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Smb agency handbook

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  • 1. Marketing yourbusiness on FacebookYour handbook to building successful businesses onFacebook for your clients through the BCEI framework
  • 2. Chapter 1: BCEI overview 1.1 What is BCEI and why 3 1.2 How to pitch for your client to start using Facebook Marketing by using the BCEI framework 3 1.3 Ads account structure introduction – why and how 4Chapter 2: Build 2.1 What you should achieve in BUILD? 8 2.2 Align with clients on the purpose of the page 9 2.3 Build a page 11 2.4 Build an initial fan base 16Chapter 3: Connect 3.1 What you should achieve in Connect? 17 3.2 Set up ads to acquire fans 18 3.3 Review fans profile in page insight, and focus on ‘Like’ and ‘Reach’ session in page insight 19 3.4 Promote your page through existing marketing channels and Facebook features 26Chapter 4: Engage 4.1 What you should achieve in Engage? 29 4.2 Page post tips and examples 30 4.3 The concept of owned, earned and paid media (organic distribution is limited) 35 4.4 Promoted post (emphasize the importance of feeds) 36 4.5 Offer 37Chapter 5: influence 5.1 What you should achieve in Influence? 38 5.2 How does Sponsored Stories works? 38 5.3 Using Page Insights to measure your Sponsored Stories 41
  • 3. Marketing your business on Facebook ContentsChapter 1: BCEI overviewWhat is BCEI and whyFacebook is a tool for connecting people with those around them as we already know but now the question iswhether you are using Facebook to the fullest of its potential or if your client is aware of its fullest potential?We are here to introduce to you the BCEI (Build – Connect – Engage – Influence) framework which is the bestpractices we have established to guide you from the start of building a page through to what is there to helpyou influence your fans and friends of fans.How to pitch for your client to start using Facebook Marketing byusing the BCEI framework?There are a number of good reasons for businesses to participate in and maintain a presence on Facebook.Here are the fundamental points you need to know and use them to pitch for clients to engage your servicesin Facebook marketing: BUILD: when you have a page, you get found by people who are searching for your products or services CONNECT: means you are able to connect with current (and potential) customers ENGAGE: then you create an engaging community around your business INFLUENCE: Promote other content you create, including webinars, blog articles, or other resources to influenceWith the above framework in place you will be able to continuously achieve the following for your clients: Get more fans, grow your fanbase, Generate loads of leads for your business And acquire more new customers! 3
  • 4. Marketing your business on Facebook ContentsAds Account Structure Information – Why and how?Account Groups is a feature in your Ads Manager that allows you to organize and access multiple advertising accounts from oneplace and we strong recommend you to create groups to manage all your ad accounts.This feature may be particularly useful for you if you manage a number of ads or if you manage ads for multiple businesses / clients.Some examples of how you can structure your accounts as below: 4
  • 5. Marketing your business on Facebook ContentsAds Account Groups – How?How to group a set of accounts together under a group name(including adding/removing accounts from a group)Grouping a set of accounts together lets you view all the accounts from one view in ads Manager and enables multiple users toaccess the accounts simultaneously. Log in to your Facebook ads account and click on the “Account groups” tab in the left side of accounts page (www.facebook. com/ads/manage/accounts.php) Click on the “Create a Group” button on the right hand corner, enter a name and then click “Ok” To add an account to the group, select your existing managed accounts from the “My account” drop down tab and/or enter the account IDs directly into the “add Account” field and then click “add Account” 5
  • 6. Marketing your business on FacebookContents To grant permission to another user, type the name of a friend and/or an email address into the “User Permissions” field and click “add User”. If the email address is associated with that person’s user profile, it will grant that profile permission To save the changes click on the “Back to group settings” button in the top right hand corner of the PageMore questions about Account Groups, please visit - https://www.facebook.com/help/?page=229552707057508 6
  • 7. Marketing your business on Facebook ContentsChapter 2: BuildWhat should you achieve in BUILD?Pages are the essential place on Facebook for businesses to build connections with people. It’s where youconnect with fans by announcing new products, sharing news, and gathering feedback. Your Page is alsowhere you create unique brand content that can become ads and sponsored stories. It’s the core place forbusinesses to manage their posting and advertising content. Three key elements should be achieved in BUILD: Align with your clients on the purpose of the page Build a page Build an initial fan base 7
