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Nobody likes your product - Creative Facebook Advertising

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Search Influence
Search Influence

Presentation I gave on Creative Social Media Tactics at SEM PDX. My premise was that very few people will "like" a product. They may, however, like an idea or a person or a group. Creatively targeting Facebook and other social media can greatly decrease your cost per fan.

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Nobody Likes Your Product But they may LOVE your ideas SearchFest 2012 Advanced Social Media Tactics Will Scott – Search Influence @w2scott © Search Influence, LLC 2012
The most important thing in business is sincerity… If you can fake that, you’ve got it made. @w2scott © Search Influence, LLC 2012
@w2scott http://www.flickr.com/photos/sheepies/ © Search Influence, LLC 2012
@w2scott http://www.flickr.com/photos/darrenhester/ © Search Influence, LLC 2012 http://www.searchinfluence.com/2010/11/have-you-measured-it/
About Me Will Scott • Working Online since 1994 • Promoting Sites since 2001 Search Influence • 34 Full-Time employees • > 40 Contract writers • Largest Online Marketing Firm on Gulf Coast • Nationally recognized in Local Search & Social @w2scott © Search Influence, LLC 2012
What’s Coming: • Connections – Are you talking to the right people? • Content – Does your message resonate? • Conversions – Are they ready to buy something? And no, I’m not talking about Avatars or Personas @w2scott © Search Influence, LLC 2012
Connections @w2scott © Search Influence, LLC 2012
What’s an Edge? http://www.icoachmath.com/math_dictionary/Edge.html @w2scott © Search Influence, LLC 2012
What’s a Face? http://www.icoachmath.com/math_dictionary/Face.html @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
http://checkfacebook.com/ @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
I Love Life Campaign Reach: 83498 Frequency: 1.3 Social Reach: 173 Connections (Fans): 650 Clicks: 670 CTR: 0.602% Cost Per Fan: $0.17 7 Days in January @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
Content @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
http://www.damnyouautocorrect.com/13603/the-25-funniest-autocorrects-of-dyacs-first-year/ @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
Conversions @w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
@w2scott © Search Influence, LLC 2012
THE URL STRING @w2scott © Search Influence, LLC 2012
http://bfhillsboroplumbing.clickablepages.com/? ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6x15957x11210x 83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_nwtype=search @w2scott © Search Influence, LLC 2012
The URL String http://bfhillsboroplumbing.clickablepages.com/? ctt_id=335121&ctt_adnw=Google&ctt_ch=ps&ctt_entity=tc&ctt_cli=6 x15957x11210x83182&ctt_kw=plumber&ctt_adid=6649616259&ctt_ nwtype=search – bfhillsboroplumbing.clickablepages.com – ctt_id=335121 – ctt_adnw=Google – ctt_kw=plumber – ctt_adid=6649616259 @w2scott © Search Influence, LLC 2012
WEB FORMS @w2scott © Search Influence, LLC 2012
Web Forms – Input  Clear call to action  Hidden fields trap:  Referrer data  URL String for social @w2scott © Search Influence, LLC 2012
Web Forms – Output @w2scott © Search Influence, LLC 2012
The Holy Grail for Local Business CALLS @w2scott © Search Influence, LLC 2012
Calls - Output @w2scott © Search Influence, LLC 2012
Leaked! @w2scott © Search Influence, LLC 2012
http://gigaom.com/2012/02/21/facebook-is-set-to-release-a-new-premium-ads-product/ @w2scott © Search Influence, LLC 2012
Thank You! • Will Scott • searchinfluence.com/blog • wscott@searchinfluence.com • twitter.com/w2scott @w2scott © Search Influence, LLC 2012

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Nobody likes your product - Creative Facebook Advertising

Editor's Notes

  1. This is one of my favorite quotes of all time. And it ’s completely relevant to good SEO. Ultimately the search engines are trying to decide who to trust. So, if you can appear the most relevant you win. And there ’s no better way to do that, online, in a universally approachable way than with good old fashioned SEO.