Introduction to the Course
Facebook Overview for Businesses
This session basically focuses on the opportunities that are provided by Facebook to businesses. You might be aware of the fact that today; Facebook has a user base of 1 billion. Therefore, if you are targeting digital media, Facebook cannot be simply ignored. In this session, we also discuss the three kinds of features that are used in order to build reach and create interaction with the users, which are Pages, Advertisements and Applications.
Challenges in using Facebook for business
Not everything is appealing in the Facebook world and there are quite a few challenges that business have faced from time to time. Although, it is not necessary that you would also face such challenges, but it is necessary to be better informed in advance. This session covers certain challenges that people have faced and also specific examples of various features of Facebook.
Overview: Facebook advertisements
This session gives you an impeccable understanding of Facebook ads for your business. It helps you in getting an idea on the three most important aspects of ad, which are targeting, ad copy and destination of an advertisement. Each aspect is explained in a wider manner, which helps you to implement all such aspects seamlessly for your business.
Overview: Facebook events
This session covers information on Facebook events and how you can utilize them for your business. Facebook events are usually used for event marketing. For instance, if you have an upcoming event, you can simply market it over Facebook by using the Facebook events feature. It also explains the 4 important components of a Facebook event, which are Profile, Attendees, Wall and Advertisements.
Audience you can target on Facebook
This session gives you an understanding on the kind of audience that you should target on Facebook. There are usually three important questions that you need to concentrate on while choosing your audiences, which are, who they are, how many fans should you go after and also how should you go after acquiring fans.Why use Facebook for your business?
This session explains the importance of Facebook for your business. As you are of the fact that there are around 1 billion users on Facebook today, so it gives you an idea on the implications of these facts on your business. Some of them include customers, employees, partners and vendors. The basic learning is that everyone that matters to your business is there on Facebook and you can interact with them. Additionally any business objective that you are willing to fulfill would require you to interact with these kinds of people.
Overview: Facebook pages
This session covers the usefulness of business pages for Facebook. One of the advantages is that you can use the Facebook page for disseminating messages, but ensure that the messages you send should be crisp and interesting, which can help you to reach to a larger audience. The second advantage is that you can have a dialogue going on in which a Facebook page fan who could be someone that impacts your business to initiate a conversation. You can also respond back, but before doing that it is important to work with your backend department to find out what would be an appropriate response.
Overview: Facebook applications
This session covers a conceptual overview of Facebook applications. It helps you in getting a good understanding on what exactly are Facebook applications and how can you utilize these applications in order to reach a large number of potential customers. Both these aspects are quite easy to understand and can be implemented to generate huge results.
Primary Business Objectives served by Facebook
The time when you are planning to build your presence on Facebook, it is quite essential to decide your objectives and what exactly do you want to achieve from your Facebook page. This session gives you a basic idea on the common objectives that companies try to achieve from Facebook pages. However, you should feel free to get creative with your objectives as there are no rules and just examples.
Introducing Facebook Graph Search
Like vs. Comment vs. Share
This session basically gives you an understanding about the three terms, Like, Comment and Share by making a comparison between them. Overall, it explains that an individual should look at all kind of interactions as an opportunity in order to build relationships. Moreover, ensure that you take every possible step that can encourage users to engage them again and again till the time they become your brand admirer.
Content creation is harder than you think
This session gives you an understanding on the challenges that are faced and various elements that should be taken care of while creating the final copy of post for your Facebook page. Sustaining engagement can be quite a big challenge and hence for the same reason you require people with desired skills. This session can help you with all such factors, which can further assist you in creating the desired Facebook page.
Why are conversations so important while handing Facebook Page?
User can have conversations with your page by liking, commenting & sharing the content posted on page administrators or other users on the page; or by Tagging Page while having conversations with others; or by Starting a new Conversation by posting something on the page timeline. Now lets look into why are conversations important for Page?
What are the aspects that you need to take care of while posting content on Facebook Page. Lets look at some of that posting guidelines that can help you to drastically improve the performance of your content.
As an admin, if you are doing a page post, you will not be allowed to tag users in the text content.
At the same time, you can tag the users in the image that you are using along with your posts. This activity helps in building initial momentum for the content reach.
Handling user generated posts
Users can greatly contribute to conversations in your page in many different ways. This session covers some of the methods initiated by the users that can create a viral impact and also the ones that are considered to be valuable investments for your business. It also makes use of some of the best examples for better understanding and learning.
