Drive traffic using facebook & mobile

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  • 1. Your Social & Mobile Marketing Advisor HOW TO DRIVE TRAFFIC USING FACEBOOK & MOBILE   A  Guide  to  Using  Social  &  Mobile  to  Generate  Leads  and  Increase  ROI  
  • 2. ZIBABA'S ALL-INONE SOCIAL & MOBILE PLATFORM WELCOME  TAB   FACEBOOK  STORE   MOBILE  WEBSITE   COUPONS  &  DEALS   SWEEPSTAKES   CONTENT  MANAGER   Increase  fans,  collect   leads,  and  improve   customer  service   AutomaEcally  sync  with   Facebook  to  create  a   mobile  site  in  minutes   …Lets  you  manage  your  enEre  social  &   mobile  strategy  from  one  powerful,   integrated  system   Drive  traffic  and  collect   qualified  leads   Sell  OR  showcase   products/  services  on   Facebook   Build  your  loyalty  club   and  incenEvize  your   fans     ZIBABA  ADS  DIRECT   Request  a  demo   Publish  and  schedule   Facebook/TwiOer  content   with  a  single  click   SOCIAL  BUTTONS   Facebook  ads  for   desktop,  tablet    and   mobile   2   Retarget  consumers  with   “like,”  “recommend”  and   “want”  buOons  
  • 3. CONTENTS How to Drive Traffic Using Facebook & Mobile By  Allison  Freedenfeld   04 Allison  is  the  Director   of  Product  MarkeEng   at  Zibaba,  where  she   develops  strategies   to  help  small   businesses  drive   traffic  and  increase   revenue  using  social   media  and  mobile.       05 10 11 35 She’s  worked  with  a  variety  of  agencies,   internaEonal  brands,  Yps  and  small  businesses  to   build  authenEc  and  meaningful  relaEonships  with   consumers.     IntroducEon     How  to  Maximize  Facebook   How  to  Generate  Leads  on  Facebook  &   Mobile       Facebook  AdverEsing  for  Desktop  &  Mobile     How  to  Measure  your  Facebook  &  Mobile   Success       3  
  • 4. INTRODUCTION A[er  almost  two  decades  of  online  markeEng  and   adverEsing  there  is  sEll  a  misconcepEon  that  if  you   build  a  page  on  Facebook  you’ll  get  traffic  and  thus   leads.    Unfortunately,  that’s  WRONG!     You  can  spend  $10,000  on  a  beauEful  website,  but  if   you  don’t  implement  SEO,  SEM,  or  email  markeEng,   you  won’t  get  much  traffic.    Similarly,  building  a   page  on  Facebook  won’t  do  your  business  any  good   if  no  one  is  reading  your  content,  or  sharing  with   their  friends.    So,  how  do  you  drive  traffic  and   convert  that  traffic  into  actual  sales?     UElize  the  most  popular  site  on  the  planet  to  drive   targeted  traffic  and  generate  more  leads.   Facebook  captures  10%   of  all  Internet  traffic,   with  visitors  spending  an   average  of  28  minutes  a   day  surfing  it’s  pages.     Just  under  half  of  the   U.S.  populaEon  is  using   smartphones  –  155M   people  –  and  Facebook   is  used  by  70%  of  them!                                     4  
  • 5. CHAPTER 1 ESTABLISH YOUR GOALS Get  found       How to Maximize Facebook & Mobile Create  Engaging  Content   Word-­‐of-­‐Mouth  MarkeEng     Create  a    Loyal  Community     Generate  Leads!     Four  out  of  five  consumers  are  more   inclined  to  buy  a  brand  a[er  being   exposed  to  its  social  media  presence.     5  
  • 6. GET FOUND: FACEBOOK SOCIAL GRAPH Originally  announced  in  January  2013  and  dubbed   Graph  Search,  the  new  search  engine  lets  you   search  your  Facebook  social  graph  for  people,   places,  photos  and  interests.         The  Graph  Search  feature  combines  the  big  data   acquired  from  its  over  one  billion  users  and  external   data  into  a  search  engine  providing  user-­‐specific   search  results.     6  
  • 7. How  to  Make  the  Most  of  Graph  Search   1.  Choose  Your  Category     People  find  your  company  based  on  category;   therefore  it’s  important  to  choose  the  category   that  best  describes  your  business.       3.  Use  the  Facebook  search  bar  to  search  your   company  name  and  see  how  many  pages  come   up.  There  could  be  more  than  one  due  to   mulEple  check-­‐ins  from  customers  or   employees,  so  you  would  need  to  merge  or   delete  Pages  you  don’t  want.     2.  Setup  Your  Vanity  URL     The  next  step  in  personalizing  your  business   page  is  to  create  a  vanity  URL  (customized  web   address).  By  default,  your  Facebook  Page  will   get  a  randomly  assigned  number  and  URL,  but   it’s  possible  to  customize  your  Facebook  URL  to   something  like  facebook.com/mybusiness.       4.  Encourage  Check-­‐ins     Once  your  locaEon  is  claimed,  encourage  your   customers  to  check-­‐in.    