right good afternoon good afternoon everyone welcome welcome to uh week four of the digital marketing program organized by local enterprise office player hopefully you can all hear me could somebody give me a thumbs up hello says null i assume you can hear me all good great thanks Francine Danny Siobhan brilliant we're moving on to social media folks we've got three weeks left including today so today we're covering Facebook how to use your Facebook business page as a marketing tool next week we're moving on to Instagram how to use Instagram for free then week six first half is Tik Tok and the second half is video editing now being joined by Kevin Right so I'm going to start with a poll question do you use a Facebook business page so they should pop up in front of you and the options are yes and I'm very comfortable using it for marketing yes but I'm not sure how best to use it for marketing or no okay most of you have answered thank you very much interesting answers and there are the results none of you said yes and I'm very comfortable using it for marketing 44% of you yes but I'm not sure how best to use it and a whopping 56% of you said uh you don't use for marketing you're on the right course okay i'm assuming you don't know anything so I think you all know now you're in the same boat really you either know a bit or you know nothing um so no question is too basic or too silly feel free to ask it okay lorraine is saying hi hello how's it going Lorraine see you what am I going to cover today gonna start there's always people in the course who say that they don't use for marketing or that they're not sure so I always start with five or 10 minutes running through what I consider the fundamentals that you really need to know some of you might know them some of you might not but it's really to bring everybody up to speed during the fundamentals I will show you how to create a page so for those of you who don't have a page that'll be for you then I'll show you how to brand your page to make sure it's set up correctly from a marketing point of view and then I'm going to move on to you know I'll point out it's very easy to create a page it's very easy to brand it what's much trickier is what is it that we should be posting sending out from the page so we'll spend time figuring out what is it that we should be sending out from our page and maybe what we shouldn't and it's really important for you to get that right and what I explained today isn't just for Facebook it's for Instagram and Tik Tok or any other social network then I will get into the mechanics of how to post how to post single image multiple image link to a website video real so you explain the things you so you understand the things that you need to know and the things that could trip you up then I'm going to show you that actually all of this is on the mobile because some of you might want to do it on the mobile so then you'll have the choice of doing it on desktop or mobile and then I'll get into uh more about the algorithm and how it works and how you could get your content seen by more people so that's our course today there is a different course outside of this sixe course how to advertise on Facebook and Instagram it's a two-part course one by the local enterprise office so after today you would then that would be the next natural course for you to look at so that you could reach thousands of people who haven't followed you and uh you get into their feeds if you have any questions about it though let me know jillian hi Evan i rarely use Facebook the last few years interesting i think I know why uh but I might have a chat about that maybe in my introduction fundamental but whether you use it like I can tell you now I haven't posted on Facebook as Evan I'd say in four years imagine that i have no desire to post as Evan on Facebook but I do check my feed because I know my friends have posted stuff um but there's a total difference between using it for marketing and using it as yourself and you don't have to use it as yourself in order you know you could be dormant as yourself but then still use it for marketing so I will tease all that out right let's get in there any questions let me know right let's go to Facebook so I'm going to facebook.com and first thing to say is when you join Facebook you join as a person you don't join Facebook as a business so I joined as Evan and when you go in and you're logged in as yourself you get two big things first thing is you get a feed home is your feed i will talk about the feed in a lot of detail the second thing you get is if you click on the little circle there and then the circle it takes you to your profile now you might call this your person page or your friend page but technically it's your profile people have profiles businesses have pages so if you did a search for Evan Mangan and you clicked on my name that's what you would land on people are mainly on Facebook to keep up with what their friends are posting so uh I come up here and I do a search for someone let's say Mary Shihan and then in the search results here it's people i want to find people to do with Mary Shehan and here are all the Mary Sheans some have photos some have no photos trickier to identify the people with no photos so if you don't want to be identified let's pretend this is the Mary Sheen I know i'm now on her profile and there's an add friend button if I'd like to become friends with her on Facebook I click add friend she will then get a notification evan Mangan has requested to connect she can accept or she could ignore my request if I then go back to my profile you can see that I have 207 Facebook friends they invited me or I invited them and went we're friends there isn't much else in here really you know there's an about section where they'd love if you filled in where you went to school where you grew up your hometown are you single engaged married where do you work what's your job title i personally am quite private nobody needs to know stuff about me i've said I'm married and that I went to UCD but the more you put in here the more the easier it becomes for people to find you if you don't want to be found don't fill this stuff in so if anybody searches for Evan Mangan who went to such and such a school then I'd pop up right posts these are posts that uh either I've sent out or that I've been tagged in but I'm not active really on Facebook okay you might spend 2% of your time here once you dolly it up home far more important you'd spend over 90% of your time and at the top here it says "What's on your mind Evan?" That's the wrong question it should say "What would you like to post into the feeds of your friends?" Because that is exactly what it means so I click on what's in your mind and I'll say what an amazing day we had for my son Archie's birthday yesterday i could attach a photo or a video and if I wanted to I could make this public if I make it public then any of my friends will be able to share it with their friends and they will be able to share it with their friends anybody can see it anybody can share it and when people come to my profile they will be able to see it if I only want my 207 friends to ever be able to see that I'll restrict it to friends and then my friends won't be able to share it with their friends and when people come to my profile they won't see it i highly recommend you do that and I've set this as the default could you pretend that I clicked post not going to send that out but if you could pretend that I did that will now start getting into the feeds of my 207 friend now if I scroll down here what have we got here harry's Harry Styles went to Kitio's right when I scroll down here the first thing I'm pointing out that none of this is in chronological order that was sent out in March 29th that was a couple of days ago that was sent out March 30th march 30th three hours ago you see nothing's in chronological order it's not like an email inbox where the most recent is at the top it's in the order that an artificial intelligence algorithm thinks you would find interesting so over the next three weeks you're going to hear me talk a lot about algorithms artificial intelligence algorithms and the AI on Facebook has a couple of big jobs you see the AI and Facebook wants everybody all 3.4 billion people to think "God Facebook's so interesting i need to check my Facebook feed." They want us to keep coming back and if everything was in chronological order there is a danger that every time we go in there would be dull and boring stuff at the top and then we think "God Facebook's so dull i won't bother checking it i'll just go over to Tik Tok." So the AI's job is to figure out what you find interesting and what I find interesting so they're hyper analyzing us and they're analyzing what is it that we searched for recently what topics what kind of videos have we watched but not just watched watched to the end or repeat watched what are the kind of things that we have saved in order to come back to because you only save things you're really interested in what are the kind of things that we have shared because you only share stuff privately with friends and family that you think they will love or find funny or something so um it's figuring out what you find interesting it's also figured out which of your friends you find interesting so what I mean by that is I have 207 Facebook friends but I really don't have 207 friends i picked up Facebook friends along the way they invited me or I invited them but there are times when something comes into my feed from one of my 207 friends and I have no interest in what they're posting because I don't really know them and the AI has figured that out and they're also my real friends who whenever something comes in I do take the time and I like and comment sometimes I might share uh so the AI has figured out which of all of our friends find us interesting and which of our friends don't find us interesting so if you work on the premise that what comes into your feed is totally decided on by the AI and the AI wants you to find everything interesting that's what you need to focus on because it's the same for everybody the second job of the AI is to figure out whether any bit of content is interesting so it's working on two things what do you as a user find interesting but then is this particular content whatever it is interesting and depending on whether it thinks it's interesting will determine whether it will allow it into people's feeds right so let's go back to my post about my son Archie i've sent it out and in my head now it's like I've sent that out it's going to get into the feeds of all my friends it's like sending out an email it's going to get into the feeds of 207 friends not a hope it will only get in to the feeds of my 207 friends that the AI thinks find me interesting if it thinks they don't care about Evan not going to put it into the feed based on previous stuff or if I send something out and actually nobody really likes it comments on it the AI is going to think that's a bit boring his friends aren't going to find that interesting so then it'll even limit it how many of my re real friends see it you're going to hear me saying this a lot we've got to post interesting things particularly as a business so when I go down here through my feed they mainly want our feed to be content from our friends because they research and they ask us "Why are you logging into Facebook today?" We're now being joined by Gabrielle why are you logging into Facebook today what what are you hoping to see or just as you're leaving would you mind answering these few questions what how was your experience in Facebook today what did you think of it did you enjoy it what did you come here to see did you get to see what you wanted to see and they tell us that people mainly say "I wanted to see content from my friends." So they do their best the AI does its best to make sure that our feed is full of content from our friends right that's about as much as I'm going to cover in terms of using it as a person if you then want to use it for marketing when you're logged in as a person you need to create a page in order to use it for marketing you need a business page so you come up here to the little dots and under create you would select page it's saying do you really want to leave without sending out this post you know about Archie yes I do so now I went menu create page and then it brought me here so put in the name of your business the name of my business is the laughing horse restaurant and it's the Kilrush branch of our empire category type in whatever type of business you have i'm typing in rest for restaurant i'll select restaurant bio we're an Americanstyle diner in Kil Rush County Clair put in a bit of a description that's it put in your name choose a category florist for florist and then write a description people will be able to read that when they land on the page then go create a page what are they saying page name it looks like you already manage a page called the laughing horse kill rush they won't allow duplicate pages okay so they're accepting clear i think it's been created so now they're just saying "Look while you're at it why not do another few things put in your web address put in your phone number email address location i would put all of that in because this page is for marketing your business and you want people to get in touch with you so put in whatever you're comfortable putting in and if you're working from home there's no need to put in your home address then I go next and then they're saying why don't you brand it and you really should add a profile picture which is this circle so I go add a profile picture it's on the desktop it's in a folder called Facebook and I'll pop my logo there so your logo will be this circular image and then this big image here is a cover photo so I'll put in our chefs let's basically choose a nice photo that sets that whole tone to do with your business and put in your logo there then I go next and the parent company of course is Meta meta is the parent company and they got Facebook Instagram WhatsApp so they're always cross-promoting and they're saying why not connect to your WhatsApp so that when people go to your page they'll be able to WhatsApp you i'm not going to get into today but that isn't really what they mean at all i don't know if you know but there's a personal WhatsApp which is what you have and then there's a business WhatsApp which is what you would want for marketing you can't have a personal and a business on the one phone so if you want a business WhatsApp you need another SIM card i have one i just found an old phone in a drawer went down to the Vodafone shop and said "Could you give me a pay as you go SIM card for Fiverr?" So now I had a mobile number and that's what I would use from the WhatsApp but not getting into today build your page audience my 207 friends will I invite them now no crazy because if I click invite they'll all get invited to check out this new page that I've set up but I haven't really set it up correctly yet and I haven't posted anything from it so they'll just land on an empty page and they'll think "Oh Evan is Evan's just messing around here or Evan isn't really active and then they just leave again so I don't even know why they're suggesting it at this stage it's crazy so do not invite your friends at this stage then I go next and then they're just saying "Would you like to get notifications?" There we go that's how to set up a page for any of you who didn't have a page if you didn't follow any of that please let me know otherwise I'll assume you all followed that i'm not going to show you a real page i'm going to go and search here for Brown Thomas and here's Brown Thomas and I had a photo of the chefs they have this photo i had my laughing horse logo they have the Brown Thomas logo i put in the laughing horse Claire they have Brown Thomas i put in we're an Americanstyle diner in Kil Rush that's what they put in i said you really should put in your web address email address and everything because people would want to contact you that's where it goes so setting up a page is really easy um when people land on a page I'm just going to pretend that I've not been here before so it's my first time here the photo will