  • 8. Marketing your business on Facebook ContentsAlign with your clients on the purpose of the pageIn order to build and retain relationships with customers and their friends, you must have a clear vision for your page. Everything youdo with your page should align to your purpose and objectives. Align your page to your brand purpose. This is important above allelse, and the defining factor in a great Facebook page vs. a weak one. All of your posts and content should ladder back to your brand’spurpose and your business objectives – including1. Align your page to your brand purpose. This is important above all else, and the defining factor in a great Facebook page vs. a weak one. All of your posts and content should ladder back to your brand’s purpose and your business objectives.2. Think about your page from an always-on perspective.3. Align your publishing calendar with your media and offline initiatives. If you’re having a sale in store,4. Leverage local. You can target your posts by country, state, city, and even language. This is a great way to make fans in specific areas feel like you’re catering to them by publishing about local news, events, or offers.5. Focus on conversation over content. You can plan what you share, but not how your fans respond. Be prepared to engage in conversation with fans.Every brand has a purpose that’s consistent throughout all of its marketing efforts. Facebook is one way to bring dimension andcharacter to that purpose. All of your publishing and marketing programs on your Facebook page should align to your brand’spurpose in order to build credibility with your consumers. When developing your ideas and content for your page, filter it throughyour brand’s mission statement to see if it makes sense and will be relevant to your fans.This is the single most important factor in making your page a success.For example, Skittles targets teens with playful, offbeat, funny content, whileExtra Gum – targeted toward weight-conscious middle-aged women – keeps theconversation relevant for them as well.For example, Wrigley’s mission statement is “Weaving brands into the fabricof everyday life around the world.” Their brands have very different targetaudiences, and they create brand voices on their pages accordingly. 8
  • 9. Marketing your business on Facebook ContentsOnce you’ve defined your purpose, start thinking about your objectives. Many businesses set up social media programs withoutfirst aligning their social media objectives to their business objectives. Forgetting this integral step makes it hard to understand theeffectiveness of social media, and can leave community managers scrambling for metrics. 1 2 3 4 Identify your Consider how your Determine how Set brand’s current Facebook page can you will measure benchmarks business help you achieve success objectives those goals.1. Write down your business objectives against these objectives. In the case of brand awareness, This is an obvious, yet frequently skipped, step. Understand you can track things such as online conversations about what your CEO thinks is the main objective for the business. your brand or number of unique visits to your website. You Is it product sales? Is it becoming the most forward-thinking can also pay research companies to run brand awareness company in your industry? Don’t just make an assumption studies. Refer to the “Measurement and Research” module here. Ask key business leaders so you’re clear on what’s to see the tools that Facebook has available, as well as the important. Pages Deep Dive to better understand the metrics your page2. Consider how social media can help achieve these can provide about how people are engaging with your brand. business goals 4. Set benchmarks If your business objective is product sales, and you sell Before starting a social media program, know where your your products online, this is easy. You can simply track how company stands on major business objectives. Get average many sales came from social media referrals via analytics sales numbers, do some research on brand awareness resources and tracking tags. Most of us aren’t that lucky. among your target, or understand customer opinions about Let’s say you only sell your products in brick-and-mortar your brand. Having these benchmarks set up ahead of time stores. Social media can help generate awareness about will better help you understand what impact (if any) your your product or educate consumers on the benefits of your social media program is having on the bottom line. product. There is no one-size-fits-all formula for calculating social media3. Determine how you will measure both your business and ROI. However, if you align your social media objectives to your social media objectives business objectives in the strategy and planning phase, you are How can you measure success if you don’t even know going to set yourself up to be more successful in determining how to measure key objectives? Write down the KPIs (key the effectiveness of your campaign. performance indicators) that will help you track success 9
  • 10. Marketing your business on Facebook ContentsBuild a pageThe very next step is to build a page. Page is the mission control for your business on Facebook, to create a page,go to https://www.facebook.com/pages/create.phpWhat do we mean by mission control Whether you are running ads, developing an app, or running a contest, it is important to connect everything back to your Page Pages is where everything starts - every important piece of content comes from your Page, and this is where you manage your interactions and provide customer services Pages is how you connect with people Reach beyond your fan base Drive awareness through promoting Page posts on the homepage Drive acquisition by promoting Page post everywhere on Facebook Reach more of your fans Communicate with and engage more of your existing Fan baseWith a Page, you build a relationship first before you drive them to further engagementand marketing through your website and apps. 10
  • 11. Marketing your business on Facebook ContentsTo build a complete page, you need to have the basic elements of a page and they are:Cover photo: This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315 pixels) and changeit as often as you like. Examples: popular menu item, album artwork, or a picture of people using your product. Be creative andexperiment with images your audience responds well toProfile picture: This represents your page on other parts of Facebook, in ads, sponsored stories and the news feed. Choose a picturethat represents your business, such as a logo. Use a high quality image that scales well from 180 x 180 pixels to 32 x 32 pixelsYour photos and custom apps appear at the top of your Page under the cover photo and profile picture. You can also customize theimages for your apps under “Manage” in “Edit Page” in the admin panel (we will talk about the admin panel after finishing the keyelements of a page) 11
