Facebook Marketing Advanced


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Facebook Marketing Advanced for Facebook users who want to bring their Facebook marketing to a new level. Prepared for CLDC.

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Facebook Marketing Advanced

  1. 1. Facebook Advanced East Clare Community Development Scarriff, 8th July 2014
  2. 2. Welcome & Introductions Who am I? Who are you? Why are you here?
  3. 3. Who is JSB? • Journalist • Chamber of Commerce CEO • PR Lecturer • Marketing Executive • Event Manager • Fundraiser • Entrepreneur • Tech Startup Founder – Young Minds Online • Failed politician • Desperate for a New Challenge everyday • Blogger & wannabe author • Life-Long Learner • ‘The Apprentice’ Finalist
  4. 4. Course Objectives  How to write a Facebook Strategy  Overcoming the EdgeRank Changes  Content Planning/Scheduling  Facebook Advertising  Power Editor  Custom Audience  Campaign Management  Apps  Facebook design – Free & user-friendly software  Best Practice Case Studies  Your Facebook Strategy
  5. 5. What is Social Media? Regular media is like a one-way street….you read a newspaper, watch TV or listen to radio in order to be informed, entertained or engaged. But you can’t comment or give your views. So Social Media is like a two-way street….you can give your opinion, share links, re-tweet other peoples comments and become your own publisher of content. And social networking sites are the platforms that allow you to share e.g. Facebook, Twitter, Pinterest, Flickr, Blogs, YouTube.
  6. 6. Why Businesses use Facebook • To promote your business/organisation • To connect with potential customers/partners • To engage in conversation • To get feedback • To showcase your knowledge/expertise • To showcase your products/services • To build brand profile • Review the competition • Get introduced to or find out about the market leaders • What’s new in my industry • Recruit/research staff • Build your business voice as an industry leader • Build a network
  7. 7. A Facebook Strategy • There are 5 essential elements to creating a successful Facebook Strategy 1. Establish Goals & Vision 2. Identify Target Market 3. Create Content Planner 4. Engage with your Audience 5. Measure Success
  8. 8. 1. Goals and Vision • The first thing that must be done in order to create a Facebook strategy is confirm your aims and objectives. • Make sure you and your team know what your desired outcomes are. This helps focus and provide direction which will help put your strategy into action. • You must keep in mind the overall vision of your business when listing your goals. Do not deviate! • Examples of possible goals; to increase Page Likes, to provide Feedback or customer service Help, to Promote your product or service, to recuit attendees for an Event.
  9. 9. 2. Target Market • Market segmentation is extremely important when implementing a Facebook Strategy. Your Facebook Page must post relevant content that will capture and engage your target audience. Is it already? • Remind yourself who your customers are and what they want. Write down why they should or why they do ‘Like’ your Facebook page and the things that are of interest to them. • List the methods you can connect your market on Facebook e.g. Sponsored ads, Promoting Posts, Custom Audience, Competitions, Customer Service
  10. 10. 3. Content • Content is central to a Facebook Strategy. The reason people ‘Like’ your page is because of the content. They want to be engaged and interested in what you have to say. • To capture your audience you need to be a curator and creative. Only 10% of your posts should be promotional, 20% should be sharing others posts, and 70% should be creative content that adds value. Is this the case? • Create a content plan. It is important to make sure your posts are planned in advance. This will avoid irrelevant posts, typos, and will save time.
  11. 11. 4. Engagement • Once you start to get traction on your Facebook Page and your customers begin to interact with you, make sure that you engage with them. • It is important to show the human side of your brand online and interaction is the perfect way to accomplish this. • Reply to all of your direct messages, like and reply to people’s comments. • This increases their interest in your page and will make them more likely to interact with you in the future.
  12. 12. Be Engaging!
  13. 13. Be Engaging!
  14. 14. Be Engaging!
  15. 15. Be Engaging!
  16. 16. 5. Measure Your Success • Once your Facebook Strategy is implemented, begin to record the results. • Make sure you write down the initial Facebook page likes then how it increases over a period of time. • Use your Facebook Insights. This shows your post reach, engagement, visits and segmentation of the people interacting with your page. • This will show you if you’re posting too much, too little. If your posts aren’t attracting your target market and if people are interested in what you have to say. • At the end ask yourself have I reached my goals? If the answer is no then why not?
