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Khmer Rik Reay Development Association (K.D.A)

Digital Marketing

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- 81�it}ilUJi9JlrutllijtHUru E:I kda99cambodia@gmail.com
MODULE 1: FUNDAMENTALS OF DIGITAL MARKETING
មូល67ន8គឹះៃនទីផ,រឌីជីថល

LESSON 1: INTRODUCTION TO MARKETING AND DIGITAL

MARKETING
ករែណន ំអំពីទីផ,រ និងទីផ,រឌីជីថល

CLASS
2

TOP IC 3

INTRODUCTION TO DIGITAL
MARKETING
ករែណន ំពីករេធ?@ទីផ,រឌីជីថល

1
 Era of #Disruption

90 Million+ iPhone
$ 354 Billion Users
1Billion + active users Annual Payment 2 Billion +
Volume Smartphone users 800 Million +
active users

2004 2005 2006 2007 2010

1.3 Billion
5 Billion 109 Million Users
Rides Subscribers

2011 2013 2014

(entering to (FB Acquisition)
content
industry)

Daily essentials for billions of people across the world

2
3
With digital, consumer journeys changed
ជមួយឌីជីថល ដំេណ.រកររបស់អនកេ7ប.7បស់បនផ;ស់បរ<ូ

Influenced by others and their

Comparisons

Get in to the TOM of a Research

consumer when they Website visit
are in the need

Consideration

Lead
Generation
Retention & Loyalty

They will see content of us Trigger

and competitors

Store Visit
User Purchase
Experience Moment

Sharing the
experience

4
 Birth of 4 step consumer mental model
កំេណ%តៃនគំរូផូវច
- ត1
ិ អតថ ិ នទ ំង 4 ជំ7ន
ិ ជ

https://www.youtube.com/watch?v=g40rrWBx2ok&feature=emb_title

5
So, is digital marketing about…

6
 DIGITAL MARKETING DEFINED
ទីផ$រឌីជីថលែដលបនកំណត់
“Achieving marketing objectives through
applying digital technologies”
"ករសេ%មចបននូវេគលេ.ទផ2រ
ី 3មរយៈករេ%ប7

=
%បស់បេច ចកវទយឌី ជីថល"

Dave Chafey – Digital Marketing:

Strategy, Implementation and
Practice
យុទ ធDEសF ករអន ុវតFគេ%មង នងករអន
ិ ុវតFជក់NសOង

7
 Marketing is the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably-CIM,UK
គជដ
ឺ ំេណ(រករ+គប់+គងែដលទទួលខុស+ត7វកំណត់អត;សញញ ណ កររំពឹងទ ុក នង
ិ
ករេពញចត;
ិ របស់អតថ
ិ ជ
ិ ន ត+ម7វករ+បក់ចេំ ណញ

Marketing is the management process responsible for:

គជដ
ឺ ំេណ(រករ+គប់+គងែដលទទួលខុស+ត7វ:

- How do digital technologies help េតបេចចកវ

( ទM យឌីជីថលជួយអន កទផRរកន
ី ងករកំ
ណត់
ុ
marketers to identify customer needs? អត;សញញ ណត+ម7វកររបស់អតថ
ិ ជ
ិ នយ៉ ងដូចេម;ច?

- How do digital technologies help េតបេចចកវ

( ទM យឌីជីថលជួយអន កទផRរកន
ី ងករ+បេម
ុ (ល
marketers to anticipate customer េម(លត+ម7វកររបស់អតថ
ិ ជ
ិ ន នងេរVបចំ
ិ Wផនករ

needs and plan their demand more ត+ម7វកររបស់ពួកេគឱយកន ់Wតមន+បសិទ ធភពយ៉ ង

ដូចេម;ច?
effectively?
- How can digital channels help េតប]
( ; ញឌីជីថល^ចជួយបេងកនករេពញច
( ត;
ិ
increasing customer satisfaction? របស់អតថ
ិ ជ
ិ នយ៉ ងដូចេម;ច?

identifying កំណត់អត;សញញណ
Anticipating កររំពឹងទ ុក
Satisfying ករេពញចត; ិ
customer requirements profitably ត+ម7វករអតថ
ិ ជ
ិ ន+បកបេIយផលចំេណញ

8
Marketing is the management process responsible for
Marketing គជដ
ឺ ំេណ(រករ+គប់+គងែដលទទួលខុស+ត7វ

Digital can be used to do research ឌីជីថល=ច+ត7វបនេ+បBេដ(មបីេធFករGHវ+ជវអំ

( ពីអតថ
ិ ជ
ិ ន
about customers

Digital opens up a channel for ឌីជីថលេប(កចំហរបNO ញស+មប់ព័តម

៌ ន នងករលក់
ិ
information and sales and enables to េហ(យ=ចឱយមនត+ម7វករេWយែផYកេល(គេ+មងែដល
project demand based on that មនGHប់។

Digital is a convenient way to reach ឌីជីថលគជមេធយបយងយGស]

ឺ លមួ យេដ(មបីចប់យក

customers with products and services អតថ

ិ ជ
ិ នជមួ យនងផល
ឹ ិ តផល នងេស`កមម
ិ

identifying កំណត់អតOសញញណ
Anticipating កររំពឹងទ ុក
Satisfying ករេពញចតO ិ
customer requirements profitably ត+ម7វករអតថ
ិ ជ
ិ ន+បកបេWយផលចំេណញ

9
 Digital Marketing opens a world of infinite
possibilities for a business
ទីផ$រឌីជីថលបនេប.កបង1 ញ ពិភពេ6កៃនលទធភពគមន
ែដនកំណត់សCមប់Eជីវកមមមួយ។

Half the money I spend

on advertising is
wasted; the trouble is, I
don't know which half
J o h n Wa n n a m a ke r

• He did not have web cookies

• He did not have analytics
• He did not have algorithms
• He did not have “auction buying” of media
• He did not have AB testing
• He did not have social insights
• He did not have the luxury of changing an
artwork after a campaign is released
Lucky he didn’t waste 100% of
the money he spent on
advertising!
10
 o r
e aS
C h
@
a l l

The Two Paradigms Compared

Broadcast Paradigm Digital Paradigm

One message to a broader One theme, many messages

audience (Mass Communication). multiple niche audiences (Mass
personalization).
Creativity is the key to grab
audience attention. Relevancy is the key to grab
attention. Creativity will prolong it.
Role of advertising is at top of
Advertising has a full-funnel
the decision funnel. role with behavioral targeting
(Awareness / Interest). and re-marketing is possible.

