In this Session… Content techniques and examples Facebook ad changes and new strategies New tips and tools PowerPoint available onNAMM U Online later
Facebook by the Numbers
1.11 Billion active users (June 2013) 680 million mobile users Half of all users log in every day 48% of 18 – 34 year olds check Facebook when the wake up
Source: Staticbrain.com/facebook-statistics
A Content Plan is CriticalTHE biggest missed opportunity because it’s hard to switch from selling to “publishing” The concept: Grow a fan base that is currently not looking to purchase – but you are front-of-mind when they are ready to buy Don’t ditch your sales strategies – just add content planning to your current efforts
Which Would You Click On While Browsing?ONLY interesting if the person is ready to purchase today
Purchase requires the awareness and interest phases
This is interesting to MANY guitarists
FXPedal.com first blog
Don’t think of it as a blog if you
get hung up with that term – try “News” or “Resources” instead
600 -1,000 word article on
your site
Send “teasers” with emails and
social posts
Drive them to site to read full
story
Create Content that can be compiled into larger documents
Require the Page Like and/or an email address
Guidelines for Mixing In-Ear Monitors Their first blog 158 FB Shares
Repurpose your content
Tactics to Facilitate Content Production Many excellent writers and graphic artists that need work Get employees involved – make it a fun competition Have employee content idea prizes, motivate for recommendations Always keep content planning front of mind Message your store, sales and products but also interweave content that grows community
Improved Facebook Insights Study Insights frequently – check this week vs. last week
Visually see posts driving interaction – drill down
At a glance metrics makes data analysis easier
Put Call to Actions in Your Cover Photo
Add a link in the description setting
Feedly Easy to manage RSS Reader Mobile app to read your
content on the go iPad Pocket Support Power is in the integration
with Buffer
Buffer Send Feedly content to Buffer Versatile scheduler, set
independent post time for each day of week Quickly post to social from your web browser
Use BuzzSpice to Find ContentSet up filtering and pull in specific content
Turn off auto posting!
Facebook Ads for Precise Targeting
Facebook Ads – Micro Targeting Use the Power Editor from the Ad Center for extended features Requires Chrome
Facebook Ads – Micro Targeting Target locally to bring in foot traffic (use cities or zip codes and extended areas)
Facebook Ads – Micro Targeting Create newsfeed
ads for desktop and mobile Newsfeed ads have 3 times performance of right hand column ads
Facebook Ads – Microscopic Targeting Create custom audiences for re-use
Facebook Ads – Micro Targeting Segment ads to refine your targeting
Facebook Ads – Micro Targeting Track sales & conversions directly from your ads JavaScript code is placed on your conversion page
Create Targeted Audiences from Other Sources
Enter emails (use to reduce newsletter opt-outs)
Enter phone numbers Enter Facebook IDs (from
sweeps)
Facebook Re-Targeting Ads: Bring ‘em Back
Monitor the Pages of Brands you Sell Look for opportunities to post on your brands pages Get approval first – always the best approach Overseas shipment? No local dealer?
Send the lead a direct message in Facebook Re-purpose brand content and post on your page
Co-Promote Sweeps with Your Brands Ask for products for prizes, share emails of entrants Be sure to clearly state email sign ups in rules
Create bigger prize packages for more entrants Ask your brands to mention your sweeps on their social sites
Use TimeLine Sweeps Encourage comments to win a prize Increases reach and rewards your fans Use posts and strategies that are geared for lots of engagement Examples: “Caption this…” or trivia question
Holiday “caption this” sweeps First post had over 1,800 comments Comments were very entertaining Repurpose comments for more
content later
Encourage sweeps winners to send images If you post them, they go to fans’ newsfeed
Create a Google Hangout on Facebook Google Hangout with 22Social
App Create live events for in store
music, live instructional sessions, and more Auto record them to YouTube
Motivate your Promoters
Your promoters are like gold Thank them for sharing You can see those who shared
your post Click the link, and send them
direct messages
Wrap Up A Content Plan creates a much larger community – drive them to your site once they are a fan Motivate your employees to always look for content Look for leads on your brands’ Facebook pages Study Facebook Insights frequently Use the deeper features of Facebook ads for reach and
revenue growth
Thank You!
www.michaelnewmanconsulting.com
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