Significance of Talking about this
Facebook launched a metric system named as Talking about this in the year 2012. This session gives you an understanding on this metric system, its significance and how can it be a useful tool during Facebook marketing.
What type of content creates engagement?
This session gives an understanding on various types of content that causes engagement and can further helps you in choosing the ones that are appropriate for your business. It is can be a useful guide in terms of attracting a large number of users and build a global reach among audiences. The session also explains the importance of engaging users and the necessity of taking care of their wants.
Page positioning
This session gives you understanding on Page positioning, which is all about how you want your identity to be perceived in the mind of other users. Your positioning usually impacts the page name, posting style, conversation style and also the kind of users that you invite. Name is a critical aspect as it cannot be changed once you fix it and hence it is necessary for you to be careful about it.
</p>Handling user generated posts
Users can greatly contribute to conversations in your page in many different ways. This session covers some of the methods initiated by the users that can create a viral impact and also the ones that are considered to be valuable investments for your business. It also makes use of some of the best examples for better understanding and learning.
How to ensure relevance in conversations?
Many a times, you might observe irrelevant conversations on your Facebook page. This session gives you learning on all those steps that can be taken in order to minimize them and also to address these in an appropriate manner. Examples have also been used in order to raise the level of understanding.
Lets try to understand how is the content consumed on Facebook.
There are 2 ways users discover content on your Facebook page.
Either users discover the content on their NewsFeed and ticker or users come to Facebook Page through search & direct links and consume page content.
Different ways to source content for Page Postings
Sourcing an engaging content is an ongoing challenge and if you have decided to invest on Facebook page, it will consume most of your efforts. Therefore, in order to get a better understanding on the necessary techniques for getting the most of it, you can look into this lesson. It gives you an insight on the key sources and techniques that will help you to source content for your Page Postings.
Types of Ads Supported by Face book
Facebook allows 2 types of sponsored content: General Purpose Ads & Sponsored Stories. These content types have different User Interfaces and different Targeting options. While Sponsored Stories option allows advertisers to promote Page, Application & Post, Facebook General Advertisements also allow you to promote Facebook Events & external URLs.
CPC that is Cost Per Click Versus CPM that is Cost Per 1000 Impressions
There are different advertisement models offered by Publishers in Digital Media. The basic one is CPM that is cost per 1000 impressions. The impressions are the number of times an ad is displayed. The advertiser is charged on the basis of the number of impressions received by the ad.
Demographic targeting is one of the major advantages of Facebook Ads
People use Facebook after logging in. That means Facebook knows who is doing what? As per an Article on Cnet in August 2012, close to 91% of profiles on facebook are genuine profiles. That means Facebook has high percentage of authentic identities. Moreover, the reputation model of facebook ensuresthat users share information that reflects their real interests and demographics. Thats why facebook delivers ads that reach the intended audience with higher accuracy rates compared to online industry averages.
Fundamentally, Facebook Ad Exchange helps you in retargeting. What is retargeting? Retargeting is about reaching out to people after they have left your online platform. One of the major benefits of retargeting is that in real time you can change the communication in your ad on other websites based the users behavior on your website.
Pay Per Click Advertisements.
One of the terms that you need to understand in Pay Per Click Advertisements is CPC, that is Cost Per Click. Also known as PPC, that is Pay-Per-Click. Pay Per Click Advertisement Model is based on bidding process. As an Advertiser you bid for the Maximum cost you are willing to pay for one click and it is up the publisher to give your ad impressions at that cost or not? Publisher will never charge more than the Maximum CPC cost that you specify.
In this lesson, lets explore how to create an effective Ad copy for different types of Ads on Facebook.
On Facebook, you can post 2 kinds of sponsored content:
Sponsored Story & Advertisement
In case of Sponsored Story, you cannot alter the Ad Copy. Facebook will automatically create a layout and place it in the News Feed as well as Sponsored Column in the page layout.
On the other hand, if you are creating an Advertisement, you can alter the ad content in many different ways. Lets explore various configuration options available with creating Ad copy of Advertisement.
Facebook Ads Budgeting
Facebook Ads Budgeting. If case you are not well versed with terms used in Pay per Click Advertisement model, please go through the lesson on How does Pay-per-Click Advertisement Model Works? before appearing in this lesson.
Facebook allows 2 types of sponsored content: General Purpose Ads & Sponsored Story. These content types have different User Interfaces and different Targeting options. While Sponsored Stories option allow advertisers to promote Page, Application & Post, Facebook General Advertisements also allow you to promote Facebook Events & external URLs.
