08448380779 Call Girls In Friends Colony Women Seeking Men
Decoding Facebook Campaigns: What Drives Successful Campaign Results
1.
2. Hi!
CONFIDENTIAL
Professional Experience
• 8 years of PR & digital
marketing experience
Digital Advisor & Partner
• Direct Marketing
Association (Singapore)
• Franchising & Licensing
Association (Singapore)
• Book Publishers’
Association (Singapore)
• NUS Global Alumni
Network
Engagements & Qualifications
• Keynote Speaker at Higher Learning
Summit – Social Media for IHL
• Speaker at MDA Digitization Program –
Social Media Outreach
• Speaker at FLA Social Media Series
• SGPF, OEA 2013 Speaker on Facebook for
SMEs
• Isaac Manasseh Scholar
• BBA (1st Class Hons)
3. Why Market on Facebook?
CONFIDENTIAL
Who is on Facebook?
5. Why Facebook Contest?
CONFIDENTIAL
With contests, you can…
• Get more Fans, leads and customers – faster and at a lower cost
• Learn more about your Fans so you can convert them into buyers
• Let your Fans do the marketing for you - give them a reason to share with friends
6. Types of Facebook Contests
CONFIDENTIAL
1. Fan Acquisition
• Sweepstake Giveaways
• Instant Win Contests
• Online Quiz
2. Fan Engagement
• Voting Contest
• Content Creation
• Challenges
3. Fan Conversion
• Coupons
• Deals
• Offers
Pros: Great for engaging
existing fan base. Fans who
participate contributes to
viral outreach
Cons: Fan votes offer little
fan acquisition upside
Pros: Easy to acquire new
fans and contact details
Exclusive Facebook-only
deals work best
8. Fan Engagement Contests
CONFIDENTIAL
Photo Contests Photo Contests
Some people will try to game the system - Be sure to choose an app
that has built-in fraud protection
Poor fan recruitment also means poor email collection. If your goal is to
collect a lot of qualified emails, stay away from the photo contest.
10. Help! No one’s joining my contest
CONFIDENTIAL
Do you have a sufficiently large user base?
11. Help! No one’s joining my contest
CONFIDENTIAL
Is your contest too difficult?
What are the steps required to
successfully participate?
12. Contest Participation Realities
CONFIDENTIAL
Facebook contests are a great way to engage your existing fan base and recruit new fans. The
contest you choose should depend on the experience you want to give and the goal you’re
trying to achieve.
What kind of prizes should you be
giving out?
13. Facebook Contests
CONFIDENTIAL
What you need to do for all Facebook contests
1. Get users to like your page, subscribe to
your channel before allowing them to
participate!
2. Capture user particulars including
emails and mobile!
3. Integrate viral sharing upon submission!
Where did you first learn about SMU’s programs?
Online Ads
Print Ads
Facebook
Others
14. Facebook Contests
CONFIDENTIAL
1
2
3
What you need to do for all Facebook contests
Where did you first learn about SMU’s programs?
Online Ads
Print Ads
Facebook
Others
Help me increase my chances of winning. Participate in SMU’s
survey!!
19. Facebook Outreach
Standard Ads
• Appears in right
column
• Reaches out to
new users
Sponsored Stories
• Appears in right
column
• Fans & Friends of
Fans
Promoted Posts &
Facebook Offers
• Appears in
newsfeeds
• Fans & Friends of
Fans
Page Posts Ads
• Appears in right
column & feed
• Reaches out to
new users
Types of Facebook Advertising
Other ad formats include remarketing, premium ad buys, custom audience, lookalike
audience, app install ads
20. Facebook Outreach
CONFIDENTIAL
Standard Ads
Standard Ad: Leads to an external website or
Facebook Page
• Allows you to select ad image and customize
ad copy
• Reaches out to new users
• Appears in the right hand column
21. Facebook Outreach
CONFIDENTIAL
Page Posts Ads
Page Post Ads: turns your content into an ad
• Reaches out to new users
• Appears in right hand column, newsfeed &
mobile
• Great for introducing promotions and increasing
engagement. High CTR & Lower CPC.
• Tend to fare poorly for CPL.
Source: http://www.nanigans.com/
22. Facebook Outreach
CONFIDENTIAL
Sponsored Stories
Sponsored Stories: These ads show users who
among their friends who interact with your
page
• Reaches out to Friends of Fans
• Appears in the right hand column & mobile
• Tend to have a higher CTR , lower CPC and
lower CPL
23. Facebook Outreach
CONFIDENTIAL
Types of Facebook Advertising: Promoted Posts
Promoted Posts
• Pushes out posts to Fans & Friends of Fans
• Appears in newsfeed & mobile
• Based on impression
24. Facebook Outreach
CONFIDENTIAL
Types of Facebook Advertising: Facebook Offers
Facebook Offers
• Unless claimed or promoted, only your fans will
see your Offer
• Once an Offer has been claimed, that activity
as well as Offer details will appear in that
person’s News Feed for friends to see
• Appears in newsfeed & mobile
• Reaches out to Fans & Friends of Fans
• Genuine offers can quickly go viral
25. Facebook Outreach
CONFIDENTIAL
The Secret of News Feeds
• News feed is where
people can see what
you are sharing. 40%
of the time, people
spend on news feed
• News Feed can be
reached on desktop
as well as mobile
devices
• Facebook general
post only reaches
~16% fan base
The highest CTRs for Facebook ads are for those that pass through the News Feed. And
some advertisers have found that the success rate is even higher on the mobile News Feed.
