Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand.

1. Facebook
Marketing
Leveraging the
World’s Most
Powerful Social
Network
Nov 17, 2018
Presented by:
Partho Choudhury
@tweetfromPartho

2. Big Picture Social Media Marketing
 Business Intelligence
Establish benchmarks,
monitor conversations,
define KPI’s
 Program Management
Content strategy,
campaign execution,
community building,
Measurement
 Application Development
Tools to integrate,
differentiate and support
social & business objectives

3. B2B in Social Media
In recent report, B2B Social Media
Benchmarking Study, Business.com found that
North American companies focused on B2B
were much more rigorous in the world of social
media than those in B2C.

4. B2B in Social Media
 Brand Participation
Participate
on Twitter:
B2B: 75%
B2C: 49%
Host
Blog(s):
B2B: 74%
B2C: 55%
Social Networking
Profiles:
B2C: 81%
B2B: 67%

5. B2B in Social Media
 Brand Focus
B2B: 73%
B2C: 45%
B2B: 56%
B2C: 27%
B2B: 43%
B2C: 30%
B2C: 83%
B2B: 77%

6. B2B in Social Media
Percentage of companies using specific social media
channels and/or blogs who have acquired a customer
from that channel

7. Fast Facebook Facts
 Over 100 Million US
Users
 Surpassing Google on
Page Visits
 700% annual
increase in time
users spent on
platform

10. Facebook Privacy: Default vs. Control

11. Overview & Recommended Practices

12. 3 Key Marketing Questions
1. What can YOU do?
 Earn Media
 Pay for Media
2. What can THEY do?
 Lurk
 Like
 Engage
3. What can they SHARE?

13. Off-the-Shelf Facebook Functionality
 Discussion Boards
 Notes – Like a blog, with ability for fans to comment
 Photos – Upload (and tag) photos within photo albums
 Video – Upload video files / record video messages
 Links – share content by posting (or attaching links) on
your Wall
 Events – Create events that people can RSVP to
 Flash Player – Box where you can upload your own Flash
files
 Static Facebook Markup Language (FBML) – Upload
your own HTML for custom layouts

14. Key Facebook Fan Page (Public Profile) Attributes
 Another Brick in the Wall
Used to update status,
photos, videos. May be
updated by Admin and/
or people who like page
 Custom Tabs
Up to 4 are displayed, leverage
FBML to name
and customize - or 3rd
party applications
Think News Feed!
This is a key to
being viral: What
is on your wall is
often on other’s
wall.

15. Establish the Right Page Settings
 Edit who can see your
Facebook Page
Country or age restrictions for a
page if/when necessary
 Edit Wall display
Display only posts made by the
page or display both posts by the
page and fans
 Designate a landing page
Users can land on custom
tabs instead of the wall
 Consider Fan Permissions
Edit what type of content, if
any, fans can post to the
Page’s wall

16. Facebook Starter Recommendations
 Use a Fan Page, Not a Group Page
- wider range of status updates
- access to advanced stats
 Use a Vanity URL (facebook.com/yourcorp)
 Enable Posts by Admin AND Fans
 Leverage Custom Tabs
 Invite Followers via Email lists & Web Pages
 Promote to Related Group Pages
- Post on their wall, OR
- Get permission from Group Admin

17. Monitor Your Status Updates and Wall
Respond To Both Positive And Negative Comments
 Fans often use Facebook
to express opinions,
problems, praises, etc.
 Surprise them by listening
and responding
 Even a simple, “Thanks
for your comment, we’re
listening!” goes a long
way

18. Make Status Updates Relevant & Worth
Sharing
 Post Exclusive Content,
leveraging outbound
links you can track
through bit.ly
 Consider causes,
controversies and
current events
 Geo-target messaging
by country, city and
language

19. Invite Friends to Suggest to Friends

20. Social Search Optimization is Here
- Recent deals with Google
and Bing are rendering Facebook content
within search engine results
- Facebook is making all the right
Moves to become a search engine
Use your keywords inside of Facebook
- in status updates
- near top of About section
- in static pages (especially info
page)
- within links

21. Use Facebook Insights to Track Content & Fans
 Monitor interaction
trends, post quality,
demographics, fan
numbers and page
views (to name a few!)
 Utilize the data to
adjust your content
sharing strategy if
needed

23. See How Fans Get To And Use Your Page
 Find out which tabs on
your page are being
visited the most. It might
surprise you!
 Monitor how fans are
getting to your Facebook
page. Other community
opportunities may
arise.

