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Week 4: c
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tics
Microsoft adcenter, and Yahoo’s overture in case Facebook isn’t sufficient. You also
have a hunch that a major publication helps you generate newsletter sign-ups, so you’ll
devote some budget to a $2,000 print advertisement that tests the cost effectiveness of
print vs. the various online options.
table 7.1 summarizes the different marketing tactics you will use for this
campaign. note a few things in this table. First, you aren’t advertising exclusively on
Facebook. Facebook is a great marketing channel, but it may not be the most effective
for your purposes. it’s better to put your eggs in a few baskets. You’ll measure a few
things across campaigns to triangulate the effectiveness of each. the total number of
sign-ups and total cost gives you the absolute effectiveness of each tactic. the cost per
subscriber is a derivative statistic that tells you the relative effectiveness of each of the
ones where you devote marketing budget. the percentage churn by channel tells you
the long-term effectiveness of each.
P Table 7.1 Tactics for Fictional Campaign
Channel Tac tic Measurement
Facebook Fan page
Click-through advertising
Impression advertising
Total number of sign-ups
Total cost
Cost per subscriber
Percent churn by channel
Google AdWords Click-through advertising
Yahoo Overture Click-through advertising
Microsoft adCenter Click-through advertising
Twitter Maintain account and send occasional
tweets about newsletter
Skateboard 2010 Magazine Print advertising
Tuesday: Execute Your Strategy
the prep work and maintenance for each of these Facebook tasks is covered in previ-
ous chapters of this book. in this particular case, setting up a newsletter sign-up pro-
cedure directly on a Facebook fan page requires the marketer to change the default tab
setting on the fan page to an iteration of the static FBML app and create custom con-
tent with an opt-in box that entices a user to sign up. Although this is something that
most Facebook application vendors can do inexpensively, it should be considered as
part of the marketing spend for that channel and tactic. click-through and impression-
based advertising is recommended on Facebook in this case to determine which results
in better outcomes on a cost per subscriber basis. subscribers found in these two ways
may have different characteristics that will generate a different outcome, and that may
inform future marketing/advertising decisions on Facebook.
tuis.
(Tuis.)
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