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Cassie Roberts| 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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ADVERTISE
How many of you
on Facebook?

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FACEBOOK IS KING
Free Facebook is Dwindling.
BUT YOU MAY HAVE HEARD…

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THE OLD WORLD

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THE NEW WORLD
In September of 2013, Facebook made a change to its algorithm,
drastically reducing the reach of business posts in the news feed.
In the beginning of 2014, they did it again.
As of January 2015, THEY ARE DOING IT AGAIN.

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SPECIFIC DISCRIMINATION
Facebook will show FEWER posts that do the following in 2015:
• Posts that solely push people to buy a product or install an app
• Posts that push people to enter promotions and sweepstakes
with no real context
• Posts that reuse the exact same content from ads

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3%1%
Engagement
Dropping

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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 earn more REVENUE.
• Why you should use it:
• Allow customers to claim special deals you’re running
• Organic reach: “Cassie 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: “Cassie is going!”

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EXAMPLE

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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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OTHER THINGS YOU CAN DO
• Get installs of your app
• Increase engagement in your app
• Reach people near your business
• Get video views

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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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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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POST SOMETHING ENGAGING

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…THEN BOOST IT

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AUDIENCE TARGETING

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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 you’re advertising.

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OBJECTIVE

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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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HELPFUL TIPS

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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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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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MAKE SURE TO 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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…AND HERE

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AND MOST IMPORTANTLY…

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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?