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Nobody likes your product - Creative Facebook Advertising

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Search Influence
Search Influence

Presentation I gave on Creative Social Media Tactics at SEM PDX. My premise was that very few people will "like" a product. They may, however, like an idea or a person or a group. Creatively targeting Facebook and other social media can greatly decrease your cost per fan.

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Nobody Likes Your Product But they may LOVE your ideas SearchFest 2012 Advanced Social Media Tactics Will Scott – Search Influence @w2scott © Search Influence, LLC 2012
The most important thing in business is sincerity… If you can fake that, you’ve got it made. @w2scott © Search Influence, LLC 2012
@w2scott http://www.flickr.com/photos/sheepies/ © Search Influence, LLC 2012
@w2scott http://www.flickr.com/photos/darrenhester/ © Search Influence, LLC 2012 http://www.searchinfluence.com/2010/11/have-you-measured-it/
About Me Will Scott • Working Online since 1994 • Promoting Sites since 2001 Search Influence • 34 Full-Time employees • > 40 Contract writers • Largest Online Marketing Firm on Gulf Coast • Nationally recognized in Local Search & Social @w2scott © Search Influence, LLC 2012
What’s Coming: • Connections – Are you talking to the right people? • Content – Does your message resonate? • Conversions – Are they ready to buy something? And no, I’m not talking about Avatars or Personas @w2scott © Search Influence, LLC 2012
Connections @w2scott © Search Influence, LLC 2012
What’s an Edge? http://www.icoachmath.com/math_dictionary/Edge.html @w2scott © Search Influence, LLC 2012
What’s a Face? http://www.icoachmath.com/math_dictionary/Face.html @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
http://checkfacebook.com/ @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
I Love Life Campaign Reach: 83498 Frequency: 1.3 Social Reach: 173 Connections (Fans): 650 Clicks: 670 CTR: 0.602% Cost Per Fan: $0.17 7 Days in January @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
Content @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
Conversions @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
THE URL STRING @w2scott © Search Influence, LLC 2012
http://bfhillsboroplumbing.clickablepages.com/? ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210x 83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_nwtype=search @w2scott © Search Influence, LLC 2012
The URL String http://bfhillsboroplumbing.clickablepages.com/? ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6 x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_ nwtype=search – bfhillsboroplumbing.clickablepages.com – ctt_id=335121 – ctt_adnw=Google – ctt_kw=plumber – ctt_adid=6649616259 @w2scott © Search Influence, LLC 2012
WEB FORMS @w2scott © Search Influence, LLC 2012
Web Forms – Input  Clear call to action  Hidden fields trap:  Referrer data  URL String for social @w2scott © Search Influence, LLC 2012
Web Forms – Output @w2scott © Search Influence, LLC 2012
The Holy Grail for Local Business CALLS @w2scott © Search Influence, LLC 2012
Calls - Output @w2scott © Search Influence, LLC 2012
Leaked! @w2scott © Search Influence, LLC 2012
http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/ @w2scott © Search Influence, LLC 2012
Thank You! • Will Scott • searchinfluence.com/blog • wscott@searchinfluence.com • twitter.com/w2scott @w2scott © Search Influence, LLC 2012

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