10 STEPS TO FACEBOOK SUCCESS
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KEY FACEBOOK METRICS
24 million Brits use Facebook every day
83% of them use their mobile or tablet (20 million)
50 million Pages exist on Facebook
Pages make on average 36 posts per month
On average each user Likes 40 Pages
10 million apps exist on Facebook
4.5 billion Likes are made each day
Users spend on average 8.3 hours each month on Facebook
The average visit session lasts 20 minutes
1: FACEBOOK ADS - PROMOTED POSTS
Page posts are often seen by a little as 16% of fans.
With the help of promoted posts you can change this!
Magic formula for promoted posts: clever messaging,
great visual, all tied back to a great piece of content
Ensure you post image/video content & tie in specific
Start with the smallest budget & work yourself to
bigger budgets. You can always pause the promotion!
#myclevertip: Use promoted posts to reach mobile users.
Remember traditional ads don’t appear on mobile devices.
#myclevertip: Pin your promoted posts to the top of your
#myclevertip: Questions: include people in your decision
making by posting and promoting a question. They will
appreciate your interest in their opinion and your trust by
engaging with your page.
2: FACEBOOK ADS - MOBILE ONLY
A whopping 83% of daily active UK users are
Cost per click for mobile ads is approx. 30% cheaper
than non-mobile ads.
Mobile beats desktop placement by a 3 to 1 ratio!
While Facebook might show seven ads per page on
the desktop, mobile news feed ads have 14x higher
CTR than desktop ads.
#myclevertip: Play around with different targeting
combinations to reach the maximum numbers of
users through mobile as Facebook won’t allow you
to hammer a small audience with high no. of ads.
#mycleverfact: Android outperformed iPhone &
Blackberry with a CTR of 1.23%, compared to 0.76%
a piece for the other two. (62% increase)
3: EMBEDDABLE POSTS
Facebook announced that they are finally allowing posts
from the site to be embedded on other websites. This has
Reach - Believe it or not, not everyone is on Facebook!
When an article in a newspaper, or on a blog links to a
Facebook post, people not members of Facebook, are
unable to read it and will miss out on the content provided
by that brand. With embedded posts however, they are
able to see the content whether they are a member or not.
Engagement – Embedding posts into a blog post or other
website will allow people to engage and interact with
these posts off platform, increasing the engagement rate
they may have got otherwise, should a post just have been
published on Facebook.
4: FACEBOOK HASHTAGS
Hashtags turn topics and phrases into clickable links
in posts on your personal timeline or your Page, and
help people find posts about topics they’re
Facebook have also been testing a feature very
similar to Twitter called ‘trending topics’, and some
users will be able to find this on their News Feed.
#myclevertip: Ensure all campaigns have a custom
hashtag to monitor conversations and discussions. It’ll
also help with any customer service issues.
#myclevertip: Ensure your hashtag is the same across
all platforms for consistency.
5: MOBILE FRIENDLY FACEBOOK APPS
24m daily users access in the UK access Facebook via
their mobile, that’s over 83% of the daily audience.
Facebook does not support custom apps on mobile
browsers. Users on mobile devices who attempt to
access an app from its Facebook URL (e.g. http://
redirected to the Timeline of the Facebook Page that
app is installed to.
Facebook does not display the thumbnails of custom
apps installed to Pages on its mobile site.
#myclevertip: Create mobile friendly, responsive apps
especially for mobile users
#myclevertip: Pre-populate form-fields within
a mobile friendly Facebook app to increase
conversions, sign ups & engagement.
#myclevertip: If you’re running mobile ads remember
to have a compatible site or app.
6: FEEDBACK NEWSFEED - DEATH TO EDGERANK
The average user’s News Feed has around 1,500
possible stories filtered through per day, according to
Lars Backstrom, engineering manager for Facebook’s
News Feed ranking. But only 20% of them actually
make your feed.
Facebook’s goal is to introduce a ‘custom newspaper’
highlighting the stories a user will find most
interesting, hence the death of Edgerank their
Within the new newsfeed comes the new algorithm
– each story is assigned a score, placing the highest
scores at the top of the feed.
These scores are determined by a number of factors,
such as relationship with the users, number of shares
and comments, along with the number of likes that
story has accumulated.
7: AD PLATFORM – OBJECTIVE BASED AD BUYING
Advertisers can now choose from a number of
objectives when selecting ads. These include driving
clicks to their website, driving app installs or more
click to their website. Once selected Facebook will
then suggest the appropriate ad.
Facebook has also mentioned it’s giving users more
control on where the ad will be located. For example
whether it appears in the mobile/desktop news feed
or right hand column of the site.
#myclevertip: Knowing the location of the ad ensure
you tailor the message accordingly.
#myclevertip: Ensure the copy within the ad is an
appropriate length & the position of a link is suitable.
8: COMPETITIONS – LIKE & COMMENT
Now, promotions may be administered on Page
Timelines and in apps on Facebook. For example,
businesses can now:
- Collect entries by having users post on the Page or
comment/like a Page post
- Collect entries by having users message the Page
- Utilize likes as a voting mechanism
As before, however, businesses cannot administer
promotions on personal Timelines. Remember ‘share’
is still not an entry mechanic a brand can use.
#myclevertip: Be careful with analysis of likes as
these types of competitions may devalue ‘likes’ and
page engagement rates
#myclevertip: Although Timeline competitions can
be effective there are two major limitations i) you are
not collecting consumer email addresses ii) likes and
comments are often not shared with connections in
the same way as a share would be
9: TIMELINE BANNER – NO MORE 20% RULE!
Facebook has updated it’s page guidelines which now
allows brand pages to update their timeline banner to
include more than 20% text.
#myclevertip: Use a unique image that represents
the page and brand. Remember to be creative and
include a CTA to either a campaign or Facebook app.
#myclevertip: Still keep copy to a minimal to ensure
your page reflects the brand. Too much copy may
retract from your focus.
#myclevertip: For images with your logo or text
content, you may get a higher quality result by using
a PNG file.
1 0 : G r aph S ea r ch F o r B r ands
Facebook introduced Graph Search back in January
2013 and brands have yet to master to new addition
to the platform.
Graph Search allows you to combine phrases (for
example: “my friends in New York who like Jay-Z”)
that return a set of people, places, photos or other
content that’s been shared on Facebook.
#myclevertip: Be more proactive with integration of
Facebook into traditional marketing schemes. A user
could type ‘bars my friends like in London’ a receive a
list of businesses they’ve liked, checked in etc.
#myclevertip: Ensure the brand information is correct
and complete. Businesses should pay particular
attention to their address fields, categories, and
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