This document provides an overview of social media marketing on Facebook. It discusses what social media marketing and Facebook are, and how businesses can use Facebook for marketing purposes. The key benefits of social media marketing include brand awareness, promotion, increased sales and engagement. Facebook allows businesses to create pages to share posts and interact with customers. Posts should include engaging content like photos and questions to increase reach organically. Facebook also allows targeted paid advertising to specific audiences using options like boosting posts, newsfeed ads, and retargeting pixels on websites. Businesses can track the performance and conversions of their Facebook ads.

1. Digital Business
Batch 2019-21
BY,
SHUBHAM MOON

2. WhatisaSocialMediaMarketing?
■ Socialmediamarketingisthe processof gaining website traffic or attention through social
mediasites.
■ Facebook, twitter, LinkedIn,Instagram, Google+andsoon…..
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3. Benefits of SOCIAL MEDIA MARKETING
■ BrandAwareness.
■ BrandPromotion.
■ IncreaseSales.
■ Increaseconversion onwebsite.
■ IncreaseengagementinyourApp.
■ Socialmediaallowsyouto get feedbackinstantly.
■ Socialmediahelpstarget audiencesmoreeffectively.
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4. What is FACEBOOK?
■ BasicallyFacebookisasocialmediaplatform,where
wecanmakenew friends,findoldschool/college
friends,interactwith newpeoples,see photosofour
friendsandcelebritiesandsoon.
■ Butindigital marketingterm, FacebookisaSub-part
ofSocialMedia MarketingthatWecanuseasatool of
socialmediamarketing.
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5. Why FACEBOOK?
■ Facebookhasahugeamountof costumerbase.
■ Facebookhas2.23billionmonthlyactiveusers.
■ Facebooksupportmorethan100+languages.
■ Facebookisagloballypopularsocialnetworking platform.
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6. Overview of FACEBOOK?
■ TheaverageFacebookuserhas330friends;15%ofFBusershave more than 500friends.
■ An averageuserlikes40pages.
■ Eachday4.7billionpostsaresharedonFacebook.
■ Therearebetween1500and15,000piecesofcontentthat Facebookcouldshowyoueach
time youlogin.
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7. What is a Facebook Page?
■ Facebookpageislikeapersonalprofilepagebutfora businessprofile.
■ Peoplecan“like”pagesthat theyrecipepostsbythebusiness in theirnewsfeed.
■ Apagecanhavesomesimilarinformationto thewebsite suchasabout,contactdetails
andcallto actionbutton.
■ SeethenextslidefortheexampleofFacebookpageandthe importantelementsthat
makeupthepage.
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8. Profile Picture
CoverPhoto
Call toaction
Posts
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9. What are Facebook Posts?
■ Postor content of apost canbeanything text,photo,videoorlinkto anotherwebsite
orarticle.
■ The key to Facebook marketing is having content that people want to see, like and
share.
■ Theother important keyto Facebook marketingisthat yourpostshouldhavea call
to action andit shouldbeaunique content.
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11. What is reach?
■ Reach: the number of people who see your post.
■ Similar to print readership in traditional advertising.
■ It may appear in people’s feed, but it depends on they may
react to it or not.
OrganicreachVS Paidreach
■ Organicreach:peoplewhoseeyouradviaalike,share
or comment notificationthat aperson’sfriend makes.
■ Paidreach:peoplewhoareservedyourpostbecause
they meet the criteria of the targetaudiencethat you
identify.
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12. How to Reach Organically?
■ Post good content.
■ Post to the interests of the audience, not your needs.
■ Post content that inspires.
■ Use photos that pass the “scroll test”.
■ Post frequency and timing: max of once per day, afternoon is best.
■ Post content that is likely to spur conversations. Ask open ended questions to spark
feedback.
■ Follow your Facebook Insights.
■ Engagement = (Likes+Comments+Shares)/people reached.
■ Try to target 10% engagement with your posts. As engagement increases, so does your
reach.
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13. REACH v/s ENGAGEMENT
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14. FACEBOOK: Learn what works?
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15. FACEBOOK: Learn what doesn’t work? 14

16. FACEBOOKAdvertising
■ FacebookadsissimplypayingFacebookto showpostsin
frontof wideraudienceofyourchoice.
■ Amotorbikecompanyforexample:mightonlywant
their postseenby18-35yearoldboy/maninDelhi.
■ Facebookmakesit possibleto targettherightaudience,and narrowit downsoyouget
rightpeopleseeingyourads.
■ Facebookadsjustlookslikejustnormalpostbutsayas ‘sponsoredads’onthe
left handcorner.
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17. FACEBOOKAdvertising
Side
column
ads
News Feedads
Sponsored
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18. FACEBOOKAdvertising
BoostPosts
■ Boostapostwhenyouseeaquick/immediate(within 24hours)flurryof highengagement. You’re
giving youraudie nce informationthat they want to hear.
■ Boostpostwhenyouhaveaimportant informationthat youwant youraudienceto hear.
■ Caution:don’t dothis allthe time.Otherwise,youareforcing yourmessageonto anaudience
that doesn’twant to hearit.
Ads
■ Adsyouseein yourpersonalfeedassponsoredposts.
■ Instanceswhereadsareusefulandrelevant
■ Buildyourfanbasewith specifictargeted audience
■ Sendaspecifictargetaudienceto yourwebsite.
■ Messageaspecifictarget audienceinyourfan base.
■ Engagetarget audienceuserswith yourapp.
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19. Different types ofAd Campaign
There are two types ofAd campaigns:
■ Advertsthatpromotethebusinesspage.
■ Advertthatpromotetheindividualpost.
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20. Advert for Promoting Business Page 19

21. Advert for Promoting Individual Post 20

22. Choose the Objective of yourAd Campaign 21

23. Target SpecificAudience (CostumeAudience)
Costume
audience
Location
Age
Gender
Language
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24. Monitoring FacebookAds
Performance
Yourad
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25. FACEBOOK Retargeting
■ Facebookprovidesyouwith apixelorcodeto beplacedon your websitebyyourweb
developmentteam.
■ RetargetthosepeoplewhohavevisitedyoursiteinthelastX days.
■ Retargetpeoplewhohavevisitedaspecificpageonyoursite
■ Example:RetargetingpeoplewhovisittheTastyfixpage.
■ Pixelisthesameforeverypage,butyoucanhaveFBtrack specificpages
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26. FACEBOOK Pixel Code 25

27. Conversion Tracking
■ Trackthepeoplethat not onlyclickonyourad,but goallthe way
through andcomplete atransaction (whether it be to purchaseand
item, registerfor anevent,registerfor contest etc.)
■ TheseConversionTrackingpixels needto be placedon the thankyou
pagesbyyourwebdevelopers.Sincethat isthevery laststep,younow
havecaptured that datafrom FB.
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28. Thank You!
(Any Questions?)