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Grow Your Business With Facebook
The document outlines strategies for growing a business using Facebook, emphasizing its importance for reach, brand development, and customer engagement. It highlights how to effectively use both organic and paid methods for engagement, including content creation and audience targeting. Additionally, it discusses best practices for successful campaigns and measurement of effectiveness through various metrics.
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Grow Your Business With Facebook
- 1. Grow Your Business With Facebook
- 3. I am not a social media marke.ng expert
- 5. >$150,000 since 2007 Early days in UK • Motor Dealer • Jeweller • Lawyer • Hair Salon • Beauty Salon • University Recently • Serviced Offices • Co-‐working Space • Recruitment App • Car Rentals • Adult Online Retailer • Gin brand • Marke.ng Agency
- 6. GROW YOUR BUSINESS WITH FACEBOOK
- 7. Why. Where. What. How. Who. When 1. Why Facebook is important? 2. Where it fits in your marke.ng strategy? 3. What it is good for? 4. How does it work? 5. Who should use it? 6. When is it most effec.ve?
- 8. 1. WHY IS FACEBOOK IMPORTANT?
- 9. Why Facebook? a) Reach b) Frequency c) Brand Development a) Personality / Posi.oning / Proposi.on d) Brand Management a) Awareness / Engagement / Trust / Sales e) Measurement & Value
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- 12. MICRO REACH • Demographics • Interests • Behaviours E.g. – 52, Male, Maylands, and a University Graduate, – Earns > $50,000, Baby Boomer, Rents, In A Rela.onship, No Kids at home, works in Marke.ng – Branding, Sports (Soccer, Leeds United), Wine, Italian cuisine, Cycling, Rowing, Apple products and Cars – Travels a lot, is an Expat Bri.sh Ci.zen, has Pet Insurance and an iPhone
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- 14. FREQUENCY / USAGE • 72% (1.4BN) users at least once a month. 65% use it daily • Average Facebook User spend 40+ minutes per day • 1 in 5 pages viewed on the Internet are Facebook pages • Highest traffic occurs mid-‐week between 1 to 3 pm • A Facebook post at 7pm will result in more clicks on average than pos.ng at 8pm • On Thursdays and Fridays, engagement is 18% higher
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- 16. Brand Development • Posi.oning – Your difference rela.ve to compe..on • Proposi.ons – What you deliver • Personality – Your character, style and tone of voice • Purpose – Why you exist • Principles – The values you hold
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- 18. Brand Management • Awareness • Engagement • Trust • Value Proposi.on • Leads • Sales • Growth
- 19. E. MEASUREMENT & VALUE
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- 22. 2. WHERE DOES THIS FIT IN MARKETING
- 23. Where Does This Fit • Product • Price • Place • Promo.on • Social Media – Twiler – LinkedIn – Pinterest – Facebook Promo.on • Adver.sing • Branding • Content • CRM • Direct Marke.ng • Email Marke.ng • Event Management • Literature • Merchandising • Networking • Point of Sale • Public Rela.ons • Referral • Sales Promo.on • SEO • Web Design • Social Media
- 24. Social Media “Social media are computer-‐mediated tools that allow people or companies to create, share, or exchange informa9on, career interests, ideas, and pictures/videos in virtual communi9es and networks.”
- 25. Social Media Who Are They • Remember MySpace? Bebo? Path? • Current Top 10 – Facebook, Twiler, LinkedIn, Pinterest, Google+, Tumblr, Instagram, Vkontakte, Flickr, Vine, • Newbies: – Snapchat, Periscope, Meerkat, blab, Peach, Beme, Anchor, Musically • Asia – Qzone. Weibo, WeChat,, Pengyou, Renren, Meilishuo and Kaixin
- 26. Social Media • Social should be ‘social’ • Give, Give, Give (Value), Ask (Sale) • Social media is a rela.onship network • Build trusted rela.onships through awareness and dialogue – Customer Service – Market Research – Community Rela.ons – Customer Rela.onship Marke.ng • And -‐ Social media can also be a powerful adver.sing channel
- 27. Social Media • Create, Curate, Collaborate • Publish compelling ‘Content’ • People like it • It’s shared • New people are aware • New people like it • It’s shared • Your universe grows
- 28. Social Media • Organic Growth – From 2007 to 2012 – From 2012 -‐
- 31. Reach ‘Organic reach’ is the total number of unique people who are shown your post through unpaid distribu.on.
