Decoding Facebook Campaigns: What Drives Successful Campaign Results

Decoding Facebook Campaigns: What drives successful contest results

Conversion Hub – An SPH Associate Company

Hi!

www.conversion-hub.com

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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)

Why Market on Facebook?

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Who is on Facebook?

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What defines a successful Facebook campaign?

Why Facebook Contest?


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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

Types of Facebook Contests

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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


Fan Acquisition Contests

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Sweepstakes

Quizzes

Give-aways


Sweepstakes are the contest of choice if you want to maximize the number of participants without spending a lot of time on the effort

Fan Engagement Contests

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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.

Fan Conversion Promotions

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Exclusive Pre-orders Exclusive discounts


Facebook deals work best when the promotion is exclusive to Facebook and offers real value

Help! No one’s joining my contest


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Do you have a sufficiently large user base?

Help! No one’s joining my contest


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Is your contest too difficult?

What are the steps required to successfully participate?

Contest Participation Realities

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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?

Facebook Contests

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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

Facebook Contests

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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!!

Facebook Outreach

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Now that you have setup your Facebook contest, what’s next?

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www.conversion-hub.com Source: The Oatmeal

Facebook Outreach


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Banner Advertising on Facebook

Facebook Outreach


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Advertising on Facebook

Facebook allows you to target your content to specific audience demographic , personal, and off-Facebook data

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


Types of Facebook Advertising

Other ad formats include remarketing, premium ad buys, custom audience, lookalike audience, app install ads

Facebook Outreach


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Standard Ads

Standard Ad: Leads to an external website or Facebook Page

• Allows you to select ad image and customize ad copy


• Appears in the right hand column

Facebook Outreach


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Page Posts Ads

Page Post Ads: turns your content into an ad


• 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/

Facebook Outreach


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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

Facebook Outreach


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Types of Facebook Advertising: Promoted Posts

Promoted Posts

• Pushes out posts to Fans & Friends of Fans

• Appears in newsfeed & mobile

• Based on impression

Facebook Outreach


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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

Facebook Outreach


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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.

Facebook Outreach


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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.

http://gold.insidenetwork.com/facebook-marketing-bible/wp-content/uploads/photo.jpeg

http://gold.insidenetwork.com/facebook-marketing-bible/wp-content/uploads/photo1.png


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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 Images6 Tips For Choosing An Effective Facebook Ad Image


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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 Images6 Tips For Choosing An Effective Facebook Ad Image

Promoting your Page on a Budget

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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.



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Partner with Facebook pages that reach out to audiences similar to yours



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Are your fans authentic?



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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.

Facebook Outreach


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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

Facebook Outreach


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Can I run a ‘Like & Share’ ?

• Runs afoul of Facebook’s guidelines

• Attracts wrong target audience

• Law of diminishing marginal returns set in

Contact Details

Eugene SimConversion Hub

Email : [email protected] : +65 90254725Tel : +65 6844 3935URL : www.conversion-hub.com

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Technology

Decoding Facebook Campaigns: What Drives Successful Campaign Results