Overall Sponsored Story Ads, which are recently introduced by Facebook in early 2012, gels very well with the social behaviour of facebook and gives better performance than general advertisement.
Let me share some numbers with you that will help you to compare both types of advertisements. According to Facebook Ads API service provider TGB Digital, Facebooks Sponsored Stories ad units received 46% higher click through rate, 20% lower Cost Per Click, and 18% lower cost per fan than Facebooks standard ad units. These numbers are based on 10-days, 3-clients and 2 billion impressions test.
Lets look at each type of ads one by one.
How to go viral with Facebook Applications. Thats what well examine in this session. This is a simple representation of viral effect. Starting from one person, the information has reached multiple people on its own. Viral traffic usually comes at a low cost. And an even more important thing is that it usually comes as a blast. In a short period of time, you can reach out to millions of people.
</p>So, we have seen what Facebook Applications are. Now, lets develop a conceptual understanding of how users interact with Facebook Applications.
Before we jump to the Applications, lets develop a conceptual model for a Facebook User. On the left, you see the profile of a User as it exists on Facebook. It has a bunch of information about this user. So, this is not the real person. It is the profile of the person.
Lets start with a highlevel overview of various section of the Application Analytics. Well subsequently get into the details of important analytics. Analytics are called Insights in Facebooks terminology.
First is the overview tab that pulls data from various other sections.
Users section give you various details about your users. It shows you the trends about new users as well as active users. They both are pretty important metrics. It also tells you the demographics of your users.
The Traffic section focuses on how Facebook has been sending traffic to your site through the application.
Open Graph section tells you how your open graph application is doing.
Ill not cover rest of the sections since they are not as interesting from business point of view.
Negative Feedback section tells you if the users are marking your application as spammy. Usually, you wont have a need to look into this.
Other Features give you report about rating of your application. Again, its not very useful unless you are targeting facebook app store.
Developer section gives you information about errors that facebook ran into when processing APIs.
In this session, Ill cover only the most important analytics. They are related to users and open graph traffic. Lets start with the users first.
Facebook Application Quiz
One of the most common mistakes done while managing Facebook Campaign is Not Responding to Queries & Complaints
So, this is your Page in your perspective. You post a bunch of stuff to your Page. It could be some news related to your brand or some url or a photograph. And this post of yours gets into the news feed of the fans of your Facebook Page. They like & comment on it. And you get a bunch of benefits out of it like brand building, leads etc.
However, the fans of your Page may not have the same perspective. In fact, its much more likely for them to look at it in another way.
</p>One of the common mistakes people make when they build their facebook presence is that they get irrelevant people to like their page.
So, this is what happens with majority of people. They just run after a single metric on their page and that is the number of fans. However, what they dont realize is that number of fans is only part of the game. At the end of the day, you need fans who are relevant for your business. Otherwise, youll get into an interesting situation.
</p>One of the common mistakes people do while marketing on Facebook is Poor Page Positioning
Your Facebook page is like an asset. You invest in it upfront and you harvest over a period of time. Name of page is the most critical decision youd need to take when you build your Facebook presence. Primarily because changing the page name is nearly impossible.
The page name provides the context of your conversations with your fans. Its like a tent that creates conversation spaces.
There are two simple requirements from the page name that people tend to overlook. One is that your Page Name should be valid for a long period. Which means, you should not choose anything as your page name about which people will not talk for a long long time. For example, do not name your pages after an events. Once the event is over, you would have an audience but nothing to talk about.
Second one is that your page name should provide sufficient scope to continue having lots and lots of conversations. For example, if the page name makes the scope of conversations very narrow, youll soon run out of content to publish on your page.
</p>So, lets start with a simple question. Why do you have a Facebook Page? Is it because you had a need and you thought using Facebook Page would a good idea. Or its because its fashionable to have a facebook page and if you dont have one youll be missing out something important.
Ill tell you. A lot of companies create a facebook page because everyone around them has it. They dont start with an objective. And what happens when you dont start with an objective?
Every once in a while, there is news about some Page disappearing from the Facebook universe. Typically, what happens behind the scenes is that Facebook moderation team removes the Page because it violates some of the terms of use.
It feels very bad when that happens to you. You spend money, time and energy to aggregate audience and engage with them and one fine day, poof. The page is gone.
Its actually not very bad. If you stay within the guidelines laid out by Facebook, you dont really run the risk. So, what Ill do in this session is talk about the common reasons for which Facebook Pages are removed by Facebook. There are quite a few guidelines and you should go through them at your leisure some other time.
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