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Facebook As a Business Tool

Are you interested in learning about how to create a business Page on Facebook? Would you like to learn how to use Facebook to promote your business and attract new clients? We will start at the beginning- setting up a Facebook Page for your business and will move on to discuss settings, insights, posting tips, and advertising on Facebook.

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Facebook As a Business Tool

  1. 1. Using Facebook As A Business Tool By Melina Kaufman Owner of Spotlight Graphic Design
  2. 2. Syllabus Week 1- Starting a Page and Settings Week 2- Upgrades to Pages and Insights Week 3- Posting Tips and Apps Week 4- Facebook Advertising
  3. 3. Facebook Facts <ul><li>Facebook is a social networking website launched in February 2004 </li></ul><ul><li>Facebook has more than 500 million active users, which is about one person for every fourteen in the world </li></ul><ul><li>The average American spends 66 hours a month online and 7 of those are spent on Facebook </li></ul><ul><li>Facebook is the #1 website world wide, with more page views than Google </li></ul><ul><li>http://www.youtube.com/watch?v=zihI7fYeq2o </li></ul>
  4. 4. Facebook and Your Business <ul><li>There is no charge to create a Page for your business </li></ul><ul><li>Over one third of Facebook users “like” Pages of one or more brand or business- over 132 million people </li></ul><ul><li>The number one reason users become fans of a brand or business is to receive offers and promotions </li></ul><ul><li>56% of internet users cite Facebook Pages and their updates as having significant influence over buying decisions </li></ul><ul><li>Users click through 2X more links through Facebook than through Google </li></ul>
  5. 5. What is a Facebook Page? <ul><li>It is a Facebook site intended for and created by artists, musical groups, celebrities, businesses, brands and similar entities (not individuals for themselves) </li></ul><ul><li>Pages have Likes, not Friends </li></ul><ul><li>Pages offer Insights to information about your posts, tabs and Likes </li></ul>
  6. 6. How To Start and Set Up Your Business Page on Facebook
  7. 7. How to Get a Facebook Page <ul><li>Creating a Page is very similar to creating a profile- visit http://www.facebook.com/pages/create.php </li></ul><ul><li>Choose the best category to describe your Page: “Local Business or Place”, “Company, Organization, or Institution”, “Brand or Product”, “Artist, Band or Public Figure”, “Entertainment”, or “Cause or Community” </li></ul>
  8. 8. How to Get a Facebook Page <ul><li>For most small businesses I recommend using “Local Business or Place” because Facebook is going to eventually sort them by zip code and then it will be easier for local clients to find and can include a map of your location, which is great for SEO </li></ul><ul><li>Larger companies with multiple locations and ones that are primarily web based may prefer to use “Company, Organization, or Institution” </li></ul><ul><li>Select a detailed Page category that best describes your business for better searchability </li></ul>
  9. 9. Sign Up for a Business Page <ul><li>Fill in contact information and verify an email link if you do not have a Facebook account, or Login if you do </li></ul><ul><li>On the “Get Started” screen, upload a image, tell and invite people to like your Page, post your first status update, promote this Page on your website and set up your phone for Facebook Mobile (if you wish) </li></ul>
  10. 10. Choose a Business Page Picture <ul><li>For your image, choose a file that represents your company </li></ul><ul><li>It should include your logo since this picture is going to identify your Page’s activity on Facebook </li></ul><ul><li>It can be any JPG, GIF, TIF or PNG smaller than 4MB and smaller than 180x540 </li></ul><ul><li>Once you upload a photo, click on the change picture link (appears when your mouse is over the photo) and edit your thumbnail so your logo is not cut off </li></ul><ul><li>The thumbnail is the small version of your picture that appears next to your posts and activities </li></ul>
  11. 11. Edit Business Page Info <ul><li>This tab provides information about your company to viewers of your Page including: </li></ul><ul><li>Location </li></ul><ul><li>About </li></ul><ul><li>Description </li></ul><ul><li>General Information </li></ul><ul><li>Hours </li></ul><ul><li>Price Range </li></ul><ul><li>Parking </li></ul><ul><li>Email </li></ul><ul><li>Phone Number </li></ul><ul><li>Website </li></ul>
  12. 12. Invite People to Like Your Page <ul><li>Tell Your Fans lets you import contacts to Like your Page </li></ul><ul><li>You can upload a contacts file below and Facebook will securely import your contacts </li></ul><ul><li>You can search your email for contacts by logging in via Facebook </li></ul><ul><li>If you signed up with your existing Facebook account, you can easily invite your friends to Like your Page by clicking on the “Suggest to Friends” box on the right side of page in the Admins box and selecting those you wish to invite </li></ul>
  13. 13. Post Your First Page Status Update <ul><li>Post your first status update for your business Page </li></ul><ul><li>I recommend letting people know what they will gain from liking your Page </li></ul><ul><li>“Thank you for liking Spotlight Graphic Design. Stay tuned for awesome ads, company updates and special discounts.” </li></ul>
