Did you know that Facebook is the largest country in the world?

(With over 1.79 billion users it could be!)

Follow us @OakStSocial on all networks

Presentation link: http://www.oakstsocial.com/7thingsyoumustknowaboutfacebook/


1. Identify your target market.

  • DO: Know who your page fans are by using Facebook Audience insights.

    For example, using Audience Insights, you can get aggregate and anonymous information such as:

    • Demographics — Age and gender, lifestyle, education, relationship status, job role and household size

    • Page likes — The top pages people like in different categories, like women’s apparel or sports

    • Location and language — Where do people live, and what languages do they speak

    • Facebook usage — How frequently are people in your target audience logging onto Facebook and what device(s) they are using when they log on

    • Purchases activity — Past purchase behavior (i.e. heavy buyers of women’s apparel) and purchase methods (i.e., in-store, online)

TOOL: More info from the experts at Facebook here: https://www.facebook.com/business/news/audience-insights

TOOL: Get started here: https://www.facebook.com/ads/audience-insights

TOOL: Still want more info? Ask your fans who they are -- and what they like -- by using this free survey app for Facebook: https://apps.facebook.com/my-polls


2. How to actually get your posts seen.

  • DO: Develop a budget to boost every.single.post. It doesn't have to be big -- even a few dollars on boosting, with an average CPC of five cents, would bring 12 actions for every dollar spent on boosting. More on boosting to follow!
  • DON'T: Ignore Facebook Audience insights by overlooking the best time and day that YOUR audience is on Facebook. 
  • DO: Remember that popularity counts. How well "liked" your post is within the first 20 minutes of posting can greatly affect your Facebook reach. 
  • DO: USe Facebook Live and Instant Articles to increase reach organically.

HERE'S HOW: 

  • According to BuzzSumo's evaluation of 800 million Facebook posts in 2016, short posts of less than 50 characters were more engaging than long posts.
  • Questions get more likes than all other posts, also per BuzzSumo. Are you asking questions?
  • Post at least 5 times a week.
  • Post videos or images. 
  • Remember, more than 90% of Facebook users use the platform predominantly from a mobile device.
  • Learn more about Instant Articles here: https://instantarticles.fb.com/


3. What type of content drives sales? Video posts are the single most shared type of Facebook content which means if you want to make more money, you need to make more videos.

  • DON'T: Ignore existing customers! It costs more to get a new customer than to keep your existing ones and so, you can make more money by increasing the value to the customer experience through Facebook! 

  • DO: Reverse the funnel! If email, for example, drives the most revenue for your brand, how often do you create posts to "funnel" Facebook fans into email subscribers?

HERE'S HOW: 

  • Give Customers Incentives for Making More Frequent Purchases
  • Give Customers a Reason to Spend More at Each Purchase!


    Drive revenue from existing customers by getting them to spend more at each purchase with exclusive deals for social media fans and followers.

    EXAMPLE:  Offers such as $25 off a $100 purchase are aimed at increasing the amount spent at each purchase. Why do they work? In consumers’ effort to get to a $100 purchase, they tend to spend more. Those in service industries should promote package deals for their services that bundle offerings together. 


  4. How to boost Facebook ads.

  • DON'T boost immediately! Give your post 24 hours to collect organic reach and engagement before boosting. 

  • DO develop a CTA BEFORE boosting. What is your goal in the post and what is your goal for the boost? Boost accordingly. 

  • DON'T use the "boost" button if you can help it; boost through the ads manager by creating saved audiences and using those. Then, you can choose the saved audience you’d like to target when you use the boost button.

HERE'S HOW: 

  • What is the goal of your boost? 
    • Increasing brand awareness
    • Increasing brand engagement (Shares, Comments, Likes)
    • Boosting website traffic
    • Promoting new content or blog posts
  • Spend more on posts that are already performing well. If a post is on "fire" -- throw gasoline on it using paid boosts!
  • Double down on posts that perform well-- we aim for $.05 per engagement.

