Bad content, boring filler, polls, contests and coupons – Facebook audiences are suffering content fatigue as businesses seek new ways to increase audiences without thinking about customer needs. Over these two sessions we’ll look at examples of what rocks and what sucks about Facebook marketing, and how organisations can stand out from the crowd, maximising engagement through great content and innovative ideas, rather than resorting to undercover tactics.

1. CONTENT IDEAS & GOOD
PRACTICE

2. Diploma in Digital Marketing
Awarded by
the Chartered Institute of Marketing
Find out more:
www.DigitalMarketingQ.com

3. Mix up the content types
 Status updates
 Links (to your website and to other relevant sites)
 Photos
 Videos
 Offers
 Funny
 Informative
 Relational
 Organisational
 Questions
 Quotes
 Quizzes
 Competitions

4. Re-post content from the past
 Many of your fans are unlikely to have seen all your content (only
half your fans are likely to be on Facebook in any given day), and
people have short memories or are busy the first time round.
 Re-posting old content (especially from several months/years ago)
saves you the time of creating something new, and gets more value
from your digital assets
 Be careful not to flood though

5. Don’t be afraid to show the human face of the brand

6. Do make it personal
 Respond to comments by tagging the person you are
talking to.
 Sign off with your name

7. Use images
 Images occupy lots more real estate
 Photos consistently result in more engagement
 The eye is drawn to images
 BUT they have far less organic reach so only use them if they are good

8. Make the most of your photo albums
 Highlight key images
 Select your album cover image
Go to Photos>Album>Edit>Hover
over photo>Select
dropdown>Make Album cover
 Create a custom album cover to
introduce the content

9. Upload video directly to Facebook
 You get more real estate in the newsfeed
 They will surface in your Apps
 10 minute max
Video uploaded
directly to
Facebook
Video link from
YouTube

10. Don’t blow your reach by posting two things together
 This isn’t Twitter!
 The Edgerank juice on the later posts gets
dissolved by the most first
 Flooding the newsfeed is going to get you
Hides and Unlikes
 Use the scheduling tool instead
 This is also an example of why it’ good to
vary content – 4 links in succession?

11. Jump on memes and make relevant to your industry
Be aware that FB
now penalises
spammy memes

12. • Funny posts enjoy higher reach and engagement
• Try to make them relevant to your market
Use humour
Reach %
Amplifica
tion %
Engagem
ent %
Not Funny 30.61% 3.73% 2.97%
Funny 51.66% 19.33% 21.33%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Effectiveness
Musicademy Funny

13. Behind the scenes content
 Such insights humanise a brand and help fans to feel more on
the inside

14. Ask questions
 Questions drive engagement. Engagement drives Edgerank.

15. Do repurpose content
 Repurpose Q&A responses

16. Link to “near brand” content
 Articles on topics of interest to your community

17. Tie-in with the news
 Especially when it is relevant to your brand

18. Don’t overdo the gimmicky updates
Instead of the
“Like” ask a
question

19. Don’t beg for “Likes” and “Shares”

20. Don’t. Just don’t.

21. Use novel regular features in your content

22. Don’t be afraid of controversy

23. Get people tagging themselves

24. Involve fans in your work
 This drives engagement
 This makes fans feel
involved
 You benefit from their
collective wisdom

25. Share useful posts by fans
 When your fans post questions or discussion topics on the page, they
only show up in the sidebar under "Recent Posts by Others.”
 Hit “Share” to have them surface in the timeline as well

26. Offer to answer questions
 Answer fan questions in an “Ask the Expert”
feature or video blog

27. Ask your fans to answer each others’ questions

28. Do ask your fans to answer each others’ questions (part 2)
 In a Group fans can post their
questions and (depending on their
settings) it surfaces in members’
newsfeeds
 On a Page it’s unlikely to get much
visibility but the Page Admin can
“Share” it to bump it into newsfeed

