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Title: social media marketing (1)


1
Social Media Marketing
2
The worlds 3rd largest country
3
History of Facebook
  • Launched in February 2004.
  • Founded by Mark Zukerberg
  • Was Limited to Harvard college students
  • Opened to public in September 2006
  • Funding
  • April 2004 Series A funding by Peter Theil (
    500,000)
  • April 2005 Series B funding by Accel Partners
    (12.7 million USD)
  • April 2006 Series C funding by Greylock, Meritech
    (27.5 million USD)
  • October 2007 Series D funding by Microsoft (240
    million USD)
  • Feb 2012 IPO (16 billion USD)
  • They also bought photo-sharing platform Instagram
    in April 9 - 2012 1 Billion Dollars
  • Facebook acquired messaging app WhatsApp in 19
    Feb - 2014 for 19 Billion Dollar
  • A Brief Overview
  • Monthly Active Users (Worldwide) 1.8 billion
  • Monthly Active Mobile Only Users (Worldwide) 581
    million
  • Daily Returning Users (Worldwide) 900 million
  • Active Facebook Pages 60 million
  • 80 Active Internet Users in India spend more
    than 15 minutes on
  • 6 New Users added every second (i.e. almost half
    million new users daily)

4
Why do we need Facebook?
Customer POV Marketer POV
Consuming engaging content (via Liked fan Pages Defining a business goal (could increase sale, raise brand awareness, get more people to attend an event etc.)
Tracking family friends lives (via profile updates, pictures, live videos, stories) Targeting a niche audience
Networking with like minded individuals (via public and private groups) Creating an organic strategy to get maximum engagement by building a tight community.
Staying up-to-date with trending news and activity (via hashtags and trending topic searches) Growing the fan base for the business.
Experiencing an enhanced shopping experience (via ads, offers, coupons) Running specified ad campaigns to meet business objectives
Participating in relevant events (via promoted events) Measuring Monitoring performance
5
Profile v/s Pages v/s Group
6
As a marketer, dont make the common mistake of
creating a profile for your business. Always
create a business page and groups, strictly no
profiles for business
7
Understanding Facebook Algorithm
Since Mark Zuckerbergs 2018 announcement that
the Facebook algorithm will prioritize
meaningful interactions from friends and family
over content from brands, it has become trickier
than ever to ensure your organic content gets the
screen time it deserves. Zuckerberg cited a
responsibility to make sure our services arent
just fun to use, but also good for peoples
well-being as justification for the change,
admitting that businesses will have to work
harder than ever to gain their customers
attention on the platform. Many brands and
publishers understandably reacted to the
announcement with worry and apprehension. After
all, Facebook is the largest social media
platform in the world. And though organic reach
has been declining for a while, the platform has
never publicly admitted it until now. The new
algorithm prioritizes active interactions like
commenting and sharing over likes and
click-throughs (passive interactions)the idea
being that actions requiring more effort on the
part of the user are of higher quality and thus
more meaningful. Rather than passively scrolling
through the News Feed and occasionally pausing to
like a photo or an article, Facebook wants
users to be inspired to engage in conversations
with each other.
8
Top ranking factors for the Facebook algorithm
Factor Algorithm
Comments Pages making posts that people generally dont react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect. Brands should create quality content focused on sparking conversations between users. Try including questions in your posts, or writing about timely, relevant topics that users are sure to have an opinion on. Conclusion Users will be more likely to see your Facebook posts if their friends and family are commenting on it.
Reactions If a user takes the time to hit the love icon vs. the like icon, your content will receive a minor boost in the News Feed. Just as in life, loving is a more valued emotional signal than liking. The same goes for all Facebooks reactions Haha, Wow, Sad, and Angry. Facebook wants to see those active emotions.
CommentReplies The algorithm not only favors comments, but also replies to comments. These signal that a piece of content is inspiring conversation between users. Publish content that inspires users to tag their friends in comments and start a conversation.
9
Top ranking factors for the Facebook algorithm
Factor Algorithm
Sharing links over Messenger to a group of friends If a user shares a piece of content to their wall, thats great. But whats even better is if they take the time to send it to a friend (or a group of friends) over Facebook messenger.
Engagement on shares While sharing a post is a pretty active interaction compared to most, Facebook is going one step further. Simply getting shares is not enough. Your post must be shared and get engagement on that share to be prioritized in the algorithm
Average time spent on content The average amount of time a user spends engaging with or viewing a post. Presumably longer is better
When its posted Your post is more likely to get engagement if you post it at a time that users are likely to be online
Story type Your post a status update, photo, link, video, or live video (Facebooks press release specifically mentioned live video as often leading to discussion among viewers. But that is the only clue about what story types the algorithm might prioritize.)
10
Top ranking factors for the Facebook algorithm
Factor Algorithm
Completeness of page profile The more fields you fill out on your Facebook business page, the better. This is so that Facebook and potential followers can get a clear idea of who you are and the legitimacy of your business
How informative the post is? For some users informative could mean news, while for others it could mean recipes or celebrity gossip.
If you post content your fans love. Facebook will
reward you by showing those posts to more of your
fans
You need to know how to put that algorithm in the
best position to succeed if youre going to scale
up into these big numbers.
11
Hashtags in facebbok
Continued..
12
Hashtags in facebbok
Continued..
13
Hashtags in facebbok
14
How to get Shared on Facebook and get more
visibility.
Continued..
15
How to get Shared on Facebook and get more
visibility.
16
Facebook Page Creation
17
Facebook Page Creation
  • When you hit on Create Page Option you get
    following Options to select category for your
    page.

