Rtd facebook masterclass presentation

Facebook Masterclass
Why have a Facebook page for your business?
Facebook has the highest number of active users out of any social
media platform. With 1.35 billion people logging on, Facebook has
become the number one tool for communicating with consumers in
a non-obtrusive way.
42% of marketers say that Facebook is crucial to their
marketing strategies. With users spending an average of 1 hour
every day on the site, Facebook page fans are shown to be 79%
more likely to make a purchase than on any other social network.

Defining your business goals to create a strong
social media strategy.
Before you can dive head first into creating your businesses
Facebook page, you need to think about the bigger picture.
Defining the goals of your marketing strategy overall, will help you
determine what you want your Facebook page to accomplish for
your business.
Something to keep in mind is that Facebook is exceptionally good
at two key areas, encouraging brand loyalty and driving traffic back
to your businesses website.

How to assign your page roles
Facebook offers 5 different page roles to help you manage your
page efficiently. It’s important that you understand the restrictions of
each role, so that the right people have the right level of access to
your page.

Admin
Page admins are the overall managers of the Facebook page, they
have the power to:
• Send messages
• Respond to and delete comments and posts
• Remove and ban people from the page
• Publish and edit the privacy of videos & images
• Create ads
• Appoint page roles including other page admins
• View the page insights
• Edit all of the settings of the page including URL and privacy

Editor
Editors are next in line to the admin and can:
• Send messages
• Publish and edit the privacy of videos & images
• Create ads
They can not:
• Assign page roles

Moderator
Moderators keep an eye on the page, they are the customer
service point of your page. They can:
• Send messages
• Create ads
They can not:
• Create or delete posts
• Edit the page

Advertiser
Advertisers can only oversee the advertising for the page, they can:
• Create Ads
• View insights
They can not:
• Edit the page
• Remove or ban people from the page
• Respond or delete comments
• Send messages as the page

Analyst
An analyst only has one function, to keep track of the pages
insights. They can:
• View insights
They can not:
• Edit the page
• Remove or ban people from the page
• Respond or delete comments
• Send messages as the page
• Create ads

Creating the perfect page profile for
your business.
To create the perfect profile for your business, that is both SEO and
consumer friendly, you should make sure you fill out as many of the
fields as possible.
Make it easy to find your page
organically
To help your Facebook page be as SEO friendly as possible, have
at least 3 keywords or phrases for your business that you would
like to rank for. Writing your profile around these terms, will help
your Facebook page to appear higher up in search engine results.

How should you fill out your long and
short descriptions?
Long description:
• Include the keywords you’d like to rank for
• A detailed biography of your business
• What services do you offer
• Your mission statement
Short description:
• Include at least one of your keywords
• General overview of your business
• What services you offer

The added extras of your profile
To give your profile an edge, you should also make sure to:
• Choose a page category that your business falls under
• Fill out your mission statement, what is your businesses core
values
• Your company overview, this should be a brief description of the
services your business offers.
• Add a customer services email, this will discourage consumers
posting negative comments on your page.
• Make sure you add a link to your businesses website.

Know your audience
For your page to be a success with your consumers, you have to
know what your audience wants.
Make sure you have a clear idea of the demographic of your target
audience, what their interests are and what times of day they’re
usually online. Only then can you create content to post to your
page, that your audience will want to engage with, share and
comment on.
As a general rule, most users are online before 9am, 1pm-2pm and
then again 5-10pm.

Keep track of your page data
Facebook insights are your Facebook analytics. Your insights can
tell you which posts are most popular, what times of day your
audience is online, what your page’s audience demographic is and
how many engagements each one of your posts has.
Keeping an eye on your insights will help you evolve and tweak
your Facebook marketing strategy, to help you reach the right users
for optimal impact.

Insights Overview page
The overview page will give you a brief overview of
all of your pages data. It will show you:
• Total page likes and page likes from the past
week.
• Total post reach compared to the previous week.
• Total engagement compared to the previous
week.
• Your 5 most recent posts, what type of posts they
are e.g. video, link etc, who they targeted and
each posts total reach.
• Other pages you are watching the activity for,
could be competitor pages or other pages you
manage.

Insights Likes page
The likes page will give you a look at your page
likes, not your post likes. This page will tell you:
• A customisable date range.
• Total page likes graph
• Net likes line graph
• Where your page was liked from e.g. Directly on
your page, on mobile or through a promoted
post.
This page will show you if you are gaining likes at a
steady rate, any spikes in likes or any sudden losses
of page likes.

