Asset v1 - Indic AI+DM100+2020 - T1+type@asset+block@Social Media Marketing Day 1 v3

Social Media
Digital Marketing
Marketing –
Master Program Part 1
Facebook & Instagram
Agenda
Become familiar with marketing through social media applications
Identify parts of a social media strategy
Identify social media online tools and applications
Develop social media marketing plan
© EduPristine For [Digital Marketing]

Introduction

Social Media Marketing – Goals For This Course
At the end of this social media marketing plan course, students will be confident of:
• Define their company’s/business’ social media goals

• Create or audit their current social media strategy
• Create or improve their existing social media profiles
• Develop a content strategy for social media
• Use analytics to track progress and adjust the strategy as needed

What is Social Media?
There are may ways in which the Social Media can be defined - All deal with sharing of information to achieve social
interaction.
Social Media has resulted in a shift from a one-to-many model to a many-to-many model

What is Social Media – A Formal Definition
Social Media is an online channel, website, or technology that allows people and businesses to communicate with each
other and share information (either publicly, privately or both).
There are no perfectly defined set of rules for what makes a social network. A good rule of thumb though is if there's an
active community, and they're able to talk with one another in a relatively convenient way, then it's a social network.
Note: There are terms that you will encounter, like social network, social channels, and social platforms. They all mean the
same thing and can be used interchangeably to describe the different mediums found on social media.

The Social Media Landscape

What is Social Media Marketing?
Social media marketing is the process of using social networks to reach your target audience with relevant messages and
promotions, building trust, interaction and sales.

Social Media Marketing – It’s Everywhere!

Why Invest in Social Media
• Access to your target audience – Your audience is already active on at least one social media channel, and you have an
opportunity to reach them. For example, Facebook has over a billion daily active users on average.
• Goldmine of useful data – Marketing thrives on the back of good information.
• Non disruptive – Social media allows you to target the precise demographics hat you're after, with the right information
or ads, based on the data they already provided about themselves.
• Cost effective – You can reach thousands of people with social media for a fraction of the cost of a TV commercial, a
radio spot, or a billboard ad.
• Coordination with other marketing channels – Social media can add an online component to an offline event, by driving
more awareness and conversation before, and even after the event is over.
• Competitive Insights – It's important to be active on social media to understand what your competitors are doing to
reach out to your consumers.

The 4 Pillars of Social Media Marketing
• Social Listening – Listening and engaging with consumers as part of customer service and to manage reputation issues
on the social web.
• Social Influencing – Another facet of content marketing, it’s all about establishing authority on the social web, typically
through distribution and sharing of useful content.
• Social Networking – Finding and associating with authoritative and influential individuals and other businesses on the
social web.
• Social Selling – Generating leads and sales from existing customers and prospects on the social web.

Social Media Marketing Strategy

The Problem – Lack of Planning
• Many businesses fail to reap the benefits of social media because they act first and ask questions later.
• Diving into social media without a plan of action is setting yourself up for failure.
• It’s crucial to start out with a strategy to ensure that your social media efforts align with your goals right from the start.

Social Media Marketing Strategy
A social media marketing strategy is a summary of everything you plan to do and hope to achieve using social media. It
guides your actions and lets you know whether you’re succeeding or failing. Every post, reply, like, and comment should be
driving toward clearly defined goals.
It is a written document that maps out how your organization plans to use certain social networks on a regular basis to
achieve results. The document acts as a roadmap for the overall step by step process your company will take when using
social media as well as specific details of how to best use each channel.

Social Media Marketing Strategy – Best Practices
A comprehensive social media strategy should not only include the goals you're after but also cover who your customer is,
the channels you'll focus on, and what types of content to share with them. A good social media marketing strategy:
• should be informed by research you conduct on your industry, target audience and how these channels operate.
• should address your business goals.
• should reflect resource availability.
• company leadership and stakeholders should agree with it.

Defining Your Target Audience
“A comprehensive social media strategy should not only include the goals you're after but also cover who your customer is,
the channels you'll focus on, and what types of content to share with them.” - Susan Chritton
A clear understanding of your target audience will let you focus on prioritizing the right channels, messaging, and content
types.
To establish who your audience is:

• start by relying on what you know from your existing experience with your company and its customer base.
• ask yourself: who are your services or products created for?
• look at feedback have you received from customers, both positive and negative?
• take into account the following questions:
• Have you met your customers in person?
• How would you define who they are and what motivates them to purchase?
• Where do they hang out online?

