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

Hello Marc,

Le mardi 14 mai 2013 à 16:49 -0400, Marc Paré a écrit :
> 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.


Thanks a lot for your feedback. You're making a very good point: the
download spike. As we're speaking the people who liked our facebook page
because of this ad campaign are several hundreds . I do not think we
could observe that spike if there were any, but as the campaign is
supposed to run for about a month, we may be able to observe the
download spike in a few weeks. I'll return to the list with this data by
then.

Of course, one can always wonder what "liking a page" means regardless
of any philosophical consideration, as that's my case. Do you like the
page because you think it's a cool project, did you click out of boredom
or did you actually download the software and use it? All good questions
to ask...  :-)

Best,
-- 
Charles-H. Schulz
Co-Founder & Director, The Document Foundation,
Zimmerstr. 69, 10117 Berlin, Germany
Rechtsfähige Stiftung des bürgerlichen Rechts
Legal details: http://www.documentfoundation.org/imprint




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