1. Successful Facebook Campaign—seeing what works

2. Failed Facebook Campaign—demonstrating what doesn’t work

3. Twitter Campaign– assessing your brand’s readiness

4. Lessons Learned5. Conclusions and

Recommendations

Presentation Details

• More outreach than your page• More targeted outreach• Growing your brand• Facebook algorithms work against you

Why Do You Need Ads?

Leaders To Learn From• Generate nominations for

award• Generate registrations for the

conference

• Garner nominations• Increase impressions• Increase followers• Raise brand awareness

Goals

• Ad Type: Clicks to Website• Flight: July 6— August 1• Budget: $20 daily• Audience:

• US• Age 25—64• All Gender

• Specific Interests to hone search• Education, Teacher, School, Board

of Education, School district, Primary school, Middle School, High School, Primary Education, Secondary Education, Education Technology, K-12 Education

Facebook Ad Campaign

Facebook Ad Campaign

• Estimated daily reach: 1,500-4,000

• CPM (cost per 1,000 impressions): approx. $5

• Potential reach in 46 days: 60,000 people

Expected Results

• 1-3 hours research• 10 minutes set-up• Weekly check-in• 2 hours post-analysis

Work Involved

Results

Why it worked• “Low-lift” ask• Tailored to the right audience• People who know who to

nominate• Well-timed• Engaging Photo

Second Ad Campaign

• Increase registrations for the live event• Thought we had the keys to success• Had a better idea of our audience

Goals• To increase registration numbers• To increase impressions and

followers• To increase brand and event

awareness

GoalsRegistration Campaign:

Goals:• Generate paid

registrations for an event

Success Means:• Just a handful of

registrations that garner thousands of dollars in revenue

• Raised brand/event awareness

• Raised “likes” to Edweek Events’ page

• Raised post engagement

Nominations Campaign:

Goals:• Generate free

nominations for an award

Success Means:• Over 400

nominations by August 1

• Raised brand awareness

• Raised “likes” to Edweek Events’ page

• Raised post engagement

The Event Registration AdHoning Criteria:

• Ad Type: “Event Responses”

• Audience: Same as Nominations Ad

• Running Time: August 6-August 31

• Budget: $16/day for 25 days

Expected Results:

• Estimated daily reach: 2,100-5,600 people

• Cost per click: approximately $0.50

• Potential Reach: 61,000 people

Results• Cancelled after only 1

week• Spent $223.25• Reached 18,175• 16 event responses• 158 event clicks• Resulted in no viable

registrations

• “Heavy-lift ask”• Audience was ill-fit• Time frame• Artwork Department• Changes in Personnel

Why It Didn’t Work

• Original launch: December 2015

• Budget: $268• Choice between maximum

daily budget and total campaign

• Goal: Website clicks to registration page

Twitter Campaign

• Did not receive support from• Audience• Art department• Own staff

• Timing and content issues

Issues

• Create plan based on a successful Facebook campaign

• Attempted implementation too early

• Audience on Twitter• Ticket price

When to Abort Mission

• “There’s an ‘APP’ for that!”• Know your audience• Know your product• Know your plan

• Create a plan and be sure to execute• Schedule in advance

• Facebook is very different from Twitter

Takeaways

Conclusion

• Remember• Audience• Product• Plan

• “Heavy-lift” vs. “low-lift” task

• Twitter and Facebook are very different

• Some will hit, some will miss, but it’s worth the risk

Questions?

Matthew Cibellis@mcibellismcibellis@epe.org(301) 280-3191