SlideShare une entreprise Scribd logo
1  sur  44
Télécharger pour lire hors ligne
Content
that
works
Business2Community
03/17/2016
contently.com
Facebook 101
How to master the most powerful advertising
platform the world has ever seen
3
About me
• I graduated college in 2014 and started as an editorial intern at Contently 

after road-tripping across the country for a couple months.
• I’m now an associate editor at Contently, where I write and edit for 

The Content Strategist (TCS) and manage The Freelancer.
• I’ve also been published in The Wall Street Journal, Fast Company, Pando,
MediaShift, among others.
• I wrote a 6,500 word eBook about Facebook and cover the company regularly.
4
What is Contently?
Contently is a content marketing technology company
that helps brands create content that works.
• Basically what that means is that we sell software and services to help
brands, and sometimes publishers, create high quality content.
• The software includes features like a full-fledged editorial calendar and
workflow tool, in-depth analytics built specifically for content marketing,
and a 55,000 strong network of freelancers.
5
What is TCS?
The Content Strategist, Contently’s flagship
publication, focuses on the intersection of media,
marketing, and publishing.
• We publish two to three stories a day.
• We receive around 300,000 unique visitors a month.
• In 2015 we were nominated by Digiday for Best New Publisher.
6
The First Global Network
• About one out of every five people in the world use Facebook. 1.59 billion
people to be exact, as of December 2015.
• If Facebook’s monthly user base was a country, it would eclipse China as
the most populous in the world.
• Of those users, approximately 90 percent are also monthly mobile users.
• 83.6 percent of daily active users come from outside the U.S. and Canada.
• 65.5 percent of global spend on social network advertising is spent 

on Facebook.
7
The social giant drives 38.2 percent of all traffic to content sites, eclipsing
even Google.
8
Average monthly time spent among millennials almost quadruples 

the closest social media competitor, Instagram, which is also owned 

by Facebook.
9
Suffice it to say, Facebook is already a dominant force in the marketing
world. But tech analyst Ben Thompson believes that "the age of Facebook
has only just begun."
10
A Quick Outline
• In this webinar, we’ll run through four main topics.
• First, we’ll discuss Facebook’s rapid evolution to the dominant force it is today
• Then, we’ll go into detail about what kind of posts and advertisements 

work—and don’t work—on Facebook.
• Following that we’ll talk about Facebook’s critical—but often confusing—
targeting and analytics features.
• And we’ll conclude by looking at the future of Mark Zuckerberg’s creation.
11
I. The Evolution of Facebook
For most marketers over the age of 25, this is what their first Facebook
experience probably looked like:
12
Now, it looks something like this:
13
What Happened in Between?
I chose that image for two reasons. For one, it shows Facebook on an
iPhone. Secondly, the image features in-feed ads. These get at two of the
biggest transformations happening at Facebook: the movement from
organic to paid advertising, and the movement from desktop to mobile.
14
From Organic to Paid
• Starting around April 2012, Facebook’s organic
reach started to plateau at around 16 percent, a
fact Facebook acknowledged in an update
encouraging people to sponsor its posts. By
2014, Social@Ogilvy was publishing a white
paper dramatically titled “Facebook Zero:
Considering Life After the Demise of Organic
Reach.”
• Simultaneously, Facebook started directly
telling agencies and brands they’d have to pay
for the same reach. Brands bristled, but
Facebook had plenty of legitimate reasons for
the move. The spam had gotten out of control,
and as a social platform, Facebook had an
obligation to optimize its News Feed to show
content that people most wanted to see. Still, it
was a hard pill for marketers to swallow.
15
From Desktop to Mobile
16
From Organic to Paid
“It seems to me that Facebook
is the first place that properly
cracked mobile,” said Deacon
Webster, CCO at digital agency
Walrus. “Mobile video on
Facebook does incredibly well
in terms of engagement. I don’t
really see any other mobile ads
doing the same sorts of things
that Facebook ads do.”
17
From Referral to Native
18
Instant Articles and Facebook Video
• 8 billion views per day as of Q3 2015, which
doubled the amount of views in April 2015.
• Instant Articles set to open to all publishers
(including brands) this April.
19
II. Facebook’s Role in the 

Marketing Universe
Of course, Facebook is only one small—if rapidly growing—part of the
marketing universe. How exactly Facebook will fit into your overall 

marketing strategy will vary greatly depending on your industry, your
budget, and your brand.
According to Randy Parker, founder of Facebook marketing tech company
PagePart, Facebook’s value to you and your business will depend on 

