Create the Perfect Facebook Ads from Real Time Social Listening.
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Transcript of Create the Perfect Facebook Ads from Real Time Social Listening.
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Create the perfect Facebook ad from real-time
social listeningIntegrate what you know about your
supporters to improve the performance of
your social campaigns
PRESENTED BY ATTENTIVELY & STRENGTH IN MEMBERS
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What You’ll Get From This
Session▸How to chose your best segments and
develop new ones to test and target with
Facebook advertising.
▸How Facebook Custom Audience targeting
works to improve the performance of your
campaigns.
▸Getting started ASAP, how Attentive.ly can
help you get more out of your Facebook ads.
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Agenda
▸Introductions
▸Facebook Targeting 101
▸Leveraging Your
Segments
▸Developing New
Segments
▸Getting Started, Now
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Housekeeping
We’ll send you a recorded version
You’re on mute (but do ask questions!)
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Introductions
Roz Lemieux
CEO, Attentive.ly
@rozlem
www.attentive.ly
Peter Genuardi
Founder, Strength in Members
@petergenuardi
www.strengthinginmembers.c
om
#armyofsupporters
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About Us: Strength in Members
What We Do
▸Audience Development
▸Email and Social
Campaigns
▸Engineering of Marketing
Apps
Who We Work ForWho We Are
We are a data-driven, digital agency,
for good. We work with marketers who
are making the world more
compassionate.
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About Us: Attentively
What We Do
▸Inform Content Strategy
▸Expand Social Reach
▸Personalize Messaging Real-
Time
Who We Work ForWho We Are
We are a social marketing automation
platform. We help our customers layer
real-time social data into their CRM to
better understand and engage their
audience.
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The Perfect Ad
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She gets thousands of messages per day
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How can your ad break through?
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Personal
Well-Timed
Multi-Channel
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How People Interact With Us
TIME
VALUE
Social Post Email
Direct MailDisplay Ads
Phone Call Web
MEDIUM
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3 Use Cases
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Personalizing Ads
based on social signals
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Send the right message to your
people
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Based on social mentions
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Create a custom Audience
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Send custom audience to FB
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A Simple Facebook Ad
Campaign
UPDATED BY PETER
2020
Affinity Specific Ads
Renewable Energy Will Change the
World
Give Now & Help Us Create New
Markets
Polar Bears Are Cute, But in Danger!
Give Now & Help Them Stay Cute
Earth
Helpers
Earth
Helpers
Nothing’s Better Than Getting
Muddy!
Give Now & Help Us Preserve the
Trails
Earth
Helpers
You Love the Great Outdoors
Give Now & Preserve Them Forever
Earth
Helpers
Renew
able
sP
ola
r Bears
Off R
oadin
gH
ikin
g
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Engage Influencers
with social call to action
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CRM
Top 5%
68x Audience
* Plus trust.
Influencers Have Reach
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Send Refer a Friend Ad
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Facebook Ad: A Social Call to
Recruit
Attention Leaders in the New Energy
Revolution!
Convince Others to Invest in Solar, Learn
How
Earth
Helpers
▸Don’t ask them to buy, donate, or take action
▸Compliment their depth of connection
▸Ask them to engage their friends and family
▸Reward them for their participation
▸ Track referrals at a consumer level
▸Coordinate messaging across media
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Email: A Social Call to Donate
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Facebook Audience Insights
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Facebook Insights:
Demographics
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Facebook Insights: Behavior
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Facebook Insights: Purchases
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Model Your Best Customers
using Lookalikes for acquisition
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Find Lookalikes to Improve
Reach▸Your Segment: Combine Purchase &
Affinity
▸Create a lookalike audience
▸Start by optimizing for similarity
▸Get the right offers in front of them
▸Test, Test, Test
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“Just bought my tix to #SXSW interactive –
where should I stay?” @jjones
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Create Your Lookalike
Audience
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Facebook Ad: Travel Deals to
Austin
Planning to come to SXSW in 2015?
Book your flights & hotel before everyone
else!
Globe Travel
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Getting Started, Immediately
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How to Get Started NOW!
▸Profile your audienceUse Attentive.ly to develop this understanding.
Focus on affinity first, then depth, breadth, and 3rd party
markers.
▸Identify Your Target SegmentsUse affinity, network, consumer, and demographic
attributes.
▸Build Compelling PromotionsTake an ethnographic approach & test, test, test.
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How to Get Started NOW!
▸Plan
Establish a multimedia campaign calendar.
▸Put it Together
Use Attentive.ly to tie your media together.
▸Measure
Do the best you can, carefully.
Don't do anything unless you can measure it.
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Our No Strings Attached Offer
▸Who?
Three Attendees of Today’s Webinar.
▸What?
Two phone sessions to apply today’s concepts.
▸How?
Email [email protected] and describe the problem
you are trying to solve.
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Thank You
Roz Lemieux
CEO, Attentive.ly
@rozlem
www.attentive.ly
Peter Genuardi
Founder, Strength in Members
@petergenuardi
www.strengthinmembers.com
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Technical Difficulties
Sorry for the Interruption, We’ll Be Back Soon