Facebook Marketing Textbook

Module 1 / 4 Defining your goals

Your Instructor:Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug

1 2 3 4

Module

2

The Social Amplification Engine

The Social Amplificatio

n Engine

Goals

Content

Targeting

Optimize

1 2 3 4

Module

3

Setting Your Goals

If you don’t have a goal, then all roads look as good as any other.

1 2 3 4

Module

4

• Post Frequency• Competitive

Benchmarking• Fan Acquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

Facebook sits high in the funnel, driving greater awareness and more brand search terms, organic and paid.

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

1 2 3 4

Module

5

The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

1 2 3 4

Module

6

Facebook Engagement Drives Google Traffic

1 2 3 4

Module

7

Web

SocialEmail

Connect your audiences together

1 2 3 4

Module

8

Determine an appropriate test budget

20-30% of total marketing should do the trick

1 2 3 4

Module

9

Steps for achieving Facebook marketing success

1 2 3 4

Module

10

Diagnosing your situation

Identify the core issues you face

1 2 3 4

Module

11

Setting yourself up for success

Define your execution strategy

1 2 3 4

Module

12

Test and Iterate

Test each lever individually with smaller budgets

1 2 3 4

Module

13

Increase spend to scale what works

Incrementally increase your budget while meeting target metrics

1 2 3 4

Module

14

Use MAA as well to refine your goals

1 2 3 4

Module

15

Module 1 Recap

BUILD AUDIENCE

CONVERSION

1 2 3 4

Module

16

We’ll cover setting up Custom Audiences

How big is your email list? Grow it!

1 2 3 4

Module

17

Module 1 Homework

Select your goals

Determine your test budget

Set up an editorial / marketing calendar

Tie Google Analytics (or analytics tool of choice) to ads account

Compile and grow your email list

q

q

q

q

q

Your Instructor:Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug

Facebook Marketing TextbookModule 2 / 4

Cranking up your content production machine

1 2 3 4

Module

19

• Post Frequency• Competitive

Benchmarking• Fan Acquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

1 2 3 4

Module

20

The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

1 2 3 4

Module

21

What’s the spark that brings everyone together?

Why do people love you? (Goals)

1 2 3 4

Module

22

Content is the heart of your brand

1 2 3 4

Module

23

Do you have credible proof to establish your story? Is it online? (Content)

1 2 3 4

Module

24

Delta Vee Motorsports targets Ferrari owners, members of Ferrarichat (forum for Ferrari owners), and people in email list. (Targeting)

1 2 3 4

Module

25

Facebook ads: The voice of your brand

1 2 3 4

Module

26

Unify Your Social Presence!

Social media only works when people can see what you have to say – Put your message everywhere!

1 2 3 4

Module

27WHO is doing this on what SCHEDULE?

Are you personally responding to influencers, participating in communities, and optimizing based on response? (Optimize)

1 2 3 4

Module

28

Use services like FancyHands and Fiverr to generate fresh new content

1 2 3 4

Module

29

What’s some funny uses for a duffle bag? Let’s find out…

Need help finding interesting content? Use a service like Fiverr / Fancyhand

1 2 3 4

Module

30

What you can do with a duffle bag

1 2 3 4

Module

31

Build an editorial calendar to produce content at a steady pace

1 2 3 4

Module

32Download this guide here.

Marketo’s “How to set up an editorial calendar for Facebook”

1 2 3 4

Module

33

Make sure to set up an editorial calendar

Since social amplifies everything else…

1 2 3 4

Module

34

Produce content that is recyclable

1 2 3 4

Module

35

Module 2 Homework

Distill what attracts people to your brand

Find and publish the proof to your story

Establish a process to produce more content that adds to your mission statement

Engage your audience and get them to share your message

Discover the influencers and communities in your niche and engage with them

q

q

q

q

q

Your Instructor:Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug

Facebook Marketing Textbook Module 3 / 4

Targeting the right audience

1 2 3 4

Module

37

The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

1 2 3 4

Module

38

• Post Frequency• Competitive

Benchmarking• Fan Acquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

Selecting your targets based on your Goals

1 2 3 4

Module

39

Facebook’s Three Pillars

1 2 3 4

Module

40

Have you installed Power Editor?

