Leverage Facebook to connect with your target audience. Recent data and trend analysis helps you make more informed marketing decisions on this powerful social platform.

1. FACEBOOK
MARKETINGCHRIS ALLEN
FOR SPRINGFIELD COLLECTIVE

2. FACEBOOK MARKETING
• Is Facebook viable anymore?
• Will anyone even see my posts?
• How do I get people to interact with my page?
• Do I have to buy adds?
• Do I have to buy likes?
• Should I post pictures of me getting’ drinks with
my girls? (No!)

3. IF YOU TAKE AWAY 1
THING TODAY I WANT
IT TO BE THIS…

4. WHOEVER TELLS THE
BEST STORY WINS
If what you have to
say is worth hearing
it will be heard. If
what you have to say
is worth sharing it will
be shared.
Chris Allen 6/7/2014

5. DOES ANYONE EVEN USE FACEBOOK ANYMORE?
These numbers have moved a bit since this graphic was made, but, Facebook is
still king.

6. DOES FACEBOOK MATTER ANYMORE?
According to the Facebook statistics updated January 1, 2014 from StatisticBrain,
1,310,000,000 Facebook users are active monthly, with the average amount of time
users spend on Facebook at a time being 18 minutes. Every 20 minutes, 1 million
links are shared.

10. SO WHAT?
Q: That is all good and well, but what if my business is
in B2B instead of B2C what then? Shouldn’t I be on
LinkedIn instead?
A: Nobody is going home and spending half an hour
browsing LinkedIn. They are going home and looking
at pictures of their family. Or checking out their old
boyfriend from High School to see if he is fat yet.

11. BE THERE OR BE SQUARE
Everyone, yes everyone is on Facebook.
This includes business owners.
This includes merchandisers for international
retailers.
This includes hiring managers.
Most of the decision makers you are trying to get
in front of even as a B2B company are spending
their time on Facebook.

12. TIPS

13. USE ENGAGING COPY, IMAGES AND VIDEOS
Rich media like photos and
videos get more attention and
help your message stand out in
News Feed.
Lifestyle images like the ones
you see from your friends on
Facebook are always engaging.
Try sharing images of your
products or photos of your
customers enjoying your
services.
Try to keep your posts between
100 and 250 characters to get
more engagement. Shorter posts
are better received

14. PHOTOS ARE GREAT!
PHOTO POSTS GET 39% MORE INTERACTION
Not only do photo posts get more engagement than links, videos or text-based
updates, they actually account for 93% of the most engaging posts on Facebook.
According to Kissmetrics, photos get 53% more likes, 104% more comments and
84% more click-throughs on links than text-based posts. Self-explanatory photos
seem to perform best.

15. ALBUMS ARE BETTER!
1. Photo posts get 120% more engagement than
the average post, and photo albums actually get
180% more engagement.
2. This was a surprising one for me, but it seems
that if you have multiple images to share, you’d be
better of putting them into a Facebook album than
publishing separate photo posts.

16. PERSONAL NOTE OR PRO TIP
On average over 40% of your interactions
will be from people on mobile devices. I
expect the number to be nearly double that
in a few years.
Remember that when you share:
-Video: Auto-Play, stream rate
-Links: Crazy websites, image heavy

17. PERSONAL NOTE OR PRO TIP
Another note on people using mobile devices to open
links that you post from Facebook.
If you site is covered with flash or it is not responsive, be
careful where you send people and what you are planning
on them doing when they get there.
If going to your landing page will just make them furious
when they try your links, don’t do it.

18. SHORTER POSTS GET 23% MORE
INTERACTION
Writing shorter posts isn’t just handy on
Twitter. Keeping your posts below 250
characters can get you 60% more engagement
than you might otherwise see. You can even
get up to 66% more engagement if you cut it
down to less than 80 characters.
Less Is More

19. USING EMOTICONS INCREASES COMMENTS BY
33%
If you thought emoticons were only for teens,
you might want to rethink that idea. According
to AMEX OPEN Forum, emoticons can make a
big difference to your engagement rates. No
only do posts with emoticons get 33% more
comments, they also get shared 33% more
often. Even better: they get liked 57% more
often than posts without emoticons.