Create an Editorial Calendar
Managing social media content can be overwhelming without a content calendar. Almost anyone who doesn’t use a social
media content calendar can probably relate to these statements:
• “I’m constantly stressed out trying to keep up with all my social networks.”
• “We’re never prepared for anything on social media.”
• “This sucks.”
An editorial calendar is a document (a spreadsheet or a specialized marketing software) that helps you organize what you're
sharing on social media, on which channels, and when.

Reasons to Use an Editorial Calendar
1. Never miss out on important events and dates

2. Manage and organize content better
3. Collaborate with teams easily
4. Save time
5. Allocate resources more efficiently
6. Gain a deeper understanding of content that performs better than others
Note: There’s an included sample editorial calendar template that you can use right off the bat to significantly improve your
social media marketing.

Facebook

Facebook for Marketing
Facebook – easily the world’s most popular social network, where people from all demographics and professions come
together to stay in touch and share ideas and media (photos, videos…) with friends, present and former colleagues, old
classmates, and family.
Having millions of people together at one place is the perfect opportunity for any brand to raise awareness and build a
community of prospects, customers and evangelists. If you’re not on Facebook, you’re missing out on a big opportunity.
Quite simply, Facebook is where the people are — and your business has to be where the people are, if you want to
succeed.

Facebook for Marketing
People who like, or share content from a brand on Facebook are more likely to buy from that brand. But do not be carried
away: a like doesn’t always mean they are going to buy from you. It simply means they like what they see and want to find
out more about you and to receive updates and news regarding products and services. They may have had a positive
experience with the brand and want to engage more. In any event, it’s important to know why people are so willing to like a
business on a social network.

Why do People Follow Brands on Facebook? Customer’s POV
• They may be looking for a discount: if people know that at some point a business will share coupons, codes, or other
perks, they’re more likely to follow the brand and remain active members of the brand’s Facebook community.
• They are looking for news and updates: people to remain updated on the products and services they use and following
a brand on Facebook is an easy and convenient way to stay abreast on such updates.
• They are looking to interact with other people: People enjoy following celebrities, local businesses, news stations,
politicians, and other businesses on Facebook.
• Because their friends are doing it: The power of suggestion can lead others to like a brand page, sometimes because
their friends are following the brand as well.
• Because of a recommendation: When people feel good about a brand, they leave positive comments on their timelines
and tell their friends, hoping that the friends then enjoy the same positive experience.
• They are looking to express their gratitude/loyalty: When people have a remarkable positive experience with a
company, they want to take this offline experience into the online medium as well, as a show of gratitude and loyalty.
• They may have a question: Being able to reach out a brand via Facebook gives is convenient and saves a lot of time, as
opposed to going through phone/email support.
• They want to offer a feedback: Many people follow a brand on Facebook so they can leave feedback regarding a
product, service, or experience.

Branding With Facebook Pages
What Is a Facebook Page?

A Facebook page is a central “hub” for a business or non-profit organization to establish their social media presence on
Facebook. It’s basically like having a web page or web site of your own, but “within” Facebook, and following its format.
The purpose of the Facebook page is simple: to promote a brand. The goal of most brands is to have as many individuals
like them as possible to best get their message to the masses. Some brands, such as Starbucks, with more than 100 million
followers, can reach more people with one Facebook update than with a television commercial — and it’s cheaper, too. So
a major brand’s goal is to make its Facebook page as interactive as possible to get those likes.

Facebook Profile vs Facebook Pages
A Facebook profile is a personal account assigned to you when you sign up with Facebook. You’re only able to create one
profile, which includes only your personal information – no business information.
A Facebook Page, on the other hand, is a business account that represents a company or organization. A Facebook page
allows businesses to promote specials and contests to followers who have engaged with their page by “liking” it.
Important: Facebook’s tools are primarily designed to favor business via Pages, and not profiles. For example:
• Pages are public and profiles are layered with privacy settings.
• Pages can boost posts, profiles can’t.
• Pages have analytics and intelligence measurement, profiles don’t.

Some of the World's Most Popular Facebook Pages
Starbucks: 16,366,438 Fans

Coca-Cola: 15,863,959 Fans.
House: 15,831,213 Fans.
Linkin Park: 15,808,040 Fans.
Barack Obama: 15,333,119 Fans.
Lil Wayne: 14,578,322 Fans.
Justin Bieber: 14,414,160 Fans.
Mafia Wars: 14,385,963 Fans.
Cristiano Ronaldo: 13,986,898 Fans.
Facebook: 24,266,151 Fans.
YouTube: 18,618,509 Fans.
The source for this data is from Inside Facebook.com

Case Study
You have been assigned the task of executing Social Media campaigns for your holiday packages website. Facebook is an
important component of your Social Media strategies. Your responsibilities are:
• Use Facebook to increase brand awareness
• Create targeted following for brand
• Increase organic reach among Facebook users
• Reach out to prospects using ads
• Measure the results of your campaigns and identify the key metrics that bring in success
• Generate quality leads
• Increase the quality of sales

Solution
• Start by creating a dedicated Facebook page for the brand.

