FACEBOOK MARKETING Colleen Dalton C. Dalton Marketing & Board Member Truckee Chamber of Commerce

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1 FACEBOOK MARKETING 2015 Colleen Dalton C. Dalton Marketing & Board Member Truckee Chamber of Commerce January 21, 2015

2 AGENDA: 1. Facebook At-A-Glance 2. Facebook Organic Marketing, a.k.a the FREE News Feed 3. Facebook Paid Advertising 6. Facebook Ad Types 4. Facebook Targeting 5. Facebook Retargeting, Rise of Mobile, Mobile Retargeting 7. Keena Local Truckee Retail Shop

3 Facebook at-a-glance

4 Facebook at-a-glance Reach 1.28 billion monthly active users Mobile Reach 1.01 billion monthly active users Time Spent Users spend on average 18 minutes per day in Facebook more than any other social media site Mobile Only 400 million mobile only users Daily Habit 829 million people use Facebook on a daily basis Ad Revenue Breakdown 62% of ad revenue is from mobile ads Source: AdRoll, 2014.

5 Organic Facebook Marketing

6 FACEBOOK - ORGANIC Make the most of Facebook using all of the FREE tools available to small businesses.

7 Source: More than 18 million business pages are competing for News Feed space on Facebook.

8 As many as 100,000 individual weights go into the model that produces what s in your News Feed. Source: Facebook engineer Lars Backstrom

9 Anatomy of a Perfect Facebook Post Includes a link. Is brief - 40 characters or fewer. Is published at non-peak times. Follows other posts on a regular schedule. Is timely, newsworthy and ignites sharing. Includes an image or video vs. YouTube link. Includes people, pets, kids in image or video. Includes Hash tags and exclamation enthusiasm. Includes a Call-to-Action (drives engagement). Is optimized with a paid Boost to increase reach.

10 After Hours The Late Night Infomercial Effect If you post your updates when few others are posting (non-peak), your updates stand a better chance of making it through the News Feed, which is FREE. In their study of 5,800 pages and over 1.5 million posts, Track Maven came up with advice for brands; post on Saturdays and Sundays and post after regular work hours.

11 Post on Non-Peak Hours The Facebook News Feed is competitive, try shifting your scheduling strategy from posting during the most popular times in the workweek to evenings and weekends. The best window for a work day is 5:00 p.m. to 1:00 a.m.

12 Posts after hours drive engagement

13 Post using 40 Characters or less A Buddy Media study of top 100 on Facebook found that 40 characters or fewer receives the most engagement on average. It also happens that these ultra short posts are the least frequent types of posts on Facebook). BufferSocial touts word count due to the psychological effect of Continue Reading The 40-character intro is more of a teaser, supplemented by the text in the link itself.

14 Post using 40 Characters or less Medium

15 Post with Images or Video Source:

16 How to Beat the Drop in News Feed Reach Pages that still achieve high organic (FREE) reach in the Facebook News Feed focus on four things. 1. They target an audience with a strong passion for their Brand, and their products and services. 2. They publish very good content (for their target audience) 3. They publish very consistently (at least once a day), 4. They get a LOT of shares, and shares are what Facebook views as the highest level of viral visibility, thus your post will be shown more, organically in the FREE News Feed.

17 Most Effective Content Style or Voice Openness and Disclosure show what s going on inside the company Access show availability for customers and fans to reach and interact with the company Positive make a customer s experience enjoyable, pleasant Assurances make customers feel that their concerns are important and valid. Everyone matters. Networking show shared interests with followers and fans Team up collaborate with followers and fans to solve problems of mutual interest Source: Public Relations Journal - Fortune 500 companies

18 Create a Content Calendar & Stick to It Calendars work as mental models, showing us something familiar to help us comprehend something hard. Calendars lower perception of difficulty. Our behavior is influenced by how easy or difficult we perceive an action to be. An easy-looking calendar is more likely to gain a positive, visceral reaction from you the business owner.

