Drive traffic using facebook & mobile
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This document provides guidance on using Facebook and mobile platforms to drive traffic and generate leads for a business. It discusses establishing goals for a social media strategy, such as getting found, creating engaging content, building word-of-mouth, creating a loyal community, and generating leads. Specific tactics covered include maximizing the Facebook social graph through search, claiming a business location on Facebook, and encouraging customer check-ins to improve search rankings. The document also addresses generating leads through Facebook and mobile and measuring social media success.
Drive traffic using facebook & mobile
- 1. Your Social & Mobile Marketing Advisor HOW TO DRIVE TRAFFIC USING FACEBOOK & MOBILE A Guide to Using Social & Mobile to Generate Leads and Increase ROI
- 2. ZIBABA'S ALL-INONE SOCIAL & MOBILE PLATFORM WELCOME TAB FACEBOOK STORE MOBILE WEBSITE COUPONS & DEALS SWEEPSTAKES CONTENT MANAGER Increase fans, collect leads, and improve customer service AutomaEcally sync with Facebook to create a mobile site in minutes …Lets you manage your enEre social & mobile strategy from one powerful, integrated system Drive traffic and collect qualified leads Sell OR showcase products/ services on Facebook Build your loyalty club and incenEvize your fans ZIBABA ADS DIRECT Request a demo Publish and schedule Facebook/TwiOer content with a single click SOCIAL BUTTONS Facebook ads for desktop, tablet and mobile 2 Retarget consumers with “like,” “recommend” and “want” buOons
- 3. CONTENTS How to Drive Traffic Using Facebook & Mobile By Allison Freedenfeld 04 Allison is the Director of Product MarkeEng at Zibaba, where she develops strategies to help small businesses drive traffic and increase revenue using social media and mobile. 05 10 11 35 She’s worked with a variety of agencies, internaEonal brands, Yps and small businesses to build authenEc and meaningful relaEonships with consumers. IntroducEon How to Maximize Facebook How to Generate Leads on Facebook & Mobile Facebook AdverEsing for Desktop & Mobile How to Measure your Facebook & Mobile Success 3
- 4. INTRODUCTION A[er almost two decades of online markeEng and adverEsing there is sEll a misconcepEon that if you build a page on Facebook you’ll get traffic and thus leads. Unfortunately, that’s WRONG! You can spend $10,000 on a beauEful website, but if you don’t implement SEO, SEM, or email markeEng, you won’t get much traffic. Similarly, building a page on Facebook won’t do your business any good if no one is reading your content, or sharing with their friends. So, how do you drive traffic and convert that traffic into actual sales? UElize the most popular site on the planet to drive targeted traffic and generate more leads. Facebook captures 10% of all Internet traffic, with visitors spending an average of 28 minutes a day surfing it’s pages. Just under half of the U.S. populaEon is using smartphones – 155M people – and Facebook is used by 70% of them! 4
- 5. CHAPTER 1 ESTABLISH YOUR GOALS Get found How to Maximize Facebook & Mobile Create Engaging Content Word-‐of-‐Mouth MarkeEng Create a Loyal Community Generate Leads! Four out of five consumers are more inclined to buy a brand a[er being exposed to its social media presence. 5
- 6. GET FOUND: FACEBOOK SOCIAL GRAPH Originally announced in January 2013 and dubbed Graph Search, the new search engine lets you search your Facebook social graph for people, places, photos and interests. The Graph Search feature combines the big data acquired from its over one billion users and external data into a search engine providing user-‐specific search results. 6
- 7. How to Make the Most of Graph Search 1. Choose Your Category People find your company based on category; therefore it’s important to choose the category that best describes your business. 3. Use the Facebook search bar to search your company name and see how many pages come up. There could be more than one due to mulEple check-‐ins from customers or employees, so you would need to merge or delete Pages you don’t want. 2. Setup Your Vanity URL The next step in personalizing your business page is to create a vanity URL (customized web address). By default, your Facebook Page will get a randomly assigned number and URL, but it’s possible to customize your Facebook URL to something like facebook.com/mybusiness. 4. Encourage Check-‐ins Once your locaEon is claimed, encourage your customers to check-‐in. Check-‐ins allow people to share their locaEon on Facebook via their phone. Here are a few ways to encourage check-‐ins to improve your Graph Search ranking. • Offer a discount to an individual for checking in or a freebie for checking in a certain number of Emes • Donate to a specified charity each Eme a consumer does a check-‐in A check-‐in • Include signage at your offline locaEon 3. Claim Your LocaMon Graph Search results are o[en based on locaEon. If you don’t have your business address listed correctly on the Page, you won’t appear in locaEon based searches. 7
