BTMT 3273: DIGITAL ENTREPRENEURSHIP

LECTURE 5: SOCIAL MEDIA MARKETING (PART 1)

 Learning objectives
To ceate Facebook Page

To learn about Facebook Marketplace

To practice Facebook Live

To create Facebook Shop

To learn about Facebook Ads

To discover Facebook Insights

To practice Video Editing & Viral Video Marketing

 FACEBOOK MARKETING

Disclaimer: This module is part of eUsahawan Module by MDEC

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FACEBOOK
Digital Commerce - Cross Border Commerce

Let’s Get Started

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Facebook
Profile Group Page

Individuals Interest Groups Businesses or Organizations

Benefit Weakness Benefit Weakness Benefit Weakness

Add friends Limited to 5,000 Share thoughts, Interest groups Create Irrelevant
friends ideas and are not content and advertisement
Updates on activities popular advertisements will annoy your
Facebook Posts can only Posts can only on Facebook audience
profile reach up to 5 % Interact with reach group
of friends group members members Targeted Privacy
advertisement concerns

Access to Posts can only

Facebook reach followers
Insights for
statistics
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Creating A Facebook Business Page

1 3
Open Facebook Fill in the business
Profile and click name and select
business
thecategory.
Create Page Click
Continue.

2
For a business page, go to
Business
or Brand and click Get
Started.
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Creating A Facebook Business Page (cont.)

5
Upload a
Cover Photo

4 6
Upload a Profile Your Facebook Page is
ready. Click on About
Picture to edit information
about your
business.
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Creating A Facebook Business Page (cont.)

7 9
Add information such as Fill in details to enable
your website, email and prospects to get
phone number. information related to
more your
business.

8
Click Edit
About
How to Create A Facebook Business Copyright MDEC

Page(Continued)
10
Edit Call to Action (CTA)
button for prospects to get
in touch with
you.

11
You can select CTA
buttons that suits your
business.
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Tips on Naming the Facebook Page

1 Use company name or brand

2 Use a general name: For entrepreneurs who sell other people’s products as agents, they can use a general name
as branding. Trust will be built over time through purchases. This method provides flexibility to sell other products

3 Use product name

Create a unique URL for your Facebook (www.facebook.com/yourBusinessName) so your audience can
4 access your page easily

The URL is important for Google SEO. If your URL is maintained at default, it cannot be easily identified and
SE 5 searched through the search engine and it will look unprofessional
O

6 The number of “Likes” must be more than 25 to change the URL

(Continue)
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 SEO IMAGE
E
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Sample of a Facebook Page

Food & Beverage Fashion Health & Beauty Service

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Difference Between Organic & Paid Post

Organic
The number of people who have
seen your post through unpaid
distribution.
Publish posts for free
Paid
Paid ads allow you to target
people who have not liked your
page but have similar
interests and/or demographics

Keep people coming back to your

Target your post to the right audience
page, clicking on your posts and
directly aligned with your business
sharing your content.
outcome
Create high quality content and
interact with fans
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Facebook Advertising Objectives

Attracting the Right Audience
Awareness Advertising to create awareness
of the product, service and
brand.

Keeping Your Audience

Consideration Further amplifying customer awareness of a
product, service and brand. To maintain,
attract new and potential customers .

Moving Prospects to a Desired Action

Conversion Aid in decision making and increase
buying intent.
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Optimal Decision Tree

Determine your objective. It has to be specific to reach targeted audience

Brand Awareness

I want people to Reach

Brand
develop a
Engagement
perception
Video Views
What am I trying
to achieve with
this campaign?
App Installs

Lead Generation

Response
Direct
I want people to
take an action Conversions

Store Visits
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Factors to Considered
• The ad that wins an auction and gets shown is the one with the highest total
value.
• Total value isn't how much an advertiser is willing to pay us to show their ad.
It's combination of 3 major factors:

Bid

Estimated Action Rates

Ad Quality & Relevance

 Facebook Advertising Placement
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• By default, Facebook will determine where the advertisement will be

Displayed.
• However, you can select your preference by choosing Edit
Placements.
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Facebook Advertising Placement (Continued)

Domain Ads

Desktop
News
Feed
Shown in the News Feed of
your targeted audience when
they are browsing
Facebook on desktop view.
Either a Desktop or
Right-Column Ad. Also
known as “Page Post Link
Ads”. A single
image advertisement with
an optional text
description above and
description link below.

