Facebook for Social Media Marketers

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How to market your brand on Facebook, Case Studies and Considerations for making sure your brand stands out in the Social Space. …

How to market your brand on Facebook, Case Studies and Considerations for making sure your brand stands out in the Social Space.

A definitive and comprehensive guide on using Facebook to achieve business goals

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  • 1. Managing your Brand on Facebook
  • 2. Facebook Pages A Facebook Page gives a voice to any brand, business or organization to join the conversation with Facebook users. Since November 2007, bands, sports teams, artists, films, brands, nonprofits and businesses have been using Pages as free, customizable presences on Facebook.
  • 3. By leveraging the real connections between friends on Facebook, a public profile lets users connect to what they care about. Facebook Pages give you a more dynamic relationship with the public figures and organizations you are interested in.
  • 4. Creating a Facebook Timeline Page At bottom of the page are various links for information about Facebook. Click on “Create a Page” to get started
  • 5. This will then take you to a page to select the type of organization, group, brand, etc for which the Facebook Page is to be created.
  • 6. After selecting an option, for example “Brand or product”; on clicking it will open a box where the relevant category and brand or product name is to be entered. The agreement for Facebook Pages Terms needs to be checked in order to get started.
  • 7. We put the product/category name as “Test”. As the first step, there is an option to put up a Profile picture for the page. An image from a computer or one imported from brand‟s website can be used.
  • 8. The second step involves feeding in some basic information about the product and a link associated with it, which can be the website, twitter page, etc.
  • 9. In the third step, an unique Facebook web address is to be entered that will make it easier for people to find the page. Once set, this cannot be changed.
  • 10. A sample view of the timeline page without any information and customization.
  • 11. Here are some examples of Facebook Timeline Brand Pages
  • 12. The Cover Photo
  • 13. The Cover Photo  Pages for brands can use their own cover photos at the very top of their timeline to show a new, striking visual layer to their offerings the moment a fan lands on the page.  Anyone who lands on the page sees the same thing, fan and non-fan alike.  The cover image everyone sees can‟t include any calls to action (i.e. no feature to like or share the page or have any contact information at all, including any web address, phone number or mailing address).
  • 14. Cover Photo and Profile Picture      The cover photo acts as one large image to showcase the page. This image must be a minimum of 399 pixels across and the maximum dimensions are 850 by 315 pixels. The profile picture size is 180 by 180 pixels. It appears next to every post in the news feed as a 30 by 30 pixel picture. The profile picture is best used for your logo or other eye-catching picture without a lot of words. This smaller traditional profile picture needs to be taken into account and how it plays into the new cover photo. There is great scope for creativity in cover photos. Think outside of the box to make use of this worthwhile feature.
  • 15. Examples of a creative cover photo
  • 16. For more creative examples click this link and see the second slide there.
  • 17. The About Section  The about section has long been a part of the Facebook page, but now it‟s more predominately featured at the top of the timeline.  It‟s important that this section of your timeline is updated, depending on the which of the two versions of the about section applies to the timeline: 1. Local businesses 2. No physical location
  • 18. Local businesses  If the timeline is associated with a physical location, then it should look something like this: This lists the subcategory, address, telephone number and hours of operation. Fill out any of the missing information by clicking on this area.
  • 19. No physical location  If your timeline features a brand without a single physical location, then it should look something like this: The section lets one add a description of up to 255 characters. It‟s important to be extremely clear and concise, giving first time visitors a clear understanding of what the timeline is all about.
  • 20. Application Boxes  The applications (previously as tabs on the left hand side of FB pages), now appear as boxes beneath the cover photo.  There is a choice to put these boxes in any order.  Ideally they should be arranged based on importance.  If there are more than three or four applications, users can access them by clicking on the drop down arrow to the right of the boxes.
  • 21. Application Boxes It‟s unlikely the hidden applications (under the drop down arrow), will receive the same amount of visibility because there‟s another click required to view them. Therefore, be selective when choosing what to highlight in the application banner.
  • 22. Highlighted Posts  To tell better stories on the Page, the pictures and videos are larger and more eye-catching on the Timeline.  A story can be highlighted by clicking the star icon in the upper right of a post, so that it spans all the way across the Timeline as shown in this Lexus post with a video.
  • 23. Pinned Posts  There is a choice to pin particular posts to the top of the page for up to seven days. To do this, click the pencil icon in the upper right of the post and select Pin to Top.  This makes it easier to highlight important, newsworthy topics to the top of the timeline for longer promotion and visibility.
  • 24. Milestones  Another thing that can be done to make the Timeline more interesting is Milestones.  This involves the ability to go back and add past events related to the history of the organization.  People can be told about big events in the life of the brand or company.
  • 25.  Click on the line that runs down the middle of your Timeline and select Milestone. Then you can fill out the information as shown or simply go to where updates are posted to begin posting past milestones.  This area will first require a post of a milestone about when the organization was founded. After doing that, other milestones can be created.