kind of set the scene set the tone but really people will look at the most recent post just like a person would send out posts that go into the feeds of their friends a page would send out posts that go into the feeds of people who choose to follow the page so when people land on any page including your business page they will look at the recent posts because they will be curious what is this page sending out and I'm either scrolling down here and I'm thinking boring dull boring no no interest to me and if that's what I think then I'll just move on and that's of no use to Brown Thomas what Brian Thomas hope is that we would think look at this what's that some some uh she looks editor Charlotte Collins oo love that and what's this lingerie Max Pon Max Pendron candles right lovely i love all of this love fashion if that's what they're sending out I would love that coming into my feed so I'll come up here and I'll click like there we go but I only click that like button if I think what they're posting is very interesting if that's what they're posting I would want their future stuff that's what people think the only people who click that like button if what we post is dull are our friends and family strangers potential customers they will only click that button if they think that's interesting i'd like more of that kind of stuff coming into my feed so we can see here that 270,000 people have clicked that like button and when I go home which is my feed I'm now saying to you that uh what's coming into my feed are posts from friends from my 207 friends but also from pages that I have liked plus some ads if you see sponsored means it's an ad now I did say I'm not covering it in this course but business pages can get into the feeds of people who've not following them and you can target people in all sorts of different ways you can target people geographically want to target people in New York America the UK London Ireland i want to target people in Claire Claire Gway and Limmerch actually or I just want to target people around Dennis or I want to target people within one mile of my car wash in Kil Rush so you can be hyper local targeted or you can target internationally through ads and you can target people by age gender the kind of things they've shown an interest in it's a different topic but I am saying that when you're browsing through your feed you will see ads and these people are targeting you right i think that's the end of my uh up level just to summarize people join Facebook there's 3.4 billion 66% of us in Ireland use Facebook when we go into Facebook we're mainly there not to see Brown Thomas and the local enterprise office stuff we're there to see content from our friends so we find friends we accept invitations and then we go in there's a feed and there's an artificial intelligence algorithm and it is deciding what gets into your feed based on what it has figured out that you find interesting your feed it tries to make sure that most of it is stuff from friends maybe 30 40% but there's also ads and then it has to also make sure that it allows in content from pages that we have liked it also has to allow in stuff from groups you know there's Facebook groups as well we also know that if you use it for marketing it's very simple to create a page click on the nine dots create page and just follow the process very easy to brand it what is much trickier is what do you send out so that when people land on your page they don't think boring boring h no no interest let's get out of here instead they would think ooh interesting i love this stuff coming into my feed and then they click the follow button and then if you can get hundreds or a couple thousand people clicking that like button when you send out content the AI might then choose to put it into their feeds but remember I'm or did you notice I'm using the words the AI might choose i'm not saying get people to follow you and then your content will get into their feeds because remember the AI is deciding what interesting content will get into your feed but if you post interesting stuff you have a much better chance of getting into the feeds of your followers than if you post dull and boring stuff right that was my top level bringing everybody up to the same level can I ask is everybody following me does all that make sense looking for a few thumbs up here hopefully I haven't lost anybody if you followed that then you're going to follow the next three weeks actually you want to hear me talk about AI algorithms and posting interesting stuff brilliant if any of you have a question do let me know so Jillian going to come back to what you said earlier hi Evan i rarely use Facebook the last few years yeah I get it um you know we all have different interests some people love being on Facebook posting and they post every day and they'll tell you everything that's going on in their lives um personally I don't feel the need to tell anybody what's going on in my life so I don't post on Facebook but I do have friends that I care about so I do go in maybe once a day and check the feed to see what they're at uh because I do care about my friends and I like comment but I don't post as Evan but I do post as the marketing crowd because I see it as something totally different so I have a page that I created as Evan and I'm very active as the marketing crowd okay so just want to make sure everybody understands you don't have to be active on Facebook as a person but you do have to be on Facebook as a person in order to create that page right one or two fundamental stuff um I'm on I'm using Facebook as Evan i know I am because that's my little profile picture up there um Gabrielle sorry for being late i had to find a hard hat at the shops brilliant hope you found it it's the first time I've heard that one i'll be honest with you right i had to find the hard hat right got it anyway brilliant good stuff now I'm using Facebook as Evan i know I am because that's my little profile picture remember that would take you to our pro to my profile now that means if I go to home this is Evan's feed so I know what I'm looking at are posts from my friends and from pages that I've liked i also know that if I do a search for let's say uh done stores ages done stores there we go go for the top one yeah I must have done this in a previous course could you pretend that I just landed here and it hit the like button okay let's pretend I was never here i'm here as Evan so I'm looking at all this stuff as Evan and I'm asking would I like this stuff coming into my feed if this is what Duns are posting would I like their future stuff and if I think yes I would then I will like it as Evan so now I'm saying I want their future content to come into my feed if I like the post I've liked it as Evan if I comment I'm commenting as Evan if I share I'm sharing it as Evan into the feeds of my 207 friends but a question I've been asked a lot is what if I didn't want to like it as myself what if I want to like it as my page what if I wanted to share it as my page what if I wanted to like a page as my page so they made a big change there around 18 months ago and this is how it works now you click on the circle and there is see all profiles and when I click see all profiles I can now see my own profile and all the pages that I've set up and I need to start deleting these but if I wanted to use Facebook as my real page the marketing crowd I click on the marketing crowd and now it will say switched somewhere there we go switch to the marketing crowd you're now acting as the marketing crowd in Facebook so now I'm on my page and if I do a search for Dun's stores and go to Dun's again let's pretend I didn't do this in a previous course i land on Dun Stores and there's a like button because I have not liked it as my page so now I'm asking would I like this to come into the feed of the marketing crowd and if I think yes I would then I click like and if I go to a post if I like that and I've liked it as the marketing crowd and they will be told the marketing crowd has liked this post and if I comment I'm commenting as the marketing crowd so whatever comment I leave people will see that the marketing crowd has commented and if I share I'm sharing as the marketing crowd into the feeds of people who have followed my page nothing to do with Evan's friends if I click on home well there's a feed here and these are posts from accounts that I'm following as the marketing crowd so I have liked the marketing crowd the local enterprise office page as the marketing crowd they're one of my customers i deliver courses for them so I would like their page as the marketing crowd i might even comment this looks like a really useful course make sure there's no typos this looks like a really and really a really useful course so now I've commented as the marketing crowd i've liked it as the marketing crowd they will be told notifications they will appreciate that i'll be honest with you i've helped them out there because they know that unless people like and comment on their content the AI will think that content isn't very interesting and then it won't show it to many people i might have also helped myself though because if I was to comment on things sent out by the marketing crowd then business people who follow them the local enterprise office might say "Oh who are the marketing crowd?" And then they might click through to our page so actually commenting as your page on content that your potential customers would be following that's a good idea but let's not complicate at this stage some of you might understand what I'm talking about there my main point at this stage is that I can go around using Facebook as my business page liking pages interacting with a feed sharing stuff and then if I want to go to the page I'll click on the page there and now I'm on the page and here there's a what's on your mind box it shouldn't say that it should say what would you like to post into the feeds of your followers the people who've liked the page 5,000 people have clicked like on the page so if I write something here and send it out it's going into the feeds of followers if I'd like to switch over and use Facebook as my other page the laughing horse I'll click now they always show you here the two most recent things you've used but if I didn't see the laughing horse cla there I just go see all profiles and there it is we're now being joined by Samsung so um I'm now switching over and I'm using Facebook as the laughing horse Claire where I could do a search for done stores and I can guarantee you it won't be like this time because I have just created this page so now I could like it as the laughing horse and I could comment as the laughing horse on that because I'm using it as the laughing horse i want to go back and use it as Evan click switch and now I'm using it as Evan i will assume we all followed that if anybody didn't follow that please let me know but we now know and if you see me today going up there and switching and sometimes I might say I'm going to switch over now and use it as Evan or I might switch over and use it as the marketing crowd that's what I mean sound is gone says Jenny okay I'm asking now can you hear me can anybody hear me it's like a seance isn't it i can hear you thanks a million null i can hear you brilliant thank you very much appreciate it i'm getting loads of Yes yes yes so Jenny you're not hearing any of this probably jenny can you hear this jenny so I'm saying everyone else can hear try leaving and come back if you ever if anything ever goes just try leaving come back and particularly sound and click connect to audio okay um so Jenny I won't answer your question until you let me know that you can hear me okay thank you folks right one final thing on your page before we move on so I'm going to switch now and I'm going to switch to this new page I created the laughing horse restaurant Clare and uh going here to the page there's on the left there's a uh an option for settings when I click on settings scroll down and there's an option for linked accounts and when you click on linked accounts there's an option to connect your Facebook page to your Instagram account and if I click on that I could go connect account and they will ask me you know if I click on connect it asks me to log in with the Instagram username and password so now my Facebook page for the for the laughing horse would be connected to my Instagram account for the laughing horse and you'll see why that is useful later but I'm sure you're guessing I might want content that I create going out on Facebook and Instagram at the same time so when I show you how to make that happen I'll be saying "But you got to link your account." And I'm saying to do that you would go to your account your your page on Facebook make sure you're using Facebook as your page go to your page click on settings scroll down find linked accounts and then connect Instagram okay okay now I know I've only just mentioned uh Instagram there but next week I'll be covering on week five I'll be covering Instagram and uh I'll be spending maybe half an hour on Instagram reels maybe 40 minutes and in that course next week I'll be saying but Instagram res is the most important way to use Instagram for marketing it's how to create marketing videos reals there is a course run by the local enterprise office there this Thursday just on wheels so I'm just letting you know now because next week when I'm showing you Instagram and I I I'll be saying there's only so much I can show you in this course to do with reals but the local enterprise office runs a course just on reals and I don't want to have to say but it was last Thursday so I'm now saying it's this Thursday and I know there's a few places left so if any of you are interested go to the local enterprise office there and I'll teach you everything that you know you would need to know about making reals it's the way to use Instagram for marketing okay just wanted to say that right Jenny sound is gone again it's possibly my connection you're welcome Loren um yeah Jenny it is your connection what I'm going to do is I think you might not be able to read what I'm saying bottom okay so Jenny if you can read what I'm saying try leaving and come back okay and I've put it in I put it in chat as well gabrielle kind of weird to think that AI now gets to decide if you're interesting yeah but but maybe not weird you know yeah just unsettling baby you have to click on more and then show captions thanks million down at the bottom if any of you want captions click on more select captions of course Jenny won't be able to see that right unsettling says Gabrielle yeah why should an AI decide that you're interesting or not but actually it's not deciding whether you're interesting is deciding what you whether what you post is interesting they could be one and the same things right i'm going to get rid of my captions because it's starting to annoy me evan can I ask um with social media facebook seems to be one of the biggest platforms um in terms of active users now I would probably be considered an active user even though I might use Facebook i might log in maybe once every five six weeks i rarely use it but because I use Facebook to get into other sites and thin class as an active user um while it's one of the biggest social media you know channels out there is it actually you know realistically one of the biggest if people are just using it to log into different accounts gotcha and maybe a bigger question which I will definitely be answering as we go on is is it the best social network for your business i think the best social network for free for your business is Instagram and when I get into Tik Tok I'll be explaining Tik Tok could be amazing for you for these reasons okay but I know you're saying you don't really use it much uh and definitely people don't use it as much as they used to but people do use it and it can be very useful for your business but at the end of the course today I'll be saying its usefulness has been diminishing over the years and I'll explain why but the purpose of today's course from my perspective really I'm I don't think I'm just explaining today how Facebook works I'm explaining how social media works and then I will explain the limitations that I see within