Presentation to The WA Club members 4th April 2016. Includes many examples of Organic and Paid activity and results.

1. Grow
Your
Business
With
Facebook

3. I
am
not
a
social
media
marke.ng
expert

5. >$150,000
since
2007
Early
days
in
UK
• Motor
Dealer
• Jeweller
• Lawyer
• Hair
Salon
• Beauty
Salon
• University
Recently
• Serviced
Offices
• Co-­‐working
Space
• Recruitment
App
• Car
Rentals
• Adult
Online
Retailer
• Gin
brand
• Marke.ng
Agency

6. GROW
YOUR
BUSINESS
WITH
FACEBOOK

7. Why.
Where.
What.
How.
Who.
When
1. Why
Facebook
is
important?
2. Where
it
fits
in
your
marke.ng
strategy?
3. What
it
is
good
for?
4. How
does
it
work?
5. Who
should
use
it?
6. When
is
it
most
effec.ve?

8. 1.
WHY
IS
FACEBOOK
IMPORTANT?

9. Why
Facebook?
a) Reach
b) Frequency
c) Brand
Development
a) Personality
/
Posi.oning
/
Proposi.on
d) Brand
Management
a) Awareness
/
Engagement
/
Trust
/
Sales
e) Measurement
&
Value

10. A.
REACH

11. MACRO
REACH

12. MICRO
REACH
• Demographics
• Interests
• Behaviours
E.g.
– 52,
Male,
Maylands,
and
a
University
Graduate,
– Earns
>
$50,000,
Baby
Boomer,
Rents,
In
A
Rela.onship,
No
Kids
at
home,
works
in
Marke.ng
– Branding,
Sports
(Soccer,
Leeds
United),
Wine,
Italian
cuisine,
Cycling,
Rowing,
Apple
products
and
Cars
– Travels
a
lot,
is
an
Expat
Bri.sh
Ci.zen,
has
Pet
Insurance
and
an
iPhone

13. B.
FREQUENCY

14. FREQUENCY
/
USAGE
• 72%
(1.4BN)
users
at
least
once
a
month.
65%
use
it
daily
• Average
Facebook
User
spend
40+
minutes
per
day
• 1
in
5
pages
viewed
on
the
Internet
are
Facebook
pages
• Highest
traffic
occurs
mid-­‐week
between
1
to
3
pm
• A
Facebook
post
at
7pm
will
result
in
more
clicks
on
average
than
pos.ng
at
8pm
• On
Thursdays
and
Fridays,
engagement
is
18%
higher

15. C.
BRAND
DEVELOPMENT

16. Brand
Development
• Posi.oning
– Your
difference
rela.ve
to
compe..on
• Proposi.ons
– What
you
deliver
• Personality
– Your
character,
style
and
tone
of
voice
• Purpose
– Why
you
exist
• Principles
– The
values
you
hold

17. D.
BRAND
MANAGEMENT

18. Brand
Management
• Awareness
• Engagement
• Trust
• Value
Proposi.on
• Leads
• Sales
• Growth

19. E.
MEASUREMENT
&
VALUE

20. Organic
Example

21. Paid
Example

22. 2.
WHERE
DOES
THIS
FIT
IN
MARKETING

23. Where
Does
This
Fit
• Product
• Price
• Place
• Promo.on
• Social
Media
– Twiler
– LinkedIn
– Pinterest
– Facebook
Promo.on
• Adver.sing
• Branding
• Content
• CRM
• Direct
Marke.ng
• Email
Marke.ng
• Event
Management
• Literature
• Merchandising
• Networking
• Point
of
Sale
• Public
Rela.ons
• Referral
• Sales
Promo.on
• SEO
• Web
Design
• Social
Media

24. Social
Media
“Social
media
are
computer-­‐mediated
tools
that
allow
people
or
companies
to
create,
share,
or
exchange
informa9on,
career
interests,
ideas,
and
pictures/videos
in
virtual
communi9es
and
networks.”

25. Social
Media
Who
Are
They
• Remember
MySpace?
Bebo?
Path?
• Current
Top
10
– Facebook,
Twiler,
LinkedIn,
Pinterest,
Google+,
Tumblr,
Instagram,
Vkontakte,
Flickr,
Vine,
• Newbies:
– Snapchat,
Periscope,
Meerkat,
blab,
Peach,
Beme,
Anchor,
Musically
• Asia
–
Qzone.
Weibo,
WeChat,,
Pengyou,
Renren,
Meilishuo
and
Kaixin

26. Social
Media
• Social
should
be
‘social’
• Give,
Give,
Give
(Value),
Ask
(Sale)
• Social
media
is
a
rela.onship
network
• Build
trusted
rela.onships
through
awareness
and
dialogue
– Customer
Service
– Market
Research
– Community
Rela.ons
– Customer
Rela.onship
Marke.ng
• And
-­‐
Social
media
can
also
be
a
powerful
adver.sing
channel

27. Social
Media
• Create,
Curate,
Collaborate
• Publish
compelling
‘Content’
• People
like
it
• It’s
shared
• New
people
are
aware
• New
people
like
it
• It’s
shared
• Your
universe
grows

28. Social
Media
• Organic
Growth
– From
2007
to
2012
– From
2012
-­‐

31. Reach
‘Organic
reach’
is
the
total
number
of
unique
people
who
are
shown
your
post
through
unpaid
distribu.on.

32. Reach
‘Organic
reach’
is
the
total
number
of
unique
people
who
are
shown
your
post
through
unpaid
distribu.on.
‘Paid
reach’
is
the
total
number
of
unique
people
who
are
shown
your
post
as
a
result
of
adverTsing.