how much leverage you get from the social graph. In other words, as long 

as your business relies on building long-standing relationships with a
reasonably large audience that you can target, Facebook ads are worth a try.
20
Industry Concerns?
• At Contently we use Facebook for targeted paid distribution of our content
—the specificity of the targeting and relatively low CPC allow us to reach
potential leads and grow our audience effectively.
• MetLife has seen similar success on Facebook. According to Facebook’s
case study, the insurance company saw a 2.4x increase in lead-to-sale ratio
compared to the next best-performing channel, and a 49 decrease in cost
per lead.
• This is true for B2C companies as well. Banana Republic (retail), Zynga
(gaming), and Verizon (telecommunications) have all seen success. Your
industry shouldn’t determine Facebook’s place within your larger
marketing universe.
21
Within a Larger Marketing Mix
• Even though it’s effective across industries, Facebook shouldn’t be your
only channel. Using it in chorus with the rest of your marketing repertoire is
critical for success.
• Ubisoft, the Montreal-based gaming company, took this to heart in a recent
campaign to increase the reach of a TV ad for the launch of its new game.
Because its core user base, 18- to 34-year-old males, tends to be less active
on TV, Ubisoft used Facebook to extend the effectiveness of its expensive
TV ads to the digital sphere.
• Brad Goldberg, vice president of of advertising operations at OrionCKB,
sees Facebook as “top two” in terms of digital importance for marketers,
but it’s not necessarily more important than that other behemoth, Google.
22
III. Crushing It on Facebook: A How-To
23
The Power of the Page
• Pages first appeared on Facebook in 2007, when “over 100,000” brand
pages launched with the first version of Facebook’s ad network. Facebook
declared it a “new era for advertising,” which, for once in the history of
public relations, turned out not to be hyperbole.
• Some, such as Randy Parker, believe that Facebook pages are replacing
websites for many businesses:“There are a lot of businesses now that even
use their Facebook page as sort of their main, almost like a website
substitute,” Parker said.
• All of which is to say: Get a Facebook page, and take it as seriously as you
would any website. Facebook’s closed ecosystem means that pretty much
anyone can set up a page—most of the work is simply filling in information
forms—but taking particular care with the copywriting and design (i.e.,
your profile picture and cover photo) should be a top priority.
24
Content vs. Advertising
25
Content vs. Advertising
• For many marketers, particularly content marketers, Facebook is an
excellent place to post your publication’s latest article and boost it to bring
it traffic. That’s what we do here at Contently, and it works quite well.
• But for a lot of marketers, Facebook is more of a traditional advertising
platform. It’s where you post videos, in-feed ads, and right-rail ads with
more traditional CTAs and KPIs. You create some sort of creative, target an
audience, and put money behind it to get it seen, much like a traditional
web display ad.
• If you want to promote a piece of content, make it a timeline post and then
promote it. You want it to fit naturally within the context of a user’s News
Feed. To serve more traditional display ads, use an in-feed ad or right-rail ad.
26
In-feed vs. Right Rail
27
In-feed vs. Right Rail
• In-feed ads look like posts, but slightly offset from your normal updates
from friends and pages and with a small “Suggested Post” disclaimer in the
top left. They show up in the News Feed as you scroll, and once you scroll
past them it’s likely you’ll never see them again.
• Right-rail ads, on the other hand, scroll with the News Feed, though their
placement makes them easy to ignore: Only ads appear there, so most
people have probably trained their eyes to ignore that section of the site
entirely. Facebook revamped them last year in order to make them fit in
better with the rest of the News Feed, while decreasing their frequency—
and caused right-rail ad rates to jump considerably.
• The big problem with right rail is that the ads don’t show up on mobile.
Considering that about 40 percent of monthly Facebook users access the
social network solely on mobile, that’s a problem.
28
Image vs. Video
29
In-feed vs. Right Rail
• For images versus video, there’s a clear winner: video.
• For example, Deacon Webster, CCO at digital agency Walrus, says 

“Our engagement rates on a good post, on a good static image post are,
let’s say, three or four percent. On a video post, it’s like nine to twelve.
We’re doubling and tripling engagement on posts just by being videos. If
we do good ones, which we like to think we do, you can see the video
completes, we get ninety percent of our views watching the whole thing.
It’s kind of amazing.”
• Video is expensive, however, and if you don’t do it right it can backfire.
30
Targeting
• Targeting, or the use of customer data to advertise to a desired audience, is
what makes Facebook such a unique and powerful ad platform for marketers.
• Randy Parker told me something about targeting that has become one of
my favorite quotes: “No question, it is a big deal,” he said. “Google knows
what you want, but Facebook knows who you are.”
• You can target by age, gender, location, job (very useful for B2B
marketing), page likes (similarly useful), and so on. Every expert has their
favorite restriction to target by, and the campaign itself will largely
determine the parameters you set up. If you’re marketing a CPG product,
specific targeting is less necessary, while lead-gen campaigns require a
great deal of targeting—though there are exceptions in either case.
31
Two Key Tricks
• Lookalike audiences: Deacon Webster points out that modeling an audience
on that of a closely related competitor—say, Pepsi modeling Coke’s audience
—can be a winning tactic. Simply target that company’s fans, and you have
an audience pretty much guaranteed to be interested in your product.
• You can also upload your top customers’ data through their emails. Brad
Goldberg recommends using the top 10 percent of your audience in
terms of engagement, and then creating a “lookalike” audience similar to
that set of people.
32
Two Key Tricks
• Location targeting: Facebook has geolocation parameters that allow
marketers to target by location.
• Salesforce took advantage of both of these features to promote its
Dreamforce conference. For lookalike audiences, Salesforce used keynote
speakers from the event, such as Arianna Huffington and will.i.am. For
location targeting, it limited the ads to a constricted 30-mile radius of 

the Bay Area. By the end, Salesforce had reached its goal with 40 percent
less money than it’d predicted.
33
A/B Testing
A/B testing on Facebook goes something like this:
1) Create a campaign with a target audience and upload multiple versions 

of the same ad (with different images, headlines, etc.).
2) Run the campaign.
3) Let Facebook automatically optimize your ad based on its effectiveness.
Some marketers think Facebook’s A/B testing is mediocre, and use outside
products to take a more manual approach.
34
What Tool(s) Should I Use?
• You can sort of think of Facebook’s built-in tools like a cake. On the
surface, there are the easy-to-use tools made accessible on your brands
page: the “Boost Post” option, the “Insights” tab, and the “Publishing
Tools” tab, among others. Below that layer is the Ads Manager, and below
that layer is the aforementioned Power Editor. And if you want to add
even more layers, there are plenty of external tools some Facebook
marketers swear by.
• If you plan to use Facebook only as a publishing platform, and/or only put
money behind it sparingly, the surface-level tools can do the job.
35
Insights
My personal favorite feature is
“Pages to Watch.” Pages to
Watch allows you to add
competitors’ Facebook pages
to Insights, and then compares
your performance with theirs.
36
The Power Editor
Power Editor allows you to
customize the UI using filters,
customize the metrics you see,
and further customize your
posts and campaigns. The
Power Editor is also where you
can create audiences, an
integral part of Facebook’s
targeting features, as well as
where you’ll do sophisticated
A/B testing.
The Power Editor runs more 

like a piece of software, à la
Microsoft Excel, than the 

Ads Manager or the front-end
tools. That means more time
and effort spent learning its 

