SMB Agency Handbook

Marketing your
business on Facebook
Your handbook to building successful businesses on
Facebook for your clients through the BCEI framework
Chapter 1: BCEI overview
1.1 What is BCEI and why 3
1.2 How to pitch for your client to start using
Facebook Marketing by using the BCEI framework 3
1.3 Ads account structure introduction why and how 4
Chapter 2: Build
2.1 What you should achieve in BUILD? 8
2.2 Align with clients on the purpose of the page 9
2.3 Build a page 11
2.4 Build an initial fan base 16
Chapter 3: Connect
3.1 What you should achieve in Connect? 17
3.2 Set up ads to acquire fans 18
3.3 Review fans prole in page insight,
and focus on Like and Reach session in page insight 19
3.4 Promote your page through existing marketing channels
and Facebook features 26
Chapter 4: Engage
4.1 What you should achieve in Engage? 29
4.2 Page post tips and examples 30
4.3 The concept of owned, earned and paid media (organic distribution is limited) 35
4.4 Promoted post (emphasize the importance of feeds) 36
4.5 Offer 37
Chapter 5: inuence
5.1 What you should achieve in Inuence? 38
5.2 How does Sponsored Stories works? 38
5.3 Using Page Insights to measure your Sponsored Stories 41
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Marketing your business on Facebook
Contents
Chapter 1: BCEI overview
What is BCEI and why
Facebook is a tool for connecting people with those around them as we already know but now the question is
whether you are using Facebook to the fullest of its potential or if your client is aware of its fullest potential?
We are here to introduce to you the BCEI (Build Connect Engage Inuence) framework which is the best
practices we have established to guide you from the start of building a page through to what is there to help
you inuence your fans and friends of fans.
How to pitch for your client to start using Facebook Marketing by
using the BCEI framework?
There are a number of good reasons for businesses to participate in and maintain a presence on Facebook.
Here are the fundamental points you need to know and use them to pitch for clients to engage your services
in Facebook marketing:
BUILD: when you have a page, you get found by people who are searching for your products or services
CONNECT: means you are able to connect with current (and potential) customers
ENGAGE: then you create an engaging community around your business
INFLUENCE: Promote other content you create, including webinars, blog articles, or other resources
to inuence
With the above framework in place you will be able to continuously achieve the following for your clients:
Get more fans, grow your fanbase,
Generate loads of leads for your business
And acquire more new customers!
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Ads Account Structure Information Why and how?
Account Groups is a feature in your Ads Manager that allows you to organize and access multiple advertising accounts from one
place and we strong recommend you to create groups to manage all your ad accounts.
This feature may be particularly useful for you if you manage a number of ads or if you manage ads for multiple businesses / clients.
Some examples of how you can structure your accounts as below:
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Ads Account Groups How?
How to group a set of accounts together under a group name
(including adding/removing accounts from a group)
Grouping a set of accounts together lets you view all the accounts from one view in ads Manager and enables multiple users to
access the accounts simultaneously.
Log in to your Facebook ads account and click on the Account groups tab in the left side of accounts page (www.facebook.
com/ads/manage/accounts.php)
Click on the Create a Group button on the right hand corner, enter a name and then click Ok
To add an account to the group, select your existing managed accounts from the My account drop down tab and/or enter
the account IDs directly into the add Account eld and then click add Account
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To grant permission to another user, type the name of a friend and/or an email address into the User Permissions eld and
click add User. If the email address is associated with that persons user prole, it will grant that prole permission
To save the changes click on the Back to group settings button in the top right hand corner of the Page
More questions about Account Groups, please visit - https://www.facebook.com/help/?page=229552707057508
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Chapter 2: Build
What should you achieve in BUILD?
Pages are the essential place on Facebook for businesses to build connections with people. Its where you
connect with fans by announcing new products, sharing news, and gathering feedback. Your Page is also
where you create unique brand content that can become ads and sponsored stories. Its the core place for
businesses to manage their posting and advertising content. Three key elements should be achieved in BUILD:
Align with your clients on the purpose of the page
Build a page
Build an initial fan base
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Align with your clients on the purpose of the page
In order to build and retain relationships with customers and their friends, you must have a clear vision for your page. Everything you
do with your page should align to your purpose and objectives. Align your page to your brand purpose. This is important above all
else, and the dening factor in a great Facebook page vs. a weak one. All of your posts and content should ladder back to your brands
purpose and your business objectives including

1. Align your page to your brand purpose. This is important above all else, and the dening factor in a great Facebook page vs. a
weak one. All of your posts and content should ladder back to your brands purpose and your business objectives.