11
 Different Roles of Digital
តួនទីេផ(ងគនៃន.បព័នធឌីជីថល

Digital as a Digital as
an Digital as a Digital as a
Creative Advertising PR Tool Sales Tool
Medium
Canvas

Using digital Using digital Using digital Using digital

technologies to channels to channels to channels to
execute creative communicate a create positive distribute and sell
digital ideas brand message WOM (digital) your products
and mitigate (eCommerce)
negative WOM

12
 Digital Possibilities That Lie Ahead of Us
លទធភព&បព័នធឌីជីថលែដលេនខងមុខេយ8ង

Utilizing the electronic footprints collected through

owned and 3rd party properties make better data driven
Level 5 marketing decisions. Using technological innovations to
improve brand engagement, loyalty, and ROI Data/Martech/Innovations

E-Distribution strategies and conversion

Level 4 optimization
eCommerce

Build owned websites, mobile apps,

Level 3 and create branded content on owned
and partnered properties.
Owned / Earned Media

Expand to display ads,

Level 2 social ads, video ads and
engagement activities Paid Media / Engagement

Creating FB pages
Level 1 for brands and
updating content Maintain Social Profiles

13
Four possible scenarios of future Marketing and Advertising

https://www.youtube.com/watch?v=P2tLH6T3B3I&t=537s

(Deloitte, 2020)
14
 How fast a brand can climb up this ladder?
Three Factors for Digital Success
Brand teams must possess right
level of knowledge to understand
what is needed for the brand in
digital space. Without this
Different brands have different levels of knowledge, brand teams will not be
market readiness for digital. Strategies able to set the correct digital
and executions has to match these levels expectations for the brand.
to get the maximum effectiveness. ,កYមអន ក,គប់,គង,តJវែតមនក,ម.តចំេណះដឹង,ត^ម
ម៉កេផ&ងៗគនមនក,ម.តេផ&ងគនៃនករេ,ត3មខនទ
ួ 5 ផ9រ
ី ,តJវ េដRមបីយល ់ពីអ_ី `ដល,តJវករស,មប់ម៉កយេa
ី
ស,មប់ឌីជីថល។ យុទ ធEFសG នងករ,បត
ិ បត
ិ ,តJ
ិ G វែតផគួបគន កនង,បតបតG ករឌ
ុ ិ ិ ី ជីថល។ េបRគមនចំេណះដឹងេនះេទ
កងក,ម.
ុន តទ ំងេនះ េដRមបីទទួលបន,បសិទ ធភពអតបរម។
ិ ,កYមេនះ នងម
ឹ ិន
1. Market dចកំណត់កររំពឹងទ ុកែដល,ត^ម,តJវស,មប់ម៉ក

Readiness យេaបនេទ។
ី

3. Digital
Competencies
2. Resource
Depending on the market Availability
readiness, and the level at
which the brand wants to
operate, sufficient resources Digital team must possess the right level of
must be allocated. Otherwise it will skills to deliver the expected digital strategies
create expectation vs. delivery gaps. for the brand. Without these skills, concepts &
strategies will fail in execution.
deស័យេលRករេ,ត3មខនទ
ួ 5 ផ9រ
ី នងក,ម.
ិ តែដលយេa
ី ,កYមឌីជីថល,តJវែតមនជំនញក,ម.ត,ត^ម,តJវេដRមបីផGល ់នូវយុទ ធEស្
ចង ់ដំេណRរករ ធនធន,គប់,គន ់,តJវែត,តJវបនែបងែច
,តឌីជីថលែដលរំពឹងទ ុកស,មប់ម៉កយេa។េប
ី Rគមនជំនញទ ំងេនះ
ក។ េបRមិនដូេច នះេទ kនងបេងក
ឹ តកររំ
R ពឹងទ ុកេធmបនងគម
ឹ 5
េទ គំនត
ិ នងយុ
ិ ទ ធEFសGនងបrជ
ឹ ័យកងករអន
ុន ុវត។
G
តៃនករដឹកជញូ ជ ន។

15
 l l
So ra
ea CLASS
C h 3
@

MODULE 1: FUNDAMENTALS OF DIGITAL

MARKETING
មូល34ន5គឹះៃនទីផ,រឌីជីថល

LESSON 2:
SCOPE OF DIGITAL MARKETING
វិ#លភពៃនទីផ,រឌីជីថល

TOPICS COVERED IN THIS LESSON:

1. SCOPE OF DIGITAL MARKETING

2. INTRODUCTION TO PAID MEDIA

3. INTRODUCTION TO OWNED MEDIA
4. INTRODUCTION TO EARNED MEDIA

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MODULE 1: FUNDAMENTALS OF DIGITAL
MARKETING មូល34ន5គឹះៃនទីផ,រឌីជីថល
LESSON 2: SCOPE OF DIGITAL
MARKETINGវិ#លភពៃនទីផ,រឌីជីថល

TOPIC 1

S C O P E O F DIGITAL
MARKETING
វិ#លភពៃនទីផ,រឌីជីថល

17
DIGITAL MARKETING MEDIUMS:
េមេឌ$ទផ(រឌ
ី ី ជីថល៖

Paid
Owned
Earned
Media

18
 Three
ea
Types of Media
Paid Media

Owned Media

Earned Media

Any form of media which requires a variable cash out-flow to gain

additional exposures

Media which you invest to build, and there after you can gain
additional exposures without a variable cash out-flow to buy media.

Media exposures your brand get, as a result of other people talking

about your brand. No cash out-flow for additional exposures

Select the digital channels

19
 Scope for Digital media

DIFFERENCES AMONG PAID,

OWNED,EARNED MEDIA
Paid Media Owned Media Earned Media
Core • Money = Traffic, • Cost is initial • Can personally
Elements & No money no effort identify people
Drivers traffic. • Visibility • Advocacy
• Channels are optimized continues when generates more
effort ends business
individually.
• All pages
• Landing pages are are landing
distinct from main page pages
Ben ef i t s • Immediate results • Cost effective • Cost effective
• Scalable • Longevity • Loyalty
• Most measurable &
• Higher quality
• Ease of testing advocacy
visits • Helps
• Ease of build
targeting trust

20
 l l
So ra DIFFERENCES AMONG PAID,
ea
C h OWNED, EARNED MEDIA
@
Paid Media Owned Media Earned Media
Channels • Paid Search • Website • Social Networks
• Display • Email • Blogs / Vlogs /
• TV/Radio Newslett Podcasts
• Email list buying er • Forums
• Mobile Ads / SMS • Mobile App
• Lead Nurturing
Necessary • Media Budget • Technology • Content
Resources • Campaign Management • Customer base creation and
• Testing & Optimizing • Analytics seeding
• Reporting • Community
&
Management
Reporting

Scope for
Digital media

21
Scope for Digital media

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MODULE 1: FUNDAMENTALS OF DIGITAL
MARKETING មូលEFន*គឹះៃនទីផ2រឌីជីថល
LESSON 2: SCOPE OF DIGITAL
MARKETINGវិ<លភពៃនទីផ2រឌីជីថល

TOPIC 2
INTRODUCTION TO PAID MEDIA
ករែណន ំអំពី*បព័នធផ0ព1ផ2យែដលបង់*បក់

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PAID S E A R C H VS ORGANIC S E A R C H
ក រ ែស% ង រ ក េ) យ ប ង ់-ប ក ់ V S ក រ ែស% ង រ ក ស រ/ 0 ងគ

Paid Search / PPC

- Sponsored links
on search engine
result pages.
Highly relevant
and targeted.
High potential for
converting into sales

Organic / SEO – Optimizing your web pages

to reach top 10 organic/natural links on
Search Engine Result Page

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WHAT IS D I SPL AY B A N N E R ADVERTISING?

េត # ក រ D i s p la y ផ' យ ពណិ ជជក មម ប 2គ ឺ ជ អ7ី ?

¡ Display ads are any ad format with graphical,

audio, or video elements beyond basic text. This
includes all ad format variations within both
the image ads and video ads formats

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WHAT ARE GOOGLE DISPLAY ADS?
េត # Google Display Adsគ ឺ ជអ(ី ?