18
Facebook Page Creation
When you select category you are asked to fill
the following details.
19
Facebook Page Creation
  • Once Page is created you need to add cover
    display image.
  • Cover page 851 px wide and 315 px tall You
    can even add video clip in cover.
  • Profile picture 180px X 180px

20
Facebook Page Creation
Once Page is created final one will show like
this.
21
Facebook Page Creation
You can add buttons according to your need in
Page this help in generating audience from page.
And interaction is raised by 1-2 if your
response is prompt.
22
Facebook Page Creation
Once buttons are added your page will appear like
this
23
Facebook Page Creation
This is the navigation menu present just above
the page for setting and adjusting page data.
On page navigation you will get different setting
aspects of page to improvise your user experience.
24
Facebook Page Roles
Defining Page Roles Assigning appropriate amount
of responsibilities to concerned team
members Admin Editor Moderator Advertiser An
alyst
25
Facebook Page Creation
You can connect instagram account of your along
with the Facebook page and can promote your post
on Instagram feed also.
26
Facebook Page Creation
You can post images, videos, event text in your
page. Always Remember share the content that is
Relevant and Catchy to your Audience.
27
Groups On Facebook and Group Privacy Settings
  • Building a tightly knit, niche driven community
    on Facebook
  • Great option for marketers looking to reach out
    to a specific TG, organically
  • Requires dedication, long term game

28
Organic Posts
Here as you can see an infographic and text
posted by the page is known as Organic Posting
29
Effective Hacks To Boost Organic Reach - Go
Organic!!
  • Publish timeless content, but dont shy away from
    jumping the trending bandwagon
  • Watch out for your character length stay within
    60-110 characters per post
  • Visually stimulate your audiences (think
    images/gifs/videos/live)
  • Post videos natively on Facebook
  • Test your post timings.
  • Establish a posting frequency. DO NOT spam your
    audiences timeline
  • Partner with other Facebook pages within your
    niche
  • Create groups to build sticky engaged
    communities
  • Keep the communication channel open. Ask users
    for their thoughts/feedback
  • Use hashtags (but dont overuse or misuse them).
    Up to 2 hashtags/per post is optimal
  • Run contests and hold giveaways
  • Go LIVE!

30
Paid Ads
Here you can see a Sponsored Ad these are the
Paid Ads of Facebook Advertising.
31
Facebook Ads
  • By Running Ads on Facebook you can promote your
  • Brand
  • Product
  • Service
  • Offers
  • Events
  • Ad Campaign Structure
  • Defining the ad campaign objective
  • What am I looking to achieve out of this
    exercise?
  • Do I want more people to know my brand?
  • Do I want to drive sales?
  • Do I want to get more visitors on my website?
  • Defining the target audience - Who is most likely
    to be interested in my ad?
  • Who is most likely to be my customer?
  • Defining the budget schedule How much am I
    willing to spend to run this campaign?
  • How long do I want to run this ad for?
  • Defining the creative What should the users see
    in the ad?