  14. 14. Promote Business Page on Website <ul><li>Add a Facebook Like Box to your site and give people an easy way to discover and follow this Page </li></ul><ul><li>The Like Box is a social plugin that enables Facebook Page owners to attract and gain Likes from their own website. </li></ul><ul><li>Let people see how many users already like this Page, and which of their friends like it too </li></ul><ul><li>Have your recent posts right on your website </li></ul><ul><li>Let website visitors Like the Page with one click, without needing to visit the Page </li></ul><ul><li>Give a description of your Page and the benefits of Liking it </li></ul>
  15. 15. Use Your Phone to Update Page Posts <ul><li>You can update your posts from your phone in 3 different ways: </li></ul><ul><li>Text posts to your Facebook Page </li></ul><ul><li>Send mobile Email and photos to your Page </li></ul><ul><li>Get the Facebook Mobile App for your phone and update from anywhere </li></ul>
  16. 16. Edit Your Business Page <ul><li>This button is located in the right hand corner of the Page and allows you to make changes in the following categories </li></ul><ul><li>Your Settings </li></ul><ul><li>Manage Permissions </li></ul><ul><li>Basic Information </li></ul><ul><li>Profile Picture </li></ul><ul><li>Featured </li></ul><ul><li>Marketing </li></ul><ul><li>Manage Admins </li></ul><ul><li>Apps </li></ul><ul><li>Mobile </li></ul><ul><li>Insights </li></ul><ul><li>Help </li></ul>
  17. 17. Changing Your Settings For Your Facebook Page
  18. 18. Your Settings <ul><li>Here you can edit your posting preferences and email and phone notifications </li></ul><ul><li>Posting Preferences let you choose if the posts on your Page are always made by your Page, of if they are made by your profile when you are using your account as your profile (for those who have an associated profile) </li></ul><ul><li>Email notifications let you choose when Facebook emails you with Page updates including: when someone posts on your Page, when someone comments on your post, when someone makes you a Page Admin, when someone suggests a Page to you, when someone replies to a discussion board post and weekly Page updates </li></ul>
  19. 19. Manage Permissions <ul><li>Here you can edit which countries can’t see your Page, set age restrictions for Page viewing, set wall viewing preferences, set your default landing page, allow posting ability for people, make a moderation blocklist, create a profanity blocklist and delete your Page </li></ul>
  20. 20. Featured <ul><li>Here you can edit which 5 of the Pages that your Page has Liked are featured on the bottom left hand of your Page in the Featured Pages area (otherwise they will change each time someone views your Page) </li></ul><ul><li>This is where you can choose to let your Page Likes know that you are the Page owner </li></ul>
  21. 21. Marketing <ul><li>Click this tab to learn about different ways to market your Page: </li></ul><ul><li>Advertise with an ad on Facebook </li></ul><ul><li>Import contacts </li></ul><ul><li>Get a badge to add to your blog </li></ul><ul><li>Add a Like Box to your website </li></ul><ul><li>Create an alias for your website to make it easier to find (once your Page has 25 Likes) </li></ul><ul><li>Send an email to all of your Likes </li></ul>
  22. 22. Manage Admins <ul><li>This tab allows you to add another person as an administrator on your Facebook Page </li></ul><ul><li>Page Administrators can update Page info, see Insights, change Page settings and even delete a Page, so make sure you trust anyone you make an Admin </li></ul><ul><li>There is no limit to the amount of Administrators a Page can have </li></ul>
  23. 23. Apps (Applications) <ul><li>These are programs supported by, though often not created by, Facebook </li></ul><ul><li>Certain Apps like Events, Photos, Videos, Notes and Discussion Boards are standard </li></ul><ul><li>You can delete and add Apps for your Page here </li></ul><ul><li>These can be anything from games to quizzes to event calendars to Facebook for iPhone to music players </li></ul>
  24. 24. Mobile <ul><li>Use Facebook on the go with Facebook Mobile </li></ul><ul><li>Upload photos and status updates from your phone </li></ul><ul><li>Receive and reply to Facebook messages and Wall posts using text messages, or use your phone’s mobile browser at m.facebook.com </li></ul><ul><li>The Mobile application page displays mobile photos recently uploaded by your friends and a phonebook that you can use to look up your friend’s phone numbers </li></ul>
  25. 25. Help Center <ul><li>The Help Center offers a central resource for you to find answers to common questions and learn more about using Facebook </li></ul><ul><li>Simply type in any question or a keyword to see a list of related questions </li></ul><ul><li>You can also read questions and answers submitted by users </li></ul>
  26. 26. Switching From a Profile to a Page for Your Business
  27. 27. Why Switch Over <ul><li>Since profiles are for meant individual people, they aren't suited to meet business needs </li></ul><ul><li>Pages offer more robust features for organizations, businesses, brands, and public figures like insights, an events area and the ability to integrate an RSS </li></ul><ul><li>Maintaining a profile for for a business is a violation of Facebook's Statement of Rights and Responsibilities- if you don’t convert your profile to a Page, you risk permanently losing access to the profile and all of your content </li></ul>
