[Web4lib] Highly targeted Facebook Ad being tested

[Toby Greenwalt]

This sounds promising, Peter. I'm interested in hearing how it progresses.

What prompted you to choose the Trustkill albums? Was it the small record
size and the oddity factor? Does the database have any other albums in the
same genre that this "target" might be interested in? Or what about physical
albums? Do you see any next steps here?

Please keep us posted. So many of us in the library world are still trying
to figure out how to use these social networking sites. To see some actual
quantifiable results would be quite refreshing.

Toby Greenwalt
Chicagoland, IL
theanalogdivide.com

On Fri, Apr 11, 2008 at 5:30 PM, Peter Schoenberg <PSchoenberg at epl.ca>
wrote:

> On April 11 at midnight we will launch an exceptionally targeted
> Facebook Ad campaign.    Not sure an ad campaign has ever had a smaller
> target audience, more on that later.
>
> Brief Background:   Naxos Music Library streams 34 CDs from Trustkill
> records (heavy metal/thrash).    Due to a complete lack of catalogue
> records and the fact heavy metal / thrash fans are particularly unlikely
> to find their way to the library website and then find and choose the
> Naxos Music Library database we created a Trustkill page on our site.
>
> Here is that page:      http://www.epl.ca/epltrustkill.cfm
>
>
> We then created a Facebook ad that targets people in Edmonton who have
> the band Bleeding Through listed among their music favourites.   This
> seemed to be the Trustkill band listed by the most Edmontonians.
>
> Limiting the ad to Edmonton gives 415,000 people.   Sub-limiting to fans
> of Bleeding Through gives 180 people.  (VERY highly targeted ad)
>
> We chose a $10 per day limit            (no danger there).
> We choose .75 per click.                (next time will experiment with
> the pay per view option)
> It will run from April 11, 2008 - April 20, 2008.
>
>
> Best case scenario is probably 10 people clicking the ad.     Projected
> cost $2 - $15.
>
> Potential benefits:  hoping to surprise a small number of Edmontonians,
> who are possibly not current library users and most importantly might
> never think of the library for the kind of music they like (especially
> streamed for free).     I realize streaming is very old school, but that
> is what we have to offer in this case.   Hoping a few clicks happen,
> hoping we surprise a few people and they tell a few people.
>
> This sort of micro-ad seems to have great potential reaching non-users
> of the library.
>
> Here is the ad
>
> Trustkill streamed
>
> Edmonton Public Library
> streams Bleeding Through,
> Hopesfall and more from
> Trustkill records.  Library
> card is cheap or free.
>
>
> Link goes to the EPL trustkill page.
>
> Will report results in a week or so.
>
> Peter
> __________________________________________________
> Peter Schoenberg                  (780) 496 1855
> Director - eServices - Edmonton Public Library
>                           www.epl.ca
>
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