This document provides tips and strategies for effective Facebook campaigns. It recommends that companies be transparent on Facebook and resolve any issues quickly to build trust. It also suggests integrating Facebook with other marketing channels and considering Facebook ads to target specific demographics. The document outlines strategies for getting more page likes and fans through posting engaging content like videos, photos, and contests. It emphasizes setting goals for Facebook campaigns and testing tactics to measure success. Overall, the document provides guidance on optimizing Facebook campaigns through metrics, engaging fans, and learning from previous posting experiences.

1. By Steven Duong

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.  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.  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.  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. Getting more “Likes”
 Need to do cool and new things to get people
“Like”ing and becoming fans
1. Video clips/photos
2. Weekly tips
3. Contests
4. Links to other videos and/or inspirational
articles/information

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. 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. 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.  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. 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.  Acceptable cost per click = profit per sale x
Conversion rate
NOTE:
Only 1% of people will do what you ask them to do online
If you get at least 1% you are doing OK. Greater, then you
are 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. 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. Quantify the Goal with a Key
Metrics
 Define the goal
 Define which metric will measure your progress
towards that goal
 Set a target number you want to achieve

15. Facebook Marketing Metrics
 Facebook Ad Metrics
1. Cost per click
2. Click through rate (CTR)
3. Cost per impressions
4. Total number of impressions
5. Amount spend

16.  Facebook fan growth metrics
1. Fans added per day
2. Cost per fan
3. Click through rate (CTR)
4. Action/connection rate

17.  Facebook posting metrics
1. Impressions per post
2. Feedback rate
3. Comments per post
4. Likes per post

18.  Feedback web results metrics
1. Click through rate from post to website
2. Bounce rate of Facebook ad or post traffic
3. Conversions rate of Facebook ad or post traffic
4. Time on site for Facebook ad or post traffic

19.  Facebook is not about the company, but its fans –
symptoms of selfish marketing
1. Using corporate/industry jargons
2. Disinclination to better understand the potential
customer
3. Believing anyone in the company is the best example of
your target customer
4. Obsession with the artistic/creative parts of marketing
5. Lack of interest in measuring results
6. Inability to change strategies, even when they are not
working

20.  Facebook users want to be interrupted and this is a
huge opportunity for the marketer

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 logic
1. Make sure you are having an emotional impact!
2. What “benefits” are you offering? Better yet, what
“dream” are your providing?

22. 12 Things People Dream About
1. Awe
7. Fun
2. Belonging 8. Love
3. Choices 9. Luxury
4. Connection 10. Relaxation
5. Free time 11. Security
12. Simplicity
6. Freedom
Find which are your customers’ dream and connect it to your
offering and you’ve connected with them on the deepest level
– this is a competitive advantage

23. Where is Facebook in the
Marketing 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. Facebook Ads
 Anatomy
1. Destination – where the user will go when click
2. Body – the text of your ad
3. Image – 110x80 pixels
4. Target
1. Location
2. Demographics
3. Interests/categories
4. Connections
5. Advanced demographics
6. Education & work

25. 5. Campaign Name and Budget
6. Schedule
7. pricing

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. Getting more “Likes” and
Comments
 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. 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 questions
2. Placing interesting comments for them to view and like

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. 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
shown
2. 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. Formulas for Posts
 To get likes, say “Click Like if…” and keep the
second part simple
1. 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.  To get comments, ask a question or say “Tell me in
the comments below…” followed by whatever you
want to know
1. 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 why
1. Remember to make the titles attention grabbing
and interesting
 These are all Call-to-Actions

33. Qualities of a Successful Posts
are:
 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. 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. 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. Engagement Milestones
 Getting 1% feedback regularly
 People posting spontaneously on your page
 Fans seeing and posting on fan page posts

37. By Steven Duong