F

FACEBOOK
BLUEPRINT
MARKETING JOURNEY#3

Prepared for Sinarmas Land | March 2021

Session Title
#3
Attract An Audience
 DIGITAL

ATTRACT AN AUDIENCE

• ATTRACT AN AUDIENCE ON SOCIAL MEDIA

• PLAN WHAT TO POST ON INSTAGRAM
• HOW TO MAKE YOUR INSTAGRAM
CONTENT STAND OUT

AUDIENCES

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DESIGN

Find and follow relevant hashtag for business

Hashtags enable people to categorize and tag their posts with relevant keywords and phrases

What is a hashtag?

A hashtag is a word or phrase preceded by a hash sign, like #icecream,

#gardening or #soccer.

How can you find and use hashtags for your business?

• When you search for hashtags that are relevant to your business,
start with broad terms, then narrow them down. Look for related
hashtags when you type your hashtag in search and Explore.
• When you add hashtags to a post or story, you can get discovered
by people who are looking for topics relevant to what you do.

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Types of hashtags can you use

You can use up to 30 hashtags in a post and 10 hashtags in a story, so use
several different hashtags to reach multiple audiences

Hashtags related to Community hashtags Descriptive hashtags

what you do

• A product or service, • Phrases relevant to •Daily themed hashtags,

like #haircare or what you do, like
#hairstylist #hairmagic or
• A niche in your #hairtransformation
industry, like • Instagram communities
#haircolor in your industry, like
• The location of your #hairofinstagram
business, like • Trends and
#losangeleshairstylist inspirations related to
your business, like
#hairinspo or #hairtips
like #mondaymotivation,
#tuesdaytip or
#wellnesswednesday
•Acronyms, like #qotd
(quote of the day) or #ootd
(outfit of the day)
•Emojis, like #!, #"

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Hashtag Case Study : Hair Day

Search for Get Add relevant Mix and match

relevant inspired hashtags. hashtags.
hashtags.
Pria looks up the Pria follows the Pria adds hashtags Pria finds more specific
hashtags #hairstyles hashtags like #hairgoals, hashtags to use, like
and #hairsalon and #hairstyleoftheday #haircolor and #pinkhaircolor
gets more specific and #hairinspiration #hairstylist_tribe on #hairdyeing and
with ones like to keep track of her posts and to her #hairinspirationoftheday.
#haircolorspecialist current hair trends. story.
and #haircolortrends.

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DESIGN

Create a Hashtag for your Business

Create a hashtag for your business to make it easy for people to discover it

Encourage customers to
use your business hashtag.
Remind customers to use it in their
stories and captions.
Decide on a hashtag for
your business.
It can be as simple as your
business name. Make sure
it’s easy to remember, and
search for the hashtag to see
if anyone else has used it.
Follow your business
hashtag
To keep track of the posts that
people are using your business
hashtag on, click Follow on the
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corresponding hashtag page.
Add your hashtag to your
physical products.
Encourage customers to
recognize your business and use
your hashtag by adding it to your
physical products.

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Introduction to Civic Engagement

Small businesses provide critical support for local communities

Share the Voting Share the Voting

Information Center on Information Center on
Facebook Instagram
To increase awareness of the Share the Voting Information
Voting Information Center on Center on Instagram to increase
Facebook, use a creative awareness of the 2020 US
template to share the direct link election and prompt people to
with your audience in a custom register to vote.
post.

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Facebook Tools to Reach

Community for Civic Engagement
With tools like Events, Groups and Messenger, you can use Facebook to build an energized and engaged following.

