[libreoffice-marketing] Re: An early report on the Facebook ads

Le 13/05/13 06:46 AM, Charles-H. Schulz a écrit :
> Hello everyone,
>
> I'd like to share with you an early report on our Facebook ad campaign.
> My first surprize was that a Facebook ad has to be validated by Facebook
> and it  does take time (several days). Consequently, the ad campaign
> effectively started on the 7th of May. From the 7th till today (6 days)
> the ad was seen by 74,298 unique people, over a general scope of over
> 135 Million people (people selected in English-speaking geographies with
> specific interests, from small business owner to education-interested
> audiences and tech early adopters). I can provide a specific audience
> segmentation if needed. Needless to say, I configured the ad to run for
> people who are not related to LibreOffice. The goal of this ad was to
> get more "Likes", and thus the report follows that logic.
>
> The ad was seen by 74,298 people, that's the effective outreach of the
> ad until now. On these people, 718 people actually clicked on the ad,
> went to the LibreOffice Facebook page and on these 718 people, 560 liked
> it (clicked on the like this page button).
>
> This costed (again, till today) 165 Euros and 46 cents. Keep in mind we
> have set a limit of 30 Euros for each day the ads run. In the end it
> seems that each "Like" by anyone on Facebook to the LibreOffice page
> costs 30  cents.
>
> I have more in-depth metrics if anyone's interested, but I'd like to
> share my feeling about this ad: On the one hand it's great because it
> seems we are able to raise the awareness of LibreOffice; both the
> potential audience and the effective audience numbers are impressive;
> but then what does clicking on a Like button mean? I don't know what to
> think about that.
>
> I'm sure we can have another campaign with different objectives,
> (Facebook ads can be run according to more complex patterns) but at this
> stage I'm both happy by the audience and at the same time I  don't know
> what to do with it: so we got 560 clicks. "Cool", so what? :-) let's be
> thankful for them and hope we are attracting not just new users but
> future contributors as well.
>
> Your thoughts are welcome,

I think our objective show be four-fold:

* we are at the very least looking for marketing and brand recognition 
,-- it looks like we got some good coverage with people at least seeing 
the ad -- approximatley 75 000 people

* we are looking for clicks on the ad -- we got 1%. I was hoping for 
more of 2% which would have translated to 1500 instead ... in my 
experience a 2% return in the publishing arena is a good return on ad 
placements or for any type of marketing campaigns.

* we are looking for a spike in download for that particular period. We 
would need the download metrics for that particular period.

* we are looking for a smaller spike in donations for that particular 
period.


Most important of these points is the spike in downloads which is what 
we need from our ad readers. Once they have gotten to try LibreOffice we 
should not have a problem retaining them as regular users.

Is there a way of getting the download numbers for that period and 
compare it to a regular previous period?

Thanks for doing this, it will show us if FaceBook ads are of any value 
to us.

Cheers,

Marc

--
Marc Paré
Marc@MarcPare.com
http://www.parEntreprise.com
parEntreprise.com Supports OpenDocument Formats (ODF)
parEntreprise.com Supports http://www.LibreOffice.org


--
To unsubscribe e-mail to: marketing+unsubscribe@global.libreoffice.org
Problems? http://www.libreoffice.org/get-help/mailing-lists/how-to-unsubscribe/
Posting guidelines + more: http://wiki.documentfoundation.org/Netiquette
List archive: http://listarchives.libreoffice.org/global/marketing/
All messages sent to this list will be publicly archived and cannot be deleted