Advanced Facebook Class

Advanced Facebook

Management – Measurement –

Growth

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

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

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)

Facebook

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)

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

Declining Reach

What Do You Do Now?

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

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

Facebook

MANAGEMENT + MEASUREMENT + GROWTH

Facebook

“Social media will steal your time if you don’t set defined objectives and strategy.”

MANAGEMENT

MANAGEMENT + MEASUREMENT + GROWTH

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

Facebook

Facebook insights panel gives you valuable insight for managing your account

MANAGEMENT

Facebook

Pages Manager App helps you manage site(s) from mobile devices

MANAGEMENT

Facebook

MANAGEMENT

Facebook

Hootsuite.com

MANAGEMENT

Facebook

“Measure everything…”

MEASUREMENT

What to MeasureMANAGEMENT + MEASUREMENT + GROWTH

“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

1. Conversion Rate (Comments, Engagement)2. Word of Mouth (Sharing)3. Endorsement (Liking, Pinning, Retweeting)4. Reach (Brand Impressions)5. Return on Investment

Facebook

ReachImpressionsDemographicsConsumption

MEASUREMENT

Facebook

MEASUREMENT

Facebook

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

Facebook

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 ______”

Facebook

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)?

Facebook

5. Either or…Create a picture…

Have people choose between A or B

Facebook

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?

Facebook

“Placing ads on Facebook provides one of the most targeted advertising opportunities today”

GROWTH

Facebook

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

Facebook

URLFacebook PageFacebook Event

GROWTH

Facebook

Promote page in general, will also

include sponsored stories if selected

ENGAGEMENT AD

GROWTH

Facebook

Can boost individual posts from the admin channel too. SPONSORED STORY

GROWTH

Facebook

Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD

GROWTH

Facebook

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

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

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”

Facebook GROWTH

Targeting

Facebook provides powerful targeting features to get as narrow of an audience as you need

Facebook GROWTH

Targeting

Location – Age- Gender – Interests

Facebook GROWTH

Targeting

Connections – Relationship StatusLanguages – Education - Workplaces

Facebook GROWTH

Campaign, Pricing & Scheduling

Facebook GROWTH

Use the Manage Ads Dashboard

Windermere Real Estate

Inland NW Bank

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

Facebook

GROWTH

“Using Facebook as Your Business Account can increase your reach, and brand impressions.”

Facebook

GROWTH

Participate in a popular thread too. Great way to interact with people seeking your services

Facebook

GROWTH

5 Effective Facebook Campaigns for Growth

woobox.com | shortstack.com

Facebook

GROWTH

1. Voting Contest

Facebook

GROWTH

2. Coupon Code

Facebook

GROWTH

3. Email Sign Up

Facebook

GROWTH

4. On Location Signage

Facebook

GROWTH

5. Photo Contest

Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

mayhem@nectarmedia.co

http://nectartastingroom.comhttp://spokanewinemagazine.comhttp://nectarmedia.co

@nectarmedia

Facebook.com/NectarMedia

YouTube.com/NectarMedia

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