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Facebook marketing room214

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  • 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. 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. 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. 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. room214.com } info@room214.com } @room_214 } 866.624.1851
  • 6. room214.com } info@room214.com } @room_214 } 866.624.1851
  • 7. Facebook Privacy: Default vs. Control room214.com } info@room214.com } @room_214 } 866.624.1851
  • 8. Overview & Recommended Practices room214.com } info@room214.com } @room_214 } 866.624.1851
  • 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. 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. 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. 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. 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. 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. 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. Invite Friends to Suggest to Friends room214.com } info@room214.com } @room_214 } 866.624.1851
  • 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. 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. 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. Facebook’s New Social Plugins room214.com } info@room214.com } @room_214 } 866.624.1851
  • 21. Social Plugins – The Like Box room214.com } info@room214.com } @room_214 } 866.624.1851
  • 22. Community Pages vs. Fan Pages room214.com } info@room214.com } @room_214 } 866.624.1851
  • 23. Facebook Applications room214.com } info@room214.com } @room_214 } 866.624.1851
  • 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. room214.com } info@room214.com } @room_214 } 866.624.1851
  • 26. Integrated Tab Applications room214.com } info@room214.com } @room_214 } 866.624.1851
  • 27. Applications that Entertain room214.com } info@room214.com } @room_214 } 866.624.1851
  • 28. Applications that Inform (Utility) room214.com } info@room214.com } @room_214 } 866.624.1851
  • 29. room214.com } info@room214.com } @room_214 } 866.624.1851
  • 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. Facebook Advertising room214.com } info@room214.com } @room_214 } 866.624.1851
  • 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. 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. 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. 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. 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. 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. Leveraging Friends of Connections room214.com } info@room214.com } @room_214 } 866.624.1851
  • 39. CPC vs. CPM room214.com } info@room214.com } @room_214 } 866.624.1851
  • 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. 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. Rules and References room214.com } info@room214.com } @room_214 } 866.624.1851
  • 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. 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. 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. 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