Facebook for you and the possibilities but then every other week I will be comparing back to what I explained today if that makes sense to you so it's an excellent question Julian but my answer actually will be teased out over the next couple of hours and maybe even into next week if that's okay if you're looking for a a number like technically how many people are being counted as active users but aren't active users they're only using I don't have that number that makes sense yes that makes sense you're welcome great because definitely on this course I don't see myself as a salesman for anything like I don't see myself as trying to sell you Facebook or sell you anything i will be brutally honest and I'll say I don't think it's very good at that but I do think it's good at that um okay great lorraine I'm so happy using Instagram and Tik Tok yeah my account on Facebook and Instagram are linked but I definitely get more messages regarding appointments through my Instagram and as these courses go on you'll understand why that is and if you don't then ask me okay but we're on a journey we're on a journey to get there uh but we have to tease things out in order to understand so that when you come away you're going to be crystal clear on why everything is the way it is great sound as Jenny great welcome back Jenny don't touch anything don't touch any buttons right i've now covered how you know the fundamentals i've covered how to set up a page i've covered a few settings i've covered that you can use Facebook as a person use Facebook as a business i'm now moving on to what is it that you should be posting because everything to date has been quite straightforward what is less straightforward is what is it that we should be posting and if you're posting the wrong stuff you won't get very far and what I'm going to explain here now absolutely applies to Instagram as well and absolutely applies to Tik Tok and LinkedIn if you were going to use LinkedIn my favorite restaurant in Kilorgland is on Facebook i go to their page i look at their recent content and I think "Oh that's interesting." So I click that like button their next post comes into my feed it's about their early bird menu our early We've just launched our early bird menu 20% off Monday to Friday 5 to 7:00 p.m brilliant so I might like it i might comment yum yum i'll be in i might even share it with my friends now before I continue I just want to take a little diversion here for a minute or two to understand or to tease out why we hope people will engage with our content when we send something out from a page so I liked the Brown Thomas page there just maybe 10 minutes ago and let's say their next post comes into my feed when it comes into my feed firstly it's competing for my attention it's up against all the stuff from my friends i mightn't even notice that post i might just swipe on by but they'd hope that I did notice it and they'd hope that I would do more than read it or watch it if it's a video because if I just read and watch it I've kind of not engaged if I was to like it there was a time five or six years ago that actually simply by liking it the Brown Thomas post would appear in the feeds of some of my friends quite a few of them and above the Brown Thomas post it would say Evan Mangan liked this that was great it meant that if people who follow you engaged with your content then they spread your content virally but Facebook is always researching and people were probably saying "Would you stop showing me what Johnny and Mary like i don't care." And other people were saying "Could you stop showing my friends what I like because it now makes me not want to like anything i want a bit of privacy." So now if I was to click the like button very few of my 207 friends would be told or shown the post but maybe some would maybe out of my 207 friends there's 10 who've also liked Brown Thomas and because we have that in common the AI would think they might find this interesting the fact that Evan liked this post so they could be shown there was a time that if I commented on a post more of my friends would be shown that post evan Mangan commented on this post but again they've kind of diminished that over the last couple of years and now not as many are to are shown it but still some are if I click the share button in my mind I'm sharing the Brown Thomas post and it will get into the feeds of my 207 friends but actually it won't it will only get into the feeds of my 207 friends that the algorithm thinks would find a post from Brown Thomas interesting at the risk of being sexist if none of my male friends had shown an interest in fashion high street brands etc then the AI won't put it into their feeds why would the AI put something into people's feeds just because Evan shared it so when I share something I would never know how many people got shown that could be two could be 150 depending on whether the AI thinks it would find it interesting my main point that's at this stage is if people engage with our content then it sh then our content becomes shared amongst their friends but just not as much as it used to a second and bigger reason that we hope people will find will engage with our content is because the AI is constantly assessing whether content is interesting and the AI only wants to show people interesting content so when you send out a post and when I say a post I mean an image post or a video or real as soon as you send it out the AI is monitoring are people when we put this in front of people how are they reacting and if people are not engaging like comment share save if it's a video and they're not really watching beyond 3 seconds they're just swiping on very few are getting to the halfway way point then the AI will think this doesn't look very interesting it's not that the AI is deciding it isn't interesting the AI is interpreting the lack of engagement from real people as an indicator that they do not find this interesting so if people don't engage the AI will think this doesn't seem interesting why would we show uninteresting content to more people so then it really won't show your content to as many of your followers but if it sends it out to a couple of hundred and they engage with it the AI will interpret this this seems to be interesting let's show it to another trunch of their followers and if they engage with it it'll think let's show it to another tranch of the followers and it'll build and build and build like a snowball and that's why some of your content collapses like a snowball you send it out and you're wondering why didn't they show that to many people it's because the people that they did show it to didn't find it very interesting and other content you send out and you go "Geez that did great look I got all this engagement because it decided to show it to lots of people." No it decided to show it to lots of people because you kept getting engagement all the way along and that's that's what we need to have in our head and this really applies to most of the social networks the algorithm on Tik Tok is a bit different and in some ways better okay but I'll get on to that in the Tik Tok now if I was to be brutally honest Facebook and the AI cares about you the Facebook user they want you the Facebook user to keep coming back to keep logging in and the way they hope to achieve that is to show you consistently content that is interesting facebook and the AI does not care about you as a business person as a business page owner in fact if you send out content that is dull and boring then you're actually diluting their product and they don't want dull and boring stuff so they just won't show it to people that's me being brutally honest okay so we all always have to think of this from the perspective of the platform that we're on and how that platform works sometimes people have said to me "Yeah but like I'm a business and I've set up a business page and I've grown my followers so why aren't they showing my stuff?" Because they only want to show things to their users not your followers their users that their users would find interesting okay so that's the way you need to see it okay let's go back let's go back now to my fictitious restaurant so their first post was about the early bird menu their next post was about they they send out some photo of some new dish next post about the early bird menu next post is a video of the chef serving up something next post about the early bird menu next post about the early bird menu after a while I might start thinking "Oh would you stop going on about the early bird menu i know you've been an early bird i know because you keep telling me and there's a danger actually that if we're overly salesy and repetitive that we could actually turn off people who initially were very positive towards us now there's a company called Blendec and they make blenders not the most interesting product now they could be on Facebook sending out post after post about their blenders check out our latest blender 10% off this blender we've just bundled this blender with another blender last time I checked 180,000 people had liked the page are 180,000 people following a page like that because that's what they're sending out not at home who would want to follow a page that just tells us about the price of their blender they know that and they want to grow their followers and be in front of people who have an interest in blending so they think "Okay let's think bigger than ourselves." People buy our blenders to make smoothies so we're going to use social media Facebook Instagram Tik Tok to position ourselves as the company that helps you make amazing smoothies we're going to share loads of recipes we're going to make videos we're going to give you tips at the center of our content is going to be our blender and you're going to see how amazing our blender is but we're not selling our blender we're we're helping you but subtly we're selling our blender and people want all this helpful information about smoothies 80% is going to be helpful interesting informative 20% salesy so every now and again they will send out a heart setting post about their blenders but on the whole it's interesting people when they land and they look through the recent content if they don't think it's interesting they won't follow even if they did follow you would wear them out very quickly if all you're doing is selling selling in a boring repetitive way if I had a hotel let's say I have a hotel jenny's back jenny I hope you weren't gone too long hope you weren't waiting there T jenny you're back as soon as I saw you I let you in i hope you weren't waiting out there too long i also hope you can hear me not sure if you can hear me can you hear me Jenny maybe not okay can I use Kani because I'm more familiar with Kani Well than say I have a hotel in Enis or something u I have a hotel in Khani and I have a Facebook page and I know that if all I do is talk about my offers my deals when people land on the page are they really going to sign up for that you know click the like button and even if they did they get bored with all those posts so as a hotel in Kani I would think bigger than ourselves and I think people are mainly staying in a hotel because they're on holiday so I'm going to send out content that helps people understand what an amazing holiday they can have here and in so doing I'm positioning a hotel as the hotel that helps you have an amazing holiday so I'd hop in my car go down to Mockris house set up my phone in a tripod press record hi Evan here from such and such a hotel here I am outside Mockris if you're staying in our hotel for for your break you got to come down here to Mockris and then I'll explain why it's amazing and I'll overlay loads of beautiful video footage on top of me talking i'll be showing you how to do that in week six um and then I go up to talk waterfall and the gapadon low and I make all these videos which people would find interesting when they're scrolling through our content they decide to follow us and our followers would also find this interesting and our followers might think "Oh my god you haven't been to the Gapadon loan a while why don't we go down and book into that hotel?" Then I'd share lots of uh re upcoming events festivals gigs sporting events then somebody might think I didn't realize the Coronas were playing in the INC why don't we book into the hotel why don't we get away for the weekend book in there then I'd share recipes from the chef helpful interesting informative but also gets across how amazing our chef is and how amazing our menu is i'd share wellness tips from the spa helpful interesting but also gets across our amazing spa facilities then I might run a competition and every now and again I talk about our special offers but it's around 80% interesting helpful informative 20% salesy no problem Jenny gone keep an eye out this time i have a hair salon i'm on Facebook social media i really want to sell my services i'd really love to be posting about spare slots in the diary but I know that if I'd posted just about spare slots in the diary who would want to follow that i'd wear up my followers they just think I'm boring so uh either I or one of our stylists would make videos DIY styling tips interesting helpful but also gets across how amazing our stylist is we take lots of before and after photos videos people find it interesting but gets across how amazing we are maybe a video day in the life of one of our stylists uh run a competition and every now and again we talk about the spare thoughts of the diary but it's around 80% interesting welcome back Jenny it's about 80% interesting helpful informative stuff that people would want and also content that followers would engage with which means that the AI would send it to even more of your followers but is also a little bit subtly selling and then around 20% hard selling i'll assume you're all following that and I'm assuming you all understand the logic if there's anybody here who's thinking I don't get that logic please let me know okay I have more to say on this i sometimes get asked by people could you take a look at our social media just let me know what you think and sometimes I say you're being a bit salesy and sometimes I hear one of two things back first thing I might hear back is "Yeah I'm a business it's a business page what else would I be doing except selling?" and that person really doesn't understand social media they're confusing social media with putting an ad in the Clare Champion now if you put an ad in the local newspaper everybody knows it's an ad and people can ignore it or read it but everybody knows it's an ad on social media you're creating a page on Facebook or a profile on Instagram and you are competing for followers you are competing to attract somebody to click that button and people will only click that button to follow you if what you're posting is of interest to them simple as that and when they do click that button the AI will only choose to show it to them in their feeds if it is interesting so actually what you want to post doesn't come into this at all you know if you're coming to social media thinking I want to get into social media and I'm going to sell my stuff that could be the total wrong thing depending on what you're selling so which brings me to the second point uh sometimes people say to me okay you think I'm too salesy well look at Brown Thomas and look at that boutique down there they're constantly selling so if they can sell why can't I and that's a good point but the answer is because they're a boutique and you are a life coach you are totally different and that's what I'm now going to explain if you all accepted that we really need to post interesting content and the ratio really is 8020 I'm now going to say that doesn't apply to every business and you got to visualize yourself in a spectrum where one end of the spectrum you have businesses with visually interesting products and the other end of the spectrum not visually interesting so over here in the visually interesting we have boutiques shoe shops furniture shops antique shops uh photographers artists tattoo parlors their products are very visually interesting now I would say most women who land on a Facebook page for a boutique or an Instagram profile for a boutique and they