WMTC18: Using Facebook Events

Facebook Events are a great way to boost engagement, get people talking, provide helpful information and ultimately plan your upcoming business events. Learn how to plan, coordinate, and spread awareness of your brand through this tool.

Session presented by Carin Oliver, Angelsmith, Inc.

http://angelsmith.net/
https://www.facebook.com/angelsmithinc/
https://twitter.com/angelsmithinc

Transcript

1. 1 A D V A N C E D FACEBOOK EVENT STRATEGIES FOR WINE DESTINATIONS
2. 2 PAGE Carin Oliver EMAIL: CARIN@ANGELSMITH.NET LINKEDIN: /CARINOLIVER/ I LIKE: • Stinky dogs • Stags Leap AVA cabernets • Russian River Pinots • Photoshop I AM: • Excited to be learning more about you. • Married to my biz partner • Voyeur: Driven to understand consumer buying behavior • Chief Executive Officer, Angelsmith, Inc ABOUT ME, ME, ME
3. 3 PAGE OFFICE San Francisco - Point Richmond, CA VERTICALS Wine = 45% Health & Fitness = 25% Restaurants = 15% DTC = 5% SERVICES Web - design development & optimization Advertising - social, digital, paid search Email marketing Consumer Insights Analytics Voice ABOUT ANGELSMITH N o m i n e e
4. PAGE 4 4 BRANDS WE’VE HELPED
5. 5 PAGE BRANDS WE’VE HELPED Wine Brands
6. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL FUN FACTS FACEBOOK ADVERTISING & WINE COUNTRY EVENTS 6 PAGE • SEARCH • Wine country events and its related keyword phrases are high volume search terms. • RAPID GROWTH • The Facebook Ad Platform Is One Of The Fastest Growing, Doubling In The Last 18 Months • 550 MILLION USE FB EVENTS EACH MONTH • EVENTS IN WINE COUNTRY • Events are one of the primary reasons that consumers visit wine country and an excellent way to drive return visits • AD BUDGETS WILL INCREASE (MAKE IT MORE COMPETITIVE) • According to a CMO survey, social ad budgets are predicted to increase by 32% in 2018, and double by 2023. • CONSUMERS LOVE TO CONSUME • Social Is Now A Key Channel Where Consumers Research Products (#8 Reason) • SOCIAL PROOF • Showing friends attending an event can increase engagement by 25% • SOCIAL IS MOST RELEVANT FOR ADS • Fifty percent of Gen Z (18- and 19-year-olds) and 42 percent of millennials (20- to 36-year-olds) think social media is the most relevant channel for ads, according to Adobe’s State of Digital Advertising 2018 report. Career Tip: BECOME AN ANALYTICS NINJA / Advanced Strategies
7. A FACEBOOK EVENT IS A CALENDAR-BASED FREE RESOURCE WHICH CAN BE USED TO NOTIFY PLATFORM USERS OF UPCOMING OCCASIONS. APPEARS AS A PAGE ON FACEBOOK. PAGES CAN USE EVENTS FOR A WIDE RANGE OF ACTIVITES. LIKE EVERYTHING ON FACEBOOK, IT’S FREE, BUT SCALABLE REACH REQUIRES ADVERTISING. GET CREATIVE!!! Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL WHAT IS A FACEBOOK EVENT 7 PAGE Career Tip: MASTER PHOTOSHOP / Advanced Strategies
8. NEWSFEED LEFT HAND COLUMN TAB ON PAGE MOBILE SEARCH RIGHT HAND COLUMN MESSAGE DROP DOWN FACEBOOK LOCAL (APP) PAGE PLUG IN FOR YOUR WEBSITE Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL WHERE CONSUMERS FIND IT 8 PAGE / Advanced Strategies
9. GUARANTEED REACH & ENGAGEMENT IT’S EASIER FOR THE WINERY Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL 9 PAGE / Advanced Strategies
10. GUARANTEED REACH & ENGAGEMENT IT’S EASIER FOR THE WINERY Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL MESSAGE DROP DOWN 10 PAGE / Advanced Strategies
11. LINK TO A TICKETING SITE EVENT Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL SELLING TICKETS ON & OFFLINE 11 PAGE / Advanced Strategies Facebook Records 1 Million Clicks Per Day On Event Ticketing Sites ONLINE = 2X HIGHER CONVERSION RATE
12. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL EXPECTATIONS OF FACEBOOK EVENTS 12 PAGE EMAIL + PAID SEARCH + SOCIAL • Can Increases Sales/Attendance By 20+% INSTAGRAM • Awareness • Consideration FACEBOOK EVENT • Awareness • Consideration • Purchase DON’T EXPECT AN EVENT PAGE ALONE TO FILL YOUR EVENT Integrate To Dominate
