Posts Tagged ‘facebook strategy’


The Keys to Facebook Campaign Success: Scale, Targeted Reach, and Measurement

Wednesday, October 30th, 2013

The Keys to Facebook Campaign Success: Scale, Targeted Reach, and Measurement - BurrellesLuce Fresh IdeasBecause of its size, Facebook allows businesses to scale, or reach full audience objectives, with just one media partner. Speaking to the Minnesota Interactive Marketing Association (MIMA) and Minnesota Public Relations Society of America (MNPRSA), Joe Benarroch, manager of corporate communications and international ads at Facebook, invited the audience to think about the intersection of scale (over 1 billion users), targeted reach, and measurement. He says when Facebook speaks with partners (businesses and organizations of all sizes) they emphasize the importance of thinking about the people, process, and technology, which can bring creativity at scale.

“Don’t think in silos,” said Benarroch.  All areas of an organization – PR, marketing, advertising, media, creative, brand, and others – need to work for a common brand message. Facebook conducts “Publishing Garages” with large brands, which bring together all these organizational areas and their agencies to re-engineer the process of creating content. One agency in attendance said the process has been a great success for their client.

We understand Facebook has the scale of users, and it also has the targeted reach. When you combine them, you have the reach of a mass media with the ability to target your primary audience’s demographic(s). You also have the ability to cluster people together.

Benarroch shared some of Facebook’s best practices:

  • Start with business objectives (and not a social metric)
  • Structure for success (include the right people)
  • Art and Science (prove the effectiveness of the campaign)
  • Leveraging @ Scale (you can reach large targeted audiences)
  • Ship & Iterate (Unlike traditional channels, you will get immediate feedback on your content, so you can refine and improve it at any time.)

Think Mobile

Facebook says they are a mobile first company, so companies need to think about how their content will look on mobile. Out of the 128 million U.S. Facebook users, 101 million are active daily mobile users (469 million globally are on mobile daily).  On average, Facebook users check Facebook 14 times per day, and 46 percent will even check it while they are shopping or running errands.  The time spent on the desktop is 320 minutes per month compared to mobile, which is 785 minutes per month. Additional usage stats are available on Tech Crunch.

Because so many people are accessing the Facebook newsfeed via mobile, businesses can still reach them when they are on their summer vacation, which is normally a slow time for other media.

When it comes to content, remember to make it “thumb friendly” or consumable by thumbs (mobile-friendly). The Lay’s Potato Chips “Do Us a Flavor” campaign‘s reviewing of new flavors is a great example. The campaign was easy to share, easy to respond to, and it provided Lay’s with new flavors and a new product to market.

What’s your Facebook strategy? How are you including it in your media mix?

Debbie Friez BurrellesLuce Fresh Ideas Blog Debbie Friez serves as tech editor for the Capitol Communicator and is also a consultant. Previously, she worked as Vice President, Major Accounts for BurrellesLuce. She originally joined BurrellesLuce at their Minnesota Clipping Service affiliate.

Friez was a senior account director for West Glen Communications, a broadcast PR services company. While at West Glen Communications, she was a frequent contributor to the DC Communicator newsletter.

She has a broad understanding of the technologies that are transforming the marketing and communications profession. She serves on the advisory board for the Capitol Communicator, the membership committee for the Minnesota chapter of the Public Relations Society of America, the national marketing committee for the Association of Women in Communications, and is a member and past president of Washington Women in Public Relations (WWPR).

Friez is a graduate of the University of North Dakota. She lives in Minneapolis, MN with her husband Paul Croteau, their two cats, Smokey and the Bandit, and Gus, the dog.

LinkedIn: dfriez Twitter: @dfriez

Debbie Friez serves as the Tech Editor for the Capitol Communicator and consultant. Previously, she worked as Vice President, Major Accounts for BurrellesLuce. She originally joined BurrellesLuce at their Minnesota Clipping Service affiliate.

Friez was a senior account director for West Glen Communications, a broadcast PR services company. While at West Glen Communications, she was a frequent contributor to the DC Communicator newsletter.

She has a broad understanding of the technologies that are transforming the marketing and communications profession. She serves on the advisory board for the Capitol Communicator, the membership committee for the Minnesota chapter of the Public Relations Society of America, the national marketing committee for the Association of Women in Communications, and is a member and past president of Washington Women in Public Relations (WWPR).

Friez is a graduate of the University of North Dakota. She lives in Minneapolis, MN with her husband Paul Croteau, their two cats, Smokey and the Bandit, and Gus, the dog.

LinkedIn: linkedIn.com/in/dfriez Twitter: @dfriez