Facebook Simplified Slides - Organik Digital - Facebook ... · Facebook Use in Australia • Half...
Transcript of Facebook Simplified Slides - Organik Digital - Facebook ... · Facebook Use in Australia • Half...
Facebook for Small Business Simplified
Presented by: Dan Pinne
ASBAS DIGITAL SOLUTIONS
A digital advisory service providing direct education and mentorship from digital experts to assist Australian small businesses to build their digital capability.
Businesses will be able to access:
• A series of workshops in their local area • Two hours of tailored mentoring • Access to webinars & online materials
About Dan…• Facebook & Instagram
Advertising full time for 3+ years
• Social Media in corporate, sport & TV for 8 years
• Grew up in Merimbula and lived in Melbourne for 10+ years
TONIGHT’S SLIDES:
ORGANIKDIGITAL.COM.AU/ASBAS
Today…
• Facebook usage in Australia • Facebook fundamentals • Producing content for
Facebook • Facebook Advertising
Social Media Use
Snapchat
Youtube
0 587500 1175000 1762500 2350000
17,100
15,000
9,000
4,000
3,000
4,200
2,310,000
1,500,000
1,000,000
255,000
330,000
260,000
Worldwide Australia
Facebook Use in Australia
• Half of the Australian users check Facebook every day
• 17 Million users overall • 53% Women - 47% Male • 45% Under 34 Years old
Facebook Assets
1.Facebook Profiles (plus Messenger)
2.Facebook Groups 3.Facebook Pages
Facebook Profiles
• Personal newsfeed • Contact friends and family • Like pages and groups • RSVP for events • Message other users
Facebook Messenger• Personal inbox • Used to contact friends, family and
groups of people • Have conversations with
businesses and confirm bookings, send information
SOON…
• Take payments • ALL Messages will be in the one
place - including WhatsApp (9M Users in AU)
Facebook Groups• Share a common
interest • Be private or public
posts • Determine who can
and can’t join • Share public posts to
the group
Facebook Pages
• Business presence • Gather likes • Promote your
business • Respond to
messages • Advertise your
business to new people
Facebook Assets - Which to Choose?
1. Facebook Profiles - Necessary 2. Facebook Groups - Optional 3. Facebook Pages - Necessary for
business
Setting up a Facebook Page
1. Create the type of page 2. Give the page a name and enter
info 3. Designate page roles 4. Upload a profile and cover photo
RECAP!
• Facebook is the Number 1 used social network in the country
• You need a profile to make a page • You need a page to publicly
promote your business
QUESTIONS
Creating a Facebook Strategy
Things to consider…
• Who will be posting? • What will you post? • What tone will you use? • How often and when will you post? • Who replies to comments and
messages?
Creating a Facebook Strategy
KNOWING YOUR
AUDIENCE IS MORE
IMPORTANT THAN
EVER
Creating a Facebook Strategy
“I’M STARVED FOR
CONNECTION
- NOT ATTENTION”
Creating a Facebook Strategy
TELLING YOUR
BRAND STORY
PROPERLY - GETS
RESULTS
Creating a Facebook Strategy
THE RIGHT CREATIVE
GETS YOUR MESSAGE
IN FRONT OF THE
RIGHT PEOPLE
90% OF THE TIME
- IT’S VIDEO
Creating a Facebook Strategy
1. People can live on profiles, pages,
events and groups.
2. Users can stream from mobile or
desktop.
IT’S RAW, INQUISITIVE AND TAPS
IN TO PEOPLE’S HUMAN NATURE
THAT SEARCH FOR THE
UNEXPECTED
APPEARS HIGHER IN
THE NEWS FEED
3xLONGER WATCHING
LIVE VIDEOS
$50MINVESTED IN TO
FACEBOOK LIVE
10xMORE COMMENTS
ON LIVE VIDEOS
80%WOULD RATHER WATCH
LIVE VIDEO THAN READ
A BLOG POST
1in5VIDEOS ON
FACEBOOK ARE
LIVE STREAMS
Creating a Facebook Strategy
1. Plan and prep your topic:
‣ Watch similar businesses.
‣ Keep a library of ideas.