  28. 28. Migrating a Page <ul><li>When you convert your profile to a Page, your profile pictures will be transferred, and all of your friends will be automatically added as people who Like your Page </li></ul><ul><li>No other content will be carried over to your new Page, so be sure to save any important content before beginning your migration </li></ul><ul><li>The account associated with the profile you previously maintained will be converted to a business account, which will be the sole admin of your new Page </li></ul>
  29. 29. Download Profile Information <ul><li>You can download a file of your profile information that includes: your contact information, interests, groups, wall posts and content, photos and videos, friend lists, notes, events, messages and comments </li></ul><ul><li>This will let you copy and paste information so you don’t have to rewrite everything </li></ul><ul><li>Go to Account> Account Settings> Download Information> Learn More </li></ul>
  30. 30. How Do I Switch Over <ul><li>You log into your Profile </li></ul><ul><li>Open a new tab and go to this page: http://www.facebook.com/pages/create.php?migrate </li></ul><ul><li>You then get the ‘Migrate a Page’ Facebook page which looks similar to the normal ‘Create a Page’ Facebook page </li></ul><ul><li>Go through and create a Page just like it is a new Page </li></ul>
  31. 31. Recent Upgrades and Changes to the Facebook Page
  32. 32. New Page Upgrades <ul><li>Photos are now at the top </li></ul><ul><li>Navigation can now be found in the column underneath your Page profile picture </li></ul><ul><li>Use can now use Facebook as your Page </li></ul><ul><li>Email notifications options for comments and posts </li></ul><ul><li>Wall Filters for viewing Page walls </li></ul><ul><li>Featured Pages and admins on your Page </li></ul><ul><li>Mutual connections are shown to Likes </li></ul>
  33. 33. Photos Now at Top <ul><li>The most recent photos that you post to the Wall of a Page you admin, or photos you tag your Page in, will appear at the top </li></ul><ul><li>To prevent a photo from appearing at the top of your Page, move your cursor over the photo and click the &quot;x&quot; that appears and select hide the photo </li></ul><ul><li>The five most recent photos that you have published or tagged your Page in are displayed randomly at the top of your Page </li></ul>
  34. 34. Navigation Under Profile Picture <ul><li>The content that you formerly accessed by clicking the tabs at the top of your Page can now be found in the column underneath your Page profile picture </li></ul><ul><li>The navigation includes links for your Page’s wall, info, photos, discussions and apps you have added to your Page </li></ul><ul><li>The text in the box that used to appear in the box underneath your Page profile picture will now appear in the Info tab </li></ul>
  35. 35. Use Facebook as your Page <ul><li>You will be able to receive notifications for your Page, view a News Feed for your Page, and like and post on other Pages as your Page </li></ul><ul><li>In the Admins area choose to use Facebook as your Page or yourself </li></ul><ul><li>You can view notifications of Page activity and new fans on your page through the top navigation bar-the friend requests icon now displays new fans and the notifications icon displays new activity on your Page </li></ul>
  36. 36. Wall Filters <ul><li>Pages now have two publicly visible Wall filters-&quot;Posts by Page&quot; and &quot;Everyone&quot; </li></ul><ul><li>When viewing a Page Wall with the &quot;Everyone&quot; filter, the most engaging posts will appear at the top (i.e., posts will not appear in chronological order) </li></ul><ul><li>Page admins will be able to view additional filters-&quot;Most Recent&quot; and &quot;Hidden Posts” </li></ul>
  37. 37. Featured Pages and Admins <ul><li>A fan page can now Like another fan page, which allows Pages to to associate themselves with clients, industry leaders and like-minded organizations </li></ul><ul><li>Administrators can now select Featured Likes and choose the top pages they want to have shown on the left hand column of their Page in “Edit Info” </li></ul><ul><li>Pages can now designate Featured Page Owners, which can be useful for Pages with multiple Admins posting </li></ul>
  38. 38. Mutual Connections Shown to Likes <ul><li>When people visit your Page, they will be able to view which of their friends also Like your Page, as well as other Pages that both they and your Page Like </li></ul>
  39. 39. Mutual Connections Shown to Likes <ul><li>When people visit your Page, they will be able to view which of their friends also Like your Page, as well as other Pages that both they and your Page Like </li></ul>
  40. 40. Administrator Insights For Your Facebook Page
  41. 41. Insights for your Page <ul><li>On the left hand side of your Page, and on the Edit Page, you can click to view your Page’s Insights </li></ul><ul><li>This provides detailed feedback about your likes, post feedback, demographics of users and how many people looked at content on your page like photos and videos </li></ul><ul><li>This is a great tool to use to see how your users react to particular offers, deals or information you post </li></ul><ul><li>This is also a great tool to see what type of people might be interested in your business </li></ul>
  42. 42. Insights Page Overview <ul><li>The first part of the Facebook Insights is an overview which can be viewed by week, month or a custom time period </li></ul><ul><li>Two line graphs are populated, providing information about users and interactions </li></ul><ul><li>Hover your mouse over a point on any line graph to see a specific date and its measurements </li></ul>
