Advanced facebook class

Advanced Facebook 201

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

November 2009 Now

Wine consumer with a vision Three businesses

Unknown in wine blogging community

Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country

0 page views per month Close to 20,000 page views per month

0 Facebook fans 5000 Facebook fans

0 LinkedIn connections 2500 local connections

0 Twitter followers 10300 Twitter followers

0 YouTube Videos 160 Videos (20,000 views)

0 Blog posts 500 posts

The Storyfrom click to mortar


Today’s Agenda1. Review Social Best Practices (10 min)

2. Facebook (45 min)

a) App

b) Analytics

c) Ads

3. Q&A (5 min)


FacebookFacebook is all about ENGAGEMENT

2-5 posts per day

Photos

Questions

• How many times does a person blink in a minute?

Ask for likes, comments, shares

• Like to welcome the new guy to Nectar

Respond to Comments

Study Insights (more on this later)


The Value of a Fan


Facebook


MANAGEMENT + MEASUREMENT + GROWTH

Facebook


“Social media will steal your time if you don’t set defined objectives and strategy.”

MANAGEMENT

Facebook


Facebook admin panel gives you valuable insight for managing your account

MANAGEMENT

Facebook


Pages Manager App helps you manage site(s) from mobile devices

MANAGEMENT

Facebook


MANAGEMENT

Facebook


Hootsuite.com

MANAGEMENT

Facebook


“Measure everything…”

MEASUREMENT

Facebook


ReachImpressionsDemographicsConsumption

MEASUREMENT

Facebook


MEASUREMENT

Sumall.com

Facebook


MEASUREMENTFacebook Likes Administrator Activity

(Posts)Monthly Interaction (like, posting, sharing, commenting)

Monthly Engagement (Unique Users)

Monthly Reach (Unique Users)

Jan-13 555 Jan-13 0 Jan-13 17 Jan-13 38 Jan-13 469Feb-13 564 Feb-13 0 Feb-13 20 Feb-13 39 Feb-13 125Mar-13 596 Mar-13 29 Mar-13 323 Mar-13 518 Mar-13 6018Apr-13 616 Apr-13 44 Apr-13 245 Apr-13 474 Apr-13 4914

May-13 May-13 May-13 May-13 May-13Jun-13 Jun-13 Jun-13 Jun-13 Jun-13Jul-13 Jul-13 Jul-13 Jul-13 Jul-13

Aug-13 Aug-13 Aug-13 Aug-13 Aug-13Sep-13 Sep-13 Sep-13 Sep-13 Sep-13Oct-13 Oct-13 Oct-13 Oct-13 Oct-13

Nov-13 Nov-13 Nov-13 Nov-13 Nov-13Dec-13 Dec-13 Dec-13 Dec-13 Dec-13

Monthly Impressions (Total Count)

Monthly Page Consumptions (Clicks)

Jan-13 1239 Jan-13 61Feb-13 598 Feb-13 26Mar-13 30521 Mar-13 1397Apr-13 33866 Apr-13 1646

May-13 May-13 Jun-13 Jun-13 Jul-13 Jul-13

Aug-13 Aug-13 Sep-13 Sep-13 Oct-13 Oct-13 Nov-13 Nov-13 Dec-13 Dec-13

Referrals from Facebook

Referrals from Twitter

Referrals from Pinterest

Jan-13 40 Jan-13 9 Jan-13 45Feb-13 31 Feb-13 4 Feb-13 82Mar-13 91 Mar-13 17 Mar-13 126Apr-13 203 Apr-13 26 Apr-13 130

May-13 May-13 May-13 Jun-13 Jun-13 Jun-13 Jul-13 Jul-13 Jul-13

Aug-13 Aug-13 Aug-13 Sep-13 Sep-13 Sep-13 Oct-13 Oct-13 Oct-13 Nov-13 Nov-13 Nov-13 Dec-13 Dec-13 Dec-13

Facebook


“Placing ads on Facebook provides one of the most targeted advertising opportunities today”

GROWTH

Facebook


1. Auction Style2. Bidding on likes and

interests 3. CPC (Cost per click)4. CPM (Cost per 1,000

impressions)5. Engagement Ads (likes)6. Sponsored Stories7. Sponsored Offers

GROWTH

Facebook


URLFacebook PageFacebook Event

GROWTH

Facebook


Promote page in general, will also

include sponsored stories if selected

ENGAGEMENT AD

Select a specific story to draw attention and highlight a specific piece of content

SPONSORED STORY

More granular creative pricing options such as

bidding for clicks

GROWTH

Facebook


Can boost individual posts from the admin channel too. SPONSORED STORY

GROWTH

Facebook


Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD

GROWTH

Facebook


GROWTH

Why use a Sponsored Story? As Facebook explains, Sponsored Stories can broaden the reach of actions your followers take. they can also be less expensive than traditional Facebook ads. Build your campaign design and start split-testing to determine what the best vehicle is for your type of advertising


Facebook GROWTH


Facebook GROWTH

Designing Your Ad

1. What are your goals?2. What is the duration?3. What is the budget?4. Ad Design & Targeting5. Click through Threshold6. Conversion Rates

Try multiple ad variations to test what works and what doesn’t. Change one variable for testing


Facebook GROWTH

Designing Your Ad

Title Body Image

25 Characters. No abbreviations or excessive

capitalization allowed

Ask question, offer value, solve a problem, call to action

135 characters with correct grammar, no abbreviations,

symbols or characters.

Answer what’s in it for me. Call to action.

100px by 72px across

*TIP – use the picture area to add words to your add. “Save Now” “Get it Here” “Like us

today”


Facebook GROWTH

https://www.facebook.com/ads/adboard

https://www.facebook.com/ads/adboard


Facebook GROWTH

Targeting

Facebook provides powerful targeting features to get as narrow of an audience as you need


Facebook GROWTH

Targeting

Location – Age- Gender – Interests


Facebook GROWTH

Targeting

Connections – Relationship StatusLanguages – Education - Workplaces


Facebook GROWTH

Campaign, Pricing & Scheduling


Facebook GROWTH

Use the Manage Ads Dashboard

Washington Potato Commission

Century 21 Beutler & Associates

Facebook


GROWTH

“Using Facebook as Your Business Account can increase your reach, and brand impressions.”

Facebook


GROWTH

Participate in a popular thread too. Great way to interact with people seeking your services

Facebook


GROWTH

5 Effective Facebook Campaigns for Growth

Facebook


GROWTH

1. Voting Contest

Facebook


GROWTH

2. Coupon Code

Facebook


GROWTH

3. Email Sign Up

Facebook


GROWTH

4. On Location Signage

Facebook


GROWTH

5. Photo Contest

Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]