FacebookMarketingwebinarMarkedu               • Michael Leanderweb seminar    • leander@michaelleander.compresentation   •...
Like us – please. Please won’t you like us?http://www.facebook.com/michaelleandernielsen   http://www.facebook.com/Markedu...
This web-seminar wasorganized by MarkeduCheck this list of freewebinars
This is what we intend to cover today• Stats, background, prerequisites and cautions• Creating the right plan for your Fac...
5
8 components to results1.   Set Community Expectations2.   Provide Cohesive Branding3.   Be Up To Date4.   Live Authentici...
3 of 29 tips to improve engagement1. Embed Facebook widgets on   your websiteExample: http://www.markedu.com/web-seminars/...
NEW !Get pre-recorded webinars with action guides                                    The Guide includes....The Facebook A ...
Terminology: A member = A fan = A likePremise: only pages, not groups discussed today
AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
Why Facebook?  Or why continue on Facebook?
IF a large proportion  of your customers  and prospects are        there !
IF you can find criticalmass -> enough people to engage and keep       engaged
Getting critical mass ->to the point where exponential kicks-in
IF you can make itwork to bring ROI on your activities
Facebook is the world’s most visited site
Unprecedented dominance
https://www.facebook.com/FacebookLive?sk=app_127337483972992
Local numbers – Gulf/Levant Country        Users          Growth            PenetrationBahrain          287 820    +10 360...
Source: http://www.socialbakers.com/facebook-statistics/
Mostpenetrated  countries
The Google Adword problem is real!
POLL: Which is the largestdemographic on Facebook –measured on a global scale?    The attendees at this web seminar got th...
Facebook’s largest demographicis 35-54 !
Why NOTFacebook?
IF you do not havethe Time & Money   to do it right!
90% of all Facebookcommunity (page)building initiatives fail –mostly because of thewrong or no real purpose
30
31
The proof
Game changer:Social sign-in fast becoming the new standardSurvey data from Janrain survey
Caution!
Remember ! Your job isabout prioritizing                         -   What is your objective?                         -   H...
Don’t become anInstrumentationalevangelist                    39
What are we managing here?                             41
Homework• Define your customers buying process• Document your selling process• Where in the buying/selling process do  you...
What is Facebook used for?                 Brand engagement                  Customer retention                 Customer a...
44
45
POLL: If you were to focus yourFacebook activities on only one ofthese objectives – which would itbe?
Customer acquisition numbers                               47
48
Short vs. long term effect and impacton cash-flow in social media marketing
More workMore details   ROT Problem   More  numbers   More  people?   More  money?
UNDERSTANDING THE DRIVINGRuleOFof thumbFORCES COMMUNITIES          THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET. ...
Targeting
Targetingexample
Best practicemethodology
56
PURPOSE• What value do you add to customers and/or  prospects?• How can consumers emotionally connect?• Is there a common ...
TargetStart with you                                 Eyeballs   Channels                                groups   content  ...
Learn about your audience before youdevelop your content concept•   Who/where are they?•   What are their interests?•   Wh...
STRATEGY• What is the main focus in our consumer connect  efforts?• Long term vs. Short term activation: What are our  lon...
TACTICS• Proof: What is the tangible proof of our consumer connect  focus?• Social media voice: What is your social media ...
How much are you willing to pay for        engagement and how do you do it?             Branding/             Awareness   ...
EXECUTION• Conversation worthy content: be sure that content is  interesting, relevant and often unique• Make it shareable...
Experimentation is crucial • Experiment personally   before professionally • Try a variety of methods,   tools and tactics...
GOVERNANCE AND POLICIES•   Whom is responsible?•   What can we say, won’t we say, don’t we discuss?•   How fast do we need...
Examples – personal engagement
Firstimpressionslasts
Building your landing page• Summarize benefits and don’t oversell• Ensure that the call to action is clear  – Tell people ...
How to make the landing page known?• Integrate in all of your communication• Once launched push hard to get critical mass ...
Examples of promotingFacebook presence inprint advertising – magazinesfrom United Arab Emirates
What drives people to ”like”?
Spread the word onsite
Advertise on FacebookWant to get a glimpse of Facebook advertisement
Target the offers –don’t send traffic toyour homepage unless
Video ads
Seriously important
Ad multiplication (agency can help here)
Random tips andinput
Scheduling contentManual orautomatic or both?Facebook only ormore social mediaplatforms?Quick insight totool
Itemize the like button and thinke-commerce soon
Updates have poor reach                          Navi bar
Place pages -> do not underestimate
Video adds and content
AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
T: twitter.com/michaelleanderM: +45 27 28 29 53E: leander@michaelleander.com
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
Facebook Marketing by Michael Leander
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Facebook Marketing by Michael Leander

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Presentation from Markedu's Facebook Marketing webinar. The webinar was presented by marketing speaker Michael Leander

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Facebook Marketing by Michael Leander

