An introduction to Facebook for brands, businesses and charities. Includes the difference between personal timelines for people and Facebook Pages for brands, some of the benefits of Facebook Pages, how to get the most from your Facebook page, and the benefits of advertising on Facebook.

1. March 2014 © Copyright 2014 Cicada Online Ltd. All rights reserved
How to Get Started on Facebook.
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What you need to know to market your brand on
Facebook.

2. March 2014 © Copyright 2014 Cicada Online Ltd. All rights reserved
Facebook Page v Timeline
Personal Timelines, which we sometimes refer to as profiles, are
for individual, non-commercial use. They represent individual
people and must be held under an individual name. You can follow
Timelines to see public updates of people you’re interested in but
aren’t friends with.
Facebook Pages look similar to personal Timelines, but they offer
unique tools for connecting people to a topic they care about, like
a business, brand, organization or celebrity. Pages are managed by
people who have personal Timelines. Pages are not separate
Facebook accounts and do not have separate login information
from your Timeline. You can like a Page to see updates in News
Feed.
A personal page can be easily converted to a Facebook page via a
simple process.
(Source: Facebook.com)

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Why Facebook?
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Discoverable: When people search for you on Facebook, they'll be
able to find you.
Connected: Have one-on-one conversations with your customers,
who can like your Page, read your posts and share them with
friends, and check in when they visit.
Timely: Your Page can help you reach large groups of people
frequently, with messages tailored to their needs and interests.
Insightful: Analytics on your Page will give you a deeper
understanding of your customers and your marketing activities.
Your Facebook Page makes your organisation:
(Source: Facebook.com)

4. March 2014 © Copyright 2014 Cicada Online Ltd. All rights reservedwww.cicada-online.com
1. Build a Facebook Page
• Add a unique cover photo and use your logo as a profile picture
• Create a post so when people visit your Page they see recent activity
• Make sure to like your Page and share it with your friends
2. Connect to your fans with ads
• Create multiple ads to help build an audience for your Page
• Use the targeting options to show your ads to only the people you want reach
• See which versions of your ads work best
3. Engage your fans with great content on your Page
• Add a new post to your Page at least once a week
• Pin your most important posts to the top of your Page
• Ask questions, share exclusive news and respond to people when they post or comment on your
Page
4. Influence the friends of your fans
• Encourage check-ins, participation in events or create an offer to encourage more activity on your
Page
• When people interact with the content on your Page, their friends are eligible to see the activity
• When people do things such as like, comment or check-in to your Page, you can promote those
activities to their friends
Your Brand on Facebook in 4 Steps
(Source: Facebook.com)

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Facebook Advertising
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There are Facebook Advertising products to meet each goal.
Drive In-store Sales
Increase foot traffic and make it easier for people to find and share
information about your business.
Increase Online Sales
Find new customers and deepen relationships with people who’ll click
through and buy.
Launch a New Product
Generate excitement and maintain momentum around a new product or
service.
Build Awareness
Express what makes your business unique and stay top-of-mind for future
product decisions.
Promote Your App
Get your app into the hands of the right people and keep them engaged.
(Source: Facebook.com)

6. March 2014 © Copyright 2014 Cicada Online Ltd. All rights reservedwww.cicada-online.com
Facebook Advertising
Reaching your audience with different targeting options
(Source: Facebook.com)
Location
Good for: Helping you make sure
you’re reaching people in a location
that’s relevant to your business. If
you’re a local business, you should
always used location targeting.
Age
Good for: If you’re advertising
something that requires age
verification (e.g. alcohol products).
Narrow down your audiences to the
age group that’s most likely to
become a customer of your
business.
Gender
Good for: Ads that are gender
specific. Segment your audience –
create two ads that are exactly the
same but one is targeted to mane
and one to women to see who is
most responsive.
Interests
Good for: Reaching people with an
interest that’s similar to what you’re
offering.
Broad Categories
Good for: Reaching people who fall
into a certain general category (e.g.
parents).
Connections
Good for: Targeting an ad to people
who have a certain connection to
your Page (e.g. people who like your
Page).

7. March 2014 © Copyright 2014 Cicada Online Ltd. All rights reserved
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Thank you.
Tania Gupta
Digital Marketing Analyst
Cicada Online Ltd
7a Hithercroft Court
Lupton Road
Wallingford OX10 9BT
E: tania@cicada-online.com
T: 01865-595260
For further information about Cicada Online
visit our website at www.cicada-online.com