Slides from a presentation at the University of Portsmouth Business School on `6 March 2016. Download 3 great Facebook resources free of charge: - The Facebook Ads Toolkit - 66 pages retails at £29 - Study: Boosted vs Promoted Posts - which is best? (The only study of it's kind in the world) - Case study: Social media and technology use by UK wellbeing services https://thedigiterati.com/free-facebook-resources/

1. Advanced Facebook Marketing:
The latest changes, best practice
tips, tricks and techniques
Marie Page
Facebook.com/teamdigiterati
@marie_page
@TheDigiterati

2. 2

3. We’re a team of experienced senior marketing
practitioners who work alongside your
employees and teams to build and strengthen
your in-house digital capability across a range of
digital marketing disciplines.
We met doing the MSc in Digital Marketing at
Manchester Metropolitan University.
About The Digiterati
17/03/2016 © The Digiterati Ltd 3

4. The team
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The Digiterati was founded by former MMU postgraduate students – Carlton Jefferis
and Marie Page – while on the UK’s leading MSc Digital Marketing Communications.
Projects are delivered together with their trusted peer network of internationally
recognised, award-winning digital marketing consultants, practitioners, developers
and creatives, all of whom were involved with the MSc journey.
Marie Page Carlton Jefferis Geraint Holliman Sophie Smith Scott Ross Sarah Alder
Yusuf Bhana
…and
many
others

5. We don’t hoard our knowledge. Our preference
is to digitally empower clients so that they are
confident to deliver solo when required.
We promise no-nonsense commercial advice,
with hands-on input from a senior consultant, no
matter what.
What makes us different?
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7. I recommend The Digiterati for training
businesses on social media and content marketing.
From working with them on several training projects I
know they have used all the techniques and tools that
matter, so know what works and what doesn’t and so
can show using examples what will work for other
businesses too.
“
”
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Dr. Dave Chaffey
Publisher of digital strategy
advice site SmartInsights.com

8. Free stuff from The Digiterati
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Sign up for:
• Slide deck from tonight
• The Facebook Ads Toolkit
• Study: Boosted vs Promoted
Posts – which is best?
• Case study: Social media and
technology use by UK wellbeing
services
Add your name to the list only if you
did not give your email address via
Eventbrite.

9. What we will cover tonight
• A look at Edgerank: why is our reach so
poor?
• Recent changes on Facebook
• Some good practice tips
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10. Recent changes: Poor reach
• Organic reach continues to fall
• Average Organic Reach stats from a
recent study by Socialbakers:
Video post: 8.7% (Facebook video
NOT YouTube)
Status update: 5.8%
Link post: 5.3%
Photo post: 3.7%
[Date Range: Oct 1, 2014 to Feb 4,
2015. Data: Sample consisted 4,445
brand pages with 670,000+ posts.]
• Algorithm favours unique content that
it deems high quality
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11. Recent changes: Penalising content
• Clamp down on
“promotional” content
• Memes and spammy
(clickbait) content
penalised
• Poor reach for posts
containing trigger words11
✗

12. The Facebook Algorithm
Facebook doesn’t show all your content to all your
followers
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13. Edgerank – Facebook Newsfeed
Factors
The algorithm loves:
• Posts with lots of comments
• Posts with lots of likes and shares
• Posts people spend time on
• Post types that users seem to prefer more than others (e.g., photo, video, or status update)
• Posts that reference a trending topic
• Posts that receive a high volume of likes, comments, or shares in a short time
• Link and video posts
• Videos uploaded to Facebook that receive a large number of views or extended viewing
duration
• Posts that tag other pages within the text
• Posts that are liked or commented on by one’s friends
• Posts from pages that one interacts with often
• Post types that one interacts with often
• Posts from pages with complete profile information
• Images and videos that have not previously appeared in the Open Graph
• Links that have not been posted before
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Source: updated from https://blog.bufferapp.com/facebook-news-feed-algorithm

14. Edgerank – Facebook Newsfeed
Factors
The algorithm doesn’t like:
• Clickbait
• Hoaxes
• Frequently circulated content and repeated posts
• Like-baiting
• Posts that include spammy links
• Posts that are frequently hidden or reported (a sign of low quality)
• Posts that contain the words “like, comment, or share”
• Posts with unusual engagement patterns (a like-baiting signal)
• Posts that receive negative feedback categorizes as “meme content”
• Posts that are classified as memes by Facebook’s visual analysis of
overlayed text on image
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Source: https://blog.bufferapp.com/facebook-news-feed-algorithm

15. Beating Edgerank
• Know which types of content are allocated better reach
– Links, especially to “in favour” sites
– Plain text status updates
– Facebook Video , especially Facebook Live
• The first few minutes are crucial so post at a good time
• Get colleagues to engage with content
• Seed comments
• The “More” button is your friend – as it encourages a click
• Pay for visibility
• Get fans to sign up to “Get Notifications”
• Be aware of Edgerank killers – words like “Like”, “Share”,
“Comment”
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16. Good practice:
Get your images working
• Large, interesting photos get noticed
and therefore get more engagement
1616✓ ✗

17. Recent changes: clamping down on
competitions
• Likes NOT Shares
• Follow Facebook’s Terms
of Service
• The fullstop after
Quantas Airline. is an
indicator of a fake
account (and no
verification tick) 17
✗