2. Think about your page from an always-on perspective.
3. Align your publishing calendar with your media and ofine initiatives. If youre having a sale in store,
4. Leverage local. You can target your posts by country, state, city, and even language. This is a great way to make fans in specic
areas feel like youre catering to them by publishing about local news, events, or offers.
5. Focus on conversation over content. You can plan what you share, but not how your fans respond. Be prepared to engage in
conversation with fans.
Every brand has a purpose thats consistent throughout all of its marketing efforts. Facebook is one way to bring dimension and
character to that purpose. All of your publishing and marketing programs on your Facebook page should align to your brands
purpose in order to build credibility with your consumers. When developing your ideas and content for your page, lter it through
your brands mission statement to see if it makes sense and will be relevant to your fans.
This is the single most important factor in making your page a success.
For example, Skittles targets teens with playful, offbeat, funny content, while
Extra Gum targeted toward weight-conscious middle-aged women keeps the
conversation relevant for them as well.
For example, Wrigleys mission statement is Weaving brands into the fabric
of everyday life around the world. Their brands have very different target
audiences, and they create brand voices on their pages accordingly.
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Once youve dened your purpose, start thinking about your objectives. Many businesses set up social media programs without
rst aligning their social media objectives to their business objectives. Forgetting this integral step makes it hard to understand the
effectiveness of social media, and can leave community managers scrambling for metrics.
1. Write down your business objectives
This is an obvious, yet frequently skipped, step. Understand
what your CEO thinks is the main objective for the business.
Is it product sales? Is it becoming the most forward-thinking
company in your industry? Dont just make an assumption
here. Ask key business leaders so youre clear on whats
important.
2. Consider how social media can help achieve these
business goals
If your business objective is product sales, and you sell
your products online, this is easy. You can simply track how
many sales came from social media referrals via analytics
resources and tracking tags. Most of us arent that lucky.
Lets say you only sell your products in brick-and-mortar
stores. Social media can help generate awareness about
your product or educate consumers on the benets of your
product.
3. Determine how you will measure both your business and
social media objectives
How can you measure success if you dont even know
how to measure key objectives? Write down the KPIs (key
performance indicators) that will help you track success
against these objectives. In the case of brand awareness,
you can track things such as online conversations about
your brand or number of unique visits to your website. You
can also pay research companies to run brand awareness
studies. Refer to the Measurement and Research module
to see the tools that Facebook has available, as well as the
Pages Deep Dive to better understand the metrics your page
can provide about how people are engaging with your brand.
4. Set benchmarks
Before starting a social media program, know where your
company stands on major business objectives. Get average
sales numbers, do some research on brand awareness
among your target, or understand customer opinions about
your brand. Having these benchmarks set up ahead of time
will better help you understand what impact (if any) your
social media program is having on the bottom line.
There is no one-size-ts-all formula for calculating social media
ROI. However, if you align your social media objectives to your
business objectives in the strategy and planning phase, you are
going to set yourself up to be more successful in determining
the effectiveness of your campaign.
Identify your
brands current
business
objectives
1 2 3 4
Determine how
you will measure
success
Consider how your
Facebook page can
help you achieve
those goals.
Set
benchmarks
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Build a page
The very next step is to build a page. Page is the mission control for your business on Facebook, to create a page,
go to https://www.facebook.com/pages/create.php
What do we mean by mission control
Whether you are running ads, developing an app, or running a contest, it is important to connect everything back to your Page
Pages is where everything starts - every important piece of content comes from your Page, and this is where you manage your
interactions and provide customer services
Pages is how you connect with people
Reach beyond your fan base
Drive awareness through promoting Page posts on the homepage
Drive acquisition by promoting Page post everywhere on Facebook
Reach more of your fans
Communicate with and engage more of your existing Fan base
With a Page, you build a relationship rst before you drive them to further engagement
and marketing through your website and apps.

