Upload
saffire
View
120
Download
2
Embed Size (px)
DESCRIPTION
RMAF 2014 - Gotta Pay to Play: The New Face of Facebook
Citation preview
Cassie Roberts| Saffire Events
PAY TO PLAY: The New Face of Facebook Outreach & How to Maximize It in Your Favor
Share your card - We’ll send you the slides.
NO NEED FOR NOTES
SOMETHING BUT
WAS MISSING
HELP MORE PEOPLE! We wanted to
Over 120 Events, Venues & Destinations trust Saffire!
ASSOCIATION PARTNERS
ADVERTISE How many of you
on Facebook?
FACEBOOK IS KING
Free Facebook is Dwindling. BUT YOU MAY HAVE HEARD…
THE OLD WORLD
THE NEW WORLD A 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 TIPS 1. 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 OBJECTIVE Think about your goal and the type of post you’re advertising.
OBJECTIVE
STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up?
STEP 3: DEFINE YOUR AUDIENCE A more targeted audience means more engagement.
STEP 4: SET YOUR BUDGET This 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 ADS It has never been cheaper or easier to see what gets results.
THEN APPLY EVERYWHERE!
PUT IT HERE
…AND HERE
AND MOST IMPORTANTLY…
CONTESTS Facebook
THE DOS & DON’TS DO
• Collect entries by Comments & Likes
• Collect entries by having users
message you
• Utilize Comments/Likes as a voting
mechanism
DON’T • Place contests on personal
Facebook timeline
• Require people to tag themselves
in promotions
• Use more than 20% text on your
images
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
• Run daily small contests for Likes & Comments or longer timeframe for more
personal information
CONTEST TIPS, CONT. 4. CREATE A PRIZE PACKAGE
• If your prize is bigger, you can ask for more information
5. PLAN THE FUFILLMENT
• Know how quickly you can deliver & make sure it’s within the expiration
date
CONTESTS FOR INTERACTION
GET COMMENTS
EXAMPLE GET LIKES
EXAMPLE
GET PHOTOS
CONTESTS FOR FOOT TRAFFIC
ON SITE PROMOTE DEALS THAT ARE ONLY AVAILABLE
EXAMPLE
EXAMPLE
A GOOD RULE OF THUMB Create a sense of urgency
• Set a deadline
• Use a countdown
• Make it holiday-specific
VS.
CONTESTS FOR SHARING/LIKES
FUN POSTS
EXAMPLE
FUN POSTS
EXAMPLE
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: We’ve found that 70—80% claim prizes.
SMALLER CONTESTS Two posts:
1. Announce contest
2. Announce winners
EXAMPLE
BIGGER CONTESTS Four posts:
1. Announce that you’re 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 you’re 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
NEW Advice for a
World
“NEW” ADVICE Mimic 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” ADVICE Be a real person, like a friend. Share:
• Entertainment to help them escape
• Useful information they can utilize
“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 fair.
IMAGES are so important.
EVER TAKEN 10% of photos
Were taken in the last 12 months.
POSTS WITH PHOTOS The engagement rate of Facebook
is so much greater than without.
LET CANVA WORK FOR YOU
REMEMBER THE 20% RULE
FACEBOOK IMAGE GRID TOOL If text covers more than 20% of your photo, Facebook won’t let you advertise it!
https://www.facebook.com/ads/tools/text_overlay
TIMELY Be
FACEBOOK COVER PHOTOS
REUSE FOR EMAIL
FACEBOOK + YOU
Don’t forget to drop off your
business cards for slides.
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?