Post on 12-Aug-2015
Grow Your Business with
Colm HanrattyManaging Director
Sixtwo Digital
@colmhanratty&
@sixtwodigital
ABOUT ME Born in…
4 hours from 7th of the 7th, ‘77
ABOUT ME Like to
travel
HOW DOES THIS HAVE ANY RELEVANCE?
Think human, not corporate......most of the time
A BIT MORE ABOUT ME
A BIT MORE ABOUT ME
WHAT WE DO
Proven track record of generating a Return On Investment for businesses
SERVICES
Social media management Strategy development Campaign implementation Content creation Evaluation and measurement Training Photography Video Social advertising
WHAT I’M TALKING ABOUT TODAY
WHAT WE’RE COVERING…
1. Strategy2. Sharing tools3. Best practice4. Facebook advertising5. Facebook Insights6. Much more…
HOW MANY PEOPLE ON FACEBOOK IN DROGHEDA?
MOST POPULAR FB PAGES IN IRELAND
THE BEGINNING
WHY DO PEOPLE LIKE BRANDS ON FB?
FACEBOOK IN IRELAND
Strategy
BUILDING YOUR STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring
SETTING OBJECTIVES
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring
WHY USE FACEBOOK?
Generate revenueSupport marketing initiatives
Brand awareness
To be ‘social’Give brand a personality
Customer service
Support brand propositionAuthorative voice
User Generated ContentDrive traffic
SETTING OBJECTIVES
KPI = Reach
KPI = Revenue
KPI = Traffic referral
CALCULATING ROI (RETURN ON INVESTMENT)
Know what you’re using social media for, then you’ll be able to measure your ROI
BUILDING YOUR STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring
WHO DO YOU WANT TO TARGET?
BUILDING YOUR STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring
HOW ARE YOU GOING TO DO IT?
BUILDING A STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring
ABOUT ME
BUILDING A STRATEGY
What are you using it for?
Who do you want to target?
How are you going to do it?
Planning
Monitoring
KPIs
Sales Followers Likes Engagement Traffic…
• Repeat?• Tweak?
TASK…
Have you used Facebook? If so, how?
Best Practice
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:
LIKES, NOT FRIENDSIf you want to change your actual name of the page, here’s how:
Once it has ‘likes’...
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
FACEBOOK SETTINGS
YOUR PAGE 851 pixels wide x 315 pixels high
160 x 160
FILL OUT ALL INFO
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
SHARING CONTENT
Scheduling posts
Targeting posts(free when page has 5k+ Likes)
CUSTOMISING YOUR PAGE
https://developers.facebook.com/docs/appsonfacebook/pagetabs
CROSS PROMOTION
Cross promote other channels Don’t duplicate content
‘LIKE-BAITING’
LIKE-BAITING
LIKE-BAITING
OTHER RECENT ALGORITHM UPDATES
OTHER RECENT ALGORITHM UPDATES
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
WHY YOU SHOULDN’T GIVE AWAY AN IPAD
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
RUNNING CONTESTS ON YOUR PAGE
https://www.facebook.com/page_guidelines.php
TASK…
Have you ran any contests/promotions on Facebook? If not, are you going to?
CAMPAIGN STRUCTURE
MAIN TYPES OF FACEBOOK ADVERTISING
1. Post boosting
2. Growing likes
3. Directing traffic / increasing conversions
4. Promoting an offer
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
CREATING AN AD CAMPAIGN
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…
FACEBOOK ADS REPORTING
FACEBOOK ADS REPORTING
AUDIENCES
FACEBOOK OFFERS
FACEBOOK OFFERS
FACEBOOK INSIGHTS
FACEBOOK INSIGHTS – LIKES
FACEBOOK INSIGHTS – LIKES
FACEBOOK INSIGHTS – LIKES
FACEBOOK INSIGHTS – REACH
FACEBOOK INSIGHTS – REACH
FACEBOOK INSIGHTS – REACH
FACEBOOK INSIGHTS – REACH
FACEBOOK INSIGHTS – REACH
FACEBOOK INSIGHTS – POSTS
Breakdown of posts
FACEBOOK INSIGHTS – POSTS
Breakdown of posts
FACEBOOK INSIGHTS – PEOPLE
STOP SAYING ‘FIND US ON FACEBOOK’
HERE’S WHY
1. Launch Facebook2. Click into the search box3. Enter the business name4. Choose from the results
Find us on Facebook =
1. Launch a browser / Google2. Click into the search box3. Enter the business name4. Choose from the results
Searching on the internet =
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:
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’:
HERE’S WHY
But when you go looking for them… you can’t find them!
OVERVIEW
It’s not B2C or B2B
It’s H2H
OVERVIEW
OVERVIEW
OVERVIEW
Engaging Inspiring Entertaining Educational
Thanks
colm@sixtwodigital.com
@colmhanratty | @sixtwodigital
FB.com/sixtwodigital