How to Gain Facebook Fans for Free AETA Edge Session Amanda - - PowerPoint PPT Presentation

AETA 2018 Marke.ng Session

How to Gain Facebook Fans for Free

• AETA Edge Session

Amanda MacDonald, Founder
 Full Gallop Communica5ons

AETA 2018 Marke.ng Session

WWW.horsestuff.com

The Main Purpose of Facebook (or any social channel)

is to create online communities and places to have conversation. 
 NOT to replace your website.

AETA 2018 Marke.ng Session

Facebook is s5ll the most ac5vely used social media channel

• 2 BILLION monthly ac2ve users
• Allows you to find your target audience
• Is a listening tool for issues or to share

feedback with your team

• Allows you to be highly responsive to

complaints or issues

AETA 2018 Marke.ng Session

Build Your Brand by Being Consistent with Everything You Say (and how you say it)

• With everything in your marke.ng (and horses!),

consistency is key.

• Stay within your brand voice (professional, helpful,

knowledgable, or informa.ve)

• Use similar images if possible. Keep the look and

feel the same.

AETA 2018 Marke.ng Session

Good stories give people a reason to return to visit

Use new stories and updates to bring people to your site from Facebook. Links to longer content and stories give people a reason to visit your website.

AETA 2018 Marke.ng Session

Extra Tips

• Use images! Images will get

your posts no5ced faster than non-image posts

• Use Canva or other image

creators to make images with text (keep the font the same)

AETA 2018 Marke.ng Session

Frequency is important. 
 How oQen should you post?

For Businesses, 1-2x per week is recommended More than that, it’s difficult to create good material that warrants attention. Less than that, people drop off your feed over time. Alternate informa5on - Post fun/humorous/helpful things 5x, then post an ask - visit our site, share our informa5on

AETA 2018 Marke.ng Session

Recycling Content - Do’s

Do - Look at all your available channels and create a schedule so that you can space out your content reposts Do - Repost informa5on that was popular or create an offshoot topic to con5nue the conversa5on Do - Share informa5on while it is 5mely (old news, is well, old and boring and nobody cares)

AETA 2018 Marke.ng Session

5 Don’ts - Regarding Click Bait

In the last weeks of 2017, Facebook announced that certain tac5cs will be blacklisted for pages ar5ficially trying to boost posts:

• Vote Bai)ng (Click sad face for hot dog, happy face for cheeseburger)
• Share Bai)ng (Sharing this post will automa5cally enter you into a

giveaway…)

• Tag Bai)ng (Tag a friend…)
• React Bai)ng (Click Like if this dog looks sad…)
• Comment Bai)ng (Comment with… a specific phrase)

AETA 2018 Marke.ng Session

Build Communi5es with 
 FB Groups

• Star.ng your own Group aimed at your target audience allows you to create

discussion around YOUR topics

• Alert for special events, awards, news
• Post special video content, learning sessions, live sessions

Under on White Arrow on far right

Select “Create Group” and enter the new name

Se`ng up Your Own Group

AETA 2018 Marke.ng Session

Who’s your influencer, baby?

• Top people in the industry
• People with a large amount of

blog/social followers

• Up and coming junior riders

with a following and good

• nline (professional) presence
• Your fans!

AETA 2018 Marke.ng Session

Where Your Brand Influencers Hang Out

Facebook is the favorite plaWorm of nearly 1/3

• f influencers in the US,

followed by Instagram

AETA 2018 Marke.ng Session

Being influen5al

• Have your influencers tell video story about your

products, how they have helped them

• Have your influencers share an experience on

Facebook Live (news and updates from horse shows, events or sales)

• Promote a contest (enter to win) Contests help

raise brand awareness

AETA 2018 Marke.ng Session

Q&A

• The next session will begin in 15 minutes
• n How to Build Your Facebook Ad

AETA 2018 Marke.ng Session

Download any of these AETA Edge 
 marke.ng presenta.ons at aeta.us

• r contact: www.fullgallopcomm.com

AETA 2018 Marke.ng Session

How to Create Your Facebook Ad

• AETA Edge Session

Amanda MacDonald, Founder
 Full Gallop Communications

AETA 2018 Marke.ng Session

Instagram and Facebook

• These are managed in the same Admin area, so you may

decide to run the same ad in both areas if you have exis.ng pages.

