Facebook Marketing Advanced

Facebook Advanced
East Clare Community Development
Scarriff, 8th July 2014

Welcome & Introductions
Who am I?
Who are you?
Why are you here?

Who is JSB?
• Journalist
• Chamber of Commerce CEO
• PR Lecturer
• Marketing Executive
• Event Manager
• Fundraiser
• Entrepreneur
• Tech Startup Founder – Young Minds Online
• Failed politician
• Desperate for a New Challenge everyday
• Blogger & wannabe author
• Life-Long Learner
• ‘The Apprentice’ Finalist

Course Objectives
 How to write a Facebook Strategy
 Overcoming the EdgeRank Changes
 Content Planning/Scheduling
 Facebook Advertising
 Power Editor
 Custom Audience
 Campaign Management
 Apps
 Facebook design – Free & user-friendly software
 Best Practice Case Studies
 Your Facebook Strategy

What is Social Media?
Regular media is like a one-way street….you
read a newspaper, watch TV or listen to radio in
order to be informed, entertained or engaged. But
you can’t comment or give your views.
So Social Media is like a two-way street….you
can give your opinion, share links, re-tweet other
peoples comments and become your own
publisher of content.
And social networking sites are the platforms
that allow you to share e.g. Facebook, Twitter,
Pinterest, Flickr, Blogs, YouTube.

Why Businesses use Facebook
• To promote your business/organisation
• To connect with potential customers/partners
• To engage in conversation
• To get feedback
• To showcase your knowledge/expertise
• To showcase your products/services
• To build brand profile
• Review the competition
• Get introduced to or find out about the market leaders
• What’s new in my industry
• Recruit/research staff
• Build your business voice as an industry leader
• Build a network

A Facebook Strategy
• There are 5 essential elements to creating a successful
Facebook Strategy
1. Establish Goals & Vision
2. Identify Target Market
3. Create Content Planner
4. Engage with your Audience
5. Measure Success

1. Goals and Vision
• The first thing that must be done in order to create a
Facebook strategy is confirm your aims and objectives.
• Make sure you and your team know what your desired
outcomes are. This helps focus and provide direction
which will help put your strategy into action.
• You must keep in mind the overall vision of your business
when listing your goals. Do not deviate!
• Examples of possible goals; to increase Page Likes, to
provide Feedback or customer service Help, to Promote
your product or service, to recuit attendees for an Event.

2. Target Market
• Market segmentation is extremely important when
implementing a Facebook Strategy. Your Facebook Page
must post relevant content that will capture and
engage your target audience. Is it already?
• Remind yourself who your customers are and what they
want. Write down why they should or why they do ‘Like’
your Facebook page and the things that are of interest
to them.
• List the methods you can connect your market on
Facebook e.g. Sponsored ads, Promoting Posts, Custom
Audience, Competitions, Customer Service

3. Content
• Content is central to a Facebook Strategy. The reason
people ‘Like’ your page is because of the content. They
want to be engaged and interested in what you have to
say.
• To capture your audience you need to be a curator and
creative. Only 10% of your posts should be promotional,
20% should be sharing others posts, and 70% should be
creative content that adds value. Is this the case?
• Create a content plan. It is important to make sure your
posts are planned in advance. This will avoid irrelevant
posts, typos, and will save time.

4. Engagement
• Once you start to get traction on your Facebook Page
and your customers begin to interact with you, make
sure that you engage with them.
• It is important to show the human side of your brand
online and interaction is the perfect way to accomplish
this.
• Reply to all of your direct messages, like and reply to
people’s comments.
• This increases their interest in your page and will make
them more likely to interact with you in the future.

5. Measure Your Success
• Once your Facebook Strategy is implemented, begin to
record the results.
• Make sure you write down the initial Facebook page
likes then how it increases over a period of time.
• Use your Facebook Insights. This shows your post
reach, engagement, visits and segmentation of the
people interacting with your page.
• This will show you if you’re posting too much, too little.
If your posts aren’t attracting your target market and if
people are interested in what you have to say.
• At the end ask yourself have I reached my goals? If the
answer is no then why not?

