Upload
others
View
3
Download
0
Embed Size (px)
Citation preview
4/18/2017
1
Social media strategies for improved engagement15 May 2017
Compassion. Excellence. Reliability.
Hi, I’m Erica!
Company: BAYADA Home Health Care, 5 years, we have 7 core enterprise pages (FB, TW, IG, LI, YT, Pin, G+ and 209 office FB pages
TW: @stealthmaestroIG: @ericametzger
Fun facts: Gemini, 23 countries, two cats, Egg Bagel and Della, I’m currently pulling out my hair in grad school (Temple), and I collect spices
@stealthmaestro
4/18/2017
3
Compassion. Excellence. Reliability.
Compassion. Excellence. Reliability.
Today’s Oddly Nut-themed Agenda
Shell: What you need to know about Facebook for business
Meat: Live video and a few notes on Facebook Ads Manager
@stealthmaestro
4/18/2017
4
Compassion. Excellence. Reliability.
There are 3 entities of Facebook:
= People, Friends
= Interests, Members
= Companies, Likes
Profiles
Pages
Groups
@stealthmaestro
Compassion. Excellence. Reliability.
remember:
A profile is required to log‐in Profiles admin your page
Profiles set up and pay for ads A profile must be in a real name
@stealthmaestro
4/18/2017
5
Compassion. Excellence. Reliability.
Compassion. Excellence. Reliability.
If you have a “dummy” profile in a fake name,
you must change it
4/18/2017
6
Compassion. Excellence. Reliability.@stealthmaestro
Compassion. Excellence. Reliability.
FB will find you
4/18/2017
7
Compassion. Excellence. Reliability.
It will not be pleasant
Compassion. Excellence. Reliability.
4/18/2017
8
Compassion. Excellence. Reliability.@stealthmaestro
Compassion. Excellence. Reliability.
Follow the steps…
@stealthmaestro
4/18/2017
9
Compassion. Excellence. Reliability.
Compassion. Excellence. Reliability.@stealthmaestro
4/18/2017
10
Compassion. Excellence. Reliability.
Wait, what’s this?
@stealthmaestro
Compassion. Excellence. Reliability.
4/18/2017
11
Compassion. Excellence. Reliability.
Something to consider
Multiple locations and admins? Reduce time to set up ads
Quickly see who has access to your accounts and their roles
@stealthmaestro
Compassion. Excellence. Reliability.@stealthmaestro
4/18/2017
12
Compassion. Excellence. Reliability.
Try new things!
Everyone consumes media differentlyThink video, 360, live, canvas, slideshow,
events, job postings, links, images
@stealthmaestro
Compassion. Excellence. Reliability.
Did you notice jobs?
Is anyone seeing success with these?
@stealthmaestro
4/18/2017
13
Compassion. Excellence. Reliability.@stealthmaestro
Compassion. Excellence. Reliability.
IMO: • Facebook is still working
on this – expect changesa
• Applications are messages
• a
• Jobs are manual approve on FB’s side
• a
• Does not integrate with ATS
• a
• Facebook.com/jobs is local focused!
@stealthmaestro
4/18/2017
14
Compassion. Excellence. Reliability.
how the magic happens(well…sort of.)
@stealthmaestro
Compassion. Excellence. Reliability.http://wallaroomedia.com/facebook‐newsfeed‐algorithm‐change‐history/
things we know• Reactions > likes (3/2017)
• Video = % Completion Rate (1/2017)
• BANNED fake news sites (11/2016)
• Less click bait (8/2016)
• Friends/Family (6/2016)
• Live videos (fading?) (3/2016)
• ↑ Organic with geo/interest/ demo specific
audience (1/2016)@stealthmaestro
4/18/2017
15
Compassion. Excellence. Reliability.
Fortunately (?) we can influence the algorithm by doing things
Facebook likes to see
Up Next: Facebook live
Custom audiences BAYADA example
Compassion. Excellence. Reliability.
Actual image of where the Facebook Algorithm lives
4/18/2017
17
Compassion. Excellence. Reliability.
Facebook Live
Compassion. Excellence. Reliability.
4/18/2017
18
Compassion. Excellence. Reliability.
How we did it: • Small, windowless branded
room (controlled lighting)a
• Hardwired internet• a
• Xsplit Broadcaster – live streaming ($150, 36 months)a
• DSLR cameraa
• Extended microphone (Amazon, $90, for cell phone too!)
• a
• Best time for audience ‐ NO promotion budget!
@stealthmaestro
Compassion. Excellence. Reliability.@stealthmaestro
4/18/2017
19
Compassion. Excellence. Reliability.
Live Best Practices
No fancy camera?• No problem – videos shot on iPhone/iPad are
beautiful. Follow Intermountain Health for examples
• Invest in the extended cord mic on Amazon (<$100)
• Sound Quality > Picture Quality A
Strong WiFi or Data is CRUCIAL• FB will end your live stream if you don’t have a great
connection
Hold your phone upright
@stealthmaestro
Compassion. Excellence. Reliability.
“Within Five Years, Facebook Will Be Mostly Video”
- Mark Zuckerberg, April 2016
4/18/2017
20
Compassion. Excellence. Reliability.
