Facebook has changed its algorithm to drastically reduce the reach of business posts unless they are advertised. Now only around 3% of followers will typically see unpaid posts. As a result, businesses need to optimize posts for sharing, re-evaluate their Facebook strategy and investment, engage fans elsewhere, and consider paying for advertising. Advertising on Facebook provides advantages like greater reach, targeting, and protection against wasting money.

1. Kendra Wright| Saffire Events
GOTTA PAY TO PLAY:
The New Face of Facebook

2. We’ll send you the slides.
NO NEED FOR NOTES

5. SOMETHING
BUT
WAS MISSING

6. HELP MORE PEOPLE!
We wanted to

7. Over 120 Events, Venues & Destinations trust Saffire!

18. POLLS

19. FACEBOOK IS KING
Facebook is Dwindling.
BUT YOUMAYHAVE HEARD…
Free

20. THE OLD WORLD

21. THE NEW WORLD
In September, Facebook made a change to its algorithm, drastically
reducing the reach of business posts.
In December, they did it again.
Now an estimated only 3% of your followers will see your posts if you
don’t advertise.

22. WHY?
USER EXPERIENCE
& CA$H

23. NEW FACEBOOK STRATEGIES
1. Optimize posts for sharing.
2. Re-evaluate your Facebook investment.
3. Engage your fans elsewhere.
4. Pay up. (cheap… for now)
Post and advertise, or don’t post.

24. ADVANTAGES OF ADVERTISING
• Greater reach
• Greater targeting
• Protection against wasting money
• It won’t run if people don’t click

25. FACEBOOK AD TARGETING
• Your Facebook followers
• Their friends
• Your email list
• People who are “look-alikes” to your list
• People who went to your website
• Even specific pages
• People who are interested in pertinant organizations

26. NOT ALL AD METHODS
ARE CREATED EQUAL

27. GOOD

29. RIDE THEORGANIC WAVE

30. POST SOMETHING ENGAGING

32. …THEN BOOST IT

33. AUDIENCE TARGETING

34. BETTER

35. ADS MANAGER
www.facebook.com/advertising

36. STEP 1: SET OBJECTIVE
Think about your goal and the type of post your advertising.

37. EXAMPLE AD TYPES
• PAGE POST ENGAGEMENT – Image, video or text
• PAGE LIKES – Get more Likes on your Facebook page
• CLICKS TO WEBSITE – Drive traffic to your website
• OFFER CLAIMS – Like a coupon, with “Get Offer” button
• EVENT RESPONSES – Includes event details and RSVP link

38. PAGE POST ENGAGEMENT AD
• Promoting your POST will get more INTERACTION.
• Why you should use it:
• To get more video plays and engagement on photos
• To let your customers know of sales and specials

39. EXAMPLES

40. PAGE LIKES AD
• Promoting your PAGE will get more LIKES.
• This was more important when Likes “guaranteed” that
you would show up in their news feed.
• Now it is good for when you advertise to your fans
(because you have them!).

41. EXAMPLE

42. CLICKS TO WEBSITE AD
• Promoting your WEBSITE will get more WEB TRAFFIC.
• Why you should use it:
• There is something else to see on your business website or blog
• Prompt lead generation

43. EXAMPLE

44. OFFER CLAIMS AD
• Promoting your OFFER will get more REVENUE.
• Why you should use it:
• Allow customers to claim special deals you’re running
• Organic reach: Kendra claimed this deal!
• INSTANT GRATIFICATION!

45. EXAMPLE

46. EVENT RESPONSES AD
• Promoting your EVENT will get more ATTENDANCE.
• Why you should use it:
• Same as offers, but no purchase is made
• Organic reach: Kendra is going!

47. EXAMPLE

48. STEP 2: SELECT AD PLACEMENT
Where do you want your ad to show up?

49. STEP 3: DEFINE YOUR AUDIENCE
A more targeted audience means more engagement.

50. STEP 4: SET YOUR BUDGET
This can be done by day or overall.

51. GET ORGANIZED (as of yesterday)
Overall objective
Creative – text & images
* NEW in September
Schedule, budget, bids,
targeting & placement*

52. WHAT DO I NEED TO SPEND?
You can spend as little as $1.00/day for approximately 4000 impressions versus:

53. STEP 5: WATCH FOR RESULTS

54. BEST

55. POWER EDITOR
The most professional way to advertise on Facebook.
More nerdythan Ads Manager

56. WHY USE POWER EDITOR?
• Create “Dark Posts,” which are unpublished posts
• Hint: great for testing!
• Ability to save and reuse all of your audiences
• Create Lookalike audiences – similar to a list based on email upload
or page Likes
• Bulk ad editing
• Place ads for specific mobile devices