• Optimize the page for maximum impact.
• Follow the best practices for maximizing organic reach.
• Create Facebook ad campaigns to target potential customers.
• Develop a posting schedule.
• Use Facebook pixels for better audience insights and for retargeting.

Components of a Facebook Page
A Facebook page has several components, which you’ll want to be familiar with before launching your own page:
• Profile Photo
• Cover Photo
• About
• Contact Info
• Visitor Posts
• Liked by this page
• Settings Page
• Timeline
• Pinned Posts
• Tabs

Practical: Creating a Facebook Page
Creating a Facebook page is fairly easy. Simply go to https://www.facebook.com/pages/create to get started.

There are a variety of page types, select the most suitable category and give it a name. Then, click on “Get Started” button.

The second screen allows you to upload a picture.

Next, add a cover photo.

Bingo! You have the first draft of your Facebook page complete:

Facebook Page: Next Steps
You can visit Facebook Help for more information on Facebook Pages: https://www.facebook.com/help/364458366957655/
This page has good information about creating and managing a Facebook page, which is worth reviewing.
When you create a Facebook page for the first time, it may be a longer link, such
as https://www.facebook.com/pages/name of your page/11887376363873. But there is a process to choose a shorter
name for the Facebook page so that the direct link is easier to remember (About -> Create Page @username).

Making the Most of Your Facebook Page
Setting up your timeline is simple and should be the first thing to do right after creating a page. It can take as little or as
much time as you want, depending on how many bells and whistles you add to the page.
Timeline is very visual, use it as the perfect opportunity to share your company’s story.
The timeline allows you to go back in time to your brand’s beginning and share milestones, articles, photographs, videos,
and more — all in chronological order.
Some interesting features of the timeline include:
• Private Messaging
• Setting up notifications
• Ability to pin key events and photos
• Receiving posts from fans

Creating and Sharing Content on Facebook
Creating a Facebook Content Strategy

Take some time to put together a plan before you get started. If you already have a Facebook account for your brand and it
needs an overhaul, assume you’re starting from scratch and plan a strategy anyway. Think about your goals which could be:
• Generating more sales
• Building a responsive community
• Growing an email list
• Creating brand awareness
• Establishing yourself as an influencer
• Generating traffic
• Getting a better pulse on the competition

Creating and Sharing Content on Facebook
Creating a Facebook Content Strategy

Plan the types of content that will help realize your goals. Some ideas to be aware of:
• Share your brand story.
• Visual storytelling is always better.
• Leverage the power of videos.
• Keep things in a light vein: don’t make everything serious and deep.
• Be short and precise.
• Stay on topic.
• Try to create open-ended content.
• Let the comments guide you.
• Always proof-read before posting.
• Take content ideas from your website/blog.
• Don’t shy away from courting controversy (at times!)

Facebook Groups
Facebook allows users to create groups – both closed groups and secret groups – for more intimate discussion. There are
times when people like to share their opinions but aren’t comfortable doing it in public view since their Facebook friends
might see what they’re doing. Closed and secret groups allow Facebook groups to participate without having to worry
about friends and family watching.
CLOSED VERSUS SECRET GROUPS

Both closed and secret groups are private. However, there are some differences:
A closed group shows up in a Facebook search, and anyone can request membership.The group’s administrator can
approve membership requests or set the group up so that anyone can approve new members. With closed groups, you can
also see a list of all members of that group, even though you can’t see any of the messages, images, or other interaction.
A secret group doesn’t show up in a search, and members must be invited to join. You (or another member) have to be
Facebook friends with a person to invite him to join a secret group, and all membership is approved by the group’s
administrators. In fact, many families use secret groups to keep in touch and share photos without having to worry about
outsiders viewing their personal family details. If you’re not a member of a secret group, you can’t see that group’s updates
or member list, and you can’t access the group at all without an invitation from a member.

