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Facebook - Beyond the Fundatmentals (OMS 2010)

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This deck was a big hit at the Online Marketing Summit 2010. You will find details on how to take your Facebook page to the next level by adding FBML and other functionality to make a rich user …

This deck was a big hit at the Online Marketing Summit 2010. You will find details on how to take your Facebook page to the next level by adding FBML and other functionality to make a rich user experience for your fans.

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  • 1. Facebook: Beyond FundamentalsAIDAA Model for Facebook ROIFebruary 2010Presented by: Michael Weisfeld
  • 2. Michael Weisfeld – Senior Strategist “Big 5” Management consulting background Online marketing industry since 2002 Expertise: Strategy Social Media SEM Usability September 13-15, 2009 2
  • 3. Facebook Fan Page ExperienceSample of clients we’ve worked with to launch fan pages …American Red Cross Bumble Bee Watkins Blood Donors Food’s BeeWell Hot Spring Spas Miles September 13-15, 2009 3
  • 4. Agenda Facebook Introduction Follow the BusinessOnLine Platform Constantly Changing Social Media team on Twitter at: Monetization vs. ROI @BOLSocial AIDAA Model for Facebook Awareness Interest Desire if Tweetting about this session, Action please use this hashtag: Advocacy #OMSFB Optimization Resources Monitoring and Reporting Conclusion September 13-15, 2009 4
  • 5. Schedule a Social Media Lab• Schedule a Complementary Social Media Lab – Review an audit of your Facebook Page – Discuss different Facebook related tactics that can help satisfy your marketing objectiveshttp://labs.onlinemarketingsummit.com/ September 13-15, 2009 5
  • 6. Facebook Fan Page Experience Awareness Audience Participation Interest Raise your hand if you have used a Facebook Desire fan page as part of your marketing mix. Action Advocacy Insights September 13-15, 2009 6
  • 7. Astonishing Statistics & Online Social Hub FACEBOOK INTRODUCTIOND2Cshow.org September 13-15, 2009 7
  • 8. Facebook Explosion 132,000,000 unique visits Highest record in the site’s history 8
  • 9. To put it in context … Facebook is more popular than Yahoo! http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/
  • 10. Facebook Explosion 400,000,000+ registered users The number of people actively using Facebook – equivalent to the population of Indonesia, the world’s fifth-most populous country Facebook the leader in social networking survey, 8.04.09
  • 11. Facebook Explosion 5,000,000,000 min per day The number of minutes spent on Facebook each day Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
  • 12. Facebook Explosion 1,000,000,000 posts per week The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
  • 13. Average User Activities> 55 min per dayhttp://mashable.com/2010/02/10/facebook-growth-infographic/
  • 14. A Holistic PerspectiveFACEBOOK PLATFORM
  • 15. Social Media Broadcast System
  • 16. Social Media Broadcast System Facebook September 13-15, 2009 16
  • 17. Multiple forms of Facebook 17
  • 18. Facebook Web Application Platform Facebook Domain Web Server Domain Data Path Facebook Database September 13-15, 2009 18
  • 19. Facebook Web Application Platform
  • 20. Facebook HomepageLast updated: February 2010
  • 21. Facebook Homepage Heat Map
  • 22. Monetization vs. ROI GETTING VALUE FROM FACEBOOKD2Cshow.org September 13-15, 2009 22
  • 23. Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and thirdparty advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook September 13-15, 2009 23
  • 24. Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and thirdparty advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook September 13-15, 2009 24
  • 25. Targeted Objectives Lead Generation Brand Awareness Campaign Promotion Brand Reputation Brand Loyalty Customer Support Conversions Identifying Influencers Target Audience Insights September 13-15, 2009 25
  • 26. AIDAA Model for Facebook Phase Goals a Get a visit i Become a fan d Engagement Interaction a Website Visit (referral) Conversion a Promote Publish 26
  • 27. Getting a Visit AWARENESSD2Cshow.org September 13-15, 2009 27
  • 28. Awareness Objective: Gain a visit to your Facebook page, event, application advertisement or other initiatives. Tactics: Cross Promotions with webpage, other Facebook pages, Twitter and other social media sites Facebook Ads Fan Boxes September 13-15, 2009 28
  • 29. Social Media Cross Promotion1 Home Page Promotion Cross promote your Facebook page on your home page. Make the call to action distinct and noticeable. 12 Favorite Pages Use the Favorite Pages 3 2 application on other Facebook Pages that you admin. Twitter & Others3 Promote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc. September 13-15, 2009
  • 30. Marketing Collateral Cross Promotion Newsletters Invite fans to talk about articles or share their thoughts on your fan page. Email Blasts Dedicated campaign to your customer base requesting they become a fan. Signage & Receipts Subtle reminders of offline collateral.
