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Facebook Marketers Interview Series- Alicia Antoniolli

Published: April 24, 2014

Author: Molly Shotwell

f6w6bp3sName: Alicia Antoniolli
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? 
I would choose Facebook. It took some time for their advertising platform to grow and earn clout, and it’s still just beginning to capitalize on advertising, but they are making strides in becoming a digital advertising powerhouse. More and more companies are choosing to use Facebook as a direct response channel and, in turn, their revenue will continue to grow significantly.
What do you think will be the most important marketing platform in 10 years? 
Tough call! Although I’m a social girl now, Google is really the most complex and extensive digital marketing platform today, and I can’t see that changing in the next 10 years. The web will continue to grow, and Google’s network will grow. They are constantly offering new outlets for their advertisers as well. It’s not just paid search engine results anymore; it’s the Google display network, mobile app installs, email, video, integration of social, and more.
Which Social Networking platform has the most untapped potential for advertisers?
I think Twitter fills this spot. It’s still trying to catch up to Facebook in terms of advertising capabilities and, for those already advertising on Twitter, being an early adopter of new features and capabilities will allow them to maximize their return on investment.
What’s your favorite advertising campaign (e.g. Betty White SuperBowl ad, Got Milk billboard, etc.)? 
It might be a little cliché, but I loved the Kmart “Ship My Pants” and “Big Gas” commercials. What can I say? I’m a sucker for a clever play on words.
What are the three most important qualities of a Facebook Ad campaign?

1. Testing! – It’s important to regularly test targets, ad copy, and landing pages for all clients

2. Clear KPIs – Always have an understanding of what the client is trying to achieve through their Facebook advertising, and optimize based on those goals.
3. Compelling Ads – Strong call to action, engaging ad text, eye-catching images all work to make potential customers into converting customers.
If anything keeps me up at night worrying about my company, it’s…
finding more experts in the industry to join our team  as we continue to grow quickly.
What’s the one marketing lesson you wish you had learned earlier?
That it’s okay for tests to fail in terms of performance. What’s important is constantly trying new things, even when there is risk involved. Although a test may not pan out, it will provide learnings and insights for the account in addition to the company as a whole.
If you could invest in one marketing technology company, which would it be and why?
Nanigans, which is a SaaS platform that measures, predicts and optimizes for lifetime value for Facebook ads. They are still a fairly small company, but they are a Facebook preferred marketing developer, and they have really taken advantage of Facebook’s lacking advertising platform. It fills the hole of optimization technology, and is really one of a kind for Facebook advertisers.
In three words or fewer: the future of Facebook is…?

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