The Google Display Network (GDN) is a network of

websites with advertising space where you can place your
ads.
It’s a simple, cost-effective way to advertise on
millions of high-quality news pages, topic-specific
websites, video sites and blogs
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GDN TARGETING OPTIONS

• Place your display ads on a
Placement Targeting selected list of
websites/apps/pages

• Place your ads on web pages

Keyword Targeting which contain a specified
list of keywords

Topic / Category • Place your ads on

websites/apps which falls
Targeting into a pre-defined set of
topics and categories

• Target your ads at people who

Affinity / In-Market share a common affinity like
‘shopping’ ‘movies’
Targeting ‘sports’ etc or who showed
recent interest in buying your
product.

• Target your ads at people

Remarketing who visited your website
recently

27
Scope for Digital media

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MODULE 1: FUNDAMENTALS OF DIGITAL
MARKETING មូលIJន+គឹះៃនទីផ3រឌីជីថល
LESSON 2: SCOPE OF DIGITAL
MARKETINGវិ?លភពៃនទីផ3រឌីជីថល

TOPIC 3
INTRODUCTION TO OWNED MEDIA
ករែណន ំេទកន់+បព័នធផ1ព2ផ3យែដលជមចស់ផទល់

29
OWNED MEDIA EXAMPLES
!បព័នធផ(ព)ផ*យែដលមនមចស់ផទល់

30
MOBILE APPS

31
Scope for Digital media

32
 MODULE 1: FUNDAMENTALS OF DIGITAL
MARKETING មូល34ន5គឹះៃនទីផ,រឌីជីថល
LESSON 2: SCOPE OF DIGITAL
MARKETINGវិ#លភពៃនទីផ,រឌីជីថល

TOPIC 4

INTRODUCTION TO E A R N E D MEDIA
ករែណន ំអំពី5បព័នធផBពCផ,យែដលទទួលបនចំណូល

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WHAT IS SOCIAL MEDIA

េត (អ0ី ជ*បព័ ន ផ
ធ 8ព0 ផ9យសងគម ?

Before the Social Era– 1994 to 2004

Content Creators Content Consumers

អន កបេងកត
( Content អន កេ*ប,*បស់Content

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WHAT IS SOCIAL MEDIA
េត #អ%ី ជ(បព័ ន ផ
ធ /ព% ផ0យសងគម ?
After the Social Era– 2004 and Beyond

Content Creators Content Consumers

អន កបេងកត
# Content អន កេ(ប:(បស់Content

35
 a S o
h e
WHAT IS SOCIAL MEDIA
C េត #អ%ី ជ(បព័ ន ផ
ធ /ព% ផ0យសងគម ?
@ After the Social Era– 2004 and Beyond
ll
ra
Content Creators Content Consumers
អន កបេងកត
# Content អន កេ(ប:(បស់Content

36
What is this
Social
Media?
“Social Media
is people having
conversations
online”

37
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your brand could win a place in
these conversations?
ម៉ករបស់អនក*ចឈន ះកែន1ងមួ យេនកនងករ
ុ
សនទនទ ំងេនះ?

WHAT IF?

“Conversations with advocates increases purchase

intent by 2 to 7 times depending on industry and brand”
"ករសនទនជមួ យអន កតស៊ូមតិនឹងបេងកន
E េចតនៃនករទិញពី 2 េទ 7 ដង
*Mស័យេលEឧសQហកមម និងម៉កយីេT"

Brand Advocacy Dashboard

ផទង
ំ Vគប់Vគងករតស៊ូមតម៉ក 38
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@

SOCIAL MEDIA MARKETING

ទី ផ$រ&បព័ នធ ផ,ព- ផ$យសងគ ម
“Is the marketing effort of securing a
place for your brand, in the online
conversations taking place on social
media web, and hence increasing the
‘likeability’ of your brand”
"េតករខ
# តខំ
ិ )ប+ងែ)បងែផនកទផ3រៃនករធន
ី
កែន8ងស)មប់ម៉កយេ?របស់
ី អនក េនកនងករ
ុ
សនទនEមអុីនធណ
ឺ ិ តែដលេធLេឡ
# # ងេនេល#បNO
ញ)បព័នផ
ធ TពL ផ3យសងគម េហត ុដូេច នះេហ#យករ
បេងកន
# 'ភព\សេដ]ងគន' ៃនម៉ករបស់អនក"

39
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So ra
ea
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@
E N G A G I N G T H E N E W A G E I N F L U E N C E R S IN
T H E HOSPITALITY I N D U S T R Y
ក រ ច ូល រួ ម ជ មួ យ អន ក ម ន ឥ ទ ិ ព
ធ ល ថមី េន កនុង
ឧ ស= ហ ក មម ប ដិ ស AB រ កិ ច ច

Search / Display Trade Activations,

Marketing and Traditional Emails, and other
Marketing Promotions
Social Media

Online reviews.
Facebook / Twitter
conversations.

Awareness Interest Consideration Decision Confirmed

Booking

Opinions of past guests.

Travel bloggers. Social norms.

40
 Propel shar ng eng 9 m nt
i h pa1d promot on ADVERTISING
SHARING
s1---,
SH ES
EPOSTS
s OT 0

SEO & bra d content r g o n

drive earned med nd paid m
(shari g) . tr f for . comp h nslv
arketing strat gy

WEB PROPfRTIES �---·

EBSIT ...
OB SITE Gain more exposure to
LOG SITE web properties th SEO
SOCI ED CH LS nd PPC

41
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@

GREAT POEMS-INTEGRATION

https://www.youtube.com/watch?v=bQKb0I_p7C4

42
MODULE 1:FUNDAMENTALS OF DIGITAL MARKETING

CLASS 4

LESSON 3:
INTRODUCTION TO
WEBSITES & MOBILE APPS

TOPICS COVERED IN THIS LESSON:

1.WEBSITE MANAGEMENT
FOR MARKETING
2.MOBILE APPS FOR BRANDS
43
MODULE 1:FUNDAMENTALS
OF DIGITAL MARKETING
LESSON 4: INTRODUCTION
TOWEBSITES & MOBILE
APPS

TOPIC 1

WEBSITE MANAGEMENT FOR MARKETING

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W e use World Wide Web

every single day for both
work and pleasure.
េយងេ.ប>
( ?
េវល) ៉
៉ យេវបជេរ@ងAល ់ៃថងស.មប់ទ ំង
ករងរនងករកមLន1
ិ ។

So exactly what it is? its history? and its impact?

ដូេច នះេត)ជអ,
( ី ? .បវតរបស់
ិ1 )? នងផលប៉
ិ ះពល ់របស់)?

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The Internet is a massive

network of networks, a
networking infrastructure.
Itconnects millions of computers
together globally,
អុីធណ
ឺ ិ តគជប,
ឺ - ញប,- ញដ ៏ធំ ែដលជេហ67
រចនសមពន
័ ប
ធ ,- ញ។
Bភជប់កព ុំ យូទ ័រKប់LនេMគNងជមួ យគនទូទ ំងពិភព
េLក។
forming a network in which any
computer can communicate with any
other computer as long as they are
both connected to the Internet.
-webopedia.com
បេងកតប,
W - ញែដលកព ុំ យូទ ័រ,មួ យXចទក់ទង
ជមួ យកព ុំ យូទ ័រេផZងេទ[តបនដKប,Bទ ំងពីរMត]វ
បនភជប់េទអុីនធណ
ឺ ិ ត។
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T he World W ide Web,or simply Web,is away of

accessing information over the medium of the
Internet. It is an information-sharing model that
is built ontop of the Internet…The Web is just
one of the ways that information can be
disseminated over the Internet.The Internet,
not the Web, is also used for e-mail…,Usenet
newsgroups,instant messaging andFTP.

