the state of nh on facebook, 2014 edition
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The State of NH on Facebook, 2014 Edition
Presented by Allen Voivod, Ally in Possibility at Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
RJ Shade, CC BY 2.0
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#AhaFB+
=
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Epiphanies in Brief: Bold, gritty, dream-driven
company founded in 2004 Specializing in social
media mojo, training, content marketing, online branding, and possibility
Founders of NH’s largest social media conference, the “A-Ha!” Summit
Passionate leaders of the “A-Ha!” Tribe
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Background: Facebook Profiles since
2007, Page since 2009 Tracking NH Facebook
demographic data internally since 2010
Sharing basic stats in workshops since 2011
2nd annual “State of NH” Facebook Report in 2014
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
What We’ll Cover: Demographics (age, gender) Usage by top cities and towns Mobile usage Select sociographics Activities and interests Key advertising success tips and tricks
Meanwhile: Ask questions at any time Be thinking about attributes you’d like to
know about our own audience We’ll have ample time for practical
demonstrations, hands-on searches, etc.
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Your daily social advertising rebus! Got any guesses?
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
[Social Advertising] is like fishing – not with a net, but with a spear.(With thanks to Lisa Landry of Savvy Workshop for the great analogy. )
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
740,000!
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Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
NH FB Women 13-17
NH FB Women 18-24
NH FB Women 25-34
NH FB Women 35-44
NH FB Women 45-54
NH FB Women 55+
30,060
71,380
68,380
65,140
61,800
56,080
18,000
72,000
78,000
70,000
74,000
92,000
2014
2011
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Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
NH FB Men 13-17
NH FB Men 18-24
NH FB Men 25-34
NH FB Men 35-44
NH FB Men 45-54
NH FB Men 55+
29,000
70,560
58,720
47,040
39,020
37,240
16,600
72,000
74,000
54,000
50,000
56,000
2014
2011
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Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Observations: Facebook is still the dominant
network, here and abroad Usage growing in NH waaaay
faster than population growth (15% vs. 0.16% since 2011)
Despite this, attention is starting to fragment across channels (Twitter, Pinterest, Instagram, WhatsApp, SnapChat, Vine)
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Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
$40-50K $50-75K $75-100K $100-
125K $125K+
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Men
Women
High School College Masters PhD
-
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Men
Women
Income… Education….
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Observations: Population doesn’t equal
Facebook penetration College town population
fluctuations are reflected in Facebook, too
Check-ins and Graph Search let Facebook play its own game against Foursquare, Yelp, Google
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Mobile Devices
iOS Android0
50000
100000
150000
200000
250000
300000
350000
400000
All
Men
Women
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Observations: About 80% of US Facebook
users are on mobile devices Think short, punchy, and
visual for Facebook Posts Custom tab installs must
offer mobile friendly links Mobile ad costs are higher,
conversion rates are higher, cost per lead is lower!
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
0-3 YO4-12 YO
13-15 YO16-19 YO
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
Men
Women
Facebook Family Status*
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
EngagedNewlywed
Kids at home, 55+ Away from
family Away from hometown
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Men
Women
Select Sociographics
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Observations: Family information growing
as multi-generational Facebook use expands
“Partner categories” allow you to add extra demographic, sociographic, and purchasing behavior layers to advertising options
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Interests and Behaviors “Interests” include interests from their
timelines as well as the interests tied to Pages they’ve liked or keywords associated with those Pages or apps they use.
“Behaviors” are constructed from both someone's activity on Facebook and through offline activity provided by data from Facebook's “trusted third-party partners” Acxiom, Datalogix and Epsilon.
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Interests…
Travel
Technology
Sports and Outdoors
Shopping and Fashion
Politics and Social Issues
Pets
Home and Garden
Food and Drink
Fitness and Wellness
Family and Relationships
Entertainment
Arts and Music
- 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000
Women
Men
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Behaviors…
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Observations: Used separately, Interests,
Behaviors, and Partner Categories add to your target audience
Used together, Interests, Behaviors, and Partner Categories conflict/cancel each other out
Interests are not limited to the categories provided by Facebook
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Important Ad Features #1:Custom Audiences! Upload your email database or
segmented lists into Facebook Facebook matches your list against
its user database and creates a Custom Audience to target with ads
Use Interests, Behaviors, and Partner Categories to learn more about them and target your ads more effectively!
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Important Ad Features #2:Lookalike Audiences Based on a Custom Audience To create the Lookalike Audience,
Facebook matches the Custom Audience against similar users, based on internal and third-party- provided information
Play with a range of similarity versus reach, then target further based on Interests, Behaviors, etc.
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Important Ad Features #3:Dark/Unpublished Posts This is how to get advertising posts
in the News Feed without it also appearing on your Page
Split test News Feed ads without spamming your Page Timeline
Call to Action buttons (i.e. “Shop Now,” “Learn More,” “Download”)
Bonus! You get to cheat Facebook’s guidelines of 25-character headlines and 90-character body copy blocks
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Important Ad Features #4:Ad Sets New-ish layer between campaigns
and the ads themselves Where the campaign budgeting
takes place now Use to identify and divide up your
targeting (i.e., desktop versus mobile, different interest categories)
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Important Ad Features #5:Pixels Facebook Conversion Pixels for your
website help you track checkouts, registrations, etc. from within your Facebook Ads Manager
Facebook Exchange (FBX) partners provide pixels for your website that allow you to “retarget” people who come to your site but don’t buy with new ads on Facebook
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
What Does This All Mean for Taking Flight With Facebook? This presentation was designed to give
a window into what’s possible with ad targeting on Facebook
You can also use the ads platform and Graph Search to understand your Page’s current Likers better
Whether it’s marketing or advertising, and no matter what the platform: The right message to the right person at the right time = business success!
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
The Big Takeaways: Facebook usage plateauing in the US
overall, but still on the rise in NH Mobile usage is overtaking desktop
usage, which affects your posting and advertising choices
More competition for News Feed space + Facebook’s revenue needs driving a “pay to play” Page model
New tools and targeting options make Facebook advertising more effective than ever before
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Thank you! Let’s stay
connected, shall we?