Facebook enables efficient communication and connection between individuals and businesses globally. With over 2 billion monthly users, it is the largest social media platform for marketers to advertise and engage different consumer types. While page creation is free, advertising on Facebook requires budgets and managing ads. Late afternoons and weekends generally see higher user engagement. Analytics tools help measure ad performance and ROI.

1. FACEBOOK: A WORLD
WITHOUT BORDERS
Understanding Social Media Platforms
2nd February, 2018
Jasmine Li, Sarita Prashad,
Kush Rathod, Vishwas Sankhe

2. Value Proposition
Facebook is an efficient platform for individuals and business to
connect and communicate with their audience
Understanding Social Media Platforms 2
• For marketers who aim
to advertise themselves
within different types of
consumers
An All Inclusive
Platform
• Not only connecting the
world but also
encouraging meaningful
actions and content
Creating Value
• With 2.13 billion
monthly users, Facebook
has become the single
most efficient social
media platform to
communicate and
connect
Connecting The
World

3. User Demographics
With an average of 19 million users in Canada, Facebook’s largest
consumers are secondary and post-secondary students
Understanding Social Media Platforms 3
•Generic Users
• 19 million Canadian users
access Facebook at least once
a month
• 15 million Canadian users log
in at least once a month using
a phone or tablet
Gender Segregation
• 54% of Canadian Facebook
users were female
• 46% of Canadian Facebook
users were male
Popularity
• Approximately 80% of all
individuals between the ages
of 18-34 (7.72 Million)
• 82% of users between the
ages of 35-44 (3.99 Million)
• 80% of users between the
ages of 45-54 (4.01 Million)

4. Goals
Facebook enables brand awareness, engaging with potential
customers and pursues a potential customer to purchase
Understanding Social Media Platforms 4
Enables
Awareness
• Global Network– More than 2 billion Facebook users
• Discovery – 60% of people discover new products on social media
• Building Relationships – Consumers are looking for relationship with brands
• Brand Awareness – Draws consumer interest
• Reach - Drives global awareness of the business
Enables
Engagement
• Mobile App Downloads – Facilitated access for mobile app downloads
• Exploration – Attracts potential consumers to your brand via customized pages
• Facebook App – Convenient access to user profiles and pages
• Facebook Advertisements – Make it easy for people to explore your offerings
Enables
Action
• Follow up with Leads – Turn interest into action
• Ease of purchase – People who have your app can buy seamlessly from anywhere
• Convenience – Purchases are made via the Facebook app every 5 minutes
• Finding New Customers – Helps potentially interested consumers to purchase

5. Day/Time For Posts
Late into the week and weekends between morning and late
afternoon are considered optimal for click-throughs
Understanding Social Media Platforms 5
• Engagement is highest on Thursday and Friday in the
workweek and on weekends
• Engagement is about 3.5% lower on Monday,
Tuesday, and Wednesday.
• And people seem to be happier on Friday, so funny
or upbeat content will fit right in to that “happiness
index.”
• According to the report, early afternoon is the
optimal time to post on Facebook. 1 p.m. will get
you the most shares, while 3 p.m. will get you the
most clicks.
Source: https://sproutsocial.com/insights/best-times-to-post-on-social-media/#facebook

6. Understanding Social Media Platforms 6
Benefits
Using Facebook will allow businesses to increase brand
awareness and traffic to their online platforms
Frequency
68% of Canadians check
Facebook on a daily
basis
89% of users login at
least once a week
Activity
18% of Canadians
actively share posts and
pages on a daily basis
Effectiveness
48% of Facebook’s
revenue comes from ads
targeted towards North
Americans
Engagement
21% of users post on
Facebook at least once
per day
40% post a minimum of
once per week

7. Understanding Social Media Platforms 7
Analytical Tools
From tracking engagement to cost per click, Facebook analytics
empowers businesses to monitor their online activities
Engagement
Measures the number of
times someone took
action on your posts
Reach
Measures the number of
Facebook views on paid
and organic content
Impressions
Measures the number of
times your posts were
seen
Page Likes & Follows
Helps measure page Likes
are the number of people
that follow your brand on
Facebook
Ad Frequency
The average number of
times people see a
specific ad
Facebook Referral Traffic
Tracks the number of
visitors from Facebook to
your website
Video Retention and
Engagement
Measures effectiveness of
video content using
number of views
Cost Per Click
Helps measure the actual
price you pay for each
click in your pay-per-click
Third Party Application
Hootsuite Plans and
Facebook Analytics can
also be used to track
online performance

