The document provides information about The Digiterati, a team of experienced digital marketing practitioners. It discusses their background and services, which include building in-house digital marketing capabilities for clients. It also covers tips and best practices for advanced Facebook marketing, including recent algorithm changes, video strategies, competitions and promotions, image dimensions, and advertising.

1. Advanced Facebook Marketing: The latest
changes, best practice tips, tricks and
techniques
Marie Page
Facebook.com/teamdigiterati
@marie_page
@TheDigiterati
www.linkedin.com/in/mariepage

2. We’re a team of experienced senior marketing
practitioners who work alongside your
employees and teams to build and strengthen
your in-house digital capability across a range of
digital marketing disciplines.
We met doing the MSc in Digital Marketing at
Manchester Metropolitan University.
About The Digiterati
24/03/2016 © The Digiterati Ltd 2

3. The team
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The Digiterati was founded by former MMU postgraduate students – Carlton Jefferis
and Marie Page – while on the UK’s leading MSc Digital Marketing Communications.
Projects are delivered together with their trusted peer network of internationally
recognised, award-winning digital marketing consultants, practitioners, developers
and creatives, all of whom were involved with the MSc journey.
Marie Page Carlton Jefferis Geraint Holliman Sophie Smith Scott Ross Sarah Alder
Yusuf Bhana
…and
many
others

4. We don’t hoard our knowledge. Our preference
is to digitally empower clients so that they are
confident to deliver solo when required.
We promise no-nonsense commercial advice,
with hands-on input from a senior consultant, no
matter what.
What makes us different?
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6. I recommend The Digiterati for training
businesses on social media and content
marketing. From working with them on several
training projects I know they have used all the
techniques and tools that matter, so know what
works and what doesn’t and so can show using
examples what will work for other businesses too.
“
”
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Dr. Dave Chaffey
Publisher of digital strategy
advice site SmartInsights.com

7. Free stuff from The Digiterati
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Sign up for:
• Slide deck from tonight
• The Facebook Ads Toolkit
• Study: Boosted vs Promoted
Posts – which is best?
• Case study: Social media and
technology use by UK wellbeing
services
Add your name to the list only if you
did not give your email address via
Eventbrite.

8. What we will cover tonight
• A look at Edgerank: why is our reach so poor?
• Recent changes on Facebook
• Good practice basics
• Some good practice tips
• A look at Facebook advertising
8

9. 9

10. Digital and Facebook in context

11. Content
The Digiterati guide to Content Marketing

12. Behind the scenes content
12

13. “Under the hood” content / Staff profiles
13

14. Repurposing questions
14

15. Group instead of a Page?
• Groups are great for niche
communities
• Great for collaboration
• Work well for events, live chat or
small, perhaps short term
collectives
• Superb reach (Get Notifications
is on by default)
• High engagement, great
discussion threads
• Can be Open, Closed or Secret
15

16. Basics: About Us text
• Include key words (and
hashtags?)
• Include your URL
• Provides a snapshot of your brand
16

17. Getting the basics right: About Box
• There are “Ask links” in the About box on pages that do not
have updated info
• If your Page is in a category other than Local Business check it
shows your short description, as opposed to a missing
address and phone number.
• This is the admin view of pages missing local business
information.
• If your page is missing information, you either need
to update your address and phone number (which you can
do by clicking on what needs to be changed) or switch your
page to a different category.
• To edit your Page category, go to your About tab and edit it
under Page Info.
• Go to Page Info in the About tab to update the category of
your Facebook page.
• The updated category will appear beneath your Facebook
page name, so choose something highly relevant for your
page.
17

18. What we do, who we are for (and we’re quite
good at it)
18
 What you do
 Your USP/OVP
 Offers
 Incentives
 Draw attention to your
apps/videos/competitions/sales

19. Use your cover photo strategically
• Draw attention to
news, competitions,
changes
• Brings good traction to
the Page
19

20. Recent changes: Poor reach
• Organic reach continues to fall
• Average Organic Reach stats from a
recent study by Socialbakers:
Video post: 8.7% (Facebook video
NOT YouTube)
Status update: 5.8%
Link post: 5.3%
Photo post: 3.7%
[Date Range: Oct 1, 2014 to Feb 4,
2015. Data: Sample consisted 4,445
brand pages with 670,000+ posts.]
• Algorithm favours unique content that
it deems high quality
20

21. Recent changes: Penalising content
• Clamp down on “promotional”
content
• Memes and spammy
(clickbait) content penalised
• Poor reach for posts
containing trigger words
21
✗

22. The Facebook Algorithm
Facebook doesn’t show all your content to all your
followers
22

23. Edgerank – Facebook Newsfeed Factors
The algorithm loves:
• Posts with lots of comments
• Posts with lots of likes and shares
• Posts people spend time on
• Post types that users seem to prefer more than others (e.g., photo, video, or status update)
• Posts that reference a trending topic
• Posts that receive a high volume of likes, comments, or shares in a short time
• Link and video posts
• Videos uploaded to Facebook that receive a large number of views or extended viewing duration
• Posts that tag other pages within the text
• Posts that are liked or commented on by one’s friends
• Posts from pages that one interacts with often
• Post types that one interacts with often
• Posts from pages with complete profile information
• Images and videos that have not previously appeared in the Open Graph
• Links that have not been posted before 23
Source: updated from https://blog.bufferapp.com/facebook-news-feed-algorithm