  • 31. Facebook Ads1 Interactive Ads Website Ads 3 Directs users off Facebook Integrated social activities interactive ads for the Facebook and onto a specified landing fan page. page on a website. 42 Fan Page Ads 4 Skyscraper Banner Ads Directs users to the Facebook fan The image rich ad provides page. Allows users to become a more branding and a link to a fan directly from the ad. landing page. 1 2 3
  • 32. Fan Boxes1 The Fan Box 1 A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website 32 Fans/Friends Users can see how many fans you have on the page and some of their friends that have become fans3 Recent Wall Posts Users can see recent posts from the wall, which update in real time based on the activity on the Facebook page 2
  • 33. Becoming a Fan INTERESTD2Cshow.org September 13-15, 2009 33
  • 34. Interest Objective: Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group Tactics: Facebook Fan Page Consistent, substantial content on the wall Facebook Group Applications Event Page
  • 35. Fan Pages vs. Groups Item Fan Pages Groups Wall Posts are Fed Into Fans Newsfeed X Vanity URL X Name of Creator Is Hidden X Members Can Invite Others X X Message Members X X Insights X Videos, Photos, Events X X Facebook Ads X Facebook Fan Box X Applications and FBML customization X
  • 36. Fan Page Tabs A maximum of 6 tabs can show at a time Tabs 7+ are only accessible via arrow at the right of the tabbed navigation There are 3 types of tabs which allow for a variety of customization and functionality. 1 Default Tabs Tabs 7+ 2 FBML Tabs 3 Application Tabs
  • 37. Fan Page Tabs Comparison low high Customization Applications Default FBML Tabs which are dedicated to Tabs which cannot be deleted Full FBML Tabs can be used to Facebook or 3rd party from the Facebook page. accomplish specific needs applications such as These include Wall, Info and within a page. FBML pages are Discussion, Notes, or Boxes. Wall and Info always essentially 750 pixel wide web remain as the first 2 tabs on the pages. Limit is 10 tabs. YouTube Box page. Boxes can be relocated within the tabbed infrastructure.Customizable Tab No No YesNameAdd Creative No Yes YesElements / Calls-to- There is an exception if the app Using FBML, creative elements Creative elements may include is built to allow for may be added to the left hand pictures, video and flash.Action customizability side of the Wall and Info tabs (same on both) and anywhere within the Boxes tab.Change placement No Yes Yesof elements There is an exception if the app Elements may only live in the No limitations is built to allow for column it originally resides in customizability some cases.
  • 38. Fan Pages Customization Examples1 Exclusive Offers for Facebook Page Fans Only The offer is not triggered unless the user becomes a fan first. 2 3 12 Embedded Search Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for. Facebook Share Button 43 The share button allows the user to easily share a specific content with their friends on Facebook.4 Intriguing Product Listings A list of promoted products that users can see on the Facebook page and links to a detailed product landing page for the specific product.
