Facebook marketing. How tot tell engaging stories via Facebook. Gijs Moonen LEWIS Pulse

1. 1
Telling stories with

2. 2
EVERY BRAND
TELLS A STORY

3. WHY?
MODERN PR

4. 4
A BRAND’S STORY
STARTS
ON FACEBOOK

5. 5
PAG
E
STORY
AUDIENCE
FANS FRIENDS

6. 6
YOUR PAGE
• Brand identity
• Target audience
• Customer care
• But most important:
Engaging story

7. 7
WHAT MAKES AN
ENGAGING STORY?

8. ENGAGEMENT CHECKLIST
8
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objective?
• Information
• Entertainment
• Activation

9. ENGAGEMENT CHECKLIST
9
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objective?
• Information
• Entertainment
• Activation
Which tone of voice works best
for your audience?
(fan demographics)

10. ENGAGEMENT CHECKLIST
10
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objective?
• Information
• Entertainment
• Activation
Which tone of voice works best
for your audience?
(fan demographics)
Which type of content
to use for a story?

11. ENGAGEMENT CHECKLIST
11
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objective?
• Information
• Entertainment
• Activation
Which tone of voice works best
for your audience?
(fan demographics)
Which type of content
to use for a story?
Check how and when fans
normally share your content

12. ENGAGEMENT CHECKLIST
12
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
What is the objective?
• Information
• Entertainment
• Activation
Which tone of voice works best
for your audience?
(fan demographics)
Which type of content
to use for a story?
Check how and when fans
normally share your content
Does your story needs commercial
support for maximum reach?

13. ENGAGEMENT CHECKLIST
13
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
Measurement

14. ENGAGEMENT CHECKLIST
14
Objective
Tone of
voice
Type of
content
Optimization
Ads and
Sponsored
Stories
Measurement

15. CREATE A DIFFERENT STORY
THAN ANY OTHER BRAND
15
Objective

16. 16
VOICE
CREATE YOUR OWN CONSISTENT VOICE
Tone of
voice

17. 17
PEOPLE SHARE:
 To make life easier
 To build relationships
 To help others
 To show a lifestyle
Type of content

18. 18
OPTIMIZATION:
 Short messages
 Call-to-action
 Visual
 Timing
Optimization

19. 19
Ads and Sponsored
Stories
1. Facebook standard ad as it appears on
the right hand side of Facebook
2. Facebook page like
ad as it appears in
the news feed

20. 20
Ads and Sponsored
Stories
3. Sponsored
post as it
appears in
the news feed

21. 21
Ads and Sponsored
Stories
4. Facebook
mobile app
install ad

22. 22
Ads and Sponsored
Stories
6. Facebook
sponsored search
result

23. 23
Ads and Sponsored
Stories
Targeting v1

24. 24
Ads and Sponsored
Stories
Targeting v2

25. 25
Measurement
Key metric: Reach

26. 26
Measurement
Key metric: Engagement

27. 27
NOW WHAT?

28. 28
 Look for your client’s story
 Create a content strategy
 Develop a content calendar
 Define roles/responsibilities

29. 29
QUESTIONS?