Facebook for Small Business Simplified

Presented by: Dan Pinne

ASBAS DIGITAL SOLUTIONS

A digital advisory service providing direct education and mentorship from digital experts to assist Australian small businesses to build their digital capability.

Businesses will be able to access:

• A series of workshops in their local area • Two hours of tailored mentoring • Access to webinars & online materials

About Dan…• Facebook & Instagram

Advertising full time for 3+ years

• Social Media in corporate, sport & TV for 8 years

• Grew up in Merimbula and lived in Melbourne for 10+ years

TONIGHT’S SLIDES:

ORGANIKDIGITAL.COM.AU/ASBAS

Today…

• Facebook usage in Australia • Facebook fundamentals • Producing content for

Facebook • Facebook Advertising

Social Media Use

Linkedin

Twitter

Snapchat

Instagram

Youtube

Facebook

0 587500 1175000 1762500 2350000

17,100

15,000

9,000

4,000

3,000

4,200

2,310,000

1,500,000

1,000,000

255,000

330,000

260,000

Worldwide Australia

Facebook Use in Australia

• Half of the Australian users check Facebook every day

• 17 Million users overall • 53% Women - 47% Male • 45% Under 34 Years old

Facebook Assets

1.Facebook Profiles (plus Messenger)

2.Facebook Groups 3.Facebook Pages

Facebook Profiles

• Personal newsfeed • Contact friends and family • Like pages and groups • RSVP for events • Message other users

Facebook Messenger• Personal inbox • Used to contact friends, family and

groups of people • Have conversations with

businesses and confirm bookings, send information

SOON…

• Take payments • ALL Messages will be in the one

place - including WhatsApp (9M Users in AU)

Facebook Groups• Share a common

interest • Be private or public

posts • Determine who can

and can’t join • Share public posts to

the group

Facebook Pages

• Business presence • Gather likes • Promote your

business • Respond to

messages • Advertise your

business to new people

Facebook Assets - Which to Choose?

1. Facebook Profiles - Necessary 2. Facebook Groups - Optional 3. Facebook Pages - Necessary for

business

Setting up a Facebook Page

1. Create the type of page 2. Give the page a name and enter

info 3. Designate page roles 4. Upload a profile and cover photo

RECAP!

• Facebook is the Number 1 used social network in the country

• You need a profile to make a page • You need a page to publicly

promote your business

QUESTIONS

Creating a Facebook Strategy

Things to consider…

• Who will be posting? • What will you post? • What tone will you use? • How often and when will you post? • Who replies to comments and

messages?

Creating a Facebook Strategy

KNOWING YOUR

AUDIENCE IS MORE

IMPORTANT THAN

EVER

Creating a Facebook Strategy

“I’M STARVED FOR

CONNECTION

- NOT ATTENTION”

Creating a Facebook Strategy

TELLING YOUR

BRAND STORY

PROPERLY - GETS

RESULTS

Creating a Facebook Strategy

THE RIGHT CREATIVE

GETS YOUR MESSAGE

IN FRONT OF THE

RIGHT PEOPLE

90% OF THE TIME

- IT’S VIDEO

Creating a Facebook Strategy

1. People can live on profiles, pages,

events and groups.

2. Users can stream from mobile or

desktop.

IT’S RAW, INQUISITIVE AND TAPS

IN TO PEOPLE’S HUMAN NATURE

THAT SEARCH FOR THE

UNEXPECTED

APPEARS HIGHER IN

THE NEWS FEED

3xLONGER WATCHING

LIVE VIDEOS

$50MINVESTED IN TO

FACEBOOK LIVE

10xMORE COMMENTS

ON LIVE VIDEOS

80%WOULD RATHER WATCH

LIVE VIDEO THAN READ

A BLOG POST

1in5VIDEOS ON

FACEBOOK ARE

LIVE STREAMS

Creating a Facebook Strategy

1. Plan and prep your topic:

‣ Watch similar businesses.

‣ Keep a library of ideas.

