This document provides an overview of a Facebook training seminar presented by Matt Lynch. The seminar covers topics such as optimizing Facebook pages, developing a social media style guide and policy, engaging followers through different types of content, using events and check-ins, and measuring the results of social media marketing. The seminar encourages businesses to integrate social media marketing with their other online activities and take a holistic approach to engage customers.

1. Facebook
Training Seminar
Wednesday 2nd April, 2014 10:00am – 12:00pm
Slide: 1

2. Matt Lynch
• General Manager of Vorian Agency – Delivering integrated online and offline marketing
solutions to business wrestling with how to market in today’s changing environment.
• With over 20 years Information Technology and Online Marketing Experience, primary
speciality being Search Engine Optimisation (SEO), working both within agency and in-
house roles as a digital marketing specialist.
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media
evolvement to ensure current knowledge in an ever changing landscape, leading to early
adoption and determination of opportunity for marketing enhancement.
• Local, national and international project experience particularly in the field of Travel with
companies such as Trafalgar Tours, The Travel Corporation brand and travel properties,
Stella Travel and Best Flights; Matt has earned a reputation as an online marketing expert
and search evangelist for thoroughness, quality, technical knowledge and success driven
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar,
coordinating the online marketing efforts with international teams for this global brand.
Your Presenter: Vorian Agency General Manager
Slide: 2

3. Connect with Matt…
Facebook: https://www.facebook.com/mattrlynch
Twitter: https://twitter.com/mattrlynch
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Google+: https://plus.google.com/100121124281684757846
Pinterest: http://pinterest.com/mattrlynch
Instagram: http://instagram.com/#mattrlynch
FourSquare: https://foursquare.com/mattrlynch
About Me: http://about.me/au.mattlynch
Klout: http://klout.com/#/mattrlynch
Email: matt.lynch@vorian.com.au
Slide: 3

4. Interactive Questions?
During today’s session, you are welcome to tweet
questions to our Vorian Agency Twitter Account
@vorianagency using the hashtag #voriantraining
https://twitter.com/vorianagency
Slide: 4

5. Housekeeping
Before we start, please note the following:
• Exits
• Toilets
• Mobile Phones on Silent
• Question & Answer session at end of the Presentation
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our service offering
• Vorian staff are available to arrange an appointment or answer specific questions
• Please provide your feedback on today’s seminar on the supplied questionnaire
• Please invite others you may know to register for our free seminar series
Slide: 5

6. In today’s session…
• Facebook business account configuration
• Optimising your Facebook page, Cover Photo, Profile picture and images
• A consistent Social Media Style Guide
• Why you should have a Social Media Policy
• Best Practice Facebook Tips
• The ideal Facebook post length
• Filling out your Timeline
• Sourcing and Building Followers/Fans
• Content Marketing Types with Facebook
• Facebook Places & Check-ins
• Using Events with Facebook
• Benefit of Notes with Facebook
• Photos, Galleries, Videos
• Competitions in Facebook
• Custom Apps, and building your own pages
• Facebook Pay Per Click Advertising (LIKES and links)
• Efficient Social Media Management and Apps
• Reporting & Measurement
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7. Don’t Forget to Check-in
• Leave your mark, tell your connections where you’ve been, and what you have been
doing, by performing a Facebook Check-in. With the Facebook app on your
smartphone choose the ‘check-in’ option, and firstly see if the location you are at is
recognised on the geographic location list, or refine the process by searching for the
business name, and selecting.
• Add a photo, who you are with, and an emotion, along with a status update.
• For businesses, incentivise the process! Engage with consumers via Facebook who
check-in, and offer something special. For those here today, it is a great business
networking opportunity to check-in at Vorian Agency, and build your brand
awareness, so that we can generate some ‘social signals’ to your business.
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8. The case for SMI
• 'Social' is something that should be integrated and embraced at every level of the
organisation, and this especially includes sales.
• Social presents many unique opportunities to build relationships, gain insights, and
make sales.
• Optimising your social media strategy for SMI (Search Marketing Integration) means
creating content that's designed to fit in with how customers search for you, then
socialise that content across all your company's social media channels.
Slide: 8

