With nearly half a billion combined users, Facebook and MySpace are among the world's largest Web sites. This introduces huge opportunities to connect with your customers - including through advertising. Facebook and MySpace have their own proprietary, bid-based advertising platforms that allow you to target specific demographics and drive new customers and revenues for your business.

1. The Basics of Social Media Advertising September 23, 2010 1:00 PM – 2:00 PM (EDT)

2. Who We Are Who We Are Clickable provides a complete, custom solution that makes online advertising across Google, Yahoo, Bing and Facebook Simple, Instant and Profitable™. Jordan Franklin Clickable Solutions Team Leader Max Kalehoff Clickable Vice President of Marketing 9/24/10 2

3. Agenda Our Goal Today: Introduce the Basics of Social Media Advertising, With Focus On Facebook Ads. What is it? Why does it matter? The basics of social media presence: Pages and Ads. Ad creative standards and best practices. Strategies for “hyper-targeting” users on Facebookand other social networks. Should you advertise on social media networks? Ways to get started. 9/24/10 3

5. Among most important innovations in online advertising since search.

6. Companies with major scale (especially Facebook) are creating new opportunities for advertisers.

7. It is critical for advertisers to explore and experiment with social media advertising because that’s where many online consumers are going.9/24/10 4

8. Progression of Social Media Marketing Social Advertising Earned Social Media Tactics 9/24/10 5

10. Twitter: over 100 million+ users.

11. LinkedIn: over 75 million+ members.9/24/10 6

12. What’s Unique About It? “We enable effective word-of-mouth advertising at scale for the first time." - Sheryl Sandberg, Facebook's chief operating officer (WSJ 2010) 9/24/10 7

14. Deliver messaging about your brand to connect with target audiences.

15. Engagement & Community Building: build fans.

16. Cultivate fans to interact with, drive loyalty, and “like” you.

17. Direct Response: performance advertising.

18. Invest in targeted media in order to drive a specific conversion.9/24/10 8

19. Maintaining a Presence Facebook Pages Cost-Per-Click (CPC) Ads 9/24/10 9

21. Any company, brand or organization can make a Page for free.

22. Customers and potential customers can become “friends” or “fans” of your business or brand.

23. Can include information about your business, such as:

24. Hours

25. Location

26. Website

27. Menu/list of services

28. Can (and should) include other dynamic content, such as:

29. Your updates (e.g., “Sale this week only!”)

30. Comments left by your customers and fans

31. RSS feed of your blog9/24/10 10

32. Facebook Pages 9/24/10 11

33. Facebook Pages 9/24/10 12

34. Facebook Pages 9/24/10 13

35. Facebook Pages 9/24/10 14

37. Make sure somebody within your organization can manage Pages on a day-to-day basis; they are specific and dynamic.

38. Take advantage of the ability to mass-message your fans/friends/followers.

39. Decide whether to display your customers’ comments.

40. If you do, you’ll need to moderate them.

41. If you don’t, you’ll need to fill that blank space somehow.

42. Don’t create a Page just because, and then leave it blank, out-of-date, or ugly. It’d be better to not have one at all.9/24/10 15

44. Local pizza place, ice cream shop, coffee house

45. Consumer brands

46. Membership-based organization (church, club)

47. If you have a service or product that people might search for youon Facebook.

48. Results are localized

49. Not a lot of competition

50. If you want to provide your customers with a hip, casual way to interact with you and each other.

51. If you want to be able to target advertising and messages specifically to your fans.9/24/10 16

53. Auction-based, CPC pricing

54. Ads appear within content pages (not search results pages)

55. Typical click-through rates (CTR) are comparable

56. Ads are narrowly targeted to a niche audience

57. Important differences from content match ads

58. Targeting: Social/demographic, not contextual.

59. (Interests Versus Keywords)

60. Ad creative formats: 125 character descriptions, should always include images.

61. Account structure: No ad groups.9/24/10 17

62. Facebook Ads are not contextually based on page content. They are targeted to the user’s profile data. Ads are for a 30-year-old college-educated male in Baltimore. 9/24/10 18

64. “18-25 yr. old male college graduates with an interest in chess”

65. “unmarried 20-25 yr. old women living in Pennsylvania”

66. And so on…

67. Once you’ve defined your personas, use the social network’s targeting options to best match them.9/24/10 19

69. Gender/Sex

70. Language

71. Cultural Interest/Hobby/Fan Status

72. Education Level

73. Relationship/Marital Status

74. Workplace/Employer

75. Sexual Orientation

76. College/Alma Mater

77. College Major

78. Birthday9/24/10 20

80. Title (25 chars)

81. Body text (125 chars)

82. Image (recommended)

83. Best Practices

84. Best practices for other online advertising venues apply.

85. Always include an image.

86. Customize your message to your target audience.9/24/10 21

87. SEM Account Structure Campaign: Set budget (contains ad groups) Ad Group 2 keywords ↔ ads Ad Group: (contains targeting parameters & ads) Ads: Keywords: pizza Ad Group 3 keywords ↔ ads pizza delivery order pizza pizza online Ad Group 4 keywords ↔ ads cheap pizza 9/24/10 22

89. Manhattan

90. 18-22Single ad creative Ad 2 Targeting Parameters ↔ Ad Creative Ad 3 Targeting Parameters ↔ Ad Creative 9/24/10 23

92. Interact With The Ad

93. Click To Visit Facebook Page

94. Ideal for awareness and engagement goals.

95. Inside experience often more seamless.

96. Requires a curated profile page.

97. Click To Visit External Pages

98. Ideal for direct-response goals.

99. More control over tracking.

100. More control over site experience.9/24/10 24

104. Ways To Get Started Actively participate in Facebook, LinkedIn, Twitter. Create a company Facebook Page or company profile. Create a single practice ad for a tiny niche. Then create a broad ad covering many targets. Over time, refine your broad ad into many smaller niches with custom ad creatives. Integrate Facebook with your Web site and vice versa. Understand how Facebook complements your other marketing investments. 9/24/10 28

105. How Clickable Can Help Clickable is an official Facebook Ads API Platform Partner. Clickable Solutions Experts create and manage Facebook Ads for you. Create and edit Facebook Ads in Bulk with Clickable Pro Tool. Track performance alongside your other online advertising investments. Call 877-775-6699 to talk with a Clickable Solutions Leader. 9/24/10 29