DELIVER · Performance Indicators •Page Likes –Measure of engagement •Post Reach –Number of...
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DELIVER
Transcript of DELIVER · Performance Indicators •Page Likes –Measure of engagement •Post Reach –Number of...
DELIVER
Monetize and convert through lead
magnets, social promotions, and
advertisements
What you need to do
• Create social promotions
• Develop landing pages
• Amplify through Facebook
advertising
TOOLS: Wishpond and Leadpages.net,
Facebook Ads Manager, Facebook
Insights
Three-in-One Package
Creating Effective
Facebook Advertisements
Anatomy of Facebook Ads
#1 Facebook Advertising Objectives
Source: http://www.constantingabor.com/2011/01/how-to-advertise-on-facebook-tutorial.html
#2 Target Audience
Brilliant Targeting by Lewis
• Only 39 year olds can see this ad!
http://neilpatel.com/2015/11/14/comparing-the-roi-of-content-marketing-and-paid-advertising/
#3 Content & Offer
Facebook ads need to feel natural and organic, even
though they are interruptive in nature.
Craft for Your Customer Avatars
https://www.facebook.com/hootsuiteapac
• Identify your target audiences
• Include them in your copy
• Highlight precise instructions (step-by-step)
Create Your Hook/ OfferHook Example
Have If the customer takes this offer, what will they HAVE that they didn’t before?
Feel How will the customer FEEL once they take your offer? Smarter? Pain-free? More confident? Happier?
Average Day How will your offer improve their AVERAGE DAY? Eg savings of time, energy or money
Status How does the customer’s STATUS change once they’ve consumed your offer? Eg more well-regarded
Social Proof/ Results
Use reports or case studies to demonstrate PROOF or RESULTS. Eg“Join the thousands of people who have already benefited!”
Speed & Automation
With SPEED, you speak to the QUICKNESS of the offer — how will this thing speed up a part of their life or AUTOMATE a task? For example, this razor will save 10 minutes of your day.
Create Your Hook/ Offer
Ask Questions
Tell Stories with Visuals
One Call-To-Action (CTA)
Highlight Benefits Upfront
B2C Example B2B Example
Play Off Emotions
Check for 20% Text Rule
http://www.social-contests.com/check-image/
Maintain Good Ad Scent
Walkthrough of Facebook Ads Manager
Create your Facebook Ad!
1. Choose an image2. Design with a
suitable overlay on Canva
3. Use Ad Parlor to create mockup ad
4. Show us!
30 mins
Using Facebook Insights
Performance Indicators
• Page Likes – Measure of engagement
• Post Reach – Number of unique people who have seen your posts over the last week
• Impressions – Number of times a content appears to a person
• Engagement – Are they liking, commenting, sharing or clicking to see more?
• Recent Post Engagement – Analyze your five most recent posts to see which worked best/worst.
• Pages to Watch – Track your competitor pages
• Suggested Pages to Watch – Picked by Facebook Insights
https://www.magillaguerrilla.it/facebook-engagement-rate-analisi-beachwear-2014/facebook-engagement-rate-formula/
Likes
• In the Likes tab, you’ll see three core metrics:
– Total Page Likes
– Net Likes (Likes – Unlikes)
• Where Your Page Likes Came From
Likes
For all the charts in the Likes tab, the popup will list your Page’s Like and Unlike Sources for the selected period of time. You can also click on a metric in the benchmark box on the right to compare data over time.
Likes
Reach
The Reach tab shows you:
• Post Reach, which is broken down by paid and organic
Reach• Positive Engagement: Likes, comments, and shares
Reach• Negative Engagement: A fan hiding a post, hiding all posts,
reporting spam, or unliking your Page • Total Reach, which shows you the total number of unique
people who were shown any activity from your Page
Visits/Views Tab
• In the Visits tab, you’ll see:
– Page and Tab Visits: A breakdown of where your visits are coming from
– Other Page Activity, such as mentions of your Page in a post, posts by other people on your Page, check-ins to your location, or offers redeemed
– External referrers: Sources outside Facebook that are driving traffic to your Page
Posts
• This tab allows you to check on when your fans are recently online.
Videos Tab• Views of 3 seconds or more
Videos Tab– 10 seconds or more
Analysing Facebook Advertisement
Most of the reach is organic (light orange)
High viralitythrough shares
High levels of likability
High click throughs for post
Debrief
5 mins
• What have you learned about Facebook ads?
• What does it show you?
• How can you apply this in your organisation?
Social Media Promotion Mechanics
Why Promotions?• Increase awareness and engagement
• Generate leads through a LEAD MAGNET
• Increase participation
• Drive conversion and purchase
• Encourage social sharing and WOM
Giveaways and Freebies [B2B and B2C]
FREE is the strongest word in a copywriter’s bag of tools.
Giving away doesn’t cheapen value.
When capacity and cost is not an issue.
