THE NEW WORLD
In September, Facebook made a change to its algorithm, drastically
reducing the reach of business posts.
In December, they did it again.
Now an estimated only 3% of your followers will see your posts if you
If you are posting, you must “pay to play.”
NEW FACEBOOK STRATEGIES
1. Re-evaluate your Facebook investment.
2. Optimize posts for sharing.
3. Engage your fans elsewhere.
4. Pay up. (cheap… for now)
Post and advertise, or don’t post.
ADVANTAGES OF ADVERTISING
• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click
FACEBOOK AD TARGETING
• Your Facebook followers
• Their friends
• Your email list
• People who are “look-alikes” to your list
• People who went to your website
• Even specific pages
• People who are interested in related organizations
EXAMPLE AD TYPES
• PAGE POST ENGAGEMENT – Image, video or text
• PAGE LIKES – Get more Likes on your Facebook page
• CLICKS TO WEBSITE – Drive traffic to your website
• OFFER CLAIMS – Like a coupon, with “Get Offer” button
• EVENT RESPONSES – Includes event details and RSVP link
PAGE POST ENGAGEMENT AD
• Promoting your POST will get more INTERACTION.
• Why you should use it:
• To get more video plays and engagement on photos
• To let your customers know of sales and specials
PAGE LIKES AD
• Promoting your PAGE will get more LIKES.
• This was more important when Likes “guaranteed” that
you would show up in their news feed.
• Now it is good for when you advertise to your fans.
OFFER CLAIMS AD
• Promoting your OFFER will get more REVENUE.
• Why you should use it:
• Allow customers to claim special deals you’re running
• Organic reach: Kendra claimed this deal!
• INSTANT GRATIFICATION!
The most professional way to advertise on Facebook.
More nerdy than AdsManager
WHY USE POWER EDITOR?
• Create “Dark Posts,” which are unpublished posts
• Hint: great for testing!
• Ability to save and reuse all of your audiences
• Create Lookalike audiences – similar to a list based on email upload
or page Likes
• Bulk ad editing
• Place ads for specific mobile devices
THE DOS & DON’TS
• Collect entries by Comments/Likes
• Collectentries by having
users message you
• Utilize Comments/Likesas a
• Place contests onpersonal
• Require peopleto tag
themselves in promotions
• Use morethan 20% text on
TOP 5 CONTEST TIPS
1. SET GOALS
• What are you trying to achieve? Ex: likes, comments, video watches, email addresses
2. CONSIDER THE AUDIENCE
• Important in determining your prize package Ex. Moms, teenagers, etc.
3. DETERMINE THE CONTEST TIME FRAME
• Remember Story Bump! Can run daily small contests for likes & comments or
longer timeframe for more personal information
CONTEST TIPS, CONT.
4. CREATE A PRIZE PACKAGE
• If your prize is bigger, you can ask for more information
5. PLAN THE FUFILLMENT
• Know how quickly you can deliver & make sure it’s within the expiration
• Gate admission tickets
• Unlimited ride wristbands
• Season passes
• Experiences/meet and greets
• Behind the scenes tours (on a golf cart!)
• T-shirts and/or other promotional items
• Giveaways from sponsors
NOTE: We’ve found that 70—80% claim prizes.
1. Announce that you’re going to have a contest
“4 MORE DAYS! We'll be giving away 1 sheet of 24 carnival tickets to 5 lucky people later today!
2. Announce contest
3. Announce that you’re going to announce the winners
“We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know
who it is?”
4. Announce winners
a. If more than 10 winners, announce in groups of 5
Mimic what you see on the platform. Content is King, but context
is even more important.
Don’t interrupt or be intrusive. Talk about what they’re talking
Example: My late talking son.
Share “jabs,” non-direct to your offering. Aim to hit an emotion
so hard that the customer wants to share it, because it will say
as much about them as your festival.
Example: Remember when you were little and asked for ice
cream. What happened?
Be a real person, like a friend. Share:
• Entertainment to help them escape
• Useful information they can utilize
Leverage pop culture
• Show customers you love the music, shows, etc. they do
• BE READY when something happens you can leverage
• Examples: Ponchos, Harlem Shake, Oreos, Sound of Music