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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)*VT��/VUZ���+PW.YHK�PU�4HYRL[PUN��*LY[PÄLK�.VVNSL�7YVMLZZPVUHS
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.
7OPSPWWH�PZ�HSZV�*LY[PÄLK�^P[O�Google Adwords which is a professional accreditation that HJRUV^SLKNLZ�OLY�WYVÄJPLUJ`�PU�HSS�aspects of AdWords.
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Facebook Usage
AGE18-29
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 billionmonthly active Facebook users
45-54 year oldsare the fastest growing
demographic on social networks
1 Facebook Fanreaches 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 millionactive users in Australia,
making it the most popular social network in
the nation
2 milliondaily users in New Zealand
$
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Myth that social media is ‘free’ actually “SWEAT marketing”
©Cre8iveMarke3ng2016
Give me six hours to chop
down a tree and I will spend
the first four sharpening
the axeAbraham 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?
©Cre8iveMarke3ng2016
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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
©Crea3veAdver3singLtd2014
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©cre8ive2016
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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/PersonaFriendly PlayfulWarm AuthoritativeInspiring Professorial
LanguageComplex SimpleSavvy Jargon-filledInsider FunSerious Whimsical
TonePersonal HonestHumble DirectClinical Scientific
PurposeEngage EntertainEducate DelightInform SellEnable Amplify
Social MediaBrand 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 SOURCEOF 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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©Crea3veAdver3singLtd2014
BUT HOW?
Engagement
If you wouldn’t share a
piece of content – why
would others?
©Cre8iveMarke3ng2016
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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 engagementPhotos 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)
©cre8ive2016
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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 View560px
Cover Photo828 x 315
Profile Pic180px 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?racted50,000fansinjusttwoweeksaswellas7,500sharesand6,500comments
Tell a ‘Visual’ Story
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Example of emotional connection
Show your human side
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Content Advice § It’s not about YOU – people are not interested
in the company’s vision but what affects them
§ Relationship building: solving problems, making life easier, easing pain
§ Be inspiring, well-written and interesting material;
§ Prove it – quotes, testimonials and statistics to support your argument
§ Invite interaction and respond
§ Repost old material that worked well
©Cre8ive
But do your fans agree?
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Video posts have 135% greater organic reach
than photo posts
©cre8ive
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FB Native Video
YouTube
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RelevanceBefore you
link to content, make sure it is relevant and adds value to your audience
©Cre8ive
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Restrain Yourself 80:20 Rule
Content for Target Market
Self-Promotion
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Post: edible flowers for florist
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A successful Facebook Ad is made of 3 components:
A great design, targeted to
the right audience with a call to action.
7 Steps for a FB Campaign
§ Free giveaway “lead magnet”
§ Landing Page with a specific call-to-action » to harvest emails
» to phone
§ Create Facebook ad to promote giveaway
§ Target
§ Budget
§ Track
§ Follow up your leads
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Targeting
§ Target your own audience
§ Target your own Facebook Fans
§ Target other Facebook pages
§ Target Custom audiences
§ Target Lookalike audiences
Facebook Pixel
§ Valuable part of your FB campaign » Building customised audiences from your
website for remarketing
» Optimising ads for conversions
» Tracking conversions & attributing back to your ads
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Facebook Adverts
Run Instagram Ads thru Facebook
§ To add an existing Instagram account to your Facebook Page:
§ Go to your Facebook Page. § Click Settings in the top-right of your Page. § Click Instagram Ads. § To add an existing Instagram account to your
Page, click Add an Account. § Enter your Instagram account's Username
and Password, and click Confirm.
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Review Page Settings
§ Great visuals: at the right dimensions
§ Brand prominent & easy to recognise in
newsfeed
§ All sections completed & ‘informal’ copy
§ Ensure you have linked to your website
§ Settings: Privacy, Profanity, Targeting
About Sections
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Facebook Tools
§ Schedule/draft/edit your posts
§ Pinning
§ Facebook Events
§ Targeting your posts
§ Facebook Apps
§ https://developers.facebook.com/tools/debug
§ Monitor Other Facebook Pages
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Grow your Email List
June 2016 § Further decline in organic reach for Brands -
algorithm change:
» Newsfeed to favour posts from friends & family
§ Facebook 360 photos
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What’s New?
§ Overly ‘promotional’ posts will not be shown (unless you pay)
§ Facebook Native Videos – favoured reach & better visual prominence
§ Sound to come into videos after 4 seconds
§ Advertising through Messenger
§ Facebook Pixel
Facebook Live
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Search
More Searches on Mobile than
Desktopĭ
Search
Mobile video WUDIÀF�WR�JURZ�55% each year
until 2020 ĭ
Mobile Usage
§ Consider your cover photo
§ Status updates should be concise
§ Links should be shortened.
§ Consider bitly or google url shorteners
§ 61% of customers who visit a site that isn’t mobile-friendly are likely to visit a competitor’s site.
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Analyse & Optimise
Measure ROI
§ Number of sales/phone calls
§ Facebook Insights
§ Google Analytics
§ Third party tools: » Hootsuite
» Social Mention
» Sprout Social
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Facebook Insights
§ Measure which posts drive engagement
§ Reach
§ New feature: Benchmarking
§ Easy start and end date slider
§ When your fans are online feature
§ Best post types feature
§ Comparisons vs. general Facebook audience
§ Advanced filtering
Check when your Fans are online
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Contest Guidelines
§ Can enter by liking or commenting on a POST
§ Cannot require to like a Page, share a post or tag a photo
§ Must include a line about FB not being responsible or connected in Ts&Cs
§ https://www.facebook.com/page_guidelines.php
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Best Practice Guidelines
1. Facebook changes its terms of service…often
2. Pages must not contain false, misleading, fraudulent, or deceptive claims or content.
https://www.facebook.com/page_guidelines.php
Legalities: Running A Contest
§ No “Share to Win”
§ No “Like the Page to Win”
§ No “Tag a Friend to Win”
§ Permitted: share the post, comment on the post
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Best Practice Guidelines
2. Have a Strategy
“the brands that benefit most from Facebook are those that are clear on what they want to achieve & have a strategy in place.”
2. Social Media Disclaimer or Community Guidelines – you are responsible for everything on your Page
3. Be authentic and consistent
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Social Media Guidelines for Staff
4. Crisis Management Plan
5. Monitor and Engage your Facebook Community
6. Law, regulation & responsibility » Don’t make misleading claims on Facebook » Don’t allow other to make misleading claims
in comments » Minimise risk » Watch copyright on images
7. Software tools
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©crea3veadver3singLtd2016
FACEBOOK
HARDIS
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If you need further training, graphics, content management – we are here to help
Call 474 1075 or
Email [email protected]
Like our Facebook Page for updates on social media &more
Read our Marketing Insights:
https://cre8ive.co.nz/marketing-insights https://getsocial.nz/resources
