The hashtag #GRAMMY received over 7.0 million mentions through Twitter this year while its counterpart #OSCAR received only 1.9 million mentions with 633,874 users tweeting about this during the show.
Adele was mentioned over 3.8 million times on Twitter, and spiked at over 700,000 mentions at one given time. That tops any Actor/Actress Mentioned at the Academy Awards, with Brad Pitt being the most talked about actor (62,025 mentions) and Meryl Streep most talked about actress (38,202 mentions).
As you might expect, the Oscars generated the most buzz at the end with over 125,000 mentions per 5 minutes during the announcement of Best Actress (Meryl Streep), Best Actor (Jean Dujardin mentioned 64,000 times), and Best Picture (The Artist). Most mentions were directed at “The Artist” – the first silent film to win an Academy Award since 1929.
The Grammy awards generated the most attention during Adele’s performances, award speeches, and a performance by Rihanna that generated over 700,000 tweets. Comparing that to the Academy Awards, no single celebrity could match any of the Grammy traffic, even as Oscar traffic is still very timid.
Though the awards themselves may not have generated much talk during the show, the Academy may make up through the memes now spreading around the Internet. These moments include the Angelina Jolie Leg-bomb now being photo-shopped across the world into famous pictures, The Robert Downey Jr. Tebowing, and Sasha Baron Cohen dropping the supposed ashes of deposed dictator Kim Jong Il onto the unsuspecting Ryan Seacrest (326 Tweets).
Social TV sites such as GetGlue did help pull in the Oscar ratings creating an extra 60,000,000 impressions across Facebook and Twitter, but is unclear whether this helped or deterred conversations.
As an advertiser, one has to think hard about next year’s awards show season and where to start placing budgets. Crowd sentiment played a factor at The Grammy Music Awards, where Adele – the top mention and new Social Media favorite – had recently overcome vocal surgery. Many tweets were sent because of the inspiration they gave; unfortunately there were no such stars at this year’s Academy Awards. Best advice for advertisers; keep track of the stars rising and falling. If there is a star about to undergo major surgery or a big life changing event who also is up for an award, you can bet it will generate a huge amount of traffic when the award is announced. Also, look next year for the Oscars to be brought to online viewing, as this will also play a huge factor in viewership and interaction.
As Billy Crystal put it best, “There is nothing Americans enjoy more than watching millionaires giving each other Golden Statues.”
About the Author:
Andrew Corliss Facebook Analyst for Blitzlocal. Graduated from the University of Northern Colorado in 2011 specializing in Marketing and Analytics. He has worked on a variety of projects in advertising and brings his wealth of experience and knowledge to BlitzLocal.
Didn’t get a chance to check out the Trada Webinar on making Facebook ads work for you? No worries! Here at BlitzLocal, we watched and learned, and took some notes for you. They started with an educational slideshow about the different types of Facebook ads, and finished by answering questions from the chat window. Here are our notes, and some additional article links for extra information.
The Bottom Line: Facebook Ads are the most versatile, targeted way to advertise online, and they have incredible reach.
Challenges with Facebook Advertising
- Banner Blindness
- You have to hire a graphic artist to make all the ad creatives
- Connections: The number of individuals who liked your Facebook page, RSVP’d to your event, or installed your app within 24 hours of seeing your ad or sponsored story. Basically, a connection is a conversion.
- Unique Reach: The number of individual people who saw your sponsored stories or ads.
- Social Reach: The number of people who saw your sponsored stories or ads because their friends liked your page, RSVP’d to your event, or used your app.
- Frequency: The average number of times each person saw your campaign’s sponsored story or ad. This is helpful for measuring ad fatigue.
Basic Ad Formats
- Basic Ads
- “Like” ad: Links to tab on Facebook page
- Event ad: Links to event
- Application ad: Links to application
- Standard ad: Links to specific URL
- Sponsored Stories
- Page “Like” Story: Mary-Jane likes your page, Page “like” Story lets Mary-Jane’s friends know about the like
- Page Post Story: You published a post to your page’s fans. Page Post Story allows this post to show up in fans’ news feeds
- Pages Post “Like” Story; Alex liked one of your page posts in the last 7 days. Page Post “like” Story lets Alex’s friends know about the post like
- App Used and Game Played Story: Lauren played/used your game or app. App Used/Game Played Story tells her friends about this action
- App Share Story: Hayes shared a story from your app in the last 7 Days. App Share Story lets Hayes’ friends know about the share
- Check-in Story: Lisa checked in or claimed a deal using Facebook Places. Check-in Story lets Lisa’s friends know about it.
