1. Kendra Wright| Saffire Events GOTTA PAY TO PLAY: The New Face of Facebook

2. Well send you the slides. NO NEED FOR NOTES 3. SOMETHING BUT WAS MISSING 4. HELP MORE PEOPLE! We wanted to 5. Over 120 Events, Venues & Destinations trust Saffire! 6. POLLS 7. FACEBOOK IS KING Facebook is Dwindling. BUT YOUMAYHAVE HEARD Free 8. THE OLD WORLD 9. 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 dont advertise. 10. WHY? USER EXPERIENCE & CA$H 11. NEW FACEBOOK STRATEGIES 1. Optimize posts for sharing. 2. Re-evaluate your Facebook investment. 3. Engage your fans elsewhere. 4. Pay up. (cheap for now) Post and advertise, or dont post. 12. ADVANTAGES OF ADVERTISING Greater reach Greater targeting Protection against wasting money It wont run if people dont click 13. 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 pertinant organizations 14. NOT ALL AD METHODS ARE CREATED EQUAL 15. GOOD 16. RIDE THEORGANIC WAVE 17. POST SOMETHING ENGAGING 18. THEN BOOST IT 19. AUDIENCE TARGETING 20. BETTER 21. ADS MANAGER www.facebook.com/advertising 22. STEP 1: SET OBJECTIVE Think about your goal and the type of post your advertising. 23. 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 24. 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 25. EXAMPLES 26. 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 (because you have them!). 27. EXAMPLE 28. 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 29. EXAMPLE 30. OFFER CLAIMS AD Promoting your OFFER will get more REVENUE. Why you should use it: Allow customers to claim special deals youre running Organic reach: Kendra claimed this deal! INSTANT GRATIFICATION! 31. EXAMPLE 32. 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! 33. EXAMPLE 34. STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up? 35. STEP 3: DEFINE YOUR AUDIENCE A more targeted audience means more engagement. 36. STEP 4: SET YOUR BUDGET This can be done by day or overall. 37. GET ORGANIZED (as of yesterday) Overall objective Creative text & images * NEW in September Schedule, budget, bids, targeting & placement* 38. WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus: 39. STEP 5: WATCH FOR RESULTS 40. BEST 41. POWER EDITOR The most professional way to advertise on Facebook. More nerdythan Ads Manager 42. 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 43. YOU CAN TEST WHAT WORKS BEST! 44. FACEBOOK ADS It has never been cheaper or easier to see what gets results. 45. THEN APPLY EVERYWHERE! 46. PUT IT HERE 47. AND HERE 48. AND MOST IMPORTANTLY 49. CONTESTS Facebook 50. THE DOS & DONTS DO Collect entries by Comments/Likes Collect entries by having users message you Utilize Comments/Likes as a voting mechanism DONT Place contests on personal Facebook timeline Require people to tag themselves in promotions Use more than 20% text on your ad photos 51. FACEBOOK IMAGE GRID TOOL If text covers more than 20% of your photo, Facebook wont let you advertise it! https://www.facebook.com/ads/tools/text_overlay 52. 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! Daily small contests for likes & comments; longer timeframe for more personal information 53. CONTEST TIPS, CONT. 4. CREATE A PRIZE PACKAGE Both smaller (page posts) and bigger (to build email list) 5. PLAN THE FUFILLMENT Know how quickly you can deliver & make sure its within the expiration date 54. CONTESTS FOR FOOT TRAFFIC 55. ON SITE PROMOTE DEALS THAT ARE ONLY AVAILABLE 56. EXAMPLE 57. EXAMPLE 58. EXAMPLE 59. A GOOD RULE OF THUMB Create a sense of urgency Set a deadline Use a countdown Make it holiday-specific 60. VS. 61. CONTESTS FOR INTERACTION 62. EXAMPLE 63. EXAMPLE 64. EXAMPLE 65. FUN POSTS 66. EXAMPLE 67. FUN POSTS 68. EXAMPLE 69. 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: Weve found that 7080% claim prizes. 70. CONTESTS FOR MORE DATA 71. IFRAME IN TO FB 72. THE BIGCONTEST 73. USE FOR EMAIL COLLECTION 74. SMALLER CONTESTS Two posts: 1. Announce contest 2. Announce winners 75. EXAMPLE 76. BIGGER CONTESTS Four posts: 1. Announce that youre 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 youre 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 77. NERDY Now, for a Party Trick. 78. IMAGESare so important. 79. EVER TAKEN 10% of photos Were taken in the last 12 months. 80. POSTS WITH PHOTOS The engagement rate of Facebook is so much greater than without. 81. IMAGESare hard. 82. LET CANVA WORK FOR YOU 83. 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? 84. NEW Advice for a World 85. NEW ADVICE Mimic what you see on the platform. Content is King, but context is even more important. Dont interrupt or be intrusive. Talk about what theyre talking about. Example: My late talking son. 86. 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? 87. NEW ADVICE Be a real person, like a friend. Share: Entertainment to help them escape Useful information they can utilize 88. 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 89. 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?