Is your Facebook strategy smart?


The mistakes you’re making on social media, why you should focus on mobile and the tools you need. Deepesh Trivedi shares tips on smarter social strategy

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Focus on mobile
If you’re using social media to drive sales, the key focus here is one word – ‘mobile’. If you have a Facebook strategy, you have a mobile strategy.

The rise of mobile is the single fastest adoption of technology in history, with the mobile penetration rate in Singapore standing at a steep 148.9 per cent. So how can you reach people who are looking at this screen in their hand and not at traditional media?

The obvious answer is social media. It’s where we go to discover what matters to them about their friends, family and brands. Facebook has 3.1 million monthly active users in Singapore, and most access Facebook primarily through a mobile device. Singaporean users spend an average of 2.2 hours on social media every day, often while in between tasks – whether it’s waiting at the lights, or your favourite TV show to come on. Mobile advertising revenue on Facebook represents about 53 per cent of advertising revenue, which goes to show that marketers are recognizing the value of optimizing their ads for mobile.

The advertising options  combined with targeting tools is a great way you can reach your audience and achieve your marketing objectives – from driving brand metrics like awareness, consideration and purchase intent, to driving a direct response such as an app install, to purchase at a merchant’s online or  a physical store.

Don’t bombard audiences with your sales pitch
A lot of small businesses make the mistake of thinking that good content on social media equals a sales pitch. However, a non-stop flow of advertisements for your products and services will do little to engage potential customers – if used excessively, it will repel them.

While some content related to your products and services should form part of your business content strategy, it shouldn’t be the only focus. The formula for building a following on Facebook is really no different than traditional marketing – it’s about creating a compelling story around your product, service and brand, and then connecting with your customers in a way that is relevant to them.

An authentic voice tells your story better
It’s really pretty simple – think about the core elements of your brand and then connect with your customers on Facebook in a way that illustrates these values, with compelling content and frequent updates in an authentic voice.

Also Read: Why did Facebook open an office in Jakarta?

The owners of Indonesian footwear company Brodo used their Facebook Page to post blog articles, quotes and humorous videos to infuse fun and humour into the brand and communicate with fans like they would with friends. This was designed to increase the number of Likes, comments and shares its posts achieved, and consequently expand its reach. When fans enjoy the content you post, they’ll keep coming back to your brand for more.

Test which tools work best for you
There are various targeting tools on social media that marketers can utilize for digital marketing. Facebook, for instance, has some of their own offerings–each with a different function or purpose:

  • Promoted Posts: This form of advertising allows small business to easily create an ad directly from their brand page.
  • Mobile app install ads: Perfect for small e-commerce businesses who want to promote their app at a really cost effective cost per acquisition (CPA). Business owners can set up mobile app install ads direct from self-serve and spend as much or as little as their objectives require.
  • Reach and Frequency tool: The new tool allows advertisers to specify the exact audience reach and frequency they want to access. Online shopping mall Lazada used custom audiences to segment their target audience and then showed them the most relevant content. To reach new customers, Lazada used custom and lookalike audiences to identify customers who had not previously purchased products, and customize promotions to encourage new sign-ups.

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Deepesh Trivedi

Deepesh Trivedi is the Head of Retail & Ecommerce for South East Asia at Facebook, based in Singapore. He leads a team responsible for helping large organizations drive return on investment and profitability from their marketing strategy. Prior to this role, Deepesh was with Facebook in the UK, working with some of Europe’s largest ecommerce companies.

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  • Nathan Millard

    Hi Deepesh. I recently promoted a post with about $15. Reach was 22k (compared to norm of about 200) and achieved over 500 likes (compared to norm of under 50). But going into it I realized no more than the usual number seemed genuine (I checked about 100 profiles of people who liked the post). In fact the fake likes probably drove the post out if view of our intended target. There was a YouTube video on this subject from Veritasium (garnered over 1M views and counting) saying that FB hasn’t got the algorithm right yet.
    While the points in the article above are true and valuable they dont help users understand how to effectively use facebook advertising and prevent mistakes that result in wasted Ad spend – we need you to hold our hand and guide us through the process. I guess much of the money being spent on FB advertising now is being wasted.
    Do you have any valuable resources to help me and your many millions of advertizers and info to counter Veritasium’s claim that FB advertising Isnt working?
    Im happy to use FB advertising, but my experience thus far is not positive. I’m open to doing a post myself around any such resources you have.
    Hope to hear from you.