  • 12. Marketing your business on Facebook ContentsViews and apps: this refers to native Facebook apps, such as photos, events, or video. Apps refer to any custom apps you havecreated. Your photos view will always be in the first position. You can choose which views or apps to feature in the other 3 spots.If you have more than 4 views and apps associated with your page, users can click the button to the right of the default views to seeup to 12 more apps and views. You can have an unlimited amount of additional apps and views, which you can deep-link to usingads or hyperlinks 12
  • 13. Marketing your business on Facebook ContentsYour wall: You can communicate with your fans by publishing to your Wall. Wall post can consist of just text, or you can addattachments to your post in the form of photos, links, video, or a customized question with poll responses. You can also customizethese posts by region, so if your page is global or national, you can still create posts at a regional or language level. For example,you could reach only your fans in Montreal who speak French. Like we said before, your page is mission control for your brand onFacebook. Publishing is the way your brand communicates to users on Facebook – your fans, their friends, and those with whomyou have yet to create a connection. 13
  • 14. Marketing your business on Facebook ContentsAdmin PanelThe admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to (Messages are on the right section and Notification on the left section as noted below) It gives you access to your page and post performance (Insights section under notifications) Let you view the users who have “liked” your page in the New Likes section Allows you to edit your content here Allows you to build your audience (see following picture) 14
  • 15. Marketing your business on Facebook ContentsBuilding initial fan baseNow that your page is build, you will start building you fan base using existing friends, family and employees by inviting them to“like” your page! You can invite them by selecting “build audience” on the admin panel top right corner and you will see 2 options –“Invite email contacts” and “create an advert”In this section, we will talk about “invite email contacts” to kick start the build up your fan base using your existing resources. Youcan import your current contacts and invite them to “like” your page. 15
  • 16. Marketing your business on Facebook ContentsChapter 3: ConnectWhat should you achieve in CONNECTNow that you have your Page with friends as fans, it’s time to grow your fan base.Fans are extremely important to your business because1. When they interact with your Page, they spread the word about your business to all of their friends. If you have 500K fans, then you can have access to up to 40M of their friends!2. Communication with your fans keeps them engaged. On average, fans are twice as likely as non-fans to report buying product or visiting a store in the last week.Key elements that should be achieved in CONNECT Create ads to acquire more fans Understand how your ads are doing and how it is affecting page – using the ads manager and reviewing page insights regularly Make sure your clients are also promoting their page through existing marketing channels & existing Facebook features 16
  • 17. Marketing your business on Facebook ContentsCreate ads to acquire more fansTo create ad, go to www.facebook.com/ads/create. There are2 ways to advertise on Facebook – using ads and sponsoredstories. Ads reach people you are not connected to, andSponsored Stories reach your fans and their friends.When you are getting started on Facebook, it’s important tostart with ads so you can drive new fans to your page that youcan engage and connect with on an on-going basis.Now it’s time to segment your target audience to help you better understand which groups of users are responding best to yourads. We recommend targeting your ads to smaller, more specific groups of users at one time. This means structuring your ads in amore granular way (ex. creating separate campaigns for each age bucket, each gender, each target group, etc..), which will give youbetter control and insight into your advertising performance. With this granular view, you will then be able to adjust your bids andbudgets accordingly and focus on the highest potential users.You can target your audience by:1. Demographics: location, age, gender2. Precise interest: reach people based on information they have provided in their profile. This information is pulled from their listed likes and interests, the Pages they like, apps they use, and other information they have added to their timeline3. Broad categories: specific groups—for e.g., people who have recently got engaged i.e., in the 6 months.4. Connections: if an audience that’s already connected to the Page or app you’re promoting or reach their friends5. Click “Advanced Targeting Options” to target people based on their relationship status, the languages they speak, their education, and where their work place 17
  • 18. Marketing your business on Facebook ContentsHow many ads should be developed?Once your campaign structure is set, you’ll want to focus on setting up the right ads under each campaign. Develop multiplecampaigns of 4 or more ads to learn which text and images are driving the most clicks and “likes” to your page. Ideally youshould not run more than 3 or 4 Ads per campaign. Consider running tests where you use all of the same creative under multiplecampaigns. This will allow you to see how effective each ad is for that specific audience – you’ll be able to see results by audienceand by creative messaging. Sometimes you’ll be surprised to see how an audience segment reacts to an ad you thought was goingto do well – this is why testing in this structured way is especially important in the initial phases as you strive to learn about youraudience. 18