ins and outs, but ultimately a
bigger payoff.
37
Helpful External Tools
Nanigans: A Facebook Marketing Partner that’s very expensive, but probably
worth it if you can afford it. It’s almost entirely focused on Facebook. It also a
super weird name.
Kenshoo: Like Naningans, but it works across basically every social
advertising channel. Still really expensive.
Buffer: What we use to schedule posts. A simple, widely used tool that can
scale its utility depending on whether you’re a one-person business or a full-
fledged agency. Prices scale as well.
Smartly.io: A Facebook and Instagram Marketing Partner that automates
and optimizes your posts. Fee is based on your Facebook spend.
BuzzSumo: A social analytics tools that follows competitors and identifies
influencers. Particularly helpful for content-driven marketing operations—we
use it regularly—and at a defensible price.
Naytev: An A/B testing and optimization tool that supplements Facebook’s
mediocre functionality in that arena. More useful for content than
advertising, and somewhat expensive for large operations.
38
IV. Facebook in the future
Ben Thompson argues that in the coming “mobile epoch,” Facebook is
uniquely positioned to dominate user attention—and advertising spend.
“This, then, is why I think Facebook is underrated: a company’s potential is
first and foremost measured by its market, and Facebook’s potential market
is, when you consider both sheer numbers and time spent, an order of
magnitude greater than the PC-based Internet market ever was. Then, on
top of that, you increasingly have brand advertising dollars—also an order of
magnitude more than direct response dollars—looking for somewhere to go
other than TV, and it just so happens that Facebook is the perfect brand
advertising platform.”
39
Instagram and Messenger
• Facebook’s prescient focus on its mobile app and its messenger app
Facebook Messenger—as well as its purchases of mobile platforms like
WhatsApp and Instagram—means that it can control practically every form
of communication and networking on mobile.
• And here’s the kicker: Facebook can make all these networks work in
tandem, as it has begun to do with Instagram’s recent API opening. More
networks, more profiles, more data, more money.
40
VR and E-commerce
• Facebook has also invested in virtual reality with Oculus, which, according
to many experts, is set to explode in 2016. Virtual reality could be the next
frontier of browsing, and it just might replace desktop in the process.
• E-commerce is yet another big focus, as Facebook plans to roll out a
shopping section with select retail partners.
41
The Facebook Era
All these product innovations are pointing in one direction: Facebook as the
dominate hub for our mobile, connected lives. Zuckerberg’s creation may
seem powerful now, but if all these innovations come to fruition, Facebook’s
dominance in our our digital lives will reach unprecedented levels—for
marketers, even more so.
42
Questions?
43
Contact Me!
• If you ever have any questions or want to talk Facebook, my email 

is dbaker@contently.com
• I’m also on Twitter @dillonmbaker
• You can subscribe to our email by clicking here or visiting us at
www.contently.com/strategist
Thank you.
New York
598 Broadway, 4th floor

New York, NY 10012
San Francisco
1161 Mission Street

San Francisco, CA 94103
St. Paul
213 4th Street E

4th Floor #431

St Paul, MN 55101
UK
Albert House

256-260 Old Street

London, EC1V 9DD

UK
dbaker@contently.com
contently.com

Contenu connexe

Tendances

The Response Rates of Personalized Cross-Media Marketing Campaigns
The Response Rates of Personalized Cross-Media Marketing CampaignsThe Response Rates of Personalized Cross-Media Marketing Campaigns
The Response Rates of Personalized Cross-Media Marketing CampaignsAaron Corson
 
12 Questions to Ask When Making a Content Marketing Technology Decision
12 Questions to Ask When Making a Content Marketing Technology Decision12 Questions to Ask When Making a Content Marketing Technology Decision
12 Questions to Ask When Making a Content Marketing Technology DecisionContent Marketing Institute
 
How NewsCred does content marketing
How NewsCred does content marketingHow NewsCred does content marketing
How NewsCred does content marketingNewsCred
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...Content Marketing Institute
 
The Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayThe Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayContent Marketing Institute
 
Content Marketing Playbook
Content Marketing PlaybookContent Marketing Playbook
Content Marketing PlaybookRubicon Project
 
Digital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New MediaDigital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New MediaWilson Cleveland
 
8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook Ads8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook AdsArik Hanson
 
20 Amazing Examples of Content-First Startups (the Content Inc. Model)
20 Amazing Examples of Content-First Startups (the Content Inc. Model)20 Amazing Examples of Content-First Startups (the Content Inc. Model)
20 Amazing Examples of Content-First Startups (the Content Inc. Model)Joe Pulizzi
 
China Social Media Overview
China Social Media OverviewChina Social Media Overview
China Social Media OverviewPam Didner
 
2016 B2B Content Marketing Benchmarks, Budgets and Trends Report
2016 B2B Content Marketing Benchmarks, Budgets and Trends Report2016 B2B Content Marketing Benchmarks, Budgets and Trends Report
2016 B2B Content Marketing Benchmarks, Budgets and Trends ReportMarketingProfs
 
Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012Content Marketing Institute
 
What's the ROI of Social Media?
What's the ROI of Social Media?What's the ROI of Social Media?
What's the ROI of Social Media?Ogilvy Consulting
 
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaContent Marketing Institute
 
How Tech Professionals Engage with Content
How Tech Professionals Engage with ContentHow Tech Professionals Engage with Content
How Tech Professionals Engage with ContentLinkedIn
 

Tendances (20)

Digital Assets Should Be Agile, Not Fast
Digital Assets Should Be Agile, Not FastDigital Assets Should Be Agile, Not Fast
Digital Assets Should Be Agile, Not Fast
 
The Response Rates of Personalized Cross-Media Marketing Campaigns
The Response Rates of Personalized Cross-Media Marketing CampaignsThe Response Rates of Personalized Cross-Media Marketing Campaigns
The Response Rates of Personalized Cross-Media Marketing Campaigns
 
12 Questions to Ask When Making a Content Marketing Technology Decision
12 Questions to Ask When Making a Content Marketing Technology Decision12 Questions to Ask When Making a Content Marketing Technology Decision
12 Questions to Ask When Making a Content Marketing Technology Decision
 
42 Hot Tips for Compelling Content Marketing
42 Hot Tips for Compelling Content Marketing42 Hot Tips for Compelling Content Marketing
42 Hot Tips for Compelling Content Marketing
 
How NewsCred does content marketing
How NewsCred does content marketingHow NewsCred does content marketing
How NewsCred does content marketing
 
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
B2C Content Marketing 2014 Benchmarks, Budgets & Trends - North America by Co...
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
The Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayThe Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider Today
 
