Facebook Marketing

1. Introduction

Facebook is the most widely used social media platform with

over 1.7 billion active users. A repository of people and their
choices, this platform is a boon to marketers. This chapter
intends to equip you with the knowledge required to use
Facebook for achieving business goals.

Example of Laundry Service company in Singapore. Page 139

The four month campaign achieved fantastic results, which

are as follow : -

 4 * increase in customers (from 500 to over 2000)

 30 percent month-on-month sales increase during the
campaign.
 3* return on ad spend.
 5 leads generated per month during the campaign
 7000 views for one video.

Table 5.1

Figure 5.1

1. Facebook for Business.

Facebook Business is an effective digital marketing platform. Most

marketers consider it as a part of their digital marketing plan. This
section explains the different components of Facebook Marketing.
1. Facebook fan Engagement
EdgeRank is the sum of edges that the edge in question has.
Edge = perimeter. See page 141 for details

a. Affinity Score
b. Weight
c. Time Decay

2. Fan types
a. Super Fans
b. Purchasing Fans
c. Advocate Fans
d. Engaged Fans
e. Potential Fans

See Figure 5.2 page 142

3. Organic Marketing
See page 142 & 143.

4. 3E Strategy for Organic Content

a. Excite Figure 5.4 & 5.5
b. Entertain Figure 5.6
c. Educate Figure 5.7

5. Evergreen Content
See page 145
6. Content with Human Touch
Figure 5.8

7. Emotions and Content Virality

 There are three points to focus here
1. Who spread the content, i.e. network structure.
2. Why do they spread the content, i.e. motivation and
3. What is it about the content that makes it more influential
i.e., the ability to raise sentiment.

a. Motivation

Altruistic reasons
Self enhancement

b. Sentiment
(valence – સંયોજકતા, awe – fear)

8. Paid Marketing Page 147

2. Anatomy of an ad campaign.
(Creating Advertising Campaign)

3. Adverts
Facebook Adverts refer to the advertisements on facebook.
They are the heart and soul of the entire marketing exercise
which happens on the platforms. The adverts can be used in
various formats for fulfillments of different objectives by
organizations.
Types of Adverts
1. Page Post Engagement Adverts
2. Page Like Adverts
3. Website Clicks and Conversions Adverts
4. App Installs and Engagement Adverts
5. Video Adverts
6. Carousel Format Adverts
7. Dynamics Adverts
8. Lead Adverts
9. Canvas Adverts
10. Offer claims Adverts
11. Local Awareness Adverts