- Domain Story: Mike liked/shared content from your website or pasted a link from your site to his wall. Domain Story lets Mike’s friends know about this action.
The complexity and potential of targeting on Facebook
- There are so many ways of targeting that it can be confusing
- Age, likes, interests, birthday, apps, education, timeline content, friends, event RSVPs, fans
- When choosing targets, focus on two things:
- Narrowing your audience
- Demo and Geo Targeting
- Geography: Country, State, Province, City or Zip targeting
- Demographics: Gender, Age, Birthday, Relationship Status, Language
- Workplace and Education Targeting
- Workplace, Education, Preferred Language
- Likes and Interests Targeting
- Favorite TV Shows, Movies, Books, Music, Hobbies, Religion, Political Views
- Thinking outside the box – Let’s say you want to sell golf clubs
- Nick (who plays golf) is an obvious target
- Barbara doesn’t like golf – but she likes the Palm Beach Country Club
- Chaz doesn’t have the word golf anywhere on his profile, but he plays golf for a living: he’s a sales guy!
- Try the obvious targets, but Facebook’s best advertisers use non-linear thinking to target ads.
Campaign Organization Tips
- An “Account” in Facebook is similar to a “Campaign” in Paid Search
- A “Campaign” in Facebook is similar to “Ad Group” in Paid Search
- Warning: Don’t create campaigns with many different targets and ads. Keep your campaigns small.
- Do not put all segmented target groups in one campaign – as your ads are competing within the campaign.
- Prevent ad fatigue, or banner blindness by changing ads frequently
- As soon as CTR trends down, submit new content!
What is a good CTR?
What images work best?
- Logos traditionally don’t work well
- Images of people are effective
- Format design keeping small size in account
What is a preferred or optimal frequency?
- Keep it small!
- 6,7,8 is bad
Any issues with click fraud?
- There is a department at Facebook dedicated to click fraud with a sophisticated monitoring team.
- More difficult to produce in Facebook than in search where you can just search to make a specific ad appear.
How will timeline affect ads/business pages?
Fans much more likely to take some type of action than non-fans.
Targeting workplaces is a great tool for B2B marketing.
What sort of company uses page post story? How breaking should the news be? What types of posts work best?
- Entertainment, news businesses using these most effectively
- Have emotional connection so people will click
Is there advertising on Facebook mobile?
- In testing, not released to general public yet.
Notes taken by BlitzLocal Analyst Matt Prater
Graphics obtained from: http://www.slideshare.net/TradaPaidSearch/facebook-ads-you-can-make-them-work and www.facebook.com.
Let’s say you run a business making websites for dentists. You might buy the keywords “dentist”, “dental marketing” and “dental websites” on Google. In between the consumers who are looking to get some cosmetic dentistry, teeth cleaning, or other procedures done, there is a sprinkling of dentists who are looking for marketing help.
Depending on the term, it could be 90%+ of these searches not being relevant, and at $5-10 a click, that’s a lot of irrelevant clicks to pay for to find a winner, even if that winner will pay you $10,000 for a new website.
The biggest problem with B2B is that when someone types in “dentist”, you don’t know if they are a dentist or if they are looking for a dentist.
The die-hard PPC folks will argue that you’re just not choosing the right keywords (go for more specific terms), don’t have enough negative keywords (exclude anyone searching with city terms—since these are likely consumers), or you’re not writing specific enough ad copy (supposedly, consumer won’t click on your ad if your title is “Hey Dentists!”) While these comebacks are true, they are missing the big point.
In B2B marketing, you must target WHO the user is, not WHAT they are searching on.
In search, you don’t know who the user is, but you have a clue by the nature of their search terms. In social, you know WHO the user is and you’re catching them before they search.
STEP 1: Isolate the Target
So while you can get a ton of consumer traffic by targeting “dentist” in Google, when you interest target “dentist” on Facebook, you’re targeting by job title and profession. Try it. In fact, try a number of job titles and see just how many chiropractors, teachers, plumbers, administrative assistants, and marketing managers there are out there.
Voila! Now you’ve pinpointed all the dentists, dental assistants, students studying to be dentists, retired dentists, and folks who have a dentist fetish—all of them on Facebook. Now narrow down to the specific target you want by age, location or even specialty—maybe you want to talk to just cosmetic dentists in California.
