1 00:00:00,900 --> 00:00:07,470 In this video you're going to learn about event response sides and how you can promote your event with 2 00:00:07,500 --> 00:00:08,560 Facebook ads. 3 00:00:08,670 --> 00:00:12,960 So you get more response and have a successful event. 4 00:00:13,320 --> 00:00:19,610 We'll start by really understanding what events responses are and some of the benefits of them. 5 00:00:19,810 --> 00:00:25,590 Then we will look and get some examples and understand some of the copy that you can use for these type 6 00:00:25,590 --> 00:00:28,220 of ads to make them more successful. 7 00:00:28,220 --> 00:00:32,610 We're going to look at a couple of case studies here just to get some ideas in terms of targeting and 8 00:00:32,670 --> 00:00:39,420 other type of event ads we could set up that we'll look into Facebook and show you how to set up an 9 00:00:39,420 --> 00:00:41,010 event on your Facebook page. 10 00:00:41,010 --> 00:00:44,240 That's the first thing you need to do before you can actually promote it. 11 00:00:44,550 --> 00:00:50,880 And then we will finish up once again inside the ads create to walk you through the process of setting 12 00:00:50,880 --> 00:00:53,000 up events response. 13 00:00:53,100 --> 00:00:56,950 And some of the things to look for when doing so. 14 00:00:56,970 --> 00:00:59,190 So what is an event response. 15 00:00:59,220 --> 00:01:06,540 Well it's as the name suggests you're really promoting your event to get more people to attend. 16 00:01:06,540 --> 00:01:09,780 Now that could be an opening day. 17 00:01:09,780 --> 00:01:13,370 It could be a launch of a product line in store. 18 00:01:13,590 --> 00:01:19,470 But this is all going to happen off line these are off line events that we're really talking about here. 19 00:01:19,500 --> 00:01:25,770 No as I said the first thing to do is create an event directly from your Facebook page and then you 20 00:01:25,950 --> 00:01:31,190 spread the word with the adverts and you can choose your audience. 21 00:01:31,220 --> 00:01:37,130 It can be based on age gender interest location you can use custom audiences as well. 22 00:01:37,440 --> 00:01:43,350 And when a person joins your event or shows your interest it will automatically be added to their calendar 23 00:01:43,410 --> 00:01:44,980 on Facebook. 24 00:01:45,090 --> 00:01:50,190 So by promoting your event you're going to boost the awareness of it you're going to allow people to 25 00:01:50,190 --> 00:01:56,310 say they're coming in a very simple way and then you have all of the insights and analytics on your 26 00:01:56,340 --> 00:02:01,690 Facebook page to understand how many people are coming how many people have accepted as well. 27 00:02:01,700 --> 00:02:05,660 So it's kind of it and a bad management solution as well. 28 00:02:05,760 --> 00:02:11,980 Let's start to dig into some of the examples and have a look at what these really look like. 29 00:02:12,000 --> 00:02:16,050 So I'm inside of the Facebook Ads guide you can come here anytime you want. 30 00:02:16,050 --> 00:02:22,050 Just type it into Google and have a look at these great examples so you can see join us. 31 00:02:22,050 --> 00:02:24,840 That's probably a good piece of copy to start with. 32 00:02:24,840 --> 00:02:31,040 Join us at our Open House we'll be dishing at famous apple pie to show our thanks. 33 00:02:31,110 --> 00:02:37,860 So there's a great free incentive for people to come in and you can see that there is a nice picture 34 00:02:37,950 --> 00:02:39,990 of the event that's relevant. 35 00:02:39,990 --> 00:02:41,300 You have a date here. 36 00:02:41,310 --> 00:02:43,230 Very easy to see the time. 37 00:02:43,240 --> 00:02:48,000 You can also see how many people are interested in going and how many are confirmed that they're actually 38 00:02:48,540 --> 00:02:49,050 going. 39 00:02:49,140 --> 00:02:51,020 So this is what looks like a desk top. 40 00:02:51,030 --> 00:02:54,630 This is what it looks like on the news feed. 41 00:02:54,690 --> 00:02:59,820 Here now let's have a look at a couple of case studies now in this case study. 