20. IS IT WORTH IT?
You have to count the cost. I would almost
never use emoticons, especially for a
clients page. But, there is something to be
said for “humanizing” your brand and or
business.

21. ENGAGEMENT RATES ON THURSDAY AND FRIDAY ARE
18% HIGHER
Compared to other days in the week, a Buddymedia study
found that engagement rates for Facebook are 18% higher
on Thursdays and Fridays. As they put it, “the less people
want to be at work, the more they are on Facebook!”

22. ENGAGEMENT RATES ON THURSDAY AND FRIDAY ARE
18% HIGHER
The same study also looked at different
industries, including sports, retail, automotive,
and health care, to see which days worked best in
each industry. Although they did vary, most of
them sat around the end of the week, from
Wednesday-Friday. Apparently no industry has
users that are engaged on Mondays or Tuesdays!

23. ENGAGEMENT RATES ON THURSDAY AND FRIDAY ARE
18% HIGHER
You can view this information 2 ways.
You can say hey, nobody is getting anything done these
days anyway, so let’s not try.
OR…
You can be an aggressive proactive marketer and try and
leverage your reach and take up some of that dead air at the
beginning of the week and have a head start on the
competition going into the weekend.

24. QUESTION POSTS GET 100% MORE COMMENTS
If comments are the kind of interaction you’re after,
questions might be the way to go. According to
Kissmetrics, they get 100% more comments than
standard text-based posts. HubSpot shares a similar
finding, although this data points out that question
posts often get fewer likes and shares than images.

26. QUESTION POSTS GET 100% MORE COMMENTS
What I found really interesting about this stat is
that HubSpot’s data also shows which question
words attract more comments, with the most
popular being "should," "would," "which," and
"who.”
This makes me think that closed questions which
have a very limited answer option are the highest
attractors of comments. Open question words like
‘why’ and ‘how’ which make the user think more to
articulate their answer sit at the bottom of this
chart.

28. QUESTION POSTS GET 100% MORE COMMENTS
So, to emphasize. It is
better to ask “should I
marry Jeff or Mark” than
to ask “who should I
marry?”

29. 35% OF FACEBOOK FANS LIKE A PAGE SO THEY CAN
PARTICIPATE IN CONTESTS
If you’re chasing down new fans, a contest seems like
a fairly good way to encourage likes. A report from
earlier this year showed that 35% of Facebook fans
liked Facebook pages specifically to compete in
contests. Contests obviously solicit interaction by
asking for people to enter.

30. 35% OF FACEBOOK FANS LIKE A PAGE SO THEY CAN
PARTICIPATE IN CONTESTS
It turns out this can work, as "caption this photo"-style contests actually bring in
5.5 times more comments than regular posts.

31. HAVE FOLLOWERS GENERATE SHARABLE CONTENT
Combine running specials and promotions with a contest where your followers
have to submit their own pictures and post them on your wall to enter. This creates
the urge to like your page as well as them creating content for you, they can be
shared out to their friends, and everyone else who likes your page. THIS IS SOCIAL
MEDIA GOLD!

32. 42% OF FANS LIKE A PAGE TO GET A COUPON OR
DISCOUNT
According to Socially Stacked, 42% of Facebook fans like a page in order to get a
discount or coupon. A study by Wildfire Interactive showed that coupon-based
campaigns received the highest engagement rates. Giveaways and sweepstakes
came in just behind coupons as highly engaging post types.

33. NEVER FORGET
The allure of running promotions and getting cheap, easy likes is strong. But
remember, it isn’t the brand with the most likes that wins. Whoever tells the best
story wins. You can have all the likes in the world, but without people buying in to
your story no one will care.

34. CREATE A TWO-WAY CONVERSATION
Ask your audience to share their thoughts and
feedback on your product and services. This
is another way to listen to your customers
and improve your business.
Posting content that shows you took their
feedback into consideration can build
customer loyalty and show you value their
ideas
In Action: Modify Watches, a company that
creates mix-and-match watches, asks
customers for input on product designs and
names, and builds ongoing watch designs
from this real-time feedback

35. BE TIMELY
Your audience will be more likely to engage with posts when they’re related
to subjects that are top of mind, like current events or the holidays
Timeliness is also important when replying to comments on your posts.
The faster you reply, the more likely fans will engage with you in the future.

