Creating Success with

Facebook

Campaign Hints for Gay

Square Dance Clubs

www.stage2mktg.com
Click to edit Master title style
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.
Click
What’stoaedit Master
Promoted title style
Facebook Post?

Your News Feed

Their Message

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Click to editfor
Suggestions Master title
Writing style
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

www.stage2mktg.com
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Click to edit Master title style
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. Gay-

friendly 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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 Click to to
Prepare edit Masterthe
Promote title style
Post
Start Here:

When a page administrator

makes a post, they are
prompted to boost the post by
Not recommended. clicking this button.
You want to promote an
invitation, not your The post will be labeled
entire page. It drives “sponsored” and put directly
people to like your page,
rather than learning to into the newsfeeds of targeted
dance. 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
Click Parameters
edit of your
Master title style
Campaign – Step by Step 1. Choose “People you choose through
targeting

2. Choose the audience (more on that on

1 the next page)
5 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 -
2 $100 for 2 weeks. You can refine the
budget as you get results.

3 4. Decide the length of the campaign.

Recommend 2 weeks minimum. One
month would be better.

5. Review your post in both desktop and

4 mobile versions. If you don’t like it,
start over and edit the post

6 6. Click Boost and you will be taken to

the payment page.

www.stage2mktg.com
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 Click
Definetothe
edit Master title style
Audience
After you check “People Give the Audience a Name. Decide on the geography of
you choose through Example: Redwood your audience using
targeting”, you will be Rainbows - Recruitment Location. For this
prompted to create a new example, I chose 10 miles
audience. You will come to from Sonoma and its
this page. surrounding cities.

Base your choices on the

locations of your current
dancers and how far they are
willing to travel.
www.stage2mktg.com
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Click
Definetothe
edit MasterCont’d
Audience title style
Adjust your age and Choose your audience’s interests based on your
gender preference. Per our current members interests. Facebook may prompt
discussion, 45-65. Do not some additional suggestions as you can see in the
go younger. example. Suggestions to consider are on the next
page.

www.stage2mktg.com
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Click to edit
Interests Master (based
to Consider title onstyle
your Club and
some dancer surveys*)
• Gay • Geek • Interests to Avoid
• Club Dancing
• LGBT • Puzzles
• Party Scene
• Gay Pride • Math • Cocktails
• Modern Western • Learning • Aerobic Exercise
Dance • Bears, Twinkie or
• Non Alcoholic other gay slang
• Square Dancing • Sex
• Exercise
• Folk Dancing • Country Music
• Community • Bola Ties
• Contra Dancing
• Pop Music • Costumes
• Dance • Kitch
• Traditions
• Nerd
• Intelligence or
• Introvert 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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Click to edit
Audience SizeMaster title style
• 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.

www.stage2mktg.com
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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.
 Click to edit
Tracking Master title style
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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Click to editHelp
A/B Testing Master title styleYour
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.
Click to edit
FB is just Master
a step title style
towards
engaging dancers
Click to
Facebook Your Web
Learn
Ad Site
More

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.
Click to edit Master title style
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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Click
Video to edit Master
Tutorial title
Resource style
from FB

https://www.facebook.com/business/learn/facebook-page-boost-posts/

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Click to edit Master title style

Deb Doyle
Brand Storyteller

Stage2 Marketing

415.577.4594

deb@stage2mktg.com

www.stage2mktg.com

www.stage2mktg.com
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Appendix
Click to edit
What word Master
or phrase title
describes why style
you dance?

Image & Research courtesy of Ken Sale.

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