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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
  • Transcript

    • 1. Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI
      February 2010
      Presented 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 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
    • 4. 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
    • 5. Schedule a Social Media Lab
      September 13-15, 2009
      5
      • Schedule a Complementary Social Media Lab
      • 6. Review an audit of your Facebook Page
      • 7. Discuss different Facebook related tactics that can help satisfy your marketing objectives
      http://labs.onlinemarketingsummit.com/
    • 8. 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.
    • 9. Facebook Introduction
      Astonishing Statistics & Online Social Hub
      D2Cshow.org
      September 13-15, 2009
      7
    • 10. Facebook Explosion
      8
      132,000,000
      unique visits
      Highest record in the site’s history
    • 11. To put it in context …
      Facebook is more popular than Yahoo!
      http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/
    • 12. 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
    • 13. 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
    • 14. 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
    • 15. Average User Activities
      > 55 min
      per day
      http://mashable.com/2010/02/10/facebook-growth-infographic/
    • 16. Facebook Platform
      A Holistic Perspective
    • 17. Social Media Broadcast System
    • 18. Social Media Broadcast System
      September 13-15, 2009
      16
      Facebook
    • 19. Multiple forms of Facebook
      17
    • 20. Facebook Web Application Platform
      September 13-15, 2009
      18
      Facebook Domain
      Web Server Domain
      Data Path
      Facebook
      Database
    • 21. Facebook Web Application Platform
    • 22. Facebook Homepage
      Last updated: February 2010
    • 23. Facebook Homepage Heat Map
    • 24. Getting value from Facebook
      Monetization vs. ROI
      D2Cshow.org
      September 13-15, 2009
      22
    • 25. 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
    • 26. 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
    • 27. 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
    • 28. 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
    • 29. Awareness
      Getting a Visit
      D2Cshow.org
      September 13-15, 2009
      27
    • 30. 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
    • 31. 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
    • 32. 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.
    • 33. 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
    • 34. 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
    • 35. Interest
      Becoming a Fan
      D2Cshow.org
      September 13-15, 2009
      33
    • 36. 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
    • 37. Fan Pages vs. Groups
    • 38. 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
    • 39. Fan Page Tabs Comparison
      low high
      Customization
    • 40. 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.
    • 41. Examples
    • 42. 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
    • 43. Desire
      Interaction & Engagement
      D2Cshow.org
      September 13-15, 2009
      41
    • 44. 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
    • 45. 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
    • 46. Develop a Content Strategy
      Keep in mind your target personas
      Consider your resources and budget
      Establish an editorial calendar
    • 47. Example Types of Content
      Tip: try various types of content and measure fan interaction
    • 48. 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
    • 49. Send Fan Updates from your Fan Pages
      Targeting Tools:
      • location
      • 50. demographics
      1
      Attachments:
      • rich media
      • 51. 3rd party apps content
      2
    • 52. 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
    • 53. Social Context – Volkswagen
      September 13-15, 2009
      49
    • 54. Social Context – Volkswagen
    • 55. Social Context – Volkswagen
    • 56. Action
      Making the Conversion
      D2Cshow.org
      September 13-15, 2009
      52
    • 57. 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
    • 58. Call to Action Process
    • 59. Facebook Fan Coupon – Bumble Bee
    • 60. Facebook Fan Coupon – Bumble Bee
      September 13-15, 2009
      56
    • 61. Facebook Fan Coupon – Bumble Bee
      September 13-15, 2009
      57
    • 62. Interactive Catalogs – Staples/Target
      September 13-15, 2009
      58
    • 63. Applications – H&R Block
    • 64. 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)
    • 65. Advocacy
      Spreading the Word
      D2Cshow.org
      September 13-15, 2009
      61
    • 66. 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
    • 67. 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
    • 68. Facebook Connect – BeeWell Miles
    • 69. 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 ($) – Cost of Implementation ($)
    • 70. 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
    • 71. optimization
      Meta Tagging with Keywords
      D2Cshow.org
      September 13-15, 2009
      67
    • 72. Optimizing Search Engine Results
      Keyword focus your “About Box”
    • 73. Assign Meta Data to Digital Assets
    • 74. Monitoring & Reporting
      Forming Strategic Decisions
      D2Cshow.org
      September 13-15, 2009
      70
    • 75. 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
    • 76. Facebook Insights
      Data Provided:
    • 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
    • 81. Google Analytics
    • 82. conclusion
      Wrap-up and parting thoughts
      D2Cshow.org
      September 13-15, 2009
      75
    • 83. People Do A Lot on Facebook
      http://mashable.com/2010/02/10/facebook-growth-infographic/
    • 84. 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
    • 85. 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
    • 86. 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
    • 87. Community Participation Matrix
      Review
      Determine
      Interested?:
      Give me your business card and we will send in follow-up.
      Discuss
    • 88. “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
    • 89. 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