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The All About Facebook
Workshop
With support from
Today we are going to learn… Why is Facebook important for your business?
Understanding the Facebook Formula
Learn about the Tools of Facebook
How to create the perfect post
Creating content
Introduction to Digital Strategy
Introduction to Facebook Advertising
Why is Facebook Important For Your
Business?
Let’s start with the ‘WHY Go Online’
Source: https://think.storage.googleapis.com/docs/consumer-barometer-insights-from-australia.pdf
Sensis Social Media Report 2015
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Square Eyes
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Location, Location,
Location
Source: https://www.sensis.com.au/content/dam/sas/PDFdirectory/Sensis_Social_Media_Report_2015.pdf
Setting Up Facebook
Setting Up Your Front Pageo Cover Photo
o Profile Photo
o About Us
o Call To Action Button
How Can You Use For Profile Pic?
Cover Photo (Mini ‘Billboard’)
What To Use Facebook Cover Photo Foro Brandingo Your Business
o SWOTo Strengths
o Opportunities
o PromotionoYour Business
oYour Products
oMarketing Opportunities
oPromotional Opportunities
Setting Up Your CTAoCall To Action Button• Sign Up – mailing list or webinar sign up page, join the
tool
• Book Now – hotel or restaurant reservations
• Contact Us – contact form
• Use App
• Play Game
• Shop Now – e-commerce store
• Watch Video
Settings > About Us
Understanding the Facebook Formula
The Decline in Reach
Source: http://fd842fe78bbffbb85cab-70874e0f3da6c64a981fba9d7d1347cc.r64.cf1.rackcdn.com/Heyo_Facebook%20Reach%20Survival%20Guide.pdf
The Facebook Formula
Source: embededsocial.com
The Tools of Facebook
Know Your Audience
Know Your Audience/Customer!!!!
Oh No! Were Using the Back Up Slide
You Can Now Determine Your Audience
Creating the ‘Perfect’ Post
What Makes Great Content
A recent study by researchers at Cornell university has found that people share a content when it adds information and it agrees with the community’s ways of expression.
Three elements:
value,
relevance,
consistency
makes content irresistible and impossible to ignore.
Source: twittercounter.com
What Makes Great Content - Value
The greater your value proposition the more likely your content is to get shared. Valuable content is content that is useful, informational, educational and of course entertaining.
Creating value for your audience requires knowing who your audience is, what do they like and what they would find useful.
Source: www.twittercounter.com
What Makes Great Content - Relevance
Understand the basic characteristics of your audience and who they are – then figure out what type of content would be relevant to them.
Value and relevance will start attracting quality audience that will help your business grow to the right direction.
Source: www.twittercounter.com
What Makes Great Content - Consistency
Content consistency means staying true to what you and your brand stands for.
Consistency is about how your content is presented, maintaining your tone and voice and posting your content on a frequent basis.
Being consistent will help you build your brand’s credibility and develop trust with your audience.
You will meet expectations with people understanding what your content is about and will keep coming back for more.
Source: www.twittercounter.com
Think about how it could go wrong..
Source: http://mashable.com/2015/02/16/1-800-flowers-valentines-day/?utm_cid=mash-com-fb-main-link
1-800-Flowers is doing major damage control after a Valentine's Day fail
really think about how it could go wrong
Source: http://www.news.com.au/lifestyle/food/kkk-wednesday-promotion-backfires-for-krispy-kreme/story-fneuz8zj-1227223812426
The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights
The Tactics
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
The first 18 characters of
each of your Facebook posts
serve as the meta title and the
meta description in SERPs.
The Tactics
18F I R S T
C H A R A C T E R S
The Tactics – VDIEO is the NEW King
Source: http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic
Creating Content
The Marketing Strategy Equation
+ =
Example – Written
On any given night in Australia 1 in 200 people are homeless
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 1
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Example – Visual Content 2
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.humanrights.gov.au
Example – Visual Content 3
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Example – Visual Content Analysis
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statisticsImage Source: http://www.homelessfriend.org
Strong Emotive Image Easy To Read Static Highlight Text
Company Logo
Missing: Call To Action (CTA)
How To Create Visual Content(Bonus - they’re mostly FREE)
ToolsCanva – online visual creation tools
PicMonkey – images editing tool
Infogr.am – infographic design software
Piktochart - infographic design software
ImagesDeath To The Stock Photo – stock photos
Unsplash – stock photo
Creating the Perfect Facebook Post
A perfect Facebook post:
1. is a Call To Action (a link - if needed)
2. is brief— 140 characters or fewer (opt 90)
3. follows other posts on a regular schedule
4. timely and newsworthy
5. VALUABLE!!
Source: https://blog.bufferapp.com/anatomy-of-a-perfect-facebook-post
Let’s Build One
Scheduling the When
Be Aware of the WHEN
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e95198406611001876http://article.wn.com/view/2014/04/23/Aurora_theater_victims_decry_use_of_image_in_AFP_ad_against_/
Advance Facebook Uses
o Apps – polls, competitions
o Facebook Live
o Facebook Shop
o Facebook Groups
o Facebook Events
Facebook in the Workplace
Who has access to your Social Media?
