1. FACEBOOK
FOR ENTERPRISE
ADVERTISING
STRATEGY
KATE BUCK JR & JESSE JAMESON
SOCIAL MEDIA MANAGER PRO

2. • CEO at Social Media Manager Pro
• Marketing online for 15 years
• Focused on using social media
marketing for traffic, lead
generation and sales
• Consults with top Brands
worldwide
#SEJSummit
#Searchmetrics
JESSE JAMESON

3. • Faculty Director at Social Media
Manager Pro
• Training and development for
social media professionals
• Focused on creating effective and
efficient systems and processes
#SEJSummit
#Searchmetrics
KATE BUCK JR.

4. CASE STUDY
Action Sports Clothing Retail - 600 Stores US & Canada
• 90-day focus to boost their Facebook Reach, Engagement,
Product Awareness and Event Marketing
• 1.5 million Facebook fans with extremely low engagement
• Small staff unable to keep up with all platforms and changes in
ad management techniques
• Particular interest in studying direct-to-product marketing
campaigns

5. 3 TAKEAWAYS
Deploy a strategic
engagement
campaign to
activate existing
fans, and increase
organic reach.
Leverage lookalike
audience
functionality to find
and connect with
new, highly-
targeted fans.
Use transaction-based,
direct response
invitations to create
meaningful
connections between
your fans and your
brand beyond social.

6. BASELINE KPI’S
Baseline KPIs (compared to competitors/similar businesses)

7. GOALS
We created the following three goals with the client to
demonstrate our success managing both their ads and organic
engagement:
• Rise in “page performance” from 3% to 10%
• Rise in “monthly ad value” from $4025 to $10,000
• Rise in “engagement levels” from 0.0% to 0.2%

8. 3-PRONGED APPROACH
• Audience Re-Engagement
• Audience Growth
• Direct to Product (Invitation) Marketing

9. DEPLOY A STRATEGIC
RE-ENGAGEMENT CAMPAIGN
TO ACTIVATE EXISTING
FANS AND INCREASE
ORGANIC REACH

10. PROVEN POST
• Find a successful past post that is evergreen in nature
• Use this “proven post” and put an ad behind it to show it as a
sponsored story.
• Target existing page likes first
• Create a separate campaign using very specific demographics
collected from your insights (example: skateboarders, male,
age 18-30, also likes other specific related pages)

11. EXAMPLE PROVEN POST
WITH ORGANIC TRACTION

12. ENGAGEMENT RESULTS
$.01

13. RE-ENGAGEMENT RESULTS
• Week 1, as spend of $1500 resulted in:
Page performance = 5% (an increase of 166%)
Monthly Ad Value = $12,233 (an increase of 303%)
Engagement Levels = .08% (40% of initial target)

14. UNEXPECTED RESULTS
Even a direct-to-product post can go far beyond an attempt at
generating sales.
There is additional value in the other two approaches:
• Exposure to new fans
• Increases overall page engagement

15. LEVERAGE LOOKALIKE
AUDIENCE FUNCTIONALITY
TO FIND AND CONNECT
WITH NEW,
HIGHLY-TARGETED FANS

16. CREATE A LOOKALIKE
& CUSTOM AUDIENCES
From “Create an Audience” in either Facebook Ads Manager or Power
Editor, you can create a Lookalike audience to push ads toward.
2 ways to accomplish this:
1) Conversion Pixel - Place a conversion pixel on a page on your
website where users take an action. Facebook will create an audience
that most closely match the users that have fired the conversion pixel.
*If you have 100 people with your conversion pixel, Facebook can find
you about 1,000,000 more that closely match those people.
OR

17. LOOKALIKE AUDIENCES
2) Custom Audience by uploading a customer email list, Facebook can
match those email addresses to Facebook profiles and create a lookalike
audience based off your customer list.
• Brand had multiple email lists segmented by purchases
• Importing these lists into Facebook, we had a unique opportunity to
place targeted ads in front of customers we not only knew had
purchased, but we also knew exactly what they purchased.

18. LOOKALIKE AUDIENCES
• This very close targeting allowed us to create meaningful connections
between the fans and the brand because our ads could speak directly
to them and their specific relationship with the brand
• Example: Our Team split tested one ad to our Nike buyers and the
same ad to a lookalike audience for our Nike buyers.

19. AUDIENCE GROWTH
$.08

20. USE TRANSACTION-BASED,
DIRECT RESPONSE
INVITATIONS TO CREATE
MEANINGFUL CONNECTIONS
BETWEEN YOUR
FANS AND YOUR BRAND
BEYOND SOCIAL

21. LOSING AD
$14.82

22. WINNING AD
$10.75

23. MEASURING EACH STEP
OF THE WAY
Our team is crazy about analytics and we consistently test against the new
control, refining as we go. We configure each set as a new campaign to keep
results as clean as possible.
Split test the following variables profusely:
• Image
• Targeting
• Headline
• Copy
Looking for:
• Highest click-through rate
• Lowest cost-per-action
• Relevance Score

24. 3 TAKEAWAYS
Deploy a strategic
re-engagement
campaign to
activate existing
fans, and increase
organic reach.
Leverage lookalike
audience
functionality to find
and connect with
new, highly-
targeted fans.
Use transaction-based,
direct response invitations
to create meaningful
connections between your
fans and your brand
beyond social.

25. @katebuckjr
@jpjameson
THANK YOU!

26. ENTERPRISE CHALLENGES
Social properties are often launched and then abandoned
• Lack of support from Executive Level
• Lack of staff or budget within social team
• Too many platforms to manage - overwhelm
• Lack of expertise in a specific social focus
• Rapid changes in social, leaving social media staff “out of
the loop”