F

FACEBOOK
BLUEPRINT
MARKETING JOURNEY#2

Prepared for Sinarmas Land | March 2021

 Session Title
#2
Establish Your Presence
 DIGITAL

ESTABLISH YOUR
PRESENCE

• STAY CONNECTED TO CUSTOMER ONLINE

• BRING YOUR BUSINESS ONLINE WITH
INSTAGRAM

• HELP YOUR CUSTOMERS CONNECT TO

YOUR BUSINESS ON WHATSAPP

AUDIENCES

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 ESTABLISH YOUR PRESENCE
DESIGN

What Instagram can do for your business

Using Instagram for your business enables you to tell your unique business story

Tell your Get Build and

business discovered energized
story by people community
Build your Find people as When you
online brand they come to share photos
by posting discover their and videos
expressive interests with consistently,
photos and add hashtags you can
videos on and keywords maintain a
Instagram. presence in
people's feeds
and daily lives.

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 ESTABLISH YOUR PRESENCE

Case Study : Hair Day

Tell your business story
Pria shares a photo of her latest hair colour and the
inspiration behind it.
Get discovered by people
Pria uses hashtags on her posts to get discovered by
people like #hairstyle #hairinspo
Get discovered by people
Pria posts consistently and starts to grow a following
by first asking customers, family and friends to follow
Hair Day.

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 ESTABLISH YOUR PRESENCE
DESIGN

Personal vs Business Accounts

Using Instagram for your business enables you to tell your unique business story

Personal Business

• Standard features • Real-time analytics (profile stats, stories stats,

content metrics, IGTV stats) or with Professional
• Private account Dashboard
• Run Ads (Stories and Feed) & Ads Insight
• Branded Content (include Paid Promoted)
• Instagram Shopping
• Contact Button (include business physical address)
• Business category
• Swipe Up on Instagram Stories (Link to URL)
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DESIGN

Build your presence on Instagram

Learn the additional features of a business account

Make it easy for people
to find your business
Add contact information for
your company, such as your
business hours, location and
phone number.
Learn more about your Sell your products with
followers Instagram Shopping
Access Insights to learn People can view a product's
more about how your name and price when they
followers interact with your tap on your feed and stories
photos and videos to help them buy your
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products
Advertise your stories
and feed on Instagram
Turn photo and video posts
that you have already shared
into ads.

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ESTABLISH YOUR PRESENCE
DESIGN

What are Facebook Stars?

Stars enables you to earn money from your video content. Viewers can buy
Stars and send them to you in the comment section to show support and help
their comment stand out. You get paid 1 cent for every Star that you receive.

Facebook Stars can help you?

• Move offline business, performances and services online.
• Identify and deepen connection with fans and followers.
• Provide a new way for your fans, followers and clients to engage with
you and support your work.

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 ESTABLISH YOUR PRESENCE
DESIGN

Benefit of Facebook Stars?

Stars offers a range of benefits to live video creators and the communities that watch them.

Enable people to support Facilitate the transition of offline Foster the growth of
you in an engaging way. paid performances, training and communities around creators,
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services to online. brands and organizations.

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 ESTABLISH YOUR PRESENCE

Benefit of Facebook Stars?

Stars offers a range of benefits to live video creators and the communities that watch them.

Enable new or casual fans to Help fund new content and Give you a new way to earn
support creators without equipment. money without pay-gating your
committing to fan subscriptions. live videos.

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 ESTABLISH YOUR PRESENCE
Case Study : Facebook Stars
Meet Fitness Guru Nadya
Nadya is a fitness instructor known for her fun and
challenging spin classes. Nadya has a fitness studio,
and has been using Facebook Live for a while, but
hasn’t yet earned money directly from her videos.
She has recently had to move more of her activities
online and is focusing most of her energy on leading
spin classes through live video on Facebook.
Meet Chef Mario
Mario is the head chef at the Mediterranean
restaurant, Little Lemon. In addition to running the
kitchen, he also leads in-person cooking classes and
publishes cooking demonstration videos.
He’s been earning money from his videos, but he’s
new to Facebook Live.
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 ESTABLISH YOUR PRESENCE
STARS

How to add Stars goal :

Page Level Goal
Stars goals allow viewers to contribute to a specific target or
objective in a more meaningful way. Goals appear as an
overlay on your videos and should include the goal amount
that you're striving to reach.

Page-Level Goal
The goal will automatically appear in all of your live videos
until the goal is met.
GOAL

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 ESTABLISH YOUR PRESENCE
STARS

How to add Stars goal :

Video Level Goal
Stars goals allow viewers to contribute to a specific target or
objective in a more meaningful way. Goals appear as an
overlay on your videos and should include the goal amount
that you're striving to reach.

Video-Level Goal
You can also manually attach a goal to a specific video. Stars
sent to a video with a video-level goal will count only towards
that specific goal.
GOAL

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 ESTABLISH YOUR PRESENCE

Facebook Stars Tips

Simply enabling Stars may not be enough to reach your earning potential.

