so you want to quit facebook marketing? (babelcamp 2014)
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Effective Facebook Marketing Strategies with Apps & Ads Michael Kamleitner, BabelCamp 2014TRANSCRIPT
SO YOU WANT TO QUIT FACEBOOK MARKETING?
Effective Facebook Marketing Strategies with Apps & AdsMichael Kamleitner, BabelCamp 2014
Reasons to quit: 1. Decrease in Organic Reach 2. Ineffective Advertising 3. Depreciation of “Facebook Apps”
1. Decrease in Organic Reach
Organic Reach is ever-decreasing - since Years! (it has to - competition for your eyeballs is always going up!)
The algorithm-formerly-known-as…
Luckily, there are still ways to generate significant organic Reach on Facebook!
Here are just 3 ideas…
a) Hashtag Campaigns!
A very simple concept! Design your campaign around an emotional Hashtag.
Build a Microsite that let’s users share on multiple platforms…
Collect & present all user-generated content, have a voting, give away prizes etc.
So, does it work?
b) App-to-User Notifications!
App-to-User Notifications - a great way to increase user-retention & maximize value-per-user
App-to-User Notifications - Best Practice: Use personalized Messages or a Burst at end-of-campaign!
App-to-User Notifications - Easy to implement!
c) Target User-Posts-to-Page (instead of User’s Timeline)
Result: User-Posts generate Engagement on your Page & organic reach within their friends!
User-Posts-to-Page - Again, easy to implement!
2. Ineffective Advertising,Fake “Likes”
http://www.sterntv-experimente.de/FacebookLikeCheck/
THIS DATA IS PUBLIC! TEST YOUR COMPETITION! :)
Buying “Likes” on 3rd-party Markets = Works, but you’ll end up with 100% Fakes from Indonesia!
Fan-Gates & poorly targeted Promos = Attract iPad hunters who are 0% interested in your brand!
Oh, http://fb.com/diesocialisten!“We make mistakes, so our clients don’t have to!” :)
What went wrong? One of our Apps went crazy in Brazil - “Like”-Button was wired to fb.com/diesocialisten :/
What went wrong? We were lazy!“Boost Post” & oCPM are (mostly) a bad idea!
= Effective Facebook Advertising much harder, but still doable!
Buying “Likes” on 3rd-Party Markets + Fan-Gates & Poorly targeted Promotions + Poorly targeted Facebook-Ads =
Removing Fans manually is not an option!
Disclaimer: I’m not an Advertising Pro! For this talk I’ve tried to a) Drive Traffic to a Blog-Post & b) Get new “Likes”…
Ditch “Boost Post” & oCPM - Use Power Editor, Ad Manager or 3rd-party Tools!
Always target for Location, Language, Interests! Tipp: Interests allows targeting for competitors (sometimes)!
Especially with broad targeting, avoid oCPM!
Custom Audiences = Facebook Retargeting
“Custom Audiences” - Target based on FB User-IDs, Email-Addresses or … Visitors of your Website!
“Custom Audiences” - Copy/Paste the Audience Pixel on your Website(s)…
“Custom Audiences” - Create multiple Audiences, filtered by URL.
“Custom Audiences” - Let the pixel collect your audience for a few days/hours (depending on your traffic :)
“Custom Audiences” - Create an Ad targeted to your website visitors (leave location, language, interests empty!)
So, what if your (custom) audience is too small? Enter Facebook “Lookalike” Audiences!
“Lookalike” Audience - Based on an existing audience, Facebook identifies users that are very “similar”…
Existing Audience = Facebook Page Fans, Custom Audience Similar Audience = Based on Likes, Interests, Demography…
Pick a source (Page or Custom Audience), pick a country,set Similarity vs. reach, wait 1-2h…
…
Boom! Say “Hello” to your Lookalike Audience…
…and of course: send them some Ads!(leave location, language, interests empty!)
Cheap Likes, Cheap Clicks (But highly relevant/targeted)
Results?
3. Depreciation of “Facebook Apps”
“Facebook Apps Are Dead” is mainly a mis-understanding of what a “Facebook App” actually is…
“Facebook App” = Every App, Website, Device usingFacebook API / Facebook Login.
What’s really dead: Facebook Tabs! (and that’s good!)
There’s still plenty of exciting stuff going on in the Facebook App ecosystem… a) on Websites …
…b) in Widgets …
… c) on Mobile Web & Native!
Reasons NOT to quit: 1. Hashtag Campaigns, App-to-User Notification, User-Posts-to-Page2. Targeting, Custom- & Lookalike Audiences 3. Facebook Apps beyond Tabs
Thanks!Visit: http://walls.io & http://swat.io Follow: http://twitter.com/_subnet