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Marketing your
business on Facebook
Your handbook to building successful businesses on
Facebook for your clients through the BCEI framework
Chapter 1: BCEI overview
 1.1 What is BCEI and why                                                          3

 1.2 How to pitch for your client to start using
     Facebook Marketing by using the BCEI framework                                3

 1.3 Ads account structure introduction – why and how                              4

Chapter 2: Build
 2.1 What you should achieve in BUILD?                                             8

 2.2 Align with clients on the purpose of the page                                 9

 2.3 Build a page                                                                 11

 2.4 Build an initial fan base                                                    16

Chapter 3: Connect
 3.1 What you should achieve in Connect?                                          17

 3.2 Set up ads to acquire fans                                                   18

 3.3 Review fans profile in page insight,
     and focus on ‘Like’ and ‘Reach’ session in page insight                      19

 3.4 Promote your page through existing marketing channels
     and Facebook features                                                        26



Chapter 4: Engage
 4.1 What you should achieve in Engage?                                           29

 4.2 Page post tips and examples                                                  30

 4.3 The concept of owned, earned and paid media (organic distribution is limited) 35

 4.4 Promoted post (emphasize the importance of feeds)                            36

 4.5 Offer                                                                        37

Chapter 5: influence
 5.1 What you should achieve in Influence?                                         38

 5.2 How does Sponsored Stories works?                                            38

 5.3 Using Page Insights to measure your Sponsored Stories                        41
Marketing your business on Facebook

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Chapter 1: BCEI overview
What is BCEI and why
Facebook is a tool for connecting people with those around them as we already know but now the question is
whether you are using Facebook to the fullest of its potential or if your client is aware of its fullest potential?

We are here to introduce to you the BCEI (Build – Connect – Engage – Influence) framework which is the best
practices we have established to guide you from the start of building a page through to what is there to help
you influence your fans and friends of fans.


How to pitch for your client to start using Facebook Marketing by
using the BCEI framework?
There are a number of good reasons for businesses to participate in and maintain a presence on Facebook.
Here are the fundamental points you need to know and use them to pitch for clients to engage your services
in Facebook marketing:

       BUILD: when you have a page, you get found by people who are searching for your products or services

       CONNECT: means you are able to connect with current (and potential) customers

       ENGAGE: then you create an engaging community around your business

       INFLUENCE: Promote other content you create, including webinars, blog articles, or other resources
       to influence


With the above framework in place you will be able to continuously achieve the following for your clients:

       Get more fans, grow your fanbase,

       Generate loads of leads for your business

       And acquire more new customers!




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Ads Account Structure Information – Why and how?
Account Groups is a feature in your Ads Manager that allows you to organize and access multiple advertising accounts from one
place and we strong recommend you to create groups to manage all your ad accounts.

This feature may be particularly useful for you if you manage a number of ads or if you manage ads for multiple businesses / clients.
Some examples of how you can structure your accounts as below:




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Ads Account Groups – How?

How to group a set of accounts together under a group name
(including adding/removing accounts from a group)
Grouping a set of accounts together lets you view all the accounts from one view in ads Manager and enables multiple users to
access the accounts simultaneously.

       Log in to your Facebook ads account and click on the “Account groups” tab in the left side of accounts page (www.facebook.
       com/ads/manage/accounts.php)

       Click on the “Create a Group” button on the right hand corner, enter a name and then click “Ok”




       To add an account to the group, select your existing managed accounts from the “My account” drop down tab and/or enter
       the account IDs directly into the “add Account” field and then click “add Account”




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     To grant permission to another user, type the name of a friend and/or an email address into the “User Permissions” field and
     click “add User”. If the email address is associated with that person’s user profile, it will grant that profile permission

     To save the changes click on the “Back to group settings” button in the top right hand corner of the Page




More questions about Account Groups, please visit - https://www.facebook.com/help/?page=229552707057508




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Chapter 2: Build
What should you achieve in BUILD?
Pages are the essential place on Facebook for businesses to build connections with people. It’s where you
connect with fans by announcing new products, sharing news, and gathering feedback. Your Page is also
where you create unique brand content that can become ads and sponsored stories. It’s the core place for
businesses to manage their posting and advertising content. Three key elements should be achieved in BUILD:

       Align with your clients on the purpose of the page

       Build a page

       Build an initial fan base




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Align with your clients on the purpose of the page
In order to build and retain relationships with customers and their friends, you must have a clear vision for your page. Everything you
do with your page should align to your purpose and objectives. Align your page to your brand purpose. This is important above all
else, and the defining factor in a great Facebook page vs. a weak one. All of your posts and content should ladder back to your brand’s
purpose and your business objectives – including




1. Align your page to your brand purpose. This is important above all else, and the defining factor in a great Facebook page vs. a
   weak one. All of your posts and content should ladder back to your brand’s purpose and your business objectives.

2. Think about your page from an always-on perspective.

3. Align your publishing calendar with your media and offline initiatives. If you’re having a sale in store,

4. Leverage local. You can target your posts by country, state, city, and even language. This is a great way to make fans in specific
   areas feel like you’re catering to them by publishing about local news, events, or offers.

5. Focus on conversation over content. You can plan what you share, but not how your fans respond. Be prepared to engage in
   conversation with fans.



Every brand has a purpose that’s consistent throughout all of its marketing efforts. Facebook is one way to bring dimension and
character to that purpose. All of your publishing and marketing programs on your Facebook page should align to your brand’s
purpose in order to build credibility with your consumers. When developing your ideas and content for your page, filter it through
your brand’s mission statement to see if it makes sense and will be relevant to your fans.



This is the single most important factor in making your page a success.
For example, Skittles targets teens with playful, offbeat, funny content, while
Extra Gum – targeted toward weight-conscious middle-aged women – keeps the
conversation relevant for them as well.

For example, Wrigley’s mission statement is “Weaving brands into the fabric
of everyday life around the world.” Their brands have very different target
audiences, and they create brand voices on their pages accordingly.




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Once you’ve defined your purpose, start thinking about your objectives. Many businesses set up social media programs without
first aligning their social media objectives to their business objectives. Forgetting this integral step makes it hard to understand the
effectiveness of social media, and can leave community managers scrambling for metrics.




  1                                 2                                    3                                   4
  Identify your                     Consider how your                    Determine how                       Set
  brand’s current                   Facebook page can                    you will measure                    benchmarks
  business                          help you achieve                     success
  objectives                        those goals.




1. Write down your business objectives                                    against these objectives. In the case of brand awareness,
   This is an obvious, yet frequently skipped, step. Understand           you can track things such as online conversations about
   what your CEO thinks is the main objective for the business.           your brand or number of unique visits to your website. You
   Is it product sales? Is it becoming the most forward-thinking          can also pay research companies to run brand awareness
   company in your industry? Don’t just make an assumption                studies. Refer to the “Measurement and Research” module
   here. Ask key business leaders so you’re clear on what’s               to see the tools that Facebook has available, as well as the
   important.                                                             Pages Deep Dive to better understand the metrics your page

2. Consider how social media can help achieve these                       can provide about how people are engaging with your brand.
   business goals                                                      4. Set benchmarks
   If your business objective is product sales, and you sell              Before starting a social media program, know where your
   your products online, this is easy. You can simply track how           company stands on major business objectives. Get average
   many sales came from social media referrals via analytics              sales numbers, do some research on brand awareness
   resources and tracking tags. Most of us aren’t that lucky.             among your target, or understand customer opinions about
   Let’s say you only sell your products in brick-and-mortar              your brand. Having these benchmarks set up ahead of time
   stores. Social media can help generate awareness about                 will better help you understand what impact (if any) your
   your product or educate consumers on the benefits of your               social media program is having on the bottom line.
   product.
                                                                       There is no one-size-fits-all formula for calculating social media
3. Determine how you will measure both your business and               ROI. However, if you align your social media objectives to your
   social media objectives                                             business objectives in the strategy and planning phase, you are
   How can you measure success if you don’t even know                  going to set yourself up to be more successful in determining
   how to measure key objectives? Write down the KPIs (key             the effectiveness of your campaign.
   performance indicators) that will help you track success



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Build a page
The very next step is to build a page. Page is the mission control for your business on Facebook, to create a page,
go to https://www.facebook.com/pages/create.php




What do we mean by mission control
   Whether you are running ads, developing an app, or running a contest, it is important to connect everything back to your Page

   Pages is where everything starts - every important piece of content comes from your Page, and this is where you manage your
   interactions and provide customer services

   Pages is how you connect with people

      Reach beyond your fan base

             Drive awareness through promoting Page posts on the homepage

             Drive acquisition by promoting Page post everywhere on Facebook

      Reach more of your fans

             Communicate with and engage more of your existing Fan base



With a Page, you build a relationship first before you drive them to further engagement
and marketing through your website and apps.



