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Growing your business with Facebook

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Slides from a workshop with the Drogheda Chamber of Commerce giving tips on using Facebook for business.

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Growing your business with Facebook

  1. 1. Grow Your Business with Facebook Colm Hanratty Managing Director Sixtwo Digital
  2. 2. @colmhanratty & @sixtwodigital
  3. 3. ABOUT ME  Born in… 4 hours from 7th of the 7th, ‘77
  4. 4. ABOUT ME  Like to travel
  5. 5. HOW DOES THIS HAVE ANY RELEVANCE? Think human, not corporate... ...most of the time
  6. 6. A BIT MORE ABOUT ME
  7. 7. A BIT MORE ABOUT ME
  8. 8. WHAT WE DO  Proven track record of generating a Return On Investment for businesses
  9. 9. SERVICES  Social media management  Strategy development  Campaign implementation  Content creation  Evaluation and measurement  Training  Photography  Video  Social advertising
  10. 10. WHAT I’M TALKING ABOUT TODAY
  11. 11. WHAT WE’RE COVERING… 1. Strategy 2. Sharing tools 3. Best practice 4. Facebook advertising 5. Facebook Insights 6. Much more…
  12. 12. HOW MANY PEOPLE ON FACEBOOK IN DROGHEDA?
  13. 13. MOST POPULAR FB PAGES IN IRELAND
  14. 14. THE BEGINNING
  15. 15. WHY DO PEOPLE LIKE BRANDS ON FB?
  16. 16. FACEBOOK IN IRELAND
  17. 17. Strategy
  18. 18. BUILDING YOUR STRATEGY What are you using it for? Who do you want to target? How are you going to do it? Planning Monitoring
  19. 19. SETTING OBJECTIVES What are you using it for? Who do you want to target? How are you going to do it? Planning Monitoring
  20. 20. WHY USE FACEBOOK? Generate revenue Support marketing initiatives Brand awareness To be ‘social’ Give brand a personality Customer service Support brand proposition Authorative voice User Generated Content Drive traffic Facebook
  21. 21. SETTING OBJECTIVES KPI = Reach KPI = Revenue KPI = Traffic referral
  22. 22. CALCULATING ROI (RETURN ON INVESTMENT) Know what you’re using social media for, then you’ll be able to measure your ROI
  23. 23. BUILDING YOUR STRATEGY What are you using it for? Who do you want to target? How are you going to do it? Planning Monitoring
  24. 24. WHO DO YOU WANT TO TARGET?
  25. 25. BUILDING YOUR STRATEGY What are you using it for? Who do you want to target? How are you going to do it? Planning Monitoring
  26. 26. HOW ARE YOU GOING TO DO IT?
  27. 27. BUILDING A STRATEGY What are you using it for? Who do you want to target? How are you going to do it? Planning Monitoring
  28. 28. ABOUT ME
  29. 29. BUILDING A STRATEGY What are you using it for? Who do you want to target? How are you going to do it? Planning Monitoring
  30. 30. KPIs  Sales  Followers  Likes  Engagement  Traffic… • Repeat? • Tweak?
  31. 31. TASK… Have you used Facebook? If so, how?
  32. 32. Best Practice
  33. 33. LIKES, NOT FRIENDS http://www.Facebook.com/pages/create.php?migrate http://www.Facebook.com/username (Once you’ve chosen one you can can change it one more time) Once it has ‘likes’ give it a ‘Vanity URL’ (username) at ... If your Facebook page has ‘Friends’ and not ‘Likes’ it is set up as a ‘Profile’ – this is the wrong way. To migrate it to a page that has Likes visit:
  34. 34. LIKES, NOT FRIENDS If you want to change your actual name of the page, here’s how: Once it has ‘likes’...
  35. 35. WHY YOU NEED A PAGE, NOT A PROFILE Can’t schedule or target content No Facebook advertising Don’t know demographics / location of audience Unable to see reach of posts Can’t use Facebook Offers Break Facebook guidelines… Unable to use new Customer Service features
  36. 36. FACEBOOK SETTINGS
  37. 37. YOUR PAGE 851 pixels wide x 315 pixels high 160 x 160
  38. 38. FILL OUT ALL INFO