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To build a complete page, you need to have the basic elements of a page and they are:
Cover photo: This is the rst thing people will see when they visit your Page. Choose a unique photo (851 x 315 pixels) and change
it as often as you like. Examples: popular menu item, album artwork, or a picture of people using your product. Be creative and
experiment with images your audience responds well to
Prole picture: This represents your page on other parts of Facebook, in ads, sponsored stories and the news feed. Choose a picture
that represents your business, such as a logo. Use a high quality image that scales well from 180 x 180 pixels to 32 x 32 pixels
Your photos and custom apps appear at the top of your Page under the cover photo and prole picture. You can also customize the
images for your apps under Manage in Edit Page in the admin panel (we will talk about the admin panel after nishing the key
elements of a page)
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Views and apps: this refers to native Facebook apps, such as photos, events, or video. Apps refer to any custom apps you have
created. Your photos view will always be in the rst position. You can choose which views or apps to feature in the other 3 spots.
If you have more than 4 views and apps associated with your page, users can click the button to the right of the default views to see
up to 12 more apps and views. You can have an unlimited amount of additional apps and views, which you can deep-link to using
ads or hyperlinks
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Your wall: You can communicate with your fans by publishing to your Wall. Wall post can consist of just text, or you can add
attachments to your post in the form of photos, links, video, or a customized question with poll responses. You can also customize
these posts by region, so if your page is global or national, you can still create posts at a regional or language level. For example,
you could reach only your fans in Montreal who speak French. Like we said before, your page is mission control for your brand on
Facebook. Publishing is the way your brand communicates to users on Facebook your fans, their friends, and those with whom
you have yet to create a connection.
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Admin Panel
The admin panel appears at the top of all Pages you manage.
It offers a quick snapshot of who you should respond to (Messages are on the right section and Notication on the left section
as noted below)
It gives you access to your page and post performance (Insights section under notications)
Let you view the users who have liked your page in the New Likes section
Allows you to edit your content here
Allows you to build your audience (see following picture)
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Building initial fan base
Now that your page is build, you will start building you fan base using existing friends, family and employees by inviting them to
like your page! You can invite them by selecting build audience on the admin panel top right corner and you will see 2 options
Invite email contacts and create an advert
In this section, we will talk about invite email contacts to kick start the build up your fan base using your existing resources. You
can import your current contacts and invite them to like your page.
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Chapter 3: Connect
What should you achieve in CONNECT
Now that you have your Page with friends as fans, its time to grow your fan base.
Fans are extremely important to your business because
1. When they interact with your Page, they spread the word about your business to all of their friends. If you
have 500K fans, then you can have access to up to 40M of their friends!
2. Communication with your fans keeps them engaged. On average, fans are twice as likely as non-fans to
report buying product or visiting a store in the last week.
Key elements that should be achieved in CONNECT
Create ads to acquire more fans
Understand how your ads are doing and how it is affecting page using the ads manager and
reviewing page insights regularly
Make sure your clients are also promoting their page through existing marketing channels & existing
Facebook features
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Create ads to acquire more fans
To create ad, go to www.facebook.com/ads/create. There are
2 ways to advertise on Facebook using ads and sponsored
stories. Ads reach people you are not connected to, and
Sponsored Stories reach your fans and their friends.
When you are getting started on Facebook, its important to
start with ads so you can drive new fans to your page that you
can engage and connect with on an on-going basis.
Now its time to segment your target audience to help you better understand which groups of users are responding best to your
ads. We recommend targeting your ads to smaller, more specic groups of users at one time. This means structuring your ads in a
more granular way (ex. creating separate campaigns for each age bucket, each gender, each target group, etc..), which will give you
better control and insight into your advertising performance. With this granular view, you will then be able to adjust your bids and
budgets accordingly and focus on the highest potential users.
You can target your audience by:
1. Demographics: location, age, gender
2. Precise interest: reach people based on information
they have provided in their prole. This information is
pulled from their listed likes and interests, the Pages
they like, apps they use, and other information they
have added to their timeline
3. Broad categories: specic groupsfor e.g., people who
have recently got engaged i.e., in the 6 months.
4. Connections: if an audience thats already connected to
the Page or app youre promoting or reach their friends
5. Click Advanced Targeting Options to target people
based on their relationship status, the languages they
speak, their education, and where their work place
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How many ads should be developed?
Once your campaign structure is set, youll want to focus on setting up the right ads under each campaign. Develop multiple
campaigns of 4 or more ads to learn which text and images are driving the most clicks and likes to your page. Ideally you
should not run more than 3 or 4 Ads per campaign. Consider running tests where you use all of the same creative under multiple
campaigns. This will allow you to see how effective each ad is for that specic audience youll be able to see results by audience
and by creative messaging. Sometimes youll be surprised to see how an audience segment reacts to an ad you thought was going
to do well this is why testing in this structured way is especially important in the initial phases as you strive to learn about your
audience.