36. GET PERSONAL
Post the initial post from your business account, and will want to answer
any questions or comments as your business. But, you will always want to
like the posts and share them from your personal account as well. That way
all of your friends will be able to see and share the post as well.

37. BRING SOME
ORDER TO THE
POSTING CHAOS

38. PLAN YOUR CONVERSATIONAL CALENDAR
The easiest way to stay in regular contact with fans is by creating a
conversational calendar with ideas about what to talk about each week or
month
A content calendar will not only help you post regularly, but will ensure
your content is well planned, interesting, and that you don't miss major
business events and news. Find a frequency that works for you and your
audience.

39. PLAY TO WIN
If a regular posting schedule seems to daunting for you. Start small, make
it 2 or 3 days every week and then work yourself up. The only way you can
be successful is if you stick with it. You wont be doing your business any
favors by half-heartedly posting every few weeks. In fact you will be doing
more harm than good.

40. SCHEDULE YOUR POSTS
To better manage your time, you can schedule your posts in advance and
plan for upcoming events and specials
To schedule your posts, simply click the clock icon on the lower left-hand
corner of your Page's sharing tool
Schedule your posts when most of your fans are online. You can find out
when your fans are online by visiting your Page Insights and going to the
posts tab
After you've scheduled a post, you can manage your scheduled posts by
going to the top of your Page and choosing Edit Page and then selecting
Use Activity Log

41. SCHEDULING TOOLS
There are some very good scheduling tools out there.
Hootsuite: they have a free plan and a plan starting at $8.99
Sprout Social: starts at $59.99
Buffer: has a free tier, starts at $10, $50 for businesses

42. SO, DO WE HAVE TO PAY FACEBOOK?
No and yes.
No you don’t have to. But you should try it out. You will be
surprised how many likes or page views just a few dollars
can get you.

43. SO, DO WE HAVE TO PAY FACEBOOK?
Each year the YMCA runs a membership campaign, and they give out free
hoodies to new members. Every year they have done a printed piece, spent
roughly $3,000 and had 50 or less people join. This year the Y ran a targeted,
curated promotion on Facebook, spent half the money, and saw 3 times the
amount of memberships. And, on top of that, during the promotion they picked
up over 500 likes.

45. BUT WHAT IF I DO IT WRONG?
You might. I am sure some of you have heard horror stories
of people who meant to spend $20 on a promotion and then
$500 got deducted from their account.
Other people say they will never pay for posts cause they
used to get all this social reach for free. That is a good point,
but good points won’t get your content in front of your fans.

46. TRUTH
Never start a paid Facebook campaign without a
focused goal in mind. Otherwise you will waste your
money and not have any idea how to hone in on
conversion.
Facebook allows you to be very specific when
targeting ads. From age, gender, and location to
interest and marital status. And if you were wondering,
yes that is why they want you to share all that stuff. So
they can sell it to marketers.

47. MONEYBALL
You can chose to run your add for a set number of days and spend
as much as necessary over that time. Or, you can chose to spend a
set amount of money and let the add run as long as you have
money left over to spend. For first time marketers I suggest the
limited amount approach. That way you know exactly what your
ceiling will be.

48. FACEBOOK $
I think Facebook adds is probably the area that I hear people have the most
questions about. Let’s stop right here and if anyone has any questions
specifically about adds we can answer those now.

49. HUMANIZE YOUR BRAND
Brand voice and tone is one of the biggest blind spots on social media right
now.
Many get it right, but just one incident can tarnish your brand.
We had one just this week in the NBA.

50. LEBRON AND CRAMP-GATE

51. DON’T DO THAT
Social Media is not the place for you to practice snark and sarcasm, alright
maybe for your personal account, but not under the name of your business.
Nothing good will come of it.

52. DO THIS
Be yourself. Let people see inside your business. Being approachable
makes a huge difference especially when you can back it up with
exceptional work. Make sure you tell your story with your voice. The rest is
easy.