Car Wash - Spring 2018 - 90

Key Social Media Metrics

FACEBOOK OFFERS A
CUSTOM AUDIENCE BUILDER.

Facebook's custom audience builder allows
creators to customize audiences according to current goals. With the help
of this builder, business owners
can upload data, including email
addresses, phone numbers, mailing addresses and more. Using
this tool, marketers can build a
custom Facebook audience and
ensure ads only show up to people
associated with the email addresses on a
given list.

Business owners who are going to master Facebook advertising must understand how to
assess performance. Yet with so many metrics at our fingertips, where to start? To simplify
this, it's wise to break "measurement" down into three key categories: what people see,
what they say, and what they do.
This becomes a helpful formula to measure the success of a marketing campaign.

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1. What people see. This measures reach and impressions. The goal with "what people see"
is to quantify how many people become aware of a business because it has reached them.
Taken alone, this metric isn't very helpful. Consider this: a business could run ads that
many people see, but which nobody likes. This, of course, isn't a marker of success.
Instead, it needs to be taken in conjunction with other metrics.
2. What people say. This metric people say" measures how many people like content.
While "likes" are what I call a light engagement, comments and shares are heavier, or
more important, forms of engagement. Are people saying positive or negative things
about a product or service? If many people are seeing material but people aren't saying
much, it means it's not resonating well. The content may not be compelling, or it may
be reaching the wrong audience entirely. This will indicate that the business owner
needs to adjust the strategy accordingly.

FACEBOOK ADS
COMPLEMENT OTHER
ADVERTISING.

Facebook ads are a great addition to direct mail offers, flyers
and similar marketing materials.
Creating a hybridized advertising
strategy like this is a fantastic option
for businesses who want to expand
their reach and engage new audiences
in the area.

3. What people do. What does the business want people to do? In some cases, it's
liking a page or clicking a link. A business owner can measure transactions by using link
tracking, etc. to find out how many people click through a transaction. Alternatively,
providing some type of offer code can make it easy to track redemptions.
By focusing on these three categories of social media metrics, car wash owners can
ensure they're using resources wisely and optimizing ad campaigns for success.

HOW TO DEVELOP
CUSTOM AUDIENCES

Developing custom audiences on
Facebook's advertising platform is simple.
Here are the steps business owners need
to take:
* Use customer data to create a list of
email addresses or phone numbers for
an audience.
* Put this list into TXT or CSV format.
* Open the Ads Manager and navigate to
the Audiences tab.
* Select "Create Audience" and choose
"Customer List."
* Upload the list file.
* Within about half an hour, the custom
audience list will be ready to go.
Once a business owner has created a
custom audience list, they can create ads,
update targeting options, and set ad budgets.

HOW TO BUDGET
FACEBOOK ADS

Setting a Facebook ad budget is one of
the biggest things new marketers struggle
with, and rightfully so. Figuring out how
much to spend is essential. Here are the
steps to get started:
* Define the target revenue goal. When
marketers know how much they want to

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make from the ad, it's easier to figure out
how much to invest in it.
Monitor results and adjust as needed.
Marketers who are new to FB advertising will find that part of the process is a
"wait and see" game. As ad gains traction,
marketers will need to re-evaluate costs
and find ways to improve ROI.
Understand the budget structure.
Facebook offers both daily and lifetime
budgets for its ads. Daily budgets are an
average while lifetime budgets take into
account how much a company spends
throughout the entire lifetime of the ad.
Marketers must decide which is right for
them, and go from there.

WHAT'S CHANGING

At the start of the year, Facebook made
a big algorithm change that means users
will "see less public content like posts from
businesses, brands and media." According
to CEO Mark Zuckerberg, "The public
content you see more will be held to the
same standard - it should encourage
meaningful interactions between people."
This may have an impact on the visibility of advertisements. Business owners

CAR WASH MAGAZINE | WWW.CARWASH.ORG |

SPRING 2018

should, however, be able to bypass the
effects of the update by targeting audiences and building a custom audience
segment.

