tips & tools for facebook marketing success

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Tips & Tools for Facebook Marketing Success

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Post on 10-May-2015

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Facebook has become a focal point of many companies’ social media and marketing strategies and it’s on marketers to keep up with Facebook’s constant changes and best practices. Facebook marketing can range from very simple to very complex depending on the level you’d like to use it. Regardless of how much Facebook plays into your overall marketing strategy, there are certain things about Facebook marketing that every marketer ought to understand. Join WTWH Media’s social media team as they explain the different parts of a Facebook page and how to best utilize your efforts there. They’ll cover topics such as: the design & set-up of a Facebook page, what types of posts have the best chance of being seen by your audience, lessons learned from Facebook ads and their best practices, and how to navigate Facebook insights and use the information Facebook gives you to your advantage. Attend this webinar to learn: The intricacies of the design of a Facebook page and what you need to have filled out to have a complete profile What is Facebook Edgerank and how it plays in an important part in what types of content you post to your page How to use Facebook ads and their best practices to zero-in on your target audience to drive traffic to your site and/or increase the number of fans for your page How to use Facebook Insights to learn what things work best for your page and what is resonating with your audience

TRANSCRIPT

Page 1: Tips & Tools for Facebook Marketing Success

Tips & Tools for Facebook Marketing Success

Page 2: Tips & Tools for Facebook Marketing Success

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This webinar will be available afterwards at marketing.wtwhmedia.com & email

Q&A at the end of the presentation

Hashtag for this webinar: #SMWebinar

Before We Start

Page 3: Tips & Tools for Facebook Marketing Success

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Lance Brown@WTWH_SocialGuru

Heather Centorbi@WTWH_SocialXprt

Stacy Combest@WTWH_SCombest

Presenters

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Overview Design & set up

EdgeRank

Posting best practices

Facebook advertising tips

“New” Facebook Insights

Role of Tabs

Tips to grow your page

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Engineering

Who’s On Facebook?

27 3million million

Renewable Energy

3.1 620million thousand

Solar Energy

4.4 920million thousand

Wind Power

1.2 280million thousand

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Potential customers look online

Customers want to be heard

Why Create a Facebook Page

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Have a Purpose

What is your goalin creating a businessFacebook page?

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Improve SEO

Engage community

Strengthen relationships

Have a Purpose

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Relationships are seen by all

ROI-related metrics

Have a Purpose

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Keep your posts organized

Help from repeating content

Create a Content Calendar

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Evergreen content

Just-in-time/Trending content

Top priority

Repurpose content

Content Calendar

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Logo◦ Rarely change

Cover image◦ Be creative!

Designing Your Page

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Page name

Category = BetterGRAPH SEARCH results

About section◦ Keep it short◦ Add website first

Building Your Page

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Custom URL◦ Like the nameVERY hard to change

Basic info◦ Company overview◦ Awards, Products..

Contact info

Building Your Page cont.

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What is it?◦ Search that filters people &businesses based on phrases orcombination of keywords

How to use it:◦ Identify and learn about fans, potential business partners and competitors

Graph Search: Weapon of Success

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Build your audience

Increase brand loyalty

Identify the people to

connect with your brand

Graph Search: Improving Your Marketing

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Post settings

Moderation blocklist

Privacy gating

Notifications

Adjust Page Settings

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Manager

Content Creator

Moderator

Advertiser

Insights Analyst

Add Administrators

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Feature other businesses and profiles

Interact with other pages

◦ Comment

◦ Like

◦ Share

You are Not Alone on Facebook

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EdgeRank vs. Story Bumping

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EdgeRank

What is EdgeRank?

Based on:◦ Affinity Score ◦ Edge Weight ◦ Time Decay

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EdgeRank Today, Story Bumping Tomorrow Still uses EdgeRank

algorithm Popular page posts

have a higher chance of being shown even if they are a few hours old

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Boost Your EdgeRank Score

Photos & videos vs. text & links

◦ Stock photos◦ Memes◦ Infographics

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EdgeRank Booster Tools

EdgeRankChecker Infogr.am Memegenerator.net YouTube

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Managing Your Facebook Page

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Posting to Facebook

Frequency

Time to post

Scheduling

Thursday and Friday’s engagement is 18% higher.

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Gaining Visibility

Targeting Promoting Tagging Using hashtags Including a call-to-action

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Facebook Posting Tips

Use reasonable moderation

Be diverse

Be transparent

Be human

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Facebook Management Tools

Socialoomph Seesmic Buffer

Sprout Social Hubspot HootSuite Spredfast

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Facebook Ads

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Facebook Ads – Why?

