Tag Archives: Facebook Ads

7 things you need to consider before using Facebook Ads

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I think Facebook Advertising is one the best ways for you to 1. Build your Facebook Community 2. Get more leads 3. Gain more visibility. However, to be successful, there are a few things you need to know!

It all comes down to one word, targeting. You can run anything as a Facebook Ad and you will get lots of clicks, and even some new page likes, but they won’t be from people who care about your business. They’ll be spammers or people who do not make up your target market. How can you ensure that your Facebook Ads are being seen by the target audience for your business?

First, you need to determine which type of Facebook Ad you would like to use. Below are targeting options that pertain to all 3 types of Facebook Ads, but I’m going to focus on Sponsored Post Ads, in other words, a published post on your timeline converted to an advertisement.

Geographic Location: You can target your advertisement to people who live in a certain country, state, city or zip code. You can also check a box to include cities near that location within a 10, 25 or 50 radius.

Age: There’s no need to show your ad to people who are 13 years old and older if your target audience is retirees. Select the age range that is most appropriate for your business and the content you are promoting.

Gender: Is your target market mostly men or women? Or, is your target market men, but women also contribute to the buying decision? You can select them both or just one.

Interests: This is what I consider the “gold” of Facebook Advertising. You can select certain interests to ensure that your ad is placed in front of the right audience. For example, if your target market is stay-at-home moms, you can target your ad to Parenting, Family, Kids, Kid Activities, etc.

Connections: You can show your ad to anyone, people who already like your page, or people who do not yet like your page.  However, the “platinum,” is friends of connections. By selecting this option your ads will show to friends of your existing fans (those who already like your page). The great thing about this is that your ad will show with the viewer’s friends name in it. For example, my Facebook friends would see “Jenny likes Engage121″ or “Jenny likes New Blog Post by Engage121.” See the potential? We know everyone values their friend’s input, especially when it comes to buying decisions.

Advanced Targeting: If you’re not socially savvy, you can skip this paragraph. I’m just kidding! The one targeting option here that you should select is language. If you’re advertising in the United States select English (US), or if you’re targeting other ethnicities add Spanish to your selections or whichever language reflects your audience.

Budget & Time Frame: Lastly is the budget you set for your ad or campaign. You can run a Facebook Ad for as little as $5/day. You can also say you want to spend$50 on the ad, which wouldn’t require you to set a daily limit. There are other conversion options, but I’m going to keep it simple for now. Comment below if you’d like to get techy with me.

Why do you need to do all of this work? By targeting your ad you will ensure that those clicks you’re receiving aren’t from spammers. How? Because spammers on Facebook do not fill out their profile and so there is no data such as age, gender or interests associated with their profiles.

I previously wrote a blog post on How to Get Results with Facebook Ads for SpinSucks, which outlines the return I received from using Facebook Ads. There are some additional points in that article that I think you would find helpful.

Have you ventured into Social Advertising yet? Or are you still skeptical?

Tagging is now professional on LinkedIn, finding new places is exciting with Foursquare, and more

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This week’s Social Media recap is all about new features on your favorite social networks. You can now manage one YouTube channel with multiple Google+ accounts.

Foursquare took their app to a whole new level by making search and discovery the #1 focus with their new design.

If you’ve been looking for a good reason to start using Facebook Ads you can start today because you now have many more targeting features with the new parent categories.

Do you want to make sure your friends see your new position on LinkedIn? Not a problem, you can now tag people & companies in your status updates.

Lastly, Facebook does care about their users, they now want to know if you’re happy or sad by having you share your emotions in your status updates.

What’s your favorite update this week?

Social Media Recap of the Week: Facebook Exchange, Ping gets the death penalty and the iPhone 5 is here

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Today Apple announced that it is shutting down Ping and you will be able to like and share to Facebook while you are in the iTunes store.

Facebook Exchange officially launched, and  you will now be able to purchase Facebook ads through real-time bidding.

iPhone 5 Pre-Order sells out 20x faster then than 4 and 4S. Wow, goes to show how good Apple is at branding.

Check out my video from NYC last week discussing how Social Media helped grow the Tasti D-Lite franchise. If you’re looking for some statistics about the power of Facebook ads you can read my story on the Spin Sucks blog.

What did you discover this week?

Who owns your Facebook Fans?

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Many companies, and most all Engage121 clients, have invested lots of creativity, money and time building a Facebook fan base. And, most of us would agree that our Facebook fans are a key marketing asset – just like our client lists or opt-in email lists.

But, who actually “owns” our Facebook fans?

