Facebook markedsføring og tips på dansk

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Fra Markedu's Facebook markedsføring og tips webseminar på dansk

Webseminaret giver en introduktion til hvordan man bør tænke for at få mest mulig success med markedsføring via Facebook.

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Facebook markedsføring og tips på dansk

  1. 1. Facebook MarketingInspiration and tips Presented by Michael Leander www.michaelleander.me
  2. 2. Engage with us in Facebook - live http://www.facebook.com/MarkeduMarketinghttp://www.facebook.com/michaelleandernielsen
  3. 3. Hvad er dinerfaring medFacebookmarkedsføring?
  4. 4. 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
  5. 5. WhyFacebook?
  6. 6. 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
  7. 7. Most penetrated Facebook countriesin % of online population
  8. 8. POLL: Which is the largestdemographic on Facebook –measured on a global scale?
  9. 9. Facebook’s largestdemographic is 35-54 year olds!
  10. 10. Preconceived ideas are uselessUnderstand your audience on Facebook
  11. 11. 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?
  12. 12. 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
  13. 13. Siloists and fanaticalinstrumentationalists #FAIL
  14. 14. IF a large proportion of your customers and prospects are active & receptive on Facebook !
  15. 15. IF you can find criticalmass -> enough people to engage and keep engaged
  16. 16. Getting critical mass ->to the point where exponentialkicks-in
  17. 17. Service Receive ListenTalk Listen Listen Listen Can you find something sensible to talk about?
  18. 18. 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
  19. 19. POLL: If you were to focusyour Facebook activities ononly one of these objectives– which would it be??
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 25
  24. 24. 26
  25. 25. What drives people to ”like”? Keywords in About text box Use info tab to include keywords, links, text Create static ”FBML” boxes/tabs with lenghty content and more links
  26. 26. Uniquepassionate emotional authentic focusedinteractivemeaningful …
  27. 27. IF you can make Facebook work to bring ROMI(Return on Marketing Investment) on your activities
  28. 28. Short vs. long term effect and impacton cash-flow in social media marketing
  29. 29. Romy Ruth VS. ROT = Return on Time
  30. 30. Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action
  31. 31. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  32. 32. • http://blog.campalyst.com/wp- content/uploads/2011/10/Conversion-funnel-This is 21.png wherethe fun is >>>
  33. 33. Let’s look at our game plan Concepts, tips & random thoughts about Facebook marketing
  34. 34. Do you like your own posts?
  35. 35. Source http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/
  36. 36. 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
  37. 37. Let’s talk numbers !Where is the disconnect?
  38. 38. The numbers thatmatter (momentarily)- Reach (158/2200=7%)- Talks about (comments)- Shared
  39. 39. People are people ! The conversion challenge What is the sad story about reaching 150.000 people with this?
  40. 40. Photo economy iswhat it is all about
  41. 41. But there aremany ways to make yourpictures travel
  42. 42. Tip from the trenches Are you branding your Facebook pictures to get a bit of awareness building?
  43. 43. 80% of newOnly 3-5% ”likes” of your never visits”likes” will your see your Facebook messages page again
  44. 44. 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?
  45. 45. Understand howyour audienceengagesUse Facebookinsights regularly2217 / 159 = ?%
  46. 46. 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
  47. 47. Crowd-souring skaberinteraktion, men ikke altidom det du helst vil tale om
  48. 48. <<< Is A the best headline?<<< Is B the best headline?
  49. 49. 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
  50. 50. For retailers (get Buddy report)
  51. 51. Scheduling contentManual orautomatic or both?Facebook only ormore social mediaplatforms?Quick insight totool
  52. 52. 55
  53. 53. 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?
  54. 54. 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
  55. 55. 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?
  56. 56. 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
  57. 57. 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...
  58. 58. AuthenticityEmotionsProofCommunity drivenCuriosity
  59. 59. 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?
  60. 60. 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?
  61. 61. 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
  62. 62. 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
  63. 63. Experimentation is crucial • Experiment personally before professionally • Try a variety of methods, tools and tactics • Accept failure as a big part of your success
  64. 64. Measure & Manage relentlessly
  65. 65. 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
  66. 66. Examples – personal engagement
  67. 67. Firstimpressionslasts
  68. 68. 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
  69. 69. 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
  70. 70. Spread the word onsite
  71. 71. Advertise on Facebook Attend new webinar specifically about Facebook advertisement
  72. 72. Seriously important
  73. 73. Ad multiplication (agency can help here)
  74. 74. Random tips andinput
  75. 75. Place pages -> do not underestimate
  76. 76. Video adds and content
  77. 77. 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: leander@michaelleander.com

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