Facebook Marketing Tools Guide

NoCry2 How to utilize Facebook
marketing tools?
What kind of free and paid marketing tools Facebook is
offering?

Mikko Manninen - Koivu Interactive

Content
 Pages, groups, places, events, subscribers
 Sponsored stories, Facebook ads
 Marketed updates
 Facebook-offers
 Contest applications
 Recommendations & things to avoid


https://www.facebook.com/advertising/


Paid Facebook advertising suits
example:

 Paid ads complements other good and active content
and makes it more visible.
 Increasing the amount of likers (fans)
 Promoting content or campaign
 Highlighting important and good updates


Creating the ad


Promoting the page post (paid)


Audience targeting


Pricing


Advertising statistics


Making Facebook-offers (+400 likers, paid)


Facebook-offers


What can you achieve with the
Facebook-offers

 Baiting people into shop
 Inthrowing and experimental products sales
 Promoting and visibility to the new products


Promote your page post (+400 likers, paid)


How the promoted post is useful?

 Promoting important and good post
 Highlighting older intersting posts
 Starting conversation
 Post which are important in sales point of view


Post targeting (big fanbase needed)


Promote a personal profile post (paid)


When is it useful to promote
the personal profile post?
 Short term promoting, when person doesn’t have specific
Facebook-page for marketing.
 E.g. municipal elections, short term charity and non-
profit campaigns


Facebook-profile subcribers (free)


How is a Facebook subscribtion
useful?
 E.g. necessary to politicans. Citizens can ”order” the
politicans public posts without need to share own
”Facebook-life” with him or her.
 Celebrities, artists, specialists, teachers
 Possibility to offer a more narrow connection than
Facebook frienship to follow ones (public) posts.


https://www.facebook.com/about/groups/ (free)


Using groups (free)
 Groups are useful in internal communications. They suit
well in teamwork sized 2-20 persons. Conversation is the
best feature of the group.
 Groups can suit for conversation concerning happenings
and bigger crowd as well. E.g. municipal elections Tornio
2012 group was succes.
 Groups are not the best tool for brand building and
marketing.


The group features


FB-Pages (free):
https://www.facebook.com/pages/create.php


How are Facebook-pages useful?
 Long-term brand building
 Brand homeplace in Facebook
 Marketing communications
 Brand news, pictures, videos, content sharing.
 Brands ”customer coffee house”
 Customer service and helpful tips
 ”Facebook place” could be combined into page


Contests apps & ”like-gate” (paid)


Making a contest application by
Pagemodo (paid or free)


Facebook promotion guidelines


Events (free)


How are events useful?
 Event can be included in a page, group of profile.
 Suits well, like the name is indicating, for short term
event informing
 If there is a lot of content in a page or group, event can
work as a ”subgroup” and the content concidering the
event can be easily found


Recommendations & things to avoid
 New companies going Facebook has big challenge to get
visibility without paid advertising.
 Promote in those times there is interesting activity going on
in your company.
 Suitable budget for small company is 200-400 eur
 Don’t use just paid marketing. Interesting content and
conversation is the best Facebook can offer.
 Stop in a time. Don’t weary your network. After two weeks
it’s a time to make little pause.


Extra: Tips for Facebook-administration


Rules of the Facebook-page
 Directs the conversation towards the righ course
 Tells what page is for and what is not for
 Rules can be used in case of crisis or conflict in the page
 Säännöt voivat olla esim:
- Kumppaniyritykset saavat kertoa sivulla omasta yrityksestään ja tuotteistaan, mutta
kohtuuden rajoissa.

- Kommentteihin vastataan vuorokauden sisällä ma-pe

- Asiattomat kommentit poistetaan ilman ilmoitusta.


Alustava sisältökartta

Facebook-sivun sisällön ennakkoon suunnittelu

Facebook – Righ amount of right kind
of likers (fans)
 Increasing the Fan/likers amount in the page
- Tell that you are in Facebook in newsletter and you can also puff the
campaing which is going on in your Facebook-page.

- Invite Facebook-friends (at least some of them)
- Facebook ads and sponsored stories
- Like-box as a part of online-shop
- Facebook-badge as a part of your blog
- Lisää vinkkejä 20kpl:
http://koivuinteractive.com/2011/10/11/miten-saat-facebook-sivullesi-tykkaaj


Common guidelines of
Facebook-page content production
 The administration should be active. A good principle could be
minimum one update in two weeks when is quiet and four updates
in a day when is lot of activities and happenings.
 A page without new content doesnt´t attract to join. Comments
without replies leads to disappointment..
 Is important to maintain positive attitude and aim to
communication with customers. ”Don´t sell – engage”
 Päivityksiin voi laittaa perään päivittäjän etunimen. Se tuo
päivityksiin henkilökohtaisuutta.
 Oman henkilökohtaisen Facebook käytön myötä oppii, miten muut
yritykset markkinoivat, kuinka usein ja miltä se ”asiakkaan”
näkökulmasta vaikuttaa.


Mikko Manninen

Koivu Interactive

http://www.koivuinteractive.com

http://www.facebook.com/koivuinteractive

http:/www.twitter.com/mikkomann

Mikko.manninen@koivuinteractive.com

Puh: 050 5707175


Facebook Marketing Tools Guide

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