Content Marketing Playbook
Content Marketing PlaybookContent Marketing Playbook
Content Marketing Playbook
 
Digital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New MediaDigital Marketing for Financial Services Companies: New Mantras, New Media
Digital Marketing for Financial Services Companies: New Mantras, New Media
 
8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook Ads8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook Ads
 
Great Visual Storytelling Takes A Village
Great Visual Storytelling Takes A VillageGreat Visual Storytelling Takes A Village
Great Visual Storytelling Takes A Village
 
20 Amazing Examples of Content-First Startups (the Content Inc. Model)
20 Amazing Examples of Content-First Startups (the Content Inc. Model)20 Amazing Examples of Content-First Startups (the Content Inc. Model)
20 Amazing Examples of Content-First Startups (the Content Inc. Model)
 
29 Content Marketing Secrets e-book
29 Content Marketing Secrets e-book29 Content Marketing Secrets e-book
29 Content Marketing Secrets e-book
 
China Social Media Overview
China Social Media OverviewChina Social Media Overview
China Social Media Overview
 
2016 B2B Content Marketing Benchmarks, Budgets and Trends Report
2016 B2B Content Marketing Benchmarks, Budgets and Trends Report2016 B2B Content Marketing Benchmarks, Budgets and Trends Report
2016 B2B Content Marketing Benchmarks, Budgets and Trends Report
 
Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012Social Media & Content Marketing Predictions 2012
Social Media & Content Marketing Predictions 2012
 
What's the ROI of Social Media?
What's the ROI of Social Media?What's the ROI of Social Media?
What's the ROI of Social Media?
 
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North AmericaB2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
B2B Content Marketing 2017 - Benchmarks, Budgets & Trends - North America
 
How Tech Professionals Engage with Content
How Tech Professionals Engage with ContentHow Tech Professionals Engage with Content
How Tech Professionals Engage with Content
 

En vedette

Content Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingContent Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingRebecca Lieb
 
The Top 5 Social Media Metrics Your CMO Wants to See
The Top 5 Social Media Metrics Your CMO Wants to SeeThe Top 5 Social Media Metrics Your CMO Wants to See
The Top 5 Social Media Metrics Your CMO Wants to SeeBrightFunnel
 
Facebook Marketing - Creatives
Facebook Marketing - CreativesFacebook Marketing - Creatives
Facebook Marketing - CreativesInstagram
 
The 2017 Advertisers Guide to Scaling Growth with Facebook and Instagram
The 2017 Advertisers Guide to Scaling Growth with Facebook and InstagramThe 2017 Advertisers Guide to Scaling Growth with Facebook and Instagram
The 2017 Advertisers Guide to Scaling Growth with Facebook and InstagramNanigans
 
Measuring Success on Facebook, Twitter & LinkedIn
Measuring Success on Facebook, Twitter & LinkedInMeasuring Success on Facebook, Twitter & LinkedIn
Measuring Success on Facebook, Twitter & LinkedInBrian Honigman
 
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)Board of Innovation
 
The Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsThe Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsXPLAIN
 
Five Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same SlideFive Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same SlideCrispy Presentations
 
How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)Steven Hoober
 
Upworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The InternetsUpworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The InternetsUpworthy
 
What 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From FailureWhat 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From FailureReferralCandy
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing FailsRand Fishkin
 
The History of SEO
The History of SEOThe History of SEO
The History of SEOHubSpot
 
How To (Really) Get Into Marketing
How To (Really) Get Into MarketingHow To (Really) Get Into Marketing
How To (Really) Get Into MarketingEd Fry
 
The What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignThe What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignMotivate Design
 
10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next Presentation10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next PresentationSOAP Presentations
 

En vedette (20)

Content Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content MarketingContent Methodology: A New Model for Content Marketing
Content Methodology: A New Model for Content Marketing
 
The Top 5 Social Media Metrics Your CMO Wants to See
The Top 5 Social Media Metrics Your CMO Wants to SeeThe Top 5 Social Media Metrics Your CMO Wants to See
The Top 5 Social Media Metrics Your CMO Wants to See
 
Facebook Marketing - Creatives
Facebook Marketing - CreativesFacebook Marketing - Creatives
Facebook Marketing - Creatives
 
The 2017 Advertisers Guide to Scaling Growth with Facebook and Instagram
The 2017 Advertisers Guide to Scaling Growth with Facebook and InstagramThe 2017 Advertisers Guide to Scaling Growth with Facebook and Instagram
The 2017 Advertisers Guide to Scaling Growth with Facebook and Instagram
 
Measuring Success on Facebook, Twitter & LinkedIn
Measuring Success on Facebook, Twitter & LinkedInMeasuring Success on Facebook, Twitter & LinkedIn
Measuring Success on Facebook, Twitter & LinkedIn
 
The Minimum Loveable Product
The Minimum Loveable ProductThe Minimum Loveable Product
The Minimum Loveable Product
 
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
How I got 2.5 Million views on Slideshare (by @nickdemey - Board of Innovation)
 
The Seven Deadly Social Media Sins
The Seven Deadly Social Media SinsThe Seven Deadly Social Media Sins
The Seven Deadly Social Media Sins
 
Five Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same SlideFive Killer Ways to Design The Same Slide
Five Killer Ways to Design The Same Slide
 
How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)How People Really Hold and Touch (their Phones)
How People Really Hold and Touch (their Phones)
 
2016 Digital Yearbook
2016 Digital Yearbook2016 Digital Yearbook
2016 Digital Yearbook
 
Upworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The InternetsUpworthy: 10 Ways To Win The Internets
Upworthy: 10 Ways To Win The Internets
 
What 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From FailureWhat 33 Successful Entrepreneurs Learned From Failure
What 33 Successful Entrepreneurs Learned From Failure
 
Design Your Career 2018
Design Your Career 2018Design Your Career 2018
Design Your Career 2018
 
Why Content Marketing Fails
Why Content Marketing FailsWhy Content Marketing Fails
Why Content Marketing Fails
 
The History of SEO
The History of SEOThe History of SEO
The History of SEO
 
How To (Really) Get Into Marketing
How To (Really) Get Into MarketingHow To (Really) Get Into Marketing
How To (Really) Get Into Marketing
 
