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Facebook Marketing: Social Pages eBook


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Facebook Marketing: Social Pages eBook

Facebook Marketing: Social Pages eBook

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  • 1. Meet Jay Baer –America’s Hype-free social media strategistAs a leading social media consultant, Jay provides social mediastrategic planning and counsel to some of America’s largestcompanies through his consulting firm, Convince and Convert.He’s been a digital marketing consultant since 1994, and hasworked with 29 of the Fortune 500. Current and recent clientsinclude Sony, MetLife, Allstate, California Travel & TourismCommission, Billabong, and Caterpillar.As co-author of the highly-acclaimed book, The NOWRevolution: 7 Shifts to Make Your Company Faster, Smarter, andMore Social, popular blogger of—presently ranked as the #1 content marketing blog inthe world, the #3 social media blog in the world, and the#20 overall marketing resource in the world—and frequentkeynote speaker, Jay teaches business leaders and ownershow to harness the awesome power of social media withoutforgetting that social media is an ingredient in a successfulbusiness, not the whole entrée. He’s frequently quoted bythe press about social media and its impact on business andcompanies, with recent appearances including USA Today,MSNBC, Fast Company Magazine, and Inc. Magazine.When Jay isn’t giving speeches, writing blog posts, orconsulting, he enjoys a good tequila or red wine, a solidtheatrical performance, a great NFL game, and time withhis two children. Jay Baer - @jaybaer© ExactTarget
  • 2. Facebook Marketing: Email’s Next Frontieremail’s next frontier:by jay baerOverviewThere’s no denying it: Facebook has had a profound impact oninteractive marketing. Regardless of your organization’s size or “In an ironic twist of fate, itindustry, you’re viewing Facebook as an opportunity to expandmarket reach, grow your business, and reach new customers. turns out that email is socialBut one lingering question remains—will Facebook or the broadersocial media movement kill email? media’s secret weapon.”In short? No! Social media and email are not mutually exclusive. Fred Wilson – co-founder of Union Square Ventures, anIn fact, social media accounts require customers to sign up with investor in Twitter and Foursquarean existing email address. And studies show that your fans onFacebook are already loyal customers and heavy purchasers—notjust casual shoppers or even prospective shoppers. The questionisn’t Facebook OR email. It’s how you combine Facebook WITHemail that’s the true indicator of your interactive marketing success. Inside you’ll learn:So even if Facebook seems like uncharted territory, it doesn’t have Part 1: Facebook and Email Customers:to be complex or complicated. Your existing email expertise will One and the Same?actually make it easier to build a successful Facebook marketingprogram—with full message and channel integration. From Fortune Part 2: How to Integrate Facebook and Email:500 companies and small local businesses to international retailersand travel organizations—this complimentary eBook will show you 3 Quick Tips to Combine Operations and Measurementhow to take your tried and true email marketing know-how andapply it to conquer the next frontier of Facebook marketing. Part 3: How to Integrate Facebook and Email: 5 Quick Tips to Combine Channels and Audiences Part 4: How to Integrate Facebook and Email: 4 Quick Tips to Integrate Messaging and Content© ExactTarget 3
  • 3. Facebook Marketing: Email’s Next Frontier Part 1Part 1 – Facebook and Email Customers:one and the same?Data shows that we “like” what we already like—meaning the people 84%who “like” your brand on Facebook are already your loyal customers.In fact, a study from highly-ranked worldwide advertising agencyDDB in 2011 found that 84% of Facebook fans are current or formercustomers of the companies they “like.”These fans tend to be loyal to your brand and may be more thanhappy to shout out their support on Facebook. On occasion, fans of Facebook fansinteract with business page status updates—giving a digital “headsup” to their friends. These friendly nods to your brand might result innew awareness to a broader audience. But it’s rare for your fans to are current oractually take that action. According to a study from market researchfirm Ehrenberg-Bass Institute, on average, 1.3% of your fans will former customers.actually interact with your business on Facebook—meaning that forthe most part, you’re preaching to the already converted. source: 2011 Study from Worldwide Advertising Agency DDBSmall businesses and enterprises alike can leverage Facebook fansto grow email lists—and vice versa. Engaging your already-convertedcustomers on Facebook creates a powerful conversion opportunity.bottom line:Facebook is an opt-in tool to keep your brand top-of-mind amongpeople who have raised their hand and asked to be marketed to. Sois email. Essentially, Facebook is email’s hip, young cousin—onemodern and cool, the other the original. But the original still providesa very effective means of reaching loyal customers. Another helpfulanalogy? Think of email as Madonna, and Facebook as Lady Gaga.© ExactTarget 4