9. The Social Salesperson
• We are seeing the rise of the 'social salesperson', that can enrich the marketing
department's SMI efforts weaving SEO techniques into their day-to-day work.
• Content marketing is fundamental to the success of any organisation that wants to
generate business online.
• Your savvy sales individuals will have unique perspectives on the market, products
features/benefits, and how to solve problems.
• They will be able to identify common customer questions, reservations, and effective
selling points.
• They are ideally placed to help with the creation of content that aligns with every
stage of the sales funnel.
• Content should be monitored of course and vetted before representing the brand
(have a brand guideline or ‘style guide’ is a good start).
• The sheer volume, and quality of content will be beneficial for the business.
• Savvy sales reps can support the business by sharing information via social
communities.
• Repost and share company announcements, promoting content, engaging with their
community.
• As the sales rep's social presence grows, so should the brand's, bringing in new
followers and widening your social reach.
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10. The Social Salesperson…
• Ask them to engage with customers, prospects and industry peers on blogs, and
groups on Facebook this will help to build relevant links back into your site.
• Encourage them to attend local meet-up groups or networking events, where they
can 'check-in', post photos and updates.
• Many sites, associations and groups allow the users to post profiles, and links... and
contribute to solid link authority references back to your site.
• Salespeople tend to have larger than normal networks, which can be tapped into and
used for SEO, including Facebook
• Colleagues in complementary organisations on Facebook, who can be used for guest
blog posts, co-marketing sponsorships, interviews and other opportunities.
• Keeping up-to-date and informed on the competition,
your sales team are well suited for this role.
• Successful SMI requires the full integration of your
whole organisation.
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11. Add up the user numbers
• Be found not just on Google in search… (Bing, Yahoo!, local search,…)
• Go to where the users are, don't ignore them:
• Facebook: 12.8 M users in Australia. 55.02% of Australian population.
• YouTube
• LinkedIn
• Twitter
• Tumblr
• Instagram
• Pinterest
• Flickr
• Google+
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12. Impact of Facebook on SEO
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13. Brand Consistency
• Before we delve into preparing to do business online… research and do the due
diligence, to determine a consistent brand approach (name and logo) to avoid
confusion and conflict to the brand.
• NameChk: http://namechk.com/
• Knowem: http://knowem.com/
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14. Secure Your Name
• Proverb: Failing to plan is planning to fail
• You may not use them today, but secure them for tomorrow!
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15. Style Guide
• Generate a ‘Style Guide’ for your online business
• Research your target demographic to develop your ideal ‘persona’
• Determine your ‘Tone of Voice’, type of language used and how you will come across
• Consistent naming convention for account creation
• Consistent brand approach for use of logo, hero images, fonts and colours
• Prepare business descriptors for use in ‘About’ biographies
• Look to incorporate target keyword strategy throughout
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16. Your Social Media Policy
• To maintain our company's open, honest and transparent approach, and our genuine
personality, we’ve set out a few Guidelines and Policies to follow. They should be read
and followed by all staff, and especially anyone who updates a Social Media profile for
our company.
• Our Social Media objectives
– Have fun. If you enjoy what you do, they will too!
– Respect the audience. Even if their opinions differ.
– Be timely. Social Media is about NOW.
– Know when and what to post. Right message, right time. Be mindful of situations where you need approval signoff
before responding or posting.
– Leave competitors to it. They may talk about us, but the best response is no response.
– Act responsibly. Do us proud and keep it honest. Don’t post negative comments, avoid inflating feedback with
other profiles and importantly never leak confidential business information
• Remember to follow these policies
– Keep it quiet – never discuss company or customer details. This includes subjects like sales figures, customer
details, internal policies, complaints, staff members or incidents.
– Keep it nice – Never refer to our company or others in a way that is defamatory, harassing or indecent.
– Keep it private – Never reference any clients, customers or trade partners without obtaining their permission to do
so.
– Keep it real – Never post online on behalf of the company or competitors (under your own name or anonymously)
unless it’s part of your job role or you’ve been given permission to do so.
– Keep it calm – if you’re in a bad mood, or someone riles you, take a step back and come back to it later.
– And finally, remember to keep it cool – We know you love social media as much as we do, but remember your
social media usage shouldn’t interfere with your job. Usage may be reviewed and monitored by your Manager.
Slide: 16

