Grow Your Business With Facebook

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    11-Feb-2017

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  • 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 Its shared New people are aware New people like it Its 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

  • Likes

  • 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 readers 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

  • Metrics Google Analy.cs

  • Conclusion

    Reach Frequency Brand Development Brand Management Measurement Value

  • NEXT STEP

  • Next Step

    Test Small Measure Results Test Again Dont Gamble Read my handout

    Small Business Marke.ng Programme