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social media marketing

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social media marketing

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  1. Social Media Marketing

  2. “The world’s 3rd largest country”

  3. History of Facebook • Launched in February 2004. • Founded by Mark Zukerberg • Was Limited to Harvard college students • Opened to public in September 2006 • Funding • April 2004 Series A funding by Peter Theil ($ 500,000) • April 2005 Series B funding by Accel Partners (12.7 million USD) • April 2006 Series C funding by Greylock, Meritech (27.5 million USD) • October 2007 Series D funding by Microsoft (240 million USD) • Feb 2012 IPO (16 billion USD) • They also bought photo-sharing platform Instagram in April 9 - 2012 1 Billion Dollars • Facebook acquired messaging app WhatsApp in 19 Feb - 2014 for 19 Billion Dollar • A Brief Overview • Monthly Active Users (Worldwide): ~1.8 billion • Monthly Active Mobile Only Users (Worldwide): 581 million • Daily Returning Users (Worldwide): ~900 million • Active Facebook Pages: 60 million • 80% Active Internet Users in India spend more than 15 minutes on • 6 New Users added every second (i.e. almost half million new users daily)

  4. Why do we need Facebook?

  5. Profile v/s Pages v/s Group

  6. “As a marketer, don’t make the common mistake of creating a profile for your business. Always create a business page and groups, strictly no profiles for business”

  7. Understanding Facebook Algorithm Since Mark Zuckerberg’s 2018 announcement that the Facebook algorithm will prioritize “meaningful interactions” from friends and family over content from brands, it has become trickier than ever to ensure your organic content gets the screen time it deserves. Zuckerberg cited “a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being” as justification for the change, admitting that businesses will have to work harder than ever to gain their customers’ attention on the platform. Many brands and publishers understandably reacted to the announcement with worry and apprehension. After all, Facebook is the largest social media platform in the world. And though organic reach has been declining for a while, the platform has never publicly admitted it until now. The new algorithm prioritizes active interactions like commenting and sharing over likes and click-throughs (passive interactions)—the idea being that actions requiring more effort on the part of the user are of higher quality and thus more meaningful. Rather than passively scrolling through the News Feed and occasionally pausing to “like” a photo or an article, Facebook wants users to be inspired to engage in conversations with each other.

  8. Top ranking factors for the Facebook algorithm

  9. Top ranking factors for the Facebook algorithm

  10. Top ranking factors for the Facebook algorithm If you post content your fans love. Facebook will reward you by showing those posts to more of your fans You need to know how to put that algorithm in the best position to succeed if you’re going to scale up into these big numbers.

  11. #Hashtags in facebbok Continued..

  12. #Hashtags in facebbok Continued..

  13. #Hashtags in facebbok

  14. How to get Shared on Facebook and get more visibility. Continued..

  15. How to get Shared on Facebook and get more visibility.

  16. Facebook Page Creation

  17. Facebook Page Creation • When you hit on Create Page Option you get following Options to select category for your page.

  18. Facebook Page Creation When you select category you are asked to fill the following details.

  19. Facebook Page Creation • Once Page is created you need to add cover & display image. • Cover page – 851 px wide and 315 px tall | You can even add video clip in cover. • Profile picture – 180px X 180px

  20. Facebook Page Creation Once Page is created final one will show like this.

  21. Facebook Page Creation You can add buttons according to your need in Page this help in generating audience from page. And interaction is raised by 1-2% if your response is prompt.

  22. Facebook Page Creation Once buttons are added your page will appear like this:

  23. Facebook Page Creation This is the navigation menu present just above the page for setting and adjusting page data. On page navigation you will get different setting aspects of page to improvise your user experience.

  24. Facebook Page Roles Defining Page Roles –Assigning appropriate amount of responsibilities to concerned team members: •Admin •Editor •Moderator •Advertiser •Analyst

  25. Facebook Page Creation You can connect instagram account of your along with the Facebook page and can promote your post on Instagram feed also.

  26. Facebook Page Creation You can post images, videos, event & text in your page. Always Remember share the content that is Relevant and Catchy to your Audience.

  27. Groups On Facebookand Group Privacy Settings • Building a tightly knit, niche driven community on Facebook • Great option for marketers looking to reach out to a specific TG, organically • Requires dedication, long term game

  28. Organic Posts Here as you can see an infographic and text posted by the page & is known as Organic Posting

  29. Effective Hacks To Boost Organic Reach - GoOrganic!! • Publish timeless content, but don’t shy away from jumping the “trending” bandwagon • Watch out for your character length – stay within 60-110 characters per post • Visually stimulate your audiences (think images/gifs/videos/live) • Post videos natively on Facebook • Test your post timings. • Establish a posting frequency. DO NOT spam your audience’s timeline • Partner with other Facebook pages within your niche • Create groups to build sticky & engaged communities • Keep the communication channel open. Ask users for their thoughts/feedback • Use hashtags (but don’t overuse or misuse them). Up to 2 hashtags/per post is optimal • Run contests and hold giveaways • Go LIVE!