How to maximize your Facebook reach
No likes, no When you get likes

An effective call to
comments, is equals and comments, your
action provokes
to no engagement post reaches more
engagement
people, resulting in
more engagement
Facebook Algorithms – How to Make Facebook Work for You
On January 11th, 2018, Mark Zuckerberg announced that Facebook would be changing its News Feed algorithm to prioritize
content from “friends, family and groups.”
Top ranking factors for the Facebook algorithm

1. Comments: users will be more likely to see your Facebook posts if their friends and family are commenting on it.
2. Reactions: if users hit the “love” icon vs. the “like” icon, your content will receive a minor boost in the News Feed.
3. Comment Replies: the algorithm not only favors comments, but also replies to comments.
4. Sharing links over Messenger to a group of friends: if a user shares a piece of content to a friend (or a group of friends)
over Facebook messenger, it’s even better!
5. Engagement on shares: Simply getting shares is not enough. Your post must be shared and get engagement on that
share to be prioritized in the algorithm.

Facebook Algorithms – Other (Less Important) Signals
The following ranking signals are less important, but still worth noting:
• Average time spent on content: Presumably, longer is better, but this is a mere assumption. Facebook hasn’t released
any clear info on this.
• Time of the post: a post is more likely to get engagement if you post it at a time that users are likely to be online.
• Story type: Is your post a status update, photo, link, video, or live video? (Facebook’s press release specifically
mentioned live video as often “leading to discussion among viewers.” But that is the only clue about what story types
the algorithm might prioritize.)
• Profile completeness: The more fields you fill out on your Facebook business page, the better.
• How informative is the post: Facebook tweaked its algorithm to highlight “informative posts” back in 2016. But, the
term “informative” was based on a survey of users’ personal interpretation.

Tips to increase organic reach on Facebook
1. Focus on video—and especially on live video

2. Avoid “Engagement Bait” (No more “COMMENT on this post if you like ice cream!!” posts)
3. Focus on community building through Facebook groups
4. Keep creating quality content that resonates with your audience
5. Invest in your ads budget
6. Connect with Facebook influencers
7. Localize (shift priority to local news)
8. Encourage customers to follow your Page

Advertising on Facebook
With the recent changes in Facebook’s algorithm, there has been a significant decrease in traffic and engagement on
Facebook pages. Facebook advertising, therefore, is a great way to get your business in front of the right people, and
connect them with your business or brand.
Facebook has made several changes to the way brands operate for a few reasons:
1. They don’t want brands to spam the Facebook community. So, although they don’t mind brands selling on Facebook,
they don’t want sales pitches and pleas for interaction to make for an unpleasant experience for users.
2. They are committed to best serve the needs of their users.
3. Facebook is a free service and they have to make money in some way.
Brands that pay for advertising on Facebook can find they reach more people, achieve more interaction, and even drive
traffic to their websites.

The most common Facebook ads appear on the right side of the page when you log in to Facebook. These are typically
referred to as RHS ads or Right Column ads. Here are some examples:

Another type of ad appears directly in the newsfeed, alongside posts from your friends and from Facebook pages that you
have liked. At the very top, it says “Sponsored”:

Should You Invest in a Facebook Ad?
Yes, you should if you respond with an emphatic “Yes” to any of these:
• Do you want more engagement on your Facebook Page?

• Do you want more likes on your brand page?
• Do you want more social shares for your posts?
• Do you want to send more traffic to your website?
• Do you want to generate more leads?
• Do you want more event signups?
• Do you want more app downloads?

Getting Started With Facebook Ads
Step 1. Decide what your goals are.

Step 2. Decide who is the target audience.
Step 3. Decide what’s your budget.
Step 4. Choose the ad type.
For more information on Facebook ad types, check the Ads Guide: https://www.facebook.com/business/ads-guide

Facebook Advertising Structure

Step 1: Campaign
As discussed in the case study above, we now have launched a new Facebook page for Your Travel Website. The website has
a few different goals that can be accomplished with Facebook advertising:
1. Drive traffic to Your Travel Website.

2. Drive brand awareness, as this is new website.
3. Promote a discount coupon for purchasing a holiday package.
To do this, we will create a campaign for each of these objectives. Then, we will create ad sets within these campaigns for
each audience.

Step 2: Ad Set
Let’s assume we are working on the “drive traffic” campaign. We might create an ad set for prospects (for example, from an
email list). We might create another ad set for people who are interested in a holiday. A Third ad set may have a more broad
targeting, of all people in the city who are interested in travel. So we have the following structure:
1. Ad Campaign 1: Drive Traffic to Website

1. Ad Set 1: Target prospects from an email list.
2. Ad Set 2: Target people in the same city, interested in a holiday package.
3. Ad Set 3: Target people in the same city, interested in travel.

Step 3: Create Actual Ads
Try images that you think will work the best. In our case, we will try one ad with a logo and another with an image of actual
people on vacation. We will run both of those ads side by side and see which one performs better.