26. Facebook Outreach
CONFIDENTIAL
The Importance of Mobile
Sponsored Stories Page Post Ads Promoted Posts
Over 60% of all Facebook visits in Singapore are from a mobile device. Your contest has to
be mobile friendly, and so does your advertising.
28. Tip 1: People click on human faces: A friendly and inviting image
of a person works well as a Facebook ad.
Tip 2: People click on human faces with text: What makes an ad
with a human face even more effective is adding some text to
the image.
Tip 3: People like to click on video play buttons: When people
see an image with a video play button on it, they want to click
on it.
Effective Facebook Ad Images
6 Tips For Choosing An Effective Facebook Ad Image
CONFIDENTIAL
29. Tip 4: Test seasonal or holiday-themed images: Holiday-themed
ads have shown to perform very well.
Tip 5: Keep it simple: With small images, it’s best to keep colors
and graphics at a minimum.
Tip 6: Don’t be a car salesman: Ads that use all caps to advertise a
promotion aren’t appealing to users.
Effective Facebook Ad Images
6 Tips For Choosing An Effective Facebook Ad Image
30. Promoting your Page on a Budget
CONFIDENTIAL
1. Send a message to your email list
2. If you have a blog, write a couple of posts about your Page/app
3. Make multiple announcements on Facebook about your new app: On average, only 16 % of
posted content is seen by fans
4. Make announcements on your website: Install appropriate Facebook Like buttons and
plugins to your website so that visitors know your business has a presence on Facebook.
5. Make announcements in your store: On your in-store signs, add a QR code so customers can
easily navigate to your Page from their smartphones.
6. Ask employees to help spread the word: Even if you only have a handful of employees, ask
them all to Like your Page and share your company’s Facebook app with their community of
friends.
31. Promoting your Page on a Budget
CONFIDENTIAL
Partner with Facebook pages that reach out to audiences similar to yours
33. Promoting your Page on a Budget
CONFIDENTIAL
Are your fans authentic?
It’s a bad idea to get fake likes. There are no real users behind
the accounts and you might find your Facebook page
suspended.
34. Facebook Outreach
CONFIDENTIAL
Can I run a ‘Like & Share’ ?
• Easy to administer
• High TAT results in posts
appearing in newsfeed
• Results in lower CPA in
the initial stages
35. Facebook Outreach
CONFIDENTIAL
Can I run a ‘Like & Share’ ?
• Runs afoul of Facebook’s guidelines
• Attracts wrong target audience
• Law of diminishing marginal returns set in
Conduct online strategic review for Government agencies, organizations and companies to extract business value from online assetsHelp clients develop digital strategy and social media blueprint to achieve their strategic and business goals.
For instance, if you own a car repair shop, you could put a sign with a QR code near the cash register encouraging customers to Like your business’s Facebook app in exchange for a chance to win a free oil change. When customers scan the QR code, they are redirected to your Facebook Page where they can enter your contest.
The last type of contest is what marketers call challenge contests. Basically, the participants of the contests are asked to perform a number of tasks and each completed task earns points. These points are considered entries and the person with the most points wins.
With contests, you can…Get more Fans, leads and customers – faster and at a lower costLet your Fans do the marketing for you - give them a reason to share your Page with their friends & social networks
For instance, if you own a car repair shop, you could put a sign with a QR code near the cash register encouraging customers to Like your business’s Facebook app in exchange for a chance to win a free oil change. When customers scan the QR code, they are redirected to your Facebook Page where they can enter your contest.
At best, it may be a waste of money because fraudulent Likes could simply disappear from your account. Worse, you may find your company’s Facebook page suspended as being in violation of Facebook’s TOS. And your company could end up with PR egg on its face
At best, it may be a waste of money because fraudulent Likes could simply disappear from your account. Worse, you may find your company’s Facebook page suspended as being in violation of Facebook’s TOS. And your company could end up with PR egg on its face
Probably the most common mistake is using the Facebook feature as part of the contest elements. Quite often will I find contest such as:Click like to winShare this photo and winComment to winAlthough contests such as these are easy to organize, the rules say:“You must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.”Going against this basically means that Facebook has the power to make your contest invalid or even to the extent of blocking your account – although it is entirely up to Facebook’s discretion.
