White Paper created for www.Zibaba.com

1. Your Social & Mobile Marketing Advisor
HOW TO
DRIVE TRAFFIC USING
FACEBOOK & MOBILE
A
Guide
to
Using
Social
&
Mobile
to
Generate
Leads
and
Increase
ROI

2. ZIBABA'S ALL-INONE SOCIAL &
MOBILE PLATFORM
WELCOME
TAB
FACEBOOK
STORE
MOBILE
WEBSITE
COUPONS
&
DEALS
SWEEPSTAKES
CONTENT
MANAGER
Increase
fans,
collect
leads,
and
improve
customer
service
AutomaEcally
sync
with
Facebook
to
create
a
mobile
site
in
minutes
…Lets
you
manage
your
enEre
social
&
mobile
strategy
from
one
powerful,
integrated
system
Drive
traffic
and
collect
qualified
leads
Sell
OR
showcase
products/
services
on
Facebook
Build
your
loyalty
club
and
incenEvize
your
fans
ZIBABA
ADS
DIRECT
Request
a
demo
Publish
and
schedule
Facebook/TwiOer
content
with
a
single
click
SOCIAL
BUTTONS
Facebook
ads
for
desktop,
tablet
and
mobile
2
Retarget
consumers
with
“like,”
“recommend”
and
“want”
buOons

3. CONTENTS
How to Drive Traffic
Using Facebook & Mobile
By
Allison
Freedenfeld
04
Allison
is
the
Director
of
Product
MarkeEng
at
Zibaba,
where
she
develops
strategies
to
help
small
businesses
drive
traffic
and
increase
revenue
using
social
media
and
mobile.
05
10
11
35
She’s
worked
with
a
variety
of
agencies,
internaEonal
brands,
Yps
and
small
businesses
to
build
authenEc
and
meaningful
relaEonships
with
consumers.
IntroducEon
How
to
Maximize
Facebook
How
to
Generate
Leads
on
Facebook
&
Mobile
Facebook
AdverEsing
for
Desktop
&
Mobile
How
to
Measure
your
Facebook
&
Mobile
Success
3

4. INTRODUCTION
A[er
almost
two
decades
of
online
markeEng
and
adverEsing
there
is
sEll
a
misconcepEon
that
if
you
build
a
page
on
Facebook
you’ll
get
traffic
and
thus
leads.
Unfortunately,
that’s
WRONG!
You
can
spend
$10,000
on
a
beauEful
website,
but
if
you
don’t
implement
SEO,
SEM,
or
email
markeEng,
you
won’t
get
much
traffic.
Similarly,
building
a
page
on
Facebook
won’t
do
your
business
any
good
if
no
one
is
reading
your
content,
or
sharing
with
their
friends.
So,
how
do
you
drive
traffic
and
convert
that
traffic
into
actual
sales?
UElize
the
most
popular
site
on
the
planet
to
drive
targeted
traffic
and
generate
more
leads.
Facebook
captures
10%
of
all
Internet
traffic,
with
visitors
spending
an
average
of
28
minutes
a
day
surfing
it’s
pages.
Just
under
half
of
the
U.S.
populaEon
is
using
smartphones
–
155M
people
–
and
Facebook
is
used
by
70%
of
them!
4

5. CHAPTER 1
ESTABLISH YOUR GOALS
Get
found
How to Maximize
Facebook & Mobile
Create
Engaging
Content
Word-­‐of-­‐Mouth
MarkeEng
Create
a
Loyal
Community
Generate
Leads!
Four
out
of
five
consumers
are
more
inclined
to
buy
a
brand
a[er
being
exposed
to
its
social
media
presence.
5

6. GET FOUND: FACEBOOK SOCIAL GRAPH
Originally
announced
in
January
2013
and
dubbed
Graph
Search,
the
new
search
engine
lets
you
search
your
Facebook
social
graph
for
people,
places,
photos
and
interests.
The
Graph
Search
feature
combines
the
big
data
acquired
from
its
over
one
billion
users
and
external
data
into
a
search
engine
providing
user-­‐specific
search
results.
6

7. How
to
Make
the
Most
of
Graph
Search
1. Choose
Your
Category
People
find
your
company
based
on
category;
therefore
it’s
important
to
choose
the
category
that
best
describes
your
business.
3. Use
the
Facebook
search
bar
to
search
your
company
name
and
see
how
many
pages
come
up.
There
could
be
more
than
one
due
to
mulEple
check-­‐ins
from
customers
or
employees,
so
you
would
need
to
merge
or
delete
Pages
you
don’t
want.
2. Setup
Your
Vanity
URL
The
next
step
in
personalizing
your
business
page
is
to
create
a
vanity
URL
(customized
web
address).
By
default,
your
Facebook
Page
will
get
a
randomly
assigned
number
and
URL,
but
it’s
possible
to
customize
your
Facebook
URL
to
something
like
facebook.com/mybusiness.
4. Encourage
Check-­‐ins
Once
your
locaEon
is
claimed,
encourage
your
customers
to
check-­‐in.
Check-­‐ins
allow
people
to
share
their
locaEon
on
Facebook
via
their
phone.
Here
are
a
few
ways
to
encourage
check-­‐ins
to
improve
your
Graph
Search
ranking.
• Offer
a
discount
to
an
individual
for
checking
in
or
a
freebie
for
checking
in
a
certain
number
of
Emes
• Donate
to
a
specified
charity
each
Eme
a
consumer
does
a
check-­‐in
A
check-­‐in
• Include
signage
at
your
offline
locaEon
3. Claim
Your
LocaMon
Graph
Search
results
are
o[en
based
on
locaEon.
If
you
don’t
have
your
business
address
listed
correctly
on
the
Page,
you
won’t
appear
in
locaEon
based
searches.
7

