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Kendra Wright| Saffire Events
PAY TO PLAY:
The New Face of Facebook Outreach
& How to Maximize It in Your Favor

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Share your card - We’ll send you the slides.
NO NEED FOR NOTES

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SOMETHING
BUT
WAS MISSING

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HELP MORE PEOPLE!
We wanted to

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Over 120 Events, Venues & Destinations trust Saffire!

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ASSOCIATION PARTNERS

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HEART TO HEART

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ADVERTISE
How many of you
on Facebook?

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FACEBOOK IS KING

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THE OLD WORLD

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THE NEW WORLD
A year ago, 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.

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WHY?
USER EXPERIENCE
& CA$H

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NEW FACEBOOK STRATEGIES
1.Re-evaluate your Facebook investment.
2.Optimize posts for sharing.
3.Engage your fans elsewhere.
4.Pay up. (cheap… for now) Post and advertise, or don’t post.

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ADVANTAGES OF ADVERTISING
•Greater reach
•Greater targeting
•Protection against wasting money
•It won’t run if people don’t click

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FACEBOOK AD TARGETING
•Your Facebook followers
•Their friends
•Your email list (or even your phone list!)
•People who are “look-alikes” to your list
•People who went to your website
•Even specific pages
•People who are interested in related organizations

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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

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Page Post Engagement
TOP OPTIONS
Page Likes

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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

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EXAMPLES

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PAGE LIKES AD
•Promoting your PAGE will get more LIKES.
•Why you should use it:
•It used to be important to appear in fans’ news feeds.
•Now it is good so you can advertise to your fans.

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EXAMPLE

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CLICKS TO WEBSITE AD
•Promoting your WEBSITE will get more WEB TRAFFIC.
•Why you should use it:
•There is something more to see on your business website or blog
•Prompt lead generation

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EXAMPLE

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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!

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EXAMPLE

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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!

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EXAMPLE

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NOT ALL AD METHODS ARE CREATED EQUAL

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GOOD

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RIDE THE ORGANIC WAVE

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POST SOMETHING ENGAGING

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…THEN BOOST IT

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AUDIENCE TARGETING

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BOOSTING TIPS
1.Ride out the unpaid interaction
•Let the post’s natural appeal work for you
2.Once the interaction slows, boost it!
•You can spend as little as $5 and get engagement

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BETTER

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ADS MANAGER
www.facebook.com/advertising

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STEP 1: SET OBJECTIVE
Think about your goal and the type of post your advertising.

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STEP 2: SELECT AD PLACEMENT
Where do you want your ad to show up?

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STEP 3: DEFINE YOUR AUDIENCE
A more targeted audience means more engagement.

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STEP 4: SET YOUR BUDGET
This can be done by day or overall.

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WHAT DO I NEED TO SPEND?
You can spend as little as $1.00/day for approximately 4000 impressions versus:

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STEP 5: WATCH FOR RESULTS

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BEST

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POWER EDITOR
The most professional way to advertise on Facebook.
More nerdy than Ads Manager

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WHY USE POWER EDITOR?
•Create “Dark Posts,” which are unpublished posts
•Great for testing!
•Ability to save and reuse all of your audiences
•Create Lookalike audiences – people who are similar to a Custom Audience (based on email or phone number upload)
•Bulk ad editing
•Place ads for specific mobile devices

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YOU CAN TEST WHAT WORKS BEST!

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FACEBOOK ADS
It has never been cheaper or easier to see what gets results.

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THEN APPLY EVERYWHERE!

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PUT IT HERE

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HERE TOO
•Test layouts and content
•(Almost) always include more than one topic.
•The things people care about will shock you!

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…AND HERE

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AND MOST IMPORTANTLY…

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CONTESTS
Facebook

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THE DOS & DON’TS
DO
•Collect entries by Comments & Likes
•Collect entries by having users message you
•Utilize Comments/Likes as a voting mechanism
•Place contests on personal Facebook timeline
•Require people to tag themselves in promotions
•Use more than 20% text on your images

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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
•Run daily small contests for Likes & Comments or longer timeframe for more personal information

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CONTEST TIPS, CONT.
4. CREATE A PRIZE PACKAGE
•If your prize is bigger, you can ask for more information 5. PLAN THE FUFILLMENT
•Know how quickly you can deliver & make sure it’s within the expiration date

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CONTESTS FOR INTERACTION

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EXAMPLE

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EXAMPLE

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CONTESTS FOR FOOT TRAFFIC

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ON SITE
PROMOTE DEALS THAT ARE ONLY AVAILABLE

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EXAMPLE

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EXAMPLE

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EXAMPLE

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A GOOD RULE OF THUMB
Create a sense of urgency
•Set a deadline
•Use a countdown
•Make it holiday-specific

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VS.

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CONTESTS FOR SHARING/LIKES

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EXAMPLE

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FUN POSTS

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EXAMPLE

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FUN POSTS

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EXAMPLE

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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.

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CONTESTS FOR MORE DATA

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IFRAME IN TO FB

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THE BIG CONTEST

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USE FOR EMAIL COLLECTION

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SMALLER CONTESTS
Two posts:
1.Announce contest
2.Announce winners

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EXAMPLE

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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

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NEW
Advice for a
World

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“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.

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“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?

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“NEW” ADVICE
Be a real person, like a friend. Share:
• Entertainment to help them escape
• Useful information they can utilize

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“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

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NERDY
Now, for a
Party Trick.

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IMAGES
are so important.

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EVER TAKEN
10% of photos
Were taken in the last 12 months.

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POSTS WITH PHOTOS
The engagement rate of Facebook
is so much greater than without.

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IMAGES
are hard.

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LET CANVA WORK FOR YOU

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REMEMBER THE 20% RULE

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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

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TIMELY
Be

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FACEBOOK COVER PHOTOS

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REUSE FOR EMAIL

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FACEBOOK + YOU

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Don’t forget to drop off your business cards for slides.

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FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
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Questions?