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TTIA 2014 - The New Face of Facebook

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TTIA 2014 - The New Face of Facebook

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Since Fall of 2013,Facebook has reduced the reach of your Facebook posts down to a paltry 3% of your followers' news feeds. So how do you get your potential customers to find you? You advertise!

At the same time as Facebook reduced your reach, they introduced new types of ads and simplified placing them. You can spend as little as $1 a day to drastically increase your reach on one of your most important advertising platforms (and get a great bang for buck). Whether you're just tiptoeing into advertising or are looking to take your advertising to the next level, we'll cover methods & techniques to be successful. We'll also cover contesting and other posting strategies to get the most reach, and show you an easy new tool to make your ads and other posts look beautiful! You'll leave armed with the tools necessary for your ultimate Facebook Advertising success story!

Since Fall of 2013,Facebook has reduced the reach of your Facebook posts down to a paltry 3% of your followers' news feeds. So how do you get your potential customers to find you? You advertise!

At the same time as Facebook reduced your reach, they introduced new types of ads and simplified placing them. You can spend as little as $1 a day to drastically increase your reach on one of your most important advertising platforms (and get a great bang for buck). Whether you're just tiptoeing into advertising or are looking to take your advertising to the next level, we'll cover methods & techniques to be successful. We'll also cover contesting and other posting strategies to get the most reach, and show you an easy new tool to make your ads and other posts look beautiful! You'll leave armed with the tools necessary for your ultimate Facebook Advertising success story!

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TTIA 2014 - The New Face of Facebook

