deliver · performance indicators •page likes –measure of engagement •post reach –number of...

DELIVER

Monetize and convert through lead

magnets, social promotions, and

advertisements

What you need to do

• Create social promotions

• Develop landing pages

• Amplify through Facebook

advertising

TOOLS: Wishpond and Leadpages.net,

Facebook Ads Manager, Facebook

Insights

Three-in-One Package

Creating Effective

Facebook Advertisements

Anatomy of Facebook Ads

#1 Facebook Advertising Objectives

Source: http://www.constantingabor.com/2011/01/how-to-advertise-on-facebook-tutorial.html

#2 Target Audience

Brilliant Targeting by Lewis

• Only 39 year olds can see this ad!

http://neilpatel.com/2015/11/14/comparing-the-roi-of-content-marketing-and-paid-advertising/

#3 Content & Offer

Facebook ads need to feel natural and organic, even

though they are interruptive in nature.

Craft for Your Customer Avatars

https://www.facebook.com/hootsuiteapac

• Identify your target audiences

• Include them in your copy

• Highlight precise instructions (step-by-step)

Create Your Hook/ OfferHook Example

Have If the customer takes this offer, what will they HAVE that they didn’t before?

Feel How will the customer FEEL once they take your offer? Smarter? Pain-free? More confident? Happier?

Average Day How will your offer improve their AVERAGE DAY? Eg savings of time, energy or money

Status How does the customer’s STATUS change once they’ve consumed your offer? Eg more well-regarded

Social Proof/ Results

Use reports or case studies to demonstrate PROOF or RESULTS. Eg“Join the thousands of people who have already benefited!”

Speed & Automation

With SPEED, you speak to the QUICKNESS of the offer — how will this thing speed up a part of their life or AUTOMATE a task? For example, this razor will save 10 minutes of your day.

Create Your Hook/ Offer

Ask Questions

Tell Stories with Visuals

One Call-To-Action (CTA)

Highlight Benefits Upfront

B2C Example B2B Example

Play Off Emotions

Check for 20% Text Rule

http://www.social-contests.com/check-image/

Maintain Good Ad Scent

Walkthrough of Facebook Ads Manager

Create Your Mockup Ad!

https://adparlor.com/ad-mockups/

Create your Facebook Ad!

1. Choose an image2. Design with a

suitable overlay on Canva

3. Use Ad Parlor to create mockup ad

4. Show us!

30 mins

Using Facebook Insights

Performance Indicators

• Page Likes – Measure of engagement

• Post Reach – Number of unique people who have seen your posts over the last week

• Impressions – Number of times a content appears to a person

• Engagement – Are they liking, commenting, sharing or clicking to see more?

• Recent Post Engagement – Analyze your five most recent posts to see which worked best/worst.

• Pages to Watch – Track your competitor pages

• Suggested Pages to Watch – Picked by Facebook Insights

https://www.magillaguerrilla.it/facebook-engagement-rate-analisi-beachwear-2014/facebook-engagement-rate-formula/

Likes

• In the Likes tab, you’ll see three core metrics:

– Total Page Likes

– Net Likes (Likes – Unlikes)

• Where Your Page Likes Came From

Likes

For all the charts in the Likes tab, the popup will list your Page’s Like and Unlike Sources for the selected period of time. You can also click on a metric in the benchmark box on the right to compare data over time.

Likes

Reach

The Reach tab shows you:

• Post Reach, which is broken down by paid and organic

Reach• Positive Engagement: Likes, comments, and shares

Reach• Negative Engagement: A fan hiding a post, hiding all posts,

reporting spam, or unliking your Page • Total Reach, which shows you the total number of unique

people who were shown any activity from your Page

Visits/Views Tab

• In the Visits tab, you’ll see:

– Page and Tab Visits: A breakdown of where your visits are coming from

– Other Page Activity, such as mentions of your Page in a post, posts by other people on your Page, check-ins to your location, or offers redeemed

– External referrers: Sources outside Facebook that are driving traffic to your Page

Posts

• This tab allows you to check on when your fans are recently online.

Videos Tab• Views of 3 seconds or more

Videos Tab– 10 seconds or more

Analysing Facebook Advertisement

Most of the reach is organic (light orange)

High viralitythrough shares

High levels of likability

High click throughs for post

Debrief

5 mins

• What have you learned about Facebook ads?

• What does it show you?

• How can you apply this in your organisation?

Social Media Promotion Mechanics

Why Promotions?• Increase awareness and engagement

• Generate leads through a LEAD MAGNET

• Increase participation

• Drive conversion and purchase

• Encourage social sharing and WOM

Giveaways and Freebies [B2B and B2C]

FREE is the strongest word in a copywriter’s bag of tools.

Giving away doesn’t cheapen value.

When capacity and cost is not an issue.