17. Which Demographics are Social?
• Number of Australian Retailers using Facebook: 53%
• Number of Australian Retailers using Twitter: 46%
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18. Follow & Add Relevant Friends
• Connect with influential people in your industry and build relationships.
• Provide interesting information and share your network with influential people, and
they will return the favour.
• Insert links and news about your website to increase your traffic (see Sticky section)
• Interact with Customers… Companies with more Facebook fans are those who
respond to their customers.
• Continually work to build your followers.
• Don’t buy Likes!
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19. Hashtags #
• Hashtags turn topics and phrases into clickable links in your posts on your personal
Timeline or Page. This helps people find posts about topics they’re interested in. To
make a hashtag, write # (the number sign) along with a topic or phrase (written as
one word) and add it to your post.
• Use hashtags (#) to focus posts on topical keywords, or brand name.
• Regularly post with hashtags.
• Don’t over do the amount of hashtags implemented within a post.
• Keep an eye on trending topics and particular #tags, and blend these into your posts.
• http://www.hashtags.org/
• Hashtags can be used as keyword links within Twitter, Facebook and Google+
Slide: 19

20. Impact of Emoticons
Slide: 20

21. A Guide to Wall Posts
Slide: 21
• Posts with 80 characters or less receive 23% higher engagement than longer posts!
• For brands, this length is a concern, as 75% of posts are much longer.
• Gain 48% more interaction with effective CTA types (Call To Action) include; Like,
caption this, share, yes or no, and thumbs up.
• Stop words - take, click, submit, check and shop, see significantly lower interaction
rates.
• Posts that ask for shares have a 7x higher share rate, than those that don't ask fans
to share.
• When fans are asked to specifically comment on a post, there is a 3.3x higher
comment rate.
• When fans are specifically asked to like a post, there is a 3x higher like rate.
• Posts that use 'winner' as a keyword, get a 68% higher interaction than average.
• Posts that use 'win' as a keyword, get a 46% higher interaction than average.
• Post that use 'giveaway' as a keyword, get a 42% higher interaction than average.
• Long URLs receive 16% higher interaction than shortened URLs, so give an
indication in the URL path of the final destination.
• Posts that contain questions receive 92% higher comment rate.
• It is better to pose the question at the end of the post, as it will produce 15% higher
overall interaction.

22. Get More Engagement
Slide: 22
• Your aim – More Likes, More Shares, More Comments…
• Post fresh content daily.
• Have at least on post scheduled for every day of the week – even the weekends!
• Space your posts out. i.e. 6 posts spaced out over 12 hours is more effective than if
all 6 posts were made at once.
• Consider the ‘waterfall effect’ on the consumers wall (Average lifecycle is 1.5hours)
• Schedule your posts ahead of time.
• Ask questions – asking questions of your fans is a great way to get them commenting
and involved in your community.
• Post engaging content – pictures, videos, infographics, website links. When you post
pictures on Facebook they take up more space in the news feed. Pictures will
normally get more engagement (~40% more) than a plain text status update.