  43. 43. Page Insights of Users <ul><li>This tab provides a multitude of information about the Users of your Page </li></ul><ul><li>The top of the Page tells you the Page’s New Likes, Lifetime Likes and Monthly Active Users </li></ul><ul><li>Graphs below show statistics on Active Users, New Likes, User Demographics, Page Views, Tab Views, External Referral Pages and Media Consumption </li></ul>
  44. 44. User Demographic Insights <ul><li>The demographics section shows the gender and age breakdown of Page Likes, what countries and cities Likes are from and what languages they speak </li></ul><ul><li>This information can be very useful for advertising campaigns on and off of Facebook (ie If you have a lot of Spanish speaking Likes maybe you should create a series of ads in Spanish) </li></ul>
  45. 45. User Activity Insights <ul><li>The User Activity section shows a graph of Page views of logged-in users and unique page views, a breakdown of tab views, a breakdown of external referral websites and a graph user media consumption </li></ul>
  46. 46. User Interaction Insights <ul><li>The Interaction tab shows for a given time period the number of times viewers have seen a post from your Page, the amount of post feedback, daily story feedback, a breakdown of each posts impressions and feedback and daily Page activity </li></ul><ul><li>This tool provides the most insight into what your Likes do and don’t respond to in posts </li></ul><ul><li>If users are responding with Likes and comments to your Page posts, then their friends will be able to see this and it can result in a ripple effect of Likes </li></ul>
  47. 47. Post Feedback Insights <ul><li>Post views are the number of times Likes and non-Likes have viewed a News Feed story posted by your Page (not bad for free advertising!) in a given time period </li></ul><ul><li>Post Feedback shows the number of Likes and comments made on stories posted by your Page in a given time period </li></ul><ul><li>Daily Story Feedback is a line graph that shows a breakdown of Likes, comments and Unlikes in a given time period </li></ul>
  48. 48. Page Post Insights <ul><li>This section provides a table of your Page’s Posts, when they were posted, the number of Impressions (times a Post was viewed on your Page or via the News Feed) and Feedback (Likes and Comments) for each post </li></ul><ul><li>Click on any blue post link to see the full post and its feedback </li></ul><ul><li>This table, along with the Daily Story Feedback, is a powerful tool to see what types of posts (questions, videos, special offers, etc.) get the most Likes, Comments and even Unlikes </li></ul>
  49. 49. Page Post Insights <ul><li>This graph shows how popular your Page is in any given time period through 5 separate measurements: the number of times your Page is mentioned, the amount of discussions posted, the amount of reviews made, the amount of wall posts made and the amount of videos posted by people </li></ul>
  50. 50. Tips For Your Facebook Page Posts
  51. 51. Tips for Quality Posts <ul><li>To keep your page relevant, interesting and indexing well it’s a good idea to regularly update your Posts </li></ul><ul><li>The three biggest mistakes that Administrators make for their Facebook Page’s posts are: </li></ul><ul><ul><li>Too many “buy our product” posts- this is annoying and will lose its impact due to over use </li></ul></ul><ul><ul><li>Too few posts- Once a month is too infrequently </li></ul></ul><ul><ul><li>Unfocused posts- This Page should support your business- not just spout quotes, tell jokes and comment on the weather </li></ul></ul>
  52. 52. How Many Posts? <ul><li>No exact right answer since each business is different </li></ul><ul><li>Aim for three a week to keep posts being closer to the top on Likes’ news feeds </li></ul><ul><li>Facebook moves fast so keep posts fresh to avoid getting lost in the shuffle </li></ul><ul><li>Get into a posting schedule your week (M, W, F at 9am) </li></ul><ul><li>Start a document for post ideas as you see them to save time </li></ul>
  53. 53. Plugging Your Product or Service <ul><li>This should be done sparingly and specifically </li></ul><ul><li>Plug yourself no more than 30% of the time </li></ul><ul><li>Special offers, information about new products/services or new uses for products work well </li></ul><ul><li>Try doing it in creative ways- Instead of saying “visit www.xyz.com today” make a video of your child saying it or take a picture of it spelled out using Scrabble tiles </li></ul><ul><li>Success stories and testimonials are also powerful </li></ul>
  54. 54. Ideas for Great Posts <ul><li>The other 70% of posts should be relevant to your business </li></ul><ul><li>Figure out what your clients would want to know about </li></ul><ul><li>For example, a plastic surgery office should post stories, news and facts about plastic surgery, health and exercise </li></ul><ul><li>Ask questions to keep your Likes engaged (trivia, opinions, etc) </li></ul><ul><li>Look for pictures and videos that are relevant to attract views </li></ul>
  55. 55. Links Are Important <ul><li>The main goal of a business Page is to get people to visit your website </li></ul><ul><li>Make sure to provide links to different pages of your website </li></ul><ul><li>This will help the search engine ranking of the individual pages of your website </li></ul><ul><li>Also provide links to your other social media accounts like Twitter, LinkedIn, YouTube and Blog posts </li></ul>
