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 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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Convert Facebook Fans to Dollar Signs

  1. 1. Convert Your FacebookFans into Dollar Signs
  2. 2. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  3. 3. Agenda • Background on Facebook • 8 Steps to Leveraging Facebook for Your Brand • Q&A
  4. 4. There’s This Little Site…
  5. 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. 6. Americans Spend More Time onFacebook Than Any Other U.S. SiteAverage Facebook Visit is 20 Minutes (Qualmann, Socialnomics, 2010)
  7. 7. 80% of Businesses on Facebook 39% of Plan on Spending $$ on Facebook in 2012
  8. 8. Why Do Users Brands? 58% 57% are customer want to receive of brand discounts and promotions Mashable, 2012
  9. 9. Mobile internet access 91% of mobile internet 425 million mobiledoubled every year since access is to socialize Facebook users2009-2011
  10. 10. Goals for Using • Branding & Loyalty • Increase Fans & Awareness • Promotions & Events • Sales • Central Hub for Social Interaction
  11. 11. Steps to Building Your Brand on Facebook
  12. 12. 1. Integrate Facebook IntoOverall Marketing Strategy
  13. 13. 2. Claim Your Place
  14. 14. …and Assign Administrators
  15. 15. 3. Establish Your Brand
  16. 16. Just Like a Storefront,Important to Create a Branded Identity on Facebook
  17. 17. TimelineAs of March 30, all brand pages have changed to Timeline What does this mean for your brand?
  18. 18. Opportunities for Branding!
  19. 19. Cover PhotoGives you the opportunity to get creative and further extend your brand experience for Facebook users.
  20. 20. Timeline Apps and Tabs“About” Section
  21. 21. 4. Invite Your Customers!
  22. 22. Remind Customers Offline That You’re on Facebook
  23. 23. 5. Join the Conversation…to Encourage Engagement
  24. 24. Make Content For YourAudience, Not For You
  25. 25. Anatomy of a FB Post Author ContentMedia Link ≤ 250Characters
  26. 26. Encourage Conversation Questions
  27. 27. Encourage Conversation Polls
  28. 28. Encourage Conversation Photos
  29. 29. Encourage Conversation Videos
  30. 30. Promotions
  31. 31. Events
  32. 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. 33. Posts on Timeline Larger, more eye-catching images to showcase events, drink specials, special guests at your venue
  34. 34. 1 Billion pieces of contentincluding photos, videos, and links shared every day
  35. 35. Integrate With Other Social Channels
  36. 36. Private MessagesNew With Timeline – To Take Conversation Offline
  37. 37. 6. Take Advantage of Facebook AdvertisingBoston +5 miles Women 21-30 Single
  38. 38. Facebook AdsEvent Poll Video CommentLike Sampling
  39. 39. Leveraging Check-Ins as Ads
  40. 40. Largest Publisher of Display Ads >More than Yahoo!, Google, Microsoft, and AOL Combined
  41. 41. of Brand “Likes” Come From Ads
  42. 42. 7. Follow ThroughDefine Content Topics Schedule Share! & Create Content
  43. 43. 8. Measure Your Results… …and Adapt!
  44. 44. Facebook Insights
  45. 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. 46. Case Study: Heluva Good!
  47. 47. Case Study: Heluva Good!Goals:• Expand Facebook following by generating brand awareness• Drive contest entries• Increase “likes”• Stay within $2,500 budget
  48. 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. 49. Case Study: Heluva Good!Leveraged strategic keywords & incorporated an array of images for Facebook Ads to maximize exposure
  50. 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. 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. 52. Questions?
  53. 53. • Founded in 2004• Based in Boston• 30 Communications Professionals• Partners Nicholas Lowe, AJ Gerritson, and Tom Lee• Named a 2011 & 2012
  54. 54. AJ GerritsonFounding Partner 617.986.0224 aj@451marketing.com linkedin.com/in/ajgerritson @ajgerritsonwww.451Marketing.com
  55. 55. Convert Your FacebookFans into Dollar Signs

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