13. PAGE 13 Consistent Visual Updates • Static images • Design a cover page - you need a stellar image • Design to their dimensions(change frequently) • Video • Native videos are key • Facebook Live Stats • Facebook prioritizes Live content • Facebook Live broadcasts have doubled YoY • Search for "Facebook live stream" rose 330% since Facebook Live's rollout. • FB live publishers are experiencing 20% or more in Facebook Live views, likes, and shares month-over-month. • Facebook accrues more than 8 billion video views per day. • Facebook Live videos produce 6x as many interactions as traditional videos. • Daily watch time for Live broadcasts has grown by more than 4x. • 1 out of every 5 Facebook videos is a live broadcast. CONTENT STRATEGY / Advanced Strategies
14. PAGE 14 CONTENT STRATEGY / Advanced Strategies ENGAGE WITH EVERY LIKE, COMMENT, SHARE. EVERY. SINGLE. ONE
15. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL TURNING GREAT SOCIAL CONTENT INTO CONTENT THAT SELLS 15 PAGE MOTIVATING CALLS TO ACTION Ask Consumers To Take Specific Action • BOOK YOUR RESERVATION NOW • GET MORE DETAILS/ INFORMATION HERE • LEARN/READ/FIND OUT MORE HERE • CHECK OUT THE MENU HERE • SEE THE FULL SCHEDULE/MENU/ LINEUP HERE • VIEW THE FULL LIST HERE • SEE THE FULL ARTICLE HERE / Advanced Strategies
16. PAGE 16 LET’S CHAT -LIVE VIDEO / Advanced Strategies Live video has 3X higher engagement than other video. Six Ideas To Get You Started: 1. Roll out event updates via live video 2. Answer consumer questions via live video(you will still need to respond via text) 3. Interview your hosts, the event coordinator. 4. Simply do a walk through of the space where it will take place(opening doors to the space drives crazy engagement) 5. Talk about what to wear (another huge search term for consumers going to wine events) 6. Discuss wine event etiquette 7. Taste test the wine and food you’re going to serve 8. Play a short clip of the band. Pro Tip: Get A Great Microphone & Some Sound Dampening Throws
17. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL SAMPLE AD STRATEGY 17 PAGE PATH TO PURCHASE EVENT AD PLAN 1. CREATE EVENTS PAGES - 10 - 12 WEEKS IN ADVANCE 2. EMAIL SEND: DIRECT TO EVENTS PAGE - SIMULTANEOUSLY 3. INSTAGRAM 1. Video ad that entertains to drive awareness 2. BIG ANNUAL CONFERENCE SHOULD HAVE ITS OWN ACCOUNT 4. REMARKET ADS VIA FB 1. Phase 1: ad that sends to facebook event page 2. Phase 2: ad that sends to purchase page on your website with strong CTA 3. Target (In Order): 1. 1st party data 1. Event engagers 2. Email list 3. Page fans 4. Web visitors 2. 2nd party data 3. 3rd party data 5. PAID SEARCH 1. Ad with Strong Call to Action: send to purchase page (generally)
18. PAGE 18 TRACKING Website Tracking • Google Analytics • Reports on actions taken on your website, helps attribute sales and goals. • Code on your site that tracks actions consumers take. • Needs proper configuration based on your goals. Advertising Tracking • Facebook Pixel • Report Conversions, Build Audiences, & Get Insights With The Facebook Pixel. Optimization. Remarketing. Conversion tracking. • Code on your site that tracks the effectiveness of Facebook, Facebook ad network and Instagram ads. You must have accurate tracking and the ability to analyze results set up in advance. Campaign Dashboard & Data Visualization • Google Data Studio • Connects multiple data points from spreadsheets, Analytics, Google Ads, Facebook Ads and more. • Transforms raw data into the metrics and dimensions needed to make more informed decisions. UTM Codes • This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics. • Provides more performance insight, down to the piece of creative and placement of ads. / Advanced Strategies
19. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL THE CUSTOMER JOURNEY 19 PAGE / Advanced Strategies
20. PAGE 20 LIKE KIDS FACEBOOK ADVERTISING NEEDS LOTS OF TLC / Advanced Strategies
21. PAGE 21 TO BOOST OR NOT TO BOOST / Advanced Strategies That Is The Question!
22. PAGE 22 BUSINESS MANAGER / Advanced Strategies Kicks Boost Post’s A$$ GET CERTIFIED - FACEBOOK BLUEPRINT
23. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL BUSINESS MANAGER 23 PAGE Career Tip: Get Certified With Facebook Blueprint / Advanced Strategies Kicks Boost Post’s A$$
