Facebook Case Study

Facebook Campaign:

This last Monday, February 18, was the 38th and final day for the ad campaign “February 18 – International Day of Prayer for Peace in Pakistan.” The purpose of the campaign was to increase the prayer support for the peoples of Pakistan. I picked the election day to focus on because four weeks seemed like neither too long nor too short of a time frame and I thought that election day would have its own natural publicity that I could leverage for prayer. The campaign was originally set for 4 weeks but was extended when the election day was reset. Forty days would have been more biblical but it seemed to work out anyway.

Overview:
The ad campaign gave some people a connecting point to show concern for the country of Pakistan as they faced recent elections while giving me the opportunity to speak truth into their lives about the type of peace that Pakistan needs.
The fans came from far and wide, but the majority were of Pakistani descent.
The wall posts were varied but optimistic and reflected different faiths.
The elections came off peacefully and all the glory goes to the Father.

Data Collected:

Ad Impressions: 4,027,802
Clicks on Ads: 1,323
Fans: 357 (adding 2 or 3 per day as of Feb. 25)
Removed Fans: 15
Fan’s Locations: Egypt, Pakistan, Australia, London and various UK cities, Various US networks, Canada, UAE, Saudi Arabia, Ghana, Israel, etc.
Wall Posts: 44
Views Feb 9-16: 1,202 (171 per day)
Unique Views Feb 9-16: 697 (99.6 per day)
Updates Sent to Fans: 6
Countries Targeted:
US 82 Clicks (4 different ads over 4 weeks)
UK 14 (3 different ads)
Canada 142 (2 different ads)
Singapore 166
South Korea 125
Australia 60
Philippines 75
Egypt 649
Sweden 5
Norway 4
France 1

Cost: $170.82

Problems:
One cousin’s post had to be remove because of a bad word, even though the overall content wasn’t bad. One post was removed because it was promoting a business. One fan, “Guardian Jesus” was his moniker, used a swastika picture for his profile and some of the other profile pics were a bit provocative or even creepy. The interaction with the fans was limited, because I did not use my profile to connect with them.

Lessons:
Facebook is definitely a force to be reckoned with and is very dynamic in nature. The potential for connections across the globe is amazing. To get to a deeper connection with fans will take some dedicated time and a public profile that I was reluctant to develop, for security reasons. The campaign could probably have been more effective with more personal interaction. When I started sending out updates I lost some fans, but not that many considering that I was quoting scripture. The notes that were sent out generated very little written feedback.

If the site had been initially more C1 the fans would have been fewer, but there might have been more opportunity to pray together or use the site as a prayer guide. I didn’t expect the number of Pakistanis that joined as fans. Egypt was only added to the campaign for the last 10 days after so many cousins had joined and they were so fervent in expressing their desire to pray for peace.

I changed the ads several times and raised or lowered the price for different ads several times. Different pictures didn’t seem to matter too much. The amount bid for the ad did have an impact, but the greatest impact was how I searched for viewers. If I limited the search to a person’s likes (praying, world peace, Christianity, were just a few that I tried) it definitely limited the number of people who saw the ad. If I lowballed the bid it also limited the number of views. Egypt has 566,000 Facebook users but because the ads were so cheap and there are evidently a number of Pakistanis living there, it was the most responsive ad. Singapore has only 400,000 Facebook users but was also responsive. Canada has 7.5 million Facebook users and may be an area that I could have focused on more. It is hard to get a lot of views among the 19 million US Facebook users. Our personal networks contributed a good number of the fans but probably not more than 20%, so the ads were definitely productive and I would say worth the money spent.

The Facebook site is still active and continues to add fans but I am no longer monitoring it as frequently and I am not currently planning anymore contact with the fans. I am considering several different next steps, but I am waiting on a stateside partner’s help. Let’s keep praying for a Facebook pastor.

By RR

2 Responses to Facebook Case Study

  1. Blane says:

    I take it that the Facebook site is in English. Are there language specific Facebook sites? Forgive my ignorance about Facebook. Also, i am not sure why the need for stateside partner. Couldn’t it be anyone anywere as long as they have internet access?

  2. pacrimmedia says:

    There are 111,880 Indonesian Facebook members. All interact in English. Anyone, anywhere could be the partner. DH

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