Here are some golden rules that will ensure your Facebook Marketing campaign to be a success!

1. 7 GOLDEN RULES TO
FACEBOOK MARKETING
MEGHA
MANIKTALA
megha@webcobblers.com

2.  As per the earnings call for the first quarter of 2013; daily active users on
facebook have reached 665 million and the monthly active users have passed
1.1 billion for the first time
 42% of marketers say Facebook is critical or important to their business.
 The number of businesses that say Facebook is critical or important to their
business has increased by 75%.
 62% of marketers said social media became more important to the marketing
campaigns in the last 6 months.
 Social media has a 100% higher lead-to-close rate than outbound marketing.
 Companies that acquired customers from Facebook: B2C is 77% and B2B is
43%.
 Marketers struggle with lead generation on Facebook.
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Source: State of Inbound Marketing, 2012, Social Media Examiner & Facebook Quarterly Earnings 2013

3. 01
Facebook is
for FUN!
02
Intelligent
branding
works!
03
Humanize
your brand!
04
Create
Noteworthy
content!
05
Engage &
Interact
06
Timing &
Frequency
is Vital!
07
Track, analy
ze and
evolve
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Owing to the constant growth of Facebook and the immense reach and buying capacity of its
users, marketers now consider it as a crucial media channel to target their customers.
Below are 7 golden rules that will ensure your Facebook Marketing campaign to be a success.
7 GOLDEN RULES TO FACEBOOK MARKETING

4. Facebook is a FUN place that offers a relaxing, virtual space where people
come to interact, share photos and videos of people, things and beliefs
that matter to them.
FACEBOOK IS A FUN ZONE!
No Hard Selling or Sales Pitch
Real life Sales strategy is different
from Facebook life sales!
Give them creative, FUN content!
Understand their psyche;
they are here to have fun!
Period! Give them fun!
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5. INTELLINGENT BRANDING WORKS!
Your Facebook brand image should be a miniature version of your website. In
addition to this, it should reveal some spectacular information exclusively for
fans
Your Facebook Timeline cover and profile image should reveal your brand image
and promise
The About section of your Facebook page should provide brand information and
URL link.
Create a 2 way connection between your Facebook page and your website
Use Facebook Tab apps to showcase your brand features.
Facebook Brand page = Mini
brand website + exclusive
content for fans!
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6. Let your fans know that they are interacting with people and not
a machine
Showcase your team.
Build healthy relationship with fans
Converse with your fans. Reply to their comments using first
names -Make them feel special
Help them and let them help you. Ask questions. Get their view
point / opinion.
WHO WE ARE
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Facebook is a ‘social
network’ for a reason!
Your Facebook fans want
to with you, not your
brand or your logo.
HUMANISE YOUR BRAND

7. CREATE NOTEWORTHY CONTENT
Boring, run of the mill content
Product and brand pitches
Lengthy copy
Outdated, repetitive content
Content that does not keep the
customer in mind
Photos work like magic!
Post and share great video content!
Make your copy short and crisp
Build on your customers’ passion
points
Be unique, give them something
remarkable
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Create fresh and noteworthy
content that educates,
entertains and /or empowers
your fans!
NOTEWORTHY CONTENT RANKS
HIGHER IN THE EDGERANK
ALGORITHM

8. AFFINITY = If you spend more time interacting with certain friends
by commenting, liking and posting on their walls, your affinity with
these friends will be higher.
WEIGHT = Type of post. The level of interaction you have with
each of your friends, in terms of liking, commenting etc.
determines the weight.
TIME DECAY = With passage of time, the relevance of a post
decreases and its ranking in the newsfeed.
What is the EdgeRank Algorithm?
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EdgeRank is the algorithm that decides which stories
appear in each user's newsfeed on Facebook.
EdgeRank = Affinity x Weight x Decay

9. WHO WE AREENGAGE & INTERACT!
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comScore report reveals, fans spend 40% of their Facebook time in the News
feed and only about 12% of their FB time is spent on profile and brand pages.
In order to be seen in the News Feed, here is what you need to do:
 Build relationships
 Ask for opinions. Get feedback
 Run contests and quiz. Gratify your fans
 Encourage fan to fan conversation
 Reply to all comments. Reply with first names.
 Help solve your fan’s issues
 Let them help you too.
 Reciprocity matters. If someone writes on your wall,
respond!
The famous EdgeRank algorithm decides which stories appear in each user's Facebook newsfeed.

10. TIMING & FREQUENCY IS VITAL!
 Find out when your fans are most active. Use this time to interact and engage them.
 Publish your best content at the time when you are likely to get most responses.
 Create a powerful Facebook marketing strategy which entails the number of post
per day / week.
 Knowing what time to post is important but so is meeting the needs of your fans
 Simple Rule: Post when they are online, not when they are asleep
 Tip: Post daily. Atleast once. But don’t overdo it.
Remember too little posting
may make your fans forget
you and too much will bore
them out!
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11. Monitoring and tracking Facebook Analytics will bring to light several
areas that you may be overlooking that may be causing your fan page to
either plateau or not get enough traction!
TRACK, ANALYZE & EVOLVE!
Here are 6 metrics that you need to track to create the right impact on Facebook:
 Fan Reach – Helps measure the quality of your audience and the appeal of your content to them.
 Organic Reach – Gives you directions on how to improve your content strategy.
 Engaged users – Helps you understand the number of people that have either liked, shared or
commented on your posts.
 Talking about this -Highlights the number of your fans who liked, commented and shared to show
engagement to their friends. (Subset of Engaged users)
 Click through Rate – Helps you to know the number of people who have checked your
link, watched you video or looked at your photo.
 Negative Feedback – Gives you the number of people who did not react favorably to your post.
Growth in fans and their
engagement with your
brand, measures the
success of your campaign!
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12. Facebook is FUN!
Intelligent Branding Works!
Humanize your content
Create Noteworthy Content
Engage & Interact
Timing & Frequency is Vital
Track, Analyze & Evolve
RECAP
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13. ABOUT WEBCOBBLERS
CONSULTING
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interactive digital solutions to meet your
business and brand objectives.
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enable you to manage, monitor and build
your brand equity in the digital world.
TRAINING
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workshops, seminars and webinars to
corporates and social media enthusiasts.
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consultants with contagious passion and endless creative energy.

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