23. What Successful Brands do
Slide: 23

24. 10years on – Facebook Tips
• Firstly, ‘Happy 10th Birthday’ to Facebook.
Slide: 24

25. Facebook Tips…
• Do they use a suitable business name (matching brand)?
• Do they have a custom URL?
• Do they have a Hero image?
• Do they have suitable branding logo, or profile picture?
• How many LIKES?
• How many Talking About?
• How many were here (check-ins)?
• Do they have a suitable 'About Us'?
• Do they use Photos/Video gallery?
• Do they use Events?
• Do they use Notes?
• Do they tie in to their other SM accounts (Twitter, Pinterest ect)?
• Do they use Custom Plugins (newsletter, SM etc)?
• Frequency of posts (to the wall)?
• Types of posts (text, photo, video, links)?
• Topics of posts (competitions, engaging, asking questions)?
• Engagement with posts (from users)?
• Use of TimeLine (do they extend back to inception of business)?
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26. Facebook Dimensions
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27. Facebook Dimensions
Slide: 27

28. It all starts with Content
• Content Marketing, Social Media and SEO works together for great results…
• Blog posts
• Videos and Podcasts
• Images and Infographics
• Whitepapers
• Webinars
• Slideshows
• Reviews
• Website copy and Product descriptions
• Ebooks
• Digital magazines
• Research reports
• Case studies
• Enewsletters
• ... then syndicate all of this content through your social channels.
• Did you know that making your content font size a bit larger can even impact the
conversion rate?
Slide: 28

29. Do Not Make Misleading Claims
• ACCC – Advertising & Promoting Your Business – Social Media:
– There are no specific or different consumer laws or rules in place for
social media. Consumer protection laws which prohibit businesses from
making false, misleading or deceptive claims about their products or
services have been in place for decades. These laws apply to social
media in the same way they apply to any other marketing or sales
channel.
Slide: 29

30. Repurpose/Reuse Content
• Images/video, there are multiple types of video social media channels where video
can be posted/embedded, likewise with images. Look to reuse this graphic content in
multiple areas.
• Depending on channels repurposed to, adjust the tone of voice of the text to suit.
• Anchor tags/link references variance (avoid duplicate content)
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31. The power of an image
• One Picture is Worth a Thousand Words.
• Dozens of studies and experiments prove that users are more attracted by amateur
pictures that look true-to-life, though they can miss a polished glamorous look.
• As James Chudley put in his guide on using photos to sell:
• Show off your product’s benefits
• Make visitors laugh
• Tell a story and show how to do something (step-by-step guides with pictures
simply rock!)
• Be consistent and professional.
• Infographics are another way of leveraging images.
Slide: 31

32. Facebook News Consumption
• A new Pew study shows that Facebook is the leading social network for news
consumption among U.S. adults.
• Whilst 30% may get the news whilst on Facebook, if you can really call it “news.”
When you dig a little deeper, you discover that the news they’re getting is nothing
more than a blend of TMZ, ESPN, and local community gossip.
Slide: 32

33. Mobile First
• Facebook Claims 1 Billion Active Mobile Users, 200 Million On Instagram.
• Zuckerberg told analysts on a conference call at the end of March 2014 that
Facebook now has 1 billion active monthly mobile users. That’s up from 945 million in
December. Facebook’s mobile users surpassed those on PCs in Q4 2012.
• Instagram’s user base has doubled since Facebook acquired the company in April
2012, boasting more than 200 million users. Two years ago, Instagram had 100
million users.
• Joe McCormack, CEO of Facebook PMD Adquant, says, “Between Facebook,
WhatsApp, Instagram, and Messenger, Facebook is leading the industry to the next
generation of mobile. One billion active monthly users on mobile is just the tip of the
iceberg for Facebook. With such exponential growth, we expect Facebook to be on all
four billion mobile phones in the world in the near future.”.
Slide: 33

