THE FACEBOOK

YOU NEVER

An introduction to Facebook
Page Management for
marketers
by Alexis Cheong,
Strategy Planner
DDB ...
What do you know about

Facebook?
* 35% of your friends see your posts on Facebook
http://www.businessinsider.com/35-perce...
Some fresh stats

All pointing to the fact that Facebook is huge and here to stay
3

© Alexis Cheong 2013. Private and con...
Attention all marketers!
There is a side to Facebook that you might not know about

Purpose today
Learn something new see ...
10 Steps to using Facebook for marketing
1. Decide on key objectives (they are the
guiding force to everything you do) on
...
Behind the scenes

Pages

6

© Alexis Cheong 2013. Private and confidential.

Insights

Ads
Facebook Page Management
Global Brand Page
With local content

Local Page

7

© Alexis Cheong 2013. Private and confidenti...
Anyone can set up a Page, but

it's not as simple as you think.

8

© Alexis Cheong 2013. Private and confidential.
Process
Listen

Optimize

Plan
Always On
Community
management

Review

9

© Alexis Cheong 2013. Private and confidential.
...
4Cs for a successful Facebook Page

“On brand”
Purposeful
Valuable

Content

Conversations
Community

The right
tone of vo...
The 60-20-20 Rule
“Lifestyle” content your community
cares about, non-brand related

Promos/Samples/Con
tests

Brand
conte...
Building an Editorial Calendar
Date Status Theme (country)

Copy

Link, photo, video

Photos and short text questions work...
Community Management
POSITIVE:
Is response required?

NEGATIVE:
Is response required?

Acknowledge:
Agree/thank fan

Rage
...
Promotional Guidelines
Facebook can now be used to run
contests on the Wall by asking fans to
like, comment, share, but no...
Image Guidelines 2014 edition
•

Cover Photo: 851 x 315 pixels

•

Profile image: 160 x 160 pixels

•

Image post: Resized...
Case Studies

16

© Alexis Cheong 2013. Private and confidential.
Israel's Anti-Drug Authority Timeline Campaign, Jan 2012

Not a sustainable
campaign - meant
for interruption but
not inte...
Snapple Facebook Page
Great Page management/content
18

© Alexis Cheong 2013. Private and confidential.
The Facebook page promised that for
every person who liked the village's
page, the mayor's office would print
out his or h...
http://www.facebook-studio.com/gallery/submission/airasia-friendsy

20

© Alexis Cheong 2013. Private and confidential.
Facebook Insights

21

© Alexis Cheong 2013. Private and confidential.
Page, Posts, People

22

© Alexis Cheong 2013. Private and confidential.
See what
you viewed

Page

See where
you came
from

23

© Alexis Cheong 2013. Private and confidential.
Posts

Look at how your Posts are performing

24

© Alexis Cheong 2013. Private and confidential.
People

25

© Alexis Cheong 2013. Private and confidential.
People

26

© Alexis Cheong 2013. Private and confidential.

6,469
10pm
Facebook Ads

27

© Alexis Cheong 2013. Private and confidential.
Anyone with a credit card
can advertise on Facebook.

28

© Alexis Cheong 2013. Private and confidential.
You can
advertise for a
Page, App or
URL.

Set Up

Customize the
“ad” with
thumbnail and
copy.

Use
Sponsored
Stories to
c...
Do you know? Pages organically reach about 16% of their fans on average.

Promote a
Page Post as
an ad.
Bump up* your
Page...
Targeting

Example
31

© Alexis Cheong 2013. Private and confidential.
We also know from Ads Targeting...
•There are 3.2 million people in Singapore on Facebook
•1.48 million use iOS, and 1.48 ...
Ad Bidding

33

© Alexis Cheong 2013. Private and confidential.
Ad Acronyms & Benchmarks
Acronym

Benchmark

CPC

Cost Per Click

<$1 for SG, <$0.50 for MY/PH/ID
$1-$1.50 for US/Europe

...
35

© Alexis Cheong 2013. Private and confidential.
Like this?
Facebook is a social network, not just an advertising
platform.

People are looking for social and personal ben...
Q&A
37

© Alexis Cheong 2013. Private and confidential.
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The Facebook You Never Knew: Tips for Marketers

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Learn about Page management, set up, optimization and how to engage fans with this simple primer for marketers. This was presented in Oct 2013 and some things have changed since.