  • 4. Facebook Marketing: Email’s Next Frontier Part 2Part 2 – How to Integrate Facebook and Email:3 quick tips to combine Operations and MeasurementWhen you evaluate Facebook and email side-by-side through the lens 3. Timing of Content/Newness – There’s an ocean of contentof operations and measurement, the similarities become even more being published on Facebook every minute. How recently astartling. For example, take what you’ve learned from email and map particular piece of content was published impacts whetherit to your Facebook metrics. If your emails and Facebook messages or not it’s shown to a user. It’s like the “atomic half-life” youaren’t relevant, your content may never reach your fans and email learned about in high school chemistry—even if a particularsubscribers. Just like spam filters, Facebook uses an algorithm to piece of Facebook content is disproportionately successfuldetermine what users see in their Facebook News Feed. (Though (as determined by interaction rate and viral spread), it willnot a Facebook term, the industry refers to this as “EdgeRank,” which is eventually fade away and we’ll address it throughout this report.) Users couldn’t possibly see It really boils down to showing people more of the content theyeverything from every friend or brand at once. So in theory, this algorithm want and less of what they don’t want—creating a better usergives users more of what they want and less of what they don’t. experience. With recent Facebook Timeline changes, Facebook isThe three factors that determine whether (and how often) you see telling you to act like individual users to gain visibility. Just like withcontent on Facebook from a friend or company include: email, Facebook requires compelling, relevant, and timely content to successfully reach your customers. 1. Affinity – How often does a user interact with content published by another user or a brand? Facebook assumes that if they frequently interact with a brand’s content, a user must be engaged. Thus, if a fan interacts with your content today, he or she is more likely to see your content tomorrow. “A Facebook fan’s greatest value to marketers lies in his or her ability to spread messages 2. Weight of Behavior – A “like” or thumbs up on Facebook indicates a moderate level of interest, where consistent to friends and contacts. If you empower your commenting or sharing of your content infers a deeper level of engagement with them. Think about it—typing something Facebook fans to spread your brand’s message, requires more action than clicking on an icon. you’ll acquire new audiences and increase ROI.” “A ‘share’ is obvious that the user likes the content,” says Subscribers, Fans, and Followers #6: The Collaborative Future Jeff Widman, Co-Founder of advanced Facebook statistics company PageLever. “And, EdgeRank weighs it well.”© ExactTarget 5
  • 5. Facebook Marketing: Email’s Next Frontier Part 2How can you improve your EdgeRank? SimplyMeasured and PageLever can also provide more advancedImprove your Relevancy! statistics than Facebook offers to page administrators.In order to keep a brand in front of Facebook fans, you must Although the names are different, the metrics determining success foridentify what’s relevant to your audience. Here are a few ways both Facebook and email are strikingly identify what content engages your fans: • Test. Test. Test. Just like in email, post regularly on Facebook to determine what content resonates with your fan base. Different Name, Same Game Ensure you post fresh content daily. Test status updates based on content, time-of-day, word count, photos, and text. Experiment with the variables and track results. • Post Content That Solicits Reaction. Brands that ask questions and encourage feedback can jumpstart banter, Email subscribes Facebook “likes” interaction, and conversation. These posts will ensure your content shows up in your fans’ News Feeds. Simple or “fans” “fill-in-the-blank” posts can also be incredibly effective Email unsubscribes Facebook “unlikes” on Facebook. Email clicks Facebook Engaged • Ask for Interaction. It can be effective to ask your fans to Users and PTAT* “like” a piece of content, which helps with EdgeRank. But remember: you can’t require a “like” to enter a contest, as Email opens Facebook Reach it’s a violation of Facebook’s promotional regulations. Email open rate Facebook Reach divided by total fansHow do I know if I improved myrelevancy and EdgeRank? Email forwards Facebook sharesThe “People Talking About This” metric on your Facebook page is a * Facebook metric known as “People Talking About This”good gauge for your interaction rate and EdgeRank. Services like© ExactTarget 6