42 00:02:59,820 --> 00:03:05,730 They don't actually use this event response feature but I thought it was pretty interesting to just 43 00:03:05,730 --> 00:03:10,890 look at some of the targeting that they did for this so they were really promoting ticket sales. 44 00:03:10,890 --> 00:03:13,280 They did it in a slightly different way. 45 00:03:13,590 --> 00:03:19,560 But you can see that the main target for their campaigns was a custom audience created from people who 46 00:03:19,560 --> 00:03:29,040 have likes their Facebook page also ice hockey fans an online ticket buyer database that was there people 47 00:03:29,040 --> 00:03:31,360 who'd bought the tickets previously. 48 00:03:31,470 --> 00:03:37,430 And then what they also did is they targeted ads to a lookalike audience based off of this custom audience 49 00:03:37,470 --> 00:03:43,610 so for your own event when you're setting that up you can target people who are your Facebook fans. 50 00:03:43,620 --> 00:03:45,210 Create a custom audience for that. 51 00:03:45,450 --> 00:03:49,570 You can create people who are interested in what you're offering. 52 00:03:49,830 --> 00:03:55,260 And also if you've any customers you can target them as well from that database he can combine a number 53 00:03:55,260 --> 00:04:03,650 of custom audiences into one audience for this campaign and then you can also in a separate set build 54 00:04:03,660 --> 00:04:05,810 a look alike audience based off that as well. 55 00:04:05,810 --> 00:04:11,340 So I wanted to show you this just to give you some ideas in terms of the targeting for this type of 56 00:04:11,340 --> 00:04:12,760 event response. 57 00:04:13,650 --> 00:04:18,140 Now let us look at another case study here's this from Miami Dolphins. 58 00:04:18,420 --> 00:04:26,950 And again they were really trying to to to get people to an event and this event wasn't actually a game. 59 00:04:27,110 --> 00:04:30,310 It was a tour of its new stadium. 60 00:04:30,810 --> 00:04:37,310 And really what they did here was they generated 4600 high quality leads. 61 00:04:37,320 --> 00:04:38,570 Now what was the goal of this. 62 00:04:38,580 --> 00:04:44,040 Well the goal was to ultimately drive new season ticket memberships. 63 00:04:44,040 --> 00:04:45,900 So a pretty smart strategy. 64 00:04:45,900 --> 00:04:51,730 It is an event essentially it's a tour they have that incentive to get people involved. 65 00:04:51,850 --> 00:04:54,740 Maybe like the the free apple pie that we've seen. 66 00:04:54,930 --> 00:04:59,730 But really the goal was to drive those season ticket memberships. 67 00:04:59,800 --> 00:05:05,800 Now once again they didn't actually use the event response feature. 68 00:05:05,850 --> 00:05:13,260 But what they did is that they run a number of lead ads in inviting fans of the Facebook page I guess 69 00:05:13,260 --> 00:05:17,210 to sign up for the new tour stadium. 70 00:05:17,310 --> 00:05:23,550 So I wanted to show you this example just to show you that you don't have to just use the event response 71 00:05:24,000 --> 00:05:26,330 feature to really create these type of ads. 72 00:05:26,330 --> 00:05:30,600 You can be pretty creative in terms of using the lead ads as well. 73 00:05:30,600 --> 00:05:35,730 If it's something more like you need their details and you want to keep the numbers down you can also 74 00:05:35,730 --> 00:05:37,220 use the event response. 75 00:05:37,320 --> 00:05:44,010 And if it's quite an open event and you don't need to really manage the numbers like you would here. 76 00:05:44,070 --> 00:05:50,100 Now let's look into a Facebook page because the first thing you need to do to create an event response 77 00:05:50,310 --> 00:05:56,220 is to actually create an event to come into your Facebook page and down on the side bar on the left 78 00:05:56,220 --> 00:06:03,330 hand side here you can see events just click on that then you just need to go ahead and click Create 79 00:06:03,490 --> 00:06:05,530 event. 