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4 Tips to Nearly Double the Performance of your Facebook Ads

Looking to make your Facebook promotions more effective? Facebook advertising, thanks to its highly targeted nature, can be one of the most effective ways for you to kick-start your promotion and ensure its success. Here are simple tips (some of which we learned directly from our meetings with Facebook) for how to improve the performance of your Facebook advertising. These are simple tips, but in some cases they can help you to almost double the success of your Facebook ad campaigns!

1) Ads Targetting Friends of Fans Double Your Ad Performance!

We learned from Facebook that the often overlooked ‘advertise to friends of your fans’ feature performs significantly better in terms of brand lift than regular Facebook ads. Why? If you advertise to the friends of your fans every single person viewing your ad will see that someone they know is already a fan of your brand (for example, if my friend Sally Baker is a fan of Bob’s Burgers the message ‘Sally Baker is a fan’ will appear beneath the Bob’s Burgers Facebook ad when I view it). As has been demonstrated many times before, people respond best to personal brand and product recommendations from their friends (in fact, a recent study by Morpace Research found that approximately 68% of Facebook users said that a positive Facebook friend referral would increase their chances of purchasing a product or visiting a retailer), so if every person viewing your ad campaign sees that at least one of their friends is associated with your brand the response will be dramatically higher. Now, you might be thinking ‘I only have 100 fans – if I advertise to friends of fans I won’t reach anyone’ – but keep in mind that on average each Facebook user has 130 friends. So if you advertise to friends of your fans and you have 100 fans you will be able to reach 13,000 of their friends. If you have 10,000 fans you’ll be able to reach 1.3MM of their friends!Additionally, a recent study by research and consulting firm Morpace found that approximately 68% of Facebook users said that a positive Facebook friend referral would increase their chances of purchasing a product or visiting a retailer. That is a very convincing statistic to support the effectiveness of advertising to friends of your fans.

Advertising to friends of fans is easy. When you set up your ad campaign on Facebook just select the “Target users whose friends are connected to” option (see screenshot below as an example).

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2) Keep Users in Facebook for Best Results

While you can use a Facebook ad to point to anywhere on the web, your advertising will be dramatically more effective if you point to something within the Facebook site, like your Fan Page. Imagine yourself in the shoes of a user– you’ve come online to engage with your friends, profiles, photos and feeds and have become interested in an ad. But once you click, you’re removed from your Facebook experience and taken somewhere completely outside of it. Unless the new location you’ve come upon is especially compelling, or in some way satisfies the experience you came to Facebook to achieve, many users will immediately drop off the advertised site and return to Facebook. If, on the other hand, you point your Facebook ad to feature something within the network, the user is far more likely to engage with it. Many Facebook advertisers make the mistake of directing their ads to landing pages that have been optimized for Google AdWords, not Facebook. Even if you’d rather direct consumers outside of Facebook, keep in mind the reasons they’re in Facebook in the first place and direct them to a landing page that is consistent with the fun, social, authentic and engaging nature of Facebook.

3) Targeting “Likes & Interests” with Facebook

Facebook ads enable you to target consumers according to highly specific demographic and geographic information. But why stop at age groups, location, or gender? You can make sure that your ad only displays to people who have explicitly stated somewhere in their profile that they share a particular “like” or “interest” that aligns with your ad.

For example, in setting up this sample ad for the Chocolate Bakery not only can you target US females between the ages of 25 and 55 (the target demographic for the Chocolate Bakery), you can also target people who list the following ‘likes’ in their Facebook profile: “chocolate cake,” “fudge,” “cookies,” and “chocolate”. Facebook shows that over one million users fit this very specific set of criteria so that’s one million sets of highly targeted eyeballs to potentially reach with your ad!

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4) Brick and Mortar Business? Get Local with your Advertising!

If you have a business that is in a brick and mortar location or primarily serves customers from a certain region, you can drill down to very specific location targets with Facebook advertising. You can even get as close as a 10 mile radius of your city! Now that’s localizing.