Increase your chances to reach your goal

• Increase awareness about Stars among your fans and

followers.
• Increase the likelihood that live video viewers will send
Stars.
• Increase engagement with your community.
• Expand the number of viewers.
• Earn revenue from your live video.
• Reach your Stars goal.

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 ESTABLISH YOUR PRESENCE

Tips to help you succeed with Stars

Expand and engage your audience, and reach your Stars goal.

Launch Stars explainer Go live

announcement video regularly

• We • Create a video to explain • Set a regular time for

recommend Stars to your fans. live video and let your
scheduling • Let your viewers know viewers know.
a live video what they’ll receive when • Schedule your live
specifically they send Stars. broadcast in advance.
to announce • Communicate to people • Encourage viewers to
the news. how the Stars they send sign up for a reminder
• Let people can help you to create alert.
know that content. • Try going live 2-3 times
sending • Pin the video to the top a week for at least 30
Stars is a of your Facebook Page minutes.
great way to or Instagram profile to let • Use all your social
support you your viewers know what channels to let people
directly. to expect. know when your live
video will start.

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 ESTABLISH YOUR PRESENCE

Tips to help you succeed with Stars

Expand and engage your audience, and reach your Stars goal.

Set a Stars Check your goal Recognize

goal progress your senders

• To encourage • Check your • With the mobile

your viewers progress during or broadcaster tool, you
• Goals appear as after your live video can see your Stars
an overlay and to see how you’re senders by clicking the
should include a doing with Creator Star button.
• If you’re saving Studio > • Interact with viewers
for a specific Monetization > who send you Stars.
goal, let your Stars to check • Acknowledge big Stars
audience progress senders.
• A Stars goal can • Your interactions with
include an Stars senders may help
incentive for other viewers notice the
viewers, value of sending Stars.

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 ESTABLISH YOUR PRESENCE
DESIGN

Tips to help you succeed with Stars

Expand and engage your audience, and reach your Stars goal.

Launch Promote Stars

announcement regularly

• Explain what Stars • Continue talking about

are and how to send Stars during your live
them. videos.
• To pin your comment • Explain to your viewers
to the top of your what they will get when
comments section: they send you Stars.
Tap on the comment
you want to
showcase, and select
Pin this comment.

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 ESTABLISH YOUR PRESENCE

Facebook Online Event

Facebook offers a variety of tools and features that can help you create engaging online experiences for a range of audiences.

• Facebook Online Events combine event features like

registration, payment, community building and more, with
the ability to broadcast your event remotely with
Facebook Live video, Messenger Rooms* or by sharing a
streaming link. *Note that Messenger Rooms may not be
available to all people, groups and Pages at this time.
• You can move your events online whether they’re large or
small, public or private, paid or free, interactive or
presentational.

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Benefits of Facebook for your online event

When you move from in-person events to online events on Facebook, you can

Continue to engage with your
community when in-person
events aren’t possible.
Save money on location rentals Choose different platforms and
Earn money by using paid
by hosting from your home or tools based on the needs of
online events.
anywhere else you choose. your content and audience.

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DESIGN

Which events are best suited to an online format?

There are many types of online activities, gatherings, performances and services that you can organize through Facebook

Who may want to Types of events that

host online events? can be held online
• Media companies • Interactive talk shows
• News organizations • Community meetings
• Fitness instructors • Workout classes
• Theater groups • Theater performances
• Content creators • Creator fan meetups
• Dance instructors • Dance classes
• Authors • Book tours
• Chefs/cooking • Cooking classes
instructors

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ESTABLISH YOUR PRESENCE

Facebook Live
To run your online event, you can use Facebook Live.

Tips for success with Live Privacy controls for your event
When shooting on your phone: Tap the privacy dropdown and select one:

• Set to Do Not Disturb. • Private: Only people who are invited

• Lock the focus and exposure. can attend.
• Use a wireless microphone. • Public: Anyone on Facebook can
• Vary your visuals. attend.
• Obtain all required music rights. • Friends: Your friends on Facebook can
• Broadcast consistently. attend.
• Group: Members of a group you’re in
can attend.

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 ESTABLISH YOUR PRESENCE

Plan and Create an Online Event on Facebook

Define your goal for your event

Monetization Community Audience Event Type

• Do you want your event to be
free or paid?
• Will it include brand
partnerships?
• Is it primarily for fundraising?
• Is it primarily about supporting
and growing a community?
• Is it about bringing together a
limited or private group?
• Do you want your online event
open to all who commit to attend?
• Would you rather people register
for a free or paid spot?
• Will you limit the number of
attendees?
• Is your event more interactive or
presentational?
• How will you moderate interaction?
• Will you share presentation
materials before or after the event?

