Striving for engagement and analysing Social-Media-only metrics such as Likes and Comments leads into frustration and a feeling that any image of a kitten can beat your well crafted brand-related message in engagement. But Facebook is a money-making machine and its users actually are willing to listen to your advertising messages.

1. BRANDZ
FRIENDZ
ROIONFACEBOOK-TIME,MONEYANDEFFORT

2. 156 Facebook apps in 2012, over 350 overall
App. 1 600 000 users in our apps
App. 2 870 000 fans in analysed FB Pages
Managing app. 1 000 000 USD in FB Ads
2 gamification systems implemented in last 6 months,
4 en routeBRANDZ
FRIENDZ

3. TIME
SOFACEBOOK
ALLOWS
1
2
3
4
And loads of it...
KNOWLEDGE
EMOTIONS
MONEY
Tools, people, advertising, or while buying fans
in India.
At least we say so.
Especially when those bast… when
users complain...

4. NUMBER OF FANS/FOLLOWERS/VIEWS
WHATARE
THEUSUAL
METRICSWE
USE
1
2
3
4
Our precious...
FACEBOOK ENGAGEMENT
EMOTIONS - SENTIMENT AND SEMANTIC VALUE
MONEY
Year-based budget, apps and ads investments.
Striving for it.
No.

6. CUSTOMER
CARE

7. In case of Facebook, unofrtunately, we are fed by vast
amount of data that usually leads to the conclusion
that the information we have is self-explanatory and
self-sufficient.
In case of (neat) reduction into number of fans, Likes,
comments.
Twitter and other platforms are less seductive thanks
to the small scale of data on the easily accesed scale
of an individual account.
USER
ACTION
SIDE

8. MAKE
CONTENT,
THEYSAID.

9. SOCIALISNOT
ADVERITISING,
THEYSAID.

11. CONTENTOF
CZECHPAGES

14. Admins.
The lonely wolves striving for these self-explanatory
numbers.
‣ So we:
‣ Ask fo Likes in case of consent and for comments in case of
disagreement
‣ You create “answer us” posts
‣ Use puppies, kittents who lost their mittens,
‣ Wish nice weekends, Fridays, happy holidays...
‣ And slowly come to the point of frustration and
breakpoint where you want to open a hash bar in
Thailand or a cafe in Brno.
INTHECHASE
OFPOSITIVE
NUMBERS

16. SO
ADVERTISING
ISLESS
MEANINGFUL
THANTHIS?

17. DOWHATYOU
KNOW-
MEANINGFUL
BRANDED
MEESSAGES
WITHCLEAR
AIMAND
BRAND
CONNECTION

18. Jasperʼs Market"
Food/Grocery!

19. Most of these ad formats are actually posts (and
could be dark posts).
Post equals advertising. Always has equalled.
Yes, prints are not social. But they are still way
better than kittens.
POSTS=
ADVERTISING

20. WEMIS-
UNDERSTAND
THEREASON
OFLIKE
Study conducted by Lithium and the Chief Marketing
Officer Council, sample of 1300 respondents + 132
senior marketers

21. So it seems that fans are rather greedy bastards than
emotion driven “supporters”, aren’t they?
WEMIS-
UNDERSTAND
THEREASON
OFLIKE

22. THEKEYTO
ROIINSOCIAL
MEDIA
GATHERINGDATA
DELIVERINGCOMMERCIAL
MESSAGESTORIGHTPEOPLE
ATRIGHTTIME
CUSTOMERCARE

23. That users are able to track up to 3 main account
agendas - they give a blink, see, understand what they
can expect in the future.
In case your agenda is wishing nice weekends, they
will expect whishing nice weekends.
WHILE
KEEPINGIN
MIND

24. ...AND CROSSING
THE DATA
(SOURCES)

25. FACEBOOK
“ITSELF”AND
TIME

26. SMAS
TRAFFIC
SOURCE

27. SKLAD,
ÚČETNICTVÍ

28. 2MAINAIMSOF
DATA
GATHERINGAND
USAGE
vs.

29. CAMPAIGN
FACEBOOK
API
PAYMENTS
CAMPAIGN
$

30. THESECRET
OFLIKE
{
"id": "584781745",
"name": "Jakub Svoboda",
"first_name": "Jakub",
"last_name": "Svoboda",
"link": "https://www.facebook.com/jakub.svoboda",
"username": "jakub.svoboda",
"gender": "male",
"locale": "en_US"
}

31. LIKETRENDS
AREABLETO
REVEALALOT
OFSECRETS
ABOUTUS…
I.E.WEARE
STUPID Prediction accuracy for certain criteria (1=100
percent), From the study "Private traits and attributes
are predictable from digital records of human
behavior" by Kosinski et al. (the Epoch Times)

32. THENIRVANA
STARTSWITH
PERMISSION
DIALOGUE

33. THENIRVANA
STARTSWITH
PERMISSION
DIALOGUE

34. DATAIS
FROM
“DARE”,TO
GIVE-
PEOPLE
KNOWWHAT
THEYARE
DOING

35. APPLICATION
DATA
FACEBOOKDATA APPLICATION DATA SERVER DATA
USER DATA

36. ...thebestlongterm
businesses are
emotionsfirst,data
second. Jason Goldberg,
Founder & Chief Executive
Officer at Fab.

37. FACEBOOKIS
THETRAFFIC
SOURCEAND
A
MULTIPLYING
VEHICLEAT
THEEND

38. GIVEUS
NUMBERS!

39. MANYTHANKSTO
SUPERVYPRODEJ.
CZ

41. 2 campaigns: 20,2 $ / 17,7 $
Investment: 758 Kč
Ballance: 54 orders, average order
1 083,89 Kč
turnover 60 700 Kč (umeasurable ROPO)
Investment : turnover ratio: 1,24 %
Average spent per 1 order: 14,10 KčRESULTS

42. EXISTING
CUSTOMER
60 700 Kč
Average order
1 083,89 Kč
Input
14,10 Kč

43. Q&A
FACEBOOK.COM/
BRANDZFRIENDZ
pavel.hacker@brandzfriendz.cz
@brandzfriendz

44. &AQPUT YOUR QUESTIONS