Integrated Social Media: Facebook

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By: Cassie Roberts

INTEGRATED

SOCIAL MEDIA

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Card for Slides

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FACEBOOK

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Drag picture to placeholder or click icon to add

I know what you’re

thinking…BORING!

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KINGis

of social media.

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YOU KNOW THE STATS

• Over 1 BILLION monthly active users

• One in every seven humans on earth is active on Facebook

• 461 Million users are on Facebook mobile

• 10 Million Facebook Apps

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You makean estimated

per Facebook like.

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After seeingan item

on Pinterest

make a purchase.

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1000A FREE piece

of pie for

Instagram followers

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1 2 3Find ‘em: Get ‘em: Keep ‘em:

Ads LikesEngage

AGENDA

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CASE STUDYUsing a

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THEY RAN A HUGE

FACEBOOK CAMPAIGN

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Likes went from

3757to

8140in about a month

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98,901POPULATIONTYLER, TEXAS

213,381

POPULATIONSMITH COUNTY

240,000FAIR

ATTENDANCE

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Ads LikesEngage

AGENDA

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Only 30% of content on news feed is from brands

Only about 16% of your fans see your posts

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HOW DOES FACEBOOK PICK?

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Drag picture to placeholder or click icon to addIf other people

like/share orcomment on your

post…

FACEBOOK SHARES IT WITH MORE

PEOPLE

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POPULARITY CONTEST

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However, unless you already have

No one will see your posts anyway.

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THAT’S HARSH

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HOW DO I GET MORE LIKES?

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FACEBOOK ADVERTISING

• Relatively inexpensive • Can start campaigns for as

little as $5

• Many audience targeting options• Provides results tracking

information

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OPTIONS

PageAds

Promoted Posts

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PAGE ADS• Promoting your PAGE will get

more LIKES. • This is done in two ways:• ADS on the right hand side.• SPONSORED STORIES, which appear

in the newsfeed when their friend Likes (or checks in) to your page.• When you make an ad, you can

choose to do either or both.

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HOW TO MAKE AN AD

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FROM ADMIN PANEL

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JUST A FEW OPTIONS

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MANY MORE OPTIONSwww.facebook.com/ad

vertising

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AUDIENCE

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COST FOR CAMPAIGN

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EXAMPLES

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PAGE AD-BEST PERFORMER

• 35-64 year olds within 50 miles• 43 clicks, 35 page likes • $8.15-23 cents/like

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PAGE AD- 2nd Best

• 18-35 year olds within 25 miles – 863 impressions

• 17 clicks, 13 page likes • $2.09-16 cents/like

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VARIATIONS

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PROMOTED POSTS

• Promoting your POSTS will get ENGAGEMENT with your messages.

• This is also done in two ways:• ADS on the right hand side, which are

the same except with the message instead of page info.

• SPONSORED STORIES, which are also the same with the message in the news feed.

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HOW TO PROMOTE A POST

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MANY MORE OPTIONS

www.facebook.com/advertising

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EXAMPLES

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PROMOTED POST

• TOTAL REACH: 13,685• TOTAL CLICKS 454

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PROMOTED POST

“We made it to 6,000 Facebook Fans so it's time for a giveaway! LIKE this status before midnight for a chance to win 1 of 6 Unlimited Ride Armbands! *Valid any one weekday (Monday-Friday)”

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1 2 3Find ‘em:

Get ‘em: Keep ‘em:

Ads Likes Engage

AGENDA

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CONTESTSFacebook

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THE DOS AND DON’TSDO

• Collect entries by comment/likes

• Collect entries by having users message you

• Utilize likes as a voting mechanism

DON’T• Place contests on

personal Facebook timeline

• Require people to tag themselves in promotions

Link To Facebook Promotion Guidelines

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TOP 5 CONTEST TIPS

1. SET GOALS• What are you trying to achieve? Ex:

likes, email addresses, comments, etc.

2. CONSIDER THE AUDIENCE• Important in determining your prize

package

3. Determine the Contest Time Frame• Remember Story Bump! Can run daily

small contests for likes & comments or longer timeframe for more personal information

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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

and make sure it’s within the expiration date

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CONTESTS FOR INTERACTION

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EXAMPLE

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CONTESTS FOR MORE

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IFRAME IN TO FB

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THE BIG CONTEST

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USE TO GET EMAILS

467 Entries

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LATER…

“We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know who it is?”

