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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.

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Scaling Up While Maintaining Quality: Life After the Like

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  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

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