Social Media TrendsContent Curation

@caribou_chrisUnit B – Coworking Space

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About Me• Owner of CLYW.ca• Social Media Consultant• caribousocial.com• JonLoomer.com

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Facebook Stats• 1.49 Billion Monthly Users• 968 Million Daily Users• 844 Million Mobile Daily Users

http://newsroom.fb.com/company-info/

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Facebook NewsfeedOn average there are 1,500+ possible stories that can show up when you log onto Facebook

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Newsfeed AlgorithmFacebook looks at thousands of ranking factors for each user to customize their newsfeed:

• Keywords you use• Content you like• Content your friends like• Pages you like

• Time spent on stories• Comments/Shares• Recency• Pages you searched …

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In 2014 Organic Reach Decreased“Organic reach is dead”

NOT TRUE!

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In 2014 Organic Reach DecreasedFacebook just wanted to improve

their user experience

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In 2014 Organic Reach Decreased“Users don’t like being sold to. If you share content with the primary goal of getting a sale or install, expect it to perform poorly in the news feed. If you really want people to see it, promote it with an ad.”

– Jon Loomer

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In 2014 Organic Reach DecreasedPages aren’t competing with their competitors for attention on Facebook

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Facebook AdsCan help get your content shown to a more relevant audience• Promote products/services• Build brand awarness• Reach new potential customers• Learn more about your audience

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Where to Start?Please don’t use the boost button!

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Use Power Editor Instead• More targeting options• Can create multiple adsets• Use More Text in Ads• A/B Testing

VS

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Power Editor Targeting Options• Custom Audiences• Location• Demographics:

education, employer, relationship status,

life events

• Age & Gender• Interests:

pages, keywords

• Behaviors• Page Connections

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Start By Defining Your Goals & KPIs

• More ebook downloads• Course sales• Promote blog post or video• Build local awareness

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Choose Ad Type• Website Click• Website Conversion• Multi Product• Local Awareness• Instagram Ads

• Coupon Offers• Page Likes• Video Views• Lead Ads• App Installs

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Research Your Audience Facebook Graph Search• Example: “people who work at …”

Facebook Insights• Research popular pages/interests to find

out more about their audience

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Facebook Insights: Lululemon

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To Get The Best Results: Create Ads that are super relevant to your audience

ADD VALUE!

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EducatesPosition yourself as an authority

InspiresSocial proof and testimonialsLet them know that they can do it

EngagesAddress a common needShow people you’re listening

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Advanced Audience TargetingWebsite Custom AudiencesCustom AudiencesLookalike AudiencesConversion Pixel

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Website Custom Audiences• Tracks Facebook IDs of people that visited

your website with a piece of code• Goes right before the closing </head> tag• Can use for retargeting, audience Insights, and

creating lookalike audiences

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Custom Audiences• Upload Email Addresses• Upload Phone Numbers• Connect Mailchimp Account• Filter traffic going to specific URLs• Use to create Lookalike Audiences

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Lookalike Audiences• Helps you reach people who are similar to an audience

you care about• Turn an audience of 300 people into one that is over

100k• Create them based off of: previous purchases, mailing

lists, website visitors, etc.

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Conversion Pixel• Used for optimizing ad delivery and measuring

ad performance• Tracks Facebook IDs of people who converted• Add to the thank-you page after a conversion• Goes right before the closing </head> tag

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Example

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Goal: Get more leads through downloads of a Snapchat eBookTarget Audience: People that work at medium to large size Advertising AgenciesInterests: Adweek, AdAge, Ogilvy, Mashable, Fast Company

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Challenge: Small budget, but huge rewardStrategy: Create adset for each interest, optimize ad for conversions, run for 24hrs, turn off poor performing ads

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Results: 105 leadsValue per lead: $1,000Total spend: $330ROI: 318:1

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