TIME MANAGEMENT

The concept of adding social media marketing and advertising to an already-packed
schedule seems intimidating to many car
wash owners. This is normal, though, and
it's something many businesses struggle
with. The key, in these situations, is to identify a schedule that works and to utilize
intelligent tools that streamline the process.
A business owner can certainly dip their
toe into social media advertising with a
limited investment of time and energy.
However, if you don't plan to become
an expert yourself, consider identifying
a firm that specializes in social media
advertising so that you can focus on your
core competencies.
Anthony Shop is the co-founder and chief
strategy officer of Social Driver, a national
digital agency that helps companies connect
with people today through social media,
websites and creative. This article has been
reprinted with permission of Social Driver.


http://www.carwash.org/

Table of Contents for the Digital Edition of Car Wash - Spring 2018

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
ICA’s 2017 Annual Report
ICA Partnership Update
Join the Club
Creating a destination
Feeling Fine
Marketing goes mobile
Where the rubber meets the road
Online outreach
Click here: Facebook 101
Anti-social media
Regional Update
Big brand, small budget
Why now is the best time to plan to attend your industry trade show
Five reasons to offer unlimited washes
Listen, learn & earn
Recruiting top talent
An economic outlook for the car wash industry
The right way to deal with difficult customers and situations
Four tips for leading in uncertain times
Test your emerging technology I.Q.
Communicating trust in the digital age
Jimmy Starnes, Wash Me Now
Ben Melendez, Vintage Car Wash
Marla Mayer, Weiss Guys’ Car Wash
Take a Tour: WOW Car Wash
Automotive technology
The “How” of Carwashing
Blast from the Past
Download It!
Marketing Minute
Top Tweets
Ask Champ
Advertiser Index
5 Things
Car Wash - Spring 2018 - intro
Car Wash - Spring 2018 - bellyband1
Car Wash - Spring 2018 - bellyband2
Car Wash - Spring 2018 - cover1
Car Wash - Spring 2018 - cover2
Car Wash - Spring 2018 - 3
Car Wash - Spring 2018 - 4
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Car Wash - Spring 2018 - 6
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Car Wash - Spring 2018 - 9
Car Wash - Spring 2018 - 10
Car Wash - Spring 2018 - 11
Car Wash - Spring 2018 - 12
Car Wash - Spring 2018 - 13
Car Wash - Spring 2018 - 14
Car Wash - Spring 2018 - Letter from the ICA
Car Wash - Spring 2018 - 16
Car Wash - Spring 2018 - Meet the Board
Car Wash - Spring 2018 - By the Numbers
Car Wash - Spring 2018 - 19
Car Wash - Spring 2018 - 20
Car Wash - Spring 2018 - Overheard Online
Car Wash - Spring 2018 - 22
Car Wash - Spring 2018 - 23
Car Wash - Spring 2018 - 24
Car Wash - Spring 2018 - ICA’s 2017 Annual Report
Car Wash - Spring 2018 - 26
Car Wash - Spring 2018 - 27
Car Wash - Spring 2018 - 28
Car Wash - Spring 2018 - 29
Car Wash - Spring 2018 - 30
Car Wash - Spring 2018 - ICA Partnership Update
Car Wash - Spring 2018 - 32
Car Wash - Spring 2018 - 33
Car Wash - Spring 2018 - 34
Car Wash - Spring 2018 - 35
Car Wash - Spring 2018 - Join the Club
Car Wash - Spring 2018 - 37
Car Wash - Spring 2018 - 38
Car Wash - Spring 2018 - 39
Car Wash - Spring 2018 - 40
Car Wash - Spring 2018 - 41
Car Wash - Spring 2018 - 42
Car Wash - Spring 2018 - 43
Car Wash - Spring 2018 - Creating a destination
Car Wash - Spring 2018 - 45
Car Wash - Spring 2018 - 46
Car Wash - Spring 2018 - 47
Car Wash - Spring 2018 - 48
Car Wash - Spring 2018 - 49
Car Wash - Spring 2018 - 50
Car Wash - Spring 2018 - 51
Car Wash - Spring 2018 - Feeling Fine
Car Wash - Spring 2018 - 53
Car Wash - Spring 2018 - 54
Car Wash - Spring 2018 - 55
Car Wash - Spring 2018 - 56
Car Wash - Spring 2018 - 57
Car Wash - Spring 2018 - 58
Car Wash - Spring 2018 - 59
Car Wash - Spring 2018 - Marketing goes mobile
Car Wash - Spring 2018 - 61
Car Wash - Spring 2018 - 62
Car Wash - Spring 2018 - 63