Host an event. Use Messenger Build your

Use Facebook If you have a
community with
Events to host public Facebook Page, you’re Groups.
meetings and any already on Messenger,
other upcoming which enables you to If you want to make even
activities online. You interact with stronger connections,
can also create a individuals in your start meaningful
paid online event, community. conversations and
which requires a one- encourage people to
time access fee to Pages can also take action, create a
watch and participate privately reply to group with your Page as
comments on their the admin.
posts by
clicking Message next
to the comment.
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ATTRACT AN AUDIENCE

Tips for Stories

Show authentic moments from your day. Give your community an inside look at your business by
sharing unedited, behind-the-scenes photos and videos as they happen.

Tell the story behind your business. Share more information about how your business started, your
mission and your values. Include an anecdote that illustrates the personality of your business.

Use stickers to engage with your audience. Interactive stickers that enable your followers to
communicate with your business directly can help you to gain valuable feedback.

Mention other people and businesses. Connect your followers to the people you feature in your
photo or video by mentioning them in your story. Just type @ and the person’s username or use
the @mention sticker. People who watch your story can tap the tag to view the other person’s profile,
and the person you mention can also share your story to their story.

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Tips for Live Video

Ensure a successful session before you start. Before you go live, tap the wheel icon in the top left
corner to determine who can view your Instagram Live, who can reply, where the video saves to
and how it can be shared.

Make people feel welcome. When people start joining your live broadcast, say hi and introduce
yourself to your audience for a few minutes. Pin a comment to welcome people who may join later in
the broadcast.

Interact with your viewers in real time. To keep your audience engaged throughout the session,
acknowledge their comments and respond to them during your live video. Comments from your
audience will appear at the bottom of your screen.

Invite other people to join you. When you go live, you can invite one other person to join your
broadcast. This enables you both to be on screen and have a conversation. Consider inviting other
business owners, your team members or even a follower to your live video.
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How to create socially impactful content?

One of the best ways to connect with your community is to show them what you care about.

Be authentic Mix Up Post frequently

Experiment with a
and consistently
Give your
community variety of engaging Your community
access to post types, subjects wants to hear from
moments they and original and
shared content. This you. Post often,
might not see to especially about
can include photos,
build trust and videos, text, news, special dates,
credibility. Use calls to action and moments and
the first-person updates on projects events you want to
perspective to or issues. highlight.
personalize your
message.

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How to create socially impactful content?
One of the best ways to connect with your community is to show them what you care about.
Share a long-form
perspective
Not every post has to
be short. Tell a story
and provide context
with a longer post.
Write something
personal and use a
conversational tone.
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Provide informative
and timely content
People talk about
current events on
Facebook and
Instagram, so
participate in ongoing
discussions and give
people who follow you
timely, topical updates
by adding popular
hashtags to your posts.
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Tips to create photos and videos for Civic Engagement?
Use your mobile phone to take photos and videos wherever you go.
Make your own studio
With just a few simple tools,
you can create a mobile
studio to elevate the quality of
the photos and videos you
take with your phone.
Use some foam core,
decorative contact paper, a
mini tripod and natural lighting
to make your photos and
videos appear more
professional.
The rule of thirds
• Use the rule of thirds to make
your shots more balanced.
• When you take or crop a
photo:
• Apply or imagine a grid with
intersecting lines that divide
the image into thirds.
• Position the subject at or near
an intersection on the grid.
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Tips to create photos and videos for Civic Engagement?

Use your mobile phone to take photos and videos wherever you go.

Try different angles Shoot for a mobile audience

Get close-up shots of your
product, pair it with other Since most people will see your
objects or show someone videos on their phones, take videos
using it. vertically to optimize for a mobile
screen.
If you only have a few
products or services, you can
take a variety of photos and
videos of the same thing.

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Interact with your Community through stories

Connect with your community by showing them what you care about.
Add text to your story to communicate with your followers.
Experiment with changing the font, highlighting text, adding drop shadows and adjusting the color of your text.

Draw on photos and videos

Use the brush tool to doodle with a regular pen, a neon pen/ a highlighter, and erase it if you change your mind.

Add stickers to make your story more playful

Use mood or emoji stickers to show how you’re feeling, or use a location sticker to tag the location of your
business or city.

