Facebook 301 Tutorial

FACEBOOK 301 Advertising and Insights

This tutorial is in No way endorsed or associated with Facebook the company. This tutorial has been created by the Kenai Peninsula Tourism Marketing Council as an educational aid for the KPTMC Members.

TODAY! You will…

Learn how to…Use and understand

Facebook Insights

Learn how to…Create a Facebook Advertisment

Learn how to…Stay current with the “What’s Happening” on Facebook .

Get the Checklist!Facebook’s Marketing Boot Camp Week 3 Checklist

FACEBOOK 301 Advertising and Insights

Lets get started!

FACEBOOK 301 Overview

Insights:

•Graph and generate charts. •Outline fan engagement.•Outlined reach.•Calculate engaged post interactions.•Organize viral content.

FACEBOOK 301 How to Use and Understand Insights

Insights are used for both personal and professional strategy decision making.

You Facebook Fan Page Insight data can easily be downloaded as an .XLS or .CSV

with specified date ranges.

By using Facebook Insights you’ll be able to determine the best time of day to

post, the best day of the week to post and what type of content is most

popular.

FACEBOOK 301 Facebook Data

Date Daily People Talking About ThisWeekly People Talking About This28 Days People Talking About ThisDaily Page Stories Weekly Page Stories 28 Days Page StoriesDaily The number of people sharing stories about your page. These stories include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. (Unique Users)Weekly The number of people sharing stories about your page. These stories include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. (Unique Users)28 Days The number of people sharing stories about your page. These stories include liking your Page, posting to your Page's Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. (Unique Users)Daily The number of stories created about your Page. (Total Count)Weekly The number of stories created about your Page. (Total Count)28 Days The number of stories created about your Page. (Total Count)

8/28/12 125 478 3420 195 975 71438/29/12 330 633 3510 445 1261 73068/30/12 216 737 3516 286 1419 73308/31/12 230 792 3030 371 1585 6703

9/1/12 34 796 2746 55 1602 63269/2/12 23 803 2687 28 1617 62399/3/12 18 744 2588 24 1404 59679/4/12 158 765 2467 287 1496 58689/5/12 121 605 2296 194 1245 55429/6/12 221 606 2261 311 1270 55759/7/12 173 561 2164 248 1147 54279/8/12 24 556 2134 29 1121 52979/9/12 18 555 2137 19 1112 5289

9/10/12 237 659 2034 339 1427 52629/11/12 180 691 2036 234 1374 53109/12/12 102 674 2032 170 1350 52829/13/12 271 727 1779 393 1432 50729/14/12 260 794 1836 350 1534 52269/15/12 51 813 1855 67 1572 52429/16/12 21 815 1865 27 1580 52559/17/12 200 791 1887 353 1594 54489/18/12 160 757 1873 233 1593 54389/19/12 265 896 1951 335 1758 56149/20/12 108 845 2031 143 1508 56299/21/12 170 779 2063 250 1408 56749/22/12 117 807 2080 143 1484 57799/23/12 35 807 2086 42 1499 58089/24/12 217 810 2090 309 1455 58809/25/12 162 837 2109 257 1479 59429/26/12 163 717 1985 247 1391 57449/27/12 6389/28/12 635

When you export your Facebook fan page’s Insights, you will be emailed a massive amount of data located in several different tabs that provide you with information from your “Key metrics” to “Lifetime Subscriptions by Language”.

FACEBOOK 301 Why Insights

Why do I need this data?Knowledge is PowerUsing Insights, you can get detailed data on how your fan page is growing. It shows all of your fans and when they joined. It also breaks down the demographics for you so that you know your market better. You’ll find out, for example, that there are lots of males in their early 20s in the American Midwest who are fans. You can also get data on likes and unlikes.

For example:Lets say you measure your advertisement or giveaway’s success by how many “Likes” you acquired during the promotion. This data can be exported and monitored.

Recommendation: Keep It Simple Silly!Become familiar with KISSmetrics. Learn more about Insights and other media trends by clicking or typing in:http://blog.kissmetrics.com/guide-to-facebook-insights

FACEBOOK 301 Advertising

Readyto advertise!?