19 Create Events Get in News Feed

20 Add the new Call-to-Action tab

21 Add Share Button to Content Outside of Facebook Facebook Like Button What happens after Like? Not much. Facebook Share Button Add comments, choose who sees. Goes in the News Feed. Liking and Sharing on Facebook are two totally different experiences. Source:

22 The No Hassle Facebook Contest Post Contests are as easy as posting a photo and asking for comments or Likes as your entries. Use ShortStack for more professional Contest opportunities with tools to collect addresses. Photo Caption contests are fun and easy

23 The Best Contests Are Creative & Viral

24 Create an Offer TIP: Boost the offer to your targeted audience.

25 The Best Offers Drive Engagement Shares are like Facebook News Feed gold

26 Post Native Videos vs. YouTube Links How a Native Facebook Video looks in the News Feed. Media execs say that a video ad posted in Facebook's native player will get six times the engagement rate of a YouTube link, in part because the huge video preview size in the News Feed On YouTube, the video has racked up around 7.5 million views so far. On Facebook, the figure is 20 million. How a YouTube link looks in the News Feed.

27 Facebook Native Video Worth the Wait By January 18, , 580 Likes 514,971 Shares But producing video is expensive Value of this ad? Priceless.

28 This might be the first year in which views of Super Bowl ads on Facebook eclipse those of YouTube.

29 Anatomy of a Facebook Post

32 FACEBOOK PAID ADS Pay to play by boosting your posts or creating sophisticated ads leveraging targeting and databases.

33 The Difference Between Boosts and all other Facebook Ads A Facebook BOOST means taking your organic post and adding dollars and targeting to reach more people. The placement for a BOOST is always in the News Feed. A Facebook PAID AD means Choosing one of 10 ROI goals. Using a higher level of audience targeting than Boosts. The ability to see reach increase and decrease as you adjust settings. The ability to target custom audiences (i.e. your list). The option to choose between ads that appear on Mobile, Desktop News Feeds, and the Desktop Right Hand Column Uploading optimized image, title and compelling text. Scheduling and budget setting.

34 Goal: Build Audience Promote Page

35 Goal: Build Audience Promote Page

36 Goal: Conversions - Boost Post

37 Target Ads to Likes that Engage

38 Target Ads to Your Audience Demographic Male Female

39 Boost Post Tips Boosted posts are the easiest entry to paid advertising on Facebook. After boosting, you can not edit an organic post. Boosted ads can not be controlled by hour, only by day. Boosted ads do not have the same level of targeting as a Paid aid. Boosted ads mean you are increasing the likelihood that your post will be seen in the News Feed. Because organic reach has dropped dramatically, Boosts are necessary to reach your Likes, Friends of Likes or to acquire new Likes.

40 Paid Ad Types

41 Three Types of Facebook Ad Placements Source:

42 Right-Hand Column (RHC) RHC ads Reach to massive FB audience Prominent placement Lower cost than tradition News Feed ads Is more like an advertisement. Smaller image and does not have native social features of News Feed boosts or ads. Generally costs less than News Feed ads.

43 Right Hand Column Facebook Ad News Feed RHC Ad

44 Desktop Facebook News Feed Ads

45 Mobile Facebook News Feed Ads Most effective ad unit in engagements/clicks. Also costs more than the desktop news feed. Can drive traffic to your mobile web site by retargeting desktop site visitors when they browse the Facebook News Feed from an phone or a tablet.

46 Mobile Facebook App Install Ads Drive mobile app adoption with ads that send users to the Apple App Store or Google Play where they can install the app with a single click

47 Choose from 10 Paid Ads - ROI Goals

48 Set Budget, What is the Cost Per (like, engagement, conversion, click, etc.) you are willing to spend?

49 FACEBOOK TARGETING Interests, Behavior, Demographics, Geographic Likes, Friends of Likes (Yes/No) Custom Audiences

50 Target Location, Demographic, Geographic, Behavior, Interests

51 Target Connections (Like) Status

52 Target Custom Audiences

53 FACEBOOK RETARGETING Facebook targeting to those who have visited your web site, or specific pages of your web site.

54 What is Facebook Retargeting? Prospect visits your web site, gets cookied. Prospect then surfs the world-wide-web and sees your banner ad on Desktop and Mobile devices. Prospects surfs Facebook and sees your Boosts and Facebook Ads on Desktop and Mobile devices.

55 Do it Yourself or Use AdRoll

56 The Rise of Mobile

57 People shop 24/7 on multiple devices

58 Tablet mobile is dramatically increasing

59 Mobile Commerce is Exploding E-Commerce Sales Growth e-commerce Sales, % Y/Y Mobile Commerce Sales Growthç m-commerce Sales, % Y/Y $600B $500B $400B $300B $200B $100B $0B $140B $112B $84B $56B $28B $0B emarketer, US Retail e-commerce April 2014

60 Facebook Mobile Retargeting Using AdRoll

61 Retarget to their mobile devices. Retarget your desktop visitors on their smart phones and tablets With Mobile Ads world-wide-web. With Facebook Ads while on facebook.

