1 / 29

Scaling Up While Maintaining Quality: Life After the Like

Scaling Up While Maintaining Quality: Life After the Like. Nadav Weinberg | Director of Business Development. About Adotomi. Global Presence. Industry Leading Clients. Amsterdam. London. Sao Paulo. San Francisco. Tel Aviv. Digital Ad Evolution. Agenda.

holly-pope
Download Presentation

Scaling Up While Maintaining Quality: Life After the Like

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Scaling Up While Maintaining Quality: Life After the Like Nadav Weinberg | Director of Business Development

  2. About Adotomi Global Presence Industry Leading Clients Amsterdam London Sao Paulo San Francisco Tel Aviv

  3. Digital Ad Evolution

  4. Agenda • How do I increase my Facebook reach? • Balancing quality • EdgeRank explained • Paid, Earned and Owned in the Facebook Ecosystem • Life after the Like: How can I drive deeper fan engagement? • Measuring success • When to post • Tools of engagement • Build relationships • Be responsive

  5. How Do I Increase My Facebook Reach?

  6. Is Bigger Better? • 1 Billion+ Facebook MAU • Your Fans • Your Fans • Your Fans

  7. Balancing Scale and Quality ROI • 1 Billion+ Facebook MAU • Your Fans • Your Fans • Your Fans

  8. What is a Quality Fan? • 1 Billion+ Facebook MAU • Active • Engaged • Influencers • Relevant • Caring • Your Fans

  9. EdgeRank • Edge – Anything that happens in Facebook (comment, status update, like, share) • - User affinity to creator’s edge • - Weight of the content • - Time decay factor • - Complaint penalty

  10. Organic Growth via Owned Media • Owned • Assets • Pages • Posts • Apps • Events

  11. Viral Growth – Word of Mouth • Earned • Actions • Like/fan • Share • Post • Check-in • Comment

  12. Paid Growth • Paid • Ads • Web Ads • Social Ads • Sponsored Stories

  13. Facebook Targeting Interests Precise Education Gender Online Interaction Connections Location Age

  14. Sponsored Stories - Amplification • Owned • Paid • Earned

  15. KPIs – Define Your Goals

  16. Merging the Data Streams Proprietary Data CRM Web Analytics Search/Display/Affiliate

  17. Who are Engaged Users? • 66% of Facebook users who have liked a brand have 100+ friends • 84% of Facebook users have liked a brand are active on Facebook daily • 59% of Facebook users who have liked a brand have mentioned a brand in status update • 57% of Facebook users who have liked a brand have shared a brand link/video

  18. Social Case Study: Wal-Mart • 2012 Black Friday Strategy: • Social Ad Spend: $50 Million • Time period: 72 hours • Results: • 164,000 New Fans • 1+ Million Social Interactions on Facebook (likes, comments, etc.) • 100,000+ Negative Comments (newsfeed spamming, etc.)

  19. Engage Your Fans “Your brand isn’t what you say it is, it’s what Google, Facebook, Twitter, etc. say it is.” - Chris Anderson

  20. Life After the Like

  21. When to Post

  22. Localize for Results • Unique campaigns per region and time zone • Understand cultural differences

  23. Don’t Overwhelm Your Fans • Fresh Content is great but too much is spam 25% Interaction Rate Increase

  24. Tools of Engagement 45% Interaction Rate Increase

  25. Tools of Engagement • 4-6x higher engagement for “Caption this” and/or “Fill in the blank” • 50% higher engagement for calls to action • Like, Share, Comment

  26. Build a Relationship Outside of Facebook • Engagements inside Facebook can lead to relationships outside of Facebook • World Outside Facebook • Website • Email • Word of Mouth • In store • Owned • Paid • Earned • Your Fans

  27. Case Study: Soda Stream

  28. Are you responsive • 95% of Facebook wall posts are not answered by brands

  29. Thank You! Nadav.W@adotomi.com | www.adotomi.com

More Related