Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI<br />February 2010<br />Presented by:  Michael Weisfeld<br />
Michael Weisfeld – Senior Strategist<br />“Big 5” Management consulting background<br />Online marketing industry since 20...
Facebook Fan Page Experience<br />September 13-15, 2009<br />3<br />Sample of clients we’ve worked with to launch fan page...
Agenda<br />Facebook Introduction<br />Platform Constantly Changing<br />Monetization vs. ROI<br />AIDAA Model for Faceboo...
Schedule a Social Media Lab<br />September 13-15, 2009<br />5<br /><ul><li>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 </li></ul>http://labs.onlinemar...
Facebook Fan Page Experience<br />September 13-15, 2009<br />6<br />Audience Participation<br />Raise your hand if you hav...
Facebook Introduction<br />Astonishing Statistics & Online Social Hub<br /> D2Cshow.org<br />September 13-15, 2009<br />7<...
Facebook Explosion<br />8<br />132,000,000<br />unique visits<br />Highest record in the site’s history<br />
To put it in context …<br />Facebook is more popular than Yahoo!<br />http://www.marketingcharts.com/interactive/facebook-...
Facebook Explosion<br />400,000,000+<br />registered users<br />The number of people actively using Facebook – equivalent ...
Facebook Explosion<br />5,000,000,000<br />min per day<br />The number of minutes spent on Facebook each day<br />Digital ...
Facebook Explosion<br />1,000,000,000<br />posts per week<br />The amount of content (web links, news stories, blog posts,...
Average User Activities<br />> 55 min<br />per day<br />http://mashable.com/2010/02/10/facebook-growth-infographic/<br />
Facebook Platform<br />A Holistic Perspective<br />
Social Media Broadcast System<br />
Social Media Broadcast System<br />September 13-15, 2009<br />16<br />Facebook<br />
Multiple forms of Facebook<br />17<br />
Facebook Web Application Platform<br />September 13-15, 2009<br />18<br />Facebook Domain<br />Web Server Domain<br />Data...
Facebook Web Application Platform<br />
Facebook Homepage<br />Last updated:  February 2010<br />
Facebook Homepage Heat Map<br />
Getting value from Facebook<br />Monetization vs. ROI<br /> D2Cshow.org<br />September 13-15, 2009<br />22<br />
Monetization vs. ROI<br />ROI<br />Focused on a return on investments via conversions as a result of channeling marketing ...
Monetization vs. ROI<br />ROI<br />Focused on a return on investments via conversions as a result of channeling marketing ...
Targeted Objectives<br />Lead Generation<br />Brand Awareness<br />Campaign Promotion<br />Brand Reputation<br />Brand Loy...
AIDAA Model for Facebook<br />26<br />a<br />Goals<br />Phase<br />wareness<br />Get a visit<br />i<br />nterest<br />Beco...
Awareness <br />Getting a Visit<br /> D2Cshow.org<br />September 13-15, 2009<br />27<br />
Awareness<br />Objective:<br />Gain a visit to your Facebook page, event, application advertisement or other initiatives.<...
Social Media Cross Promotion<br /> September 13-15, 2009<br />1<br />Home Page Promotion<br />Cross promote your Facebook ...
Marketing Collateral Cross Promotion<br />Newsletters<br />Invite fans to talk about articles or share their thoughts on y...
Facebook Ads<br />Website Ads <br />Directs users off Facebook and onto a specified landing page on a website.<br />1<br /...
Fan Boxes<br />1<br />1<br />1<br />The Fan Box<br />A social widget allowing visitors of your website to become a fan of ...
Interest<br />Becoming a Fan<br /> D2Cshow.org<br /> September 13-15, 2009<br />33<br />
Interest<br />Objective:<br />Allow the user to develop enough interest to become a fan of the Facebook page or member of ...
Fan Pages vs. Groups<br />
Fan Page Tabs <br />A maximum of 6 tabs can show at a time<br />Tabs 7+ are only accessible via arrow at the right of the ...
Fan Page Tabs Comparison<br />low						high<br />Customization<br />
Fan Pages Customization Examples<br />1<br />Exclusive Offers for Facebook Page Fans Only<br />The offer is not triggered ...
Examples<br />
Tips for Group pages<br />1<br />Seed Discussion Board<br />Trigger conversation topics to drive interaction and questions...