  • 26. Milestones  Adding these past events helps create a concise storyline for your brand, while really making use of the timeline interface to it‟s fullest.  People may be spending more time reading the Timeline rather than just coming to the page to ask a question. The more visually engaging the Timeline can be made, the better.
  • 27. Activity Log Recent Posts by Others Fan Management Good Practices Messages From Fans
  • 28. Messages from Fans  Fans now have the ability to privately message a brand‟s timeline through the new button located between the bottom right of the cover image and the application boxes:  To enable private messaging, go to the admin panel, then click manage, select edit page and then choose manage permissions.
  • 29. Messages from Fans  It is recommended that private messaging is activated. As a result, fans can report issues privately, including customer service concerns about the brand‟s products or services. This provides an ideal way to handle any negative feedback.  A reason to turn off this feature would be if it become burdensome to check yet another place for customer feedback. By keeping this feature off, a limit can be set by where customers reach out to just your wall.
  • 30. Recent Posts by Others  Timeline features a section at the top right that highlights a list of recent postings from fans.  It is recommended to leave this visible to help show engagement across the timeline.
  • 31. Recent Posts by Others  Some people might find it confusing or overwhelming and that would merit hiding the box.  This can be done in the same area where page and post visibility on the permissions page is controlled.  To get there click the manage button, then select edit page, followed by manage permissions in the right-hand column. In the large blue window, the area labeled “post visibility” includes box that can be unchecked if recent posts by others are not to be seen.
  • 32. Activity Log  This feature allows a company to approve content before it goes live on the timeline.  Turn on this approval under manage permissions simply to have greater control of what is shown front and center on the timeline.  The activity log for the timeline is basically a list of every post or activity involving the page in the past. Stories of photos, tags and more involving your timeline can be seen.
  • 33. Activity Log The content to be highlighted on the timeline can be edited, date changed, deleted and more depending on what you would want to change with the piece of past content.
  • 34. Good Practices When creating a brand page there needs to be a certain style guide while keeping the goals in mind. Some of these could include:  Getting users to talk  Getting their feedback so that a better product or brand can be built  Wanting them to advertise the brand itself by sharing content that is posted Once the goals are established, a relevant style guide can be amended accordingly.
  • 35.  If the goal is to increase fan interaction, then create wall posts that are interesting to the community and ask engaging questions.  If the goal is to seed the email list, create an incentive (like a giveaway) for signing up, and regularly announce the prizes and winners on the wall.  Here is an example of rue21, a clothing brand putting up an engaging, community-relevant status update that garners hundreds of likes and comments:
  • 36. Response A no response to a phone ringing in an office is always avoided as that would be bad customer service. For the same reason, wall posts on the Facebook page should never be left unanswered. Unanswered wall posts are far worse than an unanswered phone call, because the customer‟s request or question is out there for the world to see and with a time stamp on it. Don‟t let the page‟s visitors get the impression that the customers are not cared for.  A policy is to be followed where there is frequent engagement on the Facebook Wall to address all questions and concerns posted.  The great thing is that this works both ways. Because the Facebook wall is public and an increased customer loyalty will be experienced when they see that responses to all requests are prompt. 
  • 37. Here as an example; Bose demonstrates phenomenal customer service, answering a question posed on their wall within minutes.
  • 38. The Admin Panel (Sample)
  • 39. The Admin Panel  The timeline notifications, insights, timeline settings and private message inbox are all available in one interface known as the admin panel located at the top of the timeline that is only visible to administrators.  This dashboard gives a quick oversight over the four areas of administrating a Facebook Timeline and allows to dive deeper into each section from here as well by clicking to see all on the desired section.  Here invitations to the admin‟s Facebook friends and email contacts can be sent to join the timeline‟s audience, as well as begin buying an ad, and also use Facebook as the page (just like a personal profile).
  • 40. FACEBOOK INSIGHTS
  • 41. What are Facebook Insights  Insights provides Facebook Page owners with metrics around their content.  By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business and create better experiences on Facebook.
  • 42. Facebook Insights  Page admins are interested in understanding if people are engaging with the content they publish.  To help them with this, Facebook provides Page admins aggregated anonymous insights about people's activity on their Page.
  • 43. In the page a success ? Is the engagement effective ? Insights help answer Is the content strategy working ? Who is engaging with the page ?
  • 44. Locating Facebook Insights  Insights are found just above the cover photo on the Page in the Admin Panel.
  • 45. Facebook Insights Page  Clicking the insights tab in the admin panel opens up the overview of the Insights Page.
  • 46. The top part of the page shows general metrics for a summarized insight: This includes: 1. Total Likes 2. Friends of Fans 3. People Talking About This 4. Weekly Total Reach  Explanations for each on the next slide
  • 47. 1. Total Likes: The number of unique people who like the Page. 2. Friends of Fans: The number of unique people who were friends with people who liked the Page (as of the given date). 3. People Talking About This: The number of unique people who created a story about the Page (during the given period).  A story is created when someone likes the Page; posts to the Page Wall, likes, comments on or shares one of the Page posts; answers a question that was posted; responds to an event; mentions the Page; tags the Page in a photo; checks in at the Place; or recommends the Place. 4. Weekly Total Reach: The number of unique people who have seen any content associated with the Page (during the given period).  This includes Ads and Sponsored Stories that point to the Page.