Practical: Creating Facebook Ads
If you have a Facebook account, for personal or business purposes, your Facebook advertising account is already set up, and
you're ready to start creating ads.
Facebook’s Ads Manager is your one-stop shopping destination for Facebook ads. To create ads via the Ads Manager, go to:
www.facebook.com/ads/manage/accounts/ and choose your ad account to start creating ads.
Note: Edupristine has shared their FB ads manager account with all students to run actual ad campaigns. The account has
pre-filled budget to run ads.

Facebook Ads Manager

Identify Your Primary Audience

Refine the Primary Audience with Interest Targeting

Further Refine the Audience with Behaviour Targeting

Choose a Budget

Choose the Ad Creatives and Complete the Ad Copy

Tips for Maximum ROIs from your Facebook Campaigns
1. Focus on building marketing funnels inside Facebook: People don’t come to Facebook to buy. So instead of creating
campaigns that focus on purchasing right off the bat, it’s better to create additional experiences for your website
visitors. By launching several campaigns with different objectives, you can create your own Facebook ad funnel.
2. Review ad frequency to manage exposure: Audiences are more likely to recall an ad if they see it more than once. But
too much can backfire as well.
3. Scale up your ad budget based on ad performance: Keep monitoring your ad performance, retaining the best-
performing ad set/ad and pausing the remaining ads. For the winning ad, increase the budget by 15% to 20%. Repeat
this every 24 hours as long as the performance keeps going up.
4. Use Audience Insights to ensure delivery to the right audience: An ideal audience size for a small conversion campaign
test is around one million active people. Once you believe you’ve found the right audience, save it for future use.

Tips for Maximum ROIs from your Facebook Campaigns …contd.
5. Choose the proper placement: Adding Instagram to the reach, engagement, and video view placements can improve
results by 30% to 40%. Messenger is another great option. Experiment with Audience Networks.
6. Choose the correct bidding option: when you run a conversion campaign, you can choose from conversions, landing page
views, and link clicks. Conversions is one of the most popular options. However, for lower budgets, select optimizing for
clicks until Facebook has sufficient conversion data.
7. Reuse old ad posts for new campaigns to preserve engagement stats: go to the ad preview for your existing ad. Click the
icon at the top right and select Facebook Post With Comments. Then copy the last group of numbers in the Facebook URL
that loads after you click on the preview. Next, create a new Facebook ad and choose Use Existing Post. In the Enter Post ID
box, paste the Facebook ID you copied in the previous step and click Submit.

Facebook Lead Generation Ads
If you're like most marketers, you're always on the search for ways to reach new audiences and generate leads. And now,
you can augment your lead generation with Facebook Lead Gen Ads.
A Facebook lead ad is an ad type you can create via the Facebook Ads Manager. With this type of an ad, instead of sending
users to a landing page where they fill out a lead form, Facebook lead ads allow potential customers to fill up the form right
on Facebook, without ever leaving the platform.
Facebook lead ads allow prospects to sign up for your offers or request other types of offers -- such as pricing guides,
product demos, or free trials -- directly within Facebook. Facebook lead ads are also designed with the user in mind; when a
user clicks on a lead ad, Facebook creates an auto-fill form with information the user has already submitted to Facebook.

Facebook Lead Generation Ads

The Facebook Pixel
The Facebook Pixel is one of the most valuable marketing tools on the web. The advantages that can be achieved by simply
placing the Pixel on your site can lead to an increase in engagement, leads, and conversions as well as a decrease in costs.
Even if you are not running any ads currently it is worthwhile to get the Pixel running as soon as possible as its advantages
are numerous.
What is a Facebook pixel?

A Facebook pixel is an analytics tool that measures the effectiveness of your Facebook advertising. By installing it on your
website, you can effectively gauge your ads’ performance because the pixel can track every visitors’ interactions on your
website after they click on your ad. You can also use website visitor and customer data collected from your Facebook pixel
to refine your distribution strategy in several ways like:
Optimization: Your Facebook pixel helps you bid specifically for conversions on Facebook.
Remarketing: You can set up remarketing campaigns to past customers who’ve converted through a Facebook ad or users
who have visited your website or certain web pages by clicking through one of your Facebook ads.
Creating Lookalike Audiences: Once your pixel tracks a minimum of 100 conversions, you can create a lookalike audience of
your website visitors and past customers on Facebook and advertise to them.

The Facebook Pixel
The Facebook Pixel can also track specific actions on your website as events. These include:
• View content - Track key page views (article, landing page, product page)
• Search - Track searches on your website (product searches)
• Add to cart - Track when items are added to cart
• Add to wishlist - Track when items are added to wishlist
• Initiate checkout - Track when people enter your checkout flow
• Add payment info - Track when people add payment information during the checkout flow
• Make purchase - Track purchases or checkout flow completions (landing on purchase confirmation page)
• Lead - Track when someone becomes a lead (form submission, sign up for trial)
• Complete registration - Track when someone completes a registration form (complete subscription, sign up for a service)

Creating and Installing the Facebook Pixel
Step 1: Go to the Facebook Ads Manager.