Check-­‐ins  allow  people   to  share  their  locaEon  on  Facebook  via  their   phone.    Here  are  a  few  ways  to  encourage   check-­‐ins  to  improve  your  Graph  Search  ranking.     •  Offer  a  discount  to  an  individual  for  checking   in  or  a  freebie  for  checking  in  a  certain   number  of  Emes   •  Donate  to  a  specified  charity  each  Eme  a   consumer  does  a  check-­‐in  A  check-­‐in   •  Include  signage  at  your  offline  locaEon     3.  Claim  Your  LocaMon     Graph  Search  results  are  o[en  based  on   locaEon.    If  you  don’t  have  your  business   address  listed  correctly  on  the  Page,  you  won’t   appear  in  locaEon  based  searches.       7  
  • 8. 5.  Complete  Your  Profile     Make  sure  your  page  has  up-­‐to-­‐date   informaEon,  such  as  locaEon,  contact   informaEon,  hours,  keywords,  etc.  The  more   opEmized  your  page  is  for  keywords  of  the   services  you  provide,  or  products  you  sell,  the   more  likely  you  are  to  be  picked  up  in  search   results.       7.  Increase  ‘Likes’  and  Engagement     Don’t  focus  solely  on  building  page  ‘Likes.’     ‘Likes’  a  great,  but  ‘likes’  from  engaged  users  are   more  important  because  the  more  you  have,  the   beOer  the  likelihood  of  your  site  showing  up  in  a   search  result.  Here  are  6  post  types  that   increase  engagement:       8.  Monitor  Your  CompeMtors     Graph  Search  gives  you  the  ability  to  look  at  the   demographics  of  not  only  people  who  like  your   page,  but  those  who  like  the  compeEEon  as   well.  Take  a  deeper  look  into  the  age,  race,   gender  and  locaEon  breakdowns,  and  make   adjustments  in  your  markeEng  strategy.   6.  Post  Content  Regularly     The  more  you  post,  the  more  you  can  engage   your  current  viewers  and  increase  the  likelihood   of  aOracEng  new  people  to  your  page  by   opEmizing  your  posts  for  your  keywords  as  well.     Here’s  a  few  Eps:     •  Post  images/  video  regularly   •  Tag  your  business  in  all  Emeline  and  profile   images/  videos     •  Include  keywords  in  image  descripEons   8  
  • 9. CREATE ENGAGING CONTENT 1.  Relatable  Examples       Get  creaEve  about  showcasing  your  products   and  services.  Inspiring  your  fans  to  think  outside   of  the  box  gives  them  new  reasons  to  conEnue   purchasing  your  products  and  services.       High-­‐quality  content  must  be  an  integral  element  of   a  company's  overall  markeEng  strategy.  A  constant   stream  of  good  content  on  your  Facebook  Page  can   help  your  SEO  as  well  as  posiEon  your  company  as  a   source  of  valuable  and  interesEng  informaEon.   The  beOer  your  content  on  Facebook,  the  more   engaged  your  users  will  be,  the  more  shareable  your   content  is  and  ulEmately,  the  more  leads  you  will   generate.   The  key  to  a  strong  content  strategy  is  to  get  to   know  your  potenEal  customers  online,  make   connecEons,  communicate  and  share  informaEon.   Engage  consumers  with  the  following  types  of   content:         9  
  • 10. 2.  Images     Images  have  the  highest  engagement  rates  on   Facebook.  Share  images  of  your  products  and   services,  your  offline  locaEon,  projects  you  are   working  on,  even  grumpy  cats…if  you  can  relate   it  back  to  your  business.           3.  Videos       When  it  comes  to  having  content  variety  on   your  page,  a  video  can  be  a  nice  change  of  pace.   Videos  involve  a  longer  commitment  from  your   audience,  so  make  sure  they’re  good!       10  
  • 11. 4.  Ask  QuesMons     Facebook  is  about  offering  people  the   opportunity  to  engage  with  your  business.    You   can  ask  anything…simple  or  thought  provoking.     QuesEons  that  ask  WHERE,  WHEN  and  SHOULD   have  consistently  strong  engagement  levels.     5.  Quotes  or  Facts       Post  a  staEsEc  relevant  to  your  industry  or  a   quote  from  an  influencer  in  your  industry.  This   type  of  content  is  simple  for  the  reader  to   digest,  making  it  easier  for  them  to  act  on  the   message  via  a  Like,  comment,  or  share.     11  
  • 12. 6.  Locally  Relevant  News     You  don’t  have  to  be  the  local  news  channel  to   post  about  things  happening  in  your  town  or   city.    Keep  your  fans  engaged  by  being  a   resource  on  everything  interesEng  or  fun.   7.  Blog  ArMcles       Blogging  can  be  extremely  helpful  in  not  only   engaging  your  Facebook  community,  but  helping   your  SEO  strategy.  A  blog  also  gives  you  a  reason   to  send  people  to  your  website  on  a  regular   basis.   12  
