How to navigate the Facebook ad campaign maze: part I

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Now that summer is here, it’s a good time to reflect on the past six months of Facebook advertising. The year started with a mega deal — the company’s $19 billion cash-and-stock deal for social messaging app WhatsApp — and has evolved along with the way with the introduction of more advanced direct marketing-based ad targeting features and tools.

What’s been clear throughout each of these announcements and changes to its advertising platform is that Facebook is no longer just an engagement or branding platform for marketers. Now, it is a highly diversified engagement plus direct-response performance-based advertising platform.

Facebook now offers advertisers a growing set of ad solutions that help generate real, measurable business results. By implementing these ad types, marketers can begin to realize the full customer acquisition benefits of Facebook advertising.

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A look into Facebook’s ‘Big Like Theory’

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In the TV show “The Big Bang Theory,” the humor and fun of the show comes from the relationships between the main characters as expressed by their geekiness. Geekiness often evidenced by their special and superior understanding of complex mathematical algorithms and science problems. As viewers we don’t always understand all of it, but we get that geeky commonality is what brings this group together and makes them tick.

Facebook ticks along pretty much in the same way, using complex algorithms and science to determine the strength and quality our relationships with our friends to affect what content we see and like in our News Feed… to keep us entertained enough to come back for more and more. So now I’ve got a “Big Like Theory: I’d like to share with you that plays into that idea.

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How ‘sticky’ is Facebook?

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For most Facebook users, the social network has become a fully integrated part of our life. Our personalities now mesh with the online world in the form of Facebook making us all one step closer to eventually that in the not too distant future we will all in some small way become cyborgs. So the question becomes, how ingrained is Facebook into our lives?

With hundreds of cable channels, on-demand videos, HD video game consoles, and massive libraries of e-books all calling for our attention, Facebook continues to stand out as a major player for our time and attention making it one of the stickiest websites in the world.

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Infographic: Is your Facebook profile hurting your job search?

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Looking for a job should be simple; you spend hours trawling career websites, tweaking your CV, writing cover letters, and brushing up on your interview skills.  But, in an age where Facebook has become such an important part of our lives, could your profile be hindering your job search?

It’s definitely a possibility: 69 percent of employers say they’ve rejected candidates based on their social media activity and, with 77 percent of employers actively using social media to find candidates, having a Facebook profile to be proud of (or at least knowing how to hide the things you don’t want potential employers to see) is becoming even more important.

To help with this, Distilled put together a guide to help job seekers optimise four social media channels, including Facebook. You can check it out below to learn about how you can change your Facebook profile, and not miss out on that all-important new job.

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Which remaining World Cup player reigns supreme on Facebook?

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For three weeks now, the eyes of the world have been fixated on Brazil to watch football — or soccer as it’s called in the United States.

Yep, the World Cup is in full swing — and so far it has been the most talked about Facebook event ever. Here’s proof:

  • There were 1 billion posts, likes and comments about the World Cup during the first half of the tournament alone
  • More than 220 million people participated in discussions about the World Cup on Facebook between June 12 and 29
  • The Jan. 28 match between Chile and Brazil garnered 75 million posts, likes and comments from about 31 million people

Now that’s what I call engagement!

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5 Facebook advertising best practices inspired by the World Cup

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Ready or not, the 2014 FIFA World Cup is upon us. The world’s sport, as it’s been deemed, kicked off Thursday in Sao Paulo, Brazil, as the host country defeated Croatia for its first step toward a chance at World Cup glory.

Perhaps more so with the World Cup than any other sporting event in history, advertisers have an unprecedented opportunity to reach a global audience. FIFA.com defines The FIFA World Cup as the “biggest single-event sporting competition in the world.” According to Facebook, 500 million of the 1.2 billion people on the social network are soccer fans, defined as liking a player or a team page.

This World Cup, SocialCode will manage the social advertising campaigns for some of the world’s biggest brands across both the beverage and financial services verticals. We’ve assembled our best practices to help you maximize your World Cup campaigns and future international campaigns as well.