  • 19. Marketing your business on Facebook ContentsUnderstand how your ads are doing and how it is affecting page – Using Ads ManagerFacebook’s ads manager gives businesses visibility into the performance of your ads and sponsored stories with the ability to drilldown into specific metrics.You can access your ads manager at www.facebook.com/ads/manage. You will be able to see all of your current ad accounts, theirstatus, and how much you have spent in the All Accounts view.Clicking on an account will bring you to the “All Campaigns” view. You can easily pause, delete, or reactivate campaigns, track startand end dates, view your total budget, see how much of it remains and how much you have spent as a total or broken down by date.You will also see notifications here when campaigns are created, rejected, or approved by Facebook. 19
  • 20. Marketing your business on Facebook ContentsUnderstanding the performance of your campaigns and ads.Use the dropdowns to change the date range you want to use to view results. Once you click on a campaign, you can seeinformation about its performance and either pause, delete, or activate ads within that campaign.The “Audience” graph shows youhow much of your targeted audienceyou are reaching, compared to yourtotal targeted audience. If you needto expand your reach, try raisingyour bids or budget. “Targeted”: The approximate number of people your ads or sponsored stories can reach, based on your targeting criteria “Reach”: The number of unique people who saw this campaign “Social Reach”: The number of people who saw your sponsored stories or ads with the names of their friends who liked your Page, installed your app, or RSVPed to your eventThe “Response” graph allows you to track performance of your campaign by clicks and actions over time. 20
  • 21. Marketing your business on Facebook ContentsMetrics in your ad manager1. “Campaign Reach”: The number of unique people who saw this campaign. This is different from Impressions, which includes people seeing your ads multiple times.2. “Frequency”: The average number of times each person saw your campaign , ads or sponsored stories.3. “Social Reach”: The number of people who saw your sponsored stories or ads with the names of your friends who Liked your Page, installed your app, or RSVPed to your event4. “Actions”: All the people who took an action within 24 hours of seeing—or within 28 days of clicking—on your ad or sponsored story. You’ll only see data here if you’re promoting a Page, app, or event or running Page post ads.5. “Clicks”: The number of clicks this campaign’s ads or sponsored stories have received6. “CTR”: Click through rate. The number of times people have clicked on ads or sponsored stories in your campaign, divided by the number of times they were shown on the site during the dates selected.7. “Spent”: The amount you have spent on your campaign during the dates selected 21
  • 22. Marketing your business on Facebook ContentsUnderstand how your ads are doing and how it is affecting page – Review page insightsThe four metrics at the top of your Insights tab allow you to quickly understand the size and engagement of your audience.You should monitor these metrics closely to assess the success of your marketing strategy.The Fans tab helps you understand who your fans are and how you acquired them. Understanding who your audience is and howyou’re reaching it is key to optimizing your Page strategy. This information helps you publish content that people will want to see,engage with and talk about to their friends. For example, if you discover that the majority of people who like your Page are men 18to 24, you might decide to adapt the content you publish to fit with the interests of these young men. 22
  • 23. Marketing your business on Facebook ContentsThe Like Button – Once clients understands theimportance of metadata (first step), the like button isliterally one line of code to implement. Each like buttoncan point to a URL. A like button should be linked to anobject, and all the likes will accumulate to that object.There are two ways to measure what the like buttondoes (1) insights- how many people clicked the likebutton (2) ref:parameter - if a client is working withOmniture or Webtrends/analytics company, they will be able to measure the downstream effect of the like.This tab also shows Like Sources - the number of times your Page was liked, broken down by where the Like happened (on yourPage, from News Feed, on your website, etc.), during your selected date range. Gender and Age: The percentage of people who liked your Page for each age and gender bracket as of the last day of your selected date range. This is based on the data people enter in their profileCountries: The number Cities: The number of Languages: The numberof people who liked your people who liked your of people who liked yourPage as of the last day of Page as of the last day of Page as of the last dayyour selected date range, your selected date range, of your selected datebroken down by country. broken down by city. range, broken down byThis is based on the user’s This is based on the language. This is basedIP address. user’s IP address. on the user’s default language setting. 23
