Align expectations for the webinar todayToday - > Kick-start your train of thought- ask questions and get answers- a few tools & tactical tips that may enable better resultsAnother day -> More Facebook webinars- Building your community- Creating your Facebook landing pages• Facebook applications• Successful advertising on Facebook
Facebook dominatesMost popular site 800 million Group & profiles growing at 3-4% each page month inflationMeet everyone Brand Changes magnetism – constantly – for better or worse but less than 5% see ROI
Most penetrated Facebook countriesin % of online population
POLL: Which is the largestdemographic on Facebook –measured on a global scale?
Facebook’s largestdemographic is 35-54 year olds!
Preconceived ideas are uselessUnderstand your audience on Facebook
The research questions most marketersdon’t ask – but should• Whom is my target audience?• How are they using Facebook? – How much time do they spend on Facebook vs. other channels – What do they do when on Facebook – What are their needs, pains, problems?• How can I solve their needs, pains, problems through a Facebook presence?• What else do I need to do to reach my audience?
Organizations whom are seeing real &valuable traction on Facebook aretypically those engaged in many channels Social channels Offline Online assets Inbound Outbound Integrated Conversation Zero Moment of Truth
Siloists and fanaticalinstrumentationalists #FAIL
IF a large proportion of your customers and prospects are active & receptive on Facebook !
IF you can find criticalmass -> enough people to engage and keep engaged
Getting critical mass ->to the point where exponentialkicks-in
Service Receive ListenTalk Listen Listen Listen Can you find something sensible to talk about?
UNDERSTANDING THE DRIVINGBuilding communitiesFORCES OF COMMUNITIESRule of thumb THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET. THE MORE USERS YOU HAVE THE MORE CONTENT YOU WILL GET.THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL GET. THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT. EXCLUSIVITY AND BEING SPECIAL IS STILL IN PLAY 20
POLL: If you were to focusyour Facebook activities ononly one of these objectives– which would it be??
Align Facebook activities to thecustomer journey LIRA LIRA LIRA LIRA Can your customers find Could you use Facebook for value? Can your prospects any of these steps in the find answers? customer buying proces? 22
Diagram this and ask yourself: What can I do that will make my customers happy in each of these lifecycle steps? Acquisition Conversion Retention Win-BackHigh Loyalty Customer value Z Profiling Customer service & support Win-Back x Update, information, interactionLow New Lifecyclus End of relationship relationship
What is Facebook used for? Brand engagement Customer retention Customer acquisition Customer service Hot question What attracts in Traffic each step of the generation customer Consumer journey? profiling
90-9-1 rule of thumb• 90% (of your likes) will only consume content• 9% will engage periodically, but only when the conversation strikes them as interesting• 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view
But there aremany ways to make yourpictures travel
Tip from the trenches Are you branding your Facebook pictures to get a bit of awareness building?
80% of newOnly 3-5% ”likes” of your never visits”likes” will your see your Facebook messages page again
How do you get eyeballs on your messages? Meet Facebook EDGE What decides if your message appears in a users ”news- stream”? • How long ago was the message published? • How engaged are others in this ”post”? • Does this user interact with your page often?
Testing which posts work best• Experiment with frequency (1, 3, 5, 10 x each day)• Differentiate posts ₊ Photos with short text with/without external or internal link ₊ OPC = Other People’s Content shared ₊ Ask question, ask for advise, ask for help ₊ Incentivized content (sweepstakes etc.) ₊ Long stories with emotion or factual ₊ etc
Crowd-souring skaberinteraktion, men ikke altidom det du helst vil tale om
<<< Is A the best headline?<<< Is B the best headline?
Anatomy of winning posts1. Focused on meeting objective2. Relevant message3. Timely message4. Compelling picture (emotions)5. Compelling headline (emotions)6. Intriguing text (draw the reader in)7. Clear call to action (share, comment, click)8. Balance news with messages that can be repeated over and over again
What to call the ”baby” on Facebook? What is best for this telecommunication company? A) Telia in Danmark B) Tech’n Trends C) Tech’n Trends withTelia?
8 critical components for your communitybuilding activities on Facebook1. Set Community Expectations2. Provide Cohesive Branding3. Be Up To Date4. Live Authenticity5. Participate in Dialog6. Enable Peer-To-Peer Interactions7. Foster Advocacy8. Solicit A Call To Action
PURPOSE• What value do you add to customers and/or prospects?• How can consumers emotionally connect?• Is there a common goal that might activate consumers?• Core message: In one sentence what is your core message?
TargetStart with your Eyeballs Channels groups content concept Uniqueness Stories and media Content Sub Production Creative concept concepts processes/repurpose Analytics Measure Conversion success ROMI
Learn about your audience before youdevelop your content concept• Who/where are they?• What are their interests?• What are their problems?• What sort of bandwidth connection?• What else do they like? Let’ see an example next...
STRATEGY• What is the main focus in your consumer connect efforts?• Long term vs. Short term activation: What are your long term goals vs. Short term wins?• How can you broaden your story to make it worth reacting to 365 days a year?
TACTICS• Proof: What is the tangible proof of our consumer connect focus?• Social media voice: What is your social media personality? How can you translate this in compelling interactions?• Digital infrastructure: How can you optimize your paid, earned and owned media properties online to connect?• Capitalize: How are you going to capitalize on what you are already doing?• Plan for touchpoints, people and content• Conversion; Where do your efforts lead to? Are they building followers, sales, generating leads?
How much are you willing to pay for engagement and how do you do it? Branding/ Awareness Explore Landing page TrialAdd signup/ Trial Like buy Purchase /On site EngagedBlogs CPO = £$€ ?AffiliatesEmail CPI/CPL = £$€ ? • Measure conversions • Monitor successes
EXECUTION• Conversation worthy content: be sure that content is interesting, relevant and unique whenever possible• Make it shareable: Add sharing buttons, make it embeddable• Capitalize on content: Build visual proof of everything you do. Cases, behind the scenes and use these
Experimentation is crucial • Experiment personally before professionally • Try a variety of methods, tools and tactics • Accept failure as a big part of your success
GOVERNANCE AND POLICIES• Whom is responsible?• What can we say, won’t we say, don’t we discuss?• How fast do we need to respond?• How do we monitor activities• In-sourcing / outsourcing• The role of PR
Building your landing page• Summarize benefits and don’t oversell• Ensure that the call to action is clear – Tell people what you want them to do• Use testimonials if possible• Use hero-shots if possible• If you want to acquire data about a new ”like” use a two step process
How to make the landing page known?• Integrate in all of your communication• Once launched push hard to get critical mass (remember what we spoke about?)• When you have significant traffic to the page, consider testing different variations
Learn more about this topicMichael Leander is an internationalmarketing speaker. He has spoken in 35+countries and at countless webinars..Find him herehttp://www.twitter.com/michaelleanderSpeaking: http://www.michaelleander.meConsulting: http://www.michaelleander.comEmail: firstname.lastname@example.org