Mention other people and businesses.

Include the people involved in your photo or video. You can do this by typing @, followed immediately by their
username.

Invite your community to engage with you

Interactive features in Facebook and Instagram Stories enable your community to directly engage with your
business and help you to gain feedback from customers in real time

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What types of videos can I share when i go live?

When you share a live video on Facebook and Instagram, you can speak to people
directly about social issues you care about in real time.

Tell your Share Invite a

story as it Tips special
happens. guest
Make an Host live Interview people
announcement classes, demos who might
or just show and tutorials to interest your
your followers share your followers.
what’s secrets with
happening. people at home.

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What types of videos can I share when i go live?

When you share a live video on Facebook and Instagram, you can speak to people
directly about social issues you care about in real time.

Build Raise money for a

community cause you’re
passionate about.
Host events that To create a
enable fans to fundraiser, you can
participate in your live add a Donate button
video, like Q&As and to your live video.
live discussions about Once you begin a live
community issues. To donation broadcast,
keep your audience you can see how
engaged throughout many people have
the session, contributed to your
acknowledge their fundraiser
comments and answer
their questions during
the broadcast.

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Create and manage a content calendar

The content you share tells your followers what your business stands for
Engage Educate Excite

• Show people how • Show people how • Announce daily

they can support they can support updates during
your cause. your cause. important periods.
• Start • Start conversations • Post candid photos
conversations about topics that and videos that
about topics that matter to you and feature your
matter to you and your community. business.
your community. • Encourage people • Tell your followers
• Encourage to contribute to their about upcoming
people to community. events in your
contribute to their community.
community.

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Facebook Ads campaign structure

Ads Manager is the place to create large coordinated campaigns.

Campaign Ad Set Ad

The first level is the The next level is the This is when you’ll
campaign, where ad set. You can customize your
you’ll choose an have multiple ad creative. You can
objective for your sets within a single have multiple ads
ad. Your objective campaign. If you within a single ad
should match your do have multiple ad set to test various
business goal. You sets within a single formats, like video
also have the campaign, each versus images.
option to set a one should have a
budget at this level. different, non-
overlapping
audience.

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Create your ad on Facebook
When you create an ad with Ads Manager, there are a few things you’ll need to plan
Objective
Your objective should be
based on your business goals.
Depending on your objective,
you may be required to set
a destination for your ad.
This is where people will go
when they click your ad. You
can set your destination to an
external website, an app
registered on the Facebook
developer site, Messenger or
Whatsapp.
Budget and Schedule
Set your budget and schedule
your ad delivery. You can use
campaign budget optimization
and automatic placements to
allocate your budget to the ads
that perform best.
Audience
Determine who will see your ad
based on who is most likely to
be interested in what you’re
offering and take meaningful
action.
Placement
Choose where your ad will be
displayed. You can set this
manually, or set up automatic
placement to make the best
use of your budget.
Ad Creation
Decide on the creative elements
of your ad. Select media and
add text, a link and a call-to-
action button.
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Select your Facebook Ads objective
Ads Manager offers the following suggestions by category:
Awareness
These objectives generate
interest in your business,
product or service.
• Brand awareness: Increase
people's awareness of your
business, brand or service.
• Reach: Show your ad to as
many people as possible in
your target audience.
Consideration
These objectives encourage people to learn about what your
business offers.
• Traffic: Send people from Facebook to any URL you choose, such
as your website's landing page, a blog post or app.
• Engagement: Reach people who are more likely to engage with
your post. Engagement includes likes, comments, shares and
offers claimed from your Page.
• Video views: Share videos from your business with people on
Facebook who are likely to watch them.
• Lead generation: Create ads that collect info from people
interested in your product, such as newsletter sign-ups.
• Messages: Connect with people on Messenger, Instagram Direct
and WhatsApp. Communicate with potential and existing
customers to encourage interest in your business.
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Select your Facebook Ads objective

Ads Manager offers the following suggestions by category:

Conversion

These objectives encourage people who are interested in your

business to purchase or use your business or service.