- 8. 5. Complete Your Profile Make sure your page has up-‐to-‐date informaEon, such as locaEon, contact informaEon, hours, keywords, etc. The more opEmized your page is for keywords of the services you provide, or products you sell, the more likely you are to be picked up in search results. 7. Increase ‘Likes’ and Engagement Don’t focus solely on building page ‘Likes.’ ‘Likes’ a great, but ‘likes’ from engaged users are more important because the more you have, the beOer the likelihood of your site showing up in a search result. Here are 6 post types that increase engagement: 8. Monitor Your CompeMtors Graph Search gives you the ability to look at the demographics of not only people who like your page, but those who like the compeEEon as well. Take a deeper look into the age, race, gender and locaEon breakdowns, and make adjustments in your markeEng strategy. 6. Post Content Regularly The more you post, the more you can engage your current viewers and increase the likelihood of aOracEng new people to your page by opEmizing your posts for your keywords as well. Here’s a few Eps: • Post images/ video regularly • Tag your business in all Emeline and profile images/ videos • Include keywords in image descripEons 8
- 9. CREATE ENGAGING CONTENT 1. Relatable Examples Get creaEve about showcasing your products and services. Inspiring your fans to think outside of the box gives them new reasons to conEnue purchasing your products and services. High-‐quality content must be an integral element of a company's overall markeEng strategy. A constant stream of good content on your Facebook Page can help your SEO as well as posiEon your company as a source of valuable and interesEng informaEon. The beOer your content on Facebook, the more engaged your users will be, the more shareable your content is and ulEmately, the more leads you will generate. The key to a strong content strategy is to get to know your potenEal customers online, make connecEons, communicate and share informaEon. Engage consumers with the following types of content: 9
- 10. 2. Images Images have the highest engagement rates on Facebook. Share images of your products and services, your offline locaEon, projects you are working on, even grumpy cats…if you can relate it back to your business. 3. Videos When it comes to having content variety on your page, a video can be a nice change of pace. Videos involve a longer commitment from your audience, so make sure they’re good! 10
- 11. 4. Ask QuesMons Facebook is about offering people the opportunity to engage with your business. You can ask anything…simple or thought provoking. QuesEons that ask WHERE, WHEN and SHOULD have consistently strong engagement levels. 5. Quotes or Facts Post a staEsEc relevant to your industry or a quote from an influencer in your industry. This type of content is simple for the reader to digest, making it easier for them to act on the message via a Like, comment, or share. 11
- 12. 6. Locally Relevant News You don’t have to be the local news channel to post about things happening in your town or city. Keep your fans engaged by being a resource on everything interesEng or fun. 7. Blog ArMcles Blogging can be extremely helpful in not only engaging your Facebook community, but helping your SEO strategy. A blog also gives you a reason to send people to your website on a regular basis. 12
- 13. WORD OF MOUTH MARKETING Many people find referrals to be much more credible than adverEsements and if you can get other people to generate buzz by talking about your product or service publicly, the results could be highly profitable. Word of Mouth MarkeEng works for two main reasons. First, it’s beOer targeted. We are highly unlikely to tell our friends about something in which they are not interested. Second, it’s more persuasive because the moEvaEon of our friends is not to sell us something. 58% of Facebook users Word-‐of-‐Mouth expect offers, 30x more MarkeEng is or promoEons when they effecEve than other become f ans. types o f promoEons Word of mouth markeEng success could happen on its own. But, there are some things you can do to encourage it. 13