-webopedia.com

#
េវល% ៉ (World Wide Web) ឬេ*+មញញ ថ េគហទំព័រ គ ឺ
៉ យេវប
ជមេធយបយៃនករច ូលេAបCព័តម
៌ នGមAបព័នអ
ធ ី នធ
ុ ណឺ ិ ត។
%គជគំ
ឺ រូែចករំQលកព័តម
៌ នែដលAតSវបនបេងកតេឡ
V V ងេន
េលVកំពូលៃនអុីនធណ [ មួ
ឺ ិ ត… េគហទំព័រAគន ់Qតជវធ ី យ
ែដលព័តម
៌ ន]ចAតSវបនផ_ព` ផaយGមអុីនធណ
ឺ ិ ត។អុិនធ ឺ
ណិត មិនែមនេកហទំព័រេទ %AតSវបនេគេAបCផងែដរសAមប់
អុីQមល… Aកdមព័តម
៌ ន Usenet ករេផញ+
V របនទន ់នង
ិ FTP ។

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Internet is the infrastructure of roads and routes

and Web is the method to travel fromone point
to another.
អុីធណឺ ិ តគជេហ-
ឺ . រចនសមពន ័ ៃធ នផ:ូវ នងផ:
ិ ូវ េហ>យWebគ ឺ
ជវធ @ ABសC កងករេធG > ំេណ>រពីចំណុចមួ យេទចំណុចមួ យ
ី ុន ដ
េទNត។

Information
Superhighway
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How it works

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Who invented the Web?

Sir Tim Berners-

Lee
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It was created over twenty years

after the Internet began in 1969
with the establishment of
ARPANET (Advanced Research
Projects Agency Network).

!"ត$វបនបេងកតេឡ
, , ងជងៃមភឆនំបនទប់ពីអុីន
ធណ
ឺ ិ តបនចប់េផBម
, េនឆនំ 1969 ជមួ យនង
ឹ
ករបេងកត
, ARPANET (បIB ញទភ
ី ន ក់ងរ
គេ"មងQRវ"ជវក"មSតខ ពស់)។

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T heideaof the W ebwas conceivedinM arch

198 9,whenBerners-L ee published Information
M anagement:A P roposal.Just overtwoyears
later,inA ugust of 199 1,he publishedthefirst
website.

គំ ន ិ ត ពី េគ ហ ទំ ព័ រ -ត. វ ប ន ប េងក 4 ត េឡ4 ង េន ែខ មី ន ឆនំ

1 9 8 9 េន េព ល ែដ ល B e r n e r s - L e e ប ន េបះ ព ុ មព ផC យ
ក រ -គ ប់ -គ ង ព័ ត ៌ ម ន : ក រ េសន4 រ សំ មួ យ ជ ង ពី រ ឆនំ
េ-ក យ ម ក េន ែខ សី N ឆនំ ១ ៩ ៩ ១ េQ ក ប ន េបះ
ផC យ េគ ហ ទំ ព័ រ ដំ បូ ង ។

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The Web has created tremendous opportunities for

expression, empowerment and enrichment for everyone,
not just techies.
េគហទំព័របនបេងកតឱកសយ៉
. ងេ5ច7នស5មប់ករបេញចញ
មត ិ ករផ@ល ់សិទអំ
ិ ធ Dច នងព5ងE
ិ ងសមតថភពស5មប់
O យប៉េុ DQះេទ។
មន ុសI5គប់គន មិន5តEមែតបេច ចកវទ
Without the Web there would be no… Wikipedia, Amazon,
Google, Facebook, YouTube, Netflix, online news sites,
blogs, daily deals, Yoho Bed, Gangnam Style, Candy Crush,
Selfies, Gappiya, Fiverr, Janai Priyai, WhatsApp, Skype,
Snapchat, Kickstarter or even the relief effort done by
people in the current flood…
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What is Web Design?

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Effective Web Design

Principles

េគលករណ៍រចនេគហទំព័រ
0បកបេ4យ0បសិទ ធភព

1.Highly intuitive
structure
1. រចនសមព័នធវិចរណញណខពស។
់
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2.Visual hierarchy
2. !ននុ%កមែដលេម,លេឃ,ញ
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T here are two ways to
create a visual hierarchy

មនវិធី 2 យ៉ងេដ,មប ីបេងក,ត

2ននុ5កមែដលេម,លេឃ,ញ

a)Size hierarchy

b)C ontent hierarchy

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3. Accessibility
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A website’s code looks like this
េនះជរូ ប(ងៃនកូដេគហទំព័រ

59
For each piece of content on a
site, lines of codes needs to be
written
ស"មប់&ផនកនមួ
ី យៗៃនមតកេនេល
ិ 7េគ

ហទំព័រ បនទត់កដ
ូ ច ំបច ់"តFវសរេសរ

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It is a coding nightmare
to manage content of a hard
coded website
!គជសុ
ឺ បិន*+,កក់កងករសរេសរកូ
ុន ដ,គប់,គង
មតកេនេល
ិ ;េគហទំព័រែដលត,មCវសរេសរកូដ
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A software tool for creating editing and updating
documents accessed by intranet, extranet or internet
–Chaffey (2017)`

Content
Management
System

ឧបករណ៍សូ ហ*ែវរស-មប់បេងកតករែកស-ម7
3 ល នងេធ*
ិ 3
បចបបនន
ុច ភពឯកEរែដលច ូលេ-បGេHយអុីន-Lែណត អុី
នធេណត
ឺ អុីនធេណត
ឺ ឬអុីនធណ
ឺ ិ ត–Chaffey (2017)`

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Content Management
System(C MS)
!បព័នធ!គប់!គងមតិក

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2. C onsistent brand
1.Quick and easy page
& content management andnavigation
ទំពរ័ ងយ(ស*លនិងរហ័ស
និង ករ(គប់ (គងមតិ ក

3.Workflow
management

4 .F lexibility for
r
developers

5.Designis separate
from content

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6.Database-driven 7.Shared resources

8.A pproval systems 9.M obile ready

10.Archive
capabilities

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11.Remote access 12. Security

13.Search engine-friendly

14.Updates

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Some CMS providers

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Criteria for selecting a CMS

Easy authoring system Search engine robot crawling SEO friendly

provisions
Abilityto manage multiple content templates Link management
Input and syndication Versioning capability Security and access
control
Use of plugins and widgets P ublication workflow Tracking and
monitoring Navigation and visualization
Flexibility to test new approaches
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Blogging
Platforms

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Top 5 Most Popular

Blogging Platforms
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MODULE 1:FUNDAMENTALS OF DIGITAL MARKETING

LESSON 3: INTRODUCTION TO WEBSITES & MOBILE

APPS

TOPIC 2

MOBILE APPS FOR BRANDS

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When did youlast use a

mobile app of a brand and
what is it?
េតេនេពល'ែដលអន
# 5 ទូ
កបនេ/ប1កមមវធ ី រស័ពទ
ចងេ/កយរបស់
ុ ម៉ក នង
ិ
េតHគ# ជអL
ឺ ី?

