The $7 Facebook Campaign
“Boost Post.” “Boost Post.” The icon grabbed my eye with every post on the Turnbuckle Magazine Facebook page.
Like most call to actions, or advertisements, the icon was ignored.
Then, in June, we produced an original short video on a woman who gave up her career as a professional wrestler to donate a kidney to her diabetic brother. The heartwarming story figured to have crossover appeal because who couldn’t identify with someone making a major sacrifice for a family member?
After months of ignoring the icon despite hearing about the effectiveness of social media marketing on Facebook, a decision was made to click the “Boost Post” icon to maximize the potential audience for this unique story.
The initial fear was a campaign would cost too much. Nothing could be further from the truth. A pop-up chart broke down a variety of costs based on projected reach, with options for every budget.
With no previous track record on ROI for our brand, the plan was to choose the least expensive option to minimize risk. That option was only $5 with an estimate of that posting reaching between 1,110-2,800 people targeted by eight keywords in four countries I selected. The campaign was scheduled to run for three days covering a weekend and Monday when the highest-rated wrestling show airs on TV.
After finalizing those details, Facebook provided another option to add budget. For $1 more the original post would reach another estimated 1,300-3,400 people, which slightly surpassed the original reach at 20% of the original cost. Seemed like a no-brainer.
After a day of running the campaign, the results were promising so another $1 of budget with similar estimates was added. That increased the total investment to $7.
When the campaign expired, the results were strong. The promoted post totaled more than 4,400 impressions from people who were exposed to our brand through their desktop or mobile newsfeed. More importantly, our Facebook page added 21 new fans. At just .33 cents per fan, the yield came in well below the .50-$3.00 average acquisition cost per fan, which varies by industry according to The Facebook Ads Benchmark Report released by Salesforce.com in June 2013.
The overall performance of the campaign was well worth the minimal investment although we would do one thing differently next time. The original video was posted on YouTube and the link was shared on Facebook. However, we later learned Facebook algorithms greatly favor natively embedded video for organic reach, which has fallen through the floor in this new era of pay-to-play if you want to reach the reported 1.3 billion Facebook users
While a dollar doesn’t buy what it used to, in the world of social media marketing, the combination of a handful of Washingtons and good content can yield you quite a bang for just a few bucks.
Ron Matejko is the President of Phoenix, Ariz.-based MVP Media, an award-winning digital publishing company. Matejko has 16 years of publishing experience in print, Web and mobile and has worked on the staff of two award-winning publications.
MVP Media publishes MVP Magazine, the first interactive sports publication, which won a Bronze 2010 Digital Magazine Award for Best Sports Magazine, besting entrants from 26 countries around the world, and was a finalist for Designer of the Year. MVP Media will launch its own magazines on the iPad in 2011.
MVP Media also helps existing publishers convert their print products into dynamic publications for the web and tablets. Visit the MVP Magazine website at www.mvptoday.com. Contact Ron by e-mail at firstname.lastname@example.org, or connect with him on LinkedIn or on Twitter @mvp_media.