Grow Your Business With Facebook

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

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

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

Grow Your Business With Facebook

Marketing

Transcript of Grow Your Business With Facebook