In this workshop I will cover: -Best practices for Facebook -Facebook profile, page, group (plus a bonus about Facebook pages) -What types of businesses do best on Facebook -What makes a successful ad on Facebook -What is the key to successful advertising on Facebook -Boosting a post vs. using Ads Manager -Creating an audience for your Facebook ad -Additional promotional tools (Facebook Live)

1. Demystifying Facebook
Promotions
Felicia Lin (November 1, 2016)

2. In This Workshop I Will Cover:
• Best practices for Facebook
• Facebook profile, page, group (plus a bonus
about Facebook pages)
• What types of businesses do best on Facebook
• What makes a successful ad on Facebook

3. • What is the key to successful advertising on
Facebook
• Boosting a post vs. using Ads Manager
• Creating an audience for your Facebook ad
• Additional promotional tools (Facebook Live)

4. Best Practices for Facebook
1. Use Tags for Additional Reach
• Tag other Facebook pages
• Your post may show up in the feed of someone that liked the Facebook page
• A click on your post (even if it is to another Facebook page) counts as engagement
and the more engagement there is with your post, the more your post will show
up on news feeds
Image courtesy of SproutSocial

5. Note on Using Hashtags on Facebook
Results from Social Bakers’ study on how Facebook engagement is affected by
hashtag use:

6. Using Hashtags on Facebook
Conclusion:
Using more than 2 hashtags on Facebook causes a significant
drop in engagement
If you are going to use hashtags on Facebook use them sparingly
• Make sure that they are relevant
• Use a hashtag that is being used in a campaign on your other
social media (Twitter, Instagram)

7. 2. Leverage Trends
3. Include Branded Hashtags, But Not Too Many
• Too many hashtags lower engagement and hurt your reach
• In a study by Sprout Social posts with 1-2 hashtags averaged 593 interactions,
while posts with more than 10 hashtags averaged only 188 interactions
4. Balance Stories & Promotions
5. Educate, Entertain & Repeat

8. 6. Say More With Less
7. Have More to Say? Use a Link
8. Use Clear Calls-to-Action
9. Use Original Photos
10. Target Your Posts

9. Facebook
What’s the difference between a Facebook profile, Facebook
page and Facebook group?
What are some of the benefits or limitations of each?
How do you decide which is best for you?

10. Which is best for you?
Facebook profile
(personal page)
Facebook page
(business page)
Facebook group
• For a single
individual
• Connect with other
by friending them
• People can also
follow you
• Non-commercial use
• Limited to 5000
friends
• Can’t run Facebook
offers or contests
• Can’t do Facebook
ads (promoted,
targeted posts)
• Can be converted
from a personal to
business page
• For a
business/celebrity/b
rand
• Likes vs. Friends
• Facebook Tabs
(customize, highlight
aspects, make
offers)
• Schedule posts in
advance
• Moderate
comments/block
people
• Facebook
advertising (target
by demographics)
• Insights/analytics
• Multiple admins
• For a specific group
(organization,
common interest)
• A place for group
communications
• Can be public,
private, secret
• Can
regulate/approve
members of a group

11. 4) Response Assistant
This is a great customer service tool offered by Facebook for your Page. If you’re not able to
immediately respond to messages that your fans sent to your Page, Response Assistant allows you
to create up 3 types of automatic responses.
Image from: Sprout Social

12. What types of businesses
do best on Facebook?

13. Most “Liked” Page Types
Image courtesy of Hubspot

14. Least “Liked” Page Types
Image courtesy of Hubspot

15. Successful Ads on Facebook Are:
• Visual
• Relevant
• Includes a good value proposition (free trial,
enticing product)
• Clear call-to-action

19. What is the key to
successful advertising
on Facebook?

20. Facebook Advertising
There 3 places where you can do Facebook
advertising
1) In ads manager
2) From your Facebook fan page
(boost a post)
3) Use a tool called Power Editor*
*this topic is beyond the scope of this workshop

21. Boosting a Post vs. Ads Manager
• You want to build all of your ads in ad
manager first
• Boosting a post is easy, but you won’t have as
much control over the ad
• 99% of all ads are run in ads manager

22. Creating an Audience
1) Select/build a custom audience
2) Create your own audience

23. How to Build an Audience
Select/set characteristics:
• Countries
• Age
• Gender
• Language
• Detailed targeting (interests, income,
behavior)

24. How to Create a Custom Audience
1) Select a custom audience (a custom audience
that you previously created)
2) Creating an audience based on something
that you already know or have
e.g. your email list, people who have visited
your website/certain pages of your website
(Facebook pixel)

25. How to Build a Custom Audience
1) Ads manager ==> Audiences
2) Click on “Create Audience” (3 Options)
1. Create a Custom Audience
2. Create a Lookalike audience
3. Create a Saved audience

26. 1. Create a Custom Audience
• Customer file (e.g. email list)
• Website Traffic (involves the use of a Facebook
pixel)
• App Activity (specific action taken in app/game)
• Engagement on Facebook (people who have
viewed your videos)

27. 2. Create a Lookalike Audience
• A second audience that Facebook can create
for you that has the same characteristics as
the original audience (one you already
created)
• Can only select one country (Facebook will
build an audience 1-10% the total country)

28. What happens if you DON’T have:
• A big email list
• A lot of traffic going to your website
• A lot of Facebook fans
How do you create a great audience if you don’t
have these assets?

