Maximizing Facebook LIVE with Melissa Nelson Lowe
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By Melissa Nelson Lowe Dropzone Marketing powered by Beyond Marketing
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Transcript of Maximizing Facebook LIVE with Melissa Nelson Lowe
By Melissa Nelson Lowe
Dropzone Marketing powered by Beyond Marketing
DIFFERENT PLATFORMS
Facebook – an online social networking website where people create profiles, share information, media (photos, video, links)about their lives and other users can engage by responding, linking, or sharing
1.7+ billion ACTIVE users (and growing!)
D E F I N I N T I O N S
NewsfeedAlgorithmEngagementProfile vs. PageOrganic, Paid, Total ReachWhat is Facebook Live
Newsfeed is the first thing you see when you land on a page. It’s filled with status updates, photos, videos, links, app activity, likes from people, Pages and groups you may follow.
Facebook has a “Newsfeed Quality Panel” that deciphers and decides which stories appear in each user’s newsfeed using different types of code. Basically, Facebook’s algorithm hides boring stories – if your story doesn’t score well, no one will see it.
Engagement is when a user interacts on a Page such as liking a post, clicking on a link, commenting on an image, or sharing the post.
Facebook Insights, engagement is defined as post clicks, likes, shares and comments.
üPROFILEüA free, personal account
üPAGEüAn account that represents an account or organizationüPromote specials, offers, contestsüUse Facebook AdsüFacebook Insights
Organic Reach is the total number of unique people who were shown your post through unpaid distribution.
Paid Reach is the total number of unique people who were shown your post as a result of ads.
Total Reach is the number of unique people who saw your posts, regardless of where they saw it.
Facebook Live is a Facebook application from your smart phone, using real-time videos to your Facebook page in which users can watch, interact & subscribe when broadcasts begin.
• Prior 2016, Business or Athlete Pages could reach up to 16% of their audiences organically.
Example: 1000 fans, reach = Appx. 16010,000 fans, reach = Appx. 1600
• Facebook analysts reported that the Facebook Organic Reach plummeted in 2016 by 52%!
Facebook reported as of January 2016 there are 100 million hours of video watched…. A DAY!!
Facebook launched Live in Spring 2016
Dumped $50 million into the project
PUSHING THE ALGORITHM TO PROMOTE LIVE POSTS,ORGANICALLY!
Time to GO LIVE to PROMOTE YOUR business!
3-MONTH TANDEM SPECIAL
2015 (Live not introduced to general public)Vs.
2016 (Using Live in conjunction with promo)
2016 Yielded a 400% INCREASE of tandems for the SAME 2015 promo!
Build a Strategy
ü Who is your audience?ü Tandems, First time flyers, Fun Jumpers, teams, general
consumers?
ü Who do you want to be the FACE of your business?ü Same person, same voice & toneü commit to a scheduleü Consistency is key
ü What to broadcast?ü Interview? Showcase?
Best Practices
ü Make an announcement when to expect a broadcast
ü Include a short description of what is being broadcasted
ü Have the broadcaster give a verbal intro of themselves AND what’s being broadcasted
ü Do not broadcast anyone’s personal information
Best Practices
ü Ask permission of interviewees beforehand & give them the ”script”
ü Keep it short & sweet
ü Subtle branding
ü Get a good shotü Good lighting, good connection/soundü Steady handü Good framing
Example:
ü Promotion Name [ie. “Spring Break Special”]
ü Create a page on YOUR website to send customer’s to purchase promo that also has more promo details & include a code [ie. SP2017]
ü High resolution image with DZ logo AND promo!
ü Create a catchy Facebook post & include Special’s Name, expiration date, website link
Example:
ü Boost your post ($)
Example:
ü Boost your post
ü GO LIVEü Mention of ”Spring Break Special” & include a
CLEAR call to action
ü Track promo
Photos by Jessie Brownlow & Valerie Armstrong | 2016