1. Go to www.Facebook.com/Advertising

2. To access your Advertising dashboard you will need to switch

back into an individual.

3. From the dashboard you have the ability to monitor your

existing advertisements or to create new advertisements.

FACEBOOK 301 Planning Tool

Let’s Start with a Plan:SlideRocket has a Marketing Strategy & Plan Template by Miris Design that is completely customizable and quite attractive.http://app.sliderocket.com/app/FullPlayer.aspx?id=c8818e89-4ace-4112-a6ee-80a277bc8fb2

1. Join SlideRocket 2. Get the SWOT analysis 3. Customize your plan.

FACEBOOK 301 Building your Advertisement

When you begin building your advertisement, you will need to decide where the advertisement will land when it is clicked. Are directing people to an external blog or website? If so, you will been to provide a URL.Are you encouraging visits to an event page or application? After creating the Facebook event or application you should be able to view it in drop down menu.

FACEBOOK 301 URL Ad’s

URL ADVERTISMENTWhen you driving traffic to an external (outside of Facebook) Blog, Website, etc… Facebook will pull details from the destination and generate a recommendation.

Top Not-So-Secret Tips:1.By hovering your mouse over the question marks [?] Facebook will provide you with a detailed description of each field. 2.Keep in mind that Facebook users do not like to navigate away from Facebook. URL redirecting is best used for promoting an event, contest or an attractive landing page.

FACEBOOK 301 Targeting Your Audience

Like credit card companies, Facebook is collecting data on you.

“With more than 950 million users, Facebook is collecting a lot of data. Every time you click a notification, visit a page, upload a photo, or check out a friend’s link, you’re generating data for the company to track. Multiply that by 950 million people, who spend on average more than 6.5 hours on the site every month” - Eliza Kern

With this massive amount of data, Facebook is helping you target the your audiences precise interests. Maximize your advertisement's efforts using your Facebook’s Insights and a little thorough planning.

Tip:Fan pages that do a high volume of advertising should become familiar with Facebook’s Power Editorhttp://ads.ak.facebook.com/ads/FacebookAds/Power_Editor_2012.pdf

FACEBOOK 301 Setting Your Bid

Campaign BudgetThere are two options when building your advertising campaign. There is a

Daily Budget and a Lifetime Budget. A daily budget will aggressively target the

specified demographic up to the amount you have allocated. A lifetime budget will spread out the funds over

the campaign’s schedule.

Campaign ScheduleYou can choose to continuously run

your campaign until your funds run out or you can set a specific time frame.

CPC VS. CPM

Cost Per Click (CPC)You have chosen to advertise a URL.

This means you'll be charged every time someone clicks on your ad (CPC).

Cost Per Thousand Impressions (CPM)You have chosen to pay for impressions

(CPM). This means you'll be charged every time someone sees your ad or

sponsored story.

Tip:Facebook’s Advertisement rates are set on a bidding system. Your Ad’s best chance of being viewed weighs on how much you are willing to pay. Usually you are charged less based on qty of competition. Bidding Low = Bad idea

FACEBOOK 301 Facebook Destination Ad’s

There are two ways to Promote a Page Post.

1. By choosing to Create an Ad.2. By clicking the Promote button at the bottom of a recent post.

FACEBOOK 301 Facebook Destination Ad Infographic

LOVE, LOVE, LOVE FOR INFORGRAPHICS!

FACEBOOK 301 Facebook Destination Ad Infographic

FACEBOOK 301 Facebook Destination Ad Infographic

http://www.bitrebels.com/social/simple-guide-facebook-ads

FACEBOOK 301 Smart Resources

Facebook’s Marketing Classroom is a great resource and trending

education tools.

Visit http://www.facebook.com/marketing

and explore their applications.

FACEBOOK 301 Week 3 Checklist

Start putting Social Media to work for you! Download the Check List:

http://ads.ak.facebook.com/ads/FacebookAds/Bootcamp_Week3_Checklist.pdf