  • 13. WORD OF MOUTH MARKETING Many  people  find  referrals  to  be  much  more   credible  than  adverEsements  and  if  you  can  get   other  people  to  generate  buzz  by  talking  about  your   product  or  service  publicly,  the  results  could  be   highly  profitable.       Word  of  Mouth  MarkeEng  works  for  two  main   reasons.  First,  it’s  beOer  targeted.  We  are  highly   unlikely  to  tell  our  friends  about  something  in  which   they  are  not  interested.  Second,  it’s  more   persuasive  because  the  moEvaEon  of  our  friends  is   not  to  sell  us  something.   58%  of  Facebook  users   Word-­‐of-­‐Mouth   expect  offers,  30x  more   MarkeEng  is  or   promoEons  when  they   effecEve  than  other   become  f  ans.       types  o f promoEons   Word  of  mouth  markeEng  success  could  happen  on   its  own.  But,  there  are  some  things  you  can  do  to   encourage  it.   13  
  • 14. How  To  Increase  Your  Word-­‐Of-­‐Mouth   Marke;ng   1.  Target  Influencers   3.  Build  Trust   The  success  of  Word  of  Mouth  markeEng   depends  on  customer’s  trust  of  the  brand.    You   have  to  earn  enough  merit  to  become  a  worthy   topic  of  conversaEon.    You  can  do  this  with  an   excepEonal  product  and  by  maintaining  integrity   across  online  pla|orms  (your  website,  social   media,  and  mobile).     Connect  with  leaders  and  influencers  in  your   space:  journalists,  public  figures,  bloggers,  or   even  trendse{ng  fans.  Make  a  list  of  influencers   that  appeal  to  your  key  demographic  and  make   sure  that  they  know  about  your  business.  Take   the  Eme  to  learn  about  them  and  why  they  are   influenEal,  then  open  up  a  dialogue  by  engaging   with  THEIR  content  in  ways  that  are  relevant  to   your  business.     4.  UMlize  Customer  TesMmonials       Encourage  customers  to  write  reviews  or   tesEmonials  and  publish  them  online.  PosiEve   and  in-­‐depth  reviews  could  help  you  intrigue   new  prospecEve  customers  into  trying  your   product  or  service.   2.  Be  A  Thought    Leader     Not  only  do  you  want  to  target  the  influencers   in  your  space…You  want  to  be  one!    Figure  out   what  makes  you  and  your  business  unique,  and   tell  people  about  it.     14  
  • 15. BUILD A LOYAL COMMUNITY 275  likes,  328  Tweets,  101  Shares,  39  comments.     Many  businesses  see  their  social  media  following  as   a  list,  a  database  or  a  host  of  numbers  without  any   acknowledgement  that  there  is  a  human  being  at   the  other  end.    If  your  goal  is  to  increase  sales  for   your  business  with  social  media,  you  need  to   develop  a  loyal  fan  base  that  will  begin  to  regard   you/  your  brand  as  a  leading  authority  and  best-­‐of-­‐ breed  in  your  marketplace.   Having  strategic  and  authenEc  interacEon  with  your   fans  is  the  key  to  your  success.           15  
  • 16. Tips  For  Building  a  Loyal  Community   1.  Be  Personable   4.  MoMvate  Users   Focus  on  what  your  audience  wants  and  why   they  are  following  you.  Is  it  because  they  think   that  you  can  give  them  great  advice  on  building   a  business?  If  it  is,  then  feed  them  exactly  that.     When  markeEng  with  social  media  it  pays  to   remember  that  every  message  is  a  personal   communicaEon  between  you  and  them.  If  your   message  makes  people  feel  like  you  are  talking   exclusively  to  them  it  will  cement  the   relaEonship.       5.  Be  A  Resource   People  primarily  use  social  media  because  they   are  searching  for  informaEon.  If  you  do  not   provide  the  answer  to  the  problem  directly,   then  point  the  person  in  the  direcEon  of  where   it  can  be  found.  People  will  remember  who  got   them  to  their  desEnaEon.   2.  Tell  Stories     Brands  or  individuals  that  have  been  successful   in  social  media  are  those  that  are  able  to  tell  the   best  stories  through  digital  means,  in  the  most   interesEng  ways.     3.  Involve  the  Audience   6.  FREE  is  a  Good  Thing   Make  it  so  that  instead  of  just  reading,  people   actually  have  to  be  part  of  the  conversaEon  and   add  their  own  opinion  to  the  story.     16     Just  think  what  it  feels  like  when  you  get   something  for  nothing  and  how  that  makes  you   feel.  Wouldn’t  you  like  your  social  media   audience  to  feel  like  that?  
