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If you're not telling your story I assure you your competitor is telling theirs, and by default, it's already more compelling. In this session you’ll learn just what makes Facebook a real phenomenon in relationship marketing. We’ll show you how to leverage Facebook to correctly position your business above your competitors and stay there. The Social Media Master Series, brought to you by Z Interactive, is presented by Harrison Blum and Anthony D’Ambrosio who carry over 10 years of experience in brand strategy, digital advertising and social media. While Z Interactive may have a young history, it is a company with an unparalleled track record with brands such as On The Border, Live nation and the artist Coldplay under their belts. Their team is second to none in their ability to take new and growing businesses to the next level using both traditional and new marketing platforms. In this session you will gain valuable insight on how to build a strong brand on the most popular social media network. We’ll show you how to leverage Facebook to not only reach your target audience for your business but how to convert them into “actual” paying customers, and keep them coming back. The Social Media Master Series is part of a series of 90 minute sessions that build upon each other and offered each month (session locations may vary).
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Social Media Master Series
Facebook Marke+ng for Beginners
Address: PO Box 702564 Dallas, TX. 75370 ǀ Phone: (214)272-‐9853 ǀ Fax: (214)872-‐1936 ǀ Email: [email protected] ǀ www.Zinterac8veCo.com
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Today’s Lesson
Facebook Marketing In this session you’ll learn just what makes Facebook a real phenomenon in rela8onship marke8ng. We’ll show you how to leverage Facebook to correctly posi8on your business above your compe8tors and stay there.
#SMMasters social.zinteractiveagency.com/SMMasters
Today’s Lesson
Facebook Marketing Facebook Fast Facts Personal Page vs. Business Page Facebook Page Creation (Mirco Workshop) Facebook Page Optimization 6 Ways to Promote Your New Facebook Page Optimizing Your Content for News Feed Presence How to Grow Your Fan Base Introduction to Facebook Advertising Introduction to Insights
Your Speakers
Marke8ng Director Anthony is a digital trailblazer with a passion for using forward-‐thinking internet strategies to bring
online brands to life. Anthony has versa8le experience with all facets of the online experience
including social media, email marke8ng, blog strategy, and web development. Anthony’s Philosophy degree from the University of St. Thomas has provided him with a unique set of
skills in consumer behavior and market research.
Brand Strategy
Anthony D’Ambrosio Harrison Blum
Harrison is an accomplished, senior marke8ng professional with broad agency and
entrepreneurial experience, encompassing strategic planning, qualita8ve & quan8ta8ve
research, content marke8ng, brand development, social media marke8ng, paid search adver8sing, social promo8ons and event marke8ng skills, with
the ability and defined skill set to provide innova8ve, enthusias8c and forward-‐thinking
leadership in a team environment.
Who Z Be
Web | Paid Search | SEO | Social Media | Design
Dedicated to helping brands leverage forward-‐thinking internet strategies to economically
drive marke8ng and business goals.
Fast Facts
Facebook Users
1.2 Billion
= 2 x
Social Networking giant with a user base of 1.2 billion and a market cap of over $130 billion. If Facebook were to be a country, it would be the third most populous na8on in the world aYer China and India.
Fast Facts
Every 1 in 13 people on Earth have Facebook.
13
Fast Facts
During Facebook’s first summer, the Zuckerberg family spent $85,000 to keep the company afloat.
Today, Mark Zuckerberg is worth 29.8
Billion
$
Fast Facts
20 Billion
24 In
hours
20 billion minutes per day is the collec8ve amount of 8me spent on Facebook by users world wide in June 2013. That is 8.3 hours per month per user.
Fast Facts
of all internet users in the $75,000 plus salary range use Facebook. 75%
83% of all 18-‐29 year olds use Facebook in the USA.
of all American internet users use Facebook. In the UK it is 82%. 67%
Love or hate Facebook… It is embedded.
Facebook’s marke8ng power is in its ability
to reach a very focused audience.
Facebook and social media in general is only part of the online
experience.
The goal is to drive revenue, not likes.
If you don’t have a goal, then all roads look as good as any other.
• What IS the right number of fans to have? • What is a healthy level of engagement? • How am I doing versus my compe8tors? • Am I actually driving revenue?
Questions to ask yourself:
Profiles vs. Pages
Think about the difference between a personal page and a business page in terms of money: you cannot sell with a personal page.
• Facebook does not allow any one to direct friends to buy their products or services via their personal page. • You can only use your personal profile to post things about your business that relate to you… personally.
Profiles for Business?
What To Do With a Personal Page On your Profile, you can talk about your business as it relates to you personally, but you can’t ask people to spend money.
• Express enthusiasm about your latest team mee8ng
• Share your personal excitement about achieving the company incen8ve trip
• Welcome a new member of your team
• Gush about how much fun your last party was.
Practice
• Make friends with the person next to you (Facebook friends) • Take a Selfie with them
• Post the picture with a comment about what you are doing and whether you have enjoyed it (or not)
• Include event hashtag: #smmasters • Tag your new friend in the post
w w w. f a c e b o o k . c o m /business
Pros: This is where you can share your specials, informa8on about the next opportunity call, the latest product video from your company, etc. You can also adver8se with a Business Page. Con: Has significantly less newsfeed coverage than a personal page.
