Convert Facebook Fans to Dollar Signs

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AJ Gerritson, Founder of 451 Marketing and thought leader in the social media and digital public relations space, will teach attendees how to acquire fans, foster interaction and conversation, and …

AJ Gerritson, Founder of 451 Marketing and thought leader in the social media and digital public relations space, will teach attendees how to acquire fans, foster interaction and conversation, and convert these interactions into foot traffic in this free webinar. Using industry statistics, step-by-step instructions, and industry case studies, AJ will teach attendees how to optimize their Facebook presence and interactions to create new business and convert current customers into digital brand evangelists.

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  • 1. Convert Your FacebookFans into Dollar Signs
  • 2. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  • 3. Agenda • Background on Facebook • 8 Steps to Leveraging Facebook for Your Brand • Q&A
  • 4. There’s This Little Site…
  • 5. >900 Million Users 1.3 billion 1.1 billion 900 million 311 million (if it were a country, it would be the 3rd most populated)
  • 6. Americans Spend More Time onFacebook Than Any Other U.S. SiteAverage Facebook Visit is 20 Minutes (Qualmann, Socialnomics, 2010)
  • 7. 80% of Businesses on Facebook 39% of Plan on Spending $$ on Facebook in 2012
  • 8. Why Do Users Brands? 58% 57% are customer want to receive of brand discounts and promotions Mashable, 2012
  • 9. Mobile internet access 91% of mobile internet 425 million mobiledoubled every year since access is to socialize Facebook users2009-2011
  • 10. Goals for Using • Branding & Loyalty • Increase Fans & Awareness • Promotions & Events • Sales • Central Hub for Social Interaction
  • 11. Steps to Building Your Brand on Facebook
  • 12. 1. Integrate Facebook IntoOverall Marketing Strategy
  • 13. 2. Claim Your Place
  • 14. …and Assign Administrators
  • 15. 3. Establish Your Brand
  • 16. Just Like a Storefront,Important to Create a Branded Identity on Facebook
  • 17. TimelineAs of March 30, all brand pages have changed to Timeline What does this mean for your brand?
  • 18. Opportunities for Branding!
  • 19. Cover PhotoGives you the opportunity to get creative and further extend your brand experience for Facebook users.
  • 20. Timeline Apps and Tabs“About” Section
  • 21. 4. Invite Your Customers!
  • 22. Remind Customers Offline That You’re on Facebook
  • 23. 5. Join the Conversation…to Encourage Engagement
  • 24. Make Content For YourAudience, Not For You
  • 25. Anatomy of a FB Post Author ContentMedia Link ≤ 250Characters
  • 26. Encourage Conversation Questions
  • 27. Encourage Conversation Polls
  • 28. Encourage Conversation Photos
  • 29. Encourage Conversation Videos
  • 30. Promotions
  • 31. Events
  • 32. Posts on Timeline Added ability to “pin” posts to keep them top of mind for your fans - great for events, promotions, featured specials.
  • 33. Posts on Timeline Larger, more eye-catching images to showcase events, drink specials, special guests at your venue
  • 34. 1 Billion pieces of contentincluding photos, videos, and links shared every day
  • 35. Integrate With Other Social Channels
  • 36. Private MessagesNew With Timeline – To Take Conversation Offline
  • 37. 6. Take Advantage of Facebook AdvertisingBoston +5 miles Women 21-30 Single
  • 38. Facebook AdsEvent Poll Video CommentLike Sampling
  • 39. Leveraging Check-Ins as Ads
  • 40. Largest Publisher of Display Ads >More than Yahoo!, Google, Microsoft, and AOL Combined
  • 41. of Brand “Likes” Come From Ads
  • 42. 7. Follow ThroughDefine Content Topics Schedule Share! & Create Content
  • 43. 8. Measure Your Results… …and Adapt!
  • 44. Facebook Insights
  • 45. Insights WHAT types of content generate the most engagement WHERE (geographically) and WHO(demographically) is engaging with your brand WHEN the best times are to post content for your audience
  • 46. Case Study: Heluva Good!
  • 47. Case Study: Heluva Good!Goals:• Expand Facebook following by generating brand awareness• Drive contest entries• Increase “likes”• Stay within $2,500 budget
  • 48. Case Study: Heluva Good!Defined target audience: women, particularlymothers, ranging in age from 18-45 barbeque barbecue women who like bbq grilling backyard barbeque family barbeques cookouts cookouts cookouts with friends Developed two keyword targeted Facebook campaigns
  • 49. Case Study: Heluva Good!Leveraged strategic keywords & incorporated an array of images for Facebook Ads to maximize exposure
  • 50. Case Study: Heluva Good! Think CPM – it would cost at least $9,000 for this volume $2,485 of impressions (under budget!) 4,210 “likes” 5,566 clicks 4,595,643 impressions
  • 51. In Review1. Integrate Facebook Into Overall Social Media Protocol2. Claim Your Place & Assign Administrators3. Establish Your Visual Brand Presence4. Invite Your Customers – Online and Off5. Join the Conversation – Content, Content, Content!6. Take Advantage of Facebook Ads7. Follow Through – Be Consistent!8. Measure Results and Adapt
  • 52. Questions?
  • 53. • Founded in 2004• Based in Boston• 30 Communications Professionals• Partners Nicholas Lowe, AJ Gerritson, and Tom Lee• Named a 2011 & 2012
  • 54. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  • 55. Convert Your FacebookFans into Dollar Signs