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Essence of Facebook Marketing and Advertising: Introduction, Strategies, Stages of Facebook Marketing
The document presents a comprehensive overview of Facebook marketing and advertising strategies, emphasizing the importance of both organic and paid marketing approaches. It includes practical advice such as creating engaging content, understanding audience demographics, and using key performance indicators to measure success. Additionally, the document outlines specific tactics for advertising in the Bangladeshi market and highlights the importance of social media reputation management.
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Essence of Facebook Marketing and Advertising: Introduction, Strategies, Stages of Facebook Marketing
- 1. Essence of Facebook Marketing andAdvertising Facebook Marketing Sneak Peek Presenter: Asif Anwar Pathik
- 2. ASIF ANWAR Digital MarketingStrategist iVive Labs @SEOPPCSMM /asifanwarpage www.asifanwar.com • Casual Author for Search Engine Journal, Social Media Today, and Other Major Global Internet Marketing Journals • Professional Internet Marketing Career from 2003 with SEO, Social Media Marketing (SMM) from 2007, Web Advertising and PPC from 2008 • Consulted global companies like: Russia Today, Lufthansa, CMS Forex (Now Forex.com), etc. Local companies like: Bangladesh Government, Major News Site in Bangladesh, Ekhanei, etc. Many SMEs and Startups in USA, UK, Australia • Co-founder of Bangladesh Internet Marketing Professionals’ Association Community About Me
- 3. Does the titlesound too abstract? This presentation is also about: • The Table of Contents for Facebook Marketing as well as Social Media Marketing (SMM) • The Keywords you should know to learn Facebook Marketing to excel in lead generation and getting orders • Checklist for Facebook Marketing This Presentation: http://bit.ly/FBMarketingEssence
- 4. Why Facebook Marketing Organicand Paid Marketing
- 5. Why Facebook Marketing? (Reasonsfor Organic SMM) “We're entering an era of radical change for marketers. Faith in advertising and the institutions that pay for it is reducing, while faith in individuals is on the rise. Peers trust peers” - Chris Anderson, The Long Tail 87% trust a friend’s recommendation over critics review - Marketing Sherpa
- 6. Why Facebook Marketing? (Reasonsfor Organic SMM) 3 times more likely to trust peer opinions over advertisement for purchasing decision - Jupiter Research 1 word of mouth recommendation has impact of 100 TV ads! - bzzagent.com
- 7. Why Facebook Marketing? (Reasonsfor Organic SMM) Aspects of social media
- 8. Facebook Marketing Strategies Organicand Paid Marketing
- 9. 7 Steps forFacebook Marketing (Basic Checklist for Marketing) 1.Create a profile 2.Share engaging contents 3.Leverage news feeds 4.Utilize your network and other media 5.Optimize for search 6.Advertise 7.Measure performance (Organic and paid)
- 10. Using Facebook forMarketing (Research and Organic Marketing) • Listen to social conversation • Research market and demographics • Understand market situation • Find product interests and leads • Engage in relevant conversations • Engage target audience into conversations • Network with influencers and build relationships • Leveraging the power of online community
- 11. Using Facebook forMarketing (Promotion and Advertising) • Promote contents • Build brand awareness and gain authority • Target an reach specific demographics • Target interest groups • B2B Targeting and reaching companies • Enjoy the benefit of word of mouth virtually • React to customer feedback and set good examples for other customers
- 12. Facebook EdgeRank The FacebookPost Algorithm
- 13. EdgeRank Formula (Factors thattells Facebook which post to Show in Newsfeed)
- 14. Increase EdgeRank (How tomake most of EdgeRank) • Create engaging content • Use Calls to action • Post links, photos, and videos frequently • Post consistently at strategic times • KISS: Keep it Short and Simple • Be visual • Be relevant (post what is expected from you) • Understand your fans and audience (their friends) • Avoid attracting Likers with low affinity • Follow rules No shortcuts, don’t be bully, no hate speech, avoid fake likes, don’t get engagements by being pushy, don’t allow people to report
- 15. Engaging Post Ideas (WhichPosts Gets Most Engagements) • Images: Infographics, Memes, Cartoons, behind- the-scenes, etc. • Videos • Interactive Media • Polls • Quotes & Tips • Facebook Offer, Coupons • Milestones (with Gratitude) • Informative Notes • Interviews (of Influencers) • Contest, Competitions, Interesting Challenges • Free resources, freebies • Controversial Posts • Guest Posts • Blog Series, Storytelling • Ask a Question, Quiz • Topical, Trendy Questions • Dumb-down posts