- 14. How To Increase Your Word-‐Of-‐Mouth Marke;ng 1. Target Influencers 3. Build Trust The success of Word of Mouth markeEng depends on customer’s trust of the brand. You have to earn enough merit to become a worthy topic of conversaEon. You can do this with an excepEonal product and by maintaining integrity across online pla|orms (your website, social media, and mobile). Connect with leaders and influencers in your space: journalists, public figures, bloggers, or even trendse{ng fans. Make a list of influencers that appeal to your key demographic and make sure that they know about your business. Take the Eme to learn about them and why they are influenEal, then open up a dialogue by engaging with THEIR content in ways that are relevant to your business. 4. UMlize Customer TesMmonials Encourage customers to write reviews or tesEmonials and publish them online. PosiEve and in-‐depth reviews could help you intrigue new prospecEve customers into trying your product or service. 2. Be A Thought Leader Not only do you want to target the influencers in your space…You want to be one! Figure out what makes you and your business unique, and tell people about it. 14
- 15. BUILD A LOYAL COMMUNITY 275 likes, 328 Tweets, 101 Shares, 39 comments. Many businesses see their social media following as a list, a database or a host of numbers without any acknowledgement that there is a human being at the other end. If your goal is to increase sales for your business with social media, you need to develop a loyal fan base that will begin to regard you/ your brand as a leading authority and best-‐of-‐ breed in your marketplace. Having strategic and authenEc interacEon with your fans is the key to your success. 15
- 16. Tips For Building a Loyal Community 1. Be Personable 4. MoMvate Users Focus on what your audience wants and why they are following you. Is it because they think that you can give them great advice on building a business? If it is, then feed them exactly that. When markeEng with social media it pays to remember that every message is a personal communicaEon between you and them. If your message makes people feel like you are talking exclusively to them it will cement the relaEonship. 5. Be A Resource People primarily use social media because they are searching for informaEon. If you do not provide the answer to the problem directly, then point the person in the direcEon of where it can be found. People will remember who got them to their desEnaEon. 2. Tell Stories Brands or individuals that have been successful in social media are those that are able to tell the best stories through digital means, in the most interesEng ways. 3. Involve the Audience 6. FREE is a Good Thing Make it so that instead of just reading, people actually have to be part of the conversaEon and add their own opinion to the story. 16 Just think what it feels like when you get something for nothing and how that makes you feel. Wouldn’t you like your social media audience to feel like that?
- 17. CHAPTER 2 How to Collect Leads Via Facebook and Mobile WHAT IS A LEAD? The term “lead” can vary from business to business; however, a sales lead is a person that has the interest and authority to purchase a product or service. 17
- 18. BUILD AN ENGAGING PRESENCE Custom Landing Page You probably have some sort of lead generaEon form on your website, whether it’s “Get our NewsleOer,” “Contact Us” or “Apply Now.” It’s the way that you currently collect contact info for potenEal leads. By adding a welcome tab to your Facebook page you can introduce visitors to your business and facilitate lead capture. Think about adding a “Contact Us,” “Book Now” or “Subscribe” funcEonality to capture leads without sending customers away from Facebook. Customized landing pages convert 35% of page visitors to fans, while accounts without customized landing pages convert only 19%. 18
- 19. What to Include on Your Welcome Tab 1. Call to AcMon 4. Reviews build consumer trust. Add links to your profile from customer review sites like Yelp. Do you want people to ‘like’ you, join your mailing list, answer a quesEon? Tell them! 5. Lead GeneraMon Form 2. Address/ Hours of operaMon Help your customers find you! Incorporate Google Maps and provide hours of operaEon. 6. Social Sharing Bucons Grow your business on Facebook by allowing fans to spread the word to their friends, virally. 3. Images/ Video Photos and videos give your Welcome Tab personality. Show off photos of your products and services or share a video that to get customers acquainted with your business. 4. Consumer Reviews A contact form is a simple way to generate leads. Fans can easily input their informaEon, allowing you to follow up via email. 7. Business DescripMon Create bulleted lists if there is a lot of content to read. Make it short with easily scanable and relevant points. 19