  • 6. Facebook Marketing: Email’s Next Frontier Part 2How do you measure the impact ofintegrating Facebook and Email? “Nearly 40% of consumers “like”It’s great to have a long list of subscribers, but most email marketersput more weight on open rates and click-through metrics than the sheersize of an email list. ExactTarget’s Subscribers, Fans, and Followersresearch confirms that, on average, about 25% of subscribers willopen your emails and far fewer will actually click through. companies to show brand affiliationsThese metrics parallel with Facebook’s “Engaged Users” and“People Talking About This.” For example, if you have 1,000 fans,Facebook estimates that on average, no more than 16% of your fanswill actually see your content. That’s 160 fans viewing your content,or a “Facebook open rate” of 16%. And, even fewer will actually to friends. And 90% of people trust themake a gesture or take an action to trigger notifications to show yourcontent on their friends’ Facebook stream. That’s not because yourcontent isn’t valuable. It’s due to the immense volume of content recommendationsthat’s appearing in users’ News Feeds.Defining the true measure of a FacebookFan’s worthThere’s a lot of chatter about what a Facebook fan is “worth,” and of their Facebookthere’s literally a half-dozen research studies that peg that value of a fanat $5, $23, $45, $121, etc. The reality is that the value of a Facebookfan is wholly dependent upon your business and your fans. There’s friends.”no “standard” for Facebook fan value—anymore so than there’s a Subscribers, Fans, and Followers: 2010 Executive Summarystandard for the value of an email subscriber. However, if you have anactive email program, you can estimate the value of your Facebookactivities by using your email expenditures as a benchmark.© ExactTarget 7
  • 7. Facebook Marketing: Email’s Next Frontier Part 2Your Email Expenses Can Define YourFacebook Value “Facebook isn’t being used to its 1. Determine your TRUE cost per email sent (labor, technology, etc.) fullest potential if you’re focused on 2. Multiply by your Unique Clicks to get your Cost Per increasing fans and up-selling and Unique Email Click. cross-selling to them. Instead, you 3. Find your Total Facebook Engaged Users. 4. Multiply that number by Cost Per Unique Email Click = need to figure out how to mobilize Value Per Engaged User on Facebook. the fan base you already have so they can share your powerfulExample: message across the entire internet” $.02 per email (fully loaded) Subscribers, Fans, and Followers #6: The Collaborative Future X 10% unique click rate = $.20 cost per click Bottom Line: X 86,151 Facebook Engaged Users For both email and Facebook, relevancy drives engagement and engagement drives results. If your messages aren’t generating anyMonthly = $17,230 in Facebook value engagement or user-generated activities (opens, clicks, “likes,” comments, shares) your messages may not even be seen! Your Facebook page should never be a website replacement or act as aIf this conjures up dark memories of your high school Algebra class, corporate microsite. Facebook wants you to act like individual usersjust use this free worksheet, compliments of Convince & Convert. by publishing interesting, chatter-worthy content at regular intervals.© ExactTarget 8
  • 8. Facebook Marketing: Email’s Next Frontier Part 3Part 3 – How to Integrate Facebook and Email:5 Quick Tips to Combine Channels and AudiencesWe’ve already mentioned the overlap in your Facebook and email aren’t either. Those subscribers may not particularly care aboutaudiences. But opportunities also exist for you to leverage one social promotions and engagement opportunities—so skip thechannel to grow the audience of the other—and vice versa. It’s likely social lingo with this segment.that you’ll uncover more deeply-engaged customers by capturing • Examine which subscribers use your social sharing icons.your audience across both channels. The following suggestions areFIVE quick ways to successfully integrate Facebook and email. • Create a new, segmented list of this audience—the known socially-active group.1. Create Socially-Active Emails • Consider sending this group special offers and promotionsJust 25% of fast-growing retailers include social sharing options that are disproportionately tied to Facebook and otherwithin email according to an upcoming Subscribers, Fans, and social media opportunities. After all, they’ve demonstratedFollowers report, The 2012 Channel Preference Survey. The same through their click behavior that social is relevant to found that 73% of fast-growing retailers do at least includesocial media icons within their email. Luckily, ExactTarget makessocially-active emails easy by offering a “Share With Your Network”(SWYN) button to embed in your emails. If you have loyal, activesubscribers, give them the opportunity to share your content onFacebook (and other social networks). Industry best practices callfor multiple buttons in your emails, however, as subscribers aremore likely to share a particular component of the email (product,offer, news item) than they are the entire email. For example, a travelcompany could tout bargain airfares through socially-active emailsubscribers to their fellow traveler friends on Facebook.2. Create a Socially-Active Email SegmentIdentify your socially-active subscribers, and segment your list.Keep in mind 46% of Americans, 12 years and older, are not on Social sharing options in your emails give your loyal, active subscribersFacebook—so a similar portion of your email subscribers probably the opportunity to share your content across other channels.© ExactTarget 9