Increase fans Site traffic E-newsletter subscriptions Promote event/news/app, etc. Branding

Facebook Ads:https://www.facebook.com/advertising

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Say NO to blues & whites

Say YES to “pop” colors

Facebook Ads – Best Practices

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Simple Contrast Faces Humor Close-up Relevant

Facebook Ads – Best Practices

Our Best Ad to date

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Facebook Ads – BONUS! New Facebook Ad Image Sizes

1.

1.

2.

2.3. 3.

Credit: http://mashable.com/2013/09/10/facebook-ad-bigger/

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Facebook Ads – Best Practices

Test, Test, Test! A/B Test

◦ Images◦ Headlines◦ Copy◦ Call-to-actions

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The Cloud Technique◦ Interests

(don’t forget to include your competitors’ pages)

◦ Geographies◦ Workplaces◦ Job Titles

Facebook Ads – Best Practices

Be Creative & Use Combinations

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NEW TOOL!◦ Facebook Conversion Pixels

Facebook Ads – Conversion TrackingFacebookAd ROIStep-by-step guide:

www.socialmediaexaminer.com/how-to-track-your-facebook-ad-conversions/

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“Who is engaging with us?”

Facebook Insights

“Is my page a success?”“Is our engagement

effective?”“Does our content strategy work?”

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Overview

PagePage LikesTotal Likes

Net Likes

Where Likes Came From

Post Reach

How Many Saw

Posts

Likes, Comments,

& Share

sHides, Reports, &

Unlikes

Total Reach

Page Visits

Tabs Viewe

d

Actions on Page

External

Referrers

PostsWhen Fans are

Online

Days

Times

Post Types

Stats ofAll Posts

PeopleYour Fans

Age & Gende

r

Geography

& Langu

age

People Reached

Age & Gende

r

Geography

& Langu

age

People Engaged

Age & Gende

r

Geography

& Langu

age

Facebook Insights

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QUESTION ANSWER (tab)

When is optimal time to post? “When Your Fans Are Online”

Who is liking my page? “Your Fans”

Who is engaging with my page? “People Engaged”

What days are my fans engaging? “Post Reach”

What are people looking at on my page?

“Page Visits”

What is my engagement rate? “Posts” (Drop-down menu)

Facebook Insights

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Be creative to answer the “non-obvious”

Facebook Insights

Q: What is the optimal

number of times to post

per day?

Track your unsubscribe and unlike rates each day

Measured against what you’re posting and how often

Find point at which fans begin unsubscribing

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Measure traffic back to site using Google Analytics

Facebook Insights

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Facebook Tabs

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Contests Videos Exclusives E-news Blog E-Commerce Support Tools Promotions

Facebook Tabs

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Facebook Tabs – Creation Tools

Pagemodo• Lots of free, easy-to-edit templates• Paid option offers more tabs

Woobox•Free “Like” gate tabs •Sweepstakes app - $29/mo.

Lurjure•Easy Drag-n-drop design with “Like” gates•7-day free trial, $25/mo.

Static HTML: iframe Tabs•Completely customizable tabs using html•Free and offers online support

Grosocial•Can do most anything tab-related, drag-n-drop design, templates, gates, etc.•30-day free trial, $19.95/mo.

Shortstack•“Fan favorite” of #Toolchat group•Free options, plans start at $15/mo.

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Website Content

(Whitepapers, PR, etc.)

Print ads Email

Signatures Business

cards

EventBanners

Online ads E-Blasts Social Ads Vehicles Embedding Posts

Grow Your Page

Free social media icons: http://social-icons.com/50-free-social-media-icons-mixed-designs

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Auto-play videos

Facebook for business Bloghttps://www.facebook.com/business/news

Keep An Eye Out For…

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Be Creative & Have Fun

“If you never did, you should.

These things are fun,

and fun is good.”- Dr. Seuss

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Questions?

WTWH MediaHeather [email protected] Phone: 440.234.4531 ext. 115Twitter: @WTWH_SocialXprt

WTWH MediaLance [email protected] Phone: 440.234.4531 ext. 108Twitter: @WTWH_SocialGuru

WTWH Media Marketing Bloghttp://marketing.wtwhmedia.com

WTWH MediaStacy [email protected] Phone: 440.234.4531 ext. 119Twitter: @WTWH_SCombest

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This webinar will be available at marketing.wtwhmedia.com & email

Tweet with hashtag #SMWebinar

Join us for future webinars on various social media topics

Learn more about WTWH Media’s social media services:email [email protected]

Thank You

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