  5.  How often to post content and when to post it.

  • DON'T: Post content just to post. Create a content plan with weekly themes for each day. 

  • DO: Commit to posting a minimum of five days a week.

  • DON'T: Forget to include 1-3 hashtags per post.

  • DO: Include a link to drive your consumers back to your website. This not only benefits your SEO but it drives sales with impulse purchases.

  • DO: Make it easy on the consumer to contact you and ask a question.

HERE'S HOW: 

  • Post your content M-F from 5:00-9:00pm |  Sat-Sun posting tbd based on insights | all CST
  • Start creating your post at the top of your Page's Timeline.
  • Click next to Publish and select Schedule.
  • Below Publication, select the date and time when you want the post to publish.
  • Click Schedule.

TOOL:  We skip the social media schedulers and schedule all of our posts directly through the FB scheduler available on business pages or through the Business Pages app.


  6. Do use the event tool if apropos to your brand. Hosting an event to sell goods? A seminar? Create a special event page for it and build loyalty and sales in a time sensitive manner.

  • DON'T: Create an event page or a FB group page for everyday discounts or promotions UNLESS you want to post a daily secret deal to your most loyal, VIP fans. Here's an example of a great one: https://www.facebook.com/groups/StyleSquadVIP/ 

  • DO: Post numerous pictures vs. links. Pictures promote more interaction. 

  • DO: Reward your most dedicated customers, a narrow market audience, by offering the juiciest deals.

  • DO: Use the event page to gage your RSVP counts and plan your event details accordingly if your hosting a physical event. This is a cost saver in the end. (not applicable to online events)

Event pages are a less expensive and faster way to advertise without spending the dollars. Facebook controls all the algothrims. The more fans interact with your content; the more visibility your brand will see. 

HERE'S HOW: 

  • Tap the three lines that look like a square.
  • Scroll down and tap Events.
  • Tap Create in the top right.
  • Fill in the event details. Keep in mind that you must include an event name and time.
  • Tap People Invited to invite friends. ...
  • Next to Privacy, choose the audience you want to share your event with.
  • Tap Done.
  • Scroll down and tap Events.
  • Tap Create in the top right.
  • Fill in the event details. Keep in mind that you must include an event name and time.
  • Tap People Invited to invite friends. ...
  • Next to Privacy, choose the audience you want to share your event with.
  • Tap Done.

  7.  Do use Facebook to drive your website SEO. It's the strongest channel for the business community.

  • DON'T: Forget to incorporate a direct link for your CTA in every post.

  • DON'T: Share a ton of industry articles that points traffic away from your page or your website. You want ALL the traffic.

  • DO: Tag the appropriate sources and partnering brands in your posts. Their engagement helps yours!

  • DO: Tell your consumers exactly what action you want them to take.

  • DO: Use a link shortener for ultra long website URLs

HERE'S HOW: 

  • Create a list of CTAs that you can rotate throughout the week.
    • Take advantage of this discount and click on this link. Deal ends on XYZ.
    • Read the full blog post here: ...
    • Grab the full recipe here: ...
    • Enter the code "FREE SHIPPING" when you checkout here: ...
    • Shop the post: ...

LIMITED TIME OFFER: OSS CONSULTING PACKAGE:

Oak St. Social is laser focused on helping brands build awareness and loyal followers through:

  • Defined goals

  • Unique content

  • Targeted media

  • Promotion

  • Measurement 

The outcome is success!

Through the LET'S GET SOCIAL consulting package you can expect the following: <a total of 13 hours>

  1. Two conference calls covering your goals and recommendations for next steps in your marketing campaign
  2. A social audit for your existing channels
  3. A deep dive of your target market
  4. Three recommended calls-to-action
  5. A recommended list of 20 hashtags to put to use
  6. Recommendations on content that is performing well
  7. Recommendations for opportunities for growth
  8. Recommendations for accounts to follow and engage with in the future

Package price: $1995 paid in full; expires 3/13/17

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