BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
The State of NH on Facebook, 2014 Edition
1. 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
2. #AhaFB
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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
3. 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
4. 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
5. 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.
6. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Your daily social advertising rebus! Got any guesses?
7. 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. )
8. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
740,000!
9. Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
30,060
71,380
68,380
65,140
61,800
56,080
18,000
72,000
78,000
70,000
74,000
92,000
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+
2011
2014
10. Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
29,000
70,560
58,720
47,040
39,020
37,240
16,600
72,000
74,000
54,000
50,000
56,000
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+
2011
2014
11. Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
12. 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)
13. Background
The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000 Men
Women
-
50,000
100,000
150,000
200,000
High SchoolCollege
Masters PhD
Men
Women
Income… Education….
14. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
15. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
16. 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
17. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Mobile Devices
0
50000
100000
150000
200000
250000
300000
350000
400000
iOS Android
All
Men
Women
18. 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!
19. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
0-3 YO
4-12 YO
13-15 YO
16-19 YO
Men
Women
Facebook Family Status*
20. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
Engaged
Newlywed
Kids at
home, 55+
Away from
family Away from
hometown
Men
Women
Select Sociographics
21. 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
22. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
23. 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.
24. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Interests…
- 50,000 100,000 150,000 200,000 250,000 300,000 350,000
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
Women
Men
25. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Behaviors…
26. 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
27. 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!
28. 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.
29. 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
30. 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)
31. 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
32. 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!
33. 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
34. The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit
Thank you!
Let’s stay
connected,
shall we?