digitization Program – Social Media Outreach
• Speaker at FLA Social Media Series
• SGPF, OEA 2013 Speaker on Facebook for SMEs
• Isaac Manasseh Scholar
• BBA (1st Class Hons)
Why Market on Facebook?
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Who is on Facebook?
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What defines a successful Facebook campaign?
Why Facebook Contest?
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With contests, you can…
• Get more Fans, leads and customers – faster and at a lower cost
• Learn more about your Fans so you can convert them into buyers
• Let your Fans do the marketing for you - give them a reason to share with friends
Types of Facebook Contests
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1. Fan Acquisition
• Sweepstake Giveaways• Instant Win Contests • Online Quiz
2. Fan Engagement
• Voting Contest • Content Creation• Challenges
3. Fan Conversion
• Coupons• Deals• Offers
Pros: Great for engaging existing fan base. Fans who participate contributes to viral outreach
Cons: Fan votes offer little fan acquisition upside
Pros: Easy to acquire new fans and contact details
Exclusive Facebook-only deals work best
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Fan Acquisition Contests
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Sweepstakes
Quizzes
Give-aways
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Sweepstakes are the contest of choice if you want to maximize the number of participants without spending a lot of time on the effort
Fan Engagement Contests
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Photo Contests Photo Contests
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Some people will try to game the system - Be sure to choose an app that has built-in fraud protection
Poor fan recruitment also means poor email collection. If your goal is to collect a lot of qualified emails, stay away from the photo contest.
Fan Conversion Promotions
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Exclusive Pre-orders Exclusive discounts
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Facebook deals work best when the promotion is exclusive to Facebook and offers real value
Help! No one’s joining my contest
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Do you have a sufficiently large user base?
Help! No one’s joining my contest
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Is your contest too difficult?
What are the steps required to successfully participate?
Contest Participation Realities
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Facebook contests are a great way to engage your existing fan base and recruit new fans. The contest you choose should depend on the experience you want to give and the goal you’re trying to achieve.
What kind of prizes should you be giving out?
Facebook Contests
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What you need to do for all Facebook contests
1. Get users to like your page, subscribe to your channel before allowing them to participate!
2. Capture user particulars including emails and mobile!
3. Integrate viral sharing upon submission!
Where did you first learn about SMU’s programs?
Online Ads
Print Ads
Others
Facebook Contests
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What you need to do for all Facebook contests
Where did you first learn about SMU’s programs?
Online Ads
Print Ads
Others
Help me increase my chances of winning. Participate in SMU’s survey!!
Facebook Outreach
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Now that you have setup your Facebook contest, what’s next?
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www.conversion-hub.com Source: The Oatmeal
Facebook Outreach
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Banner Advertising on Facebook
Facebook Outreach
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Advertising on Facebook
Facebook allows you to target your content to specific audience demographic , personal, and off-Facebook data
Facebook Outreach
Standard Ads
• Appears in right column
• Reaches out to new users
Sponsored Stories
• Appears in right column
• Fans & Friends of Fans
Promoted Posts & Facebook Offers
• Appears in newsfeeds
• Fans & Friends of Fans
Page Posts Ads
• Appears in right column & feed
• Reaches out to new users
Types of Facebook Advertising
Other ad formats include remarketing, premium ad buys, custom audience, lookalike audience, app install ads
Facebook Outreach
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Standard Ads
Standard Ad: Leads to an external website or Facebook Page
• Allows you to select ad image and customize ad copy
• Reaches out to new users
• Appears in the right hand column
Facebook Outreach
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Page Posts Ads
Page Post Ads: turns your content into an ad
• Reaches out to new users
• Appears in right hand column, newsfeed & mobile
• Great for introducing promotions and increasing engagement. High CTR & Lower CPC.
• Tend to fare poorly for CPL.
Source: http://www.nanigans.com/
Facebook Outreach
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Sponsored Stories
Sponsored Stories: These ads show users who among their friends who interact with your page
• Reaches out to Friends of Fans
• Appears in the right hand column & mobile
• Tend to have a higher CTR , lower CPC and lower CPL
Facebook Outreach
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Types of Facebook Advertising: Promoted Posts
Promoted Posts
• Pushes out posts to Fans & Friends of Fans
• Appears in newsfeed & mobile
• Based on impression
Facebook Outreach
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Types of Facebook Advertising: Facebook Offers
Facebook Offers
• Unless claimed or promoted, only your fans will see your Offer
• Once an Offer has been claimed, that activity as well as Offer details will appear in that person’s News Feed for friends to see
• Appears in newsfeed & mobile
• Reaches out to Fans & Friends of Fans
• Genuine offers can quickly go viral
Facebook Outreach
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The Secret of News Feeds
• News feed is where people can see what you are sharing. 40% of the time, people spend on news feed
• News Feed can be reached on desktop as well as mobile devices
• Facebook general post only reaches ~16% fan base
The highest CTRs for Facebook ads are for those that pass through the News Feed. And some advertisers have found that the success rate is even higher on the mobile News Feed.
Facebook Outreach
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The Importance of Mobile
Sponsored Stories Page Post Ads Promoted Posts
Over 60% of all Facebook visits in Singapore are from a mobile device. Your contest has to be mobile friendly, and so does your advertising.
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Tip 1: People click on human faces: A friendly and inviting image of a person works well as a Facebook ad.
Tip 2: People click on human faces with text: What makes an ad with a human face even more effective is adding some text to the image.
Tip 3: People like to click on video play buttons: When people see an image with a video play button on it, they want to click on it.
Effective Facebook Ad Images6 Tips For Choosing An Effective Facebook Ad Image
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Tip 4: Test seasonal or holiday-themed images: Holiday-themed ads have shown to perform very well.
Tip 5: Keep it simple: With small images, it’s best to keep colors and graphics at a minimum.
Tip 6: Don’t be a car salesman: Ads that use all caps to advertise a promotion aren’t appealing to users.
Effective Facebook Ad Images6 Tips For Choosing An Effective Facebook Ad Image
Promoting your Page on a Budget
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1. Send a message to your email list
2. If you have a blog, write a couple of posts about your Page/app
3. Make multiple announcements on Facebook about your new app: On average, only 16 % of posted content is seen by fans
4. Make announcements on your website: Install appropriate Facebook Like buttons and plugins to your website so that visitors know your business has a presence on Facebook.
5. Make announcements in your store: On your in-store signs, add a QR code so customers can easily navigate to your Page from their smartphones.
6. Ask employees to help spread the word: Even if you only have a handful of employees, ask them all to Like your Page and share your company’s Facebook app with their community of friends.
Promoting your Page on a Budget
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Partner with Facebook pages that reach out to audiences similar to yours
Promoting your Page on a Budget
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Are your fans authentic?
Promoting your Page on a Budget
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Are your fans authentic?
It’s a bad idea to get fake likes. There are no real users behind the accounts and you might find your Facebook page suspended.
Facebook Outreach
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Can I run a ‘Like & Share’ ?
• Easy to administer• High TAT results in posts
appearing in newsfeed• Results in lower CPA in
the initial stages
Facebook Outreach
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Can I run a ‘Like & Share’ ?
• Runs afoul of Facebook’s guidelines
• Attracts wrong target audience
• Law of diminishing marginal returns set in
Contact Details
Eugene SimConversion Hub
Email : eugenesim@conversion-hub.comMobile : +65 90254725Tel : +65 6844 3935URL : www.conversion-hub.com
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