34. Efficient Social Media Management - HootSuite
• Did you know you can use HootSuite with many of the popular Social Media channels
to connect with consumers, broadcast, amplify, and monitor conversations?
• Repurpose content across multiple social media channels and coordinate your social
media campaign management from HootSuite.
• Schedule your posts in HootSuite in advance (day and time) upload from a spread
sheet.
• Great for monitoring and listening
• Google Analytics connection
• Canned responses
• Shortened URL
• Get the App!
Slide: 34

35. Social Learning
• Apply shared learning's from each channel
• Cross pollination between each channel (share and point between)
• Focus on the strengths on each channel (demographic understanding, delivery time)
• Explain where you are (which channels)! Do this by… social share/follow on
site/EDM/email stationery/off-line opportunities (POS etc.).
• So much effort taken to drive traffic to a business, why not get them to stick
(particularly during their research phase)
• Opportunities to reinforce (confirmation pages, automated emails)
• Provide access to immediate information (Twitter, Facebook, Community?)
Slide: 35

36. Keep Your Site Sticky!
And once you have got the user to your website... Stickiness will keep them there!
• Newsletter subscription feature
• Follow on Facebook, Twitter, LinkedIn, Pinterest...
• Add to Favorites
• Community Section (If suitable)
• Encourage them to engage, and re-engage… give them a reason to do so.
• As with ANY Social Media account and your contact information, you want it to be
seen so that others can discover, follow you and connect.
• Also add the Social Media logos and links to your company profile in your email.
• On your website, “Our Staff” section, have profiles for your team members and
include links to their LinkedIn accounts and other Social Media.
• In your EDMs (Electronic Distribution Marketing – Emails) include both links to your
LinkedIn company/personal page, as well as Social Share options within the content
to encourage viral distribution opportunities.
• Add Social Media news feed plugins to your website to share the content.
• Remarketing…
Slide: 36

37. Behind the Page <html>
• You can include a reference to your Facebook social media sites from within the
<html> code of your website using Facebook Open Graph metadata markup.
• Facebook Open Graph Checker: https://developers.facebook.com/tools/debug
Slide: 37

38. New opportunities…
• Real time experience (posts during an event)
• Apps (iTunes, Google Play, Windows)
• Social check-ins
• Video has become one of the most influential factors in all aspects of digital
marketing.
• Particularly useful if you are targeting a long-tail query, if the query relates
closely to a visual concept that could be better explained in a video than a blog,
you will most certainly gain a better search position by producing a video.
• A recent Forrester study showed that a webpage with a video was 53x more
likely to gain a page one position in the SERPs.
• Viewers of video are 64% more likely to purchase after watching a product video.
Slide: 38

39. Quality Indicators
• Likes
• Links
• Shares
• Comments
• Views
• Mentions
• Social signals, trust, recommendations, reviews, content and link references,
relationships with search engines, multiple listings for your business in SERPs
increasing site saturation/footprint
• Social media values such as likes, shares, retweets and +1s, are becoming more
influential in terms of garnering search results.
• Google is interested in rewarding sites that have good social signals.
• Social media injects a valuable human element into the search landscape to balance
out spiders, algorithms and technology.
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40. Facebook Insights
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41. Facebook Insights
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42. Building Subscribers Example
1. Do Your Facebook Ads Research: Write down the top 15-30 Facebook Fan Page
URLs that your ideal clients are most likely a Fan of. This data is crucial for step 4 as it
will be used when setting up your Facebook ads targeting.
2. Create An Irresistible Free Offer: This free gift you create should offer a solution to an
urgent problem or burning desire that your ideal clients are dealing with currently. i.e. a
free report, free video series, free coupon, free checklist, free templates etc.
3. Set Up A Custom Facebook Tab With An Optin Box: On your business Facebook Fan
Page, you’ll want to set up a custom landing tab with an email optin box inside this
custom tab. You will be driving traffic to this tab & giving away your “irresistible free offer”
in exchange for their email.
4. Drive Targeted Traffic With Facebook Ads: Use the data from your “research in step
1? and set up a series of Facebook ads that target each of the fan pages you wrote
down. Direct that traffic to your custom tab. You’ll be offering your free irresistible offer in
exchange for their email address. Continue to follow up with your email list and add
value.
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43. Building Subscribers Example…
5. Add Relevant Value Daily To Your Fans: Consistently share relevant valuable info with
your Fans on your Facebook page. Don’t just share your own content… also share other
pages & sites relevant and valuable content. Encourage conversation, get feedback and
listen closely. Ask your fans questions, respond to the comments you receive.
6. Analyze Your Facebook Ads Data: Use Google analytics to track conversions on your
landing pages. You can also use the Facebook off-site-pixel as well. Multivariate A/B
split test your ads using different copy, images, demographics, interests targeting and
adjust accordingly.
7. Analyze Your Page Insights: Look at the demographics of your new fans. Look at the
times your fans are mostly online. Look at which posts you make get the most reach and
engagement. Take note and then adjust your ads accordingly. Then continue to repeat
the 7 step Facebook list building process and watch your email list grow.
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44. Building Subscribers Example…
Additional Tips:
• Test Out List Building Sweepstakes & Contests
• Split Test The Copy & Offer On Your Custom Tabs
• Picture Posts Often Get High Engagement
• Set Up An Auto-responder Follow-Up Email Sequence
• Be Unpredictable Yet Consistent & Always Add Value
Slide: 44

