Facebook is a powerful digital marketing platform for businesses. The document discusses various components of Facebook marketing including fan engagement, ad campaigns, types of ads, and insights. It provides tips for organic content like using an attention-grabbing headline, entertaining or educating audiences, and leveraging emotions to increase virality. Paid ads can help quickly build an audience. Insights tools help analyze audience data to improve targeting. Other tools include Facebook groups, events, live videos, hashtags and apps.

1. FACEBOOK MARKETING Ch-5 Seema Gupta

2. INTRODUCTION
Facebook is revolutionising the way people & businesses interact
A huge storehouse of information about people, their interests, their
likes, & dislikes, etc.
With the different age groups, income groups, finding a prospective
customer for almost any business is immense

3. FACEBOOK FOR BUSINESS
Facebook – an effective digital marketing platform
Different components of Facebook Marketing:
1) Facebook Fan Engagement
2) Anatomy of An Ad Campaign
3) Adverts
4) Facebook Insights
5) Other Marketing Tools
6) Other Essentials

4. FACEBOOK FAN
ENGAGEMENT
8 Factors of Fan
Engagement

5. 1) EDGE RANK ALGORITHM
EdgeRank Algorithm – decides what is displayed in newsfeed and how high
it is to be placed
Edge – every activity on Facebook i.e. status update, comment etc.
EdgeRank – sum of edges that the edge in question has
Three major factors of EdgeRank:
i) Affinity score – btw user & edge creator (u)
i) Decided upon how a fan interacts with brand’s page
ii) Engagement – replies to comments
iii) interaction on post, affinity score
ii) Weight – for the edge type (w) – Shares > Comments > Likes > Clicks
EdgeRank = ∑u w de e e

6. iii) Time Decay – factor based on when the edge is created (d)
Factors used to analyse the worth of the content
The posts with higher EdgeRank are displayed at the top of the news feed
Posts EdgeRank Scores
Fresh Content High Score
Current Trending Topics High Score + organic reach
Posts which tags other users High Score + higher reach
Old Content Low Score
Highly promotionals content including
marketing
Low Score
Posts with immense attention If found suspicious are ranked lower
Posts with facebook admin interaction Higher Scores + organic reach
Text-only content Low Scores
Text + Image (never put up previously) Higher Scores

7. 2. FAN TYPES
Super Fans They have bought from you & influenced others to buy from you.
Have given permission for data also
Purchasing Fans They have bought from you & given permission for data
Advocate Fans They have spread word of mouth about you and grown your fans,
and app users
Engaged Fans They have liked your brand and are your fans
Potential Fans They are friends of your fans
3. ORGANIC MARKETING
Organic Marketing on Facebook is becoming more & more competitive with the
increasing number of online businesses
Great content which is interesting will provoke users to interact with the content ->
better organic reach

8. 4. 3E STRATEGY FOR ORGANIC
CONTENTA) Excite – good post is one which grabs attention in the initial 2-3
seconds. Having an attention grabbing headline is one such way.
B) Entertain – need not necessarily be fun or humourous, can also
include facts, stories, pictures, etc
C) Educate – entertain + education i.e informative posts
5. EVERGREEN CONTENT
Evergreen Content - Content receiving high engagement rates even after long
periods of posting.
Analysis such and develop content around them

9. 6. CONTENT WITH HUMAN TOUCH
From regular posts to adding some human touch, such posting an
office event/trip/employee engagement activity. Little things like
addressing the fans by their names in the comments section also help
in a big way.
7. EMOTIONS AND CONTENT
VIRALITYAccording to research -> Virality of the content can be measured by – total
number of views, shares or votes for posts, time taken to attain certain
thresholds.
3 points to focus –
i) who spread the content i.e network structure
ii) Why do they spread the content i.e. Motivation
iii) What it is about the content that makes it more influential i.e. The ability
to raise sentiment

10. 8. PAID MARKETING
Boon for all those companies which would like to reach out quickly to
a learge set of audience.
Helps build up huge fan base within a shorter duration when
compared to the organic method
Paid marketing on facebook is done by running ad campaigns for
various purposes

11. FACEBOOK FOR BUSINESS
Facebook – an effective digital marketing platform
Different components of Facebook Marketing:
1) Facebook Fan Engagement
2) Anatomy of An Ad Campaign
3) Adverts
4) Facebook Insights
5) Other Marketing Tools

12. ANATOMY OF AN AD
CAMPAIGN
3 things to focus

13. STRUCTURE OF A FACEBOOK AD
CAMPAIGN
1) Ad Campaign : it is at this level
that the end goals of running ads
such as getting more pges likes, app
installs etc, are defined.
2) Ad Set : optimisation techniques
such as ad targeting, bidding,
scheduling, pricing, delivery, etc. – to
focus on certain set of audience
3) Ad : what the audiences see – ad
creatives, videos, images, text, call-
to-action buttons, etc. Ad set –can
have multiple ads

14. ADVERTS Types of adverts

15. TYPES OF ADVERTS
1. Page post engagement adverts
2. Page like adverts
3. Website clicks and conversions adverts
4. App Installs and engagement adverts
5. Video adverts
6. Carousel format adverts
7. Dynamic adverts - Dynamic ads (also known as dynamic creatives
or dynamic banners) are banners that automatically change in order to adapt
content and promotions specifically to each user, ensuring that each user is
exposed to the most effective creative for him or her.
8. Lead adverts
9. Canvas adverts
10. Offer claim adverts
11. Local awareness advert

16. Page post engagement
adverts
Page Like adverts
Video Adverts

17. Website Click & Conversion
Adverts
App Installs & Engagement
Adverts

18. Carousel format Adverts
Dynamic Adverts

19. Lead Adverts
Canvas Adverts

20. Offer Claim Adverts
Local Awareness Adverts

21. FACEBOOK INSIGHTS

22. TYPES
Audience Insights –
i) build ii) find iii)
compare & iv)
target

23. Page Insights –
page overview &
likes

24. OTHER MARKETING TOOLS

25. 2) HASHTAGS
a) Increasing reach
b) branding
c) promote events
1) FACEBOOK GROUPS
A) Product sales
B) Polls
C) Create Event

26. 4) FACEBOOK LIVE
a) Record video, edit, it and post it later
b) Extract the audio from the Facebook live video, make necessary corecctions and create
podcast
c) convert the podcast the audio into text format and then post video captions to the
recorded version
d) creat an inforgraphic out of the important information from this recording and post it
on Facebook
E) use excerpts from the live recording in future marketing campaigns
3) FACEBOOK APPS
A) Tab Apps
B) Customised Apps

27. 5) FACEBOOK AVTAR
Facebook avatar is a temporary profile picture Facebook users switch
to, in order to show their support for an event or a cause.

28. OTHER ESSENTIALS

29. SOME TOOLS & TECHNIQUES FOR IMPLEMENTING
FACEBOOK MARKETING1. Facebook Ads Manager

30. 2. Facebook Power
Editor
Go to ads
manager

31. 3. Useful Design
ToolsA) Powtoon – for videos
B) Canva – for graphics
C) Infogram – for
inforgraphics

32. THANK
YOU