Giveaways and Freebies [B2B and B2C]

Tools and Templates (B2B and B2C)

Limited Time Period Trials [B2B]

Freemium Model [B2B and B2C]

Special Offers, Promo Codes and Coupons [B2C and B2B]

Source of promotion:

https://www.facebook.com/OccupyDemocrats/photos/a.347907068635687.81180.346937065399354/1229104887182563/?type=3&theater

Festive Specials

Why Contests Work

Gamification Talent Spotting

(espinfluencers)

Get User Generated

Content (UGC)

Trigger social sharing

Increase Brand Awareness and Affinity

#1 Lucky Draws

Source of promotion: Pentel Singapore

#2 Voting or Polling Contest

Source of promotion:

https://www.facebook.com/ZoukOutOfficial/posts/

1019082544852261

#3 Refer-a-friend + Comment Promotions

Source of promotion:

https://www.facebook.com/sethluimarketing/posts/142230

4787786367

5 Rules for Photo Contests

1. Thematic relevance

2. Simple rules

3. Campaign #hashtag

4. Include votes/likes

5. Humans + product

#4 Photo Contest

Source of promotion:

https://www.facebook.com/LibertyInsuranceSG/photos/a.405229676210463.100760.398432593556838/1151482544918502/?type=3&theater

#5 Photo Caption Contest

Source of Promotion: https://www.facebook.com/SignatureVacations/app/337076839692702/

3-in-1 Contests

Participants submit photo

with hashtags (eg#ILoveRome)

Another group of participants create caption on photos

Vote for winning photo & caption

Photo Caption Vote

“Glad I’m outside the

Colosseum and not inside

fighting to the death!”

#6 Spot the Difference

Source of promotion:

https://www.facebook.com/883jiafm/photos/a.432471649135.223822.315868674135/10154477945479136/?type=3&theater

#7 Story Writing Contest

Customer product experiences

“Slice-of-life” stories

Limit words

Pair with photos

Attractive prizes

#8 Video Contest

As short as possible

Link brand or product

Keywords or hashtags

Include voting/ “liking”

Include creation tools

Source of image: https://apps.facebook.com/easypromos-video/promotions/2534

#8 Video Contest

Source of promotion: www.facebook.com/natgeo/

• Call out target audiences

• Attractive incentives for students

• In sync with the brand DNA

#9 Crowdsourced Ideas/ Tips Contests

Source of promotion: https://www.instagram.com/p/BJrFNxajzVj/

#10 Exclusive Events Invites

Behind the Scenes Tour [B2B + B2C]

Source: http://www.airlinereporter.com/2011/10/photo-tour-of-the-boeing-787-dreamliner-factory-floor/

Campaign Channels, Logistics and Legalities

Social Channels Used

• Consumer behaviours

• Image/video?

• Mobile friendliness

• Space

• Hashtag virality

• Audience receptivity

App or Software?

DIY on Social Platform (egFacebook)

Use of Promotion App/ Landing Page

Ease for Users Simple More Effort

Cost Cheap and easy Fees for use

Effort Needed Minimal Fuss More Effort

Tracking winners Difficult Easy

Displaying Rules Limited More Space

Member Acquisition

Difficult (“Like” Gating banned) Easier using platform

Virality Easier to Share Limited Social Sharing

Types of Apps

• Mail Chimp (www.mailchimp.com)

• Binkd(https://www.binkd.com/),

• Shortstack(http://www.shortstack.com/)

• Heyo (http://heyo.com/) • Wishpond

(https://www.wishpond.com/)• Lead Pages

(https://www.leadpages.net/)• Instapage

(https://instapage.com/

Prizes

Prize presentation

Target Audience

Fit with product/ service

Seasonal

Number of winners

Winning criteria

Affordability

Legal Considerations

• Singapore Consumer Act

• Facebook’s guidelines: https://www.facebook.com/page_guidelines.php#promotionsguidelines

• Instagram: https://help.instagram.com/179379842258600

Exercise• Develop a Social Media Promotion

30 mins

Promotion Mechanics Selected Channels

App or Organic? Type of Prizes

Lead Nurturing and Landing Pages

Lead Nurturing Cycle

Source: http://www.forentrepreneurs.com/buying-cycle-and-triggers/

Lead Capture

Form

Call To Action (CTA)

Parts of a Landing Page

Define Your USP

http://www.cpcstrategy.com/blog/2013/08/unique-selling-proposition-usp/

Showcase Target Audience

http://www.emoderation.com/facebook-globalpages/

Action-Oriented Text

Use Words that Your Audience

will resonate with. Eg

• Try Now

• Download Your eBook

• Book Your Place

• Sign Up For Free

189 words and phrases here:

https://blog.bufferapp.com/wor

ds-and-phrases-that-convert-

ultimate-list

Showcase Product

https://www.buylandingpagedesign.com/preview/garcinia-cambogia-lead-capture-lp-016/479

Create Sense of Urgency

https://blog.indiemark.com/tag/sense-of-urgency/

Choose Right CTA Buttons

http://conversionxl.com/which-color-converts-the-best/

Lots of Customer Benefits

http://www.wordstream.com/blog/ws/2015/09/02/landing-page-tips-and-tricks

“Click Triggers”

• Testimonials

• Awards

• Endorsements

• Guarantees/ Warranties

Bullets + Boxes

Be Brief

Test Different Versions

Source: http://unbounce.com/landing-pages/dangerous-landing-page-mistakes/

Limit To Just One Action

Downloading eBook Example

Squeeze Page (ie Minimal Information on Landing Page)

Source: http://scroogestrategy.com/index.php

Squeeze Pages (ie Minimal Information on Landing Page)

Source: http://www.amyporterfield.com

Exercise• Create Landing Page for a B2B Business. Include a lead magnet.

30 mins

HERO IMAGES (Please insert)

HEADLINE

Sub headline (if needed)

Body Copy (maximum 3 short paragraphs, include customer benefits)

CALL TO ACTION (Action-Oriented Text, Showcase Product, Urgency)

Insert “Click Triggers” (eg testimonials, research data, awards,

endorsements)

Insert Call To Action (CTA) Button

Debrief

5 mins

• What have you learned about social media promotions?

• What is the difference between B2C and B2B?

• How can you apply this in your organisation?