In this presentation, we'll cover how to turn Facebook fans into paying customers, discuss tools to help with content creation and cover the complicated world of Facebook advertising.

1. THE POWER OF
FACEBOOK
Let’s Get Social
Part 1

2. 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

3. 2014 Social Media Stats

4. “Content is KING but
Engagement is QUEEN and
Mari Smith Says…

5. The Current State of Facebook

6. 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

7. 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

8. 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!

9. 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 another
self promotion

10. It Pays to Use Facebook Ads!
 “ Ads are as relevant and timely as the content
your friends share with you” – Zuckerberg

11. How do users see ads?
Newsfeed (Desktop + Tablet)
Right Hand Side (Desktop +
Tablet)

12. 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 =

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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