Mobile
News
Feed
Advertisement is
displayed on the News
Feed of users who are
using the Facebook app on
mobile devices and
tablets.
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Facebook Advertising Placement (Continued)

Audience Network Instagram
Allows entrepreneurs to extend campaigns beyond
Facebook.
Ads will be shown in the home feed alongside posts
Reach audiences on mobile apps, mobile websites, from user’s friends / followers.
instant articles and videos.
Selected for campaigns created using the following
objectives: Clicks to Websites, Website Conversions,
Mobile App Installs, Mobile App Engagement,
Dynamic Ads and Video Views.
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Determine the cost of your advertisement, insert the name of your campaign, your
daily budget and the time frame of your advertisement.

Lifetime Budget Daily Budget

To optimize the deployment time of your ads Provides more control because entrepreneurs will know
Provides less control over ad budget how much they will spend per day
The timing of ads display is not optimized by Facebook

It is important to monitor and

analyze your advertisement to
ensure that your budget is utilized
efficiently
You can change or terminate your
Facebook Ad Campaign at any
time
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Facebook Advertisement Cost (Continued)

You can control the cost of your advertisement via bidding option. There are 3 types:
Cost Per Mille (CPM) Cost Per Click (CPC) Cost Per Action (CPA)

To get more views for your ads

To attract visitors to your site or get Pay only for actions a person takes as
The cost for 1,000 impressions or
more Likes / Follows to your page a result of seeing your ads
views of your ad
Pay to get more clicks on your ads Control how much is paid for
Pay to get more views / impressions
specific actions
Your ad may be displayed to more
people but they may not click on your CPA for paid likes is not optimal and
ad would not give good ROI
Optimizing for the right goal and bidding
CPM is best practice
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Facebook Advertisement Cost (Continued)

The pricing of Facebook ads is based on an auction system where ads compete for impressions
based on bid and performance. You’ll only be charged for the number of clicks or the number of
impressions your ad receives. Your budget depends on:

1 Audience Size

2 Your Bid to Reach Your Audience

3 Your Scheduling
 Facebook Ads Custom Audiences
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A Custom Audience is an ad targeting option that lets you find people who already know your business
You can use sources like customer lists, engagement on Facebook or website (via Pixel) or app traffic
to create Custom Audiences.

Lookalike audiences however let you explore an entirely new set of people that are similar to your
buyer personas and current customer base. The recommended source audience is between 1,000 to
50,000 people.

Your database : Facebook Data

Email list
Website (Pixel)
Phone
Facebook
App Activity
+ Algorithm Lookalike Audience

Custom Audience
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Facebook Advertisement Guide

Set Optimal Goals Narrow Down Your Audience
More followers Use custom
More Likes audience to ensure
ads are seen by the
Increase brand targeted
awareness audiences
Generate sales
Targeting should be
fairly broad where
possible to allow
optimization
Add CTA Facebook Text Rule
Prompt immediate response 80 / 20 Rule
Encourage immediate sales Text 20%
Image 80%
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Facebook Advertisement Guide (Continued)

Encourage Comments and Response Pin most important post to the top
Encourage your audience to Make sure you pin the most important
give comments so that you can post to the top
receive feedbacks and
increase engagement
Your audience will feel
appreciated
Make sure that the setting (in
Manage Permission) allows
your audience to post on your
Facebook Page and send
Private Message

Have various ad sets for your campaign
Analyse ads performance to further
understand the elements that influences
the target audience
Use Ads Manager to look at
advertisement efficiency
Convert prospects to customers
through analytics
Difference between Business Manager, FB Analytics & Page
Insight