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The average smartphone user accessed close to 40

apps per month in 2017
អន កេ%ប'%បស់+មតហ/ូនជមធយមបនច ូលេ%ប'ជិត 40 កនុងមួ យ
ែខកនុងឆនំ 2017

Source: https://www.appannie.com/en/insights/market-data/apps-
used- 2017/
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Nearly 30% growthin average

daily time spent inapps vs
20 15
កំេណ%នជិត 30% េនកនងេពលេវ1
ុ
2បច ំៃថងជមធយមែដលបនចំ@យកនង
ុ
C េធEបន
កមមវធ ី ងឆ
ឹ ន ំ 2015

Source:https://www.appannie.com/en/insights/market-data/apps-used-
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A ccording toa recent study

• 62%of Mobile applications save users time.

• 29%cost-saving of a business was achieved with

their mobile app

• Retailers experienced a15%growth in sales frommobile

applications.

• 72% organizations were utilizing mobile apps for their

businesses.
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Benefits of Mobile Platforms as

Marketing T ools
អតថ$បេយជន ៍ៃនេវទ កចល
ិ ត
័ ជឧបករណ៍ ទ ផ;រ
ី

• Increasing brand awareness

• Collecting data about consumers

• Enhancing customer loyalty

• Increasing sales

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1. Increase brand
awareness
2.Collecting data about
បេង�ើនករយល់ដឹងអំពីម៉កយីេ5
consumers
ករ#បមូលទិននន័យអំពីអនកេ#ប4#បស់

4. Increasing sales
3.Enhancingcustomer loyalty បេង�ើនករលក់
បេង�ើនភេព)ម ះ,តង់ដល់អតិថិជន
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What domobile apps offer that

website don’t?
េត # ក មម វ ( ធ ី ទូ រ ស័ ពទ ផ3 ល ់ • Biometrics

ជូ ន អ តថ :ប េយ ជ ន អ
៍ ី > ខ @ះ
• Camera functionalities
ែដ ល េគ ហ ទំ ព័ រ មិ ន H ច
ផJ ល ់ប ន ? • A ugmented reality

• GPS Technologies
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A huge number of brands use mobile platforms as

a powerful marketing tool. Mobile apps enable
one- to-one interactions between brands and
customers, allowing brands to turn communities
into true families. Mobile apps humanize brands
and facilitate better interactions between brands
and customers, which allows brands to increase
loyalty and, thus, sales.

ម៉កយេ'មួ
ី យចំនន
ួ ធំេ.ប0េវទករចល
ិ ័តជឧបករណ៍
ទផ?រដ
ី ៏មនឥទពល។
ិធ G ទូ
កមមវធ ី រស័ពទេបKកដំេណKរករ
អនMរកមមមួយទល ់មួ យរOងម៉កយេ'
ី នងអត
ិ ថ
ិ ជ
ិ ន
ែដលអន ុញញ តឱយម៉កយេ'េនះែ.បក
ី [ យសហគម
G ទូ
ន ៍េទជ.គ_`រពិតមួ យ។ កមមវធ ី រសពទ ចល ័តេធaឱយ
K
ម៉កយេ'មនលកខ
ី ណៈមន ុសdធម៌ នងស.មប
ិ
ស.ម_លអនMរកមមកន ់fត.បេសKរេឡKងរOងម៉ក
យេ'
ី នងអត
ិ ថ
ិ ជ
ិ ន ែដលអន ុញញ តឱយម៉កយេ'
ី
េនះ បេងកនភពេ`
K ម ះ.តង ់ នងករលក់
ិ ។

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Customer Expectations
A re Shifting
កររ ំពឹងទុករបស់អតិថិជនកំពុងែតផ5ស់បរ6ូ

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If a brand doesn’t include mobile,

it’s missing out on significant
opportunities to connect, engage,
influence, transact and support
current and potential customers.

!បសិនេប(ម៉កយេ.ម
ី ិនរួ មបញូ ច លទូរសពទ
ចល ័តេទ <នងបត់
ឹ បង ់ឱកសសំ ខន ់ៗកនងករ
ុ
តភជប់ ច ូលរួ ម ឥទពល
ិធ !បតបតL
ិ ករ
ិ នងគ
ិ ំ!ទ
អតថ
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ិ នបចបបនន
ុច នងសក
ិ L ន ុពល។

81
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T op6 Signs Y our Brand

Needs A Mobile A pp

You get a lot of mobile

traffic to your website
អន កទទួលបនច*ចរណ៍ចល ័តេ1ច2នេទកន ់េគ
ហទំព័ររបស់អនក។
82
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Your customers are a

younger demographics
អតិថិជនរបស់អនកគឺជ0បជ
ជនវ័យេកមង។
83
 rall
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Y our company is a e-commerce

based
អនកមនមូល34នេល6 e-commerce
!ក#មហនរបស់
៊ុ
84
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You have brick and

mortar store

85
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You canoffer more values

beyond your website
អន ក$ចផ'ល ់តៃម-េល/សពីេគហទំព័រ
របស់អនក។
86
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Your competitors
have a mobile app
ៃដគូ%បកួត%បែជងរបស់អនកមនកមម
8 ទូ
វធ ី រស័ពទ 87
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Creating abranded app is an

essential step to maximizing
your brand’s reach
ករបេងកតកមម
' - ម
វធ ី ៉ កយេ3គ
ី ជជ
ឺ ំ3នសំ ខន ់មួ យកនងករ
ុ
បេងកនលទ
' ធភពេទដល ់ម៉កយេ3របស់
ី អនក។
88
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5 Essential T ips for C reating a

Successful Branded M obile App
គន#ឹះសំខន់ៗចំនួន 5 ស-មប់ករេបងក5ត

កមមវិធីទូរស័ពទែដលទទួលបេនជគជ័យ

Solve a problem
M a k e s u r e i t ’ s d e s i g n e d
f o r  a m o b i l e u s a g e

89
 rall
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Include all platforms

M ake the app intuitive

T est,test,test

90
 rall
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If you’re creating a successful branded app,

you wantto make sure that appis pretty, easy
to use and helpfulto users. Once you’ve
created anapp that works,you’llfind that it
willmake your current customers happier —
and bring innew ones as well.

