Basics of how to use Facebook for marketing your business.

2. History
• Facebook launched Feb. 2004 by Mark Zuckerberg at Harvard
University
• Started exclusively to Harvard then slowly to only Ivy League
schools to most universities in Canada and the U.S.
• End of 2006 Facebook was open to anyone 13 and older with
a valid email address.
• Reached one trillion pages views in June 2011
• 2nd most accessed website in the U.S.
• 845 million users
• People are obsessed with Facebook

3. History
• In 2006 only employees of 10 select companies and 1 non-
profit could join Facebook
– Pepsi
– Amazon
– Apple
– Gap
– Intel
– Electronic Arts
– Intuit
– Microsoft
– Accenture
– PricewaterhouseCoopers
– Teach For America

4. Timeline Changes
• Facebook timeline introduced September 2011
• Widely implemented March 30, 2012
• Most noticeable change is the cover photo and profile picture.

5. Brand Cover Photo Restrictions
• What not to include:
• Encourage people to upload your cover to their personal timelines,
• Include price or purchase information, such as “40% off” or “Download it on YourURL.com,”
• Include contact information, like your website address, email, mailing address, or information that
Facebook wants you to put in your Page’s “About” section,
• Include references to Facebook features or actions, such as “Like” or “Share” or an arrow pointing
from the cover photo to any of these features,
• Include calls to action, such as “Get it now” or “Tell your friends.”
•
• What we can include:
• Company tagline or short phrase that explains what your business does
• An impactful word that embodies your brand
• Inspiring quote
• Names of people in your photo
• Photographer credits
• Image copyrights

6. Timeline Advertising Changes
• Timeline opened up different advertising possibilities
• Sponsored ads(i.e. social ads) Draws context straight from the
brands Facebook page. You can choose a specific post or have
the newest post always selected.
• You can see your friends who have liked or commented on the
page in the ad.
• New ads get 40% more engagement.

7. Timeline Advertising Changes
• “Facebook Offers” is another change coming with the
Timeline.
• A post will be sent to all of your fans about an offer. They
must click on it to receive the offer. By clicking on it, that
action will be posted on their friends status feeds (even
though they may not be friends with the company that posted
the offer.)

8. Timeline Changes
• No more landing pages but businesses can have personalized
tabs.
• You can send people to the tabs off of an advertisement as a
fan-gate.

9. Advertising Restrictions
https://www.facebook.com/ad_guidelines.php

10. Facebook Goals
Most Popular Most Important
• Awareness • Audience Growth
• Audience Growth • Conversion
• Conversion • Awareness
• Engagement • Engagement

11. Targeting
• Age
• Gender
• Geography
• Interests
• Language
• Education
• Relationship status
“It is interesting that the buyers surveyed are not putting high
importance on some very important options such as gender. We see
big differences in performance based on gender, so not segmenting
by this variable and controlling your budget accordingly is definitely
sub-optimal.” –Michael Lazerow, CEO of Buddy Media

12. Creative and Split Testing
• 25 character headline and
90 character body copy
and a creative image.
• Suggested to have two
creative options and run
them against each other
to see which one does
better.
• It’s suggested to change
the creative every 5-14
days.

13. Tracking
• ROI and Tracking are the biggest challenges
people face with Facebook.

14. Metrics

15. CTR
• Click-through Rate: The number of times an
ad is clicked divided by the number of
impressions.
• Our average CTR .036%

16. Reports
• You can also generate reports.
– Report Type: Ad Performance, Responder Demographics, Conversion
By Time, Inline Interactions.
– Summarized by: Campaign or by advertisement
– Filter by: No filter or by campaign
– Time Summary: Daily, weekly, monthly, yearly.
– Date Range
(You can even include deleted campaigns)

17. Advertising Performance Report

18. Responder Demographic Report

19. Conversion by Time Report

20. Inline Interactions

21. Opportunity
• 70% of respondents to this survey do not use
an agency.
• Out of the respondents that do use an
agency, 31% of them use a digital agency.
(yay!)