  17. 17. Social Media Measurement • Fan growth trend (Page Likes) • People talking about you: number of “engaged fans” • Viral reach: number of people who saw your content by other’s sharing or engaging with it • Impressions on your page’s posts: number of times people saw it • Audience demographics • Monetary value of a fan
  18. 18. Facebook Insights
  19. 19. The EdgeRank Changes • EdgeRank is an algorithm developed by Facebook to govern what is displayed and how high on the News Feed. • An Edge is everything and anything that happens on Facebook such as status updates, comments, likes, shares. • If a Facebook Page has low EdgeRank, then the Brand's updates will be seen by less people. This means that their Facebook marketing budget is less effective than it could be.
  20. 20. Overcoming EdgeRank Changes 1. Post Photos – Facebook Pages gets more fan engagement from photos than links, statuses, or videos. In fact, photos get as much as twenty times more engagement. 2. Write More Text - This approach also helps followers to see you've put significant time into your posts, which can lead to more shares, likes and comments. Don’t overload them with information but it will attract their attention. 3. Use Few or No Links – Facebook Pages should reduce their activity of sharing external links to good content. Facebook do not want people using their site to redirect customers to another web page even though we as Facebook users do want to do that especially to our brand websites.
  21. 21. Overcoming EdgeRank Changes 4. Attract comments more than Likes - There should be steady focus on engaging fans enough and encouraging them to leave comments. You can do this buy asking questions. As a result, high number of comments is synonymous to creating viral content. 5. Adjust the schedule of publications - The more clear and the schedule of updates, they will be predicted better by Facebook Edge Rank. Post at least twice a day, and schedule your posts for various times with gaps of at least 2 hours.
  22. 22. What is Content Planning/Scheduling? • A content plan is a list of your proposed web content indicating status and ownership. It is key in managing content development. • Facebook allows you to schedule your posts in advance. Even when you aren’t on Facebook you can create status updates. You can plan postings for a week, a month or a quarter in advance. • A content plan ensures that there is a good mix of content and a variety of interesting posts to keep your audience engaged. • It will help you track your content ideas.
  23. 23. Advantages Of Content Planning/Scheduling • Be in control of your posting schedule - Your Facebook posts cannot rely solely on your time in front of the computer. With content scheduling you can ensure consistent posts. This enables you to connect with your audience even when you’re not online. • Post at the ideal time - If timing isn’t right your business’s posts won’t even appear on the news feeds of audience. When you schedule your posts you can find out the ideal time and frequency for your posts. Posting 2 or 3 post every day is enough to keep your audience engaged. • Time – And of course time is saved. Because your Facebook Page will update itself automatically, you have more time to spend on other business activities with the certainty that you aren’t loosing any engagement.
  24. 24. How to Schedule Your Posts 1. Update your status.
  25. 25. How to Schedule Your Posts 2. Click the Clock under the status. Choose your desired date and time of publishing. Once that is done click Schedule.
  26. 26. Content Planning • Scheduled Posts on Facebook • Easy planning • Posting at different times night or day • Bulk posting for the month ahead
  27. 27. Content Planner Template Date/Time Post Rich Content 9th July 2014 9.00am Here are some photos from our Facebook Advanced course in Co. Clare yesterday. Have you advanced your Facebook Strategy? We can help. Photos from Co. Clare course in Scarriff (with permission of attendees – ask them to tag themselves and leave feedback) 9th July 2014 7.30pm There are 5 steps to developing a Facebook Strategy. What step are you on? Image of 5 Steps of Facebook Strategy from Course 10th July 2014 8.30am You have one life. Choose it or let it pass you buy. Motivational image (include source) 10th July 2014 8.30pm You’ve heard of up-cycling your wardrobe right? Well we are up- cycling our Blog Posts. Now that’s innovative. Link to Blog Post http://www.digitaltrainingi nstitute.ie/dont-recycle- blog-posts-upcycle-them/
  28. 28. Content Planning • Hootsuite - Manage multiple social media accounts - Manage multiple different social media accounts
  29. 29. Facebook Advertising There are 6 different types of Facebook Advertising 1. External Website/Standard Ads 2. Web Conversation Ads 3. Page Post Engagement Ads 4. Event Response Ads 5. Sponsored Stories 6. Promoted Posts 7. Facebook Offers
  30. 30. External Website (Standard) Ads Of the different types of Facebook ads, this one is the most simple. It can only be displayed on the right column, so there’s no mobile support. You can choose a title, a short description, and the URL to be displayed.