8. 5. Complete
Your
Profile
Make
sure
your
page
has
up-­‐to-­‐date
informaEon,
such
as
locaEon,
contact
informaEon,
hours,
keywords,
etc.
The
more
opEmized
your
page
is
for
keywords
of
the
services
you
provide,
or
products
you
sell,
the
more
likely
you
are
to
be
picked
up
in
search
results.
7. Increase
‘Likes’
and
Engagement
Don’t
focus
solely
on
building
page
‘Likes.’
‘Likes’
a
great,
but
‘likes’
from
engaged
users
are
more
important
because
the
more
you
have,
the
beOer
the
likelihood
of
your
site
showing
up
in
a
search
result.
Here
are
6
post
types
that
increase
engagement:
8. Monitor
Your
CompeMtors
Graph
Search
gives
you
the
ability
to
look
at
the
demographics
of
not
only
people
who
like
your
page,
but
those
who
like
the
compeEEon
as
well.
Take
a
deeper
look
into
the
age,
race,
gender
and
locaEon
breakdowns,
and
make
adjustments
in
your
markeEng
strategy.
6. Post
Content
Regularly
The
more
you
post,
the
more
you
can
engage
your
current
viewers
and
increase
the
likelihood
of
aOracEng
new
people
to
your
page
by
opEmizing
your
posts
for
your
keywords
as
well.
Here’s
a
few
Eps:
• Post
images/
video
regularly
• Tag
your
business
in
all
Emeline
and
profile
images/
videos
• Include
keywords
in
image
descripEons
8

9. CREATE ENGAGING CONTENT
1. Relatable
Examples
Get
creaEve
about
showcasing
your
products
and
services.
Inspiring
your
fans
to
think
outside
of
the
box
gives
them
new
reasons
to
conEnue
purchasing
your
products
and
services.
High-­‐quality
content
must
be
an
integral
element
of
a
company's
overall
markeEng
strategy.
A
constant
stream
of
good
content
on
your
Facebook
Page
can
help
your
SEO
as
well
as
posiEon
your
company
as
a
source
of
valuable
and
interesEng
informaEon.
The
beOer
your
content
on
Facebook,
the
more
engaged
your
users
will
be,
the
more
shareable
your
content
is
and
ulEmately,
the
more
leads
you
will
generate.
The
key
to
a
strong
content
strategy
is
to
get
to
know
your
potenEal
customers
online,
make
connecEons,
communicate
and
share
informaEon.
Engage
consumers
with
the
following
types
of
content:
9

10. 2. Images
Images
have
the
highest
engagement
rates
on
Facebook.
Share
images
of
your
products
and
services,
your
offline
locaEon,
projects
you
are
working
on,
even
grumpy
cats…if
you
can
relate
it
back
to
your
business.
3. Videos
When
it
comes
to
having
content
variety
on
your
page,
a
video
can
be
a
nice
change
of
pace.
Videos
involve
a
longer
commitment
from
your
audience,
so
make
sure
they’re
good!
10

11. 4. Ask
QuesMons
Facebook
is
about
offering
people
the
opportunity
to
engage
with
your
business.
You
can
ask
anything…simple
or
thought
provoking.
QuesEons
that
ask
WHERE,
WHEN
and
SHOULD
have
consistently
strong
engagement
levels.
5. Quotes
or
Facts
Post
a
staEsEc
relevant
to
your
industry
or
a
quote
from
an
influencer
in
your
industry.
This
type
of
content
is
simple
for
the
reader
to
digest,
making
it
easier
for
them
to
act
on
the
message
via
a
Like,
comment,
or
share.
11

12. 6. Locally
Relevant
News
You
don’t
have
to
be
the
local
news
channel
to
post
about
things
happening
in
your
town
or
city.
Keep
your
fans
engaged
by
being
a
resource
on
everything
interesEng
or
fun.
7. Blog
ArMcles
Blogging
can
be
extremely
helpful
in
not
only
engaging
your
Facebook
community,
but
helping
your
SEO
strategy.
A
blog
also
gives
you
a
reason
to
send
people
to
your
website
on
a
regular
basis.
12

