1. Hate your Commute?
Rent the Millenium
This Afternoons Topic: Falcon for the
afternoon.
Why Facebook Advertising Does
NOT Work… But you’re probably
not even seeing this message
because you’re so blown away by
the targeted ads you see to your Don’t go into the real
world, just Like our
right. stock photography
126,067,690 (ish) instead! No awkward
silences!
That’s what she said…
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2. Michael Hubbard
• Founded Media Two Interactive in
1998
• Talks a lot once you get him going.
• Is passionate about EVERYTHING
media
• Not particularly fond of Facebook.
• Can’t wait to talk about Facebook
Advertising.
Jon Kenney
• Senior Media Strategist.
• Does all of the real work.
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3. Facebook Advertising
Does NOT work…
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4. Presented by

5. http://www.youtube.com/watch?v=aDycZH0C
A4I
Can I be your friend?
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6. I love numbers…
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7. eMarketer estimates Facebook’s share of US online display ad
revenues will grow to 17.7% in 2011, up from a 12.2% share last year.
Facebook is expected to see $978 million in additional display
revenues in 2011—more than display revenues will grow
this year at Yahoo!, AOL, Microsoft and Google
combined.
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8. Big fancy numbers…
I’m not making these up…
http://www.facebook.com/press/info.php?statistics
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9. What are your options…
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10. Do it yourself…
Sponsored Ads:
“Like” Ads:
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11. Presented by

12. Poll
Sampling
Video
Premium…
Event
Like
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13. Know your audience…
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14. Targeting Capabilities
Location
Language and Demographics
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15. Education and Work
Likes and Interest
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16. Connections
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17. Who’s had success, and how…
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18. He Really “Likes Me”
Goal: Beginning with a fan base of around 480 the goal of the
campaign was to generate awareness for the Facebook page and
boost the number of likes.
Key Steps: Because “like” campaigns automatically insert the
Facebook page title into the header, it was necessary to focus on
multivariate testing with body copy, image, and targeting. The body
copy, images and targeting were monitored and optimized
throughout the campaign in order to maximize “likes” and reduce
that cost per social action.
Outcome: The success of the 2 month campaign was clear. The client
experienced a steady increase in new fans through the media
placements and saw total number of likes jump from the pre-
campaign level of 489 to 3,505 at the end of the campaign. That was
a 3,460% lift.
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19. Two months prior to campaign launch:
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20. Show me the money Jonny…
Goal: The goal of this campaign was to drive sign ups for a free consultation for a laser
liposculpture procedure. The campaign had strict geo targeting restrictions to certain
areas in Southern California and women 35 – 55.
Key Steps: Because Final Inches had very little social presence on Facebook and users
were going to be directed to a landing page outside of Facebook, emphasis on A/B
testing for messaging, imaging, and advanced targeting were critical. The campaign was
monitored and optimized daily, poor performers were dropped, winning parameters were
kept and expanded upon. In the end Brand logo as well as clear body copy explaining
the offer and a strong call to action made the campaign a success.
Outcome: The campaign received great exposure over a 2 month period with over 15
million impressions while adhering to the specific geo targeting parameters. Despite what
looks to be a low conversion % the campaign performed excellent coming in 42.21%
UNDER our target cost per consultation goal.
Campaign Impressions Delivered Clicks CTR Conversion % % Under Goal
Final Inches 15,629,831 3,618 .02% 1.22% 42.21%
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21. Community Advertising…
Goal: To raise awareness and participation in UNCG’s Trivia Tuesday
and Where am I Wednesday wall posts through the use of the
Sponsored Stories Page Post ad. The ad would only be run on
Tuesdays and Wednesdays and be targeted specifically to fans of
UNCG.
Key Steps: Because this particular type of ad
pulls directly from a paste on the client’s
Facebook wall it’s integral that whoever is in
control of posting know that the ad is running
and that the posted content will then be pulled
into the ad. This happens any time the ad is live
and a post is updated. Targeting for Sponsored
Story ads encompass only fan’s of that particular
page with the ability to layer on additional
Demo, Interest, Education to that subset. This
made the Sponsored Story ad ideal for the
purpose of driving fan interaction with the
brand. The last step in the process is to come up
with content that would make users participate
in the discussion.
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22. Outcome: The overall campaign was a success for both the Trivia Tuesday ad and Where am I
Wednesday when looking at the traffic numbers. Social Impressions, an impression shown with
the name of a friend that interacted with the ad, are high and almost have a direct correlation
with standard impressions. This means that there was a low amount of impressions wasted
before users began to interact. In addition the ads had a high frequency per user ranging
between 30 – 40 which means the fans of UNCG were getting the desired exposure to the
Sponsored Story and increasing the opportunity for action. Lastly, looking at a graph of
comments per day over the life of the campaign you will see a spike in comments every
Tuesday and Wednesday indicating that the ads resonated with the audience and had the
desired effect.
Campaign Impressions Social Impressions Social % Clicks Reach Frequency
UNCG Trivia Tuesday 557,068 547,470 98.28% 322 16,979 33
UNCG Where am I Wednesday 693,780 683,835 98.47% 728 17,157 40
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23. One of the oldest ways of
advertising is promotional…
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24. Morgan Siem
• VP of Social Media at Media Two
Interactive
• Needs a new professional headshot
• Chatty. Very chatty. But in 140-
character snippets. Found
@mediatwo_social.
• Wait, we’re talking about Facebook?
I thought they said Google+ was
going to replace Facebook…
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25. Facebook Promotions
Let’s make sure you’re #winning
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26. #1
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27. #1
(how could you not?)
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28. #2
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29. #3
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30. #4
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31. #5
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32. Facebook Promotions
For real this time.
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33. Facebook Promotions
For real this time.
• Types of Promotions
• Facebook’s Rules
• Building your app (& tools that can help)
• Components of a Successful campaign
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34. Types of Promotions
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35. Rules, Rules, Rules…
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36. Presented by

37. You cannot run a promotion
directly through Facebook
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38. You cannot use Facebook’s
functionality as a mode of entry
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39. You cannot condition the entry
upon users taking any
Facebook action other than:
• Liking your Page
• Checking in
• Connecting to your app
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40. You cannot use Facebook
functionality as a voting
mechanism
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41. You cannot notify winners
through Facebook
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42. More rules
I’ll gloss over them, so your eyes don’t gloss over
• Use of trademark
• Privacy & disclosure statements
• Acknowledge that Facebook is not associated
or responsible
• For app builders…
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45. Building your app
… and tools that can help
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46. Quizzes | Group Deal | Sweepstakes | Contests
Favorite Picks | Coupons | Trivia | Signup Form
Essay Contest | Video Contest | Photo Contest
Voting | Virtual Gift | Fan Gate
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47. A few words of caution…
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48. Setting yourself up to win
Incentive to share
Tie it back to your product (aka not an iPad)
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