  31. 31. How to set up a Standard Ad • Go to https://www.facebook.com/ads/create • Choose Clicks to Website and enter your web address
  32. 32. How To Set up a Standard Ad • Upload the image you want. This will be the ad image and will appear on the left hand side of your audience’s newsfeed
  33. 33. How to Set Up a Standard Ad • Link your ad to your Facebook page. Choose a Headline and insert your text. Then pick a call to action from the drop down list. This will be shown on your ad.
  34. 34. How to Set Up a Standard Ad Enter the details under audience. This will target a specific group of people based on the information you enter. Their interests should be based on your business. Their behaviours should be ones that also suit your business. Who you want to target must be specific for the ad to work.
  35. 35. How to Set up a Standard Ad • Choose your Ad campaign. • Give your Ad a Name so you can monitor it. • Choose how much you want to spend. You can either have a daily budget or a lifetime budget. • Your schedule can either run continuously or you can set a start and end date. If you choose a start and end date, it must be run over a period of a month. • Click place order and Facebook will approve your ad and out it live.
  36. 36. Website Conversation Ads A conversion-tracking pixel is a small piece of code that lets you measure the actions people take on your website and automatically adjust your ad delivery to reach people who are likely to convert.
  37. 37. Website Conversation Ads
  38. 38. How to Add Conversion Tracking Pixel to your Website: STEP 1 • Go to www.facebook.com/ads/create • Select ‘Web Conversions’ from the list of
  39. 39. How to Add Conversion Tracking Pixel to your Website: STEP 2 • Paste URL of web page that would like to add Conversion Tracking Pixel to
  40. 40. How to Add Conversion Tracking Pixel to your Website: STEP 3 • Select the type of conversion • Enter a name for the conversion tracking pixel
  41. 41. How to Add Conversion Tracking Pixel to your Website: STEP 5 • Click ‘Create Pixel’
  42. 42. How to Add Conversion Tracking Pixel to your Website: STEP 6 • Select the option ‘I can add the pixel to my website’
  43. 43. How to Add Conversion Tracking Pixel to your Website: STEP 7 • Copy the code that is generated below (keep this page open for later use)
  44. 44. How to Add Conversion Tracking Pixel to your Website: STEP 8 • If you have a non-Wordpress website, paste the code into the <head> section of the web page that you would like to add the pixel to. (Note: this requires coding knowledge!)
  45. 45. How to Add Conversion Tracking Pixel to your Website: STEP 9 • If your site is built using Wordpress, install the plugin ‘Code Insert Manager’ - https://wordpress.org/plugins/q2w3-inc-manager/
  46. 46. How to Add Conversion Tracking Pixel to your Website: STEP 10 • Once you’ve downloaded and installed ‘Code Insert Manager’, go to the Wordpress Dashboard and open the plugin (simply click on it)
  47. 47. How to Add Conversion Tracking Pixel to your Website: STEP 11 • Click ‘Add New’
  48. 48. How to Add Conversion Tracking Pixel to your Website: STEP 12 • Add a description • Select ‘Active’ as status • Select ‘Header’ for location
  49. 49. How to Add Conversion Tracking Pixel to your Website: STEP 13 • Select the page that you would like to add the conversion tracking to (a dropdown menu will open)
  50. 50. How to Add Conversion Tracking Pixel to your Website: STEP 14 • Paste the generated code into the code box
  51. 51. How to Add Conversion Tracking Pixel to your Website: STEP 15 • Go back to Facebook and click ‘Continue’
  52. 52. How to Add Conversion Tracking Pixel to your Website: STEP 16 • Go to Ads Manager and click ‘Conversion Tracking’
  53. 53. How to Add Conversion Tracking Pixel to your Website: STEP 17 • Check status of newly setup conversion to ensure that it is ‘Active’ • If it is not active, try refreshing the web page that you have added the conversion to
  54. 54. How to Add Conversion Tracking Pixel to your Website: VIDEO • Check out this video for a more detailed explanation of how to add a Conversion Tracking Pixel to a Wordpress website https://www.youtube.com/watch?v=H3n1wYfwxGw
  55. 55. Page Post Engagement Ads • Choose Page Post engagement. Add your Facebook page and pick which post you want to boost.