  • 24. Marketing your business on Facebook ContentsBy clicking on any data point in this list of posts, you can see more details such as the full text of the post, or the different types ofengagement and stories this post generated.The Reach graph below allows you to understand by which channel (organic, paid or viral) your post reached its audience. Pleasenote that, since people might have seen your post through several channels, the sum of organic, paid and viral reach might belarger than your total post reach. Organic: The number of unique people, fans or non-fans, who saw this post in their News Feed, Ticker or on your Page. Paid: The number of unique people who saw this post from a sponsored product, such as a Page Post Ad of Sponsored Stories. Viral: The number of unique people who saw this post from a story published by a friend. These stories can include liking, commenting or sharing your post, answering a Question or RSVP-ing to an eventThe Reach tab below also shows demographics of the people you’ve reached, in addition to showing people who have seen anycontent about your Page and whether these people were reached through an organic, paid or viral channel. People might see yourcontent through more than one of these channels, so the sum of your organic, paid and viral reach might be larger than your totalPage reach. Organic: The number of unique people, fans or non-fans, who saw any content about your Page in their News Feed, Ticker or on your Page. Paid: The number of unique people who saw an ad or Sponsored Story that pointed to your Page. Viral: The number of unique people who saw this post from a story published by a friend. 24
  • 25. Marketing your business on Facebook ContentsPage promotion using existing marketing channels and Facebook featuresYour Facebook identity and connections are portable. So make sure your page is being promoted in all your existing marketingchannels, like your print ads, your website, your media buys as well as features on Facebook – all of which connects back toFacebook or on Facebook.Let’s talk about a few ways of promoting your page at your current channels: social plug-ins. To get started, let’s start with the easiest way to add social activity to your branded experience – social plugins. They can help you increase engagement on your site. People generally spend more time in places (e.g. while shopping, at the movies, at restaurants) when their friends are with them and the same is true on websites. Facebook is the most engaging site on the Internet because it is all about your friends. For example, on the Huffington Post, users who sign in with their Facebook account view 22% more pages and spend 8 minutes longer than the average reader. Building with Facebook lets you tap into the power of friends to drive engagement on your own site. It’s easy to get started adding Facebook Platform to your website with Social Plugins.One of the easiest ways to make your online presence more social is by adding Facebook social plugins to your website. There aremany different Facebook social plugins to choose from — here are four of the top plugins for business and tips on how and when touse them. 25
  • 26. Marketing your business on Facebook Contents1. Like ButtonThe Like button lets users share pages from your site back to their Facebook profile with one click. When the user clicks the Likebutton on your site, a story appears in the user’s friends’ News Feed with a link back to your website.2. Like BoxThe Like Box enables users to “like” your Page and view its stream directly from your website. For starters, you can choose a pared-down box with your Facebook Page name, logo and Like button (as pictured above). You can use one of the standard Facebookicons, or even use a custom design like the sketch below: 26
  • 27. Marketing your business on Facebook Contents3. RecommendationsThe Facebook Recommendations plugin gives users personalized suggestions for pages on your site they might like, based on whatpeople are sharing.You can even see how this feature will look on your site before you add it — simply enter your website address here, click on thepage and it will show you the recommendations Facebook already has for your site.4. CommentsThe Comments Box lets users comment on your page’s content — whether it’s for a webpage, article, photo or other piece ofcontent. The user can share the comment on Facebook to post to their Wall and in their friends’ streams.Besides the above, on Facebook.com, you can build custom application experiences through a canvas application and with a tab onyour brand page. 27
  • 28. Marketing your business on Facebook ContentsChapter 4: EngageWhat should you achieve in ENGAGE?Once you’ve started to build relationships with fans, it’s important to continue to keep them interested andshow you value them. This will encourage them to interact with your page more frequently, creating storiesabout your page that their friends can see.Custom programs you build to engage with your fans should align to your specific business objectives. Don’tbe afraid to engage with consumers in creative ways, as long as it’s consistent with your brand character.Below is some key element of engagement we would like to introduce to you: Page post tips and examples Concept of owned, earned an paid media (organic distribution is limited) Promoted post Offers 28
  • 29. Marketing your business on Facebook ContentsPage post tips and examplesBuild a content calendarTo keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar.Create a schedule and a regular rhythm for your postings and consider posting at specific times when engagement is highest.You can also create weekly features that encourage participation.Here’s how an online retailer might approach it: 29
