2. Want to quickly unlock
the success of Facebook
Marketing?

3. Social media marketing still in its infancy.
Compare this to ‘search marketing’
• 1995 Larry Page and Sergey
Brin meet at Stanford
• 1997 Larry and Sergey
decide that the search
engine needs a name. After
some brainstorming, they go
with Google (Numeral1 followedby 100 zeros).
• 2003 The birth of Google
Adsense really made
everything snowball.
• Mid 2000s Google
introduced Quality Score.
Adwords took off in 2004/5
• 2006 Facebook was opened to
everyone of age 13 and older
with a valid email address
• 2010 More people visited
Facebook than Google for the
week ending March 13.
• 2012 Spend on Facebook
marketing takes off.
Facebook marketing is
taking off NOW.

4. 3 step process to build
successful Facebook marketing
1. Define your aims & objectives
2. Build a great Facebook page
3. Advertise to your targeted audience

5. Define your aims & objectives
Examples of potential business aim & objectives:
Increase Brand Awareness?
Increase Engagement with your fans?
Acquire Leads/Sales?

6. Build a great Facebook page
Cover photo
-Reflect your
brand and
promotions!
Tell
users
who you
are!
Profile image -
showcase your
product and brand
logo
Build tabs and landing pages
within (The most essential
aspect of your page)

7. Tool recommendations to
build a great Facebook page
• Tab site: Free 14 day trial (up to $30/month)
• Push Social: Free 14 day trial (£25/month after free trial)

8. There are two types of
advertising
Ad type 1
Facebook Adverts
Micro targeted ads
Sponsored Stories
Ad type 2
Facebook Exchange
This is to remarket to
those who have visited
your website
Tools to use:
• Facebook ads
• Micro targeting
software
Tools to use:
• Facebook Exchange

9. ADVERT TYPE 1: Facebook ads

10. Facebook Adverts: Target key
demographic segments

11. Target different demographics
and interests!
Country - This can be narrowed down to CITY AND MILES
Age range - 20-25? 25-30? 30-40?
Gender – Male? Female? Or... Male and Female?
Also target specific interests and competitor pages!

12. Key success factors in social
• Use a unique micro targeting software and
know-how which is critical to success.
• Allows you to quickly identify the ‘winning’
formula.
• Saves months of painful and expensive
mistakes.

13. 20 Ad creatives
58 Targeting Models
1160 unique campaigns
WEEK 1 WEEK 3 WEEK5
TIME FRAME
10 Ad creatives
5 Targeting Models
180 unique campaigns
5 Ad creatives
2 Targeting Models
30 Adverts
THE WINNING
FORMULA!!
VARIABLES
Micro target Micro target
further
Micro targeting software and process
allows you to quickly identify the winning
formula

14. ADVERT TYPE 2: Retargeting on
Facebook

15. What is FBX
Retargeting?
• A visitor comes to your site and learns
about your products.
• The visitor leaves before purchasing?
You can display ads on the Facebook
platform later.

16. Remarket for engagement to all
your website visitorsRETARGET VISITORS
THAT LEAVE
WITHOUT
PURCHASING WITH
ADS
You can display ADS
ON PEOPLE’S
FACEBOOK
NEWSFEED AFTER

17. Retarget your customers with
Ads on Right Hand Side of
Facebook

18. COMPETITIONS & POSTING ON
FACEBOOK

19. Run high prize value
competitions

20. Triple YOUR LIKES with competitions

21. Get your page seen
far & wide
Facebook edge rank formula that allows us to get
your page seen far & wide and obtain limitless traffic

22. The ”weight” – likes, shares &
comments on posts is key!
Example of a
good “Edge
Rank”

23. A STEP BY STEP POSTING
PROCESS

24. Step 1: Start posting
Post on competition currently running:
Call to action – Like, enter email & share
Link to landing page
Image
No clear action,
No likes, no shares,
No engagement

25. Step 1: Start posting
Post on competition currently running:
Call to action – Like, enter email & share
Link to landing page
Image
Clear call to actions,
More likes, more shares,
A lot of engagement – VIRALITY!

26. Step 2: Promote your post –
“Sponsored story”
Post engagement ad: Sponsored Story:

27. Step 2: Choose your target to
obtain high click through
rates

28. Step 3: Engage by liking other
peoples posts and replying

29. Step 4: Sales will come
naturally through engagement

30. Try different post types to see what
your fans respond to

31. Case Study – Lakes
Cottage Holidays
Aims & Objectives:
Increase brand awareness
Increase sales
Build a massive presence on
Social Media
Engage with the right target
audience to drive results quickly!
Process and tools used to fulfil
objectives:
Built a great Facebook page through
Push Social
Through adverts (Micro targeting)
Used FBX Retargeting to achieve
sales at a low cost
Ran competitions
Engaged with their audience
Custom Audiences

32. Lakes Cottage Holiday
page

33. Lakes Cottage Holidays
competition example
RESULTS:
OVER 9,000 likes in 2
months
THOUSANDS of new
email addresses to
build a useful email
database
Tool used: PushSocial

34. Types of adverts used
General and retargeting adverts
Sponsored Stories

35. Retargeting adverts lead to 23 cottage
bookings worth over £600 at a cost of
£7.40 each!
Retarget your customers with Ads on Right Hand Side
of Facebook.

36. 371,272 impressions & 23 cottage
bookings in 17 days!

37. Retargeting for engagement resulted
in 300 new emails & 400 likes at the
cost of £75
Over 7% click
through rates on
Facebook!
Cost per clicks as
low as 12 cents

38. Brand advert & sponsored story
results

39. Acquired 739 actions (likes,
shares..) over 7 days at a low cost!

40. Push and Facebook
• We have been working with Facebook since
2009.
• First advertised in 2009.
• First competitions in 2010.
• Highest growth for social media clients 2011.
• Push now meets the budget and expertise
criteria for Facebook advertising (Accredited
in 2012). We have dedicated account
managers at Facebook.