Facebook Marketing Presentation to the Burnt Hills Oratorio Society

By Rick Noel, eBiz ROI, Inc.

Organizational ObjectivesDirect Response Objectives

● Sell tickets to events● Raise donations● Increase membership● Sell sponsorships advertising

Branding Objectives

● Build awareness● Reinforce core values, identity● Distinguish from other organizations● Reinforece membership loyalty

Source: https://www.youtube.com/channel/UCglCL3bYe6haIi03HDuAfJQ

State of Social Video (for Now!)

Source: http://marketingland.com/social-video-chart-your-at-a-glance-guide-to-7-major-platforms-130472

The Customer Journey to Online Purchase

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/small/generic-paid-search

Facebook Group AdvantagesGroups are becoming more attractive for these reasons:

1. Groups are much more visible in the News Feed. That is a good reason right there.

2. Groups feel more like a community because the comments of the members are much more visible (which can also be a slight disadvantage in terms of moderating these comments).

3. Groups have ways to store files and search through posts.

Facebook Page AdvantagesFacebook Pages have some distinct advantages over Groups for businesses and here are the top ones:

1. Facebook Pages have built-in analytics. You can measure what is working.2. You can advertise Facebook Pages. Reach new, targeted audiences with

Facebook ads.3. Facebook Pages are more branded as your business. Groups facilitate

discussion but you are participating as your profile.4. Facebook Pages allow the installation of Apps that can help you collect e-mail

addresses and leads or do things like run contests.

Why Not Only A Facebook Group?

● Miss opportunity to test Facebook Ads

● Avoid possible privacy issues for members

● Requires less effort to moderate posts and membership

FeaturesCheckout this feature comparison of Facebook Pages Vs. Facebook Groups.

For BHOS, adding a Facebook page would open up some additional marketing opportunities.

Relevant Facebook Targeting Options● Demographics - Work > Industry >> Arts, Entertainment

● Interests - Hobbies and activities > Arts and Music >> Performing Arts

● Behaviors - Charitable donations > Arts and Cultural

Google Audience - Relevant Topic Targeting

For Your Consideration

● Facebook Gold = likes/comment/shares

● Capture/Share More Video

● Install Google Analytics on Your Website

● Create a Facebook Page

● Create a Twitter Account

This is Your Meeting. What’s Next?

● Facebook Page Tutorial

● Facebook Advertising Tutorial

● Both