Get it for free at the Chrome web store (https://chrome.google.com/webstore)

1 2 3 4

Module

41

Managing Facebook Ads

1 2 3 4

Module

42Companies no longer talk AT you, rather WITH you.

Social Media levels the communication field

1 2 3 4

Module

43

How a Tennis program found success by targeting the media

Learn how they did it

1 2 3 4

Module

44

You can reach almost anybody for cheap!

How a Blitz employee pranked Dennis

1 2 3 4

Module

45

Facebook Graph Search

Unlocking user data to power social discovery, awareness, and actions

1 2 3 4

Module

46

What interests does Alex Houg’s friends have?

1 2 3 4

Module

47

What other pages does Andy Jones’s friends like?

1 2 3 4

Module

48

Graph Searches are refinable

1 2 3 4

Module

49

Have you been frustrated before?

Possible Reasons:

1 2 3 4

Module

50

Facebook Ad Formats

What are Facebook’s 15 different ad types?

Learn more here!

1 2 3 4

Module

51

If they like you, chances are, their friends will too!

Friend-Of-Fans (FoF)

Friend of Fan information is key for marketing – Read why!

•Brand appears trustworthy from friends approval.

•Gets 5-10x response rates than from unconnected users

•Can only be used for users already connected to your page

1 2 3 4

Module

55

Unpublished (Dark) Posts

•Don’t appear on your page’s timeline.•Designed to be used for ads.•Good for controlling which message you’re promoting to different audiences.

Why/how do I set these up? Learn here!

1 2 3 4

Module

56

Conversion Tracking (Offsite) Pixel

•Is code placed on your site to signal when a user lands on a certain page.

•Used to track user behavior throughout conversion funnel and report.

Offsite what-now? Confused? Learn more here!

1 2 3 4

Module

57

Website Custom Audiences

•Collects users as they visit your website, allowing you to advertise directly to them.

•Useful for bringing potential customers back.

•Similar to Google Remarketing.

Want to learn more / Set this up? Click here!

1 2 3 4

Module

58

Define Your Audiences by Value and Size

Social media success is about pinpoint precision targets

1 2 3 4

Module

59

Campaign Stacking

How much you should spend depends on your goals.

1 2 3 4

Module

60

Determine an appropriate test budget

20-30% of total marketing should do the trick

1 2 3 4

Module

61

Laser target ads down to specific interest targets

Facebook rewards high relevancy by discounting the price you pay for traffic.

1 2 3 4

Module

62

The 4 Types of Targeting: #1 - Workplace

Targeting workplace’s your audience has listed on their profiles

1 2 3 4

Module

63

The 4 Types of Targeting: #2 - Competitve

Targeting competitor keywords / brand names to piggyback and steal traffic

1 2 3 4

Module

64

The 4 Types of Targeting: #3 - Lateral

Targeting things your demographic finds interesting outside of your brand’s focus

1 2 3 4

Module

65

The 4 Types of Targeting: #4 - Literal

Targeting users based on things directly related to your brand

1 2 3 4

Module

66

Interest and Group Targeting

Always be targeted, else you risk not seeming both relevant and personal.

1 2 3 4

Module

67

Use Google and Facebook remarketing to capture users who visited your site but didn’t convert

1 2 3 4

Module

68

Remarketing bridges the gap from visitor to customer

A person is browsing the web for Fuse products.

That person goes to Facebook.

... and now they see ads for Fuse throughout Facebook.

How Facebook Remarketing Works

1 2 3 4

Module

69

Ensure Google Analytics (or whatever tool you use) is tied to your ads account

On both Google and Facebook

1 2 3 4

Module

70

The Engagement Funnel

How does the engagement funnel operate?

Learn more here!