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To build a complete page, you need to have the basic elements of a page and they are:

Cover photo: This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315 pixels) and change
it as often as you like. Examples: popular menu item, album artwork, or a picture of people using your product. Be creative and
experiment with images your audience responds well to

Profile picture: This represents your page on other parts of Facebook, in ads, sponsored stories and the news feed. Choose a picture
that represents your business, such as a logo. Use a high quality image that scales well from 180 x 180 pixels to 32 x 32 pixels

Your photos and custom apps appear at the top of your Page under the cover photo and profile picture. You can also customize the
images for your apps under “Manage” in “Edit Page” in the admin panel (we will talk about the admin panel after finishing the key
elements of a page)




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Views and apps: this refers to native Facebook apps, such as photos, events, or video. Apps refer to any custom apps you have
created. Your photos view will always be in the first position. You can choose which views or apps to feature in the other 3 spots.
If you have more than 4 views and apps associated with your page, users can click the button to the right of the default views to see
up to 12 more apps and views. You can have an unlimited amount of additional apps and views, which you can deep-link to using
ads or hyperlinks




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Your wall: You can communicate with your fans by publishing to your Wall. Wall post can consist of just text, or you can add
attachments to your post in the form of photos, links, video, or a customized question with poll responses. You can also customize
these posts by region, so if your page is global or national, you can still create posts at a regional or language level. For example,
you could reach only your fans in Montreal who speak French. Like we said before, your page is mission control for your brand on
Facebook. Publishing is the way your brand communicates to users on Facebook – your fans, their friends, and those with whom
you have yet to create a connection.




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Admin Panel
The admin panel appears at the top of all Pages you manage.

   It offers a quick snapshot of who you should respond to (Messages are on the right section and Notification on the left section
   as noted below)

   It gives you access to your page and post performance (Insights section under notifications)

   Let you view the users who have “liked” your page in the New Likes section

   Allows you to edit your content here

   Allows you to build your audience (see following picture)




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Building initial fan base
Now that your page is build, you will start building you fan base using existing friends, family and employees by inviting them to
“like” your page! You can invite them by selecting “build audience” on the admin panel top right corner and you will see 2 options –
“Invite email contacts” and “create an advert”



In this section, we will talk about “invite email contacts” to kick start the build up your fan base using your existing resources. You
can import your current contacts and invite them to “like” your page.




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Chapter 3: Connect
What should you achieve in CONNECT
Now that you have your Page with friends as fans, it’s time to grow your fan base.
Fans are extremely important to your business because

1. When they interact with your Page, they spread the word about your business to all of their friends. If you
   have 500K fans, then you can have access to up to 40M of their friends!

2. Communication with your fans keeps them engaged. On average, fans are twice as likely as non-fans to
   report buying product or visiting a store in the last week.


Key elements that should be achieved in CONNECT
      Create ads to acquire more fans

      Understand how your ads are doing and how it is affecting page – using the ads manager and
      reviewing page insights regularly

      Make sure your clients are also promoting their page through existing marketing channels & existing
      Facebook features




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Create ads to acquire more fans
To create ad, go to www.facebook.com/ads/create. There are
2 ways to advertise on Facebook – using ads and sponsored
stories. Ads reach people you are not connected to, and
Sponsored Stories reach your fans and their friends.

When you are getting started on Facebook, it’s important to
start with ads so you can drive new fans to your page that you
can engage and connect with on an on-going basis.



Now it’s time to segment your target audience to help you better understand which groups of users are responding best to your
ads. We recommend targeting your ads to smaller, more specific groups of users at one time. This means structuring your ads in a
more granular way (ex. creating separate campaigns for each age bucket, each gender, each target group, etc..), which will give you
better control and insight into your advertising performance. With this granular view, you will then be able to adjust your bids and
budgets accordingly and focus on the highest potential users.



You can target your audience by:

1. Demographics: location, age, gender

2. Precise interest: reach people based on information
   they have provided in their profile. This information is
   pulled from their listed likes and interests, the Pages
   they like, apps they use, and other information they
   have added to their timeline

3. Broad categories: specific groups—for e.g., people who
   have recently got engaged i.e., in the 6 months.

4. Connections: if an audience that’s already connected to
   the Page or app you’re promoting or reach their friends

5. Click “Advanced Targeting Options” to target people
   based on their relationship status, the languages they
   speak, their education, and where their work place




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How many ads should be developed?
Once your campaign structure is set, you’ll want to focus on setting up the right ads under each campaign. Develop multiple
campaigns of 4 or more ads to learn which text and images are driving the most clicks and “likes” to your page. Ideally you
should not run more than 3 or 4 Ads per campaign. Consider running tests where you use all of the same creative under multiple
campaigns. This will allow you to see how effective each ad is for that specific audience – you’ll be able to see results by audience
and by creative messaging. Sometimes you’ll be surprised to see how an audience segment reacts to an ad you thought was going
to do well – this is why testing in this structured way is especially important in the initial phases as you strive to learn about your
audience.




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Understand how your ads are doing and how it is affecting page – Using Ads Manager
Facebook’s ads manager gives businesses visibility into the performance of your ads and sponsored stories with the ability to drill
down into specific metrics.

You can access your ads manager at www.facebook.com/ads/manage. You will be able to see all of your current ad accounts, their
status, and how much you have spent in the All Accounts view.




Clicking on an account will bring you to the “All Campaigns” view. You can easily pause, delete, or reactivate campaigns, track start
and end dates, view your total budget, see how much of it remains and how much you have spent as a total or broken down by date.
You will also see notifications here when campaigns are created, rejected, or approved by Facebook.




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Understanding the performance of your campaigns and ads.
Use the dropdowns to change the date range you want to use to view results. Once you click on a campaign, you can see
information about its performance and either pause, delete, or activate ads within that campaign.

The “Audience” graph shows you
how much of your targeted audience
you are reaching, compared to your
total targeted audience. If you need
to expand your reach, try raising
your bids or budget.

   “Targeted”: The approximate
   number of people your ads or
   sponsored stories can reach,
   based on your targeting criteria

   “Reach”: The number of unique
   people who saw this campaign

   “Social Reach”: The number of people who saw your sponsored stories or ads with the names of their friends who liked your
   Page, installed your app, or RSVPed to your event



The “Response” graph allows you to track performance of your campaign by clicks and actions over time.




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Metrics in your ad manager




1. “Campaign Reach”: The number of unique people who saw this campaign. This is different from
   Impressions, which includes people seeing your ads multiple times.

2. “Frequency”: The average number of times each person saw your campaign , ads or sponsored stories.

3. “Social Reach”: The number of people who saw your sponsored stories or ads with the names of your
   friends who Liked your Page, installed your app, or RSVPed to your event

4. “Actions”: All the people who took an action within 24 hours of seeing—or within 28 days of clicking—on
   your ad or sponsored story. You’ll only see data here if you’re promoting a Page, app, or event or running
   Page post ads.

5. “Clicks”: The number of clicks this campaign’s ads or sponsored stories have received

6. “CTR”: Click through rate. The number of times people have clicked on ads or sponsored stories in your
   campaign, divided by the number of times they were shown on the site during the dates selected.

7. “Spent”: The amount you have spent on your campaign during the dates selected




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Understand how your ads are doing and how it is affecting page – Review page insights
The four metrics at the top of your Insights tab allow you to quickly understand the size and engagement of your audience.
You should monitor these metrics closely to assess the success of your marketing strategy.


The Fans tab helps you understand who your fans are and how you acquired them. Understanding who your audience is and how
you’re reaching it is key to optimizing your Page strategy. This information helps you publish content that people will want to see,
engage with and talk about to their friends. For example, if you discover that the majority of people who like your Page are men 18
to 24, you might decide to adapt the content you publish to fit with the interests of these young men.




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The Like Button – Once clients understands the
importance of metadata (first step), the like button is
literally one line of code to implement. Each like button
can point to a URL. A like button should be linked to an
object, and all the likes will accumulate to that object.
There are two ways to measure what the like button
does (1) insights- how many people clicked the like
button (2) ref:parameter - if a client is working with
Omniture or Webtrends/analytics company, they will be able to measure the downstream effect of the like.

This tab also shows Like Sources - the number of times your Page was liked, broken down by where the Like happened (on your
Page, from News Feed, on your website, etc.), during your selected date range.




                                                                                         Gender and Age: The
                                                                                         percentage of people
                                                                                         who liked your Page for
                                                                                         each age and gender
                                                                                         bracket as of the last day
                                                                                         of your selected date
                                                                                         range. This is based on
                                                                                         the data people enter in
                                                                                         their profile




Countries: The number            Cities: The number of         Languages: The number
of people who liked your         people who liked your         of people who liked your
Page as of the last day of       Page as of the last day of    Page as of the last day
your selected date range,        your selected date range,     of your selected date
broken down by country.          broken down by city.          range, broken down by
This is based on the user’s       This is based on the         language. This is based
IP address.                      user’s IP address.            on the user’s default
                                                               language setting.




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By clicking on any data point in this list of posts, you can see more details such as the full text of the post, or the different types of
engagement and stories this post generated.

The Reach graph below allows you to understand by which channel (organic, paid or viral) your post reached its audience. Please
note that, since people might have seen your post through several channels, the sum of organic, paid and viral reach might be
larger than your total post reach.