!បសិនេប(អន កកំពងុ បេងកតកមម

( 5 ម
វធ ី ៉ កយេ;េជគជ
ី ័យ
អន កចង ់េធBឱយ!បកដថកមម
( 5 េនះJ
វធ ី K ត ងយMសNលេ!បP
នងមន!បេយជន
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អន កបនបេងកតកមម
( វធ5 ី app ែដលដំេណ(រករេហ(យេនះ
អន កនងេឃ
ឹ ( ញថ ^នងេធB
ឹ ឱយអត
( ថ
ិ ជ
ិ នបចបបនន
ុច របស់អនក
កន ់bតរcកdយ — នងន
ិ ំមកនូវភពថមb
ី បgកមួ យផងែដរ។

91
 rall
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@C Mobile App vs Website

Criteria Responsive/Mobile Website Mobile App

Displays equally well on all types of Requires development of

Compatibility devices separate version for each
platform

Reaches wider audience; covers all Accessible for smartphone and

Reach devices (mobile, desktop, laptop) tablet users only

Working Offline Limited offline functionality Works well offline

Supporting and updating across all Requires extra time and cost for
Ongoing mobile devices is easier; flexible; regular updating, including time
Maintenance requires less effort for approval from app markets

Provides limited convenience due to Provides better experience in

Convenience screen size and inability to keep all regular use; loads content faster;
needed info on one page has push notifications

Provides average opportunities to Provides wider options for

Personalization personalize settings personalization

92
 rall
S o
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But, Most apps are used to fullfill day-

to-day needs(High usage frequency)
eg: Youtube, Social media etc

93
Source: Flurry Analytics'
 Which Is The Better Option?

Focused reach Enriched

engagement at high investment
(2X+ of a mobile responsive website)
Higher reach Descent
engagement Relatively lower
investment

Mobile app

Mobile Responsive Website

94
@CheaSorall
 @CheaSorall
OVERVIEW
Lesson 1: Creating Social Media -Understanding Campaign Buying
Profiles Types and Objectives
-How to create a Facebook Fan -Facebook Campaign Structure,
Page? Audiences
-How to create an Instagram -Campaign Budgets, Schedules &
Business Profile? Creative Strategies
-Setting up Facebook Advertising
Lesson 2: Organic Social Media Campaign - Hands-on Session
Engagement
- Campaign Optimization,
-Social Media Content Planning Measurement and Reporting
Process Strategies
- Social Media Brand Voice
Lesson 4: LinkedIn Advertising
- Organic Reach Optimization
-Introduction to LinkedIn
- Reputation Management
Advertising
- Social Media Management Tools
- Setting up LinkedIn Ad Campaigns
- Practical Session
Lesson 3: Facebook & Instagram
Advertising
Lesson 5: Twitter Advertising
-Introduction to Facebook &
-Introduction to Twitter
Instagram Advertising
Advertising
-Introduction to Facebook
Business Manager -Setting up Twitter Ad Campaigns -
Practical Session
-Introduction to Facebook Ads
Manager

1
LEARNING 3.Define the social media brand
voice for a brand.
OBJETIVES 4.Execute organic social media
campaigns and optimize for reach.
5. Execute Facebook, Instagram,
1.Understand the difference
Twitter and LinkedIn advertising
between organic social media
campaigns for a brand and
marketing and paid advertising on
optimize
social media.
performance of such campaigns.
2.Plan a content strategy for a
brand on social media. 6. Plan to mitigate a social media
reputation crisis for a brand.

2
CONTENT

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 l l
S o ra
ea
C h
@
Business
Manager User
Playbook
Table of contents
Introduction 3

How to get started with Business Manager 5

Giving permissions in your Business Manager 9

Billing & payments 15

Business Manager User Playbook
Introduction
Business Manager is an essential tool for organizations integrate Facebook marketing efforts
organizations (e.g. Agency, Client Marketer, or across their business and with external partners
Facebook Marketing Partner) to share their Facebook and vendors. Business Manager is a solution
assets among multiple people efficiently and securely. for anyone who needs to run, place, or track
Whether you are new to Business Manager or just Facebook and Instagram ads, or anyone managing
looking to answer specific questions, this guide assets such as a Facebook Page, Instagram
should provide the information you need to make account, audience list, product catalog, etc.
confident decisions about your marketing operations
on Facebook. By having all your Facebook information in one place,
your organization can easily maintain control of your
So first things first, what is Business Manager and Facebook assets, and securely manage user access
how to know if it is the the right tool for you? and permissions.
The Business Manager portal was created to help

1. You have more than 1 person working on your

Facebook and/or Instagram marketing.

2. You need to manage multiple Facebook and/

or Instagram assets such as Facebook Pages, ad
accounts, or pixels.
Use Business Manager if 3. You use a vendor to help create, run, or manage your
Pages or ads, and want your business to maintain
ownership of all your assets.

4. You want centralized control over access and

permissions to your assets.

5. You want to request access to other Pages, ad

accounts, and apps, or share your Pages, ads
accounts, and apps with other agencies.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Why should Iuse Business Manager
when Iam doing fine managing my
Facebook content without it?
1. Retain your personal Facebook information: Business
Manager assets will remain separate from your
personal Facebook profile. You will be able to access

If you are managing a work or personal Facebook content through one

single account identity.

business in real life 2. Managed control over who is working on your

consider Business Manager.

Facebook and Instagram assets: Clearly see who has
access to your Pages and Ad Accounts, and remove or
change access permissions as your team, agencies, or
vendors change over time.

3. Work effectively and efficiently: Reduce the time

it takes to set up and manage your assets (e.g. Ad
Accounts and Pages).

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
How to get started with Business Manager
Preparing for your
1
To sign-up you will need:

Business Manager a. A personal Facebook account for the purposes of

confirming your identity.
account.
b. A Facebook Business Page that represents your business.
If you don’t have one, you’ll be able to create a Page during
setup.

2 Establish who the most appropriate people to have

admin roles* for your business. Ideally, the primary
day-to-day contacts of your marketing team, or your
business owner, can set up and manage your Business
Manager. These people should have permissions to
act on behalf of your business and to decide which
partners should have access to your assets.

It is important that all businesses have at least 2

admins. If one admin suddenly leaves the company,
there will still be a Business Manager Admin left to
help manage access to Business.

*More details on admin roles can be found later in this playbook.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Step by step set-up process for your business:
Login to Facebook in
your desktop browser

Open a separate tab and go to

business.facebook.com/create
to get started with “Create Account”
a. Enter your name and confirm your identity with
Facebook login (your personal Facebook account
information is not shared with colleagues of
your company)

b. Follow the prompts to complete business

account creation.

In Business Manager Settings, go to

People in “People and Assets”
a. Go to People and assign authorized agents to Ad Accounts
and Pages with the role permissions they need to complete
their work. There are various levels of permissions for People,
Pages and Ad Accounts. These permissions are described in
detail later in this guide.

b. Click on the Instagram Accounts tab within Business Settings

menu and connect any business Instagram accounts

Once you've added people and assets to

your Business Manager it's time to
assign permissions.
a. Add the names of 2 or more people as Business Manager
Admins, then add names of any other people as Business
Manager Employees. Use their work emails to send the invites.
b. Go to Pages and select “Add New Pages” then “Claim a Page”
• If the BM Admin claiming the Page is also a Page Admin directly on
the Page, the claim will automatically be accepted. If you are not
the Page Admin, a notification will be sent to approve the request

c. Go to “Ad Accounts”
• If you will be purchasing your own advertising and not working
with an agency you will need to Claim or Create new Ad Accounts.
For this, go to “ad accounts”

d. If you have Instagram accounts add any business

accounts using Instagram login credentials

If you work with an agency

You can add agencies as Partners to your Business Manager. Partners can be granted any level of access to your
owned Business Manager assets. Partner agencies can then manage the individual partner-level user permissions
within their own organization's Business Manager. Your Partner agency can assign its own employee permissions to
work on your assets, so you don't have to worry about role changes within the agency.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Step by step set-up process if you are advertising
on behalf of a business (example: Agency)

Login to Facebook
in your desktop
browser

Open a separate tab and go to

business.facebook.com/create
to get started with “Create Account”
a. Enter your name and confirm your identity with
Facebook login (your personal Facebook account
information is not shared with colleagues of
your company)
b. Follow the initial business creation steps/flow
(name of the business etc..)

