Creating Success with
Facebook
Campaign Hints for Gay
Square Dance Clubs
www.stage2mktg.com
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Background
• In May, Stage2 Marketing spoke enthusiastically about the
opportunities for targeted advertising using Facebook
• Some clubs had tried advertising on the right hand column
with poor results
• Before other clubs begin testing FB ads, Stage2 Marketing
was asked to put together some suggestions to develop
effective FB campaigns.
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Step 1:
Creating & Promoting a Post
The easiest way to advertise on FB is to
“Promote” or “Boost” a post written to
your Club’s existing Facebook page.
Only page admins can boost posts
No Facebook page? Now might be a good
time to launch one.
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What’s
Promoted
Facebook
Post?
Your News Feed
Their Message
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Suggestions
Writing
Your
Post/Ad
• Decide what you want people to do after seeing the ad
• Sign up for classes
• Come to a dance
• Decide where they are going to get more information
• Club website is preferred because you have the most information
there
• Write something that is short, direct, fun & welcoming.
• Make the call to action clear.
• Add photos or video links.
• Quality counts – put your best foot forward
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Post Examples
You create A/B tests of different copy to see which has a better response.
• Square Dancing…fun for the brain and the body. Gayfriendly classes starting September 14th. Singles and
couples welcome, Learn more at website address.
• Brain and Body fun combined with community. Learn
Modern Square Dancing at gay friendly classes beginning
September 14th. Singles and partners welcome, Learn more
at website address.
• Exercise your brain and your body while making friends.
Learn Modern Western Dancing at gay friendly classes
beginning September 14th. Singles and couples welcome,
Learn more at website address.
www.stage2mktg.com
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Prepare
Promote
Post
Start Here:
Not recommended.
When a page administrator
makes a post, they are
prompted to boost the post
by clicking this button.
You want to promote
an invitation, not your
entire page. It drives
people to like your
page, rather than
learning to dance.
The post will be labeled
“sponsored” and put
directly into the newsfeeds
of targeted people.
Not recommended.
This would put your ad into
the right hand column.
When was the last time you
looked at the right hand
column?
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Step 2:
Where and Who to Reach
Createtothe
Parameters
of your
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Campaign – Step by Step
1. Choose “People you choose
through targeting
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2. Choose the audience (more on
that on the next page)
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3. Set the Budget….the Higher the
Budget, the more people you will
reach. This is subjective and
based on trial/error at first. Start
with $50 - $100 for 2 weeks. You
can refine the budget as you get
results.
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3
4. Decide the length of the
campaign. Recommend 2 weeks
minimum. One month would be
better.
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5. Review your post in both desktop
and mobile versions. If you don’t
like it, start over and edit the post
6. Click Boost and you will be taken
to the payment page.
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Definetothe
Audience
After you check “People
you choose through
targeting”, you will be
prompted to create a
new audience. You will
come to this page.
Give the Audience a
Name. Example:
Redwood Rainbows Recruitment
Decide on the
geography of your
audience using
Location. For this
example, I chose 10
miles from Sonoma and
its surrounding cities.
Base your choices on the
locations of your current
dancers and how far they
are willing to travel.
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Definetothe
Audience
Adjust your age and
gender preference. Per
our discussion, 45-65.
Do not go younger.
Choose your audience’s interests based on
your current members interests. Facebook
may prompt some additional suggestions as
you can see in the example. Suggestions to
consider are on the next page.
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Interests
to Consider
your Club and
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Master (based
title onstyle
some dancer surveys*)
• Gay
• Geek
• LGBT
• Puzzles
• Gay Pride
• Math
• Modern Western
• Learning
Dance
• Square Dancing
• Folk Dancing
• Contra Dancing
• Dance
• Nerd
• Introvert
• Non Alcoholic
• Exercise
• Community
• Pop Music
• Traditions
• Interests to Avoid
•
•
•
•
•
Club Dancing
•
•
•
•
•
Sex
Party Scene
Cocktails
Aerobic Exercise
Bears, Twinkie or
other gay slang
Country Music
Bola Ties
Costumes
Kitch
• Intelligence or
Smart/Brainy
* A Bay Area dancer polled dancers on why they dance and created a word
cloud of responses. (see appendix) Participation was low, so results are purely
directional.
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Audience
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• Audience Size Changes with Budget and Length of Campaign.
• Based on FB ad response rates, you want at least 1,000 people for
•
each person you hope to respond to the campaign
• If the goal is 10 new people on your website, you need at least
10,000 people.
If your audience is too small, remove some of the interests or look
for broader categories
• For example, if the budget is $100 for a 7 day campaign using
the example audience on pages 8 & 9), Facebook will reach
between 5,600 – 15,000 people.
• If we change the budget to $150, we will reach 8,300 to 22,000
people.
• Note: FB prompts certain dollar amounts, but you can over-ride
them.
• Test budget, campaign length and audience description to find
the right mix for your Club.
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Step 3:
Measuring Success
The goal of a sponsored/boosted FB post
is to get people to click on your ad.
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Tracking
Success
When your ads begin to run, you track progress through the Ads Manager. It tells
you results (clicks), reach (who saw it), budget and timeframe. As you run more
campaigns, you can compare results to improve performance. A click through
rate of .005 - .01% is acceptable.
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A/B Testing
You Maximize
Results
• A/B testing is when you boost two posts at the same time
changing one variable to see which ad pulls better
• Examples would be:
• Same copy, different picture
• Same picture, different copy
• Completely different ad
• Same Content, different audience descriptions
• Facebook results will give you side-by-side comparisons
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Step 4:
Closing the Circle
They clicked…now make them dancers
If you get clicks, but not conversions, look
at the effectiveness of your website.
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FB is just
a step
towards
engaging dancers
Facebook
Ad
Click to
Learn
More
Your Web
Site
Evaluate how well your website meets these criteria
•
•
•
•
•
•
•
Welcoming to new dancers
Easy to understand
Easy to navigate
Clear directions on how to learn to dance
Clear expectations on what dancing entails (don’t scare them)
Encouraging
Offers an easy way to get questions answered
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Step 5:
Best Practices
Facebook makes it easy to test. In the
testing, your campaigns will become more
effective and fruitful.
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Best Practices
• Send viewers to your website, rather than FB page. It moves
them closer to signing up.
• Send viewers to a specific page on the website…dedicated to
telling them what they need to know about lessons. Make it
easy for them.
• Target the audience most likely to dance with your Club instead
of the audience you want to dance with your Club.
• Spend enough money and run the campaign long enough to
make a difference.
• If it is not working after a week, test new creative, test new
audiences. Do not pull the advertising after a few days.
• Test geographies, interests and budgets. Remember, you want
to find more people like you.
www.stage2mktg.com
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Video to
Tutorial
Resource
from
FB
https://www.facebook.com/business/learn/facebook-page-boost-posts/
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Deb Doyle
Brand Storyteller
Stage2 Marketing
415.577.4594
deb@stage2mktg.com
www.stage2mktg.com
www.stage2mktg.com
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Appendix
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Master
title
What word
or phrase
describes
why style
you dance?
Image & Research courtesy of Ken Sale.
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