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Facebook to Change Language from “Become a Fan” to “Like”

During the first week of April the news broke that Facebook was planning to change the language around Fan Pages from “Become a Fan” to “Like.” We previously posted on our blog about this to outline the change with our readers, to ensure that it is clear what changes are anticipated for your Facebook Fan Page, but wanted to re-post our explanation when the first instance of the wording change became public on some Facebook Fan Pages. On April 19 the first group of language changes were released on Facebook– not all users can see the differences yet and not all pages are different, so the change may take some time and occur in waves. We wanted you to know, first and foremost, not to worry! The change is purely in wording, and won’t affect the functionality of your Facebook Fan Pages at all.

Facebook already uses the term “Like” for users who are indicating their interest in their friends’ posts, feeds, pictures, and updates. In fact, Facebook has done research analyzing use of the “Like” function, and shown that users click the term nearly twice as often as they click to “Become a Fan” of any page. Maybe they’re like serial daters, more than happy to “like” all these brands but afraid of making the commitment of becoming a “Fan”. Facebook has stated that in changing the wording from “Become a Fan” to “Like,” they expect users to be more comfortable committing to use the word around brands and other Fan Pages. Facebook has also said that changing to “Like” from “Become a Fan” will help to streamline the site, so that users feel that indicating their interest in anything from a post to a page can be achieved in a universal language that they have already demonstrated comfort in using.


Similar to how Facebook users can declare that they “Like” Facebook newsfeeds, statuses, photos, and similar items, soon they will be able to state that they “Like” your Facebook Fan Page, instead of choosing to “Become a Fan.”


This could be great news for your Facebook Fan Page, making it easier to build your fan base, if the Facebook users are more comfortable committing to the “Like” button on your company profile over the previous “Become a Fan” button. Fans of your page can still be referred to as “Fans” but over time, the language on your Fan Page may evolve to “People who Like Us on Facebook.” Additionally, in newsfeed form, we will begin to see statements like “John Doe likes Wildfire Interactive,” instead of “John Doe became a Fan of Wildfire Interactive.” We can see, then, that the upcoming change is little more than some different language. In this way, you can expect to keep creating interesting and compelling promotions to engage with Facebook users in the same way you were before any changes were announced. When the new language does go live, our Wildfire Promotion Builder tool will be ready and configured with all the necessary wording updates. Brings a whole new meaning to the common saying, “…they like me! They really like me!”

5 Coolest Uses of Wildfire Social Media Marketing Campaigns

You may think that all social media marketing promotions are the same– after all, how creative can you really get with a coupon, or a contest, or even a sweepstakes?

The answer is: extremely. At Wildfire, we’ve seen a great many promotions run by brands big and small, everything from chocolate cake by mail to hundreds of cute babies and cuter pets. But the following five campaigns, all run by large multinational brands and companies, have been especially innovative in their approach and the interesting use of social media marketing. While these promotions have all been run by some of our large brand clients as white label campaigns, stay tuned to the Wildfire blog in the coming weeks for our similar profiling of innovative promotions run by smaller businesses!

1. President Obama Uses Social Media Marketing to Promote Foreign Relations

The U.S. Embassy in Jakarta used Wildfire to run a promotion on their Facebook Fan Page to excite Indonesian fans about President Obama’s upcoming visit to the country. Users could pick their favorite cultural foods and clothing items to suggest the President sample and wear while he is visiting and then enter a sweepstakes to win tickets to attend one of the events. After running for just short of a month, the campaign generated 12,000 sweepstakes entries and over 43,000 interactions with the promotion in general, with people choosing their favorite item in some or all three of the cultural options, and the entering the sweeps.

This was a highly creative way for the U.S. State Department to generate interest among young Indonesians in the President’s visit and the best part is that they got the campaign up and running in just over a week and with a minimal budget.