80 00:06:05,680 --> 00:06:09,150 Now you will you can change this photo as you want. 81 00:06:09,160 --> 00:06:17,650 You can edit the name as always these fill these fields are really going to be dependent on the event 82 00:06:17,650 --> 00:06:19,420 that you're setting up. 83 00:06:19,420 --> 00:06:26,780 So you just put in your band name location the day that's perfect tomorrow. 84 00:06:27,670 --> 00:06:35,770 And any details category's about if you want to include this stuff so maybe people think they can really 85 00:06:35,770 --> 00:06:41,140 understand what this type of event is you can put a description and some keywords in there you can say 86 00:06:41,140 --> 00:06:48,010 if it's kid friendly and free admission important things to to out in if people need to buy tickets 87 00:06:48,070 --> 00:06:50,850 or even just reserve a ticket. 88 00:06:50,860 --> 00:06:58,170 You can pop that in there and there are loads of online services where you can get you know free ticketing. 89 00:06:58,450 --> 00:07:04,750 You can just look them up on Google in terms of cohosts and you can add people to help manage this. 90 00:07:04,750 --> 00:07:08,920 Now here's a cool thing that you can do instead of publishing it straightaway to your page you might 91 00:07:08,920 --> 00:07:14,710 want to work on it for a little bit maybe show some colleagues as you can save the drafts 92 00:07:17,240 --> 00:07:22,960 and maybe show this to some colleagues work on it is a clear. 93 00:07:23,000 --> 00:07:26,080 Are those exact dates we want to work from now. 94 00:07:26,120 --> 00:07:34,460 Once you do publish what you want to do then is push it through the organic channels onto you know get 95 00:07:34,460 --> 00:07:38,750 people posting on your Facebook page encourage people to to share to friends. 96 00:07:38,840 --> 00:07:46,310 Then you can come in to your Facebook ads create two and really start to promote it through Facebook 97 00:07:46,310 --> 00:07:49,210 ads so what is your marketing objective. 98 00:07:49,220 --> 00:07:51,350 It's going to be engagement here. 99 00:07:52,370 --> 00:07:59,520 And we're really looking at an event response here so selecting agent event response and click continue. 100 00:08:01,180 --> 00:08:07,630 Now in terms of the audience for this as we said in this example here you could select a custom audience 101 00:08:07,930 --> 00:08:12,430 so web site custom Orlean's people have engaged with your Facebook page youve talked about setting those 102 00:08:12,430 --> 00:08:19,540 up before she can include numerous ones here if you want your local audience even except to trust you 103 00:08:19,900 --> 00:08:30,310 like this example of the at Elsy Hage line here you can add that in and coming back here you can even 104 00:08:30,370 --> 00:08:33,400 include location interests etc as well. 105 00:08:33,610 --> 00:08:38,080 So weve gone through those type of things previously to him setting up your audience in terms of your 106 00:08:38,080 --> 00:08:38,970 placements. 107 00:08:38,980 --> 00:08:45,340 Then you can set these up as we discussed before your budget and schedule and identity and format this 108 00:08:45,340 --> 00:08:49,090 is the piece thats a little bit different for this type of. 109 00:08:49,150 --> 00:08:56,740 And you can see you have to select the Facebook page that you're promoting and then if I publish that 110 00:08:56,830 --> 00:09:02,460 event that will be showing up here and or I could just paste the URL straight in. 111 00:09:02,470 --> 00:09:06,800 So in order for the events to show up here it personally has to be published. 112 00:09:06,850 --> 00:09:08,080 So that's really the steps. 113 00:09:08,080 --> 00:09:15,970 But from there it's fairly straightforward you just need to enter the text as usual and there's nothing 114 00:09:15,970 --> 00:09:22,840 really different then from there on Cinelli you understand what event response ads are the copy that 115 00:09:22,840 --> 00:09:28,750 you can use targeting options and even some alternatives on how to set it up inside the ads create to 116 00:09:29,200 --> 00:09:31,580 go ahead and set one up for yourself. 117 00:09:31,690 --> 00:09:36,090 If you want to reach more people who are likely to attend your next event.