Step 2: Click on the hamburger icon and click Pixels, located under the Measure & Report tab.
Step 3: Click Create a Pixel. You get this screen.

Step 4: Press the green button in the center of the page to create a
pixel.
Step 5: Name your pixel.
Step 6: Install the pixel on your website. You have three ways to do
it. Choose the 2nd way of Manually installing the Code from the
given option.

Step 7: Copy the Pixel code and paste

it in website headers under “Insert
Headers & Footers”
Step 8: Click on Continue and Done in
the next screen
An alternate option to install Pixels is

to download a Wordpress Plugin from
Facebook account and upload it in
your website backend. The detail steps
are shown in the self-reference slide,
try it yourself (after class) by
replicating the step as given.

Verify if the Facebook Pixel is Installed Properly
Install the Pixel Helper:

Step 1: Go to the Chrome web store and search for the Facebook Pixel Helper.
Step 2: Click + Add to Chrome.
Step 3: Click Add extension.

Step 4: After you've installed the Pixel Helper, click the Pixel Helper icon in the address bar.
Step 5: Check the popup to see any pixels found on that page, and whether they've been set up successfully.

Facebook Custom Audiences
Custom audiences are a powerful way to directly target your customers and prospects on Facebook. To create custom
audiences through ads manager:
Step 1: find ads manager on the right drop-down menu of your Facebook account
Step 2: selecting manage ads.
Step 3: choose audiences from the top menu.
Step 4: click on “Create Audience” and then “Custom Audience”.

Step 5: identify which audience source you wish to work with.

Step 6: we will use “Customer file” for this example.

Step 7: Now, you can add customers using a CSV file, or by simply copying and pasting the data. You also have the option to
import from MailChimp.
Step 8: We will select “add customers from your own file”. Here you can see the other types of information you will be able
to upload: email, phone number, and the mobile advertiser ID.
Tip: Before you upload a file, notice that you can also download a file template (highlighted in red below), so if you're a not
sure of the formatting, go ahead and download the file template there.

Step 9: Next, click on “Upload & Create”. You are done!

Facebook Custom Audiences & Remarketing
This type of remarketing is one that we are all familiar with. When a customer visits your site, they are tagged with a cookie
which you can later use to target them with Facebook ads.
Note: This requires use of the Facebook Pixel.
By installing a Facebook Pixel on your website, you can track all visitors who have come to the website within a given period
of time, for example in the last 1 month. Then, we can apply filters to enable us to target a specific group of people. For
example, if you are an online marketer that wants to target people interested in email marketing, you could set up an
audience that consists of people that have visited pages with the keyword “email marketing” in the URL.

Step 1: To remarket from website traffic, open Ads Manager. Select “Audiences”, “Create Audience”, “Custom Audience”.
Choose to create the audience from a “Website Traffic”.

Step 2: Apply the filters:

Exercise
Create a Facebook Custom Audience and use it for creating a retargeting campaign.
Hint: You will need to create an audience based on “Website traffic”.

Facebook Analytics – Insights
Facebook Insights is where you'll see all your analytical data from your Facebook page and this is where you'll
want to visit on a regular basis.

Instagram

Instagram Overview
• Social networking app

• Made for sharing photos and videos from a smartphone
• Allows quick editing of your photos before uploading

Instagram Overview
Instagram is a great marketing opportunity for all sorts of businesses, whether you're selling a product or a service.
• 700 million monthly active users

• 400 million daily active users
• 95 million photo uploads daily
• 4.2 billion photo likes daily
• 80% of Instagram users follow at least 1 business

Growth of Instagram

Types of Instagram Accounts
• Standard Business Account

• Personal/Personality Account
• Themed Accounts

Instagram for Business
Consumer Usage: Engagement with brands on Instagram is 10 times higher than Facebook, 54 times higher than Pinterest,
and 84 times higher than Twitter.
Businesses are spending money on Instagram: Instagram's global mobile ad revenues are expected to close in on nearly $3
billion by the end of 2017. That figure would account for over 10% of its parent company Facebook’s revenues.
Consumers are purchasing through Instagram: Nearly a third of online shoppers (31%) say they are using social media
channels to browse for new items to buy.
Consumers trust brands more because they saw them on Instagram: A majority of millennials surveyed – 70% – value non-
celebrity endorsements, particularly from influencers they consider as peers.