Add in lateral targets—magazines they read, associations they’re a part of, and so forth. You can read more about micro-targeting here.
STEP 2: Get Your Testimonials and Trust Signals
You probably thought I’d next talk about ads, which is what most people do. Nope, in social people don’t search—they are interrupted with banner ads. You can focus on ad copy in Google PPC because people are actively looking. In Facebook, you have to gently nudge people to take a look at you and momentarily distract them from spying on their friends, or whatever they happen to be doing on Facebook.
So you need distraction-worthy content, which comes in the form of what their friends are doing. If that potential dentist client of yours is perusing through what her friends did yesterday, she might be persuaded to click on news where those very friends are talking about your business—maybe how they used your software to get more traffic to their website, streamline billing operations, etc.
When you have a TON of testimonials (across Google, Facebook, LinkedIn, and so on), paired with content that you’ve published in major outlets, paired with positive things that other reputable organizations have said about you—then it’s more likely they are coming to you versus you coming to them. Some people call this “inbound” or “pull” marketing because you’re leveraging that prospective friends to do the selling for you. Because, despite your Harvard MBA and years of business experience; sorry Charlie, they trust what their friends have to say more.
Ideally, get this content to live on your website or Facebook page, although this is not completely necessary. Let’s say that you wrote some compelling article in an industry journal. Send ad traffic directly to that site so you can leverage their trust. If you wrote your article correctly, the by-line (about the author piece at the end) will have a line or two about what you do. And if you did a good job creating real value in that article, as opposed to selling, they’ll contact you. No need to scream at them or place popup windows in their path—they’ll find you.
Step 3: Turn Your Ads On
You wouldn’t have a grand opening party without first making sure your place has plenty of food and drinks, right? In the same way, make sure you have the compelling content from Step 2 before you start advertising. Otherwise, you’re just wasting money.
Take the interest targets that you set up in Step 1 and pair it against the content you have in Step 2. Think about WHO you are talking to, not WHAT they might be searching on. For example, if they are a dental hygienist, what content is most compelling to them? What if they are a receptionist—what might they find interesting? You’ll find that you might not have super relevant content for everyone. That’s okay—you’re just testing at this stage. Later you can mix and match what combinations work best.
Note that this is NOT landing page optimization, which is more superficially about elements that comprise the landing page—the image, the size of the button, the headline, and so forth. We’re talking about the whole lead gen. lifecycle—creating a clear path between the targets, what we say to them, and what we want them to do. That last piece is the landing page—to get them to call the phone number, fill out the form, watch the video, etc.
Step 4: Run the Math
Set your Facebook campaign budgets low, perhaps $10 a day. Use the default CPC bids, since you don’t need to get into the nuances of how bidding works—this is not Google. What you care about is your Cost Per Click and conversion rates. CPC divided by conversion rate is your cost per lead, by the way. We created a calculator for your use, in case you are rusty on first semester statistics:
This is B2B, so your cost per lead could be over $100. Maybe you’re at $2 a click and 1 in 50 clicks results in a phone call. Maybe it’s a lot more because you’re selling something that costs thousands, so that a hundred dollars is an acceptable price. Or maybe you’re competing in New York City, where the price is exorbitant from all the advertisers that overlap one another from poor targeting.
Whatever the case, if you’re doing this on Facebook, you have to be prepared for seemingly negative ROI for the first few months. Why? Because we are catching people well before they are searching, so it could be months before they want that new website, CEREC machine, billing system, or whatever it is you’re advertising. With Google, the conversion timeframe might be that same visit. This is unlikely in your case, unless your product is an impulse buy and also under $100.
Some final thoughts:
We are often asked a common set of questions, so let’s address some of them here:
How big should my interest target be? You don’t need a thousand ads—just a handful that target just the people that you want to hit. If your interest target is over 10,000 people, then either you’re doing something wrong or your audience is nationwide.
Do I need new landing pages for Facebook? Probably. Video is what converts nowadays, so you probably need to fix your other landing pages while you’re at it. Camera shy? They aren’t choosing you for your good looks, so get your Flip video, some good lighting, and film a 2 minute intro. Say what you’d say if that dentist was sitting right in your office—don’t be “fake” or talk like a newscaster.