                                                                          Organic: The number of unique people, fans or non-fans, who
                                                                          saw this post in their News Feed, Ticker or on your Page.

                                                                          Paid: The number of unique people who saw this post from a
                                                                          sponsored product, such as a Page Post Ad of Sponsored Stories.

                                                                          Viral: The number of unique people who saw this post from a
                                                                          story published by a friend. These stories can include liking,
                                                                          commenting or sharing your post, answering a Question or
                                                                          RSVP-ing to an event




The Reach tab below also shows demographics of the people you’ve reached, in addition to showing people who have seen any
content about your Page and whether these people were reached through an organic, paid or viral channel. People might see your
content through more than one of these channels, so the sum of your organic, paid and viral reach might be larger than your total
Page reach.


                                                                          Organic: The number of unique people, fans or non-fans, who
                                                                          saw any content about your Page in their News Feed, Ticker or
                                                                          on your Page.

                                                                          Paid: The number of unique people who saw an ad or Sponsored
                                                                          Story that pointed to your Page.

                                                                          Viral: The number of unique people who saw this post from a
                                                                          story published by a friend.




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Page promotion using existing marketing channels and Facebook features
Your Facebook identity and connections are portable. So make sure your page is being promoted in all your existing marketing
channels, like your print ads, your website, your media buys as well as features on Facebook – all of which connects back to
Facebook or on Facebook.




Let’s talk about a few ways of promoting your page at your current channels: social plug-ins.

   To get started, let’s start with the easiest way to add social activity to your branded experience – social plugins. They can help
   you increase engagement on your site.

   People generally spend more time in places (e.g. while shopping, at the movies, at restaurants) when their friends are with them
   and the same is true on websites. Facebook is the most engaging site on the Internet because it is all about your friends. For
   example, on the Huffington Post, users who sign in with their Facebook account view 22% more pages and spend 8 minutes
   longer than the average reader.

   Building with Facebook lets you tap into the power of friends to drive engagement on your own site.

   It’s easy to get started adding Facebook Platform to your website with Social Plugins.

One of the easiest ways to make your online presence more social is by adding Facebook social plugins to your website. There are
many different Facebook social plugins to choose from — here are four of the top plugins for business and tips on how and when to
use them.




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1. Like Button




The Like button lets users share pages from your site back to their Facebook profile with one click. When the user clicks the Like
button on your site, a story appears in the user’s friends’ News Feed with a link back to your website.


2. Like Box




The Like Box enables users to “like” your Page and view its stream directly from your website. For starters, you can choose a pared-
down box with your Facebook Page name, logo and Like button (as pictured above). You can use one of the standard Facebook
icons, or even use a custom design like the sketch below:




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3. Recommendations
The Facebook Recommendations plugin gives users personalized suggestions for pages on your site they might like, based on what
people are sharing.

You can even see how this feature will look on your site before you add it — simply enter your website address here, click on the
page and it will show you the recommendations Facebook already has for your site.




4. Comments




The Comments Box lets users comment on your page’s content — whether it’s for a webpage, article, photo or other piece of
content. The user can share the comment on Facebook to post to their Wall and in their friends’ streams.

Besides the above, on Facebook.com, you can build custom application experiences through a canvas application and with a tab on
your brand page.




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Chapter 4: Engage
What should you achieve in ENGAGE?
Once you’ve started to build relationships with fans, it’s important to continue to keep them interested and
show you value them. This will encourage them to interact with your page more frequently, creating stories
about your page that their friends can see.

Custom programs you build to engage with your fans should align to your specific business objectives. Don’t
be afraid to engage with consumers in creative ways, as long as it’s consistent with your brand character.
Below is some key element of engagement we would like to introduce to you:

      Page post tips and examples

      Concept of owned, earned an paid media (organic distribution is limited)

      Promoted post

      Offers




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Page post tips and examples

Build a content calendar
To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar.

Create a schedule and a regular rhythm for your postings and consider posting at specific times when engagement is highest.
You can also create weekly features that encourage participation.

Here’s how an online retailer might approach it:




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Post regularly (at least 3x a week)
Your fans will be more likely to engage with your content if you remain top of mind. Only you can know what the right cadence is
for your audience and for your message, but you should make sure to post regularly. For example, a grocery store might post two
or three times a week when it receives new products, while a restaurant might post every day to let his fans know what the daily
special is.


Be succinct
Your fans’ News Feeds contain a lot of information. And they have limited time to read it. Keep your posts short whenever possible:
posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater
than 250 characters.


Post at the optimal time
Only you know what’s right for your business, and you can use your Page Insights to figure out what’s working (for instance, try
posting at different times of day and see when you get the most engagement). We have found that restaurants post from 7am-12pm
when people are making plans for the day, while retailers post in the 8am-2pm window. User engagement with Facebook Pages is
highest from 9-10pm and the 18-24 demographic is the most engaged during this time.




Respond timely to comments and messages
Your audience will be more likely to engage with your posts if you are talking about topics that are already top of mind for them,
such as current events, holidays or news. For example, we’ve found that posts mentioning Independance Day on July 4th generated
about 90% more engagement than all posts published on that day.


Ask questions
With our Questions product, you can ask your fans for ideas and
feedback about how to improve your business. Fans can agree with
an existing answer with a single click, or add a different response.
This is an easy way to gather insights.




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Post photos and videos
Rich media tends to draw attention more than simple text. Whenever you want to share a message on your Page, consider using
related pictures or videos to make your message stand out. Posts including a photo album, a picture or a video generate about
180%, 120%, and 100% more engagement than the average post, respectively.


Know our contest guidelines
If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for
the lawful operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residency
restrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion
(e.g., registration and obtaining necessary regulatory approvals).

If you are running a contest, make sure you check out the pages guidelines first:
`Give fans exclusive access to content

As a reward for liking your Page, give fans access to exclusive, behind-the-scenes information to make them feel special. Think about
announcing new products to fans on Facebook before anywhere else, giving fans early access to sales, or posting exclusive photos
from events on your Page.




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Localize your posts if they are only relevant to a specific audience
Some of your posts might only be relevant for a subset of your fans. For example, if you are only making some products in specific
countries, you might want to promote these products only to people in this country. Use the geo-targeting feature to make sure
that only the people who would find your post valuable will see it.




Review your page insight
The best way to get your audience to engage with your content and share it with friends is to understand deeply what the people
you’re reaching care about. Page Insights gives you the data you need to gather these consumer insights.

You should visit Page Insights on a regular basis to track which of your posts resonated with your audience and generated the most
engagement so you can post more of this type of content.

Some key metrics you should be looking at:




                                                                32
Marketing your business on Facebook

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Your ultimate goal as a Page owner is to publish content that will reach a large audience, and that your audience will engage and
share your content with friends. You can use Page Insights to better understand what your audience wants to hear about.



This section of Insights gives you deep analytics on every single one of your Page posts, so that you can understand at a granular
level how many people your post reached, how many people engaged with it, and how many people talked about it with their
friends. The “virality” column will also allow you to compare your different posts by showing the % of people who talked about your
post to their friends after seeing it.


                                                                         Video plays: The number of times the play button of your video
                                                                         was clikced on.

                                                                         Photo views: The number of times yours photo was viewed in its
                                                                         full size.

                                                                         Link clicks: The number of times the link included in your post
                                                                         was clicked on.

                                                                         Other clicks: The number of clicks on your post that are not
                                                                         counted in other metrics, These clincks can include clicks on
                                                                         people’s names in comments, clicks on the like count, clicks on
                                                                         the time stamp, etc.

                                                                         Stories generated: The number of stories that were created
                                                                         from your post. Stories include likingm commenting on or
                                                                         sharing your post, answering a Question or RSVP-ing to an
                                                                         event.




The Engaged Users graph allows you to understand the different types of engagements your post generated. Anyone clicking
anywhere on your post is considered an “Engaged User.” The types of engagement you can find in the pie chart include all the
different ways people can consume your post (clicking on a link, viewing a picture, watching a video...), spread it to friends (by liking
it, commenting on it, answering a Question, RSVP-ing to an event, etc...) or simply click on some other area of your post (“Other
Clicks”).




                                                                    33
Marketing your business on Facebook

  Contents




Concept of Owned, Earned and Paid media
The key to “Paid Owned and Earned” is understanding the way that        due to Facebook’s edge ranking algorithm. This takes into
the three different areas work together and integrated planning         account how often that follower has Liked your posts in the past,
/ execution across these three different elements can deliver           how active your company is on Facebook, how recently the post
enhanced marketing effectiveness. Nothing exists alone now. Paid        was made, and what type of post it was (text, video, or photo).
can drive Owned which can then drive Earned, but there are many
                                                                        So how to do you up that percentage? Facebook ‘s Reach
different ways with which Paid Owned and Earned can be linked
                                                                        Generator that guarantees coverage to at least to 70% reach of
                                                                        all your Likes. That’s a dramatic increase. Alternately, you can
                                                                        go it on foot and take the time to really focus on getting more
                                                                        engagement from your followers by posting more interesting
                                                                        content on Facebook and generating genuine rapport there.


