TFEA 2014 Gotta Pay to Play

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TFEA 2014 Gotta Pay to Play

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TFEA 2014 Gotta Pay to Play

  1. 1. Kendra Wright| Saffire Events GOTTA PAY TO PLAY: The New Face of Facebook
  2. 2. Share your card - We’ll send you the slides. NO NEED FOR NOTES
  3. 3. SOMETHING BUT WAS MISSING
  4. 4. HELP MORE PEOPLE! We wanted to
  5. 5. Over 120 Events, Venues & Destinations trust Saffire!
  6. 6. HEART TO HEART
  7. 7. ADVERTISE How many of you on Facebook?
  8. 8. FACEBOOK IS KING Free Facebook is Dwindling. BUT YOUMAYHAVE HEARD…
  9. 9. THE OLD WORLD
  10. 10. 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 don’t advertise. If you are posting, you must “pay to play.”
  11. 11. WHY? USER EXPERIENCE & CA$H
  12. 12. 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.
  13. 13. ADVANTAGES OF ADVERTISING • Greater reach • Greater targeting • Protection against wasting money • It won’t run if people don’t click
  14. 14. 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
  15. 15. 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
  16. 16. Page Post Engagement TOP OPTIONS Page Likes
  17. 17. 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
  18. 18. EXAMPLES
  19. 19. 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.
  20. 20. EXAMPLE
  21. 21. CLICKS TO WEBSITE AD • Promoting your WEBSITE will get more WEB TRAFFIC. • Why you should use it: • There is something else to see on your business website or blog • Prompt lead generation
  22. 22. EXAMPLE
  23. 23. 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!
  24. 24. EXAMPLE
  25. 25. EVENT RESPONSES AD • Promoting your EVENT will get more ATTENDANCE. • Why you should use it: • Same as offers, but no purchase is made • Organic reach: Kendra is going!
  26. 26. EXAMPLE
  27. 27. NOT ALL AD METHODS ARE CREATED EQUAL
  28. 28. GOOD
  29. 29. RIDE THE ORGANIC WAVE
  30. 30. POST SOMETHING ENGAGING
  31. 31. …THEN BOOST IT
  32. 32. AUDIENCE TARGETING
  33. 33. BOOSTING TIPS 1. Ride out the unpaid interaction • Let the post’s natural appeal work for you 2. Once the interaction slows, boost it! • You can spend as little as $5 and get engagement
  34. 34. BETTER
  35. 35. ADS MANAGER www.facebook.com/advertising
  36. 36. STEP 1: SET OBJECTIVE Think about your goal and the type of post your advertising.
  37. 37. STEP 2: SELECT AD PLACEMENT Where do you want your ad to show up?
  38. 38. STEP 3: DEFINE YOUR AUDIENCE A more targeted audience means more engagement.
  39. 39. STEP 4: SET YOUR BUDGET This can be done by day or overall.
  40. 40. WHAT DO I NEED TO SPEND? You can spend as little as $1.00/day for approximately 4000 impressions versus:
  41. 41. STEP 5: WATCH FOR RESULTS
  42. 42. BEST
  43. 43. POWER EDITOR The most professional way to advertise on Facebook. More nerdy than AdsManager
  44. 44. 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
  45. 45. YOU CAN TEST WHAT WORKS BEST!
  46. 46. FACEBOOK ADS It has never been cheaper or easier to see what gets results.
  47. 47. EMAILS • Test layouts and content • (Almost) always include more than one topic. • The things people care about will shock you!
  48. 48. THEN APPLY EVERYWHERE!
  49. 49. PUT IT HERE
  50. 50. …AND HERE
  51. 51. AND MOST IMPORTANTLY…
  52. 52. CONTESTS Facebook
  53. 53. THE DOS & DON’TS DO • Collect entries by Comments/Likes • Collectentries by having users message you • Utilize Comments/Likesas a voting mechanism DON’T • Place contests onpersonal Facebooktimeline • Require peopleto tag themselves in promotions • Use morethan 20% text on your photos
  54. 54. 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
  55. 55. 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 date
  56. 56. CONTESTS FOR INTERACTION
  57. 57. EXAMPLE
  58. 58. EXAMPLE
  59. 59. CONTESTS FOR FOOT TRAFFIC
  60. 60. ON SITE PROMOTE DEALS THAT ARE ONLY AVAILABLE
  61. 61. EXAMPLE
  62. 62. EXAMPLE
  63. 63. EXAMPLE
  64. 64. A GOOD RULE OF THUMB Create a sense of urgency • Set a deadline • Make it holiday-specific • Use a countdown
  65. 65. VS.
  66. 66. CONTESTS FOR SHARING/LIKES
  67. 67. EXAMPLE
  68. 68. FUN POSTS
  69. 69. EXAMPLE
  70. 70. FUN POSTS
  71. 71. EXAMPLE
  72. 72. PRIZE IDEAS • 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.
  73. 73. CONTESTS FOR MORE DATA
  74. 74. IFRAME IN TO FB
  75. 75. THE BIGCONTEST
  76. 76. USE FOR EMAIL COLLECTION
  77. 77. SMALLER CONTESTS Two posts: 1. Announce contest 2. Announce winners
  78. 78. EXAMPLE
  79. 79. BIGGER CONTESTS Four posts: 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! #FinalCountdown” 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
  80. 80. NEW Advice for a World
  81. 81. “NEW” ADVICE 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 about. Example: My late talking son.
  82. 82. “NEW” ADVICE 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?
  83. 83. “NEW” ADVICE Be a real person, like a friend. Share: • Entertainment to help them escape • Useful information they can utilize
  84. 84. “NEW” ADVICE 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
  85. 85. NERDY Now, for a Party Trick.
  86. 86. IMAGESare so important.
  87. 87. EVER TAKEN 10% of photos Were taken in the last 12 months.
  88. 88. POSTS WITH PHOTOS The engagement rate of Facebook is so much greater than without.
  89. 89. IMAGESare hard.
  90. 90. LET CANVA WORK FOR YOU
  91. 91. REMEMBERTHE 20%RULE
  92. 92. FACEBOOK IMAGE GRID TOOL If text covers more than 20% of your photo, Facebook won’t let you advertise it! https://www.facebook.com/ads/tools/text_overlay
  93. 93. TIMELY Be
  94. 94. FACEBOOK COVER PHOTOS
  95. 95. REUSE FOR EMAIL
  96. 96. ONLINE + YOU
  97. 97. Don’t forget to drop off your business cards for slides.
  98. 98. FREE ONLINE MARKETING TIPS Website www.saffireevents.com The Amplifier www.saffireevents.com/podcast Facebook Saffire Events Twitter @SaffireEvents Instagram saffireevents Pinterest saffireevents YouTube saffirestudio Questions?

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