Key Elements of a Trusted Instagram Account
1. Profile Picture
2. Username
3. Account Name
4. Bio
5. Call to action

Create an Instagram Account
Step 1: Download the Instagram app from Step 2: Create your account Step 3: Choose a username
Apple App Store or Google Play Tip: Sign up with a business email to Tip: You can update your username later
ensure your profile isn’t linked with your in your account settings.
personal Facebook account

Create an Instagram Account …contd.
Step 4: Choose the right profile photo Step 5: Optimize your bio Step 6: Manage your settings
Note: Instagram bios have a 150- Tip: You can update your username later
character maximum so you’ll need to be in your account settings.
direct and concise

Instagram – Building a Strategy
Let’s start by analysing some of the successful brands on Instagram:

Types of Content
Instagram supports the following types of content:

• Images
• Videos
• Stories
• Live

Instagram – Content Ideas
Finding Content Ideas:

• Make a list of all products and services your business offers.
• Then, list all the benefits that your products/services offer.
• Visualize all the different ways your products/services can be used (be creative).
• Think about the situations that make your customers most happy.
• Capture those special and unique moments.
Remember to be unique, creative and personal.

Instagram – Content Ideas
Build your content pillars: Content pillars (or, themes) are the foundations on which any strategy is built.
Some example content pillars include (but aren’t limited to):

• Behind the scenes content
• User generated content
• Product demos / showcase
• Educational (e.g. the best social media tips)
• Culture focused (showing the human side of your company)
• Fun / lighthearted
• Customer stories
• Get to know the team
• Team member takeovers

Build an Instagram Marketing Strategy
• Determine the ideal Instagram audience

• Hashtags need to be an important part of any Instagram Strategy.
• Be a part of active Instagram communities in, or related to, your niche.
• Know the optimum posting frequency (most brands post an average of 1.5 times per day).
• Build content themes.
• Make sure your images and videos reflect your brand image/vibe and are consistent with your theme.
• Set up an editorial calendar.
• Use the right tools
• Use Instagram Ads.

Instagram – Posting Tips for Better Engagement
• Remember that quality beats quantity on any given day. If you already have an existing account, edit it to ensure you
are only left with best images and videos. No one wants to follow an account with thousands of meaningless images of
food or other random shots.
• Always post images with a relevant caption. Asking a question within your caption is a great way to increase
engagement.
• Be consistent. Know who your audience is and why you’re posting something.
• Use a tool like Piqora to see which images are leading to the highest engagement (then post more of them).
• Comment on your own photos and on other people’s. As people see that you’re regularly interacting, they’ll be more
likely to follow you.
• Promote your Instagram account everywhere on your other social media channels, via your email subscribers list, on
your physical marketing materials and on your website.

How to get More Instagram Followers and Convert Them
• Promotions: Deals, discounts, coupons, and other promotional offerings are a great way to drive first-time sales with
your Instagram audience.
• Contests: What’s a better way to make someone a customer than letting them try your product? Promote contests by
asking users to follow your account or post content with a specific hashtag to enter.
• Charity: According to a recent survey, 81% of millennials expect companies to make a public commitment to giving back.
Doing so can build affinity for your brand and help turn followers into customers. For example, Gap partnered with The
Global Fund to help fight AIDS in Africa. Since 2006, it has helped raise over $130 million.
• Teasers: Instagram is a great platform to show your audience glimpses of new products before they become available.
While you don’t want to spam your followers’ feeds with only product photos, a few images can build excitement.
• Launch a Product Live: For certain launches, it may even make sense to showcase a new product or service using
Instagram Live. You can quickly drive users to purchase by including a purchase link in your bio.

Instagram Live
Instagram also has a live video option to share content with your audience in real time.
To start a live video stream, open up the camera within the app, select the “Live” option from the menu at the bottom of
your screen, and click the button to “Start Live Video.”

Instagram Ads - Types of Instagram Ads

Steps to Create Instagram Ads
1. Create a Business Page and profile - You must have a Facebook Page to run ads and create a free business profile on
Instagram. If you don't have one yet, create a Page.
2. Set up your ad - Select your ad objective, target audience and ad format within Ads Manager.
3. Determine your budget - Decide how long your ads will run for and what budget you're comfortable with spending.
4. Publish - Now that your ads are ready to go, click Publish. You'll receive a notification when your ads have been
approved and are ready to run.

