New Facebook Features How Businesses Can Benefit

Dave Kuhl Ian Mackie

March 21st 2012

Webinar Logistics

• Event is being recorded

• Email with link will be sent out later this week

• Ask questions throughout

About Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• PPC & SEO

• $30 MM in managed media/yr

• 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

Branding with Photos

Cover Photos

• Cover Photo

– 850 x 315 banner

• Can’t include

– Price or purchase info

– Contact info

– Calls to action

– References to features such as “Like” or “Share”

Timeline Apps

1

1

2

2 6

4

3

5

1. Category Description 150 characters

2. Photos

3. Map

4. Custom app picture

5. Additional apps

6. Likes

Likes

• Best practice – put likes down below – Allows additional

custom app above

– Takes attention away from being able to click through to likes

• New feature: “Likes” button will show statistics about users & performance – Great tool for

competitive analysis

Apps

Up to 810 pixel apps Used to be 520

Messaging

• Don’t have to be a fan to message

• Brands can’t initiate message, only visitors

Featured Events

Highlighting

Featured Events

Pinning posts – Stays at the top of your

timeline for 7 days

Featured Events

Milestones – Tell your story!

Facebook Ads

Are you confused yet?

Facebook Ads

What’s New:

1. Right-hand side

2. News feed on wall

3. News feed on Mobile

4. Log-out ads

5. Offers

6. Power Editor

7. Landing Pages

The results are in…

“Facebook Premium: ads everywhere, ads everywhere. Sorry, Zuck, an ad is not a story.” Another blogger quipped, “A marketer’s dream, a user’s nightmare.” Forbes.com "Bottom-line- this is gonna fail because

People don't want to recommend an ad," said Natalie L. Petouhoff, a former senior analyst at Forrester Research.

"For end users, receiving an ad that is irrelevant socially, contextually or locally could quickly dull them to the Facebook mobile experience, rendering the ads ineffective. Facebook and the rest of the social media ecosystem could face severe backlash if locally relevant ads are not core to their advertiser offering. “ readwriteweb.com

Facebook Premium:

What’s actually “new”: • Mobile • Log-out ads • Right-hand side • Offers

Facebook Premium

Who sees them? • Right-hand side

• anyone • News feed

• Powerful…but only fans & friends

• Mobile • Fans & friends • ~50% of users access via

mobile • Log-out ads

• Anyone • 37M users log out every

day

Facebook Premium

Only a $25K per month minimum – down from $30K! • Content is the ad

• Based on posts & “stories”

• Ask for engagement

– Ask a question

– Post an event

– Post crazy photos

• Good for:

– Product launch

– movie premier

– big sales event

Marketplace (self-serve)

The Basics:

• Structure: campaigns + Ads – no ad groups

• Segment – seasonality, goals, demographics, etc.

• ~ 3-5 ads per campaign

• Comparing ad performance? Two identical campaigns w/ different ad

• Body text 135 to 90 characters

• Images (110x80) – faceshots, contrast + color

Ad fatigue

Ad Types

• Sponsored Stories – No major changes

– One of the most efficient ways to get “likes”

– Social Context

• Facebook Ads – Ad from a Page Post

• Increase awareness

• Promote specific post w/ offer

– New ad message

• Choose landing page

• Use list feature to find actual likes & interests

What is new…

Power Editor (Boom!)

• Easily add, edit campaigns, ads, etc.

• Combine Broad Categories w/ Specific Interest/Topic targeting!

• “And” not “Or”

RSVP for Events

• Join

• Invite Friends

Landing Pages

• In-Facebook

– Custom tabs/apps

• Timeline replaces Wall

• Ignore admin-only tabs

• All other targeting exists

– New App Page Dimensions

• Now 810 pixel wide

• Location of Like button

• Create a landing page experience

– TIP: Lower CPCs

Landing Pages

• Outside Facebook

– Higher CPCs (seriously)

– Lose “social” context of ad

– Control user experience w/ dedicated landing page

…but there’s more…

USE Suggest an Ad!!!

Final Thoughts

• Facebook Premium – big budgets, big reach

• Power Editor – ask your rep for access

• Landing pages – opportunity to lead user

• Sponsored Stories – acquire fans cheaply

• Ad from Page Post – increase engagement

• Suggest An Ad – include social context w/ external ads

Q&A

Dave Kuhl

Senior Client Manager 206-973-5485

davek@pointit.com

Ian Mackie Senior Client Manager

206-973-5481 ianm@pointit.com