Testing Facebook Pages and $20 worth of SocialAds

It’s about 3am and I got up to test the Facebook SocialAd and Facebook Pages system.

Status of Test
I’ll update this section as I have changes

  • Nov 7: Created a Web Strategy Facebook page, ran $20 SocialAd requesting people write on my wall.
  • Nov 8: Social Ads are working. A few people have arrived to the Facebook page from Social Ads, at least 4 people have voiced that from the wall writings. The stats on insight are still not populated (it says it takes 48 hours), 99 Fans now.
  • Nov 9: The insight dashboard is not displaying any data, although there are a few people who left wall comments that they’ve come from newsfeed (socialads).
  • Nov 11: The insight dashboard is still not displaying click through rates (CTR) of the social ads, so I can’t give any formal metrics away. I do think that it’s likely under 5%. There were a handful of folks that came to the site from social ads, but certainly not the majority, which came from blogs, twitter, and other incoming links (Scoble).

    Creating a Facebook Page easy, segmentation detailed
    I created a Facebook Page for the “Web Strategy by Jeremiah” brand and was pleased to see there were filters for people (they call them celebrities) and I was able to filter to “Writers”. Analysts are professional writers, and part of why I was hired is because of this blog, so I’m qualified.

    Adding details to give color
    Creating the page was easy, much like creating a profile, I added a few basic blurbs about the brand, where it’s located, and interests. I uploaded the graphic banner. I tweeted the experience, and within minutes had a few fans. I tested the ‘message all’ product to the three people in the group. I also added an event, promoting the Barcelona Blogger Dinner I’m co-hosting next week. Finally I added a discussion board and asked “How can the Web Strategy Blog improve” (feel free to give honest feedback, even if critical). Of course, I added my masthead photo, which also embodies the brand, and my ugly mug as a profile picture.

    $20 test of SocialAd: Highly targeted
    I learned this from Charlene Li, who recently tested Facebook flyers. I aimed for and the text reads “Web Strategy Blog Readers This is really a test of the F Pages and Fan systems” and has my picture on it. The ad systems would not let me have the word “Facebook” in it, interesting.

    The targeting system is very targeted, here’s what I selected:

    Targeting: You are targeting people between 18 and 65 years old in the United States who like blogging, marketing, or web design.
    Social Actions

    This ad will display with social actions from: (This is the part everyone is concerned with)
    * Web Strategy by Jeremiah

    This ad will display in the:
    * News Feed
    * Ad Space

    In the ad, I requested people to write on my wall, I wanted to be more specific, but there’s not a lot of real estate.

    Insight Dashboard
    Although there’s no data yet, the dashboard has some pretty sophisticated tracking and graphing tools, I’m sure others will post some screenshots, so I’m not going to worry about it now.

    Community Responses: Approvals and Rejections
    So far, a few people have become Fan-Sumers, there’s about 8 fans of just an hour of deployment. Many of them saw it from my Tweets, and most I already know.

    Warning: Corporate Facebook Pages
    I also created a Facebook page for Forrester, but did not publish it yet. Why? Because a corporation should have a strategy before using tools, and I haven’t developed one for this specific tool. Please, before you rush in and create a Facebook page for your company, consider the overall strategy, and use the POST methodology that we prescribe: People, Objectives, Strategy, and then finally Technology.

    Analysis: Will update in Real Time
    I’ll update this post as the test continues to run, and then will eventually do some analysis, pow-wow with Charlene and then explain HOW TO use these tools most effectively.

    Nov 07: So far, the process went smoothly, and since it’s self-service many people can get in on the game.
    Nov 08: Overall, I’m starting to see how this could help companies, still in ‘analysis mode’

    ok, now back to bed

    • Jeremiah, is $20 going to give you a statistically valid sample to extrapolate enough data from to see whether or not Facebook will work?

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    • Thanks for the good recap and the experiment on this. Found the quote on SJ Merc? 🙂 Right next to the big-a** picture of Zuckerberg.

    • Darren

      Nope it’s not, it’s just at test, a trial. I talk to many clients who are using social media, I’ll also be able to hear from them.

      My goal is to understand how the system works, break it, make mistakes, and make sure my clients don’t have to.

    • Very cool, Jeremiah, but get some sleep!

    • I’m following suit and providing updates on my $20 test on twitter — come check it out — http://twitter.com/bud_caddell

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    • Thanks for the concern Ed, I went back to sleep later. Was just in your area at Ziff Davis on second for the cranky geeks show

    • Paul Ferron

      We have been using the ads since day one, we are operating at a profit for the campaigns overall. Frustratingly, the interface is constantly throwing up errors when choosing your target. Currently we are adopting a straight forward advertising pitch. Click through rates have been ok, but we have to accept that although we target interests, we cannot target intentions. Keywords based system are intention driven, F/book targeting is interest driven. We have a long way to go at my organisation before we can consider other F book initiatives confidently, but we are looking —-

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    • Here are my results: I ran through only 7 or 8 bucks of my $20 budget — 8419 impressions, 33 clicks, avg cpc .24, 16 members, a few more wallposts — all in all, it was an interesting experiment, and I’m definitely waiting to see what the insights panel will show.

    • Do you have a post describing the POST (People, Objectives, Strategy, Technology) methodology or is that a Forrester thing I should go look for?

    • Ben

      There’s a whole book coming out soon from Forrester on this framework, stay tuned. It’s called “Groundswell” and is available to pre order on Amazon right now.

    • David


      From the comments on your FB wall, it seems more people found out about Web Strategy from Twitter, not SocialAd. Is Twitter a potentially better viral advertising platform than Facebook?

    • David

      You’re spot on, I’ve mentioned several times that brands will need to be part of the conversation before anyone will be their fan.

      I’m part of the conversation in my market (listening as well as talking back), making my communications effective to raise awareness.

      Also, many people are just curious about Facebook pages and know I’m not selling anything (other than my ideas), raising the conversion rate.

      Summary = brands will need to use conversational tools before any social ads will work.

    • See, if everone starts doing these $20 trials, Facebook will be worth the $15B!

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    • Rahul singh

      A girl asked a boy:(Girl)Do you think I'm pretty?(Boy)NO
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      She heard enough and waz hurt, tears ran down her face
      The boy grabbed her arm and said:(Boy)- You're not pretty, you're BEAUTIFUL
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      (Boy whisperz)- Plzzzz stay with me…(Girl whisperz)- I will…
      Tonight at midnight your true love will realize they love you. Something good will happen to you between 1-4 pm tomorrow it could be anywhere..Get ready for the biggest shock of your life! If you dont post this on to 5 other pages you will have relationship problems for the next 10 years

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