  • 39. Examples
  • 40. Tips for Group pages1 Seed Discussion Board Trigger conversation topics to drive interaction and questions. Invite Friend’s to the Group 22 Member invitations are effective for quickly increasing the awareness of the group. 1 The Wall3 Answer questions and provide brand updates via the wall. Multimedia 34 Multimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group. 4
  • 41. Interaction & Engagement DESIRED2Cshow.org September 13-15, 2009 41
  • 42. Desire Objective: Provide relevant content that promotes user interaction and engagement amongst each other and with the brand Tactics: Browse Page Interactive Catalogs & Tools (surveys, polls, quizzes) Wall Posts Promotions/Contests/Applications Social Context
  • 43. The Makings of a Facebook TeamSkill Sets Personality Strategist/Analyst Creative Graphics Designer Professionally Social Web Coder Open to learning new technologies Customer Service Rep Organized Microblogger Proactive Buzz Monitor Detailed-oriented
  • 44. Develop a Content Strategy Discovery & Logistics Creation Execution Maintenance Strategy Maintain Content based onBaseline buzz & analytics to Secure internal resources Create content Launch Content Industry and Technological fuel content ideation Trends Build digital asset charts for Keyword research Develop content rollout timeline Promote Content Follow-up Promotions each piece of contentAlign content with marketingmix, marketing calendar, and Purchase the necessary media content hosts Keep in mind your target personas Consider your resources and budget Establish an editorial calendar
  • 45. Example Types of Content • Photos Tip: try various types of • Videos Interative • Games content and measure • Animation • Music fan interaction • Forms Transactional • Online Applications • Contests • Reward Programs • Facts • Figures • Testimonials Informative • Data Personal • Stories • Knowledge • Comments • Statistics • Questions • Widgets • Badges
  • 46. Create Engaging Wall Posts1 Targeted Messaging 1 Status updates can be directed to individuals from a specific location and speak a certain language.2 Utilize Photos and Links Updates with imagery is more likely to capture audience attention. Individual Post Insights3 Understand which types are generating the most feedback from fans in the form of comments and likes. 2 3
  • 47. Send Fan Updates from your Fan Pages Targeting Tools:1 • location • demographics Attachments:2 • rich media • 3rd party apps content
  • 48. Social Context (Personalization) Social context is the application of a user’s social profile in determining what products and services are marketed to the user Benefits to eCommerce Promote products that interest the user Create an association with fan and products / services Create a more intimate relationship with the user Generate buzz
  • 49. Social Context – Volkswagen September 13-15, 2009 49
  • 50. Social Context – Volkswagen
  • 51. Social Context – Volkswagen
  • 52. Making the Conversion ACTIOND2Cshow.org September 13-15, 2009 52
  • 53. Action Objective: Provide outlet channels where users can connect to a specific website landing page where a conversion can be made Tactics: FBML Tabs, Content Blocks, & Banners Applications Coupons / Sweepstakes / Contests Interactive Catalogs Landing Pages
  • 54. Call to Action Process Become a Fan Click through to Browse Website Fan Page
  • 55. Facebook Fan Coupon – Bumble Bee
  • 56. Facebook Fan Coupon – Bumble Bee September 13-15, 2009 56
  • 57. Facebook Fan Coupon – Bumble Bee September 13-15, 2009 57
  • 58. Interactive Catalogs – Staples/Target September 13-15, 2009 58
  • 59. Applications – H&R Block
  • 60. New Facebook Promotion Guidelines Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative. You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook. Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook. Such as: Tag a photo, update status Entry into your promotion CAN be conditioned by having people become a fan of the page. Tab that becomes visible when user becomes a fan Users can only enter the promotion from the applications tab (ie. third-party app or FBML tab)
  • 61. Spreading the Word ADVOCACYD2Cshow.org September 13-15, 2009 61
