Page 1 Solutions hosts a webinar on social media marketing for attorneys, dentists, plastic surgeons and ophthalmologists. Presented by Kami York-Fiern, social media specialist. the information covers strategies on content, stimulating engagement, how to measure results and get business from Facebook.
2. What are we covering today?
How to maximize your Facebook marketing
Keys to engagement
Promoting your brands BEST material
Key reporting metrics
Turning Fans into paying customers
Facebook Advertising
Content Creation Tools
6. 4 Keys to Planning a Campaign
1. Social Listening and Building Your
Community
2. Building Anticipation The Big Reveal
3. Offer Promotions
4. Release Case Studies, Testimonials,
Specials
7. Maximizing Exposure of a
Facebook Campaign
Make sure all of your posts:
Add value to your audience
Help build your community
You want to make the sharer look good to their
audience
Don’t use more than 2-3 hashtags (#) per post
Don’t use hashtags (#) at the beginning of a post
Recommend having a dedicated content
creator who can post and respond to
comments
8. Maximizing Exposure Contd.
To gain maximum organic reach:
Don’t be afraid to post outside business hours
LISTEN to what people are saying about your
brand
EXPERIMENT!!!!
Frequency, Time of Day, Day of Week, Post Type
(text, video, specials, events, milestones, new cover
image etc.)
120 characters is optimal on all platforms
Mention your fans in posts (tag, @, +name)
Keep mobile in mind
They don’t see a sidebar in Facebook!
9. It’s About Your Audience, not
YOU!
Where are the places you have an online
audience?
Let ALL of them know about your social presence
Limit self promotion (ie. Like Us on Facebook)
Drive traffic to a specific Facebook post rather
than your page in general
Say “Join the Discussion”
rather than using another
self promotion
10. It Pays to Use Facebook Ads!
“ Ads are as relevant and timely as the content
your friends share with you” – Zuckerberg
11. How do users see ads?
Newsfeed (Desktop + Tablet)
Right Hand Side (Desktop +
Tablet)
12. Types of Facebook Ads
Types of Facebook Ads
Page Post Engagement
(glorified boosted post)
Page Likes
Clicks to Website
Website Conversions
Budgets will vary by
client and campaign
goal
The Power Editor is
your best friend!!! (no
joke)
Custom Audiences =
Better Targeting =
13. The Wide World of Facebook
Advertising
Facebook Boosted
Posts
Allows a particular
post to be seen by a
larger audience by
paying to promote it
Use Power Editor to
create ads
Frequency depends
on your audience
BUT…don’t be afraid to
experiment
14. What Metrics Does Facebook
Measure?
Metrics for Boosted Posts are the same as Ads
Top Metrics:
Ad Spend (by post or ad set)
Ad Results
Reach
Frequency
Clicks
Click Through Rate
Advanced Metrics:
Ad Placement Performance
Demographics (Age + Gender)
“Unique” Metrics
15. So, What Metrics Really
Matter?
“Stop focusing on page likes and people
talking about that.” –Mari Smith
Metrics to Follow:
Traffic to Website
Growth of email list/opt in subscriptions
SEO
Click Through Rate
Revenue Generated (ROI in our case)
Increased Ad Performance
Increase in Positive Reviews
16. Your Brand vs. Facebook Ads
Target Your Customers
Use Custom Audiences to drive traffic to your site
Facebook will build an ideal audience FOR you
Facebook vs. Google Analytics
GA will only tell you direct referral traffic
Facebook can tell you who converted with in a date
range
Ad Placement
The sidebar won’t provide as many conversions as
the newsfeed…that’s OK
Mobile newsfeed ads are the MOST expensive in
terms of cost per click
17. Content Creation Tools
Contentgems.com
Monitors 200,000+ news sites, blogs and social
media accounts and sorts content by keywords
you enter
Feedly.com
Follow RSS feeds and sort them into content
categories
Spundge.com
Sorts articles into main topic areas to peruse
Paper.li
Create a personalized online newspaper
18. Part 1: Key Takeaways
Don’t be afraid to experiment with your
strategy
Every business is different; there is no cookie
cutter strategy that works for EVERYONE
Talk WITH your audience, not AT them
92% of marketers say social media increased
their brand exposure in 2013
YOU NEED TO BE ON IT!!!
It’s not always about fans and followers; it’s
about how you can make them turn into
business
Notas do Editor
Mari Smith (a Facebook Marketing Expert) saw her reach plummet from 50,000 to 3,000 out of her 120,000 fans (41% down to 2.5%) At any given time, there are 1,500 stories to show in the newsfeed but Facebook only shows you 300Facebook is the only platform that filters your newsfeed
In each stage, make sure you’re adding value, building your community and testing/measuring
By listening, you can identify superfans and influencers
Talk about 80/20 rule
* Mobile users won’t see a right hand side. Only a smaller version of your desktop newsfeed ad
Businesses spend $100-$100,000 on FB ads monthly
Power editor gives you more control over audience segmentsDid you know you can text people to direct them to your page: text 32665
Ad Results = clicks, engagement, likes depending on what campaign was run
*Clients should be using their personal pages in conjunction with business pages
*Look Alike = users similar to your current audience #1: can target a list of email subscribers, can target a “Look Alike” audience#2: Facebook data is more precise; expand on this#3: Want to make sure your ad shows up in all the possible areas though: newsfeed (desktop and mobile), right hand sidebar (desktop only)