O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

WFA 2015 - Gotta Pay to Play: The New Face of Facebook

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Carregando em…3
×

Confira estes a seguir

1 de 106 Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (20)

Semelhante a WFA 2015 - Gotta Pay to Play: The New Face of Facebook (20)

Anúncio

Mais de Saffire (20)

Mais recentes (20)

Anúncio

WFA 2015 - Gotta Pay to Play: The New Face of Facebook

  1. 1. Cassie Roberts| Saffire Events PAY TO PLAY: The New Face of Facebook Outreach & How to Maximize It in Your Favor
  2. 2. Share your card - 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. ASSOCIATION PARTNERS
  7. 7. ADVERTISE How many of you on Facebook?
  8. 8. FACEBOOK IS KING Free Facebook is Dwindling. BUT YOU MAY HAVE HEARD…
  9. 9. THE OLD WORLD
  10. 10. 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.
  11. 11. 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
  12. 12. 3%1% Engagement Dropping
  13. 13. WHY? USER EXPERIENCE & CA$H
  14. 14. 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.
  15. 15. ADVANTAGES OF ADVERTISING • Greater reach • Greater targeting • Protection against wasting money • It won’t run if people don’t click
  16. 16. 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
  17. 17. 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
  18. 18. Page Post Engagement TOP OPTIONS Page Likes
  19. 19. 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
  20. 20. EXAMPLES
  21. 21. 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.
  22. 22. EXAMPLE
  23. 23. 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
  24. 24. EXAMPLE
  25. 25. 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!
  26. 26. EXAMPLE
  27. 27. 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!”
  28. 28. EXAMPLE
  29. 29. 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
  30. 30. NOT ALL AD METHODS ARE CREATED EQUAL
  31. 31. GOOD
  32. 32. RIDE THE ORGANIC WAVE
  33. 33. 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
  34. 34. POST SOMETHING ENGAGING
  35. 35. USE A PHOTO
  36. 36. …THEN BOOST IT
  37. 37. AUDIENCE TARGETING
  38. 38. BETTER
  39. 39. ADS MANAGER www.facebook.com/advertising
  40. 40. STEP 1: SET OBJECTIVE Think about your goal and the type of post you’re advertising.
  41. 41. OBJECTIVE
  42. 42. STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up?
  43. 43. STEP 3: DEFINE YOUR AUDIENCE A more targeted audience means more engagement.
  44. 44. STEP 4: SET YOUR BUDGET This can be done by day or overall.
  45. 45. WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus:
  46. 46. STEP 5: WATCH FOR RESULTS
  47. 47. BEST
  48. 48. POWER EDITOR The most professional way to advertise on Facebook. More nerdy than Ads Manager
  49. 49. HOW TO GET THERE • https://www.facebook.com/ads/manage/powereditor • Must go through Google Chrome browser
  50. 50. 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, like android only or Wi-Fi only
  51. 51. YOU CAN TEST WHAT WORKS BEST!
  52. 52. FACEBOOK ADS It has never been cheaper or easier to see what gets results.
  53. 53. THEN APPLY EVERYWHERE!
  54. 54. PUT IT HERE
  55. 55. …AND HERE
  56. 56. AND MOST IMPORTANTLY…
  57. 57. CONTESTS Facebook
  58. 58. 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 images
  59. 59. 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
  60. 60. 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
  61. 61. CONTESTS FOR INTERACTION
  62. 62. GET COMMENTS
  63. 63. EXAMPLEGET LIKES
  64. 64. EXAMPLE GET PHOTOS
  65. 65. CONTESTS FOR FOOT TRAFFIC
  66. 66. ON SITE PROMOTE DEALS THAT ARE ONLY AVAILABLE
  67. 67. EXAMPLE
  68. 68. EXAMPLE
  69. 69. A GOOD RULE OF THUMB Create a sense of urgency • Set a deadline • Use a countdown • Make it holiday-specific
  70. 70. VS.
  71. 71. CONTESTS FOR SHARING/LIKES
  72. 72. FUN POSTS
  73. 73. EXAMPLE
  74. 74. FUN POSTS
  75. 75. EXAMPLE
  76. 76. 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.
  77. 77. SMALLER CONTESTS Two posts: 1. Announce contest 2. Announce winners
  78. 78. EXAMPLE
  79. 79. 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
  80. 80. NEW Advice for a World
  81. 81. “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: Harlem Shake or Ice Bucket Challenge
  82. 82. “NEW” ADVICE Be a real person, like a friend. Share: • Entertainment to help them escape • Useful information they can utilize
  83. 83. “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 fair. These can be most effective with a short video; it takes work but it’s worth it.
  84. 84. IMAGESare so important.
  85. 85. EVER TAKEN 10% of photos Were taken in the last 12 months.
  86. 86. LET CANVA WORK FOR YOU
  87. 87. REMEMBER THE 20% RULE
  88. 88. 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
  89. 89. TIMELY Be
  90. 90. FACEBOOK COVER PHOTOS
  91. 91. REUSE FOR EMAIL
  92. 92. FACEBOOK + YOU
  93. 93. Don’t forget to drop off your business cards for slides.
  94. 94. 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?

×