  1. 1. Kendra Wright| Saffire Events GOTTA PAY TO PLAY: The New Face of Facebook
  2. 2. We’ll send you the slides. NO NEED FOR NOTES
  3. 3. SOMETHING BUT WAS MISSING
  4. 4. HELP MORE PEOPLE! We wanted to
  5. 5. Over 120 Events, Venues & Destinations trust Saffire!
  6. 6. POLLS
  7. 7. FACEBOOK IS KING Facebook is Dwindling. BUT YOU MAY HAVE HEARD… Free
  8. 8. THE OLD WORLD
  9. 9. THE NEW WORLD In September, Facebook made a change to its algorithm, drastically reducing the reach of business posts. In December, they did it again. Now an estimated only 3% of your followers will see your posts if you don’t advertise.
  10. 10. WHY? USER EXPERIENCE & CA$H
  11. 11. NEW FACEBOOK STRATEGIES 1.Optimize posts for sharing. 2.Re-evaluate your Facebook investment. 3.Engage your fans elsewhere. 4.Pay up. (cheap… for now) Post and advertise, or don’t post.
  12. 12. ADVANTAGES OF ADVERTISING •Greater reach •Greater targeting •Protection against wasting money •It won’t run if people don’t click
  13. 13. FACEBOOK AD TARGETING •Your Facebook followers •Their friends •Your email list •People who are “look-alikes” to your list •People who went to your website •Even specific pages •People who are interested in pertinant organizations
  14. 14. NOT ALL AD METHODS ARE CREATED EQUAL
  15. 15. GOOD
  16. 16. RIDE THE ORGANIC WAVE
  17. 17. POST SOMETHING ENGAGING
  18. 18. …THEN BOOST IT
  19. 19. AUDIENCE TARGETING
  20. 20. BETTER
  21. 21. ADS MANAGER www.facebook.com/advertising
  22. 22. STEP 1: SET OBJECTIVE Think about your goal and the type of post your advertising.
  23. 23. EXAMPLE AD TYPES •PAGE POST ENGAGEMENT – Image, video or text •PAGE LIKES – Get more Likes on your Facebook page •CLICKS TO WEBSITE – Drive traffic to your website •OFFER CLAIMS – Like a coupon, with “Get Offer” button •EVENT RESPONSES – Includes event details and RSVP link
  24. 24. PAGE POST ENGAGEMENT AD •Promoting your POST will get more INTERACTION. •Why you should use it: •To get more video plays and engagement on photos •To let your customers know of sales and specials
  25. 25. EXAMPLES
  26. 26. PAGE LIKES AD •Promoting your PAGE will get more LIKES. •This was more important when Likes “guaranteed” that you would show up in their news feed. •Now it is good for when you advertise to your fans (because you have them!).
  27. 27. EXAMPLE
  28. 28. CLICKS TO WEBSITE AD •Promoting your WEBSITE will get more WEB TRAFFIC. •Why you should use it: •There is something else to see on your business website or blog •Prompt lead generation
  29. 29. EXAMPLE
  30. 30. OFFER CLAIMS AD •Promoting your OFFER will get more REVENUE. •Why you should use it: •Allow customers to claim special deals you’re running •Organic reach: Kendra claimed this deal! •INSTANT GRATIFICATION!
  31. 31. EXAMPLE
  32. 32. EVENT RESPONSES AD •Promoting your EVENT will get more ATTENDANCE. •Why you should use it: •Same as offers, but no purchase is made •Organic reach: Kendra is going!
  33. 33. EXAMPLE
  34. 34. STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up?
  35. 35. STEP 3: DEFINE YOUR AUDIENCE A more targeted audience means more engagement.
  36. 36. STEP 4: SET YOUR BUDGET This can be done by day or overall.
  37. 37. GET ORGANIZED (as of yesterday) Overall objective Creative – text & images * NEW in September Schedule, budget, bids, targeting & placement*
  38. 38. WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus:
  39. 39. STEP 5: WATCH FOR RESULTS
  40. 40. BEST
  41. 41. POWER EDITOR The most professional way to advertise on Facebook. More nerdy than Ads Manager
  42. 42. WHY USE POWER EDITOR? •Create “Dark Posts,” which are unpublished posts •Hint: great for testing! •Ability to save and reuse all of your audiences •Create Lookalike audiences – similar to a list based on email upload or page Likes •Bulk ad editing •Place ads for specific mobile devices
  43. 43. YOU CAN TEST WHAT WORKS BEST!
  44. 44. FACEBOOK ADS It has never been cheaper or easier to see what gets results.
  45. 45. THEN APPLY EVERYWHERE!
  46. 46. PUT IT HERE
  47. 47. …AND HERE
  48. 48. AND MOST IMPORTANTLY…
  49. 49. CONTESTS Facebook
  50. 50. THE DOS & DON’TS DO •Collect entries by Comments/Likes •Collect entries by having users message you •Utilize Comments/Likes as a voting mechanism DON’T •Place contests on personal Facebook timeline •Require people to tag themselves in promotions •Use more than 20% text on your ad photos
  51. 51. FACEBOOK IMAGE GRID TOOL If text covers more than 20% of your photo, Facebook won’t let you advertise it! https://www.facebook.com/ads/tools/text_overlay
  52. 52. TOP 5 CONTEST TIPS 1. SET GOALS •What are you trying to achieve? Ex: likes, comments, video watches, email addresses 2. CONSIDER THE AUDIENCE •Important in determining your prize package Ex. Moms, teenagers, etc. 3. DETERMINE THE CONTEST TIME FRAME •Remember Story Bump! Daily small contests for likes & comments; longer timeframe for more personal information
  53. 53. CONTEST TIPS, CONT. 4. CREATE A PRIZE PACKAGE •Both smaller (page posts) and bigger (to build email list) 5. PLAN THE FUFILLMENT •Know how quickly you can deliver & make sure it’s within the expiration date
  54. 54. CONTESTS FOR FOOT TRAFFIC
  55. 55. ON SITE PROMOTE DEALS THAT ARE ONLY AVAILABLE
  56. 56. EXAMPLE
  57. 57. EXAMPLE
  58. 58. EXAMPLE
  59. 59. A GOOD RULE OF THUMB Create a sense of urgency •Set a deadline •Use a countdown •Make it holiday-specific
  60. 60. VS.
  61. 61. CONTESTS FOR INTERACTION
  62. 62. EXAMPLE
  63. 63. EXAMPLE
  64. 64. EXAMPLE
  65. 65. FUN POSTS
  66. 66. EXAMPLE
  67. 67. FUN POSTS
  68. 68. EXAMPLE
  69. 69. PRIZE IDEAS •Gate admission tickets •Unlimited ride wristbands •Season passes •Experiences/meet and greets •Behind the scenes tours (on a golf cart!) •T-shirts and/or other promotional items •Giveaways from sponsors NOTE: We’ve found that 70—80% claim prizes.
  70. 70. CONTESTS FOR MORE DATA
  71. 71. IFRAME IN TO FB
  72. 72. THE BIG CONTEST
  73. 73. USE FOR EMAIL COLLECTION
  74. 74. SMALLER CONTESTS Two posts: 1.Announce contest 2.Announce winners
  75. 75. EXAMPLE
  76. 76. BIGGER CONTESTS Four posts: 1.Announce that you’re going to have a contest “4 MORE DAYS! We'll be giving away 1 sheet of 24 carnival tickets to 5 lucky people later today! #FinalCountdown” 2.Announce contest 3.Announce that you’re going to announce the winners “We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know who it is?” 4.Announce winners a.If more than 10 winners, announce in groups of 5
  77. 77. NERDY Now, for a Party Trick.
  78. 78. IMAGES are so important.
  79. 79. EVER TAKEN 10% of photos Were taken in the last 12 months.
  80. 80. POSTS WITH PHOTOS The engagement rate of Facebook is so much greater than without.
  81. 81. IMAGES are hard.
  82. 82. LET CANVA WORK FOR YOU
  83. 83. FREE ONLINE MARKETING TIPS Website www.saffireevents.com The Amplifier www.saffireevents.com/podcast Facebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?
  84. 84. NEW Advice for a World
  85. 85. “NEW” ADVICE Mimic what you see on the platform. Content is King, but context is even more important. Don’t interrupt or be intrusive. Talk about what they’re talking about. Example: My late talking son.
  86. 86. “NEW” ADVICE Share “jabs,” non-direct to your offering. Aim to hit an emotion so hard that the customer wants to share it, because it will say as much about them as your festival. Example: Remember when you were little and asked for ice cream. What happened?
  87. 87. “NEW” ADVICE Be a real person, like a friend. Share: • Entertainment to help them escape • Useful information they can utilize
  88. 88. “NEW” ADVICE Leverage pop culture •Show customers you love the music, shows, etc. they do •BE READY when something happens you can leverage •Examples: Ponchos, Harlem Shake, Oreos, Sound of Music
  89. 89. FREE ONLINE MARKETING TIPS Website www.saffireevents.com The Amplifier www.saffireevents.com/podcast Facebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?

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