This document discusses best practices for using social media for business. It covers analyzing the social media landscape, why businesses should use social media for brand building and customer engagement. It then discusses organic and paid social media strategies for platforms like Facebook, including content best practices, ad types, and measurement. The document also discusses integrating social media platforms like Facebook into apps and provides case studies of successful social media strategies.

1. Introduction to Social Media
Alexandra Tan
alexandra.tan@gmail.com
Digital & Social Media Specialist

2. Agenda
• Social Media Network
landscape
• Why your business needs to be
on Social Media?
• Best Practices on Organic and
Paid reach
• How and what to measure on
Social Media?
• Social Media platform
integration for app developers.

3. Social Media Network Landscape

5. Why your business needs to be on
Social Media?
• Brand building
Create brand awareness and build identity
• Engage with your customer
Keep top of mind in your customers and influence buying
behaviours
• Obtain customer insights
Provides true insights of your customer which allow you to
carve out relevant marketing strategy
• Deliver real-time customer service
Delight your customers with quick help

6. Things To Consider Before Leaping Into
Social Media
• What do you want to get out from social media and how will
you measure success? ROI? Brand building? Lead generation?
• Research and choose the right social media networks. Find out
where your customers or potential customers are.
• Do you have internal resources
• i) for content creation, planning and scheduling?
• ii) to manage your brands on all social media networks?
• iii) community management?
• What will you do when there is a PR crisis?

7. Best Practices on Organic and Paid reach
on Social Media Network

8. What are Organic and Paid Distributions?
• Organic distribution is when your content were shown to
people through unpaid channel,
• example: Facebook Page, Twitter account
• Paid distribution is when your content were shown to
people through paid channel
• example: Facebook Ads, Twitter Sponsored ads

9. Facebook Pages
• Allow brands to build a community
of people (fans) who wants to hear
from and engage with them
• Brands communicate with
customers on the page thru page
posts and vice-versa
• Brands can distribute marketing
messages directly to fans and get
real-time engagement
• Actions such as Like, Comment or
Sharing on page posts creates a
story on friend of friend’s
newsfeed, generating viral and
organic views

10. Social Media Content Best Practices
• How to increase organic engagement?
• post original and relevant contents
• be authenthic, use your brand’s personality when posting
• target your content to the relevant demography
• keep a content calendar, when and what to post with clear KPIs
• keep it short and sweet (140 char)
• photos get most engagement than video and text (varies by culture and country)
• respond to comments, engage with your fans
• posting frequencies: 1x per day on Facebook, multiple (varies by social netculture and
country)
• use maximum of 2 Hashtags per tweet on Twitter
• Test and optimise your social media content strategy

11. Facebook Posts
Best Practices

12. Facebook Posts
Best Practices

13. Facebook Ads
• Advantages:
• Massive audience
>1 billion MAU WW, 1.5m -
2m MAU in Myanmar
• Targeting
Demographic, interest,
behavioural,
• Mobile placement
65% of MM FB users access
FB using Mobile only
• Advanced targeting
Custom Audience, Look-alike
audience, Custom Audience
for Website

14. Facebook Ads

15. Facebook Ads
• When to use which ad types?
• Create awareness or communicating
• Page Post Engagement
• Event Responses
• Building fan base
• Page Likes
• Drive website traffic
• Clicks to Website
• Conversions
• Website Conversions
• App Installs
• Drive foot traffic to store
• Offer claims

16. Facebook Ads
Best Practices
• Campaign Planning
• Set your campaign objective and
KPIs for measurement
• Pick targeting details: Age, location,
interest
• Create different set of contents and
creative to target different set of
demography: age group (teens,
young adults, mature) and interests
• Select placement: Desktop News
Feed, Mobile News Feed, Right Hand
Side
• Content: Be creative and refresh ad
copy and images regularly.
• Test, analyse and optimize!

17. How to measure Social Media success?
• Regardless of channel, your Social Media KPIs should be aligned with your
business goals.
• If your business goal is to increase sales by X% in 2014, your content and ads
should be designed with that in mind. Number of fans, engagement, retweets,
followers are not business goals.
• Social Network like Facebook and Google provides brands with tools to track leads
and conversions which you can use to attribute your social media effort back to
sales.
• There are also 3rd party platform that brands can engage to track KPIs across
social media networks. i.e. Hootsuite Media
• Leverage Facebook Preferred Marketing Developers’s technology to help you
manage and optimise your social media activities.
www.facebook-pmdcenter.com

18. Social Media Platform Integration for
App Developers
• Social Media networks offer developers with tools to integrate their
apps with the platform, whether it’s to login to a site/app, interact with
other users using shared information or to communicate with followers.
• Facebook Developers: developers.facebook.com
• Twitter Developers: dev.twitter.com/
• Advantages of integration
• Get access to a huge distribution channel instantly, i.e. a billion users
on Facebook
• Quickly build out your app without having to reinvent the wheel, i.e.
Facebook Login and Payment solutions
• Personalise your app according to Facebook users’ shared
information i.e. interest, check-in location, name,

19. Case-Study: Zynga
• Launched FarmVille in
2009, reaching 10 millions
daily active users within 6
weeks.
• As of early January 2013,
Zynga games had over 265
millions MAUs
• According to the BBC,
"figures suggest 80
percent of Zynga's
revenue comes from
Facebook users.”
Source: Wikipedia

20. Case-Study:
tripadvisor.com
• TripAdvisor mapped out multiple
ways to maximise Facebook
integration, a strategy that has
yielded great results: Facebook
users generate 27% higher
engagement.
• Facebook Login:
• Once a person logs in, they
experience a unique,
personalised view of a
destination with friends’
ratings, check-ins, likes,
reviews, and etc.
• Facebook users contribute 2X
the amount of content than
those not connected
Source: Facebook Developers