  • 30. Marketing your business on Facebook ContentsPost regularly (at least 3x a week)Your fans will be more likely to engage with your content if you remain top of mind. Only you can know what the right cadence isfor your audience and for your message, but you should make sure to post regularly. For example, a grocery store might post twoor three times a week when it receives new products, while a restaurant might post every day to let his fans know what the dailyspecial is.Be succinctYour fans’ News Feeds contain a lot of information. And they have limited time to read it. Keep your posts short whenever possible:posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greaterthan 250 characters.Post at the optimal timeOnly you know what’s right for your business, and you can use your Page Insights to figure out what’s working (for instance, tryposting at different times of day and see when you get the most engagement). We have found that restaurants post from 7am-12pmwhen people are making plans for the day, while retailers post in the 8am-2pm window. User engagement with Facebook Pages ishighest from 9-10pm and the 18-24 demographic is the most engaged during this time.Respond timely to comments and messagesYour audience will be more likely to engage with your posts if you are talking about topics that are already top of mind for them,such as current events, holidays or news. For example, we’ve found that posts mentioning Independance Day on July 4th generatedabout 90% more engagement than all posts published on that day.Ask questionsWith our Questions product, you can ask your fans for ideas andfeedback about how to improve your business. Fans can agree withan existing answer with a single click, or add a different response.This is an easy way to gather insights. 30
  • 31. Marketing your business on Facebook ContentsPost photos and videosRich media tends to draw attention more than simple text. Whenever you want to share a message on your Page, consider usingrelated pictures or videos to make your message stand out. Posts including a photo album, a picture or a video generate about180%, 120%, and 100% more engagement than the average post, respectively.Know our contest guidelinesIf you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible forthe lawful operation of that promotion, including the official rules, offer terms and eligibility requirements (e.g., age and residencyrestrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion(e.g., registration and obtaining necessary regulatory approvals).If you are running a contest, make sure you check out the pages guidelines first:`Give fans exclusive access to contentAs a reward for liking your Page, give fans access to exclusive, behind-the-scenes information to make them feel special. Think aboutannouncing new products to fans on Facebook before anywhere else, giving fans early access to sales, or posting exclusive photosfrom events on your Page. 31
  • 32. Marketing your business on Facebook ContentsLocalize your posts if they are only relevant to a specific audienceSome of your posts might only be relevant for a subset of your fans. For example, if you are only making some products in specificcountries, you might want to promote these products only to people in this country. Use the geo-targeting feature to make surethat only the people who would find your post valuable will see it.Review your page insightThe best way to get your audience to engage with your content and share it with friends is to understand deeply what the peopleyou’re reaching care about. Page Insights gives you the data you need to gather these consumer insights.You should visit Page Insights on a regular basis to track which of your posts resonated with your audience and generated the mostengagement so you can post more of this type of content.Some key metrics you should be looking at: 32
  • 33. Marketing your business on Facebook ContentsYour ultimate goal as a Page owner is to publish content that will reach a large audience, and that your audience will engage andshare your content with friends. You can use Page Insights to better understand what your audience wants to hear about.This section of Insights gives you deep analytics on every single one of your Page posts, so that you can understand at a granularlevel how many people your post reached, how many people engaged with it, and how many people talked about it with theirfriends. The “virality” column will also allow you to compare your different posts by showing the % of people who talked about yourpost to their friends after seeing it. Video plays: The number of times the play button of your video was clikced on. Photo views: The number of times yours photo was viewed in its full size. Link clicks: The number of times the link included in your post was clicked on. Other clicks: The number of clicks on your post that are not counted in other metrics, These clincks can include clicks on people’s names in comments, clicks on the like count, clicks on the time stamp, etc. Stories generated: The number of stories that were created from your post. Stories include likingm commenting on or sharing your post, answering a Question or RSVP-ing to an event.The Engaged Users graph allows you to understand the different types of engagements your post generated. Anyone clickinganywhere on your post is considered an “Engaged User.” The types of engagement you can find in the pie chart include all thedifferent ways people can consume your post (clicking on a link, viewing a picture, watching a video...), spread it to friends (by likingit, commenting on it, answering a Question, RSVP-ing to an event, etc...) or simply click on some other area of your post (“OtherClicks”). 33
  • 34. Marketing your business on Facebook ContentsConcept of Owned, Earned and Paid mediaThe key to “Paid Owned and Earned” is understanding the way that due to Facebook’s edge ranking algorithm. This takes intothe three different areas work together and integrated planning account how often that follower has Liked your posts in the past,/ execution across these three different elements can deliver how active your company is on Facebook, how recently the postenhanced marketing effectiveness. Nothing exists alone now. Paid was made, and what type of post it was (text, video, or photo).can drive Owned which can then drive Earned, but there are many So how to do you up that percentage? Facebook ‘s Reachdifferent ways with which Paid Owned and Earned can be linked Generator that guarantees coverage to at least to 70% reach of all your Likes. That’s a dramatic increase. Alternately, you can go it on foot and take the time