  56. 56. Different Posts on Other Platforms <ul><li>Posts between formats should be different in content or, at a minimum, be reworded </li></ul><ul><li>This keeps followers on multiple formats engaged and </li></ul><ul><li>It will also result in more click thrus </li></ul>
  57. 57. Post on Office News <ul><li>Regularly post about accomplishments and news within your office (ie congratulate the receptionist on her new baby or mention a 5K employees did to raise money for cancer research) </li></ul><ul><li>These posts are interesting to your followers and relevant to your Page </li></ul><ul><li>These type of posts also remind Likes that your company consists of real people, instead of a faceless huge corporation </li></ul>
  58. 58. Invite Past and Current Clients <ul><li>Invite past and current clients Like your Facebook Page </li></ul><ul><li>Send out an email inviting them to Like and let them know if you run a monthly drawing or promote special offers </li></ul><ul><li>Add a link on your website to Like your Page </li></ul><ul><li>Promote your Page on your Profile and on other social media platforms </li></ul><ul><li>Add a sign in you office to let them know about it </li></ul>
  59. 59. Adding Applications For Your Facebook Page
  60. 60. Adding Applications <ul><li>Certain Apps like Events, Photos, Videos, Notes and Discussion Boards are standard </li></ul><ul><li>There are over 90,000 different Facebook applications available both internally and externally </li></ul><ul><li>Go to Edit Page and then to Apps and click on “browse more applications” on the bottom </li></ul><ul><li>The App Directory comes up, which can be hard to sort through and contain both useful and awful apps </li></ul>
  61. 61. Adding Applications <ul><li>The categories on the left are not well organized </li></ul><ul><li>The search apps box on the top left is best if you are looking for something specific, like a Twitter or Landing Page App </li></ul><ul><li>Check the star rating for an idea of how worthwhile the App is </li></ul><ul><li>Once you find an App you would like to add, click on it and the click on “go to app” by the Like button this will prompt you to login and complete a series of steps </li></ul><ul><li>Once complete the new App will be listed on the left hand side under your Photo </li></ul>
  62. 62. Add a Custom Landing Page <ul><li>A Landing Page is an app where people who do not already Like your Page will land on when they visit your Page </li></ul><ul><li>My favorite free ones are PageLever and Pagemodo </li></ul><ul><li>It contains welcomes new people to your Page, provides important business information and differentiates you from competitors </li></ul><ul><li>It should match the look of your website and advertising materials for brand consistency and recognition </li></ul>
  63. 63. Incorporate Your Blog <ul><li>If you keep an outside blog, you can import it to your Facebook account using an RSS feed </li></ul><ul><li>By importing an RSS feed, you can easily add notes to your profile without repeating your posts on several sites </li></ul><ul><li>Any RSS feed that you add will have new stories show up on your Page’s wall and show up on your Likes’ News Feeds (depending on their settings) </li></ul>
  64. 64. Add an RSS Feed <ul><li>Add the notes application and select &quot;Import Blog” in Settings </li></ul><ul><li>You can only import from 1 source at a time- simply &quot;Stop Importing&quot; if you want to change to an RSS feed </li></ul><ul><li>Enter the URL for the RSS feed and check the box saying that you actually own the content (you cannot import RSS feeds from Web sites that are not your own or that you do not have permission to reproduce) </li></ul><ul><li>Click the &quot;Start Importing&quot; button, preview and approve </li></ul><ul><li>Now your RSS feed is automatically imported into your &quot;Notes” </li></ul><ul><li>Set your privacy settings for your notes which includes the RSS </li></ul>
  65. 65. 8 Great Business Applications <ul><li>Networked Blogs - Lets you connect your blog to your page http://www.facebook.com/networkedblogs </li></ul><ul><li>Contests for Fan Pages - For companies to easily create & launch branded photo, video, design & essay-based contests http://apps.facebook.com/apps/application.php?id=95936962634 </li></ul><ul><li>Payvment - Launch a full-featured e-commerce storefront with built-in search that supports over 20 world currencies http://www.facebook.com/payvment </li></ul><ul><li>Fan Appz - Create Top 5 Lists, Polls, Quizzes and Gift applications to engage and grow your Fan base http://www.facebook.com/FanAppz </li></ul>
  66. 66. <ul><li>Professional Profile - Create a tab on your profile for all of your professional contacts, information, and activities http://www.facebook.com/apps/application.php?id=24265472995&ref=s </li></ul><ul><li>Zoho Office Online Suite - Create and share spreadsheets, presentations, documents, databases and form creators http://www.facebook.com/apps/application.php?id=2380274266 </li></ul><ul><li>TooDooz Project Management - Helps you to coordinate, prioritize, and manage projects for yourself and your team http://apps.facebook.com/apps/application.php?id=7712217436&b&ref=pd </li></ul><ul><li>Ayos iShare- 2GB of free storage to keep and share files (MP3s, documents, pictures, etc) without download limits or quotas http://apps.facebook.com/apps/application.php?id=2473389528&b&ref=pd </li></ul><ul><li>There are many more including applications to share posts with your Twitter, LinkedIn and YouTube accounts </li></ul>
  67. 67. Facebook Advertising, Sponsored Stories and Places