  • 62. Advocacy Objective: Provide content and tools that are easy for users to share and distribute through throughout the social media landscape Tactics: Wall Posts Facebook Share Member Invitations Embeddable Widgets & Badges Ratings & Reviews
  • 63. Facebook Connect Solution for integrating Facebook features with a website. Benefits: User Authentication Publish to news feed Personalization More Info on FB Connect: http://www.facebook.com/connect http://developers.facebook.com/connect.php http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites
  • 64. Facebook Connect – BeeWell Miles
  • 65. Facebook Connect – Earned MediaTip: Return onInvestment (ROI)Each time a fanpublishes their activityto their newsfeed isthe even morevaluable than a paidadvertisement.ROI =News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($) September 13-15, 2009 65
  • 66. Faecbook Fan Badges - ARC Allow fans and internal advocates to add a badge to their blog, website, or Facebook page http://www.facebook.com/facebook-widgets/index.php
  • 67. Meta Tagging with Keywords OPTIMIZATIOND2Cshow.org September 13-15, 2009 67
  • 68. Optimizing Search Engine Results Keyword focus your “About Box”
  • 69. Assign Meta Data to Digital Assets
  • 70. Forming Strategic Decisions MONITORING & REPORTINGD2Cshow.org September 13-15, 2009 70
  • 71. Monitoring & Reporting Objective: Actively monitor and analyze data generated from Facebook activities Define go forward strategies supported by these statistics Tactics: Facebook Insights Google Analytics Campaign URLs
  • 72. Facebook Insights Data Provided: • demographics • page activity • ad performance • trends • interactions
  • 73. Campaign codes for outbound links Source: Facebook Page Name1 Medium: Facebook Page Tab2 Name: Description of the Link34 Example:5 http://www.beewellmiles.com/BCNOS/?utm_source=BWM %2BFacebook&utm_medium=Boxes&utm_campaign=BW6 M%2B2_5789
  • 74. Google Analytics
  • 75. Wrap-up and parting thoughts CONCLUSIOND2Cshow.org September 13-15, 2009 75
  • 76. People Do A Lot on Facebook http://mashable.com/2010/02/10/facebook-growth-infographic/
  • 77. In Summary Phase Goals Activities (On Facebook) Activities (Off Facebook) a Get visit Ads Link to Facebook Promotions Fan BoxOptimization, Monitoring & Reporting Newsfeed Impressions Twitter & Others Updates Favorite Pages Become a fan Group Fan Box i Engagement Fan Page Applications Event Page Wall Posts Browse Page d Interaction Interactive Catalogs & Tools (surveys, polls, quizzes) Wall posts Promotions/Contests a Website Visit (referral) Landing Pages Landing Pages Conversion Coupons Promotions/Contests FBML Banners a Promote Wall Posts Share Publish Facebook Share Invite Invite Embeddable Widgets
  • 78. Big Takeaways Consider using paid ads for promotion Add content giving fans something to do/read when on the page Post a variety of content types and measure what trigger the most interaction from fans Plug in RSS feeds from blogs and other platforms Develop something transactional on your website to trigger fans to publish to their wall Tag all transactions with website analytics codes to help with tracking
  • 79. Conclusion Communication platform offering many capabilities for brands, even B2B. Future of facebook? - new features and functionality Stronger analytics insight Real-time search Virtual currency ONLY BECOMING A MORE POWERFUL PLATFORM
  • 80. Community Participation Matrix Interested?: Review Give me your business card and we will send in follow-up. Determine Discuss
  • 81. “Is Your Company Social” Webinar Key Points of Interest Elements of Social Media and Why It’s Important Real World Examples of How Social Media Has Helped Accomplish Business and Marketing Objectives Metrics and Key Performance Indicators to Measure Your ROI Proven Strategies and Best-Practices for Executing a Social Media Campaign http://www.businessol.com/forms/social-media-marketing-session-2-your-company-social
  • 82. Questions? Follow the BusinessOnLine Social Media Team on Twitter:Michael Weisfeld @BOLSocialP 619.699.0767 x247Michael.Weisfeld@BusinessOL.comTwitter: @mrweisfeldhttp://www.businessol.com/about-us/our-teamhttp://www.linkedin.com/in/michaelweisfeld September 13-15, 2009 82