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The Facebook You Never Knew: Tips for Marketers

  1. 1. THE FACEBOOK YOU NEVER An introduction to Facebook Page Management for marketers by Alexis Cheong, Strategy Planner DDB Group Singapore KNEW Twitter/Instagram/Facebook: @alexischeong
  2. 2. What do you know about Facebook? * 35% of your friends see your posts on Facebook http://www.businessinsider.com/35-percent-of-friends-see-your-facebook-posts-2013-8 2 © Alexis Cheong 2013. Private and confidential.
  3. 3. Some fresh stats All pointing to the fact that Facebook is huge and here to stay 3 © Alexis Cheong 2013. Private and confidential. http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
  4. 4. Attention all marketers! There is a side to Facebook that you might not know about Purpose today Learn something new see Facebook from the other side 4 © Alexis Cheong 2013. Private and confidential. Understand the role of creative agency x Facebook so as to excel Understand how media works/don't get cheated
  5. 5. 10 Steps to using Facebook for marketing 1. Decide on key objectives (they are the guiding force to everything you do) on Facebook vs others 2. Find the best target audience to nurture as the community 3. Listen to what they are saying (using Radar, for example) 4. Set up the Facebook Page, grab the URL and fill up the About sections •Simultaneously run Facebook ads and promos (they boost your conversion rates) to gain fans 6.Review performance of Page posts, promos (only 5% of all tab visitors will take part) and ad performance 7.Optimize optimize optimize 8.Report to client and match to key objectives set 9.Rinse and repeat from step 5 to 9 5. Create an engaging Page content calendar, approved by client - but don't put out your best first (it is not a website) 5 © Alexis Cheong 2013. Private and confidential.
  6. 6. Behind the scenes Pages 6 © Alexis Cheong 2013. Private and confidential. Insights Ads
  7. 7. Facebook Page Management Global Brand Page With local content Local Page 7 © Alexis Cheong 2013. Private and confidential.
  8. 8. Anyone can set up a Page, but it's not as simple as you think. 8 © Alexis Cheong 2013. Private and confidential.
  9. 9. Process Listen Optimize Plan Always On Community management Review 9 © Alexis Cheong 2013. Private and confidential. Execute
  10. 10. 4Cs for a successful Facebook Page “On brand” Purposeful Valuable Content Conversations Community The right tone of voice 10 © Alexis Cheong 2013. Private and confidential. Customer Service Speedy Helpful Authentic Positive
  11. 11. The 60-20-20 Rule “Lifestyle” content your community cares about, non-brand related Promos/Samples/Con tests Brand content 60% 20% 20% Even if content is non-brand related, the tone, style and visual identity and even products of the brand should come through strongly. E.g. The Daily Twist by Oreos 11 © Alexis Cheong 2013. Private and confidential. Good way to engage and gain fans, but might attract contest junkies. Brand history, trivia, products, ambassadors, PR news etc.
  12. 12. Building an Editorial Calendar Date Status Theme (country) Copy Link, photo, video Photos and short text questions work the best on Facebook, so be visual, be quick. 12 © Alexis Cheong 2013. Private and confidential.
  13. 13. Community Management POSITIVE: Is response required? NEGATIVE: Is response required? Acknowledge: Agree/thank fan Rage Correct: Correct inaccuracies Troll Engage: Recruit as an ambassador Misguided No response Generally, all comments should be acknowledged within 48 hours. Unhappy customer Monitor for future similar posts or threads. Escalate as appropriate. Consider response elsewhere to correct inaccuracies and dilute online criticism Respond and propose a resolution RESPONSE CONSIDERATIONS Transparent Disclose affiliations Intelligent Always cite sources Quickly and accurately http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/ 13 © Alexis Cheong 2013. Private and confidential. Timely Professional Representing the brand Consistent Tone and style
  14. 14. Promotional Guidelines Facebook can now be used to run contests on the Wall by asking fans to like, comment, share, but not tag. More info: https://www.facebook.com/page_guidelines.php 14 © Alexis Cheong 2013. Private and confidential.