  68. 68. Facebook Ads <ul><li>You can promote your Page by utilizing social endorsements in an ad that features information about the viewers’ friends who have engaged with the Facebook Page at www.facebook.com/adsmarketing/ </li></ul><ul><li>There are 3 main steps to creating your ad: </li></ul><ul><li>Identify your goals </li></ul><ul><li>Define who you want to reach with your ad </li></ul><ul><li>Create your ad and set your budget </li></ul>
  69. 69. Reach Target Customers with Ads <ul><li>Reach Your Target Customers </li></ul><ul><li>Connect with more than 500 million potential customers </li></ul><ul><li>Choose your audience by location, age and interests </li></ul><ul><li>Test simple image and text-based ads and use what works </li></ul>
  70. 70. Promote Your Page with Ads <ul><li>Deepen Your Relationships </li></ul><ul><li>Promote your Facebook Page or website </li></ul><ul><li>Use the &quot;Like&quot; button to increase your ad's influence </li></ul><ul><li>Build a community around your business </li></ul>
  71. 71. Control Your Budget with Ads <ul><li>Control Your Budget </li></ul><ul><li>Set the daily budget you are comfortable with </li></ul><ul><li>Adjust your daily budget at anytime </li></ul><ul><li>Choose to pay only when people click (CPC) or see your ad (CPM) </li></ul>
  72. 72. Identify Your Goals <ul><li>The first step to developing an excellent marketing campaign is defining what's most important to you as a business owner </li></ul><ul><li>Do you want to: </li></ul><ul><li>Build awareness of your company, products, services or Facebook Page? </li></ul><ul><li>Let people know your company or Facebook page exists? </li></ul><ul><li>Increase brand name recognition? </li></ul><ul><li>Acquire new sales leads that you can follow up with later? </li></ul><ul><li>Get more people to Like your Facebook Page? </li></ul><ul><li>Get more people to visit your company website or online store? </li></ul><ul><li>Increase sales by offering a special discount code for Facebook customers? </li></ul>
  73. 73. Narrow Your Ad’s Focus <ul><li>The most effective ad campaigns focus on just one goal at a time </li></ul><ul><li>For example, to encourage people to visit your store during sale season, you would create an event ad that encourages people to RSVP to the sale </li></ul><ul><li>This is a very different ad than one you would create to drive traffic to an individual product landing page </li></ul>
  74. 74. Target Your Ad’s Audience <ul><li>Before you launch your campaign it's important to think about the customers you have and the ones you want to reach in the future </li></ul><ul><li>Who shops in your store, buys on your website and tells friends about your company or Page today? </li></ul><ul><li>Where are they located? Are they all over the world or in a particular geographic location? Or both? </li></ul><ul><li>Do your customers fit into a specific age range or share an interest in a particular topic? </li></ul>
  75. 75. Target Your Ad’s Audience <ul><li>Once you know who's in your audience, create different versions of the ad to appeal to different customer groups. </li></ul><ul><li>For example, let's say you own a yogurt shop. Your customers fall into three main groups: students from the local college, people who live within walking distance and parents who drive across town to bring their kids to your family-friendly atmosphere. </li></ul><ul><li>You could create three different ads, each with slightly different goals, to target the different groups </li></ul><ul><li>After running these ads for a while you can start to refine the messaging, images and offers to see what works best with each customer group. You may also start to branch out and try to reach new audiences. </li></ul>
  76. 76. Create Your Ad and Set Budget <ul><li>Design Your Ad </li></ul><ul><li>Choose Your Target Audience </li></ul><ul><li>Name Your Campaign </li></ul><ul><li>Set Your Budget </li></ul><ul><li>Review and Submit Your Ad </li></ul>
  77. 77. Design Your Ad <ul><li>Your ad is made up of a title, ad body copy, an image and a destination URL (web address) </li></ul><ul><li>Destination URL - This is where you enter the web address you want your ad to link to. This could be a particular page on your company website or your Facebook Page </li></ul><ul><li>Ad Title -You have 25 characters, including spaces, to capture people's interest </li></ul><ul><li>Ad Body Copy - In 135 characters or less, describe the benefits of your product or service. If you want people to click through your ad to take specific action, be sure to call that out with simple, active language like &quot;Learn more now” </li></ul><ul><li>The most successful ads on Facebook include images that are clear, easy to spot and directly related to the content of your ad </li></ul>
  78. 78. Target Your Ad’s Audience <ul><li>Location - by city, state, province, or country </li></ul><ul><li>Demographics - by age range, gender or a specific language </li></ul><ul><li>Likes and interests – for example, if you sell cameras, you could specify that you want your ad displayed to people interested in photography. </li></ul><ul><li>Education and work - you can direct your campaign to students in a specific college or people with a particular level of education </li></ul><ul><li>As you change your targeting preferences, note that the total number of people who might see your ad changes </li></ul><ul><li>For the most impact it's best to target your ad to a small, focused audience - while making sure that the group is large enough to have a positive impact </li></ul>
