SEMBCA Facebook Training Part One
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South Eastern Michigan Bowling Centers Association Facebook Training Part One -- Logos Communications, 5/20/15
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SEMBCA Facebook Training Part One
- 1. SEMBCA FACEBOOK TRAINING Part One Presented by Logos Communications May 20, 2015
- 2. What we’ll cover in Part One • Why Facebook? • The News Feed • Pages vs. Profiles • Basic Page Components, incl. Insights • What to post & how • Events • Offers • Boosting posts • 80/20 Rule • Targeting Core Audiences • Best Practices • Q&A Logos Communications, Inc. - SEMBCA Training
- 3. Part Two will include: • More detailed targeting • Ads, ads, ads • Ad measurement & reporting • Contests & incentives (We just don’t have time for EVERYTHING today.) Logos Communications, Inc. - SEMBCA Training
- 4. 3 Pillars of Value for Marketers on FB: •Targeted reach •Deep engagement •Proven results Logos Communications, Inc. - SEMBCA Training
- 5. Targeted reach – real numbers Logos Communications, Inc. - SEMBCA Training
- 6. Deep engagement Logos Communications, Inc. - SEMBCA Training
- 7. Proven Results & Driving Online Sales • Facebook measures real people, not just clicks or cookies • Offers higher ROI on ad spend than other outlets • Many examples, including Navy Federal Credit Union. • Record number of new member sign-ups • Conversion rate 25x higher than normal using special offers and Facebook ads • 5x increase in fans; 45k votes on hundreds of videos submitted, 60k new members • Full case study: https://www.facebook.com/business/success/navy- federal-credit-union Logos Communications, Inc. - SEMBCA Training
- 8. The Newsfeed • The constantly-updating river of stories in the middle of your home page • Also: The ONLY place on mobile that a Facebook advertisement can appear Goals of Newsfeed: • Deliver the right content to the right people at the right time so they don’t miss the stories that are important to them. • Insert ads (“sponsored content”) within newsfeed to appear seamlessly and non-intrusive Logos Communications, Inc. - SEMBCA Training
- 9. Examples of Sponsored Newsfeed Content (ads) Logos Communications, Inc. - SEMBCA Training
- 10. Pages vs. Profiles • Pages are for businesses, brands, organizations, public figures, bands, causes, etc. – basically anything meant to be PUBLIC and not a personal profile. Logos Communications, Inc. - SEMBCA Training
- 11. Pages vs. Profiles (cont) • Profiles are meant for people and people only. Logos Communications, Inc. - SEMBCA Training
- 12. Creating a personal profile for a business is a BAD practice. • Profiles are limited to 5,000 friends; pages can have unlimited Likes • Profiles don’t have analytics of audience; pages do • Pages are SO MUCH MORE versatile for reaching out via ads, etc. Logos Communications, Inc. - SEMBCA Training
- 13. This could easily happen: Logos Communications, Inc. - SEMBCA Training
- 14. What to do if you already have a profile for your business instead of a page: • You can migrate a profile to a page and transfer “friends” to likes • NO CONTENT will be transferred over. • If you max the 5,000 friend limit even on your personal profile, FB will make you migrate to a “public figure” page. • More info: https://www.facebook.com/he lp/116067818477568#How- do-I-convert-my-personal- account-to-a-Facebook-Page Logos Communications, Inc. - SEMBCA Training
- 15. Basic Page Components • Live demo Logos Communications, Inc. - SEMBCA Training
- 16. What kind of content should I post? • Text updates, including questions to fans • Photos • Videos • Outside links to topic-related articles • Can post in real time, schedule a post for future, or even backdate a post. • Live demo of scheduled post. Logos Communications, Inc. - SEMBCA Training
- 17. Events • CAN work well for creating awareness • Targets all fans when you create; can “boost” events to appear in friends of friends’ newsfeeds & more • RSVPs are never accurate, so don’t depend on them • Events feature will be changing significantly in coming months, as announced this week.* Logos Communications, Inc. - SEMBCA Training *Source: http://www.adweek.com/socialtimes/events-new-features/620420
- 18. Offers • You need at least 50 people to like your page before creating an offer. • Free to create, but if you want to reach outside your fans, you must pay based on how many people you want to reach Logos Communications, Inc. - SEMBCA Training
- 19. Tips for Offers • Make substantial discounts • Use an engaging image • Set a reasonable expiration date • Promote the offer Logos Communications, Inc. - SEMBCA Training
- 20. Boosting a post • Increases the likelihood that: • People will see your message in their newsfeeds • People will respond to a discount or sales promotion • Your customer’s friends might see their friend’s Likes & comments on your post Logos Communications, Inc. - SEMBCA Training
- 21. How Boosting works • Add a budget to a new or existing post • Get more views in the news feed from fans & their friends encourages more engagement Logos Communications, Inc. - SEMBCA Training