13. WORD OF MOUTH MARKETING
Many
people
find
referrals
to
be
much
more
credible
than
adverEsements
and
if
you
can
get
other
people
to
generate
buzz
by
talking
about
your
product
or
service
publicly,
the
results
could
be
highly
profitable.
Word
of
Mouth
MarkeEng
works
for
two
main
reasons.
First,
it’s
beOer
targeted.
We
are
highly
unlikely
to
tell
our
friends
about
something
in
which
they
are
not
interested.
Second,
it’s
more
persuasive
because
the
moEvaEon
of
our
friends
is
not
to
sell
us
something.
58%
of
Facebook
users
Word-­‐of-­‐Mouth
expect
offers,
30x
more
MarkeEng
is
or
promoEons
when
they
effecEve
than
other
become
f
ans.
types
o f promoEons
Word
of
mouth
markeEng
success
could
happen
on
its
own.
But,
there
are
some
things
you
can
do
to
encourage
it.
13

14. How
To
Increase
Your
Word-­‐Of-­‐Mouth
Marke;ng
1. Target
Influencers
3. Build
Trust
The
success
of
Word
of
Mouth
markeEng
depends
on
customer’s
trust
of
the
brand.
You
have
to
earn
enough
merit
to
become
a
worthy
topic
of
conversaEon.
You
can
do
this
with
an
excepEonal
product
and
by
maintaining
integrity
across
online
pla|orms
(your
website,
social
media,
and
mobile).
Connect
with
leaders
and
influencers
in
your
space:
journalists,
public
figures,
bloggers,
or
even
trendse{ng
fans.
Make
a
list
of
influencers
that
appeal
to
your
key
demographic
and
make
sure
that
they
know
about
your
business.
Take
the
Eme
to
learn
about
them
and
why
they
are
influenEal,
then
open
up
a
dialogue
by
engaging
with
THEIR
content
in
ways
that
are
relevant
to
your
business.
4. UMlize
Customer
TesMmonials
Encourage
customers
to
write
reviews
or
tesEmonials
and
publish
them
online.
PosiEve
and
in-­‐depth
reviews
could
help
you
intrigue
new
prospecEve
customers
into
trying
your
product
or
service.
2. Be
A
Thought
Leader
Not
only
do
you
want
to
target
the
influencers
in
your
space…You
want
to
be
one!
Figure
out
what
makes
you
and
your
business
unique,
and
tell
people
about
it.
14

15. BUILD A LOYAL COMMUNITY
275
likes,
328
Tweets,
101
Shares,
39
comments.
Many
businesses
see
their
social
media
following
as
a
list,
a
database
or
a
host
of
numbers
without
any
acknowledgement
that
there
is
a
human
being
at
the
other
end.
If
your
goal
is
to
increase
sales
for
your
business
with
social
media,
you
need
to
develop
a
loyal
fan
base
that
will
begin
to
regard
you/
your
brand
as
a
leading
authority
and
best-­‐of-­‐
breed
in
your
marketplace.
Having
strategic
and
authenEc
interacEon
with
your
fans
is
the
key
to
your
success.
15

16. Tips
For
Building
a
Loyal
Community
1. Be
Personable
4. MoMvate
Users
Focus
on
what
your
audience
wants
and
why
they
are
following
you.
Is
it
because
they
think
that
you
can
give
them
great
advice
on
building
a
business?
If
it
is,
then
feed
them
exactly
that.
When
markeEng
with
social
media
it
pays
to
remember
that
every
message
is
a
personal
communicaEon
between
you
and
them.
If
your
message
makes
people
feel
like
you
are
talking
exclusively
to
them
it
will
cement
the
relaEonship.
5. Be
A
Resource
People
primarily
use
social
media
because
they
are
searching
for
informaEon.
If
you
do
not
provide
the
answer
to
the
problem
directly,
then
point
the
person
in
the
direcEon
of
where
it
can
be
found.
People
will
remember
who
got
them
to
their
desEnaEon.
2. Tell
Stories
Brands
or
individuals
that
have
been
successful
in
social
media
are
those
that
are
able
to
tell
the
best
stories
through
digital
means,
in
the
most
interesEng
ways.
3. Involve
the
Audience
6. FREE
is
a
Good
Thing
Make
it
so
that
instead
of
just
reading,
people
actually
have
to
be
part
of
the
conversaEon
and
add
their
own
opinion
to
the
story.
16
Just
think
what
it
feels
like
when
you
get
something
for
nothing
and
how
that
makes
you
feel.
Wouldn’t
you
like
your
social
media
audience
to
feel
like
that?