  79. 79. Facebook Ad Budgeting <ul><li>Campaign- An ad or group of ads that share a daily budget and schedule. </li></ul><ul><li>Ad Pricing Types: </li></ul><ul><li>Cost Per Click (CPC) - A type of campaign pricing where you pay each time someone clicks on your ad. This is the best type of campaign to use when you want to drive specific action on your website or Facebook Page. </li></ul><ul><li>Cost Per Thousand Impressions (CPM) - A type of campaign pricing where you pay based on the number of people who view your ad. This is the best type of campaign pricing to use if you want to raise general awareness within a targeted audience. </li></ul>
  80. 80. Facebook Ad Budget Types <ul><li>Daily Budget- The maximum amount of money you're willing to spend on an individual campaign per day. For example, if you know you want to spend $70 on advertising and your campaign will run for 7 days, your maximum daily budget would be $10. You'll never pay more than your daily budget as Facebook stops showing your ad once your daily budget is met. </li></ul><ul><li>Lifetime Budget- Lifetime budget works at the campaign level and is very similar to daily budget, but instead of entering an amount to spend per day, you may enter an amount to spend over a campaign's lifetime, over a specific period of time. </li></ul><ul><li>The benefit of lifetime budgeting is that the system will pace ad spend. For example, if an advertiser specifies $100 to be spent for a 10 day campaign, each day theoretically will need to spend $10/day. However, if a campaign only spends $8 within the first day, the system will try to make up the missed amount at a later date within the campaign's run dates. </li></ul>
  81. 81. Facebook Ad Auction System <ul><li>Auction System- which means the market sets the price of your ad. When you set a maximum bid, you are saying that you are willing to pay up to that bid price per click or per thousand views of your ad. </li></ul><ul><li>Max Bid- The maximum amount of money you're willing to pay per click on your ad or per thousand views of your ad, depending on whether you have a CPC or CPM campaign. Facebook suggests a bid based on your targeting options. You always have the option to set a different bid by selecting the advanced mode. </li></ul><ul><li>How it works: your max bid competes against other advertisers' bids to determine which ad gets displayed to the target audience and how much you ultimately pay (up to your max bid, and never in excess of your daily budget). </li></ul><ul><li>If you're trying to reach a highly desirable audience during a particularly popular part of the day, you are more likely to have to pay your maximum bid for each click or impression. </li></ul>
  82. 82. Facebook Ad Scheduling <ul><li>Depending upon your objectives, you can schedule your ads to run during specified dates or continuously </li></ul><ul><li>If you have an offer that is available for a limited time, for instance, choose to run your ad only during that time </li></ul><ul><li>Both of these options are determined at the campaign level </li></ul><ul><li>You may change your schedule at any time within your Ads Manager, even once it's live </li></ul><ul><li>Select the start and end dates and times from the dropdowns provided </li></ul><ul><li>The times displayed will default to Pacific Time unless you have chosen to change your advertising account time zone in the settings </li></ul>
  83. 83. Facebook Ad Delivery <ul><li>The auction selects and delivers the best ad to run based on the ad’s Maximum Bid, Quality and Performance </li></ul><ul><li>Bid- The auction makes the advertising marketplace as efficient as possible so as to maximize the value created for users and advertisers, which often results in advertisers being charged less than their maximum bid </li></ul><ul><li>Quality- The quality of an ad is calculated based on a variety of factors including the Likes and X outs that an ad has received from users </li></ul><ul><li>Performance- If an ad doesn't perform well when it's first running on our site or if the performance declines over time, the system will determine that this ad is less likely to perform well in the future and will display the ad less often as a result </li></ul>
  84. 84. Review and Submit Your Ad <ul><li>If you need to change any of the details of your Ad, click Edit Ad. You'll be able to change your title, body copy, image or destination URL </li></ul><ul><li>When you're satisfied with your ad, enter your payment information and then click Place Order </li></ul><ul><li>You'll use your Facebook account to manage the ad you've just created </li></ul>
  85. 85. Facebook Ad Reporting <ul><li>Tools to give you the information you need to make rapid and informed decisions about your advertising campaign </li></ul><ul><li>Via the ads manager you have access to the following data in table, graph or report format: </li></ul><ul><li>Standard metrics like Impressions (the number of times your ad is shown) and Clicks (the number of times your ad is clicked) </li></ul><ul><li>Demographic metrics about the people who are clicking on your ad like age, gender and location </li></ul><ul><li>Profile metrics about the people who are clicking on your ad like interests, favorite movies and books </li></ul><ul><li>You can quickly identify successful campaigns and ad attributes, create new campaigns and ads, adjust existing campaigns and ads, and reallocate your budget - all in the simple to use web interface </li></ul>
