Facebook CPC Campaign – AsianD8online.

com

Platform / Facebook

According to Wirefresh.com, 20101 50% of the mobile Internet traffic in the UK is derived from
the use of Facebook. This number is likely to be on the rise with over 200,000 new registrations
reported within the last 12 months. When applying this usage to a dating context, the article also
finds that one out of eight married couples in the world met via social media. Subsequently the
report also identifies that only 14% of users would ‘trust’ adverts, however 98% of consumers
would trust peer recommendation.

In June 2010, Experian Hitwise reported that for the first time social network sights are receiving
more web visits than web search engines2, with 55% of this traffic coming from Facebook.

‘Social networks now receive more UK Internet visits than search engines. During May, social
networks accounted for 11.88% of UK Internet visits and search engines accounted for 11.33%.
May was the first ever month that social networks have been more popular than search engines
in the UK’.

Audience / Segments
1
http://www.wirefresh.com/facebook-accounts-for-50-of-uk-mobile-internet-traffic/
2
http://weblogs.hitwise.com/robin-
goad/2010/06/social_networks_overtake_search_engines.html
 • Over 500 million registered users worldwide
• Approximately 26 million people are registered UK users of Facebook
(Source: http://www.checkfacebook.com)
• 6.5% of the British population is classified as British Asian
(Source: http://news.bbc.co.uk/1/hi/magazine/8427120.stm)
• This equates to 4,200,000 (2009) people, broken down into3:
○ Indian - 1.6 million
○ Pakistani - 1 million
○ Bangladeshi - 0.5 million
○ Other South Asian - 0.4 million
(Source: http://wapedia.mobi/en/British_Asian)

Demographics

Below we can determine where the biggest ‘British Asian / South Asian’ communities exist
within the UK. These figures are largely sourced from the 2001 Sensus, so there will be a small
degree of change in current figures.

• Lancashire 5.3% S. Asian

• Greater Manchester 5.6% S. Asian
• West Yorkshire 8.7% S. Asian
• West Midlands (county) 13.4% S. Asian
• Greater London 12.09% S. Asian
• Berkshire 6.8% S. Asian
• Buckinghamshire 4.3% S. Asian
• Bedfordshire 8.3% S. Asian
• Leicestershire 11.9% S. Asian
(Source: http://en.wikipedia.org/wiki/British_Asian)

As we can see, the largest areas consists of: West Midlands, Greater London and
Leicestershire, with West Yorkshire and Bedfordshire slightly behind.
From this data however, it remains unclear as to which demographic locations we are likely to
find the highest number of registered or active Facebook users.

Strategy

3
http://wapedia.mobi/en/British_Asian
 • Facebook advertising – Cost Per Click campaign
o Analyse Facebook Groups / Likes / Interests.

o Build relationships with large groups – Reciprocal link exchanging on a weekly

basis with large RELEVANT facebook group/page.

o Terminology defined by audience – e.g Muslim’s will be targeted with matrimonial

keywords opposed to dating.

o Title – Determined by audience.

o Image – Logo needs to be spec’d and sent to Ajay. Important to change and
refresh weekly.

o Location & Demographics – Niche markets need to be targeted and defined by

demographics, age, sex, and status. Less span = Higher CTR and exposure.

o Likes/Interests – Important to use contacts and affiliated groups. Keywords vital

for projected ‘Reach’ (see below).

o Adverts to be managed manually

Example of advertising reach:

• Demographics:
• Ages: 20 – 40
• Sex: Male and female
• Interested in: All
• Relationship status: All
• Country: United Kingdom
• Likes / Interests include:

desihitscom, desibox, desiboxcom, desi couture boutique, my life is desi, desilicious,

urban design concepts, muslim, sikh, bengali, hindu, punjabi, bhangra, jay sean,
amitabh bachchan, mia, slumdog millionaire, slumdog millionare, slum dog millionaire,
slumdog millionnaire, slumdog millionair, slumdog millonaire, slumdog milionaire, masala
chai, chai, biryani, goodness gracious me, asiana magazine, bend it like beckham, bend
it like beckam, bend it like bekham, bend it like becham, east is east, amir khan official
page, amir king khan personal, dev Patel, Dostana or rishi rich productions

Estimated Reach: 204,740 people

When filtered to ‘singles’ Reach became: 61,660.

Likes, interests and keywords are vital within this section. An example of this is by just removing
‘Bhangra’ from this list reduces the numbers by 12,220 to 192,520.

Budgeting

• CPC campaign budget set at £100/week by Pali (£14 per day).

• Budget to be split daily between adverts including – Hindu, Muslim, Sikh and Bengali
Muslim.
• Campaign to be measured via Facebook Tracking – Daily if possible & weekly report
submitted.