Facebook ads are hard to miss. They’re on your newsfeed, in the sidebar, on your mobile device, and on your logout screen. Yet few companies, nonprofits, or government agencies use Facebook advertising as part of their social media strategy. The good news is that you don’t need a six-figure budget to run an effective Facebook ad campaign. Facebook’s “social ads” take advantage of social context by highlighting friends’ interactions with content. Social context paired with advanced targeting capabilities allow savvy marketers the opportunity to push content directly to the Facebook users they want to reach. This increases ad effectiveness and engagement while it dramatically reduces the cost of your ad buy. In this session, we’ll discuss and show how to identify and reach your target audiences, test message effectiveness, analyze performance, and optimize your results. Speakers include Reingold Partner Jack Benson, Senior Social Media Associate Erin Fenn, and Senior Digital Marketing Associate Brooks Lape.

1. Facebook Ads: A
Champagne Campaign
on a Beer Budget
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2. Session Format and Rules
 40 minutes of presentation, 20 minutes of Q&A.
 Please feel free to ask questions during the session.
 Please stay after the session for informal networking.
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3. Team Reingold Members
Jack Benson Joe LaMountain
Erin Fenn Brooks Lape
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4. We’re on a mission. Yours.
 National, full-service strategic communications firm with
more than 25 years of experience helping clients succeed
 Big firm capabilities, small firm attention
 Expertise in implementing data-driven, behavior-changing
campaigns with effective stakeholder engagement
 Awards for strategy, campaign efficacy, creative
development, graphic design, video, and digital media
 95% of portfolio is nonprofit and public sector; focus on
health, education, Veterans, transportation
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5. Agenda
 Why Facebook?
 Facebook 101
 Segmenting Your Audience
 Content Strategy
 Facebook In Action
 Questions
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6. Why ?
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7. An Integrated Approach to Communications
Leveraged Traditional
 SEO Advertisin
 Social media Online &
g/PSA
 Online advertising Digital
Media
Relations
Integrated
Events Messaging
Campaign
Direct
Marketing
Stakeholder
Outreach
Partnerships
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8. ‹#›
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9. Advertisers are increasingly investing online.
Online Spending
Exceeds Print
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10. Online Search: How We Find Information
% of Internet users who do each activity
Source: Pew Research Center’s Internet & American Life Project tracking surveys, 2002-2012.
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11. Champagne Campaign on a Beer Budget: How Digital
Media Has Transformed The Marketing Landscape
Then Now
 Significant entry costs  Lower barriers to entry
 Expensive to create and run  Budgets are more scalable
 Broad targeting  Precise targeting
 Long response times  Real time feedback
 Few insights into effectiveness  Real insights
 High complexity  Ability to efficiently pilot/test
 Harder to adjust strategy  Ability to quickly adjust tactics
and strategies
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12. Facebook is a major force in today’s digital
marketing landscape with over 1 billion users…
Source: The Next Web
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13. …with strong coverage across all demographics.
Source: Pew Research Center’s Internet and American Life Project, December 2012
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14. Growing and maintaining your Facebook community
requires attention to each stage of engagement.
Build Engage Influence
Building and enhancing Getting them to interact and Empowering them to take
your audience join the conversation key actions
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15. Facebook 101
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16. Facebook is built around social interactions with content.
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17. The news feed is the hub for serving page content and ads.
Marketplace Ads
Ads Inside
CPM or CPC
News Feed
~$7-$8 CMP ~$0.20 CPM
1%-5% CTR .04%-.06% CTR
Organic: Posts
from friends
and pages
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18. Facebook “social” ads prioritize connections and content.
Ads have heightened social
context – Facebook friends
as trusted messengers
Provide more points of
engagement for fans
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19. Only a small percentage of your fans see your content.
Fans Friends of Fans
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20. Ads expand the reach and effectiveness of your content.
Fans Friends of Fans
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21. Segmenting Your Audience
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22. Segmenting your audience requires a matrix of proxies
based upon affinity, location, and demographics.
