The document discusses the evolution of Facebook and its strategies for organic and paid success in digital marketing. It outlines the pros and cons of using Facebook for advertising, offers best practices for engagement, and highlights effective ad formats. Additionally, it emphasizes the importance of building relationships through social media and leveraging Facebook's targeting capabilities.

1. Facebook Grows Up, Learns to Sell
H o w t o s e t u p Fa c e b o o k f o r o r g a n i c a n d p a i d s u c c e s s .

2. Dustin Cederholm
Digital Marketing Director,
Fluid
Jana Francis
Founder & President,
Steals.com
Phil Case
Managing Director/Partner,
Fluid
Dustin Cederholm has been engaged
in conversion optimization
professionally for more than 7 years.
His experience has helped
companies as small as 25 employees
with less than $1 million revenue
and as large as 2,500 employees
with >$1 billion revenue. He uses
advanced CRO techniques to turn
client’s site traffic into revenue.
Phil leads Fluid in its quest to
become the most innovative and
cutting-edge advertising agency,
emphasizing brand strategy and
creativity. His strengths include
identifying problems and
opportunities for businesses and
developing cost-effective solutions
that are in concert with bottom-line
business objectives.
@Dustin Cederholm @GetFluid @jana_steals
Jana is the Founder of the Daily Deal
website Steals.com. She was recently
named by Inc Magazine as a top 25
Snapchat Influencer doing it right, was a
speaker at the recent Periscope
Summit, and garners tens of thousands
of views on Facebook Live. Jana is
known for using social media,
particularly Facebook, to create
genuine relationships with her fans.

3. @getfluid
#FluidWebinarSeries
@jana_steals

4. A Brief History of Facebook

5. 5
Facebook in the Beginning…
February 4, 2004
Image source: http://www.theverge.com/2012/5/18/3028478/facebook-story-best-
writing-from-inception-to-ipo

6. 6
Facebook in the Beginning…
• Feb. 4, 2004 – Launch of Facebook
• 2007 - Launch iPhone app
• 2009 – Announce it has turned cash
flow positive for the first time
• 2010 – Add “Like” button
• 2011 – Launch iPad app
• 2011 - Introduce modern timeline

7. 7
Facebook Post-IPO
• May 18, 2012 – Facebook goes public
• 2012 – Launch Facebook Exchange (FBX)
• 2012 – Acquire Instagram ($1 billion)
• 2012 – Hit 1 billion users
• 2014 – 10 year anniversary
• 2014 – Announce anonymous login
• January 20, 2015 – Facebook to show less
hoaxes
• 2015 – Launches Instant Articles for
Publishers and support of GIFs

8. 8
Facebook Today…
• Jan. 28, 2016 – Facebook Live released
to general public
• Feb. 2, 2016 – Release Canva ad
format. Later release 360 videos
• Feb 24, 2016 – Release Facebook
Reactions
• April 21, 2016 – New feed released to
account for how long people actually
view/interact w/ posts
• 2016 – Announce shut down of
Facebook exchange (FBX)

9. The Good, the Bad, the Ugly

10. 10
Pros of Using Facebook
• 1.23 billion monthly active users
• Easy to use
• Brand exposure and reputation
management
• Refined targeting capabilities
• Budget friendly
• Reach customers on/off platform
through custom audience
advertising and social retargeting
Image source: http://www.121creative.com.au/blog-ideas-that-
inspire/tips/facebook-advertising-pros-and-consd

11. 11
Cons of Using Facebook
• Facebook controlled exposure
• Facebook exposure for revenue
• Demographic exodus
• Banner blindness/lack of conversion
• Brand exposure and reputation
management
• Ad platform UI issues and time-outs
• Lack of “social” content or poor
relationship building
Image source: http://www.121creative.com.au/blog-ideas-that-
inspire/tips/facebook-advertising-pros-and-consd

12. How to sell using Facebook
F r o m o r g a n i c t o p a i d , a n d e v e r y t h i n g i n b e t w e e n

13. 13
Facebook Organic Advertising

14. 14
Facebook Organic Advertising
• Post consistently
• Be creative
• Build a relationship
• Engage with your audience
• Optimize for best days, best time of day
• Don’t talk all about you, but don’t forget to talk about yourself

15. 15
Facebook Paid Advertising

16. 16
Facebook Paid Advertising
• Segment for your audience and target to them
• Always create more than 1 ad to A, B, C test
• Use a good mix of all ad formats
• Be creative
• Setup conversions to track success; web forms or sales
• Monitor ad reports to find best demographics and day/time
to deliver ads

17. 17
Some of our favorite post/ad formats
• Carrousel ads
• Canva ads
• Facebook Live
• 360 videos
Image source: 1 - https://facebookmarketingpartners.com/partner-news/video-creative-in-the-carousel-format/;
2- http://www.likeable.com/blog/2016/1/10-things-to-know-about-facebook-canvas-ads ;
3 - http://www.idownloadblog.com/2016/06/09/facebook-panoramic-photos/

18. 18
B2B Facebook Strategy
1. Optimize for SEO
2. Post corporate information
limitedly
3. Post corporate happening
more often and make your
brand human
4. Use targeted ads to drive
qualified leads
5. Use Facebook retargeting to
continue conversation with
visitors to your website

19. 19
B2C Facebook Strategy
1. Become a lifestyle; or
represent your brand as a
story not a product/service
2. Be consisent
3. Create ways for customers
to engage with you directly
4. Use targeted ads and
lookalike campaigns to find
net new customers
5. Use Facebook retargeting to
continue conversation with
visitors to your website

20. Social Media Tools
G r e a t t o o l s f o r s o c i a l l i s t e n i n g , s o c i a l a u t o m a t i o n , r e v i e w s
a n d a u d i e n c e m a n a g e m e n t

21. 21
Tools for Social Media
• Social management
• Hootesuite
• Social listeing
• NUVI
• Marketing Automation
• Act-On
• Influencer management
• Snapfluence
• Thuzia

22. IN SUMMARY
• Facebook has come a long way since its inception and will continue to evolve
• Your audience is probably on LinkedIn; it’s how you engage them that makes it
useful or not
• Social media means being social! Don’t be a sales person and only pitch, build
a relationship
• A great organic Facebook strategy can often be more profitable than paid
• Facebook has amazing targeting capabilities you should take advantage of
• Think outside the box and make use of unique post and ad formats

23. TOP 10 BEST PRACTICES
FOR FACEBOOK
1. Sign-up and set-up (profile page, business page, page tabs, etc.)
2. Post consistently
3. Build a relationship: Don’t talk all about you, don’t become an online-
store, don’t always want something from others without being willing to
give
4. Respond to requests
5. Solicit, monitor, and manage reviews
6. Set-up Facebook pixel to track visitors on and off your site and Facebook
7. Use a mix of ad formats for any campaign
8. Keep your target in mind and create something unique
9. Invest in automation & listening tools
10.Review page insights and learn more about who cares about you

24. Questions?

25. THANK YOU
@getfluid
#FluidWebinarSeries
@jana_steals