Category Archives: Insights & Resources

These posts contain insights and resources from the Nanigans team to help marketers and advertisers navigate the Facebook landscape.

5 Ways Savvy e-Commerce Companies Are Leveraging Facebook Ads

This article was originally published here on Inside Facebook.

Following social gaming, e-commerce companies have been early adopters of Facebook advertising. We have had the opportunity to work with innovators in the industry over the last 2 years, including Fab.com, Gilt Groupe and Nordstrom’s HauteLook, helping them hone their Facebook advertising strategies to acquire new customers and deliver positive ROI. In fact, their needs and goals have helped refine our product roadmap.

Savvy e-commerce companies are increasingly realizing they can leverage Facebook Ads to meet specific business goals — those that live both on and off Facebook, and that go far beyond the Like. In the online advertising world, using paid media to drive business results beyond awareness is known as “performance advertising,” and it’s something our software was built from the ground up to introduce to the world of Facebook. Our Ad Engine measures the user engagement that happens after someone clicks on a Facebook Ad, and uses that information in real-time to inform bidding and optimization of creative and audience targeting.

With this experience in mind, below are 5 business goals e-commerce companies are driving to and optimizing for as part of their Facebook advertising campaigns: Read the rest of this entry

Final Four Weekend: It’s a Kentucky Nation on Facebook [Infographic]

With this weekend’s Final Four match ups between Kentucky and Louisville as well as Kansas and Ohio State in mind, we decided to dig into the buzz surrounding each team, their coaches, and top players on Facebook. We tapped our Facebook advertising software, Ad Engine, for the data, and found that Kentucky trumps in popularity in every category we examined. We took this a step further, identifying which team each state is cheering for this weekend. We compiled the results in the following infographic:

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Facebook’s Social Business Blueprints

Following the success of their fMC event earlier this month, Facebook released two white papers (commissioned by Forrester Research) to empower marketers to approach social more strategically, and which highlight how paid media fuels social momentum.

Facebook introduces the white papers by underscoring that 95% of VP and C-level marketers believe we live in a connected world, “where people are connected to the things they care about through social media.” The implications of this for businesses? Traditional, one-way, push marketing is replaced by two-way dialogue (which can be initiated by consumers) and offers the opportunity for brands to connect more authentically with potential and current customers. Perhaps more consequential, it means the veil and tinted glass covering how your company engages in business has been lifted. Read the rest of this entry

The State of Facebook Marketing in Infographics

Facebook ads are here, and they’re here to stay. Over the past few months there has been an influx of new, fantastic infographics on Facebook and its emergence as one of the preeminent online engagement and marketing platforms. We decided to share some of our favorites, organized by the current state of Facebook trends, understanding your followers and fans, maximizing the potential of your Facebook marketing campaign, and the future of the Open Graph platform and Social Sharing.

Courtesy of The Social Marketer:
Facebook emerges as the largest ad impressions publisher on the internet

Facebook, once thought of as the future of online advertisements, has become the dominant force in a crowded field of online ad publishers.

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Insider’s Guide to Facebook Advertising: Country Targeting — Reach vs. CPC [Infographic]

Part of Facebook’s draw in being such a transformational media platform for advertisers lies in its global connectivity. 75 percent of Facebook’s 845 million active users live outside the United States, with the social network supporting 70 different languages.

With this global user base and a real-time ad marketplace, many marketers face a dilemma in balancing country reach (the number of targetable users in that country) and cost goals when bidding for ad placement on Facebook. We pulled data from the 175 billion Facebook ad impressions managed through our Ad Engine  in 2011 to compare the reach and average cost-per-clicks (CPC) for countries across the globe — featured today on Business Insider:

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The New Currency: Financial Institutions on Facebook

Financial services represents approximately 30% of all online advertising spend, and on Facebook there are certainly institutions leading the way and investing in the opportunity: Capital One, Citibank and American Express are three that come to mind. That being said, the laggards seem to still outweigh the innovators. In examining the top 20 commercial banks, only five have Facebook reaches* of over 300,000 people. This contrasts starkly to other consumer facing sectors, like CPGs, where many brands have a reach of several millions.

Yesterday our founder and CEO Ric Calvillo was invited to speak at The Ad Club’s financial marketing summit, The New Currency. The event explored how mobile and social are transforming financial services, honing in on the challenges and opportunities of each.

Ric’s session focused on social’s implications for financial services. Dan O’Malley, founder and CEO of PerkStreet Financial, opened the session by describing how his online-only bank is capitalizing on digital’s ability to unlock a more personalized banking experience and the death of costly bank branches to fund better rewards. Ric’s panel followed, with Twitter’s Northeast Revenue Manager Cameron Burnham and Game Show Network’s SVP Digital Mark Cullinane joining him.

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Facebook Advertising Trends: CPCs Increased 80% During the Holidays

Online retail sales reached a new $37.2 billion record high this holiday shopping season. That’s up a sizable 15% from 2010.

With social networks cited by consumers as their leading online shopping portal (topping both retail and comparison sites), it’s no surprise that many advertisers turned to Facebook this year to place ads and take advantage of the social network’s 800 million active users, engagement and targeting parameters.

The result of this increased demand for Facebook ads was higher cost per clicks (CPCs). It is a trend we saw over the course of November and December, with over 80% higher CPCs during peak holiday shopping season (just featured on ReadWriteWeb):

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The State of Social Marketing 2011 – 2012

Pivot Conference recently released a report on the state of social marketing, noting that board rooms are finally tipping their hats to the value driven by social networking and, consequently, are putting more budget behind it.

The results in the report are based on a survey conducted by Pivot with 181 brand managers, agency professionals and marketing experts. Half of the questions asked these marketers to define their (or their clients’) “social consumers,” and the remainder focused on the extent to which social marketing is being leveraged by their business. Here are some of the results we found most interesting:

The Social Consumer

Social consumers are defined as those who turn to their social networks to learn about products and services. They are undoubtedly some of the types of people you should consider targeting when advertising. So, who are they? Overall, they tend to be gender neutral, have higher incomes, be middle aged, and frequent Facebook by far and large more than any other social network.

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INFOGRAPHIC: Insider’s Guide to Facebook Marketing – Hidden Gems of Targeting

Part of Facebook’s draw in being such a transformational media platform for advertisers lies in its global reach. 75% of Facebook’s 800M active users live outside the United States, and the social network supports 70 different languages.

So, what countries should you target when advertising on Facebook?

We ranked twenty countries by their number of Facebook users, average cost-per-clicks and average clickthrough rates in the infographic below (just published on All Facebook) to help answer the question:

Facebook Infographic - Facebook Marketing: Hidden Gems of Targeting
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