This document provides an introduction to using Facebook for marketing purposes. It discusses how Facebook is a large social network that is still growing. The document then outlines best practices for marketers, including setting objectives, finding the right audience, listening to user conversations, optimizing page content and posts, and reporting on performance. It also explains how to use features like Facebook pages, insights, ads, and guidelines for images, promotions and community management. Examples of successful brand pages are also presented. The overall message is that Facebook is an important social platform for marketers to engage audiences but requires an understanding of how to build an active community and generate value for users.

1. THE FACEBOOK
YOU NEVER
An introduction to Facebook
Page Management for
marketers
by Alexis Cheong,
Strategy Planner
DDB Group Singapore
KNEW
Twitter/Instagram/Facebook: @alexischeong

2. What do you know about
Facebook?
* 35% of your friends see your posts on Facebook
http://www.businessinsider.com/35-percent-of-friends-see-your-facebook-posts-2013-8
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3. Some fresh stats
All pointing to the fact that Facebook is huge and here to stay
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http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

4. Attention all marketers!
There is a side to Facebook that you might not know about
Purpose today
Learn something new see Facebook from the
other side
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Understand the role of creative
agency x Facebook so as to
excel
Understand how media
works/don't get cheated

5. 10 Steps to using Facebook for marketing
1. Decide on key objectives (they are the
guiding force to everything you do) on
Facebook vs others
2. Find the best target audience to nurture as
the community
3. Listen to what they are saying (using
Radar, for example)
4. Set up the Facebook Page, grab the URL
and fill up the About sections
•Simultaneously run Facebook ads and promos
(they boost your conversion rates) to gain fans
6.Review performance of Page posts, promos
(only 5% of all tab visitors will take part) and ad
performance
7.Optimize optimize optimize
8.Report to client and match to key objectives
set
9.Rinse and repeat from step 5 to 9
5. Create an engaging Page content
calendar, approved by client - but don't
put out your best first (it is not a website)
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6. Behind the scenes
Pages
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Insights
Ads

7. Facebook Page Management
Global Brand Page
With local content
Local Page
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8. Anyone can set up a Page, but
it's not as simple as you think.
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9. Process
Listen
Optimize
Plan
Always On
Community
management
Review
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Execute

10. 4Cs for a successful Facebook Page
“On brand”
Purposeful
Valuable
Content
Conversations
Community
The right
tone of voice
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Customer Service
Speedy
Helpful
Authentic
Positive

11. The 60-20-20 Rule
“Lifestyle” content your community
cares about, non-brand related
Promos/Samples/Con
tests
Brand
content
60%
20%
20%
Even if content is non-brand related, the tone, style and
visual identity and even products of the brand should
come through strongly.
E.g. The Daily Twist by Oreos
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Good way to
engage and gain
fans, but might
attract contest
junkies.
Brand history,
trivia, products,
ambassadors, PR
news etc.

12. Building an Editorial Calendar
Date Status Theme (country)
Copy
Link, photo, video
Photos and short text questions work the best on Facebook, so be visual, be quick.
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13. Community Management
POSITIVE:
Is response required?
NEGATIVE:
Is response required?
Acknowledge:
Agree/thank fan
Rage
Correct:
Correct inaccuracies
Troll
Engage:
Recruit as an ambassador
Misguided
No response
Generally, all comments should be
acknowledged within 48 hours.
Unhappy customer
Monitor for future similar posts or
threads. Escalate as appropriate.
Consider response elsewhere to
correct inaccuracies and dilute
online criticism
Respond and propose a resolution
RESPONSE CONSIDERATIONS
Transparent
Disclose affiliations
Intelligent
Always cite sources
Quickly and accurately
http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/
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Timely
Professional
Representing the brand
Consistent
Tone and style

14. Promotional Guidelines
Facebook can now be used to run
contests on the Wall by asking fans to
like, comment, share, but not tag.
More info:
https://www.facebook.com/page_guidelines.php
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15. Image Guidelines 2014 edition
•
Cover Photo: 851 x 315 pixels
•
Profile image: 160 x 160 pixels
•
Image post: Resized to fit 403 pixels (width) or 504 pixels (height), up to 2048 pixels
•
Highlight image post: : Resized to fit 843 x 504 pixels
•
Video preview thumbnail: 403 x 226 pixels
•
Link post thumbnail: 1200 x 627 pixels
•
More at: http://www.jonloomer.com/2014/01/20/facebook-image-dimensions/
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16. Case Studies
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17. Israel's Anti-Drug Authority Timeline Campaign, Jan 2012
Not a sustainable
campaign - meant
for interruption but
not interaction.
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18. Snapple Facebook Page
Great Page management/content
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19. The Facebook page promised that for
every person who liked the village's
page, the mayor's office would print
out his or her picture and post them on
the office bulletin board — creating a
real human element to online
interactions.
Graubunden soon got 16,000 fans,
which is 200 times more people than
the town has inhabitants.
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20. http://www.facebook-studio.com/gallery/submission/airasia-friendsy
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21. Facebook Insights
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22. Page, Posts, People
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23. See what
you viewed
Page
See where
you came
from
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24. Posts
Look at how your Posts are performing
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25. People
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26. People
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6,469
10pm

27. Facebook Ads
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28. Anyone with a credit card
can advertise on Facebook.
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29. You can
advertise for a
Page, App or
URL.
Set Up
Customize the
“ad” with
thumbnail and
copy.
Use
Sponsored
Stories to
capitalize on
friend actions.
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According to research
presented in the journal
'Science', if you 'like' an
article, someone else
who reads it is more
likely to do the same
(32% increase!)

30. Do you know? Pages organically reach about 16% of their fans on average.
Promote a
Page Post as
an ad.
Bump up* your
Page Post
visibility - to
fans or nonfans
* Some have
reported a
drop in
EdgeRank
after using
promoted
posts - so
decide
carefully.
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Set Up

31. Targeting
Example
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32. We also know from Ads Targeting...
•There are 3.2 million people in Singapore on Facebook
•1.48 million use iOS, and 1.48 million use Android (!)
•20,000 are currently travelling
•There are more dog lovers (138,000) than cats (74,000)
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•There are 20,000 more singles than
married people
•There are 860,000 college grads

33. Ad Bidding
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34. Ad Acronyms & Benchmarks
Acronym
Benchmark
CPC
Cost Per Click
<$1 for SG, <$0.50 for MY/PH/ID
$1-$1.50 for US/Europe
CPM
Cost Per 1,000 Impressions
Generally 20% less than CPC
CTR
Click Through Rate
Anything below 0.023% should be stopped
CPF
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What it stands for
Cost Per Fan
$1-$4 (depending on category)
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36. Like this?
Facebook is a social network, not just an advertising
platform.
People are looking for social and personal benefits that content
and media can give, on every social network.
Agencies need to understand how Facebook works (and
other social networks) in order to build stronger brand equity.
Always include social in your campaigns!
Now you know.
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37. Q&A
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