1. Frictionless Sharing in Facebook Ads:
Beyond Analytics to
Actionable Intelligence
Chase McMichael CEO
@chasemcmichael @infinigraph
#allfacebookconf

2. Life is not about being liked
its about being effective
@chasemcmichel @infinigraph #allfacebookconf

3. Quick Poll –
Who has done FB Ads?
Active with Content Marketing?

4. Social By Design
Content isn't king, CONVERSATION is!
@chasemcmichel @infinigraph # allfacebookconf

5. some content
is more interesting than other content.
Do you know what's important to your customer?

6. We’re drinking from the social media fire hose.
Content insight involves a staggering amount of data:
3.2 billion pieces of content are shared each week
between a billion + consumers.
How do you make sense of all this data?
Big Data is Big Opportunity

7. “It’s not information overload. It’s
filter failure.” ― Clay Shirky
@chasemcmichel @infinigraph # allfacebookconf

8. What is Engagement Intelligence?
Pro Active
Engagement Intelligence is:
Deriving relevance from consumer
actions around content across the
social graph to find trends.

9. Large Scale Industry Insights
Who is driving the greatest engagement in your business.
What content is working and why?

10. Content, Targeting and Timing are
the elements of frictionless ads
@chasemcmichel @infinigraph #allfacebookconf
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11. Content Trends
• What are trends? What’s
• All brands have some sort of fan relevant?
interaction on their content.
• All industry grouping gives us
insights into who is performing the
best.
• Combining the brand and the
industry represents the trends in
content preference.
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12. Curation is Key – Must know what’s working
Don’t be closed to different content brands are less
attractive if they are
@chasemcmichel @infinigraph #allfacebookconf

13. Trend Identification - Hypercuration™
Example: Real-Time trending content from 25 retail brands in one view. Know
what your audience is resonating around.
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14. Can you see the advantages of
understanding what your audience is into?

15. 15

16. Content Identification
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18. What’s Working
@chasemcmichel @infinigraph #allfacebookconf

19. Do you see how brands can be
more engaged when they know
what’s trending?

20. Ads In My News Feed
Must work in your feed first it won’t work in an ad!
@chasemcmichel @infinigraph #allfacebookconf

21. Dose this work - Sorta
Its about the content don’t push crap test it first
@chasemcmichel @infinigraph #allfacebook

22. When an Ad Don’t Look Like an Ad
@chasemcmichel @infinigraph #allfacebookconf

23. Amplify What Trends
Each Like
Each Comment
Each Share
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24. Facebook Testing In Ad Share
Get off the platforms over a Facebook Pinterest
strategy - think of an 'amazing strategy'. Think
bigger
@chasemcmichel @infinigraph #allfacebookconf

25. It's the Fan Engagement, Stupid
FB ads suck if you don’t have the right content
@chasemcmichel @infinigraph #allfacebookconf

26. Did Comscore Get it Right?
“Social Media is not a campaign, it’s part
of a strategy to build relationship”
@chasemcmichel @infinigraph #allfacebookconf

27. Measure Content Relevance -
What other
brands your
audience is into
Trend Score –
Gives real time
access to what
content is working
Single brand view of trends and consumer affinities

28. Take Away
• Content Marketing Requires
Insight, Identify What Works
• Time your ads like you time content
posts - by day of week
• Target to those that have matched
affinities.
• Think sharablity – does this content
have currency
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29. Chase McMichael CEO
@chasemcmichael @infinigraph