FacebookThe best online advertising platform you’re not
using
Geoff McQueen, Managing Director, Internetrix
@geoffmcqueen www.facebook.com/geoffmcqueen
From shotgun to scalpel
You’re advertising wedding dresses
i98 reaches 40% of 18-39 year olds
Some of those are getting married?
Wish you could target just women?What about only targeting womenwho are already engaged?With Facebook, you can. I’ll show you how
Facebook Advertising - Reach
500 million people worldwide (Facebook)
8.64 million Australians (Facebook)
Almost 4 in 10 Australians (ABS)
Aussies are world’s most addicted
7hrs/user (Neilsen)
Facebook Advertising - Cost
Uses a ‘bid’ model; ad space is scarce
CPM or CPC, with daily caps
Highly targeted
Location (down to city)
Demographics (gender, age, education)
Interests
Facebook Advertising - Format
Title/Heading – 25 chars
Body text – 135 chars
Optional image (110x80px)
Users can ‘Like’ ads (social capital) or remove ads they don’t like
Facebook Advertising - Limitations
Targeting is great, but remember...
People aren’t there to see ads
Better for B2C than B2B
Most users have incomplete profile infoOnly 2140 UOW students on Facebook
Less 10% of those who are enrolled
Only 6540 people in Wollongong?Less than 10% of population who are likelyto be on Facebook
1) Create your destination
Internal to Facebook
Page, Application,
Event or Group
External Web Page
2) Click on ‘Promote’ or Create
3) Create your copy
4) Target your audience
5) Set your budget
CPC – for action & clicksCPM – for being seen by users
Bid for placementEstimated clicks don’t factor in copy quality
6) Monitor performance
Daily emails
Beta analytics product
Use off-site Analytics productGoogle AnalyticsClick-Fraud has been an issue
Final Thoughts
Marketing via Social Networks
Advertising is just one way of marketing
Interact with people socially too
Good Example: Deadmau5’s Facebook Page
OpenGraph and the global ‘Like’ button