• For the purpose of this short talk, we are just going to

focus on Facebook today.

AETA 2018 Marke.ng Session

1/12/2018 - Media announcement that Facebook is making algorithm changes to show fewer 
 unpaid business posts.

• Along with the increase in costs of ads,

why should you s5ll pursue this channel of adver5sing?

• It’s s&ll the largest social media pla3orm with the highest

amount of daily users.

• Keep control over who sees your informa.on and when by

always using a separate business website. FB is not a website host. It’s business goals are NOT YOURS.

AETA 2018 Marke.ng Session

With all of these new changes, it’s more important than ever to make your FB ads count.

• Determine what you want to happen as a result.

(Your strategy)

• Have readers click to a landing page and download product informa5on by filling out a form (lead gen)
• Install a plug-in for live Chat and answer ques5ons directly for people before they purchase. (lead gen)
• Create a special offer just for FB users and give them the new price when they purchase (sale)

AETA 2018 Marke.ng Session

Rule of Thumb Data for FB Ads FB ads cost between .20 - .80 per click, per ad*
 You can run an ad for as ligle as $10-$20
 Your ad costs depends on mul5ple factors A great breakdown of 5mes/days and budget factors:
 hgps:/ /aggregateblog.com/facebook-ads-cost-and-bidding/

*AdEspresso 2016 research

Seeng a Daily Ad Budget - Prepare to Spend More in 2018

AETA 2018 Marke.ng Session

Facebook offers incredible ad targe.ng

Read more on how to set this up and how it affects your reach:

• hgps:/

/www.facebook.com/business/products/ads/ad-targe.ng

AETA 2018 Marke.ng Session

Awareness – meant to trigger interest in your business and what you offer. Considera)on – meant to get people to seriously consider buying something from you. Conversion – meant to get people who are interested in you to buy something.

AETA 2018 Marke.ng Session

Now that you have a strategy and a defined audience, 
 let’s start crea5ng an ad… Start here

AETA 2018 Marke.ng Session

The 20% Text Rule Why? People no.ce images first, then words

• If Facebook will scale back the reach of your

ad if it feels that it has too much text

AETA 2018 Marke.ng Session

Figuring out what to say in your ad

Product Scenario:

• Unicorn Snacks -

Makes healthy, delicious treats for horse owners
 and ligle girls with small ponies in USA. Sold online only.

• (Defined audience group and

what we need to do >>>

• Point them to the website to buy.

AETA 2018 Marke.ng Session

Choose your ad format first

Single Image (we’ll look at this sample in a minute) - great for most objec.ves

• Single Video - great for most objec.ves - 240 minutes!
• Carousel - use a combina.on of images and videos - upload between 2-10 -

great for product catalog type ads with different types of products

• Collec.on - longer format - perfect for product lines (clothing) - good for

driving traffic and store visits

• Canvas - full view ads - for experienced FB ad users
• Slideshow - videos and images, good for .ght budgets for conversions
• SPECS: hgps:/

/www.facebook.com/business/ads-guide/video/facebook- feed/video-views

AETA 2018 Marke.ng Session

Understanding Facebook ad image size means you avoid images that appear distorted because they’re stretched, pixelated or blurry.

• Depending on the marke.ng objec.ve for your ad, the image size and

placement you use will either help your ad stand out or blend in with everything else your audience sees.

• The right size and placement help your ad target the right audience —

across mul.ple plaWorms.

More words about image sizes …

AETA 2018 Marke.ng Session

Image ra.o: 1.91:1 Ad headline: 25 characters Descrip.on text: 125 characters Link descrip.on: 30 characters

Maximum Single Image Informa.on

AETA 2018 Marke.ng Session

Crau your message and then test text by clicking on the first bugon. Adjust if needed.

• Test your different feed views by

toggling from desktop to mobile and a few other op.ons

AETA 2018 Marke.ng Session

A word about image sizes (yes, it magers)

Ideally, use a horizontal image of 1,200 x 628 pixels to avoid these issues.

