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Facebook Marketing Week 2

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by

Amanda Munday

on 6 February 2014

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Transcript of Facebook Marketing Week 2

Building a Page
Insights
Facebook Marketing Week 2
Activism

Note
(cc) photo by Metro Centric on Flickr
(cc) photo by Franco Folini on Flickr
(cc) photo by jimmyharris on Flickr
(cc) photo by Metro Centric on Flickr
Major Assignment
It's successful - because users are driven to action
Vanity URLs
Stylized Cover and Profile Photos
Link to a Place:
if you have a location to check into
Who is your audience?
- How many likes?
- What demographics?
- What content is popular?
Key terms:
Reshares / Likes / Comments
https://www.facebook.com/facebookforbusiness/news/pageinsights
http://ads.ak.facebook.com/ads/FacebookAds/Best_Practice_Guide_042811_10.pdf
Facebook Marketing Guide
Like more pages (including Facebook Pages!)
Copyrighted images and brands
- If you use an image you don't own, permission is needed
- Remember Facebook is a publishing medium
http://www.business2community.com/social-media/learn-from-cokes-3-facebook-best-practices-092984
Coke's best practices
Now that the page is built...
Manage your settings.
Manage featured Likes
Manage featured Apps (Facebook or otherwise)
From Facebook: The next metric, “People Talking About This”, indicates how many people are actually talking about your business to their friends. This metric includes everyone who:

• Liked your Page
Liked, commented on, or shared your Page post
• Answered a Question you’ve asked
• Responded to your event
• Mentioned your Page
• Tagged your Page in a photo
• Checked in or recommended your Place
Community Pages
From Dave Fleet: Facebook’s Community Pages are an initiative from Facebook to create “the best collection of shared knowledge” on a wide variety topics.
6.5 million "Articles" at launch!
Homework: read Dave Fleet's article on Community Pages
Initial Reactions: Talking About This & "About"
A
What's "above the fold?
Key Post Elements
Targeted Content Posts
Pinning to Top
Manage Translations
Date Posts and Milestones
Other Page Likes
Export Data to Excel - for endless charts and analysis!
Cover Photo Guidelines
Use a unique image that represents your Page. This might be a photo of a popular menu item, album artwork or a picture of people using your product. Be creative and experiment with images your audience responds well to.

Cover images must be at least
399 pixels wide
and may not contain:
Price or purchase information, such as "40% off" or "Download it at our website"
Contact information
, such as web address, email, mailing address or other information intended for your Page's About section
References to user interface elements, such as
Like or Share, or any other Facebook site features
Calls to action
, such as "Get it now" or "Tell your friends"
To get the best quality image and fastest load times for your Page, upload an sRGB JPG file that's 851 pixels wide, 315 pixels tall and less than 100 kilobytes.
Slacktivism?
Manage Translations with an App or "Bing"
Featured Likes - great for B2B Interactions
Key Terms
1. Reach
How many users (and their friends) could have seen or did see, the post
2. Engaged Users
How many clicked on a status update or post?
3. Talking about This
How, commented or reshared a post?
4. Virality
How many created a post out of your content?
Build Your Page - Walk Through
Tasks:
1. Considering the following elements showing examples, with reasoning:
a. Cover photo, user name / URL, copy suggestions for info tabs, basic information, photo gallery, other brand “Likes”
2. When should the brand go live?
3. Who is your audience? What type of “voice” does the page content have?

- Setup Page
- Define sector/type
- Create Cover Photo and Profile Photo
- Set to "unpublished"
- Start planning content (scheduled posts)
Week 1:
Tasks:
1. Define the project scope of work. Who is your client? What will you build?
2. Provide a high-level description to your Facebook campaign.
3. Provide information on 3 competitor’s Facebook pages.

Week 2: Focus: Initial Page Elements
Tasks:
1. Considering the following elements showing examples, with reasoning:
a. Cover photo, user name / URL, copy suggestions for info tabs, basic information, photo gallery, other brand “Likes”
2. When should the brand go live?
3. Who is your audience? What type of “voice” does the page content have?

Tips for Jazzing your Facebook Page
- Create a Custom Tab (Pinterest, Instagram)
- Use Complementing Images for Cover Photo and Profile Photo
- Welcome new followers
- Keep your content relevant

http://www.business2community.com/small-business/facebook-marketing-ideas-for-small-businesses-0571743
Full transcript