Social Media Measurement
• Fan growth trend (Page Likes)
• People talking about you: number of “engaged fans”
• Viral reach: number of people who saw your content by
other’s sharing or engaging with it
• Impressions on your page’s posts: number of times
people saw it
• Audience demographics
• Monetary value of a fan

The EdgeRank Changes
• EdgeRank is an algorithm developed by Facebook to
govern what is displayed and how high on the News
Feed.
• An Edge is everything and anything that happens on
Facebook such as status updates, comments, likes,
shares.
• If a Facebook Page has low EdgeRank, then the Brand's
updates will be seen by less people. This means that
their Facebook marketing budget is less effective than it
could be.

Overcoming EdgeRank Changes
1. Post Photos – Facebook Pages gets more fan engagement
from photos than links, statuses, or videos. In fact, photos
get as much as twenty times more engagement.
2. Write More Text - This approach also helps followers to see
you've put significant time into your posts, which can lead to
more shares, likes and comments. Don’t overload them with
information but it will attract their attention.
3. Use Few or No Links – Facebook Pages should reduce
their activity of sharing external links to good content.
Facebook do not want people using their site to redirect
customers to another web page even though we as
Facebook users do want to do that especially to our brand
websites.

Overcoming EdgeRank Changes
4. Attract comments more than Likes - There should be
steady focus on engaging fans enough and
encouraging them to leave comments. You can do this
buy asking questions. As a result, high number of
comments is synonymous to creating viral content.
5. Adjust the schedule of publications - The more clear
and the schedule of updates, they will be predicted
better by Facebook Edge Rank. Post at least twice a
day, and schedule your posts for various times with
gaps of at least 2 hours.

What is Content Planning/Scheduling?
• A content plan is a list of your proposed web content
indicating status and ownership. It is key in managing
content development.
• Facebook allows you to schedule your posts in advance.
Even when you aren’t on Facebook you can create
status updates. You can plan postings for a week, a
month or a quarter in advance.
• A content plan ensures that there is a good mix of
content and a variety of interesting posts to keep your
audience engaged.
• It will help you track your content ideas.

Advantages Of Content
Planning/Scheduling
• Be in control of your posting schedule - Your Facebook
posts cannot rely solely on your time in front of the computer.
With content scheduling you can ensure consistent posts.
This enables you to connect with your audience even when
you’re not online.
• Post at the ideal time - If timing isn’t right your business’s
posts won’t even appear on the news feeds of audience.
When you schedule your posts you can find out the ideal time
and frequency for your posts. Posting 2 or 3 post every day is
enough to keep your audience engaged.
• Time – And of course time is saved. Because your Facebook
Page will update itself automatically, you have more time to
spend on other business activities with the certainty that you
aren’t loosing any engagement.

How to Schedule Your Posts
1. Update your status.

How to Schedule Your Posts
2. Click the Clock under the status. Choose your desired
date and time of publishing. Once that is done click
Schedule.

Content Planning
• Scheduled Posts on Facebook
• Easy planning
• Posting at different times night or day
• Bulk posting for the month ahead

Content Planner Template
Date/Time Post Rich Content
9th July 2014
9.00am
Here are some photos from our
Facebook Advanced course in Co.
Clare yesterday. Have you
advanced your Facebook
Strategy? We can help.
Photos from Co. Clare
course in Scarriff (with
permission of attendees –
ask them to tag
themselves and leave
feedback)
9th July 2014
7.30pm
There are 5 steps to developing a
Facebook Strategy. What step are
you on?
Image of 5 Steps of
Facebook Strategy from
Course
10th July 2014
8.30am
You have one life. Choose it or let it
pass you buy.
Motivational image
(include source)
10th July 2014
8.30pm
You’ve heard of up-cycling your
wardrobe right? Well we are up-
cycling our Blog Posts. Now that’s
innovative.
Link to Blog Post
http://www.digitaltrainingi
nstitute.ie/dont-recycle-
blog-posts-upcycle-them/

Content Planning
• Hootsuite
- Manage multiple social media accounts
- Manage multiple different social media accounts

Facebook Advertising
There are 6 different types of Facebook Advertising
1. External Website/Standard Ads
2. Web Conversation Ads
3. Page Post Engagement Ads
4. Event Response Ads
5. Sponsored Stories
6. Promoted Posts
7. Facebook Offers

External Website (Standard) Ads
Of the different types of Facebook
ads, this one is the most simple.
It can only be displayed on the
right column, so there’s no mobile
support. You can choose a title,
a short description,
and the URL to be displayed.