17. CHAPTER 2
How to Collect Leads Via
Facebook and Mobile
WHAT IS A LEAD?
The
term
“lead”
can
vary
from
business
to
business;
however,
a
sales
lead
is
a
person
that
has
the
interest
and
authority
to
purchase
a
product
or
service.
17

18. BUILD AN ENGAGING PRESENCE
Custom
Landing
Page
You
probably
have
some
sort
of
lead
generaEon
form
on
your
website,
whether
it’s
“Get
our
NewsleOer,”
“Contact
Us”
or
“Apply
Now.”
It’s
the
way
that
you
currently
collect
contact
info
for
potenEal
leads.
By
adding
a
welcome
tab
to
your
Facebook
page
you
can
introduce
visitors
to
your
business
and
facilitate
lead
capture.
Think
about
adding
a
“Contact
Us,”
“Book
Now”
or
“Subscribe”
funcEonality
to
capture
leads
without
sending
customers
away
from
Facebook.
Customized
landing
pages
convert
35%
of
page
visitors
to
fans,
while
accounts
without
customized
landing
pages
convert
only
19%.
18

19. What
to
Include
on
Your
Welcome
Tab
1. Call
to
AcMon
4. Reviews
build
consumer
trust.
Add
links
to
your
profile
from
customer
review
sites
like
Yelp.
Do
you
want
people
to
‘like’
you,
join
your
mailing
list,
answer
a
quesEon?
Tell
them!
5. Lead
GeneraMon
Form
2. Address/
Hours
of
operaMon
Help
your
customers
find
you!
Incorporate
Google
Maps
and
provide
hours
of
operaEon.
6. Social
Sharing
Bucons
Grow
your
business
on
Facebook
by
allowing
fans
to
spread
the
word
to
their
friends,
virally.
3. Images/
Video
Photos
and
videos
give
your
Welcome
Tab
personality.
Show
off
photos
of
your
products
and
services
or
share
a
video
that
to
get
customers
acquainted
with
your
business.
4. Consumer
Reviews
A
contact
form
is
a
simple
way
to
generate
leads.
Fans
can
easily
input
their
informaEon,
allowing
you
to
follow
up
via
email.
7. Business
DescripMon
Create
bulleted
lists
if
there
is
a
lot
of
content
to
read.
Make
it
short
with
easily
scanable
and
relevant
points.
19

20. Showcase
Or
Sell
Products/
Services
Create
a
store
within
Facebook
to
drive
customer
acquisiEon
(trial),
customer
loyalty
(re-­‐purchase),
customer
advocacy
(word
of
mouth),
and
improve
customer
experience
But,
don’t
limit
your
store
to
selling.
Businesses
such
as
car
dealerships
or
real
estate
professionals
can
showcase
products
and
services
on
Facebook
to
drive
traffic
and
generate
leads.
No
one
in
their
right
mind
is
going
to
purchase
a
car
or
a
house
on
Facebook,
yet
consumers
are
seeking
informaEon
about
your
business
via
Social
Media.
Provide
them
with
all
the
informaEon
necessary
to
make
purchasing
decisions
by
showcasing
your
car
inventory,
for
example,
and
collecEng
qualified
leads
from
interested
consumers.
74%
of
consumers
rely
on
social
networks
to
guide
purchase
decisions
20

21. How
to
Create
a
Successful
Store
1. Offer
Specialty
Items
4. IncenMvize
Consumers
Although
you
can,
we
suggest
you
don’t
replicate
you
web-­‐store
in
Facebook.
Offer
something
exclusive,
new
and
compelling
that
customers
can’t
get
elsewhere
Coupons
have
a
built-­‐in
visual
appeal
and
an
innate
call
to
acEon.
A
coupon
with
a
limited
Eme
offer
adds
a
sense
of
urgency
in
a
customer’s
mind.
They
immediately
start
thinking
more
seriously
about
how
much
they
want
your
product
and
coupons
can
be
the
difference
between
a
customer
browsing
your
site
and
a
customer
making
an
immediate
purchase.
IncenEvize
fans
and
the
friends
of
fans
to
purchase
your
products
and
services.
2. Exclusive
Discounts
for
Fans
Harness
the
power
of
your
biggest
fans
and
by
offering
fan
exclusives.
UlEmately
they're
your
biggest
supporters,
so
it
pays
to
offer
them
something
special.
You'll
be
rewarded
as
they
spread
their
enthusiasm
to
their
friends.
5. AcMvely
promote
your
Store
UElize
Facebook
AdverEsing
and
your
Facebook
Timeline
Page
to
promote
your
products,
promoEons
and
discounts
within
Facebook.
UElize
other
social
networks,
email
markeEng,
and
your
company
newsleOer
to
drive
addiEonal
traffic.
3. Full
Payment
Processing
Although
you
can,
we
suggest
you
don’t
replicate
you
web-­‐store
in
Facebook.
Offer
something
exclusive,
new
and
compelling
that
customers
can’t
get
elsewhere
21

