Facebook for Business
Why use Facebook?Biggest social media platform – be where your market is.
Market internally (on Facebook) or externally (online / traditional)
Ease of use and power of sharing.
Targeted advertising
Low cost to ROI
9,6 Million SA users
Facebook for Business
Setting up a Facebook page
Facebook for Business
You must start with a personal page. Set one up that is not linked to your personal page. It can be a dormant page that you can allow other people to be admin on.
Click Pages
Click create
Facebook for Business
Setting up a Facebook page
Facebook for Business
Business type
Setting up a Facebook page
Get started
Facebook for Business
Complete all fieldsEverything can be changed laterEXCEPT “kind of business”
Setting up a Facebook page
Facebook for Business
Complete all fieldsChoose an address that is the sameAs your www or other social site handles
10 x Pre-loaded +
searchable
Info will appear on main page
as Bio
Other www or social
sites
Can be changed
ONCE
Setting up a Facebook page
Facebook for Business
Use Company
logo or brand
Setting up a Facebook page
Facebook for Business
Will appear on your
mainpage
Setting up a Facebook page
Facebook for Business
Skipuntil page is populated
Setting up a Facebook page
Facebook for Business
Add cover art. Use correct sizing
Setting up a Facebook page
Facebook for Business
TutorialOn
promoting posts
Scheduledposts
Promote page
(again)
Similar pages
To follow
Totalpost views
Advertisepage
Private messages to page
Hide / ViewAdmin page
Facebook for Business
Cover image
Profilepicture
Company bio Fan “likes”
Other social
platforms
Notifications(when Admin
Panel is Hidden)
Facebook for Business
Add admin
Levels of authority
Manage whocan view and post on page
Admin rights
Facebook for Business
Only after 30 likes on a
page
Insights
Facebook for Business
Insights
Delve further
Facebook for Business
Post Insights
Name of postType of post
Images / copy / links
Targetedadvert / post Actual views Pay to boost
postType of
engagement
Facebook for Business
Insights | Likes
Unlikes / organic likes /
paid likes
Total page likes over a
period
Facebook for Business
Insights | Likes
Facebook for Business
Insights | Reach
Paid for likes
Facebook for Business
Insights | Reach
Facebook for Business
Insights | Reach
Analyze the post that was successful &
repeat
Facebook for Business
Insights | Reach
Facebook for Business
Insights | Visits
Facebook for Business
Insights | VisitsTwitter website
Facebook for Business
Insights | Posts Day of the week
Peak time to post
Facebook for Business
Insights | Posts
Photos get the best
response on this page
Facebook for Business
Insights | Posts
High reach – low
engagement
High engagement –
low reach
Facebook for Business
Insights | PeopleShould be what you
have targeted
Facebook for Business
Insights | PeopleReached : not always your
fans
Facebook for Business
Insights | PeopleAgain, not
always your fans
Facebook for Business
Insights | ExportExport to excel
& save. Only gives limited
history
Facebook for Business
Adverts
Find adverts in adverts manager
Facebook for Business
Adverts
Always use advanced options
Facebook for Business
AdvertsAdverts manager options
• Clicks to Website: Get people to visit your website.• Website Conversions: Promote specific conversions
for your website. You'll need a conversion pixel for your website before you can create this ad.
• Page Post Engagement: Promote your Page posts.• Page Likes: Get Page likes to grow your audience
and build your brand.• App Installs: Get people to install your mobile or
desktop app.• App Engagement: Get people to use your desktop
app.• Offer Claims: Create offers for people to redeem in
your store.• Event Responses: Increase attendance at your
event.
What does your client
want ?