24. Edgerank – Facebook Newsfeed Factors
The algorithm doesn’t like:
• Clickbait
• Hoaxes
• Frequently circulated content and repeated posts
• Like-baiting
• Posts that include spammy links
• Posts that are frequently hidden or reported (a sign of low quality)
• Posts that contain the words “like, comment, or share”
• Posts with unusual engagement patterns (a like-baiting signal)
• Posts that receive negative feedback categorizes as “meme content”
• Posts that are classified as memes by Facebook’s visual analysis of overlayed
text on image
24
Source: https://blog.bufferapp.com/facebook-news-feed-algorithm

25. Beating Edgerank
• Know which types of content are allocated better reach
– Links, especially to “in favour” sites
– Plain text status updates
– Facebook Video , especially Facebook Live
• The first few minutes are crucial so post at a good time
• Get colleagues to engage with content
• Seed comments
• The “More” button is your friend – as it encourages a click
• Pay for visibility
• Get fans to sign up to “Get Notifications”
• Be aware of Edgerank killers – words like “Like”, “Share”, “Comment”
25

26. Combatting reach problems
• Get Notifications and See First
26

27. When to post
When are *your* audience online?
• Day
• Time
• Don’t neglect evenings
and weekends which
are often times when
other brands are not
posting but users are
online 27

28. Learn from your metrics
• Fans are Vanity. Reach and Engagement is Sanity.
Fan numbers mean nothing if few are seeing your content and even fewer
are engaging
• Become obsessive about your Insights data – learn from it and raise your
game

29. Good practice:
Get your images working
• Large, interesting photos get noticed and
therefore get more engagement
2929✓ ✗

30. Recent changes: clamping down on competitions
• Likes NOT Shares
• Follow Facebook’s Terms of
Service
• The fullstop after Quantas
Airline. is an indicator of a fake
account (and no verification
tick) 30
✗

31. Comply with the Terms of Service
31✗ ✓
✗

32. Legal competitions
• Legal now (but do follow the Terms of Service)
• Enforced Sharing is not allowed
• Like-gating the Page is not allowed
BUT
• People do often Like the Page as well so arguably worth
doing occasionally
32

33. Problems arising from even legal competitions
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34. Recent changes:
Verification
34
Grey tick: https://www.facebook.com/help/100168986860974
Blue tick: https://www.facebook.com/help/contact/356341591197702

35. Recent changes:
The dominance of video
• You get more real estate in the newsfeed
• Autoplay
• Better reach – especially Facebook Live
• Can feature as your Page CTA
• CTA and URL options at end of video
• Do add in your own thumbnail
• They will surface in your Apps / Video Tab
• Improved reporting
Video uploaded
directly to
Facebook
Video link from
YouTube35

36. New features coming soon for Facebook video
• Automated captions for video ads (get 12% more play
time)
• Better reporting metrics eg the % of viewed video with
sound
• Pay only for 100% in-view videos (likely to be much
higher price per view)
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37. It’s getting much more like YouTube
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38. It’s also getting more like Periscope…
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Facebook Live Video
• Unlike Meerkat and Periscope no additional
app is needed
• iOS only for now
• Click Update Status and select the Live
Video icon
• Write a quick description of the broadcast
(prep ahead)
• Options to choose your audience
• During the broadcast you see the number of live viewers, the names of friends online and
a real-time stream of comments
• Video is saved to the Timeline

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Pre-write your title
Facebook Live Video
Check your stats
https://thedigiterati.com/getting-started-with-facebook-live-video/

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41. Tips for Live Video
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Before
• Test it before a big event
• Give advance warning of the broadcast time
• Write your description in advance: use compelling copy as per headline
best practice
• Check your connection (4G / decent wifi)
During
• Namecheck people during the broadcast
• Answer questions on air
• Swap from front to rear camera by tapping icon on the top right
• Remind viewers that they can tap on the subscribe button to get live
notifications for the next time
After
• Embed in blog posts (Periscope disappear after
24 hours)
Have fun
• Be creative: it’s currently novel so make the most
of it (Newcastle puddle?)

