The State of NH on Facebook, 2014 Edition

The State of NH on Facebook, 2014 Edition

Presented by Allen Voivod, Ally in Possibility at Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit

RJ Shade, CC BY 2.0

https://www.flickr.com/photos/rjshade/11921338206/sizes/l

#AhaFB+

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The State of NH on Facebook, 2014 Epiphanies, Inc. | Facebook.com/AhaYourself | Facebook.com/AhaSummit


Epiphanies in Brief: Bold, gritty, dream-driven

company founded in 2004 Specializing in social

media mojo, training, content marketing, online branding, and possibility

Founders of NH’s largest social media conference, the “A-Ha!” Summit

Passionate leaders of the “A-Ha!” Tribe


Background: Facebook Profiles since

2007, Page since 2009 Tracking NH Facebook

demographic data internally since 2010

Sharing basic stats in workshops since 2011

2nd annual “State of NH” Facebook Report in 2014


What We’ll Cover: Demographics (age, gender) Usage by top cities and towns Mobile usage Select sociographics Activities and interests Key advertising success tips and tricks

Meanwhile: Ask questions at any time Be thinking about attributes you’d like to

know about our own audience We’ll have ample time for practical

demonstrations, hands-on searches, etc.


Your daily social advertising rebus! Got any guesses?


[Social Advertising] is like fishing – not with a net, but with a spear.(With thanks to Lisa Landry of Savvy Workshop for the great analogy. )


740,000!

Background


NH FB Women 13-17

NH FB Women 18-24

NH FB Women 25-34

NH FB Women 35-44

NH FB Women 45-54

NH FB Women 55+

30,060

71,380

68,380

65,140

61,800

56,080

18,000

72,000

78,000

70,000

74,000

92,000

2014

2011

Background


NH FB Men 13-17

NH FB Men 18-24

NH FB Men 25-34

NH FB Men 35-44

NH FB Men 45-54

NH FB Men 55+

29,000

70,560

58,720

47,040

39,020

37,240

16,600

72,000

74,000

54,000

50,000

56,000

2014

2011

Background



Observations: Facebook is still the dominant

network, here and abroad Usage growing in NH waaaay

faster than population growth (15% vs. 0.16% since 2011)

Despite this, attention is starting to fragment across channels (Twitter, Pinterest, Instagram, WhatsApp, SnapChat, Vine)

Background


$40-50K $50-75K $75-100K $100-

125K $125K+

-

10,000

20,000

30,000

40,000

50,000

60,000

70,000

Men

Women

High School College Masters PhD

-

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

Men

Women

Income… Education….




Observations: Population doesn’t equal

Facebook penetration College town population

fluctuations are reflected in Facebook, too

Check-ins and Graph Search let Facebook play its own game against Foursquare, Yelp, Google


Mobile Devices

iOS Android0

50000

100000

150000

200000

250000

300000

350000

400000

All

Men

Women


Observations: About 80% of US Facebook

users are on mobile devices Think short, punchy, and

visual for Facebook Posts Custom tab installs must

offer mobile friendly links Mobile ad costs are higher,

conversion rates are higher, cost per lead is lower!


0-3 YO4-12 YO

13-15 YO16-19 YO

0

2000

4000

6000

8000

10000

12000

14000

16000

18000

20000

Men

Women

Facebook Family Status*


EngagedNewlywed

Kids at home, 55+ Away from

family Away from hometown

-

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

Men

Women

Select Sociographics


Observations: Family information growing

as multi-generational Facebook use expands

“Partner categories” allow you to add extra demographic, sociographic, and purchasing behavior layers to advertising options



Interests and Behaviors “Interests” include interests from their

timelines as well as the interests tied to Pages they’ve liked or keywords associated with those Pages or apps they use.

“Behaviors” are constructed from both someone's activity on Facebook and through offline activity provided by data from Facebook's “trusted third-party partners” Acxiom, Datalogix and Epsilon.


Interests…

Travel

Technology

Sports and Outdoors

Shopping and Fashion

Politics and Social Issues

Pets

Home and Garden

Food and Drink

Fitness and Wellness

Family and Relationships

Entertainment

Arts and Music

- 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000

Women

Men


Behaviors…


Observations: Used separately, Interests,

Behaviors, and Partner Categories add to your target audience

Used together, Interests, Behaviors, and Partner Categories conflict/cancel each other out

Interests are not limited to the categories provided by Facebook


Important Ad Features #1:Custom Audiences! Upload your email database or

segmented lists into Facebook Facebook matches your list against

its user database and creates a Custom Audience to target with ads

Use Interests, Behaviors, and Partner Categories to learn more about them and target your ads more effectively!


Important Ad Features #2:Lookalike Audiences Based on a Custom Audience To create the Lookalike Audience,

Facebook matches the Custom Audience against similar users, based on internal and third-party- provided information

Play with a range of similarity versus reach, then target further based on Interests, Behaviors, etc.


Important Ad Features #3:Dark/Unpublished Posts This is how to get advertising posts

in the News Feed without it also appearing on your Page

Split test News Feed ads without spamming your Page Timeline

Call to Action buttons (i.e. “Shop Now,” “Learn More,” “Download”)

Bonus! You get to cheat Facebook’s guidelines of 25-character headlines and 90-character body copy blocks


Important Ad Features #4:Ad Sets New-ish layer between campaigns

and the ads themselves Where the campaign budgeting

takes place now Use to identify and divide up your

targeting (i.e., desktop versus mobile, different interest categories)


Important Ad Features #5:Pixels Facebook Conversion Pixels for your

website help you track checkouts, registrations, etc. from within your Facebook Ads Manager

Facebook Exchange (FBX) partners provide pixels for your website that allow you to “retarget” people who come to your site but don’t buy with new ads on Facebook


What Does This All Mean for Taking Flight With Facebook? This presentation was designed to give

a window into what’s possible with ad targeting on Facebook

You can also use the ads platform and Graph Search to understand your Page’s current Likers better

Whether it’s marketing or advertising, and no matter what the platform: The right message to the right person at the right time = business success!


The Big Takeaways: Facebook usage plateauing in the US

overall, but still on the rise in NH Mobile usage is overtaking desktop

usage, which affects your posting and advertising choices

More competition for News Feed space + Facebook’s revenue needs driving a “pay to play” Page model

New tools and targeting options make Facebook advertising more effective than ever before


Thank you! Let’s stay

connected, shall we?

Date post:	27-Jan-2015
Category:	Business
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The State of NH on Facebook, 2014 Edition

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