Business Pages
How to Create Your Own Business Page
Screen share:
Adding relevant keywords: Any informa8on you put inside your About sec8on will be crucial to gekng found via Graph Search. Choosing a Facebook Username: Facebook Image dimensions for Timeline: PROFILE PIC IS 180x180px & TIMELINE COVER IS 851 pixels wide and 315 pixels tall History, Milestones, and Awards
Best Facebook Page Optimization Tips
Introduction to Facebook Apps
This is Facebook for experts. With 3rd party apps, you can import your blog, run contests and promo8ons, collect email sign-‐ups, sell product through ecommerce and provide customer support.
You have a great Facebook Page. Now what?
much confused wow
how facebook Such mystery
6 Ways To Promote Your Page
• Use the network you have!
• Help Your customers find you
Add a Facebook Page Badge or Plugin to your website or blog.
http://www.facebook.com/badges/page.php
https://developers.facebook.com/docs/plugins/
http://www.mailchimp.com
http://www.constantcontact.com
6 Ways To Promote Your New Facebook Page Invite friends & family to “Like” your page.
1 2
3
4
3
6 Ways To Promote Your New Facebook Page Share your Facebook Page with friends and family
1 2
3
4
6 Ways To Promote Your New Facebook Page
Take your Facebook Page to new social heights
Don’t forget to take it offline.
Always keep it in your back pocket!
Optimizing Your Content For Newsfeed Coverage
How to Win The Facebook Popularity Contest
Optimizing Your Content For Newsfeed Coverage
1.) The rela8onship that user has with the publisher/page 2.) How many comments, likes, shares that post has 3.) How old the post is
Optimizing Your Content For Newsfeed Coverage
Best prac8ces in op8mizing page
posts
Shared Content
Providing Value
Promo8onal
10% 70% 20%
Optimizing Your Content For Newsfeed Coverage
Engage your community with
ques8ons
Optimizing Your Content For Newsfeed Coverage Mix up the media!
Video News/Blog
Question
Optimizing Your Content For Newsfeed Coverage
Humor always does well
Optimizing Your Content For Newsfeed Coverage Customize your pages to stand out
http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
Optimizing Your Content For Newsfeed Coverage
Customize Your Timeline Photo
http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
Optimizing Your Content For Newsfeed Coverage Design Resources
http://pixlr.com/
http://picmonkey.com/
http://canva.com/
Optimizing Your Content For Newsfeed Coverage Pay aten8on to 8ming – post at non-‐peak 8mes
86% of posts are published M-F Engagement is 32% higher on the weekend
Optimizing Your Content For Newsfeed Coverage
Spend 8me to REALLY understand your insights
Optimizing Your Content For Newsfeed Coverage Spend 8me to REALLY understand your insights
How to Grow Your Fan Base
Define your target market
How to Grow Your Fan Base
Get the tone right
What is your brand’s personality?
How to Grow Your Fan Base
Iden8fy the right types of content that drives engagement.
Always Be Tes8ng!
How to Grow Your Fan Base
It’s a long-‐term investment
Monitor and Measure
Find a schedule and STICK WITH IT!
Evaluate what works and what doesn’t.
Introduction to Facebook Advertising
Facebook Ads are designed to help adver8sers show people ads they find
interes8ng and relevant.
Introduction to Facebook Advertising
Reach all the right people more efficiently Mobile
Newsfeed
Right Column
Introduction to Facebook Advertising
Types of Facebook Ads
Page Post Engagement Page Likes Clicks to the website Website Conversions App Installs App Engagement Event Responses Offer Claims
Introduction to Facebook Advertising
What makes a great ad?
Great targe8ng Right objec8ve En8cing heading En8cing image Well-‐writen body text Safe budget and bid price
Introduction to Facebook Advertising
How to get started now!
Define your goals for adver8sing Create great landing page & ads Define your target audience Pick and manage your budget Review, Test and Op8mize
Introduction to Facebook Advertising Targe8ng Op8ons
What is Facebook Insights
Introduction to Facebook Insights
Insights provides measurements on your page’s performance. Find anonymous demographic data about your audience and see how people are discovering and responding to your posts.
Why do we care?
Introduction to Facebook Insights
Answer ques8ons like: -‐ Is my page a success? -‐ Who is engaging with my page? -‐ Is my strategy effec8ve? -‐ Does our content strategy work?
Overview
Introduction to Facebook Insights
Reach & Visits
Introduction to Facebook Insights
Posts & People
Introduction to Facebook Insights
Social Media Master Series II
Advanced Facebook Insights Advanced Facebook Adver8sing Email Marke8ng How to Build Facebook Apps How to Run Successful Facebook Contests
Advanced Facebook Marke8ng
Thank you : )
Address: PO Box 702564 Dallas, TX. 75370 ǀ Phone: (214)272-‐9853 ǀ Fax: (214)872-‐1936 ǀ Email: [email protected] ǀ www.Zinterac8veCo.com
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social.zinteractiveagency.com/SMMasters Today’s slides available for download at