scroll through and they see all these photos and videos of dresses and shoes and jackets i doubt any of them think "Oh look at all this salesy stuff all they're doing is selling." People don't think that they think "Oh look at all this beautiful style if you like that style oh I'd love that stuff coming into my feed is beautiful and you know that you're going to be sold that but that doesn't bother you at all because you find this stuff so visually interesting and if I have an interest in uh like garden garden stuff and I go to a garden center and I I can see that they're they're sending out products about shrubs and everything and garden equipment i know they're selling at me but actually I find this stuff interesting i'm quite happy to be sold at so when you're over here you could have a very visual visually interesting product or a product that taps into someone's passion fishing gardening antiques and you can actually sell 90% of the time and 10% of the time it could be helpful tips life is really easy for you when you're over here because all you got to do is take photos and videos of your visually interesting stuff and you can sell and then there's business the other end of the spectrum where we have psychologists solicitors accountants life coach mindfulness digital marketing recruitment companies if any of you here today are thinking "Yeah I don't have beautiful products i offer a service." then you're over here and it's very different we don't have beautiful products that we can take photos of we've got to work much harder on the graphics that's why we covered Canva and how to design images using your brand colors we also cannot sell all the time in fact we can't sell much at all it definitely is the 8020 80% interesting helpful informative and 20% salesy so let's say you landed on the marketing crowd Facebook or Instagram and you scroll down and all it was was want to learn about Facebook sign up for the course want to learn about AI start sign up for the course want to learn how to make videos book a oneto one you think do I really want all these posts about upcoming training courses coming into my feed no boring and even if you did I'd wear you out very quickly oh another post about a training course so you can't do it if you're here if you were a parenting coach and I landed on your Facebook or your Instagram and all I saw were recent posts about your upcoming workshops for teenagers pre-teens whatever I just think I'm not following that i have no interest in that um boring but also the main reason why I wouldn't follow you is because I have no idea if you're any good like if all you're doing if you're over here if all you do is sell then nobody has a sense for whether the service you offer is any good over here we can all tell that's a beautiful red dress yeah a split second that's a beautiful red dress but you as a parenting coach I have no clue you could be useless or you could be amazing i have no idea so if you're a parenting coach or any type of coach you've got to work very hard you got to make loads of videos if I landed on your Facebook page and I watched the first video have you a teenage son or daughter and has he or she ever said this to you and you went "How am I going to react to that?" Well as a parenting coach working with hundreds of parents I found that this works very well and then you give me the tip and I might think that's brilliant going to try that or have you 11-year-old son or daughter and they want to get on to TikTok and you're wondering how to approach him well in my experience this is and now after just watching a couple of videos I'm likely to think you are excellent i definitely want to follow you and then your stuff keeps coming into my feed and then if I did want a workshop I'm far more open to booking your workshop or I might know another parent who's struggling at the moment and then I'd share your stuff with them but the point is there's two ends of a spectrum and social media is not the same for every business and you've got to figure out where you are in this spectrum and their business is somewhere in the middle they're not as visually interesting as the boutique and the shoe shop but they're not as much of a service as the others i'm thinking hotels yoga you know there are visual elements to the hotel the rooms the food the everything but you can't just keep selling selling selling you got to mix it up with tips yoga lots of visual elements but you can't keep selling your workshops you got to mix it up with tips at this stage can I ask is this making sense to everybody are you all understanding the logic of what I'm saying here got to be clear what is it that you can be sending out and maybe shouldn't be sending out on social media great and I ask is there anybody who doesn't no if anybody disagrees or doesn't understand please let me know so where I think you need to get to is um having a posting plan and this posting plan will be you know seven eight 10 topics that you'll post about on social media because everything I'm talking about isn't just for Facebook it's for Instagram as well so you need to come up with eight to 10 topics i've given you a posting plan for a hotel things to do in the area upcoming events recipes from the chef wellness tips from the spa competition all that kind of stuff i've given you a posting plan for a yoga business how would you come up with topics that you would post about and what's the benefits of coming up with these topics first benefit is whenever you're wondering what is it I post about this week well you could think oh I post about those four topics in the last couple of weeks i haven't posted about these topics in a while it'll also make sure that there's variety and when people land on your social media account they'll go "Oh interesting interesting interesting interesting oh I'd love this stuff coming into my feed." And also there'll be variety for your followers so then when your content comes in it'll be fresh and interesting and they're far more likely to engage so I'm going to give you two ways to come up with this posting plan gabrielle thank you very much great thank you okay so I'm going to give you two ways coming up with this first is good old market research and I would do it in this order do this before the second suggestion so I'm going to go to Facebook i might switch back and uh switch and use it as Evan i'm pretending that I have a garden center so I'm going to do a search for garden center if you're a life coach type in life coach if you're a florist type in florist and then come down here to pages i want to see pages that are relevant to garden center and now they're giving me loads of garden center Facebook pages let's take clone road here they're near County Clair I think uh Limmerclair so 12,000 followers and actually it's there in front of me um so I'll scroll down and all I'm doing is a little bit of market research here competitor research uh so I'll make a note of what that's about it's obviously Mother's Day i'll make a note of what that's about that's about and all I'm doing is making a note of the topics and then I'll get to a point where it's just the same topics no new topic topics here might be something like uh new stock just in special offer some kind of a planting tip testimonial behind the scenes you know their topics then I'd go back to the search results and I'll choose another one and then I'd run through their posts and I'm making a note of the topics and uh very quickly I might realize actually there there aren't any different topics here than there were in the first one so then I'll go to the next one and I'm just wondering are there any different topics and by the time I get to the fifth or sixth page I think I would have exhausted all the topics i now know what a business like mine posts about on Facebook i think as well you should maybe do a search for whatever your type of business is garden Center Garden Center London Garden Center Manchester Get Out of Ireland into a more competitive market there could be pages there that you think actually very interesting things they're posting about here make a note now in addition to just making a note of the topics when you go into each page also make a note which topics are getting the most engagement because remember you want to figure out what is it that people find interesting enough to engage with because then the AI shows it to more people and you will be able to see very very quickly which topics get more likes comments and shares and which topics don't make a note of that also make a note of which formats are getting the most engagement single image multiple image link to a website video or a real you'll understand what all of those are soon so now you've got a good idea of what type of format I can tell you now the the topics that will get the least engagement are your salesy posts bet you €100 and the topics that get the most engagement will be the helpful informative posts or the beautiful visually interesting posts the formats that will get the most engagement will be reals followed maybe by multiple image posts but you'll find out yourself for your industry and then the other thing I would do is for every page you go into by the time you reach the the second or third post as you scroll down just ask yourself are you finding this page interesting already or are you finding it a bit dull and if it's a bit dull ask yourself why are you finding that dull now is it the topics is it the visuals is it the format tends to be kind of links to the website it's not really videos and when you go into a web page and you get down to the second or third and you think this is really interesting ask why did you think that is it the topics is it the format is it that there's a lot of videos is there a lot of multiple image posts if you spend 20 minutes doing this with a cup of coffee or something some evening uh you'd really really get the idea of what's working for your type of business on Facebook i remember from the poll over half of you never used Facebook business page and the rest of you didn't really understand how to use for marketing jenny I'm following via captions a sound is gone again no problem at all okay hope that works out for you right that's the first way I do it the second way I do it is chat GPT but I would only ask Chhat GPT or Gemini after I do my own research because then you'll be able to gauge what Chhat GPT says based on actual reality don't just depend on chat GPT do your own research first and then ask Chat GPT so I'm going to say here um we have uh I'm looking at the businesses Let's take a hair salon right i have a hair salon in Nisclair act like a Facebook marketing expert and brainstorm plenty ideas or interesting content that will attract and engage followers absolutely and we did cover this you know we did cover this in week one asking it to act like an expert it's a bit slower here now today there was a big worldwide outage there last night so I think it's still recovering but it's given me loads of ideas uh there was a lady on this course previously and uh she said Evan and this was before I I explained quite a lot of this she said "I I I really don't know what I should be posting i work for a charity and I don't know i'm not trying to grow my sales." And it was interesting actually because I said "Of course." Yeah but you got to ask yourself what are you hoping to achieve and like why why would you be on social media if you're not looking to grow your sales what is it that you want to achieve she said "We want to achieve more donations and more volunteers." It's great so go to ChachiPT and say I work for a charity that helps the elderly in let's say Kerry Ireland our goal is to increase donations and uh volunteers act like a Facebook marketing expert and brainstorm ideas came up with brilliant ideas like brilliant ideas and she she looked at the list she went "Oh my god I never would have thought of any of that stuff really." Um so some of you will be more on top of this and other you might be starting on you're wondering what is it I could be posting my advice is check the real world but also then ask chat GPT and you'll be able to gauge what chat GPT suggests based on the real world can I ask are we all okay with that i'm now moving on from what to post but it is like if you were building a house you put in a foundation social media marketing this is the foundation you got to be posting interesting content come up with ideas and all that applies to Instagram and Tik Tok as well great i'm now moving on to how to post and the mechanics of how to post uh I know you can't see what I'm doing but right I have a word document here where I have some text already written it'll keep the course moving more smoothly so if you're wondering where's he getting this stuff that he's pasting in it's just in a word doc right i'm going to go back to Facebook i'm going to switch to use it as the laughing horse cla I'm going to go to my page the laughing horse cla and it says what's in your mind this is the box where you post so I'm now going to run through the different things about posting things that might trip you up the restaurant is buzzing here tonight our chefs are flat out then I'll attach photo video i'm going to attach a photo and this is a photo of our chefs and then I'll go next so you would always attach something visual otherwise your your post will be going out and it's just text and that won't get anybody's attention and when it gets nobody's attention the the algorithm won't show it to many people all right so that's what it looks like i'm sure you all think that that looks fine let's do it a second time this time I'm going to attach an image that I have cropped in uh Canva there it is now the first image I attached I just attached the image and it was a landscape image and can you just notice the size of the post well when I cropped the image in Canva to that size can you see the the size of the post and remember we are competing for attention and when you're competing for attention big is better if I go back to my feed Evan's feed all of this in my feed is competing for my attention that is a multiple image post i'll be showing you how to do that but can you see you know it is very eye-catching it gets your attention it's a good format that is a big image that is not a landscape image i you know I can barely um ignore it hardly ignore that is a nice big image i can't ignore it it's taken up my entire feed that's a big image some images are not as big struggling to find one there we go okay hope you all followed what I'm saying we are competing for attention so that will not compete and people could just swipe on by whereas it' be hard for people to ignore that so I'm going to remind you of something I showed you in the Canva week when you go to Canva you'll go to social media and you will select Instagram post 4x5 because I explained they've recently changed the shape from square to 4x5 when you go in here that is the shape so then you go uploads upload files bring in your image to the uploads folder click right click set image as background and now it's 4x5 much bigger but because it was originally landscape if I double click then you see I'm missing that bit and I'm missing that bit so I can now move it and I can which bit do I want in my actual image more chefs is probably better than one chef so I'll just move it over there and then go like that and then I'll give it a name and then I'll go share download and that's what I did in order to get my nice big image or within Canva I could also go uploads on my laughing horse logo and you know how to add some text as well don't you showed you that in the Canva week so back here another way of doing this would be Write your text and attach an image that you've done a bit more work to in Canva you haven't just cropped it you've also added a logo and text no actually that is square rather than that size but you get the idea my point is you could just crop an image and save it or you go the extra hog add your branding and add some text should you add some text yes and no let's go back to the feed because you're competing in the feed sometimes you need to immediately convey what it's about so that's a post from a friend that's nothing to do with marketing see I'm just swiping