This document summarizes strategies for maximizing Facebook advertising and outreach. Due to algorithm changes, only 3% of followers now see unpaid posts. It recommends evaluating Facebook investment, optimizing shareable posts, engaging fans elsewhere, and paying for ads. Ads allow targeting followers and interests, and types include post engagement, page likes, website clicks, offers, and event responses. Effective ad strategies include setting goals, targeting the right audience, determining contest timeframes, offering prize packages, and planning fulfillment. Images are important for engagement.

1. Cassie Roberts| Saffire Events
PAY TO PLAY:
The New Face of Facebook Outreach
& How to Maximize It in Your Favor

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5. SOMETHING
BUT
WAS MISSING

6. HELP MORE PEOPLE!
We wanted to

7. Over 120 Events, Venues & Destinations trust Saffire!

12. ASSOCIATION PARTNERS

13. ADVERTISE
How many of you
on Facebook?

14. FACEBOOK IS KING
Free Facebook is Dwindling.
BUT YOU MAY HAVE HEARD…

15. THE OLD WORLD

16. THE NEW WORLD
A year ago, Facebook made a change to its algorithm, drastically reducing the reach of business posts.
Last December, they did it again.
Now an estimated only 3% of your followers will see your posts if you don’t advertise.

17. WHY?
USER EXPERIENCE
& CA$H

18. 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.

19. ADVANTAGES OF ADVERTISING
•Greater reach
•Greater targeting
•Protection against wasting money
•It won’t run if people don’t click

20. FACEBOOK AD TARGETING
•Your Facebook followers
•Their friends
•Your email list (or even your phone 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

21. 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

22. Page Post Engagement
TOP OPTIONS
Page Likes

23. 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

24. EXAMPLES

25. PAGE LIKES AD
•Promoting your PAGE will get more LIKES.
•Why you should use it:
•It used to be important to appear in fans’ news feeds.
•Now it is good so you can advertise to your fans.

26. EXAMPLE

27. CLICKS TO WEBSITE AD
•Promoting your WEBSITE will get more WEB TRAFFIC.
•Why you should use it:
•There is something more to see on your business website or blog
•Prompt lead generation

28. EXAMPLE

29. OFFER CLAIMS AD
•Promoting your OFFER will earn more REVENUE.
•Why you should use it:
•Allow customers to claim special deals you’re running
•Organic reach: “Cassie claimed this deal!”
•INSTANT GRATIFICATION!

30. EXAMPLE

31. 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: “Cassie is going!”

32. EXAMPLE

33. 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

34. NOT ALL AD METHODS ARE CREATED EQUAL

35. GOOD

36. RIDE THE ORGANIC WAVE

37. 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

38. POST SOMETHING ENGAGING

40. …THEN BOOST IT

41. AUDIENCE TARGETING

42. BETTER

43. ADS MANAGER
www.facebook.com/advertising

44. STEP 1: SET OBJECTIVE
Think about your goal and the type of post you’re advertising.

45. OBJECTIVE

46. STEP 2: SELECT AD PLACEMENT
Where do you want your ad to show up?

47. STEP 3: DEFINE YOUR AUDIENCE
A more targeted audience means more engagement.

48. STEP 4: SET YOUR BUDGET
This can be done by day or overall.

49. WHAT DO I NEED TO SPEND?
You can spend as little as $1.00/day for approximately 4000 impressions versus:

50. STEP 5: WATCH FOR RESULTS

51. YOU CAN TEST WHAT WORKS BEST!

52. FACEBOOK ADS
It has never been cheaper or easier to see what gets results.

53. THEN APPLY EVERYWHERE!

54. PUT IT HERE

55. …AND HERE

56. AND MOST IMPORTANTLY…

57. CONTESTS
Facebook

58. THE DOS & DON’TS
DO
•Collect entries by Comments & Likes
•Collect entries by having users message you
•Utilize Comments/Likes as a voting mechanism
DON’T
•Place contests on personal Facebook timeline
•Require people to tag themselves in promotions
•Use more than 20% text on your images

59. 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
•Run daily small contests for Likes & Comments or longer timeframe for more personal information

60. 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

61. CONTESTS FOR INTERACTION

62. GET COMMENTS

63. EXAMPLE
GET LIKES

64. EXAMPLE
GET PHOTOS

65. CONTESTS FOR FOOT TRAFFIC

66. ON SITE
PROMOTE DEALS THAT ARE ONLY AVAILABLE

67. EXAMPLE

68. EXAMPLE

71. A GOOD RULE OF THUMB
Create a sense of urgency
•Set a deadline
•Use a countdown
•Make it holiday-specific

72. VS.

73. CONTESTS FOR SHARING/LIKES

76. FUN POSTS

78. EXAMPLE

79. FUN POSTS

80. EXAMPLE

81. 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.

82. SMALLER CONTESTS
Two posts:
1.Announce contest
2.Announce winners

83. EXAMPLE

84. 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

85. NEW
Advice for a
World

86. “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: Harlem Shake or Ice Bucket Challenge

87. “NEW” ADVICE
Be a real person, like a friend. Share:
• Entertainment to help them escape
• Useful information they can utilize

88. “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 fair.

89. IMAGES
are so important.

90. EVER TAKEN
10% of photos
Were taken in the last 12 months.

91. POSTS WITH PHOTOS
The engagement rate of Facebook
is so much greater than without.

92. LET CANVA WORK FOR YOU

94. REMEMBER THE 20% RULE

95. 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

96. TIMELY
Be

97. FACEBOOK COVER PHOTOS

98. REUSE FOR EMAIL

99. FACEBOOK + YOU

100. Don’t forget to drop off your business cards for slides.

101. FREE ONLINE MARKETING TIPS
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Questions?