57. YOU CAN TEST WHAT
WORKS BEST!

58. FACEBOOK ADS
It has never been cheaper or easier to see what gets results.

59. THEN APPLY EVERYWHERE!

60. PUT IT HERE

61. …AND HERE

62. AND MOST IMPORTANTLY…

63. CONTESTS
Facebook

64. THE DOS & DON’TS
DO
• Collect entries by Comments/Likes
• Collect entries by having users
message you
• Utilize Comments/Likes as a voting
mechanism
DON’T
• Place contests on personal
Facebook timeline
• Require people to tag themselves
in promotions
• Use more than 20% text on your
ad photos

65. FACEBOOK IMAGE GRID TOOL
If text covers more than 20% of your photo, Facebook won’t let you advertise it!
https://www.facebook.com/ads/tools/text_overlay

66. TOP 5 CONTEST TIPS
1. SET GOALS
• What are you trying to achieve? Ex: likes, comments, video watches, email addresses
2. CONSIDER THE AUDIENCE
• Important in determining your prize package Ex. Moms, teenagers, etc.
3. DETERMINE THE CONTEST TIME FRAME
• Remember Story Bump! Daily small contests for likes & comments;
longer timeframe for more personal information

67. CONTEST TIPS, CONT.
4. CREATE A PRIZE PACKAGE
• Both smaller (page posts) and bigger (to build email list)
5. PLAN THE FUFILLMENT
• Know how quickly you can deliver & make sure it’s within the expiration
date

68. CONTESTS FOR FOOT TRAFFIC

69. ON SITE
PROMOTE DEALS THAT ARE ONLY AVAILABLE

70. EXAMPLE

71. EXAMPLE

72. EXAMPLE

75. A GOOD RULE OF THUMB
Create a sense of urgency
• Set a deadline
• Use a countdown
• Make it holiday-specific

76. VS.

77. CONTESTS FOR INTERACTION

79. EXAMPLE

80. EXAMPLE

82. EXAMPLE

85. FUN POSTS

87. EXAMPLE

88. FUN POSTS

89. EXAMPLE

90. PRIZE IDEAS
• Gate admission tickets
• Unlimited ride wristbands
• Season passes
• Experiences/meet and greets
• Behind the scenes tours (on a golf cart!)
• T-shirts and/or other promotional items
• Giveaways from sponsors
NOTE: We’ve found that 70—80% claim prizes.

91. CONTESTS FOR MORE DATA

92. IFRAME IN TO FB

93. THE BIGCONTEST

94. USE FOR EMAIL COLLECTION

95. SMALLER CONTESTS
Two posts:
1. Announce contest
2. Announce winners

96. EXAMPLE

97. BIGGER CONTESTS
Four posts:
1. Announce that you’re going to have a contest
“4 MORE DAYS! We'll be giving away 1 sheet of 24 carnival tickets to 5 lucky people later today!
#FinalCountdown”
2. Announce contest
3. Announce that you’re going to announce the winners
“We just drew the name of the first winner of the ULTIMATE FAIR EXPERIENCE! Are you ready to know
who it is?”
4. Announce winners
a. If more than 10 winners, announce in groups of 5

98. NERDY
Now, for a
Party Trick.

99. IMAGESare so important.

100. EVER TAKEN
10% of photos
Were taken in the last 12 months.

101. POSTS WITH PHOTOS
The engagement rate of Facebook
is so much greater than without.

102. IMAGESare hard.

104. LET CANVA WORK FOR YOU

106. FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?

107. NEW
Advice for a
World

108. “NEW” ADVICE
Mimic what you see on the platform. Content is King, but context
is even more important.
Don’t interrupt or be intrusive. Talk about what they’re talking
about.
Example: My late talking son.

109. “NEW” ADVICE
Share “jabs,” non-direct to your offering. Aim to hit an emotion
so hard that the customer wants to share it, because it will say
as much about them as your festival.
Example: Remember when you were little and asked for ice
cream. What happened?

110. “NEW” ADVICE
Be a real person, like a friend. Share:
• Entertainment to help them escape
• Useful information they can utilize

111. “NEW” ADVICE
Leverage pop culture
• Show customers you love the music, shows, etc. they do
• BE READY when something happens you can leverage
• Examples: Ponchos, Harlem Shake, Oreos, Sound of Music

112. FREE ONLINE MARKETING TIPS
Website www.saffireevents.com
The Amplifier www.saffireevents.com/podcast
Facebook Saffire Events
Twitter @SaffireEvents
Instagram saffireevents
Pinterest saffireevents
YouTube saffirestudio
Questions?