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A typical range of content types:
Links, status updates, video
Includes a few relatively viral pieces
Look at the difference in average reach
with Facebook Live
(The other piece is a photo album)

43. Use landscape view!
(Except on Facebook Live which is square)
44
✗

44. Recent changes: Home Page Call to Action and
Response Rate
Other calls to action:

45. Promote your Call to Action
47

46. Recent changes: Targeting posts
48
New: End date

47. Recent changes: Targeting using
Audience Optimization

48. Recent Changes:
Publishing Tools for scheduling and searching
50
Users can also
search posts

49. The scheduling tool
Add
location
51
What you are
doing/feeling
Set
date/time

50. Best Practice:
Upload links not photos
52
But lose the link
✗

51. Best Practice:
Make the most of the text opportunities
• Duplicated text in the top
and bottom
• Write something different
in each space – a quote, a
question, a comment, a
statistic, a call to action
✗

52. Best practice: check dimensions
Always check on mobile
54
https://www.facebook.com/londonhousingforstudents

53. Check your image dimensions and text
positioning
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54. Best practice for datacapture:
Cover image magnet trick
56

55. Cover image product promotion CTA
57

56. The magnet can also be used in ads
58
Each of these is
tagged and triggers
an Infusionsoft
email campaign

57. Best Practice:
Converting likers to fans
• Asking non fans who “Like” posts
59

58. Framework for
Handing social media complaints
FEARS
• Find all mentions
• Empathy
• Answer publicly
• Reply only twice
• Switch channels
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59. Best practice:
Nifty tools for free editing
Canva.com is a simple free online graphic
design tool providing free or $1 backgrounds
and design templates
It also provides templates for all the major
social sites
Also try Pixlr.com and befunky.com for image
resizing and light editing
61

60. New Facebook resources for non profits
• https://nonprofits.fb.com/
Advice on:
• Getting started
• Raising awareness
• Activating supporters
• Raising funds
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61. Gary Vaynerchuk
Where is the attention of your
customers?
Are you marketing to your
customers like it’s 2016?

62. If we have time…
• Some info on Facebook advertising
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63. Why you should be advertising on Facebook
• Because it is now a Pay to Play platform
Organic reach is effectively dead
But it is far cheaper to connect using Facebook than other channels
• Because that is where your customers hang out
Even B2B customers use Facebook
• Because it’s targeting capacity is awesome
Multiple layers of behaviours, interests, demographics, connections, age ranges,
workplace, relationship status, education level, languages, location and more can be
overlapped to precisely target people likely to buy
• Because you can talk to qualified leads via Website Custom Audiences
• Because it is a place to find “clones” of your existing customers via Lookalike
Audiences
• Because it is a place to remarket to existing customers via Custom Audiences
• Because it is a great place to get to people on mobile when they aren’t busy
with work
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64. Source – Brian Carter, Moz
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65. Facebook is increasingly a “pay to play” platform
Advertise to:
• Increase fan numbers
• Increase reach - cut through Edgerank
and enable more of your existing fans
to see your content
• But, do use Power Editor to give you
more control of targeting and bidding.
Before and after advertising
67

66. Campaign:
Objectives
Ad Set:
11 possible objectives
Ad:
Creative
Schedule
Start, End,
Day Parting, Continuous,
Accelerated
Budget
Daily, Lifetime
Clicks to
Website
Website
Conversions
Page Post
Engagement
App
Installs
App
Engagement
Video
Views
Event
Responses
Lead
Generation
Local
Awareness
Page
Likes
Offer
Claims
Targeting
Location, Age,
Gender, Languages
Detailed
Targeting
Connections
Bidding
Automatic, Manual,
CPM, CPC, Unique Daily
Reach
Placement
Mobile News Feed, Desktop News Feed
Right Column
Instagram
Audience Network
Text, Image(s)/Video, Headline, Description, Caption, CTA
FacebookAdCampaignElements

67. Ad options – at least 19 possible ad types
• Basic “ad”: Boost post
• Placement considerations: Newsfeed/mobile/right hand/Instagram
Some ad types and objectives:
• Page Likes
• Call to action
• Carousel
• Canvas
• Video
• App installs
• App engagement
• Local awareness
• Event responses
• Offer claims
• Lead generation
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68. Facebook Canvas
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https://thedigiterati.com/creating-facebook-canvas-ads-step-by-step-guide/

69. Targeting
• Location
• Demographics
• Connections – i.e. fans, friends of fans
• Languages
• Interests
• More detailed information here
http://the-digiterati.com/facebook-ad-targeting-overview/

70. Advanced Targeting. Custom Audiences
Target ads at:
• Your mailing list
• Visitors to your website (or specific pages)
• Also exclude certain audiences from seeing your ads
• Create “lookalike” audiences of your fan base or mailing list
• Great for retargeting
• More detailed information here
http://the-digiterati.com/facebook-ad-targeting-part-2-facebook-custom-audiences/

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Fans of
Mari Smith
Fans of
Jon Loomer Digital
Fans of Social
Media Examiner
Targeting the
Super-Fan
Facebook Detailed Targeting
https://thedigiterati.com/facebook-detailed-targeting/

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Text
Caption
Image
Call to Action
Headline Description

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74. The 20% ad text rule
86
✓✗
Rumoured to be changing soon!

75. Facebook and the “other” social networks:
• Training
• Organic content management
• Advertising including advanced split testing of up to
250 ad elements
Copywriting for digital
Email and eCRM marketing
Strategic input from online brand positioning to digital
transformation
www.thedigiterati.com + hello@thedigiterati.com
Do you want The Digiterati on your team?
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