Insights Reach page
The reach page will show you:
• How you reached your audience, either
organically or through your paid advertising.
• A line graph of how many likes, comments and
shares your posts have received.
• How many users have hidden, reported your
posts as spam or unliked your page.
This page will give you an insight into how people
interact with your page. It will show you any spikes in
likes or any sudden drops in page unlikes, to help
you identify any particularly good or bad content.

Insights Visits page
The visits page tells you what people do once they
get on your page. It will show you:
• Which of you page tabs have been visited and
how many times they’ve been visited.
• External Referrers, what websites are referring
people to your Facebook page.
The visits page gives you a better idea of how
people are getting to your Facebook page and what
areas of your page they are most interested in. For
example, are people particularly interested in your
page photos, or your Twitter app.

Insights Posts page
The Posts page gives you all the data you need to
know about the content you post onto your page and
will give you a better idea of what types of content
you should be posting. This page will show you:
• When your page followers are online. Day and
times.
• All the posts you’ve published, what type they
are, how many people they reached and who
they were targeting.
• The post types tab will show you what types of
posts are your most popular. E.g. EMS’s most
reached posts are link posts and video posts.
• The top posts from the pages you have set to
watch.

Insights Videos page
The Videos page gives you the data for any videos
you have uploaded to your Facebook page directly.
This page will tell you:
• How many views in total your videos have
received.
• How many times your videos were viewed for 30
seconds or longer.
• What your top videos are.
This will give you a better idea of how engaged
people are with your video content and if your videos
are too long to hold peoples attention.

Insights Peoples page
The People page tells you everything you need to
know about the type of people that follow and visit
your page. This page tells you:
• What percentage of your fans, people reached
and people who engaged, are men or women.
e.g. EMS has 61% male audience and 37%
female audience.
• What countries your audience lives in.
• What cities they are in.
• What age ranges they fall into
• What languages they speak.
This data can give you a clear idea of who it is you
are aiming your content at. Allowing you to target
your posts more directly.

Some of the key ways insights can have
an impact on your Facebook strategy
are:
• Narrowing down your audience demographic.
• What type of content your audience engages
more with e.g. Videos, images etc.
• Use the ‘watch page’ feature to keep track of
your competitors pages and find out what
they’re doing that is working well for them.
• What times of day the majority of your
Facebook fans are looking at your page.

Putting together your Facebook Posts
When it comes to what to post on your Facebook page, it’s advised
to stick with 80% shared and interest focused posts and 20%
promotional/sales posts.
The users that follow your Facebook page are not following to be
bombarded with sales pitches, they want to be served interesting,
informative or entertaining information.
This is where your target audience knowledge comes into play, try
and share information from around the web that you feel your page
followers would be interested in.

Most Shared Posts from Facebook Pages
Photo Link Album Video Status
What types of posts are most
popular?
• 87% of the most shared posts include
an image
• 4% are posts that have text and a link
• 4% are a photo album
• 3% are videos
• 2% are statuses/text only posts

What times and days should you post content?
To find out the best days and times to post content to your
page, use the ‘posts’ tab in your Facebook insights. Here,
you’ll be able to see how many people visit your page, broken
into the days of the week and the hours of the day.
The chart on the posts tab will also give you a line graph to
give you a good visual idea of when your users are online.
For example, the image on the right has been taken from the
EMS Facebook page insights. It clearly shows that people are
more active during the evening than early in the morning.
We can then take that information and schedule all of our
posts to go live in the evening, when our audience is online
and looking at our page.

How does Facebook report page data?
There are 5 different types of data that you can gather
from your Facebook insights, to help you understand the
effect your page is having on your marketing strategy.
These are, Engagements, Impressions, Shares, Likes and
Comments.

Engagements
Engagements are the number of times a Facebook user
has liked, commented, shared, clicked on or done
anything to directly engage with your post or page.

Impressions
Impressions is the number of Facebook users that have
seen your content, page or Facebook ad. It does not
mean that they have actually payed attention to your
content or page though, and so is not a reliable KPI.

Shares
Your ‘Shares’ indicate how many people have shared your
content with on their own timelines, effectively giving your
posts a wider reach.

Likes
How many people have clicked ‘like’ on you post or on
your Facebook page. Your page likes indicate how many
‘followers’ your page has. Your page followers will usually
be your most loyal and interested audience.

Comments
Your comments number is how many people have left a
comment on your posts. You should keep a close eye on
any comments you receive and make sure you reply to
both positive and negative comments left on your posts or
page.

