Facebook: Building Essential Connections

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Facebook.com/BarbecueSauce
Goal
Increase brand awareness of its grilling sauce
Approach
Promoted its Facebook postWhich is better on the
grill? Fish, chicken, vegetables, or steaks?to encourage
conversation among fans
Results
83% increase in online store sales attributed to promoted
posts
28% increase in online store visitors attributed to
promoted posts
9X increase in engagement with promoted post versus
non-promoted post
3X increase in likes with promoted post versus non-
promoted post
No other place can we spend so little and reach so many.
Not just people but consumers of our product delivered
right in front of them. We give these consumers the
chance to weigh in on how they use the product and tell
others.
Patrick Ford, International Marketing Director, Fords Gourmet Foods
Promoted Posts Success Stories
Facebook.com/steveholmesphotography
Goal
Increase the visibility of posts of photos of recent work,
encouraging people to engage with both its Facebook
Page and blog.
Approach
Promoted two different posts featuring links to a
Facebook album of a high school seniors portraits and a
Facebook album of a couples wedding
Results
2X increase in new clients acquired during the duration
of the promotion (3 days)
7.5X increase in reach attributed to promoted posts
2X growth in trafc to the Steve Holmes Photography
website attributed to promoted posts
The new promotion feature on Facebook has been very
positive for me. Its both affordable and effective. De-
nitely a no-brainer in my mind!
Steve Holmes, Owner, Steve Holmes Photography
Services
Facebook.com/Samschowderhouse
Goal
Increase demand and drive awareness of its seafood
restaurant in Half Moon Bay, California
Approach
Promoted posts several times a week featuring photos of
the restaurants most popular dishes, such as a Lobster
Clambake with corn, clams and mussels
Results
19% increase in both monthly guest count and gross
revenues attributed to promoted posts
25% increase in fans after just two and a half months
attributed to promoted posts
160% increase in weekly reach after just two months
attributed to promoted posts
22% increase in guest count and 58 percent increase in
sales at the restaurant the day after the most successful
post was promoted
Now we have the ability to reach a broader audience and
expose more potential guests to our restaurants, Sams
Chowder House and Osteria Coppa, while engaging our
current, loyal fans. I love how measurable the new pro-
mote feature is, and the ability to review the stats after
I promote a post. With promoted posts, I can see exactly
how people are participating with our page (sharing,
posting, clicking, etc).
Julie Shenkman, Owner, Sams Chowder House
Food/Beverage Food/Beverage
Facebook: Building Essential Connections
2
Facebook.com/SweetCheeksDiaperCompany
Goal
Drive local awareness to its brick and mortar store and
its events
Drive trafc to its online store
Approach
Promoted two photo posts: the rst featuring one its new
products, a custom wool soaker and another including an
eye-catching image of different colored diapers its brand
offers
Results
49X ROI from just two new sales purchased online
2X+ increase in reach is attributed to promoted posts
2X increase in post interactions (Likes, comments, shares)
attributed to promoted posts
We are a small, female owned, niche business that
relies heavily on demographics to reach our core target
market. We dont have the monetary means to shotgun
our marketing message; it has to be focused, impactful
and affordable. While we are still judging its effective-
ness, the early indications on our promoted posts are
favorable.
Jay Osper, Co-Owner, Sweet Cheeks Diaper Company
Facebook.com/capriottis
Goal
Drive local awareness to its store events
Increase its revenue from gourmet sandwiches
Approach
Promoted a post celebrating the 2nd anniversary of its
Iowa location by offering people $2 sandwiches and
targeting people specically in Iowa
Results
2X+ increase in reach attributed to promoted post
267 fans were reached for just $0.65 about Capriottis 2nd
anniversary in Iowa
l00 people redeemed the $2 sandwich offer in-store in
Iowa
While other parts of the screen can be overlooked, the
newsfeed is the heart of Facebook. Promoting a post
makes it visible in thousands more newsfeeds. This
ensures our message actually connects with our fans.
Jason Smylie, CMO, Capriottis Sandwich Shop, Inc.
Retail Food/Beverage
Promoted Posts Success Stories
Facebook.com/meredithmanor
Goal
Increase awareness of its school among prospective
students interested in having a career with horses.
Approach
Promoted a photo post of an advanced student taking
her horse over a challenging jump through promoting a
post, as it best highlights student success
Results
4X more people reached through promoted posts versus
non-promoted posts
3.5X more users engaged with promoted posts versus
non-promoted posts
30% of prospective students sign up at Meredith Manor
due to Facebook Ads
Facebook ads have been a perfect t for Meredith Manor.
The small size of our school means a limited advertising
budget, and because we serve such a niche market we
have to attract students from all over the country. Most
traditional advertising campaigns at the national level
fall well outside our budget. With Facebook ads, we can
target the precise demographic were trying to reach
anywhere in the country, at a fraction of the cost of most
traditional marketing methods. The results have been
phenomenal!
Dirk Bosgraf, Director of Marketing, Meredith Manor International
Equestrian Centre (www.meredithmanor.edu)
Education (equine industry)