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The truth about Facebook attribution

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With Facebook’s announcement this April that their Q1 2014 revenue totaled $2.5 billion (up 72 percent vs. Q1 2013) and revenue from advertising totaling $2.3 billion (up 82 percent vs. Q1 2013), one assumption has now been undoubtedly proven: online marketers believe in and trust Facebook advertising. So much so, they’re flocking their online ad dollars to Facebook en masse. What still remains unclear, however, is exactly how Facebook marketers are measuring and detailing their “much improved” impact.

I believe full transparency is the key to successful online marketing. In recent months, online marketers are asking more and more relevant and much-needed questions on how to best and most accurately document their Facebook ad efforts. And so, I think it’s time we marketers have an honest conversation and get on board with all the ways and models of attributing Facebook’s sales.

Perhaps you’ve found yourself asking, or have been asked, questions such as these: How can I best attribute Facebook ad sales? Do I count both view-based and click-based conversions? Should I use just Google Analytics? Should I use just Facebook’s Conversion Tracking? Or should I use a combination of the two? Argh, what do I DO?!?

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Case Study: How Pepe Jeans grew international influence, engagement through Facebook

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Pepe Jeans London is one of the world’s largest fashion brands. With over 300 stores on 5 continents, it is also one of the most global. And no one region dominates their global presence, rare even in the internationally-driven fashion world. Add to that the fact that the brand’s target audience is young and socially savvy, and it is clear that social media channels are one of the brands best opportunities to reach and engage their worldwide audience and help the brand succeed overall.

Challenge:

Until recently, however, the brand faced challenges in terms of their social media strategy, and the management of their Facebook presence worldwide. Early in 2013, Pepe Jeans already had a significant social presence, with over a million fans spread all over the globe.

As their Facebook presence continued to grow, the company realized that it could be doing more to reach and engage their social community. Publishing to a single, central Facebook page was generating decent engagement, but it left out a large swath of their users. Their hundreds of thousands of fans each in India, Mexico, France, and other countries were being partly neglected, as not all of them understood the English-language content. Even when it was understood, it was less likely to generate shares and comments from users who spoke less English.

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5 reasons why small businesses need to master Power Editor

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CIMMFest (Chicago International Movies & Music Festival) celebrated its 6th annual fest in May. As a non-profit with 75 bands and 75 films in a variety of Chicago venues, had big ticket sales goals but a relatively small budget to drive ticket sales.

In the months leading up to CIMMfest 6, we leveraged Facebook Power Editor to help drive record ticket sales (ticket sales increased 28 percent in 2014).  Just as the festival grows year to year, the tools available to us via Power Editor this year are a full cycle better than what was available last year. For example, this year we utilized custom audiences based around ticket buyers from last year’s fest, similar audiences to find people like them, targeting around Band and Film Interests as well as 3rd party information like targeting online buyers.

None of these options even existed in Facebook ads one year ago. We optimized campaigns to drive ticket sale conversions, song downloads and website clicks.  All campaigns and ad sets promoting over were created and housed through Power Editor, and we were able to run lean campaigns focused only on selling tickets and adding new people to the top of the CIMMfest funnel.

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What Facebook Audience Insights really means for advertisers

AudienceInsightsIf you’re a regular advertiser on the Facebook platform, then hopefully you’ve seen the recent news about the launch of Audience Insights. This may have passed many by as just another Facebook tool that is coming soon, and that looks an awful lot like page insights. However, Audience Insights is a real game changer for advertisers.

Until now, advertisers on Facebook have fallen into one of three main groups. The first of these groups is the unadvanced advertiser. Advertisers in this group tend to use Facebook irregularly, and don’t take the full targeting capabilities seriously, either due to lack of time or lack of knowledge. Adverts run by this group are often targeted very simply to friends of fans, or just by location and demographic.

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