Facebook Content & Advertising C A PA C I T Y May 2, 2017
I N T E R A C T I V E
Introduction
Today’s Agenda:
70% Engagement Content Best Practices 30% Promotional Content Best Practices Facebook Content Strategy
How do you approach content creation?
With whom are you trying to communicate?
How can you utilize what resources you have available?
Don’t stress!
Be like Mozart.
1.71B
1.00B
500M
313M
200M
106M
100M
active users on Facebook
active users on YouTube
active users on Instagram
active users on Twitter
active users on Snapchat
active users on LinkedIn
active users on Pinterest
Source: eMarketer
Facebook is prevalent across all age groups
Source: Pew
Most Facebook users are on daily
Source: Pew
Combining reach and usage to get “power”
Source: IMPACTS research
The 70/30 Rule
what you want
what they want
The World
Social Posts
Your Organization
70% Content
What is organic content?
Visualize everything.
Be concise.
Before
After
Think mobile first.
Shorten links.
Be smart about video.
Videos autoplay silently. So, make sure it’s enticing without noise.
Use a powerful thumbnail. This alone can serve as a static ad and have an impact.
Optimize sizing.
Link to other sites.
Use hashtags effectively.
Find your voice.
Define your organization’s Culture.
Think about Voice
Mission/Vision Brand Identity
Identify your Community. Who are your Fans? What matters to them? How do they communicate with one another?
Determine your place in the Conversation. What is your purpose on Facebook.
Think about Voice
Character/Persona:
Tone:
Friendly Warm Inspiring Playful Authoritative Professorial
Personal Humble Clinical Honest Direct Scientific
Language: Complex Savvy Insider Serious Simple Whimsical
Social Media Brand Voice
Purpose: Engage Educate Inform Enable Entertain Amplify
30% Content
What is promoted content?
Facebook is a near perfect medium for arts organizations.
$3,000 Media Investment $25,000 Ticket Sales 737% ROI
Platform:
Impressions:
Clicks:
Conversions:
Cost:
ROI:
1.1 million
2,000 .2% CTR
65 $12,000 Revenue
$18,000
-33%
1.4 million
27,000 2% CTR
128 $23,000 Revenue
$5,000
360%
Plus with Facebook you get: 89,000 Likes, Comments, Shares 1,600 Page Likes
Create a Call to Action.
Don’t just “Boost.”
Placement is important.
Create “Dark” Posts
Limit text on images.
Embrace different formats.
Use dates mindfully.
Am I in the correct place? Is this what I expected?
Landing Pages
Do I trust this site? How long will this take? Where should I go next? Should I click the back button?
Content Strategy
“But I don’t have any time to create good content!” — You
Establish a routine.
Streamline proofing.
Schedule posts.
Be flexible.
Look around you.
Steal.
Save evergreen content.
Recognize the strength of video content.
Video: Playwrights Horizon
Video: Kennedy Center
Invest in the creation of strong, evergreen videos.
Video: Boston Ballet
Video: 92Y
Video: Museum of Science and Industry
Tap into your fan base.
Thank you! C A PA C I T Y
I N T E R A C T I V E
Rachel Purcell
[email protected]
