PRESENTERSSarah Ewing, Product Marketer, MYOB Atlas
Lauren Ridgway,Social Media Manager, MYOB
AGENDA• The top 5 must-haves to build a successful Facebook page• 10 ways to build a fan base• Intro to Facebook Ads• How to use Facebook to drive business• Measuring Facebook results and success
SOCIAL MEDIA PENETRATION IN APAC
As of January 2014. We are Social, Sources: US Census Bureau, CNNIC, Tencent, Facebook
AUSTRALIA SOCIAL INDICATORS
As of January 2014. US Census Bureau, GlobalWeblndex
SOCIAL MEDIA IN BUSINESS
March 2014 MYOB Business Monitor
REVENUE OPPORTUNITY
March 2014 MYOB Business Monitor
TOP 5 FACEBOOK PAGE MUST-HAVES1. Vanity URL – visit
http://facebook.com/username to secure
2. Upload your logo as a profile pic3. Choose a great cover photo4. Ensure that you fill out your
company’s Basic Information5. Review your permissions
• Do you want people to be able to message your page?
• Do you want to use a profanity blocklist?
CREATING A FACEBOOK PAGEVisit: Facebook.com/pages
Select:‘Create page’
SELECT A CLASSIFICATION
FILL IN THE DETAILS
10 WAYS TO BUILD A FAN BASE1. Business Cards2. Email signatures3. Collateral (e.g. in-store posters)4. Cross-platform posts5. Facebook Ads6. Sponsored posts7. Competitions 8. Comment on other pages as your
page9. Add a ‘like’ box to your website10. Original and engaging content!
INTRO TO FACEBOOK ADSVisit www.facebook.com/ads
HOW IT WORKS
TYPES OF FACEBOOK ADSAds that boost your posts & increase likes, comments, share, video plays and photo views
Ads to build your audience on Facebook
Ads to encourage people to visit your website
Ads to promote people to take specific actions on your website.*
*You’ll need to use a conversion-tracking pixel to measure your results
Ads to encourage people to install your app
Ads that get more activity on your app
Ads to promote your event
Ads to promote offers you created
EXAMPLES OF DIFFERENT ADS
Clicks to Website App Installs
EXAMPLES OF DIFFERENT ADS
Page post engagement Like Ad
EXAMPLES OF DIFFERENT ADS
Offer ad Event Ad
TARGETING OPTIONSDon’t forget: • News feed vs.
Right hand side
• Connections
CASE STUDYMIISHKA + FACEBOOK = RESULTS
BUILDING A STRONG CUSTOMER BASEMIISHKA’s goals were to use Facebook as its primary marketing channel to:
1. Build a base of loyal clients2. Share the company’s latest designs3. Facilitate purchase of its products
MIISHKA’S APPROACHMIISHKA first created a Facebook Page to familiarize people with its business:
– Showcased the latest designs for sale– Provided detailed instructions for product purchase– Turned on ‘Messages’ feature to allow users to write directly (and privately) to the page
MIISHKA’S APPROACH• The company also ran Facebook Ads to:
– Increase the number of fans– Announce new products– Reach a targeted group of users in Australia based on specific likes and interests
• They maintain an ongoing conversation with their fans by:– Regularly posting photos of latest designs for sale– Responding to customer queries
MIISHKA’S RESULTS• 1,000 unique buyers in first 6 months with 30-40% repeat buyers• 100% of revenue driven exclusively through Facebook• Sales increase 300% in second year of operations• The page currently has more than 100,000 fans
MEASURING FACEBOOK RESULTS & SUCCESS
• Facebook has its own tool, Page Insights, that is available to every Facebook Page Owner
• Over time you should track:– Page likes– Post reach– Engagement– Which posts are performing and which aren’t
– Where your likes are coming from
– Who are your fans? Do they match your target market?
Questions?
Thank You!
Need Help or Want to Learn More? http://community.myob.com/t5/MYOB-Atlas/bd-p/MYOBAtlas
http://learningcentre.myobatlas.comhttp://learningcentre.myobatlas.co.nz/
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