Social media strategies for improved engagement · 2017-04-26 · 4/18/2017 1 Social media...

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Social media strategies for improved engagement15 May 2017

Compassion. Excellence. Reliability.

Hi, I’m Erica!

Company: BAYADA Home Health Care, 5 years, we have 7 core enterprise pages (FB, TW, IG, LI, YT, Pin, G+ and 209 office FB pages

TW: @stealthmaestroIG: @ericametzger

Fun facts: Gemini, 23 countries, two cats, Egg Bagel and Della, I’m currently pulling out my hair in grad school (Temple), and I collect spices

@stealthmaestro

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Today’s Oddly Nut-themed Agenda

Shell: What you need to know about Facebook for business

Meat: Live video and a few notes on Facebook Ads Manager

@stealthmaestro

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There are 3 entities of Facebook:

= People, Friends

= Interests, Members

= Companies, Likes

Profiles

Pages

Groups

@stealthmaestro


remember:

A profile is required to log‐in Profiles admin your page

Profiles set up and pay for ads A profile must be in a real name

@stealthmaestro

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If you have a “dummy” profile in a fake name,

you must change it

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Compassion. Excellence. Reliability.@stealthmaestro


FB will find you

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It will not be pleasant


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Follow the steps…

@stealthmaestro

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Wait, what’s this?

@stealthmaestro


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Something to consider

Multiple locations and admins? Reduce time to set up ads

Quickly see who has access to your accounts and their roles

@stealthmaestro


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Try new things!

Everyone consumes media differentlyThink video, 360, live, canvas, slideshow,

events, job postings, links, images

@stealthmaestro


Did you notice jobs?

Is anyone seeing success with these?

@stealthmaestro

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IMO: • Facebook is still working

on this – expect changesa

• Applications are messages

• a

• Jobs are manual approve on FB’s side

• a

• Does not integrate with ATS

• a

• Facebook.com/jobs is local focused!

@stealthmaestro

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how the magic happens(well…sort of.)

@stealthmaestro

Compassion. Excellence. Reliability.http://wallaroomedia.com/facebook‐newsfeed‐algorithm‐change‐history/

things we know• Reactions > likes (3/2017)

• Video = % Completion Rate (1/2017)

• BANNED fake news sites (11/2016)

• Less click bait (8/2016)

• Friends/Family (6/2016)

• Live videos (fading?) (3/2016)

• ↑ Organic with geo/interest/ demo specific

audience (1/2016)@stealthmaestro

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Fortunately (?) we can influence the algorithm by doing things

Facebook likes to see

Up Next: Facebook live

Custom audiences BAYADA example


Actual image of where the Facebook Algorithm lives

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Facebook Live


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How we did it: • Small, windowless branded

room (controlled lighting)a

• Hardwired internet• a

• Xsplit Broadcaster – live streaming ($150, 36 months)a

• DSLR cameraa

• Extended microphone (Amazon, $90, for cell phone too!)

• a

• Best time for audience ‐ NO promotion budget!

@stealthmaestro


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Live Best Practices

No fancy camera?• No problem – videos shot on iPhone/iPad are

beautiful. Follow Intermountain Health for examples

• Invest in the extended cord mic on Amazon (<$100)

• Sound Quality > Picture Quality A

Strong WiFi or Data is CRUCIAL• FB will end your live stream if you don’t have a great

connection

Hold your phone upright

@stealthmaestro


“Within Five Years, Facebook Will Be Mostly Video”

- Mark Zuckerberg, April 2016

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So you might want to consider investing

Resources and Tools Recommendeda

Ranging from $ to $$$$

• Your cell phone

• Cell phone microphone extender cable (<$100)

• Study Tripod ($100 ‐ $300) w/ cell phone sizer clip?• Or cell phone tripod mount ‐ $10, Amazon

• DSLR with basic lens – Canon 60D/Nikon 5500 ($900)

• Wireless microphone ($600)

• 4K broadcast style camera ($2000+)


Before you start, build and prepare talent

• Identify 5 – 10 potential employees for on‐screen talent

• Meet with them one‐on‐one• Get to know what they bring to the table – clinical knowhow,

expertise? Reframe this for audience

• If you talent isn’t on social media, consider it. Especially

if you plan to repurpose it. • This is more common now, especially among physicians. Start

with Twitter

• Do a little hand‐holding • I like to prepare a show flow, do a mock‐interview

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Compassion. Excellence. Reliability.I know, I’m sorry


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Compassion. Excellence. Reliability.Remember me?


FB live

Marketing funnels are fun!

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FB live

Retargeting


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boom

Look alike!

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Why use custom audiences?

Facebook makes it cheap to reach a lot of people ($10 ‐ $12 CPM)

Your best business comes from people who know you

@stealthmaestro


Why use custom audiences?

Facebook makes it cheap to reach a lot of people ($10 ‐ $12 CPM)

Your best business comes from people who know you

@stealthmaestro

4/18/2017

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back to this

Upload and match customer email and phone number

Target people who visit your website

Does anyone have a mobile app?


FB live

Retargeting

Ads

I bet you thought I forgot

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So many options…

@stealthmaestro

Compassion. Excellence. Reliability.facebook.com/ads/manage

ADS MANAGER

Ad account by individual audience?

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HOW TO USE IT – Engagement Objective

Get more post engagements! • Boost post on page ( min $1/day)

• Also within ads manager

• Go for action posts: registration,

download or applyA

Metrics• YOU CAN’T MANAGE WHAT YOU

DON’T MEASURE

• Measure traffic w/ Facebook

(Google Tag Manager)

• Facebook automatic placement@stealthmaestro


HOW TO USE IT – Traffic Objective

URLs need lowercase UTMsbayada.com?utm_source=facebook&utm_medium=social

• Source = platform

• Medium = social

• Campaign, term, etc

Metrics• Cost per 1,000 (CPM)

• Jon Loomer , $5/1,000

• Me: $10‐$12

• Cost per click (CPC)

• How much is a click worth to you?

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HOW TO USE IT – Lead Generation

Consider longer

text here

1200x628, 20%

text, cheaper

CTA clicks to

form

@stealthmaestro



Pulls image from

ad (optional)

Paragraph, no

max text

Bullet, 5 bullets with an 80 characters max

@stealthmaestro

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Add 3 additional

questions

Autofills info,

spreadsheet

leads under

publishing tools

OR use zapier to

CRM

@stealthmaestro


Additional Metrics

Facebook Pixel = Custom Audiences

facebook.com/ads/manager/audiences/manage/• Retarget: create audience of website traffic for

engagement ads

• Custom audience: upload email/phone to match to

Facebook profile

Often Overlooked! FREQUENCY• 4‐5 and I’m nervous

• 10 is bad

• Change creative, text, etc

@stealthmaestro

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Lead Gen Results

Results: Pediatric Practice 6,221 NJ nurse email addresses combined of email plus social media (Facebook) advertising yielded 159 leads

at a total cost of $18.23 per lead.

@stealthmaestro


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Hi, I’m Erica!

Company: BAYADA Home Health Care, 5 years, we have 7 core enterprise pages (FB, TW, IG, LI, YT, Pin, G+ and 209 office FB pages

TW: @stealthmaestroIG: @ericametzger

Fun facts: Gemini, 23 countries, two cats, Egg Bagel and Della, I’m currently pulling out my hair in grad school (Temple), and I collect spices

@stealthmaestro

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Social media strategies for improved engagement · 2017-04-26 · 4/18/2017 1 Social media...

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