62 Retarget to drive App Installs Retargeted Mobile App Install Ads Serve Mobile App Install Ads to your website visitors and current customers Drive high quality, high LTV app installs Accelerate mobile app adoption

63 Mobile Facebook Retargeting Adding Facebook News Feed ads on mobile added an average of 3.8% incremental conversions. By adding mobile to an existing campaign mix of desktop www and facebook news feed placement, advertisers see on average 29% more clicks.

64 Verticals with Quickest Mobile Adoption Apparel, Technology and Beauty are the top verticals with the quickest adoption of mobile ad sizes Apparel Beauty Technology

65 Vertical serving the highest results Media & Entertainment serve the highest-performing mobile campaigns Media & Entertainment

66 Facebook News Feed vs. www. Retargeting CLICK THROUGH RATE is higher. News feed on desktop: CTR is 8.1x higher than web retargeting News feed on mobile: CTR is 9.1x higher than web retargeting COST PER CLICK is lower. News feed on desktop: 24% lower CPC than web retargeting News feed on mobile: 70% lower CPC than web retargeting

67 After Adding Facebook Retargeting to www Retargeting All Indicators Increase

68 KEENA Truckee Chamber Member New Local Business Owner Retail Category

69 Keena Brand Story

70 Keena Clothing, Jewelry, Bath Soaps, Accessories, Gifts

71 Keena Customer Profile Residence - 50/50 Locals and Out of Market Current Location - Starbucks Gender 95% female Age 20 s-30 s 50 s+

72 Roxanne s Goals Brand Positioning to be known as any easy and reasonably priced gift & clothing store with lots of variety and is competitive with Reno. Revenue drive foot traffic and increase sales. Margins clothing and jewelry. Estimates 50% of all walk-ins buy something.

73 Keena Facebook Marketing Priorities #1 Priority: Build Audience on Facebook Increase Likes #2 Priority: Post Content on Facebook #3 Priority: Target Paid Facebook Ads & Boosts. #4 Priority: Build (CRM) Database. #5 Priority: Build Cookie Pool (CRM) Web Site. #6 Priority: Advertise using AdRoll Retargeting services.

74 Keena #1 Priority Build Audience

75 Build Audience Suggest Page Upload Lists

76 Build Audience Promote Page

77 Build Audience Admins Invite Friends

78 Keena #2 Priority Post Content GOAL #1 one post a DAY(disposable, quick, fun) GOAL #2 one post a WEEK (offer, blog post, contest) FOLLOW BEST PRACTICES Make sure posts reinforce product line Ask for engagement, have a call to action. Boost valuable content with paid dollars to increase reach. BE CREATIVE FACEBOOK IS FUN!

79 Photo Caption Contests Who wore it better?

80 Use Truckee Popular Hash Tags

81 Create Facebook Offers

82 Priority #3 Priority Target Paid Ads BUILD AUDIENCE BOOST posts that are getting engagement with great content (contests, etc.) Target geographic area, reach Friends of Likes. BUILD AUDIENCE with a Like Campaign Target existing Likes, Friends of Likes Target demographic, geographic, psychographic potential new customers. BUILD AUDIENCE with a targeted Paid Ad campaign using Custom Audiences (i.e. prior Sassafras customers). DRIVE FOOT TRAFFIC with retargeting ads using AdRoll based upon visitors to web site. DRIVE FOOT TRAFFIC with Facebook Offers that require in-store redemption.

83 #4 Priority: Build Database. Add collection to web site. Add collection (Join) as call to action on Facebook. Add signage at the shop Join list! Like on Facebook! Upload Sassafras database to Facebook for Custom Audience Targeting. Customize Facebook ad to speak to Sassafras customers. Continuously upload database to Facebook for customized targeting, from KeenaTahoe.com Upload database to AdRoll for CRM retargeting on the world-wide-web and on Facebook.

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85 #5 Priority: Build Cookie Pool Web site was built on Wix, easy-to-use web site creation. Add AdRoll Retargeting tracking code to all pages. Add Google Analytics tracking code to all pages. Add Facebook tracking code (custom audience pixel). Increase traffic: fresh content, SEO, PPC. Keep updated, add fresh content, build trust. Make Blogs frequently.

86 Priority #6 Use AdRoll Retargeting Job as in the Bible and he ll hook you up with the right person. Search AdRoll and learn more about it.

87 Thank Questions?