2. Decline in organic reach
(Um, what’s organic reach?)
Organic reach is the total number of unique people who were shown your
post through unpaid distribution.
Simply, the total number of people you reached without advertising, both
fans and non-fans.
3.
4. According to Mark Zuckerberg, 63 percent of Facebook’s 1.28 billion
users log into the site regularly.
The proportion of users who log in at least six days a week has now
surpassed 50 percent.
That’s a lot of content.
5. • On average, there are 1,500 stories that could appear in a person’s
News Feed each time they log onto Facebook
– For people with lots of friends and page likes, as many as 15,000
potential stories could appear each time they log in
• News Feed displays approximately 300, determining rank by looking
at thousands of factors relative to each person using a proprietary
algorithm
8. As Pitbull would say, break it down:
• Interest of the user in the creator of content being shared
This is determined by engagement: the number of visits to the brand's page, likes, clicks,
comments, shares
• The post's performance with other users
If no one is paying attention, the post is less likely to be displayed in newsfeeds
• Creator
Performance of previous posts
• Type
Type of poste the user prefers: status updates, photos, videos, links
• Recency
The newer the post, the more likely it is to be shown
13. How Facebook itself defines “high quality content”
• Is this timely and relevant content?
• Is this content from a source you would trust?
• Would you share it with friends or recommend it to others?
• Is the content genuinely interesting to you or is it trying to game News
Feed distribution? (e.g., asking for people to like the content)
• Would you call this a low quality post or meme?
• Would you complain about seeing this content in your News Feed?
17. Anyone can establish a Facebook page;
but are you doing your brand more harm than good?
18. “If you don’t know where
you are going,
All roads lead to
nowhere.
-Henry Kissinger
19. A structured strategy will help you to define your goals for Facebook
and approach marketing the right way.
Strategy is the thread that weaves together, supports and amplifies the brand
experience.
20. A structured strategy will help you to define your goals for Facebook
and approach marketing the right way.
• Create distinct and measurable goals
21. A structured strategy will help you to define your goals for Facebook
and approach marketing the right way.
• Create distinct and measurable goals
– Build brand awareness
22. A structured strategy will help you to define your goals for Facebook
and approach marketing the right way.
• Create distinct and measurable goals
– Build brand awareness
– Drive website traffic
23. A structured strategy will help you to define your goals for Facebook
and approach marketing the right way.
• Create distinct and measurable goals
– Build brand awareness
– Drive website traffic
– Increase sales
24. A structured strategy will help you to define your goals for Facebook
and approach marketing the right way.
• Create distinct and measurable goals
– Build brand awareness
– Drive website traffic
– Increase sales
– Generate leads
25. A structured strategy will help you to define your goals for Facebook
and approach marketing the right way.
• Create distinct and measurable goals
– Build brand awareness
– Drive website traffic
– Increase sales
– Generate leads
– Engage with local community
27. • Know your audience
– Use analytics to determine:
• Who you are engaging
28. • Know your audience
– Use analytics to determine:
• Who you are engaging
• What type of content they respond to
29. • Develop planned and scheduled content that drives organic engagement.
– Create an editorial calendar
• Schedule and forecast posts
– Plan ahead
– Time posts correctly
– Source quality content in advance
– More heads are better than one
30. • Measure your success
– Facebook analytics are your friend
• Conversion measurements
• Insights
– Likes
– Reach
– Visits
– Activity
– Engagement
34. • Know yourself – avoid the identity crisis
• What’s your brand personality? Be true to it.
35. • Know yourself – avoid the identity crisis
• What’s your brand personality? Be true to it.
• Develop your brand voice
36. • Know yourself – avoid the identity crisis
• What’s your brand personality? Be true to it.
• Develop your brand voice
• Use Facebook as a telephone, not a megaphone
» Two-way engagement
37. • Know yourself – avoid the identity crisis
• What’s your brand personality? Be true to it.
• Develop your brand voice
• Use Facebook as a telephone, not a megaphone
» Two-way engagement
• No one wants to be sold anything
– Users want authentic interaction; to identify with a brand on a personal level
– Draw them in with who you are, rather than chasing them away with what you are
selling
38.
39.
40.
41.
42.
43.
44.
45.
46. 3. TREATING SOCIAL MEDIA
LIKE A 9-TO-5 JOB
• Social media does not exist in a 9-to-5 world
– Alerts and monitoring
– Why do you need to know what’s happening with your page?
47. • Social media does not exist in a 9-to-5 world
– Alerts and monitoring
– Why do you need to know what’s happening with your brand?
• You get out what you put in
– Users personify brands; they are looking for one-on-one interaction
– It takes 10 seconds to respond and create a brand ambassador for life
48. • Fewer organic page likes are far more valuable than thousands of paid
likes.
• A like has zero value without engagement. In fact, it can hurt you.
• Your goal is to build your audience organically. Be genuine.
49. • Address and acknowledge all posts by users to your page; good, bad and ugly.
50. • Address and acknowledge all posts by users to your page; good, bad and ugly.
• Responding to posts, thanking consumers for commenting and addressing
complaints helps consumers feel more connected to your brand.
51. • Address and acknowledge all posts by users to your page; good, bad and ugly.
• Responding to posts, thanking consumers for commenting and addressing
complaints helps consumers feel more connected to the brand.
• Not every comment needs a response, but responding to followers helps build
trust and camaraderie between brands and consumers.
52. • Address and acknowledge all posts by users to your page; good, bad and ugly.
• Responding to posts, thanking consumers for commenting and addressing
complaints helps consumers feel more connected to the brand.
• Not every comment needs a response, but responding to followers helps build
camaraderie and trust between brands and consumers.
• Deleting bad comments instead of turning them into an opportunity to make
things right.
– Unhappy customers, when satisfied, are 10 times more loyal to your brand than happy
customers. In fact, they often become vocal brand ambassadors for the company.
53. VISUALS
Use photos and graphics. Lots of them. All the time.
– Smart phones, we all have them; capture real-time moments
54. VISUALS
Use photos and graphics. Lots of them. All the time.
– Smart phones, we all have them; capture real-time moments
– Custom graphics
55. VISUALS
Use graphics. Lots of them. All the time.
– Smart phones, we all have them; capture real-time moments
– Custom graphics
– Stock photography
– Professional photography
– Size images correctly
(keep a cheat sheet)
56. VOICE
• What is the personality of your brand?
• Ensure consistency among posters – singular voice
• Be positive and upbeat
• Always be engaging
– Ask questions
– Make people curious
– Use calls to action carefully
60. EXECUTION
• Less is more
• Read, read and re-read; proper spelling and grammar are crucial
• Post consistently; don’t abandon your page
• Be relevant
– Pay attention to current events, weather, holidays, news – look outside the box for creative
content and figure out how to make it relevant to you
61. EXECUTION
• Less is more
• Read, read and re-read; proper spelling and grammar are crucial
• Post consistently; don’t abandon your page
• Be relevant
• Stay current on Facebook policies and changes
• #HashtagsGoneWild
(#I #cannot #stand #it #when #a #brand #hashtags #every #word #because #they #think #it #will #help #them #be #seen)
• Always follow brand standards – social media is an extension of your brand;
treat it as such
62. In its most simple expression, a brand is an idea.
An experience.
It can't be touched or placed on a shelf, but it can be felt, often
with great intensity and emotion.
A brand can be brought to life in many ways, most importantly by the
people who must bridge the gap between brand promise and brand
delivery in every day human interactions.
The best brands evoke elegant simplicity, clarity, and
a sense of purpose - they inspire.