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Understand how your ads are doing and how it is affecting page Using Ads Manager
Facebooks ads manager gives businesses visibility into the performance of your ads and sponsored stories with the ability to drill
down into specic metrics.
You can access your ads manager at www.facebook.com/ads/manage. You will be able to see all of your current ad accounts, their
status, and how much you have spent in the All Accounts view.
Clicking on an account will bring you to the All Campaigns view. You can easily pause, delete, or reactivate campaigns, track start
and end dates, view your total budget, see how much of it remains and how much you have spent as a total or broken down by date.
You will also see notications here when campaigns are created, rejected, or approved by Facebook.
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Understanding the performance of your campaigns and ads.
Use the dropdowns to change the date range you want to use to view results. Once you click on a campaign, you can see
information about its performance and either pause, delete, or activate ads within that campaign.
The Audience graph shows you
how much of your targeted audience
you are reaching, compared to your
total targeted audience. If you need
to expand your reach, try raising
your bids or budget.
Targeted: The approximate
number of people your ads or
sponsored stories can reach,
based on your targeting criteria
Reach: The number of unique
people who saw this campaign
Social Reach: The number of people who saw your sponsored stories or ads with the names of their friends who liked your
Page, installed your app, or RSVPed to your event
The Response graph allows you to track performance of your campaign by clicks and actions over time.
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Metrics in your ad manager
1. Campaign Reach: The number of unique people who saw this campaign. This is different from
Impressions, which includes people seeing your ads multiple times.
2. Frequency: The average number of times each person saw your campaign , ads or sponsored stories.
3. Social Reach: The number of people who saw your sponsored stories or ads with the names of your
friends who Liked your Page, installed your app, or RSVPed to your event
4. Actions: All the people who took an action within 24 hours of seeingor within 28 days of clickingon
your ad or sponsored story. Youll only see data here if youre promoting a Page, app, or event or running
Page post ads.
5. Clicks: The number of clicks this campaigns ads or sponsored stories have received
6. CTR: Click through rate. The number of times people have clicked on ads or sponsored stories in your
campaign, divided by the number of times they were shown on the site during the dates selected.
7. Spent: The amount you have spent on your campaign during the dates selected
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Understand how your ads are doing and how it is affecting page Review page insights
The four metrics at the top of your Insights tab allow you to quickly understand the size and engagement of your audience.
You should monitor these metrics closely to assess the success of your marketing strategy.
The Fans tab helps you understand who your fans are and how you acquired them. Understanding who your audience is and how
youre reaching it is key to optimizing your Page strategy. This information helps you publish content that people will want to see,
engage with and talk about to their friends. For example, if you discover that the majority of people who like your Page are men 18
to 24, you might decide to adapt the content you publish to t with the interests of these young men.
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The Like Button Once clients understands the
importance of metadata (rst step), the like button is
literally one line of code to implement. Each like button
can point to a URL. A like button should be linked to an
object, and all the likes will accumulate to that object.
There are two ways to measure what the like button
does (1) insights- how many people clicked the like
button (2) ref:parameter - if a client is working with
Omniture or Webtrends/analytics company, they will be able to measure the downstream effect of the like.
This tab also shows Like Sources - the number of times your Page was liked, broken down by where the Like happened (on your
Page, from News Feed, on your website, etc.), during your selected date range.
Countries: The number
of people who liked your
Page as of the last day of
your selected date range,
broken down by country.
This is based on the users
IP address.
Cities: The number of
people who liked your
Page as of the last day of
your selected date range,
broken down by city.
This is based on the
users IP address.
Languages: The number
of people who liked your
Page as of the last day
of your selected date
range, broken down by
language. This is based
on the users default
language setting.
Gender and Age: The
percentage of people
who liked your Page for
each age and gender
bracket as of the last day
of your selected date
range. This is based on
the data people enter in
their prole
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By clicking on any data point in this list of posts, you can see more details such as the full text of the post, or the different types of
engagement and stories this post generated.
The Reach graph below allows you to understand by which channel (organic, paid or viral) your post reached its audience. Please
note that, since people might have seen your post through several channels, the sum of organic, paid and viral reach might be
larger than your total post reach.