Step 1 – Creating an Instagram Business Account
In order to start advertising on Instagram we first need to change our Instagram account into a business account. By default,
you begin with a personal profile. To use Instagram for business, you have to connect your account to a Facebook business
page. To do this:
1. Click the profile icon at the bottom right of the screen.
2. At the top right corner of the page, open the settings menu. It appears as a vertical ellipsis in Android or a gear
in iOS.
3. On the next page, scroll down until you see “Switch to business profile.” Click through the promo slideshow
until you get a prompt to connect to Facebook. Select “Choose a page,” and set the page to “public.” Click “OK.”
4. Next, Instagram asks for permission to manage your Facebook pages. Look through the list of Facebook
business pages you’ve already created. Select the right page, and click “Next.”
5. Only an admin on the account can complete this step. You won’t see the page if you’re just an authorized user

Step 1 – Creating an Instagram Business Account

Step 2: Setting Up an Instagram Ad – Create a Campaign
Instagram ads are created through the familiar Facebook Ads Manager (Instagram is owned by Facebook).

Step 2: Setting Up an Instagram Ad – Specify Ad Targeting
Next, specify your ad targeting. This is how we can determine who we are going to display our advertisements to on
Instagram.

Step 2: Setting Up an Instagram Ad – Choose Placement (Instagram)
In the placement section, choose “Edit Placements”. Notice that Facebook and Instagram have ticks in the checkbox next to
them, which means we are targeting for both of these platforms. To target just for Instagram, uncheck Facebook (and other
boxes).

Step 3: Setting Up an Instagram Ad – Specify Budget

Step 4: Setting Up an Instagram Ad – Create The Ad

Instagram Ads – Best Practices
Instagram Advertising Best Practices:

1. Try to incorporate some mood or personality in all of your ads. Remember: Instagram is a visual channel.
2. Make sure your ads are contextually relevant.
3. Use hashtags
4. Run contests
5. Find out the optimal times for posting
6. Experiment with different types of ads

Instagram Analytics - Insights
View insights from your business profile
1. Go to your business profile.

2. Tap (the bar graph) icon at the top right corner of your Business Profile. From here you can get an overall view of
how people are interacting with your Business Profile.
3. Select specific posts, stories or promotions you'd like to view insights on.
You can track weekly Impressions, Reach and Profile Visits

You can also see what times during the day your followers engage with you business profile. This can help you decide which
times you should post new content from you business profile.

Instagram Analytics - Insights
Important profile insights to pay attention to:

• Impressions: This insight represents how many times your ads appeared on users' screens.
• Reach: This insight reflects the number of unique users that have seen any of your Instagram posts.
• Website Clicks: This insight reflects the number of times any links you've included in your business profile have been
clicked.
• Profile Visits: This insight reflects the number of times your profile has been viewed.
• Followers: This insight reflects how many followers you've gained or lost over the past week, as well as the average
times of day when your followers are using Instagram -- data that can be highly beneficial when planning posts.

Self Reference Slides

Alternate Option to Install Facebook Pixel
An alternate option to install Pixels is to download a Wordpress Plugin from Facebook and upload it in your website
backend.

Use FB Ads to Select Pixels under Events Manager

Select Wordpress Option here and Download the Plugin (Zipped File)

Go to your Wordpress Backend and upload the Plugin under Plugins section

Upload the Zipped Plugin File and click on Install Now

After Installation is over, click on Activate Plugin

Check whether your Plugin is activated on WordPress

In the Instructions here, paste your website URL and send Test Traffic

Your Facebook Pixel is now Live and Active

Thank You !
care@edupristine.com
www.edupristine.com
© EduPristine – www.edupristine.com

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Social Media

Become familiar with marketing through social media applications

Identify parts of a social media strategy

Identify social media online tools and applications

Develop social media marketing plan

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

• Define their company’s/business’ social media goals

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© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

To establish who your audience is:

• Where do they hang out online?

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© EduPristine For [Digital Marketing]

1. Never miss out on important events and dates

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© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

What Is a Facebook Page?

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© EduPristine For [Digital Marketing]

Starbucks: 16,366,438 Fans

The source for this data is from Inside Facebook.com

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© EduPristine For [Digital Marketing]

• Start by creating a dedicated Facebook page for the brand.

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© EduPristine For [Digital Marketing]

Creating a Facebook page is fairly easy. Simply go to https://www.facebook.com/pages/create to get started.

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© EduPristine For [Digital Marketing]

The second screen allows you to upload a picture.

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Next, add a cover photo.

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© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

© EduPristine For [Digital Marketing]

Creating a Facebook Content Strategy

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Creating a Facebook Content Strategy

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CLOSED VERSUS SECRET GROUPS

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No likes, no When you get likes

Top ranking factors for the Facebook algorithm

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© EduPristine For [Digital Marketing]

1. Focus on video—and especially on live video

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© EduPristine For [Digital Marketing]