to really focus on getting more engagement from your followers by posting more interesting content on Facebook and generating genuine rapport there. Integrating Paid and Earned Media Let’s say you’re a thought leader in your field. You spend the time to create quality content and many are beginning to take note of it. Your earned media is going to come from these influencers sharing your content on their site to all of their friends. Repetition is key, here. The more users see your company / brand connected to things they like the more likely they are to check you out.Owned media is a channel you control. There is fully-ownedmedia (like your website) and partially-owned media (like Owned, Paid, and Earned media are each special in their ownFacebook fan page). way and approach your customers and potential customers from different angles. Owned media toots your own horn, and well“Earned media” can be most easily be described as the result of it should. Your Owned media spaces, both fully and partially-paid and owned media — you buy a Super Bowl ad (paid) or you owned must present a consistent voice and brand, and reinforcerun a promotion on your brand’s Facebook Page (owned), and who you are and what your message is. When it comes to paidthen and then people in the media talk about it (earned). media, there’s nothing wrong for paying for exposure to the kinds“Paid media”, also known as bought media, is all the stuff you of customers you know will help your business grow. Earnedcommission: ads, sponsorships, paid search campaigns, etc. media has to be just that, earned. It’s vitally important to keep up positive, mutually-beneficial relationships with influencers whoIntegrating Owned and Paid Media will help you to spread the word about all the good, cool stuff your company is churning up. For your target audience, hearingFacebook is a very valuable partially-owned media space. You positive things about your company from a source they alreadyhave the opportunity to easily and frequently update your know and trust is priceless.followers on the day-to-day happenings of your company aswell as gear up and release new content for your marketing The bottom line here is these three types of media aren’tcampaigns. Your updates show up on your current followers’ mutually exclusive. Here are just a few ways they integratenewsfeeds, they Like it, and pass it along to their friends. and build off of each other, but there are scads more that willHowever Facebook Marketing Classroom(fMC) revealed that only work uniquely for your company and the product or service youabout 16% of your feeds show up on your followers’ newsfeeds provide. 34
  • 35. Marketing your business on Facebook ContentsPromoted postsEvery business has different goals, and we encourage you to promote posts when you’d like to reach a greater number of thepeople who like your Page and their friends. We’ve seen that people have found success when they promote these types of posts: Vibrant photos and videos: People tend to respond to bright, simple and attention-grabbing images, particularly of people using your product or service. For example, you could promote a photo of new products you want to sell. Keep in mind that your Page’s profile picture will show up next to your promoted post so everyone knows it’s connected to your business. Offers: Promoting an offer can help increase the number of people who see and claim your offer. This can help to drive more people to your business and increase engagement on your Page. Exclusive events or news: Promoting posts with exclusive content gets people to talk about your Page and share your posts with their friends. This could be a daily special on the menu, an in-store event or the launch of an upcoming product. Questions: Promoting a question tells people that you value their opinion. For example, you could promote a question asking people to vote on a new product or service, which encourages people to have a direct impact on your business decisions.How?- Use page post adsWith Page Post Ads, you can now turn any Page post into a Facebook Ad, with all the flexibility and rich targeting of standardFacebook Ads. Additionally, they have a bold new design that is larger than other formats, with features that are more social andmore engaging than standard Ads.At this time, you’re able to boost six different types of Page posts: video, photo, link, question, event, and text. Make sure you testeach of them understand which one is driving the highest engagement: 35
  • 36. Marketing your business on Facebook ContentsOffersCreating offers on Facebook is an easy way to encourage sharing between your fans and their friends, which creates stories thatcan be seen in the news feed on both desktop and mobile.Facebook Offers can help you:1. Drive people to your business2. Reach new people and engage your most loyal customers3. Get discovered as people share your offer with friendsTo get started create your offer from the composer on your page following these steps:1. Go to your Page2. From the sharing tool at the top of your Page’s timeline, click Offer, Event + and then click Offer 36
  • 37. Marketing your business on Facebook Contents3. Type a strong headline for your offer, ex. “Buy one pair of socks, get another pair free.”4. Upload a photo for your offer that will stand out in thumbnail size5. Choose to limit the number of claims by clicking Unlimited and selecting a number from the dropdown6. Set an expiration date by clicking today’s date and clicking a different day in the future7. Add terms and conditions of your offer8. Click Preview9. Review what your offer will look like, then click Post If you want to make changes to your offer when youre previewing it, click Edit to go back and make changes.Guidelines on Offers Offer quality most important (incl. targeting) Make offers exclusive to facebook Only admins of some Facebook Pages are currently eligible to Images should be colorful and simple create offers. If you have more Offer text should be short with call to action; leave marketing jargon questions about offers please go Pin post to top of Page to - https://www.facebook.com/ Don’t post again for next couple of days help/search/?q=offers Set longer expiration dara but maximise most of the budget in the first 3 days Re-share post every 3 days; do NOT post a new one Heavy-up on news feed delivert as much as possible, and utilize CPM to optimize against offer claims MUST include “Claimed” Sponsored Story 37
