Using the Facebook Events Feature

As we all know, Facebook is the biggest social networking platform in the world with over a billion users. Since its launch, Facebook has evolved and brought new features for users as well as businesses. One of their most improved features are Events, which give an opportunity to individuals as well as organizations to promote their events on Facebook. Before this change, the Events
feature didn’t work very well for organizations and was a much better tool to invite friends to events such as your backyard barbecue.

After years of research and design, Facebook has improved upon their Events feature and made it a great tool for marketers. Today, over 500 million people search Facebook Events each month to find local events to attend, making the Events feature an important marketing tool to increase attendees.

During a recent presentation by the Facebook Events team, Facebook talked about the new success of the Events Feature with a case study on the event “Water Fight New York NYC.” In 2014, before Facebook started focusing on Events, the Water Fight NYC only had 1,400 attendees showing on their Facebook Event. Then, in 2015, after more features were put in place, the event skyrocketed to 64,000 attendees.

How to Market your Event

For a more guerrilla marketing approach, you can invite your friends list and ask your friends, relatives and event staff to invite their friends and share the event on their personal pages.  You are also able to use the Facebook ads to target your desired audience. When someone says they’re “Going” to your event, it creates a story that may appear in other’s News Feed so that their friends and followers can see they’re going and then decide to attend too.

To grow your attendee list using ads, you’re able to specifically advertise your event. This has a different mission than normal facebook ads, which is to get more attendees and ticket sales.

Event promoters often get better results when they:

  •         Set up a lookalike audience to show ads to people similar to your followers
  •         Use a CPM bidding strategy to get more people to respond to your event and buy tickets
  •         Create a conversion pixel to see which ads worked well and they can also measure performance
  •         Create an ad with using the “Ticket Link” which will allow you to create ads that are optimized to drive ticket sales

What do I do after my event?

So you just finished your event and can finally relax, right? Not exactly. People have connected because they truly care about your event and what you share about it. Facebook’s research has shown that event attendees are wanting the following:

  •         Professional pictures of the event action
  •         Final scores for competitions
  •         To be thanked for attending
  •         To know about future events from your organization

We hope that this has inspired you to add Facebook Events into your marketing efforts. You can also explore some great Facebook resources by reading through Facebook’s Guide to Getting the Most Out of Facebook Events.

Events are about community, culture, experiences and fun and Facebook is the avenue most people choose to share this experience. One inspiring statistic is that within one week of the event, each event attendee, on average, befriends another event attendee on Facebook. Events bring people together!





Meet Facebook’s New Emojis

What’s your take on Facebook’s new Reactions? This week, the social media giant went beyond the long requested “dislike” button when adding to their current “like” button. These new Facebook Reactions show a user’s “reaction” to a specific post. Users are now able to select Like, Love, Haha, Wow, Sad and Angry to express their opinion in response to the post. So what happened to the user requested “dislike” button?

Well, as it stood, the Like Button was an amazing data source for crafting a user’s newsfeed by providing Facebook with 6 billion Likes per day. The Like button was able to tell Facebook algorithms on how to distribute content unique to each user. In looking at a dislike button, it just didn’t cut it. In normal Facebook fashion, they took a request to the next level. Facebook hired a team of 5 data and behavioral scientists to figure out what emojis should be added to Facebook. At first it appeared that they would need hundreds of emojis to accurately show what users wanted to express, but the typical Emoji bank of 100 emojis just wouldn’t work for Facebook. They then set out to find the 5 basic emotions of Facebook comments, which resulted in their current offerings of reactions.

So, now that Facebook is a public company, you can usually follow every decision to the money… the ads. What do these “reactions” do for advertisers? Well, it provides instant feedback on posts, which will allow advertisers to craft their content and messages appropriately. For example, if a Political Action Committee (PAC) posts negative content and articles about their opposing views, an “angry reaction” is the desired outcome. If that same PAC then posts something supporting their views and they get lots of “likes”, “wows” and “loves”, they are then validated in their content choice.

With all of this new data, Facebook will soon be rolling out tools for advertisers to evaluate the new “reaction” data and improve (then hopefully increase) their marketing efforts on the platform.

Get ready for a wild ride folks, because Facebook just made it even easier for marketers to consider the site their number 1 marketing platform.




InstaChanges & Upgrades


Have you been overwhelmed with Millennial Marketing Trends and Statistics? Well, let’s talk about Generation Z (aka Post-Millennials, iGens or Plurals). Generation Z is shifting away from Facebook at an alarming rate! Generation Z says, “I can’t be myself on Facebook because it is full of MOMS…that’s why I like to use Instagram and Snapchat.”

