Facebook marketing room214

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Facebook marketing room214

  1. 1. Facebook Marketing Best Practices on the World’s Most Powerful Social Network June 16, 2010 Presented by: Jason Cormier, Co-Founder Room 214 @jasoncormier room214.com } info@room214.com } @room_214 } 866.624.1851
  2. 2. A Subtle Queue on What’s In it For You • When You See the Bag… Take it and Run! • What’s In the Bag… - Could be worthy of doing today - Might be worth sharing (on Twitter) #womma room214.com } info@room214.com } @room_214 } 866.624.1851
  3. 3. Big Picture Social Media Marketing • Business Intelligence Establish benchmarks, monitor conversations, define KPI’s • Program Management Content strategy, campaign execution, community building, measurement • Application Development Tools to integrate, differentiate and support social & business objectives room214.com } info@room214.com } @room_214 } 866.624.1851
  4. 4. Fast Facebook Facts • Over 100 Million US Users • Surpassing Google on Page Visits • 700% annual increase in time users spent on platform - 2009 vs. 2008 (Nielson) room214.com } info@room214.com } @room_214 } 866.624.1851
  5. 5. room214.com } info@room214.com } @room_214 } 866.624.1851
  6. 6. room214.com } info@room214.com } @room_214 } 866.624.1851
  7. 7. Facebook Privacy: Default vs. Control room214.com } info@room214.com } @room_214 } 866.624.1851
  8. 8. Overview & Recommended Practices room214.com } info@room214.com } @room_214 } 866.624.1851
  9. 9. 3 Key Marketing Questions 1. What can YOU do? • Earn Media • Pay for Media 2. What can THEY do? • Lurk • Like • Engage 3. What can they SHARE? room214.com } info@room214.com } @room_214 } 866.624.1851
  10. 10. Off-the-Shelf Facebook Functionality • Discussion Boards • Notes – Like a blog, with ability for fans to comment • Photos – Upload (and tag) photos within photo albums • Video – Upload video files / record video messages • Links – share content by posting (or attaching links) on your Wall • Events – Create events that people can RSVP to • Flash Player – Box where you can upload your own Flash files • Static Facebook Markup Language (FBML) – Upload your own HTML for custom layouts room214.com } info@room214.com } @room_214 } 866.624.1851
  11. 11. Key Facebook Fan Page (Public Profile) Attributes • Another Brick in the Wall Used to update status, photos, videos. May be updated by Admin and/or people who like page • Custom Tabs Up to 4 are displayed, leverage FBML to name and customize - or 3rd party applications Think News Feed! This is a key to being viral: What’s on your wall is often on others’ wall room214.com } info@room214.com } @room_214 } 866.624.1851
  12. 12. Establish the Right Page Settings • Edit who can see your Facebook Page Country or age restrictions for a page if/when necessary • Edit Wall display Display only posts made by the page or display both posts by the page and fans • Designate a landing page Users can land on custom tabs instead of the wall • Consider Fan Permissions Edit what type of content, if any, fans can post to the Page’s wall room214.com } info@room214.com } @room_214 } 866.624.1851
  13. 13. Facebook Starter Recommendations Use a Fan Page, Not a Group Page - wider range of status updates - access to advanced stats Use a Vanity URL (facebook.com/yourcorp) Enable Posts by Admin AND Fans Leverage Custom Tabs Invite Followers via Email lists & Web Pages Promote to Related Group Pages - Post on their wall, OR - Get permission from Group Admin room214.com } info@room214.com } @room_214 } 866.624.1851
  14. 14. Monitor Your Status Updates and Wall Respond To Both Positive And Negative Comments • Fans often use Facebook to express opinions, problems, praises, etc. • Surprise them by listening and responding • Even a simple, “Thanks for your comment, we’re listening!” goes a long way room214.com } info@room214.com } @room_214 } 866.624.1851
  15. 15. Make Status Updates Relevant & Worth Sharing • Post Exclusive Content, leveraging outbound links you can track through bit.ly • Consider causes, controversies and current events Geo-target messaging by country, city and language room214.com } info@room214.com } @room_214 } 866.624.1851
  16. 16. Invite Friends to Suggest to Friends room214.com } info@room214.com } @room_214 } 866.624.1851
  17. 17. Social Search Optimization is Here - Recent deals with Google and Bing are rendering Facebook content within search engine results - Facebook is making all the right moves to become a search engine Use your keywords inside of Facebook - in status updates - near top of About section - in static pages (especially info page) - within links room214.com } info@room214.com } @room_214 } 866.624.1851
  18. 18. Use Facebook Insights to Track Content & Fans • Monitor interaction trends, post quality, demographics, fan numbers and page views (to name a few!) • Utilize the data to adjust your content sharing strategy if needed room214.com } info@room214.com } @room_214 } 866.624.1851
  19. 19. See How Fans Get To And Use Your Page • Find out which tabs on your page are being visited the most. It might surprise you! • Monitor how fans are getting to your Facebook page. Other community opportunities may arise. room214.com } info@room214.com } @room_214 } 866.624.1851
  20. 20. Facebook’s New Social Plugins room214.com } info@room214.com } @room_214 } 866.624.1851
  21. 21. Social Plugins – The Like Box room214.com } info@room214.com } @room_214 } 866.624.1851
  22. 22. Community Pages vs. Fan Pages room214.com } info@room214.com } @room_214 } 866.624.1851
  23. 23. Facebook Applications room214.com } info@room214.com } @room_214 } 866.624.1851
  24. 24. Tab Management • Designate one of your tabs as the landing page (instead of the wall) • Use FBML or custom applications to better engage your audience room214.com } info@room214.com } @room_214 } 866.624.1851
