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cleo macfarlane

on 9 October 2015

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Transcript of Facebook

Upload profile picture - recommended size is 180 x 180 pixels

Upload cover photo - this is the large, horizontal image that spans the top of your page-typically a branded image to help attract people to your Page - official photo dimensions are 851 x 315 pixel

Cover photo tips:
http://blog.hubspot.com/marketing/facebook-cover-photos-best-practices-ht

Add page to Favourites - every Facebook user has a vertical navigation bar to the left of their News Feed - add your Business Page as a "Favourite" item here - similar to bookmarking a web page in your web browser for easy access
acebook can provide great opportunities for businesses:

Reach over 1 billion people
Target exactly the demographic you wish
Direct communication with existing and prospective clients
Make sales/Generate leads
Increase brand awareness
Let people spread the word about your company
Opportunities
Facebook
for business
Setting up a Facebook page is free and easy
Understanding the admin panel
In Q1 of 2015 Facebook announced it had more than:

1.44 billion monthly active users
900 million daily users
50 million business pages

Making Facebook the biggest social networking site with the largest number of users.

This is why any business – big or small – should consider using on Facebook...
igures


When choosing a business category for your page, Facebook will showcase six different classifications to choose from:

1. Local Business or Place
2. Company, Organisation or Institution
3. Brand or Product
4. Artists, Band or Public Figure
5. Entertainment
6. Cause or Community







Facebook will walk you through the basic sections to complete the fundamental aspects of the page...


e.g.
facebook.com/theoutsourcedmarketingdepartment

Choose carefully - Facebook only allows you to change this
once!

Include this address on business cards, website and other marketing materials


The set up journey is intuitive
Populate page with content
Facebook currently provides six different posting options:

1. Plain text status
2. Photo with caption
3. Link with caption
4. Video with caption
5. Event page
6. Location check-in

When posting on your page use a variety of content:

What images would your audience like to see?
What stats would they like to read?
What links would they like to click?

"Pin to Top" to move the posts to the top of your Page's Timeline
for seven days - use this feature for important things to the
business i.e. product announcements, business anniversaries,
and other major events.

Strategically invite users to '
Like
' your page
Measure your growth
Facebook has embedded metrics to help you track user interaction and understand the performance of your Page.
These are called Insights.


Choose an objective
• Page Likes - build your Page audience by getting more Page Likes

• Clicks to Website - when people click your advert, you can send them to any page on your website/ online store

• Website Conversions - track what people do on your website – such as browsing web pages, registering or making a purchase - after seeing your advert, by adding a code to the HTML on your website

• App installs - run an advert for your app and it will appear in News Feed for the audiences you want, when someone taps on your advert, they'll go straight to your app store landing page

• Event responses - create an event that customers on Facebook can add to their own Facebook calendars

• Offer Claims - create special offers to get more people doing business with you, offer discounts or other rewards, decide how long your offer runs for, who sees it and how many people can claim it

• Video views - create engaging adverts that feature videos


Advertising on Facebook
Facebook offers its own form of advertising with Facebook ads, which appear in the side columns of the Facebook site.

You choose the type of people you want to reach based on age, gender, location, interests etc. making the adverts more relevant for the people who see them.

Creating targeted ads:
https://www.facebook.com/business/products/ads/ad-targeting/



A large part of companies’ potential customers are there. Therefore, in my opinion, all companies should have a Facebook page where they can interact with their customers ... No other advertising channel, at least where you can communicate, can compete with those numbers
.”


Freddie Jannson, Experienced Facebook advertiser
All companies should have Facebook!
http://www.facebook.com/business/learn/set-up-facebook-page
DID YOU KNOW...
Before inviting people to
Like
your page, ensure it has been populated with content...
Select your unique domain name
The ‘about’ section serves as the main 2-3 sentence description for the company - should be descriptive but concise


Invite your friends and colleagues to Like your page and its content to
build some initial activity - this initial audience helps you to establish credibility
and spread the word

Share your page and make sure you like it yourself - be a spokesperson for your
business


Invite supporters in your network/ business contacts


Invite customers


Once content has been published and users invited, you can go to the "Activity"
tab in your Page's top navigation to monitor how people are engaging with your
Page and content.