The Reach tab below also shows demographics of the people youve reached, in addition to showing people who have seen any
content about your Page and whether these people were reached through an organic, paid or viral channel. People might see your
content through more than one of these channels, so the sum of your organic, paid and viral reach might be larger than your total
Page reach.
Organic: The number of unique people, fans or non-fans, who
saw this post in their News Feed, Ticker or on your Page.
Paid: The number of unique people who saw this post from a
sponsored product, such as a Page Post Ad of Sponsored Stories.
Viral: The number of unique people who saw this post from a
story published by a friend. These stories can include liking,
commenting or sharing your post, answering a Question or
RSVP-ing to an event
Organic: The number of unique people, fans or non-fans, who
saw any content about your Page in their News Feed, Ticker or
on your Page.
Paid: The number of unique people who saw an ad or Sponsored
Story that pointed to your Page.
Viral: The number of unique people who saw this post from a
story published by a friend.
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Page promotion using existing marketing channels and Facebook features
Your Facebook identity and connections are portable. So make sure your page is being promoted in all your existing marketing
channels, like your print ads, your website, your media buys as well as features on Facebook all of which connects back to
Facebook or on Facebook.
Lets talk about a few ways of promoting your page at your current channels: social plug-ins.
To get started, lets start with the easiest way to add social activity to your branded experience social plugins. They can help
you increase engagement on your site.
People generally spend more time in places (e.g. while shopping, at the movies, at restaurants) when their friends are with them
and the same is true on websites. Facebook is the most engaging site on the Internet because it is all about your friends. For
example, on the Hufngton Post, users who sign in with their Facebook account view 22% more pages and spend 8 minutes
longer than the average reader.
Building with Facebook lets you tap into the power of friends to drive engagement on your own site.
Its easy to get started adding Facebook Platform to your website with Social Plugins.
One of the easiest ways to make your online presence more social is by adding Facebook social plugins to your website. There are
many different Facebook social plugins to choose from here are four of the top plugins for business and tips on how and when to
use them.
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1. Like Button
The Like button lets users share pages from your site back to their Facebook prole with one click. When the user clicks the Like
button on your site, a story appears in the users friends News Feed with a link back to your website.
2. Like Box
The Like Box enables users to like your Page and view its stream directly from your website. For starters, you can choose a pared-
down box with your Facebook Page name, logo and Like button (as pictured above). You can use one of the standard Facebook
icons, or even use a custom design like the sketch below:
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4. Comments

The Comments Box lets users comment on your pages content whether its for a webpage, article, photo or other piece of
content. The user can share the comment on Facebook to post to their Wall and in their friends streams.
Besides the above, on Facebook.com, you can build custom application experiences through a canvas application and with a tab on
your brand page.
3. Recommendations
The Facebook Recommendations plugin gives users personalized suggestions for pages on your site they might like, based on what
people are sharing.
You can even see how this feature will look on your site before you add it simply enter your website address here, click on the
page and it will show you the recommendations Facebook already has for your site.
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Chapter 4: Engage
What should you achieve in ENGAGE?
Once youve started to build relationships with fans, its important to continue to keep them interested and
show you value them. This will encourage them to interact with your page more frequently, creating stories
about your page that their friends can see.
Custom programs you build to engage with your fans should align to your specic business objectives. Dont
be afraid to engage with consumers in creative ways, as long as its consistent with your brand character.
Below is some key element of engagement we would like to introduce to you:
Page post tips and examples
Concept of owned, earned an paid media (organic distribution is limited)
Promoted post
Offers
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Page post tips and examples
Build a content calendar
To keep your Facebook fans engaged with your Page, create a posting plan, or Conversational Calendar.
Create a schedule and a regular rhythm for your postings and consider posting at specic times when engagement is highest.
You can also create weekly features that encourage participation.
Heres how an online retailer might approach it:
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Post regularly (at least 3x a week)
Your fans will be more likely to engage with your content if you remain top of mind. Only you can know what the right cadence is
for your audience and for your message, but you should make sure to post regularly. For example, a grocery store might post two
or three times a week when it receives new products, while a restaurant might post every day to let his fans know what the daily
special is.
Be succinct
Your fans News Feeds contain a lot of information. And they have limited time to read it. Keep your posts short whenever possible:
posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater
than 250 characters.