  86. 86. Facebook Ad Table Data <ul><li>The table in your Ads Manager features basic information at the campaign and ad level such as the name, status, clicks, impressions and spend </li></ul><ul><li>It also includes search and sorting abilities as well as inline ad detail editing to help you easily navigate and make modifications to maximize your results </li></ul>
  87. 87. Facebook Ad Graphs <ul><li>You are also provided with graphs at both the campaign and ad level to help you visually track the impressions and clicks you are receiving </li></ul><ul><li>If you have multiple campaigns, this is a great way to comparatively view the performance of each campaign side by side </li></ul>
  88. 88. Facebook Ad Reports <ul><li>Facebook's reports can help you learn much more about your audience </li></ul><ul><li>Advertising Performance- report will give you detailed information about your ads’ performance in terms of impressions, clicks, click-through rates, etc </li></ul><ul><li>Responder Demographics- report will give you more information about the types of users who are viewing or taking action on your ads </li></ul><ul><li>Responder Profiles- report will give you information about the profile content of users who are interacting with your ads, to help you look for other commonalities that you may use to improve your targeting </li></ul><ul><li>Conversion tracking tool- allows you to track activity that happens on your website as a result of someone on Facebook seeing or clicking on your ad </li></ul>
  89. 89. Facebook Ad Billing <ul><li>You are billed automatically to the credit card provided </li></ul><ul><li>You can manage and monitor receipts directly within your Ads Manager as well as through email notifications </li></ul><ul><li>You may be automatically charged as often as once a day for ad charges that accrue on your account, depending on your daily spend </li></ul><ul><li>The system will charge you once you have spent a total of at least $25 </li></ul><ul><li>As soon as you are charged, you will receive a notification sent to the primary email address associated with your account </li></ul>
  90. 90. Facebook Ad Billing <ul><li>You are billed automatically to the credit card provided </li></ul><ul><li>You can manage and monitor receipts directly within your Ads Manager as well as through email notifications </li></ul><ul><li>You may be automatically charged as often as once a day for ad charges that accrue on your account, depending on your daily spend </li></ul><ul><li>The system will charge you once you have spent a total of at least $25 </li></ul><ul><li>As soon as you are charged, you will receive a notification sent to the primary email address associated with your account </li></ul>
  91. 91. Facebook Ad Billing <ul><li>You are billed automatically to the credit card provided </li></ul><ul><li>You can manage and monitor receipts directly within your Ads Manager as well as through email notifications </li></ul><ul><li>You may be automatically charged as often as once a day for ad charges that accrue on your account, depending on your daily spend </li></ul><ul><li>The system will charge you once you have spent a total of at least $25 </li></ul><ul><li>As soon as you are charged, you will receive a notification sent to the primary email address associated with your account </li></ul><ul><li>You can easily access invoices with detailed breakdowns in the Ad Manager </li></ul>
  92. 92. Sponsored Stories <ul><li>Sponsored Stories turns Page updates, as well as Places checkins, Likes, and application activity by users into advertisements </li></ul><ul><li>They allow advertisers to augment viral buzz by giving greater distribution and visibility to posts that endorse their organization or business </li></ul><ul><li>Sponsored Stories follow the same pricing and scheduling as Facebook Ads </li></ul>
  93. 93. Facebook Places <ul><li>Places is a Facebook feature that allows people to see where their friends are and share their location in the real world </li></ul><ul><li>People can check into Places to tell friends where they are, tag friends in the Places, and view comments friends made about Places they visit </li></ul><ul><li>For companies that have a physical location it makes sense to have a Facebook Place in order to track the people who are stopping by your store, office, or venue and let their friends know that they were there </li></ul><ul><li>Provide special discounts or promotional items for customers who show that they have checked in with Places during the current visit </li></ul><ul><li>Give customers a reason to keep coming back by providing a special discount every certain number of Facebook Places check-ins </li></ul>
  94. 94. Claim and Merge Your Place <ul><li>Create Or Claim Your Place- Log into Facebook Mobile, if it doesn’t exist, you can quickly create it by clicking on “Add” </li></ul><ul><li>Claim The Place As Yours- Once you find or add the venue you can click on the “Is this your business?” link and verify your business via phone number or manual verification </li></ul><ul><li>Merge Your Place & Page- The result is a new combined Page which effectively serves as a local business page </li></ul>
  95. 95. For More Information… <ul><li>If you are interested in Facebook or other social media training for you or your business please contact me at [email_address] </li></ul><ul><li>I also offer a full range of graphic design services, web design services and social media management services. For more information, please check out my website at www.spotlightgraphicdesign.com </li></ul>