  • 17. CHAPTER 2 How to Collect Leads Via Facebook and Mobile WHAT IS A LEAD? The  term  “lead”  can  vary  from  business  to  business;   however,  a  sales  lead  is  a  person  that  has  the  interest   and  authority  to  purchase  a  product  or  service.   17  
  • 18. BUILD AN ENGAGING PRESENCE Custom  Landing  Page   You  probably  have  some  sort  of  lead  generaEon   form  on  your  website,  whether  it’s  “Get  our   NewsleOer,”  “Contact  Us”  or  “Apply  Now.”  It’s  the   way  that  you  currently  collect  contact  info  for   potenEal  leads.  By  adding  a  welcome  tab  to  your   Facebook  page  you  can  introduce  visitors  to  your   business  and  facilitate  lead  capture.  Think  about   adding  a  “Contact  Us,”  “Book  Now”  or  “Subscribe”   funcEonality  to  capture  leads  without  sending   customers  away  from  Facebook.     Customized  landing  pages  convert  35%  of  page   visitors  to  fans,  while  accounts  without  customized   landing  pages  convert  only  19%.       18  
  • 19. What  to  Include  on  Your  Welcome  Tab   1.  Call  to  AcMon   4.  Reviews  build  consumer  trust.    Add  links  to  your   profile  from  customer  review  sites  like  Yelp.   Do  you  want  people  to  ‘like’  you,  join  your   mailing  list,  answer  a  quesEon?    Tell  them!   5.  Lead  GeneraMon  Form     2.  Address/  Hours  of  operaMon     Help  your  customers  find  you!  Incorporate   Google  Maps  and  provide  hours  of  operaEon.         6.  Social  Sharing  Bucons     Grow  your  business  on  Facebook  by  allowing   fans  to  spread  the  word  to  their  friends,  virally.     3.  Images/  Video     Photos  and  videos  give  your  Welcome  Tab   personality.  Show  off  photos  of  your  products   and  services  or  share  a  video  that  to  get   customers  acquainted  with  your  business.     4.  Consumer  Reviews       A  contact  form  is  a  simple  way  to  generate   leads.  Fans  can  easily  input  their  informaEon,   allowing  you  to  follow  up  via  email.   7.  Business  DescripMon   Create  bulleted  lists  if  there  is  a  lot  of  content  to   read.  Make  it  short  with  easily  scanable  and     relevant  points.   19  
  • 20. Showcase  Or  Sell  Products/  Services     Create  a  store  within  Facebook  to  drive  customer   acquisiEon  (trial),  customer  loyalty  (re-­‐purchase),   customer  advocacy  (word  of  mouth),  and  improve   customer  experience     But,  don’t  limit  your  store  to  selling.    Businesses   such  as  car  dealerships  or  real  estate  professionals   can  showcase  products  and  services  on  Facebook  to   drive  traffic  and  generate  leads.         No  one  in  their  right  mind  is  going  to  purchase  a  car   or  a  house  on  Facebook,  yet  consumers  are  seeking   informaEon  about  your  business  via  Social  Media.     Provide  them  with  all  the  informaEon  necessary  to   make  purchasing  decisions  by  showcasing  your  car   inventory,  for  example,  and  collecEng  qualified   leads  from  interested  consumers.       74%  of  consumers  rely   on  social  networks  to   guide  purchase   decisions     20  
  • 21. How  to  Create  a  Successful  Store   1.  Offer  Specialty  Items     4.  IncenMvize  Consumers     Although  you  can,  we  suggest  you  don’t   replicate  you  web-­‐store  in  Facebook.    Offer   something  exclusive,  new  and  compelling  that   customers  can’t  get  elsewhere     Coupons  have  a  built-­‐in  visual  appeal  and  an   innate  call  to  acEon.  A  coupon  with  a  limited   Eme  offer  adds  a  sense  of  urgency  in  a   customer’s  mind.  They  immediately  start   thinking  more  seriously  about  how  much  they   want  your  product  and  coupons  can  be  the   difference  between  a  customer  browsing  your   site  and  a  customer  making  an  immediate   purchase.    IncenEvize  fans  and  the  friends  of   fans  to  purchase  your  products  and  services.       2.  Exclusive  Discounts  for  Fans       Harness  the  power  of  your  biggest  fans  and  by   offering  fan  exclusives.  UlEmately  they're  your   biggest  supporters,  so  it  pays  to  offer  them   something  special.  You'll  be  rewarded  as  they   spread  their  enthusiasm  to  their  friends.     5.  AcMvely  promote  your  Store     UElize  Facebook  AdverEsing  and  your  Facebook   Timeline  Page  to  promote  your  products,   promoEons  and  discounts  within  Facebook.     UElize  other  social  networks,  email  markeEng,   and  your  company  newsleOer  to  drive  addiEonal   traffic.   3.  Full  Payment  Processing       Although  you  can,  we  suggest  you  don’t   replicate  you  web-­‐store  in  Facebook.    Offer   something  exclusive,  new  and  compelling  that   customers  can’t  get  elsewhere   21      
