Facebook amplifies what’s already working, as we’ve learned from the Warriors case study that Facebook released.
Custom audiences = people-based marketing = remarketing = sequences across channels = word of mouth at scale.
So custom audiences allow us to market cross-channel to amplify where fans are already engaging in the stadium, in the app, in our email sequences, on our website, via our Google channels, and anywhere we can place a tag.
We have grown these audiences and nurtured them through funnel stages of awareness > engagement > conversion. The ticketing and merchandise revenue we drive is a direct function of how well we have nurtured these engagement audiences-- for example, organic efforts during the pre-season and boosted posts that have already performed well organically.
Facebook ads increase the yield of our other marketing programs. Specifically, custom audiences yeild at least a 1,000% ROAS and were as high as 4,000% during the playoffs. That means getting back $40 in revenue for every $1 spent. Lookalikes on top of custom audiences throw fuel on the fire.
The future of social media marketing is bright with guys like Dennis...helping people and brands figure out how to optimize their strategies.