Will BlitzLocal do this for me? Sure, if you have at least $10k to spend in fees, not counting advertising budget. If you’re a dentist, we require only $2k a month in total (labor plus ad spend), since we’re targeting just one region and because our dental campaigns can be replicated. If we have to build something that is not reusable across many clients, then we have to charge more for it. We are not the cheapest game in town.
Do you offer free articles and training? I would love to use your service, but cannot afford it. Sure. Send a note to firstname.lastname@example.org and we’ll send you some of our internal training materials. You can also post a question at facebook.com/blitzlocal, where others can see and benefit from what you ask.
About the Author:
Dennis Yu is Chief Executive Officer of BlitzLocal, a Webtrends partner that builds social media dashboards to measure brand engagement and ROI, specializing in the intersection of Facebook and local advertising. You can reach him on Facebook, Twitter, LinkedIn, his blog, or good old-fashioned email at email@example.com. BlitzLocal is a leader in social and local advertising and analytics, creating mass micro-targeted campaigns. Mr. Yu is an internationally sought-after speaker and author on all things Facebook, and has been featured in National Public Radio, TechCrunch, Entrepreneur Magazine, CBS Evening News, and other venues.
A colleague recently told me of his plans to dominate his particular niche. The competitors in his space have deep pockets, massive ad budgets, and are well-connected in the space. These competitors have a clearly inferior product, though it can be argued that nobody exactly smells like roses in this niche. So “Paul”, we’ll call him, felt that having a better product that was priced competitively, could win in the market. I’m not revealing who “Paul” is, since it’s the concept that’s important, not the particular individual. Here is why that strategy alone doesn’t work. May it serve as a lesson to any other budding entrepreneur who wants to go after Fortune 500 clients.
The graveyard of failed startups is littered with the bodies of companies that have gone after the Microsofts, Cokes, and Proctor and Gambles of the world. Why not? The reasoning is that just one Coke as a client can be worth 1,000 little clients, and is perhaps even enough to sustain your venture all by itself. Unfortunately, when you have one big customer that accounts for most of your earnings, they can also jerk you around; more on the “Wal-Mart” problem later.
Some people call this the problem of the elephants, deer, and rabbits. It’s sexy to go elephant hunting, but the trouble is that it takes a team to kill the elephant. That team may have to wait for months on-end before getting anything; often starving in the process. It takes sophisticated tools and plenty of unpaid labor to get an initial meeting, much less deal with all the various levels of decision makers needed to get your first dollar.
Rabbits are small, plentiful, and easy to catch. These are the small businesses that have $10 a month for your software, but can be such a pain to service that you get a case of “rabbit starvation”. Yes, it’s true; if you live in the woods and subside only on rabbit meat you will starve, since wild rabbit meat is so lean that it takes more energy to process than it’s worth.
So in true Goldilocks fashion, the rabbits are too small and the elephants are too big. And thus, startup advisors say, you should chase deer—medium sized, not too hard to catch, and enough meat to make it worthwhile. Trying to serve the middle, however, is like trying to be everything to everyone. With no focus in the marketplace, you are unable to differentiate and unable to dominate a niche.
Back to “Paul” again; he has had minor success selling to elephants. He is personally well networked, and one of the best salespeople I’ve ever met. But he is just one guy and there is only so many of him that can perform magic. It’s not scalable. Further, the $10,000 proof-of-concept deals don’t seem to materialize into $100,000 deals, despite what the Excel spreadsheets to the board might represent.
He may have spent (gambled) $50,000 in energy to get the $10,000 deal. And the big brands that he’s dealing with know this full-well, and are happy to take advantage of the discounts their name can leverage. It’s like the prom queen that can be mean to the adolescent boys; teasing each of them into an endless stream of favors. And it is here that startups die.
In engineering projects, we know that you have to multiply the estimates by a factor of 3. If they say it will take 5 weeks, then you can assume 15 weeks is a more realistic estimate. Same is true of sales. That deal that is 60% likely to close is actually 20% likely to close. And instead of 2 weeks, it will be 2 months. You might be ready to go, but the main client contact may be slow to respond to email, the accounting people have some arduous PO process, or some new person wants to evaluate your software—starting the clock over.
Meanwhile, you’re burning cash. It’s not like you can put payroll or your rent on hold. What you’ve expended so far is a sunken cost, so you just keep going like the gambler who bets double or nothing. Even if you get the deal, you might not be paid until you complete the work, plus net 60. So if the project takes 90 days to complete and you’re paid 60 days after completion, you have to float 150 days of cash. If the pre-sales process took 90 days, you’re now looking at 240 days; not an uncommon cycle to close a big deal.