  • 48. Below the general metrics, is the graph that displays Posts, People Talking About This and Weekly Total Reach:  By hovering over each of the dots on „People Talking About This‟, „Weekly Total Reach‟ and „Posts‟, the corresponding number is shown for a given period/day.
  • 49. Graph Metrics Explained 1. Posts:  The size of the bubbles represents the number of posts the Page published each day (during the given period).  Page posts are the simplest way to encourage people to talk about the Page. 2. People Talking About This:  The number of unique people who have created a story about the Page in the last 7 days, for each day (during the given period).  Getting more people talking about the Page is one of the best ways to reach more people. 3. Weekly Total Reach:  The number of unique people who have seen any content associated with the Page in the last 7 days, for each day (during the given period).  This includes Ads and Sponsored Stories that point to the Page.
  • 50. Metrics for individual posts Below the graph, are columns of posts with corresponding metrics of Reach, Engaged Users, Talking About This and Virality that can be sorted in ascending or descending values.
  • 51. By default, all posts are shown in the column. However, by clicking the button „All Post Types‟ above this section on the left side, different post types can be selected for viewing their respective metrics: The Post Types include:  Status update post  Photo  Link  Video  Platform Post  Question
  • 52. Metrics in the column area These are:  Date: The day on which the post was published. (all in Pacific Time)  Post: Extract from the post. (to see the full version, click on the given text)  Reach  Engaged Users  Talking About This  Virality
  • 53. Reach  The number of unique people who have seen the post.  This is when the post appears on the screen, based on impressions.  The figures are for the first 28 days after a post's publication only.  There can be three types of reach: 1. Organic 2. Paid 3. Viral
  • 54.  On clicking the given number alongside the post gives a popup dialogue like this: 1. Organic  The number of unique people who have seen the post in their news feeds or on the Page. This includes people who have liked the Page and people who haven't. 2. Paid  The number of unique people who have seen the post through a paid channel such as a Page Post Ad or Sponsored Stories. 3. Viral  The number of unique people who have seen the post because one of their friends interacted with it by liking, commenting or sharing the post; answering a question that was asked; or by responding to an event.
  • 55. Engaged Users  The number of unique people who have clicked on the post.  The figures are for the first 28 days after a post's publication only.  There can be three types of scenarios: 1. Photo Views 2. Other Clicks 3. Stories Generated
  • 56.  On clicking the given number alongside the post gives a popup dialogue like this: 1. Photo Views  The number of times any of the photos in the post have been viewed at their full size. 2. Other Clicks  The number of clicks on the post that are not counted on other metrics.  This includes clicks on people's names, the timestamp and the number of likes.  These clicks are also a strong indicator of attention to the post. 3. Stories Generated  The number of stories that are generated from the Page post.  Stories are created when someone likes, comments on or shares the post; answers a question that was asked; or responds to an event.
  • 57. Talking about this  The number of unique people who have created a story from the Page post.  On clicking the given number alongside the post gives a popup dialogue like this:  The figures are for the first 28 days after a post's publication only.
  • 58. Likes a Page post Responds to an event Answers a question that is posted Stories are created when someone Comments on a Page post Shares a Page post
  • 59. Virality  The percentage of people who have created a story from the Page post out of the total number of unique people who have seen it.  It is the “Talking About This” number divided by the “Reach” number (displayed as a percentage).
  • 60. Creating Content for Facebook  The quick cheat sheet  Best examples of Facebook Content (you‟re going to tell me since you‟ve obviously seen brands by now)
  • 61. The Quick Cheat Sheet  Like Baiting – Asking users to like a post for a reason or sometimes no reason at all usually is a good way to get a conversation going and pick up your numbers  Comment Baiting – Asking a simple question with your product eliciting a response from users.
  • 62. The Quick Cheat Sheet  Fan Milestone – Reward your fans for reaching a milestone with a custom creative
  • 63. The Quick Cheat Sheet  Quote It up
  • 64. The Quick Cheat Sheet  Yes/No True/False A/B This/That
  • 65. The quick cheat sheet  Fill in the blank/Gamify
  • 66. The Quick Cheat Sheet  Celebrate with your fans
  • 67. The Quick Cheat Sheet  Tag a friend/Feature a Fan
  • 68. The Quick Cheat Sheet  Take digs at popular culture with your product!
  • 69. The Quick Cheat Sheet  Educate innovatively
  • 70. Project for Next Week – Let‟s make chits!  Automotive  F&B  Personal Care (Male)  Personal Care (Female)  Real Estate  Service  Pharma  Telecom  Ecommerce Store  Electronics  Consumer Durables  Toilet Paper