Instagram has 400 million worldwide users. There have been over 40 billion photos shared at a rate of 80 million per day and with an average 3.5 billion daily “likes.”

So now what are marketers going to do? How can we be on so many platforms and still not reach who we need to?

Well, Facebook has had you covered since 2012. Facebook saw the trends and heard the feedback and knew they needed to do something drastic. In April of 2012, Facebook bought Instagram for $1 Billion, which many thought was a bad move for a product with no business model. However, after years of growing Instagram, Facebook has integrated their advertising platform into the app. This allows marketers to catch the “Moms”, Generation Z, Millennials and Boomers, all in one integrated platform!  

To get setup, all you need to do is go into your Facebook settings and connect your Instagram account so that the ads can be pushed over to the app.

Then you will create your Facebook ad as usual, except you’ll also need to select Instagram Ads… it’s THAT easy!

For those of you that fully utilize Instagram already, a common complaint has been that you cannot switch between your personal Instagram account and your Business Account, requiring you to sign in and out every time. However, now Instagram lets users switch between several different accounts within the app. You can even switch between FIVE different accounts!

With these new changes, expect the number of Instagram users and accounts to continue to climb.




Snapchatting your Events!

Chances are you’ve seen a Snapchat photo or “snap,” with their recognizable scrawled drawings announcing everything from the silly to the promotional. While it started as an easy way to electronically send the kind of messages one would want quickly erased, Snapchat has now become a tool for savvy event marketers.

With Instagram, Facebook and Twitter, what does Snapchat offer that existing platforms don’t? First of all, the limited nature of the content means that only those who engage with your Snapchat immediately have access to your snaps, and only for a period up to 10 seconds.

So…how does that help marketing?

Particularly for event purposes, Snapchat’s blink-and-you’ll-miss-it platform provides exciting opportunities for users to generate event-specific promotional tools and original content.  The Association of Surfing Professionals utilize Snapchat to engage with their audience through snaps of real-time updates of surfing contests and will even have surfing professionals send through “autographed” selfies to fans.

Snapchat’s format also allows for real-time updates to event attendees and participants – imagine being able to let visitors know a special event will be starting soon, or about a last-minute change of venue without having to draft an email. Coordination with vendors can also lead to short-term special deals (10% off funnel cakes? Be right there!). Allowing celebrities or important figures to “take over” your account can further increase your reach, and allow attendees to feel like they are intimately connected with them, all thanks to your brand! The benefits of using Snapchat year-round can keep people talking about your event all year.

Like any social media site, it’s important that your selected username makes sense related to your organization – this isn’t your personal account. It’s meant to relate specifically to your organization or event needs. As a general note, it’s always a good idea to have synchronicity between your social media usernames to help with audience loyalty and engagement.

With Snapchat, you typically have to select users to send your snaps to, so it’s absolutely essential that settings are set to display content to “everyone,” so that you never have to manually select your list (which hopefully becomes too long to look through!). This way you’ll be sure that you’re never limiting your audience (of course this does offer specialized promotion opportunities for those extra-special followers).

Be sure to let your followers on other social media sites know that you are now on Snapchat. It’s also a good idea to provide content that you don’t post elsewhere. This ensures that the audience feels like they are getting special treatment as a reward for following you.

While new social media platforms seem to be on the rise every day, Snapchat provides a great current option for event marketing, specifically in delivering premium and exclusive limited-time content to loyal followers. Start snapping those behind-the-scenes pics and get people ready for your next event today!



Facebook’s Power Editor Gets an Upgrade

Here at Saffire, we love using Facebook’s Power Editor! This tool is especially helpful when creating a large number of ads, like for an event or social media campaign. The Power Editor enables advertisers to save time by creating ads in bulk as well as mass-editing their ads and posts across all campaigns, accounts and pages. This tool will save you time and allows you to be more accurate than Ads Manager.

If you currently use Power Editor, you might have already known that it recently got a MUCH needed update.  It now has some brand new features as well as old ones that now appear in different places. Don’t panic! The Power Editor’s design has changed quite a bit, but still functions the same. You will be a pro in now time as you just play around with the Editor.

Side Navigation

Let’s talk about the changes made. The navigation items on are now on top, displayed for easy access. The new side navigation display icons represent the campaign, ad sets and ad groups. When you click any of these levels, you’ll get all of the information on the right-hand side. You’re no longer going to see a list of campaigns, ad sets and ads on the left; so it is important to use the filtering.