  56. 56. Page Post Engagement • Facebook will automatically add the text and links from the post you chose.
  57. 57. Page Post Engagement • Enter the details under Audience. This will target a specific group of people based on the information you enter.
  58. 58. Page Post Engagement • Choose your Campaign. Pick a name for your Ad and enter your budget. Click place order and Facebook will approve and publish your ad
  59. 59. Facebook Page Like Ad • A Page Likes ad encourages people to like your Facebook Page. It will be displayed in all places and will immediately encourage users to like your page.
  60. 60. Facebook Page Like Ad • Upload an image which will be shown on the ad. You can have up to six different images for one ad at no extra cost. Facebook will alternate the images.
  61. 61. Facebook Page Like Ad • Under Text and Links you can insert your text and view your ads.
  62. 62. Facebook Page Like Ad • Enter the details under Audience. This will target a specific group of people based on the information you enter.
  63. 63. Facebook Page Like Ad • Choose your Campaign. Pick a name for your Ad and enter your budget. Click place order and Facebook will approve and publish your ad
  64. 64. Event Response Ad • If you want to promote an event you are having, use an event response ad. Facebook will promote your ad and encourage people to attend. • Choose event responses and enter the event you wish to promote. The event must be created on your Facebook Page before you can create the ad.
  65. 65. Event Response Ad • Ad the image you wish to on your ad. You can upload up to 6 images and Facebook will alternate the images.
  66. 66. Event Response Ad Enter the details under audience. This will target a specific group of people based on the information you enter. Their interests should be based on your business.
  67. 67. Event Response Ad • Choose your Campaign. Pick a name for your Ad and enter your budget. Click place order and Facebook will approve and publish your ad
  68. 68. Offer Claims • Offer claims help to promote offers you may have in your company. You can create the offer on Facebook and your audience can claim the offer.
  69. 69. Offer Claims • Click offer claims and enter the name of your Facebook page. • Then it will say no eligible post exists. Click the plus button beside that message and create a new offer. • Enter the details of the offer, upload an appropriate image and click next.
  70. 70. Offer Claims • Enter the expiration date of this offer. You can add optional terms and conditions here too. Click next when done. • Review your offer and when you’re happy click post offer.
  71. 71. Facebook Page Like Ad • Enter the details under Audience. This will target a specific group of people based on the information you enter.
  72. 72. Offer Claims • Choose your Campaign. Pick a name for your Ad and enter your budget. Click place order and Facebook will approve and publish your ad
  73. 73. Campaign Management • Ads manager is where you can view, make changes and access performance reports for all your campaigns, ad sets and ads. • To view your ad campaign. Go to the drop down bar at the top left hand corner of your personal Facebook Profile. Click manage ads.
  74. 74. Campaign Manager • Here you will be able to see the activities of all your ads. Their status – if they are on or off. Their activity - if they are currently active or scheduled. The spend – how much you have spent to date and the balance left that will be spent.
  75. 75. Power Editor • In Manage ads there is a tab on the left list on the home page called power editor. • This is a bulk ads creation and management tool, tailored specifically for large advertisers. Power Editor is the best tool for advertisers who work at scale and need precise control of their campaigns. • If you don't need to create hundreds of ads at scale, use the ads create tool. • Here you can edit all your ads, manage various campaigns, control the billing and prices and request an ad campaign report. This can all be done however in the ads create tool.
  76. 76. Power Editor
  77. 77. Custom Audience • A Custom Audience is an ad targeting option that lets advertisers find their existing audiences among people who are on Facebook. You can use the ads create tool or use Power Editor to create a Custom Audience. • In manage ads click the audience tab on the left. • Choose custom audience. • Then pick the type of audience you want to create from the options.
