2. SocialCode Unlocks the Power of Facebook
SocialCode, a division of the Washington
Post Company, helps brands:
• Run highly targeted advertising
• Build an active and loyal following
• Engage fans
• Monetize customers
• Gain consumer and market insights
Confidential 2
3. Why Facebook is an Essential Marketing Channel
Massive
Reach
Viral
Acceleration Time Spent
WOM Hyper-
Credibility Targeting
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5. SocialCode Solutions
Advertising
Engagement
Research
• Fan Acquisition • Application • Competitive
• Membership Development Analysis
sign up • Page • Customer
• Drive Sales Maintenance intelligence
• Like Wall • Message Testing
Development
• Social
Commerce
Reporting
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6. SocialCode Technological Capabilities
• Full Facebook API integration & reporting
• Scheduled & automatic inter & intra daypart targeting
• Full factorial creative testing set-up
o accelerates learning curve by isolating most impactful creative elements
• Combating Ad Fatigue
• Custom automatic bidding after initial manual bidding and analysis
• Landing page routing based on destination or referring URL
CPM vs. CPC
Compile, Analyze, &
Input Targeting
Optimize based on
Criteria
Metrics
Location
Gender & Age Bid to Prioritize
Build & Design Ad Education & Work
Campaign
Likes & Interests
& much more…
Deep Analysis
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7. Why SocialCode is the Best Solution
Data – data-driven approach produces some of the most
advanced advertising on Facebook
Tools – advanced proprietary technology to advertise
smarter, faster, and at higher volumes
Experience – massive learning, deep expertise in running
ads at high volume and fast-tracking campaigns on
Facebook
Strategic Focus – singular focus on maximizing your
brand’s success on Facebook
Confidential 7
8. Case Study: Generating Fans at High Volume
• 6,774,753,126 total impressions served
• SocialCode drove over 725k fans for the brand in 12 days
• Currently, an average wall post receives 1.79 million impressions
Confidential 8
9. Case Study: The Power of Giving
Aligning with a philanthropic
cause (donation of 1$ per fan)
saves a brand money…
Without donation language:
• Cost was 56% higher
• Actions/impressions 48% lower
• Actions/clicks 38% lower
• CTR was 17% lower
Confidential 9
10. Case Study: Developing Customer Intelligence
“Which of our entertainment acts are attracting which audiences?”
• 3 cities, 5 performers
• Showed relative response rates (who, what, where)
• Provided precise feedback on which audiences were
responding to which performers
• Ran 109 campaigns, with 9300 individual advertisements
Gender Breakdown Geographic Breakdown
Performer #2 Performer #2
0.090% 0.070%
0.080%
0.060%
0.070%
0.060% 0.050%
0.050% 0.040%
CTR
CTR
0.040% Avg Phoenix
0.030%
0.030% Female Vegas
0.020%
0.020%
Male LA
0.010% 0.010%
0.000% 0.000%
21-29 30-39 40-49 50-59 60-64 21-29 30-39 40-49 50-59 60-64
Age Age
Confidential 10
11. Product: Optimizing Fan Pages
Building “like walls” increased fan conversion by 30% for those
who did not ‘like’ directly from within the ad!
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12. Product: Competitive Analysis Package
SocialCode Can Provide
Competitive Intelligence on:
• Which competitors are
advertising on Facebook
• Exact messaging they are using
• Screen shots of recent
competitor campaigns
• What tactics they are using on
their Fan Page
Confidential 12
