Facebook is where people are these days. And for most brands, establishing a presence on Facebook is a must. In this jam-packed seminar learn how to run a killer Facebook marketing campaign that not only drives engagement, action and social sharing but also increases your Facebook fans and sales lead!

1. How Small Businesses are Using
to get BIG Results
@vanessacabrera #yoursmm

2. Your Social Media Mentor –
Vanessa Cabrera
Chief Creative Officer
Your Social Media Mentor, Inc.
www.yoursocialmediamentor.com
yoursocialmediamentor@gmail.com
Facebook.com/yoursocialmediamentor
@vanessacabrera
@vanessacabrera #yoursmm 2
Tidbit About Me: I just had
my first child in June
whom I lovingly used to
refer to as #fatty on all my
social media
platforms…B4 he had a
name.
Meet Matteo!

3. 90%
Maintaining a
Company presence &
identity
88%
SMBs in hyper growth find social
media to be very effective in
achieving key marketing goals
Generating word-of-
Mouth about a
company
89%
Delivering content &
information about
company
82%
Advertising to
generate new leads
% Reporting That Media is Effective for…
2013 Linkedin Corporation

4. • Facebook’s reach is tremendous, with
over 1 billion users to date.
• Today, 1 of 2 people online have signed
up for a Facebook account.
• To look at it globally, 1 of 7 people in the
world has a Facebook Profile or Page
right now.
@vanessacabrera #yoursmm 4

5. 5
“92% of industry
professionals report
that they have
acquired a customer
from Facebook.” –
OpenForum, 2012

6. So how are small
businesses using
Facebook to get
6
BIG results?

7. Build your Facebook following by running a
Social Campaign!
A social campaign is when you run a
special promotion via your social
networks.
@vanessacabrera #yoursmm 7

8. “57% of Facebook Users Like Brands for
Discounts and Promotions.”
8

9. 9
Step 1
Build a
Full
Campaign
Plan
Step 2
Create a
Dynamic Offer
Step 3
Promote
Your
Campaign
Step 5
Measure
Your
Results
Step 4
Engage
your Fans
Steps to Success

10. 10
Strategy #1 -
1. Offering Something
Fans Can’t Refuse
2. The Offer
3. The Promotion
4. The Results

11. Strategy #2 -
1. Giving Out Free
Advice
2. The Offer
3. The Promotion
4. The Results

12. The Game Room – Keansburg
Objective: Increase Facebook fans, and get new customers.
The Plan: Run a social campaign to include coupons that people would have to Like
their Facebook page and redeem coupons in store.
Result: Started with 40 Facebook Fans. After their summer season they had over
1,000 fans and business increased by 30%!
12

13. 13
Do you see
how powerful
Facebook is for
your business
when done
right?

14. IMPORTANT CHANGE TO
FACEBOOK!
Facebook Will Ban Like-Gating (Fan-Gating) on
November 5th.
No more driving traffic to an app on your fan
page that forces visitors to like your page in
order to see content, enter a contest, etc.
Now what?
14

15. Don’t Panic – You Can
15
Still Use the
Action-Gating Strategy!
Facebook gated campaigns use a pretty simple idea called action-gating: A
company offers a prize in exchange for personal data (like an email address or zip
code).
Action-gated campaigns require users to complete a specific task in exchange
for something valuable from your brand, like access to or extra entries in a
promotion, access to a coupon, etc. The user’s task may be filling out a form,
uploading content, voting, etc.

16. The Strategy: Round Up Potential
Leads
The Offer: Ask people to find an item
on their website page for a chance to
win $50 store credit.
Lulu’s uses a straightforward question that
requires a short answer—a tactic that ensures a
better response rate.
Also note how Lulu’s asks users for specific
feedback—they steer entrants away from general
comments. There’s no confusion on the user’s
end and the task feels more like a creative break
than tackling a homework assignment.
Lulu’s collects email addresses as part of each
entry so they can follow up with people outside
of Facebook. This tactic is useful for a company
like Lulu’s—or any company, really—because it
lets them follow up via a customized email with a
special deal.