Desire<br />Interaction & Engagement<br /> D2Cshow.org<br /> September 13-15, 2009<br />41<br />
Desire<br />Objective:<br />Provide relevant content that promotes user interaction and engagement amongst each other and ...
The Makings of a Facebook Team<br />Skill Sets<br />Strategist/Analyst <br />Graphics Designer<br />Web Coder <br />Custom...
Develop a Content Strategy<br />Keep in mind your target personas<br />Consider your resources and budget<br />Establish a...
Example Types of Content<br />Tip:  try various types of content and measure fan interaction<br />
Create Engaging Wall Posts<br />1<br />1<br />Targeted Messaging<br />Status updates can be directed to individuals from a...
Send Fan Updates from your Fan Pages<br />Targeting Tools:<br /><ul><li>location
 demographics</li></ul>1<br />Attachments:<br /><ul><li> rich media
 3rd party apps content</li></ul>2<br />
Social Context (Personalization)<br />Social context is the application of a user’s social profile in determining what pro...
Social Context – Volkswagen<br />September 13-15, 2009<br />49<br />
Social Context – Volkswagen<br />
Social Context – Volkswagen<br />
Action<br />Making the Conversion<br /> D2Cshow.org<br /> September 13-15, 2009<br />52<br />
Action<br />Objective:<br />Provide outlet channels where users can connect to a specific website landing page where a con...
Call to Action Process<br />
Facebook Fan Coupon – Bumble Bee<br />
Facebook Fan Coupon – Bumble Bee<br />September 13-15, 2009<br />56<br />
Facebook Fan Coupon – Bumble Bee<br />September 13-15, 2009<br />57<br />
Interactive Catalogs – Staples/Target<br />September 13-15, 2009<br />58<br />
Applications – H&R Block<br />
New Facebook Promotion Guidelines<br />Administration of a promotion on the Facebook platform requires prior written appro...
Advocacy<br />Spreading the Word<br /> D2Cshow.org<br /> September 13-15, 2009<br />61<br />
Advocacy<br />Objective:<br />Provide content and tools that are easy for users to share and distribute through throughout...
Facebook Connect<br />Solution for integrating Facebook features with a website.<br />Benefits:<br />User Authentication <...
Facebook Connect – BeeWell Miles<br />
Facebook Connect – Earned Media<br />September 13-15, 2009<br />65<br />Tip:  Return on Investment (ROI)<br />Each time a ...
Faecbook Fan Badges - ARC<br />Allow fans and internal advocates to add a badge to their blog, website, or Facebook page <...
optimization<br />Meta Tagging with Keywords<br /> D2Cshow.org<br />September 13-15, 2009<br />67<br />
Optimizing Search Engine Results<br />Keyword focus your “About Box”<br />
Assign Meta Data to Digital Assets<br />
Monitoring & Reporting<br />Forming Strategic Decisions <br /> D2Cshow.org<br /> September 13-15, 2009<br />70<br />
Monitoring & Reporting <br />Objective:<br />Actively monitor and analyze data generated from Facebook activities<br />Def...
Facebook Insights<br />Data Provided:<br /><ul><li> demographics
 page activity
 ad performance
trends
interactions</li></li></ul><li>Campaign codes for outbound links<br />Source: Facebook Page Name<br />Medium: Facebook Pag...
Google Analytics <br />
conclusion<br />Wrap-up and parting thoughts<br /> D2Cshow.org<br />September 13-15, 2009<br />75<br />
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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.