Facebook for Business
Adverts
Use page likes unless you
have a specific
campaign
Images will be used
sporadically or you can
decide
Facebook for Business
Adverts
Advanced demographics
target specific people
Specific mentions that relate to your
product
Try find a specific target audience for best results
Facebook for Business
Adverts Will be the headline of
advert
Mobile
Position on page
Sample of desktop advert
Facebook for Business
AdvertsName of campaign
Campaign budget
Set an end date or it will
run indefinitely
Facebook for Business
Targeting AdvertsPotential audience for this advert: 80,000 peopleLocation: South AfricaAge: 21–45Interests: Technology or Business and industryBehaviours: Small business page ownersEducation Level: University GraduateLanguage: English (UK) or English (US)Not connected to: Spilllyon News Feed on desktop computersand mobile devices Appears on
campaign information.
People who have their
own Facebook
pages
Deliberately no existing
fans
Facebook for Business
Adverts This will appear on your
homepage until end of advert
You will be prompted to spend more
money
Facebook for Business
Adverts manager Likes achieved during
campaign
Cost per page like
This determines
what is really working
Number of times a
person saw your advert
Active adverts or not paid
for
Facebook for Business
Adverts manager Campaign period
Number of times the
advert was viewed
Number of people who
clicked to page
How many unique
people saw this on the platform
Where the advert was
seen
Facebook for Business
Content schedules
Schedule button
Advertise this post only
Create an offer
Facebook for Business
Create an offer
Budget over the campaign
period
Target the offer as an advert +
demographics
What’s on offer?
Discount / free goods ?
Image for the offer
Facebook for Business
Content schedulesAll scheduled content will appear here and can be
edited
When advertising a
post or an offer
Facebook for Business
Content schedules
Scheduled when and to
whom
Advertise post
Edit post button
Facebook for Business
Boost posts
What was the reach of this
post in summary
Advertise post (again)
Facebook for Business
Content Calendar
Plan annually
Plan daily according to
statistics
Post often – at least once
a day
Your calendar must be flexible and fine tuned based on Facebook analytics.
Facebook for Business
Think Mobile
“Pages” app for Facebook
Pages
Facebook for Business
Client flexibility
Facebook for Business
Event pages
Hosted by the main page
Allow all people to
invite friends
Facebook for Business
CompetitionsKeep the
entry mechanism
simple
Allow fan comments
Facebook for Business
Facebook PollsAuthorize the app for pages
Pick the page you want to post the poll
on
https://apps.facebook.com/opinionpolls/create
Understand the Customers experience
Facebook for Business
Facebook PollsThe page you running the
poll on
The poll question
Multiple choice
answers
Add images if relevant or
type of question
(style)
The vote button text
Facebook for Business
Facebook Polls
Pick the package you need. “Free”
only if you are advertising
Post on pages wall
Public poll or private?
Add comments if
relevant
For people who have
liked the page only / public?
Facebook for Business
Facebook PollsThis will
reflect on users page with their
picture
If public poll then fan can see all results
Allows voters to share their
answer on their personal
page
Facebook for Business
Reminders
What you post is public
Check spelling and grammar
Focus on being positive and engaging
Measure and improve analytics
What posts work best for you?
When are your fans online?
Content is not live – engagement is live
Convert fans to customers
Use Video, images, copy and links to enrich your page
Encourage user generated content and thank fans
Promote across all social platforms and cross reference
Facebook for Business
Reminders
Generate leads for your clients and Convert into sales where possible
Allow Fans comments and engage
Have a defined escalation plan for conversion and complaints
Create original content (that is engaging) and keep it consistent with the brand
Facebook pages appear on Google search
Ask questions and post often.
Become a help line / call centre
Don’t auto-post to Twitter – very low click through rate (CTR)
Target the right demographic for your clients
Leverage your brand ambassadors
Import Twitter as an app into Facebook – cross pollinate
Facebook for Business
ConclusionFacebook traction and ROI conversion can be slow but will be worthwhile
If you start a page, commit to it as a dormant page is more damaging to a brand than not being on Facebook at all
Have strategies:Content, engagement, conversion and conversation
Its all about the 4 C’s
DON’T hard sell
Have fun.