This document discusses Facebook as a platform for marketers. It outlines how businesses can use Facebook pages to build their brand, engage customers, and improve social image. Specific examples are provided of companies like Apollo Hospitals, Nanhi Kali, and SPI Cinemas that have effectively used Facebook for these purposes. The document also covers how marketers can measure the performance of Facebook pages using Insights, how to use advertisements and boost posts, best practices for marketers on Facebook, and things to avoid doing on Facebook. A group of students authored the document.

1. FACEBOOK – PLATFORM FOR
MARKETERS
Group 8

2. Harish Narayan
harish.pgpm15c@greatlakes.edu.in
Manikandan R
Manikandan.pgpm15c@greatlakes.edu.in
Karthikeyan
Karthikeyan.pgpm15c@greatlakes.edu.in
Siddharth A
Siddharth.pgpm15c@greatlakes.edu.in
Madhumitha L Reddy
Madhumitha.pgpm15c@greatlakes.edu.in
Venkatesh KG
Venkateshg.pgpm15c@greatlakes.edu.in
Kasi Viswanathan
Kasi.pgpm15c@greatlakes.edu.in
Anandh M
Anandh.pgpm15c@greatlakes.edu.in
Neelima Vegesna
Neelima.pgpm15c@greatlakes.edu.in
Venkataraman M
Venkataraman.pgpm15c@greatlakes.edu.in
The Team

3. Introduction
• Social networking site for college students -> Moving
towards a marketing tool for corporates
• Only 0.5% of the organic reach is done through Facebook
• Integrated login for mobile apps
• Revolutionized the gaming culture
• Brand building tool
• PR activities
• Customer relationship management through feedback

4. Facebook – Business users
• Improves brand image and visibility
– Eg: Apollo hospitals
• Weekly quiz
• Health tips
• First aid measures
• Customer engagement
• Updates on the programmes

5. Facebook – Business users
• Improve Social image and brand building
– Eg: Nanhi Kali – Tech Mahindra
• Transforming the lives of underprivileged
girl children
• Empowering women
• Emotional connect
• Showcasing CSR activity
• Penniless advertising

6. Facebook – Business users
• Improve customer engagement
– Eg: SPI Cinemas
• Weekly quizzes
• Movie updates
• Show time information
• Free vouchers to improve engagement
• Advertisements for other cultural screening

7. Facebook : Measure and adjust
• FB Insights to Track performance of the fb Page & Drive strategic
marketing decisions
– Benchmarking
– Easy start and end date slider
– When your fans are online feature
– Best post types feature
– Comparisons vs. general Facebook audience
– Advanced filtering
– Addition of Post Clicks stat

8. Insights
• Overview
• Page
– likes
• Total Page Likes Over Time
• Net Likes: What Changed (Unlikes, Organic Likes, Paid Likes, Net
Likes)
• Where Your Page Likes Came From (On Your Page, Page
• Suggestions, Mobile, Your Posts, Others)
– reach
• Post Reach
• Likes, Comments and Shares
• Hide, Report as Spam and Unlikes
• Total Reach
– visits
• evaluate how users interact with content other than posts
• Posts
• People

9. Insights Continued
• Posts
– All Posts
– When Your Fans Are Online
– Best Post Types
• People
– Your Fans
– People Reached
– People Engaged

10. Advertisments
Money spent on Ads are of 2 types
•Daily Budget
•Lifetime Budget
Type of Bidding
•Cost per Click (Amount spent divided by the number of clicks received.)
•Cost per Impression (cost paid to have 1,000 impressions on your ad)

11. Boost Posts
•Click on the post in the page
•Choose targeting preferences
•Pick a budget
•Click on Boost Page

14. Insights Continued
• Posts
– All Posts
– When Your Fans Are Online
– Best Post Types
• People
– Your Fans
– People Reached
– People Engaged

15. BEST PRACTICES
• Post consistently
• Target your posts
• Keep post images and text fresh
• Boost important posts
• Publicize discounts and
promotions with ads
• Connect with words and pictures
• Review post performance (metrics)
• Use # tags to create buzz/ make it trending
• Create campaigns (http://www.digitalspy.com/fun/news/a461997/heineken-
unusual-job-interview-goes-viral-video.html#~p7Ju34pHrbIf9i)

16. BEST PRACTICES (contd..)

17. WHAT NOT TO DO ON FACEBOOK
• Don’t stereotype
• Do not remove negativity
• Respect the customer
• Be consistent in your views
• Don’t spam
• Don’t criticize competitors

18. Questions