Winning Facebook Campaigns

Katherine Mancuso, Technology [email protected]

Winning Facebook Campaigns

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Overview

• What is a campaign? And why do I use them?

• Campaign planning and goal setting.

• Giving stuff away: Facebook Contests

• Content-focused campaigns

• Spreadsheets, spreadsheets (and alternatives if you hate spreadsheets)

• A crash course in Facebook Insights

• Using paid posts the smart way

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What is a campaign?

• Any effort on Facebook that spans a larger space than just one post & encourages people to interact.

Campaigns could include:

• Contests

• Coupons/Offers

• Content (videos, blog posts, audio)

• Opportunities for customers to make content

• Campaigns tell stories!

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image: FindYourSearch on Flickr


Why do campaigns?Depressing truth: business organic reach is terrible & it’s getting worse. Facebook’s business is selling you ads (paid reach).

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Why use a campaign?

• If you can’t pay, or can’t pay a lot, how do you compete?

• Amazing content is still what makes the difference.

• Campaigns help build engagement around amazing content.

• Campaigns have better results for your money than just randomly promoting posts and hoping.

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What are your goals?

• The kind of campaign you want depends primarily on what you want to achieve.

• Do you want likes?

• Do you want newsletter subscribes?

• Do you want sales?

• Do you want increased engagement on your Facebook page?

• Do you want physical visits?

• Do you want something else?

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Coupons & Offers• Create these free in Facebook Ads Manager (http://facebook.com/ads)

• These are great if you’re trying to get people to visit your physical business or drive sales!

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Facebook Contests

• Timeline contests drive engagement and are quick to make.

• App-based contests drive newsletter signups and allow you to collect info about your fans.

• Apps include: WooBox

• Know Facebook’s terms of service. (changed substantially in Aug 2013)

• Create official rules carefully.

• Use paid reach to promote your contest.

• You can also make games where you don’t give anything away.

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Real World Crossovers

• These are great if your goal is to get someone to attend an event or come to a place, but you can use them virtually too.

• You can be super creative with these! Scavenger hunts, secret code words, Arduino controlled devices that light up every time someone hits like!

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Content-focused campaigns

• Content-focused campaigns tell stories. They get people checking back on your brand page and improve your engagement.

• Content-focused campaigns are great for improving dissemination of something you’re doing

• You can tell a story that people come back to regularly, or do the same thing every day.

• You also can do a campaign that encourages people to comment on or like content.

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Campaign Planning• Spreadsheets make it faster - you can design a whole campaign in one day.

Tools like Hootsuite will even let you upload them.

• I hate spreadsheets: instead I keep a folder with all the visual assets I made for the campaign, a word doc outlining the campaign, and daily screenshots of Facebook Insights. I write posts on the fly.

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Facebook Insights Walk-Through

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Facebook Ads Manager Walk-through

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Future Workshops!

• Google Analytics - Feb 28th, 6-7:30 PM - $30

• Social Media: Thinking Strategically - Feb 20th, 6-7:30 PM - $30

• Social Media Happy Hour - Every first Thursday 6-7:30 (Feb 6, Mar 6, Apr 3)

• We also do workshops on demand and private & small group coaching.

• Keep Track of Tech Liminal’s social media events:

• http://www.meetup.com/Social-Media-Happy-Hour/

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