SlideShare a Scribd company logo
The Future of Search
Today: Building an effective Fan Page
     & Facebook Ad Campaign
Facebook Fan Pages
Facebook - The Numbers
 • More than 950 million active people (up from 550 million in
   April 2011)
 • 50% of active participants log on to Facebook in any given
   day, 543 Million on Mobile
 • Average person has 130 friends
 • People spend over 700 billion minutes per month on
   Facebook (BTW, that’s 1.33 million years – give or take)

 • Source: http://newsroom.fb.com/content/default.aspx?
   NewsAreaId=22
Let’s hop to it...
Facebook Fan Pages - Warning




 Only do this if you have the time and the resources to manage
 a Fan Page.

 You’re about to see a glimpse at what’s involved…
Facebook Pages – Which Type?
Facebook Pages – Which Type?
Facebook – Communities
A Facebook Community Page helps people to connect with topics,
causes or experiences. Think, ‘Facebook Wiki’.
Facebook – Groups
• A Facebook Group is a small-scale, more personal (and often
  more private) way for people to interact
• Recommended for clubs, company working groups, causes,
  alumni’s, etc.
Facebook Fan Pages
Facebook Fan Pages
allow companies,
celebrities & bands to
engage & speak with
the people that “like”
them.
How to create a Fan Page
They’re easy to create.

Simply ‘Create a Page’!
Facebook – Brand Ambassador
Having created Fan Page, appoint a “brand ambassador”.

This is the person who will be the “face” or “voice” of your Fan
   Page.

Tip, be careful if use your own profile for this; could be better to
   either create a new one for yourself (risky and against FB’s
   ToS) or get someone else to it…
Facebook Fan Pages
Tips to make an impact:

Make a cool profile picture:

http://www.allfacebook.com/facebook-
   profile-photo-hacks-2009-02

SEO your Page information for Brand
  and keywords
Facebook Fan Pages
         FBML is D.E.D, or G.A.W.N.

         In March 2011, Facebook replaced FBML
            with iFrame system to ‘help’ brands re-
            do their own fan pages and make them
            more customised...

         Facebook Tabs have gone too and have
            been moved to ‘Nav links’ on the left of
            the page. Not happy Jan.
Facebook Fan Pages
What this means?

Here’s how they used to
look...
Facebook Fan Pages
Facebook Timeline
Facebook Timeline
Facebook Timeline
Facebook Timeline
Facebook Timeline
Promote content using ‘Pin to Top’
Facebook Fan Pages – Apps
Find a third party App provider, or get someone to help build an app
   for you to do this... The below is a 3rd party iFrame app from
   http://iframes.wildfireapp.com/
Facebook Fan Pages
Add the app to your page...
Facebook Fan Pages
1. Name Tab
2. Add HTML
3. Save Changes
Facebook Fan Pages
Useful Resources:

http://www.practicalecommerce.com/articles/2645-3-
   Tools-to-Create-New-Facebook-iFrame-Pages-

http://iframes.wildfireapp.com/

Tutorial for PHP programmers:
http://www.hyperarts.com/blog/customizing-facebook-
   iframe-application-signed_request_reveal_tab/
Facebook Fan Pages
Tip, buy a nice-
looking template and
modify it.

www.flashmint.com
Facebook Fan Pages
Tips to help with page & reputation management:
Facebook Fan Pages
Final Marketing Tips

• 25+ fans = Vanity URL
• Use Facebook Plug-in tools to promote on your own website
• Invite friends to become fans
• Have friends ‘like’ comments - 5+ means more chance of post
  appearing on Fans news feeds.
• Link Facebook Fan Page posts to Twitter (keep updates to
  under 140 characters)
• Add ‘like’ buttons to all content on your website
Facebook Fan Pages
Promoting – Tips

• Try using Google Ads to promote your Fan Page – run them out
  through the content network
Facebook Fan Pages
Incentivise ‘Likes’ with a ‘reveal’ custom tab
Facebook Fan Pages
Analytics
Facebook Ads
Facebook Ads
• Facebook Ads can reach up to 955 Million People Globally
  (Australia, over 10.9 million)

• They differ from Google Ads. Google Ads work on search terms
  and contextual placements