• Conversions: Encourage people to take a specific action on your

website, such as adding items to a cart, downloading your app,
registering for your site or making a purchase.
• Catalog sales: Show products from your ecommerce store's
catalog to generate sales.
• Store traffic: Promote your business locations to people who are
nearby.

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Three types of Ads Audience

Determining an audience can help you to maximize your budget and ensure your ads are
reaching people who are most likely to engage with your ad.

Core Audience : a new audience you create within an ad set. Targeting options for new
audiences include location, gender, age, language, interests and behaviors.

Custom Audience : people with whom you already have a relationship. You can securely
input customer data or use Facebook data on engagement to connect with people who
have visited your website, provided their contact details or interacted with your Facebook
page.

Lookalike Audience : people with similar characteristics to those who have interacted with
your ads or Page. Lookalike audiences are generated by combining Custom Audiences or
saved audiences with Facebook data.

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Set your Facebook Ads Placement

You can set up automated placements or manual placements.

Feeds : Your ad appears to people scrolling through their inbox, desktop or mobile feeds.

Stories : Your full-screen vertical ad appears in Stories.

In-Stream : Your ad appears before, during or after video content.

In-Article : Your ad appears in Instant Articles within the Facebook mobile app.

Facebook Search Results : Your ad appears next to relevant Facebook and Marketplace search results.

Messages : Your ad appears as a message to people who have an existing conversation with you in
Messenger.

Apps. : Your ad appears in external apps.

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Bidding and Budgeting Tips Facebook Ads

Here are some tips for setting your budget and bids.

Buying Type : If your goal has a predictable reach and frequency at a predictable cost, use reach
and frequency buying. Alternatively, if your goal is to be more cost-efficient, use auction buying.

Budgeting : Use campaign budget optimization (CBO) to improve the distribution of a campaign
budget across your campaign's ad sets. This enables the delivery system to automatically and
continuously find the best active opportunities for results across your ad sets and distribute your
campaign budget to get those results.

Bidding : Use automatic bidding to enable Facebook to spend your entire budget to get you the
most results. However, if you want to achieve a specific cost goal, use bid control.

Frequency : You may want your ad campaign to reach people more than once a week. In this case,
adjust the frequency cap to increase ad recall of your announcements.

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Analyze your ads performance

While your ads run, there are a lot of metrics outlined in a report

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Analyze your ads performance

While your ads run, there are a lot of metrics outlined in a report

GOAL METRIC
Metric: Estimated Ad Recall Lift (people)
An estimate of the number of additional people who may remember seeing your ads, if asked, within two
Brand Awareness
days. This metric shows results for ads using brand awareness, video views and engagement – post
engagement objectives.

Metric: Reach
Reach The number of people who saw your ads at least once. Reach is different from impressions, which may
include multiple views of your ads by the same people.

Metric for websites and Messenger: Link clicks

Traffic The number of clicks on ad links to select destinations or experiences, on or off Facebook-owned
properties.

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Analyze your ads performance

While your ads run, there are a lot of metrics outlined in a report

GOAL METRIC
Metric for post engagement: Post Engagement
Engagement The total number of actions that people take involving your ads (or all posts, in some cases). This metric
includes streaming reactions on live broadcasts.
Metric: 3-Second Video Views
The number of times your video played for at least three seconds, or for nearly its total length if it's shorter
Video Views
than three seconds. For each impression of a video, we'll count video views separately and exclude any
time spent replaying the video.

Metric: Leads (form)

Lead Generation
The number of form responses submitted after people clicked on your Facebook lead ads.

Metric: Reach
Reach The number of people who saw your ads at least once. Reach is different from impressions, which may
include multiple views of your ads by the same people.

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See you on next session

THANKS