Brian Carter
@BrianCarter
@IETraining
www.instantetraining.com
Founded in late 2010, Instant E-Training has created an online learning environment with the goal of imparting top notch marketing training by bringing leading industry experts together in an interactive & collaborative online environment.
Erik Qualman
Clara Shih
Lee Odden
Dan Zarrella
Brian Carter
Dave Kerpen
Hollis Thomases
@IETraining
www.instantetraining.com
Strategy Videos
Videos on Social Media, SEO, Facebook, LinkedIn, Content Marketing and more.
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How-to Videos
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SEMPO (Search Engine Marketing Professional Organization) is a global non-profit association with members across the globe.
@IETraining
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@IETraining
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Facebook is Huge
750 Million Users More than 150 Million in the U.S. alone Only India and China have larger populations than Facebook All age groups are well represented
@briancarter
www.likeonomics.or
Businesses are expected to spend more than $2 - $4 billion dollars on Facebook Ads in 2011.
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www.likeonomics.or
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www.likeonomics.or
@briancarter
www.likeonomics.or
@briancarter
www.likeonomics.or
@briancarter
www.likeonomics.org
@briancarter
www.likeonomics.org
FACEBOOK ROI
Note: we do not have enough data to know if these results are typical.
Rosehall Kennel 6500% ROI Started getting sales with less than 500 fans after spending less than $100
Note: we do not have enough data to know if these results are typical.
Note: we do not have enough data to know if these results are typical.
FACEBOOK STRATEGIES
Prospect Path
Fan Purchase
Fan Blog/AdSense Fan Affiliate Ad Email Ad Purchase
An average of 7% - 16% of fans see daily posts from a page theyve liked HOW MANY ARE VISIBLE TO 50% OR MORE OF THEIR FANS?
Many pages average 0.1% to 0.6% HOW MANY HAVE AN AVERAGE FEEDBACK RATE OVER 1.0%
FACEBOOK VS GOOGLE
AdWords vs Facebook
finds people via Keywords
finds people via Likes (Interests)
AdWords vs Facebook
Adwords
No
Intent (Searches)
Location Age & Gender Marital Status Workplace
No
Yes Yes Yes Yes
Yes
Yes No No No
Education
Yes
No
AdWords vs Facebook
Facebook
Search
Facebook can help you reach more prospects and change the minds of prospects higher up in the funnel
3 Marketing Methods
Biggest Profits!!!
Increasing ROI
F1000 (NDA)
Outdoor Industry Ecommerce 260,000 fans in 3 months 62% of fans were from word of mouth 99,122 fans directly from paid ads Total ad cost of $13,758.22 Cost per paid fan = $0.14 Cost per fan all fans = $0.053
Vacation Rental
Boxing Pet Supplies E-tail Outdoors Automotive Parenting Civic/Political
$0.25
$0.003 $0.10 $0.09 $0.07 $0.05 $0.03
5,500
13,300 9,000 2,400 1,900 95,000 6,100
2.0%
1.5% 1.5% 1.1% 0.75% 0.5%* 2.0%
The goal here was to get clicks to the site more than likes or comments.
CTR
ROI
CPC CR
1. Demographic Targeting
2. Psychographic Targeting
3. Geographic Targeting
DEMOGRAPHICS
not just for traditional marketing anymore
DEMOGRAPHICS
clues.yahoo.com alexa.com audience quantcast.com compete.com (paid)
REAL?
Low cost per click comes from High click through rate and Low to moderate bidding competition in target
Consistent = No-Brainer
Consistent = No-Brainer
Pricing/Bidding
Faces Because
Happy Because
Upward chart depicting the increasing number of upward charts used in Facebook ads.
LOTS
FACEBOOK AD OPTIMIZATION
Facebook Ad CTR
4% 3% 3% 2% 2% 1% 1% 0% 3%
Awesome
Great
Good
Amateur
Facebook Ad CPC
$1.20
$1.00
$0.80
$0.60
$0.40
$0.20
Facebook Ad CPF
$2.50
$2.00
$1.50
$1.00
$0.50
Webtrends Says The Average Company Gets Fans For $1.07 Each
Comments: Go back to my slide about amateur performance vs. best practice
Facebook Ad Burnout
Over time, the same ad will be less interesting to an audience CTR decreases and CPC increases
Comments: This is one of my first Facebook ad campaigns ever, and a great example of how not to do it. Notice how different the targets are from one another and how the ad copy doesnt mention them at all. This ad makes the mistake of assuming you care about what Im promoting, and has no call to action at all, thus the low CTR and high CPC.
Comments: Slightly more than 2 cents per fan. Check out the clever use of loooove to grab attention and emphasize the passion. Keep in mind, though, this ad may be a violation of trademark, so watch out for that and dont use other peoples trademarks or youll be at legal risk and Facebook can even shut your account down.
Comments: A little over 3 cents per fan. Part of the key to high CTR is the right image. With horses, its not easy to get the whole horse into a 110x80 image and still see much. For viewers to connect emotionally with the image, they have to be able to see it, so only the head is shown here, and this is a nice, friendly looking horse.
Comments: Another ad questionable in terms of using someone elses likeness. The two advertising guidelines that apply are: 4b. Ads must clearly represent the company, product, or brand that is being advertised. 5a. Ads must not be false, misleading, fraudulent, or deceptive. 12a. Ads cannot include any content that infringes upon the rights of any third party, including copyright, trademark, privacy, publicity or other personal or proprietary right.
Comments: Heres an ad that doesnt violate the guidelines but manages to get 30 cent fans. For an odd target like this, thats actually pretty good.
Marks business works great on Facebook and poorly with AdWords. This is because his product is a hybrid of two or three interests people who love baseball or softball and the people who want to give roses to them. Baseball plus romance. AdWords is built to harvest people with specific popular interests- only a fraction of those who like those sports ALSO want to give roses. Only a fraction of those who want to give roses like those sports. That leads to a bad CTR and low quality score in AdWords and a high CPC. But in Facebook, Mark can cheaply gather people who like all of those things and then market to them repeatedly on the fan page, and it works - he gets a 473% ROI on his fan acqusition ad spend.
If we have time
The PROBLEM?
Ha Ha Duh!
Post Formulas
"Click Like if" and keep the second part simple, make sure its something most of your fans will like.
Post Formulas
To get Comments, ask a question or say, "Tell me in the Comments below" followed by whatever you want to know
B2B Question
"Whats your biggest goal this year in internet marketing? Comment below!
LUXURY
AWE
OPTIONS
CONNECTION
FREEDOM
BELONGING
FUN
LOVE
RELAXATION
Image Brainstorming
Now talk to your fans about those dreams while asking for likes and comments!
Learn More Take Your Facebook Marketing Skills to the Next Level..
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Facebook Apps
Facebook Gaming Strategy
Facebook SEO
Facebook ROI
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100+ Training videos on Facebook, Twitter, LinkedIn, SEO, & more. Free 1 Month membership worth $79!
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Free Bonus #8
Free 30 Minutes of Phone consult Ask any Social Media questions. Its Your Time!
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Attendee Testimonial
The Facebook Intensive Program was exactly what I was looking for in a professional online course I could apply to my work. The program presented experts who could deliver the full scope of information clearly, a well-planned schedule that moved at a good pace, flexibility and access to great materials/resources and ample time after the program to review and refer back to videos, workshops and resources.
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