pay to play

Pay to

Play The New Reality

WACO Convention, Stevens Point, Wisconsin March 2016

by Ann Illig, Social Caterpillar

• 50% or more

• 30 - 40%

• 20 - 30%

• <10%

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1. On average, what percent of the people who “like” your campground’s Facebook page see your posts?

Quick Survey

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2. Up or Down from a year ago?

Quick Survey

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Audience Reach

I average about 20-25% reach for my clients’ posts

Before we start … some Terminology

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Organic Reach vs. Paid Reach

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Organic reach is the total number of unique people who were shown your post through unpaid distribution.

Paid reach is the total number of unique people who were shown your post as a result of ads.

The Newsfeed Algorithm

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Logic Facebook employs to filter the Newsfeed so that users see only content that is most relevant to them.

It’s proprietary, secret and Facebook keeps tweaking the logic.

Decline of Organic Reach ?

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Is the FREE Ride Over ?

• Feel more comfortable using ads

• Know when to use ads

• How to spend a little and get fantastic results

Time for the New Reality

Types of Ads

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•Boosted Posts

•Promoted Posts

•Newsfeed Ads

The Boosted Post

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Boosted Posts

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The Promoted Post

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www.facebook.com/ads/create

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• Only your own content

• Not every post!

• Remember the 20% text rule

• Blatant sales messages are OK from time to time, but think about what’s important to your fans

What to Boost or Promote?

The Newsfeed Ad

• Created in the Ad Manager

• Do NOT show up the wall of your campground’s Facebook page

• Only shows in the feed of targeted users

• labeled ‘Suggested Post’ or ‘Sponsored’

www.facebook.com/ads/create

Ad Placements

Right Hand Column Ad

Newsfeed Ad

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Creating Awesome Ads

START SLOW. Put your toe in the pool before you dive in.

• Keep budget low to start. Use “lifetime limit” on all ads!

• Experiment, experiment, experiment

• Start with Boosting to get your feet wet

• Keep your ad message simple.

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Creating Awesome Ads

THINK FIRST. Advertising strategy is important.

• Be clear on your objective for each ad

• Think about timing

• Audience targeting

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Creating Awesome Ads

LOOK GOOD. Invest in your visual assets.

• Build up your library of GREAT photos

• Get some video that really shows off your campground

• Use FREE tools like canva.com give you that professional edge

Awesome Ads

Objective: Drive people to website and generate new business Total reach: 4,664 (221 organic / 4,443 paid) Engagement: 133 clicks to website Audience: Non fans…people with interest in dogs in targeted communities Amount Spent: $25 ($5/day for 5 days)

IMAGE AD

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Awesome Ads

Objective: Drive people to website and create awareness Total reach: 9,435 (2,781 organic / 6,654 paid) Engagement: 24 shares; 112 post likes Audience: Non fans…people in 50 mi radius of Madison with interest in camping Amount Spent: $10

CAROUSEL AD

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Awesome Ads

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Objective: Drive people to website and create awareness Total reach: 19,028 (11,045 organic / 7,818 paid) Engagement: 7.1K video views; 89 likes; 81 shares; 112 clicks to website Audience: Non fans…people in 50 mi radius of Milwaukee with interest in RVs, travel trailers or camping Amount Spent: $10

VIDEO AD

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Creating Awesome Ads

BRAND YOURSELF. Help people to remember you from all the others.

• Does your campground have a brand?

• Logo, tagline, mascot?

• White version of your logo?

• Is your website aligned with your branding?

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Creating Awesome Ads

KNOW YOUR NUMBERS.Know what’s working, what isn’t.

• Great metrics on the Ad Manager dashboard.

• Other indicators: phone ringing? Likes increasing? Web traffic up?

• If something’s not working, stop the campaign and rethink.

How to “Out-Fox” the Algorithm

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1. GET YOUR FANS TO SHARE YOUR CONTENT

Bottom LineAnything that increases the engagement level on a particular post impacts the algorithm.

Outfoxing the Algorithm

2. GO VISUAL

3. GET YOUR FANS TO TAG PEOPLE

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The Algorithm

• Visual • Low engagement • Self-serving

32%

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The Algorithm

• Visual • Clear benefit to fans • High engagement

143%

The New Reality

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Social media is now a Pay to Play world, but for the small business, it’s actually one of the best bargains around.

Ann Illig, Social Caterpillar socialcaterpillar3@gmail.com 630-674-1788

Questions?