Advanced facebook class

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Advanced facebook class

  1. 1. Advanced Facebook 201 NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  2. 2. 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 Story from click to mortar NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  3. 3. Today’s Agenda 1. Review Social Best Practices (10 min) 2. Facebook (45 min) a) App b) Analytics c) Ads 3. Q&A (5 min) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  4. 4. Facebook Facebook is all about ENGAGEMENT 2-5 posts per day Photos Questions • How many times does a person blink in a minute? Ask for likes, comments, shares • Like to welcome the new guy to Nectar Respond to Comments Study Insights (more on this later) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  5. 5. The Value of a Fan NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  6. 6. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co MANAGEMENT + MEASUREMENT + GROWTH
  7. 7. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co “Social media will steal your time if you don’t set defined objectives and strategy.” MANAGEMENT
  8. 8. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook admin panel gives you valuable insight for managing your account MANAGEMENT
  9. 9. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Pages Manager App helps you manage site(s) from mobile devices MANAGEMENT
  10. 10. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co MANAGEMENT
  11. 11. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Hootsuite.com MANAGEMENT
  12. 12. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co “Measure everything…” MEASUREMENT
  13. 13. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Reach Impressions Demographics Consumption MEASUREMENT
  14. 14. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co MEASUREMENT Sumall.com
  15. 15. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co MEASUREMENT Administrator Activity (Posts) Monthly Interaction (like, posting, sharing, commenting) Monthly Engagement (Unique Users) Monthly Reach (Unique Users) 5 Jan-13 0 Jan-13 17 Jan-13 38 Jan-13 469 4 Feb-13 0 Feb-13 20 Feb-13 39 Feb-13 125 6 Mar-13 29 Mar-13 323 Mar-13 518 Mar-13 6018 6 Apr-13 44 Apr-13 245 Apr-13 474 Apr-13 4914 May-13 May-13 May-13 May-13 Jun-13 Jun-13 Jun-13 Jun-13 Jul-13 Jul-13 Jul-13 Jul-13 Aug-13 Aug-13 Aug-13 Aug-13 Sep-13 Sep-13 Sep-13 Sep-13 Oct-13 Oct-13 Oct-13 Oct-13 Nov-13 Nov-13 Nov-13 Nov-13 Dec-13 Dec-13 Dec-13 Dec-13 Monthly Impressions (Total Count) Monthly Page Consumptions (Clicks) Jan-13 1239 Jan-13 61 Feb-13 598 Feb-13 26 Mar-13 30521 Mar-13 1397 Apr-13 33866 Apr-13 1646 May-13 May-13 Jun-13 Jun-13 Jul-13 Jul-13 Aug-13 Aug-13 Sep-13 Sep-13 Oct-13 Oct-13 Nov-13 Nov-13 Dec-13 Dec-13 Referrals from Facebook Referrals from Twitter Referrals from Pinterest Jan-13 40 Jan-13 9 Jan-13 45 Feb-13 31 Feb-13 4 Feb-13 82 Mar-13 91 Mar-13 17 Mar-13 126 Apr-13 203 Apr-13 26 Apr-13 130 May-13 May-13 May-13 Jun-13 Jun-13 Jun-13 Jul-13 Jul-13 Jul-13 Aug-13 Aug-13 Aug-13 Sep-13 Sep-13 Sep-13 Oct-13 Oct-13 Oct-13 Nov-13 Nov-13 Nov-13 Dec-13 Dec-13 Dec-13
  16. 16. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co “Placing ads on Facebook provides one of the most targeted advertising opportunities today” GROWTH
  17. 17. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 1. Auction Style 2. Bidding on likes and interests 3. CPC (Cost per click) 4. CPM (Cost per 1,000 impressions) 5. Engagement Ads (likes) 6. Sponsored Stories 7. Sponsored Offers GROWTH
  18. 18. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co URL Facebook Page Facebook Event GROWTH
  19. 19. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Promote page in general, will also include sponsored stories if selected ENGAGEMENT AD Select a specific story to draw attention and highlight a specific piece of content SPONSORED STORY More granular creative pricing options such as bidding for clicks GROWTH
  20. 20. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Can boost individual posts from the admin channel too. SPONSORED STORY GROWTH
  21. 21. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD GROWTH
  22. 22. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 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
  23. 23. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH
  24. 24. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Designing Your Ad 1. What are your goals? 2. What is the duration? 3. What is the budget? 4. Ad Design & Targeting 5. Click through Threshold 6. Conversion Rates Try multiple ad variations to test what works and what doesn’t. Change one variable for testing
  25. 25. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Designing Your Ad 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. 100px by 72px across *TIP – use the picture area to add words to your add. “Save Now” “Get it Here” “Like us today”
  26. 26. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH https://www.facebook.com/ads/adboard
  27. 27. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Targeting Facebook provides powerful targeting features to get as narrow of an audience as you need
  28. 28. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Targeting Location – Age- Gender – Interests
  29. 29. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Targeting Connections – Relationship Status Languages – Education - Workplaces
  30. 30. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Campaign, Pricing & Scheduling
  31. 31. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Use the Manage Ads Dashboard
  32. 32. Washington Potato Commission
  33. 33. Century 21 Beutler & Associates
  34. 34. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH “Using Facebook as Your Business Account can increase your reach, and brand impressions.”
  35. 35. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH Participate in a popular thread too. Great way to interact with people seeking your services
  36. 36. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 5 Effective Facebook Campaigns for Growth
  37. 37. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 1. Voting Contest
  38. 38. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 2. Coupon Code
  39. 39. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 3. Email Sign Up
  40. 40. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 4. On Location Signage
  41. 41. Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 5. Photo Contest
  42. 42. Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co

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