The document provides an overview of a Facebook workshop that teaches attendees about using Facebook effectively for business purposes. The workshop covers topics such as understanding why Facebook is important, learning about tools and features of Facebook, creating engaging content, developing a digital strategy, and using Facebook advertising. It includes examples and templates to help attendees build their Facebook presence and create successful Facebook posts and ads.

1. The
All About Facebook
Workshop
With support from

2. Today we are going to learn…
 Why is Facebook important for your business?
 Understanding the Facebook Formula
 Learn about the Tools of Facebook
 How to create the perfect post
 Creating content
 Introduction to Digital Strategy
 Introduction to Facebook Advertising

3. Why is Facebook
Important For Your
Business?

4. Let’s start with the ‘WHY Go Online’
Source: https://think.storage.googleapis.com/docs/consumer-barometer-insights-from-australia.pdf

5. Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

6. Square Eyes
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

7. Location, Location,
Location
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf

8. Setting Up
Facebook

10. Setting Up Your Front Page
o Cover Photo
o Profile Photo
o About Us
o Call To Action Button

11. Profile

12. How Can You Use For Profile Pic?

13. Cover Photo (Mini ‘Billboard’)

14. What To Use Facebook Cover
Photo For
o Branding
o Your Business
o SWOT
o Strengths
o Opportunities
o Promotion
oYour Business
oYour Products
oMarketing Opportunities
oPromotional Opportunities

15. Call To Action (CTA)

16. Setting Up Your CTA
oCall To Action Button
• Sign Up – mailing list or webinar sign up page, join the
tool
• Book Now – hotel or restaurant reservations
• Contact Us – contact form
• Use App
• Play Game
• Shop Now – e-commerce store
• Watch Video

17. ‘About Us’ Details

18. Settings > About Us

19. Understanding the
Facebook Formula

20. The Decline in Reach
Source: http://fd842fe78bbffbb85cab-70874e0f3da6c64a981fba9d7d1347cc.r64.cf1.rackcdn.com/Heyo_Facebook%20Reach%20Survival%20Guide.pdf

21. The Facebook Formula
Source: embededsocial.com

22. The Tools of
Facebook

23. Know Your Audience

24. Know Your
Audience/Customer!!!!

25. Oh No! Were Using the Back Up Slide

26. You Can Now Determine
Your Audience

27. Creating the
‘Perfect’ Post

28. What Makes Great Content
A recent study by researchers at Cornell university has
found that people share a content when it adds
information and it agrees with the community’s ways of
expression.
Three elements:
 value,
 relevance,
 consistency
makes content irresistible and impossible to ignore.
Source: twittercounter.com

29. What Makes Great Content - Value
 The greater your value proposition the more
likely your content is to get shared. Valuable
content is content that is useful, informational,
educational and of course entertaining.
 Creating value for your audience
requires knowing who your audience is, what
do they like and what they would find useful.
Source: www.twittercounter.com

30. What Makes Great Content - Relevance
 Understand the basic characteristics of your audience
and who they are – then figure out what type of
content would be relevant to them.
 Value and relevance will start attracting quality
audience that will help your business grow to the right
direction.
Source: www.twittercounter.com

31. What Makes Great Content - Consistency
 Content consistency means staying true to what you
and your brand stands for.
 Consistency is about how your content is presented,
maintaining your tone and voice and posting your
content on a frequent basis.
 Being consistent will help you build your brand’s
credibility and develop trust with your audience.
 You will meet expectations with people
understanding what your content is about and will keep
coming back for more.
Source: www.twittercounter.com

32. Think about how it could go wrong..
Source: http://mashable.com/2015/02/16/1-800-flowers-valentines-day/?utm_cid=mash-com-fb-main-link
1-800-Flowers is doing major damage control after a Valentine's Day fail

33. really think about how it could go wrong
Source: http://www.news.com.au/lifestyle/food/kkk-wednesday-promotion-backfires-for-krispy-kreme/story-fneuz8zj-1227223812426

34. The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights

35. The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights

36. The Tactics
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

37. The first 18 characters of
each of your Facebook posts
serve as the meta title and the
meta description in SERPs.
The Tactics
18
F I R S T
C H A R A C T E R S

38. The Tactics – VDIEO is the NEW King
Source: http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic

39. Creating Content

40. The Marketing Strategy Equation
+ =

41. Example – Written
On any given night in Australia 1
in 200 people are homeless
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics

42. Example – Visual Content 1
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics

43. Example – Visual Content 2
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Image Source: http://www.humanrights.gov.au

44. Example – Visual Content 3
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Image Source: http://www.homelessfriend.org

45. Example – Visual Content Analysis
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Image Source: http://www.homelessfriend.org
Strong Emotive Image Easy To Read Static Highlight Text
Company Logo
Missing: Call To Action (CTA)