24. Facebook’s New Social Plugins

25. Social Plugins – The Like Box

26. Community Pages vs. Fan Pages

27. Facebook Applications

28. Tab Management
 Designate one of
your tabs as the
landing page
(instead of the wall)
 Use FBML or custom
applications to better
engage your audience

29. Integrated Tab Applications

30. Applications that Entertain

31. Applications that Inform (Utility)

36. Applications that Support Customer Service
“If you are experiencing a technical or service-related emergency, sound the alarm to
notify a customer service representative for immediate assistance.”
animation of Fill out form
glass breaking
Customer data sent to an email or as a text to customer support personnel cell
phones

37. Facebook Advertising

38. Facebook vs. Google
Facebook
Targeting:
 Age
 Gender
 Relationship Status
 Location
 Birthday
 Education
 Workplaces
 Likes and Interests
 Connections on Facebook
Google
Targeting:
 Location
 Keywords

39. Social Media Advertising Paradigm Shift
 Pay once, get permission to
advertise repeatedly to
somebody equipped to share at
that very moment
 Double the value of an email
 Social media is the grease
in the marketing funnel
 Traditional search marketing
is finding people ready to
buy
 People on Facebook are
ready to connect with other
people

40. Understanding Advertising in Facebook
Traditional Paid Search Social Media
Revenue Model Cost per click vs. Revenue
per click
Cost per fan vs. Revenue
per fan
Optimization
Tactic
CTR and Conversion Rate Viral Factor, cross-channel
distribution

41. “What’s a Facebook Fan Worth?”
Holes in the “empirical
review:”
- Correlation vs. Causality:
The research does not
demonstrate Facebook
“fanning” actually causes
higher value (a Facebook fan
vs. a common user of the
brand)

42. Promote Your Page With Facebook Ads
Use targeting capabilities to reach the
appropriate audience

43. Facebook Ad Targeting Capabilities
 To dial in the best keywords, utilize the
“Suggested Likes & Interests” tool:
 Try plugging in popular fan
pages or even competitors fan pages
into the tool
 Can link to fan pages, events, groups or
external websites

44. Facebook Ad Features
 “Social Interaction ads” enable you to see friend
likes, and apply a like yourself
 The ads are viral because they appear on walls
and news feeds of their friends
 Note the “Estimated Reach” tool on the right when
creating ads
 Adding additional keywords increases reach
 Expect extremely low click-through-rates, under
1% is common
 “Actions” are the key metric, shows increase in fan
numbers
 Start your initial bids in the lower middle range of the
suggested Facebook bid, and then tweak accordingly

45. Leveraging Friends of Connections

46. CPC vs. CPM

47. Testing What You Can
Wall Custom Tab
6:00 pm 24 fans 52 fans
8:00 pm 39 fans 26 fans

48. Facebook Advertising Recommendations
 Employ Friends of Connections Marketing
 Drive Traffic to Landing Pages OR Custom
Tabs
 Track Conversions as Much as You Can
 Test CPM against CPC
 Expect best “viral” results in Facebook will
include a combination of apps and ads.
 Give: Coupons, sweepstakes, products,
etc.

49. Rules and References

50. Facebook Rules of the Road
 Facebook Promotions Must:
-Be on a canvas page, or box/ 3rd-party application in a tab
-Have approval of materials for the promotion, submitted to a Facebook account representative
(and approved) at least 7 days prior to promotion start date. Note: Access to a rep may require a
minimum ad spend
 Facebook Promotions Must NOT:
-Consist of photo upload contests
- Include requirements of responding or commenting in News Feed
-Consist of status updates
-Notify winners through Facebook
-Require purchase of a product
 Facebook Promotions CAN:
-Require you become a fan (like a page) to be part of the contest

51. References / Tools / Competitors:
 Facebook:
 http://facebook.com/insights
 http://facebooks.com/advertising
 Inside Facebook, http://insidefacebook.com
 All Facebook, http://allfacebook.com
 Wildfire, http://www.widlfireapps.com
 Involver, http://www.involver.com
 Context Optional, http://www.contextoptional.com
 BlitzLocal: http://www.blitzlocal.com

52. Thank You!
Partho Choudhury
Digital Media/Brand Strategist
parthonathchoudhury@gmail.com
Twitter: @tweetfromPartho
Phone: 702 233 3996
LinkedIn: linkedin.com/in/ronuchoudhury
Blog: parthonathchoudhury.blogspot.com/