This document outlines a strategy for annual Facebook advertising spend to build and engage audiences. It recommends initially buying media to drive users to like a brand's page to create an owned audience. This audience can then be re-engaged through sponsored content and pushed to engage further both on and off Facebook. Example engagement tactics include monthly landing pages, video views, app installs, and retargeting ads. Vertical-specific example spend plans are provided for entertainment, automotive, CPG, and retail industries.
3. Advertisers are looking to reach many different audiences with their message. Many of these endeavors focus on leasing audiences as is the case with TV. In Facebook, we have the ability to purchase media which drives users to Like your brand. This represents an owned audience. Once this action occurs, you as a marketer now have the ability to talk to your audience on a regular basis, extracting incremental media value each time. It also opens up secondary re-engagement opportunities that you can’t get anywhere else. Our solution only charges you when a user “Likes” your brand so we take all the guess work out of the initial audience acquisition process. Buying An Audience
5. Now that you own an audience on Facebook, you can leverage those users to take secondary actions either on Facebook or off of Facebook. Because these users are confirmed to Like your brand, they are much more likely to engage with and purchase your products. We can explicitly target these users on Facebook to increase loyalty and drive continual interaction. The size of the spend on secondary re-engagement strategies are completely dependent on the size of your owned audience. Re-engaging Your Audience
6. Every month, with a minimum monthly commitment of 100k for 12 months we will create 12 new Facebook landing pages, one per month, each with different content and messaging for which to send your loyal user base. By creating new content, your users will engage, and spread your message to their friends and friends of friends creating a halo effect of new user adoption. Messaging does go stale on Facebook quickly which is why we suggest reaching out via multiple channels. Re-engagement on Facebook
9. In addition to engaging your existing Owned Audience with new content strategies on a monthly basis, by taking advantage of Sponsored Stories, you have an opportunity to give paid distribution to events, wall posts, when a user likes your wall post, check-ins, and application usage. Whenever a social action occurs with your brand, it will syndicate those activities out to your Owned Audience and their friends to guarantee messaging penetration. Sponsored Stories are unique because they only run when a user engages with your brand, meaning the larger your owned audience, the more you can spend within Sponsored Stories. Re-engage & Grow with Sponsored Stories
11. Facebook offers a unique opportunity to syndicate brand generated content across its premium Facebook Applications. This value proposition is similar to Television, but the major difference is you can now obtain deeper targeting (DMA, Gender, Age, Contextual) as well as track downstream actions which determine ROI. Any CPA campaign can be tied to an engagement, and all actions will be tracked as added value. The more engagements you buy, the more earned media you will receive. Content Engagements Strategies on Facebook
12. Since down stream actions can be tracked, you can choose to push users out to a Facebook Page, a Facebook App, or an Open Web landing page. These actions can also be given their own budgets so you can guarantee greater actions, this will ultimately allow you to track a massive amount of earned media by generating free video views since you only pay on a CPC/CPA yet we will run video views in order to generate those secondary actions. Re-engaging your video audience
13. Pushing users from a video unit, to a Facebook page allows us to generate additional Likes by using a reveal tab as part of your yearly content strategy. In addition to likes, this strategy will drive RSVPs, Coupon Downloads, all as added value or as investment driving greater video distribution. The end goal is a larger owned audience and more marketplace brand awareness. Re-engaging On A Facebook Page
14. If a user is pushed out to a Facebook application, the end action would be an install. Once the user lands on the Facebook application and authorizes the app, a Retargeting pixel can be dropped allowing you to build an Owned Audience on the Open Web and run smart Retargeting creatives to drive users to continued engagements. Re-engaging On A Facebook App
15. If a user is pushed out to an Open Web landing page, the end action would be a click or an action. Once the user lands on the Open Web Landing Page, a Retargeting pixel can be dropped allowing you to build an Owned Audience on the Open Web and run smart Retargeting creatives to drive users to continued engagements. Re-engaging On The Open Web
17. Below are 4 example spend plans for a year long multi-channel Facebook strategy including building owned audience on Facebook and the Open Web, driving brand awareness and engagement, and driving ROI through sales transactions for the entertainment industry. Entertainment
18. Below are 4 example spend plans for a year long multi-channel Facebook strategy including building owned audience on Facebook and the Open Web, driving brand awareness and engagement, and driving ROI through leads for the automotive industry. Automotive
19. Below are 4 example spend plans for a year long multi-channel Facebook strategy including building owned audience on Facebook and the Open Web, driving brand awareness and engagement, and driving ROI through coupon downloads for the CPG industry. Consumer Product Goods
20. Below are 4 example spend plans for a year long multi-channel Facebook strategy including building owned audience on Facebook and the Open Web, driving brand awareness and engagement for the retail industry. Retail
21. contact: Alexis Levine [email_address] www.savvymedia.com Year Long, Multi ChannelFacebook Spend Strategies
