the facebook you never knew: tips for marketers
DESCRIPTION
Learn about Page management, set up, optimization and how to engage fans with this simple primer for marketers. This was presented in Oct 2013 and some things have changed since.TRANSCRIPT
THE FACEBOOK
YOU NEVER
KNEW
An introduction to Facebook Page Management for marketers
by Alexis Cheong,Strategy PlannerDDB Group Singapore
Twitter/Instagram/Facebook: @alexischeong
© Alexis Cheong 2013. Private and confidential.2
What do you know about
Facebook?* 35% of your friends see your posts on Facebook
http://www.businessinsider.com/35-percent-of-friends-see-your-facebook-posts-2013-8
© Alexis Cheong 2013. Private and confidential.3
Some fresh stats
All pointing to the fact that Facebook is huge and here to stay
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
© Alexis Cheong 2013. Private and confidential.4
Attention all marketers!There is a side to Facebook that you might not know about
Understand the role of creative agency x Facebook
so as to excel
Understand how media works/don't get cheated
Learn something new - see Facebook from the other side
Purpose today
© Alexis Cheong 2013. Private and confidential.5
10 Steps to using Facebook for marketing
1. Decide on key objectives (they are the guiding force to everything you do) on Facebook vs others
2. Find the best target audience to nurture as the community
3. Listen to what they are saying (using Radar, for example)
4. Set up the Facebook Page, grab the URL and fill up the About sections
5. Create an engaging Page content calendar, approved by client - but don't put out your best first (it is not a website)
•Simultaneously run Facebook ads and promos (they boost your conversion rates) to gain fans
6.Review performance of Page posts, promos (only 5% of all tab visitors will take part) and ad performance
7.Optimize optimize optimize
8.Report to client and match to key objectives set
9.Rinse and repeat from step 5 to 9
© Alexis Cheong 2013. Private and confidential.6
Behind the scenes
Pages Insights Ads
© Alexis Cheong 2013. Private and confidential.7
Facebook Page Management
Global Brand PageWith local content
Local Page
© Alexis Cheong 2013. Private and confidential.8
it's not as simple as you think.Anyone can set up a Page, but
© Alexis Cheong 2013. Private and confidential.9
Listen
Plan
ExecuteReview
Optimize
Process
Always OnCommunity
management
© Alexis Cheong 2013. Private and confidential.10
4Cs for a successful Facebook Page
Content
“On brand”PurposefulValuable Conversations
AuthenticPositive
Customer ServiceSpeedyHelpful
The right tone of voice
Community
© Alexis Cheong 2013. Private and confidential.11
The 60-20-20 Rule
“Lifestyle” content your community cares about, non-brand related
60%
Even if content is non-brand related, the tone, style and visual identity and even products of the brand should come through strongly.
E.g. The Daily Twist by Oreos
Promos/Samples/Contests
20%
Good way to engage and gain fans, but might attract contest junkies.
Brand content
20%
Brand history, trivia, products, ambassadors, PR news etc.
© Alexis Cheong 2013. Private and confidential.12
Building an Editorial CalendarDate StatusTheme(country) Copy Link, photo, video
Photos and short text questions work the best on Facebook, so be visual, be quick.
© Alexis Cheong 2013. Private and confidential.13
Community Management
RESPONSE CONSIDERATIONS
TransparentDisclose affiliations
IntelligentAlways cite sources
TimelyQuickly and accurately
ProfessionalRepresenting the brand
ConsistentTone and style
Monitor for future similar posts or threads. Escalate as appropriate.
Consider response elsewhere to correct inaccuracies and
dilute online criticism
Respond and propose a resolution
NEGATIVE:Is response required?
Rage
Troll
Unhappy customer
Misguided
POSITIVE:Is response required?
Acknowledge:Agree/thank fan
Correct:Correct inaccuracies
Engage:Recruit as an ambassador
No response
http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/
Generally, all comments should be acknowledged within 48 hours.
© Alexis Cheong 2013. Private and confidential.14
Promotional Guidelines
Facebook can now be used to run contests on the Wall by asking
fans to like, comment, share, but not tag.
