Paid and Organic Social Media Strategies

Nick Daniels | Momentum | June 1, 2016 | LSA Digital Marketing Boot Camp - Detroit

Nick DanielsSales & Marketing Specialist

Agenda

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Where in the world do you start?

What is organic reach?

How can paid reach benefit your business?

Some key takeaways.

Q & A

Where in the world do you start?

You must use Facebook.

Ask Questions, Set Goals.

• What do you want to accomplish with Facebook marketing?

• Build brand awareness? • Drive more qualified traffic to your website? • Build a community? • Sell more products?

…and what you truly need to identify…

Your Value Proposition

• One of the keys to a successful Facebook marketing campaign is…

Knowing your business inside & out.

The value you offer to your target audience.

What makes you stand out.

…once you’ve discovered your DNA…

Research and Development

• Identify your customers and prospects• Understand your audience and where they spend their time

• Research your competitors and what they are doing

• Create a strategy around your personal ecosystem

Facebook Marketing Strategies

Fans Events Contests

Ads Share

QR Codes

Ongoing Collaboration

…now it’s time for you to manage yourposts…

• Have a plan for your content

Editorial Calendar

Editorial Calendar Resources

What is organic reach?

It’s not about you,

it’s about being a part of yourcommunity and providing

value.

• You may have heard that organic Facebook reach is down. And it’s true—to a degree.

• Why? Facebook continues to make a series of updates to its ranking algorithms.

• Facebook has grown exponentially.• The byproduct of this growth has been less user attention on individual posts, though.

Organic Overview

…this change means you need to Improve your content…

How to write a powerful headline.

Apply appropriate imagery

Make your content easy to share

…You need to pay attention to trends…

• So you can join in on the conversation

Stay ahead of Facebook trends

…You need to take time and respond…

• Facebook’s EdgeRank System pays close attention to fan / brand interactions.

• Assigns an Affinity Score• Higher the scores you have with fans, the more relevant and active your brand seems.

Reply, Reply, Reply

…You need to tag other brands on Facebook…

…You need to promote your posts selectively…

Engage with your fans—or Perish

• Create posts that people can interact with• Sweepstakes contests • Vote contests • Referral promotion • Photo contest• Facebook coupon

…You need to post at the right time…

Post at Non-peak Times

• Peak: 6:00am to 3:00pm• Non-peak: 10:00pm to 3:00am

…You need to post more often…

Content Marketing Platforms (CMP)

• Utilize the platforms that we have already covered to push content in a timely fashion

How can paid reach benefit your

business?

First thing’s first,

everything you have learned so far still applies.

Why Facebook Ads?

• Boost your posts• Promote your page• Send people to your website• Reach people near your business

Boosted posts basics

• What can you boost?

You can also boost

• Business photos • Company videos • Promotional offers

Promote your page

• Promoting your Page is a way to create ads that will show in News Feed, on the right side of Facebook and on Instagram. • Grow fan base • Higher fan engagement • Build Trust • Brand awareness

What that page/ad looks like

• You have the ability to promote your website on your Facebook page

Send people to your website

• You have the ability to promote your local business

Reach people near your business

• You have the ability to establish a daily budget

Setting a budget

• You can set your ad to run continuously or make it end on a specific date.

Ad duration

• Is this thing on? Does it actually work?

Measure your success

Some Key Takeaways

You need to determine your goals

You need to focus on strategy and implementation

You need to be consistent

Q & A

Thank you!