Social media is now a Pay to Play world, but for the small business it's one of the best bargains around.

1. Pay
to
Play
The New Reality
WACO Convention, Stevens Point, Wisconsin March 2016
by Ann Illig, Social Caterpillar

2. • 50% or more
• 30 - 40%
• 20 - 30%
• <10%
2
1. On average, what
percent of the
people who “like”
your campground’s
Facebook page see
your posts?
Quick Survey

3. 3
2. Up or Down from
a year ago?
Quick Survey

4. 4
Audience Reach
I average about 20-25%
reach for my clients’ posts

5. Before we start … some Terminology
5

6. Organic Reach vs. Paid Reach
6
Organic reach is the total number of unique
people who were shown your post through unpaid
distribution.
Paid reach is the total number of unique people
who were shown your post as a result of ads.

7. The Newsfeed Algorithm
7
Logic Facebook employs to
filter the Newsfeed so that
users see only content that is
most relevant to them.
It’s proprietary, secret and
Facebook keeps tweaking
the logic.

8. Decline
of
Organic
Reach ?
8

9. Is the FREE Ride Over ?

10. • Feel more comfortable using ads
• Know when to use ads
• How to spend a little and get fantastic results
Time for the New Reality

11. Types of Ads
11
•Boosted Posts
•Promoted Posts
•Newsfeed Ads

12. The
Boosted
Post
12

13. Boosted
Posts
13

14. The
Promoted
Post
14
www.facebook.com/ads/create

15. 15
•Only your own content
•Not every post!
•Remember the 20% text rule
•Blatant sales messages are OK from
time to time, but think about what’s
important to your fans
What to Boost
or Promote?

16. The
Newsfeed
Ad
•Created in the Ad Manager
•Do NOT show up the wall of your
campground’s Facebook page
•Only shows in the feed of targeted users
•labeled ‘Suggested Post’ or ‘Sponsored’
www.facebook.com/ads/create

17. Ad Placements
Right Hand
Column Ad
Newsfeed Ad
17

18. 18
Creating Awesome Ads
START SLOW.
Put your toe in the pool before
you dive in.
• Keep budget low to start.
Use “lifetime limit” on all
ads!
• Experiment, experiment,
experiment
• Start with Boosting to get
your feet wet
• Keep your ad message
simple.

19. 19
Creating Awesome Ads
THINK FIRST.
Advertising strategy is
important.
• Be clear on your objective
for each ad
• Think about timing
• Audience targeting

20. 20
Creating Awesome Ads
LOOK GOOD.
Invest in your visual assets.
• Build up your library of
GREAT photos
• Get some video that really
shows off your campground
• Use FREE tools like
canva.com give you that
professional edge

21. Awesome Ads
Objective: Drive people to website and generate new business
Total reach: 4,664 (221 organic / 4,443 paid)
Engagement: 133 clicks to website
Audience: Non fans…people with interest in dogs in targeted communities
Amount Spent: $25 ($5/day for 5 days)
IMAGE AD
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22. Awesome Ads
Objective: Drive people to website and create awareness
Total reach: 9,435 (2,781 organic / 6,654 paid)
Engagement: 24 shares; 112 post likes
Audience: Non fans…people in 50 mi radius of Madison with interest in camping
Amount Spent: $10
CAROUSEL AD
22

23. Awesome Ads
23
Objective: Drive people to website and create awareness
Total reach: 19,028 (11,045 organic / 7,818 paid)
Engagement: 7.1K video views; 89 likes; 81 shares; 112 clicks to website
Audience: Non fans…people in 50 mi radius of Milwaukee with interest in RVs, travel
trailers or camping
Amount Spent: $10
VIDEO AD

25. 25
Creating Awesome Ads
BRAND YOURSELF.
Help people to remember you
from all the others.
• Does your campground
have a brand?
• Logo, tagline, mascot?
• White version of your logo?
• Is your website aligned
with your branding?

26. 26

27. 27
Creating Awesome Ads
KNOW YOUR
NUMBERS.
Know what’s working,
what isn’t.
• Great metrics on the Ad
Manager dashboard.
• Other indicators: phone
ringing? Likes increasing?
Web traffic up?
• If something’s not working,
stop the campaign and
rethink.

28. How to “Out-Fox” the Algorithm

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1. GET YOUR FANS TO SHARE YOUR CONTENT
Bottom Line
Anything that increases the engagement
level on a particular post impacts the
algorithm.
Outfoxing the Algorithm
2. GO VISUAL
3. GET YOUR FANS TO TAG PEOPLE

30. 30
The Algorithm
• Visual
• Low engagement
• Self-serving
32%

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The Algorithm
• Visual
• Clear benefit to fans
• High engagement
143%

32. The New Reality
32
Social media is now a Pay to Play world, but for the small
business, it’s actually one of the best bargains around.

33. Ann Illig, Social Caterpillar
socialcaterpillar3@gmail.com
630-674-1788
Questions?