Beyond Likes: Advanced Social Media Marketing
Shane O’Neill - Director of Digital Marketing
Fruchtman Marketing
Number of Fans
is no longer a bragging right.
Everyone talks about their number of fans.
Few talk about number of sales.
G...
Advanced Social Marketing
Advanced Social Marketing involves and requires a
larger understanding of the medium and employe...
The Organic Approach
A truly organic approach to fan acquisition is reliant
on solid strategy and planning, not contests, ...
The Value of Facebook Fans
The value of a Facebook fan* is based on five
leading contributors vs. non fans:
(1)Product Spe...
Understand the function of
FacebookIt’s important to understand that Facebook is just
another marketing tool with specific...
Contests & Promotions:
Know what you’re getting into
Contests and promotions should never be your primary
driver of new fa...
8
• The prize pig... will eat your contest alive
• Need to monitor entries and Facebook for
inappropriate comments and
rem...
Fan Acquisition &
how you get them
Developing Custom Content
Bid on at
JFC Auction
10
Event Pic Posts
Facebook Advertising
What is Facebook Advertising
and how does it work?
• Two Types of FBA - Ads & Sponsored Stories
• Dri...
Facebook Case Study:
Driving Holiday Sales through Social Media
The Situation:
Driving Holiday Sales through Social Media
Our objectives:
1.Fan Acquisition
2.Highlight Price Pointed Prod...
The Solution:
Driving Holiday Sales through Social Media
Components for success:
1.Facebook Advertising
2.12 Days of Chris...
The Execution: Facebook Advertising
4,088 Clicks in 35 days
Only .15 Per Click
958 New Fans
The Execution: Featured Products
The Execution: 12 Days of Christmas
The Execution: Sweeps & Catalog
The Execution: Proven Sales
“We had great success with the promotions we ran on Facebook
over the holiday season. We saw i...
Visit the Fruchtman Booth S11876
Want to know more? Visit us at:
fruchtman.com
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Beyond Likes

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Number of Fans is no longer a bragging right.

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Beyond Likes

  1. 1. Beyond Likes: Advanced Social Media Marketing Shane O’Neill - Director of Digital Marketing Fruchtman Marketing
  2. 2. Number of Fans is no longer a bragging right. Everyone talks about their number of fans. Few talk about number of sales. Getting fans is easy, but what kind do you want? Facebook is all grown up and is more sophisticated than many think. Some companies buy fans to deliver on the promise. Booooo
  3. 3. Advanced Social Marketing Advanced Social Marketing involves and requires a larger understanding of the medium and employes sound strategy and multi-tired planning. Let’s look at some of these strategies and applications that can help you start the process.
  4. 4. The Organic Approach A truly organic approach to fan acquisition is reliant on solid strategy and planning, not contests, buying fans, etc. It’s called marketing and it’s no different than... say direct mail. For example, would you buy a mailing list to your entire city or zip codes of your target demo? Organic is highly targeted and focused on quality over quantity
  5. 5. The Value of Facebook Fans The value of a Facebook fan* is based on five leading contributors vs. non fans: (1)Product Spending: They spend more. (2)Brand Loyalty - More likely to continue using a brand (3)Propensity To Recommend (4)Affinity with the Brand - Fans feel much more connected (5)Earned Media Value - Likes and Shares are media * Value of a Facebook Fan: Syncapse in association with hotspex
  6. 6. Understand the function of FacebookIt’s important to understand that Facebook is just another marketing tool with specific functions meant to compliment your other marketing efforts. Branding - Delivery of consistent messaging reinforces your brand. Think FBA story clicks. Special Occasions - Identify direct sales opportunities. Sales Cycle - Develop relationships that produce customers over time.
  7. 7. Contests & Promotions: Know what you’re getting into Contests and promotions should never be your primary driver of new fans. Instead, used only when strategic and jewelry centric. There are basically two types. • Voting Contest - High barrier to entry. Greatest potential for fraud. • Sweepstakes - Low barrier to entry. Lower engagement.
  8. 8. 8 • The prize pig... will eat your contest alive • Need to monitor entries and Facebook for inappropriate comments and remarks posted by others • Vote exchanges Contests & Promotions: Know what you’re getting into
  9. 9. Fan Acquisition & how you get them Developing Custom Content Bid on at JFC Auction
  10. 10. 10 Event Pic Posts
  11. 11. Facebook Advertising What is Facebook Advertising and how does it work? • Two Types of FBA - Ads & Sponsored Stories • Drives engagement to page and posts • Supports branding, showcasing product & events • Target based on location, age, status, etc. • Only pay for click throughs, which are a fairly engaged consumer.
  12. 12. Facebook Case Study: Driving Holiday Sales through Social Media
  13. 13. The Situation: Driving Holiday Sales through Social Media Our objectives: 1.Fan Acquisition 2.Highlight Price Pointed Products (under $500) 3.Drive Traffic to Gift Giving Ideas Catalog 4.Sales
  14. 14. The Solution: Driving Holiday Sales through Social Media Components for success: 1.Facebook Advertising 2.12 Days of Christmas 3.Featured Products 4.Gift Giving Sweepstakes* 5.Gift Giving Ideas Catalog 6.Proven Sales
  15. 15. The Execution: Facebook Advertising 4,088 Clicks in 35 days Only .15 Per Click 958 New Fans
  16. 16. The Execution: Featured Products
  17. 17. The Execution: 12 Days of Christmas
  18. 18. The Execution: Sweeps & Catalog
  19. 19. The Execution: Proven Sales “We had great success with the promotions we ran on Facebook over the holiday season. We saw incredible feedback which resulted in thousands of dollars in sales, that I know came directly from these Facebook efforts!” — Jenny Dortmans, Poag Jewellers 2 Pendants 25+ of Loving Family pendant 2 Bulova Clocks Belle Etoile Pendant 8 LaFonn Rings
  20. 20. Visit the Fruchtman Booth S11876 Want to know more? Visit us at: fruchtman.com

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