- 22. 80/20 Rule – VERY IMPORTANT • If you are using an image in your post, if you want to boost it, it may not contain more than 20% text. • This applies to all ads (boosts are considered ads). Logos Communications, Inc. - SEMBCA Training
- 23. 80/20 Rule (cont) Allowed in the 20% policy: • Pictures of products that contain text on the actual product • Photos of products in real situations or photos of products with a background • Grid tool: https://www.facebook.com/ads/tools/text_overlay Logos Communications, Inc. - SEMBCA Training
- 24. Targeting • Core Audiences • Custom Audiences • Lookalike Audiences We’ll only be focusing on core audiences in this webinar. Logos Communications, Inc. - SEMBCA Training
- 25. Core Audiences • Pulled from data related to demographics: geographic demographics, life stage demographics, purchase-based demographics, etc. • Pulled from info you provide in your profile and your behavior on FB Logos Communications, Inc. - SEMBCA Training
- 26. Key Components of Core Audiences • Location • Show ads to people near your business • Drill down to states, cities, and zip codes • Options to exclude • Demographics • Target by women, men, or “all” • Age, education targeting • Options like relationships, education, finances, life events • Interests • Drawn from interests listed, Page Likes, keywords, apps • Behaviors • Connections Logos Communications, Inc. - SEMBCA Training
- 27. Live demo of targeting a core audience • Boost, target, pin Logos Communications, Inc. - SEMBCA Training
- 28. Best Practices (according to FB) • Tell stories • Create “atomized content” • Make it “thumb friendly” • Use sight, sound, and motion Logos Communications, Inc. - SEMBCA Training
- 29. Best Practices (according to others) • Make it visual • Make it relevant • Include an enticing value proposition • Include a clear call to action Logos Communications, Inc. - SEMBCA Training
- 30. Another example of good practices • Very visual • Relevant to my interests • Value prop “help stop this before it’s too late” • Call to action – sign a petition & like the page Logos Communications, Inc. - SEMBCA Training
- 31. Examples of bad practices Seriously?! Logos Communications, Inc. - SEMBCA Training
- 32. Q&A • What are your questions? • What would you like to see in Part 2? • How to reach us: stacy@logos-communications.com; sue@logos-communications.com Logos Communications, Inc. - SEMBCA Training
Editor's Notes
- Remind Sue to start recording Tell people to mute phones and unmute when questions
- More advanced skills, no date yet
- The constantly-updating river of stories in the middle of your home page, including status updates, photos, videos, links, app activity and Likes from the people, Pages, & groups you follow.
- Center of Discovery Facebook is the center of discovery for many people. They find new content like articles, photos, & videos from friends, people, and brands they follow. ESPECIALLY important with video. FB is the TOP source for discovering new videos from friends & brands ~3 billion video views on FB per day!
- BOTTOM LINE: Just don’t do this. It’s impractical, and unprofessional.
- You CAN download your FB data before you migrate, though
- Cut to live screen exploring different pages from front as “fan” (e.g. a restaurant (Bavarian Inn?) & as an admin (any of mine) Highlight what matters most Insights
- Basically, ANYTHING you think your audience would be interested in. AVOID being overly self-promoting.
- Underused by local businesses but have huge potential When someone claims your offer, they’ll get an email on how to redeem it at your business
- Make substantial discounts – offers with free items (e.g. “buy one, get one free”) or offer at least 20% off will reach more people & be more successful Use an engaging image – photos that show people using a product get better response than a product by itself Set a reasonable expiration date – people need at least a few days to see and claim an offer, so allow time for it to be seen and shared Promote the offer – create an ad for it and/or pin it to the top of your page
- Location Show ads to people near your business Drill down to states, cities, and zip codes Options to exclude Demographics Target by women, men, or “all” Age, education targeting Options like relationships, education, finances, life events ***EG: Once I listed myself as engaged, flooded with ads for wedding things Interests Drawn from interests listed, Page Likes, keywords, apps **EG: even though I don’t list “elephants” as an interest, they know by my “liking” lots of elephant things “Save the elephants” etc. and target me Behaviors Based on digital activities, devices used, past or intended purchases, travel We’ll get into this more in part two Connections Reach people already connected with you on FB, their friends
- Tell stories Create “atomized content” (content that stands on its own) Make it “thumb friendly” (makes one want to pause on it when scrolling with their thumb on mobile) Use sight, sound, and motion (they mean photos and videos)
- Good example: Boosted post to get me to “like” the page and/or click the link Used “friends of fans” targeting Relevant to my interests