Page 1 Solutions hosts a webinar on social media marketing for attorneys, dentists, plastic surgeons and ophthalmologists. Presented by Kami York-Fiern, social media specialist. the information covers strategies on content, stimulating engagement, how to measure results and get business from Facebook.

1. THE POWER OF
FACEBOOK
Let’s Get Social
Part 1

2. What are we covering today?
 How to maximize your Facebook marketing
 Keys to engagement
 Promoting your brands BEST material
 Key reporting metrics
 Turning Fans into paying customers
 Facebook Advertising
 Content Creation Tools

3. 2014 Social Media Stats

4. “Content is KING but
Engagement is QUEEN and
Mari Smith Says…

5. The Current State of Facebook

6. 4 Keys to Planning a Campaign
 1. Social Listening and Building Your
Community
 2. Building Anticipation  The Big Reveal
 3. Offer Promotions
 4. Release Case Studies, Testimonials,
Specials

7. Maximizing Exposure of a
Facebook Campaign
 Make sure all of your posts:
 Add value to your audience
 Help build your community
 You want to make the sharer look good to their
audience
 Don’t use more than 2-3 hashtags (#) per post
 Don’t use hashtags (#) at the beginning of a post
 Recommend having a dedicated content
creator who can post and respond to
comments

8. Maximizing Exposure Contd.
 To gain maximum organic reach:
 Don’t be afraid to post outside business hours
 LISTEN to what people are saying about your
brand
 EXPERIMENT!!!!
 Frequency, Time of Day, Day of Week, Post Type
(text, video, specials, events, milestones, new cover
image etc.)
 120 characters is optimal on all platforms
 Mention your fans in posts (tag, @, +name)
 Keep mobile in mind
 They don’t see a sidebar in Facebook!

9. It’s About Your Audience, not
YOU!
 Where are the places you have an online
audience?
 Let ALL of them know about your social presence
 Limit self promotion (ie. Like Us on Facebook)
 Drive traffic to a specific Facebook post rather
than your page in general
 Say “Join the Discussion”
rather than using another
self promotion

10. It Pays to Use Facebook Ads!
 “ Ads are as relevant and timely as the content
your friends share with you” – Zuckerberg

11. How do users see ads?
Newsfeed (Desktop + Tablet)
Right Hand Side (Desktop +
Tablet)

12. Types of Facebook Ads
 Types of Facebook Ads
 Page Post Engagement
(glorified boosted post)
 Page Likes
 Clicks to Website
 Website Conversions
 Budgets will vary by
client and campaign
goal
 The Power Editor is
your best friend!!! (no
joke)
 Custom Audiences =
Better Targeting =

13. The Wide World of Facebook
Advertising
 Facebook Boosted
Posts
 Allows a particular
post to be seen by a
larger audience by
paying to promote it
 Use Power Editor to
create ads
 Frequency depends
on your audience
 BUT…don’t be afraid to
experiment

14. What Metrics Does Facebook
Measure?
 Metrics for Boosted Posts are the same as Ads
 Top Metrics:
 Ad Spend (by post or ad set)
 Ad Results
 Reach
 Frequency
 Clicks
 Click Through Rate
 Advanced Metrics:
 Ad Placement Performance
 Demographics (Age + Gender)
 “Unique” Metrics

15. So, What Metrics Really
Matter?
 “Stop focusing on page likes and people
talking about that.” –Mari Smith
 Metrics to Follow:
 Traffic to Website
 Growth of email list/opt in subscriptions
 SEO
 Click Through Rate
 Revenue Generated (ROI in our case)
 Increased Ad Performance
 Increase in Positive Reviews

16. Your Brand vs. Facebook Ads
 Target Your Customers
 Use Custom Audiences to drive traffic to your site
 Facebook will build an ideal audience FOR you
 Facebook vs. Google Analytics
 GA will only tell you direct referral traffic
 Facebook can tell you who converted with in a date
range
 Ad Placement
 The sidebar won’t provide as many conversions as
the newsfeed…that’s OK
 Mobile newsfeed ads are the MOST expensive in
terms of cost per click

17. Content Creation Tools
 Contentgems.com
 Monitors 200,000+ news sites, blogs and social
media accounts and sorts content by keywords
you enter
 Feedly.com
 Follow RSS feeds and sort them into content
categories
 Spundge.com
 Sorts articles into main topic areas to peruse
 Paper.li
 Create a personalized online newspaper

18. Part 1: Key Takeaways
 Don’t be afraid to experiment with your
strategy
 Every business is different; there is no cookie
cutter strategy that works for EVERYONE
 Talk WITH your audience, not AT them
 92% of marketers say social media increased
their brand exposure in 2013
 YOU NEED TO BE ON IT!!!
 It’s not always about fans and followers; it’s
about how you can make them turn into
business