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Setting Your Goals

If you don’t have a goal, then all roads look as good as any other.

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• Post Frequency• Competitive

Benchmarking• Fan Aquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

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The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

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Have you been frustrated before?

Possible Reasons:

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Unify Your Social Presence!

Social media only works when people can see what you have to say – Put your message everywhere!

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Build an editorial calendar

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Download this guide here.

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Steps for achieving Facebook marketing success

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Diagnosing your situation

Identify the core issues you face

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Setting yourself up for success

Define your execution strategy

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Test and Iterate

Test each lever individually with smaller budgets

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Increase spend to scale what works

Incrementally increase your budget while meeting target metrics

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Use MAA as well to refine your goals

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The Majority Of Impressions Are Organic

What could decrease your organic impressions?

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Post Length / Questions Affects Organic Impressions

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Changes in content type are hurting overall coverage

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Photos drive engagement

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Facebook and Google both care about fresh, unique, legitimate content. Therefore, when we push out content on Facebook, a lot of it will get indexed by Google because people will share it, tweet it, plus one it, and ultimately cause it to rank.

Facebook Engagement Drives Google Traffic

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Social Analytics Is About Context

Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels.

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Facebook ads: The voice of your brand

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Facebook Ad Formats

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Define Your Audiences by Value and Size

Social media success is about pinpoint precision targets

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Microtargeting

How much you should spend depends on your goals.

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Laser target ads down to specific interest targets

Facebook rewards high relevancy by discounting the price you pay for traffic.

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Interest and Group Targeting

Always be targeted, else you risk not seeming both relevant and personal.

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Use Google and Facebook remarketing to capture users who visited your site but didn’t convert

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Remarketing bridges the gap from visitor to customer

A person is browsing the web for Fuse products.

That person goes to Facebook.

... and now they see ads for Fuse throughout Facebook.

How Facebook Remarketing Works

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Remember!

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• Post Frequency• Competitive

Benchmarking• Fan Aquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

Select your Goals

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Determine an appropriate test budget

20-30% of total marketing should do the trick

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Make sure you have your marketing calendar

Since social amplifies everything else

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Ensure Google Analytics (or whatever tool you use) is tied to your ads account

On both Google and Facebook

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How big is your email list? Grow it!

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Now let’s build a campaign together!

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Thank You!

@DennisYu facebook.com/dennisyu