advertising tactics
28/08/2012
Jochen Cloetens
Helene Debaisieux
Friday Session #47
Follow @Cleverwood
Use #FridaySession
Introduction
2
Value of Shares
Active Users
Pressure on Business
Revenue = Ads
Various kind of ads
3
Promote
Content
Promote Page
FANS
FRIENDS
OF FANS
NON-FANS
Various kind of ads
4
Promote
Content
Promote Page
FANS
FRIENDS
OF FANS
NON-FANS
Classic ad
Various kind of ads
5
Promote
Content
Promote Page
FANS
FRIENDS
OF FANS
NON-FANS
Classic ad
Examples
6
CLASSIC AD
SPONSORED STORY
Various kind of ads: Who sees what?
7
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Classic ad
Kinds of ads: Who sees what?
8
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Page post ad
Classic ad
Kinds of ads: Who sees what?
9
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
Kinds of ads: Who sees what?
10
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
Kinds of ads: Who sees what?
11
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
Kinds of ads: Who sees what?
12
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
Kinds of ads: Who sees what?
13
Brand
awareness
Fans acquisitions
FANS
FRIENDS
OF FANS
NON-FANS
Promoted post
Page post ad
Classic ad
Examples
14
PROMOTED POST
CLASSIC AD
PAGE POST AD
SPONSORED STORY
SPONSORED
STORY OF THE
PAGE POST
NOT AN AD
Pros & cons of the promoted post
Pros Cons
ROI Boost interaction Don’t boost n° of fans
Objective Fans Engagement Visibility only for your
fans
Targets People who already
« liked » you No interest, age etc.
Content End of EdgeRank Commercial content
Price Quite cheap Few customization
Mobile In the newsfeed /
15
Case Study Neff
16
Case Study Neff
1. Objective of the brand
• Develop a community of foodies (target) by telling
kitchen stories
• Introduce indirectly brand awareness in Belgium
2. Objectives of this campaign
• Make people download the cooking book Neff made
with a Chef
• Get new fans
• Boost interaction on the page
17
Case Study Neff
1. Objective of the brand
• Develop a community of foodies (target) by telling kitchen
stories Sponsored story of the page post ad
• Introduce indirectly brand awareness in Belgium Page
Post Ad
2. Objectives of this campaign
• Make people download the cooking book Neff made with
a Chef Classic ad & Page Post Ad
• Get new fans Sponsored story of the classic ad
• Boost interaction on the page Promoted post
18
Objectives
of all
campaigns
Case Study Neff
19
81
actions
3770
actions
335
actions
582 fans
Case Study Neff
20
Promoted post Page post ad Classic ad
Budget 5€ 5€ 5€
Targets Fans Food targets
Friends of fans Friends of fans
Reach 2.500 4.250 21.000
Frequency 1 2 2,3
Clicks 100 24 15
Actions 352 145 10
New Fans 0 6 9
Conversion 3,5 actions/click 6 actions/click
25% conversion
0,66 actions/click
60% conversion
CTR 4% 0,3% 0,032%
Cost N/A 0,83€ par fan 0,55€
Case Study Neff
Results of this campaign
• Make people download the cooking book Neff made with
a Chef
1.426 views of the FR application (n° of downloads to track
with Google Analytics – no exact n° received from clients).
• Get new fans
636 new fans
• Boost interaction on the page
Talking about this reached 10%
21
Promoted post
22
Conclusions and good practices:
WHEN?
• Contest, application: to stimulate fans participation
• Facebook offers
• Reach less than 10%
HOW?
• Keep in mind your objective & target
• Pin promoted post
• Importance of funny and interesting content
• Quality better than quantity
• Don’t forget classic ads
• The Facebook environment has changed. It is important to be professional and
use correctly the tools Facebook offers you.
See you next Friday Session!
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Did you enjoy it? Come for next FAS!
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