The Knicks Secret Weapon: Facebook Advertising!

Bernard King, New York KnicksMy husband was once offered a last minute Knicks ticket on the night of our first anniversary.  “You go”, I replied, sweetly.

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).

facebook ads in the newsfeed

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:

facebook reach starbucks

( 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.

There are 7 different types of sponsored stories … check out the complete Facebook sponsored stories ad guide here.

  • 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:

Facebook advertising microtargeting

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:

facebook reengement ad

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?

Make my day … leave a comment! And, stop by and say hi on my facebook page, where I share marketing tips, opinions, and news. Thanks!

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About Rhonda Hurwitz

Rhonda Hurwitz is a content strategist and marketing consultant who helps mid-sized businesses develop more effective online strategies. @rhondahurwitz on Twitter, and on Forbes.com: http://blogs.forbes.com/people/rhondahurwitz/
This entry was posted in facebook, facebook advertising, Social Media Best Practices and tagged , , , , , . Bookmark the permalink.

7 Responses to The Knicks Secret Weapon: Facebook Advertising!

  1. Pingback: The Knicks Secret Weapon: Facebook Advertising! | she means … – Facebook Advertising

  2. Janine says:

    Always love your blog Rhonda but this is a super good one!

  3. Racheal Cook says:

    Thanks for this awesome post! I just a sponsored story + newsfeed ad to my campaign for my latest program that’s about to open for enrollment! Really appreciate the suggestions!

  4. Britney says:

    Thank you Rhonda. I was linked to this blog from Amy’s Facebook page. My website has been using Facebook Ads for awhile now, and have had some great successes. However, we have never used a page post ad…until now! We just started testing this great idea out, we are anxious to see how it works. Thanks, we will be back to keep up on the tips!

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