by a lot of this stuff here um because it's not really getting my attention but um a CRM that works as fast as you do the text immediately conveys to me what that is about and if I'm then interested I could read up here but if it just had something that was an image I wouldn't have a clue what it's about congratulations the Keen Super Value Minor Club Championships i know know what that's about if it was just a photo of those people celebrating I would have a clue what it's about so if you're over here in the visual side of the spectrum I don't think you need many much text you will be sending out images of your very visually interesting products and actually having some text in it could detract from it i don't need to be told it's a beautiful red dress but if you have a sale on dresses this weekend you absolutely should put some text in it that says 10% sale on dresses this weekend in that split second I see your post in the feed i now know you've got a sale on dresses and then I might read your caption so I think you'll be adding text selectively over here if you're over here I think you will always be adding text always because what are you doing you're sharing lots of helpful tips advice if I go to the marketing crowd you're either selling or you're sharing tips and advice so there's videos chat GPT live video chat i've got some text on the video that immediately conveys what it's about they're just some images um some spaces remaining 8week digital marketing workshop so that's a salesy one if it didn't have that text it wouldn't be immediately obvious people think "Oh that's interesting." Then they might read that um SEO the new AI search engines that's of interest to you you might read that uh edit a video just by deleting text i've got to have that text at the start otherwise people think what's that all about should you use Deep Seek AI for marketing rather than just an image it's got to have the text instagram has changed the grid what marketers need to know so if you're over here I think you you really have to add text all the time because you're either selling and therefore it needs to be obvious what you're selling or you're sharing some helpful tip and advice and it needs to be obvious what it is okay hope that makes sense if it doesn't let me know four minutes to coffee folks we're nearly there right multiple image post we saw one there from one of my friends look what our chef just added to the menu yum yum this time I want to add more than one image so I go photo video add photo video and now the first one you choose will tend to be the biggest so choose the one that you think is uh very eye-catching then you go add photo video and then hold down the control key and I could select that that Let's say that or we go for all desserts we get rid of the fish fish and desserts dodgy so we go and there we go then I go next next and that's what it looks like couple of reasons why this is appealing a it looks eye-catching it gets people's attention they can of course click on an image and then start browsing through but the biggest reason is you tend to reach more people with a multiple image posts and Facebook tell us this themselves if your image lands in my feed and I look at it and I think "Oh that's beautiful." And then I just keep going I haven't engaged with it but if your multiple image post comes into my feed and I start clicking through the images I've engaged with it the AI can see that and the more people engage with it like that the more the AI thinks people are finding this interesting and then it shows it to more people so you'll get more attention and you get more engagement when you send out that so where you can send out multiple image posts if you're over here that shouldn't be an issue and you should be sending out multiple image post unless you're sending out something that's salesy one image with some text 10% sale this weekend we can but then I put a multiple image post look what we have on sale this we can if you're over here I hardly ever do it because I'm either sharing tips advice helpful stuff or I'm selling so it's nearly always a video with some text or image with some Unless I'm sharing some images of the daffodil in front of the office that's what I'm at or if I'm at an event or something okay that was multiple image next we have uh posting to a posting to a website and in one minute I'll just explain why this is important all this social media is fine but ultimately you want to sell and really what you want to do is you want to drive people back to your website you've got a presence on Facebook Instagram Tik Tok you want to get in front of the right people but ultimately you want to get them back into the sales environment and definitely on Facebook you want to be linking back to your web pages and uh there's a good way to do it and there's a not so good and the not so good is the way that most people do it so I will tease that out when we come back from break and then I'm going to move on to how to post video and then I'm going to point out but actually there's two ways two types of video on Facebook there's video posts and there's reals and it's really important that you understand the difference so I'll show you how to send out a a video post and then how to send out a real and then we move on to the mobile okay can I ask are we all okay with what we're covering so far we all okay with the pace you all following following the logic see where it's all going all good all your webcams are off folks nobody can see or hear you it is 2:59 thank you Gabrielle 2:59 i'm going be back a quart okay so 3:15 see you then thank you bye right I'm back if you're back you might let me know give me a thumbs up if you are here thanks Jenny Gabrielle Danny Samsung actually Samsung you might let me know who you are samsung SM Jennifer's back so somebody's here and your Zoom name is Samsung and I meant to ask you earlier who is Samsung liz thank you liz Liz would be Elizabeth I'd imagine elizabeth Kavanaaugh thanks hi Elizabeth yeah great okay thank you uh right I'm moving on to how to post uh link to web page and what might trip you up let's copy my text here what's on your mind we often get asked how we bake our pavlova if you'd like to bake one here's a great recipe to try at home now if we had a real restaurant I would um put the recipe on our website and then I would link to it but I don't have a restaurant even so I'm just going to go to Google i'm going to do a search for Pavlova recipe now being rejoined by Jillian Pavlova recipe and if I scroll down here you've got Jamie Oliver now technically I could copy Jamie Oliver's recipe i could just you know scroll down right click copy go back in here paste and even if I said "This is a great recipe from Jamie Oliver to try at home." Well all I've done is I've stolen his recipe so I know most of you know this but we can't go around copying and pasting other people's content that's stealing but what we what would be absolutely fine is if I just went there and highlighted the web address rightclick copy went back to my post and rightclick paste and then Facebook will connect with that page pull in an image pull in some text it'll even pull in the name of the web page and then if I go next and post there it is and if anybody clicks on that they're taken to Jamie Oliver's page and he would be absolutely delighted so we can of course link to any page on the internet and the page we link to the person who owns it would be delighted because we're driving traffic to them however how does it look look at that small little image that is onethird a landscape sized image that will not compete in the feed against things like that or that or that it'll just get lost so technically that's how you do it but from a marketing point of view that isn't that isn't good at all now let's go back to the search results and this time I'm going to go let's say to Mary Berry and we're going to copy her web address just to tease out what's going on here and you know we often get asked about Pavlovah blah blah and then I paste it in and we'll go next and post and that is looking better it's a bigger image than the Jimmy Oliver one but even though it's bigger it's still not as good as that in terms of competing for attention or that so now we've learned that actually it's a bit of a it's a bit of a lucky bag isn't it you link to a page and sometimes a small image comes in and sometimes a bigger image comes in but even if it's a bigger image it's really not good enough to compete against all the other whizzy stuff that are in the feeds why is Mary Ber's bigger if your image is bigger than 600 pixels by 350 pixels it will come in large if it's smaller than 600 by 350 pixels it will come in small now give you a real life example here so let's say I'm delivering a course for the local enterprise office let's say Carrie actually coming events like to use reals let's pretend that this is a course on chat GPT could we do that you'll see why soon go back to Facebook and sometimes a Leo gets in touch with me and says "Evan would you mind promoting a course there?" So I might say of course I'd be doing that as the marketing crowd now not the laughing horse would you like to learn how to use Chat GPT for digital marketing if so I'm giving a course to local enterprise office Terry blah blah blah and click the link below to book and then I'd right click just like I did with Mary Berry and then I go next and then I go post and that's what it looks like it's just pulled in the logo that's not going to do it in the feed that's not going to compete that doesn't immediately convey what the post is about people will just attention spans are low they'll just swipe past that so this is what I would do this is what I do i'd write my text then I go to Canva and I go social media and I'd select 4x5 Instagram 4x5 because that works perfectly on Facebook as well then I would design my image then I would download it then I come back to Facebook and I would attach the image I designed that's the image I designed big image text in it how to use chat GPT to transform your digital marketing and then I'll put in the link now the sequence here is very important text first then image or multiple images or video it isn't just an image this will work with multiple images or video but the point is text first then your media then your link if you put your link in before you add the image of the video it'll pull in the stuff from the page and then you won't be able to add your media then I'll go next post and when it goes out it will go out with something that I chose to design that I think would get people's attention get people to stop in the feed and think "What's that about?" The text immediately conveys what it's about and then if they think "Oh that looks interesting from the local enterprise office," they might then read that text and if they think "Well that's interesting a book on that," then they click through totally totally different to that right technically I might be telling people about the course on it but that's not going to get anybody's attention that's not going to make people stop and think well that looks interesting would do that with that now Brian Thomas let's have a look at them they are a very visual brand and they want to drive people back to their website so they do what I just did there they wrote a little bit of text then they attach their image and then they attach their link so when I see this in the feed it's the fine big image that they want me to see and then if I think oh what's that about brown Thomas and sheer looks interesting and then tap the link to book now and then I'll click on it and it'll take me to the page but really what they're doing is they are getting my attention here with the big images and then getting me to click through so let's call it let's call it the uh the way most people do it which is write your text post in the link and then you're at the mercy of whatever comes in from Facebook by Facebook or you do it the Brown Thomas spray design a nice image or video or multiple images and then add your text media and then the link can I ask are we all okay with how to link their website did that make sense to everybody there there is two ways to do it and once I suppose when it's explained to you you'd never really do it the first way would you where you're at at the mercy because actually an image that's on a web page its job is totally different to an image that goes out on social media an image that's on a web page well somebody's on a web page and they know exactly what everything is about and they've decided to invest time to look at a web page an image on social media is competing for your attention and has to instantly convey what it's about and all they're doing the first way is pulling in an image from the web page which actually was there to do a totally different job right let's keep going next how to post a video bt had text that required the viewer to go to more question right let's go back let's reload the page uh Gabrielle or Jenny sorry yeah are you saying Jenny are you saying that Brown Thomas buried or had the link below the Seymour and and and that was an issue is that what you're saying Jenny yes okay well technically you can only ever have three lines here before Facebook puts in Seymour right and really the way to do this is get people's attention with the image or the video then explain what it's all about and then once they understand what it's all about put in the link the sequence isn't put in the link there you've got to firstly get people to think oh yeah now if you if you can say it in two lines and then put in the link even okay but I would never be thinking oh I've got to get that link in above the folder no you got to get people's attention explain then in the the text you know why this is interesting and then put in the link hope that's okay get the secrets yeah great gabrielle oops what size images pixels are we aiming for in this image that um that we would design ourselves gabrielle go to Canva yeah go to Canva social media instagram post 4x5 and even though it says Instagram don't be put off that works perfectly on Facebook and technically technically that image We want to know in pixels social media is 1080 by 1350 if you like to know your pixels 1080 by 1350 if you don't care just click on that and just design it there anyway and that will work perfectly and that is the size that I have been using here today okay that'll be the size Brad Thomas using cool great and again that size image will work perfectly if you're in Instagram perfectly on Facebook perfectly on LinkedIn you don't have to worry about different sizes for different social media just stick with that one it'll work perfectly everywhere that's what I do now in fact it's great for everywhere big bigger than square right keep going we're now looking at how to post a video so going back to my page laughing horse and I'm saying lots of people compliment our do soul if you're planning to cook do soul the trick is all in the prep and here's a great technique now ideally I would say if you like if you're planning to cook over soul the trick is on the prep and here's our chef John showing you his special technique that's what would be interesting oh I love the way they cook it there in the restaurant i'd love to know his technique you know that would be the way to go can we pretend that that's what I'm doing so I've got a video of John showing you his special technique so this green little thing that says photo video same one every time photo video this time I'm clicking it to attach a video add photo video now I don't have John showing you how to do it i'm pretending that this is John it's a robot lawnmower we pretend and when I go open it will upload it just like it would upload an image but sometimes Zoom can't cope with broadcasting me and me uploading a video at the same time and then I start to hang and you can't hear me or anything but it only lasts maybe 10 seconds so if that happens I'll be back or maybe it won't happen but I will at some point be saying "Can you hear me?" Just to make sure you can all hear me if somebody can give me a thumbs up so I got to click and I go open it's not open oh here is Has it uploaded it yeah internet my I'm being told my internet is