1. @AndreaVahl
@GrandmaMaryShow
#FBWebinar

2. Today
• What to do about decreased Organic Reach
• What type of posts are best and how to find the best
content to post
• 4 cool tools to help you do your job better, faster, and
more efficiently
• What's working with Facebook Ads and how to get
cheaper clicks
• What to expect from Facebook in the upcoming year so
you can get ahead of the curve

3. About me
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Social Media Coach, Strategist and Speaker
Co-author of Facebook Marketing All-in-One for Dummies
Community Manager for Social Media Examiner for 2 years
Grandma Mary

4. The Not-So-Surprising News

5. Who’s cranky?

6. Source: http://www.socialbakers.com/blog/1901-paid-content-is-kingpromoted-posts-vs-organic-reach

7. Solution?

8. The Facts
• Facebook is becoming Pay-to-Play
• Facebook is still relevant with 1 Billion people
• Facebook is one of the cheapest targeted ad
platforms
• Facebook is not right for everyone
– TEST TEST TEST

9. Test Your Social Sites for Yourself

10. Experiment in Visibility

11. Test
Page
Post
Types

12. And More Tests!
Started posting more short, Text-only questions
Posted more often during peak hours
Did a “Caption this photo” Timeline contest

13. Posting Strategies
What’s Working Now
• Calls to action
• Text 40%, Photos 40%,
Links 20%
• Shareable content
• Ask more questions
• Posting more often
– 2-5 times/day

14. Post More

15. 4 Recommendations - Reframing
1. Transfer Fans to your e-mail list!!
2. Plan on Ad spend
– Think Subscription model
3. Build up one other social site
– Hedge bets
4. Measure what matters
– It’s not about Reach

16. Transfer Fans to E-mail List
• Drive social traffic to your
e-mail optin
– Free giveaway
– Newsletter Signup
– Coupon
– Contest
– Webinar
• Social will change – Email
is yours!

18. Plan on Facebook Ad Spend

19. Test Facebook Ads Strategically
Know your Goals
Test
#1
Test
#2

20. Test Plan
• Create 4 ads with 2 different target audiences
• Split test ads at $15/each
• Compare Results

21. Hedge Your Bets
• Cross-promote
• Spend more time
• Measure
effectiveness

22. Measure What Matters
KPIs – Key Performance Indicators
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More Engagement – Facebook Insights
More Traffic – Google Analytics
More E-mail signups – Special tags/lists
More Sales – Google Goals, Ask, Conversion
Pixels

23. Google.com/Analytics

24. Google Goals

25. ROI – Conversion Tracking

26. Conversion Tracking
• One per ad
• Only external
websites
• Not on
Promoted Posts

27. 4 Cool Tools
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Likealyzer - Assess
Canva - Create
Post Planner - Post
AgoraPulse - Measure

28. Assess:
Likealyzer.com

29. Create:
Canva.com

31. Post: PostPlanner.com

33. Measure: AgoraPulse.com

34. Facebook Insights: What’s working

36. Facebook Ads: What’s Working
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Custom Audiences
Conversion Pixels
Boosting Post vs. Promoting Post
Split Testing

37. Access Custom Audiences

38. Create a Similar Audience

39. Highly Targeted: Custom Audiences

40. Boost Post vs. Promoted Post
Test Test Test!

41. How to get Cheaper Clicks
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Split Test ads
More Clicks
Click Thru Rate – CTR
Sidebar - 0.07% - 0.10%
News Feed 0.8% - 1.5%

42. Facebook: What to Expect
• Organic Reach to keep dropping
• New ways to advertise
– Video Ads, More options
• Mobile use to increase
• Facebook will stay relevant through 2014
• Smaller businesses need to evolve

43. Thank you! Connect with me
www.AndreaVahl.com
www.facebook.com/andreavahl
www.fb.com/GrandmaMaryShow