- 20. Showcase Or Sell Products/ Services Create a store within Facebook to drive customer acquisiEon (trial), customer loyalty (re-‐purchase), customer advocacy (word of mouth), and improve customer experience But, don’t limit your store to selling. Businesses such as car dealerships or real estate professionals can showcase products and services on Facebook to drive traffic and generate leads. No one in their right mind is going to purchase a car or a house on Facebook, yet consumers are seeking informaEon about your business via Social Media. Provide them with all the informaEon necessary to make purchasing decisions by showcasing your car inventory, for example, and collecEng qualified leads from interested consumers. 74% of consumers rely on social networks to guide purchase decisions 20
- 21. How to Create a Successful Store 1. Offer Specialty Items 4. IncenMvize Consumers Although you can, we suggest you don’t replicate you web-‐store in Facebook. Offer something exclusive, new and compelling that customers can’t get elsewhere Coupons have a built-‐in visual appeal and an innate call to acEon. A coupon with a limited Eme offer adds a sense of urgency in a customer’s mind. They immediately start thinking more seriously about how much they want your product and coupons can be the difference between a customer browsing your site and a customer making an immediate purchase. IncenEvize fans and the friends of fans to purchase your products and services. 2. Exclusive Discounts for Fans Harness the power of your biggest fans and by offering fan exclusives. UlEmately they're your biggest supporters, so it pays to offer them something special. You'll be rewarded as they spread their enthusiasm to their friends. 5. AcMvely promote your Store UElize Facebook AdverEsing and your Facebook Timeline Page to promote your products, promoEons and discounts within Facebook. UElize other social networks, email markeEng, and your company newsleOer to drive addiEonal traffic. 3. Full Payment Processing Although you can, we suggest you don’t replicate you web-‐store in Facebook. Offer something exclusive, new and compelling that customers can’t get elsewhere 21
- 22. Go Mobile While nearly 75% of users prefer a mobile-‐friendly site, 96% of consumers say they've encountered sites that were clearly not designed for mobile devices. This is both a big problem and a big opportunity for companies seeking to engage with mobile users. Mobile-‐friendly sites turn users into customers The fastest path to mobile customers is through a mobile-‐friendly site. If your site offers a great mobile experience, users are more likely to make a purchase. 1. When they visited a mobile-‐friendly site, 74% of people say they're more likely to return to that site in the future 2. 67% of mobile users say that when they visit a mobile-‐friendly site, they're more likely to buy a site's product or service 22
- 23. Not having a mobile-‐friendly site helps your compe;tors Non-‐mobile friendly sites can hurt your reputa;on It turns out that you can lose more than the sale with a bad mobile experience. A site that's not designed for mobile can leave users feeling frustrated, and these negaEve reacEons translate directly to the brands themselves • 61% of users said that if they didn't find what they were looking for right away on a mobile site, they'd quickly move on to another site • 48% of users say they feel frustrated and annoyed when they get to a site that's not mobile-‐friendly • 79% of people who don't like what they find on one site will go back and search for another site • 36% said they felt like they've wasted their Eme by visiEng those sites • 50% of people said that even if they like a business, they will use them less o[en if the website isn't mobile-‐friendly • 52% of users said that a bad mobile experience made them less likely to engage with a company A great mobile site experience is becoming increasingly important, and users are more likely to use a compeEtor’s site if they have a bad mobile experience. 48% said that if a site didn't work well on their smartphones, it made them feel like the company didn't care about their business 23