2. Jamba Juice Creates Jamba Bucks, issuing users coupons worth $1 to $10,000

Jamba Juice launched a campaign called “Feel Good Bucks” that used Wildfire’s unique coupon code generation functionality in a very interesting way. They gave out ‘lucky’ coupons via our Facebook Connect Product and Facebook Fan Page Product that could be redeemed at Jamba Juice stores. When consumers redeemed the coupons they either received $1 off their purchase or they had the opportunity to win one many thousands of instant prizes, including cash prizes of $10,000! To make Jamba’s campaign even more fun and social, they combined it with Wildfire’s Virtual Gifting solution so users could send Jamba Bucks to their friends in the form of fun, Jamba-branded virtual gifts like smoothies, bucks, and cartoons. By combining the utility of a coupon with the anticipation of an instant win and the social channels of Facebook, Jamba was able to generate huge interest in their campaign, distributing tens of thousands of coupons and driving around 95,000 consumers to redeem coupons.

3. EA Games uses Wildfire to Power the “Perfect Kill”

EA Games is encouraging fans of the popular video game Dead Space to “Design a Kill” for the game’s sequel, Dead Space 2 . Entrants can submit their visions of a perfect kill sequence and the public can vote on their favorite entries. The winning entry will be built into the Dead Space 2 game and will feature the likeness of the winner. EA Games created the promotion using Wildfire’s essay, photo, and video contest solution. By allowing for a variety of submission formats (i.e. video, photo and/or text) EA catered to a wide variety of entrants – if creating and editing a video seemed too difficult to one, they had the option to instead submit an image or a written description of their kill. Some of the entries are not for the squeamish–EA really got into the hearts and heads of their fans, some of whom acted out entire kill sequences in front of a camera, and others who even created their own CGI movies!

Screenshot of Deadspace 2 promotion on Facebook

4. Gatorade Commemorates Michael Jordans Induction into the Hall of Fame with Vote for Favorite MJ Moments

Gatorade teamed up with Wildfire to commemorate Michael Jordan’s induction into the Basketball Hall Of Fame with a campaign on the Gatorade Fan Page which allowed users to vote for their favorite MJ moment from a collection submitted by some of the industry’s top sports writers. By combining a voting campaign with a sweepstakes, Gatorade was able to get the best of both world’s — a powerful way to spread the word about their brand throughout Facebook (voters broadcast their opinion about the best Michael Jordan ‘moment’ by publishing newsfeeds and sharing with their friends) and to generate leads (sweepstakes entrants provided valuable data and contact information to Gatorade). The campaign generated tens of thousands of votes and exposed hundreds of thousands of Facebook users to the Gatorade brand.

5. Right Guard and the Phoenix Suns Team Up for a Doubly Branded Sweepstakes Promotion

The Phoenix Suns took advantage of Wildfire’s Multiple Fan Feature to kill two birds with one stone –grow their fan base and that of their sponsor, Right Guard. The Suns on the Road Sweepstakes had a grand prize of winning a trip and tickets to see the Phoenix Suns play at Golden State, but instead of requiring entrants to become a fan of the Phoenix Suns page only, entrants were also required to become fans of Right Guard. Right Guard was able to benefit from the positive association with the Suns and the the Phoenix Suns were able to use Facebook to add value in a new way for their sponsor. To give the campaign an added level of interest, the Sun’s also provided a quiz for fans to find out which Phoenix Suns “Legend” player they’re most like, which encouraged the publication of newsfeeds and further spread the word about the Suns and Right Guard.

Phoenix Suns with Rightguard promotion

We Sincerely Apologize for the Unintentional Emails Today!

We are extremely embarrassed and sorry to report that we accidentally sent our newsletter today to a number of recipients that had not signed up to receive our newsletter. One of our Campaign Monitor lists that was compiled for a different purpose was inadvertently included in our newsletter mailing. We cannot apologize enough to those who received our newsletter in error, to Campaign Monitor (who is a trusted partner and who is 100% anti-spam) and to our customer base in general. We’ve always been so careful to only ever email businesses that have explicitly signed up to receive correspondence from us and until now we have been very proud to have had an extremely low unsubscribe rate on our newsletter. This mistake is a huge black mark on our record and we are very, very sorry for this.

If your concerns have not been addressed by this blog post or you would like more information about this situation, please don’t hesitate to email or call our founder & CEO personally at victoria@wildfireapp.com or 650 387 4249.

