Chase McMichael CEO @chasemcmichael @infinigraph

#allfacebookconf

Frictionless Sharing in Facebook Ads: Beyond Analytics to

Actionable Intelligence

@chasemcmichel @infinigraph #allfacebookconf

Life is not about being liked its about being

effective

Quick Poll –

Who has done FB Ads?

Active with Content Marketing?

Social By Design

Content isn't king, CONVERSATION is!@chasemcmichel @infinigraph # allfacebookconf

some contentis more interesting than other content.

Do you know what's important to your customer?

We’re drinking from the social media fire hose.

Big Data is Big Opportunity

Content insight involves a staggering amount of data:

3.2 billion pieces of content are shared each week between a billion + consumers.

How do you make sense of all this data?

“It’s not information overload. It’s filter failure.” ― Clay

Shirky

@chasemcmichel @infinigraph # allfacebookconf

What is Engagement Intelligence?

Pro Active

Engagement Intelligence is:

Deriving relevance from consumer actions around content

across the social graph to find trends.

Large Scale Industry Insights

Who is driving the greatest engagement in your business. What content is working and why?

Content, Targeting and Timing are the elements of frictionless ads

10@chasemcmichel @infinigraph #allfacebookconf

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Content Trends

• What are trends?

• All brands have some sort of fan interaction on their content.

• All industry grouping gives us insights into who is performing the best.

• Combining the brand and the industry represents the trends in content preference.

What’s relevant?

Curation is Key – Must know what’s working

Don’t be closed to different content brands are less attractive if they are

@chasemcmichel @infinigraph #allfacebookconf

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Trend Identification - Hypercuration™

Example: Real-Time trending content from 25 retail brands in one view. Know what your audience is resonating around.

Can you see the advantages of understanding what your audience is into?

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Content Identification

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What’s Working

@chasemcmichel @infinigraph #allfacebookconf

Do you see how brands can be more engaged when they know

what’s trending?

Ads In My News Feed

Must work in your feed first it won’t work in an ad!

@chasemcmichel @infinigraph #allfacebookconf

Dose this work - Sorta

Its about the content don’t push crap test it first@chasemcmichel @infinigraph #allfacebook

When an Ad Don’t Look Like an Ad

@chasemcmichel @infinigraph #allfacebookconf

Amplify What Trends

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Each Like Each Comment

Each Share

Facebook Testing In Ad Share

Get off the platforms over a Facebook Pinterest strategy - think of an 'amazing strategy'. Think bigger

@chasemcmichel @infinigraph #allfacebookconf

It's the Fan Engagement, Stupid

FB ads suck if you don’t have the right content@chasemcmichel @infinigraph #allfacebookconf

Did Comscore Get it Right?

“Social Media is not a campaign, it’s part of a strategy to build

relationship”@chasemcmichel @infinigraph #allfacebookconf

Single brand view of trends and consumer affinities

Measure Content Relevance -

What other brands your audience is

into

Trend Score – Gives real time access to what

content is working

Take Away

• Content Marketing Requires Insight, Identify What Works

• Time your ads like you time content posts - by day of week

• Target to those that have matched affinities.

• Think sharablity – does this content have currency 2

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Chase McMichael CEO @chasemcmichael @infinigraph