The What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignThe What If Technique presented by Motivate Design
The What If Technique presented by Motivate Design
 
Displaying Data
Displaying DataDisplaying Data
Displaying Data
 
10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next Presentation10 Powerful Body Language Tips for your next Presentation
10 Powerful Body Language Tips for your next Presentation
 

Similaire à Facebook 101: How to Master the World's Most Powerful Advertising Platform

How to acquire_customers_on_social_media
How to acquire_customers_on_social_mediaHow to acquire_customers_on_social_media
How to acquire_customers_on_social_mediaSimona Trenkova
 
Transcript - Facebook Marketing Success Summit Ads Presentation 2011
Transcript - Facebook Marketing Success Summit Ads Presentation 2011Transcript - Facebook Marketing Success Summit Ads Presentation 2011
Transcript - Facebook Marketing Success Summit Ads Presentation 2011Chris Treadaway
 
Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.
Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.
Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.Kandukuri Sai Omkar
 
eBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedIneBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedInJennifer Urbanski
 
Article marketing explained
Article marketing explainedArticle marketing explained
Article marketing explainedyoutubegurus
 
Social Media For business e-book
Social Media For business e-bookSocial Media For business e-book
Social Media For business e-bookThink Digital First
 
Facebook Commerce and Marketing Analysis
 Facebook Commerce and Marketing Analysis Facebook Commerce and Marketing Analysis
Facebook Commerce and Marketing AnalysisJames Dellinger
 
SOCIAL MEDIA FOR BUSINESS
SOCIAL MEDIA FOR BUSINESSSOCIAL MEDIA FOR BUSINESS
SOCIAL MEDIA FOR BUSINESSQuantspire
 
Public Relations & the Internet & Social Media
Public Relations & the Internet & Social MediaPublic Relations & the Internet & Social Media
Public Relations & the Internet & Social MediaCubReporters.org
 
Presentation deck American Chamber of Commerce Digital ROIs
Presentation deck American Chamber of Commerce Digital ROIsPresentation deck American Chamber of Commerce Digital ROIs
Presentation deck American Chamber of Commerce Digital ROIsDaniel Heerkens
 
American Chamber of Commerce talk: Is measuring the effectiveness of your dig...
American Chamber of Commerce talk: Is measuring the effectiveness of your dig...American Chamber of Commerce talk: Is measuring the effectiveness of your dig...
American Chamber of Commerce talk: Is measuring the effectiveness of your dig...2Stallions Digital Agency
 
Tạp trí Internet Marketing Số 09 Mar-2012
Tạp trí Internet Marketing Số 09 Mar-2012Tạp trí Internet Marketing Số 09 Mar-2012
Tạp trí Internet Marketing Số 09 Mar-2012Nguyễn Văn Mạnh
 
Metia_B2B_Marketers_Guide_Social_Media_Advertising
Metia_B2B_Marketers_Guide_Social_Media_AdvertisingMetia_B2B_Marketers_Guide_Social_Media_Advertising
Metia_B2B_Marketers_Guide_Social_Media_AdvertisingAlan Miller
 
Social media for Lead generation
Social media for Lead generationSocial media for Lead generation
Social media for Lead generationVinh Nguyen
 

Similaire à Facebook 101: How to Master the World's Most Powerful Advertising Platform (20)

doc
docdoc
doc
 
Advertisi
AdvertisiAdvertisi
Advertisi
 
How to acquire_customers_on_social_media
How to acquire_customers_on_social_mediaHow to acquire_customers_on_social_media
How to acquire_customers_on_social_media
 
Transcript - Facebook Marketing Success Summit Ads Presentation 2011
Transcript - Facebook Marketing Success Summit Ads Presentation 2011Transcript - Facebook Marketing Success Summit Ads Presentation 2011
Transcript - Facebook Marketing Success Summit Ads Presentation 2011
 
Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.
Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.
Facebook - Fundamental Analysis, Ratio Analysis and Valuation results.
 
Engaging Your Communities
Engaging Your CommunitiesEngaging Your Communities
Engaging Your Communities
 
eBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedIneBook: Amplify Your Content Marketing on LinkedIn
eBook: Amplify Your Content Marketing on LinkedIn
 
Article marketing explained
Article marketing explainedArticle marketing explained
Article marketing explained
 
Social Media For business e-book
Social Media For business e-bookSocial Media For business e-book
Social Media For business e-book
 
Facebook
FacebookFacebook
Facebook
 
Sales
Sales Sales
Sales
 
Facebook Commerce and Marketing Analysis
 Facebook Commerce and Marketing Analysis Facebook Commerce and Marketing Analysis
Facebook Commerce and Marketing Analysis
 
SOCIAL MEDIA FOR BUSINESS
SOCIAL MEDIA FOR BUSINESSSOCIAL MEDIA FOR BUSINESS
SOCIAL MEDIA FOR BUSINESS
 
Public Relations & the Internet & Social Media
Public Relations & the Internet & Social MediaPublic Relations & the Internet & Social Media
Public Relations & the Internet & Social Media
 
Presentation deck American Chamber of Commerce Digital ROIs
Presentation deck American Chamber of Commerce Digital ROIsPresentation deck American Chamber of Commerce Digital ROIs
Presentation deck American Chamber of Commerce Digital ROIs
 
American Chamber of Commerce talk: Is measuring the effectiveness of your dig...
American Chamber of Commerce talk: Is measuring the effectiveness of your dig...American Chamber of Commerce talk: Is measuring the effectiveness of your dig...
American Chamber of Commerce talk: Is measuring the effectiveness of your dig...
 