NEW: ‘Share your Favorites’ Campaigns

img-favoritesFacebook users love sharing content that enables them to express more about their hobbies, interests, likes and dislikes and one of the most popular ways to do this is via ‘share your favorites’ campaigns (e.g. “share your social media favorites“, “pick your top 5 surf spots” or “pick your top 5 movies of all time”). We’ve just added ‘share your favorites’ to our suite of social media marketing tools so that companies & agencies can easily create their own ‘top favorites’ campaigns to engage their Facebook fans, their website visitors and to spread the word about their company within Facebook.

Wondering how this might fit with your particular company? If you’re a clothing company you could run a “pick your dream outfit” campaign where users pick from your inventory to build their ideal outfit. For travel companies, “pick your top 5 beach destinations”, “pick the top 5 countries on your travel to-do list” or “pick your favorite adventure activities” are just a few possible ideas. If you’re a restaurant, how about running a “my favorite entrees at [your restaurant]” or “my favorite wines” campaign? The possibilities are endless and to make a campaign even more enticing (and to provide a powerful way to build your fans & newsletter subscribers) try combining it with our sweepstakes format (e.g. “Pick your favorite outfit and then go into the draw to win it!”).

SXSW Panel 2010: Facebook Fan Pages

img-sxsw2010We’re excited that our CEO, Victoria Ransom, is among the speakers for the suggested Facebook Fan Pages panel at SXSW 2010. Find the bios of the panelists below and CLICK HERE to vote for the panel. A big shout-out to Dave Kerpen from The KBuzz who’s organizing the panel!

Hazel Dircksen

Socialbees was founded in November, 2008 by Hazel Grace Dircksen, a consultant and entrepreneur based in Silicon Valley, Hazel Grace has helped nearly 50 businesses and non-profits leverage social networking tools to expand visibility and reach new audiences.

Nick O’Neill

Nick is the creator of AllFacebook.com and the Social Times. A serial entrepreneur at heart, Nick has spent the past 9 years developing creative solutions for individuals on the web. Working from within agencies and startups, he has gained significant experience working with clients and overcoming extreme challenges.

Justin Smith

An early-stage entrepreneur living in Silicon Valley, Justin is currently the founder of Prophetic Media, which runs Inside Facebook and Inside Social Games. Justin is intrigued by the untapped potential of social utilities and new models for media businesses.

Victoria Ransom

As CEO, Victoria has led Wildfire to profitability in just one year and has built a client list that includes major brands and agencies including Facebook, Pepsi, Unilever, Sony, AT&T, Ogilvy, Publicis and Fleishman Hillard. Thousands of small and medium-size businesses all use Wildfire’s turnkey marketing solutions. Wildfire is a two-time winner of the fbFund; investors include Facebook, Accel Partners and the Founder’s Fund.

Hot Tip: How to Run an Engaging User-Generated Contest

img-ideaYou don’t need to be a big brand with a huge marketing budget to run a user-generated contest that spreads like wildfire. Non-profits and small businesses are currently running contests with us that are generating thousands of submissions and are reaching tens and, in some cases, hundreds of thousands of consumers via newsfeeds, friend invites and sharing. Why are these contests doing so well? We’ve noticed a couple of important success factors:

1) Contests that focus on topics that people feel passionate about tend to generate the greatest interest. We’ve seen highly successful photo and written contests that focus on pets, children, sports (e.g. surfing, skiing, mountain biking), hobbies (e.g. cooking, travel), and affinity groups.

2) Contests that make it easy for entrants to submit their content tend to generate more submissions. Asking entrants to submit photos that they likely already have in their Facebook photo album (e.g. photos of travel, kids, pets, hobbies) or that they can easily snap using their mobile phone will tend to result in more entries. Likewise, if asking for written content its best to keep word limits reasonably low. Video contests require quite a lot of effort on the part of entrants so generally result in a much lower number of entries – but if the content is good, these can be very viral.


About

We are a group of innovative developers, designers and marketers with a passion for creating a social media marketing platform that helps companies & agencies to engage the millions of social network users. Our platform allows you to easily grow and cultivate your fans & followers.

Wildfire Interactive, Inc.
3485 El Camino Real
Palo Alto, CA 94306
USA

Email: info@wildfireapp.com
Phone: +1 (888) 274-0929
Website: www.WildfireApp.com

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