                                                                        Integrating Paid and Earned Media
                                                                        Let’s say you’re a thought leader in your field. You spend the time
                                                                        to create quality content and many are beginning to take note
                                                                        of it. Your earned media is going to come from these influencers
                                                                        sharing your content on their site to all of their friends. Repetition
                                                                        is key, here. The more users see your company / brand connected to
                                                                        things they like the more likely they are to check you out.
Owned media is a channel you control. There is fully-owned
media (like your website) and partially-owned media (like               Owned, Paid, and Earned media are each special in their own
Facebook fan page).                                                     way and approach your customers and potential customers from
                                                                        different angles. Owned media toots your own horn, and well
“Earned media” can be most easily be described as the result of
                                                                        it should. Your Owned media spaces, both fully and partially-
paid and owned media — you buy a Super Bowl ad (paid) or you
                                                                        owned must present a consistent voice and brand, and reinforce
run a promotion on your brand’s Facebook Page (owned), and
                                                                        who you are and what your message is. When it comes to paid
then and then people in the media talk about it (earned).
                                                                        media, there’s nothing wrong for paying for exposure to the kinds
“Paid media”, also known as bought media, is all the stuff you          of customers you know will help your business grow. Earned
commission: ads, sponsorships, paid search campaigns, etc.              media has to be just that, earned. It’s vitally important to keep up
                                                                        positive, mutually-beneficial relationships with influencers who

Integrating Owned and Paid Media                                        will help you to spread the word about all the good, cool stuff
                                                                        your company is churning up. For your target audience, hearing
Facebook is a very valuable partially-owned media space. You
                                                                        positive things about your company from a source they already
have the opportunity to easily and frequently update your
                                                                        know and trust is priceless.
followers on the day-to-day happenings of your company as
well as gear up and release new content for your marketing              The bottom line here is these three types of media aren’t
campaigns. Your updates show up on your current followers’              mutually exclusive. Here are just a few ways they integrate
newsfeeds, they Like it, and pass it along to their friends.            and build off of each other, but there are scads more that will
However Facebook Marketing Classroom(fMC) revealed that only            work uniquely for your company and the product or service you
about 16% of your feeds show up on your followers’ newsfeeds            provide.

                                                                   34
Marketing your business on Facebook

    Contents




Promoted posts
Every business has different goals, and we encourage you to promote posts when you’d like to reach a greater number of the
people who like your Page and their friends. We’ve seen that people have found success when they promote these types of posts:

     Vibrant photos and videos: People tend to respond to bright, simple and attention-grabbing images, particularly of people
     using your product or service. For example, you could promote a photo of new products you want to sell. Keep in mind that your
     Page’s profile picture will show up next to your promoted post so everyone knows it’s connected to your business.

     Offers: Promoting an offer can help increase the number of people who see and claim your offer. This can help to drive more
     people to your business and increase engagement on your Page.

     Exclusive events or news: Promoting posts with exclusive content gets people to talk about your Page and share your posts
     with their friends. This could be a daily special on the menu, an in-store event or the launch of an upcoming product.

     Questions: Promoting a question tells people that you value their opinion. For example, you could promote a question asking
     people to vote on a new product or service, which encourages people to have a direct impact on your business decisions.

How?
-    Use page post ads

With Page Post Ads, you can now turn any Page post into a Facebook Ad, with all the flexibility and rich targeting of standard
Facebook Ads. Additionally, they have a bold new design that is larger than other formats, with features that are more social and
more engaging than standard Ads.

At this time, you’re able to boost six different types of Page posts: video, photo, link, question, event, and text. Make sure you test
each of them understand which one is driving the highest engagement:




                                                                    35
Marketing your business on Facebook

  Contents




Offers
Creating offers on Facebook is an easy way to encourage sharing between your fans and their friends, which creates stories that
can be seen in the news feed on both desktop and mobile.




Facebook Offers can help you:

1. Drive people to your business

2. Reach new people and engage your most loyal customers

3. Get discovered as people share your offer with friends

To get started create your offer from the composer on your page following these steps:

1. Go to your Page
2. From the sharing tool at the top of your Page’s timeline, click        Offer, Event + and then click   Offer




                                                                     36
Marketing your business on Facebook

  Contents




3. Type a strong headline for your offer, ex. “Buy one pair of socks, get another pair free.”

4. Upload a photo for your offer that will stand out in thumbnail size

5. Choose to limit the number of claims by clicking Unlimited and selecting a number from the dropdown

6. Set an expiration date by clicking today’s date and clicking a different day in the future

7. Add terms and conditions of your offer

8. Click Preview

9. Review what your offer will look like, then click Post




                                                                                                If you want to make changes
                                                                                                to your offer when you're
                                                                                                previewing it, click Edit to go
                                                                                                back and make changes.




Guidelines on Offers
   Offer quality most important (incl. targeting)
   Make offers exclusive to facebook                                                            Only admins of some Facebook
                                                                                                Pages are currently eligible to
   Images should be colorful and simple
                                                                                                create offers. If you have more
   Offer text should be short with call to action; leave marketing jargon                       questions about offers please go
   Pin post to top of Page                                                                      to - https://www.facebook.com/
   Don’t post again for next couple of days                                                     help/search/?q=offers

   Set longer expiration dara but maximise most of the budget in the first 3 days
   Re-share post every 3 days; do NOT post a new one
   Heavy-up on news feed delivert as much as possible, and utilize CPM to optimize
    against offer claims
   MUST include “Claimed” Sponsored Story




                                                                   37
Marketing your business on Facebook

 Contents



Chapter 5: Influence
What should you achieve in Influence?
We are evolving from ads to stories because when people interact with your Page, their friends can see it in their news feed as a
story. Thus, you can expand your audience by promoting stories about people engaging with your Page / brand! Here we would like
introduce to you “sponsored stories” and emphasize with this are you able to achieve the following:

   Reach and engage fans and influence their friends.

   Have the voice of the brand or a friend who has interacted with the brand.

   Tells a story about a friend interacting with your brand, such as a check-in or page like

   Appear on the right hand side or in the news feed on the homepage and also news feed in mobile

How does Sponsored Stories work?
Sponsored Stories are posts from your friends or Pages on Facebook that a business, organization or individual has paid to
highlight so there’s a better chance you’ll see them. They are regular stories that a friend or Page you’re connected to has shared
with you.

   Run page like sponsored story to reach the friends of your fans

Sponsored stories ensure that more people see when their friends have interacted with your business on Facebook. They can show
in the news feed on desktop and mobile, and in the right hand column of Facebook.

There are two main types of sponsored stories you can run.




                                                                  38
Marketing your business on Facebook

  Contents




                                                                            Measure your results

                                                                         It’s important to keep track of how your sponsored stories
                                                                         are performing so you can make the adjustments necessary
                                                                         to achieve your goals. Page Insights are the analytics for your
                                                                         Page but they’ll help you understand your audience and the
                                                                         content they respond to. Ads manager has info about your
                                                                         ad performance so you can learn the best ways to reach your
                                                                         target customers. As mentioned in earlier chapters, do check
                                                                         your insights regularly.




   Encourage fan participation

Create fun, engaging conversations with clear calls-to-action.

Ask questions and reward responses. If someone posts
something you love, repost it and respond personally to them.
Allow your fans to post directly to your wall with questions,
feedback and compliments.

   Promote your most engaging and important post to your
   fans to spark engagement and then run sponsored story

Make sure your fans see your Page posts. Promoted posts allow
you to easily boost your most important posts as sponsored
stories in the news feed for up to three days. This will help you
easily reach more of your fans and their friends right from the
Pages composer.

While the best way to have your posts seen is to publish
compelling content that people will engage with, Promoted
Posts is a quick and easy way to increase the potential reach of
your posts.




                                                                    39
Marketing your business on Facebook

  Contents




Promoting your post will increase the number of fans you reach over a three day period. Fans will see
your Page post as a sponsored story in their news feed on desktop or mobile. Promoting your post
increases the likelihood that people will read your message and engage with your business.

   Use different sponsored story types:



Page Like                                                   Someone likes your Page directly from Facebook or from the Like Box on
                                                            your website at any point in time



Page Post Like                                              One of your fans liked one of your Page Posts in the last seven days.




App Used and Game Played                                    Someone used your App or played your Game at least twice or for at least
                                                            10 minures in the last month




App Shared                                                  Someone shared a story form your App in the last seven days




                                                            Someone checked in and/or claimed a deal at one of your claimed Places in
Check in
                                                            the last seven days using Facebook Places.




                                                            Someone liked a piece of content on your website using the Like button,
Domain
                                                            shared a piece of content from your website using the Share button, or
                                                            pasted a link to your website in his status update in the last seven days.




                                                                 40
Marketing your business on Facebook

  Contents




Using Page Insights to measure your Sponsored Stories
It’s important to keep track of how your sponsored stories are performing so you can make the adjustments
necessary to achieve your goals. Page Insights are the analytics for your Page and they’ll help you understand
what works and what doesn’t.

