advanced facebook class
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Advanced Facebook 201
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging community
Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country
0 page views per month Close to 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 LinkedIn connections 2500 local connections
0 Twitter followers 10300 Twitter followers
0 YouTube Videos 160 Videos (20,000 views)
0 Blog posts 500 posts
The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Today’s Agenda1. Review Social Best Practices (10 min)
2. Facebook (45 min)
a) App
b) Analytics
c) Ads
3. Q&A (5 min)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
FacebookFacebook is all about ENGAGEMENT
2-5 posts per day
Photos
Questions
• How many times does a person blink in a minute?
Ask for likes, comments, shares
• Like to welcome the new guy to Nectar
Respond to Comments
Study Insights (more on this later)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
The Value of a Fan
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“Social media will steal your time if you don’t set defined objectives and strategy.”
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook admin panel gives you valuable insight for managing your account
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Pages Manager App helps you manage site(s) from mobile devices
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Hootsuite.com
MANAGEMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“Measure everything…”
MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
ReachImpressionsDemographicsConsumption
MEASUREMENT
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
MEASUREMENT
Sumall.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
MEASUREMENTFacebook Likes Administrator Activity
(Posts)Monthly Interaction (like, posting, sharing, commenting)
Monthly Engagement (Unique Users)
Monthly Reach (Unique Users)
Jan-13 555 Jan-13 0 Jan-13 17 Jan-13 38 Jan-13 469Feb-13 564 Feb-13 0 Feb-13 20 Feb-13 39 Feb-13 125Mar-13 596 Mar-13 29 Mar-13 323 Mar-13 518 Mar-13 6018Apr-13 616 Apr-13 44 Apr-13 245 Apr-13 474 Apr-13 4914
May-13 May-13 May-13 May-13 May-13Jun-13 Jun-13 Jun-13 Jun-13 Jun-13Jul-13 Jul-13 Jul-13 Jul-13 Jul-13
Aug-13 Aug-13 Aug-13 Aug-13 Aug-13Sep-13 Sep-13 Sep-13 Sep-13 Sep-13Oct-13 Oct-13 Oct-13 Oct-13 Oct-13
Nov-13 Nov-13 Nov-13 Nov-13 Nov-13Dec-13 Dec-13 Dec-13 Dec-13 Dec-13
Monthly Impressions (Total Count)
Monthly Page Consumptions (Clicks)
Jan-13 1239 Jan-13 61Feb-13 598 Feb-13 26Mar-13 30521 Mar-13 1397Apr-13 33866 Apr-13 1646
May-13 May-13 Jun-13 Jun-13 Jul-13 Jul-13
Aug-13 Aug-13 Sep-13 Sep-13 Oct-13 Oct-13 Nov-13 Nov-13 Dec-13 Dec-13
Referrals from Facebook
Referrals from Twitter
Referrals from Pinterest
Jan-13 40 Jan-13 9 Jan-13 45Feb-13 31 Feb-13 4 Feb-13 82Mar-13 91 Mar-13 17 Mar-13 126Apr-13 203 Apr-13 26 Apr-13 130
May-13 May-13 May-13 Jun-13 Jun-13 Jun-13 Jul-13 Jul-13 Jul-13
Aug-13 Aug-13 Aug-13 Sep-13 Sep-13 Sep-13 Oct-13 Oct-13 Oct-13 Nov-13 Nov-13 Nov-13 Dec-13 Dec-13 Dec-13
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“Placing ads on Facebook provides one of the most targeted advertising opportunities today”
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
1. Auction Style2. Bidding on likes and
interests 3. CPC (Cost per click)4. CPM (Cost per 1,000
impressions)5. Engagement Ads (likes)6. Sponsored Stories7. Sponsored Offers
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
URLFacebook PageFacebook Event
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Promote page in general, will also
include sponsored stories if selected
ENGAGEMENT AD
Select a specific story to draw attention and highlight a specific piece of content
SPONSORED STORY
More granular creative pricing options such as
bidding for clicks
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Can boost individual posts from the admin channel too. SPONSORED STORY
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD
GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
Why use a Sponsored Story? As Facebook explains, Sponsored Stories can broaden the reach of actions your followers take. they can also be less expensive than traditional Facebook ads. Build your campaign design and start split-testing to determine what the best vehicle is for your type of advertising
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Designing Your Ad
1. What are your goals?2. What is the duration?3. What is the budget?4. Ad Design & Targeting5. Click through Threshold6. Conversion Rates
Try multiple ad variations to test what works and what doesn’t. Change one variable for testing
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Designing Your Ad
Title Body Image
25 Characters. No abbreviations or excessive
capitalization allowed
Ask question, offer value, solve a problem, call to action
135 characters with correct grammar, no abbreviations,
symbols or characters.
Answer what’s in it for me. Call to action.
100px by 72px across
*TIP – use the picture area to add words to your add. “Save Now” “Get it Here” “Like us
today”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
https://www.facebook.com/ads/adboard
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Targeting
Facebook provides powerful targeting features to get as narrow of an audience as you need
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Targeting
Location – Age- Gender – Interests
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Targeting
Connections – Relationship StatusLanguages – Education - Workplaces
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Campaign, Pricing & Scheduling
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Use the Manage Ads Dashboard
Washington Potato Commission
Century 21 Beutler & Associates
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
“Using Facebook as Your Business Account can increase your reach, and brand impressions.”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
Participate in a popular thread too. Great way to interact with people seeking your services
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
5 Effective Facebook Campaigns for Growth
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
1. Voting Contest
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
2. Coupon Code
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
3. Email Sign Up
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
4. On Location Signage
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
5. Photo Contest
Q&ANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
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