AETA 2018 Marke.ng Session

CREATE YOUR AD SET AND SELECT AUDIENCE

AETA 2018 Marke.ng Session

Scroll down to select where the ad will run…

AETA 2018 Marke.ng Session

And then create your budget just below

AETA 2018 Marke.ng Session

A quick word about frequency

• A high frequency rate can double your cost-per click
• Facebook defini.on of high frequency -

the ad has been seen for more than 3x by the same person

A test showed that: Auer people saw the same ad 2x - the CTR (click through rate) dropped 8.9%.

• Auer viewers saw it 5x, the CTR went UP 98%

AETA 2018 Marke.ng Session

Select your artwork and sit back and watch what

• ccurs.
• Learn How to Monitor Your

Ad in the next session in 15 minutes~

AETA 2018 Marke.ng Session

Download any of these AETA Edge 
 marke.ng presenta.ons at www.aeta.us

• r contact: www.fullgallopcomm.com

AETA 2018 Marke.ng Session

Op.mizing Your FB Campaign

• AETA Edge Session

Amanda MacDonald, Founder
 Full Gallop Communications

AETA 2018 Marke.ng Session

Once you have your FB campaign rolling, it’s .me to keep an eye on it to know how it’s performing

AETA 2018 Marke.ng Session

Don’t get hung up on jargon while you are in there

ROI - Return on Investment - what did you get out of the ad?

• CPC - Cost per Click - what you paid for each click on that ad
• CTA - Call to Ac.on - part of the ad itself, what you are asking

readers to do next

• Engagement - Post comments, video shares, event responses


 Impressions - How many sets of eyeballs were on that ad

AETA 2018 Marke.ng Session

So many metrics…

Performance: Results, Result Rate, Reach, Frequency, Impressions, Delivery, Social Reach, Social Impressions, People Taking Action, Positive & Negative Feedback, Amount Spent, etc. Engagement: Post Engagement, Post Comments, Post Shares, Page Engagement, Page Likes, Page Mentions, Event Responses, Check-Ins, Offer Claims, etc. Clicks: Link clicks, Unique Link Clicks, CTR, Social Clicks, etc. Messaging: New Messaging Conversations, Messaging Replies, Cost per New Messaging Conversation, etc. Media: Video Average Watch Time, Canvas View Time, 3-Second Video Views, 10-Second Video Views, 30-Second Video Views, Video Watches at 25%, Video Watches at 100%, etc. Website Conversions: Website Leads, Website Searches, Website Adds to Cart, Website Registrations Completed, Cost per Website Conversion, Cost per Website Purchase, Website Conversion Value, Website Custom Conversions, etc. Apps: Desktop App Installs, Mobile App Actions, Mobile App Adds to Cart, Mobile App Purchases, Cost per App Install, etc. On-Facebook: On-Facebook Purchases, Leads (Form), Cost per On-Facebook Purchase, etc. Offline: Offline Leads, Store Visits, Offline Purchases, Offline Adds to Cart, Cost per Offline Purchases, etc.

List provided from AdEspresso

AETA 2018 Marke.ng Session

Where do I find my data?

• Right in your Facebook Ads Manager

hgps:/ /www.facebook.com/ads/manager Begin by filtering all of your data by:

• dates
• objec.ves
• placement type
• look at individual ads
• A/B tes.ng (advanced users)

AETA 2018 Marke.ng Session

Where to find this informa.on in Ads Manager


• Cost per click (CPC)
• Cost per conversion (Also CPC)
• Impression Count
• Unique Link Clicks
• and your complete overview

AETA 2018 Marke.ng Session

Adjust which data points and .me frame you see for beger understanding

AETA 2018 Marke.ng Session

You may export your data as a spreadsheet

AETA 2018 Marke.ng Session

You may compare performance across sub-channels

AETA 2018 Marke.ng Session

Indicators that your ad may need adjus.ng

Low Frequency - Less is More here

• Sweet Spot - 3-4 views per viewer
• The Fix - monitor closely to avoid over satura.on

Listen to ad feedback and comments to avoid complaints

For more in depth reading on this topic hgps:/ /www.klipfolio.com/blog/facebook-ad-frequency

AETA 2018 Marke.ng Session

Other issues - Low Relevance Score

For more informa.on on this topic: hgps:/ /www.facebook.com/business/news/relevance-score

AETA 2018 Marke.ng Session

Achieving the desired outcome is ul.mately more important than your relevance score.

