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Advanced Facebook Training

Stand-out from your competitors

www.getsocial.nz | www.cre8ive.co.nz

Get Found Online

Advanced Facebook Training

Social Media Strategy

Google Analytics 101

Social Media Customer ServiceBranding Design Websites

Presenter: Philippa Crick Director

An innovative strategic thinker, Philippa has been working in the marketing industry for over 17 years.

Along with her expertise in traditional marketing channels, website copy & planning, media and print negotiation, she is now heavily involved with social media marketing and regularly presents training seminars.

She translates her knowledge to guide organisations on how to navigate these challenging times, consulting on how to integrate digital and social media marketing into their overall strategy.

Google Adwords which is a professional accreditation that

aspects of AdWords.

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Facebook Usage

AGE 18-29

30-49

50-64

65+

87%

73%

63%

56%

66% MEN

77% WOMEN

GENDER

47% of Facebook users

that ONLY login from mobile devices

1.6 billion monthly active Facebook users

45-54 year olds are the fastest growing

demographic on social networks

1 Facebook Fan reaches 200 word of mouth recommendation

KEY STATS

78% of all Facebook advertising

revenue comes from mobile ads

More than 8 billion videos are viewed on Facebook everyday

20+ average time a Facebooker

spends on the platform

each day

US$33.76 billion

Facebook’s predicted

advertising revenue for 2017

14 million active users in Australia,

making it the most popular social network in

the nation

2 million daily users in New Zealand

$

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Myth that social media is ‘free’ actually “SWEAT marketing”

© Cre8ive Marke3ng 2016

Give me six hours to chop

down a tree and I will spend

the first four sharpening

the axe Abraham Lincoln

“

”

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© Cre8ive

60% Strategy(planning, monitoring and measuring)

30% Execution(content development and publishing)

10% Promotion(social advertising and offline promotion)

Social Marketers Should Spend

What are the steps

to implement a

Social Media Strategy?

© Cre8ive Marke3ng 2016

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Social Media Strategy

1.  Establish your Goals

2.  Define your USP

3.  Identify your Target Markets

4.  Decide online voice & brand image

5.  Plan content

6.  Research your Competitors and Industry

7.  Assign Responsibility

8.  Training Staff with Knowledge and Skills

9.  Set budget & timeframe

10.  Monitor and measure

© Cre8ive

© Crea3ve Adver3sing Ltd 2014

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© cre8ive 2016

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Know your Audience: Who/Where are they?

What is their personality like?

How/Where do they consume?

How/Where do they engage?

Character/Persona Friendly Playful Warm Authoritative Inspiring Professorial

Language Complex Simple Savvy Jargon-filled Insider Fun Serious Whimsical

Tone Personal Honest Humble Direct Clinical Scientific

Purpose Engage Entertain Educate Delight Inform Sell Enable Amplify

Social Media Brand Voice

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Research

“Only a fool learns from his own mistakes.

The wise man learns from the mistakes of others”

- Otto von Bismarck

© Cre8ive

Assign Responsibility

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Develop a Content Calendar

1.  Google docs 2.  Gather information you think may be useful in

advance so you can structure when you release it.

3.  Decide a timeframe for posting updates and when to check

4.  Capitalise on photo/video opportunities 5.  Holidays/Seasonal Influencers 6.  Involve other staff 7.  Create evergreen content

© Cre8ive

Understanding the Newsfeed

§  Facebook’s algorithm determines what content is displayed to users

§  Organic reach is on the decline §  From 16% to as little as 1-2% and eventually 0% §  What is seen in the newsfeed is based on the number

of interactions/engagement a page receives: “likes, comments, shares”

§  Facebook will still serve the content users are likely to interact with, so your most engaged fans should still see your posts.

© Cre8ive

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Understanding the Newsfeed

§  Important messages – you need to pay §  Low engagement with all users - penalised §  Facebook page rank concentrates on

engagement of prior posts, posts with low engagement will actually hurt future page reach.

§  Better to have one dynamite post than many low-engagement posts.

© Cre8ive

How Negative Feedback Impacts Your Facebook Page

§  Negative Feedback can be when a user: » Clicks ‘Hide’ on your story that appears in

their newsfeed (Hide this story)

» Clicks ‘Hide All’ (Hide all stories from a Page) » Reports Spam » Unlikes your Page

§  Insights – Export Data – Post Level

© Cre8ive

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YOUR MOST UNHAPPY CUSTOMERS ARE YOUR

GREATEST SOURCE OF LEARNING

Bill Gates Founder, Microsoft

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Online Reviews

§  88% of people are influenced by reviews and online comments

§  Respond §  And quickly §  Leverage your response

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Engagement

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© Crea3ve Adver3sing Ltd 2014

BUT HOW?

Engagement

If you wouldn’t share a

piece of content – why

would others?

© Cre8ive Marke3ng 2016

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Hit the Sweet Spot

40x Visual Content is forty times more likely to be shared on social media channels than non-visual content

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Ask

Questions

Our latest

exhibition has had

record numbers

visiting - have you

seen it yet? Did you like

our latest guide

- yes or no? Please share

this with

others if you

enjoyed it!

Pop quiz: who has

the biggest number of

Facebook fans: Snickers,

Skittles or Kit Kat?

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How to get more engagement Photos Native FB Videos

Posts ≤ 80 characters Question???

100% more comments

53% more Likes

7 x more engagement as YouTube embeds

84% more click-throughs

104% more comments

66% more engagement

Post 1-4 x week

71% more engagement ?

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Caption this! (photo/video)

© cre8ive 2016

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Create Thumbstopping, Shareable Content

Calls to Action

§  Convey value §  Plays a critical role in moving

user through the process

§  Use a verb

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Grab Attention through Strong Imagery

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New Products and Services Showcase your Brand or Features

Showcase your range of products

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Maximise your Cover Image

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A Picture is Worth a Thousand Words

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Get Verified

© Cre8ive

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Add Description & Link

Mobile View 560px

Cover Photo 828 x 315

Profile Pic 180px x 180px

displays as 160px x 160px

Company Name @ company.co.nz

Optimise Your Cover Image

© Cre8ive

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Linked: optimal size 1200 x 628

Not linked 600 x 600

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Free Tool: Right Dimensions

§  http://sproutsocial.com/landscape

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Tell a Story: Musée de la Grande Guerre

A?racted 50,000 fans in just two weeks as well as 7,500 shares and 6,500 comments

Tell a