24. Run a media campaign and reach your target audience. With a US reach block that’s over 50M in one day.
25. If you have 50K fans, 12% of the people you reach will see an ad with social context, the names of their friends
26. And ads with social context increase the value of your media. On average we see a 68%increase in brand lift.
27. If you have 500K fans, the number of people who see an ad with social context jumps to 40%
28. Relative value of each based on brand lift 68% lift Social Context 67 Impressions62 100% lift 200% lift Organics 4 Publishing 2 Paid Media Earned Media Estimates based on a fan base of 500KLift % = that above the initial paid impression
29. 4X 68% 2X increase in message awareness increase in purchase intent lift in ad recall social context increases effectiveness
43. Premium Ads Like Sampling Event Poll Virtual gift Video commenting
44. Premium Ads Users can engage with ads the same way they interact with other content on Facebook Users don’t have to leave their home page Engagement sparks organic sharing to the user’s friends, giving advertisers viral impressions
45. Like Premium Ad Title links to Facebook Page x Title (25 characters) Body copy (135 characters) Image (110x80) Image links to Facebook Page Users can connect to the Page in line
46. Like Premium Ad 1. Click the Like button to connect with the brand 2. You are now connected
47. Video Comment Premium Ad Thumbnail (110x80) x Title links to Facebook Page Title (25 characters) Body copy (135 characters) Video plays on click Comment on this video... Users can comment in line
48. Video Comment Premium Ad I love Virgin America! 1. Click thumbnail to play video 2. Background dims and video plays in center of screen. Fan Page or “like” video during play. 3. At the end, click to brand Page or share video with friends 4. Comment on video for friends to see
49. Event Premium Ad x Title (25 characters) Body copy (135 characters) Image links to event on Facebook Image (110x80) Date: Location: RSVP: Users can RSVP in line Yes Maybe No
50. Event Premium Ad 3. Add personal message 1. RSVP to event 2. Invite friends
51. Poll Premium Ad x Title links to Facebook Page Title (25 characters) Body copy (135 characters) Image (110x80) Image links to Facebook Page Question (40 characters) Response (25 characters) Users can respond to poll in line Response (25 characters) Response (25 characters)
52. Poll Engagement Ad 3. See your friends’ results 1. Respond to poll 2. See results
53. Title links to Gift tab on Facebook Page x Gift Name (Free) (25 characters) Body copy (135 characters) Image links to Gift tab on Facebook Page Gift Image (64x64) Give this gift to a friend. Users can send gifts in line Gift Premium Ad
54. Gift Premium Ad 3. Send to another friend 1. Give gift to a friend 2. Add personal message
55. Sampling Premium Ad x Title (25 characters) Image (180x130) Title (25 characters) Body copy (135 characters) Body copy (135 characters) Image (110x80) Get a free sample of [Product] (35 characters) Title links to Facebook Page 1 to 5 options(20 characters each) Image links to Facebook Page Link opens window to capture user info
56. Sampling Premium Ad 1. Click to get a free sample 2. Enter your shipping info and get a free sample
58. Reach block Reach 100% of all targeted users in one day Reach Block served in premium inventory page
59. Reach Block 100% of targeted users see your ad as their first 3 premium impressions Then, up to 2 additional premium impressions to reach the impression goal Reach Blocks and premium impressions always have 100% share of voice
60. Go where your audience is going Reach Block on premium inventory pages
116. Interact with and feature fans Join the conversation: Recognize Fan creativity: Kellogg’s Pop-Tarts example Toyota Prius example
117. Pace yourself Pace out your posts to maximize your impact Publishing calendar Coca-Cola example: Tattoo Tuesday
118. Analyze, adjust, and optimize Insights Dashboard Demographic and geographic stats Aggregate stats about all connections
119. Be timely and relevant Embrace timely opportunities to connect with Fans Starbucks: New York Times article example Vitamin Water: LeBron MVP award example
122. 70 percent year-over-year increase in company sales as a direct result of its Facebook ad campaignHow Fast Time Flies Facebook Page
123. Customer acquisition ZipZapPlay “Without going into specific numbers, the ads have been critical in driving our traffic and our revenue so far. They’re one of the key pieces of our strategy.” -Curt Bererton, CEO ZipZapPlay Objective: Encourage user acquisition Solution: Facebook’s keyword target filtering Key Results: Over 100 million impressions ZipZapPlay Facebook Ads