2. Have dot points to keep you on track.

3. At first, not many people will watch (and that’s a good thing).

4. Start and stay consistent.

5. Think of what will happen if you don’t do Facebook Live…

7 IDEAS FOR FACEBOOK

LIVE1. Teach or Educate

2. Cross promote content

3. Demonstrate something

4. Event recap/review

5. Interviews

6. Guest Video

7. Ask Me Anything

CONTENT CREATION EXERCISE

Audience Key Problem/

Motivation/Emotion

Your Solution Content idea to

promote that

solution

CONTENT CREATION EXERCISE

Audience Key Problem/

Motivation/Emotion

Your Solution Content idea to

promote that

solution

Business Owners Confusion around where to start with Facebook

How to create a Facebook strategy

Facebook Live screencast going through the process

Solopreneurs Creating content in a timely manner

Tools of the trade to make the process easier

Workflow and demonstration of each tool

Business Marketers Staying up to date with Facebook updates and changes

Weekly/Monthly Facebook Lives on updates to be aware of

Updates in 60 secs or less IG videos

Tools for content - Mobile

Mojo App

• Freemium • $12.99/mth • Edit on the

go

Magisto App

• Freemium • $41.99/mth • iPhone AND

Android

Magisto App

• Freemium • $14.29/mth • iPhone AND

Android

Tools for content - Desktop

CAMTASIA

• $378 forever • Simple editor • Allows screen

recording • Mac & Windows

iMOVIE

• $14.99 forever • Simple editor • Mac ONLY

Movavi

• $79.99 forever • Simple editor • Allows screen

recording • Mac & Windows

Tools for content repurposing

• Canva for image creation • rev.com for transcription • Upwork for outsourcing

CONTENT CALENDAR EXERCISE

CHANNELMonday Tuesday Wednesday Thursday Friday Saturday Sunday

Facebook

Instagram

Twitter

Pinterest

LinkedIn

Website

CONTENT CALENDAR EXERCISE

CHANNELMonday Tuesday Wednesday Thursday Friday Saturday Sunday

Facebook Live: Talking about Blog Post

Link to blog post

Video: Updates in under 60 seconds

Instagram Video: Updates in under 60 seconds

Live: Latest updates on Facebook Advertising

Twitter Link to blog post

Link to blog post

Link to blog post

Link to blog post

Pinterest

LinkedIn Link to blog post

Video: Updates in under 60 seconds

Website Latest updates on Facebook Advertising

RECAP!

• Knowing your audience is critical • Making the most of your resources

is important • Repurposing content is the key to

stay front of mind

QUESTIONS

Facebook Advertising

• Cambridge Analytica scandal

• Steps Facebook took:

- Removed certain targeting options

- Improved transparency on security settings

• Facebook doesn’t listen to your Messenger conversations ( Google Baader-Meinhof

phenomenon)

• YOU can be a responsible advertiser and user

Facebook Advertising & Privacy

Facebook Advertising1. Over 7 Million Advertisers

worldwide

2. 2 Million advertisers on Instagram

3. Increased Popularity (supply) = more competition (demand)

4. Prices are increasing:

‣ 2016 prices rose 6%

‣ 2017 prices rose 29%

‣ 2018 prices rose 70%

• Targeting algorithm is extremely accurate:

- Thousands of data points on each user.

- Actions, interests and behaviours both on and off Facebook.

- Evolved in to a behaviour based targeting platform.

• Targeting data is available to ANY advertiser

The capabilities

#sneakerhead

DAY 1 DAY 6

DAY 10

DAY 14 DAY 16 DAY 17

The Customer Journey

• We’re faced with over 30,000

marketing messages EVERY.

SINGLE. DAY.

• Steps that people take to convert

is as long as it’s ever been

• Some people say 6-7 times, others

say up to 17 times.

“THE CUSTOMER IS THE NEW POWER BROKER”

The customer journey

• You’re interrupting user’s browsing, they have the power and intent.

• The perfect combination

➡ LEFT BRAIN: Analytical & Logical

➡ RIGHT BRAIN: Creativity & Story Telling

Why it’s different…

People who don’t know you

Purchasers

Subscribers

People who engage

People who follow youThe goal of Facebook Advertising

The goal of Facebook Advertising

People who don’t know you

Purchasers

Subscribers

Website Visitors

- WEBSITE CUSTOM

AUDIENCES

- DATA CUSTOM

AUDIENCES

- PAGE/PROFILE

ENGAGEMENT AUDIENCES

- VIDEO VIEWS AUDIENCES

LOOKALIKE AUDIENCES

- LEAD/CANVAS ENGAGEMENT

- EVENT ENGAGEMENT

- OFFLINE ENGAGEMENT

- APP ENGAGEMENT

INTEREST AUDIENCES

1. Engagement - People that have engaged with videos, forms, canvas’, your page/profile or it’s posts and events.

Video Viewers Post Engagements

Event responses Canvas/Lead Form engagements

2. Customer File - Upload existing customer data to match it to users on Facebook.

3. Website Traffic - People that have browsed your website and have triggered certain events according to the Facebook Pixel.

4. Offline Activity - People that have interacted with a business in-store, by phone or other offline channels.

5. Lookalike - Uses a base audience above to find similar users like them.

AIM FOR MINIMUM 1,000 USERS FOR LAL

Types of Custom Audiences

The Facebook Pixel

1. Builds custom audiences from your website for re-marketing

2. Tracks conversions so your ads can be optimised for them

3. Attributes conversions to ads for reporting

RESOURCE: organikdigital.com.au/pixel

FACEBOOK AUDIENCE TARGETING CHECKLIST

YES NO

Website Custom Audiences- Tracks website users- Requires Facebook Pixel installed- OrganikDigital.com.au/Pixel

Data Custom Audiences- Upload existing data

Offline & App Audiences- Engaged with mobile apps or recorded in-store visits

Page Engagement Audiences- Engaged with posts or the page through direct actions like comment,

message, share

Video Views Audiences- Viewed a % of video/s- Setup once a video is published

Page Likes- Select this audience at the adset level

Lookalike Audiences

WORKSHEET

Types of Facebook Ads

Video Carousel Instant CollectionLink Leads Stories Messenger

Facebook Ad Library

https://www.facebook.com/ads/library/

Facebook Messenger Bots

1. Messenger bots allow you to create a conversation with customers.

2. They provide automated communication with current & potential customers.

3. They don’t replace the role of human beings all together. They’re for filtering, not closing the sale

RECAP!

• Build a relationship with good ads and smart tracking

• Install the Facebook Pixel • Match good creative to the

right audience

QUESTIONS