• Facebook Ads work because you show them to a target
  demographic of people who ‘like’ stuff you do or sell.
Facebook Ads
There are basically 2 types

1. An Internal Ad which promotes your
   Facebook Fan Page or Group



2. An External Ad which links out of
   Facebook to your website
Facebook Ads
Facebook Ads
Facebook Ads – Basic Targeting
Facebook Ads
Facebook Ads
Facebook Ads
I recommend CPC over CPM (Cost
per 1,000 impressions)

The Benefit is unlimited
impressions and you only pay on
clicks.
Facebook Ads Analytics
Facebook Ads
Another Benefit... Attribution.
Facebook Ads - Case Study
Case study:
Facebook Ads - Case Study
Facebook Ads - Case Study
Facebook Ads
Top Tips
• Update your Ad’s every couple of days (this prevents Ad Fatigue)
  – Use different pics, update copy & test offers etc.
• Competitions work a treat for eDM list building - I’ve witnessed
  up to 30% Conv Rate (& the ‘list’ converted too)
• In your ads, use images of people & faces, they seem to get
  better engagement & split test
• Ads which are quirky, fun and edgy work well (Facebook Ads are
  not Google Ads)
• Facebook Ads are not ‘set and forget’ (like Google Ads!?). If you
  want them to work, you need to work.
Other Facebook
Marketing Tactics
Facebook Marketing Ideas…
Encourage Facebook Check in’s
Facebook Marketing Ideas…
People regularly see that their friends are going to your
  store/hotel/whatever… Your name is going a little viral (for
  free)
Facebook Marketing Ideas…
Then you start showing Ads to all your Facebook ‘friends of Fans’.
  This is powerful because Friends of Fans have hopefully already
  heard of you, so are more likely to be interested (and trusting).
In Summary…
• Only setup a Facebook Fan Page if you have the resources to do
  it justice
• Facebook Fan Pages need a casual, but authentic voice
• The Page can bring your great people out from behind the
  ‘corporate’ site (its fun, different & motivating)
• Facebook Ads require experimentation and close monitoring.

• Facebook Ad’s work
Questions?
To contact me (Chris Thomas) personally

• E: Christ@reseo.com

• P: 03 9415 2383
• M: 0414 986 957

• Reseo
• www.reseo.com

• Main References: http://www.seomoz.org/blog/facebook-marketing-
  ultimate-guide

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How to set up a Facebook Fan Page & Facebook Advertising tips