Post at the optimal time
Only you know whats right for your business, and you can use your Page Insights to gure out whats working (for instance, try
posting at different times of day and see when you get the most engagement). We have found that restaurants post from 7am-12pm
when people are making plans for the day, while retailers post in the 8am-2pm window. User engagement with Facebook Pages is
highest from 9-10pm and the 18-24 demographic is the most engaged during this time.
Respond timely to comments and messages
Your audience will be more likely to engage with your posts if you are talking about topics that are already top of mind for them,
such as current events, holidays or news. For example, weve found that posts mentioning Independance Day on July 4th generated
about 90% more engagement than all posts published on that day.
Ask questions
With our Questions product, you can ask your fans for ideas and
feedback about how to improve your business. Fans can agree with
an existing answer with a single click, or add a different response.
This is an easy way to gather insights.
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Post photos and videos
Rich media tends to draw attention more than simple text. Whenever you want to share a message on your Page, consider using
related pictures or videos to make your message stand out. Posts including a photo album, a picture or a video generate about
180%, 120%, and 100% more engagement than the average post, respectively.
Know our contest guidelines
If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are responsible for
the lawful operation of that promotion, including the ofcial rules, offer terms and eligibility requirements (e.g., age and residency
restrictions), and compliance with regulations governing the promotion and all prizes offered in connection with the promotion
(e.g., registration and obtaining necessary regulatory approvals).
If you are running a contest, make sure you check out the pages guidelines rst:
`Give fans exclusive access to content
As a reward for liking your Page, give fans access to exclusive, behind-the-scenes information to make them feel special. Think about
announcing new products to fans on Facebook before anywhere else, giving fans early access to sales, or posting exclusive photos
from events on your Page.
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Localize your posts if they are only relevant to a specic audience
Some of your posts might only be relevant for a subset of your fans. For example, if you are only making some products in specic
countries, you might want to promote these products only to people in this country. Use the geo-targeting feature to make sure
that only the people who would nd your post valuable will see it.
Review your page insight
The best way to get your audience to engage with your content and share it with friends is to understand deeply what the people
youre reaching care about. Page Insights gives you the data you need to gather these consumer insights.
You should visit Page Insights on a regular basis to track which of your posts resonated with your audience and generated the most
engagement so you can post more of this type of content.
Some key metrics you should be looking at:
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Your ultimate goal as a Page owner is to publish content that will reach a large audience, and that your audience will engage and
share your content with friends. You can use Page Insights to better understand what your audience wants to hear about.
This section of Insights gives you deep analytics on every single one of your Page posts, so that you can understand at a granular
level how many people your post reached, how many people engaged with it, and how many people talked about it with their
friends. The virality column will also allow you to compare your different posts by showing the % of people who talked about your
post to their friends after seeing it.
The Engaged Users graph allows you to understand the different types of engagements your post generated. Anyone clicking
anywhere on your post is considered an Engaged User. The types of engagement you can nd in the pie chart include all the
different ways people can consume your post (clicking on a link, viewing a picture, watching a video...), spread it to friends (by liking
it, commenting on it, answering a Question, RSVP-ing to an event, etc...) or simply click on some other area of your post (Other
Clicks).
Video plays: The number of times the play button of your video
was clikced on.
Photo views: The number of times yours photo was viewed in its
full size.
Link clicks: The number of times the link included in your post
was clicked on.
Other clicks: The number of clicks on your post that are not
counted in other metrics, These clincks can include clicks on
peoples names in comments, clicks on the like count, clicks on
the time stamp, etc.
Stories generated: The number of stories that were created
from your post. Stories include likingm commenting on or
sharing your post, answering a Question or RSVP-ing to an
event.
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The key to Paid Owned and Earned is understanding the way that
the three different areas work together and integrated planning
/ execution across these three different elements can deliver
enhanced marketing effectiveness. Nothing exists alone now. Paid
can drive Owned which can then drive Earned, but there are many
different ways with which Paid Owned and Earned can be linked
Owned media is a channel you control. There is fully-owned
media (like your website) and partially-owned media (like
Facebook fan page).
Earned media can be most easily be described as the result of
paid and owned media you buy a Super Bowl ad (paid) or you
run a promotion on your brands Facebook Page (owned), and
then and then people in the media talk about it (earned).
Paid media, also known as bought media, is all the stuff you
commission: ads, sponsorships, paid search campaigns, etc.
Integrating Owned and Paid Media
Facebook is a very valuable partially-owned media space. You
have the opportunity to easily and frequently update your
followers on the day-to-day happenings of your company as
well as gear up and release new content for your marketing
campaigns. Your updates show up on your current followers
newsfeeds, they Like it, and pass it along to their friends.