Targeting Criteria “Veterans” on Facebook
 Affinities with others
 Affinities with groups
 Demographics
 Employment
 Education
 Location
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23. The larger the audience you are targeting, the less precise
your targeting will likely be.
Directly in your target group
 U.S. Army listed as past employer
 Liked VSO page
Potentially in your target group
5M  Liked “Support the Troops”
 Geo target in high veteran population areas
12M
Influencers or friends of target group
 Liked lifestyle pages
30M
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24. Content Strategy
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25. Goal Setting and Content Strategy
Key considerations
 Who are you trying to reach?
 What content do you have?
 Messaging Mix
• Inform
 What is the conversation you • Engage
want to start? • Influence
 How can you engage your target  Content Mix
audience in that conversation?
 Metrics
 What do you want the outcome
to be?
 Recruitment vs. retention
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26. Content calendars map out messaging to goals and
performance over time.
Goals:
 Inform
 Engage
 Influence
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27. ‹#›
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28. ‹#›
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29. Influence: Chesapeake Bay Foundation encourages users
to Save The Bay by signing a pledge.
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30. Successful social media campaigns are conversational.
 Know your audience
 Ensure relevance – make it about your audience
 Highlight the cause – reinforce messages and value
 Use rich images and varied content
 Keep your copy short and sweet
 Elicit a lightweight response
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31. Facebook In Action
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32. Decide what content you want to prioritize in ads.
Build Engage Influence
Do you want to build a
Do you want Do you want your
stronger relationship with
more fans? fans to take action?
existing fans?
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33. Estimating Cost: Fan Acquisition
Start with users directly in
your target group Metric Estimate
 Living in Chesapeake bay area and Targeted population 50,000
affiliated with environmental groups
Percent acquired 5%-10%
Cost per fan $0.25 - $3.00
Cost for 5,000 Fans
50,000 * 10% * $0.75 = $3,750
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34. Run like ads to target audiences and build fans.
 Start with core audience, then
expand pool of proxies
 Monitor cost per desired action
 Test messages, targeting
options, and audiences
 Start spend low
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35. Gradually increase your investment in like ads to optimize
your spend and leverage early insights.
Source: Facebook
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36. Estimating Cost: Expanding Fan Engagement
~15% ~50%
Metric Estimate
Fans 20,000
Paid Impressions Per Post
Desired reach to fans 50%
20,000 fans * (50% - 15%) = 7,000 impressions
% fans seeing your content organically 15%
Cost per thousand impressions $8.00 Paid Impressions Per Month
Posts per month 15 15 posts/month * 7,000 = 105,000 impressions
Monthly Engagement Support Cost
(105,000 impressions / 1,000) * $8.00 per thousand = $840/month
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37. Estimating Cost: The Big Push
~15% ~40%
~100%
Metric Estimate
Fans 20,000
Paid Fan Impressions
Desired fan reach 100%
20,000 fans * (100% - 15%) = 17,000 impressions
Organic fan reach 15%
Friends of fans meeting targeting criteria 100,000
Paid FoF Impressions
Desired selected friends of fans reach 40% 100,000 FoFs * 40% = 40,000 impressions
Cost per thousand impressions $8.00
Big Push Cost
(17,000 + 40,000) / 1,000* $8.00 per thousand = $456
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38. Fan Engagement Optimization
Reach & Audience Mix
Content Effectiveness
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39. Fan Engagement Strategy
 Facebook Ad algorithm will show to most engaged fans first
 Only promote your best posts, leverage initial virality
 Optimize to cost per action per ad objective
 Stay true to your overall content strategy
 Monitor negative feedback
 Dollar for dollar, small campaigns will be more effective
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40. Key Tips For Managing Paid Campaigns
 Structure your campaigns well
 Start slow
 Optimize to CPA
 Focus on budget distributions
 As you progress, move into Excel
 Organize your adds for easier analysis
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41. “My only regret in life is that I didn’t drink enough Champagne.”
John Maynard Keynes
 Set your Facebook goals
 Segment your audience
 Manage your message and content mix
 Start slow
 Optimize around cost per desired action
 Smaller campaigns are better
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42. Questions?
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43. We’re on a mission. Yours.
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