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  • Insights = Monitoring &amp; 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 &amp; 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

    1. 1. Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI<br />February 2010<br />Presented by: Michael Weisfeld<br />
    2. 2. Michael Weisfeld – Senior Strategist<br />“Big 5” Management consulting background<br />Online marketing industry since 2002<br />Expertise:<br />Strategy <br />Social Media <br />SEM <br />Usability <br />September 13-15, 2009<br />2<br />
    3. 3. Facebook Fan Page Experience<br />September 13-15, 2009<br />3<br />Sample of clients we’ve worked with to launch fan pages …<br />Watkins Hot Spring Spas <br />Bumble Bee Food’s BeeWell Miles<br />American Red Cross Blood Donors<br />
    4. 4. Agenda<br />Facebook Introduction<br />Platform Constantly Changing<br />Monetization vs. ROI<br />AIDAA Model for Facebook<br />Awareness<br />Interest<br />Desire<br />Action<br />Advocacy<br />Optimization<br />Resources<br />Monitoring and Reporting<br />Conclusion <br /> September 13-15, 2009<br />4<br />Follow the BusinessOnLine Social Media team on Twitter at:<br />@BOLSocial<br />if Tweetting about this session, please use this hashtag:<br />#OMSFB<br />
    5. 5. Schedule a Social Media Lab<br />September 13-15, 2009<br />5<br /><ul><li>Schedule a Complementary Social Media Lab
    6. 6. Review an audit of your Facebook Page
    7. 7. Discuss different Facebook related tactics that can help satisfy your marketing objectives </li></ul>http://labs.onlinemarketingsummit.com/<br />
    8. 8. Facebook Fan Page Experience<br />September 13-15, 2009<br />6<br />Audience Participation<br />Raise your hand if you have used a Facebook fan page as part of your marketing mix.<br />
    9. 9. Facebook Introduction<br />Astonishing Statistics & Online Social Hub<br /> D2Cshow.org<br />September 13-15, 2009<br />7<br />
    10. 10. Facebook Explosion<br />8<br />132,000,000<br />unique visits<br />Highest record in the site’s history<br />
    11. 11. To put it in context …<br />Facebook is more popular than Yahoo!<br />http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/<br />
    12. 12. Facebook Explosion<br />400,000,000+<br />registered users<br />The number of people actively using Facebook – equivalent to the population of Indonesia, the world’s fifth-most populous country<br />Facebook the leader in social networking survey, 8.04.09<br />
    13. 13. Facebook Explosion<br />5,000,000,000<br />min per day<br />The number of minutes spent on Facebook each day<br />Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09<br />
    14. 14. Facebook Explosion<br />1,000,000,000<br />posts per week<br />The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook<br />Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09<br />
    15. 15. Average User Activities<br />> 55 min<br />per day<br />http://mashable.com/2010/02/10/facebook-growth-infographic/<br />
    16. 16. Facebook Platform<br />A Holistic Perspective<br />
    17. 17. Social Media Broadcast System<br />
    18. 18. Social Media Broadcast System<br />September 13-15, 2009<br />16<br />Facebook<br />
    19. 19. Multiple forms of Facebook<br />17<br />
    20. 20. Facebook Web Application Platform<br />September 13-15, 2009<br />18<br />Facebook Domain<br />Web Server Domain<br />Data Path<br />Facebook<br />Database<br />
    21. 21. Facebook Web Application Platform<br />
    22. 22. Facebook Homepage<br />Last updated: February 2010<br />
    23. 23. Facebook Homepage Heat Map<br />
    24. 24. Getting value from Facebook<br />Monetization vs. ROI<br /> D2Cshow.org<br />September 13-15, 2009<br />22<br />
    25. 25. Monetization vs. ROI<br />ROI<br />Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook <br /> September 13-15, 2009<br />23<br />Monetization<br />Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform <br />
    26. 26. Monetization vs. ROI<br />ROI<br />Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook <br /> September 13-15, 2009<br />24<br />Monetization<br />Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform <br />
    27. 27. Targeted Objectives<br />Lead Generation<br />Brand Awareness<br />Campaign Promotion<br />Brand Reputation<br />Brand Loyalty<br />Customer Support<br />Conversions <br />Identifying Influencers<br />Target Audience Insights<br />September 13-15, 2009<br />25<br />
