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Face Book Best Practice


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Facebook best practices for companies

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Face Book Best Practice

  1. 1. By Steven Duong
  2. 2. Facebook Campaigns Company needs to be transparent Have more conversations Have more interactions Build deeper relationships – can leverage people in your Facebook to “talk amongst themselves”
  3. 3.  If there is an issue/problem it should best be resolved quickly and accepted rather than being hidden or worst lied about Trust and honesty is important; an un-transparent company can end up failing through social media Upload videos/photos
  4. 4.  Integrating all the marketing into a single message (website, email campaigns, Facebook, Twitter, tradeshows, LinkedIn) Add Twitter, LinkedIn and Facebook link to ALL marketing pieces
  5. 5.  Consider Facebook Ads – can be target to be display to specific demographics, although there is a fee involved Get more Facebook page fans Encourage more “Likes” on Facebook site Facebook posts shouldn’t be aggressive as other marketing arenas such as email campaigns
  6. 6. Getting more “Likes” Need to do cool and new things to get people “Like”ing and becoming fans1. Video clips/photos2. Weekly tips3. Contests4. Links to other videos and/or inspirational articles/information
  7. 7. Strategies with Facebook What is the goal with Facebook marketing? What are the steps to reach it? How to incorporate with other marketing tools?
  8. 8. Awareness Breakdown all Facebook marketing tools and Interest find out which Marketing Funnel Marketing Funnel Google Search Info Gathering they apply for with the organization Evaluation Inquiry Purchase Referral
  9. 9. Reaching Potential Clients Reach the right people - who are your clients/customers? With the right message – strategize on just what message your company wants to communicate to clients/customers At the right time With the right offer – what are you offering? Remember you are NOT directly selling on Facebook
  10. 10.  What makes your organization unique? And how do you leverage that? When users type in keywords in their search, does your organization come up in the first five spots? Your Facebook site needs to show your expertise, uniqueness, speciality and dedication Think about doing Facebook Ads to target specific groups – understand that you would need to do various experimentation and tweaking with your ads
  11. 11. Fan Marketing in Facebook When ad viewers click “Like” on your ad, they immediately become fans and will start seeing your page posts on their news feed Engage your readers with your page post. Make them want to “Like” and comment on it
  12. 12.  Acceptable cost per click = profit per sale x Conversion rateNOTE:Only 1% of people will do what you ask them to do onlineIf you get at least 1% you are doing OK. Greater, then youare doing great, lesser, then something is wrong.FYI: only 1% of people on the internet create content, 9%edit/modify content and 90% read/view without contribution
  13. 13. 5 Steps of Optimization Clarify what your goal is Find a way to measure your goal Look at your starting point Test tactics that move you towards the goal Check to see what works/what didn’t, then adapt
  14. 14. Quantify the Goal with a KeyMetrics Define the goal Define which metric will measure your progress towards that goal Set a target number you want to achieve
  15. 15. Facebook Marketing Metrics Facebook Ad Metrics1. Cost per click2. Click through rate (CTR)3. Cost per impressions4. Total number of impressions5. Amount spend
  16. 16.  Facebook fan growth metrics1. Fans added per day2. Cost per fan3. Click through rate (CTR)4. Action/connection rate
  17. 17.  Facebook posting metrics1. Impressions per post2. Feedback rate3. Comments per post4. Likes per post
  18. 18.  Feedback web results metrics1. Click through rate from post to website2. Bounce rate of Facebook ad or post traffic3. Conversions rate of Facebook ad or post traffic4. Time on site for Facebook ad or post traffic
  19. 19.  Facebook is not about the company, but its fans – symptoms of selfish marketing1. Using corporate/industry jargons2. Disinclination to better understand the potential customer3. Believing anyone in the company is the best example of your target customer4. Obsession with the artistic/creative parts of marketing5. Lack of interest in measuring results6. Inability to change strategies, even when they are not working
  20. 20.  Facebook users want to be interrupted and this is a huge opportunity for the marketer