One of the biggest changes in the new Power Editor is that it now has more room to show lists of campaigns, ad sets and ads. You’ll no longer see a separator between the list and the editing pane. Whether you’re creating or editing a campaign, ad set or ad, the next view will look the same. If you want to edit a campaign, just click on the pencil image on the right. The editing pane will fly out from right to left and take over the majority of your screen. Once you’re done, just click on the pencil again and the editing pane will close. For you Saffire users, this is very similar to the way that we have editing set up!


The Search feature at the top left-hand corner is used to filter the list by Campaign Name, Ad Set Name, Ad Name, Campaign ID, Ad Set ID, Ad ID or Tag. You can also use the Filters drop-down menu to narrow down the list. The filtering options are categorized in the dropdown menu. Once you click on any of the options, the selected filter will appear on the right (some filters will require you to choose a variable). This feature will come in handy if you have lots of ads.



Power Editor also has a place for all of your saved reports. To get there, click on the Reporting link at the top of the page and you’ll be able to see your scheduled reports. The list will show sample reports from Facebook as well as the custom reports that you’ve created. It also lets you generate a report while viewing a filtered campaign list under Manage Ads.

Keep in mind that trying out the new version of Power Editor will not affect anyone else who currently works on your ad account. You also have the option switch back to the older version if you’re not comfortable. All you need to do to see the old version is click on the Help drop-down at the top right-hand corner and choose “Use older version of Power Editor.”



You’ve Got to Pin it to Win it!

Seriously Saffire, another Social Media site we have to maintain? Yes! With 70 million users and 28% of online US adults using the site, it is definitely worth pinning for a few minutes a day!

Do you know what the fastest growing demographic on Pinterest is? Men! Currently, 79% of users are female with only 21% male. But when you consider that in 2014 the number of men using Pinterest doubled and there are now more men using the site than read Sports Illustrated and GQ combined, Pinterest is quickly breaking free of the stereotypical recipe and interior design rapport. Pinterest recently announced a change to its site’s search settings, which will now filter search results based on whether you’re interested in products for men or for women. By introducing these new search filters, Pinterest shows its devotion to diversifying its customer base.

In late 2013, Pinterest introduced one of its best features: Place Pins! If you are a destination marketing organization (DMO), Place Pins provides users with great, rich information about your destination in a map format. Place Pins allows for more context and information for travelers and requires minimal effort from a DMO. Below is an example from two different Pure Michigan’s boards which shows how much more interactive a destination post can be when placed on a map.

Pure Michigan

Pure Michgan

If you are planning an event, one of the best ways to get pinners involved is to easily collect photos from attendees! The Pinterest mobile app allows event attendees to pin photos from their mobile devices. At some point during the event, invite attendees to contribute to a collaborator board (i.e. a board named 25th Annual Saffire Valley Rodeo) and you have a real-time, crowd-sourced photo album! To make it even more successful, you can even turn this board into a contest and give prizes to the pinner with the most repinned photos.

If your organization does not have a Pinterest yet and need help getting started, check out our  tips on creating a successful Pinterest page: Click Here! Let us know what Pinterest strategies you use and what has been successful for your organization!

Follow Us!


Finally, Facebook’s new secret tool is finally out!

Facebook recently announced the launch of Business Manager, a tool that helps brands, app developers and agencies manage accounts, Pages, apps and permissions all in one platform.


Business Manager simplifies Facebook advertising efforts by integrating all aspects of Facebook marketing into one easy-to-use tool. This is useful for users who manage their own marketing or on behalf of a brand. For example, if the user is part of an in-house marketing team or their own personal business.

This tool also takes Facebook to a more professional level, since it separates personal from business experience. While people can use a personal email and login to access ad accounts and Pages for management, you won’t need to friend other team members at work just to collaborate. Business Manager allows you to also get notifications using a work email instead of personal address. BONUS: You wont need to switch from your personal account to “use as page” whenever you need to work on your ad campaigns.


1. View Pages, ad accounts, apps and permissions linked to your brand

2. Add people on your team who can access campaign assets and collaborate on tasks.

3. Manage external partners, like agencies or Preferred Marketing Developers (PMDs), that are integrated to your Pages, ad accounts and apps

4. For professional advertisers, you can organize all of your clients’ Pages, ad accounts and apps permissions, as well as collaboration permissions.

