Got a small biz? Thinking about launching a Facebook page? Tune in for part 2 and see what it takes to get up and running with paid promo. Check out part 1 to see how to start your page and learn content basics.
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Tune into Part 1 on Slideshare
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What do you do if nobody likes
your page??
40% people don’t like any brand pages – so
your posts will never pop up.
How do you reach them?
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Get in their feed!
Page likes are where it’s at –
expand your reach
Focus on organic, supplement
with paid
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Rule of thirds
1/3 posts from your brand & add value to
your fans (tips, news, events, surveys)
1/3 posts content from others (tag others,
share related biz’ posts)
1/3 posts direct promotions (discounts,
coupons, sales, new products)
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Facebook Zero
Facebook is
crowded.
Want to be
seen regularly?
You’re gonna
have to pay.
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When’s the best time to post?
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Pix – yours or fb stock pix
20% text max
Remember mobile
Clear headline & CTA
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Don’t have your
own? Search for
free stock pix
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A word on pix
Professional photo
of smiling woman is
best …
HOWEVER,
authenticity is
powerful
Photo taking tips:
https://www.facebook.com/business/a/photo-
boosted-post-creative-tips
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They’re not the same!
Character limits
aren’t the same
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Speaking of text…
Link titles >100 characters get cut off
40-characters = 86% more engagement.
80-characters = 66% more engagement.
Questions 100-119 characters drive more
engagement.
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Less is more
You can’t load your
pic with text
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Image ad specs Video ad specs
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More Slideshare fun from Jeff
Editor's Notes
Ogilvy article: http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/
March 12 – lost 150-ish fans. Reach is dropping. Considering weekly budget ($20) for posts.
April review, decide in May.
Pull some recco’s from the whitepaper
Campaign – objective (click, like, download, whatever)
Ad set – audience, budget, schedule
Ad – creative and message for ad set audience (different creative for each audience to get them to complete your objective)
Ad set – audience, this is where you enter your demo & geo filters to sort audience
this is also how you do ad split test audiences
Ad – creative and message for ad set audience (different creative for each audience to get them to complete your objective)
You can set budget at the ad level – daily or lifetime. Turn on/off as you want.
This lets you be very specific with your messaging for the particular audience (ad set) that you want to perform your desired action (campaign goal)
Clicks to Website: Get people to visit your website.
Website Conversions: Promote specific conversions for your website. You'll need a conversion pixel first
Page Post Engagement: Promote your Page posts.
Page Likes: Get Page likes to grow your audience and build your brand.
App Installs: Get people to install your mobile or desktop app.
App Engagement: Get people to use your desktop app.
Offer Claims: Create offers for people to redeem in your store.
Event Responses: Increase attendance at your event.
Video Views: Create ads that get more people to view a video
Total control – max lifetime spend limits
Turn on/off, change $ any time
Billing thresholds per billing period
View history, statements, print PDFs
Best reach = pix of actual students!
Visuals & creative – pretty stock lady fail
Purrrty lady, ugly performz
Stock pix = too pretty, sanitized
Is it relevant to your audience?
Too ad-ish = low relevance
Need some quick-n-dirty ads for fast turn
Good standby campus & student pix
Brand your flag if you can, but if it’s visibly recognizable, might not even need that
Landing pages help a lot – be kind to your peeps
segue from fb ad, to landing sell, to click action
Coordinate visuals when you can – logos, pix, copy
THIS TAKES TIME AND COORDINATION!
Wall calendar pic inset
Google spreadsheet inset
Really helps you plan and integrate with other marketing, budgeting helps too (you can get a lot of $$$ out there if you’re not careful)