How Facebook can help you sell

Webinar, Sept 25, 2013

Promodo at a Glance

Speaker

Helen RuchkoMarketing Assistant at

Promodo

Webinar main points

How to start with Facebook: • What is Facebook?• An introduction to Facebook page for

business• Setting up the pageContent strategy on Facebook• Types of posts and content• Best practices on posting on Facebook

(timing, frequency, techniques)

Webinar main points

How to measure Facebook business page performance:

• Key metrics for evaluation • Competitive analysis tips

How to start with Facebook

What is Facebook?

• Facebook is the largest online social network

• There are over 1.5 billion active Facebook users worldwide

• 699 million people log onto Facebook daily

Why should businesses care?

• Age 25 to 34, at 29.7% of users, is the most common age demographic

• 4.5 billion likes generated daily as of May 2013

• The biggest brands are presented on Facebook and run an active promotion strategy

The most popular brands on Facebook

How to promote business on Facebook?

InstrumentsInstruments

Personal profilePersonal profile

Is not the best option for business page

“-” - maximum friends number 5 000“+” – more communication options (tag on photo, initiate the conversation) “+” – Facebook allows migration to business page

CommunityCommunity

Is not the best option for business page

“-” - a lot of spam, member could be included without permission“+” – suitable for pool of companies

The best option for business promotion

“+” - unique tools to interact with business target audience“+” – special instruments to evaluate page performance“-” – certain limitations (company can’t tag on photo or write somebody first)

Business pageBusiness page

How to promote business on Facebook?

Facebook targeted ads

! Works the best if the business has a Facebook page

Otherwise it leads to external website and doesn’t create an audience

InstrumentInstrument

How to optimize Facebook page for online store?

Practical Ecommerce’s posts on ways to better market ecommerce business on Facebook.

Content strategy on Facebook

How to build content strategy on Facebook?

Create a separate document - content guideline where you will describe:

• your brand image on Facebook;• types of content that you will post;• source of content;• the rules for post publishing (how posts should look like); • days and time when each type of content will be posted.

How to build content strategy on Facebook?

Key to success • quality and relevant to your audience

content;• consistency (time and frequency).

How to know what to post?

• Think what your target audience care about and what might interest such users;

• study your competitors’ Facebook pages;• test – analyze your own posts and find the

best performing type of content;• learn from big brands.

How to build content strategy on Facebook?

Econsultancy’s posts on social strategies of famous brands.

Types of posts

Text Text + Link

Image Image + Text

Image + Text + Link

Exported: YouTube, Instagram, Foursquare

Some advice

• You can use autoposting tools to manage and schedule in advance your posts (Hootsuite, Buffer, etc.);

• however manual posting gets broader audience reach;

• try to be available in real time, so you have conversations with your audience.

Be prepared

• Be prepared that a certain part of audience will use your Facebook page as a technical support channel or outlet for complaints.

Communication channelsCommunication channels

PersonalPersonal

Social media

EmailEmail

TelephoneTelephone

Some statistics

• Photo posts get 39% more interaction;

• photo posts account for 93% of the most engaging posts on Facebook;

• among retail brands, posting 1-2 times a day gets 40% more engagement than posting 3 or more times a day;

• keeping your posts below 250 characters can get you 60% more engagement.

Some statistics

Types of posts

• the biggest engagement

• the smallest engagementLink

Image + Text

According to Promodo research:

Image sources

Visual search engines to find the images:

• TinEye• CC Search• Compfight• FlickrStorm• WeSEE • Google Image SearchHowever, it is always better to take images legally – buy from special sources, such as Shutterstock

When to post?

• Average time spent per Facebook visit is 20 minutes;

• highest traffic occurs mid-week between 1 to 3 pm;

• according to one resource on Thursdays and Fridays, engagement is 18% higher, according to another Facebook activity peaks on Wednesday;

• however, the optimal posting time varies depending on product and audience, that is why always test to see what posting time works best for you.

When to post?

How to post? • The most effective posting technique is manual posting;• because of Facebook algorithms manual posting receives broader

audience reach;

• reposting doesn’t work on Facebook as it doesn’t reach your audience.

What about promoted posts?

• Effective only if the audience is large enough – over 1000 likes for a business page

How to measure Facebook business page performance

Facebook Insights

People Talking About This - number of unique users who have created a “story” about your page in the last seven days.

“Stories” are items that are displayed in the News Feed they include:

• Page likes;

• people engaged — the number of unique people who have clicked on, liked, commented on, or shared posts;

• page tags and mentions;

• page check-ins;

• and other interactions on a page.

Facebook Insights

Reach - how many people have actually SEEN your content

• yes, they could have scrolled past it, or not looked at it directly – but it was there – which means they could have been exposed to your message.

Facebook Insights

Virality - former “Engagement Rate” benchmarks the quality of page posts

• calculated as number of people who have created a story from your post as a percentage of the number of people who have seen it.

ReachReach

Talking About ThisTalking About ThisVirality (ER)Virality (ER)

Facebook Insights

• Virality varies depending on business type;

• for service companies Virality is lower than for brands;

• 0,5%-0,99% is an average Virality rate;

• Above 1% Virality rate is good;

• 5-10% is amazing;

• pages with more than 10% Virality rate are often in campaign mode with promotions and paid media boosting their reach and engagement rates.

How to evaluate posts performance

• Analyze reach, likes and engagement rate of each post;

• compare your posts performance with your competitors’;

• because of Facebook algorithms (Edge Rank), not all your page fans will see your posts;

• to increase posts reach and engagement rate, improve the quality of your content.

Competitive analysis

• Do your competitors promote product on Facebook?

• What strategy do they use (types of posts, frequency)?

• Who likes their posts and what kind of posts.

• To analyze your competitors you can use special social media monitoring tools, for example Scoreboard Social

Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.

- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.

Free online marketing audit

Thank you for your attention!

Elena RuchkoMarketing Assistant at Promodo

e-mail: e.ruchko@promodo.comSkype: ruchko_lena

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