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How to set the Budget for a Facebook Campaign

7 Jun

Lately I´ve been dealing with an uncommon issue:

one of my clients didn´t know how much S/he would be willing to invest in order to run a paid campaign on Facebook.

I googled my problem several time but I couldn´t find any satisfactory answer. So then I chose to collect as many information as I could and try creating my own formula.

I´m pretty satisfied with my result, so I decided to share it here, in my blog.

The first think you´d to do is to calculate the absolute range for your ADS.

Ex.: If you want to run a paid AD over the Italian territory. Your range is 16.000.000 people.

Once you get the absolute range you can start targeting.

Ex: Target only Man, 18-24, Single, Interested in Football. Your new range is now 8.000.000 people (-50%).

The third step is to define an average CTR that you will use in order to calculate your budget. The average CTR (on Facebook), in my experience (this number may vary a lot, depending on product, market, target, etc.), is between 0,05% and 0,1%. So let´s set an average CTR at 0,075%.

You can now multiply your effective range (8.000.000) people times 0,075. The results (600.000) is the forecast of the clicks you´ll receive by running the AD.

Finally multiply your forecasted range (600.000 in this case) times the CPC that Facebook applies for your target (0,20 Euro in my case). The result (12.000 Euros in our example) is the actual budget you should suggest your client to invest. You can now add a 10% to feel safer and run a test period.

Any suggestion? Feel free to add your feedback, suggestions or offenses here below in the comment box!


HOW TO: Build a successful promotion on Social Media

31 May

When you´re planning a Promotion on any Social Media, think carefully. You don´t want to throw away your money, do you?

The first thing you need to do (in order to create a successful promotion)  is a checklist highlighting:

Objective – What results do you want to achieve? Brand Awareness, Sales, Fans/Followers, Traffic… Whatever your final goal is, think carefully, narrow your goals and define one precise objective.

Medium/Media – Chose the right medium it helps you to reach the right audience.  Twitter, Facebook, Tumblr, Foursquare. All of them have different characteristics, chose the one that better fits your goal.

Propagation – What media mix will you use to spread your promotion around? That strongly depends on what your audience is.

Prize – The prize is a critical path to success. It doesn´t have to be expensive but it must fit your audience´s expectations. Consider the value as an aggregate. What does really matter for your costumers? Ask yourself this question and give them what they really care about!

Once your checklist is done you can be creative and think in a cool mechanic for your promotion. When you´re writing down the rules for your promotion keep in mind:

Be simple: Nobody wants to do a pike jump to win a banana peel;

Don´be Restrictive: Your goal is visibility, the more people will chip in the promotion, the best the result!

Unfortunately it doesn´t exist any golden rule to turn your promotion into a case. What you can really do is to plan the right things at the right time and you´ll get good results. If you´re lucky too, your promotion will go virally and you´ll become rich and famous!

Have fun 🙂

The Social Media Chain

30 May

That´s gonna be simple.

When you are about to post a (branded) content for your Facebook, Twitter or Tumblr keep in mind quality.

Your content represents your product. Are you willing to offer a low-quality product to your costumers? So why should you be willing to offer a poor content to them?

Nobody want to read a poor quality content. If nobody reads, nobody shares. If nobody shares you don´t get visibility. If you don´t get visibility you disappear. Simple as that, is the Social Media Chain.

Now the question is: what does high-quality content means?

There are two way to produce a content that actually has content:

  1. Post a content that can be re-used (and shared around);
  2. Post a content that entertain your Fans/Followers/Reader (and they´ll probably share it around).

Keep it valuable, nobody wants to read your bullshit about how magnificent your product is. You´re asking me to do something (like, retweet, reblog, etc.) so give me some value.

That´s it!

The Twitter Illusion

25 Jan

I love twitter and I love the way it makes me feel

I follow a lot of interesting people who tweet about stuffs I like (photography, football, social media, etc)

This week I’ve been a lot over there and I realized something interesting

Twitter is great to be constantly updated, it’s awesome in turning yourself into a spot in spreading news globally

In any case beside this I couldn’t see a real one-to-one interaction

I mean.. I did retweeted many interesting stuffs, I sent out (consistent) mentions and private messages to following and followers but I never EVER get an answer

What do this mean?

Twitter turn all of us into such a loudspeakers but I think people still use it in a very personal way

Users seems to read what they’re interested, to tweet what they want to and to walk away without caring about any interaction with nobody

It’s a choice obviously. BTW I see a huge unexploited potential behind this  lovely social network and I really hope that people will start to use it in a different way asap

I’ll certainly do


Social Media Revolution

20 Jan

Social Media are revolutionizing the whole media systems

I think we can’t talk anymore about Facebook, Twitter or LinkedIN just as “Social Media”

Nowadays, in fact, they’re proper stand alone media as TV, Radio and Magazines used to be. They are becoming a real alternative to the old ones.
Yesterday, for instance, I followed a 90′ football match entirely on Twitter.. Sone months ago my choice was limited to Tv and Radio. After the match I connected to Facebook and I get fresh news about stuffs I am interested in.. Some years ago I could do that just through expensive paper magazines.

That’s the revolution I am talking about.. I think we are such missing the point! “Social” is just one of the characteristics that define these new kind of media, the rest is all up to us.

Facebook Pages Engagement. The 3S!

25 Nov

Effective Facebook pages create engagement and interaction.

If you’re not willing to spend the big bucks for a cool Facebook app, you can still pursue the objective through your page’s wall

It’s all about updates. You won’t need to write 20 posts a day. Write as much as it makes sense to do. What’s matter here isn’t quantity but quality. Follow the 3Ss:

  • Simple
  • Short
  • Social

Simple. As long as it still consistent with your page, chose a topic everybody has an opinion on. If you sell cars ask your fan which model they do prefer… don’t write about weird engines issues!

Short. Keep it short. If necessary write your post on twitter and then paste it into the Facebook update box. 140 characters is the way!

Social. Best way to get answers is by making questions. Try to end up your posts with a question and then look at the result!

This is a great example:

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