  15. 15. Image Guidelines 2014 edition • Cover Photo: 851 x 315 pixels • Profile image: 160 x 160 pixels • Image post: Resized to fit 403 pixels (width) or 504 pixels (height), up to 2048 pixels • Highlight image post: : Resized to fit 843 x 504 pixels • Video preview thumbnail: 403 x 226 pixels • Link post thumbnail: 1200 x 627 pixels • More at: http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/ 15 © Alexis Cheong 2013. Private and confidential.
  16. 16. Case Studies 16 © Alexis Cheong 2013. Private and confidential.
  17. 17. Israel's Anti-Drug Authority Timeline Campaign, Jan 2012 Not a sustainable campaign - meant for interruption but not interaction. 17 © Alexis Cheong 2013. Private and confidential.
  18. 18. Snapple Facebook Page Great Page management/content 18 © Alexis Cheong 2013. Private and confidential.
  19. 19. The Facebook page promised that for every person who liked the village's page, the mayor's office would print out his or her picture and post them on the office bulletin board — creating a real human element to online interactions. Graubunden soon got 16,000 fans, which is 200 times more people than the town has inhabitants. 19 © Alexis Cheong 2013. Private and confidential.
  20. 20. http://www.facebook-studio.com/gallery/submission/airasia-friendsy 20 © Alexis Cheong 2013. Private and confidential.
  21. 21. Facebook Insights 21 © Alexis Cheong 2013. Private and confidential.
  22. 22. Page, Posts, People 22 © Alexis Cheong 2013. Private and confidential.
  23. 23. See what you viewed Page See where you came from 23 © Alexis Cheong 2013. Private and confidential.
  24. 24. Posts Look at how your Posts are performing 24 © Alexis Cheong 2013. Private and confidential.
  25. 25. People 25 © Alexis Cheong 2013. Private and confidential.
  26. 26. People 26 © Alexis Cheong 2013. Private and confidential. 6,469 10pm
  27. 27. Facebook Ads 27 © Alexis Cheong 2013. Private and confidential.
  28. 28. Anyone with a credit card can advertise on Facebook. 28 © Alexis Cheong 2013. Private and confidential.
  29. 29. You can advertise for a Page, App or URL. Set Up Customize the “ad” with thumbnail and copy. Use Sponsored Stories to capitalize on friend actions. 29 © Alexis Cheong 2013. Private and confidential. According to research presented in the journal 'Science', if you 'like' an article, someone else who reads it is more likely to do the same (32% increase!)
  30. 30. Do you know? Pages organically reach about 16% of their fans on average. Promote a Page Post as an ad. Bump up* your Page Post visibility - to fans or nonfans * Some have reported a drop in EdgeRank after using promoted posts - so decide carefully. 30 © Alexis Cheong 2013. Private and confidential. Set Up
  31. 31. Targeting Example 31 © Alexis Cheong 2013. Private and confidential.
  32. 32. We also know from Ads Targeting... •There are 3.2 million people in Singapore on Facebook •1.48 million use iOS, and 1.48 million use Android (!) •20,000 are currently travelling •There are more dog lovers (138,000) than cats (74,000) 32 © Alexis Cheong 2013. Private and confidential. •There are 20,000 more singles than married people •There are 860,000 college grads
  33. 33. Ad Bidding 33 © Alexis Cheong 2013. Private and confidential.
  34. 34. Ad Acronyms & Benchmarks Acronym Benchmark CPC Cost Per Click <$1 for SG, <$0.50 for MY/PH/ID $1-$1.50 for US/Europe CPM Cost Per 1,000 Impressions Generally 20% less than CPC CTR Click Through Rate Anything below 0.023% should be stopped CPF 34 What it stands for Cost Per Fan $1-$4 (depending on category) © Alexis Cheong 2013. Private and confidential.
  35. 35. 35 © Alexis Cheong 2013. Private and confidential.
  36. 36. Like this? Facebook is a social network, not just an advertising platform. People are looking for social and personal benefits that content and media can give, on every social network. Agencies need to understand how Facebook works (and other social networks) in order to build stronger brand equity. Always include social in your campaigns! Now you know. 36 © Alexis Cheong 2013. Private and confidential.
  37. 37. Q&A 37 © Alexis Cheong 2013. Private and confidential.
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