Ads Manager FB Analytics Page Insights

Create and run your ads
Target your ads to the people
you care about
Set your budget
See how your ads are
performing
Measure, understand, and
optimize the interactions
people have with your
business
Provide metrics for each ad
campaign, especially when
using the Facebook pixel.
A snapshot of your Facebook
analytics.
Allows you to easily measure
the performance of your
business’s page.Insights
tracks likes, page views,
reach, and more

See your billing summary ,

payment history and payment
method info
Measuring the Effectiveness of Your Facebook Advertisement
Measure the effectiveness of your advertisement and adjust accordingly. Facebook
Insights can be used to analyze the interaction between your audience and your
page.
1 Go to https://www.facebook.com/ads/manager/. 2 Select the Facebook page
Click on All tools > Analytics

On the left side, you can select the type of analysis

3 that you want to look at. Click on Overview
 Measuring the Effectiveness of Your Facebook Advertisement (Continued)
This page shows the key data or findings from your page for the last
7 days. Sections in Insights that you need to pay attention to are:

Actions Likes
The number of people Number of Likes, Unlikes,
who clicked on your CTA, whether they are organic or
website link, phone from paid
number or direction. You can also
advertisement.look at the
source of Likes.

Reach
Post
Number of unique people
that have seen your post Shows how many fans are
whether organic or paid; online on a given time
comments and shares. day
of and the posts that are
This is basically your most popular. Based on the
engagement rate. The analysis, you can figure
higher the engagement, the what
out type of posts are
wider the audience. engaging and rearrange your
posting schedule.
Measuring the Effectiveness of Your Facebook Advertisement (Continued)

Cost Per Click (CPC) Click Through Rate (CTR)

The cost for each click on the advertisement. CTR is the number of clicks that your ad
For example, a Like, a Comment, a Share, a Click to a website, receives divided by the number of times
“Continue reading,”etc. The lower the CPC the better your ad is shown.
Clicks
CTR =
Impressions
For example, if %
you had 5 Clicks and 1000
Impressions, then your CTR would be
0.5%
CTR Verdict Next Course of Action
>4% Successful Continue with CPM /
Boost Post
>2% Good Continue with
CTR Return on Investment (ROI) advertisement
How much revenue are you generating
How much profit are you making via the advertisement >0.4% Satisfactory Continue with
Investment VS income advertisement
ROI = (Profit – Cost) X 100 / Cost <0.4% Bad Stop Advertisement
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Facebook Shop
Interested customers can send private messages to the admin to inquire on the
product displayed.

1 2

Click on Menu > Shop Section Tick the Check Box and click Continue.
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Facebook Shop (Continued)

3 4
Upload your product image(s).
Fill in the details of your
product(s) and click Save.

Select preferred checkout method. Click

Continue.
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Facebook Shop (Cont.)

5 6
Click on Add Products to insert your products Remember to set your default currency
on your Facebook Store. to Malaysian Ringgit and click Save.
 Facebook Marketplace
• A feature by Facebook to encourage selling and buying activities among Facebook Users within accessible
radius.
• Using Facebook Messenger as the medium of communication.

Selling tips:
Use different image for different Ads to avoid “duplicate items” issue.
Create Ads in several nearby and accessible location for more potential prospects.
Use products’ keywords in Ads name and description as to increase suggestion listings.
 Facebook Live
Meaning: Feature for the live broadcast of users video from Facebook mobile apps or
laptops. As to compete with other providers such as Youtube.

Purpose:
• Grow audience by appearing live
• Welcome live engagement by on live conversation
• Useful for business to do promotional activities such as auctions, seasonal low price
and others.
• Facebook Watch Party
• Get more trust by appearing online to audience.
 Exit REVIEW
• Please give your responds to this exit review questions on the course
Padlet platform:
• Three things I learned
• Two questions I have
• One thing I didn’t understand
• What I found most interesting