  • 22. Go  Mobile     While  nearly  75%  of  users  prefer  a  mobile-­‐friendly   site,  96%  of  consumers  say  they've  encountered   sites  that  were  clearly  not  designed  for  mobile   devices.  This  is  both  a  big  problem  and  a  big   opportunity  for  companies  seeking  to  engage  with   mobile  users.     Mobile-­‐friendly  sites  turn  users  into  customers     The  fastest  path  to  mobile  customers  is  through  a   mobile-­‐friendly  site.  If  your  site  offers  a  great   mobile  experience,  users  are  more  likely  to  make  a   purchase.   1.  When  they  visited  a  mobile-­‐friendly  site,  74%  of   people  say  they're  more  likely  to  return  to  that   site  in  the  future   2.  67%  of  mobile  users  say  that  when  they  visit  a   mobile-­‐friendly  site,  they're  more  likely  to  buy  a   site's  product  or  service     22  
  • 23. Not  having  a  mobile-­‐friendly  site  helps  your   compe;tors     Non-­‐mobile  friendly  sites  can  hurt  your  reputa;on       It  turns  out  that  you  can  lose  more  than  the  sale   with  a  bad  mobile  experience.  A  site  that's  not   designed  for  mobile  can  leave  users  feeling   frustrated,  and  these  negaEve  reacEons  translate   directly  to  the  brands  themselves     •  61%  of  users  said  that  if  they  didn't  find  what   they  were  looking  for  right  away  on  a  mobile  site,   they'd  quickly  move  on  to  another  site   •  48%  of  users  say  they  feel  frustrated  and   annoyed  when  they  get  to  a  site  that's  not   mobile-­‐friendly   •  79%  of  people  who  don't  like  what  they  find  on   one  site  will  go  back  and  search  for  another  site   •  36%  said  they  felt  like  they've  wasted  their  Eme   by  visiEng  those  sites   •  50%  of  people  said  that  even  if  they  like  a   business,  they  will  use  them  less  o[en  if  the   website  isn't  mobile-­‐friendly     •  52%  of  users  said  that  a  bad  mobile  experience   made  them  less  likely  to  engage  with  a  company     A  great  mobile  site  experience  is  becoming   increasingly  important,  and  users  are  more  likely  to   use  a  compeEtor’s  site  if  they  have  a  bad  mobile   experience.         48%  said  that  if  a  site  didn't  work  well  on  their   smartphones,  it  made  them  feel  like  the  company   didn't  care  about  their  business     23      
  • 24. OFFER INCENTIVES Without  adverEsing,  contests  don’t  get  entries,   coupons  don’t  get  redeemed  and  nobody  shows  up   to  get  a  free  cookie  at  your  bakery’s  grand   opening…but  did  you  know  that  for  every  dollar   spend  on  adverEsing  worldwide,  THREE  more  are   spent  on  promoEons?     Coupons  &  Deals     A  coupon  is  a  powerful  social  media  tool.  A[er  all,   the  biggest  reason  consumers  “like”  a  business  page   is  because  they  are  seeking  deals.    When  a  user   claims  a  Coupon  or  Deal  on  Facebook  or  mobile,   they  get  an  email  explaining  next  steps.  That’s  right,   email!      Coupons  and  deals  are  a  great  entry  into  the   personal  email  boxes  of  those  who  click  “Get  Offer.”   58%  of  Facebook  users   expect  offers,  or   promoEons  when  they   become  fans.           24  
  • 25. How  to  Create  Coupons  That  Get   Claimed  &  Shared   1.  Write  Good  Copy     •  Make  sure  the  deal  is  worth  something   great.  The  best  headline  in  the  world  can’t   save  a  crappy  deal   •  Play  around  with  the  wording  and  try   different  variaEons.  You  can  always  change   the  copy  on  any  deal  during  its  run   •  Keep  it  short,  succinct  and  enEcing     2.  Add  a  “Like”  Gate     With  Zibaba,  users  can  see  all  the  important   details  to  determine  whether  or  not  they  are   interested  in  a  coupon  or  deal,  but  in  order  to   claim  or  purchase  the  deal,  they  must  first  “like”   the  business  page   3.  Include  Sharing  Bucons     With  Zibaba,  users  can  see  all  the  important   details  to  determine  whether  or  not  they  are   interested  in  a  coupon  or  deal,  but  in  order  to   claim  or  purchase  the  deal,  they  must  first  “like”   the  business  page     4.  AdverMse,  AdverMse,  AdverMse     Share  the  coupon  on  your  wall,  and  create  a   Facebook  ad  to  drive  traffic.    Include  a  link  to   the  coupon  in  your  email  blasts  and   newsleOers…even  create  a  QR  code  and  post  it   at  your  register  so  users  can  access  the  deal   from  your  offline  locaEon   25  
  • 26. Sweepstakes     CompeEEons  are  sEll  one  of  the  best  things  you  can   do  to  increase  page  ‘Likes,’  generate  leads,  and   gather  informaEon  on  potenEal  customers.       Many  different  types  of  businesses  can  benefit  from   Facebook  contests.  For  example,  if  you’re  a  web   designer,  you  can  offer  a  free  landing  page  design.  If   you’re  a  florist,  you  could  offer  a  “Fresh  Flowers  for   a  Month”  package.  If  you’re  a  car  dealership,  you   can  offer  free  winter  Eres.  When  people  enter  your   contest,  you  automaEcally  generate  a  list  of   potenEal  customers  that  you  can  market  to  in  the   future.   82%  of  consumers  will   provide  personal  info  in   exchange  for  a  chance   to  win   26  
