Facebook Marketers Interview Series- Molly McCarty
Published: March 26, 2014
Author: Molly Shotwell
Name: Molly McCarty
Title: Social Account Manager
Company: 3Q Digital
If you had 10 million dollars to invest and you could invest in Google or Facebook stock, which would you pick, and why?
Facebook, without a question. Facebook is new and it has a long way to go, but all indicators show that it will succeed. Google is already established. Although it is doing great and will continue to do great, there isn’t as much room for improvement there. They haven’t quite plateaued, but almost. Facebook is just getting started!
What do you think will be the most important marketing platform in 10 years?
I don’t think it has been developed yet, but I think it will be some form of social media. What’s great about Facebook advertising is we have real users commenting on the ads. If people have tried the product, and not liked it, they will tell everyone right there! This is a new dynamic to advertising. We are really held accountable, more so than we have been in the past. It also means that when someone loves something, they will write a rave review and hopefully it will encourage someone who is on the fence to convert!
Which Social Networking platform has the most untapped potential for advertisers?
Instagram. I keep hearing that ads are coming, slowly, but I want them here now! Facebook performs well because of the large, dynamic images. Instagram is all about images and it is owned by Facebook. If Facebook can learn from its mistakes, I expect Instagram to be able to become a huge advertising platform in the near future. It won’t take a long time to get going, it just needs to get started.
What’s your favorite advertising campaign (e.g. Betty White Super Bowl ad, Got Milk billboard, etc.)?
Super Bowl Oreo Ad 2013 when the lights at the stadium went out. Genius. Someone created that in a matter of minutes, and it worked its way around social media just as quickly. In terms of long term advertising campaigns, I really like what Bush’s Baked Beans is doing with their commercials (I love dogs). If you haven’t checked out Skittles Twitter feed, do it.
What are the three most important qualities of a Facebook Ad campaign?
Well, targeting. Hitting the people who are most interested and want the product you are advertising. For the actual ad, though, definitely the creative. People are scrolling down their News Feed, reading up on all their friends, they don’t stop to read an ad. The image has to not only capture their attention but also hold it. This isn’t easy to do. Facebook has a strict 20% text rule, meaning you basically can’t have more than a word or 2 in your images. You have to make the user want to read the description.
If anything keeps me up at night worrying about my company, it’s…
I have x amount of budget for this account. I have 100+ ideas, and I need to narrow it down to 5. Which will be the top 5? How much can I stretch the budget but still make it worth while? Which will scale? How quickly will I learn? Ugh… now I am stressed just thinking about it!
What’s the one marketing lesson you wish you had learned earlier?
QA… Always check your work, and do so twice. Once right after you build, but again a few hours after it has launched. Make sure it is converting the way you expected (possible pixel issue). What are the users talking about (possible targeting issue)? How much has it spent (did you bid the right amount)?
If you could invest in one marketing technology company, which would it be and why?
Nanigans because I am already investing my time there, so why not my money? I have done a bit of research, not much to be honest, and I think they have a solid platform that is results driven. They offer new insights to clients, like lifetime value, which are great but we can’t get in Facebook alone.
In three words or fewer: the future of Facebook is…?
Huge growth, quickly 🙂