TFEA 2014 Gotta Pay to Play

Kendra Wright| Saffire Events

GOTTA PAY TO PLAY: The New Face of Facebook

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SOMETHING BUT

WAS MISSING

HELP MORE PEOPLE! We wanted to

Over 120 Events, Venues & Destinations trust Saffire!

HEART TO HEART

ADVERTISE How many of you

on Facebook?

FACEBOOK IS KING

Free Facebook is Dwindling. BUT YOU MAY HAVE HEARD…

THE OLD WORLD

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.

If you are posting, you must “pay to play.”

WHY? USER EXPERIENCE

& CA$H

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.

ADVANTAGES OF ADVERTISING • Greater reach

• Greater targeting

• Protection against wasting money

• It won’t run if people don’t click

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 related organizations

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

Page Post Engagement

TOP OPTIONS

Page Likes

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

EXAMPLES

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.

EXAMPLE

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

EXAMPLE

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!

EXAMPLE

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!

EXAMPLE

NOT ALL AD METHODS

ARE CREATED EQUAL

GOOD

RIDE THE ORGANIC WAVE

POST SOMETHING ENGAGING

…THEN BOOST IT

AUDIENCE TARGETING

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

BETTER

ADS MANAGER

www.facebook.com/advertising

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

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

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

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

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

STEP 5: WATCH FOR RESULTS

BEST

POWER EDITOR The most professional way to advertise on Facebook.

More nerdy than Ads Manager

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

YOU CAN TEST WHAT

WORKS BEST!

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

EMAILS

• Test layouts and content

• (Almost) always include more than one topic.

• The things people care about will shock you!

THEN APPLY EVERYWHERE!

PUT IT HERE

…AND HERE

AND MOST IMPORTANTLY…

CONTESTS Facebook

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 photos

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! Can run daily small contests for likes & comments or

longer timeframe for more personal information

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

CONTESTS FOR INTERACTION

EXAMPLE

EXAMPLE

CONTESTS FOR FOOT TRAFFIC

ON SITE PROMOTE DEALS THAT ARE ONLY AVAILABLE

EXAMPLE

EXAMPLE

EXAMPLE

A GOOD RULE OF THUMB Create a sense of urgency

• Set a deadline

• Make it holiday-specific

• Use a countdown

VS.

CONTESTS FOR SHARING/LIKES

EXAMPLE

FUN POSTS

EXAMPLE

FUN POSTS

EXAMPLE

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.

CONTESTS FOR MORE DATA

IFRAME IN TO FB

THE BIG CONTEST

USE FOR EMAIL COLLECTION

SMALLER CONTESTS Two posts:

1. Announce contest

2. Announce winners

EXAMPLE

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

NEW Advice for a

World

“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.

“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?

“NEW” ADVICE Be a real person, like a friend. Share:

• Entertainment to help them escape

• Useful information they can utilize

“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

NERDY Now, for a

Party Trick.

IMAGES are so important.

EVER TAKEN 10% of photos

Were taken in the last 12 months.

POSTS WITH PHOTOS The engagement rate of Facebook

is so much greater than without.

IMAGES are hard.

LET CANVA WORK FOR YOU

REMEMBER THE 20% RULE

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

TIMELY Be

FACEBOOK COVER PHOTOS

REUSE FOR EMAIL

ONLINE + YOU

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