  • 27. How  to  Create  Successful  Sweepstakes   1.  Follow  the  Rules     Plenty  of  contests  get  shut  down  because   whoever  is  hosEng  them  doesn’t  pay  aOenEon   to  Facebook’s  guidelines.  View  the  rules  here.       1.  Keep  it  simple     Think  about  what  info  is  mandatory  and  keep  it   simple.  The  more  quesEons  you  ask,  the  fewer   entries  you  will  get.  It  can  be  a  fine  balance   between  ge{ng  to  know  more  about  your  lead   and  pu{ng  them  off  completely.  We  suggest   sEcking  to  name,  email,  &  DOB     2.  Use  an  ApplicaMon  like  Zibaba     Facebook  doesn’t  allow  businesses  or  brands  to   run  sweepstakes  unless  they  are  through  a  3rd   party  applicaEon.    Zibaba  will  help  you  setup   and  manage  your  next  sweepstakes,  so  you  can   start  generaEng  qualified  leads     2.  Choose  Your  Prizes  Wisely     Choose  a  prize  that  will  aOract  your  target   market.  We  suggest  giving  away  your  own   product  or  service,  to  avoid  ge{ng  entries  from   people  who  aren’t  interested  in  your  business.     Also,  make  sure  your  prize  targets  the  people   who’s  informaEon  you  are  seeking.   3.  Ask  for  the  right  info     Depending  on  your  business  you  will  require   different  informaEon;  maybe  you  need  to  know   where  they  live,  what  age  group  they  fit  into  or   something  more  specific.   27  
  • 28. CHAPTER 3 How to Advertise on Facebook & Mobile CreaEng  a  business  Page  on  Facebook  is  free;   however,  businesses  that  view  Facebook  as  a  free   markeEng  channel  are  missing  the  real  potenEal.  You   can  post  great  content  on  your  page  but  it  will  have  to   compete  for  aOenEon  in  a  user’s  busy  Newsfeed.    To   make  your  business  compeEEve,  you  must  pay  for   adverEsing.     28  
  • 29. Facebook  VS  Google     At  first  glance,  Facebook  adverEsing  looks  a  lot  like   paid  search  engine  markeEng  (Google).      Narrowed  Focus!  Facebook   On  Facebook,  targeEng  opEons  allow  you  to  filter   users  based  on  interests,  demographic  and   geography.  Only  users  you  have  profiled  will  see   your  ads               Search  Terms!  Google   Google  doesn’t  trigger  ads  based  on  what  users   “Like”.    Instead,  search  terms  typed  by  users  trigger   relevant  ads.  Ads  are  shown  on  pages  with  related   content.     29  
  • 30. How  Much  Does  it  Cost?     The  great  thing  about  Facebook  is  you  can  work   with  very  small  budgets.    For  a  mere  $25/  month   you  can  promote  your  posts,  drive  traffic  to  your   products,  deals  and  sweepstakes…even  your   website  or  offline  events.    The  more  budget  you   provide,  the  beOer  your  exposure  and  results.     You  bid  on  the  price  you  are  willing  to  pay  to  have   your  ad  shown,  and  then  you  are  charged  in  either   one  of  three  ways:     1.  Cost-­‐Per-­‐Click  (CPC)     CPC  stands  for  cost  per  click.  If  you  are  paying   for  clicks,  you’ll  be  charged  each  Eme  someone   clicks  on  your  ad.    When  you  pay  for  clicks,  your   ad  will  be  shown  to  the  people  who  are  most   likely  to  click  on  your  ad,  but  who  may  be   unlikely  to  take  any  other  acEon  such  as  liking   your  Page,  engaging  with  a           1.  Page  post,  installing  your  app,  using  your  app  or   joining  your  event.     2.  Cost-­‐Per-­‐AcMon  (CPA)     CPA  allows  adverEsers  to  specify  a  bid  amount   for  an  acEon  or  conversion  (e.g.,  page  like)  and   get  charged  by  the  amount  of  conversions  that   they  get     3.  Cost-­‐Per-­‐Mile  (CPM)     CPM  stands  for  cost  per  1,000  impressions.  This   means  you’ll  pay  when  people  see  your  ad.   When  you  set  up  your  ad,  your  impressions  will   be  opEmized  so  your  ad  shows  to  people  who   are  most  likely  to  help  you  reach  your  goal.  For   example,  if  your  goal  is  to  get  more  people  to   like  your  Page,  your  ad  will  be  shown  to  people   in  your  target  audience  who  are  most  likely  to   also  like  your  Page.     30  
  • 31. Why  Small  Businesses  Should   AdverMse  on  Facebook     The  average  online  reach  for  narrowly  targeted   campaigns  online  is  27%  accurate;  average  narrowly   targeted  campaign  accuracy  on  Facebook  is  91%.   3.  Cost-­‐EffecMve  AdverMsing   Facebook  ads  will  cost  you  around  $1-­‐$2  for   very  click.  This  number  is  for  the  most  expensive   ads  and  as  you  narrow  down  the  focus  of  your   ad,  the  cost  will  decrease  substanEally.  The  cost   per  lead  becomes  very  affordable  even  for  a   small  business  that  is  Eght  on  cash.       1.  Easy  to  Setup  and  Monitor   You  can  set  up  your  account  and  be  creaEng  ads   within  5  minutes.       4.  Social  Proof   2.  EffecMve  Targeted  AdverMsing   Facebook  ads  allow  you  to  target  exactly  the   audience  you  want  to  reach.  If  you  want  to   reach  college  students  in  a  specific  city,  you  can.   With  the  right  targeEng,  your  ads  will  be  shown   to  the  people  most  interested  in  your  products   and  services.     31   You  might  be  used  to  purchasing  both  ads  and   Sponsored  Stories  together  to  get  the  social   proof  boost  you  were  looking  for.  Facebook  will   be  automaEcally  adding  social  context  to  ads   now  to  help  streamline  ad  creaEon  and  improve   performance.        