- 24. OFFER INCENTIVES Without adverEsing, contests don’t get entries, coupons don’t get redeemed and nobody shows up to get a free cookie at your bakery’s grand opening…but did you know that for every dollar spend on adverEsing worldwide, THREE more are spent on promoEons? Coupons & Deals A coupon is a powerful social media tool. A[er all, the biggest reason consumers “like” a business page is because they are seeking deals. When a user claims a Coupon or Deal on Facebook or mobile, they get an email explaining next steps. That’s right, email! Coupons and deals are a great entry into the personal email boxes of those who click “Get Offer.” 58% of Facebook users expect offers, or promoEons when they become fans. 24
- 25. How to Create Coupons That Get Claimed & Shared 1. Write Good Copy • Make sure the deal is worth something great. The best headline in the world can’t save a crappy deal • Play around with the wording and try different variaEons. You can always change the copy on any deal during its run • Keep it short, succinct and enEcing 2. Add a “Like” Gate With Zibaba, users can see all the important details to determine whether or not they are interested in a coupon or deal, but in order to claim or purchase the deal, they must first “like” the business page 3. Include Sharing Bucons With Zibaba, users can see all the important details to determine whether or not they are interested in a coupon or deal, but in order to claim or purchase the deal, they must first “like” the business page 4. AdverMse, AdverMse, AdverMse Share the coupon on your wall, and create a Facebook ad to drive traffic. Include a link to the coupon in your email blasts and newsleOers…even create a QR code and post it at your register so users can access the deal from your offline locaEon 25
- 26. Sweepstakes CompeEEons are sEll one of the best things you can do to increase page ‘Likes,’ generate leads, and gather informaEon on potenEal customers. Many different types of businesses can benefit from Facebook contests. For example, if you’re a web designer, you can offer a free landing page design. If you’re a florist, you could offer a “Fresh Flowers for a Month” package. If you’re a car dealership, you can offer free winter Eres. When people enter your contest, you automaEcally generate a list of potenEal customers that you can market to in the future. 82% of consumers will provide personal info in exchange for a chance to win 26
- 27. How to Create Successful Sweepstakes 1. Follow the Rules Plenty of contests get shut down because whoever is hosEng them doesn’t pay aOenEon to Facebook’s guidelines. View the rules here. 1. Keep it simple Think about what info is mandatory and keep it simple. The more quesEons you ask, the fewer entries you will get. It can be a fine balance between ge{ng to know more about your lead and pu{ng them off completely. We suggest sEcking to name, email, & DOB 2. Use an ApplicaMon like Zibaba Facebook doesn’t allow businesses or brands to run sweepstakes unless they are through a 3rd party applicaEon. Zibaba will help you setup and manage your next sweepstakes, so you can start generaEng qualified leads 2. Choose Your Prizes Wisely Choose a prize that will aOract your target market. We suggest giving away your own product or service, to avoid ge{ng entries from people who aren’t interested in your business. Also, make sure your prize targets the people who’s informaEon you are seeking. 3. Ask for the right info Depending on your business you will require different informaEon; maybe you need to know where they live, what age group they fit into or something more specific. 27
- 28. CHAPTER 3 How to Advertise on Facebook & Mobile CreaEng a business Page on Facebook is free; however, businesses that view Facebook as a free markeEng channel are missing the real potenEal. You can post great content on your page but it will have to compete for aOenEon in a user’s busy Newsfeed. To make your business compeEEve, you must pay for adverEsing. 28
- 29. Facebook VS Google At first glance, Facebook adverEsing looks a lot like paid search engine markeEng (Google). Narrowed Focus! Facebook On Facebook, targeEng opEons allow you to filter users based on interests, demographic and geography. Only users you have profiled will see your ads Search Terms! Google Google doesn’t trigger ads based on what users “Like”. Instead, search terms typed by users trigger relevant ads. Ads are shown on pages with related content. 29