22. Go
Mobile
While
nearly
75%
of
users
prefer
a
mobile-­‐friendly
site,
96%
of
consumers
say
they've
encountered
sites
that
were
clearly
not
designed
for
mobile
devices.
This
is
both
a
big
problem
and
a
big
opportunity
for
companies
seeking
to
engage
with
mobile
users.
Mobile-­‐friendly
sites
turn
users
into
customers
The
fastest
path
to
mobile
customers
is
through
a
mobile-­‐friendly
site.
If
your
site
offers
a
great
mobile
experience,
users
are
more
likely
to
make
a
purchase.
1. When
they
visited
a
mobile-­‐friendly
site,
74%
of
people
say
they're
more
likely
to
return
to
that
site
in
the
future
2. 67%
of
mobile
users
say
that
when
they
visit
a
mobile-­‐friendly
site,
they're
more
likely
to
buy
a
site's
product
or
service
22

23. Not
having
a
mobile-­‐friendly
site
helps
your
compe;tors
Non-­‐mobile
friendly
sites
can
hurt
your
reputa;on
It
turns
out
that
you
can
lose
more
than
the
sale
with
a
bad
mobile
experience.
A
site
that's
not
designed
for
mobile
can
leave
users
feeling
frustrated,
and
these
negaEve
reacEons
translate
directly
to
the
brands
themselves
• 61%
of
users
said
that
if
they
didn't
find
what
they
were
looking
for
right
away
on
a
mobile
site,
they'd
quickly
move
on
to
another
site
• 48%
of
users
say
they
feel
frustrated
and
annoyed
when
they
get
to
a
site
that's
not
mobile-­‐friendly
• 79%
of
people
who
don't
like
what
they
find
on
one
site
will
go
back
and
search
for
another
site
• 36%
said
they
felt
like
they've
wasted
their
Eme
by
visiEng
those
sites
• 50%
of
people
said
that
even
if
they
like
a
business,
they
will
use
them
less
o[en
if
the
website
isn't
mobile-­‐friendly
• 52%
of
users
said
that
a
bad
mobile
experience
made
them
less
likely
to
engage
with
a
company
A
great
mobile
site
experience
is
becoming
increasingly
important,
and
users
are
more
likely
to
use
a
compeEtor’s
site
if
they
have
a
bad
mobile
experience.
48%
said
that
if
a
site
didn't
work
well
on
their
smartphones,
it
made
them
feel
like
the
company
didn't
care
about
their
business
23

24. OFFER INCENTIVES
Without
adverEsing,
contests
don’t
get
entries,
coupons
don’t
get
redeemed
and
nobody
shows
up
to
get
a
free
cookie
at
your
bakery’s
grand
opening…but
did
you
know
that
for
every
dollar
spend
on
adverEsing
worldwide,
THREE
more
are
spent
on
promoEons?
Coupons
&
Deals
A
coupon
is
a
powerful
social
media
tool.
A[er
all,
the
biggest
reason
consumers
“like”
a
business
page
is
because
they
are
seeking
deals.
When
a
user
claims
a
Coupon
or
Deal
on
Facebook
or
mobile,
they
get
an
email
explaining
next
steps.
That’s
right,
email!
Coupons
and
deals
are
a
great
entry
into
the
personal
email
boxes
of
those
who
click
“Get
Offer.”
58%
of
Facebook
users
expect
offers,
or
promoEons
when
they
become
fans.
24

25. How
to
Create
Coupons
That
Get
Claimed
&
Shared
1. Write
Good
Copy
• Make
sure
the
deal
is
worth
something
great.
The
best
headline
in
the
world
can’t
save
a
crappy
deal
• Play
around
with
the
wording
and
try
different
variaEons.
You
can
always
change
the
copy
on
any
deal
during
its
run
• Keep
it
short,
succinct
and
enEcing
2. Add
a
“Like”
Gate
With
Zibaba,
users
can
see
all
the
important
details
to
determine
whether
or
not
they
are
interested
in
a
coupon
or
deal,
but
in
order
to
claim
or
purchase
the
deal,
they
must
first
“like”
the
business
page
3. Include
Sharing
Bucons
With
Zibaba,
users
can
see
all
the
important
details
to
determine
whether
or
not
they
are
interested
in
a
coupon
or
deal,
but
in
order
to
claim
or
purchase
the
deal,
they
must
first
“like”
the
business
page
4. AdverMse,
AdverMse,
AdverMse
Share
the
coupon
on
your
wall,
and
create
a
Facebook
ad
to
drive
traffic.
Include
a
link
to
the
coupon
in
your
email
blasts
and
newsleOers…even
create
a
QR
code
and
post
it
at
your
register
so
users
can
access
the
deal
from
your
offline
locaEon
25

26. Sweepstakes
CompeEEons
are
sEll
one
of
the
best
things
you
can
do
to
increase
page
‘Likes,’
generate
leads,
and
gather
informaEon
on
potenEal
customers.
Many
different
types
of
businesses
can
benefit
from
Facebook
contests.
For
example,
if
you’re
a
web
designer,
you
can
offer
a
free
landing
page
design.
If
you’re
a
florist,
you
could
offer
a
“Fresh
Flowers
for
a
Month”
package.
If
you’re
a
car
dealership,
you
can
offer
free
winter
Eres.
When
people
enter
your
contest,
you
automaEcally
generate
a
list
of
potenEal
customers
that
you
can
market
to
in
the
future.
82%
of
consumers
will
provide
personal
info
in
exchange
for
a
chance
to
win
26