2. Have dot points to keep you on track.
3. At first, not many people will watch (and that’s a good thing).
4. Start and stay consistent.
5. Think of what will happen if you don’t do Facebook Live…
7 IDEAS FOR FACEBOOK
LIVE1. Teach or Educate
2. Cross promote content
3. Demonstrate something
4. Event recap/review
5. Interviews
6. Guest Video
7. Ask Me Anything
CONTENT CREATION EXERCISE
Audience Key Problem/
Motivation/Emotion
Your Solution Content idea to
promote that
solution
CONTENT CREATION EXERCISE
Audience Key Problem/
Motivation/Emotion
Your Solution Content idea to
promote that
solution
Business Owners Confusion around where to start with Facebook
How to create a Facebook strategy
Facebook Live screencast going through the process
Solopreneurs Creating content in a timely manner
Tools of the trade to make the process easier
Workflow and demonstration of each tool
Business Marketers Staying up to date with Facebook updates and changes
Weekly/Monthly Facebook Lives on updates to be aware of
Updates in 60 secs or less IG videos
Tools for content - Mobile
Mojo App
• Freemium • $12.99/mth • Edit on the
go
Magisto App
• Freemium • $41.99/mth • iPhone AND
Android
Magisto App
• Freemium • $14.29/mth • iPhone AND
Android
Tools for content - Desktop
CAMTASIA
• $378 forever • Simple editor • Allows screen
recording • Mac & Windows
iMOVIE
• $14.99 forever • Simple editor • Mac ONLY
Movavi
• $79.99 forever • Simple editor • Allows screen
recording • Mac & Windows
Tools for content repurposing
• Canva for image creation • rev.com for transcription • Upwork for outsourcing
CONTENT CALENDAR EXERCISE
CHANNELMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Website
CONTENT CALENDAR EXERCISE
CHANNELMonday Tuesday Wednesday Thursday Friday Saturday Sunday
Facebook Live: Talking about Blog Post
Link to blog post
Video: Updates in under 60 seconds
Instagram Video: Updates in under 60 seconds
Live: Latest updates on Facebook Advertising
Twitter Link to blog post
Link to blog post
Link to blog post
Link to blog post
LinkedIn Link to blog post
Video: Updates in under 60 seconds
Website Latest updates on Facebook Advertising
RECAP!
• Knowing your audience is critical • Making the most of your resources
is important • Repurposing content is the key to
stay front of mind
QUESTIONS
Facebook Advertising
• Cambridge Analytica scandal
• Steps Facebook took:
- Removed certain targeting options
- Improved transparency on security settings
• Facebook doesn’t listen to your Messenger conversations ( Google Baader-Meinhof
phenomenon)
• YOU can be a responsible advertiser and user
Facebook Advertising & Privacy
Facebook Advertising1. Over 7 Million Advertisers
worldwide
2. 2 Million advertisers on Instagram
3. Increased Popularity (supply) = more competition (demand)
4. Prices are increasing:
‣ 2016 prices rose 6%
‣ 2017 prices rose 29%
‣ 2018 prices rose 70%
• Targeting algorithm is extremely accurate:
- Thousands of data points on each user.
- Actions, interests and behaviours both on and off Facebook.
- Evolved in to a behaviour based targeting platform.
• Targeting data is available to ANY advertiser
The capabilities
#sneakerhead
DAY 1 DAY 6
DAY 10
DAY 14 DAY 16 DAY 17
The Customer Journey
• We’re faced with over 30,000
marketing messages EVERY.
SINGLE. DAY.
• Steps that people take to convert
is as long as it’s ever been
• Some people say 6-7 times, others
say up to 17 times.
“THE CUSTOMER IS THE NEW POWER BROKER”
The customer journey
• You’re interrupting user’s browsing, they have the power and intent.
• The perfect combination
➡ LEFT BRAIN: Analytical & Logical
➡ RIGHT BRAIN: Creativity & Story Telling
Why it’s different…
People who don’t know you
Purchasers
Subscribers
People who engage
People who follow youThe goal of Facebook Advertising
The goal of Facebook Advertising
People who don’t know you
Purchasers
Subscribers
Website Visitors
- WEBSITE CUSTOM
AUDIENCES
- DATA CUSTOM
AUDIENCES
- PAGE/PROFILE
ENGAGEMENT AUDIENCES
- VIDEO VIEWS AUDIENCES
LOOKALIKE AUDIENCES
- LEAD/CANVAS ENGAGEMENT
- EVENT ENGAGEMENT
- OFFLINE ENGAGEMENT
- APP ENGAGEMENT
INTEREST AUDIENCES
1. Engagement - People that have engaged with videos, forms, canvas’, your page/profile or it’s posts and events.
Video Viewers Post Engagements
Event responses Canvas/Lead Form engagements
2. Customer File - Upload existing customer data to match it to users on Facebook.
3. Website Traffic - People that have browsed your website and have triggered certain events according to the Facebook Pixel.
4. Offline Activity - People that have interacted with a business in-store, by phone or other offline channels.
5. Lookalike - Uses a base audience above to find similar users like them.
AIM FOR MINIMUM 1,000 USERS FOR LAL
Types of Custom Audiences
The Facebook Pixel
1. Builds custom audiences from your website for re-marketing
2. Tracks conversions so your ads can be optimised for them
3. Attributes conversions to ads for reporting
RESOURCE: organikdigital.com.au/pixel
FACEBOOK AUDIENCE TARGETING CHECKLIST
YES NO
Website Custom Audiences- Tracks website users- Requires Facebook Pixel installed- OrganikDigital.com.au/Pixel
Data Custom Audiences- Upload existing data
Offline & App Audiences- Engaged with mobile apps or recorded in-store visits
Page Engagement Audiences- Engaged with posts or the page through direct actions like comment,
message, share
Video Views Audiences- Viewed a % of video/s- Setup once a video is published
Page Likes- Select this audience at the adset level
Lookalike Audiences
WORKSHEET
Types of Facebook Ads
Video Carousel Instant CollectionLink Leads Stories Messenger
Facebook Ad Library
https://www.facebook.com/ads/library/
Facebook Messenger Bots
1. Messenger bots allow you to create a conversation with customers.
2. They provide automated communication with current & potential customers.
3. They don’t replace the role of human beings all together. They’re for filtering, not closing the sale
RECAP!
• Build a relationship with good ads and smart tracking
• Install the Facebook Pixel • Match good creative to the
right audience
QUESTIONS