32
What Facebook ads look like
You have four different choices you can create
an ad that features a single image, a single
video, or multiple images that are displayed
either in a carousel format or as a slideshow.
Single Image
Single Video/Slideshow
Carousel
33
Facebook Canvas
  • Facebook also offers a new, more immersive ad
    experience on Mobile.
  • They call it Facebook Canvas.
  • Canvas looks like a normal mobile news feed ad,
  • But once a user taps to open the ad,
  • He or she is taken to a full screen experience
    (videos, images, text, products)
  • that the advertiser can customize.
  • To learn more about Facebook Canvas, go to
    canvas.facebook.com

34
Facebook Ads
What objectives can I meet with my Facebook
ads? You can optimize ads on Facebook based on
what specific objective your campaign has.
Generally, Facebook distinguishes three different
kinds of objectives that follow the traditional
user journey from awareness to conversion
35
Facebook Ads
Kinds of Category Explanation
Raising awareness This includes campaigns to raise brand awareness, local awareness and to maximize reach
Consideration These are ads that drive traffic to your website, boost the engagement of your posts, increase app downloads or video views and help you collect customer data (leads) to use in follow-up campaigns.
Conversion These are ads that increase the conversion on your website or online shop, advertise specific products to users who have interacted with your shop before, or get people to visit your local store.
36
What targeting options does Facebook offer?
Facebook offers a variety of targeting options
that you can combine to build a specific audience
Options Explanation
Location Target users by country, state, city, zip code, or the area around your physical business.
Demographics Target users by age, gender, education, and the languages they speak.
Interests Target users by interests, based on profile information, pages, groups or content they engage with. You can choose from hundreds of categories like sports, movies, music, games, or shopping. You can also target users who like specific pages.
Behaviors Target users based on what Facebook knows about user behaviour, such as the way they shop, the phone they use, or if they plan to buy a house or a car.
Connections Target users who like your page or app and their friends.
Custom Target existing customers based on data (e.g., emails, phone numbers) you provide. You can also create Lookalike Audiences people who are similar to your existing customers.
37
What is the minimum budget to advertise on
Facebook?
When you set up your daily budget on Facebook,
the minimum daily budget depends on what your ad
set gets charged for.
The ad set gets charged for... Min. daily budget
Impressions 1
Clicks, likes, video views, post engagement 5
Offer claims, app installs and other low-frequency events 40
38
Creating and Managing Facebook Ads
To create Paid Ads of Facebook Advertising you
can see the AD manager tab create the AD
campaign. Select an Objective.
39
Creating and Managing Facebook Ads
Define your Audience
40
Creating and Managing Facebook Ads
In Paid Ads you can select audience you are
targeting and can also select from existing
audience if you have saved any in earlier ad
campaign.
41
Creating and Managing Facebook Ads
In Paid Ads you can select placement or areas of
interest where your ad can be shown.
42
Creating and Managing Facebook Ads
In Paid Ads you can select budget, bid schedule
your ad regarding its running days.
43
Creating and Managing Facebook Ads
In Paid Ads you can select the AD format in which
you want to show your Ad.
44
Creating and Managing Facebook Ads
In Paid Ads on final selection of AD format you
can place all text URL and finally dispatch all
AD
45
Creating and Managing Facebook Ads
In payment setting you can check the Amount used
in your AD and it is a Prepaid option.
46
Creating and Managing Facebook Ads
Once the AD get displaying you will get the
metrics to measure it.
47
Facebook Insights Where Data Meets Engagement
  • Understanding Important Metrics
  • Video Views 10 Second Video Views
  • Event Engagement And Popularity
  • People
  • Gender
  • Age
  • Country
  • City
  • Understanding Important Metrics
  • People Reach
  • Post Engagements
  • Net Likes
  • Where Likes Happened
  • Actions On The Page

48
Facebook Pixel
To Learn how to create a facebook pixel and
integrate it with your website Kindly click on
this link http//bit.ly/learn-facebook-pixel
49
The Best Time to Post on Facebook
A Report by Hootsuite says that 71 percent of
Facebook users visit the site every daymore than
any other social network. People login from both
their desktop and mobile devices (at work, home,
and elsewhere), but mobile use is increasing. In
fact, at least a quarter of Facebook users in 14
markets around the world are mobile-only users.
  • The best time to post on Facebook is between 12
    p.m. and 3 p.m. From Monday Friday
  • And on the weekends from 12 p.m. to 1 p.m.
  • We see lower engagement on the weekends, but
    there is often a spike in click-through for posts
    published between 12 p.m. and 1 p.m. on Saturday
    and Sunday.
  • There are a number of other studies out there
    that report Thursdays and Fridays from 1 p.m. to
    3 p.m. work well.

50
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