THE POWER OF FACEBOOK

Let’s Get Social

Part 1

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

2014 Social Media Stats

“Content is KING but Engagement is QUEEN and she rules the house.”

Mari Smith Says…

The Current State of Facebook

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

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

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!

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 anotherself promotion

It Pays to Use Facebook Ads! “ Ads are as relevant and timely as the

content your friends share with you” – Zuckerberg

How do users see ads?

Newsfeed (Desktop + Tablet)

Right Hand Side (Desktop + Tablet)

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 = Higher Quality

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

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

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

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

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

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