In Business Manager Settings, go to

People in “People and Assets”
a. Go to People and add two or more people as Business
Manager Admins, then add the rest as Business Manager
Employees.**
b.Go to Pages and “Add New Pages” then “Request Access
to a Page”
• Choose the appropriate level of Page Admin access necessary
for your employee(s) to perform their work
c. Go to “Ad Accounts”, then Claim or Create new Ad Accounts
d.Go to Instagram and add Instagram accounts using
their login details
e. Alternatively, if your agency clients have in their own
Business Manager, they can grant you access by adding your
agency partner ID to their Business Manager settings

Once all those People and

Assets are in your Business
Manager
Go to People and assign employees to Ad
Accounts and Pages, then Instagram
accounts to Ad Accounts

**More details on roles can be found later in this guide.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Privacy and Security
During the set up process, you will use your
personal Facebook identity to connect with your
Business Manager. Colleagues will not be able to
view non-public items on your Facebook
profile unless you are separately friends
on Facebook.

We require individuals to use personal logins

and maintain security for our business
clients. Individual personal identities provide
transparency by allowing you to see who makes
each change to account assets. If an unusual
action is discovered you can easily reach out to
the individual who made the change. This level of
detail is not possible when single user accounts
are shared among multiple people.

In addition, Facebook does not permit sharing of

personal accounts and credentials.

The Facebook Operations Team actively removes

accounts in violation of Facebook terms and
agreements. If you are using a shared or fake
identity, this account could be disabled and
disrupt your business operations.

For complete Facebook Terms and Policies visit

https:/facebook.com/policies

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is
actively being developed and elements of this guide may differ slightly from the live product.
Giving permissions in your Business Manager
Assigning permissions to people in your business and All existing personal account connections to
those who may act on behalf of your business is one assets will still exist after your Business Manager
of the most important elements of Business Manager. is created. For example, if you had access to
The different access levels allow you to have better a Facebook Page before creating or joining a
control of your assets and information. Business Manager, you will still have access to
this Page. Business Manager is a separate system
You, and other members of your organization, likely of permissions for business assets while leaving
already have access to certain Facebook assets using existing user access unchanged.
your personal Facebook accounts. When you create
a Business Manager you will be setting up a separate We strongly suggest you move all user permissioning
system of user management. So, what happens with to your Business Manager. Managing two layers of
the assets you already created (e.g. Pages, ad user access can lead to confusion. For instance, if an
accounts, pixels, etc.)? employee leaves your company you might remove
them from your Business Manager, but forget that
the departing employee also had direct access to
several Facebook Pages.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Primary permissioning layers
Before we explain roles across assets it is important to understand the two layers of access within
Business Manager.

Layer 1Business Manager specific Layer 2Across Facebook ads products

This layer includes people who should be allowed This level allows you to connect all your Facebook
to interact either as a Business Manager Admin or a and Instagram assets and people together inside
Business Manager Employee. your Business Manager.

Business Manager Business Manager

Admin Employee

Others
Facebook Business Manager Instagram Finance
Ad Accounts (apps, pixels, Audiences)
Pages Ad Accounts

Layer 1: Business Manager specific

Layer 2: All of Facebook

TIP Everyperson should usetheir individual Facebook account to get any

type of role in Business Manager. Byonly granting access to true accounts,
BusinessManagerAdmin can identify who is doing whaton behalf of the
business.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Layer 1, Business Manager specific

There are 2 types of roles to consider within the Business Manager layer.

Business Manager Roles Business Admin Business Employee

View business settings

Change business settings

Add/remove employees

Manage employees permissions

Be assigned to Ad Accounts/Pages

Add Pages/Ad Accounts

Business Admin Business Employee

Can control all aspects of Business Can see all of the information in the
Manage including modifiying or business settings and be assigned roles
deleting the business and adding or by business admins, but can’t make
removing people from the any changes
employee list

TIP Ideally,there should alwaysbe at least two active Business Manager

Admins. This way,should one Admin leave the business, there is still
another person who can assignnewAdmins,andcontinue to manage
advertising for all assets.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Layer 2, across Facebook assets

Facebook Pages (also applies for Instagram accounts and Apps)

Pages are assets on Facebook that are controlled available. These roles can be assigned to individuals in
by the business they represent. Pages can only be your business or Partner accounts (separate Business
claimed by one Business Manager, but they can Managers) who request access to your Page.
have multiple Partner or individual accounts to buy
ads. There are 5 different types of permission roles

Page Roles Page Admin Page Editor Page Moderator Page advertiser Analyst

Manage Admin Roles & Page settings

Edit the Page and Add Apps

Create posts as the Page and delete posts

Respond to and delete comments

Send messages as the Page

Create ads

View insights

Page Admin Page Editor Page Moderator Page advertiser Analyst

Can manage all aspects Can edit this Can respond to and Can create ads for the Can view insights
of the Page including page, send delete comments on Page and view insights
sending messages and messages and the Page, send
posting as the Page, post as the Page, messages as the
creating ads, viewing create ads and Page, create ads and
insights and assigning view insights view insights
Page roles

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Layer 2, across Facebook assets

Ad accounts
Ad accounts allow businesses to purchase Ad accounts should be “owned” by the Business
advertising on connected Pages or Apps. Every ad Manager of the party that is managing/paying
account should have an associated payment method, invoices. However, the use of ad accounts can be
and an authorized person that can purchase ads shared with any business advertising on behalf of
based on that account. your business to allow them to run ads or perform
analytics.

Ad Account Roles Admin Advertiser Analyst

View Ads

Ac cess
reports
Create a
nd edit
Edit fu Ads
nding
Manage admin source
permissio Admin Advertiser Analyst
ns Can manage all aspects Can create and Can view ad performance
of campaigns, including edit ads using the
creating reports, viewing payment method
and editing billing and associated with
assigning Ad account roles the Ad account

Finance Editor and Analyst roles in Business Manager

Finance Editor Finance Analyst
View financial details and business info
View invoices
View account spending details
View payment methods
Complete credit application
Edit financial details and business info
Edit invoices
Edit account spending details
Change payment methods

You can assign these roles to someone by going to

Business Manager Settings ->People and Assets ->People

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Layer 2, permissions to other assets

Apps Audiences
Apps can be claimed and owned within Business Shared audiences are a way to allow other people
Manager. Apps claimed by a Business Manager access to the audiences you’ve created for your ads.
receive a Business Manager ID that helps admins You can bulk share Custom and Lookalike Audiences
identify users downloading any of their between ad accounts and/or media agencies as
organization’s apps. long as both the sharer and recipient are tied to a
Business Manager.
1. When an app is claimed by a Business Manager
the app can then be shared with third party
partners who can manage the app settings. • If an audience is shared with you, you can create a Lookalike
Audience with it, but you can’t edit or re-share it

2. An app in Business Manager can also be

• If you’re using a shared audience for an ad set and the
connected to one or more ad accounts. owner of the audience deletes it, your ad set will be made
inactive and you’ll be prompted to choose a new target
Note that developer permissions and access to audience for it
apps are managed at the app dashboard and not
through Business Manager. • You can’t share Saved Audiences

• You’re not allowed to sell your audiences to other businesses

Pixels
Pixels can be shared with other Business Manager
Parters. Once you create a pixel in Business Manager,
you need to associate your pixel with an ad account.