  • 1. The Future of Search
  • 2. Today: Building an effective Fan Page & Facebook Ad Campaign
  • 4. Facebook - The Numbers • More than 950 million active people (up from 550 million in April 2011) • 50% of active participants log on to Facebook in any given day, 543 Million on Mobile • Average person has 130 friends • People spend over 700 billion minutes per month on Facebook (BTW, that’s 1.33 million years – give or take) • Source: http://newsroom.fb.com/content/default.aspx? NewsAreaId=22
  • 6. Facebook Fan Pages - Warning Only do this if you have the time and the resources to manage a Fan Page. You’re about to see a glimpse at what’s involved…
  • 7. Facebook Pages – Which Type?
  • 8. Facebook Pages – Which Type?
  • 9. Facebook – Communities A Facebook Community Page helps people to connect with topics, causes or experiences. Think, ‘Facebook Wiki’.
  • 10. Facebook – Groups • A Facebook Group is a small-scale, more personal (and often more private) way for people to interact • Recommended for clubs, company working groups, causes, alumni’s, etc.
  • 11. Facebook Fan Pages Facebook Fan Pages allow companies, celebrities & bands to engage & speak with the people that “like” them.
  • 12. How to create a Fan Page They’re easy to create. Simply ‘Create a Page’!
  • 13. Facebook – Brand Ambassador Having created Fan Page, appoint a “brand ambassador”. This is the person who will be the “face” or “voice” of your Fan Page. Tip, be careful if use your own profile for this; could be better to either create a new one for yourself (risky and against FB’s ToS) or get someone else to it…
  • 14. Facebook Fan Pages Tips to make an impact: Make a cool profile picture: http://www.allfacebook.com/facebook- profile-photo-hacks-2009-02 SEO your Page information for Brand and keywords
  • 15. Facebook Fan Pages FBML is D.E.D, or G.A.W.N. In March 2011, Facebook replaced FBML with iFrame system to ‘help’ brands re- do their own fan pages and make them more customised... Facebook Tabs have gone too and have been moved to ‘Nav links’ on the left of the page. Not happy Jan.
  • 16. Facebook Fan Pages What this means? Here’s how they used to look...
  • 22. Facebook Timeline Promote content using ‘Pin to Top’
  • 23. Facebook Fan Pages – Apps Find a third party App provider, or get someone to help build an app for you to do this... The below is a 3rd party iFrame app from http://iframes.wildfireapp.com/
  • 24. Facebook Fan Pages Add the app to your page...
  • 25. Facebook Fan Pages 1. Name Tab 2. Add HTML 3. Save Changes
  • 26. Facebook Fan Pages Useful Resources: http://www.practicalecommerce.com/articles/2645-3- Tools-to-Create-New-Facebook-iFrame-Pages- http://iframes.wildfireapp.com/ Tutorial for PHP programmers: http://www.hyperarts.com/blog/customizing-facebook- iframe-application-signed_request_reveal_tab/
  • 27. Facebook Fan Pages Tip, buy a nice- looking template and modify it. www.flashmint.com
  • 28. Facebook Fan Pages Tips to help with page & reputation management:
  • 29. Facebook Fan Pages Final Marketing Tips • 25+ fans = Vanity URL • Use Facebook Plug-in tools to promote on your own website • Invite friends to become fans • Have friends ‘like’ comments - 5+ means more chance of post appearing on Fans news feeds. • Link Facebook Fan Page posts to Twitter (keep updates to under 140 characters) • Add ‘like’ buttons to all content on your website
  • 30. Facebook Fan Pages Promoting – Tips • Try using Google Ads to promote your Fan Page – run them out through the content network
  • 31. Facebook Fan Pages Incentivise ‘Likes’ with a ‘reveal’ custom tab
  • 34. Facebook Ads • Facebook Ads can reach up to 955 Million People Globally (Australia, over 10.9 million) • They differ from Google Ads. Google Ads work on search terms and contextual placements • Facebook Ads work because you show them to a target demographic of people who ‘like’ stuff you do or sell.
  • 35. Facebook Ads There are basically 2 types 1. An Internal Ad which promotes your Facebook Fan Page or Group 2. An External Ad which links out of Facebook to your website
  • 38. Facebook Ads – Basic Targeting
  • 41. Facebook Ads I recommend CPC over CPM (Cost per 1,000 impressions) The Benefit is unlimited impressions and you only pay on clicks.
  • 44. Facebook Ads - Case Study Case study:
  • 45. Facebook Ads - Case Study
  • 46. Facebook Ads - Case Study
  • 47. Facebook Ads Top Tips • Update your Ad’s every couple of days (this prevents Ad Fatigue) – Use different pics, update copy & test offers etc. • Competitions work a treat for eDM list building - I’ve witnessed up to 30% Conv Rate (& the ‘list’ converted too) • In your ads, use images of people & faces, they seem to get better engagement & split test • Ads which are quirky, fun and edgy work well (Facebook Ads are not Google Ads) • Facebook Ads are not ‘set and forget’ (like Google Ads!?). If you want them to work, you need to work.
  • 49. Facebook Marketing Ideas… Encourage Facebook Check in’s
  • 50. Facebook Marketing Ideas… People regularly see that their friends are going to your store/hotel/whatever… Your name is going a little viral (for free)
  • 51. Facebook Marketing Ideas… Then you start showing Ads to all your Facebook ‘friends of Fans’. This is powerful because Friends of Fans have hopefully already heard of you, so are more likely to be interested (and trusting).
  • 52. In Summary… • Only setup a Facebook Fan Page if you have the resources to do it justice • Facebook Fan Pages need a casual, but authentic voice • The Page can bring your great people out from behind the ‘corporate’ site (its fun, different & motivating) • Facebook Ads require experimentation and close monitoring. • Facebook Ad’s work
  • 53. Questions? To contact me (Chris Thomas) personally • E: Christ@reseo.com • P: 03 9415 2383 • M: 0414 986 957 • Reseo • www.reseo.com • Main References: http://www.seomoz.org/blog/facebook-marketing- ultimate-guide