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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

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 Facebook Marketing by Michael Leander Presentation Transcript

  • FacebookMarketingwebinarMarkedu • Michael Leanderweb seminar • leander@michaelleander.compresentation • mLn@fokusintegrated.com
  • Like us – please. Please won’t you like us?http://www.facebook.com/michaelleandernielsen http://www.facebook.com/MarkeduMarketing
  • 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 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
  • 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
  • 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 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
  • 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 the answer all wrong
  • 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? - 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
  • 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 want social media / Facebook to fit in? 42
  • What is Facebook used for? Brand engagement Customer retention Customer acquisition Customer service Traffic generation (adds) Consumer profiling
  • 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. 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
  • 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 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
  • Examples – personal engagement
  • Firstimpressionslasts
  • 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
  • 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