    28. 28. AIDAA Model for Facebook<br />26<br />a<br />Goals<br />Phase<br />wareness<br />Get a visit<br />i<br />nterest<br />Become a fan<br />d<br />esire<br />Engagement<br />Interaction<br />a<br />ction<br />Website Visit (referral)<br />Conversion <br />a<br />dvocacy<br />Promote<br />Publish<br />
    29. 29. Awareness <br />Getting a Visit<br /> D2Cshow.org<br />September 13-15, 2009<br />27<br />
    30. 30. Awareness<br />Objective:<br />Gain a visit to your Facebook page, event, application advertisement or other initiatives.<br />Tactics:<br />Cross Promotions with webpage, other Facebook pages, Twitter and other social media sites<br />Facebook Ads<br />Fan Boxes<br /> September 13-15, 2009<br />28<br />awareness<br />awareness<br />
    31. 31. Social Media Cross Promotion<br /> September 13-15, 2009<br />1<br />Home Page Promotion<br />Cross promote your Facebook page on your home page. Make the call to action distinct and noticeable.<br />1<br />2<br />Favorite Pages <br />Use the Favorite Pages application on other Facebook Pages that you admin.<br />3<br />2<br />Twitter & Others<br />Promote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc.<br />3<br />
    32. 32. Marketing Collateral Cross Promotion<br />Newsletters<br />Invite fans to talk about articles or share their thoughts on your fan page.<br />Email Blasts <br />Dedicated campaign to your customer base requesting they become a fan. <br />Signage & Receipts<br />Subtle reminders of offline collateral.<br />
    33. 33. Facebook Ads<br />Website Ads <br />Directs users off Facebook and onto a specified landing page on a website.<br />1<br />3<br />Interactive Ads<br />Integrated social activities interactive ads for the Facebook fan page.<br />4<br />2<br />4<br />Fan Page Ads<br />Directs users to the Facebook fan page. Allows users to become a fan directly from the ad.<br />Skyscraper Banner Ads<br />The image rich ad provides more branding and a link to a landing page.<br />1<br />2<br />3<br />
    34. 34. Fan Boxes<br />1<br />1<br />1<br />The Fan Box<br />A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website<br />3<br />2<br />Fans/Friends<br />Users can see how many fans you have on the page and some of their friends that have become fans<br />3<br />Recent Wall Posts<br />Users can see recent posts from the wall, which update in real time based on the activity on the Facebook page<br />2<br />
    35. 35. Interest<br />Becoming a Fan<br /> D2Cshow.org<br /> September 13-15, 2009<br />33<br />
    36. 36. Interest<br />Objective:<br />Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group<br />Tactics:<br />Facebook Fan Page<br />Consistent, substantial content on the wall <br />Facebook Group<br />Applications<br />Event Page<br />interest<br />interest<br />
    37. 37. Fan Pages vs. Groups<br />
    38. 38. Fan Page Tabs <br />A maximum of 6 tabs can show at a time<br />Tabs 7+ are only accessible via arrow at the right of the tabbed navigation<br />There are 3 types of tabs which allow for a variety of customization and functionality.<br />1<br />Default Tabs<br />Tabs 7+<br />2<br />3<br />Application Tabs<br />FBML Tabs<br />
    39. 39. Fan Page Tabs Comparison<br />low high<br />Customization<br />
    40. 40. Fan Pages Customization Examples<br />1<br />Exclusive Offers for Facebook Page Fans Only<br />The offer is not triggered unless the user becomes a fan first.<br />2<br />3<br />1<br />2<br />Embedded Search <br />Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for.<br />4<br />Facebook Share Button<br />The share button allows the user to easily share a specific content with their friends on Facebook.<br />3<br />4<br />Intriguing Product Listings<br />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.<br />
    41. 41. Examples<br />
    42. 42. Tips for Group pages<br />1<br />Seed Discussion Board<br />Trigger conversation topics to drive interaction and questions.<br />2<br />2<br />Invite Friend’s to the Group<br />Member invitations are effective for quickly increasing the awareness of the group. <br />1<br />The Wall<br />Answer questions and provide brand updates via the wall.<br />3<br />3<br />4<br />Multimedia<br />Multimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group.<br />4<br />
    43. 43. Desire<br />Interaction & Engagement<br /> D2Cshow.org<br /> September 13-15, 2009<br />41<br />