- 32. Reach ‘Organic reach’ is the total number of unique people who are shown your post through unpaid distribu.on. ‘Paid reach’ is the total number of unique people who are shown your post as a result of adverTsing.
- 33. 3. WHAT IS FACEBOOK GOOD FOR?
- 34. What is Organic Good For? • Gepng found -‐ People Search Facebook • Building an Audience • Social Engagement • Distribu.ng Content • Giving Value • Driving Web Traffic • Marke.ng Insights
- 35. What Is Paid Reach Good For? • Increasing the number of likes of your page • Engaging with a post on your page • Raising awareness of your business • Invi.ng people to an event • Gepng people to claim special offers • Watching a video • Gepng people to download your app • Gaining Click-‐throughs to a landing page on your website
- 36. 4. HOW DOES IT WORK?
- 37. How Does Organic Work? • Create a schedule • Create (Curate!) the Content • Schedule the Content • Engage with the audience • Monitor and evaluate the results
- 38. Organic Post Examples • Status • Photograph • Video • Link
- 41. How Does Paid Work? • Create a schedule • Create the Adverts or Boost Posts • Schedule the ‘Campaigns’ • Engage with the audience • Monitor and evaluate the results
- 42. Paid Examples • Boost Post • Like Page • Local Awareness • Clicks through to a landing page on your website • Invite people to an event • Get people to claim special offers • See a video • Get people to download your app
- 43. 7 Days $10 a Day Reach 15261 Engagements 443 Spend $70 Cost per engagement $0.16
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- 47. Audience • Loca.on • Age • Gender • Language
- 48. Audience Include or exclude • Demographics -‐ – Educa.on -‐ Level / Field of study / School & Uni / Undergrad Years – Ethnic Affinity – Financial -‐ Income / Net worth • Genera.on – Home -‐ Ownership / Type / Composi.on – Life Events -‐ Birthday / new rela.onship / Newly engaged / newly wed / Away from home town / new job / – Parents -‐ Expectant / 0-‐1 -‐ 18 -‐26 • Rela.onship Status – Work -‐ Employers / Industries / Job Titles
- 49. Audience • Interests – Business – Entertainment – Family – Fitness – Food / Drink – Hobbies – Shopping – Sports – Technology
- 50. Audience • Behaviours – Digital Ac.vi.es – Expats – Financial -‐ Insurance (Building, Home, Motor, Healthcare) or Investments (Property) – Mobile Device – Seasonal – Travel • People that like your page • Friends of people that like your page • Exclude people that like your page
- 52. Budget • Daily Budget or Life.me of a campaign (set dates) • Facebook can op.mise at lowest cost automa.cally or manually (enter a bid based on the value – 50c) • Choose to run ads all the .me or schedule to hour
- 54. Choose Where Ad Will Be Seen • Default – Everywhere – Exclude Right Column – Exclude Desktop – Exclude Mobile – Exclude Instagram
- 56. 5. WHO USES IT WELL
- 57. The Best Prac..oners Use … • Eye-‐catching images • A single face, with eye contact • Show a posi.ve emo.on • Posi.ve language (“Free”, “Love”, “New”) • A ‘link ad’ to adver.se their current offers • A proac.ve CTA (“Shop Now”, “Learn More”) • All this combines to capture the reader’s alen.on and pushes them to act – Register – Brand Name – Remember – Brand Posi.oning – Like, Share, Comment – Brand Content – Click, Register, Buy – Brand Proposi.on
- 58. 7. WHEN IS IT EFFECTIVE?
- 59. Effec.veness • Build Awareness – Impressions • Build Audiences -‐ Likes • Build Differen.a.on – Brand Recogni.on / Percep.on • Build Trust – Valued Content • Build Traffic – Clicks to site • Build Leads – Capture Leads • Build Apps -‐ Installs • Build alendance – Event
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- 64. Measurement – Post Type
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- 66. SEE RESULTS IN ANALYTICS
- 67. Metrics – Google Analy.cs
- 68. Metrics – Google Analy.cs
- 69. Conclusion • Reach • Frequency • Brand Development • Brand Management • Measurement • Value
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- 71. Next Step • Test Small • Measure Results • Test Again • Don’t Gamble • Read my handout • Small Business Marke.ng Programme