Marketing Beyond the Like

Kaiya Waddell Client Partner, Nonprofits & Advocacy

Amy Bryant Managing Editor, Planned Parenthood Online

The Internet is shifting to mobile

Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012

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200

400

600

800

1,000

1,200

1,400

1,600

1,800

2,000

2010 2011 2012 2013 2014 2015 2016

Worldwide smart connected device shipments (M)* Smartphones PCs Tablets

45%  of the world

population will have a smartphone in

2016**

Facebook is at the center of the shift to mobile

Source: comScore Media Metrix, April 2013

of US smartphone users are using Facebook

on their smartphones

78%  

Lets dig in: CONTENT

Page Posting Tips

1 Succinct Content 2 Photos & Videos

Page Posting Tips

3 Be Timely

Things to Avoid

4 Text Heavy

Instagram

Best of Instagram

The White House Starbucks GoPro

Challenge users to engage

GE Instagram photo contest •  Created GE contest

hashtag •  Instagram aggregated

submissions under hashtag •  Collect authentic stories

with great visuals

Great Instagram Content

Creating Good Content Promoting the brand, educating,

and entertaining.

The nitty gritty: TOOLS

Social is not an objective. Determine your marketing goal and then build your Facebook strategy

News feed is where people stay connected; place your organization at the center of the Facebook experience

8x  engagement for page post in news feed vs.

right-hand side

NEW: Page post link ad optimized to drive online conversions with larger, clickable image

New Page post link ad

Old Page post link ad

Page post photo ad w/ URL

3.5x larger image than existing Page post

link

Clicks offsite

Overview of our audience targeting capabilities

Built-in Audiences

Lookalike Audiences

Custom Audiences

Built-in Audiences Data source Data type

Purchase based

Psychographic

Geographic

Intent/interest

Demographic

Lifestyle/life-stage

Partner Categories

Targeting Examples

Phoenix, AZ

Women 25-44

Interested in #Gun Control

U.S. Politics

Homeowner

Donated to Charitable Cause

Profile info

& Likes

Facebook Your CRM database

Matched targets

Custom Audiences Reach your specific customers or prospects at scale

Lookalike Audiences Find more people who look like your best supporters

People who have donated within the last two months

People who have volunteered in the past six months

People who have signed a petition in the last month

and people who look like them

Conversion pixel tracking Tags placed on conversion pages

track ROI

Conversion Optimization Efficiently deliver ads to users most

likely to convert

lower cost per signup on average in A/B tests vs. bidded CPC ads 61% immediate return on ad spend 2x

Let the system do its thing Auto-optimize for actions like donations or email sign-ups

Need help? www.facebook.com/help. Trust me, it’s awesome.