Facebook recently announced they will block like-gating from brands. With this change, marketers will have to change their strategy to increase engagement from their fans so they can get more likes and grow their audience. Here, we share: - How the Facebook System works - The difference between organic posts, boosted posts and Ads in the news feed or right column - What makes consumers like? - What can you do TODAY to get more likes

1. www.privy.com
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Ditch Clicks. Measure Sales.

2. LEVEL | INTERMEDIATE
This is an intermediate content.
It is accessible material and it is helpful.
We have content of all levels.
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3. WHAT WILL PRIVY DO FOR ME?
Privy allows you to measure which online marketing activities
drive in-store sales
and
grow your customer database
in real-time
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4. SUMMARY
• Overview
• Facebook Advertising Options
• What Makes People “Like”
• What Should You Do Today?
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5. OVERVIEW
“You must not incentivize people to use social plugins or to like a Page.
This includes offering rewards, or gating apps or app content based on
whether or not a person has liked a Page.
To ensure quality connections and help businesses reach the people who
matter to them, we want people to like Pages because they want to
connect and hear from the business, not because of artificial incentives.”
- Facebook.com, August 8, 2014

6. OVERVIEW
• “Like-gating” will be disallowed
• Focus will be on creating organic connections
• Facebook will try to get you to run more ads

7. How Facebook Works

8. THE FACEBOOK NETWORK
All Facebook Users (~1 Billion) There are 1B
Facebook users.

9. THE FACEBOOK NETWORK
All Facebook Users (~1 Billion) Within those 1B users
Friends of your Fans
are your brand’s
extended network –
the friends of your
fans.

10. THE FACEBOOK NETWORK
All Facebook Users (~1 Billion) Within your extended
Friends of your Fans
Your Fans
network is your direct
audience – your fans.

11. FACEBOOK CONTENT TYPES
• Organic Post
• Boosted Post
• News Feed/Right Column Ad

12. FACEBOOK | ORGANIC POST
For free, you can create a
post that you can share to
your direct audience. Here
is an example of an
organic post we created of
one of our customers with
a Privy “I’m A Marketing
Hero” button.

13. WHO ORGANIC POSTS REACH
All Facebook Users (~1 Billion) Any given organic post
Friends of your Fans
Your Fans
reaches 5%-12% of your
direct audience,
depending on
engagement.

14. FACEBOOK | BOOSTED POST
You can also pay for a
Boosted Post, so that
more than 5%-12% of
your direct audience
sees your content. Here
is an example of a
boosted post we did to
share our other customer,
Kim Matlock, from Hard
Rock Café.

15. FACEBOOK BOOSTED POST OPTIONS
1. Traditional audience targeting
2. More of your fans & friends of fans

16. WHO BOOSTED POSTS REACH
Target an audience on
traditional factors
People who are
traditionally targeted
by audience
Option 1
All Facebook Users (~1 Billion)
Friends of your Fans
Your Fans

17. WHO BOOSTED POSTS REACH
Target fans and
friends of fans
Starts with close
friends of your fans
Option 2
All Facebook Users (~1 Billion)
Friends of your Fans
Your Fans

18. HOW BOOSTED POSTS GROW
Target fans and
friends of fans
Expands to more
people if people are
engaging
All Facebook Users (~1 Billion)
Friends of your Fans
Your Fans

19. FACEBOOK | PAID ADS

20. WHO PAID ADS REACH
People who are not
fans or friends of
fans
Targeting options:
• Age
• Gender
• Geography
• Interests
• Lifephase
• Income
All Facebook Users (~1 Billion)
Friends of your Fans
Your Fans

21. WHAT MAKES PEOPLE LIKE YOUR PAGE?
1. Promotions
2. Photos
3. Entertainment
4. Important Moments

22. LIKES | PROMOTIONS
60%
Liked a brand because it offered a promotion
Source: Business Insider

23. LIKES | PHOTOS

24. LIKES | ENTERTAINMENT
People love to be
entertained.
Get a chuckle, earn an
engagement.

25. LIKES | IMPORTANT MOMENTS
People love to share in your pride. Some proud
moments for restaurants are:
– Grand Openings
– Funding Announcements
– Birthdays/Anniversaries
– MEANINGFUL Emotional Moments

26. LIKES | IMPORTANT MOMENT EXAMPLE
31
Average engagement per post

27. LIKES | IMPORTANT MOMENT EXAMPLE
116
Grand Opening Announcement Engagements

28. LIKES | IMPORTANT MOMENT EXAMPLE
3.75x
MORE ENGAGEMENT

29. WHAT SHOULD I DO TODAY?
 Run a promotion.
Ask people to like it.

30. WHAT SHOULD I DO TODAY?
 Use more photos.
Measure and compare.

31. WHAT SHOULD I DO TODAY?
 Think of an important moment in history for your
brand…share it

32. WHAT SHOULD I DO TODAY?
 Make an “tongue-in-cheek” graphic
 Pro-tip: use a service like rottenecards.com

33. WHAT SHOULD I DO TODAY?
 Set a goal!
1. How many likes do you have now?
2. How many do you want?
3. Measure which posts do best
4. Compare and improve

34. Q & A
• Check out: blog.privy.com
• Tweet us! @Privy
• Tweet me! @jfccohen
• Send me an email: jake@privy.com
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