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CHAPTER 4: MARKETING
WITH FACEBOOK
LEARNING OBJECTIVES
• Understand the business value of using Facebook for marketing
• Know how to create and optimize a Facebook business page
• Build an audience of followers on Facebook
• Understand the components of a Facebook post
• Implement a Facebook content strategy
• Utilize Facebook Analytics for reporting
• Prepare a marketing strategy for Facebook Zero
INTRODUCTION TO FACEBOOK
Today, Facebook is the
largest social networking
in the world, with
over 2.4 billion monthly
active users.
FACEBOOK BY THE NUMBERS
• 75 percent of women and 63 percent of men who use the internet are active
on Facebook.
• 46 percent of online users aged 65+ and 68 percent of online users ages 50-
64 are active on Facebook.
• 79 percent of 18- to 49-year-olds who are online use Facebook.
FACEBOOK DEMOGRAPHICS
-o k usage among key demographics
Gender Age
13-17 51%
18-29 79%
75% 63% 30- 49 79%
Female Male 50- 64 68%
65+ 46%
This study does n't currenUy inclu de data on non-binary people.
Location
~ ~ ~
73% 69% 66%
lJrban Suburban Rura l
Income Education
High school degree or less 61%
c $ 3 0K 1111111111111 69%
S3 0K- $7 4 ,999 11111111111111 72% Some college 75%
$ 7 SK + 111111111111111 74%
College+ 74%
sproutsodal Sa urel?: pewrsr.ch/2POuyRs
FACEBOOK BY THE NUMBERS
• 74 percent of online users with an income of more than $75K are on
Facebook.
• Facebook users spend on average 20 minutes per visit, with an average
of 10 hours per month spent.
• 350 million photos are uploaded every day, representing 4,000
photo uploads per second.
FACEBOOK BY THE NUMBERS
• “Every 20 minutes, 1 million links are shared, 20 million friend requests
are sent, and 3 million messages are sent” (Aslam).
• 98 percent of Facebook users access the platform on a mobile device.
• India has the most Facebook users, with 270 million, followed by the
United States with 190 million users, and Indonesia with 130 million users.
FACEBOOK BY THE NUMBERS
countries based on number of Facebook users as of July 2019 (in millions)
Ind ia 270
United States
Indonesia
Brazi l
Mexico
Phil ippines
Vietnam
Thailand
Egypt
Turkey
United Kingdom
25 50 75 100 125 150 175 200 225 250 275 300
Number ol Facebook users in mill ions
Sources Addij ional Info rmation :
We Are Social: DataReportal: Hootsu1te: Facebook Worl~ 1de: Data.Rep:irt al: Fi'lcebOok: July 2019
ICIStat1sta2019
FACEBOOK BY THE NUMBERS
• Today, there are more than 80 million active business pages.
• Over 1.3 billion people use Facebook Messenger to connect
with a person or business every month.
SETTING UP A FACEBOOK PAGE
To optimize your page:
• Profile and cover photo • Hours
• Call-to-action button • Page settings
• Description • Integrate other services
• Contact
• Location
SETTING UP A FACEBOOK PAGE
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FACEBOOK INSIGHTS
Analytics is vital for any brands wishing to build successful Facebook
marketing strategies.
Every business page on Facebook has access to an analytic tool called
Facebook Insights that can help brands measure the effectiveness
of their social media strategies.
Page Summa Last 28 days • Export Data r!J
Results from Dec 30, 2017 -Jan 26, 2018
Note: Does not indude today's data Insights activity is reported in the Pacific time zone_ Ads activity is reported m the ■ Organic ■ Paid
time zone of your ad account
Actions on Page Page Views Page Previews
December 29 - January 25 December 29 - January 25 December 29 - January 25
32 1
•••
•••• Total Page Views ,.. 16% Page Previews • 67%
••••
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week.
Page Likes Reach Recommendations
December 29 - January 25 December 29 - January 25 December 29 - January 25
5 1,189 1
Page Likes ... 100% People Reached • 344% Recommendations _.. 100%
A}\/\____ _ _A_
Post Engagements Videos Page Followers
December 29 - January 25 December 29 - January 25 December 29 - January 25
251 25 5
Post Engagement • 156% Total Video Views • 100% Page Followers ... 100%
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BUILDING AN AUDIENCE
• First, invite people you know to like your page
• Follow industry thought leaders and invite them to like your page
• Invite existing customers to like your page
COMPONENTS OF A FACEBOOK POST
• Text: 140 characters or fewer is ideal
• Photos, videos, GIFs:
photos: higher engagement
videos: higher engagement; becoming a dominant force
GIFs: feature products, behind-the-scenes footage, how-to, etc.
• Hashtags: higher engagement; use 1-3
COMPONENTS OF A FACEBOOK POST
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Distinguished winter wam1th for every member of your family.
#Bean outsider (■ : lnstagram•s @m ike hosier)
Response by Facebook Post Length LL.Bean Ultralight 850 Down Jacket: http://bit.ly12DBmYpK
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■ Likes Comments ■ Response Store
FACEBOOK CONTENT STRATEGY
• Establish a Voice • Post at Optimal Times
• Be Authentic • Make the Most of Pinned Posts
• Social Media Rule of Thirds • Use Emojis
• Determine an Engagement • Ask Questions
Strategy • Go Live
Marketing Expert
FACEBOOK CONTENT STRATEGY
Annoying Actions Brands Take on Social Media
02 2016
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57.5%
-- Posting Too Many
Promotions
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0 Using Slang and Jargon
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w Not Having Any Personality
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FACEBOOK CONTENT STRATEGY
● 360 Video
-- • -- •
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● Run Contests and Q S.•rch
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Promotions
● Provide Coupons or O Y'ICUlfla BtllC!
Special Offer 50% Off All Beauty
Discounts
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● Avoid Baiting
● Use Tags 11111111111111111111111111111111111111111111111111111111 111
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● Leverage Facebook This cllt!!r is n•ila.b l1 lr1...stCHl!'onl'f
Messenger I ✓ ,.
● Utilize Facebook ilil ~-
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FACEBOOK ZERO
Facebook Zero:
Average engagement and organic reach are down
• Reasons: lower organic reach with increased emphasis
on Facebook advertising, increased competition among
brands
FACEBOOK ZERO
Recommendations:
• Post less frequently • Post content that creates
• Post highly valuable, engaging conversations
content • Create and post more video
• Target a specific audience content
• Post timely, trending, or newsworthy • Experiment with Facebook
topics Messenger
• Utilize storytelling • Diversify to other social media
platforms
ERODING TRUST
In 2016, voter-profiling company Cambridge Analytica accessed the data of
87 million Facebook users. The result? Eroding trust.
ERODING TRUST
The result?
• Eroding trust from consumers in Facebook
• Global debate about the ethical standards of social media companies
• User growth slowed causing Facebook to lose more than $119bn of
market value, which included a $17bn loss for Zuckerberg.
• Facebook implemented the EU’s General Data Protection Regulation, &
increased the privacy settings visibility for its users
COVID-19 RESPONSE
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● Stopped the spread of facebook Q 0
misinformation and removed ,_.,
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R~se td'lien TtMI: CO'VID- 19
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● Supported health and
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● Kept people connected
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COVID-19 RESPONSE
Facebook has been a market disruptor, changing the way people
communicate with others, the way they share their lives, the way they
consume content, and the way that consumers interact with brands.
