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SocialBInternational Digital Agency
Reaching Potential SailorsUsing Boosted Facebook Posts
International Digital MarketingExperts
Some Of Our Clients
Our Accreditations & Partners
What Will You Leave With Today?
• Targeting For Free On Facebook
• Paid Facebook Boosting
• The Difference Between Boosting and a Facebook Advert
• Making It Work Within A Club
Targeting On FacebookFree Targeting, Boosting Posts & Creating Adverts
Examples Of Content
Great content to boost includes:
• Any events you are organising
• Offers you have for RYA members or anyone wanting to become aRYA member
If you boost any events you have coming up, you will help raiseawareness and potentially get more people buying tickets to attend it.
If you have offers on, you could increase the revenue and salesgenerated by boosting a post about the current offer.
Call-To-Actions (CTAs)
Facebook offers a range of call-to-action buttons which you should includein your boosted post. Why? Because you want to prompt your audience toperform a desired action on the post you’ve created.
Depending on what the post is about you are able to choose from thefollowing CTA buttons:
• Book Now
• Contact Us
• Sign Up
Organi
Targeting For Free
Boosting Posts On Desktop
Boosting Posts On Desktop
Boosting Posts On Desktop
Boosting Posts On Desktop
Boosting Posts On MobileDevices
• If you want to create ads or boost poststhrough mobile/tablet, you will need todownload “pages Manager” through eitherthe Play Store on Android devices or theApp Store on iOS.
• Once you’ve clicked through you need tosign into the correct account.
Creating An Advert vs Boosting APost
The main difference for advertisers is thatadverts have more targeting, but it is more timeconsuming.
If you want more targeting, for behaviour orkeywords, try creating a Facebook Ad fromscratch in Facebook Business Manager.
BoostedPosts
FacebookAds
Appears on FacebookBusiness Page
Location Targeting
Age & Gender
Interest Targeting
Behaviour Targeting
Ad Scheduling
RYA Facebook AdvertExample
Case Study: Windermere Outdoor Adventure CentreTry Sailing Event – Last Minute Boosted Post:
• There were only two bookings prior to the ad, with a maximum capacity of 50
• After the following advert was published, the event sold out almost immediately
Text: Try Sailing and Windsurfing for FREE at Windermere Outdoor Adventure Centre. During the eveningof the 28th June we will be running free family taster sessions from 1800 to 2030. Book a place onlineat: http://bit.ly/2sfyoNq
Audience: Windermere, England + 25mi
Carlisle, Cumbria, EnglandAge: 27 - 60 (this will hopefully mean the post is seen by the decision makers in
the house)
Gender: AllDetailed Targeting (INCLUDE people who match at least ONE of the following):Camping, Sailing, Adventure, Fitness and Wellness, Kids, Outdoor Life,Outdoor recreation, Outdoors,Sports, Sports and outdoors, Travel + Leisure, Walking,
WindermereMax Budget: £30Running: 22nd June until midnight 27th June
Case Study: Windermere OutdoorAdventure Centre
Case Study: Rudyard Sailing ClubBoosted Event
Facebook ExamplesAvailable from RYA
Target audience: Families and parents
POST: Mums and dads, are you looking for a new way toget your kids outdoors and active and find something youcan enjoy together as a family? Come down to (venue) on(date) for FREE taster sessions (all day or at time). All ageswelcome! Find out more information or book your sot (link)
People you choose through targeting:
Location: Postcode or town of venue plus 10km etcAge: 25-45
Detailed targeting: parents of (choose appropriate agegroups), mums, dads, family
Interests: outdoors, skiing, cycling, camping, surfing,windsurfing, walking etc
Images: happy family images and young children
Making It Work Within A Club
Team Work
Delegate responsibility evenly, don’t puteverything on one person to do. Why?
Social media is one of the more time-consuming elements of DigitalMarketing because it takes time to plan,budget, set goals to achieve and moreto create one advert.
Budget
• Ensure a set budget is decided for thecampaign
• We recommend setting a total budget tobegin with and divide it with the number ofdays you are running it so you don’texhaust the budget immediately
• This will help ensure you aren’t spendingtoo much money and the money spent isgoing towards an objective set by the team
Claiming Back Expenses
• Look into Facebook Business Manager and find the option “Billing & payment Methods”
• In your list of transactions, click the date dropdown menu (located above your transactions)and choose the date range you want for your receipt
• Find the transaction you want a receipt for, hover over the Transaction ID link and thenclick the download icon
• These can then be provided to the relevant department to claim back your expenses
Reporting
• Look back at what you have planned and theobjectives that were set
• Have you reached them?
• If you haven’t, you need to look back and find out thereason why
• Look at what performed the best and the reason why.
• Always be transparent!
• Include information they would be interested in.
Other Resources Available
Videos include;
Facebook – Setup & What To Post
Facebook – Where Are You Now?
Saving Time Online
Remember to check out the other resources available to you on ClubZone!
http://www.rya.org.uk/club-zone/marketing-your-club/Pages/hub.aspx
Including a brand new template for a targeted FacebookPost – families, generic, over 45s & women
What Have You Learned Today?
WE HAVEA
WINNER
• Using Facebook’s free targeting on your posts
• Which posts to boost and why?
• Examples of clubs seeing great results from boosting on