A knee jerk reaction might be, “we do!” The argument might be that our company has expended resources to build a community possessing an affinity for our offering. We try to nurture that affinity through engaging content and offers and we have earned the right to access that community for our individual business purposes.

Well, the argument may be sound. But, the conclusion is probably incorrect. In fact, for most purposes, Facebook owns our fans and we merely rent access to them.

Remember: our fans are also Facebook’s users!

Ad Age recently reported , and we have discussed on this blog, that Facebook is implementing a tollgate controlling access by brands to its users – aka, our fans.

Facebook’s message to brands is clear: “Social at scale will not be free.”

OK, we get it. Not free. We have to pay to access our fans, but how much, and for how much access?

We have some numbers to consider:

“[Facebook’s] pitch is that just 16% of fans currently see organic content posted by brands: Most of it is weeded out by Facebook’s EdgeRank algorithm, designed to enhance users’ experience by putting only the most relevant content in their news feeds. Using the paid ad tool could increase a brand’s exposure percentage to as high as 75%.”

So, if you want content to reach just 6 of every 100 of your Facebook fans, continue posting – a lot – and eventually you will reach all your fans. Not consistently. And, certainly not the message you want, when you want.

To extend our reach to all fans – and Facebook suggests that “all” means about 75% – we need to recognize that it is Facebook that controls access to its users. Er, our fans. So, we need to pay a toll. And, as I have said before, depending on the toll, I think that is fair to both Facebook and brands.

But, that begs the question – how much is the toll? Our answer: very reasonable.

A couple of weeks ago we announced several enhancements to our application. We posted the announcement on Facebook and established a “Sponsored Story” promotion budget of $5.00 per day. That, we figure was probably in in the budget of most every Engage121 client!

Our results were impressive. Typically our posts have a reach of about 200. Our sponsored post ad had a reach of 422,847, and, over the past month, has received 75 clicks at a cost of $56.07.

Our bottom line is that Facebook has changed its business model, and if we are to use Facebook effectively, we need to change our practices. We recommend that all posts to Facebook should be promoted as Sponsored Stories, even at a minimal budget. Otherwise, we will be reaching only a small fraction of our intended audience. And, that makes no sense.

Our fans are Facebook’s users. We don’t have exclusive ownership of our fans any more than Facebook owns our client lists.

We need to adjust our practices to reflect Facebook’s new reality.




3 Steps to Increase Engagement on Facebook

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Facebook Fan Page + Facebook Post + Facebook Ad

This week’s International Franchise Association Annual Convention included several opportunities to learn about localizing social marketing from new IFA member Facebook and its representative Brian Wheelis, Manager of Agency Management Operations.

Brian shared valuable data including new research on where consumers are spending their time on Facebook. The good news is that they are spending more and more time on Facebook. The bad news is that they may not be spending their time on Facebook with your brand. We can fix that in 3 easy steps…

1. Create Engaging Content on Your Fan Page

Many brands’ Fan Pages consist of a slick picture and a blatant advertisement. Why would anyone return to this page after his or her first visit? Very few brands will garner millions of fans due only to loyalty and without having anything interesting on their page. These include Apple, Starbucks, and … I think that’s all.

Your page must include something of value to a consumer: coupons, freebies, rewards, virtual gifts, or downloadable digital content.

Value can also be in the form of assets or tools like informational (or fun!) videos, financial calculators, “ask an expert” type features, polls, quizzes, contests, and games. Remember, it must be valuable for the consumer and potential customer, not just for your brand.

All of the above must be refreshed frequently with new reasons for the consumer to come back. Each time something new is created on your page, you must do step 2: create a post.

2. Publish a Post About Your Page’s Content

You can build the most engaging, fun, or valuable Fan Page on Facebook, but if no one knows about it, they won’t come. Facebook currently has over 800 Million users, but I’m guessing most of them are not looking at your Fan Page right now! Well-executed posts will drive some of them there.

Users spend 27% of their time on Facebook looking at their News Feed. And, with the proliferation of smart phones, most mobile users are looking at the News Feed exclusively. So on a regular basis, post a status update inviting everyone to come play your game, take your quiz, or get the new coupon. This is the quickest, easiest thing to do in all of social media! Write a little text, add a link to the tab on your Fan Page where the feature lives, and submit.

Your update will be seen by your fans on their News Feed and Ticker. Next, we move beyond your fans with step 3: create an ad.

