Facebook is fussy. Many representatives in direct sales are finding Facebook advertising challenging or not providing the return expected. Some of this has to do with Facebook's policies and algorithms. Some of this has to do with content that the direct seller chooses to push. Part of the problem is that Facebook's "Events" feature is meant to promote live events, not virtual events. I think that's a design failure on Facebook's part, but that's neither here nor there.
Considerations when creating a Facebook party: Event, Guests, Content, Engagement. EGCE doesn't spell anything cool, sorry. CEEG or GEEC either.
Event
To create a Facebook party, first make sure you have a Facebook business page for your direct sales business. (Creating business events from a personal page can cause problems with Facebook because it may violate their terms of service). From your Facebook business page, Create a new, PUBLIC event. I cannot stress this enough. So many people create social media content that is hidden behind their privacy filter. Make your Facebook Events PUBLIC. Make your Instagram PUBLIC. No one can see your content if it's not.
The Event Photo should be carefully crafted. You want something visually interesting, not busy, and low on text overlays. Guests will see this as a small thumbnail at first, so make sure it represents your event in a visually stimulating way. Also, adhere to the 1920 x 1080 image size in your design.
Make your Event Name powerful and relevant.
The Location should say Virtual, or Online.
Date/Time can be a single date or a time frame. On one hand, a single, short event will create a sense of urgency with guests. On the other hand, a time frame of several days expands guest participation because they can jump in at any time. A single, several hours long event or a 2 or 3 day stretch are the ideals; anymore than 5 days can get annoying.
Co-hosts is useful if you are partnering up with another representative, or if you have a hostess. Another trick for Co-hosts? Add yourself, and as many friends as are willing to "co-host". What this will do is broaden your invite reach. Keep the invites low-ish though, or it will be id'd as spam.
Ticket URL is meant to purchase real live tickets to a real live event. I'd like to say use the link to your estore here, but I have to admit I have not tested this, and I'm not 100% sure what the policies are. If I discover this information somewhere, I will surely update you!
Description is very important. Copywrite this carefully. Your description should give specific information about what guests will experience, as well as the products or product lines you will be sharing.
I would choose Community > Shopping as the Category. Just making your event goals transparent may increase participation. Do not mislead your guests.
Leave Only hosts can post on the event wall unchecked. You want people to post; conversation is engagement and engagement leads to sales!
Guests
You want as many guests to join your event as possible. Invite all of your friends, ONCE! Don't be a spammer. Have your co-hosts invite their friends, once.
Promote your event outside of Facebook, with the linky back to the Event page.
Send out reminders leading up to the event to encourage more people to jump in.
Content
Have a purpose when you create a virtual Facebook party. Are you trying to:
- Introduce a new product or product line?
- Create a community?
- Answer questions about your opportunity?
- Promote a specific campaign?
- Acquire new leads and customers?
Make sure you focus your content on that purpose. Answer questions about other products and services, if they come up, but make sure you have a niche focus for your party. Focus on one product, or a newly released product, or successes customers have had. Even make it a problem solving event, if multiple customers have had questions about something.
Engagement
Your shares are critical. Share content that is related to the focus of your Facebook party, and work to create guest engagement. If people are posting on the wall, asking questions, making comments, participating or responding, those crickets mean no sales for you.
Hold Party Games to Make Guests Feel Like Individuals
OK, so there is this social media concept called "gamification". Essentially, humans want to enjoy their experience, so when interaction is turned into a game, they tend to engage more. I'm not going to go into this in too much detail (yet) because I haven't learned enough about it, but the same idea holds true in educational settings. (If you have kids, ask them if they have ever played Kahoot! in school and see their reaction.) Get kids involved by making learning fun. Get adults involved by making social media fun. Have party games about your products and about your customers. Make the games personal and relevant to individuals. Make guests feel special. Bring them in, and make it about them.
Take a look at my list of Facebook Games!
Offer Promotions Coupled with a Call To Action
When people shop, they want products that will work for them, but they also want to feel like they are getting something special. Offer as many promotions and discounts as you can. Give them exclusivity. Encourage action based on losing the opportunity to a discount. "20% discount on x product, available only from 6pm to 7pm today!" or "Free shipping coupon code expires Tuesday. Order now."
Provide Explicit Product Images, Information and Instructions on How To Order
Sounds crazy, right? Sell more product and get more customers by saying, explicitly, THIS is my product, THIS is what it does for you, and THIS is how you can get it. Don' make potential customers hunt for how to buy, or work to get the products you are promoting. Engagement that leads to sales will decline if it's too hard for them. Make it super simple to spend money on what you are selling.
Want to promote more and get more sales? Go create a Facebook event, and engage your guests with great content!