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Plan and Create an Online Event on Facebook

Determine content type for your event

Lots of audience interaction Less audience interaction

• Try Messenger Rooms* for a high • Consider using Premieres to

level of audience interaction, showcase prerecorded content.
where all the participants can be Note that not all types of
on screen if they choose. content are available for
• For a moderate engagement Premieres.
level, use Facebook Live to • Use Playlists to show a
encourage real-time audience sequence of videos or to
interaction, with reactions, repurpose previously recorded
comments and questions. events.
*This feature isn’t available to all people,
groups and Pages at this time.

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DESIGN

Audience engagement for live events

If audience engagement is important for your event, keep the following in mind

Keep it short Break it up Mix it up Keep it exciting Practice pratice

Avoid planning more than
three hours of programming.
Break up long-form Offer a variety of formats:
programming into concise presentations, interviews,
segments with breaks. panels, workshops and brief
videos to keep thingsLAYOUT
fresh.
Prepare your speakers to Coach presenters to state
ensure they’re energetic, key points at the start, and
enthusiastic and articulate summarize takeaways at the
during presentations. end.

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Creative Tips for Instagram feed post

Enhance your Instagram feed post images

Create a single Use contrasting

focal point colours
• Crop your photo to direct • Use props or backgrounds
people's attention to the to draw attention to your
most important part of the subject.
image. • Pair colours that
• Make your shots more complement each other
balanced with the rule of and stand out in people's
thirds: Imagine a grid with feeds.
intersecting lines that divide
the photo into thirds, then
place the subject at one of
these intersecting points.

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Creative Tips for Instagram feed post

Enhance your Instagram feed post images

Experiment with Show the benefits

unconventional angles
and perspectives
• Arrange objects in an
intriguing way to attract
people's attention.
• Photograph your product
from above, choose a
lower angle, get up close
to the subject or place it in
a corner of the frame.
of your product or
service
• Show the product or
service in use or highlight
its value instead of
showing it alone to explain
what your business sells.

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Creative Tips for Instagram feed post
Use video to engage your Instagram feed post images
Make your brand
recognisable
• Use the logo and other
elements of your business
– such as colour palette,
visuals and recognisable
people or products – to
create a consistent look
and feel.
Design posts to work with
sound off but delight with
sound on
• Create a video that
people can watch and
understand without any
sound, and add captions
when necessary.
• Use sound effects, music
and voiceover to enhance
the video for those
watching with the sound
on.
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 ESTABLISH YOUR PRESENCE

Creative Tips for Instagram feed post

Use video to engage your Instagram feed post images
Keep it short and Shoot your video Highlight your
capture attention vertically product or service
early in your video
• Introduce your • Most people hold • Your product or
logo within the first their phones service should
three seconds so vertically, so be the focal point
that people can framing your of the video.
become familiar video this way • Capture it
with your business, will make the against a vivid
even if they don't most of mobile and eye-catching
watch the entire screens. background.
video. • Crop existing
• Share the main videos into
message at the square or vertical
beginning of your assets for your
video. Keep it posts (1:1 or 9:16
under 15 seconds aspect ratio).
and focus on your
key message or
benefit.

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Creative Tips for Instagram feed post

Use captions to encourage people to take action
Get people Write concise Use tags & mentions
interested in captions to get to help more people
your business your message discover your
across business

• Ask a question in • Place important • Use two or three

the caption to announcements hashtags that are
increase and messages general to your
engagement. at the industry or specific to
• Highlight a sale, beginning of your product in your
discount or offer in your caption. captions.
your caption to Try to keep your • Tag and mention
prompt people to captions accounts that
take action. between 125 complement your
and 250 business.
characters. • Add a location tag to
your post to share a
physical location with
your audience.

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Creative tools to enhance Instagram feed post

You can also use these third-party apps for more editing options.

A Color Story Canva Over Quik Type Loop Videoshop

A Color Story Canva provides Over has design Use Quik to edit and Use Type Loop to Videoshop combines
enhances your templates that you templates and trim your videos and add unique text photos and videos,
photos with editing can use to create overlays for your add music and text animations on top of films in stop motion
styles and effects, designs, make visuals. You can also overlays. your photos. and resizes and edits
including cropping, collages and more. use it to create a videos.
filters, colour logo.
adjustments and
more.

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How to Improve Instagram Ads

People come to Instagram to discover new things, engage with a vibrant community and get inspired

Use multiple scenes. Test mobile shots depending

on your business goals.
Grab your audience's Mobile shots outperform
attention in the first frame studio shots for ad recall
and use speed to keep and intent, while studio
their focus. Ads that have shots tend to lead to
short, streamlined scenes higher brand awareness.
perform better than those
with long, slow scenes.
Use narratives that are
quick to get to the point
and easy for viewers to
understand.

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How to Improve Instagram Ads
People come to Instagram to discover new things, engage with a vibrant community and get inspired
Pair text with a focal
point.
Ads that include centrally
located text at a specific
focal point, such as Add
to cart in the middle of the
screen, help to increase
conversion metrics.
Encourage your viewers to take
a specific action.
Your ad should prompt viewers
to take action. Emphasise the
action you want your audience
to take, such as Swipe
up or Shop here.
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See you on next session

THANKS