This is a great post from a respected writer and well worth a read if you want to explore or understand FB advertising.
Facebook Advertising / Marketing: Best Metrics, ROI, Business Value
Here are a few interesting excerpts:
A Facebook employee (FBe) gave a talk about measuring ROI/Value of Facebook campaigns. FBe's recommendation was (paraphrasing a 35 min talk):
Don't invent new metrics, use online versions of Reach and GRPs to measure success. The value of Facebook in "spreading word of mouth," "getting your brand in front of friends of fans," and "engaging fans with five to seven posts a week on your fan page."
Interesting point on traditional online advertising, ie you advertise on say Google adwords in the hope of getting someone to click straight through to your site.
But on Facebook ..."by creating a Facebook brand page for your company and spending money on Facebook Advertising, as with the two ad options above, you are using your Facebook investment to:
1. Earn Likes
2. Engage an audience temporarily and, if you are good at social, engage at least a subset on a more regular basis
This is a very different from what you were doing with Bing and AOL and all the other digital advertising platforms.
You are not rushing the audience to your digital existence."
So it's almost saying you warm up your audience on FB, going for the softsell, rather than any hard sell or just relying on a sales message on your website.
And in the meantime Facebook will keep tapping into your credit card... Sounds like a great idea  Can only ever see it working for large national businesses. Anything local or small you'd spend donkeys years trying to get any worthwhile likes. The other point is, the majority of my clients I can not for the life of me see them hanging out on facebook. They may well have visited the site, but once there thought to themselves that it was a site full of chavs and then logged out...Thanks, Barney
“The other point is, the majority of my clients I can not for the life of me see them hanging out on facebook. They may well have visited the site, but once there thought to themselves that it was a site full of chavs and then logged out...” I think there's definitely a strong element that FB will only work for certain types of business, public/social type ones such as Bars, Restaurants, Cake makers, maybe wedding planners etc. Although, with the social interaction and every smart harry leaving comments, maybe tradespeople could also be a good one? After all the best way to get a plumber is by word of mouth, which you could argue FB is just an extension of?
I was in a merchants yesterday, I always tend to ask how they are doing as they have to trade with 4 other plumbing merchants all within 100 yards of each other and they are at the end of the others. They are doing Ok, then talking about other plumbers and they said all those who rely on word of mouth are struggling whilst the others are just ticking over. Currently I won't spend any money on any kind of advertising and haven't done so for at least 4 or 5 years. Any money for advertising is put into the website for any searches to be done organically, thankfully I have now found a couple of guys who seem to know what they are talking about and I have no problem giving them a couple of thousand pounds and allowing them to get on with it as I actually get results. But to start ppc at Thanks, Barney
Great for branding and PR and customer feedback, Horrible for direct response marketing. LTL |
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