  39. 39. BEST PRACTICE Post consistently… but not too much Ensure posts represent all aspects of your business Post timely content, and use good imagery Boost important posts and use targeting Use ads for to promote special offers and try ‘Facebook Offers’ Analyse, analyse, analyse Experiment with all types of posts
  40. 40. SHARING CONTENT Scheduling posts Targeting posts (free when page has 5k+ Likes)
  41. 41. CUSTOMISING YOUR PAGE https://developers.facebook.com/docs/appsonfacebook/pagetabs
  42. 42. CROSS PROMOTION Cross promote other channels Don’t duplicate content
  43. 43. ‘LIKE-BAITING’
  44. 44. LIKE-BAITING
  45. 45. LIKE-BAITING
  46. 46. OTHER RECENT ALGORITHM UPDATES
  47. 47. OTHER RECENT ALGORITHM UPDATES
  48. 48. RUNNING PROMOTIONS ON FACEBOOK Sales – coupons Likes – coupons/sweepstakes UGC – photo, video comps (although lower conversion rate) Data capture What’s the objective? User Generated Content? Sales? Ensure prize supports brand/business (never give away an iPad!) Support via Facebook advertising
  49. 49. WHY YOU SHOULDN’T GIVE AWAY AN IPAD
  50. 50. 3RD PARTY APP SITES
  51. 51. RUNNING CONTESTS ON YOUR PAGE People can enter competitions via ‘liking’ or ‘commenting’ You can ask people to enter competitions via posting photos or commenting on your page Will increase engagement You can’t use personal timelines to run competitions ie ‘share’ is still against Facebook rules You can’t use tagging No data capture Effective for increasing engagement and likes Most popular apps/promotions – coupons, sweepstakes
  52. 52. RUNNING CONTESTS ON YOUR PAGE https://www.facebook.com/page_guidelines.php
  53. 53. TASK… Have you ran any contests/promotion s on Facebook? If not, are you going to?
  54. 54. CAMPAIGN STRUCTURE
  55. 55. MAIN TYPES OF FACEBOOK ADVERTISING 1. Post boosting 1. Growing likes 1. Directing traffic / increasing conversions 1. Promoting an offer
  56. 56. CREATING AN AD CAMPAIGN
  57. 57. CREATING AN AD CAMPAIGN
  58. 58. CREATING AN AD CAMPAIGN
  59. 59. CREATING AN AD CAMPAIGN
  60. 60. CREATING AN AD CAMPAIGN
  61. 61. CREATING AN AD CAMPAIGN
  62. 62. CREATING AN AD CAMPAIGN
  63. 63. CREATING AN AD CAMPAIGN
  64. 64. CREATING AN AD CAMPAIGN
  65. 65. CREATING AN AD CAMPAIGN Tie the text to the visual – make sure they copliment each other AB test – try different ads Have a consistent tone Keep it short and sweet Add a call to action Mention price (when appropriate) Use desktop…
  66. 66. FACEBOOK ADS REPORTING
  67. 67. FACEBOOK ADS REPORTING
  68. 68. AUDIENCES
  69. 69. FACEBOOK OFFERS
  70. 70. FACEBOOK OFFERS
  71. 71. FACEBOOK INSIGHTS
  72. 72. FACEBOOK INSIGHTS – LIKES
  73. 73. FACEBOOK INSIGHTS – LIKES
  74. 74. FACEBOOK INSIGHTS – LIKES
  75. 75. FACEBOOK INSIGHTS – REACH
  76. 76. FACEBOOK INSIGHTS – REACH
  77. 77. FACEBOOK INSIGHTS – REACH
  78. 78. FACEBOOK INSIGHTS – REACH
  79. 79. FACEBOOK INSIGHTS – REACH
  80. 80. FACEBOOK INSIGHTS – POSTS Breakdown of posts
  81. 81. FACEBOOK INSIGHTS – POSTS Breakdown of posts
  82. 82. FACEBOOK INSIGHTS – PEOPLE
  83. 83. STOP SAYING ‘FIND US ON FACEBOOK’
  84. 84. HERE’S WHY 1. Launch Facebook 2. Click into the search box 3. Enter the business name 4. Choose from the results Find us on Facebook = 1. Launch a browser / Google 2. Click into the search box 3. Enter the business name 4. Choose from the results Searching on the internet =
  85. 85. HERE’S WHY Find us on the internet! (But businesses don’t do this… as it makes no sense!) Saying ‘Find us on Facebook’is the same as saying:
  86. 86. HERE’S WHY: Business indicating they’re on Facebook by showing the logo but not giving their Facebook web address, meaning you have to ‘Find them’:
  87. 87. HERE’S WHY But when you go looking for them… you can’t find them!
  88. 88. OVERVIEW It’s not B2C or B2B It’s H2H
  89. 89. OVERVIEW
  90. 90. OVERVIEW
  91. 91. OVERVIEW Engaging Inspiring Entertaining Educational
  92. 92. Thanks colm@sixtwodigital.com @colmhanratty | @sixtwodigital FB.com/sixtwodigital

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