3. So, you have all the ingredients for a great
looking Facebook Page:
Timeline Banner
Profile Photo (show company logo)
Facebook Tabs
Website URL
Company Info
Ok…Now What?
4. Facebook Promotions can:
◦ Boost “Likes”
◦ Increase engagement
◦ Convert page “Likes” to leads
◦ Build Active Fan Base
Facebook FORBIDS business page owners from
promoting their giveaways through Facebook.
However, there are several third party social marketing
tools/platforms that business page owners can use to
promote on Facebook.
Example tools: Wildfire, SproutSocial and Offerpop
5. Social Marketing Platform
◦ Easy to use, inexpensive & user-friendly
◦ Allows user to create a sign up form on Facebook
that captures as much or as little information about
your fans as you choose.
◦ Records all of your sign up leads into a .csv file for
when promo is completed.
◦ Offerpop offers several categories for your promo:
Tug of War
Sign Up
Referral
Photo Contest
We’ll focus on Referral…
6. Referral encourages your Facebook Fans to
sign up for your promotion, but also
encourages them to recruit their friends.
Once a fan completes the sign up entry, they
are given a unique URL to share with their
friends. Once they reach a referral goal they
will unlock an additional prize/deal.
◦ This adds an incentive to share the promo
7. Lets use an example promotion called:
◦ The “iPad Giveaway” – for a local automotive shop
◦ The main giveaway is an Apple iPad.
◦ When a fan signs up and refers two friends, they’ll
be entered to win the Apple iPad AND unlock a
referral prize for ½ off an oil change.
◦ They won’t know what the referral prize is until they
complete the objective.
8. Visit the Offerpop homepage and login on the upper right-
hand side.
Choose your campaign type (Referral) and the Facebook Page
you’re an admin of.
Now…
◦ Choose a headline
◦ Upload a headline image
◦ Add creative
◦ Create sign up (can include name, email, zip code…)
◦ Determine referral goal
◦ Add hidden content – only seen when unlocked
◦ Choose end time
◦ Add fine print
◦ Click real-time performance reports
9. Offerpop offers fangating when creating your
promotion.
This is a crucial tool in Facebook marketing.
Before users can enter their information in
the sign up form they MUST become a fan
before seeing the content.
This is a HUGE tool for increasing likes and
creating exclusivity with your marketing
message and promotion.
10. Now, your campaign is active
+
Entry Form
Facebook Page
You have a few fans, but how do you
get non-fans to sign up?
11. Start with Facebook Ads
Facebook ads are served up to
users based on criteria that you
choose:
◦ Geographical area
◦ Age
◦ Marital status
◦ Interests
◦ Activities…
◦ Create a Facebook Ad by
visiting:
https://www.facebook.com/adve
rtising
12. Set up your first ad
◦ Choose Page to promote
◦ “Get More Page Likes”
◦ Choose to redirect ads
to your promotion page
when users click ad
◦ Choose your audience
◦ Choose campaign and
scheduling
13. Running multiple versions of ads can help
determine what your target audience will
respond best to.
The best of our examples had this outcome:
With that, you can increase spend for that ad
or create similar messages.
14. Facebook User you have targeted sees your ad on
Facebook and clicks it
The redirect takes the user to the Fangating
screen where they must become a fan to
participate in promo
The user fills out signup info, converting them to
a lead and candidate for your promotion.
They are encouraged to share info about the
promotion with friends to be eligible for referral
prize (in this case, ½ off an oil change)
15. You’re using Facebook ads to drive traffic to
your promo. Now, how do you measure it?
Offerpop Analytics!
Metrics include:
◦ Unique Views
◦ Likes increase
◦ URL click-thru rate
◦ Amount of fans acquired
◦ Email sign ups
16. See how your promo is
performing by taking a
look at your Facebook
Analytics. Important
metrics include:
• Total Likes
• Friends of fans
• Weekly Total Reach
• Top Per-Post Metrics
• This shows what posts are
engaging your fans the
most
17. One more metric to consider:
Likes by Demographic
This tells you WHO your fans are.
This can help you tailor your Facebook Ads
Ex: if a fan is a male between 25-40, you might want to create an ad
dedicated to this demographic
18. If you’re cross promoting
your campaign on Twitter
by posting engaging
content about your
promo, use Hootsuite (free
social media tool) for
analytics.
If you use Hootsuite to
promote your
messages, let their URL
shortening tool convert
the URL of your promo so
that you can track EACH
click.
Use another tool called
TOPSY (like Google for
social media) to see when
your brand is mentioned.
19. By hosting the iPad Giveaway through
Offerpop, you’re converting current Facebook
Fans and those targeted by Facebook Ads
into Leads.
You’re acquiring:
◦ First & Last Name
◦ Email Address
◦ Zip Code
◦ Opt-in and official Rules acceptance
Now, these leads can be added to your email database
and targeted with email blasts in the near future.
21. John D. Saunders
Digital Marketing Specialist
http://www.JohnSocial.com
http://www.facebook.com/johndsaundersiii
http://www.twitter.com/jdsaundersiii