8. Understanding Social Media Platforms 8
Business To Consumer
More beneficial for B2C organizations
FB sign-up is free, therefore millions of
individuals have a FB account
These individuals are able to interact
with multiple ads and pages from
businesses
Business To Business
Opportunity to sell products by creating
an ad, “Buy and Sell” groups, or entering
the FB ‘Marketplace’
Connecting with current and potential
target consumers via business pages
From these pages/ads, consumers are
able to conveniently find what they are
looking for, and make a purchase
B2B or B2C
Facebook enables B2C organizations to interact with consumers from
around the world in a cost efficient manner

9. Understanding Social Media Platforms 9
Real-Time Use
FabFitFun successfully increased online brand awareness and sales with
collection ad format and Canvas
• Canvas Ads (Tell a story)
• News feed stories: Load instantly and introduce a full-screen
experience
• People can watch engaging videos and photos, swipe through
carousels, tilt to pan, and explore lifestyle images with tagged
products—all in a single ad
• Collection Ads
• An ad format that makes it easier for people to discover,
browse and purchase products and offerings
• People who tap on your ad can browse multiple products or
learn more about the features of a specific product
• FabFitFun’s Goal: attract more subscription memberships and
increase online sales while maintaining a low cost per acquisition
• 80% increase in click-through rate with Canvas + collection
• 19% increase in return on ad spend with Canvas + collection
• 14% decrease in cost per acquisition with Canvas + collection
https://www.facebook.com/business/success/fabfitfun

10. Understanding Social Media Platforms 10
Expected Costs
While creating a page is free, Facebook ads are based on budgets and
require internal workforce to create and manage them
• Creating a Facebook page is free
• Facebook ads cost money
• The company can set how much they want to budget to advertise on Facebook – the minimum
cost to advertise on Facebook is $5
• Depending on the company so may choose to outsource or in-house produce the ads
• Pricing will change depends on who is making the ads for the company
• Paying employees (in-house) to create Facebook ads
• Pay employees to run the Facebook page

11. Understanding Social Media Platforms 11
Facebook Business
Businesses can use Facebook to maximize their reach and effectively build a
relationship with their target audience
https://www.youtube.com/watch?time_continue=22&v=N-OYtkeNvaE

12. Understanding Social Media Platforms 12
Sources
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• da Cunha, Margot. Word Stream, Google Partner, 4 Jan. 2018, https://www.wordstream.com/blog/ws/2017/12/19/year-in-facebook . Accessed 2 Feb. 2018.
• Distribution of Facebook users in Canada as of August 2016, by gender”.Statista.com, https://www.statista.com/statistics/649520/facebook-user-share-in-canada/.Accessed
31 January 2018
• Ellering, Nathan. "Best Times to Post on Social Media." CoSchedule, 16 Oct. 2017, https://coschedule.com/blog/best-times-to-post-on-social-media/. Accessed 2 Feb. 2018
• "Expand Across Borders - Facebook Business." YouTube, Facebook Business, 15 Sept. 2016, https://www.youtube.com/watch?time_continue=22&v=N-OYtkeNvaE. Accessed 2
Feb. 2018.
• Facebook Analytics, Facebook, https://analytics.facebook.com/features/. Accessed 2 Feb. 2018.
• "FabFitFun." FabFitFun, Facebook Business, https://www.facebook.com/business/success/fabfitfun. Accessed 2 Feb. 2018.
• "Marketing on Facebook." Facebook Business, Facebook, https://www.facebook.com/business/goals. Accessed 2 Feb. 2018.
• McKinnon, Melody “Social media use in Canada, 2017”.Canadiansinternet.com, October 6 2017, http://canadiansinternet.com/social-media-use-in-canada-2017/. Accessed 31
January 2018.
• Park, Menlo “Facebook Reports Fourth Quarter and Full Year 2017 Results”. December 31 2017.https://investor.fb.com/investor-news/press-release-
details/2018/Facebook-Reports-Fourth-Quarter-and-Full-Year-2017-Results/default.aspx .Accessed 31 January 2018
• Oliveira, Michael. “10 million Canadians use Facebook on mobile daily”.Theglobeandmail.com, March 25 2017,
• "Population by sex and age group." Statistics Canada, Government of Canada, 27 Sept. 2017, www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/demo10a-eng.htm.
Accessed 2 Feb. 2018.
• "Share of marketers indicating their brand's presence on selected social media in Canada in 2015." Statistica, Seneca College, 6 Nov. 2015,
https://www.statista.com/statistics/503186/social-media-presence-brand-canada-marketers/. Accessed 2 Feb. 2018.
• Social networking in Canada - Statistics & Facts”. Statista.com, https://www.statista.com/topics/2729/social-networking-in-canada/. Accessed 31 January 2018.
• "The Best Way to Manage Social Media." Hootsuite, Hootsuite, www.signup.hootsuite.com/. Accessed 2 Feb. 2018