  78. 78. Data File Custom Audience • If you're uploading a file, create a .CSV file in Excel with a customer list you want to create a Custom Audience with either using email addresses, user IDs, phone numbers or mobile advertiser IDs. The document should have a single column of data with no heading. • Fill in the information and upload your file. Then click create audience.
  79. 79. MailChimp Custom Audience • If you have a MailChimp account with email addresses you can connect your Facebook Page to your MailChimp account.
  80. 80. Custom Audience From Your Mobile App
  81. 81. Custom Audience From Your Mobile App
  82. 82. Custom Audience From Your Website
  83. 83. Custom Audience From Your Website
  84. 84. Custom Audience From Your Website
  85. 85. Apps • An App on your Facebook Page is a custom tab that is installed manually on your Facebook Page and is shown up underneath the cover photo. • To add an app to your Page, you can go to the app’s page and click on the Page's cover photo. If the app is available to be added to your Page, you'll see Add App to Page in the dropdown menu.
  86. 86. Creating Custom Apps FREE custom app creator: http://apps.tradablebits.com/
  87. 87. Creating Custom Apps: STEP 1 • Go to http://apps.tradablebits.com/ and click on ‘Connect with Facebook’
  88. 88. Creating Custom Apps: STEP 2 • Click on ‘Add App’ (green button)
  89. 89. Creating Custom Apps: STEP 3 • Click on ‘FREE’ to view list of complimentary apps
  90. 90. Creating Custom Apps: STEP 4 • Select and install preferred app (e.g. Welcome)
  91. 91. Creating Custom Apps: STEP 5 • Select page that you would like to add app to, enter app name and select icon
  92. 92. Creating Custom Apps: STEP 6 • Select a preferred template and enter content into content boxes. Click ‘Save Setup’.
  93. 93. Creating Custom Apps: STEP 7 • Select or upload an image for the app. Note dimensions 111px x 74px.
  94. 94. Creating Custom Apps: STEP 8 • View app by clicking on ‘View’ button. • Once app is ready, click ‘Install on Facebook Page’.
  95. 95. Custom App Examples
  96. 96. Custom App Examples
  97. 97. Custom App Examples
  98. 98. Facebook Design • Dimensions - Facebook Cover Photo - Facebook Profile Photo - Facebook Ads
  99. 99. Facebook Design FREE Design Tools Canva.com PicMonkey.com
  100. 100. Canva.com: STEP 1 • Go to www.canva.com and setup an account
  101. 101. Canva.com: STEP 2 • Login and select ‘Facebook Cover’ from the menu
  102. 102. Canva.com: STEP 3 • Select a pre-designed layout
  103. 103. Canva.com: STEP 4 • Or select a basic background colour and pattern
  104. 104. Canva.com: STEP 5 • Or upload an image of your choice
  105. 105. Canva.com: STEP 6 • Add some text
  106. 106. Canva.com: STEP 7 • When design is complete, click on ‘Link & Publish’
  107. 107. Canva.com: STEP 8 • To save image, click on ‘Image’
  108. 108. Canva.com: STEP 9 • You image will then be prepared for saving.
  109. 109. PicMonkey.com: STEP 1 • Go to www.picmonkey.com • Hover over the design icon and select ‘Facebook Cover’ or ‘Square’ to create a profile pic
  110. 110. PicMonkey.com: STEP 2 • Select a background colour for your Facebook cover or profile picture
  111. 111. PicMonkey.com: STEP 3 • Add text to your Facebook cover or profile picture
  112. 112. PicMonkey.com: STEP 4 • Add frames, textures, shapes or select a theme
  113. 113. PicMonkey.com: STEP 5 • When you have completed your design, click ‘Save’
  114. 114. PicMonkey.com: STEP 6 • Enter a name for your image and click ‘Save to my Computer’
  115. 115. Best Practice Case Studies https://www.youtube.com/watch?v=q7iuPDDuPag
  116. 116. Best Practice Case Studies https://www.facebook.com/Grassroutes.ie
  117. 117. Best Practice Case Studies https://www.facebook.com/Grassroutes.ie
  118. 118. Your Facebook Strategy (Use our Template)
  119. 119. Questions?
  120. 120. Mentoring Support
  121. 121. Evaluation & Feedback
  122. 122. Thank You!