Facebook is reducing organic reach for business pages and pushing advertising. This document outlines new Facebook advertising strategies and tactics to maximize reach and engagement. It recommends (1) re-evaluating Facebook investment, (2) optimizing posts for sharing, (3) engaging fans elsewhere, and (4) paying for ads. Specific ad types are described like page post engagement, page likes, clicks to website, offer claims, and event responses. Targeting, budgeting, testing, and applying strategies across platforms are also covered to optimize Facebook advertising.

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
In September of 2013, Facebook made a change to its algorithm,
drastically reducing the reach of business posts in the news feed.
In the beginning of 2014, they did it again.
As of January 2015, THEY ARE DOING IT AGAIN.

17. SPECIFIC DISCRIMINATION
Facebook will show FEWER posts that do the following in 2015:
• Posts that solely push people to buy a product or install an app
• Posts that push people to enter promotions and sweepstakes
with no real context
• Posts that reuse the exact same content from ads

18. 3%1%
Engagement
Dropping

19. WHY?
USER EXPERIENCE
& CA$H

20. 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.

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

22. 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

23. 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

24. Page Post Engagement
TOP OPTIONS
Page Likes

25. 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

26. EXAMPLES

27. 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.

28. EXAMPLE

29. 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

30. EXAMPLE

31. 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!

32. EXAMPLE

33. 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!”

34. EXAMPLE

35. 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

36. OTHER THINGS YOU CAN DO
• Get installs of your app
• Increase engagement in your app
• Reach people near your business
• Get video views

37. NOT ALL AD METHODS
ARE CREATED EQUAL

38. GOOD

39. RIDE THE ORGANIC WAVE

40. 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

41. POST SOMETHING ENGAGING

43. …THEN BOOST IT

44. AUDIENCE TARGETING

45. BETTER

46. ADS MANAGER
www.facebook.com/advertising

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

48. OBJECTIVE

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

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

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

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

53. STEP 5: WATCH FOR RESULTS

54. HELPFUL TIPS

55. IMAGES
are so important.

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

57. REMEMBER THE 20% RULE

58. 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

59. TIMELY
Be

60. FACEBOOK COVER PHOTOS

61. MAKE SURE TO TEST
WHAT WORKS BEST!

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

63. THEN APPLY EVERYWHERE!

64. PUT IT HERE

65. …AND HERE

66. AND MOST IMPORTANTLY…

67. FACEBOOK + YOU

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

69. FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
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