45. With Business Manager, you’re in total control of all aspects of your Facebook business advertising. You can add, delete and manage ad campaign accounts linked to your business

As well as add or remove permissions to employees and external partners for your ad accounts, apps and Pages.

The tool is very intuitive and designed to help users without a technical background work efficiently. With just a few clicks, it reduces time spent on setting up and managing pages in addition to campaigns. Team members and partners can easily view and organize what’s going on behind the scenes of a Facebook account. I highly recommend taking a few minutes to check out the tool for yourself to see if your business can benefits from features.

Right now Business Manager is only available to select users in the US. Facebook plans for a full roll-out internationally over the next couple of weeks.

To learn more or to get started, you can visit

So what do you think? Will you use Business Manager? Do you have access to Facebook Business Manager yet?
Leave a comment below!

* Images from Facebook for Business


Saffire would like to thank Jen Smith with Jen Smith Social for this great guest blog!



All Gain, No Pain: Eliminate Guesswork on Facebook Ads

Living in a digital world that requires you to “pay to play” usually isn’t as wallet-friendly as we’d all like. Most of us are on a tight budget, which doesn’t always go well with our online marketing goals. The good news is, we’ve got a bullet proof plan to help you decide where your money is best spent. After all, we want you to have the biggest bang for your buck.

Where to spend money:

  • Offer ads. Whether you’re an event, venue, or destination, your main source of revenue is butts in seats. This means that your online ticket sales should be a main priority for your online marketing. The good news is, Facebook advertising has evolved to such an advanced level that you can actually drive traffic straight from Facebook to the page that you sell tickets. Hello, cash flow!


offeradBy clicking the “get offer” button, your page visitors are instantly directed to a revenue-generating place. When the average cost of a Facebook ad is somewhere around $0.25, you’re basically paying a quarter to get someone to make a purchase. That’s a pretty big return on investment compared to the cost of your tickets.

  • Posts that get visitors thinking about themselves. Posts like this tend to create more of relationship between viewers and your brand because they appeal to emotion. The more attached a consumer is to a brand, the more trusting they are of the brand and the more likely they are to spend money on that brand. For example:

emotionWording like this gets parents thinking about their kids as well as their own inner-child, thus tugging at their heart strings.

  • Posts that involve your partners and sponsors. This shows that you’re “bigger than yourself” and also helps to pull in from the fan base of the partner you’ve tagged. Your partners and sponsors are always going to have loyal followers, and if those followers see your affiliation, then you’ve already got your foot in the door!
  • Posts that are fun. First and foremost, you want to be a resource for entertainment. After all, people are coming to social media as an escape from boredom. So why not make your page one of the most fun to interact with? It’s okay to do a business plug every now and then, but remember the 80/20 rule. About 80% of your posts should be fun, and 20% should be promotional.

Where not to spend money:

  • Getting page likes. This is a “vanity statistic,” and it’s more valuable to spend money where you will make money. Unless you’re starting from scratch, chances are that you already have a large fan-base that you can use as an audience—this will only continue to grow as you post. When you create offer ads and link posts, there is a “like page” button built in, thus making it unnecessary to also spend money on page promotion ads. That’s not to say that you shouldn’t spend a little here and there, but you definitely shouldn’t put all your eggs (money) in this basket.

From our experience, spending (or not spending) money in these places has proved to give us the biggest bang for our buck. The most important thing is to pay attention to your fans and what they interact most with, and focus your dollars there. After all, if you’re not watching and listening, you’re not learning about your audience’s behavior. Facebook advertising involves quite a bit of trial and error, so we want to make sure that you had our inside scoop to help you stay ahead of the curve!


Improve Your Instagram Life

If you’re not using Instagram for your event, venue, or destination, then it’s time to hop on the bandwagon! We know what you’re thinking, “Oh great, just one more thing I have to keep up with in the online marketing world.” The thing is, it’s actually really fun and one of the best ways to reach a younger audience. Whether you think using Instagram is worthwhile or not, it’s important to be present everywhere your customers are, otherwise you miss out on the opportunity to reach a huge segment of your audience. Thankfully, there are some great apps and tools that can make your Instagram life a breeze while making you look like you’re ahead of the game!