Car Wash - Spring 2018 - 64
Car Wash - Spring 2018 - 65
Car Wash - Spring 2018 - Where the rubber meets the road
Car Wash - Spring 2018 - 67
Car Wash - Spring 2018 - 68
Car Wash - Spring 2018 - 69
Car Wash - Spring 2018 - 70
Car Wash - Spring 2018 - 71
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Car Wash - Spring 2018 - 73
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Car Wash - Spring 2018 - 75
Car Wash - Spring 2018 - Online outreach
Car Wash - Spring 2018 - 77
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Car Wash - Spring 2018 - Click here: Facebook 101
Car Wash - Spring 2018 - 87
Car Wash - Spring 2018 - 88
Car Wash - Spring 2018 - 89
Car Wash - Spring 2018 - 90
Car Wash - Spring 2018 - 91
Car Wash - Spring 2018 - Anti-social media
Car Wash - Spring 2018 - 93
Car Wash - Spring 2018 - 94
Car Wash - Spring 2018 - 95
Car Wash - Spring 2018 - 96
Car Wash - Spring 2018 - 97
Car Wash - Spring 2018 - 98
Car Wash - Spring 2018 - 99
Car Wash - Spring 2018 - 100
Car Wash - Spring 2018 - Regional Update
Car Wash - Spring 2018 - 102
Car Wash - Spring 2018 - Big brand, small budget
Car Wash - Spring 2018 - 104
Car Wash - Spring 2018 - 105
Car Wash - Spring 2018 - Why now is the best time to plan to attend your industry trade show
Car Wash - Spring 2018 - 107
Car Wash - Spring 2018 - 108
Car Wash - Spring 2018 - 109
Car Wash - Spring 2018 - 110
Car Wash - Spring 2018 - Five reasons to offer unlimited washes
Car Wash - Spring 2018 - 112
Car Wash - Spring 2018 - 113
Car Wash - Spring 2018 - 114
Car Wash - Spring 2018 - Listen, learn & earn
Car Wash - Spring 2018 - 116
Car Wash - Spring 2018 - 117
Car Wash - Spring 2018 - 118
Car Wash - Spring 2018 - 119
Car Wash - Spring 2018 - 120
Car Wash - Spring 2018 - Recruiting top talent
Car Wash - Spring 2018 - 122
Car Wash - Spring 2018 - 123
Car Wash - Spring 2018 - 124
Car Wash - Spring 2018 - An economic outlook for the car wash industry
Car Wash - Spring 2018 - 126
Car Wash - Spring 2018 - 127
Car Wash - Spring 2018 - The right way to deal with difficult customers and situations
Car Wash - Spring 2018 - 129
Car Wash - Spring 2018 - 130
Car Wash - Spring 2018 - 131
Car Wash - Spring 2018 - Four tips for leading in uncertain times
Car Wash - Spring 2018 - 133
Car Wash - Spring 2018 - 134
Car Wash - Spring 2018 - 135
Car Wash - Spring 2018 - 136
Car Wash - Spring 2018 - Test your emerging technology I.Q.
Car Wash - Spring 2018 - 138
Car Wash - Spring 2018 - 139
Car Wash - Spring 2018 - 140
Car Wash - Spring 2018 - Communicating trust in the digital age
Car Wash - Spring 2018 - 142
Car Wash - Spring 2018 - 143
Car Wash - Spring 2018 - 144
Car Wash - Spring 2018 - Jimmy Starnes, Wash Me Now
Car Wash - Spring 2018 - 146
Car Wash - Spring 2018 - 147
Car Wash - Spring 2018 - 148
Car Wash - Spring 2018 - Ben Melendez, Vintage Car Wash
Car Wash - Spring 2018 - 150
Car Wash - Spring 2018 - Marla Mayer, Weiss Guys’ Car Wash
Car Wash - Spring 2018 - 152
Car Wash - Spring 2018 - 153
Car Wash - Spring 2018 - Take a Tour: WOW Car Wash
Car Wash - Spring 2018 - 155
Car Wash - Spring 2018 - 156
Car Wash - Spring 2018 - 157
Car Wash - Spring 2018 - Automotive technology
Car Wash - Spring 2018 - 159
Car Wash - Spring 2018 - 160
Car Wash - Spring 2018 - 161
Car Wash - Spring 2018 - The “How” of Carwashing
Car Wash - Spring 2018 - 163
Car Wash - Spring 2018 - Blast from the Past
Car Wash - Spring 2018 - 165
Car Wash - Spring 2018 - Download It!
Car Wash - Spring 2018 - Marketing Minute
Car Wash - Spring 2018 - 168
Car Wash - Spring 2018 - Top Tweets
Car Wash - Spring 2018 - Ask Champ
Car Wash - Spring 2018 - 171
Car Wash - Spring 2018 - Advertiser Index
Car Wash - Spring 2018 - 173
Car Wash - Spring 2018 - 174
Car Wash - Spring 2018 - 175
Car Wash - Spring 2018 - 176
Car Wash - Spring 2018 - 177
Car Wash - Spring 2018 - 5 Things
Car Wash - Spring 2018 - cover3
Car Wash - Spring 2018 - cover4
Car Wash - Spring 2018 - outsert1
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