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Lesson 4
Facebook – Introducing Social Targeting
Presented by:
Daniel Gilligan Course Educator
Diploma in Social Media Marketing - Part I
You have takenCONTROL!
Lesson 2 Recap
Introduction to E-commerce
A business approach
Optimizing our content
Building a platform
Today’s Lesson
Introduction to Facebook
Facebook pages
Facebook timeline
Advertising – Introducing targeting
Analysing our data - Insights
Summary
Next Lesson
Q & A
Let’s Begin
Introduction to Facebook
Introduction to Facebook
1.09 Bn logins every day
5 new profiles created every second
25 - 34 most common age group
56% of online users aged 65+
77% online women, 66% online men
The Numbers
People:
4.75 Bn shares generated daily
300 million photo uploads daily
Highest traffic mid-week between 1-3pm
Higher engagement in the evening, around 7pm
Engagement 18% higher on Thursday and Friday
The Numbers
Content / Traffic:
Customer Base
Accessibility
Customised design
Applications / Integration
Verified Pages
Rewards
o Organic reach difficulties
o Endless possibilities
o Time & Resources
o Competitors
Risks
Facebook Pages
Facebook Pages
Profile
Personal User
Non-commercial
Connect with friends & family
Personalised with photos & experiences
Group
Created by user
Multiple privacy settings
Club-style group to encourage discussion
Everyone engages
Page
Organisation, business, brand
Public
People ‘like’ to follow the page
Post information to your followers – One way
Insights & Advertising
Page vs Group
Page:
Business options
Control of content
Ease of management
Difficulty reaching followers
Group:
Community feel
Privacy options
Control over reaching followers
Difficulty with administration
Category
Business profile complete
Images
Address
URL
Website
Contact info
Content
Customer facing marketing
Responsibility
Page Setup Checklist
Facebook Timeline
Facebook Timeline
What percentage of your followers see your organic content?
~2%
Question
• Previously used EdgeRank
o Affinity
o Weight
o Decay
• Now has 100,000 Ranking factors
• Machine Learning
How Content is Displayed
Text only posts
Frequently hidden / reported
Unusually high engagement (click-baiting)
Lower fan engagement
Sensationalised / hyperbolic
Re-publish content / links
Spammy links (go back and like post)
Linking to scam sites
Overly promotional
Same text as an ad on that Page
Decreases Reach
Generates a lot of engagement (Shares)
References a trending topic
Most recent
Page’s affinity with community
More time spent viewing content
Containing links
New images / videos / links
Video best performing
Complete profile info
Optimised for desktop & mobile
Increases Reach
Advertising on Facebook
Facebook Advertising
• Similar to paid advertising on other platforms
• Bidding process
• Call-to-action buttons
• The future is paid
Facebook Advertising
Organic Targeting
Call to Action Buttons
Facebook Advertising
Data Analysis on Facebook
Analysing Facebook
• Facebook Insights
• What can we analyse?
• Why is this important?
Analysing Facebook
• Key platform for ORM
• Integrated Review Function
• Mistakes will be noticed
ORM and Facebook
“If it’s too much for a Disney film, it’s too much for your Facebook Page”
The Wall E Rule
Analyse
Manage Your Comments
Listen
Engage
Tailor Your Content
Strategize
Integrate and Self-Promote
Manage your reputation
Top Tips for Facebook
Summary
Introduction to Facebook
Facebook pages
Facebook timeline
Advertising – Introducing targeting
Analysing our data - Insights
We’re here to help, so contact us anytime!
https://twitter.com/shawacademy
https://twitter.com/ShawSocialDan
#ShawSocial
Class Interaction
Next Lesson
• The next session is “Twitter – Managing the Chaos”
• What is Twitter? What are the benefits?
• Best practices & leveraging hashtags
• Twitter for business
• Analytics
• Attend all of the lessons LIVE and your knowledge will grow
• Shaw Academy Lifetime Membership Prize during Lesson 8
Q&A
• You will learn The benefits of using Twitter, How to group conversations and
content, Advertising & Analysing
• Build on our knowledge of the basics, reinforcing and refining best practices
• You will understand how to use Twitter to reach the masses
Next Lesson is:
www.facebook.com/shawacademy
www.twitter.com/shawacademy www.shawacademy.com
Twitter – Managing the Chaos
See local numbers on website
@ShawSocialDan
socialmedia.marketing@shawacademy.com
danielgilligan@shawacademy.com
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