29. Use Audience Insights
• A tool that Facebook provides gives
information about everyone on Facebook
• If you input specific information, Facebook will
build an audience and will indicate how well
the audience will perform

30. Audience Insights (continued)
You can start with:
• Everyone on Facebook
• People connected with your Facebook page
• A custom audience
You can start from scratch (recommended)
• Set a specific geographic area (especially if you have a local
business or mom & pop shop), age, gender
NOTE: Facebook will tell you the demographics of these people
and what types of pages these people like/follow, where they
live, languages, devices used, activities, income purchasing
behaviors.

31. Audience Insights (continued)
TIP: Create an audience based on interests i.e. people
who are already interested in your subject matter.
When selecting interests consider the following:
What topics, organizations, people or publications are
the people who are likely to be your audience
interested in?
Enter 5-6 things in these categories.

32. Audience Insights (continued)
Fine tune the audience:
Look at “Page Likes” and Affinity
AFFINITY = how likely your audience is to like a page
compared to everyone else on Facebook
Make adjustments, go for a smaller, more targeted
audience
• Add a condition (i.e. a further descriptor) to narrow
down the audience, and see how it affects the affinity
scores.

33. Audience Insights (continued)
The goal is to create a highly targeted audience of people
more likely to want what you are advertising.
TIP: Aim for an affinity score in the 10+ range.
Once you have finished creating an audience, you can
create an ad directly using that audience
NOTE: Save the audience created and the next time you
create a Facebook ad, click browse and find the saved
audience

34. Boosting Posts From Your Facebook Page
Have you seen this?
“Your Page post is performing better than 95% of
other posts”
Don’t fall for Facebook’s marketing ploy.
See how a post is really performing by clicking on
the number of people reached, likes, shares etc.

35. Boost with a purpose:
1) Business purpose
• To promote a webinar, push traffic to a blog post,
or giveaway
2) To increase engagement in your community

36. How to select a post to boost
(to increase engagement)
• Go to Insights
Click on posts reach
• Sort posts from best to worst performing reach
• Pick a post that is performing well AND has a
business purpose

37. Boost a Post Through Ads Manager
• Not directly from your page
• By using Ads Manager you will have more
control over the audience you want to target
the ad toward

38. Steps to Boost Through Ads Manager
• Go to Ads Manager
• Click “Create Ad”
• What’s your marketing objective?
 Click “Boost Your Posts”
• Name campaign
• Click continue

39. Steps to Boost Through Ads Manager
• Set the audience e.g. custom audience, or
build
TIP #1: Use the Connections Section to boost a
post only to your fans
Also go to Detailed Targeting, Demographics

40. Steps to Boost Through Ads Manager
TIP #2: If you don’t have that many fans for your
page, you can use friends of people who like
your page instead
• Scroll down to placements
• Set Budget & Schedule

41. Steps to Boost Through Ads Manager
• Enter Ad set name
• Select page post (from Timeline)

42. Additional Promotional
Opportunities on Facebook

43. Facebook Live
Why do a Facebook Live video?
How have you already seen Facebook Live used?
What are some ways you could use Facebook Live? What
types of videos could you create?
How could you use Facebook Live for your business?

44. Facebook Live
What can you use Facebook Live for?
• A behind the scenes look
• Concert or event
• To make an important announcement
• To demonstrate something visually/live in action
• As a vlog
• Interview Q&A
• Podcast
• Focus on a cause and create awareness

45. Let’s keep in touch!

46. Web resources referenced
10 Facebook Posting Tips to Improve Your Brand Awareness by Jennifer Beese
http://sproutsocial.com/insights/facebook-posting-tips/
11 Examples of Facebook Ads That Actually Work (And Why)
http://bit.ly/2f6uC0p
Post Planner
Tips from 13 Experts on How to Use Hashtags on Facebook by Scott Ayres
http://www.postplanner.com/how-to-use-hashtags-on-facebook/
Should You Use Hashtags on Facebook?
http://imegonline.com/blog/should-you-use-hashtags-on-facebook/
BuzzSumo
How To Improve Facebook Engagement: Insights from 1bn Posts by Steve Rayson
http://bit.ly/1PNIDNM

47. The Science of Facebook Marketing by Dan Zarrella
http://www.hubspot.com/
Kim Garst
Facebook Live Training
http://kimgarst.com/