  • 38. Marketing your business on Facebook ContentsChapter 5: InfluenceWhat should you achieve in Influence?We are evolving from ads to stories because when people interact with your Page, their friends can see it in their news feed as astory. Thus, you can expand your audience by promoting stories about people engaging with your Page / brand! Here we would likeintroduce to you “sponsored stories” and emphasize with this are you able to achieve the following: Reach and engage fans and influence their friends. Have the voice of the brand or a friend who has interacted with the brand. Tells a story about a friend interacting with your brand, such as a check-in or page like Appear on the right hand side or in the news feed on the homepage and also news feed in mobileHow does Sponsored Stories work?Sponsored Stories are posts from your friends or Pages on Facebook that a business, organization or individual has paid tohighlight so there’s a better chance you’ll see them. They are regular stories that a friend or Page you’re connected to has sharedwith you. Run page like sponsored story to reach the friends of your fansSponsored stories ensure that more people see when their friends have interacted with your business on Facebook. They can showin the news feed on desktop and mobile, and in the right hand column of Facebook.There are two main types of sponsored stories you can run. 38
  • 39. Marketing your business on Facebook Contents Measure your results It’s important to keep track of how your sponsored stories are performing so you can make the adjustments necessary to achieve your goals. Page Insights are the analytics for your Page but they’ll help you understand your audience and the content they respond to. Ads manager has info about your ad performance so you can learn the best ways to reach your target customers. As mentioned in earlier chapters, do check your insights regularly. Encourage fan participationCreate fun, engaging conversations with clear calls-to-action.Ask questions and reward responses. If someone postssomething you love, repost it and respond personally to them.Allow your fans to post directly to your wall with questions,feedback and compliments. Promote your most engaging and important post to your fans to spark engagement and then run sponsored storyMake sure your fans see your Page posts. Promoted posts allowyou to easily boost your most important posts as sponsoredstories in the news feed for up to three days. This will help youeasily reach more of your fans and their friends right from thePages composer.While the best way to have your posts seen is to publishcompelling content that people will engage with, PromotedPosts is a quick and easy way to increase the potential reach ofyour posts. 39
  • 40. Marketing your business on Facebook ContentsPromoting your post will increase the number of fans you reach over a three day period. Fans will seeyour Page post as a sponsored story in their news feed on desktop or mobile. Promoting your postincreases the likelihood that people will read your message and engage with your business. Use different sponsored story types:Page Like Someone likes your Page directly from Facebook or from the Like Box on your website at any point in timePage Post Like One of your fans liked one of your Page Posts in the last seven days.App Used and Game Played Someone used your App or played your Game at least twice or for at least 10 minures in the last monthApp Shared Someone shared a story form your App in the last seven days Someone checked in and/or claimed a deal at one of your claimed Places inCheck in the last seven days using Facebook Places. Someone liked a piece of content on your website using the Like button,Domain shared a piece of content from your website using the Share button, or pasted a link to your website in his status update in the last seven days. 40
  • 41. Marketing your business on Facebook ContentsUsing Page Insights to measure your Sponsored StoriesIt’s important to keep track of how your sponsored stories are performing so you can make the adjustmentsnecessary to achieve your goals. Page Insights are the analytics for your Page and they’ll help you understandwhat works and what doesn’t.As similar to when you first built ads to grow your fan base in the Engage section, determine your adobjectives and target audiences for Sponsored Stories. Build multiple ads and:Review your Ads Manager regularly to: See which sponsored stories are working See which messages and targeting are working Refine and replace with most engaging storiesWe would strongly recommend to always have Page Like Sponsored Stories always turned on. Whensomeone becomes a fan of your Page, this may show up in the newsfeed of some friends of that person.Again, due to the dynamic nature of news feed, many friends might miss this story. 41
  • 42. Marketing your business on Facebook ContentsConclusionAt Facebook we believe businesses will be better in a more connected world. That’s possible because we connect over 900M peopleand their friends to the things they care about, using social technology that drives business growth. Facebook Pages are where youconnect with people. As such, you should focus on publishing content to your Page that people will want to engage with and sharewith their friends. Again, here are the overall 4 steps you should follow: 42

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