When he got home from the game, he was all smiles. I was crying.
In his defense, I should mention that he called me at half time from a pay phone (this was before cell phones). And Bernard King scored 51 points in the Garden that night, against Larry Bird and Kevin McHale on the Celtics.
“Look, honey … I got something from the Knicks!”
Fast forward to 2012. Hubby joins Facebook. He’s still a huge hoops fan (and we’re still married). Under profile interests: Basketball. Favorite TV show? 24 ….
The Knicks haven’t missed this golden opportunity, posting lots of updates in his newsfeed. At first, he’s incredulous: “Look … I got something from the Knicks!” He doesn’t even realize that Knicks updates in his newsfeed are ads. (see screengrab below).
Similarly, when Kiefer Sutherland debuted his new show “Touch”, a newsfeed link appeared to watch it … and he did!
Bottom Line: Facebook fans BUY MORE
Social ads are brilliant, and large or small, your business should taking advantage of this opportunity to engage your customers on Facebook. Targeting is super-precise, and research has shown that fans and friends of fans BUY MORE.
Look at how many more people Starbucks can reach by targeting Friends of Fans:
( Source: comscore whitepaper) )
Here are three Facebook advertising strategies to consider:
- Use sponsored stories to target friends of fans:
Like Starbucks, your brand’s activity on Facebook can reach beyond your current fanbase … way beyond!
“Friends of Fans” is a much larger set of potential customers (34 times larger, on average, for the top 100 brand pages, according to comscore). When people see their friends engage with your brand, it sends a powerful message.
- Use microtargeting of Facebook ads
Like the Knicks, you can use targeting to your advantage. Just for fun, I ran this ad to welcome my husband to Facebook:
Out of a billion people on Facebook, he is the only person who will see it! As you can see, you can be very specific with targeting.
- Use Facebook page post newsfeed ads to target current fans.
My favorite new Facebook advertising idea this week comes from Facebook diva Amy Porterfield, and deals with targeting your CURRENT fanbase. Her idea is incredibly brilliant, IMO.
If a fan once liked your page, and hasn’t engaged with you recently, it’s likely that your updates have fallen out of their newsfeed due to Facebook’s algorithm, Edgerank. Use facebook page post ads to reengage them. Counter intuitive, maybe … but effective!
Here’s a screen grab from Amy’s recent webinar, showing how:
Create Effective Facebook Ads
Facebook ad click thru rates fall off after a few days. To insure effectiveness, test different ad images, headlines and calls to action in your copy. Rotate a few variations to keep your ad fresh and see what works best.
If you’re not already using Facebook advertising to improve your bottom line, set up a test budget, set your business goals, and get creative. Here’s the link to Facebook business advertising, to get started.
I love to hear social media success stories. How are you using Facebook advertising to get the most bang for your social media buck?