Increase Members with Facebook Ads - workshop

US Call in #: +1 (646) 307-1001CANADA Call in #: +1 (647) 497-9385 Access Code: 753-877-963

Instructor Shiv Narayanan

Thursday, Sept 3rd, 2015

3:00 – 4:00 PM (ET)

Build. Connect. Grow. Membership & more.

@wildapricot #webinarchat

Farhad ChikhliwalaProfessor Apricot

Marketing Project Manager

Terry IbeleApricot-in-training

Digital Coordinator

Also on the call today


Mini-course link: http://goo.gl/jOHpYj

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CHAT BOX Submit your questions in the questions box. We’ll record them and answer them after the webinar.

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Yes! We will be sharing the recording of this webinar with you in a follow up email.



Poll

Are you currently using Facebook Ads to grow your membership?



Our Workshop Presenter: Shiv NarayananShiv Narayanan Head of Marketing and Sales at Wild Apricot.

● How can we help you grow your membership?● We’re experts in marketing :)

○ Spend hundreds of thousands of dollars on marketing

○ Core problems you face are marketing problems



Why Facebook Ads?


● We wanted to give you 1 actionable, how-to strategy

● It’s something you can execute today● It’s really EASY to figure out and set up...a lot

easier than you think● Ask questions!


Step-by-step instructions in the mini-course

Increase Members with Facebook Retargeting Campaigns

Learn how to leverage Facebook Ads to convert website visitors into paying members.

Sign Up To Get the Course!

http://trial.wildapricot.com/lp/mini-course-Facebook-Retargeting


● Targeting existing members to events● Targeting new members● Fundraising● Promoting your content or services

○ Your online shop, Courses, Guides, Workshops, etc.● Promoting your website and blog● Promoting your Social Media

○ Your Facebook Page, LinkedIn, YouTube, Twitter, etc.

What Can You Use this Workshop For?



Problem: Getting event registrations


EVENT REGISTRATION PAGE

? ?


Strategy of an Ad


ADVERTISEMENT

EVENT REGISTRATION PAGE

MEASURE PERFORMANCE


How to...

● Create your Facebook ad○ Target new members○ Target existing members

● Analyse your results

What We’ll be Covering Today



CAC is your Customer Acquisition Cost, or how much it costs you to gain one new member

Q: Why is CAC important?A: To know your ROI onall activities

Do you know your CAC?



Cost Per Impression: Your total ad cost divided by the number of people who saw your ad

Cost Per Click: Your total ad cost divided by the number of people who clicked your ad

Understanding the costs of an ad


This is the number you need to keep your eye on!


Math Time! - Customer Acquisition Cost (CAC)


Imagine 100 people click on your ad

If Cost Per Click is $2 ÷ clickTotal ad cost: 100 people X $2 = $200

Imagine 5 people become attendees

CAC: $200 / 5 = $40 ÷ attendee

Your Customer Acquisition Cost is $40. So what?


Math Time! - Customer Acquisition Cost (CAC)


Well…

Event Fee: $100

CAC: -$40

Profit: $60

You just made $60 per attendee! Now you have more money for events & other services!


Once you know your CAC, you can create a model to bring in more money than you spend

Before We Begin, Let’s Talk CAC



Let’s Get Started!



Example Event



https://nursesofchicago.wildapricot.org/event-2034286

https://www.facebook.com/pages/Nurses-of-Chicago/493322897510468?sk=timeline

https://nursesofchicago.wildapricot.org/event-2034286

https://www.facebook.com/pages/Nurses-of-Chicago/493322897510468?sk=timeline

Tips to Create an Image for your Ad


● Headline: 60 characters● Body: 90 characters● Size: 1200 x 628 pixels● Limit text on your image

Tools to help you create your Facebook ad:● Canva.com● Photoshop (or Gimp.org, which is like a free Photoshop)


Math Review



Total Ad Cost: $200

Attendees from Facebook: ÷ 5

Customer Acquisition Cost (CAC): $40Event Fee$100

CAC: - $40

Profit: $60

WILD APRICOT ADMIN VIEW

Workshop Summary


CAC Calculate your customer acquisition cost to create an ROI modelCPM: Cost per Impression - awareness

CPC: Cost per Click - effectiveness

Create AdTarget Existing Members: Create and upload your Facebook ad using our tips

Target New Members: Instead of uploading your email list, use demographics

Analyse Results Track the results in Wild Apricot


● Targeting existing members to events● Targeting new members● Fundraising● Promoting your content or services

○ Your online shop, Courses, Guides, Workshops, etc.● Promoting your website and blog● Promoting your Social Media

○ Your Facebook Page, LinkedIn, YouTube, Twitter, etc.

What Can You Use this Workshop For?



What do you want to learn about next?

Examples: ● How to get more members?● How to get more event attendees?● How to get more sponsors?● How to engage members?● How to get more volunteers?

Please enter your ideas in the chat box now

Questions!

Step-by-step instructions in the mini-course

Increase Members with Facebook Retargeting Campaigns

Learn how to leverage Facebook Ads to convert website visitors into paying members.

Sign Up To Get the Course!

http://trial.wildapricot.com/lp/mini-course-Facebook-Retargeting


Join a live demo with Wild Apricot!

In this demo, you will learn how to: ● add and/or import contacts to your membership

database ● create and modify membership levels, fees and

renewal policies ● manage events using the events module● compose and send out email blasts to different

member groups ● manage your finances ● ...plus get all your questions answered on the

spot.

A Live Demo with Milan MalivukWild Apricot Sales Manager

Next Demo: Friday, September 4 @ 12:00 PM (ET)Register here: wildapricot.com/wild-apricot-demo-registration

Learn How to Use Google Analytics!

Learn Google Analytics to Improve Your Website & Attract More Members!

Thursday, September 17th, 20153:00 PM (Eastern Time)

Presenter: Eric Squair - datahabits.com

In this 1 hour session you will learn:

The basic concepts of Google Analytics

How to track your highest value visitors

How to track your email, online ads and social media and share some dashboards to help you make sense of all the numbers

http://datahabits.com/


Thank you for participating in our workshop!

www.wildapricot.com

Try our free 30-day trial – risk free!

Rated #1 in Capterra’s Top Membership Management Software

3 years in a row.

http://www.capterra.com/infographics/top-membership-management-software

http://www.capterra.com/infographics/top-membership-management-software

We have recorded this webinar and will be sharing it with you.


THANK YOU!


@wildapricot #webinarchat

Increase Members with Facebook Ads - workshop

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Transcript of Increase Members with Facebook Ads - workshop