It is recommended to invite users in the following order:
But wait! What does 'Like' mean ?
Clicking 'Like' below a post is an easy way to let people know you enjoy it. e.g. If you click 'Like' below a friend's video:

People who can see the video will be able to see that you liked it
A story will be posted on your Timeline that you liked your friend's video
The person who posted the video will get a notification that you liked it

Liking a Page means you're connecting to that Page!

When you connect to a Page, you'll start to see stories from that Page in your News Feed. The Page will also appear on your profile, and you'll appear on the Page as a person who likes that Page.
for example...
In the top navigation bar, you'll see an option for settings, once clicked along the left hand side a vertical navigation bar with different sections will appear:

Post Attribution - choose to post as yourself i.e. Cleo Macfarlane or as the company i.e. The Outsourced Marketing Department

Notifications - allows you to customise when and how you’d like to receive page alerts (set a frequency that matches your social media schedule)

Preferred page audience - define your target audience in terms of location, age and gender and Facebook will try to put your page in front of those who match the criteria

Page roles - there may be others at the organisation that need access to your Facebook page - you can invite colleagues to make changes to your pages e.g. Public Relations Manager who needs to respond to any delicate questions/ a Designer tasked with uploading a new photo creative to the page

Featured - your page can like other pages and you can feature them in a box on the left side of your pages timeline

You bid to reach customers ...

There are lots of people on Facebook, and other advertisers want to reach the same people you do

When you run an advert, you're taking part in an advert auction. You'll choose a budget for your advert, which is the total amount you want to spend. Then you'll choose a bid – the amount you're willing to pay to have customers see your advert and click on it or take some other action.

How it works
Facebook serve your advert to people who are more likely to take action
If you run an advert to increase views of your website, Facebook serve your advert to people who are more likely to visit your website.

Facebook will suggest a bid range based on the audience you want to reach.

You choose your own bid price!
Why Facebook Likes are important

Likes increase your visibility

What exactly happens when someone 'Likes' your business's Facebook page?
Lets look at an example...
A colleague of mine - Chris, has 'Liked' our business Facebook page, this then shows up in the news feed of all Chris's friends, as per below:

...Cont'd
It won't be long before one or more of Chris's friends sees this and decides to click on 'The Outsourced Marketing Department' to check out the Page.

Everytime The Outsourced Marketing Department publishes a posts, this will appear in Chris's news feed for her to see.

So, if your business page has 300 Likes, then your posts will be published in the news feeds of 300 people.

If the post contains good content, they may Like it, comment on it, or share it, which will appear in the news feeds of their friends.

This kind interaction is like a form of word-of-mouth marketing and is a great way to expand your audience and spread your content virally!

Boosting your posts
Boosted posts appear higher in the news feed so there's more chance your audience will see them.

How to boost a post

1. Go to a post you've created and then click Boost Post in the lower-right corner.

2. Choose your audience and budget based on how many people you want to reach and how long you'd like your boost to run.

3. Click Boost Post

Once you've chosen your budget, you can look at Est. People Reached to get an idea of how many people your boosted post can reach with the budget and targeting options you've chosen.

If you want a higher reach, try increasing your budget or updating your targeting preferences to see how different factors impact your reach
Insights enable you to:

• Monitor what's working and not working on your Page

• Understand the people who like your Page and engage with your posts

• Make decisions about the best ways to connect with your audience i.e. determine the best time of day to post, the best day of the week to post and what type of content is most popular

• Overview: provides a 7-day snapshot of your metrics such as Page Likes, post reach, and overall engagement.

• Likes: shows how many likes your Page gained and lost each day and where on Facebook your likes are coming from. If you're employing paid efforts, you'll be able to see the breakdown of paid versus organic growth.

• Reach: highlights the raw number of people your Page is reaching every day. If you notice spikes on a specific day, try cross-checking what you posted that day to see if you can replicate that reach.

• Visits: indicates where on Facebook your viewers are coming from. You can see the difference in visits on Facebook Timelines, your information tab, reviews, and others.

• Posts: shows how many people your posts reached, how many clicked the post, number of people who liked, commented or shared your post. Enabling you to see how specific posts and types of posts perform so that you can focus your efforts on what works.
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