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Terms in this set (43)
Anatomy of a Facebook Page
Views and apps
Use a photo that captures the essence of your brand and showcases your product or service.
Use a logo that people associate with your business.
The Cover Photo is sometimes referred to as the _____ image.
Views and Apps
Your photos, events, and custom apps.
Facebook Page Insights
Understand the performance of your page
Optimize how you publish to your audience so people will tell their friends about you
Learn about your audience
Total Page Likes
Overall post reach
* Paid reach counts...
impressions instead of individual viewers
When Your Fans are Online
Cover photo goal
The goal of your cover photo should be to tell your brand's story. Show why it's awesome. It should not be an advertisement.
Facebook Cover Image Rules
You may not encourage people to upload your cover to their personal timelines
Covers may not include:
Images with more than 20% text
Price or purchase information, such as "40% off" or "Download it on socialmusic.com"
Contact information such as a website address, email, mailing address, or information that should go in your Page's "About" section
References to Facebook features or actions, such as "Like" or "Share" or an arrow pointing from the cover photo to any of these features
Calls to action, such as "Get it now" or "Tell your friends."
Contests and sweepstakes
Require a comment "tell us why..." and a pin to the top
Promotions Rules Timeline Contest Advantages
Gives you more engagement fast
Quick and easy to set up
Fun and easy to engage people to enter
Free to run
Works on mobile devices
Promotion Rules Timeline Contest Disadvantages
Do not receive an email address with the entry
Can't reshare the post easily to tell people about the contest multiple times
Need to post the rules of the contest and the required release of Facebook's responsibility for the contest somewhere within the post (or a link to the terms and rules of your contest)
Contests may not increase fans as much as a like-gated app would
Could be harder to notify the winner if the winner is not paying attention
If you require both a like and a comment, it could be a pain to validate
Promotions Rules App Contest Advantages
Gather email addresses to connect with those people again
More control over the look and feel of the contest
Can like-gate the entry so that you grow your fans
Easy resharing to promote the contest multiple times
Easy to have rules posted within the app
Contest apps have metrics that show data about when people are entering and where they are coming from
Promotion Rules App Contest Disadvantages
Barrier to entry is a little higher
Some contest apps do not work on mobile devices
Mistakes that will get your Facebook Contest Shut Down
Ignoring Facebook's guidelines.
Offering a prize that users think is too good to be true.
Breaking local, state, national, or international laws.
We reserve the right to reject or remove Pages for any reason. These terms are subject to change at any time.
Facebook graph search
Graph Search is a social search engine
It enables people to use their friends and friends of friends as a filter
Allows users to search (and provide answers) like never before
Facebook graph search example
Graph Search is based on the idea that we like the same things our friends like
Searching Google for "pizza restaurants in New Orleans"
Graph Search for "Pizza my friends like in New Orleans."
SEO for facebook
Focus on keyword-rich status updates:
Bing powers the second arm of Graph Search
Facebook recommends that brand pages optimize their content (status updates, captions, etc.) with relevant keywords.
Make sure your status updates correspond with the keyword strategy developed within the content strategy
Never forget Facebook is a public company
Remember they own the platform
"Free" is not really what it sounds like
A balanced mix of Paid, Earned and Owned is required
Read the Facebook Terms & Conditions.
With only 13 employees in April, 2012 Facebook bought Instagram for $1B in cash and stock
For brands to be successful on Instagram, they have to get past their inherent interest in selling and instead get interested in:
Having a distinctive view of the world
Cultivating a unique visual sense
Capturing things that are interesting to the brand and to the core target customer
Training your eye for what makes for a great, provocative, engaging image
Like other social networks, the way for brands to be successful on Instagram is to be...
interesting - not pushing product
Your customers love taking pictures and talking about their favorite products, so find ways to get your customers involved in your...
Make sure the pictures you post have meaning to your customers.
If you don't get excited about the picture you just took, neither will your fans. Take the time to think about what pictures your fans want to see from your brand and how to present them in an interesting way.
Give customers a better understanding of how your product is made.
Craftsmanship is a dying art in this day and age. You work hard to build products that your customers love; show that side of the story alongside your finished product.
If you have a less-than-sexy product or service, get creative.
Holding a photo contest is a great way for customers to get excited about something they'd normally consider dry, expand your audience, and educate people about the important topics that surround your brand.
Instagram best practices
Maintain a consistent posting frequency
Care about quality photography
Tap user-generated content
Integrate your Instagram strategy with other social media networks
Engage in the conversations that are going on, both on your account and others
Tag your location
Research what people in your industry are posting
Start following people in your industry
Instagram's Initial Flaws
No really good/efficient way to build audience
No Friend Finder capability
No ways to purchase followers
No built in analytics
Use Statigr.am instead
How does instagram make money?
In March, 2013 they hired Emily White from Facebook and she was charged with figuring out how to make money.
Her challenge was to figure out how to integrate marketing without jeopardizing Instagram's cool factor.
Photo ads, video ads, carousel ads
Ad solutions support the following objectives:
Clicks to website
Mobile app installs
Mobile app engagement
Reach and frequency
Pinterest for business - getting started
Establish the business account
Verify your website
Add the PinIt button to your site
For marketers Pinterest is ALL about
sales and traffic
Pinterest has a _______ average order value - $10 higher than Facebook's _______
1. Put pinners first
2. Curate your collection
Sephora Pinterest Goals
Make it easy to pin from Sephora.com
Use email to encourage Pinterest engagement
Encourage clients to pin their beauty 'shopping lists'
Analytics on pinterest
1. Track your pinning activity
2. Learn what pinners like
How does pinterest make money - history?
Originally, they partnered with a firm called SkimLinks, which automatically scans through every link posted on the site to see if it goes to a retail site with an affiliate program. If it finds that kind of link, it secretly adds an affiliate code that ensures Pinterest will make
some cash from sales that derive from that link.
Pinterest got negative press for not disclosing that little fact and ended their relationship with them due to public outcry.
How does pinterest make money?
Pinterest is striving to build a platform with the scale and engagement of Facebook and the purchasing intent of Google
Generating $1.44 per active user and expects $9.34 by 2018
Forming e-commerce partnerships with Burberry, Walmart, and Nordstrom
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