  21. 21. A.I.D.A Attention, Interest, Desire, Action The desire phase is critical in Fan Marketing of Facebook. You use Facebook posts to turn your fans into fanatics. And you create raving fans by selling the dream People buy with their emotions and justify the purchase with logic1. Make sure you are having an emotional impact!2. What “benefits” are you offering? Better yet, what “dream” are your providing?
  22. 22. 12 Things People Dream About1. Awe 7. Fun2. Belonging 8. Love3. Choices 9. Luxury4. Connection 10. Relaxation5. Free time 11. Security 12. Simplicity6. FreedomFind which are your customers’ dream and connect it to youroffering and you’ve connected with them on the deepest level– this is a competitive advantage
  23. 23. Where is Facebook in theMarketing Funnel? One of the biggest objection for Facebook marketing is the assumption that social users are not looking to buy. While its true that they might not be ready to do the purchase, Facebook marketing brings them aware of the product and helps to establish branding and familiarity of the users to the company or product. So when they are ready to make the purchase, the company will not require as much time and money to get the customer because of the relationship that already has been establish
  24. 24. Facebook Ads Anatomy1. Destination – where the user will go when click2. Body – the text of your ad3. Image – 110x80 pixels4. Target 1. Location 2. Demographics 3. Interests/categories 4. Connections 5. Advanced demographics 6. Education & work
  25. 25. 5. Campaign Name and Budget6. Schedule7. pricing
  26. 26. Fans on Facebook Always look for quality and not quantity # of fans Wrong fans = bad ROI Target right people in order to achieve profitability Too many wrong fans can 1. Conversion of fans will be much lower 2. Produce inaccurate statistic results
  27. 27. Getting more “Likes” andComments Most fans never return to a page after they like it Most posts by pages are seen by less than 10% of their fans Many fans will never see your welcome tab When fans create new posts on your Facebook page, other fans don’t see them
  28. 28. Newsfeed Page Most fans experience Facebook through their News Feed The News Feed is set by default to Top Posts, which means Facebook uses its Edge Rank and Graph Rank algorithms to show people the stories it thinks they will be interested in It knows people’s interest by keeping track of what posts people like and comment on When fans no longer sees your post, its hard to get them back Always engage your fans!!!1. Asking polls and questions2. Placing interesting comments for them to view and like
  29. 29.  If you don’t get fans to “Like” and comment your posts; in the end they will stop seeing them New friends and newly liked pages are shown to your fans for a while, but if you don’t interact with them, you will stop seeing posts from them
  30. 30. Post Metrics and Benchmarks Administrators see extra data about each post that fans don’t. These are:1. Impressions – how many times the post was shown2. Feedback – how engaging was the post. Generally you want 1% or higher. However, it can be skewed. For example you can have a really high feedback rate, but that’s only due to an extremely low impression
  31. 31. Formulas for Posts To get likes, say “Click Like if…” and keep the second part simple1. This is very simple formula. Its all about whether people agree with you. So choose something that is 70%-90% agreeable, such as “Click like if you believe in love”
  32. 32.  To get comments, ask a question or say “Tell me in the comments below…” followed by whatever you want to know1. Best questions to use are open-ended ones To get clicks to your website or blog post put the URL in the update and say, “Click this link…” and tell them why1. Remember to make the titles attention grabbing and interesting These are all Call-to-Actions
  33. 33. Qualities of a Successful Postsare: Has 1% feedback rate or more Has 50% or more impressions compared to fans Is attention grabbing Is something 90% of your audience cares about Asks for likes or asks a question Fits the demographics and geographic location of your fan base Contains no-brainer texts Sells the dream Based on what your learn from ad testing
  34. 34. Bad Posts are Feedback below 50% Impressions are less than 30% of fan base Not understanding audience Posts that 95% of the audience don’t care about Promote things that very few people cares about Photos without captions or call to action
  35. 35. Learning From Previous Posts Administrators can access Insights of their last 10 posts to review how many impressions they got and the feedback rate. Use these information to view patterns and analyze behaviour
  36. 36. Engagement Milestones Getting 1% feedback regularly People posting spontaneously on your page Fans seeing and posting on fan page posts
  37. 37. By Steven Duong