However Facebook Marketing Classroom(fMC) revealed that only
about 16% of your feeds show up on your followers newsfeeds
due to Facebooks edge ranking algorithm. This takes into
account how often that follower has Liked your posts in the past,
how active your company is on Facebook, how recently the post
was made, and what type of post it was (text, video, or photo).
So how to do you up that percentage? Facebook s Reach
Generator that guarantees coverage to at least to 70% reach of
all your Likes. Thats a dramatic increase. Alternately, you can
go it on foot and take the time to really focus on getting more
engagement from your followers by posting more interesting
content on Facebook and generating genuine rapport there.
Integrating Paid and Earned Media
Lets say youre a thought leader in your eld. You spend the time
to create quality content and many are beginning to take note
of it. Your earned media is going to come from these inuencers
sharing your content on their site to all of their friends. Repetition
is key, here. The more users see your company / brand connected to
things they like the more likely they are to check you out.
Owned, Paid, and Earned media are each special in their own
way and approach your customers and potential customers from
different angles. Owned media toots your own horn, and well
it should. Your Owned media spaces, both fully and partially-
owned must present a consistent voice and brand, and reinforce
who you are and what your message is. When it comes to paid
media, theres nothing wrong for paying for exposure to the kinds
of customers you know will help your business grow. Earned
media has to be just that, earned. Its vitally important to keep up
positive, mutually-benecial relationships with inuencers who
will help you to spread the word about all the good, cool stuff
your company is churning up. For your target audience, hearing
positive things about your company from a source they already
know and trust is priceless.
The bottom line here is these three types of media arent
mutually exclusive. Here are just a few ways they integrate
and build off of each other, but there are scads more that will
work uniquely for your company and the product or service you
provide.
Concept of Owned, Earned and Paid media
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Every business has different goals, and we encourage you to promote posts when youd like to reach a greater number of the
people who like your Page and their friends. Weve seen that people have found success when they promote these types of posts:
Vibrant photos and videos: People tend to respond to bright, simple and attention-grabbing images, particularly of people
using your product or service. For example, you could promote a photo of new products you want to sell. Keep in mind that your
Pages prole picture will show up next to your promoted post so everyone knows its connected to your business.
Offers: Promoting an offer can help increase the number of people who see and claim your offer. This can help to drive more
people to your business and increase engagement on your Page.
Exclusive events or news: Promoting posts with exclusive content gets people to talk about your Page and share your posts
with their friends. This could be a daily special on the menu, an in-store event or the launch of an upcoming product.
Questions: Promoting a question tells people that you value their opinion. For example, you could promote a question asking
people to vote on a new product or service, which encourages people to have a direct impact on your business decisions.
How?
- Use page post ads
With Page Post Ads, you can now turn any Page post into a Facebook Ad, with all the exibility and rich targeting of standard
Facebook Ads. Additionally, they have a bold new design that is larger than other formats, with features that are more social and
more engaging than standard Ads.
At this time, youre able to boost six different types of Page posts: video, photo, link, question, event, and text. Make sure you test
each of them understand which one is driving the highest engagement:
Promoted posts
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Creating offers on Facebook is an easy way to encourage sharing between your fans and their friends, which creates stories that
can be seen in the news feed on both desktop and mobile.
Facebook Offers can help you:
1. Drive people to your business
2. Reach new people and engage your most loyal customers
3. Get discovered as people share your offer with friends
To get started create your offer from the composer on your page following these steps:
1. Go to your Page
2. From the sharing tool at the top of your Pages timeline, click Offer, Event + and then click Offer
Offers
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3. Type a strong headline for your offer, ex. Buy one pair of socks, get another pair free.
4. Upload a photo for your offer that will stand out in thumbnail size
5. Choose to limit the number of claims by clicking Unlimited and selecting a number from the dropdown
6. Set an expiration date by clicking todays date and clicking a different day in the future
7. Add terms and conditions of your offer
8. Click Preview
9. Review what your offer will look like, then click Post
If you want to make changes
to your offer when you're
previewing it, click Edit to go
back and make changes.