46. How To Create Visual Content
(Bonus - they’re mostly FREE)
Tools
Canva – online visual creation tools
PicMonkey – images editing tool
Infogr.am – infographic design software
Piktochart - infographic design software
Images
Death To The Stock Photo – stock photos
Unsplash – stock photo

47. Creating the Perfect Facebook Post
A perfect Facebook post:
1. is a Call To Action (a link - if needed)
2. is brief— 140 characters or fewer (opt 90)
3. follows other posts on a regular schedule
4. timely and newsworthy
5. VALUABLE!!
Source: https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post

48. Let’s Build One

49. Scheduling the When

50. Be Aware of the WHEN
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876
http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/

51. Advance Facebook Uses
o Apps – polls, competitions
o Facebook Live
o Facebook Shop
o Facebook Groups
o Facebook Events

52. Facebook in the
Workplace

53. Who has access to your Social Media?
British entertainment retailer HMV
lost complete control of its social
media team, when rogue members
used the account to childishly live-
tweet a massive firing at the
company.
http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-
media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5

54. What happens when things go wrong?
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b

55. Settings > Page Roles

56. Consider these:
Social Media Policy/Playbook
◦ Understand the different Facebook roles
(Admin, Editor, Moderator)
◦ Employee Access
◦ Account Management
◦ Acceptable Use
◦ Conduct
◦ Content
◦ Security
◦ Legal Issues
CHECK OUT: http://www.marketo.com/trust/social-media-policy.php

57. Digital
Strategy

58. What do you want to achieve?
If you don’t know what you
want, you can’t decide what you
need to do, and you won’t know
if you’ve been successful after
you’ve done it.

59. What is your purpose?

60. Digital Strategy Weekly Theme
Monday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better
connection and
relationship with the
customer
Purpose
•Product/Service
Awareness
Purpose
•Better customer
experience
•Useable content
Purpose
•Awareness
•Exposure
Purpose
•Create content for
customers to return
•Exposure
Outcome
•Increase customer
loyalty
•Awareness
Outcome
•Request for service
•Sign-up
•Traffic Driver
Outcome
•Reduce product return
•Reduce time allocated
for customer support
Outcome
•Awareness to individual
•Awareness to customer
Outcome
•Fresh content supports
SEO
•Awareness of industry
•Gratitude

61. 30 Day Challenge
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of
your organisation
Interview a
customer
Share Content Share some
inspiration
Share an event
Ask a question Post a special Share an image Promote your
community
Post a Friday
Fun One
Promote your
other social
media channels
Interview an
employee
Detail of your
program
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

62. Introduction to
Facebook
Advertising

63. Understanding Your Advertising Purpose
How much are you willing to pay for advertising
◦ Understand conversation rate
Review your advertising
◦ Test, measure, review
Why are you advertising online
◦ Are you going to be like McDonald’s? (long term)
◦ Campaign driven (short term)
Know your advertising BUDGET!
Know your advertising PURPOSE!

64. Facebook Post Boost

65. Facebook Ads
What makes a good Facebook Ad?
◦ Relevant to your target audience
◦ Visual
◦ Provides value
◦ Clear & compelling Call To Action
Understanding the reason for Facebook Ads
◦ What are you trying to say?
◦ What are you hoping to achieve from your ad?
Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx

66. Facebook Ads - Examples

67. Facebook Ads – Let’s create one

68. Advanced Tools
◦Facebook Apps – Quizzes, Polls, Photo Competions
◦ WooBox
◦ Heyo
◦EBook Recreation
◦ SimpleBooklet
◦Custom Audience Ads
◦ Facebook Pixel
◦List
◦ Social Media Today’s Brilliant List
◦ Boostlikes

69. 10 Tips for Understanding Social Media
1. It takes time and patience to build a Social Media audience – it
does not happen overnight
2. Social Media is not free – it takes time and effort
3. Understand different channels have different audiences
4. Use social media for social proofing
5. Numbers don’t matter – content is king!

70. Tips for Understanding Social Media
6. Update regularly, give me a reason to visit/follow you
7. Decide how public or private you want to be
8. A picture says a thousand words – be visual
9. Understand that Social Media is a channel for conversation – if
you wouldn’t say it/do it in real life, don’t do it on Social
Media
10. There is no such thing as temporary on Social Media
Inspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html

71. Things to do next……
Goal Setting
Name the top five goals you want to achieve through
using social media.
Break down each goal and how you are going to achieve
them.
What tools and platform/s do you think are the most
suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social
media presences?

72. For the latest updates on workshops and
information, follow us on social media
www.rdaillawarra.com.au
(& subscribe to our newsletter)
www.facebook.com/illawarrarda
www.facebook.com/illawarradigital
www.twitter.com/rdaillawarra
www.linkedin.com/company/rda-illawarra

73. Would Love To Hear From You:
Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
leigh@rdaillawarra.com.au
@leighjewiss @rdaillawarra
au.linkedin.com/in/leighjewiss/