• If you have an average score but your ad is working, you may

not want to change anything.

AETA 2018 Marke.ng Session

Finally - Don’t post up an ad without monitoring how it’s doing. Check back and make adjustments as you go to get the most from your spend.

• Ad management in any new channel

takes some prac.ce and pa.ence.

• It’s a learning curve.

AETA 2018 Marke.ng Session

Q&A

• The last Facebook session today will start in 15 minutes

Seeng up a Live Facebook Video

AETA 2018 Marke.ng Session

Download any of these AETA Edge 
 marke.ng presenta.ons at aeta.us

• r contact: fullgallopcomm.com

AETA 2018 Marke.ng Session

Seeng up a Live Facebook Video

• AETA Edge Session

Amanda MacDonald, Founder
 Full Gallop Communica5ons

AETA 2018 Marke.ng Session

First, we’ll look at WHY you need to do this as a marketer.

• Then, we’ll walk through HOW

to create a live video on your phone

AETA 2018 Marke.ng Session

Why Video?

• Videos give companies the chance to create
• AUTHENTIC &

INTIMATE CONNECTIONS

• with their target audiences.

AETA 2018 Marke.ng Session

THE BENEFITS OF USING LIVE VIDEO FOR BUSINESS

• Provides unique content that only you can offer
• Audiences are primed for live video - Especially Millennials
• It’s cost effec.ve marke.ng - low entry cost
• Live video is especially good for product releases
• More personal approach for delivering content
• It’s become a place to have ques.ons answered in real .me

AETA 2018 Marke.ng Session

EVEN MORE BENEFITS OF USING LIVE VIDEO FOR BUSINESS

• Increases awareness of community events
• Drives more traffic to your FB page
• Is an excellent comment driver on posts
• You can actually see real-.me engagement
• Video is a great tes.ng ground for new content

AETA 2018 Marke.ng Session

Now, for the HOW…

AETA 2018 Marke.ng Session

The biggest excuse people use NOT to use this powerful marke.ng tool is…

• they don’t like the way they look on camera.

AETA 2018 Marke.ng Session

Not sure what to say? S.ck with the journalism basics un.l you are comfortable:

• Who

What Where Why When

AETA 2018 Marke.ng Session

Start here…

AETA 2018 Marke.ng Session

Once you click GO LIVE You will see the countdown 3,2,1… Live

• Now you are streaming!

AETA 2018 Marke.ng Session

• Post Live Video Tips for Success

AETA 2018 Marke.ng Session

Recycle that content!

• Add it into your next newsleger
• Share it on YouTube or Vimeo channels
• Include your video on your website or blog
• Use video to collaborate with guests or interviews
• Be sure to add your logo or watermark a call to ac.on

and tags

AETA 2018 Marke.ng Session

Upload Your Video to Your Page’s Video Library

First, log into the Facebook page you used for your Facebook Live post.

• Next, click on the Publishing Tools tab along the top. Look at the tabs along the

top of your Facebook page to select Publishing Tools.

• In the leu-hand column of tabs, click on Videos to see a list of your page's posted

videos. Great step by step on how to do this:

• hgps:/

/www.socialmediaexaminer.com/how-to-repurpose-your-facebook-live-videos/

AETA 2018 Marke.ng Session

Further Op)mize Your Post-live Video by Adding Cap)ons Text and Thumbnail AJributes

• Choose a .tle and write an agen.on-grabbing descrip.on that ends with a CTA.
• Add relevant tags and upload your .SRT file, which adds cap.ons to your videos.
• Cap.ons are crucial.
• Finally, upload a custom thumbnail. Choose a high-quality image containing less than 20% text.

Helpful walkthrough link - 
 hgps:/ /www.facebook.com/notes/short-film-factory/making-basic-sub.tles-in-a-text- editor/303437183054807/

AETA 2018 Marke.ng Session

Download any of these AETA Edge 
 marke.ng presenta.ons at aeta.us

• r contact: fullgallopcomm.com