    44. 44. Desire<br />Objective:<br />Provide relevant content that promotes user interaction and engagement amongst each other and with the brand<br />Tactics:<br />Browse Page<br />Interactive Catalogs & Tools (surveys, polls, quizzes)<br />Wall Posts<br />Promotions/Contests/Applications<br />Social Context<br />desire<br />desire<br />
    45. 45. The Makings of a Facebook Team<br />Skill Sets<br />Strategist/Analyst <br />Graphics Designer<br />Web Coder <br />Customer Service Rep<br />Microblogger<br />Buzz Monitor<br />Personality<br />Creative<br />Professionally Social<br />Open to learning new technologies<br />Organized <br />Proactive<br />Detailed-oriented<br />
    46. 46. Develop a Content Strategy<br />Keep in mind your target personas<br />Consider your resources and budget<br />Establish an editorial calendar<br />
    47. 47. Example Types of Content<br />Tip: try various types of content and measure fan interaction<br />
    48. 48. Create Engaging Wall Posts<br />1<br />1<br />Targeted Messaging<br />Status updates can be directed to individuals from a specific location and speak a certain language.<br />2<br />Utilize Photos and Links<br />Updates with imagery is more likely to capture audience attention. <br />Individual Post Insights<br />Understand which types are generating the most feedback from fans in the form of comments and likes.<br />3<br />2<br />3<br />
    49. 49. Send Fan Updates from your Fan Pages<br />Targeting Tools:<br /><ul><li>location
    50. 50. demographics</li></ul>1<br />Attachments:<br /><ul><li> rich media
    51. 51. 3rd party apps content</li></ul>2<br />
    52. 52. Social Context (Personalization)<br />Social context is the application of a user’s social profile in determining what products and services are marketed to the user<br />Benefits to eCommerce<br />Promote products that interest the user<br />Create an association with fan and products / services<br />Create a more intimate relationship with the user<br />Generate buzz<br />
    53. 53. Social Context – Volkswagen<br />September 13-15, 2009<br />49<br />
    54. 54. Social Context – Volkswagen<br />
    55. 55. Social Context – Volkswagen<br />
    56. 56. Action<br />Making the Conversion<br /> D2Cshow.org<br /> September 13-15, 2009<br />52<br />
    57. 57. Action<br />Objective:<br />Provide outlet channels where users can connect to a specific website landing page where a conversion can be made <br />Tactics:<br />FBML Tabs, Content Blocks, & Banners<br />Applications<br />Coupons / Sweepstakes / Contests<br />Interactive Catalogs<br />Landing Pages<br />action<br />action<br />
    58. 58. Call to Action Process<br />
    59. 59. Facebook Fan Coupon – Bumble Bee<br />
    60. 60. Facebook Fan Coupon – Bumble Bee<br />September 13-15, 2009<br />56<br />
    61. 61. Facebook Fan Coupon – Bumble Bee<br />September 13-15, 2009<br />57<br />
    62. 62. Interactive Catalogs – Staples/Target<br />September 13-15, 2009<br />58<br />
    63. 63. Applications – H&R Block<br />
    64. 64. New Facebook Promotion Guidelines<br />Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative.<br />You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook.<br />Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook.<br />Such as: Tag a photo, update status<br />Entry into your promotion CAN be conditioned by having people become a fan of the page.<br />Tab that becomes visible when user becomes a fan<br />Users can only enter the promotion from the applications tab (ie. third-party app or FBML tab)<br />
    65. 65. Advocacy<br />Spreading the Word<br /> D2Cshow.org<br /> September 13-15, 2009<br />61<br />
    66. 66. Advocacy<br />Objective:<br />Provide content and tools that are easy for users to share and distribute through throughout the social media landscape<br />Tactics:<br />Wall Posts<br />Facebook Share<br />Member Invitations<br />Embeddable Widgets & Badges<br />Ratings & Reviews<br />advocacy<br />advocacy<br />
    67. 67. Facebook Connect<br />Solution for integrating Facebook features with a website.<br />Benefits:<br />User Authentication <br />Publish to news feed<br />Personalization<br />More Info on FB Connect:<br />http://www.facebook.com/connect<br />http://developers.facebook.com/connect.php<br />http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites<br />
    68. 68. Facebook Connect – BeeWell Miles<br />
    69. 69. Facebook Connect – Earned Media<br />September 13-15, 2009<br />65<br />Tip: Return on Investment (ROI)<br />Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement.<br />ROI = <br />News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)<br />
