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mycleveragency Facebook whitepaper pre-release 2014

Tips for using Facebook as a marketer in 2014

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mycleveragency Facebook whitepaper pre-release 2014

  1. 1. Pr r eel ease 10 STEPS TO FACEBOOK SUCCESS 2 0 1 4
  2. 2. 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 Sources: Facebook Socialbakers EdgarOnline Jeff Bullas Techcrunch
  3. 3. 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 or offer. Ensure you post image/video content & tie in specific country targeting. 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 Facebook page. #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.
  4. 4. 2: FACEBOOK ADS - MOBILE ONLY A whopping 83% of daily active UK users are mobile users. 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)
  5. 5. 3: EMBEDDABLE POSTS Facebook announced that they are finally allowing posts from the site to be embedded on other websites. This has several advantages: 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.
  6. 6. 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 interested in. 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.
  7. 7. 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:// are 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.
  8. 8. 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 previous algorithm. 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.
  9. 9. 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.
  10. 10. 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
  11. 11. 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.
  12. 12. 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 “place subcategories.”
  13. 13. 100% OF YOUR SOCIAL CHANNEL COVERED @mycleveragency