  25. 25. room214.com } info@room214.com } @room_214 } 866.624.1851
  26. 26. Integrated Tab Applications room214.com } info@room214.com } @room_214 } 866.624.1851
  27. 27. Applications that Entertain room214.com } info@room214.com } @room_214 } 866.624.1851
  28. 28. Applications that Inform (Utility) room214.com } info@room214.com } @room_214 } 866.624.1851
  29. 29. room214.com } info@room214.com } @room_214 } 866.624.1851
  30. 30. Applications that Support Customer Service Click for Click for Click for “If you are experiencing a technical Emergency Emergency or service-related emergency, sound the alarm Emergency Service Serviceimmediate assistance.” Service to notify a customer service representative for animation of glass Fill out breaking form Customer data sent to an email or as a text to customer support personnel cell phones room214.com } info@room214.com } @room_214 } 866.624.1851
  31. 31. Facebook Advertising room214.com } info@room214.com } @room_214 } 866.624.1851
  32. 32. Facebook vs. Google Facebook Google Targeting: Targeting: • Age • Location • Gender • Keywords • Relationship Status • Location • Birthday • Education • Workplaces • Likes and Interests • Connections on Facebook room214.com } info@room214.com } @room_214 } 866.624.1851
  33. 33. Social Media Advertising Paradigm Shift • Pay once, get permission to advertise repeatedly to somebody equipped to share at that very moment • Double the value of an email • “Social media is the grease in the marketing funnel” • Traditional search marketing is finding people ready to buy • People on Facebook are ready to connect with other people room214.com } info@room214.com } @room_214 } 866.624.1851
  34. 34. Understanding Advertising in Facebook Traditional Paid Search Social Media Cost per fan vs. Revenue Cost per click vs. Revenue Revenue Model per fan per click Optimization Viral Factor, cross-channel CTR and Conversion Rate Tactic distribution room214.com } info@room214.com } @room_214 } 866.624.1851
  35. 35. Promote Your Page With Facebook Ads Use targeting capabilities to reach the appropriate audience room214.com } info@room214.com } @room_214 } 866.624.1851
  36. 36. Facebook Ad Targeting Capabilities • To dial in the best keywords, utilize the “Suggested Likes & Interests” tool: • Try plugging in popular fan pages or even competitors fan pages into the tool • Can link to fan pages, events, groups or external websites Facebook Ads FAQ: http://www.facebook.com/help/?page=863 room214.com } info@room214.com } @room_214 } 866.624.1851
  37. 37. Facebook Ad Features • “Social Interaction ads” enable you to see friend likes, and apply a like yourself • The ads are viral because they appear on walls and news feeds of their friends • Note the “Estimated Reach” tool on the right when creating ads • Adding additional keywords increases reach • Expect extremely low click-through-rates, under 1% is common • “Actions” are the key metric, shows increase in fan numbers • Start your initial bids in the lower middle range of the suggested Facebook bid, and then tweak accordingly room214.com } info@room214.com } @room_214 } 866.624.1851
  38. 38. Leveraging Friends of Connections room214.com } info@room214.com } @room_214 } 866.624.1851
  39. 39. CPC vs. CPM room214.com } info@room214.com } @room_214 } 866.624.1851
  40. 40. Testing What You Can Wall Custom Tab 6:00 pm 24 fans 52 fans 8:00 pm 39 fans 26 fans room214.com } info@room214.com } @room_214 } 866.624.1851
  41. 41. Facebook Advertising Recommendations • Employ Friends of Connections Marketing • Drive Traffic to Landing Pages OR Custom Tabs • Track Conversions as Much as You Can • Test CPM against CPC • Expect best “viral” results in Facebook will include a combination of apps and ads. • Give: Coupons, sweepstakes, incentives, etc. room214.com } info@room214.com } @room_214 } 866.624.1851
  42. 42. Rules and References room214.com } info@room214.com } @room_214 } 866.624.1851
  43. 43. How Room 214 Helps Brands on Facebook “214 Apps” for Facebook: A suite of social applications developed to help brands extend visibility, engagement and loyalty on Facebook Professional Services • Content Strategy, Consultation and Training • Custom Design and Integration of Applications • Outsourced Community Management and Monitoring • Facebook Advertising Management room214.com } info@room214.com } @room_214 } 866.624.1851
  44. 44. Facebook Rules of the Road • Facebook Promotions Must: - Be on a canvas page, or box/ 3rd-party application in a tab - Have approval of materials for the promotion, submitted to a Facebook account representative (and approved) at least 7 days prior to promotion start date. Note: Access to a rep may require a minimum ad spend • Facebook Promotions Must NOT: - Consist of photo upload contests (that leverage newsfeed) - Include requirements of responding or commenting in News Feed - Consist of status updates - Notify winners through Facebook - Require purchase of a product • Facebook Promotions CAN: - Require you become a fan (like a page) to be part of the contest room214.com } info@room214.com } @room_214 } 866.624.1851
  45. 45. References / Tools / Competitors: Facebook: http://facebook.com/insights http://facebooks.com/advertising Inside Facebook, http://insidefacebook.com All Facebook, http://allfacebook.com Wildfire, http://www.widlfireapps.com Involver, http://www.involver.com Context Optional, http://www.contextoptional.com Vitrue: http://www.vitrue.com room214.com } info@room214.com } @room_214 } 866.624.1851
  46. 46. Thank You! Jason Cormier Co-Founder, Room 214 jcormier@room214.com Twitter: @JasonCormier Phone: 866-624-1851 x101 Web: Room214.com | 214Apps.com Blog: CaptureTheConversation.com room214.com } info@room214.com } @room_214 } 866.624.1851

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