27. How
to
Create
Successful
Sweepstakes
1. Follow
the
Rules
Plenty
of
contests
get
shut
down
because
whoever
is
hosEng
them
doesn’t
pay
aOenEon
to
Facebook’s
guidelines.
View
the
rules
here.
1. Keep
it
simple
Think
about
what
info
is
mandatory
and
keep
it
simple.
The
more
quesEons
you
ask,
the
fewer
entries
you
will
get.
It
can
be
a
fine
balance
between
ge{ng
to
know
more
about
your
lead
and
pu{ng
them
off
completely.
We
suggest
sEcking
to
name,
email,
&
DOB
2. Use
an
ApplicaMon
like
Zibaba
Facebook
doesn’t
allow
businesses
or
brands
to
run
sweepstakes
unless
they
are
through
a
3rd
party
applicaEon.
Zibaba
will
help
you
setup
and
manage
your
next
sweepstakes,
so
you
can
start
generaEng
qualified
leads
2. Choose
Your
Prizes
Wisely
Choose
a
prize
that
will
aOract
your
target
market.
We
suggest
giving
away
your
own
product
or
service,
to
avoid
ge{ng
entries
from
people
who
aren’t
interested
in
your
business.
Also,
make
sure
your
prize
targets
the
people
who’s
informaEon
you
are
seeking.
3. Ask
for
the
right
info
Depending
on
your
business
you
will
require
different
informaEon;
maybe
you
need
to
know
where
they
live,
what
age
group
they
fit
into
or
something
more
specific.
27

28. CHAPTER 3
How to Advertise on
Facebook & Mobile
CreaEng
a
business
Page
on
Facebook
is
free;
however,
businesses
that
view
Facebook
as
a
free
markeEng
channel
are
missing
the
real
potenEal.
You
can
post
great
content
on
your
page
but
it
will
have
to
compete
for
aOenEon
in
a
user’s
busy
Newsfeed.
To
make
your
business
compeEEve,
you
must
pay
for
adverEsing.
28

29. Facebook
VS
Google
At
first
glance,
Facebook
adverEsing
looks
a
lot
like
paid
search
engine
markeEng
(Google).
Narrowed
Focus!
Facebook
On
Facebook,
targeEng
opEons
allow
you
to
filter
users
based
on
interests,
demographic
and
geography.
Only
users
you
have
profiled
will
see
your
ads
Search
Terms!
Google
Google
doesn’t
trigger
ads
based
on
what
users
“Like”.
Instead,
search
terms
typed
by
users
trigger
relevant
ads.
Ads
are
shown
on
pages
with
related
content.
29

30. How
Much
Does
it
Cost?
The
great
thing
about
Facebook
is
you
can
work
with
very
small
budgets.
For
a
mere
$25/
month
you
can
promote
your
posts,
drive
traffic
to
your
products,
deals
and
sweepstakes…even
your
website
or
offline
events.
The
more
budget
you
provide,
the
beOer
your
exposure
and
results.
You
bid
on
the
price
you
are
willing
to
pay
to
have
your
ad
shown,
and
then
you
are
charged
in
either
one
of
three
ways:
1. Cost-­‐Per-­‐Click
(CPC)
CPC
stands
for
cost
per
click.
If
you
are
paying
for
clicks,
you’ll
be
charged
each
Eme
someone
clicks
on
your
ad.
When
you
pay
for
clicks,
your
ad
will
be
shown
to
the
people
who
are
most
likely
to
click
on
your
ad,
but
who
may
be
unlikely
to
take
any
other
acEon
such
as
liking
your
Page,
engaging
with
a
1. Page
post,
installing
your
app,
using
your
app
or
joining
your
event.
2. Cost-­‐Per-­‐AcMon
(CPA)
CPA
allows
adverEsers
to
specify
a
bid
amount
for
an
acEon
or
conversion
(e.g.,
page
like)
and
get
charged
by
the
amount
of
conversions
that
they
get
3. Cost-­‐Per-­‐Mile
(CPM)
CPM
stands
for
cost
per
1,000
impressions.
This
means
you’ll
pay
when
people
see
your
ad.
When
you
set
up
your
ad,
your
impressions
will
be
opEmized
so
your
ad
shows
to
people
who
are
most
likely
to
help
you
reach
your
goal.
For
example,
if
your
goal
is
to
get
more
people
to
like
your
Page,
your
ad
will
be
shown
to
people
in
your
target
audience
who
are
most
likely
to
also
like
your
Page.
30