    70. 70. Faecbook Fan Badges - ARC<br />Allow fans and internal advocates to add a badge to their blog, website, or Facebook page <br />http://www.facebook.com/facebook-widgets/index.php<br />
    71. 71. optimization<br />Meta Tagging with Keywords<br /> D2Cshow.org<br />September 13-15, 2009<br />67<br />
    72. 72. Optimizing Search Engine Results<br />Keyword focus your “About Box”<br />
    73. 73. Assign Meta Data to Digital Assets<br />
    74. 74. Monitoring & Reporting<br />Forming Strategic Decisions <br /> D2Cshow.org<br /> September 13-15, 2009<br />70<br />
    75. 75. Monitoring & Reporting <br />Objective:<br />Actively monitor and analyze data generated from Facebook activities<br />Define go forward strategies supported by these statistics<br />Tactics:<br />Facebook Insights<br />Google Analytics <br />Campaign URLs<br />monitoring<br />& reporting<br />
    76. 76. Facebook Insights<br />Data Provided:<br /><ul><li> demographics
    77. 77. page activity
    78. 78. ad performance
    79. 79. trends
    80. 80. interactions</li></li></ul><li>Campaign codes for outbound links<br />Source: Facebook Page Name<br />Medium: Facebook Page Tab<br />Name: Description of the Link<br />1<br />2<br />3<br />4<br />Example:<br />http://www.beewellmiles.com/BCNOS/?utm_source=BWM%2BFacebook&utm_medium=Boxes&utm_campaign=BWM%2B2_5<br />5<br />6<br />7<br />8<br />9<br />
    81. 81. Google Analytics <br />
    82. 82. conclusion<br />Wrap-up and parting thoughts<br /> D2Cshow.org<br />September 13-15, 2009<br />75<br />
    83. 83. People Do A Lot on Facebook<br />http://mashable.com/2010/02/10/facebook-growth-infographic/<br />
    84. 84. In Summary<br />awareness<br />a<br />Goals<br />Activities (On Facebook)<br />Activities (Off Facebook)<br />Phase<br />Optimization, Monitoring & Reporting<br />Link to Facebook<br />Fan Box<br />Twitter & Others Updates<br />Get visit<br />Ads<br />Promotions<br />Newsfeed Impressions<br />Favorite Pages<br />interest<br />i<br />Become a fan<br />Group <br />Fan Page<br />Applications<br />Event Page<br />Wall Posts<br />Fan Box<br />desire<br />d<br />Engagement<br />Interaction<br />Browse Page<br />Interactive Catalogs & Tools (surveys, polls, quizzes)<br />Wall posts<br />Promotions/Contests<br />a<br />action<br />Landing Pages<br />Website Visit (referral)<br />Conversion <br />Landing Pages<br />Coupons<br />Promotions/Contests<br />FBML Banners<br />a<br />advocacy<br />Promote<br />Publish<br />Wall Posts<br />Facebook Share<br />Invite<br />Embeddable Widgets<br />Share<br />Invite<br />
    85. 85. Big Takeaways<br />Consider using paid ads for promotion<br />Add content giving fans something to do/read when on the page<br />Post a variety of content types and measure what trigger the most interaction from fans<br />Plug in RSS feeds from blogs and other platforms<br />Develop something transactional on your website to trigger fans to publish to their wall<br />Tag all transactions with website analytics codes to help with tracking<br />
    86. 86. Conclusion<br />Communication platformoffering many capabilities for brands, even B2B.<br />Future of facebook? - new features and functionality<br />Stronger analytics insight<br />Real-time search<br />Virtual currency<br />ONLY BECOMING A MORE POWERFUL PLATFORM<br />
    87. 87. Community Participation Matrix<br />Review<br />Determine<br />Interested?:<br />Give me your business card and we will send in follow-up.<br />Discuss<br />
    88. 88. “Is Your Company Social” Webinar<br />Key Points of Interest<br />Elements of Social Media and Why It’s Important<br />Real World Examples of How Social Media Has Helped Accomplish Business and Marketing Objectives<br />Metrics and Key Performance Indicators to Measure Your ROI<br />Proven Strategies and Best-Practices for Executing a Social Media Campaign <br />http://www.businessol.com/forms/social-media-marketing-session-2-your-company-social<br />
    89. 89. Questions?<br />September 13-15, 2009<br />82<br />Follow the BusinessOnLine Social Media Team on Twitter:<br />Michael Weisfeld<br />@BOLSocial<br />P 619.699.0767 x247<br />Michael.Weisfeld@BusinessOL.com <br />Twitter: @mrweisfeld<br />http://www.businessol.com/about-us/our-team<br />http://www.linkedin.com/in/michaelweisfeld<br />
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