Tạp trí Internet Marketing Số 09 Mar-2012
Tạp trí Internet Marketing Số 09 Mar-2012Tạp trí Internet Marketing Số 09 Mar-2012
Tạp trí Internet Marketing Số 09 Mar-2012
 
Metia_B2B_Marketers_Guide_Social_Media_Advertising
Metia_B2B_Marketers_Guide_Social_Media_AdvertisingMetia_B2B_Marketers_Guide_Social_Media_Advertising
Metia_B2B_Marketers_Guide_Social_Media_Advertising
 
Social media for lead generation
Social media for lead generationSocial media for lead generation
Social media for lead generation
 
Social media for Lead generation
Social media for Lead generationSocial media for Lead generation
Social media for Lead generation
 

Plus de contently

OD Innovator Game Show Slides
OD Innovator Game Show SlidesOD Innovator Game Show Slides
OD Innovator Game Show Slidescontently
 
Bedouin Proverb – comic by WaitButWhy
Bedouin Proverb – comic by WaitButWhyBedouin Proverb – comic by WaitButWhy
Bedouin Proverb – comic by WaitButWhycontently
 
The CMO's Guide to Hiring for Content Marketing
The CMO's Guide to Hiring for Content MarketingThe CMO's Guide to Hiring for Content Marketing
The CMO's Guide to Hiring for Content Marketingcontently
 
30 Need-to-Know Social Media Stats
30 Need-to-Know Social Media Stats30 Need-to-Know Social Media Stats
30 Need-to-Know Social Media Statscontently
 
25 Quotes That Will Make You a Better Freelancer
25 Quotes That Will Make You a Better Freelancer25 Quotes That Will Make You a Better Freelancer
25 Quotes That Will Make You a Better Freelancercontently
 
25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Statscontently
 
How to Build an Effective Content Strategy
How to Build an Effective Content StrategyHow to Build an Effective Content Strategy
How to Build an Effective Content Strategycontently
 
How To Spark Lateral Thinking
How To Spark Lateral ThinkingHow To Spark Lateral Thinking
How To Spark Lateral Thinkingcontently
 
50 Quotes That'll Make You a Better Content Marketer
50 Quotes That'll Make You a Better Content Marketer50 Quotes That'll Make You a Better Content Marketer
50 Quotes That'll Make You a Better Content Marketercontently
 
25 Important Content Marketing Stats
25 Important Content Marketing Stats25 Important Content Marketing Stats
25 Important Content Marketing Statscontently
 

Plus de contently (10)

OD Innovator Game Show Slides
OD Innovator Game Show SlidesOD Innovator Game Show Slides
OD Innovator Game Show Slides
 
Bedouin Proverb – comic by WaitButWhy
Bedouin Proverb – comic by WaitButWhyBedouin Proverb – comic by WaitButWhy
Bedouin Proverb – comic by WaitButWhy
 
The CMO's Guide to Hiring for Content Marketing
The CMO's Guide to Hiring for Content MarketingThe CMO's Guide to Hiring for Content Marketing
The CMO's Guide to Hiring for Content Marketing
 
30 Need-to-Know Social Media Stats
30 Need-to-Know Social Media Stats30 Need-to-Know Social Media Stats
30 Need-to-Know Social Media Stats
 
25 Quotes That Will Make You a Better Freelancer
25 Quotes That Will Make You a Better Freelancer25 Quotes That Will Make You a Better Freelancer
25 Quotes That Will Make You a Better Freelancer
 
25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats25 Need-to-Know Marketing Stats
25 Need-to-Know Marketing Stats
 
How to Build an Effective Content Strategy
How to Build an Effective Content StrategyHow to Build an Effective Content Strategy
How to Build an Effective Content Strategy
 
How To Spark Lateral Thinking
How To Spark Lateral ThinkingHow To Spark Lateral Thinking
How To Spark Lateral Thinking
 
50 Quotes That'll Make You a Better Content Marketer
50 Quotes That'll Make You a Better Content Marketer50 Quotes That'll Make You a Better Content Marketer
50 Quotes That'll Make You a Better Content Marketer
 
25 Important Content Marketing Stats
25 Important Content Marketing Stats25 Important Content Marketing Stats
25 Important Content Marketing Stats
 

Dernier

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 

Dernier (20)

