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three recent Facebook changes you need to know about
the first one is that Facebook now lets marketers newsfeed bomb
other pages now this is news this past Tuesday
so this past Tuesday facebook said hey guess what
you can now tag other pages like you
always have but when you do that
sometimes your post will actually appear in the news feed
up the Facebook fans up that page you tagged page
in an update you always been able to do that alright so in order to tag a pH
it's a good idea to go to that page and likes
that page as a pH that will insure
that there meanwhile actually appear when you type in
apt you know the at sign type in your name
and then you say something really nice about them and then you post that
update so that's always been the case what's new now is that some love the
fans
up that page will start to see
those updates ok and I'm going to emphasize some
because there are a few factors here the come into play they're gonna make sure
first well that that post is getting a lot of good quality engagement and
also the Facebook fans at your page
are engaged in similar topics you know
if you're a breast cancer organization and you mention
a local clinic that's during the workshop about breast cancer
there will be a high likelihood that the fans at that page
will see that update as well posts that are getting the most engagement from
people who like both pages so there
there's something here about well people like both pages lot of people like both
pages
relevant topics that the pager share like I said before Breast Cancer
Foundation
health care clinic they're both talking about
at you know educating people about breast cancer and
and the degree of overlap with the fan base so this is the first thing that's
that's kind of huge I think a course market is going to come along and
someone is spamming tryin
you know just at mention as many pages as they can in an update
as a way to can gain the system but unfortunately the news he will dominate
everything
and so those techniques not really working launcher
okay number two you can now add a call to action to a link posts
so we all know like comment and share
these are the call to actions that are that makes Facebook with Facebook is
now what Facebook is saying is hate you can add
either call to actions much more specific and relevant
to what you're trying to achieve with the link that you posted
so if you post a link to register for an event
facebook says hey great you can tell people that they can sign
up for that event you can use Book now learn more shop now download download is
going to be four
and ebook worse you know some resource
ebook a check list some things can be really useful the people can get
and your posting the link your posting the link up course
to a drive people to your website
but also to convert people know they join in email list or they sign up for
that book now they learn more
there's some action that they're gonna take on your website Facebook is
allowing you to create these call to actions in link posts
so the question you're asking as well how do you do this
and the answer is I made a video
and here's a link so there's a YouTube video I created it's actually in one of
my most recent blog post you can read that there as well
we can do the video there as well but I'll include it in the slides and I'm
gonna send out the link to the slides
on Friday so everything's all in one nice little package here you have to use
the power editor
that's the thing you have to use the power editor that's why there's a video
because someone you're saying how to raise the power editor
then this video doesn't show you how to use the entire power editor but it does
show you how to use it
to create a link post with a call to action
kept so that's number two three is you can
now target recent website visitors with Facebook Ads
okay so what does this mean this means that you can now display a Facebook ad
to someone who is just
on your website okay now what's really powerful about this
is that this targets fans based on their recent behavior
right targets not not just Facebook fans but any Facebook
user targets them and their recent behavior
so the audience's highly relevant someone's on your website
and their reading an article and then they go back to Facebook
and they see some sorta and I'm
in a poster update from the page about that same topic
they're going to be more likely to take whatever action
you're asking them to take okay because
the audience is highly relevant based on their terms based on their decision
this is what's unique about this it's not about
targeting people based on their likes and interests which
is most of what makes up Facebook Ads
what people like what their interests are and so forth which is relatively a
static thing when you think about it
when you think about a person their likes and interests they don't really
change from day to day
but their behaviors really different depending on what's going on in their
life
so this is really the first time were you're targeting people based on their
recent behavior
what they've done recently which is visited your website you can even target
people based on
specific web pages they visited to use the power editor
and you simply click on create
an audience create an iTunes click on create a custom audience
now up until now you are limited
in your options and the the options
used to be just email phone number
Facebook ID kind so those with options and and I've actually talked about
custom audiences before uploading and email list into Facebook
and then targeting ads based targeting ads
to those Facebook users that have know those emails now profiles
so this is different this is now doing a custom audience on your website see
click on create an audience you see this option
custom audience your website click on that and then you create in our
audience its usual little bit of information about recharging
sorry targeting if you've heard that term it basically means
targeting ads in response to
someone's internet behavior need typically it's going to be
them visiting a web page then they come back
when they see the ad and with prop you've probably had this experience
where you're on Facebook you look in your sidebar
and you'll see why I'll I was just on that website
that's really interesting I was just on that website looking shopping around
and you can see that at that is retired getting and that's what this does
okay so you click on Create an audience and then you fill in
the rest you fill in the Name Description you put a link in here
and follow the instructions more details at John Murdoch how
so that's it less than 15 minutes so the first question
is from Charlotte with the power and our work on my iPad Mini
no the power editor will not work on the iPad Mini
many in fact you have to actually use Google Chrome which is
a little ironic because these two companies are
enemies Google and Facebook but for some reason you have to use Google Chrome
and the reason why Charlotte is because maybe not further
but re targeting piece but if you're going to upload
emails you have to use Google Chrome because what happens
from a technical standpoint is that
the Google Chrome browser will hash out the data remix up the data somehow
and then when you upload it its it has a certain amount of
I'm anonymity the data isn't really usable
unless its associated with a Facebook user
so Facebook has no ability to see or even use
any extra emails that are on that list and that's why
yet the strong as it has that piece to its its hashing the data
so you have to use Google Chrome just to review
the three big changes again the first one the strategy here is
developing partnerships that's what this really speaks to
developing partnerships with Pierre organization sponsors
for profits that support your cause that's what number one speech to
okay number two speaks to
converting people being really smart testing out different language in
converting people
with a a very explicit
I'm ask okay you know
call to actions are much more in your face so this is really about converting
people
and the last piece here is really what do we want our website is urs to do once
they
leaks our website %uh well we
we have this other campaign this is what we can do we can target these people
and recency which is really what this is about is
about recent behavior recency
influences whether someone will take action right if someone goes to an event
at your you know that you have and then they go home to go to bed
the email the next morning there way more likely to open an email
that morning then they would ish they didn't go to an event may haven't heard
from you in months
so recency is a real critical parted this
so that I will say thank you and have a great day
stay warm if you're freezing like I am up in the northeast
and we'll talk very very soon by