29. Encourage fan engagement
 Selectively Like good comments
 Respond to comments and questions
 Beware of asking to Like/Share
all the time

30. Do/Don’t do this?

31. Be creative when you sell
 No one likes hard-core
selling in their newsfeed
 Try to make sales
messages creative
 Don’t flood the newsfeed
with sales messages

32. Encourage people to upload
photos to comments

33. Make your content relevant and engaging
 What are the hot topics for
your audience?

34. Encourage fans to be funny

35. INCREASING REACH

36. Do take every opportunity to find fans
Email signature
Header/Footer
on website
E-Newsletter
Blog post
Webstore
Physical store

37. Ask your mailing list to sign up
 Send a message to your email list
 Reference Facebook in your regular newsletter
 Tweet about your Facebook Page and ask people to
like you there (offer a Like-gated incentive)
 Ask your fans and staff to invite their friends to Like
the Page
 Incentivise referrals with
refer-a-friend apps

38. Use the Build Audience tool
 Pages of less than 5,000 fans can have Facebook invite people on
your email list but not yet a fan to Like you
 https://www.facebook.com/help/212291088790957/

39. Give people a reason to Like you
 “Like” us for Fan-only coupons and contests
 “Like” us for Facebook-exclusive behind-the-scenes
photos and videos
 We announce all new stock shipments on our
Facebook Page first. “Like” us to stay in the loop
 Use social proof

40. Use advertising
 This will increase your fan
numbers
 It will cut through Edgerank and
enable more of your existing
fans to see your content
 But, do use Power Editor to give
you more control of targeting
and bidding.
Before and after
advertising

41. Lots of different ad options available
 Promote Page tool
 Sponsored Stories
 Page Post ads
 Ad placement
 Power Editor
 Domain ads
 Search results
 Dark posts

42. Set up redirect Pages for misspellings
 Clearly message where the correct Page is

43. Target your posts
 Use targeting to increase relevancy

44. Target your ads
 Use targeting to increase relevancy and
conversion
 Even Boost Post can be targeted now

45. Use #hashtags
 Hashtags are clickable and doing so will bring together all
public mentions (leading to more reach for your content)
 Use them to find people interesting in niche topics
 They help to categorise your posts and make them more
findable
 It enables consistent messaging across platforms (Facebook
finally having caught up with Twitter’s use of hashtags)
 Use hashtags to add value
 They are also helpful to research what
people are saying about your brand on
FB (privacy settings an issue though)

46. #Hashtags guidance
 They must be all one word (only the #H is clickable
in Lewis Hamilton’s update)
Special characters (apart from _) don’t work
 Capitalisation doesn’t matter
 Make up whatever you want but make it
memorable
 Research your hashtag before you use it e.g.
https://www.facebook.com/hashtag/FacebookMarketing
 Keep them short

47. Unique hashtags
 For differentiation and fun do create a unique hashtag
relevant to your brand eg #strawsome
 Choose a hashtag for a special event eg
#slurpeedance

48. Hashtags
 Use hashtags to support a cause #FEEDUSA
 Choose to either integrate in the text content
or as a list underneath
(Note some content and examples on the hashtag section here have
been collated from posts by Jon Loomer, Social Media Examiner and
Inside Facebook)

49. Do not overdo the #hashtags
 https://www.facebook.com/TheGoodLordAbove

50. LEARNING & IMPROVING

51. Learn from Facebook Insights
 Learn what gets the best reach and engagement
 Monitor where likes come from
 See what drives negative feedback
 Benchmark performance over time
 Check how your apps are working
 Get a profile of your fans

52. Do recognise which ad types outperform others
 26X higher ROI and 20X
greater CTR for newsfeed ads
according to:
http://allfacebook.com/nanigans-study-
news-feed-page-post-ads_b120085
 TEST which work for you

53. Split test and track your ad effectiveness
 Embed a tracking pixel into your website (use Power Editor)

54. QUESTIONS?