These days Facebook is an essential part of online marketing strategy for businesses of many types. As Facebook extends and improves its functionality, for many it becomes a primary place where one can shop, look for information, run business and stay in touch with friends. Understanding the importance of this social media service we are aimed to give the listeners the actionable tips and effective toolkit which could be used by anyone right away to start promoting the business online. Main points: * How to start with Facebook – an introduction to Facebook page for business, setting up the page, key metrics to measure to evaluate the page effectiveness * Audience attraction and engagement – types of posts, timing and frequency, common strategies of promotion on Facebook * Best examples of Facebook brand pages – how famous brands use Facebook, tips for successful business page

1. How Facebook can
help you sell
Webinar, Sept 25, 2013

2. Promodo at a Glance

3. Speaker
Helen Ruchko
Marketing Assistant at Promodo

4. Webinar main points
How to start with Facebook:
• What is Facebook?
• An introduction to Facebook page for
business
• Setting up the page
Content strategy on Facebook
• Types of posts and content
• Best practices on posting on Facebook
(timing, frequency, techniques)

5. Webinar main points
How to measure Facebook business page
performance:
• Key metrics for evaluation
• Competitive analysis tips

6. How to start with Facebook

7. What is Facebook?
• Facebook is the largest online social
network
• There are over 1.5 billion active Facebook
users worldwide
• 699 million people log onto Facebook
daily

8. Why should businesses care?
• Age 25 to 34, at 29.7% of users, is the
most common age demographic
• 4.5 billion likes generated daily as of May
2013
• The biggest brands are presented on
Facebook and run an active promotion
strategy

9. The most popular brands on Facebook

10. How to promote business on Facebook?
InstrumentsInstruments
Personal profilePersonal profile
Is not the best option
for business page
“-” - maximum friends
number 5 000
“+” – more
communication options
(tag on photo, initiate
the conversation)
“+” – Facebook allows
migration to business
page
CommunityCommunity
Is not the best option for
business page
“-” - a lot of spam,
member could be
included without
permission
“+” – suitable for pool of
companies
The best option for
business promotion
“+” - unique tools to
interact with business
target audience
“+” – special instruments
to evaluate page
performance
“-” – certain limitations
(company can’t tag on
photo or write somebody
first)
Business pageBusiness page

11. How to promote business on Facebook?
Facebook targeted ads
! Works the best if the
business has a Facebook page
Otherwise it leads to external
website and doesn’t create an
audience
InstrumentInstrument

12. How to optimize Facebook page for
online store?
Practical Ecommerce’s posts on ways to better
market ecommerce business on Facebook.

13. Content strategy on
Facebook

14. How to build content strategy on
Facebook?
Create a separate document - content guideline
where you will describe:
• your brand image on Facebook;
• types of content that you will post;
• source of content;
• the rules for post publishing
(how posts should look like);
• days and time when each
type of content will be posted.

15. How to build content strategy on
Facebook?
Key to success
• quality and relevant to your audience content;
• consistency (time and frequency).

16. How to know what to post?
• Think what your target audience care about and
what might interest such users;
• study your competitors’ Facebook pages;
• test – analyze your own posts and find the best
performing type of content;
• learn from big brands.

17. How to build content strategy on
Facebook?
Econsultancy’s posts on social strategies of
famous brands.

18. Types of posts
Text Text + Link
Image Image + Text
Image + Text + Link
Exported: YouTube,
Instagram, Foursquare

19. Some advice
• You can use autoposting tools to manage and
schedule in advance your posts (Hootsuite,
Buffer, etc.);
• however manual posting gets broader audience
reach;
• try to be available in real time, so you have
conversations with your audience.

20. Be prepared
• Be prepared that a certain part of audience will
use your Facebook page as a technical support
channel or outlet for complaints.
Communication channelsCommunication channels
PersonalPersonal
Social media
EmailEmail
TelephoneTelephone

21. Some statistics
• Photo posts get 39% more interaction;
• photo posts account for 93% of the most
engaging posts on Facebook;
• among retail brands, posting 1-2 times a day
gets 40% more engagement than posting 3 or
more times a day;
• keeping your posts below 250 characters can
get you 60% more engagement.

22. Some statistics

23. Types of posts
• the biggest engagement
• the smallest engagement Link
Image + Text
According to Promodo research:

24. Image sources
Visual search engines to find the images:
• TinEye
• CC Search
• Compfight
• FlickrStorm
• WeSEE
• Google Image Search
However, it is always better to take images legally – buy from
special sources, such as Shutterstock

25. When to post?
• Average time spent per Facebook visit is 20 minutes;
• highest traffic occurs mid-week between 1 to 3 pm;
• according to one resource on Thursdays and Fridays,
engagement is 18% higher, according to another
Facebook activity peaks on Wednesday;
• however, the optimal posting time varies depending
on product and audience, that is why always test to
see what posting time works best for you.

26. When to post?

27. How to post?
• The most effective posting technique is manual posting;
• because of Facebook algorithms manual posting
receives broader audience reach;
• reposting doesn’t work on Facebook as it doesn’t reach
your audience.

28. What about promoted posts?
• Effective only if the audience is large enough –
over 1000 likes for a business page

29. How to measure Facebook
business page performance

30. Facebook Insights
People Talking About This - number of unique users who
have created a “story” about your page in the last seven
days.
“Stories” are items that are displayed in the News Feed
they include:
• Page likes;
• people engaged — the number of unique people who
have clicked on, liked, commented on, or shared posts;
• page tags and mentions;
• page check-ins;
• and other interactions on a page.

31. Facebook Insights
Reach - how many people have actually SEEN your
content
• yes, they could have scrolled past it, or not looked at it
directly – but it was there – which means they could
have been exposed to your message.

32. Facebook Insights
Virality - former “Engagement Rate” benchmarks the
quality of page posts
• calculated as number of people who have created a
story from your post as a percentage of the number of
people who have seen it.
ReachReach
Talking About ThisTalking About This
Virality (ER)Virality (ER)

33. Facebook Insights
• Virality varies depending on business type;
• for service companies Virality is lower than for
brands;
• 0,5%-0,99% is an average Virality rate;
• Above 1% Virality rate is good;
• 5-10% is amazing;
• pages with more than 10% Virality rate are often in
campaign mode with promotions and paid media
boosting their reach and engagement rates.

34. How to evaluate posts performance
• Analyze reach, likes and engagement rate of each
post;
• compare your posts performance with your
competitors’;
• because of Facebook algorithms (Edge Rank), not
all your page fans will see your posts;
• to increase posts reach and engagement rate,
improve the quality of your content.

35. Competitive analysis
• Do your competitors promote product on Facebook?
• What strategy do they use (types of posts, frequency)?
• Who likes their posts and what kind of posts.
• To analyze your competitors you can use special social
media monitoring tools, for example Scoreboard Social

36. Free online marketing audit
We would like to invite all you to take a free 10-15 minutes
personalised webinar for a quick audit of your website and
marketing campaigns by Google certified experts.
- Quick usability audit of the existing site;
- Quick SEO audit and review of existing analytics;
- Audit of PPC campaigns;
- Technical audit;
- Best practices of conversion rate optimization;
- General online marketing strategy insights.
Free online marketing audit

37. Thank you for your attention!
Elena Ruchko
Marketing Assistant
at Promodo
e-mail: e.ruchko@promodo.com
Skype: ruchko_lena

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