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 

Facebook 101: How to Master the World's Most Powerful Advertising Platform

  • 2. Facebook 101 How to master the most powerful advertising platform the world has ever seen
  • 3. 3 About me • I graduated college in 2014 and started as an editorial intern at Contently 
 after road-tripping across the country for a couple months. • I’m now an associate editor at Contently, where I write and edit for 
 The Content Strategist (TCS) and manage The Freelancer. • I’ve also been published in The Wall Street Journal, Fast Company, Pando, MediaShift, among others. • I wrote a 6,500 word eBook about Facebook and cover the company regularly.
  • 4. 4 What is Contently? Contently is a content marketing technology company that helps brands create content that works. • Basically what that means is that we sell software and services to help brands, and sometimes publishers, create high quality content. • The software includes features like a full-fledged editorial calendar and workflow tool, in-depth analytics built specifically for content marketing, and a 55,000 strong network of freelancers.
  • 5. 5 What is TCS? The Content Strategist, Contently’s flagship publication, focuses on the intersection of media, marketing, and publishing. • We publish two to three stories a day. • We receive around 300,000 unique visitors a month. • In 2015 we were nominated by Digiday for Best New Publisher.
  • 6. 6 The First Global Network • About one out of every five people in the world use Facebook. 1.59 billion people to be exact, as of December 2015. • If Facebook’s monthly user base was a country, it would eclipse China as the most populous in the world. • Of those users, approximately 90 percent are also monthly mobile users. • 83.6 percent of daily active users come from outside the U.S. and Canada. • 65.5 percent of global spend on social network advertising is spent 
 on Facebook.
  • 7. 7 The social giant drives 38.2 percent of all traffic to content sites, eclipsing even Google.
  • 8. 8 Average monthly time spent among millennials almost quadruples 
 the closest social media competitor, Instagram, which is also owned 
 by Facebook.
  • 9. 9 Suffice it to say, Facebook is already a dominant force in the marketing world. But tech analyst Ben Thompson believes that "the age of Facebook has only just begun."
  • 10. 10 A Quick Outline • In this webinar, we’ll run through four main topics. • First, we’ll discuss Facebook’s rapid evolution to the dominant force it is today • Then, we’ll go into detail about what kind of posts and advertisements 
 work—and don’t work—on Facebook. • Following that we’ll talk about Facebook’s critical—but often confusing— targeting and analytics features. • And we’ll conclude by looking at the future of Mark Zuckerberg’s creation.
  • 11. 11 I. The Evolution of Facebook For most marketers over the age of 25, this is what their first Facebook experience probably looked like:
  • 12. 12 Now, it looks something like this:
  • 13. 13 What Happened in Between? I chose that image for two reasons. For one, it shows Facebook on an iPhone. Secondly, the image features in-feed ads. These get at two of the biggest transformations happening at Facebook: the movement from organic to paid advertising, and the movement from desktop to mobile.
  • 14. 14 From Organic to Paid • Starting around April 2012, Facebook’s organic reach started to plateau at around 16 percent, a fact Facebook acknowledged in an update encouraging people to sponsor its posts. By 2014, Social@Ogilvy was publishing a white paper dramatically titled “Facebook Zero: Considering Life After the Demise of Organic Reach.” • Simultaneously, Facebook started directly telling agencies and brands they’d have to pay for the same reach. Brands bristled, but Facebook had plenty of legitimate reasons for the move. The spam had gotten out of control, and as a social platform, Facebook had an obligation to optimize its News Feed to show content that people most wanted to see. Still, it was a hard pill for marketers to swallow.
  • 16. 16 From Organic to Paid “It seems to me that Facebook is the first place that properly cracked mobile,” said Deacon Webster, CCO at digital agency Walrus. “Mobile video on Facebook does incredibly well in terms of engagement. I don’t really see any other mobile ads doing the same sorts of things that Facebook ads do.”
  • 18. 18 Instant Articles and Facebook Video • 8 billion views per day as of Q3 2015, which doubled the amount of views in April 2015. • Instant Articles set to open to all publishers (including brands) this April.
  • 19. 19 II. Facebook’s Role in the 
 Marketing Universe Of course, Facebook is only one small—if rapidly growing—part of the marketing universe. How exactly Facebook will fit into your overall 
 marketing strategy will vary greatly depending on your industry, your budget, and your brand. According to Randy Parker, founder of Facebook marketing tech company PagePart, Facebook’s value to you and your business will depend on 
 how much leverage you get from the social graph. In other words, as long 
 as your business relies on building long-standing relationships with a reasonably large audience that you can target, Facebook ads are worth a try.
  • 20. 20 Industry Concerns? • At Contently we use Facebook for targeted paid distribution of our content —the specificity of the targeting and relatively low CPC allow us to reach potential leads and grow our audience effectively. • MetLife has seen similar success on Facebook. According to Facebook’s case study, the insurance company saw a 2.4x increase in lead-to-sale ratio compared to the next best-performing channel, and a 49 decrease in cost per lead. • This is true for B2C companies as well. Banana Republic (retail), Zynga (gaming), and Verizon (telecommunications) have all seen success. Your industry shouldn’t determine Facebook’s place within your larger marketing universe.
  • 21. 21 Within a Larger Marketing Mix • Even though it’s effective across industries, Facebook shouldn’t be your only channel. Using it in chorus with the rest of your marketing repertoire is critical for success. • Ubisoft, the Montreal-based gaming company, took this to heart in a recent campaign to increase the reach of a TV ad for the launch of its new game. Because its core user base, 18- to 34-year-old males, tends to be less active on TV, Ubisoft used Facebook to extend the effectiveness of its expensive TV ads to the digital sphere. • Brad Goldberg, vice president of of advertising operations at OrionCKB, sees Facebook as “top two” in terms of digital importance for marketers, but it’s not necessarily more important than that other behemoth, Google.
  • 22. 22 III. Crushing It on Facebook: A How-To
  • 23. 23 The Power of the Page • Pages first appeared on Facebook in 2007, when “over 100,000” brand pages launched with the first version of Facebook’s ad network. Facebook declared it a “new era for advertising,” which, for once in the history of public relations, turned out not to be hyperbole. • Some, such as Randy Parker, believe that Facebook pages are replacing websites for many businesses:“There are a lot of businesses now that even use their Facebook page as sort of their main, almost like a website substitute,” Parker said. • All of which is to say: Get a Facebook page, and take it as seriously as you would any website. Facebook’s closed ecosystem means that pretty much anyone can set up a page—most of the work is simply filling in information forms—but taking particular care with the copywriting and design (i.e., your profile picture and cover photo) should be a top priority.
  • 25. 25 Content vs. Advertising • For many marketers, particularly content marketers, Facebook is an excellent place to post your publication’s latest article and boost it to bring it traffic. That’s what we do here at Contently, and it works quite well. • But for a lot of marketers, Facebook is more of a traditional advertising platform. It’s where you post videos, in-feed ads, and right-rail ads with more traditional CTAs and KPIs. You create some sort of creative, target an audience, and put money behind it to get it seen, much like a traditional web display ad. • If you want to promote a piece of content, make it a timeline post and then promote it. You want it to fit naturally within the context of a user’s News Feed. To serve more traditional display ads, use an in-feed ad or right-rail ad.
