WFA 2015 - Gotta Pay to Play: The New Face of Facebook

1. Cassie Roberts| Saffire Events
PAY TO PLAY:
The New Face of Facebook Outreach
& How to Maximize It in Your Favor

2. Share your card - We’ll send you the slides.
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5. SOMETHING
BUT
WAS MISSING

6. HELP MORE PEOPLE!
We wanted to

7. Over 120 Events, Venues & Destinations trust Saffire!

12. ASSOCIATION PARTNERS

13. ADVERTISE
How many of you
on Facebook?

14. FACEBOOK IS KING
Free Facebook is Dwindling.
BUT YOU MAY HAVE HEARD…

15. THE OLD WORLD

16. THE NEW WORLD
In September of 2013, Facebook made a change to its algorithm,
drastically reducing the reach of business posts in the news feed.
In the beginning of 2014, they did it again.
As of January 2015, THEY ARE DOING IT AGAIN.

17. SPECIFIC DISCRIMINATION
Facebook will show FEWER posts that do the following in 2015:
• Posts that solely push people to buy a product or install an app
• Posts that push people to enter promotions and sweepstakes
with no real context
• Posts that reuse the exact same content from ads

18. 3%1%
Engagement
Dropping

19. WHY?
USER EXPERIENCE
& CA$H

20. 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.

21. ADVANTAGES OF ADVERTISING
• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click

22. 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

23. 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

24. Page Post Engagement
TOP OPTIONS
Page Likes

25. 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

26. EXAMPLES

27. 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.

28. EXAMPLE

29. 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

30. EXAMPLE

31. 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!

32. EXAMPLE

33. 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!”

34. EXAMPLE

35. 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

36. NOT ALL AD METHODS
ARE CREATED EQUAL

37. GOOD

38. RIDE THE ORGANIC WAVE

39. 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

40. POST SOMETHING ENGAGING

41. USE A PHOTO

42. …THEN BOOST IT

43. AUDIENCE TARGETING

44. BETTER

45. ADS MANAGER
www.facebook.com/advertising

46. STEP 1: SET OBJECTIVE
Think about your goal and the type of post you’re advertising.

47. OBJECTIVE

48. STEP 2: SELECT AD PLACEMENT
Where do you want your ad to show up?

49. STEP 3: DEFINE YOUR AUDIENCE
A more targeted audience means more engagement.

50. STEP 4: SET YOUR BUDGET
This can be done by day or overall.

51. WHAT DO I NEED TO SPEND?
You can spend as little as $1.00/day for approximately 4000 impressions versus:

52. STEP 5: WATCH FOR RESULTS

53. BEST

54. POWER EDITOR
The most professional way to advertise on Facebook.
More nerdy than Ads Manager

55. HOW TO GET THERE
• https://www.facebook.com/ads/manage/powereditor
• Must go through Google Chrome browser

56. WHY USE POWER EDITOR?
• Create “Dark Posts,” which are unpublished posts
• Great for testing!
• Ability to save and reuse all of your audiences
• Create Lookalike audiences – people who are similar to a Custom
Audience (based on email or phone number upload)
• Bulk ad editing
• Place ads for specific mobile devices, like android only or Wi-Fi only

57. YOU CAN TEST WHAT
WORKS BEST!

58. FACEBOOK ADS
It has never been cheaper or easier to see what gets results.

59. THEN APPLY EVERYWHERE!

60. PUT IT HERE

61. …AND HERE

62. AND MOST IMPORTANTLY…

63. CONTESTS
Facebook

64. 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

65. 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

66. 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

67. CONTESTS FOR INTERACTION

68. GET COMMENTS

69. EXAMPLEGET LIKES

70. EXAMPLE
GET PHOTOS

71. CONTESTS FOR FOOT TRAFFIC

72. ON SITE
PROMOTE DEALS THAT ARE ONLY AVAILABLE

73. EXAMPLE

74. EXAMPLE

77. A GOOD RULE OF THUMB
Create a sense of urgency
• Set a deadline
• Use a countdown
• Make it holiday-specific

78. VS.

79. CONTESTS FOR SHARING/LIKES

82. FUN POSTS

84. EXAMPLE

85. FUN POSTS

86. EXAMPLE

87. 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.

88. SMALLER CONTESTS
Two posts:
1. Announce contest
2. Announce winners

89. EXAMPLE

90. 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

91. NEW
Advice for a
World

92. “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

93. “NEW” ADVICE
Be a real person, like a friend. Share:
• Entertainment to help them escape
• Useful information they can utilize

94. “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.
These can be most effective with a short video; it takes work but
it’s worth it.

95. IMAGESare so important.

96. EVER TAKEN
10% of photos
Were taken in the last 12 months.

97. LET CANVA WORK FOR YOU

99. REMEMBER THE 20% RULE

100. 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

101. TIMELY
Be

102. FACEBOOK COVER PHOTOS

103. REUSE FOR EMAIL

104. FACEBOOK + YOU

105. Don’t forget to drop off your
business cards for slides.

106. FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
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Questions?