FacebookMarketingwebinarMarkedu • Michael Leanderweb seminar • email@example.com • mLn@fokusintegrated.com
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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
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
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
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
Terminology: A member = A fan = A likePremise: only pages, not groups discussed today
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
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. 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
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 you 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 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?
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 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
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
Examples of promotingFacebook presence inprint advertising – magazinesfrom United Arab Emirates