As similar to when you first built ads to grow your fan base in the Engage section, determine your ad
objectives and target audiences for Sponsored Stories. Build multiple ads and:

Review your Ads Manager regularly to:

      See which sponsored stories are working

      See which messages and targeting are working

      Refine and replace with most engaging stories

We would strongly recommend to always have Page Like Sponsored Stories always turned on. When
someone becomes a fan of your Page, this may show up in the newsfeed of some friends of that person.
Again, due to the dynamic nature of news feed, many friends might miss this story.




                                                                 41
Marketing your business on Facebook

  Contents



Conclusion

At Facebook we believe businesses will be better in a more connected world. That’s possible because we connect over 900M people
and their friends to the things they care about, using social technology that drives business growth. Facebook Pages are where you
connect with people. As such, you should focus on publishing content to your Page that people will want to engage with and share
with their friends. Again, here are the overall 4 steps you should follow:




                                                                    42

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Marketing your business on Facebook

  • 1. Marketing your business on Facebook Your handbook to building successful businesses on Facebook for your clients through the BCEI framework
  • 2. Chapter 1: BCEI overview 1.1 What is BCEI and why 3 1.2 How to pitch for your client to start using Facebook Marketing by using the BCEI framework 3 1.3 Ads account structure introduction – why and how 4 Chapter 2: Build 2.1 What you should achieve in BUILD? 8 2.2 Align with clients on the purpose of the page 9 2.3 Build a page 11 2.4 Build an initial fan base 16 Chapter 3: Connect 3.1 What you should achieve in Connect? 17 3.2 Set up ads to acquire fans 18 3.3 Review fans profile in page insight, and focus on ‘Like’ and ‘Reach’ session in page insight 19 3.4 Promote your page through existing marketing channels and Facebook features 26 Chapter 4: Engage 4.1 What you should achieve in Engage? 29 4.2 Page post tips and examples 30 4.3 The concept of owned, earned and paid media (organic distribution is limited) 35 4.4 Promoted post (emphasize the importance of feeds) 36 4.5 Offer 37 Chapter 5: influence 5.1 What you should achieve in Influence? 38 5.2 How does Sponsored Stories works? 38 5.3 Using Page Insights to measure your Sponsored Stories 41
  • 3. Marketing your business on Facebook Contents Chapter 1: BCEI overview What is BCEI and why Facebook is a tool for connecting people with those around them as we already know but now the question is whether you are using Facebook to the fullest of its potential or if your client is aware of its fullest potential? We are here to introduce to you the BCEI (Build – Connect – Engage – Influence) framework which is the best practices we have established to guide you from the start of building a page through to what is there to help you influence your fans and friends of fans. How to pitch for your client to start using Facebook Marketing by using the BCEI framework? There are a number of good reasons for businesses to participate in and maintain a presence on Facebook. Here are the fundamental points you need to know and use them to pitch for clients to engage your services in Facebook marketing: BUILD: when you have a page, you get found by people who are searching for your products or services CONNECT: means you are able to connect with current (and potential) customers ENGAGE: then you create an engaging community around your business INFLUENCE: Promote other content you create, including webinars, blog articles, or other resources to influence With the above framework in place you will be able to continuously achieve the following for your clients: Get more fans, grow your fanbase, Generate loads of leads for your business And acquire more new customers! 3
  • 4. Marketing your business on Facebook Contents Ads Account Structure Information – Why and how? Account Groups is a feature in your Ads Manager that allows you to organize and access multiple advertising accounts from one place and we strong recommend you to create groups to manage all your ad accounts. This feature may be particularly useful for you if you manage a number of ads or if you manage ads for multiple businesses / clients. Some examples of how you can structure your accounts as below: 4
  • 5. Marketing your business on Facebook Contents Ads Account Groups – How? How to group a set of accounts together under a group name (including adding/removing accounts from a group) Grouping a set of accounts together lets you view all the accounts from one view in ads Manager and enables multiple users to access the accounts simultaneously. Log in to your Facebook ads account and click on the “Account groups” tab in the left side of accounts page (www.facebook. com/ads/manage/accounts.php) Click on the “Create a Group” button on the right hand corner, enter a name and then click “Ok” To add an account to the group, select your existing managed accounts from the “My account” drop down tab and/or enter the account IDs directly into the “add Account” field and then click “add Account” 5
  • 6. Marketing your business on Facebook Contents To grant permission to another user, type the name of a friend and/or an email address into the “User Permissions” field and click “add User”. If the email address is associated with that person’s user profile, it will grant that profile permission To save the changes click on the “Back to group settings” button in the top right hand corner of the Page More questions about Account Groups, please visit - https://www.facebook.com/help/?page=229552707057508 6
  • 7. Marketing your business on Facebook Contents Chapter 2: Build What should you achieve in BUILD? Pages are the essential place on Facebook for businesses to build connections with people. It’s where you connect with fans by announcing new products, sharing news, and gathering feedback. Your Page is also where you create unique brand content that can become ads and sponsored stories. It’s the core place for businesses to manage their posting and advertising content. Three key elements should be achieved in BUILD: Align with your clients on the purpose of the page Build a page Build an initial fan base 7
  • 8. Marketing your business on Facebook Contents Align with your clients on the purpose of the page In order to build and retain relationships with customers and their friends, you must have a clear vision for your page. Everything you do with your page should align to your purpose and objectives. Align your page to your brand purpose. This is important above all else, and the defining factor in a great Facebook page vs. a weak one. All of your posts and content should ladder back to your brand’s purpose and your business objectives – including 1. Align your page to your brand purpose. This is important above all else, and the defining factor in a great Facebook page vs. a weak one. All of your posts and content should ladder back to your brand’s purpose and your business objectives. 2. Think about your page from an always-on perspective. 3. Align your publishing calendar with your media and offline initiatives. If you’re having a sale in store, 4. Leverage local. You can target your posts by country, state, city, and even language. This is a great way to make fans in specific areas feel like you’re catering to them by publishing about local news, events, or offers. 5. Focus on conversation over content. You can plan what you share, but not how your fans respond. Be prepared to engage in conversation with fans. Every brand has a purpose that’s consistent throughout all of its marketing efforts. Facebook is one way to bring dimension and character to that purpose. All of your publishing and marketing programs on your Facebook page should align to your brand’s purpose in order to build credibility with your consumers. When developing your ideas and content for your page, filter it through your brand’s mission statement to see if it makes sense and will be relevant to your fans. This is the single most important factor in making your page a success. For example, Skittles targets teens with playful, offbeat, funny content, while Extra Gum – targeted toward weight-conscious middle-aged women – keeps the conversation relevant for them as well. For example, Wrigley’s mission statement is “Weaving brands into the fabric of everyday life around the world.” Their brands have very different target audiences, and they create brand voices on their pages accordingly. 8
  • 9. Marketing your business on Facebook Contents Once you’ve defined your purpose, start thinking about your objectives. Many businesses set up social media programs without first aligning their social media objectives to their business objectives. Forgetting this integral step makes it hard to understand the effectiveness of social media, and can leave community managers scrambling for metrics. 1 2 3 4 Identify your Consider how your Determine how Set brand’s current Facebook page can you will measure benchmarks business help you achieve success objectives those goals. 1. Write down your business objectives against these objectives. In the case of brand awareness, This is an obvious, yet frequently skipped, step. Understand you can track things such as online conversations about what your CEO thinks is the main objective for the business. your brand or number of unique visits to your website. You Is it product sales? Is it becoming the most forward-thinking can also pay research companies to run brand awareness company in your industry? Don’t just make an assumption studies. Refer to the “Measurement and Research” module here. Ask key business leaders so you’re clear on what’s to see the tools that Facebook has available, as well as the important. Pages Deep Dive to better understand the metrics your page 2. Consider how social media can help achieve these can provide about how people are engaging with your brand. business goals 4. Set benchmarks If your business objective is product sales, and you sell Before starting a social media program, know where your your products online, this is easy. You can simply track how company stands on major business objectives. Get average many sales came from social media referrals via analytics sales numbers, do some research on brand awareness resources and tracking tags. Most of us aren’t that lucky. among your target, or understand customer opinions about Let’s say you only sell your products in brick-and-mortar your brand. Having these benchmarks set up ahead of time stores. Social media can help generate awareness about will better help you understand what impact (if any) your your product or educate consumers on the benefits of your social media program is having on the bottom line. product. There is no one-size-fits-all formula for calculating social media 3. Determine how you will measure both your business and ROI. However, if you align your social media objectives to your social media objectives business objectives in the strategy and planning phase, you are How can you measure success if you don’t even know going to set yourself up to be more successful in determining how to measure key objectives? Write down the KPIs (key the effectiveness of your campaign. performance indicators) that will help you track success 9
  • 10. Marketing your business on Facebook Contents Build a page The very next step is to build a page. Page is the mission control for your business on Facebook, to create a page, go to https://www.facebook.com/pages/create.php What do we mean by mission control Whether you are running ads, developing an app, or running a contest, it is important to connect everything back to your Page Pages is where everything starts - every important piece of content comes from your Page, and this is where you manage your interactions and provide customer services Pages is how you connect with people Reach beyond your fan base Drive awareness through promoting Page posts on the homepage Drive acquisition by promoting Page post everywhere on Facebook Reach more of your fans Communicate with and engage more of your existing Fan base With a Page, you build a relationship first before you drive them to further engagement and marketing through your website and apps. 10
