The document provides information on Facebook marketing strategies and best practices. It discusses: 1) Current social media trends like new video promotion methods, emerging platforms, social commerce, and increased mobile activity. 2) How to use Facebook for brand awareness, connecting with clients/prospects, increasing leads and sales, and customer support. 3) Strategies for Facebook profiles versus pages, organic versus paid marketing, engaging post types, video strategies, targeting audiences, and analyzing Facebook analytics. 4) Best practices like having an overall strategy, being engaging and personal, using hashtags strategically, monitoring insights, leveraging photos and Facebook ads.

1. 101
Facebook Identity For Success
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Dinesh Babu Pugalenthi
www.dineshbabu.asia

2. 1
Discussion OnUnderstanding Social Media Marketing using Social influence theory
& its Current Trends
Reason behind the Upswing of social media marketing in India ?
Social Media Business Ecosystem Decoded- How can you fit Social
Media from different business perspective
Can Facebook Marketing take your business to next level ? Pros &
Cons ! What you Must know !
Facebook page VS Facebook Profile
Organic & Paid Marketing in Facebook
Facebook Marketing - Common Mistakes
Interpreting Facebook Analytics and insights
Building your brand on Facebook
Implications of Attention economy over Facebook marketing
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3. 1
Brand
Awareness
Connect
& Engage
with
Clients &
Prospects
05
Overview - Social Media Marketing
“Social media
marketing is a
marketing strategy to
improve traffic & brand
awareness using social
sites.”
Increase
Leads &
Sales
Customer
Support

4. 1
Interact
Social Influence Theory
“Social influence is defined as change in an individual’s
thoughts, feelings, attitudes, or behaviours that results
from interaction with another individual or a group.”
Listen
Engage
Influencer
Credibility
Bandwidth
Target
Relevance
Timing
Alignment
Confidence
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5. 1
Current Social Media Trends
Novel Video Promotion Methods
New Platforms Emerging
Social Commerce
Mobile Activity Continues to Rise
Investing in Social Advertising
Wise Content
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Social media is becoming a mainstream
business tool.

6. 1
Reason behind the Upswing of social media marketing in India
India - World's 7th Largest Internet Market growing at
11.2% : ComScore
These are 21 million people in India who are estimated to
visit social media sites regularly which is 60.3% of the total
active Indian Internet audience.
More than 90% of Indian online users belong to 18-45 age
group which has high purchase power and high disposable
income.
A typical Social media site visitor in India spends 110.4
minutes on the site and makes 10.4 visits per month to a
social network.
The Social Media Websites in India are growing by almost
100% year after year.
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7. 1
Know what your consumers are
speaking about you.
Online Reputation Management
Set up campaigns to make it go
viral
Word of Mouth Marketing
Engage customers for
experiential marketing
Interactive Marketing
Let your consumer interact and
be available for you at universe
of your own
Consumer Community
Combine customers and experts
Collaboration
24/7 support and problem solving
Customer Service
Social Media Business Ecosystem Decoded
Know trends, customer insights,
obtain reviews and opinions
Research 2.0
Get benefitted from user generated
contents and intelligence
Collated Ideas
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8. 1
How can you fit Social Media from different business perspective
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Promote Products or services
Build brand awareness and gain authority
B2B Targeting and reaching companies
Customer Support
Target specific demographics & interest groups
Connect with Existing clients

9. 1
Why Facebook Marketing
Facebook has reached over 2,000,000,000 users
worldwide. That's one billion users on the Internet.
So if Facebook was a country, it would be considered
the THIRD biggest country in the world.
Facebook is also a powerful network for driving
visitors to a website. A recent Sharaholic report
revealed that Facebook, on average, drives 25% of all
social referral traffic.
Facebook is a destination for news, trends, shopping,
and entertainment. It is consider as Personalized
Newspaper
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"We don't build services to make money;
We make money to build better services.“
- Mark Zuckerberg

