Advanced Facebook Class
Upcoming SlideShare
Loading in...5
×
 

Advanced Facebook Class

on

  • 234 views

In this advanced Facebook class we look at management tips of the pros, measurement and understanding Facebook insights and growth including campaigns, sure fire post engagement and advertising on ...

In this advanced Facebook class we look at management tips of the pros, measurement and understanding Facebook insights and growth including campaigns, sure fire post engagement and advertising on Facebook

Statistics

Views

Total Views
234
Views on SlideShare
233
Embed Views
1

Actions

Likes
0
Downloads
1
Comments
0

1 Embed 1

https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Advanced Facebook Class Advanced Facebook Class Presentation Transcript

  • 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 Story from click to mortar NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 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) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • 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) NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • Engage Understanding Facebook Algorithm NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • Engage Understanding 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 NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • Declining Reach NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • What Do You Do Now? NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 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 Growth MANAGEMENT + MEASUREMENT + GROWTH NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 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 NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co MANAGEMENT + MEASUREMENT + GROWTH
  • 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
  • MANAGEMENT + MEASUREMENT + GROWTH NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 1. Set aside dedicated time 2. OR hire dedicated support 3. Use management tools 4. Establish clear processes 5. Set company policy/guidelines 6. Set goals 7. Excel where you can Facebook MANAGEMENT
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook insights panel gives you valuable insight for managing your account MANAGEMENT
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Pages Manager App helps you manage site(s) from mobile devices MANAGEMENT
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co MANAGEMENT
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Hootsuite.com MANAGEMENT
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co “Measure everything…” MEASUREMENT
  • What to Measure MANAGEMENT + MEASUREMENT + GROWTH NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co “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 Measure MANAGEMENT + MEASUREMENT + GROWTH NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 1. Conversion Rate (Comments, Engagement) 2. Word of Mouth (Sharing) 3. Endorsement (Liking, Pinning, Retweeting) 4. Reach (Brand Impressions) 5. Return on Investment
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Reach Impressions Demographics Consumption MEASUREMENT
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co MEASUREMENT
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 6 sure fire engagement posts GROWTH 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 NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 6 sure fire engagement posts GROWTH 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 NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 6 sure fire engagement posts GROWTH 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 NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 6 sure fire engagement posts GROWTH 5. Either or… Create a picture… Have people choose between A or B
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 6 sure fire engagement posts GROWTH 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 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
  • 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
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co URL Facebook Page Facebook Event GROWTH
  • 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 GROWTH
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Can boost individual posts from the admin channel too. SPONSORED STORY GROWTH
  • 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
  • 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
  • NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH
  • 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
  • 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. 600 x 225 pixels *TIP – use the picture area to add words to your add. “Save Now” “Get it Here” “Like us today”
  • 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
  • NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Targeting Location – Age- Gender – Interests
  • NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Targeting Connections – Relationship Status Languages – Education - Workplaces
  • NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Campaign, Pricing & Scheduling
  • NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co Facebook GROWTH Use the Manage Ads Dashboard
  • Windermere Real Estate
  • Inland NW Bank
  • NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co 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 attack 5. Newsfeed placement should be ½ your budget 6. Use targeting but not to extremes 7. Produce and experiment with several ads
  • 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.”
  • 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
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 5 Effective Facebook Campaigns for Growth woobox.com | shortstack.com
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 1. Voting Contest
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 2. Coupon Code
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 3. Email Sign Up
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 4. On Location Signage
  • Facebook NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co GROWTH 5. Photo Contest
  • Q&A NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
  • mayhem@nectarmedia.co http://nectartastingroom.com http://spokanewinemagazine.com http://nectarmedia.co @nectarmedia Facebook.com/NectarMedia YouTube.com/NectarMedia Contact Info