How to set up a Facebook Fan Page & Facebook Advertising tips

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This is a presentation I did at SMX on the basics of setting up a Facebook Fan page and some Facebook advertising tips - with real-life case studies. In one I target one guy (a client) I had lunch …

This is a presentation I did at SMX on the basics of setting up a Facebook Fan page and some Facebook advertising tips - with real-life case studies. In one I target one guy (a client) I had lunch with with a Facebook Ad...

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  • 1. The Future of Search
  • 2. Today: Building an effective Fan Page & Facebook Ad Campaign
  • 3. Facebook Fan Pages
  • 4. Facebook - The Numbers • More than 950 million active people (up from 550 million in April 2011) • 50% of active participants log on to Facebook in any given day, 543 Million on Mobile • Average person has 130 friends • People spend over 700 billion minutes per month on Facebook (BTW, that’s 1.33 million years – give or take) • Source: NewsAreaId=22
  • 5. Let’s hop to it...
  • 6. Facebook Fan Pages - Warning Only do this if you have the time and the resources to manage a Fan Page. You’re about to see a glimpse at what’s involved…
  • 7. Facebook Pages – Which Type?
  • 8. Facebook Pages – Which Type?
  • 9. Facebook – CommunitiesA Facebook Community Page helps people to connect with topics,causes or experiences. Think, ‘Facebook Wiki’.
  • 10. Facebook – Groups• A Facebook Group is a small-scale, more personal (and often more private) way for people to interact• Recommended for clubs, company working groups, causes, alumni’s, etc.
  • 11. Facebook Fan PagesFacebook Fan Pagesallow companies,celebrities & bands toengage & speak withthe people that “like”them.
  • 12. How to create a Fan PageThey’re easy to create.Simply ‘Create a Page’!
  • 13. Facebook – Brand AmbassadorHaving created Fan Page, appoint a “brand ambassador”.This is the person who will be the “face” or “voice” of your Fan Page.Tip, be careful if use your own profile for this; could be better to either create a new one for yourself (risky and against FB’s ToS) or get someone else to it…
  • 14. Facebook Fan PagesTips to make an impact:Make a cool profile picture: profile-photo-hacks-2009-02SEO your Page information for Brand and keywords
  • 15. Facebook Fan Pages FBML is D.E.D, or G.A.W.N. In March 2011, Facebook replaced FBML with iFrame system to ‘help’ brands re- do their own fan pages and make them more customised... Facebook Tabs have gone too and have been moved to ‘Nav links’ on the left of the page. Not happy Jan.
  • 16. Facebook Fan PagesWhat this means?Here’s how they used tolook...
  • 17. Facebook Fan Pages
  • 18. Facebook Timeline
  • 19. Facebook Timeline
  • 20. Facebook Timeline
  • 21. Facebook Timeline
  • 22. Facebook TimelinePromote content using ‘Pin to Top’
  • 23. Facebook Fan Pages – AppsFind a third party App provider, or get someone to help build an app for you to do this... The below is a 3rd party iFrame app from
  • 24. Facebook Fan PagesAdd the app to your page...
  • 25. Facebook Fan Pages1. Name Tab2. Add HTML3. Save Changes
  • 26. Facebook Fan PagesUseful Resources: Tools-to-Create-New-Facebook-iFrame-Pages- for PHP programmers: iframe-application-signed_request_reveal_tab/
  • 27. Facebook Fan PagesTip, buy a nice-looking template andmodify
  • 28. Facebook Fan PagesTips to help with page & reputation management:
  • 29. Facebook Fan PagesFinal Marketing Tips• 25+ fans = Vanity URL• Use Facebook Plug-in tools to promote on your own website• Invite friends to become fans• Have friends ‘like’ comments - 5+ means more chance of post appearing on Fans news feeds.• Link Facebook Fan Page posts to Twitter (keep updates to under 140 characters)• Add ‘like’ buttons to all content on your website
  • 30. Facebook Fan PagesPromoting – Tips• Try using Google Ads to promote your Fan Page – run them out through the content network
  • 31. Facebook Fan PagesIncentivise ‘Likes’ with a ‘reveal’ custom tab
  • 32. Facebook Fan PagesAnalytics
  • 33. Facebook Ads
  • 34. Facebook Ads• Facebook Ads can reach up to 955 Million People Globally (Australia, over 10.9 million)• They differ from Google Ads. Google Ads work on search terms and contextual placements• Facebook Ads work because you show them to a target demographic of people who ‘like’ stuff you do or sell.
  • 35. Facebook AdsThere are basically 2 types1. An Internal Ad which promotes your Facebook Fan Page or Group2. An External Ad which links out of Facebook to your website
  • 36. Facebook Ads
  • 37. Facebook Ads
  • 38. Facebook Ads – Basic Targeting
  • 39. Facebook Ads
  • 40. Facebook Ads
  • 41. Facebook AdsI recommend CPC over CPM (Costper 1,000 impressions)The Benefit is unlimitedimpressions and you only pay onclicks.
  • 42. Facebook Ads Analytics
  • 43. Facebook AdsAnother Benefit... Attribution.
  • 44. Facebook Ads - Case StudyCase study:
  • 45. Facebook Ads - Case Study
  • 46. Facebook Ads - Case Study
  • 47. Facebook AdsTop Tips• Update your Ad’s every couple of days (this prevents Ad Fatigue) – Use different pics, update copy & test offers etc.• Competitions work a treat for eDM list building - I’ve witnessed up to 30% Conv Rate (& the ‘list’ converted too)• In your ads, use images of people & faces, they seem to get better engagement & split test• Ads which are quirky, fun and edgy work well (Facebook Ads are not Google Ads)• Facebook Ads are not ‘set and forget’ (like Google Ads!?). If you want them to work, you need to work.
  • 48. Other FacebookMarketing Tactics
  • 49. Facebook Marketing Ideas…Encourage Facebook Check in’s
  • 50. Facebook Marketing Ideas…People regularly see that their friends are going to your store/hotel/whatever… Your name is going a little viral (for free)
  • 51. Facebook Marketing Ideas…Then you start showing Ads to all your Facebook ‘friends of Fans’. This is powerful because Friends of Fans have hopefully already heard of you, so are more likely to be interested (and trusting).
  • 52. In Summary…• Only setup a Facebook Fan Page if you have the resources to do it justice• Facebook Fan Pages need a casual, but authentic voice• The Page can bring your great people out from behind the ‘corporate’ site (its fun, different & motivating)• Facebook Ads require experimentation and close monitoring.• Facebook Ad’s work
  • 53. Questions?To contact me (Chris Thomas) personally• E:• P: 03 9415 2383• M: 0414 986 957• Reseo•• Main References: ultimate-guide