POLL: Thinking about yourprofessional life, what is your levelof experience with Facebook?
This is what we intend to cover today• Stats, background, prerequisites and cautions• Creating the right plan for your Facebook presence• Best practices for customer engagement on Facebook• Setting up and monitoring advertisement campaigns on Facebook• Facebook on page tactics
Coming Facebook webinars- watch Markedu’s newsletters for info• Building your community• Creating your Facebook landing pages• Facebook applications• Successful advertising on Facebook• And more
Terminology: A member = A fan = A likePremise: only pages, not groups discussed today
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
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
From Facebook A to Z Guide3 of 49 tips toimprove yourFacebook presence
Tip 1: Widgets, plugins and badgesEngage your website and blogvisitors > attract more FacebooklikesFacebook social plugins:http://developers.facebook.com/docs/plugins/Facebook badges:http://www.facebook.com/badges/
Tip 2: Get fans to join via SMS/textPerfect for ...• Live events• Advertisements inTV, Radio, Outdoor• Maybe even on yourBusinesscard?• Or at POS (Point of Sale?)
Think hard before you phrase your call to actions !
Tip 3: Realistic engagement rates1% engagement rate is good ! Links are tracked differently Percentage of people who were exposed to the message and either commented or liked!Article about this topichttp://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/
Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action
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? 43
Questions to ask1. Where are my customers?2. How do they their spend time?3. What are my objectives?4. What are my options?5. Should I develop a SWOT for6. each channel?7. How much time can I spend?8. What is the commitment involved9. for each channel? Short, long term.10. What is my optimal mix?11. How can I repurpose content from12. one channel to another?13. And 19 other questions
What are we managing here? LIRA LIRA LIRA LIRA Could you use Facebook for any of these steps in the customer buying proces? 47
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?• TIP: the better you match that – the more successful you will be ! 49
What is Facebook used for? Brand engagement Customer retention Customer acquisition Customer service Traffic generation (adds) Consumer profiling
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 59
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 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
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