  30. Paid Ads Here you can see a Sponsored Ad these are the Paid Ads of Facebook Advertising.

  31. Facebook Ads Facebook Ads • By Running Ads on Facebook you can promote your: • Brand • Product • Service • Offers • Events • Ad Campaign Structure: • Defining the ad campaign objective : • What am I looking to achieve out of this exercise? • Do I want more people to know my brand? • Do I want to drive sales? • Do I want to get more visitors on my website? • Defining the target audience - Who is most likely to be interested in my ad? • Who is most likely to be my customer? • Defining the budget & schedule –How much am I willing to spend to run this campaign? • How long do I want to run this ad for? • Defining the creative –What should the users see in the ad?

  32. What Facebook ads look like You have four different choices – you can create an ad that features a single image, a single video, or multiple images that are displayed either in a carousel format or as a slideshow. Single Image Single Video/Slideshow Carousel

  33. Facebook Canvas • Facebook also offers a new, more immersive ad experience on Mobile. • They call it Facebook Canvas. • Canvas looks like a normal mobile news feed ad, • But once a user taps to open the ad, • He or she is taken to a full screen experience (videos, images, text, products) • that the advertiser can customize. • To learn more about Facebook Canvas, go to canvas.facebook.com Here is an example of how cruise company Holland America Line used Facebook Canvas to advertise a Caribbean getaway

  34. Facebook Ads What objectives can I meet with my Facebook ads? You can optimize ads on Facebook based on what specific objective your campaign has. Generally, Facebook distinguishes three different kinds of objectives that follow the traditional user journey from awareness to conversion:

  35. Facebook Ads

  36. What targeting options does Facebook offer? Facebook offers a variety of targeting options that you can combine to build a specific audience:

  37. What is the minimum budget to advertise on Facebook? When you set up your daily budget on Facebook, the minimum daily budget depends on what your ad set gets charged for. If you want to set up a lifetime budget instead, i.e., a total budget for the duration of the campaign, your minimum budget is calculated by multiplying the minimum daily budget by the number of days the campaign lasts

  38. Creating and ManagingFacebookAds To create Paid Ads of Facebook Advertising you can see the AD manager tab & create the AD campaign. Select an Objective.

  39. Creating and ManagingFacebookAds Define your Audience

  40. Creating and ManagingFacebookAds In Paid Ads you can select audience you are targeting and can also select from existing audience if you have saved any in earlier ad campaign.

  41. Creating and ManagingFacebookAds In Paid Ads you can select placement or areas of interest where your ad can be shown.

  42. Creating and ManagingFacebookAds In Paid Ads you can select budget, bid & schedule your ad regarding its running days.

  43. Creating and ManagingFacebookAds In Paid Ads you can select the AD format in which you want to show your Ad.

  44. Creating and ManagingFacebookAds In Paid Ads on final selection of AD format you can place all text & URL and finally dispatch all AD

  45. Creating and ManagingFacebookAds In payment setting you can check the Amount used in your AD and it is a Prepaid option.

  46. Creating and ManagingFacebookAds Once the AD get displaying you will get the metrics to measure it.

  47. Facebook Insights –Where Data Meets Engagement • Understanding Important Metrics • Video Views & 10 Second Video Views • Event Engagement And Popularity • People • Gender • Age • Country • City • Understanding Important Metrics • People Reach • Post Engagements • Net Likes • Where Likes Happened • Actions On The Page

  48. Facebook Pixel To Learn how to create a facebook pixel and integrate it with your website Kindly click on this link : http://bit.ly/learn-facebook-pixel

  49. TheBest Time to Post onFacebook A Report by Hootsuite says that 71 percent of Facebook users visit the site every day—more than any other social network. People login from both their desktop and mobile devices (at work, home, and elsewhere), but mobile use is increasing. In fact, at least a quarter of Facebook users in 14 markets around the world are mobile-only users. • The best time to post on Facebook is between 12 p.m. and 3 p.m. From Monday – Friday • And on the weekends from 12 p.m. to 1 p.m. • We see lower engagement on the weekends, but there is often a spike in click-through for posts published between 12 p.m. and 1 p.m. on Saturday and Sunday. • There are a number of other studies out there that report Thursdays and Fridays from 1 p.m. to 3 p.m. work well.