  • 9. Facebook Marketing: Email’s Next Frontier Part 33. Email Opt-Ins on FacebookUse one of your Facebook Tabs (now knownas Applications) as an email opt-in opportunity.Presumably, a high number of customers on youremail list overlap with your Facebook page fans.But, plenty of opportunities exist to grow your list.How? Capture your customers’ email addressesthrough Facebook. NOTE: Keep in mind that most brands will never have as big of an audience on Facebook than at the point of initial “like.”If you’re accruing “likes” via your website oremails (the point of initial “like”) you’ll almostalways have a larger audience there than you’llhave on your Facebook page. While Facebookhas 850 million members, your Facebook page Facebook Tabs (designed with ExactTarget SocialPages™) make it easy to captureprobably doesn’t. Even among the fans you do more subscribers by taking fans to a separate page of content to highlight new content,have, just a small sub-set of them will see your promotions, and upcoming events.© ExactTarget 10
  • 10. Facebook Marketing: Email’s Next Frontier Part 3 What channels do marketers integrate with email? Website 86%status updates and other missives, due to EdgeRank. Social media 78% • The initial “like” is where you want to push for cross- Events 50% channel integration and email opt-in. Once they pass that Blogs 45% threshold, participation drops dramatically. Direct mail 33% Print/Catalog 30% • Providing incentives for email opt-in via Facebook just SEO/PPC 25% makes good sense. You can control the cadence and Public relations 25% visibility of the email conversation far more than the Mobile 13% Facebook conversation. In-store advertising 9% Teleprospecting 9% • Test free content or special offers by putting it behind a “fan SMS 7% gate” application paired with an email sign-up. Broadcast (e.g., TV, radio) 6% Outdoor advertising 6%4. Promote Facebook in Email Source: © 2011 MarketingSherpa Email Marketing Benchmark SurveyConfirmations Methodology: Fielded July 2011, N=2,735When a customer signs up for your email list, promote your Facebookpage! They already said “yes” to something that required input oftheir personal information. Why wouldn’t they want to click one more An opportunity exists to uncover more deeply-engaged customers bybutton to “like” you on Facebook (provided they’re on Facebook)? capturing your audience across email and Facebook.Triggered emails also present a prime opportunity to encourageFacebook “likes.” Consider this: A recent study reported by found that the click-through rate of shared email messages on5. Promote Facebook in Email Facebook is nearly double the click-through rate of traditionalUnsubscribes email. The social nod from your customers to their friends posesYes, we’re serious. Just because you lost them as an email subscriber an appealing recommendation. Regardless of whether you’re adoesn’t mean you can’t capture them as a fan! You’re just giving these retailer, travel company, small business, or large enterprise, yousubscribers an option to communicate via a different channel. What’s can gain by giving your subscribers the opportunity to share yourthe harm in asking? content with friends.© ExactTarget 11
  • 11. Facebook Marketing: Email’s Next Frontier Part 4Part 4 – Combining Facebook and Email:4 Quick Tips to Integrate Messaging and ContentWhen it comes to Facebook and email goals, are they really all that Time Testingdifferent? With both channels, you’re striving to keep your business Data you gather from email testing can easily be applied totop-of-mind among people who are already aware of your brand. Facebook. Taking what already works for your email schedulingYou’re then hoping to encourage repeat business and word-of-mouth can provide a well-educated guess as to what will work for yourreferrals. And as mentioned previously, providing interesting, relevant, fan page content.and compelling content is the key to increasing ROI in both channels.You’ve already been down the road of creative content creation—now • Use email send “time of day” testing to optimize Facebookyou just have to apply the same concepts that you’ve discovered in status update schedule. Don’t forget to test during nights!email marketing as you venture into effective Facebook messaging. • Use email send “day of week” testing to optimize Facebook status update schedule. Don’t forget to test on weekends!“Brands can never begin at the top Headline Testingof the relevancy curve. It’s only Research has shown that Facebook users respond best to quick,through diligent cultivation of the “snackable” updates—messages fewer than 60 characters. Short questions (even fill-in-the-blank) often prove to be successful. Ifunsiloed framework that they earn the you’re already testing email subject lines (and you should be),opportunity to arrive there instead.” implement winning principles in your Facebook status updates and/or Facebook ads.Unsiloed interactive marketing, exacttarget • Use email subject line testing to optimize Facebook ad headlines. • Test Facebook ad headlines and use top performers as email subject lines. • Consider ABCD subject line testing (if your list is big enough).1. TESTING. 1-2-3. TESTING. Segment your subscribers and test three to four differentFortunately, with the integration of Facebook and email, you get to subject lines. Then, identify the most successful headline andtake an intentional approach to testing by taking what’s worked in apply similar ABCD testing with Facebook channel and implementing it in the other.© ExactTarget 12