Guidelines on Offers
Only admins of some Facebook
Pages are currently eligible to
create offers. If you have more
questions about offers please go
to - https://www.facebook.com/
help/search/?q=offers
Offer quality most important (incl. targeting)
Make offers exclusive to facebook
Images should be colorful and simple
Offer text should be short with call to action; leave marketing jargon
Pin post to top of Page
Dont post again for next couple of days
Set longer expiration dara but maximise most of the budget in the rst 3 days
Re-share post every 3 days; do NOT post a new one
Heavy-up on news feed delivert as much as possible, and utilize CPM to optimize
against offer claims
MUST include Claimed Sponsored Story
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Chapter 5: Inuence
What should you achieve in Inuence?
We are evolving from ads to stories because when people interact with your Page, their friends can see it in their news feed as a
story. Thus, you can expand your audience by promoting stories about people engaging with your Page / brand! Here we would like
introduce to you sponsored stories and emphasize with this are you able to achieve the following:
Reach and engage fans and inuence their friends.
Have the voice of the brand or a friend who has interacted with the brand.
Tells a story about a friend interacting with your brand, such as a check-in or page like
Appear on the right hand side or in the news feed on the homepage and also news feed in mobile
How does Sponsored Stories work?
Sponsored Stories are posts from your friends or Pages on Facebook that a business, organization or individual has paid to
highlight so theres a better chance youll see them. They are regular stories that a friend or Page youre connected to has shared
with you.
Run page like sponsored story to reach the friends of your fans
Sponsored stories ensure that more people see when their friends have interacted with your business on Facebook. They can show
in the news feed on desktop and mobile, and in the right hand column of Facebook.
There are two main types of sponsored stories you can run.
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Measure your results
Its important to keep track of how your sponsored stories
are performing so you can make the adjustments necessary
to achieve your goals. Page Insights are the analytics for your
Page but theyll help you understand your audience and the
content they respond to. Ads manager has info about your
ad performance so you can learn the best ways to reach your
target customers. As mentioned in earlier chapters, do check
your insights regularly.
Encourage fan participation
Create fun, engaging conversations with clear calls-to-action.
Ask questions and reward responses. If someone posts
something you love, repost it and respond personally to them.
Allow your fans to post directly to your wall with questions,
feedback and compliments.
Promote your most engaging and important post to your
fans to spark engagement and then run sponsored story
Make sure your fans see your Page posts. Promoted posts allow
you to easily boost your most important posts as sponsored
stories in the news feed for up to three days. This will help you
easily reach more of your fans and their friends right from the
Pages composer.
While the best way to have your posts seen is to publish
compelling content that people will engage with, Promoted
Posts is a quick and easy way to increase the potential reach of
your posts.
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Promoting your post will increase the number of fans you reach over a three day period. Fans will see
your Page post as a sponsored story in their news feed on desktop or mobile. Promoting your post
increases the likelihood that people will read your message and engage with your business.
Use different sponsored story types:
Page Like
Page Post Like
App Used and Game Played
App Shared
Check in
Domain
Someone likes your Page directly from Facebook or from the Like Box on
your website at any point in time
One of your fans liked one of your Page Posts in the last seven days.
Someone used your App or played your Game at least twice or for at least
10 minures in the last month
Someone shared a story form your App in the last seven days
Someone checked in and/or claimed a deal at one of your claimed Places in
the last seven days using Facebook Places.
Someone liked a piece of content on your website using the Like button,
shared a piece of content from your website using the Share button, or
pasted a link to your website in his status update in the last seven days.
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Using Page Insights to measure your Sponsored Stories
Its important to keep track of how your sponsored stories are performing so you can make the adjustments
necessary to achieve your goals. Page Insights are the analytics for your Page and theyll help you understand
what works and what doesnt.
As similar to when you rst built ads to grow your fan base in the Engage section, determine your ad
objectives and target audiences for Sponsored Stories. Build multiple ads and:
Review your Ads Manager regularly to:
See which sponsored stories are working
See which messages and targeting are working
Rene and replace with most engaging stories
We would strongly recommend to always have Page Like Sponsored Stories always turned on. When
someone becomes a fan of your Page, this may show up in the newsfeed of some friends of that person.
Again, due to the dynamic nature of news feed, many friends might miss this story.
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Conclusion
At Facebook we believe businesses will be better in a more connected world. Thats possible because we connect over 900M people
and their friends to the things they care about, using social technology that drives business growth. Facebook Pages are where you
connect with people. As such, you should focus on publishing content to your Page that people will want to engage with and share
with their friends. Again, here are the overall 4 steps you should follow:

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