3. All marketers are not equal
• In Eastern Europe, if your CTR is above 0.2% and
your CPC is below 5 cents, you can use Facebook
Ads to sell products directly, and at a profit
• In Western Europe or the U.S., if your CTR is below
0.05% and your CPC is above 50 cents it may be a
different story
4. If you are advertising in North
America or Western Europe,
promoting more than likes will
require some creativity
8. The brief
• I want to launch a new contest to gain more fans
• The last time I did it, it cost me €2 per fan
• Can I get a better cost per fan?
• Our answer: you don’t need a better CPF, you
need more clients and more exposure for your
actual products!
13. Case N°1 : leverage OpenGraph
13,436,832 impressions
1,750,000 video views
14. The Return on Investment
• 93,000 « product fans » for free!
• 13,400,000 views on Facebook
• 1,750,000 views of promotional videos
• 16,000 clicks back to the site
• Within 3 months, €45,000 worth of sales directly
attributed to these clicks, probably (a lot) more
indirectly…
17. The brief
• Every year, we need to remind the decision makers in
our country that housing is a priority
• Last year we launched a petition and used traditional
media to get signatures (magazines, billboards, TV ads,
etc.)
• The cost per signature was €1.3. We want more
signatures but are limited by this margin
• Our answer: leverage Facebook’s viral power and the
newsfeed as a free interactive communication
channel
24. The Return on Investment
• 155,000 total signatures
• 75,000 signatures directly attributed to
Facebook
• Half the cost per signature (€0.75) than the
traditional media cost (€1.5)
• All that, and an additional 210,000 new fans…