5. Sampling or product tryouts
Example: 'Realizing 10,000 new product try-outs within 4 weeks as a result of campaign A.'
Measurability: Excellent
I have personally experienced that Facebook lends itself very well to sampling campaigns. It is also easy to keep track of who has requested samples. This can be done by asking permission to read information from applicants or via a participant form.
Example: ' Increase the IPM+ score (Interaction Per Mille, see definition at the bottom of this article) of Facebook page X by 50% (so on average 1.5x more likes, shares and comments per post) in Q3 compared to Q2. '
Measurability: excellent
IPM stands for Interaction Per Mille (i.e. interaction per thousand fans) and is calculated by dividing the number of likes, shares and reactions on a post by the total number of fans of the page at the time the message was posted. You can also calculate the IPM as an average over multiple messages. It is common to calculate the average per month. An average IPM score of 10.50 in the month of March means that 10.5 fans out of every thousand fans on your page actively interacted with the messages that appeared in the month of March. The IPM score of a Facebook page can easily be calculated using, for example, the simple free (!) tool from Conversocial .
Food for thought…
With the above six example objectives I have tried to provide you with 'food for thought' for formulating your own Facebook marketing strategy. But there are many more types of objectives conceivable. For example within themes such as market research, branding, co-creation and company storytelling. Although I am absolutely an advocate of switzerland phone data working with objectives and KPIs, it is important to realize that these only form a framework and context for the actual Facebook marketing magic: creative content and ditto campaigns. The objectives are therefore only a means and not the goal in itself!
This article is the first in the trilogy 'Facebook campaigns with Apps and Ads'. The following parts will successively cover the design, development and management of Facebook campaigns.
e started with Google+ because we as NOS op 3 want to be present on as many platforms as possible where our audience is. In addition, we also want to try out new platforms. It remains to be seen what the further development of Google+ will be, many people have enough with Facebook and/or Twitter, but Google+ is in any case well put together and offers many possibilities, such as Google+ Hangouts ON Air. That is a good start.”
Anna Ketting, KLM social media manager
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