  • 32. What  kinds  of  Ads  Can  I  Run  on   Facebook?               If  you’ve  been  on  Facebook  lately,  you’ve  no  doubt   come  across  some  form  of  adverEsing.  You  may  be   less  familiar,  however,  with  the  different  types  of   Facebook  adverEsing  opEons.     1.  External  Website  (Standard)  Ads     External  Website,  or  Standard  Ads,  are   Facebook’s  tradiEonal  ad  opEon.  These  ads  are   usually  found  along  the  right-­‐hand  side  of  the   page  and  are  designed  to  drive  traffic  offsite.     You  can  create  and  publish  all  types  of  ads,  either   through  Facebook’s  self-­‐service  interface  or  through   a  cerEfied  ads  API  developer  such  as  Zibaba  -­‐  if  you   need  a  more  comprehensive  tool  for  managing  your   Facebook  adverEsing.  Here's  a  short  overview  of   each  of  the  Facebook  ad  opEons  available.               32  
  • 33. 2.  Facebook  Object  (Like)  Ads     Facebook  Object,  or  Like  Ads,  are  similar  to   Standard  Ads,  but  are  designed  to  drive  traffic  to   a  Facebook  Page,  App,  or  Event.  They  look   idenEcal  to  Standard  Ads,  except  that  the  Etle   will  always  be  the  name  of  the  Page,  App,  or   Event  you’re  adverEsing.   3.  Page  Post  Ads     Page  Post  Ads  are  primarily  used  to  promote   Pages  and  drive  engagement.  With  these  ads,   you  can  take  something  you’ve  added  to  your   Facebook  Page  —  whether  it  be  a  photo,  link,   video,  event,  quesEon,  or  text  update  —  and   turn  that  content  into  an  ad.     Non-­‐fans  who  see  the  ad  will  have  an   opportunity  to  Like  your  Page  directly  from  the   ad.  ExisEng  fans  will  see  a  Sponsored  Story  that   displays  their  friends  who  have  already   connected  with  your  Page.     33  
  • 34. 5.  Sponsored  Stories     Sponsored  Stories  are  the  most  interacEve  and   organic  of  all  the  ad  types  because  they   highlight  acEons  taken  by  fans  on  your  Page.   There  are  several  different  types  of  acEons  you   can  turn  into  a  Sponsored  Story:   4.  Promoted  Posts     Promoted  Posts  allow  you  promote  anything   you  can  create  through  the  sharing  tool:  status   updates,  photos,  videos,  Offers,  and  quesEons.   These  are  ideal  for  mobile  impressions  since  the   ads  appear  in  News  Feeds  and  not  the  right-­‐ hand  column.     34  
  • 35. Kinds  of  Sponsored  Stories   •  Page  Likes:  Displays  when  a  friend  Likes  your   Page,  and  includes  a  thumbnail  of  your  Page’s   profile  picture  and  a  Like  buOon.     •  App  Shared:  Displays  when  a  friend  shares  a  story   about  your  app  and  includes  a  thumbnail  of  the   app  as  well  as  a  descripEon.     •  Page  Post  Likes:  Displays  when  a  friend  Likes  a   specific  post  from  your  Page,  and  includes  that   post.     •  Check-­‐Ins:  Displays  when  a  friend  checks  in  at  a   locaEon,  and  includes  a  thumbnail  of  his  or  her   profile  picture  as  well  as  the  comment  made   upon  check  in.     •  Page  Post  Comments:  Displays  when  a  friend   leaves  a  comment  on  a  specific  post,  and  includes   the  comment  as  well  as  a  link  to  that  post.     •  Domain:  Displays  when  a  friend  Likes  an  item   outside  of  Facebook,  and  includes  a  thumbnail  of   the  Liked  item  and  link  to  offsite  desEnaEon.     •  App  Used/Game  Played:  Displays  when  a  friend   uses  an  app  or  plays  a  game,  and  includes  a   thumbnail  of  the  app/game  as  well  as  an  opEon   to  play.   •  Event  Joined:  Displays  when  a  friend  RSVPs  to  an   event,  and  includes  the  thumbnail  and  link  to  the   event.   35  
  • 36. CHAPTER 4 You’ve  wriOen  awesome  Facebook  posts,  published   engaging  landing  pages,  created  eye-­‐catching   incenEves,  drove  targeted  traffic…now  it’s  Eme  to   make  sure  everything  you’re  doing  is  working  to   generate  more  customers.     How to Analyze Your Results on Facebook & Mobile     Analyzing  your  data  allows  you  to  understand  which   products,  offers,  and  ads  are  producing  the  best   results,  and  which  ones  are  falling  short.  This  will   allow  you  to  alter  your  posts  and  offers  in  order  to  get   the  most  effecEve  results.  As  a  marketer,  analyEcs  will   also  help  you  determine  your  ROI  and  prove  that   Facebook  is  having  a  posiEve  impact  on  your  business.       36  
