Best Practice Guide

Best Practice Guide

Best Practice Guide Marketing on Facebook

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Introduction The Facebook ecosystem Five guiding principles
· · · · · Build a strategy that is social by design Create an authentic brand voice Make it interactive Nurture your relationships Keep learning

Facebook by objective
· · · · · · · Foster product development and innovation Generate awareness Drive preferenceand differentiation Increase traffic and sales Build loyalty and deepen relationships Amplify recommendation and word of mouth Gain insights

Helpful Resources

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Best Practice Guide

Introduction
At Facebook, everything we do is about making the world more open and connected. This has a profound impact on the way people communicate and interact. We are continually developing authenticways for people to connect with one another as well as with the businesses, brands and institutions they care about, both on Facebook and across the web. Facebook allows marketers to stay connected with people throughout their day whether they are on their computers or mobile devices, at home or at work, watching TV or shopping with friends. This allows businesses to create rich social experiences,build lasting relationships and amplify the most powerful type of marketing – word of mouth. Connecting with people is just the beginning. In the pages that follow, you will find best practices for reaching your businesses objectives on Facebook.

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Best Practice Guide

The Facebook ecosystem
1 3 Amplify Build The first step is building your presence with a Facebook Every time someoneinteracts with your business, that action Page. Pages allow you to create an identity for your business in gets published into the News Feed, creating word of mouth. the social graph - the map of the connections among These organic stories are extremely effective at getting people and the things they care about. If you others to engage and take action, and can be IN have physical store locations,link your Page shared with a much larger number of potential SI G BUILD 1 with a Place. and current customers by using Facebook Ads and Sponsored You can use Social Plugins, the Stories. Facebook Ads include the names Graph API and Apps on Facebook of friends who have already connected to to create social experiences involving your business. Sponsored Stories enable your products and onlineproperties you to increase the distribution of News that are engaging and personalized. Feed stories about your business.
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Together, these tools give you the effectiveness of earned media, at the scale and predictability of paid media. Every campaign you run has a lasting impact via the relationships you build along the way. This is the new word of mouth andresearch has shown it’s twice as effective at driving results.

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FY Engage Creating these Facebook touch points allows you to start building your fan base and engaging with your customers. Facebook Like Ads are the quickest way to acquire fans. Publishing and engaging in conversations with your fans will allow you to deepen relationships and gain valuable insights.
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Best Practice Guide

Five guiding principles
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Build a strategy that is social by design
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• Social should be baked into everything you do, not added at the end of a campaign or done on the side

• Facebook should be integrated with your broader marketing efforts and part of how you reach your business objectives

Create an authentic brand voice

• People on Facebook areclear and open about who they are - be the same by providing straightforward information about your business

• Facebook is an ideal place to bring your brand personality to life through an authentic and consistent voice

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Make it interactive
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• People spend time on Facebook communicating and sharing with others, so always engage in two-way conversations

• Think about the aspects...