Essence of Facebook Marketing covers: - Introduction to Facebook Marketing, - Facebook Marketing Strategies, - Stages of Facebook Marketing, - Organic and Paid Facebook Marketing, - Facebook EdgeRank (The Facebook Post Algorithm) - Facebook Marketing KPIs - Facebook Marketing Research - Social Media Listening - Facebook Advertising - Social Media Reputation Management (SMRM) - Reputation Monitoring - Social CRM - Social PR - Sentiment Analysis - Authority Measurement and Social Authority - Other Keywords & Strategies for Facebook Marketing - Learn More about Facebook Marketing

1. Essence of
Facebook Marketing
and Advertising
Facebook Marketing Sneak Peek
Presenter: Asif Anwar Pathik

2. ASIF ANWAR
Digital Marketing Strategist
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 title sound 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
Organic and Paid Marketing

5. Why Facebook Marketing?
(Reasons for 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?
(Reasons for 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?
(Reasons for Organic SMM)
Aspects of
social media

8. Facebook Marketing Strategies
Organic and Paid Marketing

9. 7 Steps for Facebook 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 for Marketing
(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 for Marketing
(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 Facebook Post Algorithm

13. EdgeRank Formula
(Factors that tells Facebook which post to Show in Newsfeed)

14. Increase EdgeRank
(How to make 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
(Which Posts 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
(Which Posts 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 Performance of Business & Facebook

18. Important KPIs for Organic 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 for Organic 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 for Organic 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 for Paid 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
(Social Media 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
Researching Audience and Marketing Data

24. Existing Fan Research
(Analyze and research on your existing audience)
Sample: https://www.facebook.com/bimpa.org/insights/

25. Audience Insights
(Custom Audience Research from Ad Manager)
Sample: https://www.facebook.com/ads/audience_insights/
Tutoria
l
http://youtu.be/XVAq7ctPJYM

26. Facebook Listening
What to Listen to in Facebook

27. What to listen to?
(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 Listen to?
(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 in Social Media

30. Optimize Page for Advertising
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
(Various types of advertising)
Create Ad

32. Facebook Audience Insights
(Options for Targeting Audiences)

33. Facebook Audience Insights
(Custom Audiences)

34. Facebook Audience Insights
(Custom Audiences)
You can target
audience by:
● Email addresses
● Mobile Numbers
● User ID (Only for
owned apps)
● Mobile
Advertiser ID

35. Facebook Audience Insights
(Website Traffic Audiences for Remarketing)

36. Facebook Audience Insights
(Website Traffic Audiences for Remarketing)

37. Ad Updates for Bangladeshi 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 Facebook Ads
(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 Facebook Ads
(Some changes in Facebook Advertising for Bangladesh)

40. Social Media Reputation Management (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
(Tools to 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 Sentiment Analysis
(Qualitative Factors on Public Reaction )
Facebook Insights

45. More on Facebook Marketing
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/
YouTube Channels, 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, and Influence the World
@SEOPPCSMM
/asifanwarpage
www.asifanwar.com