1. John D. Saunders

3.  So, you have all the ingredients for a great
looking Facebook Page:
 Timeline Banner
 Profile Photo (show company logo)
 Facebook Tabs
 Website URL
 Company Info
Ok…Now What?

4.  Facebook Promotions can:
◦ Boost “Likes”
◦ Increase engagement
◦ Convert page “Likes” to leads
◦ Build Active Fan Base
 Facebook FORBIDS business page owners from
promoting their giveaways through Facebook.
However, there are several third party social marketing
tools/platforms that business page owners can use to
promote on Facebook.
Example tools: Wildfire, SproutSocial and Offerpop

5.  Social Marketing Platform
◦ Easy to use, inexpensive & user-friendly
◦ Allows user to create a sign up form on Facebook
that captures as much or as little information about
your fans as you choose.
◦ Records all of your sign up leads into a .csv file for
when promo is completed.
◦ Offerpop offers several categories for your promo:
 Tug of War
 Sign Up
 Referral
 Photo Contest
We’ll focus on Referral…

6.  Referral encourages your Facebook Fans to
sign up for your promotion, but also
encourages them to recruit their friends.
 Once a fan completes the sign up entry, they
are given a unique URL to share with their
friends. Once they reach a referral goal they
will unlock an additional prize/deal.
◦ This adds an incentive to share the promo

7.  Lets use an example promotion called:
◦ The “iPad Giveaway” – for a local automotive shop
◦ The main giveaway is an Apple iPad.
◦ When a fan signs up and refers two friends, they’ll
be entered to win the Apple iPad AND unlock a
referral prize for ½ off an oil change.
◦ They won’t know what the referral prize is until they
complete the objective.

8.  Visit the Offerpop homepage and login on the upper right-
hand side.
 Choose your campaign type (Referral) and the Facebook Page
you’re an admin of.
 Now…
◦ Choose a headline
◦ Upload a headline image
◦ Add creative
◦ Create sign up (can include name, email, zip code…)
◦ Determine referral goal
◦ Add hidden content – only seen when unlocked
◦ Choose end time
◦ Add fine print
◦ Click real-time performance reports

9.  Offerpop offers fangating when creating your
promotion.
 This is a crucial tool in Facebook marketing.
 Before users can enter their information in
the sign up form they MUST become a fan
before seeing the content.
 This is a HUGE tool for increasing likes and
creating exclusivity with your marketing
message and promotion.

10.  Now, your campaign is active
+
Entry Form
Facebook Page
You have a few fans, but how do you
get non-fans to sign up?

11.  Start with Facebook Ads
 Facebook ads are served up to
users based on criteria that you
choose:
◦ Geographical area
◦ Age
◦ Marital status
◦ Interests
◦ Activities…
◦ Create a Facebook Ad by
visiting:
 https://www.facebook.com/adve
rtising

12.  Set up your first ad
◦ Choose Page to promote
◦ “Get More Page Likes”
◦ Choose to redirect ads
to your promotion page
when users click ad
◦ Choose your audience
◦ Choose campaign and
scheduling

13.  Running multiple versions of ads can help
determine what your target audience will
respond best to.
 The best of our examples had this outcome:
 With that, you can increase spend for that ad
or create similar messages.

14.  Facebook User you have targeted sees your ad on
Facebook and clicks it
 The redirect takes the user to the Fangating
screen where they must become a fan to
participate in promo
 The user fills out signup info, converting them to
a lead and candidate for your promotion.
 They are encouraged to share info about the
promotion with friends to be eligible for referral
prize (in this case, ½ off an oil change)

15.  You’re using Facebook ads to drive traffic to
your promo. Now, how do you measure it?
 Offerpop Analytics!
 Metrics include:
◦ Unique Views
◦ Likes increase
◦ URL click-thru rate
◦ Amount of fans acquired
◦ Email sign ups

16.  See how your promo is
performing by taking a
look at your Facebook
Analytics. Important
metrics include:
• Total Likes
• Friends of fans
• Weekly Total Reach
• Top Per-Post Metrics
• This shows what posts are
engaging your fans the
most

17.  One more metric to consider:
 Likes by Demographic
 This tells you WHO your fans are.
 This can help you tailor your Facebook Ads
 Ex: if a fan is a male between 25-40, you might want to create an ad
dedicated to this demographic

18.  If you’re cross promoting
your campaign on Twitter
by posting engaging
content about your
promo, use Hootsuite (free
social media tool) for
analytics.
 If you use Hootsuite to
promote your
messages, let their URL
shortening tool convert
the URL of your promo so
that you can track EACH
click.
 Use another tool called
TOPSY (like Google for
social media) to see when
your brand is mentioned.

19.  By hosting the iPad Giveaway through
Offerpop, you’re converting current Facebook
Fans and those targeted by Facebook Ads
into Leads.
 You’re acquiring:
◦ First & Last Name
◦ Email Address
◦ Zip Code
◦ Opt-in and official Rules acceptance
 Now, these leads can be added to your email database
and targeted with email blasts in the near future.

20.  Offerpop – http://www.offerpop.com
 Facebook Ads –
http://www.facebook.com/advertising
 Offerpop Analytics - http://www.offerpop.com
 Facebook Insights –
http://mashable.com/2010/09/03/facebook-
insights-guide/
 Hootsuite Analytics – http://www.hootsuite.com
 Hootsuite Twitter Individual Stats -
http://www.hootsuite.com

21. John D. Saunders
Digital Marketing Specialist
http://www.JohnSocial.com
http://www.facebook.com/johndsaundersiii
http://www.twitter.com/jdsaundersiii