Reporting on your pages growth
It’s important to keep on top of your pages growth, so you
can identify any weak parts of your Facebook strategy.
This means setting aside time to delve into your page’s
insights and finding out what posts are collecting the most
engagements and shares.
You can do this by creating your own spreadsheet and
tracking your engagements and impressions, or you can
export the data from Facebook insights.

Cross promoting other social profiles
You can add different apps on Facebook as tabs on your
Facebook page. These are usually third party apps
created by Facebook developers. You can get apps for
various other social media platforms, that allow your
Facebook fans to easily navigate to your other social
accounts.
These tabs are also visible on the left hand side of the
page, accompanied by thumbnails which can be
customised in the page settings, to fit your branding.

Using Facebook Advertising and Boosting
Posts
One of Facebooks biggest downfalls is its small reach.
Unlike Twitter, it is harder to get your content in front of
your ideal audience without having them follow your
page first.
That’s why, investing in Facebook advertising is a must
for any business. Paying for Facebook ads is
guaranteed to increase the number of people exposed
to your page and business for a very small budget.

What to keep in mind when creating a
Facebook ad
There are a few key points you will want to have ready
before you attempt to make a Facebook ad. The first
and arguably the most important, is your target
audience. You need to know exactly who you want to
see your ad, what their interests are, what their job title
is and where about in the world they are.
You should also have a set budget and time scale in
mind, the more you pay, the more people will see your
advert. As well as a catchy headline, ad copy and a
suitable image to make up the creative of the ad. You
should take note that Facebook does not allow more
than 20% text on an image and you can not use the
Facebook logo or the word ’Facebook’ in your image.

Using the Boost button to create quick
adverts from your page posts
If you post content on your page that you would like to
use as an ad, you can use the Boost button, instead of
creating a full advert in the ad manager. The Boost
adverts do not allow you to customise the creative as
much as the ‘create ads’ option and the audience
targeting options are very limited.
This function isn’t the best option and it’s much better
to create a advert in ad manager. It can however, be
useful for quickly promoting an event, offer or
competition.

Customer service on your Facebook page
Social media has become an easy and accessible route for
customers to get in touch with businesses. This means that you may
get both good and bad customer feedback on your page, all of which
will be public.
This openly public way your customers interact with you, means that
you have to deal with any complaints or negative comments swiftly
and professionally. Anyone looking at your page will be able to see
any negative comments posted and how you respond to them. You
can also ask upset customers to direct message you, to deal with
matters more privately.
You should also make sure you are interacting with the positive
comments and interactions. Start a conversation with your audience
and reply to any comments they may post on your page or posts.

Building your Facebook community
Following on from providing excellent customer service to your
page followers, one of your primary goals for your Facebook
page, should be to build a loyal community. Having a group of
loyal followers on your page, could help increase conversions
and social outreach. By building a good relationship with your
clients/consumers, they’re more likely to recommend you to
others, both online and offline.

Using Facebook video
Facebook is becoming a strong rival for YouTube in the online
video world. Facebook now favours Facebook videos over links
to YouTube videos in its posts, allowing Facebook specific
videos to be seen by a greater number of people.
This has a huge effect on the video content you post to your
page. Instead of posting a link to your video on YouTube or
Vimeo, upload the video directly to Facebook, to allow it to reach
a wider audience.
All digital video should be short and to the point, ideally no more
than 1:30. It should also be filmed in HD, to give it a more
professional look.

Branding your Facebook page
It’s important that your Facebook page looks like an
extension of your businesses website. You should
make sure to:
• Have a HQ banner to use at the top of your page.
This could be an image that represents your
company, your company logo or just the name of
your company.
• Have a clear and relevant profile image. Usually
your businesses logo.
• Create tab thumbnails for any apps you have added
to your page.
• Decide on a tone of voice for your brand. Are you
going to be formal or informal with your audience?

How to encourage people to follow your
Facebook page
You can’t force people to ‘like’ your page and
constantly pestering people to do so could
be seen as spam. Instead, there are a few
key things you could put into practice to
encourage people to follow your Facebook
page.
• Post interesting and relevant content that
encourage people to like, comment and share. You
should also make sure these posts are varied in
there content type.
• Make sure to have a link to your Facebook page on
your main website.
• Create regular ads for your page. An ad will always
have a page like button on the top right corner,
which could encourage people to ‘like’.
• Mention your Facebook page on your other social
media accounts. Let people know that you are also
on Facebook.
• Use the targeting option on your Facebook posts,
this can be accessed by turning on the ability to
narrow down your audience in your page settings
and choosing to target an audience with particular
interests in your normal page posts.

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