Giveaways and Freebies [B2B and B2C]
Tools and Templates (B2B and B2C)
Limited Time Period Trials [B2B]
Freemium Model [B2B and B2C]
Special Offers, Promo Codes and Coupons [B2C and B2B]
Source of promotion:
https://www.facebook.com/OccupyDemocrats/photos/a.347907068635687.81180.346937065399354/1229104887182563/?type=3&theater
Festive Specials
Why Contests Work
Gamification Talent Spotting
(espinfluencers)
Get User Generated
Content (UGC)
Trigger social sharing
Increase Brand Awareness and Affinity
#2 Voting or Polling Contest
Source of promotion:
https://www.facebook.com/ZoukOutOfficial/posts/
1019082544852261
#3 Refer-a-friend + Comment Promotions
Source of promotion:
https://www.facebook.com/sethluimarketing/posts/142230
4787786367
5 Rules for Photo Contests
1. Thematic relevance
2. Simple rules
3. Campaign #hashtag
4. Include votes/likes
5. Humans + product
#4 Photo Contest
Source of promotion:
https://www.facebook.com/LibertyInsuranceSG/photos/a.405229676210463.100760.398432593556838/1151482544918502/?type=3&theater
#5 Photo Caption Contest
Source of Promotion: https://www.facebook.com/SignatureVacations/app/337076839692702/
3-in-1 Contests
Participants submit photo
with hashtags (eg#ILoveRome)
Another group of participants create caption on photos
Vote for winning photo & caption
Photo Caption Vote
“Glad I’m outside the
Colosseum and not inside
fighting to the death!”
#6 Spot the Difference
Source of promotion:
https://www.facebook.com/883jiafm/photos/a.432471649135.223822.315868674135/10154477945479136/?type=3&theater
#7 Story Writing Contest
Customer product experiences
“Slice-of-life” stories
Limit words
Pair with photos
Attractive prizes
#8 Video Contest
As short as possible
Link brand or product
Keywords or hashtags
Include voting/ “liking”
Include creation tools
Source of image: https://apps.facebook.com/easypromos-video/promotions/2534
#8 Video Contest
Source of promotion: www.facebook.com/natgeo/
• Call out target audiences
• Attractive incentives for students
• In sync with the brand DNA
#9 Crowdsourced Ideas/ Tips Contests
Source of promotion: https://www.instagram.com/p/BJrFNxajzVj/
#10 Exclusive Events Invites
Behind the Scenes Tour [B2B + B2C]
Source: http://www.airlinereporter.com/2011/10/photo-tour-of-the-boeing-787-dreamliner-factory-floor/
Campaign Channels, Logistics and Legalities
Social Channels Used
• Consumer behaviours
• Image/video?
• Mobile friendliness
• Space
• Hashtag virality
• Audience receptivity
App or Software?
DIY on Social Platform (egFacebook)
Use of Promotion App/ Landing Page
Ease for Users Simple More Effort
Cost Cheap and easy Fees for use
Effort Needed Minimal Fuss More Effort
Tracking winners Difficult Easy
Displaying Rules Limited More Space
Member Acquisition
Difficult (“Like” Gating banned) Easier using platform
Virality Easier to Share Limited Social Sharing
Types of Apps
• Mail Chimp (www.mailchimp.com)
• Binkd(https://www.binkd.com/),
• Shortstack(http://www.shortstack.com/)
• Heyo (http://heyo.com/) • Wishpond
(https://www.wishpond.com/)• Lead Pages
(https://www.leadpages.net/)• Instapage
(https://instapage.com/
Prizes
Prize presentation
Target Audience
Fit with product/ service
Seasonal
Number of winners
Winning criteria
Affordability
Legal Considerations
• Singapore Consumer Act
• Facebook’s guidelines: https://www.facebook.com/page_guidelines.php#promotionsguidelines
• Instagram: https://help.instagram.com/179379842258600
Exercise• Develop a Social Media Promotion
30 mins
Promotion Mechanics Selected Channels
App or Organic? Type of Prizes
Lead Nurturing and Landing Pages
Lead Nurturing Cycle
Source: http://www.forentrepreneurs.com/buying-cycle-and-triggers/
Lead Capture
Form
Call To Action (CTA)
Parts of a Landing Page
Define Your USP
http://www.cpcstrategy.com/blog/2013/08/unique-selling-proposition-usp/
Showcase Target Audience
http://www.emoderation.com/facebook-globalpages/
Action-Oriented Text
Use Words that Your Audience
will resonate with. Eg
• Try Now
• Download Your eBook
• Book Your Place
• Sign Up For Free
189 words and phrases here:
https://blog.bufferapp.com/wor
ds-and-phrases-that-convert-
ultimate-list
Showcase Product
https://www.buylandingpagedesign.com/preview/garcinia-cambogia-lead-capture-lp-016/479
Create Sense of Urgency
https://blog.indiemark.com/tag/sense-of-urgency/
Choose Right CTA Buttons
http://conversionxl.com/which-color-converts-the-best/
Lots of Customer Benefits
http://www.wordstream.com/blog/ws/2015/09/02/landing-page-tips-and-tricks
“Click Triggers”
• Testimonials
• Awards
• Endorsements
• Guarantees/ Warranties
Bullets + Boxes
Be Brief
Test Different Versions
Source: http://unbounce.com/landing-pages/dangerous-landing-page-mistakes/
Limit To Just One Action
Downloading eBook Example
Squeeze Page (ie Minimal Information on Landing Page)
Source: http://scroogestrategy.com/index.php
Squeeze Pages (ie Minimal Information on Landing Page)
Source: http://www.amyporterfield.com
Exercise• Create Landing Page for a B2B Business. Include a lead magnet.
30 mins
HERO IMAGES (Please insert)
HEADLINE
Sub headline (if needed)
Body Copy (maximum 3 short paragraphs, include customer benefits)
CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)
Insert “Click Triggers” (eg testimonials, research data, awards,
endorsements)
Insert Call To Action (CTA) Button
Debrief
5 mins
• What have you learned about social media promotions?
• What is the difference between B2C and B2B?
• How can you apply this in your organisation?
