ARE YOU USING FACEBOOK ADVERTISING AND BUSINESS MANAGER TO YOUR ADVANTAGE?
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Raving Industry Report: Are You Using the Best Tools for Social Media
Marketing?
October 01, 2018 View this email in your browser
ARE YOU USING FACEBOOK ADVERTISING AND
BUSINESS MANAGER TO YOUR ADVANTAGE?
By Justin Shank, Social Gaming and Marketing
Like most of marketing, social media advertising evolves at a voracious pace,
which is what makes it exciting. Along with your growing daily task list, social
media marketing is one of those things that falls victim to routine; we
developed a process and expectations, then we rarely deviate from that routine.
It becomes easy for us to approach our social advertising campaigns the same
way we always have, without taking the time to evaluate how the social media
channel itself has changed, and the new tools these platforms have made
available to help businesses target and engage with brand followers in new
ways. Here are a few things that I think are currently being underutilized in the
social media advertising space, and some recent headlines that may help you
inform your decision making.
If your Facebook page is not set up through Facebook Business
Manager you’re missing out on huge amounts of information.
Business Manager launched in 2014 as a way for Facebook to combat the host
of emerging competitors in the enterprise social media management space.
While Business Manager is by no means “new,” I continue to be surprised by
the number of brands that are not taking advantage of this free tool. The level
of insight for advertising is incredibly robust, particularly when it comes to
audience insights and analytics, which makes it an incredibly easy way to
improve strategy development, ad service, and campaign reporting. You can
find more information about Facebook Business Manager here:
https://blog.hubspot.com/marketing/facebook-business-manager
Know that your ad spend does not go as far as it used to, so the
quality of what you publish needs to be higher.
In the wake of Facebook’s News Feed algorithm change earlier this
year, Adstage estimates that the cost per thousand impressions increased 122%
YOY compared to a 45% increase in the previous YOY measurement. This
should not be surprising. Facebook has been very up front about its desire to
again prioritize personal content over brand published content, and increasing
the cost of delivering branded content is one way to accomplish that. In spite of
the increasing cost of ads, most brands do not have the option to cut Facebook
advertising from their marketing plan because it still remains the number one
social media platform for many demographics, including those that we in the
casino industry would identify as many of our best players. Look at this
challenge as an extra quality control measure for any advertising you might
consider doing. Knowing that it is harder to get ads in front of your target
customers and knowing that it costs more money, is your campaign good
enough to perform at or above your expectations given the constraints of the
tool you have to use?
YOUR UPCOMING NEWS & EVENTS
Bring your A game; we'll bring
the cocktails.
You're invited to join us poolside Wednesday
night, October 10, during G2E for fun and games,
free cocktails and cigars, sparkling wine and
whiskey tasting stations, and best of all, valuable
networking with the brightest gaming folks.
RSVP Today
Submissions are now open!
We ask you to share those special events, acts of
generosity, and good works that have improved
the lives of your community. Because the more
we hear about people helping people, the energy
spreads. FREE to submit. Share your story today
Three days of interactive
learning. One lower price.
Download the Raving NEXT: Indian Gaming
Analytics & Marketing Conference brochure
today. Inside you'll find the full conference
agenda, keynote speakers, special networking
events, plus sponsorship opportunities and
exhibitor information. Registration is open now;
join us at the only conference dedicated to Indian
gaming analytics and marketing, January 28 –
30, 2019 at Pechanga Resort Casino in sunny
Southern California! Download Brochure
YOUR READS
Phonebooks, Facebook and
Change ...
How much of your budget is being spent on
untracked shotgun advertising techniques when
compared to the results of targeted advertising
and analytics through an SMM program? Read
Article
Welcome to Reputation Management Whether you're the only game in town or
right in the middle of a highly competitive market – reputation matters.
Trending in Media: Connected TV Understand the effectiveness of each media
channel and consider Connected TV as part of your budget moving forward Do
You Practice a "One Call and Answer All" Philosophy? How your
reservation process can impact your guests' expectations
ABOUT TODAY'S AUTHOR
Justin Shank
Justin is a marketing expert specializing in social
gaming and digital strategy. He helps clients
integrate social gaming into their overall
marketing plan by considering partnerships with
vendors, staff training, and choosing the right
platform to meet their goals. If you would like to
learn more about social media tools like Business
Manager, please contact Amy Hergenrother or
call 775-329-7864.
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