advanced facebook class
DESCRIPTION
In this advanced Facebook class we look at management tips of the pros, measurement and understanding Facebook insights and growth including campaigns, sure fire post engagement and advertising on FacebookTRANSCRIPT
Advanced Facebook
Management – Measurement –
Growth
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging community
Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country
0 page views per month Close to 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 LinkedIn connections 2500 local connections
0 Twitter followers 10300 Twitter followers
0 YouTube Videos 160 Videos (20,000 views)
0 Blog posts 500 posts
The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Today’s Agenda
1. Review Social Best Practices (10 min)
2. Facebook (45 min)
a) App,
b) Analytics,
c) Ads
3. Q&A (10 min)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook is all about ENGAGEMENT
2-3 posts per day
Photos (video is even better)
Shorter character counts (under 140) have better engagement
Questions
• How many times does a person blink in a minute?
Respond to Comments
Change cover photo
Study Insights (more on this later)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
EngageUnderstanding Facebook Algorithm
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
EngageUnderstanding Facebook Algorithm
A brand that does not focus on engaging and consistent content gets
lost among the thousands of posts that Facebook can serve to its
audience
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Declining Reach
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
What Do You Do Now?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1. Deal with the new reality.
2. Diversify your social strategy
3. Be intentional and strategic with Facebook activity
4. Boost posts and occasional Facebook ads
Intentional GrowthMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Develop campaigns, test and trial, experiment. You wouldn’t spend a few thousand dollars on a TV spot without thinking trough the goals, objectives, message, etc.
The Value of a Fan
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“Social media will steal your time if you don’t set defined objectives and strategy.”
MANAGEMENT
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1. Set aside dedicated time2. OR hire dedicated support3. Use management tools 4. Establish clear processes5. Set company policy/guidelines6. Set goals7. Excel where you can
FacebookMANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook insights panel gives you valuable insight for managing your account
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Pages Manager App helps you manage site(s) from mobile devices
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Hootsuite.com
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“Measure everything…”
MEASUREMENT
What to MeasureMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“It doesn’t matter how many friends, followers, or subscribers you have. Or even the number of posts, tweets, or follower to following ratio!. What matters is everything that happens after you post, tweet, blog, share, or participate. Did you grab attention? Did you deliver delight? Initiate a discussion? Cause people to take action? DID YOU PROVIDE VALUE?!
-Avinash Kaushik (Analytics Legend)
What to MeasureMANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1. Conversion Rate (Comments, Engagement)2. Word of Mouth (Sharing)3. Endorsement (Liking, Pinning, Retweeting)4. Reach (Brand Impressions)5. Return on Investment
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
ReachImpressionsDemographicsConsumption
MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
1. Solve a problem…One little-known way to clean your makeup
brushes: Soak them in vinegar and hot water
One little-known way to save a wet cell phone: Leave it in rice to absorb the moisture
One little-known way to get boys to wash their hands: Put Lego pieces in their soap dispenser to make it more appealing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
2. Caption this…3. Fill in the blank…Fill in the blank. “My New Years Eve must-have is ______”Fill in the blank. “My Monday morning must-have is ______”Fill in the blank. “My camping trip must-have is ______”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
4. Ask a question?What are your favorite ways to cool off in the summer heat?
What wine would you pair with this (add picture)?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
5. Either or…Create a picture…
Have people choose between A or B
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
6 sure fire engagement postsGROWTH
6. Remember when…Remember when the kids in Saved by the Bell seemed old?Remember when you had to actually remember your friend’s phone numbers?Remember when going to your friends house across the street felt like an adventure?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
“Placing ads on Facebook provides one of the most targeted advertising opportunities today”
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
1. Auction Style2. Bidding on likes and
interests 3. CPC (Cost per click)4. CPM (Cost per 1,000
impressions)5. Engagement Ads (likes)6. Sponsored Stories7. Sponsored Offers
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
URLFacebook PageFacebook Event
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Promote page in general, will also
include sponsored stories if selected
ENGAGEMENT AD
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Can boost individual posts from the admin channel too. SPONSORED STORY
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
Why use a Sponsored Story? As Facebook explains, Sponsored Stories can broaden the reach of actions your followers take. they can also be less expensive than traditional Facebook ads. Build your campaign design and start split-testing to determine what the best vehicle is for your type of advertising
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Designing Your Ad
1. What are your goals?2. What is the duration?3. What is the budget?4. Ad Design & Targeting5. Click through Threshold6. Conversion Rates
Try multiple ad variations to test what works and what doesn’t. Change one variable for testing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Designing Your Ad
Title Body Image
25 Characters. No abbreviations or excessive
capitalization allowed
Ask question, offer value, solve a problem, call to action
135 characters with correct grammar, no abbreviations,
symbols or characters.
Answer what’s in it for me. Call to action.
600 x 225 pixels
*TIP – use the picture area to add words to your add. “Save Now” “Get it Here” “Like us
today”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Targeting
Facebook provides powerful targeting features to get as narrow of an audience as you need
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Targeting
Location – Age- Gender – Interests
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Targeting
Connections – Relationship StatusLanguages – Education - Workplaces
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Campaign, Pricing & Scheduling
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
Use the Manage Ads Dashboard
Windermere Real Estate
Inland NW Bank
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
Facebook GROWTH
7 Tips for Using Facebook Advertising
1. Take advantage of ads, but don’t forget about your daily page management
2. Rotate your creative (text and images)3. Use text in your image (less than 20%)4. Set objectives and prepare your attack5. Newsfeed placement should be ½ your budget6. Use targeting but not to extremes7. Produce and experiment with several ads
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
“Using Facebook as Your Business Account can increase your reach, and brand impressions.”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
Participate in a popular thread too. Great way to interact with people seeking your services
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
5 Effective Facebook Campaigns for Growth
woobox.com | shortstack.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
1. Voting Contest
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
2. Coupon Code
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
3. Email Sign Up
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
4. On Location Signage
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
GROWTH
5. Photo Contest
Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]
http://nectartastingroom.comhttp://spokanewinemagazine.comhttp://nectarmedia.co
@nectarmedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia
Contact Info