Facebook: Beyond The Fundatmentals
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Facebook: Beyond The Fundatmentals

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Going beyond the basics: how Facebook can support every phase of your customer lifecycle.

Going beyond the basics: how Facebook can support every phase of your customer lifecycle.

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  • Insights = Monitoring & Optimization customer intelligence product feedback survey / polls
  • Desktop application like digsby
  • http://www.facebook.com/sitetour/homepage.php
  • Source: http://www.oneupweb.com/landing/09_search_is_going_social/#
  • Baseline buzz & analytics to fuel content ideationKeyword researchAlign content with marketing mix, marketing calendar, and content hosts Secure internal resourcesDevelop content rollout timeline Purchase the necessary media Create contentBuild digital asset charts for each piece of contentLaunch ContentPromote ContentMaintain Content based on Industry and Technological Trends
  • Third party apps example: wild fire or involverExamples things you can’t do:Ikea – can not tag yourself in a photo … they posted a pic of an item and if tagged you were entered to win. this causes people to add their photo to their gallery – violation of privacy Soup Plantation – can not post a photo and ask people to guess the # of blueberries on the wall this causes people to create a newsfeed item – violation of the use of the wall as entry into a contestCAN NOT FORCE PEOPLE TO CREATE AN ENTRY OR ALTER THEIR PROFILE
  • Desire - coupons

Facebook: Beyond The Fundatmentals Facebook: Beyond The Fundatmentals Presentation Transcript

  • Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI
    February 2010
    Presented by: Michael Weisfeld
  • 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
  • Facebook Fan Page Experience
    September 13-15, 2009
    3
    Sample of clients we’ve worked with to launch fan pages …
    Watkins Hot Spring Spas
    Bumble Bee Food’s BeeWell Miles
    American Red Cross Blood Donors
  • Agenda
    Facebook Introduction
    Platform Constantly Changing
    Monetization vs. ROI
    AIDAA Model for Facebook
    Awareness
    Interest
    Desire
    Action
    Advocacy
    Optimization
    Resources
    Monitoring and Reporting
    Conclusion
    September 13-15, 2009
    4
    Follow the BusinessOnLine Social Media team on Twitter at:
    @BOLSocial
    if Tweetting about this session, please use this hashtag:
    #OMSFB
  • Schedule a Social Media Lab
    September 13-15, 2009
    5
    • Schedule a Complementary Social Media Lab
    • Review an audit of your Facebook Page
    • Discuss different Facebook related tactics that can help satisfy your marketing objectives
    http://labs.onlinemarketingsummit.com/
  • Facebook Fan Page Experience
    September 13-15, 2009
    6
    Audience Participation
    Raise your hand if you have used a Facebook fan page as part of your marketing mix.
  • Facebook Introduction
    Astonishing Statistics & Online Social Hub
    D2Cshow.org
    September 13-15, 2009
    7
  • Facebook Explosion
    8
    132,000,000
    unique visits
    Highest record in the site’s history
  • To put it in context …
    Facebook is more popular than Yahoo!
    http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/
  • 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
  • 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
  • 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
  • Average User Activities
    > 55 min
    per day
    http://mashable.com/2010/02/10/facebook-growth-infographic/
  • Facebook Platform
    A Holistic Perspective
  • Social Media Broadcast System
  • Social Media Broadcast System
    September 13-15, 2009
    16
    Facebook
  • Multiple forms of Facebook
    17
  • Facebook Web Application Platform
    September 13-15, 2009
    18
    Facebook Domain
    Web Server Domain
    Data Path
    Facebook
    Database
  • Facebook Web Application Platform
  • Facebook Homepage
    Last updated: February 2010
  • Facebook Homepage Heat Map
  • Getting value from Facebook
    Monetization vs. ROI
    D2Cshow.org
    September 13-15, 2009
    22
  • Monetization vs. ROI
    ROI
    Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook
    September 13-15, 2009
    23
    Monetization
    Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform
  • Monetization vs. ROI
    ROI
    Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook
    September 13-15, 2009
    24
    Monetization
    Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform
  • 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
  • AIDAA Model for Facebook
    26
    a
    Goals
    Phase
    wareness
    Get a visit
    i
    nterest
    Become a fan
    d
    esire
    Engagement
    Interaction
    a
    ction
    Website Visit (referral)
    Conversion
    a
    dvocacy
    Promote
    Publish
  • Awareness
    Getting a Visit
    D2Cshow.org
    September 13-15, 2009
    27
  • 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
    awareness
    awareness
  • Social Media Cross Promotion
    September 13-15, 2009
    1
    Home Page Promotion
    Cross promote your Facebook page on your home page. Make the call to action distinct and noticeable.
    1
    2
    Favorite Pages
    Use the Favorite Pages application on other Facebook Pages that you admin.
    3
    2
    Twitter & Others
    Promote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc.
    3
  • 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.
  • Facebook Ads
    Website Ads
    Directs users off Facebook and onto a specified landing page on a website.
    1
    3
    Interactive Ads
    Integrated social activities interactive ads for the Facebook fan page.
    4
    2
    4
    Fan Page Ads
    Directs users to the Facebook fan page. Allows users to become a fan directly from the ad.
    Skyscraper Banner Ads
    The image rich ad provides more branding and a link to a landing page.
    1
    2
    3
  • Fan Boxes
    1
    1
    1
    The Fan Box
    A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website
    3
    2
    Fans/Friends
    Users can see how many fans you have on the page and some of their friends that have become fans
    3
    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
  • Interest
    Becoming a Fan
    D2Cshow.org
    September 13-15, 2009
    33
  • 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
    interest
    interest
  • Fan Pages vs. Groups
  • 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
    3
    Application Tabs
    FBML Tabs
  • Fan Page Tabs Comparison
    low high
    Customization
  • Fan Pages Customization Examples
    1
    Exclusive Offers for Facebook Page Fans Only
    The offer is not triggered unless the user becomes a fan first.
    2
    3
    1
    2
    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.
    4
    Facebook Share Button
    The share button allows the user to easily share a specific content with their friends on Facebook.
    3
    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.
  • Examples
  • Tips for Group pages
    1
    Seed Discussion Board
    Trigger conversation topics to drive interaction and questions.
    2
    2
    Invite Friend’s to the Group
    Member invitations are effective for quickly increasing the awareness of the group.
    1
    The Wall
    Answer questions and provide brand updates via the wall.
    3
    3
    4
    Multimedia
    Multimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group.
    4
  • Desire
    Interaction & Engagement
    D2Cshow.org
    September 13-15, 2009
    41
  • 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
    desire
    desire
  • The Makings of a Facebook Team
    Skill Sets
    Strategist/Analyst
    Graphics Designer
    Web Coder
    Customer Service Rep
    Microblogger
    Buzz Monitor
    Personality
    Creative
    Professionally Social
    Open to learning new technologies
    Organized
    Proactive
    Detailed-oriented
  • Develop a Content Strategy
    Keep in mind your target personas
    Consider your resources and budget
    Establish an editorial calendar
  • Example Types of Content
    Tip: try various types of content and measure fan interaction
  • Create Engaging Wall Posts
    1
    1
    Targeted Messaging
    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 Insights
    Understand which types are generating the most feedback from fans in the form of comments and likes.
    3
    2
    3
  • Send Fan Updates from your Fan Pages
    Targeting Tools:
    • location
    • demographics
    1
    Attachments:
    • rich media
    • 3rd party apps content
    2
  • 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
  • Social Context – Volkswagen
    September 13-15, 2009
    49
  • Social Context – Volkswagen
  • Social Context – Volkswagen
  • Action
    Making the Conversion
    D2Cshow.org
    September 13-15, 2009
    52
  • 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
    action
    action
  • Call to Action Process
  • Facebook Fan Coupon – Bumble Bee
  • Facebook Fan Coupon – Bumble Bee
    September 13-15, 2009
    56
  • Facebook Fan Coupon – Bumble Bee
    September 13-15, 2009
    57
  • Interactive Catalogs – Staples/Target
    September 13-15, 2009
    58
  • Applications – H&R Block
  • 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)
  • Advocacy
    Spreading the Word
    D2Cshow.org
    September 13-15, 2009
    61
  • 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
    advocacy
    advocacy
  • 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
  • Facebook Connect – BeeWell Miles
  • Facebook Connect – Earned Media
    September 13-15, 2009
    65
    Tip: Return on Investment (ROI)
    Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement.
    ROI =
    News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)
  • 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
  • optimization
    Meta Tagging with Keywords
    D2Cshow.org
    September 13-15, 2009
    67
  • Optimizing Search Engine Results
    Keyword focus your “About Box”
  • Assign Meta Data to Digital Assets
  • Monitoring & Reporting
    Forming Strategic Decisions
    D2Cshow.org
    September 13-15, 2009
    70
  • 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
    monitoring
    & reporting
  • Facebook Insights
    Data Provided:
    • demographics
    • page activity
    • ad performance
    • trends
    • interactions
  • Campaign codes for outbound links
    Source: Facebook Page Name
    Medium: Facebook Page Tab
    Name: Description of the Link
    1
    2
    3
    4
    Example:
    http://www.beewellmiles.com/BCNOS/?utm_source=BWM%2BFacebook&utm_medium=Boxes&utm_campaign=BWM%2B2_5
    5
    6
    7
    8
    9
  • Google Analytics
  • conclusion
    Wrap-up and parting thoughts
    D2Cshow.org
    September 13-15, 2009
    75
  • People Do A Lot on Facebook
    http://mashable.com/2010/02/10/facebook-growth-infographic/
  • In Summary
    awareness
    a
    Goals
    Activities (On Facebook)
    Activities (Off Facebook)
    Phase
    Optimization, Monitoring & Reporting
    Link to Facebook
    Fan Box
    Twitter & Others Updates
    Get visit
    Ads
    Promotions
    Newsfeed Impressions
    Favorite Pages
    interest
    i
    Become a fan
    Group
    Fan Page
    Applications
    Event Page
    Wall Posts
    Fan Box
    desire
    d
    Engagement
    Interaction
    Browse Page
    Interactive Catalogs & Tools (surveys, polls, quizzes)
    Wall posts
    Promotions/Contests
    a
    action
    Landing Pages
    Website Visit (referral)
    Conversion
    Landing Pages
    Coupons
    Promotions/Contests
    FBML Banners
    a
    advocacy
    Promote
    Publish
    Wall Posts
    Facebook Share
    Invite
    Embeddable Widgets
    Share
    Invite
  • 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
  • Conclusion
    Communication platformoffering 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
  • Community Participation Matrix
    Review
    Determine
    Interested?:
    Give me your business card and we will send in follow-up.
    Discuss
  • “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
  • Questions?
    September 13-15, 2009
    82
    Follow the BusinessOnLine Social Media Team on Twitter:
    Michael Weisfeld
    @BOLSocial
    P 619.699.0767 x247
    Michael.Weisfeld@BusinessOL.com
    Twitter: @mrweisfeld
    http://www.businessol.com/about-us/our-team
    http://www.linkedin.com/in/michaelweisfeld