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Facebook marketing: Best practices to boost ROI
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Facebook marketing: Best practices to boost ROI

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Tom Schuyler shows the Newport Interactive Marketers the value of Facebook marketing: Best tactics & ROI measurement pointers.

Tom Schuyler shows the Newport Interactive Marketers the value of Facebook marketing: Best tactics & ROI measurement pointers.

Published in: Business, Technology

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  • The good news is that you don’t need to invent anything
  • Transcript

    • 1. Presented by: Tom Schuyler NIM - April 2011 Demystifying Facebook ROI @Tom_Schuyler Tomschuyler@gmail
    • 2. Me
      • Young, but I’ve been on Facebook since it was students-only
      • Building brands is what I’m all about, I’ve been doing it for years
      • “ Gurus” scare me
      • I’ve worked for brands big and small:
    • 3. Why this topic
      • Let me ask you…
      • To answer the question, ‘What is Facebook worth to my brand?’
      • Set expectations and meaningful goals with clients
      • Make data actionable
      • Get over the hype
    • 4. Part 1: Media Agnostic ROI
    • 5. You already knew this…
    • 6. That’s an ice cream cone…
      • You sell ice cream cones. How many ice cream cones did you sell before social media? How many did you sell after?
      • It may be inconvenient but we can lose sight of the basics
    • 7. Part 2: Lets escape the real world (it’s scary out there)
    • 8. Facebook Insights = Your Friend
      • Insights will give you every input you need to write your own equation
        • Reach. Your peeps times 130
        • Engagement . The search for signs of intelligent life
        • Relevance. Your consumer not your fans. More on that…
    • 9. Shocking News…
      • Your Fan Count Doesn’t Matter
      • (More at 11…)
    • 10. Who ARE these people?
      • Fan Count vs. Consumer Count
      • Not all fans are created equal
      • Do you have the right fans?
        • Demographic Indexing
    • 11. Consumer Count
      • Demographically-relevant
      • Active
      • This Matters
      • Total – Irrelevants – Inactives = Consumer Count
    • 12. Nope...
      • I’m not impressed with you 1M fan count
    • 13. What ARE they doing
      • Engagement is the single most important indicator of success
        • Activity
        • Post Views
        • Post Feedback
        • Unsubscribe
        • Goal 85% monthly 50% weekly
    • 14. What ARE they doing?
      • Not going to your wall
      • Not going to your fancy tab
        • Unless you’re running ads
      • Not going to your app
      • Tabs aren’t evil
        • Set defaults intelligently
      Cool tab!... Not
    • 15. What ARE they doing?
      • Not clicking over to your site to buy something
      • Facebook is about making relationships to influence INTENT, not purchase
      • Tracking code data all points the same direction
        • Facebook is not an effective means to drive traffic
    • 16. The Equation
    • 17. What to shoot for: Engagement
      • 40% – 50% for sub 10,000
      • 50% – 60% for plus 10,000
      • 1%+ per day = success
    • 18. What to shoot for: Ads
      • Cost per fan between $0.30 and $0.90 plus 25%
      • Chose. Then be chosen.
      • Target intelligently. Test. Test. Test again. Try B&W
      • Algorithm gives preference to spikes
    • 19. Part 3: Key Takeaways
    • 20. Do
      • Plan ahead!
      • Lead with content – let brand messages follow
      • Use rich media
      • Use Facebook Questions
      • Embrace now – ad hoc
      • Be conversational. Marketing as dialogue not monologue
      • Direct ads to the fan page
        • Spike spend in correlation with content roll out
        • Create a tab for non-fans
      • Use models to set goals
      • Set expectations and define goals early on. What’s it worth to them
    • 21. @Tom_Schuyler Tomschuyler@gmail

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