If someone else is managing your ads for you, you

can assign them partnership to the pixel. (Click Assign
Partner and type in their business ID to give them
access to your pixel).

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is
actively being developed and elements of this guide may differ slightly from the live product.
Billing & payments
Why do Ineed Payment Methods in my Business Manager?

Payment Methods are required in order to create ads on Facebook. If you do not have a Payment Method
assigned to your ad account, you will not be able to create ads.

Initial Setup Step by step process

These steps should be completed when initially setting up your Business Manager before ad accounts
and ads can be created.

1. In Business settings add the payment

methods you would like to use by going to
the payments tab

2. If you are eligible for a line of credit, check to

see if your credit line is available in Business
Manager by either reaching out to your
Facebook Sales Rep or logging into
facebook.com/business/resources and
selecting the “Billing And Payments” topic.

3. Define a permission level in the Finance users roles. You

may choose between the Finance Editor role, for those
who will need to access credit lines and/or invoice details
or the Finance Analyst role for those who will only need
to view the information.
To define these roles a Business Manager Admin should
complete these steps:

a. Go to People in Business Manager and select the

person who needs the role

b. Select the edit icon next to their name

c. In the dialog box, under Finance Role, select

Finance Editor

4. Update email addresses that need to receive

invoices in Payments - Account Credit -
Invoice Emails

5.View Unpaid Delivery (balance) of credit line

and general health under Payments section in
Settings

6. Share your credit line to other Business

Managers, such as agencies, that need to
access it.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
After your Payment Methods have been setup, you
can complete these steps for creating ad accounts
and assigning a payment method to them
(day to day).

1. Create a new ad account and assign a payment

method to it. Note, only the Business Manager
that owns the ad account can assign a payment
method to it.

a. Go to Add New Ad Account and click Create a New Ad

Account. Once a currency and time zone have been
selected, click Select payment method. Confirm that
you have selected the right payment method and
click Continue.

2. Assign a payment method to an existing

ad account.

a. Open the ad account in Ads Manager. Navigate to the

Billing and Payments section. In the Payment Methods
section, click the Add Payment Method button. Select
Payment Method from Business Manager and
click Continue.

b. You can reference this Help Center link for more

information - https://fb.me/bmpaymentmethods

2. Access Monthly Invoices in Business Manager

a. Invoices generated on a Business Credit Line can be

accessed by Finance Editors and Finance Analysts by
going to Business Manager Home and then navigating
to the Billing tab.

3. Granting an agency access to a credit line

(sequential liability)

a. If you have an agency that uses your credit line on

Sequential Liability, you will need to share your credit
line to their Business Manager. Once the credit line has
been shared, the agency can create the ad account and
assign it to your credit line.

b. To share, go to Business Manager Settings and then

navigate to the Payments section. Once there, a
Finance Editor will need to select the credit line to be
shared.

The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is
actively being developed and elements of this guide may differ slightly from the live product.
January 2021

Best practices for maintaining

account security on Facebook
With the start of the new year and with employees working from home during the pandemic,
we want to be sure you are keeping all of your accounts, including Business Manager, safe.

We encourage you to take the time to review the security of your accounts. Please use the following tips
to help protect yourself against attackers and keep your personal and Business Manager accounts secure.

1 PERSONAL ACCOUNT BEST PRACTICES

• Never share your login information. This includes with others in your company, or
anywhere else online. Bad actors may create fake emails or websites asking for your
login information. Learn more about how to protect yourself from phishing.

• Use a unique username and email address. Do not use the same email address you are using for
other personal accounts. This address should be different than the address used for your Business
Manager account. You can find the email address for your personal Facebook account in Settings &
Privacy, and you can edit your email address for your Business Manager in Business Settings.

• Use strong passwords. Don’t use your Facebook password anywhere else online, and encourage
others with access to your Business Manager account to do the same. Use strong passwords
that are unique and different from other account passwords, and update them regularly.

• Receive notifications. Sign up to receive alerts if anyone logs in from a device or browser you don’t usually see.
Confirm which email address will receive these alerts and ensure you use a closely monitored email address.

• Minimize saved login info. Minimize the devices and browsers where you save your login information.

• Use two-factor authentication. Sign up for two-factor authentication

using a third party authenticator app or via SMS.

• Check your authorized logins. Review the list of devices where you won’t need to use a login code.
Report any unrecognized logins. We recommend doing this at the same time you turn on two-factor
authentication to logout and report any active unauthorized or unknown access to your account

2 BUSINESS MANAGER ACCOUNT BEST PRACTICES

• Use a Business Email Address. The email address linked to your Business Manager
and associated ad accounts should be your business email address (not your personal
email), and should be closely monitored for notifications from us.

• Require two-factor authentication. Ask everyone associated with your Business

Manager, including Partners, to sign up and use two-factor authentication.

• Turn on notifications. Sign up to receive alerts for changes about Business Manager roles,
Ad accounts, Ad approvals, and Business Manager updates. Confirm which email you
will receive these alerts and ensure you use a closely monitored email address.

• Monitor ads and spending. We encourage you to check any active ads and your account
billing on a regular basis to ensure all activity is in line with your expectations.

• Logout regularly. If you’re not actively using your Business Manager, be sure to logout.
 3 REGULAR MONITORING OF ACCOUNTS
We recommend regular checks and updates to your accounts, to maintain account
security best practices. Here are some specific actions you can take:

• Use Security Checkup. We offer a Security Checkup tool to review and

add more security to your personal Facebook account.

• Review authorized logins for your account. Within your Security and Login settings, you can
view where you’re logged in and check for any unauthorized device logins for your account.

• Review or download your login information. Regularly check details on devices,

browsers, IP addresses, and other information based on where and when you logged
in. To download information for your personal account, navigate to Settings, then Your
Facebook Information, then Activity Log, then Security and Login Information.

• Audit access to accounts. Using Business Manager Security Center, you can perform
regular audits of the people with access to your Business Manager accounts and ad
accounts, removing former employees and those who no longer require access. As
an admin, you can also download your business history to see changes, including
when people are added and removed, or when their permissions are changed.

• Monitor ads and spending. We encourage you to check any active ads and your account
billing on a regular basis to ensure all activity is in line with your expectations.

As Facebook’s own security practices are evolving with new threats, we may
require you to take additional measures to help secure your accounts. Any updates
requiring you to take additional steps will be posted to your accounts.

You can also reference these additional resources for more information:

P ersonal Facebook account security tips What’s Facebook Security Checkup

and how do I start it?
Why am I being asked to add my email
address to my Facebook account? What’s included in my Facebook activity log?

How do I add or remove an email How do I download a copy of my

from my Facebook account? information on Facebook?

How do I change or reset my Facebook password? About Business Manager Security Center

What is two-factor authentication and Instagram Business Security Tips

how does it work on Facebook?
About Business Notifications
Turn on Two-Factor Authentication for Business Manager
Download Business History
How do I get alerts about unrecognized
Events in Business History
logins to Facebook?