33. 3.
WHAT
IS
FACEBOOK
GOOD
FOR?

34. What
is
Organic
Good
For?
• Gepng
found
-­‐
People
Search
Facebook
• Building
an
Audience
• Social
Engagement
• Distribu.ng
Content
• Giving
Value
• Driving
Web
Traffic
• Marke.ng
Insights

35. What
Is
Paid
Reach
Good
For?
• Increasing
the
number
of
likes
of
your
page
• Engaging
with
a
post
on
your
page
• Raising
awareness
of
your
business
• Invi.ng
people
to
an
event
• Gepng
people
to
claim
special
offers
• Watching
a
video
• Gepng
people
to
download
your
app
• Gaining
Click-­‐throughs
to
a
landing
page
on
your
website

36. 4.
HOW
DOES
IT
WORK?

37. How
Does
Organic
Work?
• Create
a
schedule
• Create
(Curate!)
the
Content
• Schedule
the
Content
• Engage
with
the
audience
• Monitor
and
evaluate
the
results

38. Organic
Post
Examples
• Status
• Photograph
• Video
• Link

41. How
Does
Paid
Work?
• Create
a
schedule
• Create
the
Adverts
or
Boost
Posts
• Schedule
the
‘Campaigns’
• Engage
with
the
audience
• Monitor
and
evaluate
the
results

42. Paid
Examples
• Boost
Post
• Like
Page
• Local
Awareness
• Clicks
through
to
a
landing
page
on
your
website
• Invite
people
to
an
event
• Get
people
to
claim
special
offers
• See
a
video
• Get
people
to
download
your
app

43. 7
Days
$10
a
Day
Reach
15261
Engagements
443
Spend
$70
Cost
per
engagement
$0.16

44. Likes

45. Awareness

46. Clicks

47. Audience
• Loca.on
• Age
• Gender
• Language

48. Audience
Include
or
exclude
• Demographics
-­‐
– Educa.on
-­‐
Level
/
Field
of
study
/
School
&
Uni
/
Undergrad
Years
– Ethnic
Affinity
– Financial
-­‐
Income
/
Net
worth
• Genera.on
– Home
-­‐
Ownership
/
Type
/
Composi.on
– Life
Events
-­‐
Birthday
/
new
rela.onship
/
Newly
engaged
/
newly
wed
/
Away
from
home
town
/
new
job
/
– Parents
-­‐
Expectant
/
0-­‐1
-­‐
18
-­‐26
• Rela.onship
Status
– Work
-­‐
Employers
/
Industries
/
Job
Titles

49. Audience
• Interests
– Business
– Entertainment
– Family
– Fitness
– Food
/
Drink
– Hobbies
– Shopping
– Sports
– Technology

50. Audience
• Behaviours
– Digital
Ac.vi.es
– Expats
– Financial
-­‐
Insurance
(Building,
Home,
Motor,
Healthcare)
or
Investments
(Property)
– Mobile
Device
– Seasonal
– Travel
• People
that
like
your
page
• Friends
of
people
that
like
your
page
• Exclude
people
that
like
your
page

52. Budget
• Daily
Budget
or
Life.me
of
a
campaign
(set
dates)
• Facebook
can
op.mise
at
lowest
cost
automa.cally
or
manually
(enter
a
bid
based
on
the
value
–
50c)
• Choose
to
run
ads
all
the
.me
or
schedule
to
hour

54. Choose
Where
Ad
Will
Be
Seen
• Default
–
Everywhere
– Exclude
Right
Column
– Exclude
Desktop
– Exclude
Mobile
– Exclude
Instagram

56. 5.
WHO
USES
IT
WELL

57. The
Best
Prac..oners
Use
…
• Eye-­‐catching
images
• A
single
face,
with
eye
contact
• Show
a
posi.ve
emo.on
• Posi.ve
language
(“Free”,
“Love”,
“New”)
• A
‘link
ad’
to
adver.se
their
current
offers
• A
proac.ve
CTA
(“Shop
Now”,
“Learn
More”)
• All
this
combines
to
capture
the
reader’s
alen.on
and
pushes
them
to
act
– Register
–
Brand
Name
– Remember
–
Brand
Posi.oning
– Like,
Share,
Comment
–
Brand
Content
– Click,
Register,
Buy
–
Brand
Proposi.on

58. 7.
WHEN
IS
IT
EFFECTIVE?

59. Effec.veness
• Build
Awareness
–
Impressions
• Build
Audiences
-­‐
Likes
• Build
Differen.a.on
–
Brand
Recogni.on
/
Percep.on
• Build
Trust
–
Valued
Content
• Build
Traffic
–
Clicks
to
site
• Build
Leads
–
Capture
Leads
• Build
Apps
-­‐
Installs
• Build
alendance
–
Event

60. Measurement
-­‐
Reach

61. Measurement
-­‐
Likes

62. Measurement
-­‐
Demographics

63. Measurement
-­‐
Ac.ve

64. Measurement
–
Post
Type

65. Measurement
-­‐
Reach

66. SEE
RESULTS
IN
ANALYTICS

67. Metrics
–
Google
Analy.cs

68. Metrics
–
Google
Analy.cs

69. Conclusion
• Reach
• Frequency
• Brand
Development
• Brand
Management
• Measurement
• Value

70. NEXT
STEP

71. Next
Step
• Test
Small
• Measure
Results
• Test
Again
• Don’t
Gamble
• Read
my
handout
• Small
Business
Marke.ng
Programme