Tag: facebook

marketing

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

Rewards:

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

Terminology

like (reactions)
share
profile (personal)
page (company)

user (individual)	business or brand
managed by one user	multiple admins
following public posts	you can like a page to see updates in your news feed
metrics: none	pages have additional metrics

Page setup checklist:

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

Content

making a post
how we engage
text and imagery
algorithm

What we need for text post:

content
action
honesty

Pitfalls:

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

Shaw Academy

Tags advertising, facebook, social media

e-commerce

Pay per click

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

Original sales funnel	Translated to PPC
Awareness	Search
Interest	PPC ad click
Consideration	Lead/Sign-up
Intent	Nurture
Purchase	Convert

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.

Acronyms:

CPC	cost per click	pay for a single click on your ad
CPM	cost per mile	you pay for 1000 impressions of your ad
CPA	cost per acquisition	pay for conversion
CPL	cost per lead	pay for a lead
CTR	clickthrough rate	number of clicks divided by number of impressions
ROI	return 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

Costs

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.

Shaw Academy

Tags ads, adwords, facebook, google, ppc

interwebs

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

Shaw Academy

Tags facebook, linkedin, tumblr, twitter, wordpress

interwebs

Social media and online reputation management

Post author By petar
Post date February 15, 2016
1 Comment on 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, Hashtagify.me
#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.

Shaw Academy

Tags facebook, linkedin, marketing, twitter