facebook 101 workshop by suzanne mcdonald designated editor

Facebook 101^

Designated Editor Speaking Series

Suzanne McDonald | Content & Social Strategist

Newport Chamber of Commerce

@Sue_DesigEditor

Low-cost & free tips to prospect & engage

www.designatededitor.com 2

6 years Page 1

Masters in Journalism & Mass Communications BA in Journalism

Social Media Strategies professor

suzanne’s experience


old methods of client acquisition

Friends & friends of friends?School connections? Business connections? Civic clubs, organizations, church? Lawyer, doctor, plumber? Insurance agent, stylist, nanny?Neighbors?Sports and hobbies?

http://www.entrepreneur.com/article/57382

www.designatededitor.com 4socialtimes.com/user-generated-content-infographic_b68911


Not everyone likes you

“Stand for something and there will be those who stand for you and those who stand against you.

“Stand for nothing and nobody will be with you or against you.”

- Advertising legend Bill Bernbach


Brand personality typesSage

Explorer Innocent

Lover

Regular Guy Hero

Outlaw Master

Magician Jester Caregiver Creator


Brand Personality

Be true to you• Personality cannot be manufactured • Consistent authorship builds voice

Be transparent• Smell a phony from miles away• On Facebook they will call you out

How NOT to Advance Personality


who is your audience?

Who might be your best client? What are the defining characteristics? What are they looking for? Are you using the right vocabulary?


your target audience


Engagement = success• Activity • Post Views • Post Feedback • Unsubscribe • Goal 85% monthly 50% weekly

What are fans doing?


What are NOT fans doing?

Not clicking over to your site

Facebook is about relationships

Focus on influence & INTENT

Don’t expect purchasing

Don’t expect traffic from Facebook


http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647


How do I gain more fans?

Who do you know?

How do they know you’re on Facebook?

How can you tell them?

Email newsletters

Email signature

Icon and feed on your website

Facebook ads build awareness & Likes


http-//socialtimes.com/twitter-vs-facebook-infographic_b73972


• Use an Editorial Calendar

• Develop timely themes

• Integrate with other campaigns

• Consider your audience to determine how often to post

• Better to be less frequent & consistent

Your Facebook strategy


What to shoot for: Engagement 40% - 50% for <10,00050% - 60% for >10,000

1%+ per day = success


Forrester’s social strategy

P

O

S

T


• Offer discounts & exclusives

• Provide sneak-peeks & previews

• Create conversations & contests

• Conduct polls & ask questions

• <250 characters = 60% more Likes

• Photos & video = 2x engagement

Creating Facebook updates


What to post


POSTS


ask away


events


groups


Facebook advertising

• Cheap: can set limits

• Want to keep competition in mind

• Have appropriate calls to action


Facebook ads


FB ads allow you to target

• Demographics: Age, city, marital status

• Psychographics: TV shows, music, books

• Fan status: Friends of your existing fans


Facebook ads


• Towns & cities

• Gender & age

• Level of education

• Marital status

• Interests & Likes

Targeting Facebook ads


Facebook ads


• Headline 25 characters

• Ad text max 135 characters

• Clear & engaging image

• Aim to gain fans

• Make it social

• Stay within Facebook

Composing Facebook ads


Facebook ads


• Set daily or lifetime budget

• Set your run schedule

• Choose CPC or CPM

• Fewer clicks = CPC

• Bid higher than suggested

• Track your performance

Budgeting Facebook ads


Facebook ads


Facebook advertising tips

• Cost per fan = $0.30 and $0.90

• If it’s more than retarget

• Target intelligently

• Test. Test. Optimize.

• Use best ads turn off poor performers


Facebook advertising tips

• Turn off ads on weekends & holidays

• Algorithm gives preference to spikes, so spend in spikes


Make a ‘Landing’ Tab

Call to Action ‘Like this page’

Direct ads here

Set as home for non-fans


Engagement & Relevance

Facebook Insights


What to shoot for: Engagement 40% - 50% for <10,00050% - 60% for >10,000

1%+ per day = success


Facebook ROI

Set reasonable goals

Fan count

Engagements

Set benchmarks

What are you numbers now?


Tips to boost ROI

• Plan• Content first – let branding 2nd• Use pictures & video • Use Facebook Questions• Be timely: Post about popular topics• Be conversational• Direct ads to the fan page


Facebook success

What investment are you willing to make?

Time

Money

Facebook 101

Thank You!Designated Editor Speaking Series

Suzanne McDonald | Content & Social Strategist

Newport Chamber of Commerce

@Sue_DesigEditor

Low-cost & free tips to prospect & engage

facebook 101 workshop by suzanne mcdonald designated editor

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