How to set up a Standard Ad
• Go to https://www.facebook.com/ads/create
• Choose Clicks to Website and enter your web address

How To Set up a Standard Ad
• Upload the image you want. This will be the ad image
and will appear on the left hand side of your audience’s
newsfeed

How to Set Up a Standard Ad
• Link your ad to your Facebook page. Choose a
Headline and insert your text. Then pick a call to action
from the drop down list. This will be shown on your ad.

How to Set Up a Standard Ad
Enter the details under
audience. This will target a
specific group of people
based on the information
you enter. Their interests
should be based on your
business. Their behaviours
should be ones that also
suit your business. Who you
want to target must be
specific for the ad to work.

How to Set up a Standard Ad
• Choose your Ad campaign.
• Give your Ad a Name so you can monitor it.
• Choose how much you want to spend. You can either
have a daily budget or a lifetime budget.
• Your schedule can either run continuously or you can set
a start and end date. If you choose a start and end date,
it must be run over a period of a month.
• Click place order and Facebook will approve your ad and
out it live.

Website Conversation Ads
A conversion-tracking pixel is a small piece
of code that lets you measure the actions
people take on your website and
automatically adjust your ad delivery to
reach people who are likely to convert.

How to Add Conversion Tracking
Pixel to your Website: STEP 1
• Go to www.facebook.com/ads/create
• Select ‘Web Conversions’ from the list of

• Paste URL of web page that would like to add
Conversion Tracking Pixel to

• Select the type of conversion
• Enter a name for the conversion tracking pixel

• Click ‘Create Pixel’

• Select the option ‘I can add the pixel to my website’

• Copy the code that is generated below (keep this page
open for later use)

• If you have a non-Wordpress website, paste the code
into the <head> section of the web page that you
would like to add the pixel to. (Note: this requires coding
knowledge!)

• If your site is built using Wordpress, install the plugin
‘Code Insert Manager’ -
https://wordpress.org/plugins/q2w3-inc-manager/

• Once you’ve downloaded and installed ‘Code Insert
Manager’, go to the Wordpress Dashboard and open
the plugin (simply click on it)

• Click ‘Add New’

• Add a description
• Select ‘Active’ as status
• Select ‘Header’ for location

• Select the page that you would like to add the
conversion tracking to (a dropdown menu will open)

• Paste the generated code into the code box

• Go back to Facebook and click ‘Continue’

• Go to Ads Manager and click ‘Conversion Tracking’

• Check status of newly setup conversion to ensure that it
is ‘Active’
• If it is not active, try refreshing the web page that you
have added the conversion to

Pixel to your Website: VIDEO
• Check out this video for a more detailed explanation of
how to add a Conversion Tracking Pixel to a Wordpress
website
https://www.youtube.com/watch?v=H3n1wYfwxGw

Page Post Engagement Ads
• Choose Page Post engagement. Add your Facebook
page and pick which post you want to boost.

Page Post Engagement
• Facebook will automatically add the text and links from
the post you chose.

• Enter the details
under Audience. This
will target a specific
group of people
based on the
information you
enter.

• Choose your Campaign. Pick a name for your Ad and
enter your budget. Click place order and Facebook will
approve and publish your ad

Facebook Page Like Ad
• A Page Likes ad encourages people to like your
Facebook Page. It will be displayed in all places and will
immediately encourage users to like your page.

• Upload an image which will be shown on the ad. You can
have up to six different images for one ad at no extra
cost. Facebook will alternate the images.

• Under Text and Links you can insert your text and view
your ads.

• Enter the details under
Audience. This will
target a specific group
of people based on the
information you enter.

Event Response Ad
• If you want to promote an event you are having, use an
event response ad. Facebook will promote your ad and
encourage people to attend.
• Choose event responses and enter the event you wish to
promote. The event must be created on your Facebook
Page before you can create the ad.

Event Response Ad
• Ad the image you wish to on your ad. You can upload up
to 6 images and Facebook will alternate the images.

Event Response Ad
Enter the details under
audience. This will target a
specific group of people
based on the information
you enter. Their interests
should be based on your
business.

Event Response Ad

Offer Claims
• Offer claims help to promote offers you may have in your
company. You can create the offer on Facebook and
your audience can claim the offer.

Offer Claims
• Click offer claims and enter the
name of your Facebook page.
• Then it will say no eligible post
exists. Click the plus button beside
that message and create a new
offer.
• Enter the details of the offer, upload
an appropriate image and click
next.