31. Why
Small
Businesses
Should
AdverMse
on
Facebook
The
average
online
reach
for
narrowly
targeted
campaigns
online
is
27%
accurate;
average
narrowly
targeted
campaign
accuracy
on
Facebook
is
91%.
3. Cost-­‐EffecMve
AdverMsing
Facebook
ads
will
cost
you
around
$1-­‐$2
for
very
click.
This
number
is
for
the
most
expensive
ads
and
as
you
narrow
down
the
focus
of
your
ad,
the
cost
will
decrease
substanEally.
The
cost
per
lead
becomes
very
affordable
even
for
a
small
business
that
is
Eght
on
cash.
1. Easy
to
Setup
and
Monitor
You
can
set
up
your
account
and
be
creaEng
ads
within
5
minutes.
4. Social
Proof
2. EffecMve
Targeted
AdverMsing
Facebook
ads
allow
you
to
target
exactly
the
audience
you
want
to
reach.
If
you
want
to
reach
college
students
in
a
specific
city,
you
can.
With
the
right
targeEng,
your
ads
will
be
shown
to
the
people
most
interested
in
your
products
and
services.
31
You
might
be
used
to
purchasing
both
ads
and
Sponsored
Stories
together
to
get
the
social
proof
boost
you
were
looking
for.
Facebook
will
be
automaEcally
adding
social
context
to
ads
now
to
help
streamline
ad
creaEon
and
improve
performance.

32. What
kinds
of
Ads
Can
I
Run
on
Facebook?
If
you’ve
been
on
Facebook
lately,
you’ve
no
doubt
come
across
some
form
of
adverEsing.
You
may
be
less
familiar,
however,
with
the
different
types
of
Facebook
adverEsing
opEons.
1. External
Website
(Standard)
Ads
External
Website,
or
Standard
Ads,
are
Facebook’s
tradiEonal
ad
opEon.
These
ads
are
usually
found
along
the
right-­‐hand
side
of
the
page
and
are
designed
to
drive
traffic
offsite.
You
can
create
and
publish
all
types
of
ads,
either
through
Facebook’s
self-­‐service
interface
or
through
a
cerEfied
ads
API
developer
such
as
Zibaba
-­‐
if
you
need
a
more
comprehensive
tool
for
managing
your
Facebook
adverEsing.
Here's
a
short
overview
of
each
of
the
Facebook
ad
opEons
available.
32

33. 2. Facebook
Object
(Like)
Ads
Facebook
Object,
or
Like
Ads,
are
similar
to
Standard
Ads,
but
are
designed
to
drive
traffic
to
a
Facebook
Page,
App,
or
Event.
They
look
idenEcal
to
Standard
Ads,
except
that
the
Etle
will
always
be
the
name
of
the
Page,
App,
or
Event
you’re
adverEsing.
3. Page
Post
Ads
Page
Post
Ads
are
primarily
used
to
promote
Pages
and
drive
engagement.
With
these
ads,
you
can
take
something
you’ve
added
to
your
Facebook
Page
—
whether
it
be
a
photo,
link,
video,
event,
quesEon,
or
text
update
—
and
turn
that
content
into
an
ad.
Non-­‐fans
who
see
the
ad
will
have
an
opportunity
to
Like
your
Page
directly
from
the
ad.
ExisEng
fans
will
see
a
Sponsored
Story
that
displays
their
friends
who
have
already
connected
with
your
Page.
33

34. 5. Sponsored
Stories
Sponsored
Stories
are
the
most
interacEve
and
organic
of
all
the
ad
types
because
they
highlight
acEons
taken
by
fans
on
your
Page.
There
are
several
different
types
of
acEons
you
can
turn
into
a
Sponsored
Story:
4. Promoted
Posts
Promoted
Posts
allow
you
promote
anything
you
can
create
through
the
sharing
tool:
status
updates,
photos,
videos,
Offers,
and
quesEons.
These
are
ideal
for
mobile
impressions
since
the
ads
appear
in
News
Feeds
and
not
the
right-­‐
hand
column.
34

35. Kinds
of
Sponsored
Stories
• Page
Likes:
Displays
when
a
friend
Likes
your
Page,
and
includes
a
thumbnail
of
your
Page’s
profile
picture
and
a
Like
buOon.
• App
Shared:
Displays
when
a
friend
shares
a
story
about
your
app
and
includes
a
thumbnail
of
the
app
as
well
as
a
descripEon.
• Page
Post
Likes:
Displays
when
a
friend
Likes
a
specific
post
from
your
Page,
and
includes
that
post.
• Check-­‐Ins:
Displays
when
a
friend
checks
in
at
a
locaEon,
and
includes
a
thumbnail
of
his
or
her
profile
picture
as
well
as
the
comment
made
upon
check
in.
• Page
Post
Comments:
Displays
when
a
friend
leaves
a
comment
on
a
specific
post,
and
includes
the
comment
as
well
as
a
link
to
that
post.
• Domain:
Displays
when
a
friend
Likes
an
item
outside
of
Facebook,
and
includes
a
thumbnail
of
the
Liked
item
and
link
to
offsite
desEnaEon.
• App
Used/Game
Played:
Displays
when
a
friend
uses
an
app
or
plays
a
game,
and
includes
a
thumbnail
of
the
app/game
as
well
as
an
opEon
to
play.
• Event
Joined:
Displays
when
a
friend
RSVPs
to
an
event,
and
includes
the
thumbnail
and
link
to
the
event.
35

