1
Telling stories with
2
EVERY BRAND
TELLS A STORY
WHY?
MODERN PR
4
A BRAND’S STORY
STARTS
ON FACEBOOK
5
PAG
E
STORY
AUDIENCE
FANS FRIENDS
6
YOUR PAGE
• Brand identity
• Target audience
• Customer care
• But most important:
Engaging story
7
WHAT MAKES AN
ENGAGING STORY?
ENGAGEMENT CHECKLIST
8
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objectiv...
ENGAGEMENT CHECKLIST
9
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objectiv...
ENGAGEMENT CHECKLIST
10
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objecti...
ENGAGEMENT CHECKLIST
11
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objecti...
ENGAGEMENT CHECKLIST
12
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objecti...
ENGAGEMENT CHECKLIST
13
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
Measurement
ENGAGEMENT CHECKLIST
14
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
Measurement
CREATE A DIFFERENT STORY
THAN ANY OTHER BRAND
15
Objective
16
VOICE
CREATE YOUR OWN CONSISTENT VOICE
Tone of
voice
17
PEOPLE SHARE:
 To make life easier
 To build relationships
 To help others
 To show a lifestyle
Type of content
18
OPTIMIZATION:
 Short messages
 Call-to-action
 Visual
 Timing
Optimization
19
Ads and Sponsored
Stories
1. Facebook standard ad as it appears on
the right hand side of Facebook
2. Facebook page lik...
20
Ads and Sponsored
Stories
3. Sponsored
post as it
appears in
the news feed
21
Ads and Sponsored
Stories
4. Facebook
mobile app
install ad
22
Ads and Sponsored
Stories
6. Facebook
sponsored search
result
23
Ads and Sponsored
Stories
Targeting v1
24
Ads and Sponsored
Stories
Targeting v2
25
Measurement
Key metric: Reach
26
Measurement
Key metric: Engagement
27
NOW WHAT?
28
 Look for your client’s story
 Create a content strategy
 Develop a content calendar
 Define roles/responsibilities
29
QUESTIONS?
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Telling stories with Facebook

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Facebook marketing.

How tot tell engaging stories via Facebook.

Gijs Moonen
LEWIS Pulse

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  • Whatpeople share:To make life easier: tips/tricks, advice, discoversomethingnewsRelationships: reward fans (fan onlypromotions), entertainmentHelp others: Askfor feedback, enable/encourge fans to help eachotherandtheirfriendsExpress who I am
  • Telling stories with Facebook

    1. 1. 1 Telling stories with
    2. 2. 2 EVERY BRAND TELLS A STORY
    3. 3. WHY? MODERN PR
    4. 4. 4 A BRAND’S STORY STARTS ON FACEBOOK
    5. 5. 5 PAG E STORY AUDIENCE FANS FRIENDS
    6. 6. 6 YOUR PAGE • Brand identity • Target audience • Customer care • But most important: Engaging story
    7. 7. 7 WHAT MAKES AN ENGAGING STORY?
    8. 8. ENGAGEMENT CHECKLIST 8 Objective Tone of voice Type of content Optimization Ads and Sponsored Stories What is the objective? • Information • Entertainment • Activation
    9. 9. ENGAGEMENT CHECKLIST 9 Objective Tone of voice Type of content Optimization Ads and Sponsored Stories What is the objective? • Information • Entertainment • Activation Which tone of voice works best for your audience? (fan demographics)
    10. 10. ENGAGEMENT CHECKLIST 10 Objective Tone of voice Type of content Optimization Ads and Sponsored Stories What is the objective? • Information • Entertainment • Activation Which tone of voice works best for your audience? (fan demographics) Which type of content to use for a story?
    11. 11. ENGAGEMENT CHECKLIST 11 Objective Tone of voice Type of content Optimization Ads and Sponsored Stories What is the objective? • Information • Entertainment • Activation Which tone of voice works best for your audience? (fan demographics) Which type of content to use for a story? Check how and when fans normally share your content
    12. 12. ENGAGEMENT CHECKLIST 12 Objective Tone of voice Type of content Optimization Ads and Sponsored Stories What is the objective? • Information • Entertainment • Activation Which tone of voice works best for your audience? (fan demographics) Which type of content to use for a story? Check how and when fans normally share your content Does your story needs commercial support for maximum reach?
    13. 13. ENGAGEMENT CHECKLIST 13 Objective Tone of voice Type of content Optimization Ads and Sponsored Stories Measurement
    14. 14. ENGAGEMENT CHECKLIST 14 Objective Tone of voice Type of content Optimization Ads and Sponsored Stories Measurement
    15. 15. CREATE A DIFFERENT STORY THAN ANY OTHER BRAND 15 Objective
    16. 16. 16 VOICE CREATE YOUR OWN CONSISTENT VOICE Tone of voice
    17. 17. 17 PEOPLE SHARE:  To make life easier  To build relationships  To help others  To show a lifestyle Type of content
    18. 18. 18 OPTIMIZATION:  Short messages  Call-to-action  Visual  Timing Optimization
    19. 19. 19 Ads and Sponsored Stories 1. Facebook standard ad as it appears on the right hand side of Facebook 2. Facebook page like ad as it appears in the news feed
    20. 20. 20 Ads and Sponsored Stories 3. Sponsored post as it appears in the news feed
    21. 21. 21 Ads and Sponsored Stories 4. Facebook mobile app install ad
    22. 22. 22 Ads and Sponsored Stories 6. Facebook sponsored search result
    23. 23. 23 Ads and Sponsored Stories Targeting v1
    24. 24. 24 Ads and Sponsored Stories Targeting v2
    25. 25. 25 Measurement Key metric: Reach
    26. 26. 26 Measurement Key metric: Engagement
    27. 27. 27 NOW WHAT?
    28. 28. 28  Look for your client’s story  Create a content strategy  Develop a content calendar  Define roles/responsibilities
    29. 29. 29 QUESTIONS?

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