  • 12. Facebook Marketing: Email’s Next Frontier Part 4Image TestingImages have a sizable impact on click-through rates for Facebookmarketplace ads and status updates. People are more apt toshare photos and videos, and Facebook has recently increasedthe size and resolution of image thumbnails shown on the Wall. • Test multiple images within your emails, and/or mine your click-through data on a per image basis to determine popular content. Use these popular images in Facebook status updates and ads. • If you post an image (or video) to your Facebook page that generates engagement rates much higher than your norm, consider incorporating that image into your next email campaign. • Drive Facebook engagement by posting several images to your page and asking fans which they prefer. Have them “vote” by clicking the “like” button. Use the image with the most votes in your next email.2. Use fan posts as email contentWhat your fans are saying on your Facebook Timeline can beintegrated into your emails and other social channels. Invite your Repurposing social content from fans and followers in your emailssubscribers to join the Facebook conversation by placing Facebook allows customers to do the talking for you, highlighting engagementuser content and links in your emails. and brand loyalty.© ExactTarget 13
  • 13. Facebook Marketing: Email’s Next Frontier Part 43. Promote Email, Catalogs, andNewsletters on FacebookMost of your Facebook fans are already customers. Presumably,they want to know when your new email is going to be launched, orwhen your new catalog is ready. • Tease an upcoming email on your Timeline. • Promote your new catalog on your Timeline. • Be sure to link to your email subscription app, in case your Facebook fans aren’t already getting your emails.4. Real-Time IntegrationReacting quickly to something that’s gaining traction on Facebook ExactTarget implemented cross-channel and messagecan keep your EdgeRank momentum rolling—dramatically integration—across email and Facebook—by promoting its mostincreasing the number of fans that see your content. recent Subscribers, Fans and Followers report on its Facebook Timeline. In order to obtain the full SFF report, users must • If you post a piece of content to Facebook that becomes subscribe via email—integration opportunity seized! extremely viral, consider sending a quick email to your list (or at least your socially-active segment), to make them aware of it. One email marketing company reported to that statistics based on its client-base of small businesses that • This will generate even more engagement, boosting EdgeRank use both social media and email marketing saw a 14.43% jump and increasing visibility. in subscribers, while those utilizing email only saw only an 8.96% • Note that because of the time decay or “atomic half-life” growth in just over one year’s time. Harnessing all customer data— principle of Facebook, the email needs to be sent the same gathered from all channels—into one spot can be a challenge. day the content was published on Facebook. So, you need to Retailers, for example, gather POS, online, email, and social data. coordinate your efforts on both platforms. It’s become increasingly vital to pull customer data together to create more cohesive messaging—across all channels.© ExactTarget 14
  • 14. Facebook Marketing: Email’s Next FrontierIn Closing: Final RecommendationIf the strategy is similar, the outcomes are similar, and themeasurements are similar—shouldn’t the Facebook team andemail team in your company be the same?It’s imperative that you focus on the similarities of Facebook and emailas opposed to their differences—because as this eBook confirms,they have more in common than perhaps once thought. So instead ofcontinuing to silo your email and social marketing teams, invite themto share a seat around the same table. At the end of the day, yourcustomers who “like” you on Facebook and subscribe to your emailsdon’t care that your company has segregated these teams. It’s yourjob to deliver cohesive messages across all channels—even if yourdepartments remain siloed on paper.Even if your social and email marketing teams are comprised ofdifferent subject matter experts, they at least routinely work together,tapping into the expertise you currently employ to execute yoursuccessful email marketing campaigns. In short, the knowledgeyou’ve gathered and apply to email marketing should be the sameknowledge you apply to Facebook marketing. It’s not re-inventingthe wheel—it’s leveraging it as you blaze the next frontier of trulyintegrated cross-channel marketing.© ExactTarget 15