  • 11. Marketing your business on Facebook Contents To build a complete page, you need to have the basic elements of a page and they are: Cover photo: This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315 pixels) and change it as often as you like. Examples: popular menu item, album artwork, or a picture of people using your product. Be creative and experiment with images your audience responds well to Profile picture: This represents your page on other parts of Facebook, in ads, sponsored stories and the news feed. Choose a picture that represents your business, such as a logo. Use a high quality image that scales well from 180 x 180 pixels to 32 x 32 pixels Your photos and custom apps appear at the top of your Page under the cover photo and profile picture. You can also customize the images for your apps under “Manage” in “Edit Page” in the admin panel (we will talk about the admin panel after finishing the key elements of a page) 11
  • 12. Marketing your business on Facebook Contents Views and apps: this refers to native Facebook apps, such as photos, events, or video. Apps refer to any custom apps you have created. Your photos view will always be in the first position. You can choose which views or apps to feature in the other 3 spots. If you have more than 4 views and apps associated with your page, users can click the button to the right of the default views to see up to 12 more apps and views. You can have an unlimited amount of additional apps and views, which you can deep-link to using ads or hyperlinks 12
  • 13. Marketing your business on Facebook Contents Your wall: You can communicate with your fans by publishing to your Wall. Wall post can consist of just text, or you can add attachments to your post in the form of photos, links, video, or a customized question with poll responses. You can also customize these posts by region, so if your page is global or national, you can still create posts at a regional or language level. For example, you could reach only your fans in Montreal who speak French. Like we said before, your page is mission control for your brand on Facebook. Publishing is the way your brand communicates to users on Facebook – your fans, their friends, and those with whom you have yet to create a connection. 13
  • 14. Marketing your business on Facebook Contents Admin Panel The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to (Messages are on the right section and Notification on the left section as noted below) It gives you access to your page and post performance (Insights section under notifications) Let you view the users who have “liked” your page in the New Likes section Allows you to edit your content here Allows you to build your audience (see following picture) 14
  • 15. Marketing your business on Facebook Contents Building initial fan base Now that your page is build, you will start building you fan base using existing friends, family and employees by inviting them to “like” your page! You can invite them by selecting “build audience” on the admin panel top right corner and you will see 2 options – “Invite email contacts” and “create an advert” In this section, we will talk about “invite email contacts” to kick start the build up your fan base using your existing resources. You can import your current contacts and invite them to “like” your page. 15
  • 16. Marketing your business on Facebook Contents Chapter 3: Connect What should you achieve in CONNECT Now that you have your Page with friends as fans, it’s time to grow your fan base. Fans are extremely important to your business because 1. When they interact with your Page, they spread the word about your business to all of their friends. If you have 500K fans, then you can have access to up to 40M of their friends! 2. Communication with your fans keeps them engaged. On average, fans are twice as likely as non-fans to report buying product or visiting a store in the last week. Key elements that should be achieved in CONNECT Create ads to acquire more fans Understand how your ads are doing and how it is affecting page – using the ads manager and reviewing page insights regularly Make sure your clients are also promoting their page through existing marketing channels & existing Facebook features 16
  • 17. Marketing your business on Facebook Contents Create ads to acquire more fans To create ad, go to www.facebook.com/ads/create. There are 2 ways to advertise on Facebook – using ads and sponsored stories. Ads reach people you are not connected to, and Sponsored Stories reach your fans and their friends. When you are getting started on Facebook, it’s important to start with ads so you can drive new fans to your page that you can engage and connect with on an on-going basis. Now it’s time to segment your target audience to help you better understand which groups of users are responding best to your ads. We recommend targeting your ads to smaller, more specific groups of users at one time. This means structuring your ads in a more granular way (ex. creating separate campaigns for each age bucket, each gender, each target group, etc..), which will give you better control and insight into your advertising performance. With this granular view, you will then be able to adjust your bids and budgets accordingly and focus on the highest potential users. You can target your audience by: 1. Demographics: location, age, gender 2. Precise interest: reach people based on information they have provided in their profile. This information is pulled from their listed likes and interests, the Pages they like, apps they use, and other information they have added to their timeline 3. Broad categories: specific groups—for e.g., people who have recently got engaged i.e., in the 6 months. 4. Connections: if an audience that’s already connected to the Page or app you’re promoting or reach their friends 5. Click “Advanced Targeting Options” to target people based on their relationship status, the languages they speak, their education, and where their work place 17
  • 18. Marketing your business on Facebook Contents How many ads should be developed? Once your campaign structure is set, you’ll want to focus on setting up the right ads under each campaign. Develop multiple campaigns of 4 or more ads to learn which text and images are driving the most clicks and “likes” to your page. Ideally you should not run more than 3 or 4 Ads per campaign. Consider running tests where you use all of the same creative under multiple campaigns. This will allow you to see how effective each ad is for that specific audience – you’ll be able to see results by audience and by creative messaging. Sometimes you’ll be surprised to see how an audience segment reacts to an ad you thought was going to do well – this is why testing in this structured way is especially important in the initial phases as you strive to learn about your audience. 18
  • 19. Marketing your business on Facebook Contents Understand how your ads are doing and how it is affecting page – Using Ads Manager Facebook’s ads manager gives businesses visibility into the performance of your ads and sponsored stories with the ability to drill down into specific metrics. You can access your ads manager at www.facebook.com/ads/manage. You will be able to see all of your current ad accounts, their status, and how much you have spent in the All Accounts view. Clicking on an account will bring you to the “All Campaigns” view. You can easily pause, delete, or reactivate campaigns, track start and end dates, view your total budget, see how much of it remains and how much you have spent as a total or broken down by date. You will also see notifications here when campaigns are created, rejected, or approved by Facebook. 19
  • 20. Marketing your business on Facebook Contents Understanding the performance of your campaigns and ads. Use the dropdowns to change the date range you want to use to view results. Once you click on a campaign, you can see information about its performance and either pause, delete, or activate ads within that campaign. The “Audience” graph shows you how much of your targeted audience you are reaching, compared to your total targeted audience. If you need to expand your reach, try raising your bids or budget. “Targeted”: The approximate number of people your ads or sponsored stories can reach, based on your targeting criteria “Reach”: The number of unique people who saw this campaign “Social Reach”: The number of people who saw your sponsored stories or ads with the names of their friends who liked your Page, installed your app, or RSVPed to your event The “Response” graph allows you to track performance of your campaign by clicks and actions over time. 20
  • 21. Marketing your business on Facebook Contents Metrics in your ad manager 1. “Campaign Reach”: The number of unique people who saw this campaign. This is different from Impressions, which includes people seeing your ads multiple times. 2. “Frequency”: The average number of times each person saw your campaign , ads or sponsored stories. 3. “Social Reach”: The number of people who saw your sponsored stories or ads with the names of your friends who Liked your Page, installed your app, or RSVPed to your event 4. “Actions”: All the people who took an action within 24 hours of seeing—or within 28 days of clicking—on your ad or sponsored story. You’ll only see data here if you’re promoting a Page, app, or event or running Page post ads. 5. “Clicks”: The number of clicks this campaign’s ads or sponsored stories have received 6. “CTR”: Click through rate. The number of times people have clicked on ads or sponsored stories in your campaign, divided by the number of times they were shown on the site during the dates selected. 7. “Spent”: The amount you have spent on your campaign during the dates selected 21
  • 22. Marketing your business on Facebook Contents Understand how your ads are doing and how it is affecting page – Review page insights The four metrics at the top of your Insights tab allow you to quickly understand the size and engagement of your audience. You should monitor these metrics closely to assess the success of your marketing strategy. The Fans tab helps you understand who your fans are and how you acquired them. Understanding who your audience is and how you’re reaching it is key to optimizing your Page strategy. This information helps you publish content that people will want to see, engage with and talk about to their friends. For example, if you discover that the majority of people who like your Page are men 18 to 24, you might decide to adapt the content you publish to fit with the interests of these young men. 22
  • 23. Marketing your business on Facebook Contents The Like Button – Once clients understands the importance of metadata (first step), the like button is literally one line of code to implement. Each like button can point to a URL. A like button should be linked to an object, and all the likes will accumulate to that object. There are two ways to measure what the like button does (1) insights- how many people clicked the like button (2) ref:parameter - if a client is working with Omniture or Webtrends/analytics company, they will be able to measure the downstream effect of the like. This tab also shows Like Sources - the number of times your Page was liked, broken down by where the Like happened (on your Page, from News Feed, on your website, etc.), during your selected date range. Gender and Age: The percentage of people who liked your Page for each age and gender bracket as of the last day of your selected date range. This is based on the data people enter in their profile Countries: The number Cities: The number of Languages: The number of people who liked your people who liked your of people who liked your Page as of the last day of Page as of the last day of Page as of the last day your selected date range, your selected date range, of your selected date broken down by country. broken down by city. range, broken down by This is based on the user’s This is based on the language. This is based IP address. user’s IP address. on the user’s default language setting. 23