British entertainment retailer HMV
lost complete control of its social
media team, when rogue members
used the account to childishly live-
tweet a massive firing at the
company.
http://www.businessinsider.com.au/10-worst-social-media-marketing-fails-of-2013-2013-11?op=1#6-british-entertainment-retailer-hmv-lost-complete-control-of-its-social-media-team-when-rogue-members-used-the-account-to-childishly-live-tweet-a-massive-firing-at-the-company-5
What happens when things go wrong?
http://mashable.com/2012/11/25/social-media-business-disasters-2012/#gallery/biggest-social-media-disasters-of-2012/521295e9519840661100187b
Settings > Page Roles
Consider these:Social Media Policy/Playbook
◦ Understand the different Facebook roles
(Admin, Editor, Moderator)
◦ Employee Access
◦ Account Management
◦ Acceptable Use
◦ Conduct
◦ Content
◦ Security
◦ Legal Issues
CHECK OUT: http://www.marketo.com/trust/social-media-policy.php
Digital Strategy
What do you want to achieve?
If you don’t know what you want, you can’t decide what you need to do, and you won’t know if you’ve been successful after you’ve done it.
What is your purpose?
Digital Strategy Weekly ThemeMonday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better connection and relationship with the customer
Purpose
•Product/Service Awareness
Purpose
•Better customer experience
•Useable content
Purpose
•Awareness
•Exposure
Purpose
•Create content for customers to return
•Exposure
Outcome
•Increase customer loyalty
•Awareness
Outcome
•Request for service
•Sign-up
•Traffic Driver
Outcome
•Reduce product return
•Reduce time allocated for customer support
Outcome
•Awareness to individual
•Awareness to customer
Outcome
•Fresh content supports SEO
•Awareness of industry
•Gratitude
30 Day ChallengeMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of your organisation
Interview a customer
Share Content Share some inspiration
Share an event
Ask a question Post a special Share an image Promote your community
Post a Friday Fun One
Promote your other social media channels
Interview an employee
Detail of your program
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
Introduction to Facebook Advertising
Understanding Your Advertising Purpose
How much are you willing to pay for advertising◦ Understand conversation rate
Review your advertising◦ Test, measure, review
Why are you advertising online◦ Are you going to be like McDonald’s? (long term)
◦ Campaign driven (short term)
Know your advertising BUDGET!
Know your advertising PURPOSE!
Facebook Post Boost
Facebook AdsWhat makes a good Facebook Ad?◦ Relevant to your target audience
◦ Visual
◦ Provides value
◦ Clear & compelling Call To Action
Understanding the reason for Facebook Ads
◦ What are you trying to say?
◦ What are you hoping to achieve from your ad?
Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx
Facebook Ads - Examples
Facebook Ads – Let’s create one
Advanced Tools◦ Facebook Apps – Quizzes, Polls, Photo Competions
◦ WooBox
◦ Heyo
◦ EBook Recreation◦ SimpleBooklet
◦ Custom Audience Ads◦ Facebook Pixel
◦ List◦ Social Media Today’s Brilliant List
◦ Boostlikes
10 Tips for Understanding Social Media1. It takes time and patience to build a Social Media audience – it
does not happen overnight
2. Social Media is not free – it takes time and effort
3. Understand different channels have different audiences
4. Use social media for social proofing
5. Numbers don’t matter – content is king!
Tips for Understanding Social Media6. Update regularly, give me a reason to visit/follow you
7. Decide how public or private you want to be
8. A picture says a thousand words – be visual
9. Understand that Social Media is a channel for conversation – if you wouldn’t say it/do it in real life, don’t do it on Social Media
10. There is no such thing as temporary on Social MediaInspired by http://www.artbusiness.com/facebook-tips-help-protocol-etiquette-and-instructions-for-artists.html
Things to do next……
Goal Setting
Name the top five goals you want to achieve through using social media.
Break down each goal and how you are going to achieve them.
What tools and platform/s do you think are the most suitable to achieve your goals?
What training is needed?
How are you going to measure the success of your social media presences?
For the latest updates on workshops and information, follow us on social media
www.rdaillawarra.com.au
(& subscribe to our newsletter)
www.facebook.com/illawarrarda
www.facebook.com/illawarradigital
www.twitter.com/rdaillawarra
www.linkedin.com/company/rda-illawarra
Would Love To Hear From You: Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
[email protected]@leighjewiss @rdaillawarraau.linkedin.com/in/leighjewiss/