unstable which is never a good thing can anybody hear me am I back can anybody hear me brilliant thanks i really don't know what you saw what you didn't see but basically I just attached it video appeared great thank you now I could because if you think about it you know I've written my text i've attached my video i could just go next and send it out but I'm drawing your attention here to video options that you might not spot and you might not understand what's in here but before I show you what's in here I'm just going to go to different Yeah and I'm going to do a search for Pavlova recipe and then I'm going to go videos i want to find videos to do with Pavlova recipe just like I searched for Mary Shihan and I went people have lova recipe videos and now these are all Pavlova recipe videos i'm pointing out two things firstly there's a title to the video do you notice that Pavlova recipe is in the title of this one pavlova recipe is in that one pavlova recipe cake is in there as well but Pavlova recipe pavlova recipe pavlova recipe the exact search word that I used is in the title therefore what you put in your title helps you get found the second is every video is represented by an image it's called a thumbnail and your video could stand out amongst all the others if you have a very interesting thumbnail i'm not saying this is very interesting but it's definitely different from all the others so I might be tempted to click on that and now I'm watching the video thumbnail helps you stand out and the title helps you get found so given that if I click on video options the first thing they're asking me is do you want to give your video a title yes I do to help me get found thank you how to prepare do so fish dish recipe fish dish so now if somebody searches for doversol recipe how to prepare doversol doversol fish dish all those words are in my title just give it give it some thought what would you like to be found for then down here we have change thumbnail change thumbnail and choose suggested if I click on choose suggested they have taken 10 screenshots from the video and I can choose any one of these now I don't think that's very visually interesting but I think that looks a bit more visually interesting in terms of my product you know or I could click choose from video and then I could actually work my way through the video to choose which part of the video would be my thumbnail or I could design a thumbnail in Canva with beautiful do soul and then text that says how to prepare do soul and the whole thing looks amazing and then I could upload that and that would be my thumbnail it's up to you okay and then we have add captions um add captions if there was somebody um speaking in the video and I wanted their words to appear in the screen well that's captions it's a good idea now there's nobody talking to my video but on week six when I show you how to use the Cap Cut video editor you can add beautiful caption you know the ones that are really slick and professional looking i will demonstrate that to you or you could just click a button there and add captions right i'm now going to go next post and now it's gone off to be reviewed by some artificial intelligence bot who doesn't want anything shocking going out so it'll scan the video it'll know exactly what's in my video they can tell if there's any violence or semi-nudity or anything so anything that they wouldn't want going out they wouldn't they wouldn't allow uh my video would be fine and once it is reviewed probably take 60 seconds my video will go out that's how to post video it was exactly the same as an image except for those extra little things however there is a second type of video and it's called a real and uh let's have a look here just so that you visually understand the difference and how you'd approach this if I send a video out as a post I click on the what's on your mind box i write my text and then I attach my video and that's exactly what I did the other way is do not go into the what's on your mind box instead just click on real and when you click on real it will ask you to choose a video and then go next and then it'll give you some more options so firstly I hope you spot that there's just two different ways of sending a video out one is attach a video to a post what's on your mind and the other is just select real now next week I'll be explaining that reals are the main way that you use Instagram for marketing it's basically their way of combating Tik Tok hundreds of millions of people were were uh flocking from Facebook and Instagram to Tik Tok and they needed to combat that so they decided why don't we just copy it why don't we make a complete copy of Tik Tok and put it into Instagram and call it reals give it some cool name called Reels and then their strategy was if they could get people loving reals then maybe people might not leave Instagram instead they'd stay on Instagram and uh because everything on Tik Tok is now here on Instagram why would I leave and I've got stories and posts and everything their strategy did work in that it reversed the decline in engagement on Instagram so they then put it into Facebook so on Tik Tok which I will cover in week six you can make short videos that are portrait quite often set to music and they're short now all these videos started off at 60 seconds instagram you can now make them up to 3 minutes on Facebook is 90 seconds so what we're talking about here are portrait videos on Facebook up to 90 seconds now I'll explain next week why you reach more people on Instagram when you send out a real rather than a post or a story i I'll explain all that next week and you do reach more people i can tell you now it's because strategically it's important for them that we make reals keeps people engaged so they want us to make reels and the artificial intelligence tweaks the algorithm to show your reel to more people compared to if you sent out a post on Facebook they're doing something similar they want us making reels they know that people find reels far more interesting they want us to be looking at reals so if you have a choice between sending out an image as a post or a video as a real you should always go for a real you will reach more of your followers it's just the way the system is if you have a choice between sending out a video as a post like I've just done or sending out a video as a real you should always choose to go and send it as a real you will just typically reach more people so that has to be your thinking i want to reach more people i'm going to make more reels if I have a video I shouldn't really be thinking about doing what Evan did there because that's sending it out as a post that won't reach as many people as if I send it out as a real however real's a portrait if you send out a landscape video as a real it'll look terrible it's got that black box top and bottom your video is taking up onethird of the video player if your video is landscape send it out as a post just like I did if your video is portrait and less than 90 seconds send it out as a real if your video is longer than 90 seconds you can't send it out as a real so send it out as a post so longer than 90 seconds send it out as a post landscape send it out as a post if it is portrait and less than 90 seconds which I think all your social media videos should be anyway if you learn one thing out of this sixe course I hope it's all my videos on social media should be portrait and they should all be short longer than 90 seconds is too long has anyone else lost Evan asked Jillian connection isn't good to be honest says Lorraine holy God okay can anybody hear me yes it's great for me says Francine thank God Jennifer you are coming in neat says Gabrielle fantastic i'm going to turn off something that might be putting pressure on the broadband right i think I was okay for most people but Jillian I can hear you now but it's cutting out it could be my connection right do you mind leaving Jillian and I'm going to let you in straight away could you just click leave and then join if you wouldn't mind i find that sometimes that clears things up um think Julian's gone so we'll wait for her and somebody else said Lorraine said "The connection isn't good to be honest." Lorraine am I okay can you hear me so Jillian's coming back in loud and clear says null brilliant yeah it's okay now evan says Lorraine fantastic but thanks for letting me know if there's ever an issue let me know because I can't do anything if unless I know thank you right so I'm now going to quickly show you how to post a real okay but next week is going to be the very detailed demo this is like a very quick one because I have other stuff that I need to show you and again we're gonna have this issue where it might freeze and all that so back says Jillian great and Lorraine is fine and Jillian is fine fantastic right so I'm here i'm not going to click on what's on your mind i'm going to click on real and then I'm going to go add video and this time I'm going to select a portrait video not the landscape if it was landscape I go through the whole what's on your mind sending it out as a post real's a portrait pretend this is my chef John so I'm going to click and I go open now again it's going to upload i might hang don't know what you're going to see and then I go publish internet is unstable okay hope you all followed that maybe some of you didn't see it but basically I just selected my video next do you want to clip it which means you want to edit it i'll be showing you all the editing stuff next week uh no I didn't do you want to add some text yes I do always add text and then I just sent it out that will be reviewed by the bots and they won't find any problem with it and then it'll go out okay that was how to post and the kind of things that you should be aware of thanks for any questions i'm now going to move on because I now want to show you mobile i know from the questions I get asked that a lot of you would want to be able to do a lot of this on mobile so let's bring up my phone yep there already great click a button okay there are two Facebook apps and the first and most popular one is this one and you can absolutely use it for your marketing i I will be pointing out now how similar it is to what I've shown you so I tap on Facebook this is the app that 3.4 billion people use now when I go in here straight away skipping all this god's sake right straight away I know that I'm using Facebook as the laughing horse and you should be able to spot that as well because there is my laughing horse logo and there's my laughing horse logo i want to use it as Evan so how could I switch here on the mobile because sometimes when you log in it'll it'll remember who you were last logged in as i want to use it as evidence so I'm going to tap on the circle just like I did on the desktop and then down here there's a little dropdown and when I tap that dropown it shows me all my pages including my personal profile and my real page so I'm going to tap on Evan and then it should say switch switching and I'm now using it as Evan and it has me on home home is the feed there's the what's on your mind should be what you want to post into the feed of your friends tap on it what an amazing day we had for my son Archie's birthday yesterday blah blah blah i could attach an image or a video i could select I just want my friends to see it or I want to make it public i'm really just showing you all the stuff I've shown you is here then I'll go post and it would start going into the feeds of my 207 friends but only the ones that the AI thinks I would find interesting when I scroll down this is my feed i have liked a page called FPL updates so that stuff has come in that is an ad from done stores coincidental isn't it i visited their page and now I'm seeing an ad you can advertise to people who recently visited your page or are following your page that's what's going on there then I'll scroll down brown Thomas they're advertising to me as well they're probably advertising to their page followers i'm following them it's a good idea to advertise to your page following um okay so my main point is this is Evan's feed then I want to use Facebook as my page so I'll tap on the circle tap on the little dropdown all my pages here's the marketing crowd tap on that switching where does it take me takes me to home home is the feed for the marketing crowd so this when I scroll down will not be stuff from my friends it will be stuff posts content from pages that I have liked as the marketing crowd and when I tap like I'm liked it as the marketing crowd and when I comment I'm commenting as the marketing crowd if I want to get to my page tap on my logo take me to my page i can change the cover change the profile logo tap on about I can edit anything in the about section if I scroll down there's a box that says "What's on your mind?" That's where I would post stuff i now want to switch over to the laughing horse Claire tap on the circle tap on the dropdown select the laughing horse restaurant cla switching where does it take me possibly to home yeah doesn't always take you to your page now I have not liked any page as the laughing horse so this feed is full of stuff that they think I might find interesting they haven't a clue they don't know anything really about my Right so if you see loads of stuff there it's just the AI showing you popular stuff if I wanted to get to the page tap on the circle the logo i'm now on the page scroll down i will see all the recent content that is the real I sent out that is the post can you notice the relative size that is not that impactful so I said post really would be landscape or longer videos reals or portrait and less than 90 seconds but I'm now pointing out that reals are far more noticeable in the feed it's another reason why you should post reals get more attention that that looks quite old-fashioned now and these are the things that we posted earlier right if I want to post something else now this time from the phone I'll just tap on what's on your mind i'll type whatever it is I want to say look what our chef just added to the menu yum yum and then the same green add photo video brings up all the recent stuff on my phone this is my training phone so it's all training course done um and I have an image or two here that's food related so I might select that there and then there are some options now that it didn't give me and by the way this is the same 4x5 size that I'd use on Instagram and Facebook they give me some options that they didn't give me earlier on the desktop and one is edit so I could tap on edit and now I could add some text aa for text and I could type yum yum that wasn't an an option earlier and I could change the font and I could change the color now me personally I never ever use this because I know how to use Canva why would I want to be fluting around in here when I've got something amazing like Canva so you might be the same you might decide to do everything to do with your images in Canva and then just save your final image i think this is really for people who don't know about Canva okay i could also add some music but if I search for Shiran there is no Ed Sheeran or Harry Styles or Adele i will explain music next week how come in Instagram reels you've got all this copyright music i'll explain how all that works i'll show you how you can make sure you get the brilliant music library if you don't already have it it's just not an option here on Facebook okay but I could add stock music i could draw i could crop it i could add some effects but they're not great but the point is we can do a bit more than we were given on the desktop so I'll just go done and then top right I'll go next and then there is an option here that they didn't give me on the desktop which isuling i could tap on that and I could schedule this to go out later tomorrow at 2030 handy actually I don't want it to grow out later i want to grow now that I wanted to show you that you could but that was not an option on the desktop okay let's post something else so that went out there that's what it looks like let's post something else what's on your mind uh our chef John has come up with three new amazing things image scroll down find this stuff select multiple select that that and that next and this time when