Advanced Facebook Class

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

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)

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)

Engage
Understanding Facebook Algorithm

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

Declining Reach

What Do You Do Now?
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
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

Facebook

Facebook
“Social media will steal
your time if you don’t set
defined objectives and
strategy.”
MANAGEMENT

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
Facebook
insights panel
gives you
valuable
insight for
managing your
account
MANAGEMENT

Facebook
Pages
Manager App
helps you
manage site(s)
from mobile
devices
MANAGEMENT

Facebook
MANAGEMENT

Facebook
Hootsuite.com
MANAGEMENT

Facebook
“Measure everything…”
MEASUREMENT

What to Measure
“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
1. Conversion Rate (Comments, Engagement)
2. Word of Mouth (Sharing)
3. Endorsement (Liking, Pinning, Retweeting)
4. Reach (Brand Impressions)
5. Return on Investment

Facebook
Reach
Impressions
Demographics
Consumption
MEASUREMENT

Facebook
MEASUREMENT

Facebook
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
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
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
GROWTH
5. Either or…
Create a picture…
Have people choose between A or B

Facebook
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
“Placing ads on Facebook
provides one of the most
targeted advertising
opportunities today”
GROWTH

Facebook
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
URL
Facebook Page
Facebook Event
GROWTH

Facebook
Promote page in
general, will also
include sponsored
stories if selected
ENGAGEMENT AD
GROWTH

Facebook
Can boost individual posts from the admin channel too. SPONSORED STORY
GROWTH

Facebook
Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD
GROWTH

Facebook
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

Facebook GROWTH

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

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”

Facebook GROWTH
Targeting
Facebook provides
powerful targeting
features to get as
narrow of an audience
as you need

Facebook GROWTH
Targeting
Location – Age- Gender – Interests

Facebook GROWTH
Targeting
Connections – Relationship Status
Languages – Education - Workplaces

Facebook GROWTH
Campaign, Pricing & Scheduling

Facebook GROWTH
Use the Manage Ads Dashboard

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
GROWTH
“Using Facebook as Your
Business Account can
increase your reach, and
brand impressions.”

Facebook
GROWTH
Participate in a popular thread too.
Great way to interact with people
seeking your services

Facebook
GROWTH
5 Effective
Facebook
Campaigns
for Growth
woobox.com | shortstack.com

Facebook
GROWTH
1. Voting Contest

Facebook
GROWTH
2. Coupon Code

Facebook
GROWTH
3. Email Sign Up

Facebook
GROWTH
4. On Location Signage

Facebook
GROWTH
5. Photo Contest

Q&A

mayhem@nectarmedia.co
http://nectartastingroom.com
http://spokanewinemagazine.com
http://nectarmedia.co
@nectarmedia
Facebook.com/NectarMedia
YouTube.com/NectarMedia
Contact Info

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