This is a presentation I did at SMX on the basics of setting up a Facebook Fan page and some Facebook advertising tips - with real-life case studies. In one I target one guy (a client) I had lunch with with a Facebook Ad...

1. The Future of Search

2. Today: Building an effective Fan Page
& Facebook Ad Campaign

3. Facebook Fan Pages

4. Facebook - The Numbers
• More than 950 million active people (up from 550 million in
April 2011)
• 50% of active participants log on to Facebook in any given
day, 543 Million on Mobile
• Average person has 130 friends
• People spend over 700 billion minutes per month on
Facebook (BTW, that’s 1.33 million years – give or take)
• Source: http://newsroom.fb.com/content/default.aspx?
NewsAreaId=22

5. Let’s hop to it...

6. Facebook Fan Pages - Warning
Only do this if you have the time and the resources to manage
a Fan Page.
You’re about to see a glimpse at what’s involved…

7. Facebook Pages – Which Type?

8. Facebook Pages – Which Type?

9. Facebook – Communities
A Facebook Community Page helps people to connect with topics,
causes or experiences. Think, ‘Facebook Wiki’.

10. Facebook – Groups
• A Facebook Group is a small-scale, more personal (and often
more private) way for people to interact
• Recommended for clubs, company working groups, causes,
alumni’s, etc.

11. Facebook Fan Pages
Facebook Fan Pages
allow companies,
celebrities & bands to
engage & speak with
the people that “like”
them.

12. How to create a Fan Page
They’re easy to create.
Simply ‘Create a Page’!

13. Facebook – Brand Ambassador
Having created Fan Page, appoint a “brand ambassador”.
This is the person who will be the “face” or “voice” of your Fan
Page.
Tip, be careful if use your own profile for this; could be better to
either create a new one for yourself (risky and against FB’s
ToS) or get someone else to it…

14. Facebook Fan Pages
Tips to make an impact:
Make a cool profile picture:
http://www.allfacebook.com/facebook-
profile-photo-hacks-2009-02
SEO your Page information for Brand
and keywords

15. Facebook Fan Pages
FBML is D.E.D, or G.A.W.N.
In March 2011, Facebook replaced FBML
with iFrame system to ‘help’ brands re-
do their own fan pages and make them
more customised...
Facebook Tabs have gone too and have
been moved to ‘Nav links’ on the left of
the page. Not happy Jan.

16. Facebook Fan Pages
What this means?
Here’s how they used to
look...

17. Facebook Fan Pages

18. Facebook Timeline

19. Facebook Timeline

20. Facebook Timeline

21. Facebook Timeline

22. Facebook Timeline
Promote content using ‘Pin to Top’

23. Facebook Fan Pages – Apps
Find a third party App provider, or get someone to help build an app
for you to do this... The below is a 3rd party iFrame app from
http://iframes.wildfireapp.com/

24. Facebook Fan Pages
Add the app to your page...

25. Facebook Fan Pages
1. Name Tab
2. Add HTML
3. Save Changes

26. Facebook Fan Pages
Useful Resources:
http://www.practicalecommerce.com/articles/2645-3-
Tools-to-Create-New-Facebook-iFrame-Pages-
http://iframes.wildfireapp.com/
Tutorial for PHP programmers:
http://www.hyperarts.com/blog/customizing-facebook-
iframe-application-signed_request_reveal_tab/

27. Facebook Fan Pages
Tip, buy a nice-
looking template and
modify it.
www.flashmint.com

28. Facebook Fan Pages
Tips to help with page & reputation management:

29. Facebook Fan Pages
Final Marketing Tips
• 25+ fans = Vanity URL
• Use Facebook Plug-in tools to promote on your own website
• Invite friends to become fans
• Have friends ‘like’ comments - 5+ means more chance of post
appearing on Fans news feeds.
• Link Facebook Fan Page posts to Twitter (keep updates to
under 140 characters)
• Add ‘like’ buttons to all content on your website

30. Facebook Fan Pages
Promoting – Tips
• Try using Google Ads to promote your Fan Page – run them out
through the content network

31. Facebook Fan Pages
Incentivise ‘Likes’ with a ‘reveal’ custom tab

32. Facebook Fan Pages
Analytics

33. Facebook Ads

34. Facebook Ads
• Facebook Ads can reach up to 955 Million People Globally
(Australia, over 10.9 million)
• They differ from Google Ads. Google Ads work on search terms
and contextual placements
• Facebook Ads work because you show them to a target
demographic of people who ‘like’ stuff you do or sell.

35. Facebook Ads
There are basically 2 types
1. An Internal Ad which promotes your
Facebook Fan Page or Group
2. An External Ad which links out of
Facebook to your website

36. Facebook Ads

37. Facebook Ads

38. Facebook Ads – Basic Targeting

39. Facebook Ads

40. Facebook Ads

41. Facebook Ads
I recommend CPC over CPM (Cost
per 1,000 impressions)
The Benefit is unlimited
impressions and you only pay on
clicks.

42. Facebook Ads Analytics

43. Facebook Ads
Another Benefit... Attribution.

44. Facebook Ads - Case Study
Case study:

45. Facebook Ads - Case Study

46. Facebook Ads - Case Study

47. Facebook Ads
Top Tips
• Update your Ad’s every couple of days (this prevents Ad Fatigue)
– Use different pics, update copy & test offers etc.
• Competitions work a treat for eDM list building - I’ve witnessed
up to 30% Conv Rate (& the ‘list’ converted too)
• In your ads, use images of people & faces, they seem to get
better engagement & split test
• Ads which are quirky, fun and edgy work well (Facebook Ads are
not Google Ads)
• Facebook Ads are not ‘set and forget’ (like Google Ads!?). If you
want them to work, you need to work.

48. Other Facebook
Marketing Tactics

49. Facebook Marketing Ideas…
Encourage Facebook Check in’s

50. Facebook Marketing Ideas…
People regularly see that their friends are going to your
store/hotel/whatever… Your name is going a little viral (for
free)

51. Facebook Marketing Ideas…
Then you start showing Ads to all your Facebook ‘friends of Fans’.
This is powerful because Friends of Fans have hopefully already
heard of you, so are more likely to be interested (and trusting).

52. In Summary…
• Only setup a Facebook Fan Page if you have the resources to do
it justice
• Facebook Fan Pages need a casual, but authentic voice
• The Page can bring your great people out from behind the
‘corporate’ site (its fun, different & motivating)
• Facebook Ads require experimentation and close monitoring.
• Facebook Ad’s work

53. Questions?
To contact me (Chris Thomas) personally
• E: Christ@reseo.com
• P: 03 9415 2383
• M: 0414 986 957
• Reseo
• www.reseo.com
• Main References: http://www.seomoz.org/blog/facebook-marketing-
ultimate-guide