I do a multiple image post it's giving me extra options they didn't give me this in the desktop there's what's called the classic layout which is what you get on the desktop but then there's this layout where the images are kind of side by side like that and this one where the text that you write appears in between the images and this one where there's a colored background personally I prefer the original classic one but you might like the others then we go next and again I could schedule it or I could send it out now my point is we're getting extra options if I wanted to attach a video or if I wanted to link to a website I would just go "What's on your mind?" Type my text get the link paste it in send it out oh no how do I do it type my text step two add my media whether it's an image let's go with the Mars bar whether it's an image or a video and then I would add the link how do you get a link in your phone let's go to Chrome let's go to the marketing crowd let's go to the menu let's choose a page let's say staff training courses you pretend that this is where I want to drive people to get the link three little dots up here this is not how to get a link to the marketing crowd this is how to get a link to any page on your phone that you're on three little dots share share and then bit of a lag going on and then copy now that I've copied the link I'll tap down here toggle back into Facebook hold my finger down paste it's exactly what I did on the desktop it's just that I'm doing it on the phone and we've got post then when that goes out see more open the link and it takes people to page right if I wanted to add a video I'm not going to do it the interest of time add my text add the tap the green add photo video if I wanted to create a real I would not tap on what's on your mind i would tap on real and then I would attach my video my portrait video but next week I will be showing you in detail over 30 to 40 minutes how to edit wheels so if you don't mind I'm going to show you there right if I want to come out of my page and go back and use Facebook as Evan I'll tap on the little menu top right i'm looking for my little dropdown or they always give you the most recent popular one that you use that's my profile picture tap on it and there we go that is the first app can I ask did that look did that look okay i know most of you have used it anyway but really I'm asking do you now understand how you can switch between using it as a person as a business and everything I showed you on the desktop that you can see it's actually there with a bit more great and those more bits are you can schedule there on that app whereas you can't on the desktop you get a few more creative things like being able to add text and music and different layouts for multiple images but on the whole it's the same great okay now question I often get asked at this stage is could I share from when I send something out could I have a grow on Facebook and on Instagram yes but not using that app or the desktop it's something else and the other question I get asked is is there any way of keeping all of this separate like uh I've often heard whenever I go in I feel bombarded with like uh notifications and everything i get notifications to do with my stuff and I get notifications to do with my business stuff is there any way of just keeping it private or separate and the answer is yes if you use what I'm about to show you so what I'm about to show you now is an app called Business Suite um I really think you'll find it very useful and it's really just an app to help you with your business page and your content and everything so you go to the App Store the Play Store and you'd search for Business Suite Meta Business Suite business suite there we go so this is not for people this is if you have a business page when you t install it for free then when you tap on it for the first time it will ask you to log in log in with your personal Facebook login so I logged in with my Evan Mangan Facebook login and then if you tap on the circle in the top left it'll show you the pages that you manage so I'm logged in as Evan evan manages the marketing crowd the laughing horse Claire and all these other pages some of these Facebook pages well one of them is connected to an Instagram account so I have connected the Facebook page for the marketing crowd to the Instagram account for the marketing crowd and you can see it there so that means if I select that then if I go to create a post it'll then say okay this post you're about to create do you want it to go out on Facebook to your Facebook followers and Instagram to your Instagram followers or I could untick Instagram just have it go out on Facebook or I could untick Facebook and just have it go out on Instagram but the benefit really is of using one of the big benefits is it's very handy to have this go out on both so I'm going to keep both ticked and then I'm going to go done if you come in here and you click on the uh or tap on the circle top left and you don't see that your page is connected to your Instagram can I remind you how to connect your Facebook page to your Instagram go on Facebook on the desktop here it's much easier go to your Facebook page make sure you're using Facebook as your page not as yourself so I'm on my page using Facebook as the page therefore I see settings click on settings scroll down linked accounts there you'll see Instagram click click connect account click connect it'll ask you for the username and password for the Instagram account put it in you've now connected your Facebook to your Instagram account and then when you go into business suite they will be connected right everything else now is going to be very similar write something now I know it's the marketing crow but can we pretend it's still my restaurant look what our chef has just been working on and then there is a photo video add photo video so all the stuff on my phone let's select that one there there's a little resize resize would make it square resize again will make it the original size then we'll go done then we'll go edit so they have some editing options in here as well like I could add some text i could draw on it i could add a sticker i could add some effects i don't think all this stuff is brilliant again I would do anything I want done i would do it in Canva but you might find some of that handy i never use it then we go next and I can publish now save as a draft which means I'd like to come back and finish this later or schedule it to go out later so I'm going to choose schedule to go out later so that's quite handy tap on today going to select Wednesday tap on 1630 24 and I'm going to make it half8 and then I'm going to tap schedule and what's quite handy here as well is they're saying okay this is what it's going to look like when it goes out on Facebook and if I tap on Instagram this is what it's going to look like when it goes out on Instagram if I go back to Facebook I could edit the caption and change some text but the text that goes out in Facebook and I could tap on Instagram and then go edit caption and edit the text that goes out in Instagram now why would that be useful i've shown you that it's very easy to link a post to a web page we we've looked at that a couple of times now you write your text you add your photo or your video or your multiple images then you copy the web address and you paste it in just like the Brown Thomas way that works perfectly on Facebook that does not work on Instagram so next week I'll explain that if you do add a link to your text it's not a link they don't want links they don't want it to turn into some kind of a spam fest where everybody's sending out posts about their blogs and all that so they don't allow links in the captions or in the comments so you would need to put the link as one of the five links on your profile and then when you send it out you say "So if you'd like more details tap the link in our profile." So I've created my post that might have a link well I'm quite happy for that to go out on Facebook because it will work but I don't want that to go out on Instagram because it would not work and it would frustrate people so I would go edit the text for Instagram and I would remove the link and instead I'd say so for more details tap the link in our profile handy to be able to do that go save and then I'll go schedule that is now scheduled that will go out tomorrow evening okay what else have we got in here so home was the ability to tap on the circle top left and choose your account and then I could create a post i could create a reel down here we have content if I tap on content remember this is content for the marketing crowd accounts across Facebook and Instagram so this is all the recent stuff here and they their posts i could tap on reals and I could tap on stories okay post reels and stories then we have published and if I tap on publish it shows me publish scheduled and drafts so if I had saved something as a draft and I wanted to find it again I would just tap on published and then drafts i scheduled something so I will tap on published and then scheduled now it's showing me my schedule stuff and of course this is what we scheduled just two minutes ago so if you ever wanted to find your schedule stuff in order to tap the three dots edit it change the text duplicate it publish it right now i've changed my mind i want to go out now reschedule it i want to go out Friday actually I've totally changed my mind i want to delete it and that's what I want sometimes I forget to delete this and then somebody messages me to say Evan do you know that you sent out this rubbish to do with a restaurant okay that is content then we have plus which is another way to create content then we have inbox which I think is really useful because if you think about it you have you are getting private messages to your Facebook page you're getting private messages to your Instagram account people are commenting on your Instagram posts and reels they're commenting on your Facebook content and all that stuff is going on in two platforms but with this central app meta business suite if I tap on inbox I have a integrated centralized inbox so these are all the private messages across Facebook and Instagram that's the Instagram icon that's the Facebook icon if I just wanted to see Instagram I'll tap Instagram if I just want to see Messenger I'll tap Messenger if I just want to see the comments I'll tap on comments if I just want to see the Facebook comments I'll tap Facebook comments if I just want to see the Instagram comments I'll tap Instagram comments very very handy right can I ask did we all get a feel for that app does that look straightforward we're all okay definitely something you should check out because there's none of this like my personal stuff in there there isn't even a feed right you know all that stuff from my friends and all that all the ads coming into the feed that doesn't exist in here this is purely choose your page and if it's linked to Instagram when you send something decide to send something out you can have it go out in both and you can schedule it and you can change the text and we have this centralized integrated inbox where you can see all your comments and all your messages very very handy kind of cuts down at all is there a cost ask known no thanks for asking though i should have said it no absolutely free the only thing you pay for in Facebook and Instagram is when you run an ad everything else is free right at this stage I'm normally asked is there one of is is there a business suite for the desktop and there is i'm going to show you that now so let's go back to the desktop and let's go back to use Facebook as Evan now on this sixeek course there are always people on this Facebook course who don't really know much about Facebook and this was typical today half of you said "Yes I use but I'm not really sure how best to use it." And half you didn't have a page so I always structured this course this way which is I explain that you're here on Facebook as a person but then if you want to create a page that's how you create it and then if you want to switch over to your page like the marketing crowd you switch and then you go to your page and then there's a what's on your mind and you can send out anything you want and I've shown you how to do it and for a lot of people that is plenty but you now know actually that it's the most basic because you don't get to schedule and you don't get to have it go out in Facebook and on Instagram and you don't get to change the text that goes out in Facebook and Instagram it's like it's like the most basic way but it is the fundamentals so now that you're comfortable with the basic way and the fundamentals you might want a more sophisticated way and on the left hand side here if you scroll down to the bottom won't be visible immediately you got to scroll down meta business suite click on it and now we have the equivalent of what I had in the phone up here at the top click and choose what page you want to use Meta Business Suite for i want to use it for the marketing crowd and my Facebook and Instagram are connected okay then we have um content and under content we have published so all the stuff published scheduled I have nothing scheduled i have no drafts if I go back to published post type photos videos text links you know you can browse through them all right inbox be down here somewhere inbox and this is the inbox and you can go between private messages Messenger Instagram Facebook comments Instagram comments just like I did on the app you find it down here okay inbox if I want to create something I come back up here to content and then create a post or a real but I wouldn't go creating my reels in here really you'd be better off get more functionality within Instagram okay but let's create a post let's take it from the top click do I want it to go out on Instagram and Facebook just Facebook just Instagram just a case of ticking or unticking do I want to add a photo or do I want to add a video if I want to add a photo I'll upload it from the desktop let's go with one I designed in Canva right what the benefit here as well is I can now start to see how my post is taking shape i wasn't able to see that in the normal desktop version and I could see the Facebook versus Instagram then down here what text do I want would you like to learn how to use Chat GPT for digital marketing blah blah blah and then I've got the link so that's what I want but then there's customize the post for Facebook and Instagram yes I would actually i'd like to change the text so I go customize and now all my text has disappeared and I think that's a bit glitchy so let's go back there it is let's try customize again and now it works can't tell you why but the first time I did it it just got rid of all my text so I just kind of went back and did it again so that's my text for Facebook and I would want the link but when I go to Instagram I would not want that link because it just is not a link people it will frustrate people it's not a hyperlink so I'd say for details tap the link in our profile and I'd make sure that on our profile there is that link and then uh down here scheduling when do I want to schedule it i'd like it to go out tomorrow at 8:34 p.m and I'd like it to go out tomorrow at 8:34 p.m active Times if I click on that they've done an analysis and they're saying "We think the best time for you to post would be at 8:00 in the evening." And on Instagram we think 10:00 in the evening and 1:00 on a Tuesday i'm not sure why they're saying that i would agree with that you really want to be posting when people have time but also I think it depends on the spectrum like people often say to me Evan I can post any time of the day i tend to get engagement but I realized they're over there they're sending out beautiful eye-catching stuff it only takes a second when somebody's checking during the working day oh that's gorgeous oh that's nice i like that but if you're over here where you're a coach trainer consultant and you're sharing lots of helpful informative content people don't have time during the day so after 8:00 at night is a good time when you're over here over here you could possibly test it you could post it any time of the day but I'm just pointing