The document provides tips and best practices for using Facebook for marketing. It discusses setting up a strong Facebook page foundation by choosing a custom URL and cover photo that reflects your business. It also recommends creating custom apps to engage customers and build your tribe or community. The document then gives suggestions for posting regularly while varying content types, asking questions to generate comments, and using photos to boost engagement. It concludes with tips for using promoted posts and ads to reach more people and case studies of top performing Facebook pages.

1. The Power of
Facebook Marketing
Jennifer Schnipper @JennSchnipper
Kate Volman @KateVolman
@MarketingDivaz
MarketingDivaz.com

2. Agenda
• Why Facebook for Marketing
• Create a Strong Foundation
• Build a supportive and engaged community
• Custom Apps, Promoted Posts & Ads
• Get creative with your business page
• Best Practices

3. Let’s Talk Marketing

4. Social Media Marketing?

6. Creating Your “Tribe”
“A tribe is a group of people connected to one another, connected to a leader, and
connected to an idea. For millions of years, human beings have been part of one tribe or
another. A group needs only two things to be a tribe: a shared interest and a way to
communicate.” – Seth Godin, Tribes: We Need You To Lead Us

7. FUN FACTS!
• Barack Obama’s victory post was the most liked photo on Facebook with over 4
million like (The Huffington Post)
• An average Facebook users has 130 friends. (AllTwitter)
• 23 percent of Facebook's users check their account 5 or more times daily.
(Socialnomics)
• Facebook hosts 42 million "Pages" with 10 or more likes. (Jeff Bullas)
• More than 1 million websites have integrated with Facebook in various ways. (Uberly)
• 85 percent of women are annoyed by their friends on Facebook. (AllTwitter)
• 250 million photos are uploaded to Facebook every day. (Jeff Bullas)
• Links about sex are shared 90% more than any other link. (AllTwitter)
• As of 2012, 17 billion location-tagged posts and check-ins were logged. (Gizmodo)
• 80% percent of social media users prefer to connect with brands through Facebook.
(Business2Community)
• 77% of B2C companies and 43% of B2B companies acquired customers from
Facebook. (Business2Community)

8. Let’s Get Social

9. Setting Up Your Foundation

10. Create a Strong Foundation
Does Your Page Reflect Who You Are?
• Custom URL www.facebook.com/CompanyName
• Strong Cover Image that accurately describes what you do
• Custom apps to increase engagement

13. Creating Custom Apps

14. Custom Apps Rock!
• Use strong calls to action in both the custom app name and the app thumbnail
image (111 x 74 pixels)
• Leverage the app’s unique URL by driving people to one of your apps instead of
your timeline in order to increase email list and other engagement
• Be strategic with deciding on your “showcased apps”

15. Custom App URL
https://apps.facebook.com/static_html_plus/

17. Page is Set…Now What?
Don’t “set it and forget it”
Invite Your Client & Friends
Add icon to your website, emails, etc.

18. Quality vs. Quantity

19. Platform for Your Happy Customers!

21. Ask Questions
• Questions placed at the end of a post
increased engagement by 15% over questions
placed at the beginning.
• “Where,” “when” and “should” drive the highest
engagement rates, with “would” generating the
most likes. Avoid asking “why” questions, which
have the lowest like and comment rates.

22. Timing Really Is Everything
• Recent data from bit.ly shows that the optimal time to post on Facebook is between
1:00 pm and 3:00 pm, when Facebook traffic peaks.
• Links posted between 1:00 pm and 4:00 pm get the highest click-through rates, with
Wednesday at 3:00 pm being the best time to post all week. Links posted before 8:00
am and after 8:00 pm are less likely to get shared.
• Engagement rates are 18% higher on Thursday and
Friday than other days of the week (Buddy Media)
Engagement rates fall 3.5% below average for posts
Monday through Wednesday.

23. Short & Sweet Thanks!
Research shows that 100 characters usually
works best. This will also allow for easy
cross-posting on Twitter.

24. A Picture is Worth…
• According to Facebook, posts that include a photo album,
picture or video generated about 180%, 120% and 100% more
engagement, respectively.

26. Hellooooo…I Have a Biz To Run!

27. Creating Your Social Playbook

28. Promoted Posts
WHY?
Increase engagement and reconnect with fans
who haven’t seen your posts in a while.
IS IT RIGHT FOR YOU?
If your reach is below 10% give it a shot!
If you are typically getting 30% to 40% reach naturally good job!

29. Promoted Posts
1. Only available to pages with more than 400 “likes”
2. You can stop your promotion or change the amount at any time
3. Yes, people will know it is a promoted post.
4. Analyze your stats
5. Don’t be salesy
6. Promoted posts get seen via mobile
7. Test which post work best

30. Ads
Get More Likes
Reach the right audience (age, location, gender)
Promote Page Posts

31. Consistency & Creativity

34. Check it out…

36. What the Judges Liked:
- Blog app is very well done
- Great niche site with tons
of tips and images
- Fantastic engagement
- Good use of contest
- Good variety of posts
demonstrating fun, chicken
care, chicken crafts and
personality.

37. What the judges liked:
- Great timeline cover photo
- Coupon option is well done
- Underwater camera giveaway aligns well with niche
- Good use of call to action in posts to spark engagement

38. Best Practices

40. SocialCode Studies Top 500 Facebook Pages to
Determine Best Practices for Engagement
• 50% of Facebook users who engaged with posts from the top 500 brands on the
social network did so within the first 90 minutes that the posts were live, and 80
percent did so within 10 hours.
• Although the most common times of day for posts by brands mirrored traditional
work hours, users who liked those brands were more active after 7pm. Greater
opportunity for posts after 7pm ET Wed-Fri.
• Posts with photos have a 72% response rate compared to links 13%, text 9% and
video 6%
• Posts with five to 10 words performed the best
• Asking users to like posts was the least effective tactic, while encouraging them to
comment lifted engagement to three times those of average posts, and asking them
to share posts hiked engagement by 1.5 times.