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@AndreaVahl
@GrandmaMaryShow
#FBWebinar
Today
• What to do about decreased Organic Reach
• What type of posts are best and how to find the best
content to post
• 4 cool tools to help you do your job better, faster, and
more efficiently
• What's working with Facebook Ads and how to get
cheaper clicks
• What to expect from Facebook in the upcoming year so
you can get ahead of the curve
About me
•
•
•
•

Social Media Coach, Strategist and Speaker
Co-author of Facebook Marketing All-in-One for Dummies
Community Manager for Social Media Examiner for 2 years
Grandma Mary
The Not-So-Surprising News
Who’s cranky?
Source: http://www.socialbakers.com/blog/1901-paid-content-is-kingpromoted-posts-vs-organic-reach
Solution?
The Facts
• Facebook is becoming Pay-to-Play
• Facebook is still relevant with 1 Billion people
• Facebook is one of the cheapest targeted ad
platforms
• Facebook is not right for everyone
– TEST TEST TEST
Test Your Social Sites for Yourself
Experiment in Visibility
Test
Page
Post
Types
And More Tests!

Started posting more short, Text-only questions
Posted more often during peak hours
Did a “Caption this photo” Timeline contest
Posting Strategies
What’s Working Now
• Calls to action
• Text 40%, Photos 40%,
Links 20%
• Shareable content
• Ask more questions
• Posting more often
– 2-5 times/day
Post More
4 Recommendations - Reframing

1. Transfer Fans to your e-mail list!!
2. Plan on Ad spend
– Think Subscription model

3. Build up one other social site
– Hedge bets

4. Measure what matters
– It’s not about Reach
Transfer Fans to E-mail List
• Drive social traffic to your
e-mail optin
– Free giveaway
– Newsletter Signup
– Coupon
– Contest
– Webinar

• Social will change – Email
is yours!
Facebook Marketing - What's Working Now and What to Expect Next Year
Plan on Facebook Ad Spend
Test Facebook Ads Strategically
Know your Goals
Test
#1

Test
#2
Test Plan
• Create 4 ads with 2 different target audiences
• Split test ads at $15/each
• Compare Results
Hedge Your Bets
• Cross-promote
• Spend more time
• Measure
effectiveness
Measure What Matters
KPIs – Key Performance Indicators
•
•
•
•

More Engagement – Facebook Insights
More Traffic – Google Analytics
More E-mail signups – Special tags/lists
More Sales – Google Goals, Ask, Conversion
Pixels
Google.com/Analytics
Google Goals
ROI – Conversion Tracking
Conversion Tracking
• One per ad
• Only external
websites
• Not on
Promoted Posts
4 Cool Tools
•
•
•
•

Likealyzer - Assess
Canva - Create
Post Planner - Post
AgoraPulse - Measure
Assess:
Likealyzer.com
Create:
Canva.com
Facebook Marketing - What's Working Now and What to Expect Next Year
Post: PostPlanner.com
Facebook Marketing - What's Working Now and What to Expect Next Year
Measure: AgoraPulse.com
Facebook Insights: What’s working
Facebook Marketing - What's Working Now and What to Expect Next Year
Facebook Ads: What’s Working
•
•
•
•

Custom Audiences
Conversion Pixels
Boosting Post vs. Promoting Post
Split Testing
Access Custom Audiences
Create a Similar Audience
Highly Targeted: Custom Audiences
Boost Post vs. Promoted Post

Test Test Test!
How to get Cheaper Clicks
•
•
•
•
•

Split Test ads
More Clicks
Click Thru Rate – CTR
Sidebar - 0.07% - 0.10%
News Feed 0.8% - 1.5%
Facebook: What to Expect
• Organic Reach to keep dropping
• New ways to advertise
– Video Ads, More options

• Mobile use to increase
• Facebook will stay relevant through 2014
• Smaller businesses need to evolve
Thank you! Connect with me
www.AndreaVahl.com
www.facebook.com/andreavahl
www.fb.com/GrandmaMaryShow

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