Facebook for Business
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HOSTS Josh Melzer, VP of Marketing Catherine Schutten, Content + Branding Facebook for Business Photo credit: Facebook
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Transcript of Facebook for Business
HOSTS Josh Melzer, VP of Marketing
Catherine Schutten, Content + Branding
for Business
Photo credit: Facebook
What We Will Cover Today
• Starting point
• Facebook’s News Feed algorithm
• Anatomy of highly-visible posts • Creating effective ads
• Additional resources
• Q&A
GOAL: Increase the reach of your posts and get back in Facebook’s News Feed
You already know: • How to build a
Facebook Page
• What type of content resonates with your customers
• How to expand your audience
• How to use Facebook Insights data
Starting Point
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Facebook’s News Feed Algorithm
What is Facebook’s Algorithm?
Facebook’s algorithm
ranks which stories
appear (and which don’t)
in the News Feed
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Why Does it Matter?
Only highly-ranked
stories are shown in
user’s News Feed.
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Affinity
Score
Edge
Weight
Time
Decay
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The 3 Main Variables
That Influence Facebook’s News Feed Algorithm
1 2 3
1. Affinity Score
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How it’s calculated: • The strength of an
action
• How close the person who took the action is to your page
• How long ago people associated with your page took an action
2. Weight
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A story is given a stronger
score if Facebook’s
algorithm thinks the user
will find it engaging.
3. Time Decay
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How it’s calculated: • How old a post is
• How long since a user
last logged into Facebook
• How frequently a user logs into Facebook
Account Settings
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• Relationship settings
• Post types
• Hide post
• Clicking on ads
• Device
• Story bumping and last actor
Check Your Score
Located in Your Facebook Insights Page
Analyze your page and see
the impact of EdgeRank.
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Anatomy of Highly-Visible Posts
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Let Facebook visitors have an experience your
business
Share a helpful tip
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Ask simple questions
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Ask questions and engage with
your followers
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Share an inspiration
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Deliver value and special
offers
Celebrate and encourage customers
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Share in a timely manner
Leverage popular memes
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Don’t forget Images!
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Don’t forget about the
power of video
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Facebook Advertising Overview
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Why Facebook Advertising?
• 56% of Facebook users say they have clicked on an advertisement
• 51% of businesses that use social advertising find it to be effective
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16% of page subscribers
regularly see your posts
A Facebook Fan is worth $174
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3 Types of Facebook Ads
1. External site ads
2. Page promoting ads
3. Promoted posts
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These ads take users away from Facebook and to the advertiser’s website.
External Site Ads
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Page Promoting Ads
These ads allow you to promote your page and gain more Likes.
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Promoted Posts
Help you reach more of your fans
Creating Effective Ads
The Image is Most Important
Make it BIG
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Include Clear CTA’s
And the Social Proof to Drive It
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Target for Your Audience
With 6 Different Options
1. Country
2. Custom audiences
3. Interests
4. Gender
5. Behaviors
6. Connections
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Bidding Guidelines
For Effective Campaigns
• Track conversions
• Optimize your CPM
• Don’t bid too low and miss out on people
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Best Practices
For Effective Campaigns
• Daily budget = 5x your bid
• Conversion goal should generate at least 25 conversions per day
• Don’t bid too low and miss out on opportunities
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Key Metrics to Monitor
For Effective Campaigns
• Reach
• Frequency
• Cost per action
• Likes
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Additional Resources
Simple, Effective and Affordable
Local Online Marketing
Search
Social
Mobile
Advertising
Website
PR
Lead Gen
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More Local Marketing Resources
Q&A Please use the chat feature to ask your question. If we don’t get to your question today, email us at [email protected] or tweet us with #LocalVoxWebinar.
