Facebook Marketing

Facebook have 1.4 billion active users, 4 out of 10.000 users clicks on advertisement. Three pillars of Facebook:

  • online reputation management
  • conversions: content and ads
  • data analytics

Why People use Facebook:

  • global reach
  • in-house analytics
  • easy demographic targeting


  • customer base
  • accessibility (people regulary check Facebook)
  • verified pages (official source of content)


  • like (reactions)
  • share
  • profile (personal)
  • page (company)
user (individual)business or brand
managed by one usermultiple admins
following public postsyou can like a page to see updates in your news feed
metrics: nonepages have additional metrics

Page setup checklist:

  • category
  • complete business profile
  • images
  • address
  • URL
  • website
  • contact info
  • content
  • customer facing marketing
  • responsibility for maintaining


  • making a post
  • how we engage
  • text and imagery
  • algorithm

What we need for text post:

  • content
  • action
  • honesty


  • spelling errors
  • awkwardness
  • irrelevancy
  • avoid politics and religion

Goals for putting images: product launch and improving visibility of a product. Criteria for images:

  • have logo
  • quality
  • ad copy

Content creation questions:

  • reason to post
  • action
  • who is posting it
  • who I am trying to reach
  • why using Facebook instead of other platforms
  • image, can I inlcude it?

Share 3rd party content only when time and resources are limited. Screen your posts! Watch for competitors (don’t share that content), inappropriate content and other red flags.

How Facebook selects content? Previously used EdgeRank based on affinity, weight and decay. Now has 100.000 ranking factors with machine learning.

Advertising on Facebook

Similar to paid advertising on other platforms:

  • bidding process
  • call-to-action button
  • the future is paid!

Analysing Facebook through Facebook Insights. What can we analyze and why is this important. Top tips:

  • analyse data
  • manage your comments
  • listen to your audience
  • engage
  • tailor your content
  • strategize
  • integrate and self-promote
  • manage your reputation

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Pay per click

PPC advertising means advertisers pay a website owner whenever their ad is clicked on.

Original sales funnelTranslated to PPC
InterestPPC ad click

Google AdWords is biggest PPC advertising provider. Chose keywords, analyze keywords meta tag of competitions website. Google Keyword planner can be used to benefit Google Adwords advertising and SEO. Keyword match types: broad (widest), phrase, exact and negative (exclude). Facebook PPC have better targeting.


CPCcost per clickpay for a single click on your ad
CPMcost per mileyou pay for 1000 impressions of your ad
CPAcost per acquisitionpay for conversion
CPLcost per leadpay for a lead
CTRclickthrough ratenumber of clicks divided by number of impressions
ROIreturn of investment

How online marketer increments spending: cost per ad impression, cost per click, cost per lead, cost per acquisition.

Risks of PPC advertising

  • need to be careful in this space
  • this costs money and does have a large element of risk to it
  • easy to setup account with AdWords
  • very hard to advertise successfully through it from a commercial perspective


  • one of the most direct forms of incurring a cost in digital advertising
  • getting pushed out by competitors
  • losing market share to new competitors
  • bidding wars
  • junk traffic, concerns
  • runaway costs
  • time management

Tips for success

  • experiment
  • structure is key
  • use keyword planner and keyword matching
  • research competitors
  • what is an acceptable ROI?
  • always use the resources available

Tips for writing great ads

  • check grammar
  • highlight what’s unique
  • look at your ad with a critical eye
  • include prices/promotions
  • include keywords
  • experiment

Optimising AdWords ads: check trends, compare different ad texts and keyword groupings, refine bids and budget. Re-marketing means bring back visitors to your site (visitors see your ads on other websites in the Google display network). Ad rank = cost per conversion x quality score. Qualitiy score is determined by having relevant landing pages, keywords and ads.

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Benefits of blogging

Blog is serie of posts in reverse chronological order. It’s a frequently updated online personal journal.

Reasons for blogging

  • do you have a message?
  • are you a good communicator?
  • do you want your site to be an industry leader?
  • are you thick skinned? (don’t feed trolls)
  • do you have time to write, moderate, respond? (inactive blog can damage your brand)

Types of blogs

  • personal blogs
  • microblogging (Twitter, Facebook, Tumblr, LinkedIn)
  • group blogs
  • corporate blogs
  • reverseblog (forum like, opened to it’s users to post)

Advantages of blogging

  • increases search engine traffic (Google loves fresh content)
  • generates inbound links
  • increases leads and improves conversion rates
  • gives your brand a human side
  • connects people to your brand and encourages discussion
  • supports your social media initiatives

Blog can improve SEO because it generates favourable results in search engine results.

Golden rules of blogging

  • stay focused and on point
  • post regular but not at the expense of quality
  • speak the language of your audience
  • remember that you are part of the community (engage with your audience)
  • surprise and reward your audience

How to create a blog

  • decision: self-hosting or free blog?
  • choose your blog topic and content and stay on message
  • choose a blogging platform
  • get a domain name and hosting
  • setup & start blogging

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Social media and online reputation management

Social media is interaction among people. It’s two-way street (create, share and exchange) while billboard is one-way street. Online reputation management (ORM) means altering the perceptions of a brand for the benefit of the company. Focusing on excellent product/services, monitoring what customers are saying about you on social
media, providing excellent customer service and online PR. Reputation determine the success or failure.

Consequences of doing nothing:

  • being unaware of how your brand is percieved
  • inability to respond to criticism
  • inability to resolve complaints
  • lack of competency

Social media should inspire.

Facebook for business ORM

Good for reaching new customers, engaging with existing customers and establishing an accessible web presence even for companies without established websites.

  • over 1 billion users
  • use Facebook pages, not personal profiles

Twitter for business ORM

It is the easiest social network to get up and running and talking to influencers and customers fast and it is good for showing the personality of your brand without the need for “marketing speak”.

  • 230 million users
  • 140 characters: brevity & clarity
  • tweet
  • retweet (post or forward another user’s tweet)
  • @mention
  • #hashtag (categorizing)

LinkedIn for business ORM

  • easy to maintain

Other social media

  • YouTube for video
  • Instagram for photo
  • Foursquare – location based social media
  • Yelp, Tripadvisor, Places, G+
  • Ravelry, Soundcloud, GoodReads, Pinterest, Mapmyrun – speciality base social media
  • WordPress, Tumblr, Squarespace – blogging

Hootsuite – a social media management tool that helps online marketers manage all of their social media in one place. Mention – a way to stay informed about what is being said about your brand and track this over time.

What people are saying about you:

  • Google “your brand name reviews”
  • Twitter: mentions & hashtags
  • Yelp and Yahoo answers
  • Tweetbinder, Twittonomy, SocialMention,
  • #tagboard

Golden rule of ORM: treat customers or users how you want to be treated. Exercise empaty, do not get angry and frustrated, stick to disney/mum rule.

Managing your reputation:

  • respond quickly
  • don’t delete comments
  • be professional
  • devote time and resources in the event of crisis

5 steps to ORM success in Google:

  • maximize social media presence (LinkedIn, YouTube)
  • publish high-quality content
  • register on Yelp or Crunchbase
  • start blogging
  • negative content? ask to be removed

How to deal with negative reviews? If it’s not true, show proof, ask to remove. If it is true, present your story, check tone, what steps you plan to take.

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