- 16. Engaging Post Ideas (WhichPosts Gets Most Engagements) • Photo Captions • Fill in the Blank • Short posts (KISS) • How-to’s, Tutorials, Tips • Lists (12 Best Ways to ….) • Resources or Link Lists (Curate) • Cheat Sheets, Checklists and To-do’s • Reviews • Evergreen content • Real-time posts (Newsjacking) • Nostalgia • Holiday wishes • Trendy Humor/Memes • Authoritative Posts • Top posts/blog • Survey/Research • Influencing Fan Engaged
- 17. Facebook Marketing KPIs Measuring Performanceof Business & Facebook
- 18. Important KPIs forOrganic SMM (Which KPIs mean most for SMM) • Number of own and competitors’ followers and their followers and growth rate (per day, week, month, year) • Audience demographics and location • Active and engaging followers • Traffic Data • Public Sentiment • Mentions or Tags • Engagement (Like, Comment, Shares) • Engagement Rate (engagement per post/total audience)
- 19. Important KPIs forOrganic SMM (Which KPIs mean most for SMM) • Return on Investment (ROI) • Return on Engagement (ROE) • Number of brand search queries • Number competitors' brand search queries • Own and Competitors’ Domain/Link/Content mentions & citations • Customer awareness • Customer satisfaction • Reviews
- 20. Important KPIs forOrganic SMM (Which KPIs mean most for SMM) • Time spent on site • Number of leads (per day, week, month) • Cost of leads, conversions, sales • Lead conversion rate • Revenue (per follower, lead, customer) • Lifetime value of customers • Support cost (per customer in social channels) • Share of repeat customers (from social media vs other channels)
- 21. Important KPIs forPaid SMM (Which KPIs mean most for SMM) • Paid Reach and Engagements • Impression, Clicks, Likes, Actions • Engagement & Conversion Rate • Cost per Click (CPC) • Cost per Acquisition (CPA) • Click Through Rate (CTR) • Like Through Rate (LTR) or Follow Through • Ad ROI
- 22. SMM KPI Tools (SocialMedia Analytics and KPI Measurement) • Facebook Insights • Twitter Analytics • Hootsuite Analytics (UberVu) • Google Analytics • Adobe Social • Simply Measured • Socialbakers • Viral Heat • Unified Social (Pagelever) • Sprout Social • Klipfolio • Cyfe • Crowdbooster • Rival IQ • Zuumsocial • Quintly • Meltwater
- 23. Facebook Marketing Research ResearchingAudience and Marketing Data
- 24. Existing Fan Research (Analyzeand research on your existing audience) Sample: https://www.facebook.com/bimpa.org/insights/
- 25. Audience Insights (Custom AudienceResearch from Ad Manager) Sample: https://www.facebook.com/ads/audience_insights/ Tutoria l http://youtu.be/XVAq7ctPJYM
- 26. Facebook Listening What toListen to in Facebook
- 27. What to listento? (Social Media Conversations You Should Attend) • Social CRM (Your Page’s) Conversations • Social Media Analytics Data • Leads and potential customer data • Your Competitor Pages’ Conversations • Global Trending Topics and News • Your Industry Relevant Trending Topics/News • Brand Reputation and Public Sentiments • Customer satisfaction, loyalty, advocacy data • Identify customer problems and solve it • Keywords in Social Media Listening and Monitoring Tools • Industry Influencers and their conversations
- 28. Keywords to Listento? (Social Media Interactions You Should Monitor) • Your brand keywords (Mars Chocolate) • Your product keywords (M&Ms) • Your product type keywords (Chocolate) • Customer problems or content demand keywords (Damp chocolate) • Lead Generating Keywords (Buy Chocolate)
- 29. Facebook Advertising Advertising inSocial Media
- 30. Optimize Page forAdvertising To reduce ad cost and increase efficiency: • Complete 100% profile • Setup tabs for Facebook Page • Engage your friends and loyal customers first • Enrich profile with contents (text, image, videos) • Post likeable and engaging contents • Get some engagements on page first
- 31. Facebook Advertising Options (Varioustypes of advertising) Create Ad
- 32. Facebook Audience Insights (Optionsfor Targeting Audiences)
- 33. Facebook Audience Insights (CustomAudiences)
- 34. Facebook Audience Insights (CustomAudiences) You can target audience by: ● Email addresses ● Mobile Numbers ● User ID (Only for owned apps) ● Mobile Advertiser ID
- 35. Facebook Audience Insights (WebsiteTraffic Audiences for Remarketing)
- 36. Facebook Audience Insights (WebsiteTraffic Audiences for Remarketing)
- 37. Ad Updates forBangladeshi Market (Some changes in Facebook Advertising for Bangladesh) • Facebook now allows Bangla Ads more frequently than before. • Now you can target cities and divisions of Bangladesh for Ads • You can also target part of the cities by pinning desire position • Targeting NRB was a challenge in Facebook earlier. But this is now possible with Expat (Bangladesh) demographic niche. Read more at: https://www.facebook.com/business/news/expat-targeting • Frequent travelers, commuters, international travellers can now be targeted • You also can tourists who Intend to visit a specific country or beach area.