More info:
https://www.facebook.com/page_guidelines.php
© Alexis Cheong 2013. Private and confidential.
Image Guidelines 2014 edition• Cover Photo: 851 x 315 pixels
• Profile image: 160 x 160 pixels
• Image post: Resized to fit 403 pixels (width) or 504 pixels (height), up to 2048 pixels
• Highlight image post: : Resized to fit 843 x 504 pixels
• Video preview thumbnail: 403 x 226 pixels
• Link post thumbnail: 1200 x 627 pixels
• More at: http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
15
© Alexis Cheong 2013. Private and confidential.16
Case Studies
© Alexis Cheong 2013. Private and confidential.17
Israel's Anti-Drug Authority Timeline Campaign, Jan 2012
Not a sustainable campaign - meant for interruption but not interaction.
© Alexis Cheong 2013. Private and confidential.18
Snapple Facebook PageGreat Page management/content
© Alexis Cheong 2013. Private and confidential.19
The Facebook page promised that for every person who liked the
village's page, the mayor's office would print out his or her picture
and post them on the office bulletin board — creating a real
human element to online interactions.
Graubunden soon got 16,000 fans, which is 200 times more
people than the town has inhabitants.
© Alexis Cheong 2013. Private and confidential.20
http://www.facebook-studio.com/gallery/submission/airasia-friendsy
© Alexis Cheong 2013. Private and confidential.21
Facebook Insights
© Alexis Cheong 2013. Private and confidential.22
Page, Posts, People
© Alexis Cheong 2013. Private and confidential.23
Page
See what you viewed
See where you came
from
© Alexis Cheong 2013. Private and confidential.24
Posts
Look at how your Posts are performing
© Alexis Cheong 2013. Private and confidential.25
People
© Alexis Cheong 2013. Private and confidential.26
People
6,46910pm
© Alexis Cheong 2013. Private and confidential.27
Facebook Ads
© Alexis Cheong 2013. Private and confidential.28
Anyone with a credit card can advertise on Facebook.
© Alexis Cheong 2013. Private and confidential.29
You can advertise for a Page, App
or URL.
Customize the “ad” with thumbnail and copy.
Use Sponsored Stories to
capitalize on friend
actions.
According to research presented in the
journal 'Science', if you 'like' an article, someone else who
reads it is more likely to do the same (32%
increase!)
Set Up
© Alexis Cheong 2013. Private and confidential.30
Promote a Page Post as
an ad. Bump up* your Page
Post visibility - to fans or non-fans
* Some have reported a
drop in EdgeRank after using promoted posts - so
decide carefully.
Do you know? Pages organically reach about 16% of their fans on average.
Set Up
© Alexis Cheong 2013. Private and confidential.31
Example
Targeting
© Alexis Cheong 2013. Private and confidential.32
We also know from Ads Targeting...
•There are 3.2 million people in Singapore on Facebook•1.48 million use iOS, and 1.48 million use Android (!)•20,000 are currently travelling•There are more dog lovers (138,000) than cats (74,000)
•There are 20,000 more singles than married people•There are 860,000 college grads
© Alexis Cheong 2013. Private and confidential.33
Ad Bidding
© Alexis Cheong 2013. Private and confidential.34
Ad Acronyms & Benchmarks
Acronym What it stands for Benchmark
CPC Cost Per Click<$1 for SG, <$0.50 for MY/PH/ID
$1-$1.50 for US/Europe
CPM Cost Per 1,000 Impressions Generally 20% less than CPC
CTR Click Through RateAnything below 0.023% should be
stopped
CPF Cost Per Fan $1-$4 (depending on category)
© Alexis Cheong 2013. Private and confidential.35
© Alexis Cheong 2013. Private and confidential.36
Like this?Facebook is a social network, not just an advertising platform.
People are looking for social and personal benefits that content and media can give, on every social network.
Agencies need to understand how Facebook works (and other social networks) in order to build stronger brand equity. Always include social in your campaigns!
Now you know.
© Alexis Cheong 2013. Private and confidential.3737
Q&A