WFSA 2014- The New Face of Facebook

Cassie Roberts| Saffire Events

PAY TO PLAY:The New Face of Facebook Outreach& How to Maximize It in Your Favor

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NO NEED FOR NOTES

SOMETHINGBUT

WAS MISSING

HELP MORE PEOPLE!We wanted to

Over 120 Events, Venues & Destinations trust Saffire!

ASSOCIATION PARTNERS

ADVERTISEHow many of you

on Facebook?

FACEBOOK IS KING

Free Facebook is Dwindling.BUT YOU MAY HAVE HEARD…

THE OLD WORLD

THE NEW WORLDA year ago, Facebook made a change to its algorithm, drastically

reducing the reach of business posts.

Last December, they did it again.

Now an estimated only 3% of your followers will see your posts if

you don’t advertise.

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 (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

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.

• 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.

EXAMPLE

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

EXAMPLE

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!

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: “Cassie is going!”

EXAMPLE

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

NOT ALL AD METHODS

ARE CREATED EQUAL

GOOD

RIDE THE ORGANIC WAVE

BOOSTING TIPS1. 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

POST SOMETHING ENGAGING

…THEN BOOST IT

AUDIENCE TARGETING

BETTER

ADS MANAGER

www.facebook.com/advertising

STEP 1: SET OBJECTIVEThink about your goal and the type of post you’re advertising.

OBJECTIVE

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

STEP 3: DEFINE YOUR AUDIENCEA more targeted audience means more engagement.

STEP 4: SET YOUR BUDGETThis 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

YOU CAN TEST WHAT

WORKS BEST!

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

THEN APPLY EVERYWHERE!

PUT IT HERE

…AND HERE

AND MOST IMPORTANTLY…

NEWAdvice for a

World

“NEW” ADVICEMimic 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

“NEW” ADVICEShare “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.

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

• Entertainment to help them escape

• Useful information they can utilize

IMAGESare so important.

EVER TAKEN10% of photos

Were taken in the last 12 months.

POSTS WITH PHOTOSThe engagement rate of Facebook

is so much greater than without.

LET CANVA WORK FOR YOU

REMEMBER THE 20% RULE

FACEBOOK IMAGE GRID TOOLIf text covers more than 20% of your photo, Facebook won’t let you advertise it!

https://www.facebook.com/ads/tools/text_overlay

TIMELYBe

FACEBOOK COVER PHOTOS

REUSE FOR EMAIL

FACEBOOK + YOU

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