Offer Claims
• Enter the expiration date
of this offer. You can add
optional terms and
conditions here too. Click
next when done.
• Review your offer and
when you’re happy click
post offer.

Offer Claims

Campaign Management
• Ads manager is where you can view, make changes and
access performance reports for all your campaigns, ad
sets and ads.
• To view your ad campaign. Go to the drop down bar at
the top left hand corner of your personal Facebook
Profile. Click manage ads.

Campaign
Manager
• Here you will be able to
see the activities of all your
ads. Their status – if they
are on or off. Their activity
- if they are currently active
or scheduled. The spend –
how much you have spent
to date and the balance left
that will be spent.

Power Editor
• In Manage ads there is a tab on the left list on the home
page called power editor.
• This is a bulk ads creation and management tool,
tailored specifically for large advertisers. Power Editor is
the best tool for advertisers who work at scale and need
precise control of their campaigns.
• If you don't need to create hundreds of ads at scale, use
the ads create tool.
• Here you can edit all your ads, manage various
campaigns, control the billing and prices and request an
ad campaign report. This can all be done however in the
ads create tool.

Custom Audience
• A Custom Audience is an
ad targeting option that lets
advertisers find their
existing audiences among
people who are on
Facebook. You can use
the ads create tool or
use Power Editor to create
a Custom Audience.
• In manage ads click the
audience tab on the left.
• Choose custom audience.
• Then pick the type of
audience you want to
create from the options.

Data File Custom Audience
• If you're uploading a file,
create a .CSV file in
Excel with a customer
list you want to create a
Custom Audience with
either using email
addresses, user IDs,
phone numbers or
mobile advertiser IDs.
The document should
have a single column of
data with no heading.
• Fill in the information
and upload your file.
Then click create
audience.

MailChimp Custom Audience
• If you have a MailChimp account with email addresses
you can connect your Facebook Page to your MailChimp
account.

Custom Audience From Your Mobile
App

Custom Audience From Your
Website

Apps
• An App on your Facebook Page is a custom tab that is
installed manually on your Facebook Page and is shown
up underneath the cover photo.
• To add an app to your Page, you can go to the app’s
page and click on the Page's cover photo. If the app is
available to be added to your Page, you'll see Add App
to Page in the dropdown menu.

Creating Custom Apps
FREE custom app creator:
http://apps.tradablebits.com/

Creating Custom Apps: STEP 1
• Go to http://apps.tradablebits.com/ and click on
‘Connect with Facebook’

• Click on ‘Add App’ (green button)

• Click on ‘FREE’ to view list of complimentary apps

• Select and install preferred app (e.g. Welcome)

• Select page that you would like to add app to, enter app
name and select icon

• Select a preferred template and enter content into
content boxes. Click ‘Save Setup’.

• Select or upload an image for the app. Note
dimensions 111px x 74px.

• View app by clicking on ‘View’ button.
• Once app is ready, click ‘Install on Facebook Page’.

Facebook Design
• Dimensions
- Facebook Cover Photo
- Facebook Profile Photo
- Facebook Ads

Facebook Design
FREE Design Tools
Canva.com
PicMonkey.com

Canva.com: STEP 1
• Go to www.canva.com and setup an account

Canva.com: STEP 2
• Login and select ‘Facebook Cover’ from the menu

Canva.com: STEP 3
• Select a pre-designed layout

Canva.com: STEP 4
• Or select a basic background colour and pattern

Canva.com: STEP 5
• Or upload an image of your choice

Canva.com: STEP 6
• Add some text

Canva.com: STEP 7
• When design is complete, click on ‘Link & Publish’

Canva.com: STEP 8
• To save image, click on ‘Image’

Canva.com: STEP 9
• You image will then be prepared for saving.

PicMonkey.com: STEP 1
• Go to www.picmonkey.com
• Hover over the design icon and select ‘Facebook
Cover’ or ‘Square’ to create a profile pic

• Select a background colour for your Facebook cover or
profile picture

• Add text to your Facebook cover or profile picture

• Add frames, textures, shapes or select a theme

• When you have completed your design, click ‘Save’

• Enter a name for your image and click ‘Save to my
Computer’

Best Practice Case Studies
https://www.youtube.com/watch?v=q7iuPDDuPag

Best Practice Case Studies
https://www.facebook.com/Grassroutes.ie

Your
Facebook Strategy
(Use our Template)

Facebook Marketing Advanced

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