45. Reputation Reporting
• Measure and Manage your Social Reputation
• Klout - http://klout.com/home
• Kred - http://kred.com/
• Naymz - http://www.naymz.com/
• PeerIndex - http://www.peerindex.com/
• TrustCloud - https://trustcloud.com/
• Social Mention – http://www.socialmention.com/
• Record monthly your growth in followers, following, LIKES, Tweets
check-ins, people talking about this, engaged users and reach.
Slide: 45

46. Facebook PPC
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47. Facebook PPC• Determine your goal – increase LIKES or drive traffic to your site
• Refine your audience to target:
Location, Town/City, Age, Gender, Interests, Connections, Interested In, Relationship
Status, Languages, Education, Workplaces, More Categories…
• Advert Images are no larger than 110 x 80 pixels and less than 5Mb
• Ad Creative: When creating ad text note that there is a character limit of 25 for the
title and 90 for the Body copy and News Feed Link description. Make certain that the
most relevant keywords are used. Also note that it is okay to push branded messages
and company taglines within the ‘branding campaigns’. However when writing copy
for ‘tactical campaigns’, it would be best to put yourself in the users shoes and write
copy that encourages engagement.
• Create dedicated landing pages for your campaigns, and use conversion tracking.
• Consider using Retargeting via Facebook Exchange (FBX) advertising platform.
Slide: 47

48. Google URL Shortener & Campaign Tracking
• To assist your marketing campaign reporting
and tracking of the efforts of links you post and
measure the effectiveness of your activities,
consider using a consistent URL shortener
such as Google’s goo.gl
• Google Analytics Campaign Link Tagging Tool
is also very useful to create tagged URLs with
campaign and source information that you can
then shorten. The results are then measured
within Google Analytics to show the
effectiveness of different mediums.
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49. Follow-up Questions?
After today’s session, you are welcome to tweet questions
to our Vorian Agency Twitter Account @vorianagency
using the hashtag #voriantraining
https://twitter.com/vorianagency
Slide: 49

50. Keep Connected
After today’s session, please feel free to connect with me if
you have additional questions:
Facebook: https://www.facebook.com/mattrlynch
All of my other Social Media links are available on About.Me:
About.Me: http://about.me/au.mattlynch
Email: matt.lynch@vorian.com.au
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51. Please… invite others
We would like to thank you for your attendance
to today’s seminar on Facebook Marketing.
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our eight key business areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback and hand-in the supplied questionnaire
• Please invite others you may know to register for our free seminar series and
forward them a copy of today’s seminar email.
Slide: 51