1 2 3 4

Module

71

The Engagement Funnel: Ad Types

•Page Like (Interests+Friends Of Fans)•Page Like (Media Workplace)•Page Like (Custom Audiences)

•Page Post (Most Recent to Fans)•Page Post (Most Recent to Friends Of Fans)•Page Post (Custom Audience) •Page Post (Lookalike)•Sponsored Story (Page post Like to Interests)•Dark Post (Email Collection / To App or Tab)

•Conversion Pixel (Site Conversion Tracking)•Website Custom Audiences•Call-To-Action Dark Post

1 2 3 4

Module

72

Campaign Level 1: Audience Awareness

You’ve promoted thoughtful content, and your intended audience has noticed your brand in their newsfeed

PLACEHOLDER – WILL BE REPLACED

1 2 3 4

Module

73

Building Your Audience

Page Like Ads using interests and Friend-of-Fans (FOF)

1 2 3 4

Module

74

Building Your Audience

Page Like Ads using Workplaces

1 2 3 4

Module

75

Building Your Audience

Gaining fans using Custom Audiences(This is why we told you to grow your email list in Module 1!)

1 2 3 4

Module

76

Campaign Level 2: Engagement

They’ve liked your page, are commenting and sharing, and are curious about using your brand

1 2 3 4

Module

77

Engaging your fans

Promoting your most recent post to your fans

1 2 3 4

Module

78

Engaging your fans

Serving page post ads to a custom audience

1 2 3 4

Module

79

Engaging your fans

Serving page post ads to lookalike audiences

1 2 3 4

Module

80

Engaging your fans

Promoting sponsored stories based on interests

1 2 3 4

Module

81

Engaging your fans

Using unpublished (dark) posts to collect emails or attract to an app / tab

1 2 3 4

Module

82

Campaign Level 3: Conversion

They’ve met your end goal and acted- Buying from you or using your service

1 2 3 4

Module

83

Turning Fans into Customers

Using a conversion pixel to track conversions on your site

1 2 3 4

Module

84

Campaign Structure: Types of ads to create

•Page Like ads Interests+Friends Of Fans•Page Like ads to industry workplaces•Page Like ads to Custom Audiences

•Promote most Recent post to Fans•Promote most recent post to Friends-Of-Fans•Promote page to your custom audience•Promote page to Lookalike audience•Sponsored Story post to literal interests•Sponsored story post to lateral interests

•Dark Post to Fans of your page•Dark Post to your custom audience•One Ad using FBX Remarketing site-wide•External Google Adwords Remarketing campaign

1 2 3 4

Module

85

Define Your Audiences by Value and Size

Remember: Social media success is about pinpoint precision targets

1 2 3 4

Module

86

Every micro-target segment you make should have content tailored for the message you’re trying to reach them with.

Each Micro-target requires original content & messages

Your Ad Campaign

Leads“This is how we can help

you”

Fans“Here’s an

event that’s coming up”

Media Outlets“Check out our original case study”

1 2 3 4

Module

87

Onion Targeting

1 2 3 4

Module

88Discover what other brands your fans like alongside yours

Affinity Grids (for Enterprise only)

Click here for a template

Learn how to make your first analysis here

1 2 3 4

Module

89Product / interest unions make great writing topics

Affinity Grids: Useful for Case Studies / Client Reports (for Enterprise only)

1 2 3 4

Module

90Broad Categories help pinpoint your demographics

Affinity Grids: Broad / Partner categories (for Enterprise only)

Learn how to do this

1 2 3 4

Module

91

Affinity Grids: Template (for Enterprise only)

Click here for a template

Learn how to make your first analysis here

1 2 3 4

Module

92

Module 3 Homework

Create graph search analysis to get target interests,Build list of media workplace targets (based on "passion and identity" from module 2)Estimate proper audience size based on budget.

(For Enterprise Level Only with 20k+ FB Fans) Create affinity grid in ads tool to find audience sizes.

qq

q

q

1 2 3 4

Module

Your Instructor:Alex Houg

Follow on Twitter and Facebook!@AlexHoug

facebook.com/alexhoug

Facebook Marketing TextbookModule 4 / 4

Optimizing your campaigns for supercharged performance

1 2 3 4

Module

94

The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative.

1 2 3 4

Module

95

Social Analytics Is About Context

Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels.

