Lion Brand Yarn Company <ul><li>Launched Facebook in June 2009 </li></ul><ul><li>Today we have over 100,000 fans </li></ul>
<ul><li>Facebook, like much social media, is a virtual  third place.  </li></ul>
<ul><li>Facebook is a  tool , not a strategy. </li></ul><ul><li>First, determine your strategy. </li></ul>
Our strategy : Become a valuable source of information and a vital community for people interested in knitting and creatin...
Tactics <ul><li>Create a place… </li></ul><ul><li>1. for people to interact with each other. </li></ul>
<ul><li>Create a place… </li></ul><ul><li>2. where fans become brand advocates. </li></ul>
<ul><li>Create a place… </li></ul><ul><li>3. for people to share stories, ideas, tips, photos, and experiences about their...
<ul><li>Create a place… </li></ul><ul><li>4. for us to listen to consumers. </li></ul>
<ul><li>Create a place… </li></ul><ul><li>5. for us to answer questions. </li></ul>
<ul><li>Create a place… </li></ul><ul><li>6. for us to show our appreciation to fans. </li></ul>
<ul><li>Create a place… </li></ul><ul><li>7. where we are seen as individuals instead of a faceless corporation. </li></ul>
How do we know what to say on Facebook?
<ul><li>Surveys </li></ul>
<ul><li>Data </li></ul>
<ul><li>We know our customers after years of corresponding with them. </li></ul>
Who will set up the page and be the voice of Lion Brand? <ul><li>One consistent voice, someone who knows our product and i...
How do you build a fan base?
Compelling content brings in fans organically.
Newsletter promotion
Blog
Website
Catalog
Fans Get You Fans <ul><li>Whenever a person posts on your wall, it appears in their friends’ news feeds. </li></ul>
Suggest to Friends on Facebook
Advertise on Facebook <ul><li>It’s easy, highly targeted and inexpensive. </li></ul>
Facebook vs. Print Ads
Engage with younger demographic
Facts of Life on Facebook <ul><li>You cannot control the conversation. </li></ul><ul><ul><li>Fans will talk about competit...
Marketing with Facebook <ul><li>Facebook fans are like money in the bank. </li></ul><ul><li>Spend wisely! </li></ul>
<ul><li>Facebook is immediate. Within minutes of posting we have “likes” and comments, as well as sales. </li></ul>
<ul><li>Facebook is measureable through bit.ly links and Facebook insights. </li></ul>
<ul><li>Facebook Amplifies Other Media </li></ul><ul><li>Facebook </li></ul><ul><li>Newsletter  Retail Contest  Twitter </...
<ul><li>Facebook provides traffic to your website. </li></ul>
<ul><li>SEO through Google indexing Facebook </li></ul>
<ul><li>Facebook can generate direct sales. </li></ul>
Benefits of Facebook <ul><li>Build a relationship with consumers and prospects by creating a “third place” </li></ul><ul><...
Benefits of Facebook <ul><li>Customer insight </li></ul><ul><li>Provide customer service </li></ul><ul><li>Amplify other s...
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Facebook For Business

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Facebook For Business

  1. 1. Lion Brand Yarn Company <ul><li>Launched Facebook in June 2009 </li></ul><ul><li>Today we have over 100,000 fans </li></ul>
  2. 2. <ul><li>Facebook, like much social media, is a virtual third place. </li></ul>
  3. 3. <ul><li>Facebook is a tool , not a strategy. </li></ul><ul><li>First, determine your strategy. </li></ul>
  4. 4. Our strategy : Become a valuable source of information and a vital community for people interested in knitting and creating in order to earn the right to market to them.
  5. 5. Tactics <ul><li>Create a place… </li></ul><ul><li>1. for people to interact with each other. </li></ul>
  6. 6. <ul><li>Create a place… </li></ul><ul><li>2. where fans become brand advocates. </li></ul>
  7. 7. <ul><li>Create a place… </li></ul><ul><li>3. for people to share stories, ideas, tips, photos, and experiences about their hobby. </li></ul>
  8. 8. <ul><li>Create a place… </li></ul><ul><li>4. for us to listen to consumers. </li></ul>
  9. 9. <ul><li>Create a place… </li></ul><ul><li>5. for us to answer questions. </li></ul>
  10. 10. <ul><li>Create a place… </li></ul><ul><li>6. for us to show our appreciation to fans. </li></ul>
  11. 11. <ul><li>Create a place… </li></ul><ul><li>7. where we are seen as individuals instead of a faceless corporation. </li></ul>
  12. 12. How do we know what to say on Facebook?
  13. 13. <ul><li>Surveys </li></ul>
  14. 14. <ul><li>Data </li></ul>
  15. 15. <ul><li>We know our customers after years of corresponding with them. </li></ul>
  16. 16. Who will set up the page and be the voice of Lion Brand? <ul><li>One consistent voice, someone who knows our product and is technically competent. </li></ul><ul><li>Marketing department brainstorms ideas. </li></ul><ul><li>We hired a graduate student in Media Studies who knits and crochets. </li></ul><ul><li>We maintain a calendar of Facebook activity. </li></ul>
  17. 17. How do you build a fan base?
  18. 18. Compelling content brings in fans organically.
  19. 19. Newsletter promotion
  20. 20. Blog
  21. 21. Website
  22. 22. Catalog
  23. 23. Fans Get You Fans <ul><li>Whenever a person posts on your wall, it appears in their friends’ news feeds. </li></ul>
  24. 24. Suggest to Friends on Facebook
  25. 25. Advertise on Facebook <ul><li>It’s easy, highly targeted and inexpensive. </li></ul>
  26. 26. Facebook vs. Print Ads
  27. 27. Engage with younger demographic
  28. 28. Facts of Life on Facebook <ul><li>You cannot control the conversation. </li></ul><ul><ul><li>Fans will talk about competitors and recommend their products. </li></ul></ul><ul><ul><li>Fans will complain. </li></ul></ul><ul><li>It may not take a lot of money, but it does take time and planning. </li></ul>
  29. 29. Marketing with Facebook <ul><li>Facebook fans are like money in the bank. </li></ul><ul><li>Spend wisely! </li></ul>
  30. 30. <ul><li>Facebook is immediate. Within minutes of posting we have “likes” and comments, as well as sales. </li></ul>
  31. 31. <ul><li>Facebook is measureable through bit.ly links and Facebook insights. </li></ul>
  32. 32. <ul><li>Facebook Amplifies Other Media </li></ul><ul><li>Facebook </li></ul><ul><li>Newsletter Retail Contest Twitter </li></ul><ul><li>Podcast Blog </li></ul>
  33. 33. <ul><li>Facebook provides traffic to your website. </li></ul>
  34. 34. <ul><li>SEO through Google indexing Facebook </li></ul>
  35. 35. <ul><li>Facebook can generate direct sales. </li></ul>
  36. 36. Benefits of Facebook <ul><li>Build a relationship with consumers and prospects by creating a “third place” </li></ul><ul><ul><li>Engagement is valuable </li></ul></ul><ul><ul><li>Personalize your brand </li></ul></ul><ul><li>Drive web traffic </li></ul><ul><li>Manage your reputation </li></ul><ul><li>Acquire new customers </li></ul><ul><li>Help build word of mouth </li></ul>
  37. 37. Benefits of Facebook <ul><li>Customer insight </li></ul><ul><li>Provide customer service </li></ul><ul><li>Amplify other social media </li></ul><ul><li>Replace and/or supplement traditional advertising </li></ul><ul><li>Generate direct sales </li></ul>

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