  • 27. 27 In-feed vs. Right Rail • In-feed ads look like posts, but slightly offset from your normal updates from friends and pages and with a small “Suggested Post” disclaimer in the top left. They show up in the News Feed as you scroll, and once you scroll past them it’s likely you’ll never see them again. • Right-rail ads, on the other hand, scroll with the News Feed, though their placement makes them easy to ignore: Only ads appear there, so most people have probably trained their eyes to ignore that section of the site entirely. Facebook revamped them last year in order to make them fit in better with the rest of the News Feed, while decreasing their frequency— and caused right-rail ad rates to jump considerably. • The big problem with right rail is that the ads don’t show up on mobile. Considering that about 40 percent of monthly Facebook users access the social network solely on mobile, that’s a problem.
  • 29. 29 In-feed vs. Right Rail • For images versus video, there’s a clear winner: video. • For example, Deacon Webster, CCO at digital agency Walrus, says 
 “Our engagement rates on a good post, on a good static image post are, let’s say, three or four percent. On a video post, it’s like nine to twelve. We’re doubling and tripling engagement on posts just by being videos. If we do good ones, which we like to think we do, you can see the video completes, we get ninety percent of our views watching the whole thing. It’s kind of amazing.” • Video is expensive, however, and if you don’t do it right it can backfire.
  • 30. 30 Targeting • Targeting, or the use of customer data to advertise to a desired audience, is what makes Facebook such a unique and powerful ad platform for marketers. • Randy Parker told me something about targeting that has become one of my favorite quotes: “No question, it is a big deal,” he said. “Google knows what you want, but Facebook knows who you are.” • You can target by age, gender, location, job (very useful for B2B marketing), page likes (similarly useful), and so on. Every expert has their favorite restriction to target by, and the campaign itself will largely determine the parameters you set up. If you’re marketing a CPG product, specific targeting is less necessary, while lead-gen campaigns require a great deal of targeting—though there are exceptions in either case.
  • 31. 31 Two Key Tricks • Lookalike audiences: Deacon Webster points out that modeling an audience on that of a closely related competitor—say, Pepsi modeling Coke’s audience —can be a winning tactic. Simply target that company’s fans, and you have an audience pretty much guaranteed to be interested in your product. • You can also upload your top customers’ data through their emails. Brad Goldberg recommends using the top 10 percent of your audience in terms of engagement, and then creating a “lookalike” audience similar to that set of people.
  • 32. 32 Two Key Tricks • Location targeting: Facebook has geolocation parameters that allow marketers to target by location. • Salesforce took advantage of both of these features to promote its Dreamforce conference. For lookalike audiences, Salesforce used keynote speakers from the event, such as Arianna Huffington and will.i.am. For location targeting, it limited the ads to a constricted 30-mile radius of 
 the Bay Area. By the end, Salesforce had reached its goal with 40 percent less money than it’d predicted.
  • 33. 33 A/B Testing A/B testing on Facebook goes something like this: 1) Create a campaign with a target audience and upload multiple versions 
 of the same ad (with different images, headlines, etc.). 2) Run the campaign. 3) Let Facebook automatically optimize your ad based on its effectiveness. Some marketers think Facebook’s A/B testing is mediocre, and use outside products to take a more manual approach.
  • 34. 34 What Tool(s) Should I Use? • You can sort of think of Facebook’s built-in tools like a cake. On the surface, there are the easy-to-use tools made accessible on your brands page: the “Boost Post” option, the “Insights” tab, and the “Publishing Tools” tab, among others. Below that layer is the Ads Manager, and below that layer is the aforementioned Power Editor. And if you want to add even more layers, there are plenty of external tools some Facebook marketers swear by. • If you plan to use Facebook only as a publishing platform, and/or only put money behind it sparingly, the surface-level tools can do the job.
  • 35. 35 Insights My personal favorite feature is “Pages to Watch.” Pages to Watch allows you to add competitors’ Facebook pages to Insights, and then compares your performance with theirs.
  • 36. 36 The Power Editor Power Editor allows you to customize the UI using filters, customize the metrics you see, and further customize your posts and campaigns. The Power Editor is also where you can create audiences, an integral part of Facebook’s targeting features, as well as where you’ll do sophisticated A/B testing. The Power Editor runs more 
 like a piece of software, à la Microsoft Excel, than the 
 Ads Manager or the front-end tools. That means more time and effort spent learning its 
 ins and outs, but ultimately a bigger payoff.
  • 37. 37 Helpful External Tools Nanigans: A Facebook Marketing Partner that’s very expensive, but probably worth it if you can afford it. It’s almost entirely focused on Facebook. It also a super weird name. Kenshoo: Like Naningans, but it works across basically every social advertising channel. Still really expensive. Buffer: What we use to schedule posts. A simple, widely used tool that can scale its utility depending on whether you’re a one-person business or a full- fledged agency. Prices scale as well. Smartly.io: A Facebook and Instagram Marketing Partner that automates and optimizes your posts. Fee is based on your Facebook spend. BuzzSumo: A social analytics tools that follows competitors and identifies influencers. Particularly helpful for content-driven marketing operations—we use it regularly—and at a defensible price. Naytev: An A/B testing and optimization tool that supplements Facebook’s mediocre functionality in that arena. More useful for content than advertising, and somewhat expensive for large operations.
  • 38. 38 IV. Facebook in the future Ben Thompson argues that in the coming “mobile epoch,” Facebook is uniquely positioned to dominate user attention—and advertising spend. “This, then, is why I think Facebook is underrated: a company’s potential is first and foremost measured by its market, and Facebook’s potential market is, when you consider both sheer numbers and time spent, an order of magnitude greater than the PC-based Internet market ever was. Then, on top of that, you increasingly have brand advertising dollars—also an order of magnitude more than direct response dollars—looking for somewhere to go other than TV, and it just so happens that Facebook is the perfect brand advertising platform.”
  • 39. 39 Instagram and Messenger • Facebook’s prescient focus on its mobile app and its messenger app Facebook Messenger—as well as its purchases of mobile platforms like WhatsApp and Instagram—means that it can control practically every form of communication and networking on mobile. • And here’s the kicker: Facebook can make all these networks work in tandem, as it has begun to do with Instagram’s recent API opening. More networks, more profiles, more data, more money.
  • 40. 40 VR and E-commerce • Facebook has also invested in virtual reality with Oculus, which, according to many experts, is set to explode in 2016. Virtual reality could be the next frontier of browsing, and it just might replace desktop in the process. • E-commerce is yet another big focus, as Facebook plans to roll out a shopping section with select retail partners.
  • 41. 41 The Facebook Era All these product innovations are pointing in one direction: Facebook as the dominate hub for our mobile, connected lives. Zuckerberg’s creation may seem powerful now, but if all these innovations come to fruition, Facebook’s dominance in our our digital lives will reach unprecedented levels—for marketers, even more so.
  • 43. 43 Contact Me! • If you ever have any questions or want to talk Facebook, my email 
 is dbaker@contently.com • I’m also on Twitter @dillonmbaker • You can subscribe to our email by clicking here or visiting us at www.contently.com/strategist
  • 44. Thank you. New York 598 Broadway, 4th floor
 New York, NY 10012 San Francisco 1161 Mission Street
 San Francisco, CA 94103 St. Paul 213 4th Street E
 4th Floor #431
 St Paul, MN 55101 UK Albert House
 256-260 Old Street
 London, EC1V 9DD
 UK dbaker@contently.com contently.com