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A few responses: > 1. They target people who like Italian food. They don't target people who like Pizza. 15,440 people in New Orleans have liked Pizza on Faceb

A few responses: > 1. They target people who like Italian food. They don't target people who like Pizza. 15,440 people in New Orleans have liked Pizza on Facebook. There are literally thousands of pizza places. Pizza Delicious isn't just a pizza place. It fills a niche that's closer to "Italian Food" than to just pizza. > 3. They disregard targeting friends of people who already like Pizza Delicious. And by doing so - they don't use the most powerful feature Facebook has to offer: social proof. No they didn't. From the article: "Their first idea was to target the friends of people who already liked Pizza Delicious on Facebook. But that wound up targeting 74 percent of people in New Orleans on Facebook — 224,000 people. They needed something narrower." > 5. There is no benefit in Liking Pizza Delicious on Facebook. No special Facebook offers. Or discount coupons. And yet they were expecting people to like their page and come visit their place right away. Their call to action is weak. You can't expect facebook likes to convert into orders straight away - when you don't even ask for an order. Their goal was to increase sales, not increase likes on facebook. They considered the likes on facebook to be a metric, and it turned out to be useless by itself.

artursapek 14y ago
Their goal was to increase sales, not increase likes on facebook. They considered the likes on facebook to be a metric, and it turned out to be useless by itself. I've never advertised on Facebook, nor do I use it any more, but I thought the whole purpose of getting "Likes" was having a wider audience to which send offers and coupons. In that case it is a metric, it's not useless. This article made it sound like Likes are supposed to be promises of business. They're not. They're just the opportunity to win business.
- mikeryan 14y ago
  Likes's are a tricky thing to leverage as a marketing tool (despite it being one of the things marketers use as a metric of Facebook success) If I "Like" a brand and they use it to just start sending me offers and coupons I'm very likely to "unlike" it very quickly. I do this every day. I'm not sure anyone has really nailed the formula for converting "likes" to actual sales.
  - fleitz 14y ago
    Social media is like real world networking, if you go to a networking event and constantly talk about what you're doing, and handout some coupons no one is going to be very interested. Targeting friend likes would have been a good way to build likes and then with a decent social media strategy where they post things interesting to their audience would have translated into sales. Given the wide range of pizza I'd think a morning show / George Takei format where they post stuff that's entertaining would be a good way to expose people to the brand. Social media is more about awareness and recall than purchasing intent, similarly to the way McDonalds advertises, they don't expect you to jump off the couch and go buy a hamburger but hope that the next time you're thinking of a hamburger you'll pick McDonalds, or the next time you see a McDonalds you'll think about getting a hamburger. If they are intent on converting instantly to sales, I would have put out a web-only coupon that's driven by friends of Facebook likes. Going to the coupon link would drive a remarketing list and then the remarketing list would be used to drive potential customers back to the site / Facebook page. Seeing no increase in sales from a $240 ad spend Facebook only with no follow on is hardly surprising, imagine McDonalds running one TV commercial and then saying TV doesn't work.
- xarien 14y ago
  You're absolutely right in that the like is a metric which translates to views. However, for a small business such as a restaurant, they really should have been focusing on conversions. This also applies to any startup. So what if 10 million people visit your landing page? How many of those convert? Out of those who sign up for a free account, how many convert to a paid account? One thing I definitely would have done differently is to add a hook with the like in the form of traditional marketing (a coupon or discount). Small businesses have used discounts for ages because it works. I'm actually very interested in how the advertisement and marketing landscape will change over the next 5-10 years.

artursapek 14y ago

Their goal was to increase sales, not increase likes on facebook. They considered the likes on facebook to be a metric, and it turned out to be useless by itself. I've never advertised on Facebook, nor do I use it any more, but I thought the whole purpose of getting "Likes" was having a wider audience to which send offers and coupons. In that case it is a metric, it's not useless. This article made it sound like Likes are supposed to be promises of business. They're not. They're just the opportunity to win business.

mikeryan 14y ago
Likes's are a tricky thing to leverage as a marketing tool (despite it being one of the things marketers use as a metric of Facebook success) If I "Like" a brand and they use it to just start sending me offers and coupons I'm very likely to "unlike" it very quickly. I do this every day. I'm not sure anyone has really nailed the formula for converting "likes" to actual sales.
- fleitz 14y ago
  Social media is like real world networking, if you go to a networking event and constantly talk about what you're doing, and handout some coupons no one is going to be very interested. Targeting friend likes would have been a good way to build likes and then with a decent social media strategy where they post things interesting to their audience would have translated into sales. Given the wide range of pizza I'd think a morning show / George Takei format where they post stuff that's entertaining would be a good way to expose people to the brand. Social media is more about awareness and recall than purchasing intent, similarly to the way McDonalds advertises, they don't expect you to jump off the couch and go buy a hamburger but hope that the next time you're thinking of a hamburger you'll pick McDonalds, or the next time you see a McDonalds you'll think about getting a hamburger. If they are intent on converting instantly to sales, I would have put out a web-only coupon that's driven by friends of Facebook likes. Going to the coupon link would drive a remarketing list and then the remarketing list would be used to drive potential customers back to the site / Facebook page. Seeing no increase in sales from a $240 ad spend Facebook only with no follow on is hardly surprising, imagine McDonalds running one TV commercial and then saying TV doesn't work.
xarien 14y ago
You're absolutely right in that the like is a metric which translates to views. However, for a small business such as a restaurant, they really should have been focusing on conversions. This also applies to any startup. So what if 10 million people visit your landing page? How many of those convert? Out of those who sign up for a free account, how many convert to a paid account? One thing I definitely would have done differently is to add a hook with the like in the form of traditional marketing (a coupon or discount). Small businesses have used discounts for ages because it works. I'm actually very interested in how the advertisement and marketing landscape will change over the next 5-10 years.