out that they're giving you this helpful tip and then do I want to schedule it finish it later or cancel in fact I definitely don't want that to go out so folks could you pretend that I clicked schedule i don't want it to schedule jenny are you covering sharing posting an event i've had problems with choosing geographic locations i wasn't planning to Jenny but if you'd like to stay back I would happily chat through anything that you're experiencing there okay I I'm talking to everybody now it's such a big topic like there it's impossible for me to cover everything in Facebook within a three hours so just over the years I've just realized these are things that most people struggle with jillian hi Evan do you know the reasoning for non-clickable links on Instagram yeah it's their policy if you if you're asking well where are they coming from why don't they want it yeah okay so Instagram started as an app that had beautiful photos no videos to be seen beautiful photos so people used to post photos and at the same time back in the you know Instagram started in 2010 so let's say 2013 2014 that was like the height of Facebook and what was going on in Facebook everybody was posting links to everything twitter posting links to everything and they just said "We don't want to get involved in that." Like who needs another Facebook who needs another Twitter we're an environment for beautiful eye-catching photos and if we allow people to start adding links to their captions then we're going to be delued with people sending out stuff linking to blog posts and everything linking to their handbags and dresses we don't want that we want to keep the essence of the whole vibe of Instagram but we know businesses are going to join so we'll give them a link there on their profile and they can always say to people so if you want to buy this and if you want to check it out see the link in the profile it's not ideal from a marketing point of view but that's the rationale hope you understand that rationale interesting you're welcome okay great because they just came from a totally different also what's always worth remembering is there are 1.4 billion people people on Instagram not businesses there's like 40 million businesses instagram was not created for businesses it was created for people and they want to keep the essence of it for people and uh they feel that if they did allow too many links there it would just turn into some kind of promotional fest right can I ask are we all okay with Meta Business Suite meta Business Suite there on the desktop all good no more questions i would definitely check it out if I was you right that leaves me with 13 minutes to talk more about the algorithm and reach and everything so this is now where I hope to come back to the likes of Jillian and Lorraine who at the start said you know I really like Instagram and I was asked a brilliant question think by Jillian you know I know you were talking about does it count me as an active users or how many active users but I said actually the bigger question is you know how good is it as a marketing platform so that's what I want to tease out now ask me any When you send something out as a person you're not given analytics you're hardly told anything you're told how many people liked commented and shared but when you use Facebook as a business you would want more analytics so they give it to you so I'm going to make sure now that I'm using Facebook as Evan or sorry as the marketing crowd which I am and I'm going to go to my page and when you send something out as a page underneath it says see insights and ads now if I click see insights and ads it'll give me some metrics how many people did it reach it reached 279 i'm going to write that down okay we're going to come back to that in a second around 14 15 years ago 2010 the average reach on Facebook for a page was between 60 and 70% they were the good old days of Facebook marketing uh you created a page you make sure you posted interesting content you attracted followers and then when you send out subsequent things it reached 60 or 70% of them and it reached 60 or 70% because they weren't really blocking stuff coming into people's feeds and people 60 70 people% check the feed every day but then things started getting hugely out of whack because we all started liking pages and uh all of us liked maybe 70 or 80 pages Brown Thomas the local enterprise office etc and because they weren't blocking stuff coming into our feeds and businesses that we were following were posting a lot our feed started to clog up with posts from businesses and they researched constantly what we think of Facebook and I suppose people were saying "Facebook's getting so tired it's so boring it's full of business stuff." And I personally remember going in there once i couldn't find one post from a friend amongst what I felt was load of rubbish from businesses and it was rubbish because not every business posts interesting content so they knew that if they didn't address that half of us wouldn't be using Facebook today so they started introducing algorithms and now it's mainly artificial intelligence to make sure that what comes into our feeds would be of interest to us and also they tell us that at any point there could be a thousand things posts reals videos that could come into our feed so there is no room anyway for all of it so they have to have some kind of a triage system to you know bring in what they think we would find interesting with the result that reach has gone down also another thing was happening in the last 15 years which is they started to allocate space in the feeds they want the majority of our feed to be content from our friends so let's say they allocate 40% they want around 10 to 15% of the feed to be ads they want I'll get into this in a later week i didn't get into today deliberately but actually there's stuff in our in our feeds from from our pages we're not even following i'll point it out to you in the Tik Tok week because they're copying Tik Tok you will see stuff in your feed that just says follow what they're doing is they're copying Tik Tok they're giving us content from accounts we're not even following but that the AI thinks we would find interesting well that's taking up 20% of the feed then there's stuff from groups so actually we're left with maybe 10% of the feed everybody's feed is allocated to content from pages so now we are one of maybe 80 or 100 pages that this person is following but only 10% of the feed is allocated to us so now the algorithm would only allow into that 10% the very interesting content that it thinks that person would find interesting so it's like a constant competition and we're up against so much with the result that reach has gone down and down and down and down and down and down and that's why I was asked a few times today particularly at the start about Facebook and definitely either Jillian or Lorraine said I get so much more out of Instagram i get it and I agree you will in fact I will tell you you will get more out of Instagram because when I explain Instagram next week I'll be saying they're not as penal against video against businesses people on Instagram are not on Instagram to keep up with their friends they're on Instagram to follow their interests and their interests are cooking fashion pilateses yoga digital marketing so they don't actively block businesses or rather there isn't only like 10% of the feed allocated to businesses like there is on Facebook so you do tend to reach more people and you tend to get more engagement okay now a little bit more about the algorithm and the feeds actually conscious of time no problem okay no problem right I'm going to switch here i've been talking about the feed as if it's one feed but actually you have more than one feed home is the feed but really I would call it the main algorithm feed what the algorithm thinks you would find interesting you might not know that over here on the left there's an option for feeds kind of hidden away and when you click on feeds you have a feed for your friends this is every post from every one of my 207 friends no algorithm deciding what I find interesting this is every post and video from all the pages that I have liked no algorithm deciding every group and then all is everything from every friend page and group all in chronological order five minutes ago 7 minutes ago nobody deciding what I would find interesting a lot of people don't know that's there they never go in there they always just stay on the algorithm feed now if I go to Brown Thomas and this is something you should definitely understand if I go to Brown Thomas and I click on liked it says forget that it was that I had changed that earlier it says default you'll see all posts in their usual order what they could say is you'll see posts from Brown Thomas if our AI algorithm chooses to show them to you because that's what that means if I go favorites I'm saying no no Brown Thomas is one of my favorites and I change it to favorites I will always be shown Brown Thomas' future content it will always appear at the top of my feed and also under feeds here there is a feed for favorites so now I can see all the recent content from the accounts that I have favored once you understand that it would be a good idea to send out a post to your Facebook followers saying "Have you favored us?" You know the text and the image or would you like to make sure you see our content and then the text could be "You might not know but you don't get to see all of our content." The algorithm decides but if you were to favorite us you will see all of our future content all you got to do is tap on our name tap on liked tap on favorites it's basically three clicks take you 10 seconds and the more people who do that the more people will see your content okay why is there stuff in some of those feeds there i notice some posts from pages that I haven't seen stuff in a while how come they're in that feed but they never make it into the other feed well there's a lot of things going into the algorithm but some of the big ones are affinity they're deciding whether somebody's genuinely interested so I like Brown Thomas today over the next couple of weeks they will put stuff into my feed from Brown Thomas but that the AI will be watching and it would put interest in a pyramid and at the bottom is did he stop and look at any post or reel from Brown Thomas and if I do they will calculate how long I spent it's called dwell time and the longer I spend the more interested I am and then a step up is did he click on see more read more or did he click on any image then a step up from that is did he comment did he like and then a step up from that is did he comment and then at the very top is did he share because you really only share stuff that you find very interesting so if I don't do anything or if I only do stuff at the very bottom like stop and look the AI will think he's not that interested and then Brown Thomas will stop coming into my main feed and will just go into the other feed that I hardly ever check then they are of course testing whether the content from Brown Thomas is actually interesting is it getting that engagement from the people that it was shown to and if it doesn't get the engagement then the AI will have no motivation to put it into my feed because they'll think it's not that interesting that also calculate what I Evan or what you Gabrielle or any of you have been doing and what it is you're interested in if I tend to watch a lot of reels and Brown Thomas's post is a real it's more likely to get into my feed if I tend to not click on links that take me out of Facebook and Brown Thomas has a link it's less likely to get into my feed so there's all these things going on in the feed but ultimately what you need to do is calculate how's all this affecting you and your reach so let's go back and I'm going to my page the marketing crowd 5,000 people have liked the page i showed you this one here had a reach well actually the first one had a reach of 279 so let me do some mental maths here i'm sure we're up for it 5,000 followers if it says we reached a,000 wouldn't that be 20% a,000 is a 20% of 5,000 if it says that we reached 500 isn't that 10% reach because 500 is 10% of 5,000 if it says we reach 250 that would be 5% reach this says 279 that's only just above 5% this one says 343 that's between 5 and 10% because 10% would be 500 so I'm guessing that's around 7 and a half% reach this one where I send out images of daffodils people engage with that a lot more and that reached 925 that is closer to 20% reach because it got more engagement so what you need to do is you need to figure out what kind of engage what kind of reach are you getting from your recent content and what I'm saying to you is some businesses are still reaching 20% some businesses are still reaching 30 or 40% and I've seen their accounts so what I've noticed is their schools or basketball clubs and it's the parents and the members who find the content very interesting and they're engaging so the AI could see that so it keeps showing it to more of the followers and if you're over here where you're selling very sharing very visually interesting stuff dresses and shoes and furniture and all that people are engaging with it so you could be up around the 15% me quite often I'm sharing tips training courses quite often between 5 and 10% i might share the odd photo of daffodils outside our office people engage with it they find that beautiful and it might be up around the 20% you've got to check your reach what I am saying though is for most businesses it's between the 5% and maybe 10% but it could be higher it really depends on where you are in the spectrum next week when I'm explaining Instagram I'll be saying the reach is higher on Instagram and it wouldn't be unusual for you to reach 25 30 sometimes 35% of your of your followers and you can get into the feeds of nonfollowers with reals that's it i ran over by one minute but I needed to make those few points at the end can I ask you all feeling more informed about what kind of a marketing tool Facebook is and also you know how you'd use it for marketing and the algorithms and the importance of posting content that people find interesting so that more people see it oh for sure says Gabrielle fantastic great because that's the point of this sixe course is that you come away feeling a lot more kind of informed and that the whole thing isn't a mystery hopefully I'm demystifying it for you jenny great jillian you're very welcome jillian I hope now I came a little bit close to answering your question but next week and the Tik Tok week I'll be continuing to answer that question okay thank you Francine thank you Samsung and Samsung is of course Samsung again elizabeth I think okay right that's it jenny did you want to stay back to talk about events give me a thumbs up if you do if not I will see you next week yes Jenny okay Elizabeth says Samsung thanks i should have renamed you next week I'll see you folks today's notes will be added to the same link please give Siobhan an hour or so they could be there already actually um but check the link you know the link that you use every week you'll find that today's notes are there and I'll see you next week for Instagram so I'm staying back with Jenny jenny I think you'd have to unmute now for this for this to work we wouldn't be able to do this over chat be too too difficult are you able to unmute see you Gabrielle take care can't unmute okay this won't work jenny so I'll tell you what are you always on a phone Jenny is there any chance you could be on a computer maybe next week that possible yes can mute on the phone yes great be on a laptop next week remind me please like actually remind me hi Evan remember we were going to stay back to talk about this i'll remember it and we'll definitely stay back and uh because on the laptop as well you see you might even be able to share your screen but I have to be able to talk to you like that's a given we can't be doing this over chat um but I could even get you to share your screen and then I'll be able to see exactly what you're seeing and we'll get to the bottom if it's much easier okay shall do thank you thanks Jenny see you next week take care see you see you everyone bye bye bye