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Advanced Facebook Training - Get Social · PDF file copy & planning, media and print...

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  • 30/05/17

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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

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