- 38. Tips for FacebookAds (Some changes in Facebook Advertising for Bangladesh) • Use specific Ad Sizes. Improper sizes may not show your full message. • Bangla works better than English. Use Bangla in Banner and Descriptions. • Red and Contrasting colors work better to get attention. Using Red Image also attracts more (e.g. Strawberry vs. Banana). Red Text also has high visibility. Red Banner or Image borders are also widely used. • If you promote an album, make sure the first images is a banner with texts that gets your message out to your target audience. • Always use call to action. In Bangladesh mobile number works better. • When you promote album with multiple banner, try to put texts in center alignment. The first banner is followed by 3 thumbnail banners, which shows only the middle portion of the images. • Facebook does not allow you to use more than 20% text in images. After designing the banner, recheck for 20% text with the Grid Tool. • If you need to say more than 20%, use 2 images in timeline or in album
- 39. Tips for FacebookAds (Some changes in Facebook Advertising for Bangladesh)
- 40. Social Media ReputationManagement (SMRM) Social CRM, Social PR, Sentiment Analysis, Authority
- 41. Few SMRM Strategies: •Reputation Monitoring Listening to your Brand Keywords • Social CRM 1-to-1 Facebook Coversations and building reputation • Social PR Public relations or 1-to-Many for building reputation • Sentiment Analysis Positive, negative, netral public sentiment analysis • Authority Measurement Measuing your influence and social media power. Social Media Reputation Management (SMRM) (Managing Reputation on Facebook)
- 42. Social CRM &Social PR (Definition and Tasks in Social CRM and Social PR) Social CRM 1 to 1 Communication CRM in Social Media 1. Monitoring and understanding your online reputation 2. Social media listening specific to your brand and company 3. About defending negative social media reputation 4. Communication happens mostly in owned media 5. Based on case-based communication 6. Best for driving customers for brand engagements Social PR 1 to Many Communication Public Relation in Social Media 1. Understanding audience and reaching customers 2. Social Media Listening for potential customers and market 3. About building positive social media reputation 4. Communication happens mostly in other media (than own) 5. Based on content marketing, press release, guest posting 6. Best for creating awareness and interest for brand
- 43. Measuring Social Authority (Toolsto Measure and Find Influencers) • https://klout.com/seoppcsmm • http://kred.ly/SEOPPCSMM • https://piq.peerindex.com/person/11089002 • https://followerwonk.com/RXQJ • http://wefollow.com/seoppcsmm • http://twittercounter.com/SEOPPCSMM
- 44. Social Media SentimentAnalysis (Qualitative Factors on Public Reaction ) Facebook Insights
- 45. More on FacebookMarketing Learn More about Marketing in Facebook
- 46. Other Keywords &Strategies (Some Facebook Marketing Related Keywords and Strategies) ● Facebook Event Marketing Checklist ● Facebook Community Building (through Groups) ● Local Branding with Facebook ● Subliminal Branding on Facebook ● Video Marketing on Facebook ● Facebook Optimization and Open Graph Optimization ● RSS Feeds and Social Media Blog Integration ● Mobile and Other Device Integration ● QR Codes (Offline or Print to Social Media Engagement)
- 47. Other Keywords &Strategies (Some Facebook Marketing Related Keywords and Strategies) • Content Marketing – Content research & planning, – Content design, – Content development, – Content optimization, – Content distribution, – Viral content strategies, – Content Marketing tools, etc. • Facebook Post Scheduling and Post Automation • Social Media Analytics Tools
- 48. Blogs List: http://www.socialmediaexaminer.com/top-10-social-media-blogs-2015- winners/ YouTubeChannels, Tutorials, Journals • Hootsuite University: https://www.youtube.com/user/HootSuiteUniversity • Social Media Examiner: https://www.youtube.com/user/socialmediaexaminer • Hubspot - https://www.youtube.com/user/HubSpot • Moz - http://moz.com/beginners-guide-to-social-media • Social Media Today - http://www.socialmediatoday.com Free SMM Certification • Hootsuite University - https://learn.hootsuite.com • Alison - http://alison.com/courses/Diploma-in-Internet-Marketing Discuss and Resources: • BIMPA - https://www.facebook.com/groups/bimpa • Corporate SMM - https://www.facebook.com/groups/CorporateSMM • Quora - http://www.quora.com/Social-Media-Marketing Learn More (Ways to get help and learn more)
- 49. Thanks Connect, Engage, andInfluence the World @SEOPPCSMM /asifanwarpage www.asifanwar.com