  • Moldiv. There are a ton of photo collage apps, but this one is definitely our favorite because it has a ton of cool collage templates to choose from. Not only can you create collages, you can also add effects and decorations to your photos to create something truly unique. Once you’re done editing, you can share your photos straight to social media, email, or save it to your photo album.
  • Rookie. This is another favorite of ours because it provides 116 filter effects that can take your photos above and beyond. That’s right, 116! Be careful though, it’s addicting. It’s hard not to use this app on every single photo in your gallery because it really does make you look like a pro. Did we mention that it’s completely free in the app store?
  • Primary for Instagram. Do you manage multiple accounts and find it incredibly annoying to constantly be switching between them? Primary is an awesome way to help manage that. You can switch between accounts, filter out unwanted posts, users, or tags, and pinch to zoom in. It’s $1.99 in the app store, but well worth it.
  • IFTTT (If This Then That). Do yourself a favor and sign up for this awesome service! It’s completely free and does an awesome job at automating your digital life. You can create “recipes” that put the web to work for you. One helpful recipe is IF I post to Instagram, THEN also post to my Facebook page. This is one of very few automation tools that includes Instagram, so take advantage of it!
  • Latergramme. This app is awesome because it allows you to plan your Instagram posts in advance. It doesn’t do the posting for you, but it will send you push notifications when it’s time to go.

Don’t let yourself get weighed down trying to keep up with the Joneses of the social media world, especially when there are a variety of apps that were created specifically to help you take a load off. Instagram is one of the quickest and simplest ways to give your fans an inside look at your organization, so have fun with it!

Getting Seen and SHARED on Social Sites!

It’s no secret that we are living in the days of “more” – more content from more sources, being shared with more people, more frequently and more quickly. The question is, in the sea of information flooding consumers today, how do you ensure that your social marketing efforts will be read – and ultimately shared?  Sharing certainly is not a new concept. People love to tell their friends about great finds, ideas and experiences, it’s just a lot easier to do so with the help of modern technology, and you should be taking advantage of this fact!


Why does it matter if your customers share your content? According to The Psychology of Sharing, a study published by The New York Times, “73% [of people surveyed] say they process information more deeply, thoroughly and thoughtfully when they share it.” This means that if you post about an upcoming event on your Facebook, Twitter and Google+ accounts, and one of your followers shares this post, that person will be more likely to really contemplate the event, making them more likely to buy tickets and end up attending the event! Also, once they’ve taken the time to share your event information, it is probable that they will continue to talk about it with others (since you are now top-of-mind), which often translates to more tickets sold!


Time is of the Essence. One of the implications of consumers receiving so much data is our attention spans are shorter than ever. In other words, if you want to capture your target audience, you need to get information to them as quickly and frequently as possible. Big concert next week? Let you consumers know through a number of different channels – email, social media, and on your website – as soon as possible, so they will be thinking of you and be more driven to share this information with others. Make it easy for them to share, too! Incorporate social media buttons directly on your webpage that link your site to your social media pages. If customers can share your content with one-click, they are far more likely to do so. Another important consideration – even if you aren’t working on Wednesday and Thursday one week, your customers are still looking at your content, so try to keep active every day. (For tips on leveraging social media on the weekends, see the article we linked under “Latest Headlines,” at the top of The Dirt.)  On the flip side, people will generally share your content only if they feel like they can trust you, so make sure you take any outdated information down with the same sense of urgency as you’re posting.


Get Engaged! When posting, don’t just think about the business side of your venue, but about what draws consumers to your venue in particular. In other words, what are the interests of your target audience? Most people choose to share information when they believe the information is a direct reflection of their personality, interests and beliefs, so try to match up with your customer’s mindset. Also, your fans want to be heard just as much as you do. If they take the time to comment, reply or write you an email, make sure you respond! Engagement makes people feel valued, and the more appreciated they feel, the more likely they’ll be to share your information with others.


Make it Fun! While thinking about being timely and engaging, try to also find a unique way to get your customers involved. Some great tools include polls, contests and open-ended questions. For example, if you have 3 big shows coming up over the next couple of months, put a poll up asking your fans who they are most excited to see. Not only will this get people voting, but it will likely get them to share as they see the preferences of others. You may also choose to post a photo of one of the favorite foods served at your event, and ask people when the last time they tasted this dish was. Leaving the question open-ended invites more conversation, which makes readers give more thought to the post, resulting in more shares.


Think of posting to social media in a similar fashion as talking to a group of friends. You want to stay on topics that will be interesting to the group, and hopefully get everyone involved. The real victory is when you choose a topic that so interesting, your friends talk about it even after you part ways.  Also remember, no one likes being the person who shows up late, making the others wait, so be sure to exhibit a sense of urgency with your social media posts. Sharing isn’t a new idea – in fact, people love to share when you give them content that sparks their interest, so start posting!