  • 24. Marketing your business on Facebook Contents By clicking on any data point in this list of posts, you can see more details such as the full text of the post, or the different types of engagement and stories this post generated. The Reach graph below allows you to understand by which channel (organic, paid or viral) your post reached its audience. Please note that, since people might have seen your post through several channels, the sum of organic, paid and viral reach might be larger than your total post reach. Organic: The number of unique people, fans or non-fans, who saw this post in their News Feed, Ticker or on your Page. Paid: The number of unique people who saw this post from a sponsored product, such as a Page Post Ad of Sponsored Stories. Viral: The number of unique people who saw this post from a story published by a friend. These stories can include liking, commenting or sharing your post, answering a Question or RSVP-ing to an event The Reach tab below also shows demographics of the people you’ve reached, in addition to showing people who have seen any content about your Page and whether these people were reached through an organic, paid or viral channel. People might see your content through more than one of these channels, so the sum of your organic, paid and viral reach might be larger than your total Page reach. Organic: The number of unique people, fans or non-fans, who saw any content about your Page in their News Feed, Ticker or on your Page. Paid: The number of unique people who saw an ad or Sponsored Story that pointed to your Page. Viral: The number of unique people who saw this post from a story published by a friend. 24
  • 25. Marketing your business on Facebook Contents Page promotion using existing marketing channels and Facebook features Your Facebook identity and connections are portable. So make sure your page is being promoted in all your existing marketing channels, like your print ads, your website, your media buys as well as features on Facebook – all of which connects back to Facebook or on Facebook. Let’s talk about a few ways of promoting your page at your current channels: social plug-ins. To get started, let’s start with the easiest way to add social activity to your branded experience – social plugins. They can help you increase engagement on your site. People generally spend more time in places (e.g. while shopping, at the movies, at restaurants) when their friends are with them and the same is true on websites. Facebook is the most engaging site on the Internet because it is all about your friends. For example, on the Huffington Post, users who sign in with their Facebook account view 22% more pages and spend 8 minutes longer than the average reader. Building with Facebook lets you tap into the power of friends to drive engagement on your own site. It’s easy to get started adding Facebook Platform to your website with Social Plugins. One of the easiest ways to make your online presence more social is by adding Facebook social plugins to your website. There are many different Facebook social plugins to choose from — here are four of the top plugins for business and tips on how and when to use them. 25
  • 26. Marketing your business on Facebook Contents 1. Like Button The Like button lets users share pages from your site back to their Facebook profile with one click. When the user clicks the Like button on your site, a story appears in the user’s friends’ News Feed with a link back to your website. 2. Like Box The Like Box enables users to “like” your Page and view its stream directly from your website. For starters, you can choose a pared- down box with your Facebook Page name, logo and Like button (as pictured above). You can use one of the standard Facebook icons, or even use a custom design like the sketch below: 26
  • 27. Marketing your business on Facebook Contents 3. Recommendations The Facebook Recommendations plugin gives users personalized suggestions for pages on your site they might like, based on what people are sharing. You can even see how this feature will look on your site before you add it — simply enter your website address here, click on the page and it will show you the recommendations Facebook already has for your site. 4. Comments The Comments Box lets users comment on your page’s content — whether it’s for a webpage, article, photo or other piece of content. The user can share the comment on Facebook to post to their Wall and in their friends’ streams. Besides the above, on Facebook.com, you can build custom application experiences through a canvas application and with a tab on your brand page. 27
  • 28. Marketing your business on Facebook Contents Chapter 4: Engage What should you achieve in ENGAGE? Once you’ve started to build relationships with fans, it’s important to continue to keep them interested and show you value them. This will encourage them to interact with your page more frequently, creating stories about your page that their friends can see. Custom programs you build to engage with your fans should align to your specific business objectives. Don’t be afraid to engage with consumers in creative ways, as long as it’s consistent with your brand character. Below is some key element of engagement we would like to introduce to you: Page post tips and examples Concept of owned, earned an paid media (organic distribution is limited) Promoted post Offers 28
  • 29. Marketing your business on Facebook Contents Page post tips and examples Build a content calendar To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar. Create a schedule and a regular rhythm for your postings and consider posting at specific times when engagement is highest. You can also create weekly features that encourage participation. Here’s how an online retailer might approach it: 29
  • 30. Marketing your business on Facebook Contents Post regularly (at least 3x a week) Your fans will be more likely to engage with your content if you remain top of mind. Only you can know what the right cadence is for your audience and for your message, but you should make sure to post regularly. For example, a grocery store might post two or three times a week when it receives new products, while a restaurant might post every day to let his fans know what the daily special is. Be succinct Your fans’ News Feeds contain a lot of information. And they have limited time to read it. Keep your posts short whenever possible: posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters. Post at the optimal time Only you know what’s right for your business, and you can use your Page Insights to figure out what’s working (for instance, try posting at different times of day and see when you get the most engagement). We have found that restaurants post from 7am-12pm when people are making plans for the day, while retailers post in the 8am-2pm window. User engagement with Facebook Pages is highest from 9-10pm and the 18-24 demographic is the most engaged during this time. Respond timely to comments and messages Your audience will be more likely to engage with your posts if you are talking about topics that are already top of mind for them, such as current events, holidays or news. For example, we’ve found that posts mentioning Independance Day on July 4th generated about 90% more engagement than all posts published on that day. Ask questions With our Questions product, you can ask your fans for ideas and feedback about how to improve your business. Fans can agree with an existing answer with a single click, or add a different response. This is an easy way to gather insights. 30
  • 31. Marketing your business on Facebook Contents Post photos and videos Rich media tends to draw attention more than simple text. Whenever you want to share a message on your Page, consider using related pictures or videos to make your message stand out. Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively. Know our contest guidelines If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residency restrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion (e.g., registration and obtaining necessary regulatory approvals). If you are running a contest, make sure you check out the pages guidelines first: `Give fans exclusive access to content As a reward for liking your Page, give fans access to exclusive, behind-the-scenes information to make them feel special. Think about announcing new products to fans on Facebook before anywhere else, giving fans early access to sales, or posting exclusive photos from events on your Page. 31
  • 32. Marketing your business on Facebook Contents Localize your posts if they are only relevant to a specific audience Some of your posts might only be relevant for a subset of your fans. For example, if you are only making some products in specific countries, you might want to promote these products only to people in this country. Use the geo-targeting feature to make sure that only the people who would find your post valuable will see it. Review your page insight The best way to get your audience to engage with your content and share it with friends is to understand deeply what the people you’re reaching care about. Page Insights gives you the data you need to gather these consumer insights. You should visit Page Insights on a regular basis to track which of your posts resonated with your audience and generated the most engagement so you can post more of this type of content. Some key metrics you should be looking at: 32
  • 33. Marketing your business on Facebook Contents Your ultimate goal as a Page owner is to publish content that will reach a large audience, and that your audience will engage and share your content with friends. You can use Page Insights to better understand what your audience wants to hear about. This section of Insights gives you deep analytics on every single one of your Page posts, so that you can understand at a granular level how many people your post reached, how many people engaged with it, and how many people talked about it with their friends. The “virality” column will also allow you to compare your different posts by showing the % of people who talked about your post to their friends after seeing it. Video plays: The number of times the play button of your video was clikced on. Photo views: The number of times yours photo was viewed in its full size. Link clicks: The number of times the link included in your post was clicked on. Other clicks: The number of clicks on your post that are not counted in other metrics, These clincks can include clicks on people’s names in comments, clicks on the like count, clicks on the time stamp, etc. Stories generated: The number of stories that were created from your post. Stories include likingm commenting on or sharing your post, answering a Question or RSVP-ing to an event. The Engaged Users graph allows you to understand the different types of engagements your post generated. Anyone clicking anywhere on your post is considered an “Engaged User.” The types of engagement you can find in the pie chart include all the different ways people can consume your post (clicking on a link, viewing a picture, watching a video...), spread it to friends (by liking it, commenting on it, answering a Question, RSVP-ing to an event, etc...) or simply click on some other area of your post (“Other Clicks”). 33