So you might want to consider investing
Resources and Tools Recommendeda
Ranging from $ to $$$$
• Your cell phone
• Cell phone microphone extender cable (<$100)
• Study Tripod ($100 ‐ $300) w/ cell phone sizer clip?• Or cell phone tripod mount ‐ $10, Amazon
• DSLR with basic lens – Canon 60D/Nikon 5500 ($900)
• Wireless microphone ($600)
• 4K broadcast style camera ($2000+)
Compassion. Excellence. Reliability.
Before you start, build and prepare talent
• Identify 5 – 10 potential employees for on‐screen talent
• Meet with them one‐on‐one• Get to know what they bring to the table – clinical knowhow,
expertise? Reframe this for audience
• If you talent isn’t on social media, consider it. Especially
if you plan to repurpose it. • This is more common now, especially among physicians. Start
with Twitter
• Do a little hand‐holding • I like to prepare a show flow, do a mock‐interview
4/18/2017
21
Compassion. Excellence. Reliability.I know, I’m sorry
Compassion. Excellence. Reliability.
4/18/2017
22
Compassion. Excellence. Reliability.Remember me?
Compassion. Excellence. Reliability.
FB live
Marketing funnels are fun!
4/18/2017
23
Compassion. Excellence. Reliability.
FB live
Retargeting
Compassion. Excellence. Reliability.
4/18/2017
25
Compassion. Excellence. Reliability.
Compassion. Excellence. Reliability.
boom
Look alike!
4/18/2017
26
Compassion. Excellence. Reliability.
Why use custom audiences?
Facebook makes it cheap to reach a lot of people ($10 ‐ $12 CPM)
Your best business comes from people who know you
@stealthmaestro
Compassion. Excellence. Reliability.
Why use custom audiences?
Facebook makes it cheap to reach a lot of people ($10 ‐ $12 CPM)
Your best business comes from people who know you
@stealthmaestro
4/18/2017
27
Compassion. Excellence. Reliability.
back to this
Upload and match customer email and phone number
Target people who visit your website
Does anyone have a mobile app?
Compassion. Excellence. Reliability.
FB live
Retargeting
Ads
I bet you thought I forgot
4/18/2017
28
Compassion. Excellence. Reliability.
So many options…
@stealthmaestro
Compassion. Excellence. Reliability.facebook.com/ads/manage
ADS MANAGER
Ad account by individual audience?
4/18/2017
29
Compassion. Excellence. Reliability.
HOW TO USE IT – Engagement Objective
Get more post engagements! • Boost post on page ( min $1/day)
• Also within ads manager
• Go for action posts: registration,
download or applyA
Metrics• YOU CAN’T MANAGE WHAT YOU
DON’T MEASURE
• Measure traffic w/ Facebook
(Google Tag Manager)
• Facebook automatic placement@stealthmaestro
Compassion. Excellence. Reliability.
HOW TO USE IT – Traffic Objective
URLs need lowercase UTMsbayada.com?utm_source=facebook&utm_medium=social
• Source = platform
• Medium = social
• Campaign, term, etc
Metrics• Cost per 1,000 (CPM)
• Jon Loomer , $5/1,000
• Me: $10‐$12
• Cost per click (CPC)
• How much is a click worth to you?
4/18/2017
30
Compassion. Excellence. Reliability.
HOW TO USE IT – Lead Generation
Consider longer
text here
1200x628, 20%
text, cheaper
CTA clicks to
form
@stealthmaestro
Compassion. Excellence. Reliability.
HOW TO USE IT – Lead Generation
Pulls image from
ad (optional)
Paragraph, no
max text
Bullet, 5 bullets with an 80 characters max
@stealthmaestro
4/18/2017
31
Compassion. Excellence. Reliability.
HOW TO USE IT – Lead Generation
Add 3 additional
questions
Autofills info,
spreadsheet
leads under
publishing tools
OR use zapier to
CRM
@stealthmaestro
Compassion. Excellence. Reliability.
Additional Metrics
Facebook Pixel = Custom Audiences
facebook.com/ads/manager/audiences/manage/• Retarget: create audience of website traffic for
engagement ads
• Custom audience: upload email/phone to match to
Facebook profile
Often Overlooked! FREQUENCY• 4‐5 and I’m nervous
• 10 is bad
• Change creative, text, etc
@stealthmaestro
4/18/2017
32
Compassion. Excellence. Reliability.
Lead Gen Results
Results: Pediatric Practice 6,221 NJ nurse email addresses combined of email plus social media (Facebook) advertising yielded 159 leads
at a total cost of $18.23 per lead.
@stealthmaestro
Compassion. Excellence. Reliability.
4/18/2017
34
Compassion. Excellence. Reliability.
Compassion. Excellence. Reliability.
Hi, I’m Erica!
Company: BAYADA Home Health Care, 5 years, we have 7 core enterprise pages (FB, TW, IG, LI, YT, Pin, G+ and 209 office FB pages
TW: @stealthmaestroIG: @ericametzger
Fun facts: Gemini, 23 countries, two cats, Egg Bagel and Della, I’m currently pulling out my hair in grad school (Temple), and I collect spices
@stealthmaestro