10. 1
Facebook - Pros & Cons
Accessible information
Targeted advertising
Link your Facebook page with your
business website
Enhances social skills
Availability of Facebook applications
PROS
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11. 1
Requires a strong reputational management
Lots of commitment
Frequent Monitoring of your page
Advertising budget is required
CONS
Facebook - Pros & Cons
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12. 1
Facebook Profile VS Facebook Page
• Non-commercial use
• Represent individual people
• Personal account on
Facebook.
• Connect friends and family
members.
• Communicate on a personal
level, and share photos,
videos, and life updates
• Represents a company or
organization.
• Allows businesses to promote
specials and contests to
followers who have engaged
with their page by “liking” it
• Facebook advertisements
offer unique tools for
businesses, brands and
organizations
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13. 1
RECIPROCATION - SIMPLY PUT, IT’S ABOUT GIVE AND TAKE.
Don’t be too self-promotional
Use the 80/20 rule. Connect with others in your industry and share what they have to offer
When you’re genuinely interested in sharing and engaging with your community, it shows. Others will be more likely to gravitate to your
brand
RESPECT - TREAT OTHERS THE WAY YOU WOULD LIKE TO BE TREATED
With the immediacy and transparency of the social web, we are an extension of our brand. People will make judgement calls based on
the limited information they see
BE POLITE, SHOW APPRECIATION AND VALUE OTHERS. AGAIN, ADD VALUE!
You don’t have to agree with everyone but you don’t want to lash out either.
Build relationships across your social networks before you actually need them.
RELIABILITY
Set expectations early on. (Timing, behavior, rules, etc.)
If you make a promise keep it. (Appointments, customer service, your word)
Do’s and Don'ts's
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Anatomy of Perfect Facebook Post
Include a link
If you post your updates
when only few others are
posting (non-peak), your
updates stand a better
chance of making it
through the News Feed
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40 characters or
fewer
Include an image or
video
Include people,
pets, kids in image
or video
Includes Hash tags and
exclamation enthusiasm
Include Call-
to-Action
Follows other
posts
Regularly
Use Tags

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Engaging Post Ideas
(Which Posts Gets Most Engagements)
 Images: Infographics, Memes,
Cartoons, behind-the-scenes, etc.
 Videos
 Interactive Media
 Polls
 Quotes & Tips
 Facebook Offer, Coupons
 Milestones (with Gratitude)
 Informative Notes
 Interviews (of Influencers)
 Contest, Competitions,
Interesting Challenges
 Free resources, freebies
 Guest Posts
 Blog Series, Storytelling
 Ask a Question, Quiz
 Topical, Trendy Questions
Engaging Post Ideas
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16. 1
Facebook Video
 ComScore found that, for the first time Facebook had more
video views than You Tube on desktop last year
 Facebook has over 4 billion daily video views
 The average FB user watched 75% more videos this year
compared to last year
 Photo posts reach 14 % of brands audience on average,
text only updates reach 4%, and video posts reach as much
as 35%.
TIPS
 30% more users click to play a Native video
 Add call-to-action buttons during the video or at the end
 Short Videos drive Better engagement
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17. 1
Facebook Edgerank
CREATE ENGAGING CONTENT
USE CALLS TO ACTION
POST LINKS, PHOTOS, AND VIDEOS FREQUENTLY
KISS: KEEP IT SHORT AND SIMPLE
BE VISUAL
BE RELEVANT
AVOID ATTRACTING LIKERS WITH LOW AFFINITY
FOLLOW RULES
Factors that tells Facebook
which post to Show in
Newsfeed
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18. 1
Facebook Advertising
Various objectives of
Facebook advertising
Ads that boost your posts & increase likes,
comments, share, video plays and photo views
Ads to build your audience on Facebook
Ads to encourage people to visit your website
Ads to promote people to take specific actions
on your website.*
Ads to encourage people to install your app
Ads that get more activity on your app
Ads to promote your event
Ads to promote offers you created
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Target Audiences
Location
Demographics
Interests
Behaviors
Connections
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Facebook Re-Marketing
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Facebook Analytics & Insights
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Analytics
Insights