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Ads LikesEngage

AGENDA

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WHAT DO I POST?

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Whatever gets action from

your audience.

SIMPLE ANSWER:

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Ask questions in your posts that get people to talk about themselves in relation to your

event.

ANOTHER DEEP THOUGHT

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GRANDPARENTS DAY

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“Happy Grandparents Day! If you have a special memory with your grandparent or grandkid at the fair, please share!

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EXAMPLE COMMENT

“Playing washer pull or draw a number. It was something my family could afford & it benefited a great group. We'd win a small plant or something & just could not walk away. We would just keep playing.”

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80-20 RULEUse the

Make 80% of your posts FUN, and

20% PROMOTIONAL

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FUN POSTS

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POST FROM MASCOT

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ADVICE POSTS

SHARED 522% MORE

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PROMOTIONAL POST

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PROMOTIONAL POST

“Don't miss our CRAZY GOOD DEALS on the Weekend Pack and Weekend Super Pack. The savings on these online only specials can't be beat! BUY NOW! http://buff.ly/1fKA1BQ”

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Now. Let’s talk about that pie &what else you should post.

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www.popularpays.com

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HOW IT WORKS• With 1000 Instagram followers,

Bang Bang Pie will give you a free piece of pie

• After free dessert, users are encouraged (not forced) to post a picture to their Instagram.

• Other businesses are joining in. For 40,000 followers, you can get a free skydive!

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CHICAGO. Right now Popular Pays is only

BUT—what can we learn?

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DO THIS YOURSELF

If you want…

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EXAMPLE“Are you a

Facebook Fanatic? LIKE our page, and tag us in a photo while you’re here and we’ll give you a free t-shirt if you show us your post!”

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PHOTOS

The engagement rate on Facebook posts with

averages .37%.

WITHOUT PHOTOS

The engagement rate on Facebook posts

averages .27%.

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EVER TAKEN10% of photos

Were taken in the last 12 months.

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INSTAGRAM & PINTEREST

Integrate

with your Facebook page

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Luckily, both are easy!

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INSTAGRAM

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HOW OFTEN TO POST?

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16%Remember only

of your audience will see your post.

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IS INCREASING

Publishing frequency for businesses

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SEVERAL TIMES

You can post

about the same topic.

(Secret: Then you don’t have to come up with

new things to post all the time!)

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LABOR DAY EXAMPLE

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POST ONE:

“Take advantage of our CRAZY Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE! Offer valid only through 9/2, so BUY NOW! http://buff.ly/1dYMMdW”

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POST TWO:

“Remember our INCREDIBLE Labor Day Special: Buy 2 Adult Tickets, Get 1 Child Ticket FREE! http://buff.ly/1e4qozK”

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POST THREE: “The rumors are true, we are NOT selling tickets at Brookshires and Super One this year. All pre-sale tickets are online, but we have some GREAT deals for you, including a Labor Day Special! http://buff.ly/19Za1So”

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EDITORIAL CALENDAR

www.saffireevents.com/calendar

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WHEN TO POST?

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DIVIDEDIt’s a house

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EXPERIMENTINGto see what

works best for you.

Do some

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SCHEDULING POSTS

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TAGGINGIf you want to use

Try using FACEBOOK itself to schedule posts!

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Make sure you are

acting as your page!

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BUFFER IS GREATwww.bufferapp.com

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CASSIE ROBERTS

WWW.SAFFIREEVENTS.COM

@SAFFIRE EVENTS

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SOURCEShttp://socialmouths.com/blog/2013/05/14/facebook-ads-vs-promoted-posts

http://thenextweb.com/facebook/2013/08/27/facebook-eases-up-on-brand-promotions-by-removing-third-party-app-requirement/

http://coopervision.com/practitioner/blog/facebook-advertising-showdown-sponsored-stories-vs-promoted-posts

http://www.digitalinformationworld.com/2013/09/infographic-25-facebook-stats-as-of.html

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