Lisbon Facebook Marketing Workshop, part 1

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Michael Leander's presentation from the ASAP Facebook Marketing Workshop in Lisbon, Portugal.

Event organized by Markedu in association with e-Goi.

Published in: Business, Technology
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Lisbon Facebook Marketing Workshop, part 1

  1. 1. Which reads the mostwords per minute – the eye or the ear? 2.500 words per minute 125 words per minute
  2. 2. Photos more likely to engage on Facebook Tell a story – relate to your core message Consider including USP’s Stir an emotion
  3. 3. People talk about pictures, sharethem, LOL at them
  4. 4. Portuguese language only 52,1% 87,5% sell to businesses 75,0% sell to consumers 20% do not have a Facebook brand page Wanted result: 37,8 % Improve reputation Goal: 22,2% attract web-traffic60,9% nurture customers56,5% sell more products 10,9% customer service 50% in more than 3 social channels 25% do not offer sharing on website
  5. 5. 1/3 do not trackdigital marketing activities 54% don’t know what sentiment analysis is Marketing staff 31,1% solo person 44,4% are 2-3 people 13,3% are 9-19 people
  6. 6. 1. Integrate Facebook activities2. Increase engagement3. Measure conversion from Facebook to call to action
  7. 7. ThoughtsWhat to consider when you create yourFacebook Engagement Plan
  8. 8. Your targetprospect is exposed to 6000 advertising messages every single day
  9. 9. Short attention span, loads of intrusion- how do you cut through the clutter? Do I know you? Do I need you? Brain Can I trust you? filter
  10. 10. Unique passionatee motional authentic focusedinteractivem eaningful…
  11. 11. Key trends changing buying behavior
  12. 12. Significant changes in buying behavior No sex on the first date Referral & recommendation OTS* high to get a reaction Latency increase incubationtime*OTS = Opportunity to see
  13. 13. Short vs. long term effect and impacton cash-flow in social media marketing
  14. 14. More workMore details ROT Problem More numbers More people? More money?
  15. 15. WhyFacebook?
  16. 16. 20
  17. 17. Facebook dominatesMost popular site 901 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
  18. 18. Game changer:Social sign-in fast becoming the new standardSurvey data from Janrain survey
  19. 19. IF a large proportion of your customers and prospects are active & receptive on Facebook !
  20. 20. IF you can find criticalmass -> enough people to engage and keep engaged
  21. 21. Getting critical mass ->to the point when exponentialgrowth kicks-in
  22. 22. You reallyneed a plan- purpose- strategy- tactics- execution- measure 29
  23. 23. 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
  24. 24. Which is more important? Content Community
  25. 25. UNDERSTANDING THE DRIVING RuleOF COMMUNITIES FORCES 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 32
  26. 26. 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
  27. 27. Service Receive ListenTalk Listen Listen Listen Can you find something sensible to talk about?
  28. 28. Quick excerciseWhat do you want totalk about? What does your target audience want to talk about?
  29. 29. 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
  30. 30. Whom is it cheaper to sell to? New customers / leads Existing customers
  31. 31. Existing customers are sources ofcheaper income, referrals, reputation... Easier & cheaper to sell to, cheaper to serve Reviews & endorsements WOM and 1-on-1 sharing
  32. 32. Whichproblems are youtrying to solve?
  33. 33. 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? 41
  34. 34. Social Media is multi-channel – Multichannelmarketers multiply ROMI by 5, 10, 15
  35. 35. Simplified example - retail
  36. 36. 4 minute community co-production• 5 volunteers• Ok with camera and subsequently posting on Facebook
  37. 37. FacebookAudienceBehavior
  38. 38. A few interesting facts• Facebook fans are more likely to purchase, consider, and recommend brands• Facebook ”fandom” has the largest impact on purchase• The value in your Facebook fan base is in their willingness to recommend
  39. 39. Only 3-14% 80% of new of your ”likes” never”likes” will visit your see your Facebook messages page again
  40. 40. Get 9 more vital behavioral insights• Complete the evaluation survey by Wednesday next week and get the document
  41. 41. T: twitter.com/michaelleanderM: +45 27 28 29 53E: leander@michaelleander.com
  42. 42. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  43. 43. Spread the word onsite
  44. 44. Advertise on FacebookWant to get a glimpse of Facebook advertisement
  45. 45. Target the offers –don’t send traffic toyour homepage unless
  46. 46. Video ads
  47. 47. Seriously important
  48. 48. Ad multiplication (agency can help here)
  49. 49. Random tips andinput
  50. 50. Scheduling contentManual orautomatic or both?Facebook only ormore social mediaplatforms?Quick insight totool
  51. 51. Itemize the like button and thinke-commerce soon
  52. 52. The viral loop
  53. 53. Updates have poor reach Navi bar
  54. 54. Place pages -> do not underestimate

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