1 2 3 4

Module

96

The Engagement Funnel: Ad Types

•Page Like (Interests+Friends Of Fans)•Page Like (Media Workplace)•Page Like (Custom Audiences)

•Page Post (Most Recent to Fans)•Page Post (Most Recent to Friends Of Fans)•Page Post (Custom Audience) •Page Post (Lookalike)•Sponsored Story (Page post Like to Interests)•Dark Post (Email Collection / To App or Tab)

•Conversion Pixel (Site Conversion Tracking)•Website Custom Audiences•Call-To-Action Dark Post

1 2 3 4

Module

97

Has your campaign hit a plateau?

1 2 3 4

Module

98

Remember: Use MAA as well to refine your goals

1 2 3 4

Module

99

The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

1 2 3 4

Module

100

Target opportunities with Custom Audiences

1 2 3 4

Module

101

Breaking down Facebook Exchange (FBX)

1 2 3 4

Module

102

Retargeting: Bringing customers back

1 2 3 4

Module

103

Recapture users who visited your site, but didn’t convert

1 2 3 4

Module

104

Show your site visitors your ads all over the web.

1 2 3 4

Module

105

How Facebook (FBX) Works

1 2 3 4

Module

106

Retargeting ads from FBX can be shown on Google

1 2 3 4

Module

107

Measure the ROI and success of these ad campaigns with the offsite pixel.

Create pixels that track conversions, then add them to the pages on your website where conversions happen.

Conversion tracking also helps show ads to people most likely to convert off Facebook.

1 2 3 4

Module

108

With Partner Categories, you’re able to target users based on a variety of demographics information

Refine your audiences based on buying habits (and much more!)

How Partner Categories changed Facebook marketing

1 2 3 4

Module

109

There are many solutions available, but we personally love Infusionsoft!

Marketing Automation: Your key to turn-key leadgen

Learn how marketing automation makes things easier

1 2 3 4

Module

110

Remember: Unify Your Social Presence!

Social media only works when people can see what you have to say – Put your message everywhere!

1 2 3 4

Module

111

Infusionsoft’s 7 stages of small business success

Click here to learn more

1 2 3 4

Module

112

Make sure you are able to recycle content!

1 2 3 4

Module

113

Avoid “Black Hat” marketing techniques!

(No, this isn’t a fashion tip! Don’t throw away your hats.)

1 2 3 4

Module

114

User ID scraping is against Facebook’s TOS

UIDs in custom audiences must be opt-in only.

Read Jon Loomer’s Breakdown of Facebook’s Custom Audience TOS

1 2 3 4

Module

115

Don’t waste money & risk your reputation on buying likes

These are fake profiles that provide no engagement or value.

Facebook’s stance on fake likes The dangers of buying fans

1 2 3 4

Module

116

There are many solutions available, but we personally love Infusionsoft!

Marketing Automation: Your key to turn-key leadgen

Learn how marketing automation makes things easier

1 2 3 4

Module

117

Infusionsoft Customer Lifecycle

1 2 3 4

Module

118

Avoid “Black Hat” marketing techniques!

(No, this isn’t a fashion tip! Don’t throw away your hats.)

1 2 3 4

Module

119

Offer package deals to your customers

Thank You!for being a part of the

Facebook Marketing Textbook!

@AlexHoug facebook.com/alexhoug www.alexhoug.com

Want us to set up and optimize ads for your business? Check out our QuickStart Express program

SECTION RESERVED FOR UNUSED SLIDES

1 2 3 4 5

Module

7 8

122

Return on Ad Spend (ROAS) CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

123

Return on Ad Spend (ROAS) CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

124

Return on Ad Spend (ROAS) CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

125

Return on Ad Spend (ROAS) CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

126

Lead Conversion Cost CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

127

Lead Conversion Cost CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

128

Lead Conversion Cost CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

129

Lead Conversion Cost CalculatorDownload the worksheet here

1 2 3 4 5

Module

7 8

130

Bid Calculation Tool

1 2 3 4 5

Module

7 8

131

Fan Calculator

1 2 3 4 5

Module

7 8

132

Never hit the “Boost” button!How it hurts your engagement rate