Facebook Advertising: Social Media Matters
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Facebook Advertising: Social Media Matters
- 1. Facebook AdsTargeting and Scaling for Brands Sarah Smith Dmitry Shevelenko Online Sales Account Management December 3rd, 2009
- 2. Agenda
- 3. Facebook Mission:Give people the power to share and make the world more open and connected.
- 4. Product vision based on authenticity clothing designer restaurant favorite cereal roommate best friend tv show teammate mom brother dad celebrity tv show coffee shop girlfriend favorite band co-worker
- 5. Facebook #1 in Time Spent Facebook #1 in User Loyalty 46% NPS 5hr 46min Google Yahoo Source: CI Brand Study; US active users, Aug 09 Source: Nielsen, Aug 09 Find quality and quantity of audience reach #1 Daily Reach Rapid Growth Facebook 34.95% Google Yahoo Yahoo Google 350M Worldwide 100M US 50% return daily Source: Compete.com, US 30 day active, Oct 09
- 6. Targeting the Social Graph
- 7. Facebook Pages offers a new ad model Develop deep relationships with your audience 2. Advertise to get Fans 1. Build a Page 3. Publish to your network
- 8. Rich targeting capabilities expanding
- 9. Social Discovery with Friends of Connections Targeting
- 10. Fan box Share button registration Comments box Showtime L Word adidas Originals CBS Coca-Cola Tap viral channels with features of Connect
- 11. How to scale
- 12. Optimize with new Facebook Ad Manager
- 13. Refresh creative with simple changes Engagement
- 15. 2.4 million offer views, ~31 per person
- 17. Q&A
Hinweis der Redaktion
- So, how do we find and reach out to consumers to generate new demand – consumer who aren’t yet searching for their products, but might be interested in them. Targeting is a big piece of that.All of this information Facebook users are sharing with each other gives all of us as marketers an unprecedented ability to reach our exact target audience. You can choose to target any of the structured data parameters: -- location all the way down to town -- age ranges -- gender -- education, including specific schools and/or majors -- workplace -- relationship status -- sexual preference -- language spokenBut you can also choose to specify interest keywords. These come not only from users profiles—where they fill out like activities, interests, and favorite movies—but also from other non-private sources.So Facebook Ads combine the demographic targeting powers of brand display advertising with the keyword targeting powers of performance advertising in a way not available in any other product.