3. Create a Facebook Sponsored Story About With The Post

The Facebook Ad, or more specifically, the Sponsored Story, is the spark that will ignite the inferno on your page.  Facebook’s Brian Wheelis says that these ads will be seen by 3 to 5 times more Facebook users than the post alone.

Why? Facebook Sponsored Stories appear not only to your fans, but also to their friends.

That’s the key! Too many brands focus only on the number of fans they have accumulated. That number is important, but the goldmine is in those Fans’ Friends.

Our team has recently launched Engage121 Version 2.1, which now includes the ability to instantly create a Facebook Ad out of your status update. More importantly, you can also instantly create multiple localized ads for each of your franchisees’ or outlets’ local pages.

A marketing misstep is spending too many resources on converting customers to fans. If that sounds backwards, it’s because it is! Yet we see it everyday: print displays or customer service messages asking current customers to become a Fan. I supposed that has had value, as you do want your customers to be a part of the community. But don’t stop there; the people seeing those “please Like us” messages are already in your store, visiting your website, or receiving your invoice! Don’t market Social Media to them; market your business to new people using Social Media. Using the above 3 steps will refocus your attention to converting Fans (and their Friends!) to customers!

Fan Pages:   Seen by your Fans
Posts:   Seen by your Fans in their newsfeed
Sponsored Stories:   Seen by your Fans and their Friends


Jack Monson, Vice President at Engage121



Client Letter Emailed February 9, 2012: Engage121 v2.1

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I am delighted to announce the launch of Engage121 version 2.1, including:

  • Facebook Ads,
  • Integration of our new partners SocialFlow and Traackr, and
  • A new dashboard and enhanced permissions to help your workflow.

That means, as of today, Engage121 will:

Integrate paid placement. As social media continues to expand – exponentially! – your message risks getting lost in the noise. We believe that – for some messaging, some of the time – the solution is to pay for your message to persist. So, today we integrate Facebook Ads to allow you to turn each post published through Engage121 “Speak” into an on-target ad that gives your message hang time! Once you enable your account for Facebook Ads (your Account Manager will help), you will be prompted to target and promote your Facebook posts (these “ads” are displayed on right side of Facebook). Engage121 handles the entire process and we will simply invoice you for the cost of your Facebook promotions – but, of course, you control the budget. And, we’ll be adding new options – in Facebook and through other platforms – soon.

Open to new ideas and opportunities. We are as amazed as you are by the continuing innovation, creativity and technical sophistication that forward-thinking people have focused on social media. We work long and hard for you, but we cannot possibly keep pace with of all the great ideas out there. So, today we begin a process of integrating into Engage121 other companies’ products and features that we think you will find helpful. Of course, there will be an additional charge for many of these applications, but they will all be optional – you choose which, if any, you want to use. The benefit to you, of course, is that you will increasingly find the most useful and technologically advanced features all together inside your Engage121 account. We start today with:

  • SocialFlow. WHEN is the best time to post? SocialFlow “times” the distribution of your posts by comparing your content to the prevailing conversation. Your post is optimized to obtain the most reactions, such as retweets, comments and shares. When enabled, SocialFlow is fully integrated with Engage121 “Speak.” Currently, SocialFlow is limited to Twitter; Facebook is coming soon. Again, please ask your Account Manager about the SocialFlow new user promotion available now.
  • Traackr. WHO should you engage? One answer, of course, is that you should engage your “influencers.” But that begs the question – which influencers impact each part of your business? Traackr provides you targeted lists of influencers and then Engage121 integrates each list directly into a dedicated “Listen” page. Again, please ask your Account Manager about the Traackr new user promotion available now.

Focus on your workflow. Was it just a couple of years ago that all we had to worry about was following more than one Twitter account? Interest in social media has now spread throughout our organizations, from top to bottom and everyone in between. We need to ensure that Engage121 meets your needs – even as your needs get more complex:

  • Dashboard Upgrade. Our new dashboard offers easy access to charts and analytics, as well as convenient navigation to frequently-used features.
  • Agency and Multi-brand Dashboard. We have added new connection options to keep you in touch with your team, and more.
  • Permission Management. Need even more multi-tiered permission options to control access and content management? Now you have them.

Also, you might be interested in my recent post on the IBM report that is keeping CMOs awake at night. You guessed it; social media!

Your Account Manager will be calling soon to answer any questions.

And, please don’t hesitate to share any of your thoughts and suggestions directly with me,

Jon Victor, CEO

P.S. COMING SOON!  A new and enhanced Engage121 “Evaluate” that improves your analytics and reporting. I’ve seen the changes and my reaction is “Wow!” I expect yours will be, too.