http://www.widenetconsulting.com/widenet-u/2017-02-15-social-media-301/ We've discussed the basics of social media in previous classes, now it's time to take a deeper dive into social media marketing for 2017. At our next WideNet U, we’ll be exploring some more complex actions you can take to up your reach, success, and overall brand awareness on Facebook, Instagram, and Snapchat! Are you ready to grow you social media plan? This class is for you! In this session, we’ll cover: - Why these three particular platforms are so powerful and important - Using Facebook data to hyper-personalize your messaging - Going beyond basic Facebook advertising - Instagram and Snapchat stories and how to use them - Facebook Pixels - The only social data that matters

1. Social Media 301
Part 1: Facebook Advertising

2. Topics of Discussion
• Part 1: Facebook Audiences & Conversions
o Audience Building
• Data Targeting
• Pixels
o Custom Conversions
• Part 2: Facebook & Instagram Ad Creation
o Facebook: Ad Types and How to Use Them
o Cross platform advertising
• Part 3: Organic Content: Instagram & Snapchat
o Utilizing Stories
o The “hustle” aspect
o Video
• Part 3: Making It Work Together
o Utilizing multiple platforms at once
o Cross posting and promotion

3. Building An Audience
• What is a Facebook Audience?
o Group of users that you target your advertising to
o This is what makes Facebook ads so powerful.
• Audiences are built based on various different criteria.
• There are two primary ways to build a Facebook
audience
o Data targeting
• When you manually build an audience based off of demographics,
behaviors, and interests
o Facebook Pixels
• Code snippet that builds an audience based on website visits

4. Data Targeting Options
• Interests
o Can cross with Demographics. Don’t make this mistake
o Measured by people who like pages on FB related to interest
• Demographics
o Income, Home Ownership (including size, landownership), Relationship, Family
makeup, Religion, Politics, Job, and more
• Behaviors
o Purchase behaviors
• Connections
o People connected to your page
o People connected to your page and their friends
o People who are not connected to your page

5. Ad Types & Target Options
• Boosted Post vs Ad
o Boosted post – Facebook post with light advertising & targeting options
• Boost from page
• Age, sex, location
• Interests
• Connections
o Connected with page
o Connected with page and their friends
o People you choose
o Ad – An actual ad that does not post to your timeline
• Must go through Ad Manager
• Includes all above
• Demographics
• Behaviors

6. Data Targeting Dashboard
When creating a Facebook ad, you’ll be
brought to this screen.

7. Building An Ad Audience
• Choose your location
o Can target by country, state, city, or drop a pin
• People in this location
• People who live in this location
• Exclude people in this location
• Choose the age group you want to target
• Choose the gender you want to target
• Choose the demographics, interests, & behaviors
• Add a connection type
• Click “Save This Audience”
o When saved, you can choose this audience for future ads

8. Things to Consider
When Targeting
• Try to be as specific as possible
o Hyper-Personalization
• Think about personal experience AND stereotypes
• Target consumer and influencer
• Create multiple audiences to test different messages
• Let the audience influence your ad
o Ad Type
o Delivery
• Messenger ads
• Lead ads
o Creatives

9. Facebook Pixel Overview
• Facebook Pixel is a snippet of HTML code that goes on
your website that can track visits to your site from
Facebook
• Once on your website, you can create multiple
“Audiences” and track visits to specific pages
• Once your audience generates 1,000+ people, you can
target or retarget ads directly to them
o Very useful for people who visited a product page but didn’t buy

10. Creating A Pixel
• In the top left of your ad
dashboard, click Ads
Manager, and then
choose Pixels

11. Creating A Pixel

12. Creating A Pixel

13. Facebook Pixel

14. Creating A Pixel Audience
Choose “Create Audience”
from the Pixel page
Fill out the criteria for you
audience, and then click
“Create Audience”

15. Viewing A Pixel Audience
In the top left of your screen, click Pixels,
and then select Audiences from the drop
down menu

16. Viewing A Pixel Audience

17. Custom Conversions
Custom Conversions are specific goals you set up for
your Facebook ads to better track their effectiveness

18. Custom Conversions

19. Custom Conversion

20. Takeaways
• Facebook allows you to customize the entire ad
experience. This is where the power of Facebook
advertising comes in
• Through custom audiences and conversions, you can
better track the performance and strength of your ad
• If you’re using Facebook advertising, but NOT targeting,
then it probably won’t work for you
• If you want to use Facebook ads, but don’t have the
time, WideNet is happy to help