IMS 418 Study Guide - Final Guide: Search Engine Optimization, Westjet, Starbucks
28 Jun 2018
School
Department
Course
Professor
Module Five: Facebook - Organic Marketing
● Explain the history of EdgeRank and the principles behind Facebook's newsfeed
algorithm
○ Facebook’s original algorithm
○ Affinity x Weight x Decay
■ Affinity: how close you are to the original poster
■ Weight: weight based on the type of post
■ Decay: value decreases as the posts become older
■ The three values are summed together, and the higher the EdgeRank, the
more likely it was to be shown to you
○ EdgeRank is actions you take on Facebook are going to impact what you
and your friends see in the news feed.
○Essentially you get a higher rank with posts that are: Timely, relevant,
trusted, sharable, not kittens, complaints, no spam
● Know the latest changes to the Facebook algorithm
○ Facebook chooses what to show in feeds through interest,
○post: likes a lot, clicked on a lot
○creator:how good is the author of this content (klout score, influential)
○type: image, video, text
○recency: how recent
● Evaluate the ratio of owned, curated, and promotional content
○The Golden Ratio: 30/60/10
○ 30% owned
○ 60% curated
○ 10% promotional
● Craft a customer service plan for a Facebook brand
○
● Propose a content and timing strategy for an effective Facebook campaign
○ Depends on the persona and the audience you’re trying to attract
○ Instagram: 12-1pm monday-friday
○ Facebook: 12-3pm monday, wednesday, thursday, friday and 12-1pm on
weekends
● Describe how a brand could use Facebook for lead generation
● Explain how brands end up with fake Facebook fans, even if they didn't pay for them
● Describe social snippets and how one leverages them for more effective Facebook post
● Build a Facebook post and posting plan that reflects best practices
● Explain all of basic metrics provided by Facebook Insights
○Fb insights keeps up on your performance over the last 7 days to your
business or page
○ Audience insights know a lot about who your audience is and how to
target ads based on their behavior instead of demographic
● Share an inspiration from an award-winning Facebook campaign
Module Six: Facebook - Paid Marketing
● Structure a Facebook ad campaign using Facebook's Ad Manager
● Describe each of Facebook's different ad units and how they differ
○ 11 types of ads available to Facebook advertisers
■ Boosts to your page
■ Promote your page
■ Send people to your website
■ Increase conversions on your website
■ Get installs of your app
■ Increase engagement in your app
■ Reach people near your business
■ Increase attendance at your event
■ Get people to claim your offer
■ Get video views
■ Collect leads for your business
○ Additionally, there are 11 different ad formats
■ Video
■ Image
■ Collection
■ Carousel
■ Slideshow
■ Canvas
■ Lead Generation Ads
■ Offers
■ Post engagement
■ Event responses
■ Page likes
● Go through the process of setting up and targeting a Facebook ad.
○ Select ad type
○ Choose one of your Facebook pages
○ Name the campaign
○ Choose an image for your ad (20% rule)
○ Ad a headline text
○ Choose where the reader will end up if they click on your ad
○ Pick the audience that will be seeing your ad (location, age, gender, etc.)
○ Set a budget for your ad
○ Set a schedule
● Explain custom audiences to anyone
○ Facebook advertising gives you the opportunity to target your ad to a very
specific audience
○ A custom audience is a group of people who have a previous relationship with
you, perhaps as customers or contacts
○ Customer list, website traffic, app activity
■ Facebook can look at all these and derive a custom audience that
regularly interacts with your business - from there, you can target your
audience more specifically through location, age, gender, etc.
● Develop unique understanding of your audience with Audience Insights
● Know how Facebook ads are priced
○CPC "Cost per Click": Pay for ad when someone's clicks on the ad (less
expensive)
○ CPA "Cost per action":Pay based on whether people want to buy the
product or not. (EXPENSIVE)
○ CPM "Cost per Thousand": Thousand impressions, shows in front of
someone's face, this is what you pay. (CHEAPEST)
● Explain what will get Facebook ads banned and/or accounts cancelled
● Explain Facebook Atlas in layman's terms.
○ Serves billions of ad impressions a day and features tools for marketers to serve,
manage, track, and measure the performance of ad campaigns
Module Seven: Content Marketing
● Describe all of the Content Marketing tactics
● Make the case for content marketing by referencing data
○ 84% of people expect businesses to put out content that: entertains, tells a story,
provides solutions and creates experiences
○ 27,000,000 pieces of content are shared everyday
○ 9 in 10 organizations market with content
○ 86% of B2C marketers use content marketing and 91% of B2B marketers use
content marketing
● Discuss best times of day and headlines for Content
● Discuss examples of best practice, such as Coca-Cola's content strategy
○ Coca cola is moving from creative excellence (advertising) to storytelling.
■ 3 drives
■ Double size of business
■ Distribution of creativity & technology
○ Creating stories of interest to coca cola advocates so that they are being shared
in some way
● Understand how to structure a content team
○ Single point of contact for management of content
○ Start with goals for content strategy
■ From there, build a strategy, persona and experience map
● Manage a content team
Document Summary
Explain the history of edgerank and the principles behind facebook"s newsfeed algorithm. Affinity: how close you are to the original poster. Weight: weight based on the type of post. Decay: value decreases as the posts become older. The three values are summed together, and the higher the edgerank, the more likely it was to be shown to you. Edgerank is actions you take on facebook are going to impact what you and your friends see in the news feed. Essentially you get a higher rank with posts that are: timely, relevant, trusted, sharable, not kittens, complaints, no spam. Know the latest changes to the facebook algorithm. Facebook chooses what to show in feeds through interest, Post: likes a lot, clicked on a lot. Creator:how good is the author of this content (klout score, influential) Evaluate the ratio of owned, curated, and promotional content. Craft a customer service plan for a facebook brand.
