What if the characters of AMC’s hit TV series “Mad Men” had access to Facebook advertising tools? (Okay, pretend the show takes place today instead of the 1960s.)
Whether you’re one of the big time Mad Men on Madison Avenue or selling a product out of your home, no one should be missing out on the marketing potential that Facebook offers. Recent data suggests Facebook motivates one in five purchase decisions. Here are six ad tricks that the characters in AMC’s show would approve of.
Know When to Post
There is lots of data and viewpoints to consider regarding timing. According to Dan Zarella and KissMetrics, the absolute best time to post is noon on Saturday. Depending on the brand, others suggest that posting in the middle of the day is more effective, when both coasts have an opportunity to participate in the discussion.
For some of the biggest brands and top pages on Facebook, 70 percent of interactions occur within 60 minutes of a post. So the bigger the brand, the more important timeliness of a post seems to be.
Act Like a Politician
Remember when the “Mad Men” were considering working for the Kennedy campaign? We do, and while that doesn’t really have anything to do with this post, it gives us a opening to talk about the 2012 election.
Candidates this year are all over Facebook like “Mad Men’s” Don Draper is all over an attractive woman. And the secret weapon of the candidates is the application. Using apps to motivate their fans to give money or sign up for events. Congressman Paul Brow has a social video channel app that is a low-cost alternative to television advertising. So what are you waiting for? App-up your page.
Take a Page From Jesus
What’s the most engaging page on Facebook? That would be Jesus Daily, of course! Jesus Christ’s fans make it so, because posts and comments drive rankings. And by the most recent count, Jesus has more than 6 million fans and is racking up more than 1.7 million interactions — driving its EdgeRank numbers through the roof. If you have a business on Facebook, have a plan for engaging fans. Get more likes and comments. Determine whether your page is getting a one percent feedback rate. Data from PageLever suggests most business pages are underperforming, garnering only 3 to 7.5 percent feedback rate.
Get More Likes
A Facebook like doubles a person’s willingness to purchase something from a Facebook store, according to recent data from Vendorshop, which builds virtual storefronts. As a result, businesses are missing out on the viral marketing abilities that social networking sites like Facebook can deliver.
Another method? Try like targeting. Optimal for pages that are well-established and enjoy a highly engaged audience, like targeting drives fans toward a like total in exchange for a reward, particularly a discount, and works best on Facebook pages where the brand has something to sell, preferably via an online store. Whatever you do, don’t be tempted to buy likes.
Leverage the Social Stream
Place ads in the right context, at the right time — when an intended audience is primed to learn and listen — then the message will be delivered. Facebook can deliver that type of environment because members flock to the site for the The surge of updates and information flowing from friends. Serving up a custom ad on Facebook when someone is already online looking for what’s cool, relevant and hip, is the optimal context.
Ads delivered in the social stream offer 10 to 20 times the engagement of regular display units on average because they appeal to the consumer’s interests at a time when they are primed to engage.
Remember Sponsored Stories
Presidential candidates to corporate America are getting turned on by the latest ad product from Facebook — sponsored stories.
- A sponsored like (page like story) targets friends of your fans.
- A sponsored post (page post story) shows messages to existing fans.
Sponsored stories are still relatively new, but already metrics are showing them to be 50 percent more effective than other types of ads.
The like and post ads are featured by themselves on a page so the placement stands out. And finally, sponsored stories takes advantage of what Facebook does so well: Leverage the endorsement of your existing fans.
What do you think of these suggestions, readers?