Welcome & Thanks for Coming!

• The who, what, why, when & how of Facebook

• The good, the bad & the £££ of Facebook

• Digital Marketing Agency specialising in:– Search Engine Optimisation (SEO)–Pay-Per-Click Marketing (PPC) – Social Media Marketing (SMM)–Conversion Optimisation & Consulting

• Experienced global company with 60 staff working in Europe, Australia, NZ & Asia–500+ clients worldwide–Google AdWords Certified Partner–Microsoft AdWords Accredited

Why Consider Facebook?• Over 1 billion users worldwide

• Over 32 million UK users – 52% of the population

• Almost 7 million London users – 80% of the population

• 51% female & 49% male

• 38% under 24 years old (same % as over 35s)

• As many 45-54 year olds as 13-17 year olds

• Reach your precise target market

Your target market is on Facebook!

Who is Facebook for?• Individuals• Companies• Organisations• Charities• Causes• Brands• Interest groups

• Artists/Musicians• Public figures• Institutions• Teams• Products• Events• Etc…

Facebook is for everyone!

What Can you Do on Facebook?– Engage with customers & prospects– Captive audience, re-engage dormant customers– Encourage advocacy & monitor/convert negativity – Market research & customer insight

– Strengthen branding & stay top of mind– Updates & news– Become an authority & gain indirect interest

– Promote events, sales, offers, new stock…– F-commerce– Advertising– Search Engine Optimisation benefits

Opportunities for all organisations; e-commerce or otherwise

Customer Relations &Customer Insight

Brand Building &Brand Awareness

Website Traffic, Sales & Acquisitions

How Can you Get Started on Facebook?• Set up a page directly, or via a personal account• Cover image, profile image, tab images• Profile description & information• Vanity URL

N.B. Personal & Business Facebook content is not linked!

Then What? – Gaining Followers• Build it and they will come• Free & Easy

• Website Integration

• Email Signatures & Newsletter

• Facebook• Quality, sharable content• Facebook Ads• Promotions/exclusive offers• Networking/collaborating

• Social Networks/Cross-Promotion

• Offline

If Facebook is worth doing, do it properly!

• How will people find you?• Why would they ‘like’ you?

Engagement is everything!

• Interaction powers your newsfeed!

• “Edges” = photos, videos, links, status updates, check-ins, likes, shares…

• 16% of Fans see a Business’s Edges [Comscore]

• The key is finding what works – (who, what, when, where, how)

• Tools can help: • SocialBro (follower behaviour)• Hootsuite (scheduling)

Keep people interested & engaged with your brand

EdgeRank• Affinity – How close are you to the edge-creator?

• Edge Weight – Engagement & content type• View < Like < Comment < Share

• Time Decay – Over time, edges lose their value & give way to newer edges

• IMPORTANT – Just because you have 10,000 fans, doesn’t mean you have 10,000 sets of eyeballs!

Number of fans is not a true measure of success

Pro Tips• Varied, engaging content wins.

• Easily-consumed content such as humorous videos & photos are easy ways to generate engagement.

• Ask open-ended questions, get a debate going or launch a poll to build your affinity with more people.

• Follow up on comments & thank individuals for “liking” a page. Gratitude show you’re not too big to interact with your fans.

• Reach out to individuals & other pages with large followings & try to incite reciprocal engagement by tagging them & appealing to them directly.

• Important announcement coming up? Invest some time ahead to increase engagement.

• If you have nothing interesting to say or nothing of value to share, don’t.

Engagement is key to success!

How Can you Tell if you’re Successful?

• Set objectives • What are you looking to get out of Facebook?

• Facebook Insights• Reach, demographics, post impact, check-ins

• Google Analytics• Referrals to site, brand-specific searches, direct traffic, goals

– (Multi-channel funnels)

Specific goals help you get the most out of Facebook

Facebook: The Good…

Be creative, responsive & show a reason to be ‘liked’

Facebook: The Bad…

Show your brand in the best light & think about consequences!

Facebook: The £££!

Use custom tabs & promotions to drive traffic, sales & donations

Any Questions?