  • 34. Marketing your business on Facebook Contents Concept of Owned, Earned and Paid media The key to “Paid Owned and Earned” is understanding the way that due to Facebook’s edge ranking algorithm. This takes into the three different areas work together and integrated planning account how often that follower has Liked your posts in the past, / execution across these three different elements can deliver how active your company is on Facebook, how recently the post enhanced marketing effectiveness. Nothing exists alone now. Paid was made, and what type of post it was (text, video, or photo). can drive Owned which can then drive Earned, but there are many So how to do you up that percentage? Facebook ‘s Reach different ways with which Paid Owned and Earned can be linked Generator that guarantees coverage to at least to 70% reach of all your Likes. That’s a dramatic increase. Alternately, you can go it on foot and take the time to really focus on getting more engagement from your followers by posting more interesting content on Facebook and generating genuine rapport there. Integrating Paid and Earned Media Let’s say you’re a thought leader in your field. You spend the time to create quality content and many are beginning to take note of it. Your earned media is going to come from these influencers sharing your content on their site to all of their friends. Repetition is key, here. The more users see your company / brand connected to things they like the more likely they are to check you out. Owned media is a channel you control. There is fully-owned media (like your website) and partially-owned media (like Owned, Paid, and Earned media are each special in their own Facebook fan page). way and approach your customers and potential customers from different angles. Owned media toots your own horn, and well “Earned media” can be most easily be described as the result of it should. Your Owned media spaces, both fully and partially- paid and owned media — you buy a Super Bowl ad (paid) or you owned must present a consistent voice and brand, and reinforce run a promotion on your brand’s Facebook Page (owned), and who you are and what your message is. When it comes to paid then and then people in the media talk about it (earned). media, there’s nothing wrong for paying for exposure to the kinds “Paid media”, also known as bought media, is all the stuff you of customers you know will help your business grow. Earned commission: ads, sponsorships, paid search campaigns, etc. media has to be just that, earned. It’s vitally important to keep up positive, mutually-beneficial relationships with influencers who Integrating Owned and Paid Media will help you to spread the word about all the good, cool stuff your company is churning up. For your target audience, hearing Facebook is a very valuable partially-owned media space. You positive things about your company from a source they already have the opportunity to easily and frequently update your know and trust is priceless. followers on the day-to-day happenings of your company as well as gear up and release new content for your marketing The bottom line here is these three types of media aren’t campaigns. Your updates show up on your current followers’ mutually exclusive. Here are just a few ways they integrate newsfeeds, they Like it, and pass it along to their friends. and build off of each other, but there are scads more that will However Facebook Marketing Classroom(fMC) revealed that only work uniquely for your company and the product or service you about 16% of your feeds show up on your followers’ newsfeeds provide. 34
  • 35. Marketing your business on Facebook Contents Promoted posts Every business has different goals, and we encourage you to promote posts when you’d like to reach a greater number of the people who like your Page and their friends. We’ve seen that people have found success when they promote these types of posts: Vibrant photos and videos: People tend to respond to bright, simple and attention-grabbing images, particularly of people using your product or service. For example, you could promote a photo of new products you want to sell. Keep in mind that your Page’s profile picture will show up next to your promoted post so everyone knows it’s connected to your business. Offers: Promoting an offer can help increase the number of people who see and claim your offer. This can help to drive more people to your business and increase engagement on your Page. Exclusive events or news: Promoting posts with exclusive content gets people to talk about your Page and share your posts with their friends. This could be a daily special on the menu, an in-store event or the launch of an upcoming product. Questions: Promoting a question tells people that you value their opinion. For example, you could promote a question asking people to vote on a new product or service, which encourages people to have a direct impact on your business decisions. How? - Use page post ads With Page Post Ads, you can now turn any Page post into a Facebook Ad, with all the flexibility and rich targeting of standard Facebook Ads. Additionally, they have a bold new design that is larger than other formats, with features that are more social and more engaging than standard Ads. At this time, you’re able to boost six different types of Page posts: video, photo, link, question, event, and text. Make sure you test each of them understand which one is driving the highest engagement: 35
  • 36. Marketing your business on Facebook Contents Offers Creating offers on Facebook is an easy way to encourage sharing between your fans and their friends, which creates stories that can be seen in the news feed on both desktop and mobile. Facebook Offers can help you: 1. Drive people to your business 2. Reach new people and engage your most loyal customers 3. Get discovered as people share your offer with friends To get started create your offer from the composer on your page following these steps: 1. Go to your Page 2. From the sharing tool at the top of your Page’s timeline, click Offer, Event + and then click Offer 36
  • 37. Marketing your business on Facebook Contents 3. Type a strong headline for your offer, ex. “Buy one pair of socks, get another pair free.” 4. Upload a photo for your offer that will stand out in thumbnail size 5. Choose to limit the number of claims by clicking Unlimited and selecting a number from the dropdown 6. Set an expiration date by clicking today’s date and clicking a different day in the future 7. Add terms and conditions of your offer 8. Click Preview 9. Review what your offer will look like, then click Post If you want to make changes to your offer when you're previewing it, click Edit to go back and make changes. Guidelines on Offers Offer quality most important (incl. targeting) Make offers exclusive to facebook Only admins of some Facebook Pages are currently eligible to Images should be colorful and simple create offers. If you have more Offer text should be short with call to action; leave marketing jargon questions about offers please go Pin post to top of Page to - https://www.facebook.com/ Don’t post again for next couple of days help/search/?q=offers Set longer expiration dara but maximise most of the budget in the first 3 days Re-share post every 3 days; do NOT post a new one Heavy-up on news feed delivert as much as possible, and utilize CPM to optimize against offer claims MUST include “Claimed” Sponsored Story 37
  • 38. Marketing your business on Facebook Contents Chapter 5: Influence What should you achieve in Influence? We are evolving from ads to stories because when people interact with your Page, their friends can see it in their news feed as a story. Thus, you can expand your audience by promoting stories about people engaging with your Page / brand! Here we would like introduce to you “sponsored stories” and emphasize with this are you able to achieve the following: Reach and engage fans and influence their friends. Have the voice of the brand or a friend who has interacted with the brand. Tells a story about a friend interacting with your brand, such as a check-in or page like Appear on the right hand side or in the news feed on the homepage and also news feed in mobile How does Sponsored Stories work? Sponsored Stories are posts from your friends or Pages on Facebook that a business, organization or individual has paid to highlight so there’s a better chance you’ll see them. They are regular stories that a friend or Page you’re connected to has shared with you. Run page like sponsored story to reach the friends of your fans Sponsored stories ensure that more people see when their friends have interacted with your business on Facebook. They can show in the news feed on desktop and mobile, and in the right hand column of Facebook. There are two main types of sponsored stories you can run. 38
  • 39. Marketing your business on Facebook Contents Measure your results It’s important to keep track of how your sponsored stories are performing so you can make the adjustments necessary to achieve your goals. Page Insights are the analytics for your Page but they’ll help you understand your audience and the content they respond to. Ads manager has info about your ad performance so you can learn the best ways to reach your target customers. As mentioned in earlier chapters, do check your insights regularly. Encourage fan participation Create fun, engaging conversations with clear calls-to-action. Ask questions and reward responses. If someone posts something you love, repost it and respond personally to them. Allow your fans to post directly to your wall with questions, feedback and compliments. Promote your most engaging and important post to your fans to spark engagement and then run sponsored story Make sure your fans see your Page posts. Promoted posts allow you to easily boost your most important posts as sponsored stories in the news feed for up to three days. This will help you easily reach more of your fans and their friends right from the Pages composer. While the best way to have your posts seen is to publish compelling content that people will engage with, Promoted Posts is a quick and easy way to increase the potential reach of your posts. 39
  • 40. Marketing your business on Facebook Contents Promoting your post will increase the number of fans you reach over a three day period. Fans will see your Page post as a sponsored story in their news feed on desktop or mobile. Promoting your post increases the likelihood that people will read your message and engage with your business. Use different sponsored story types: Page Like Someone likes your Page directly from Facebook or from the Like Box on your website at any point in time Page Post Like One of your fans liked one of your Page Posts in the last seven days. App Used and Game Played Someone used your App or played your Game at least twice or for at least 10 minures in the last month App Shared Someone shared a story form your App in the last seven days Someone checked in and/or claimed a deal at one of your claimed Places in Check in the last seven days using Facebook Places. Someone liked a piece of content on your website using the Like button, Domain shared a piece of content from your website using the Share button, or pasted a link to your website in his status update in the last seven days. 40
  • 41. Marketing your business on Facebook Contents Using Page Insights to measure your Sponsored Stories It’s important to keep track of how your sponsored stories are performing so you can make the adjustments necessary to achieve your goals. Page Insights are the analytics for your Page and they’ll help you understand what works and what doesn’t. As similar to when you first built ads to grow your fan base in the Engage section, determine your ad objectives and target audiences for Sponsored Stories. Build multiple ads and: Review your Ads Manager regularly to: See which sponsored stories are working See which messages and targeting are working Refine and replace with most engaging stories We would strongly recommend to always have Page Like Sponsored Stories always turned on. When someone becomes a fan of your Page, this may show up in the newsfeed of some friends of that person. Again, due to the dynamic nature of news feed, many friends might miss this story. 41
  • 42. Marketing your business on Facebook Contents Conclusion At Facebook we believe businesses will be better in a more connected world. That’s possible because we connect over 900M people and their friends to the things they care about, using social technology that drives business growth. Facebook Pages are where you connect with people. As such, you should focus on publishing content to your Page that people will want to engage with and share with their friends. Again, here are the overall 4 steps you should follow: 42