In those 240 days, anything can happen. Facebook or Google comes out with a product or feature set that eliminates the need for your product. The company you’re dealing with has a re-organization, so your internal champion isn’t the decision maker anymore. Maybe you lost a key engineer—hey; lots of places are notorious for folks who are disloyal, jumping to whatever the sexy thing of the moment is. Your board or investor begins to pressure you, forcing you to spend more time on convincing them that you’re “so close” to hitting it big, while actually taking your focus away from execution.
Napoleon had his Waterloo because he overextended his supply chain. In other words; the clock ran out on him. If you’re going after the big boys, it’s easy to underestimate what it takes to win. Mind you, self-service software is a different matter—we’re talking about selling deals to household brands that are used to dealing with big agencies who will roll out the red carpet with not a penny of cost on their side for months.
So here are some key insights to help you avoid a prolonged death—to have a decent shot at success versus running out of gas.
- Law #1: Enterprise software is not bought, it is sold. Companies don’t just walk up to you and say they want to order the #2 meal, supersized. Expressing interest after reading about you on TechCrunch is a long way from getting your first penny. Enterprise software is sold via a network of experienced sales reps that have inside connections at the client company. That rep may have been an agency player with a big black book or someone who was internal until recently. If you don’t have teams of folks who can navigate these landmines, you’ll be constantly scratching your head as to why you got so close, but some inferior vendor won the day. You’re column fodder, buddy—the client was happy to waste your time to get you to fly in and pitch, just so they can say they talked to 3 other people before selecting the vendor they had in mind all along. Moral of the story– don’t enter a battle that you haven’t already determined you’ve won via inside connections. In other words: never go into an RFP situation blind.
- Law #2: Ask for a token payment. Sure, you might be dealing with someone from General Motors. But does that person have power to sign a check? We no longer do custom work for free or do a ton of free consulting. If they want a proof of concept, we charge a nominal fee. Even if it’s only asking for $1,000, the prospect’s reaction to this will be quite telling if they are serious. Case in point—one of the largest newspapers in the world wanted our help with Facebook marketing. They wanted every PowerPoint presentation we have ever done, some one-on-one meetings on-site, and some technical help to troubleshoot. We were flattered. But when we popped the question, they balked. I knew this person’s boss, who told me that this person was preparing a strategy to present as their own. This person was just swapping our name for his name and taking credit with no intention of engaging with us. It happens all the time. Watch for it now and you’ll see it often. A payment of a few thousand dollars is a gesture of good faith between both parties. And if you are looking at doing a partnership with a larger, more established company, be wary of “partners” that want you to take all the risk.
- Law #3: Decide if you are positioning yourself as cheaper or better. You can’t be both. Even if you are, the marketplace won’t believe you. Plus, you’d be leaving money on the table if you can justify yourself as being of higher quality. Would you trust a heart surgeon that is offering surgeries this week at 50% off?
- Law #4: Triple your prices. You’ll lose some customers, as you should. But the ones you lose are likely the ones that are causing you the most headaches which, in turn, prevent you from focusing on the guys that are happy to pay you more. Spend time on the customers who love you. Don’t abide by the squeaky wheel management philosophy. If you have 30 clients paying you $5k a month each on average, wouldn’t it be so much easier to have just 10 clients paying you $15k a month?
- Law #5: Ignore the armchair quarterbacks. Often the most well-meaning of family and friends will insist on giving you advice. While you trust their friendship, it doesn’t mean they can weigh-in on complex business decisions. How much of your precious time are you selling to folks who aren’t going to buy your software or can’t help you refine your offering? You’re talking to the wrong people, though many enjoy the entertainment of verbal jousting at your expense.
- Law #6: Sell through a partner. If you can’t afford a sales force, leverage the client base on someone who already has a Fortune 500 client base. That’s what BlitzLocal does with Webtrends, who opens doors for us that we would never get on our own. In fact, we get to work with existing clients who have Webtrends as their analytics provider, which makes deals so much easier. It’s a win-win for everyone.