- 30. How Much Does it Cost? The great thing about Facebook is you can work with very small budgets. For a mere $25/ month you can promote your posts, drive traffic to your products, deals and sweepstakes…even your website or offline events. The more budget you provide, the beOer your exposure and results. You bid on the price you are willing to pay to have your ad shown, and then you are charged in either one of three ways: 1. Cost-‐Per-‐Click (CPC) CPC stands for cost per click. If you are paying for clicks, you’ll be charged each Eme someone clicks on your ad. When you pay for clicks, your ad will be shown to the people who are most likely to click on your ad, but who may be unlikely to take any other acEon such as liking your Page, engaging with a 1. Page post, installing your app, using your app or joining your event. 2. Cost-‐Per-‐AcMon (CPA) CPA allows adverEsers to specify a bid amount for an acEon or conversion (e.g., page like) and get charged by the amount of conversions that they get 3. Cost-‐Per-‐Mile (CPM) CPM stands for cost per 1,000 impressions. This means you’ll pay when people see your ad. When you set up your ad, your impressions will be opEmized so your ad shows to people who are most likely to help you reach your goal. For example, if your goal is to get more people to like your Page, your ad will be shown to people in your target audience who are most likely to also like your Page. 30
- 31. Why Small Businesses Should AdverMse on Facebook The average online reach for narrowly targeted campaigns online is 27% accurate; average narrowly targeted campaign accuracy on Facebook is 91%. 3. Cost-‐EffecMve AdverMsing Facebook ads will cost you around $1-‐$2 for very click. This number is for the most expensive ads and as you narrow down the focus of your ad, the cost will decrease substanEally. The cost per lead becomes very affordable even for a small business that is Eght on cash. 1. Easy to Setup and Monitor You can set up your account and be creaEng ads within 5 minutes. 4. Social Proof 2. EffecMve Targeted AdverMsing Facebook ads allow you to target exactly the audience you want to reach. If you want to reach college students in a specific city, you can. With the right targeEng, your ads will be shown to the people most interested in your products and services. 31 You might be used to purchasing both ads and Sponsored Stories together to get the social proof boost you were looking for. Facebook will be automaEcally adding social context to ads now to help streamline ad creaEon and improve performance.
- 32. What kinds of Ads Can I Run on Facebook? If you’ve been on Facebook lately, you’ve no doubt come across some form of adverEsing. You may be less familiar, however, with the different types of Facebook adverEsing opEons. 1. External Website (Standard) Ads External Website, or Standard Ads, are Facebook’s tradiEonal ad opEon. These ads are usually found along the right-‐hand side of the page and are designed to drive traffic offsite. You can create and publish all types of ads, either through Facebook’s self-‐service interface or through a cerEfied ads API developer such as Zibaba -‐ if you need a more comprehensive tool for managing your Facebook adverEsing. Here's a short overview of each of the Facebook ad opEons available. 32
- 33. 2. Facebook Object (Like) Ads Facebook Object, or Like Ads, are similar to Standard Ads, but are designed to drive traffic to a Facebook Page, App, or Event. They look idenEcal to Standard Ads, except that the Etle will always be the name of the Page, App, or Event you’re adverEsing. 3. Page Post Ads Page Post Ads are primarily used to promote Pages and drive engagement. With these ads, you can take something you’ve added to your Facebook Page — whether it be a photo, link, video, event, quesEon, or text update — and turn that content into an ad. Non-‐fans who see the ad will have an opportunity to Like your Page directly from the ad. ExisEng fans will see a Sponsored Story that displays their friends who have already connected with your Page. 33
- 34. 5. Sponsored Stories Sponsored Stories are the most interacEve and organic of all the ad types because they highlight acEons taken by fans on your Page. There are several different types of acEons you can turn into a Sponsored Story: 4. Promoted Posts Promoted Posts allow you promote anything you can create through the sharing tool: status updates, photos, videos, Offers, and quesEons. These are ideal for mobile impressions since the ads appear in News Feeds and not the right-‐ hand column. 34