  1. 1. FacebookMarketingwebinarMarkedu • Michael Leanderweb seminar • leander@michaelleander.compresentation • mLn@fokusintegrated.com
  2. 2. Like us – please. Please won’t you like us?http://www.facebook.com/michaelleandernielsen http://www.facebook.com/MarkeduMarketing
  3. 3. This web-seminar wasorganized by MarkeduCheck this list of freewebinars
  4. 4. This is what we intend to cover today• Stats, background, prerequisites and cautions• Creating the right plan for your Facebook presence – Setting up your page for maximum effect• Best practices for customer engagement on Facebook• Setting up and monitoring advertisement campaigns on Facebook• Facebook on page tactics
  5. 5. 5
  6. 6. 8 components to results1. 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
  7. 7. 3 of 29 tips to improve engagement1. Embed Facebook widgets on your websiteExample: http://www.markedu.com/web-seminars/2. Get fans to join via SMS/text3. Engagement rate of 1% orbetter is generally consideredgood
  8. 8. NEW !Get pre-recorded webinars with action guides The Guide includes....The Facebook A to Z • What to do before you setupGuide for Business your page• Complete guide to become • How to create compelling successful on Facebook landing pages to convert maximum likes• 11 hours of recording • How to engage with your• 19 page actionable advice community • How to measure your success• Take quiz – get certificate • How to integrate with other• Buy at 50% before 16 media channels September • How to work with Facebook on- page tactics• Only € 49 / USD 59* • Lots of case studies and *Based on credit card examples payment – add € 10 for invoice • And much more
  9. 9. Terminology: A member = A fan = A likePremise: only pages, not groups discussed today
  10. 10. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  11. 11. Why Facebook? Or why continue on Facebook?
  12. 12. IF a large proportion of your customers and prospects are there !
  13. 13. IF you can find criticalmass -> enough people to engage and keep engaged
  14. 14. Getting critical mass ->to the point where exponential kicks-in
  15. 15. IF you can make itwork to bring ROI on your activities
  16. 16. Facebook is the world’s most visited site
  17. 17. Unprecedented dominance
  18. 18. https://www.facebook.com/FacebookLive?sk=app_127337483972992
  19. 19. Local numbers – Gulf/Levant Country Users Growth PenetrationBahrain 287 820 +10 360 3,73% 39,00%Kuwait 803 780 +174 040 27,64% 28,82%UAE 2 319 160 +183 500 8,59% 46,61%Lebanon 1 171 600 +188 460 19,17% 28,40%Jordan 1 638 780 +534 300 48,38% 25,58%Oman 279 960 +60 600 27,63% 9,43%Saudi Arabia 3 985 480 +772 060 24,03% 15,49% +1.9 mill
  20. 20. Source: http://www.socialbakers.com/facebook-statistics/
  21. 21. Mostpenetrated countries
  22. 22. The Google Adword problem is real!
  23. 23. POLL: Which is the largestdemographic on Facebook –measured on a global scale? The attendees at this web seminar got the answer all wrong
  24. 24. Facebook’s largest demographicis 35-54 !
  25. 25. Why NOTFacebook?
  26. 26. IF you do not havethe Time & Money to do it right!
  27. 27. 90% of all Facebookcommunity (page)building initiatives fail –mostly because of thewrong or no real purpose
  28. 28. 30
  29. 29. 31
  30. 30. The proof
  31. 31. Game changer:Social sign-in fast becoming the new standardSurvey data from Janrain survey
  32. 32. Caution!
  33. 33. Remember ! Your job isabout prioritizing - What is your objective? - How soon? - What can be done? - What is required to do that? - How can this instrument help me? - Are there better ways to accomplish my objective? 37
  34. 34. Don’t become anInstrumentationalevangelist 39
  35. 35. What are we managing here? 41
  36. 36. Homework• Define your customers buying process• Document your selling process• Where in the buying/selling process do you want social media / Facebook to fit in? 42
  37. 37. What is Facebook used for? Brand engagement Customer retention Customer acquisition Customer service Traffic generation (adds) Consumer profiling
  38. 38. 44
  39. 39. 45
  40. 40. POLL: If you were to focus yourFacebook activities on only one ofthese objectives – which would itbe?
  41. 41. Customer acquisition numbers 47
  42. 42. 48
  43. 43. Short vs. long term effect and impacton cash-flow in social media marketing
  44. 44. More workMore details ROT Problem More numbers More people? More money?
  45. 45. UNDERSTANDING THE DRIVINGRuleOFof thumbFORCES COMMUNITIES 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 52
  46. 46. Targeting
  47. 47. Targetingexample
  48. 48. Best practicemethodology
  49. 49. 56
  50. 50. 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?
  51. 51. TargetStart with you Eyeballs Channels groups content concept Uniqueness Stories and media Content Sub Production Creative concept concepts processes/repurpose Analytics Measure Conversion success ROMI
  52. 52. 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...
  53. 53. STRATEGY• What is the main focus in our consumer connect efforts?• Long term vs. Short term activation: What are our long term goals vs. Short term wins?• How can we broaden our story to make it worth reacting to 365 days a year?
  54. 54. 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?
  55. 55. 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
  56. 56. EXECUTION• Conversation worthy content: be sure that content is interesting, relevant and often unique• 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
  57. 57. Experimentation is crucial • Experiment personally before professionally • Try a variety of methods, tools and tactics • Accept failure as a big part of your success
  58. 58. 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
  59. 59. Examples – personal engagement
  60. 60. Firstimpressionslasts
  61. 61. 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
  62. 62. 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
  63. 63. Examples of promotingFacebook presence inprint advertising – magazinesfrom United Arab Emirates
  64. 64. What drives people to ”like”?
  65. 65. Spread the word onsite
  66. 66. Advertise on FacebookWant to get a glimpse of Facebook advertisement
  67. 67. Target the offers –don’t send traffic toyour homepage unless
  68. 68. Video ads
  69. 69. Seriously important
  70. 70. Ad multiplication (agency can help here)
  71. 71. Random tips andinput
  72. 72. Scheduling contentManual orautomatic or both?Facebook only ormore social mediaplatforms?Quick insight totool
  73. 73. Itemize the like button and thinke-commerce soon
  74. 74. Updates have poor reach Navi bar
  75. 75. Place pages -> do not underestimate
  76. 76. Video adds and content
  77. 77. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  78. 78. T: twitter.com/michaelleanderM: +45 27 28 29 53E: leander@michaelleander.com

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