CHEAT SHEET© Copyright 2013 Trademarks belong to their respective owners All rights reserved MA AU 021013 1 FACEBOOK There are more than 1 1 billion active Facebook users, with half that number loggin.
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© Copyright 2013 Trademarks belong to their respective owners All rights reserved MA-AU-021013-1
There are more than 1.1 billion active Facebook users, with half
that number logging in on any given day Whilst many use it to stay
connected to friends and family, it is also an essential tool in the
marketing toolbox
CHEAT SHEET FOR
SOCIAL MARKETERS
Facebook allows your business to be available to people in a
trusted, popular environment, where prospects can see “real”
people (their friends, family or colleagues) interacting with you and
your brand It has the power of traditional word of mouth referrals,
and sets the stage for you to build stronger, more immediate
relationships
But businesses need to strike that critical balance between relevant
content that adds value, with content that just plain entertains
At Marketo, we like to ask two questions before every Facebook
interaction we plan:
1 Does this help our brand’s likeability?
2 Is this interesting, engaging, useful content?
Posting for the sake of posting can actually hurt your chances of
being seen The second you post something that is not engaging
or relevant, Facebook will stop amplifying your posts or placing
them in your fans’ newsfeeds
Facebook Pages and Users’ Timelines
Facebook Pages help your company build awareness, share
enthusiasm, create loyalty, strengthen inbound marketing and
promote peer-to-peer sharing
From https://www.facebook.com/pages/create/ you can choose
the type of page who you wish to create You’ll be prompted to
invite contacts from your own Facebook friends or invite email
contacts, which can come from an uploaded contact list file
The “scrapbook” style lets you prominently display key snapshots
of your business, highlight marketing activity and highlight your
company’s milestones, in much the same way as Facebook tells a
story of your life
The timeline offers more branding and lead-capture options The
large cover image presents plenty of room for your branding,
marketing images and calls to action so you can capture the eye of
a potential customer and get them on your page
Comments made on your company page will appear in that user’s
timeline, shared with their own friends “Likes” will also appear in a
box at the top of their page, keeping you prominently top of mind
How to See and Be Seen
Remember that Facebook’s EdgeRank algorithm rewards pages in the newsfeed based on the number of interactions a page receives
An interaction can be defined as a summary of “Likes,” posts, or comments about the page
To show up at the top of as many users’ newsfeeds as possible your content must be fresh, engaging, current and compelling
Then it becomes a cycle; you post content that gets “Likes” and comments, appears in newsfeeds, increasing the chance of more interactions You can check your engagement in Facebook’s analytics to make sure this is happening
Visual Content is critical to sharing and maintaining EdgeRank
On Facebook, people love sharing images, so you want to make sure that you are leveraging something that is visually stimulating Just be wary of copyright regulations There are image libraries like iStock and Bigstock where you can pay to download royalty free images for use in social media
Facebook Groups
The Group feature, as distinct from a company page, is useful for demonstrating your company’s passion for a topic, and gather like-minded people to share ideas
The best part is that the more people join your group, the more it gets promoted to their friends and networks, increasing the group’s popularity and growth Creating a Facebook Group is a great way for businesses to create awareness, increase inbound links and foster loyalty
Facebook Lists
Facebook launched lists in response to Google+ It functions in
a similar way to Google’s circles, allowing you organise lists for different topics or influencers you want to follow It means you can segment your audience and deliver posts for specific groups, or track analytics based on each You can clearly see, for example, if
a particular group of people are engaging less than another
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© Copyright 2013 Trademarks belong to their respective owners All rights reserved MA-AU-021013-1
Facebook Promoted Posts
Promoted posts can be a good way of kick starting your exposure
on Facebook A sponsored story is made visible to all your fans as
well as their friends
It is seen by more people than a regular post, so make sure
you choose it to promote content that is strong, current and
compelling
Facebook suggests using Promoted Posts for any of the following
to get you more exposure:
• Unique, vibrant, and interesting photos and videos
• Offers
• Exclusive events or news
• Questions
We found the magic formula is to develop clever messaging with a
fun visual, all tied back to a strong offer or piece of content
Facebook Ads
Facebook ads can spread further than the reach of your fans and
their network It can be targeted across the entire Facebook user
base – that’s a lot of people, with some sophisticated selection
criteria
While your Facebook ads need to appeal to your audience,
think outside the box Use eye catching pictures and compelling
language Remember: you’re competing for attention in a noisy
environment
Facebook Apps
Apps are an essential interactive tool, adding an extra dimension to
your Facebook page You can feature up to twelve apps, with the
photo add appearing by default
The apps you showcase can be specifically designed by your
company, or you can use plugins to add extra features to
your page Marketo has developed a custom application that
incentivises “Likes” of our offers The user can fill in the form
without leaving Facebook, then it syncs with Marketo so you
capture the lead in real time
Only three selected apps (plus photos) are immediately visible
to users, with the remainder only visible by clicking the tab It’s
important to optimise these three and rotate them frequently with
fresh offers It is one of your best chances of showcasing a call to
action or offer that will create conversions
Take this into consideration when selecting the display images of
your apps Consider each image as being small advertisement
rather than a simple picture
EdgeRank Explained
Posting on Facebook does not guarantee you will instantly appear
at the top of each follower’s newsfeed The site uses an algorithm called EdgeRank to determine what posts will be of most interest to
a user In very simple terms, if users (or their friends) are interacting with your company/brand on a fairly frequent basis, you show up; if not, you get dropped
When it comes to Facebook marketing, you can use two metrics
to measure your success: engagement rate and the “people are talking about this” rating
Your engagement rating can be determined by dividing your total ‘Likes’ and comments by your total number of fans (Likes + Comments/Total # of Fans) That’s why your posts need to be engaging and spark a reaction A high engagement rate helps you build your EdgeRank and gets you seen more often
Your “people are talking about this” rating is basically your “buzz” metric You’ll find the “talking about this” number on the profile page just under the cover photo It’s defined as those people:
• sharing, liking or commenting on your posts
• answering a question
• responding to an event or
• claiming an offer The Insights section of your page’s Admin Panel provide more metrics to assess the level of engagement with your audience It includes total likes and the total reach – the number of people who have seen any content associated with yourpage
The logical question is, “How do we increase our interaction and sharing?” The answer is to post often and engage your prospects
in dialogue
More than 70% of interactions occur during the first hour after a post is made, so getting the timing right for posting is critical You need to be available and online to handle the follow-up And keep
in mind that a post posed as a “question” tends to drive more interaction than one written as a statement
More than 70% of interactions occur during the first hour
after a post is made
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