17. Understanding the Difference
Between Facebook Advertising
and Promoted Posts.
17

18. What is a Facebook Ad or
Facebook Advertising?
They are the ads in the right-hand column when
you are surfing Facebook on your desktop.
When a user clicks on a Facebook ad they are sent
from their News Feed to a new destination such as
your website, ecommerce store, Timeline, buy it
now page, email signup, other social network, local
listing and/or any website you decide to send your
audience.
Facebook Ads give you the opportunity to reach a
much broader audience based on your targeting.
18

19. What is a Promoted Post?
If you don't like a business page but see a post from
them in your News Feed, then the business is
targeting users outside of their fans.
Facebook's EdgeRank algorithm restricts the number
of page posts your fans see.
Promoted Posts are a great way to reach your entire
audience for a cost.
Unlike Facebook Ads, you can only target people that
like your page and their friends with Promoted Posts.
You can promote any post that is already on your
Timeline and/or create one from your Ads Manager.
An important restriction to remember is that if you
are promoting an image post, the image must contain
no more than 20% text or your ad will not be
approved.
19

20. Advertising with Facebook: 7 Tips for better
targeting 1. Take advantage of advanced targeting options. Facebook has a ton of awesome
and unique targeting options for FB paid ads you won’t find elsewhere. You can
target audiences by location, age, gender, workplace, relationship status, language,
education and more.
2. Zone in on your ideal audience with interest targeting. In addition to the targeting
options mentioned above, Facebook allows for some incredible deep interest
targeting. This provides tremendous value, and the interest targeting capabilities
alone can justify your use of Facebook advertising.
3. Make new friends or focus on the old. You can target your Facebook ads
exclusively to users who are already connected to your Facebook page, or you can
choose to target them and their friends, or those who aren’t connected to your
page yet at all. (Remember that extending your reach may reduce the relevance of
your audience and cost a little more.)
4. Keep an eye on your potential audience meter. As you add targeting options and
narrow your audience, Facebook will generate an approximate number of people
you’ll reach. This is only an estimate, but can help you make sure you’re not
targeting too many people (or too few). Ads perform best when they’re targeted to
at least a few thousand people, so consider removing some restrictions if your
audience is dipping below this.
20

21. Advertising with Facebook: 7 Tips for
better targeting
5. Narrow your target with more categories. If you only have a few interests
targeted, try adding related topics in the "More Categories" section. There you'll find
options for narrowing your audience even further - choose users who have had a
birthday recently, who upload a lot of photos on Facebook, etc.
6. Want to bring customers in store? Try targeting people who live in your town or
local area. Couple this with Facebook Offers to be redeemed in store and see just
how much in-store footfall you can get from being social.
7. Upload your mailing list to Facebook. If you’re looking to build upon existing
leads, you can add a custom audience and upload your mailing list directly to
Facebook, enabling you to target users you have an existing relationship with. Taking
advantage of the custom audiences feature often increases ad conversion rates. You
can upload a mailing list or connect directly with Mail Chimp. Just click “Create New
Audience” in the Audiences section.
21

22. Engagement is Key:
The “Shareable” Image Strategy
• When Fans are asked to like a post, there is a 3x higher like rate
than when not asked to like it.
• When Fans are specifically asked to comment on a post, there is
a 3.3x higher comment rate than when they are not asked to
comment.
• When Fans are asked to share a post, the share rate is 7x
higher than those posts not asking for Fans to share.
22

23. 23
Engagement is Key:
Ask people to
share…
It works! 

24. You Have 2 Options -
1. Keep doing what you’re already doing and
continue getting the same results…
2. Learn what’s working right now and model
these proven strategies – with me mentoring
you every step of the way
24

25. SPECIAL OFFER FOR CONFERENCE ATTENDEES!
• Chief Creative Officer
25
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26. Your Social Media Mentor –
Chief Creative Officer
Your Social Media Mentor, Inc.
www.yoursocialmediamentor.com
yoursocialmediamentor@gmail.com
Facebook.com/yoursocialmediamentor
@vanessacabrera
@vanessacabrera #yoursmm 27
Vanessa Cabrera