1. Understanding paid for social media
Will Barker – Project Support Officer (Social Media & Digital)
@1000LivesPlus

2. Paid vs Organic Organic
Free. Content that you’re posting on your social media channels that you’re not paying to reach people with.
Paid
Costs you money. The same (or different) content that you’re posting for free, but that is (potentially) reaching much larger audiences than you otherwise wouldn’t be able to reach.
Facebook, Twitter, LinkedIn all offering it now, with Instagram and Snapchat coming soon, but already open to big business.
Potentially – because some of the biggest campaigns that have happened in the last year have been organic/viral
#nomakeupselfie
#icebucketchallenge
#findmike
#EmployAdam - £500 cost for a billboard – huge coverage across national press and ended up getting a job with Seachange (digital agency) as a viral producer for projects
Any others?
@1000LivesPlus

3. Paid vs Organic
Facebook algorithm, EdgeRank, making it harder and harder for posts to be seen organically, unless you’re one of the big boys or your engagement is through the roof. (which I guess none of ours is? Ours isn’t!)
May have 3,000+ page likes, but your posts only reaching 10% of those, if that.
Anyone know their percentage? Has that gone down or up over the last 6-12 months?
@1000LivesPlus

4. Paid vs Organic @1000LivesPlus / @willdotbarker
Point is – Facebook changes this all the time, so what is working or not working now, probably won’t work or not work in the future
@1000LivesPlus

5. Paid vs Organic @1000LivesPlus / @willdotbarker
Making our jobs harder to reach people in the ways we expect to...but just a reminder that the more time you can put into it, the more rewards you should see.
All is not lost on organic posts...
Organic tips
Facebook insights can give you a helping hand with reaching more people organically – look at when the majority of your audience is online and post at those times – ours is just before lunchtime and around 9pm most days.
See which types of content give you the most back – and do it more. Most likely to be pictures, links and videos above just text.
@1000LivesPlus

6. Why then? Measurement Talking to people in a place they have chosen
Reach more people than you ever could in traditional press
Tell your own story, in your own way
Own your content
Why not?
Measurement – better insight into how your content is working, in a dashboard for you to see easily
Talking to people in a place they have chosen – integrating yourself in everyday life and not interrupting their viewing
Reach more people than you ever could in traditional press – most campaigns will give you at least 20,000 reach for very little money. WM is about 30,000 but with FB you get to choose a relevant audience.
Tell your own story, in your own way – you create the messaging, you control the story
Own your content
Why not? – What is stopping you from trialing it? If it doesn’t work for you – at least you know it doesn’t work for you
@1000LivesPlus

7. Getting started
@1000LivesPlus

8. What are you trying to get for your money?
Promote your page – more likes – but is that a priority?
Boost your post – might be better for a one off piece of content like video or images
Send people to your website – read something or more information on your campaign – better for ongoing campaigns
Increase conversation – need HTML in your website to track actions taken on that page
Upload video – more focus on posting videos directly to Facebook now instead of linking through YouTube, so if you have a great video and that is all you are promoting, try this
@1000LivesPlus

9. What do you want it to look like?
Image is most important as needs to catch the eye of the busy Facebook user you are trying to target.
Can choose up to 6 photos to promote (crop them accordingly) – this gives you the option to try things out & see which is getting most engagement then do more of that
Can add short bits of text that need to be punchy, to the point and memorable – what would you click on?
WE DID A VIDEO – watch here Or
We have just launched a new film offering people advice about A&E featuring a rising star
Add a call to action if needed, which can be useful for click throughs
@1000LivesPlus

10. Who do you want it to target?
Don’t NEED to use all fields here – only those that matter to you
Can go as wide or as niche as you require, drill down to country and surrounding areas – useful for local targeting (Sing with Us Example)
Can choose language if needed
Add in demographics and interests – but remember to keep in mind what people affiliate themselves with on Facebook, because that’s your best chance of reaching people who matter to you
Behaviour – purchase behaviour
Connections – people who already like your page, friends of those people, or completely new people
As you choose your audience, the dial on the right will show your estimated reach for the campaign
@1000LivesPlus

11. How much do you want it to cost?
Start little, evaluate and add to it – play around with small amounts of money first
Optimise for your objective – if it’s a website click add, choose optimise for website clicks – that’s my chosen one because you're paying for an actual action, not just them seeing it.
Work out your lifetime budget and then choose your daily amount – spreads your costs better I have found and you get more overall from it
@1000LivesPlus

12. Analysing the analytics
Actions taken as a result of your campaign
Increase in page likes
Other posts on your page liked
28 day period of actions - download
Always look at your final reach and actions taken on the campaign or boosted post
Do more and benchmark against eachother
@1000LivesPlus

13. Analysing the analytics
Campaign thatw as running for 2-3 months promoting a mass participation event – 85,000 paid reach
Did a couple of boosts and some downtime, mixed it with offline marketing and organic social media content
@1000LivesPlus

14. Analysing the analytics
Boosted post analytics example
@1000LivesPlus

15. Matching paid and organic
When running ads, make sure your organic content is great too – no point getting that engagement and then the user switching off because the rest is not as good
Use your influencers to help spread your paid for content as well
@1000LivesPlus

16. Remember Requires great content to be successful
Focus relentlessly on your aim
Start small, experiment
Quality targeting for quality community building
Use your influencers
Don’t forget about organic
Monitor, measure and learn
Grab attention, clear concise and impactful messaging to get that click through to your content/page/website whatever it is your selling
@1000LivesPlus

17. Useful links
Facebook advertising tips -
How EdgeRank works -
#EmployAdam
@1000LivesPlus