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.

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  • The good news is that you don’t need to invent anything
  • Facebook marketing: Best practices to boost ROI

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