18. Comply with the Terms of Service
18✗ ✓
✗

19. Legal competitions
• Legal now (but do follow the Terms of
Service)
• Enforced Sharing is not allowed
• Like-gating the Page is not allowed
BUT
• People do often Like the Page as well so
arguably worth doing occasionally
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20. Problems arising from even legal
competitions
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21. Recent changes:
Verification
21
Grey tick: https://www.facebook.com/help/100168986860974
Blue tick: https://www.facebook.com/help/contact/356341591197702

22. Recent changes:
The dominance of video
• You get more real estate in the newsfeed
• Autoplay
• Better reach – especially Facebook Live
• Can feature as your Page CTA
• CTA and URL options at end of video
• Do add in your own thumbnail
• They will surface in your Apps / Video Tab
• Improved reporting Video uploaded
directly to
Facebook
Video link
from YouTube
22

23. New features coming soon for
Facebook video
• Automated captions for video ads (get
12% more play time)
• Better reporting metrics eg the % of
viewed video with sound
• Pay only for 100% in-view videos (likely to
be much higher price per view)
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24. It’s getting much more like YouTube
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25. It’s also getting more like
Periscope…
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Facebook Live Video
• Unlike Meerkat and Periscope
no additional app is needed
• iOS only for now
• Click Update Status and select
the Live Video icon
• Write a quick description of the
broadcast (prep ahead)
• Options to choose your
audience
• During the broadcast you see the number of live viewers, the names of
friends online and a real-time stream of comments
• Video is saved to the Timeline

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Pre-write your title
Facebook Live Video
Check your stats
https://thedigiterati.com/getting-started-with-facebook-live-video/

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28. Tips for Live Video
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Before
• Test it before a big event
• Give advance warning of the broadcast time
• Write your description in advance: use compelling copy as
per headline best practice
• Check your connection (4G / decent wifi)
During
• Namecheck people during the broadcast
• Answer questions on air
• Swap from front to rear camera by tapping icon on the top
right
• Remind viewers that they can tap on the subscribe button
to get live notifications for the next time
After
• Embed in blog posts (Periscope disappear
after 24 hours)
Have fun
• Be creative: it’s currently novel so make
the most of it (Newcastle puddle?)

29. Use landscape view!
(Except on Facebook Live which is square)
30
✗

30. Recent changes: Home Page Call to
Action and Response Rate
Other calls to action:

31. Promote your Call to Action
33

32. Recent changes: Targeting posts
34
New: End date

33. Recent changes: Targeting using
Audience Optimization

34. Recent Changes:
Publishing Tools for scheduling and
searching
36
Users can also
search posts

35. The scheduling tool
Add
location
37
What you are
doing/feeling
Set
date/time

36. Best Practice:
Upload links not photos
38
But lose the
link
✗

37. Best Practice:
Make the most of the text opportunities
• Duplicated text in the
top and bottom
• Write something
different in each
space – a quote, a
question, a comment,
a statistic, a call to
action
✗

38. Best practice: check dimensions
Always check on mobile
40
https://www.facebook.com/londonhousingforstudents

39. Check your image dimensions and
text positioning
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40. Best practice for datacapture:
Cover image magnet trick
42

41. Cover image product promotion CTA
43

42. The magnet can also be used in ads
44
Each of these is
tagged and triggers
an Infusionsoft
email campaign

43. Best Practice:
Converting likers to fans
• Asking non fans who “Like” posts
45

44. Best practice:
Nifty tools for free editing
Canva.com is a simple free online
graphic design tool providing free or
$1 backgrounds and design templates
It also provides templates for all the
major social sites
Also try Pixlr.com and befunky.com for
image resizing and light editing
46

45. New Facebook resources for non
profits
• https://nonprofits.fb.com/
Advice on:
• Getting started
• Raising awareness
• Activating supporters
• Raising funds
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46. Where is the attention of your
customers?
Are you marketing to your
customers like it’s 2016?

47. If we have time…
• Some info on Facebook advertising
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48. The 20% ad text rule
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✓✗
Rumoured to be changing soon!

49. Why you should be advertising on
Facebook
• Because it is now a Pay to Play platform
Organic reach is effectively dead
But it is far cheaper to connect using Facebook than other channels
• Because that is where your customers hang out
Even B2B customers use Facebook
• Because it’s targeting capacity is awesome
Multiple layers of behaviours, interests, demographics, connections, age
ranges, workplace, relationship status, education level, languages, location
and more can be overlapped to precisely target people likely to buy
• Because you can talk to qualified leads via Website Custom Audiences
• Because it is a place to find “clones” of your existing customers via
Lookalike Audiences
• Because it is a place to remarket to existing customers via Custom
Audiences
• Because it is a great place to get to people on mobile when they aren’t
busy with work
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Text
Caption
Image
Call to Action
Headline Description

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Fans of
Mari Smith
Fans of
Jon Loomer Digital
Fans of Social
Media Examiner
Targeting the
Super-Fan
Facebook Detailed Targeting
https://thedigiterati.com/facebook-detailed-targeting/

53. Facebook Canvas
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https://thedigiterati.com/creating-facebook-canvas-ads-step-by-step-guide/

54. Facebook and the “other” social networks:
• Training
• Organic content management
• Advertising including advanced split testing of up to
250 ad elements
Copywriting for digital
Email and eCRM marketing
Strategic input from online brand positioning to digital
transformation
www.thedigiterati.com + hello@thedigiterati.com
Do you want The Digiterati on your
team?
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