Winning Facebook Campaigns

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Winning Facebook Campaigns

  1. 1. Katherine Mancuso, Technology Coach katherine@techliminal.com Winning Facebook Campaigns 1
  2. 2. www.techliminal.com Content © 2014, Tech Liminal TECH LIMINAL 2 Technology Coaching Coworking & Events Workshops & Classes
  3. 3. www.techliminal.com Content © 2014, Tech Liminal Overview • What is a campaign? And why do I use them? • Campaign planning and goal setting. • Giving stuff away: Facebook Contests • Content-focused campaigns • Spreadsheets, spreadsheets (and alternatives if you hate spreadsheets) • A crash course in Facebook Insights • Using paid posts the smart way 3
  4. 4. www.techliminal.com Content © 2014, Tech Liminal What is a campaign? • Any effort on Facebook that spans a larger space than just one post & encourages people to interact. Campaigns could include: • Contests • Coupons/Offers • Content (videos, blog posts, audio) • Opportunities for customers to make content • Campaigns tell stories! 4 image: FindYourSearch on Flickr
  5. 5. www.techliminal.com Content © 2014, Tech Liminal Why do campaigns? Depressing truth: business organic reach is terrible & it’s getting worse. Facebook’s business is selling you ads (paid reach). 5
  6. 6. www.techliminal.com Content © 2014, Tech Liminal Why use a campaign? • If you can’t pay, or can’t pay a lot, how do you compete? • Amazing content is still what makes the difference. • Campaigns help build engagement around amazing content. • Campaigns have better results for your money than just randomly promoting posts and hoping. 6
  7. 7. www.techliminal.com Content © 2014, Tech Liminal What are your goals? • The kind of campaign you want depends primarily on what you want to achieve. • Do you want likes? • Do you want newsletter subscribes? • Do you want sales? • Do you want increased engagement on your Facebook page? • Do you want physical visits? • Do you want something else? 7
  8. 8. www.techliminal.com Content © 2014, Tech Liminal Coupons & Offers • Create these free in Facebook Ads Manager (http://facebook.com/ads) • These are great if you’re trying to get people to visit your physical business or drive sales! 8
  9. 9. www.techliminal.com Content © 2014, Tech Liminal Facebook Contests • Timeline contests drive engagement and are quick to make. • App-based contests drive newsletter signups and allow you to collect info about your fans. • Apps include: WooBox • Know Facebook’s terms of service. (changed substantially in Aug 2013) • Create official rules carefully. • Use paid reach to promote your contest. • You can also make games where you don’t give anything away. 9
  10. 10. www.techliminal.com Content © 2014, Tech Liminal Real World Crossovers • These are great if your goal is to get someone to attend an event or come to a place, but you can use them virtually too. • You can be super creative with these! Scavenger hunts, secret code words, Arduino controlled devices that light up every time someone hits like! 10
  11. 11. www.techliminal.com Content © 2014, Tech Liminal Content-focused campaigns • Content-focused campaigns tell stories. They get people checking back on your brand page and improve your engagement. • Content-focused campaigns are great for improving dissemination of something you’re doing • You can tell a story that people come back to regularly, or do the same thing every day. • You also can do a campaign that encourages people to comment on or like content. 11
  12. 12. www.techliminal.com Content © 2014, Tech Liminal Campaign Planning • Spreadsheets make it faster - you can design a whole campaign in one day. Tools like Hootsuite will even let you upload them. • I hate spreadsheets: instead I keep a folder with all the visual assets I made for the campaign, a word doc outlining the campaign, and daily screenshots of Facebook Insights. I write posts on the fly. 12
  13. 13. www.techliminal.com Content © 2014, Tech Liminal Facebook Insights Walk-Through 13
  14. 14. www.techliminal.com Content © 2014, Tech Liminal Facebook Ads Manager Walk-through 14
  15. 15. www.techliminal.com Content © 2014, Tech Liminal Future Workshops! • Google Analytics - Feb 28th, 6-7:30 PM - $30 • Social Media: Thinking Strategically - Feb 20th, 6-7:30 PM - $30 • Social Media Happy Hour - Every first Thursday 6-7:30 (Feb 6, Mar 6, Apr 3) • We also do workshops on demand and private & small group coaching. • Keep Track of Tech Liminal’s social media events: • http://www.meetup.com/Social-Media-Happy-Hour/ 15

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