Grow  Your  Business    

With  Facebook    

I  am  not  a    social  media  

marke.ng  expert  

>$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  

GROW  YOUR  BUSINESS  WITH  FACEBOOK  

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?  

1.  WHY  IS  FACEBOOK  IMPORTANT?  

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  

A.  REACH  

MACRO  REACH  

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  

B.  FREQUENCY  

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  

C.  BRAND  DEVELOPMENT  

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  

D.  BRAND  MANAGEMENT  

Brand  Management  

•  Awareness  •  Engagement  •  Trust  •  Value  Proposi.on  •  Leads  •  Sales  •  Growth  

E.  MEASUREMENT  &  VALUE  

Organic  Example  

Paid  Example  

2.  WHERE  DOES  THIS  FIT  IN  MARKETING  

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  

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.”  

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    

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  

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  

Social  Media  •  Organic  Growth  

–  From  2007  to  2012  –  From  2012  -­‐  

Reach  

 ‘Organic  reach’  is  the  total  number  of  unique  people  who  are  shown  your  post  through  

unpaid  distribu.on.    

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.  

3.  WHAT  IS  FACEBOOK  GOOD  FOR?  

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  

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  

4.  HOW  DOES  IT  WORK?  

How  Does  Organic  Work?  

•  Create  a  schedule  •  Create  (Curate!)  the  Content  •  Schedule  the  Content  •  Engage  with  the  audience  •  Monitor  and  evaluate  the  results  

Organic  Post  Examples  

•  Status  •  Photograph  •  Video  •  Link  

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  

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  

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

Likes  

Awareness  

Clicks  

Audience  

•  Loca.on  •  Age  •  Gender  •  Language    

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    

Audience  •  Interests    

–  Business  –  Entertainment  –  Family  –  Fitness  –  Food  /  Drink  –  Hobbies  –  Shopping  –  Sports  –  Technology  

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  

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  

Choose  Where  Ad  Will  Be  Seen  

•  Default  –  Everywhere  –  Exclude  Right  Column  –  Exclude  Desktop  –  Exclude  Mobile  –  Exclude  Instagram    

5.  WHO  USES  IT  WELL  

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  

7.  WHEN  IS  IT  EFFECTIVE?  

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  

Measurement  -­‐  Reach  

Measurement  -­‐  Likes  

Measurement  -­‐  Demographics  

Measurement  -­‐  Ac.ve  

Measurement  –  Post  Type  

Measurement  -­‐  Reach  

SEE  RESULTS  IN  ANALYTICS  

Metrics  –  Google  Analy.cs  

Metrics  –  Google  Analy.cs  

Conclusion  

•  Reach  •  Frequency  •  Brand  Development  •  Brand  Management  •  Measurement  •  Value  

NEXT  STEP  

Next  Step  

•  Test  Small  •  Measure  Results  •  Test  Again  •  Don’t  Gamble  •  Read  my  handout  

•  Small  Business  Marke.ng  Programme