So that’s what it takes to go after the big boys. If you’re not extremely lucky, you need the cash, connections, and focus to weather lengthy sales cycles. So think twice if you want to get Nike as a client. They won’t even let you publicly mention them as a client if you do, so the referral value may be less than you anticipate. But when you can find those particular clients who are partners that care about your success, too—then you’ve found a competitive advantage in the marketplace.
If you found this helpful, let me know in the comments below. If you want to argue, feel free to voice your opinion, too. I can’t promise I’ll respond, but I will certainly try to respond to folks who ask for help. You can also reach me at facebook.com/dennisyu.
About the Author:
Dennis Yu is Chief Executive Officer of BlitzLocal, a Webtrends partner that builds social media dashboards to measure brand engagement and ROI, specializing in the intersection of Facebook and local advertising. BlitzLocal is a leader in social and local advertising and analytics, creating mass micro-targeted campaigns. Mr. Yu has been featured in National Public Radio, TechCrunch, Entrepreneur Magazine, CBS Evening News, and other venues. He is an internationally sought-after speaker and author on all things Facebook. BlitzLocal serves both national brands and local service businesses.
When preparing a Facebook audit for a brand, a cookie-cutter approach won’t work. Each brand has its own factors that must be considered when evaluating campaign strategy, but there are some common strategies you can use to create killer audits for any brand.
Many Brands Within The Brand
Some large brands consist of many sub-brands. Let’s consider P&G as an example brand. They have many sub-brands, 23 of which have over a billion dollars in annual sales. Some of these sub-brands include Tide, Bounty, Pampers, Duracell, etc. Ideally, this type of megabrand should have a portfolio of sub-brands that tie back into a central hub page. The central hub is often weak, which isn’t necessarily a bad thing, but strengthening the hub will usually result in strengthening the brand overall.
When measuring the power of the megabrand, especially when comparing against their competitors, be sure to include their overall portolio (i.e. P&G vs. Unilever), as well as brand-to-brand comparisons of the sub-brands, such as Duracell vs. Energizer.
Targeting and Relevancy
When designing sample Facebook ads, remember that success with Facebook relies on being SUPER relevant to users. Let’s take a look at a few examples of how this can be applied.
Utilize Brand Connections
If the user is already familiar with the brand via a related connection, target those users specifically. For example, Tide has sponsored a car in Nascar for a long time. Fans of Darryl Waltrip and Ricky Rudd are then likely to also be fans of Tide, so targeting the fans of those Nascar champions is an easy win.
Leverage Existing Campaigns
We can leverage the power of a brand’s existing advertising. For example, if the brand is Yoplait yogurt, you know that they’ve spent a huge amount of money on the pink lids for breast cancer ad campaign. By targeting Susan Komen, breast cancer, and related interests– and then pairing that targeted base with a message that Yoplait supports breast cancer research, you can make their existing non-Facebook ad campaigns work double-time here. Send users to an appropriate web page that has a Like button on it (preferably on the Facebook page), to solidify that connection.
Harvest Celebrity Endorsements
Someone else has already done the footwork needed to attach a celebrity’s fan base to the brand, so harvest that base. For example, Carrie Underwood uses Olay, so target Carrie’s fans with relevant messages and landing pages for the Olay brand on Facebook. There is a LOT of celebrity traffic – a lot more than people who say they like laundry detergent or batteries or skin care products – so harvest that mass of low-hanging fruit.
Milk The Competitors
There’s nothing wrong with actually reaching out to the fans of the competition. For instance, if they like the Energizer Bunny, it’s possible they’ll also like Duracell. This can be hit or miss, as some fans are loyal to a fault and won’t have any desire to switch, but you won’t know without testing. Many fans are on the fence and can be pretty easily persuaded to flip.
Manage The Audit Process
The simplest tool to have on hand during the audit research phase is the spreadsheet. First, research a list of the interests that are related to each of the brands. Create a spreadsheet consisting of one row per interest, using four columns:
- Audience Size (shown in Ad tool)
- Relevant Brand Fan Page URL
- Relationship Between the Interest and the Brand
The relationship column should include things like:
- Is the interest a competitor of the brand?
- Is the interest a non-profit that the brand supports?
- Is the interest a celebrity that endorses the brand?
- Is the interest a current advertising campaign that the brand is using?
When possible, ensure the spreadsheet includes at least a dozen interests. If the brand is a huge megabrand, you might end up with perhaps a hundred interest targets, all in the same spreadsheet.
With smart, highly relevant targeting, you can show the benefits of a Facebook campaign to any brand – big or small.