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Facebook Marketing ResearchResearching Audience and Marketing Data
Existing Fan Research
Analyze and research on your existing
audience
• Post Impressions & Reach
• Engaged Users
• Talking About This
• New Likes
• Which posts are performing
and which aren’t
• Where your likes are coming
from
• Who are your fans? Do they
match your target market?
Audience Insights
Custom Audience Research
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23. 1
Timeline : 9 Months
Helps to target right audience ( custom targeting )
Ad campaign :
Type of Ads : Photo Ads & Video Ads
Campaign Name : #ChaloNiklo
Mission : To download Ola’s Mobile App
Type of Facebook Ads :
• News Feed
• Right Column
• Mobile Ads
Target Audience : People Over 21 + Cities Targeting
Insights : Just Five Weeks
• Custom Acquisition Rate = Increased 3 times
• Brand Related Mentions = Increased 4 Times
• Sales Increased = 60%
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Case Study – Ola Cabs How Facebook helped ola to
expand its business?

24. 1
Attention span time dropped from 12 mins to 5 secs in last 7 years*
Explosion of Information = Scarcity of Attention
*(Source: Media Bistro)
Attention Economy over Facebook Marketing
KISS PRINCIPLE
“Keep It Simple and Short”
“Keep It Simple and Straightforward”
Use fewer words to get your message across. For example, ‘in close
proximity to’ becomes near, ‘are in agreement with’ becomes agree,
‘despite the fact that’ becomes although.
Use simple English! No one is going to look up dictionary to get what
you mean.
Address your audience directly. Use focus capturing phrases like “do
you know? “, “Surprised aren’t you? But don’t overdo!
HOW TO KISS YOUR FACEBOOK MARKETING CONTENT ?
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25. 1
You need at least two photos to make your Page recognizable and local: Cover Photo (larger,
rectangular) and Profile Picture (smaller and square)
Cover photo
Building your Brand on Facebook
Cover Photo
Profile Photo
Tell the world what you do
Click on “About” under your cover photo to tell people who
you are and what you do
• Address – a map will be generated
• Short Description
• Long Description
• Company Overview
• Mission Statement
• Contact info (email and phone)
• Website
• Facebook Web Address
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Choose a Classification
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Choose a Classification
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Be Careful with the name selection only once u can change URL

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Complete Basic Information
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Understand ADMIN Panel
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30. 132

31. 1
Measure your Growth
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32. 1
Have a strategy in place – Creating a Facebook page and posting to it, is not the same as
having a strategy.
Be Engaging – As questions, fill in the blanks, interact, use photos that ask questions
Be Personal & Human – Speak in the first person, show respect, show empathy, kill with
kindness
Use Hashtags Strategically – Don’t stuff, not every post, don’t use senseless hashtags, don’t
hijack
Monitor Insights – Think analytics. What’s working and what isn’t?
Use Photos – 53% more clicks, 104% more comments, 84% more click-throughs
Give People A Reason to Be There – Contests, coupons, etc.
Leverage Facebook – Use it to build your email list.
Leverage Facebook Ads – Organic is important but so is investing in your business
Key Best Practices
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33. 1
Posting Irrelevant Content or False information
Creating a Personal Account Rather Than a Business Page
Posting Controversial or Political Subject Matter
Not Tracking Conversions
No Updates over a long period
Inappropriate imagery
Including multiple links or incorrect links
Forgetting to thank the customer
Not Responding to Feedback, Especially When It’s Negative
Facebook Marketing – Common Mistakes
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Other Keywords & Strategies
(Some Facebook Marketing Related Keywords and Strategies)
● Facebook Event Marketing Checklist
● Facebook Community Building (through Groups)
● Local Branding with Facebook
● Subliminal Branding on Facebook
● Video Marketing on Facebook
● Facebook Optimization and Open Graph Optimization
● RSS Feeds and Social Media Blog Integration
● Mobile and Other Device Integration
● QR Codes (Offline or Print to Social Media Engagement)
Facebook Post Scheduling and Post Automation
● Social Media Analytics Tools
More on Facebook Marketing
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35. 1
The world spends over 110
billion minutes on social
networks and blog sites, that
equates to 22% of all time
online!
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