36. CHAPTER 4
You’ve
wriOen
awesome
Facebook
posts,
published
engaging
landing
pages,
created
eye-­‐catching
incenEves,
drove
targeted
traffic…now
it’s
Eme
to
make
sure
everything
you’re
doing
is
working
to
generate
more
customers.
How to Analyze Your
Results on Facebook &
Mobile
Analyzing
your
data
allows
you
to
understand
which
products,
offers,
and
ads
are
producing
the
best
results,
and
which
ones
are
falling
short.
This
will
allow
you
to
alter
your
posts
and
offers
in
order
to
get
the
most
effecEve
results.
As
a
marketer,
analyEcs
will
also
help
you
determine
your
ROI
and
prove
that
Facebook
is
having
a
posiEve
impact
on
your
business.
36

37. FACEBOOK INSIGHTS
Facebook
Insights
allow
you
to
see
the
analyEcs
behind
the
engagement
on
your
page.
You
can
measure
likes,
reach,
the
number
of
people
talking
about
your
page,
and
the
number
of
check-­‐ins
at
your
business.
You
can
also
look
at
the
engagement
levels
of
each
individual
post.
How
many
people
did
each
post
reach,
how
many
people
are
talking
about
it,
and
how
viral
is
it?
You’ll
find
demographics
of
your
fans,
which
can
teach
you
about
your
audience
and
help
tailor
your
content.
You’re
able
to
see
fans
by
age
and
gender
and
geographic
locaEon.
Not
only
can
you
look
at
this
data
for
people
who
have
had
liked
your
page,
but
for
the
people
who
saw
your
page,
talked
about
your
page,
or
checked-­‐in
to
your
establishment.
The
new
dashboard
is
broken
up
into
four
main
secEons:
Overview,
Page,
Posts
and
People.
Let's
take
a
deeper
look
at
each
of
these.
37

38. 1. Page
Likes
Page
Includes
informaEon
about
your
Page’s
Likes
including
total
Likes,
Net
Likes
and
Where
Your
Likes
Came
From.
This
informaEon
is
great
for
understanding
how
your
community
grows
and
where
the
growth
comes
from.
The
Page
secEon
is
filled
with
informaEon
about
how
your
fan
base
has
grown
and
how
people
are
connecEng
with
your
Page.
2. Post
Reach
This
secEon
digs
deeper
into
your
content’s
reach
and
the
acEons
that
influence
it.
Here
you
will
find
Overall
Reach,
Engagement
AcEons
that
Influence
Reach
and
NegaEve
Engagements
such
as
Hide,
Report
as
Spam
and
Unlikes.
3. Page
Visits
This
secEon
shows
you
informaEon
about
which
areas
of
your
page
get
viewed
the
most
including
includes
Page
Tabs.
There
is
also
a
nice
graph,
which
outlines
the
number
of
Emes
that
people
came
to
your
Page
from
outside
of
Facebook.
38

39. Posts
1. All
Posts
Facebook
provides
you
with
informaEon
about
All
Posts,
When
Your
Fans
Are
Online
and
Best
Post
Types.
Here
you
will
find
the
basic
breakdown
of
all
of
your
Page’s
posts.
The
data
points
include
Reach,
Post
Clicks,
and
Engagements.
2. When
Your
Fans
Are
Online
This
graph
shows
you
when
your
fans
are
online,
helping
you
determine
when
the
best
Eme
to
post
your
content.
This
proves
that
there
is
no
magic
standard
and
opEmal
posEng
Emes
are
unique
to
each
page.
3. Best
Post
Types
Want
to
know
the
success
of
the
different
post
types?
Now
you
can!
This
secEon
shows
data
based
on
average
reach
and
engagement.
39

40. People
1. Your
Fans
This
secEon
allows
you
to
compare
the
demographics
of
people
who
have
Liked
your
Page
with
the
overall
demographics
of
Facebook’s
total
populaEon.
The
data
here
is
split
up
into
3
parts:
Demographic
data
including
Age,
Gender,
LocaEon
and
Language.
2. People
Reached
Demographics
of
the
people
who
saw
your
content
compared
with
the
rest
of
your
Fans.
3. People
Engaged
InformaEon
about
the
demographics
of
the
people
who
engaged
with
your
posts
compared
with
the
overall
demographics
of
your
Fans.
40

41. EVERYTHING YOUR BUSINESS
NEEDS FOR SOCIAL & MOBILE
877-778-892
info@zibaba.com
• Build
a
custom
Welcome
Tab
www.zibaba.com
• Sell
OR
showcase
products
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• Create
a
mobile
site
in
minutes
@Zibaba
• Offer
daily
deals,
coupons
&
vouchers
• Run
Sweepstakes
&
Contests
• Manage
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&
TwiOer
Content
• Boost
your
fanbase
with
Facebook
ads
• Analyze
&
opEmize
campaigns.
41