facebook: beyond the status update - amazon s3 · facebook ads manager this is your central...

Facebook: Beyond

the Status Update

Andrew Stone – Web Content and Social Media SpecialistJodi Emery – Senior Marketing and Communications DirectorUniversity of Utah Continuing Education

Continuing Education & Community Engagement

What We Started With

8 programs with limited social media exposure• English Language Institute

• Professional Education

• Academic Programs

• Go Learn

• Lifelong Learning

• Osher Lifelong Learning Institute

• Test Preparation

• Youth Education

2 programs with Facebook pages

One Twitter account

One Instagram account

A Tumblr account that was rarely used

No online marketing

No social media budget

We knew we needed to increase our exposure


Assumptions

• Like us, you know how to post, build a

profile, like posts, and use social media.

• You know your customer is on Facebook.

• You might even have someone who posts

and listens to what is happening on your

feed.

• But you don’t have the engagement and

the reach that you hope for.

• You know Facebook wants you to pay

them. But what is the best way to do it?

• Where are you?


Our Results

July 1, 2014 – June 30, 2015Started Running ads in October of 2014Reach: 126,247Link Clicks: 2,551Carts Initiated: ???Carts Completed: 69Completed Cart Value: $17,940Total Spend: $1,271

July 1, 2015 – June 30, 2016Reach: 302,639Link Clicks: 44,062Carts Initiated: ???Carts Completed: 120Completed Cart Value: $31,200Total Spend: $5,418

July 1, 2016 – October 23, 2016Reach: 496,988Link Clicks: 9,412Carts Initiated: 222Carts Completed: 52Completed Cart Value: $13,520Total Spend: $2,103

-5000

45000

2/1/2015 - 6/30/20157/1/15 - 6/30/16

7/1/16- Present

2551

44062

94120

0222

69120

52

$17,940

$31,200

$13,520

$1,271 $5,418

$2,103

Clicks Carts Initiated Cart Completed Total Revenue Cost

Reach

126,247

Reach

302,639Reach

496,988


Our Return

Reach

Reach

496,988222 – Shopping Carts

$62,660 in Revenue

$8,792 Spent

Return of $7 for every $1 Spent


Anomalies and the Future

At the end of fiscal year 2016 we began experimental campaign to increase awareness of our English Language Institute in South America and Asia. This was to run in advance of recruiting trips and build awareness of our programs. This was not intended to gain carts.

• 2015-2016 – Click Campaign25,000 additional clicks

• 2016-2017 – Reach and Video ViewsReach of 235,054 and 176,003 Video Views

• Spent - $500

In the future we are going to start retargeting ads to those who abandon shopping carts.

• 222 – Carts Initiated • $57,720 – Potential Value

“Oh, I heard about you on Facebook.”


Facebook for Business

Facebook for Business is the

gateway to your account and ad

creation.

Facebook Ads Manager

This is your central dashboard

for managing your ads, viewing

reports and ad creation.

Target Audiences

Create Target Audiences that you

can use for your Facebook

Campaigns. Can they be too

small or too big?

Pixels

Use pixels to better track the

results of your marketing efforts

and to create valuable reports

Facebook Blueprint

Google Analytics

You are likely using Google

Analytics already. The use of

Campaign URL’s will further your

tracking ability

Analytics Academy

Google Tag Manager

Implementing Google Tag

Manager will make the use of

analytics and Facebook pixels

much easier.

Tag Manager Fundamentals

Facebook Insights

Use Facebook insights to better

understand your market and

page users.

How do you do it? What can you use to track your results?

https://facebook.exceedlms.com/student/catalog

https://ga-dev-tools.appspot.com/campaign-url-builder/

https://analyticsacademy.withgoogle.com/

https://analyticsacademy.withgoogle.com/course/5


Access to all your tools

Access to your account and pages

Access to activity


Weekly Spend

Current Campaigns and Access to Detailed Ad Reports

Report Customization


Learn About Those Connected To Your Page


Determine Your Objective


What is a Good Audience?


Create Conversions and Manage Pixels

Monitor ALL Activity


Our Results

Reach: 4981Link Clicks: 160Carts Initiated: 24Carts Completed: 9Completed Cart Value: $2340Total Spend: $49.94

Reach: 2,975Link Clicks: 127Carts Initiated: 25Carts Completed: 8Completed Cart Value: $2,080Total Spend: $75.00


Our Results

Reach: 4036Link Clicks: 126Carts Initiated: 34Carts Completed: 8Completed Cart Value: $2080Total Spend: $34.91

Reach: 10,551Link Clicks: 440Carts Initiated: 58Carts Completed: 5Completed Cart Value: $1,300Total Spend: $73.95


Resources

Questions

Tag Manager Fundamentals

Analytics Academy

Facebook Blueprint

Campaign URL’s

https://analyticsacademy.withgoogle.com/course/5

https://analyticsacademy.withgoogle.com/

https://facebook.exceedlms.com/student/catalog

https://ga-dev-tools.appspot.com/campaign-url-builder/

facebook: beyond the status update - amazon s3 · facebook ads manager this is your central...

Documents