  • 37. FACEBOOK INSIGHTS Facebook  Insights  allow  you  to  see  the  analyEcs   behind  the  engagement  on  your  page.  You  can   measure  likes,  reach,  the  number  of  people  talking   about  your  page,  and  the  number  of  check-­‐ins  at   your  business.  You  can  also  look  at  the  engagement   levels  of  each  individual  post.    How  many  people  did   each  post  reach,  how  many  people  are  talking  about   it,  and  how  viral  is  it?       You’ll  find  demographics  of  your  fans,  which  can   teach  you  about  your  audience  and  help  tailor  your   content.  You’re  able  to  see  fans  by  age  and  gender   and    geographic  locaEon.  Not  only  can  you  look  at   this  data  for  people  who  have  had  liked  your  page,   but  for  the  people  who  saw  your  page,  talked  about   your  page,  or  checked-­‐in  to  your  establishment.  The   new  dashboard  is  broken  up  into  four  main   secEons:  Overview,  Page,  Posts  and  People.  Let's   take  a  deeper  look  at  each  of  these.     37  
  • 38. 1.  Page  Likes     Page   Includes  informaEon  about  your  Page’s  Likes   including  total  Likes,  Net  Likes  and  Where  Your  Likes   Came  From.  This  informaEon  is  great  for   understanding  how  your  community  grows  and   where  the  growth  comes  from.   The  Page  secEon  is  filled  with  informaEon  about   how  your  fan  base  has  grown  and  how  people  are   connecEng  with  your  Page.       2.  Post  Reach     This  secEon  digs  deeper  into  your  content’s  reach   and  the  acEons  that  influence  it.  Here  you  will  find   Overall  Reach,  Engagement  AcEons  that  Influence   Reach  and  NegaEve  Engagements  such  as  Hide,   Report  as  Spam  and  Unlikes.       3.  Page  Visits     This  secEon  shows  you  informaEon  about  which   areas  of  your  page  get  viewed  the  most  including   includes  Page  Tabs.  There  is  also  a  nice  graph,  which   outlines  the  number  of  Emes  that  people  came  to   your  Page  from  outside  of  Facebook.     38  
  • 39. Posts   1.  All  Posts   Facebook  provides  you  with  informaEon  about  All   Posts,  When  Your  Fans  Are  Online  and  Best  Post   Types.       Here  you  will  find  the  basic  breakdown  of  all  of   your  Page’s  posts.  The  data  points  include   Reach,  Post  Clicks,  and  Engagements.   2.  When  Your  Fans  Are  Online   This  graph  shows  you  when  your  fans  are  online,   helping  you  determine  when  the  best  Eme  to   post  your  content.  This  proves  that  there  is  no   magic  standard  and  opEmal  posEng  Emes  are   unique  to  each  page.     3.  Best  Post  Types   Want  to  know  the  success  of  the  different  post   types?  Now  you  can!  This  secEon  shows  data   based  on  average  reach  and  engagement.   39  
  • 40. People   1.  Your  Fans   This  secEon  allows  you  to  compare  the   demographics  of  people  who  have  Liked  your  Page   with  the  overall  demographics  of  Facebook’s  total   populaEon.    The  data  here  is  split  up  into  3  parts:     Demographic  data  including  Age,  Gender,   LocaEon  and  Language.   2.  People  Reached   Demographics  of  the  people  who  saw  your   content  compared  with  the  rest  of  your  Fans.     3.  People  Engaged   InformaEon  about  the  demographics  of  the   people  who  engaged  with  your  posts  compared   with  the  overall  demographics  of  your  Fans.   40  
  • 41. EVERYTHING YOUR BUSINESS NEEDS FOR SOCIAL & MOBILE 877-778-892 info@zibaba.com •  Build  a  custom  Welcome  Tab   www.zibaba.com •  Sell  OR  showcase  products   Zibaba •  Create  a  mobile  site  in  minutes   @Zibaba •  Offer  daily  deals,  coupons  &  vouchers       •  Run  Sweepstakes  &  Contests   •  Manage  Facebook  &  TwiOer  Content   •  Boost  your  fanbase  with  Facebook  ads   •  Analyze  &  opEmize  campaigns.     41