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Pay to Play

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Social media is now a Pay to Play world, but for the small business it's one of the best bargains around.

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Pay to Play

  1. 1. Pay to Play The New Reality WACO Convention, Stevens Point, Wisconsin March 2016 by Ann Illig, Social Caterpillar
  2. 2. • 50% or more • 30 - 40% • 20 - 30% • <10% 2 1. On average, what percent of the people who “like” your campground’s Facebook page see your posts? Quick Survey
  3. 3. 3 2. Up or Down from a year ago? Quick Survey
  4. 4. 4 Audience Reach I average about 20-25% reach for my clients’ posts
  5. 5. Before we start … some Terminology 5
  6. 6. Organic Reach vs. Paid Reach 6 Organic reach is the total number of unique people who were shown your post through unpaid distribution. Paid reach is the total number of unique people who were shown your post as a result of ads.
  7. 7. The Newsfeed Algorithm 7 Logic Facebook employs to filter the Newsfeed so that users see only content that is most relevant to them. It’s proprietary, secret and Facebook keeps tweaking the logic.
  8. 8. Decline of Organic Reach ? 8
  9. 9. Is the FREE Ride Over ?
  10. 10. • Feel more comfortable using ads • Know when to use ads • How to spend a little and get fantastic results Time for the New Reality
  11. 11. Types of Ads 11 •Boosted Posts •Promoted Posts •Newsfeed Ads
  12. 12. The Boosted Post 12
  13. 13. Boosted Posts 13
  14. 14. The Promoted Post 14 www.facebook.com/ads/create
  15. 15. 15 •Only your own content •Not every post! •Remember the 20% text rule •Blatant sales messages are OK from time to time, but think about what’s important to your fans What to Boost or Promote?
  16. 16. The Newsfeed Ad •Created in the Ad Manager •Do NOT show up the wall of your campground’s Facebook page •Only shows in the feed of targeted users •labeled ‘Suggested Post’ or ‘Sponsored’ www.facebook.com/ads/create
  17. 17. Ad Placements Right Hand Column Ad Newsfeed Ad 17
  18. 18. 18 Creating Awesome Ads START SLOW. Put your toe in the pool before you dive in. • Keep budget low to start. Use “lifetime limit” on all ads! • Experiment, experiment, experiment • Start with Boosting to get your feet wet • Keep your ad message simple.
  19. 19. 19 Creating Awesome Ads THINK FIRST. Advertising strategy is important. • Be clear on your objective for each ad • Think about timing • Audience targeting
  20. 20. 20 Creating Awesome Ads LOOK GOOD. Invest in your visual assets. • Build up your library of GREAT photos • Get some video that really shows off your campground • Use FREE tools like canva.com give you that professional edge
  21. 21. Awesome Ads Objective: Drive people to website and generate new business Total reach: 4,664 (221 organic / 4,443 paid) Engagement: 133 clicks to website Audience: Non fans…people with interest in dogs in targeted communities Amount Spent: $25 ($5/day for 5 days) IMAGE AD 21
  22. 22. Awesome Ads Objective: Drive people to website and create awareness Total reach: 9,435 (2,781 organic / 6,654 paid) Engagement: 24 shares; 112 post likes Audience: Non fans…people in 50 mi radius of Madison with interest in camping Amount Spent: $10 CAROUSEL AD 22
  23. 23. Awesome Ads 23 Objective: Drive people to website and create awareness Total reach: 19,028 (11,045 organic / 7,818 paid) Engagement: 7.1K video views; 89 likes; 81 shares; 112 clicks to website Audience: Non fans…people in 50 mi radius of Milwaukee with interest in RVs, travel trailers or camping Amount Spent: $10 VIDEO AD
  24. 24. 25 Creating Awesome Ads BRAND YOURSELF. Help people to remember you from all the others. • Does your campground have a brand? • Logo, tagline, mascot? • White version of your logo? • Is your website aligned with your branding?
  25. 25. 26
  26. 26. 27 Creating Awesome Ads KNOW YOUR NUMBERS. Know what’s working, what isn’t. • Great metrics on the Ad Manager dashboard. • Other indicators: phone ringing? Likes increasing? Web traffic up? • If something’s not working, stop the campaign and rethink.
  27. 27. How to “Out-Fox” the Algorithm
  28. 28. 29 1. GET YOUR FANS TO SHARE YOUR CONTENT Bottom Line Anything that increases the engagement level on a particular post impacts the algorithm. Outfoxing the Algorithm 2. GO VISUAL 3. GET YOUR FANS TO TAG PEOPLE
  29. 29. 30 The Algorithm • Visual • Low engagement • Self-serving 32%
  30. 30. 31 The Algorithm • Visual • Clear benefit to fans • High engagement 143%
  31. 31. The New Reality 32 Social media is now a Pay to Play world, but for the small business, it’s actually one of the best bargains around.
  32. 32. Ann Illig, Social Caterpillar socialcaterpillar3@gmail.com 630-674-1788 Questions?

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