24. PAGE 24 GOAL: • Build recognition • Phase 1: Use this as an opportunity to drive traffic back to your event page to build the audience you are going to retarget. FACEBOOK AD OBJECTIVES: • Brand Awareness • Reach BID STRATEGY: • Limited Time Offer(LTO)/Short Campaign – CPM, manual bid • Bid by placement BID STRATEGIES:
 AWARENESS / Advanced Strategies
25. PAGE 25 • Performance: Fast-loading units • Flexible: allow for the incorporation of video, GIFs, 360 photos • Delivers: Stats show 2x higher clickthrough with 34% higher engagement than other FB ad formats • Placement: Mobile Newsfeed Only BID STRATEGIES:
 CANVAS AD UNIT FOR AWARENESS / Advanced Strategies
26. PAGE 26 BID STRATEGIES:
 CONSIDERATION GOAL: • Drive action: website traffic, engagement • Phase 2: drive back to website & event page FACEBOOK AD OBJECTIVES: • Traffic • Engagement – Post Engagement, Event Responses • Video Views • Event Interest Generation BID STRATEGY: • Optimize for cost per action • Manual bid by placement • If driving people back to your website with a small budget, optimize for link clicks. / Advanced Strategies
27. PAGE 27 BID STRATEGIES:
 EVENT RESERVATIONS GOAL: • Conversions: reservations & event attendence • Phase 2: drive to event landing page FACEBOOK AD OBJECTIVES: • Conversions/sign ups/reservations BID STRATEGY: • Manual bid based on the conversion value • Bid per placement / Advanced Strategies
28. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL BENCHMARKS CTR, CPC & CVR, OH MY! 28 PAGE • ADVERTISERS WITH HIGH CLICK THROUGH RATES (CTR) • RETAIL (1.59%) • APPAREL (1.24%) • BEAUTY (1.16%) • FITNESS (1.01%) • WHAT DO ALL OF THESE HAVE IN COMMON? - AWESOME IMAGES • WINE INDUSTRY AVERAGE COST PER CLICK (CPC) • ECOMM SALES CONVERSIONS ($1.72) • AWARENESS ($.25 - $.50) • WINE INDUSTRY VERAGE CLICK THROUGH RATE(ALL OBJECTIVES) • CTR (3.18%) Career Tip: FOCUS ON IMPROVING THE VISUAL VALUE OF YOUR BLOG / Advanced Strategies
29. PAGE 29 LANDING PAGES
 INCREASE CONVERSIONS BY 5+% (THAT’S HUGE!!!) / Advanced Strategies
30. PAGE 30 LANDING PAGES
 INCREASE CONVERSIONS / Advanced Strategies
31. PAGE 31 UNDERPERFORMING CAMPAIGNS - WON’T BE FIXED WITH MORE MONEY LANDING PAGES - MUST MATCH AD CONTENT SMALL BUDGET AND/OR AUDIENCE - DON’T USE CONVERSIONS AS A GOAL DIFFERENT AD PLACEMENTS - REQUIRE DIFFERENT BID STRATEGY & DIFFERENT CREATIVE CROSS CHANNEL CAMPAIGNS - WORK BEST BID STRATEGIES:
 KEY LEARNINGS / Advanced Strategies
32. 32 PAGE Shakr(Paid) • Video platform faciliator B&H Photo • Great resource for video, photo, audio equipment Facebook Creative Hub • Create various ad Types & Test on Different Devices Facebook Ads Manager App • Allows mobile management on the go. Google Analytics(Free) • Must Have Web tracking Tool Google Data Studio Photoslurp(Paid) • Faciliates shopping directly from Instagram Animoto(Paid) • Easier, square video output Facebook Business Manager Facebook Image Text Check Campaign Code Builder Hyperlapse App • Shoots time-lapsed video to share with your followers. Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL TOOLS / Advanced Strategies
33. 33 PAGE ROCK ON! Loyalty ONLINE DISPLAY SEARCH PAID CONTENT SOCIAL MEDIA 3RD PARTY SITES MOBILE APP/SITE LOYALTY PROGRAM SURVEY TWITTER/SOCIAL COMMUNITY CHAT WEB SITE EMAIL FINAL WORDS IMAGES & VIDEO RULE! • Live video is best FREQUENT UPDATES • The more you engage & update them, the better chance for greater reach ADVERTISING • Don’t forget to retarget! PROMOTE ACROSS ALL CHANNELS • Link from email to Facebook event • Link from event to website landing page ENGAGE, ENGAGE, ENGAGE GIVE YOUR EVENT A COOL NAME • Don’t just call it ‘wine tasting’ - make it memorable! / Advanced Strategies
34. PAGE 34 FB EVENT GOT YAS! 1. THE 20% TEXT RULE APPLIES 2. DON’T OVERWHELM WITH UPDATES 3. PAGES CAN ONLY DO PUBLIC EVENTS 4. RSVPS ON FB NEED TO TRANSLATE TO YOUR DOOR 5. RSVPS & INTERESTED DON’T ALWAYS MATERIALIZE 6. IT WON’T WORK ALONE / Advanced Strategies
35. Carin Oliver Angelsmith, Inc. carin@angelsmith.net (415) 228-0850 x796 www.angelsmith.net PAGE 35 NOW GO KICK SOME A$$!!!