Effective Facebook Marketing Strategies with Apps & Ads Michael Kamleitner, BabelCamp 2014

1. SO YOU WANT TO QUIT FACEBOOK MARKETING?
Effective Facebook Marketing Strategies with Apps & Ads
Michael Kamleitner, BabelCamp 2014

3. Reasons to quit:
1. Decrease in Organic Reach
2. Ineffective Advertising
3. Depreciation of “Facebook Apps”

4. 1. Decrease in Organic Reach

5. Organic Reach is ever-decreasing - since Years!
(it has to - competition for your eyeballs is always going up!)

6. The algorithm-formerly-known-as…

8. Luckily, there are still ways to generate
significant organic Reach on Facebook!
Here are just 3 ideas…

9. a) Hashtag Campaigns!

10. A very simple concept!
Design your campaign around an emotional Hashtag.

11. Build a Microsite that let’s users share on multiple platforms…

12. Collect & present all user-generated content,
have a voting, give away prizes etc.

13. So, does it work?

14. b) App-to-User Notifications!

15. App-to-User Notifications - a great way to
increase user-retention & maximize value-per-user

16. App-to-User Notifications - Best Practice: Use personalized
Messages or a Burst at end-of-campaign!

17. App-to-User Notifications - Easy to implement!

18. c) Target User-Posts-to-Page (instead of User’s Timeline)

19. Result: User-Posts generate Engagement on your Page &
organic reach within their friends!

20. User-Posts-to-Page - Again, easy to implement!

21. 2. Ineffective Advertising,
Fake “Likes”

23. THIS DATA IS PUBLIC! TEST YOUR COMPETITION! :)
http://www.sterntv-experimente.de/FacebookLikeCheck/

24. Buying “Likes” on 3rd-party Markets =
Works, but you’ll end up with 100% Fakes from Indonesia!

25. Fan-Gates & poorly targeted Promos =
Attract iPad hunters who are 0% interested in your brand!

26. Oh, http://fb.com/diesocialisten!
“We make mistakes, so our clients don’t have to!” :)

27. What went wrong? One of our Apps went crazy in Brazil -
“Like”-Button was wired to fb.com/diesocialisten :/

28. What went wrong? We were lazy!
“Boost Post” & oCPM are (mostly) a bad idea!

29. Buying “Likes” on 3rd-Party Markets +
Fan-Gates & Poorly targeted Promotions +
Poorly targeted Facebook-Ads =
= Effective Facebook Advertising much harder, but still doable!

30. Removing Fans manually is not an option!

31. Disclaimer: I’m not an Advertising Pro! For this talk I’ve tried to
a) Drive Traffic to a Blog-Post & b) Get new “Likes”…

32. Ditch “Boost Post” & oCPM -
Use Power Editor, Ad Manager or 3rd-party Tools!

33. Always target for Location, Language, Interests!
Tipp: Interests allows targeting for competitors (sometimes)!

34. Especially with broad targeting, avoid oCPM!

35. Custom Audiences =
Facebook Retargeting

36. “Custom Audiences” - Target based on FB User-IDs, Email-
Addresses or … Visitors of your Website!

37. “Custom Audiences” -
Copy/Paste the Audience Pixel on your Website(s)…

38. “Custom Audiences” -
Create multiple Audiences, filtered by URL.

39. “Custom Audiences” - Let the pixel collect your audience
for a few days/hours (depending on your traffic :)

40. “Custom Audiences” - Create an Ad targeted to your website
visitors (leave location, language, interests empty!)

41. So, what if your (custom) audience is too small?
Enter Facebook “Lookalike” Audiences!

42. “Lookalike” Audience - Based on an existing audience,
Facebook identifies users that are very “similar”…
Existing Audience = Facebook Page Fans, Custom Audience
Similar Audience = Based on Likes, Interests, Demography…

43. Pick a source (Page or Custom Audience), pick a country,
set Similarity vs. reach, wait 1-2h…

44. …
Boom! Say “Hello” to your Lookalike Audience…

45. …and of course: send them some Ads!
(leave location, language, interests empty!)

46. Results?
Cheap Likes, Cheap Clicks
(But highly relevant/targeted)

47. 3. Depreciation of
“Facebook Apps”

48. “Facebook Apps Are Dead” is mainly a mis-understanding
of what a “Facebook App” actually is…
“Facebook App” =
Every App, Website, Device using
Facebook API / Facebook Login.

49. What’s really dead: Facebook Tabs! (and that’s good!)

50. There’s still plenty of exciting stuff going on
in the Facebook App ecosystem… a) on Websites …

51. …b) in Widgets …

52. … c) on Mobile Web & Native!

53. Reasons NOT to quit:
1. Hashtag Campaigns, App-to-User
Notification, User-Posts-to-Page
2. Targeting, Custom- & Lookalike Audiences
3. Facebook Apps beyond Tabs

54. Start your free trial at http://walls.io today!

55. Thanks!
Visit: http://walls.io & http://swat.io
Follow: http://twitter.com/_subnet