- 35. Kinds of Sponsored Stories • Page Likes: Displays when a friend Likes your Page, and includes a thumbnail of your Page’s profile picture and a Like buOon. • App Shared: Displays when a friend shares a story about your app and includes a thumbnail of the app as well as a descripEon. • Page Post Likes: Displays when a friend Likes a specific post from your Page, and includes that post. • Check-‐Ins: Displays when a friend checks in at a locaEon, and includes a thumbnail of his or her profile picture as well as the comment made upon check in. • Page Post Comments: Displays when a friend leaves a comment on a specific post, and includes the comment as well as a link to that post. • Domain: Displays when a friend Likes an item outside of Facebook, and includes a thumbnail of the Liked item and link to offsite desEnaEon. • App Used/Game Played: Displays when a friend uses an app or plays a game, and includes a thumbnail of the app/game as well as an opEon to play. • Event Joined: Displays when a friend RSVPs to an event, and includes the thumbnail and link to the event. 35
- 36. CHAPTER 4 You’ve wriOen awesome Facebook posts, published engaging landing pages, created eye-‐catching incenEves, drove targeted traffic…now it’s Eme to make sure everything you’re doing is working to generate more customers. How to Analyze Your Results on Facebook & Mobile Analyzing your data allows you to understand which products, offers, and ads are producing the best results, and which ones are falling short. This will allow you to alter your posts and offers in order to get the most effecEve results. As a marketer, analyEcs will also help you determine your ROI and prove that Facebook is having a posiEve impact on your business. 36
- 37. FACEBOOK INSIGHTS Facebook Insights allow you to see the analyEcs behind the engagement on your page. You can measure likes, reach, the number of people talking about your page, and the number of check-‐ins at your business. You can also look at the engagement levels of each individual post. How many people did each post reach, how many people are talking about it, and how viral is it? You’ll find demographics of your fans, which can teach you about your audience and help tailor your content. You’re able to see fans by age and gender and geographic locaEon. Not only can you look at this data for people who have had liked your page, but for the people who saw your page, talked about your page, or checked-‐in to your establishment. The new dashboard is broken up into four main secEons: Overview, Page, Posts and People. Let's take a deeper look at each of these. 37
- 38. 1. Page Likes Page Includes informaEon about your Page’s Likes including total Likes, Net Likes and Where Your Likes Came From. This informaEon is great for understanding how your community grows and where the growth comes from. The Page secEon is filled with informaEon about how your fan base has grown and how people are connecEng with your Page. 2. Post Reach This secEon digs deeper into your content’s reach and the acEons that influence it. Here you will find Overall Reach, Engagement AcEons that Influence Reach and NegaEve Engagements such as Hide, Report as Spam and Unlikes. 3. Page Visits This secEon shows you informaEon about which areas of your page get viewed the most including includes Page Tabs. There is also a nice graph, which outlines the number of Emes that people came to your Page from outside of Facebook. 38
- 39. Posts 1. All Posts Facebook provides you with informaEon about All Posts, When Your Fans Are Online and Best Post Types. Here you will find the basic breakdown of all of your Page’s posts. The data points include Reach, Post Clicks, and Engagements. 2. When Your Fans Are Online This graph shows you when your fans are online, helping you determine when the best Eme to post your content. This proves that there is no magic standard and opEmal posEng Emes are unique to each page. 3. Best Post Types Want to know the success of the different post types? Now you can! This secEon shows data based on average reach and engagement. 39
- 40. People 1. Your Fans This secEon allows you to compare the demographics of people who have Liked your Page with the overall demographics of Facebook’s total populaEon. The data here is split up into 3 parts: Demographic data including Age, Gender, LocaEon and Language. 2. People Reached Demographics of the people who saw your content compared with the rest of your Fans. 3. People Engaged InformaEon about the demographics of the people who engaged with your posts compared with the overall demographics of your Fans. 40
- 41. EVERYTHING YOUR BUSINESS NEEDS FOR SOCIAL & MOBILE 877-778-892 info@zibaba.com • Build a custom Welcome Tab www.zibaba.com • Sell OR showcase products Zibaba • Create a mobile site in minutes @Zibaba • Offer daily deals, coupons & vouchers • Run Sweepstakes & Contests • Manage Facebook & TwiOer Content • Boost your fanbase with Facebook ads • Analyze & opEmize campaigns. 41