Facebook Organic + Paid Strategy For Business

FACEBOOK

FOR ENTERPRISE

ADVERTISINGSTRATEGY

KATE BUCK JR & JESSE JAMESONSOCIAL MEDIA MANAGER PRO

• CEO at Social Media Manager Pro

• Marketing online for 15 years• Focused on using social media

marketing for traffic, lead generation and sales

• Consults with top Brands worldwide

#SEJSummit#Searchmetric

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JESSE JAMESON

• Faculty Director at Social Media Manager Pro

• Training and development for social media professionals

• Focused on creating effective and efficient systems and processes

#SEJSummit#Searchmetric

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KATE BUCK JR.

CASE STUDYAction Sports Clothing Retail - 600 Stores US & Canada

• 90-day focus to boost their Facebook Reach, Engagement, Product Awareness and Event Marketing

• 1.5 million Facebook fans with extremely low engagement

• Small staff unable to keep up with all platforms and changes in ad management techniques

• Particular interest in studying direct-to-product marketing campaigns

3 TAKEAWAYS

Deploy a strategic

engagement campaign to

activate existing fans, and

increase organic reach.

Leverage lookalike audience

functionality to find and connect with new, highly-

targeted fans.

Use transaction-based, direct

response invitations to create meaningful

connections between your fans

and your brand beyond social.

BASELINE KPI’SBaseline KPIs (compared to competitors/similar businesses)

GOALSWe created the following three goals with the client todemonstrate our success managing both their ads and organic engagement:

• Rise in “page performance” from 3% to 10%• Rise in “monthly ad value” from $4025 to $10,000• Rise in “engagement levels” from 0.0% to 0.2%

3-PRONGED APPROACH

• Audience Re-Engagement

• Audience Growth

• Direct to Product (Invitation) Marketing

DEPLOY A STRATEGICRE-ENGAGEMENT

CAMPAIGNTO ACTIVATE EXISTINGFANS AND INCREASE

ORGANIC REACH

PROVEN POST• Find a successful past post that is evergreen in nature

• Use this “proven post” and put an ad behind it to show it as a sponsored story.

• Target existing page likes first

• Create a separate campaign using very specific demographics collected from your insights (example: skateboarders, male, age 18-30, also likes other specific related pages)

EXAMPLE PROVEN POSTWITH ORGANIC TRACTION

ENGAGEMENT RESULTS

$.01

RE-ENGAGEMENT RESULTS• Week 1, as spend of $1500 resulted in:

Page performance = 5% (an increase of 166%)Monthly Ad Value = $12,233 (an increase of 303%)Engagement Levels = .08% (40% of initial target)

UNEXPECTED RESULTSEven a direct-to-product post can go far beyond an attempt at generating sales.

There is additional value in the other two approaches:• Exposure to new fans • Increases overall page engagement

LEVERAGE LOOKALIKEAUDIENCE

FUNCTIONALITYTO FIND AND CONNECT

WITH NEW,HIGHLY-TARGETED FANS

CREATE A LOOKALIKE& CUSTOM AUDIENCES

From “Create an Audience” in either Facebook Ads Manager or Power Editor, you can create a Lookalike audience to push ads toward.

2 ways to accomplish this:

1) Conversion Pixel - Place a conversion pixel on a page on your website where users take an action. Facebook will create an audience that most closely match the users that have fired the conversion pixel.

*If you have 100 people with your conversion pixel, Facebook can find you about 1,000,000 more that closely match those people.

OR

LOOKALIKE AUDIENCES2) Custom Audience by uploading a customer email list, Facebook can match those email addresses to Facebook profiles and create a lookalike audience based off your customer list.

• Brand had multiple email lists segmented by purchases

• Importing these lists into Facebook, we had a unique opportunity to place targeted ads in front of customers we not only knew had purchased, but we also knew exactly what they purchased.

LOOKALIKE AUDIENCES• This very close targeting allowed us to create meaningful

connections between the fans and the brand because our ads could speak directly to them and their specific relationship with the brand

• Example: Our Team split tested one ad to our Nike buyers and the same ad to a lookalike audience for our Nike buyers.

AUDIENCE GROWTH

$.08

USE TRANSACTION-BASED,

DIRECT RESPONSEINVITATIONS TO CREATE

MEANINGFUL CONNECTIONS

BETWEEN YOURFANS AND YOUR BRAND

BEYOND SOCIAL

LOSING AD

$14.82

WINNING AD

$10.75

MEASURING EACH STEP OF THE WAY

Our team is crazy about analytics and we consistently test against the new control, refining as we go. We configure each set as a new campaign to keep results as clean as possible.

Split test the following variables profusely:• Image• Targeting• Headline• Copy

Looking for:• Highest click-through rate• Lowest cost-per-action• Relevance Score

3 TAKEAWAYS

Deploy a strategic re-engagement campaign to

activate existing fans, and

increase organic reach.

Leverage lookalike audience

functionality to find and connect with new, highly-

targeted fans.

Use transaction-based, direct response

invitations to create meaningful

connections between your fans and your

brand beyond social.

@katebuckjr

@jpjameson

THANK YOU!

ENTERPRISE CHALLENGESSocial properties are often launched and then abandoned

• Lack of support from Executive Level• Lack of staff or budget within social team• Too many platforms to manage - overwhelm• Lack of expertise in a specific social focus• Rapid changes in social, leaving social media staff

“out of the loop”