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Beyond the Hype:Strategies for MaximizingFacebook
PanelistsJon CarlstonVice President,Social DevelopmentRyan VaspraVice President,Media ServicesNicole HudsonMarketing Consu...
AgendaOptimized for Success: Create, Promote, Measure, & ConvertCreate:· The FoundationPromote:· Get Found: The Facebook i...
• Social value is a shift in thinking and approach to brand socialmedia• The primary tenet of this shift is one of conside...
The Foundation – Social ValueSocial Media can be manythings, the key is to find thevalue you are able to offeryour communi...
The Foundation – Social Value• The best content on Facebook is content that encourages userengagement• This includes: ques...
The Foundation – Social Value• Communication portal with your target audience• Platform for listening to your customers• A...
The FoundationParent / Child – now called National / Local•Create pages for all locations in your system with consistent b...
The Foundation
The Foundation
The Foundation
The Foundation
The Foundation
The Foundation
The Foundation
The Foundation
The Foundation – Content, Content, Content
• Social media is only as good as the community a brand can build• Messaging is wasted if a community doesn’t exist to rec...
The Foundation – Paid Community Value• A common misconception is that Social Media is Free• The true costs of Social Media...
The Foundation – Paid Community ValueMany strategies exist to help grow your community, but know that“organic” growth is d...
The Foundation-
The Foundation – Corporate vs Local• Social Media Optimization is required to ensure that the social “face”of your brand i...
The Foundation – Corporate vs Local• A symbiotic relationship must exist between a corporatesocial presence and the local ...
The Foundation – Corporate vs Local
Promote – Sponsored Posts and Facebook AdsSocial Media does not operate under the “if you build it theywill come” structur...
Promote – Sponsored Posts and Facebook Ads• Facebook Ads are a must when it comes to building your community• Facebook Ads...
Promote – Sponsored Posts and Facebook AdsThere are several Facebook Ad campaign types that each require theirown strategi...
Promote – Sponsored Posts and Facebook Ads
Facebook Ads
Promote – Sponsored Posts and Facebook Ads• EdgeRank underwent a major retooling in August 2012• A core component to deliv...
National BlastWindow Cling
Franchisee FB PageCorporate FB Page
Campaign MeasurementApp Views (Desktop) – 13,791App Views (Mobile) – 2,346Total App Views – 16,137Total entries – 12,545 (...
Promote – EdgeRank Deep Dive
Promote – EdgeRank Deep Dive
Promote – EdgeRank Deep Dive
Graph Search
Graph Search
Graph Search
Graph Search
Special Kudos to Park Tavern
Graph Search•Make sure your clients LIKE your page•Incentives to “check-in” at your locations•Post photos of their experie...
Measure – KPI’s To Focus On• Brand Affinity and Awareness are the key tenets of social media• Traditional KPI’s are a “Res...
Measure – KPI’s To Focus OnSince KPI’s should be a result of social media, what are themeasurements that can be evaluated ...
Measure – KPI’s To Focus OnEngagement CommunityGrowthSocial AssistedConversion• Increased pageengagements up to4,000% in t...
• Lenny’s Sub Shop is a gourmet subway sandwich shop specializing inPhiladelphia style sandwiches and other various sandwi...
Social Search OptimizationSocialLinksContentTechnicalSite StructureSitemapsMobileRobots AccessSite SpeedSite Configuration...
Measure – KPI’s To Focus On
Measure – KPI’s To Focus On• Develop deeper connections with your customers• Deliver value to your customers• Enhance your...
Measure – KPI’s To Focus On• If you can measure an increased level of activity and meaningful interaction onyour social pa...
Conversion – Beyond the Likes, Comments & SharesGet More Leads With Calls to Action• What is a CTA?• A social media call t...
Conversion – Beyond the Likes, Comments & SharesGrab a Readers Attention with CTAs• Examples of calls to action include: c...
Conversion – Beyond the Likes, Comments & Shares• Optimize your landing pages to secure email addresses forfurther lead nu...
Conversion – Beyond the Likes, Comments & SharesMarketing Automation and Email Lead Nurturing
Why do businesses fail at Social Media?Small businesses arenot prepared to tackleSocial Media despitethe significantopport...
Conclusion• Your consumers use Social Media• Their time is spent there whether you are or not• Make sure that you take adv...
Connect With Us – Via Twitter#FranCamp or LinkedInJon Carlston@joncarlson@processpeakRyan Vaspra@ryanvaspraNicole Hudson@g...
Fran camp facebook beyond the hype final draft
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  • Social value is a shift in thinking and approach to brand social media The primary tenet of this shift is one of considering the needs and desires of your customer first, and the return for your business second This principle is based on the very nature of social media and its origins, one where social media is a tool designed to serve a need and not an advertising platform When a brand uses social media to serve the needs of their customers, whether it be through customer service or just interesting content, then the “return” should come as a result of doing social media the “right way” Therefore ROI should be a result not an objective, the objective should be to enhance your brand and satisfy your customer
  • Submit worksheet to my staff. Party line says it takes 6 weeks, but is taking more like 3 months+ right now. Not certain it will continue forever, so I recommend taking advantage of this free program while it lasts.
  • Clean up branding and naming conventions
  • Ability to access and edit all claimed pages
  • Locator comes free with National/Local, but has limitations compared to licensed apps
  • Store/office locator – most traffic amongst apps other than during a big promotion Franchise Tab – expose one of your largest and most engaged audiences to the fact that you have a great opportunity Promotions – grow fan base as well as an email/text/address database
  • Franchisee FB pages should have consistent branding, though not necessary identical. Also should have conversion opportunities just like corporate.
  • Campaigns should not just live at corporate, but should also be executed through local pages
  • Social media is only as good as the community a brand can build Brands can spend the time and energy required to make the best content in the world, but as the saying goes, “if a tree falls in the forest and no one is around to hear it” Even the biggest and best brands must “invest” in their community By making this investment you are able to not only ensure a greater impact from your entire social media efforts but also exponentially enhance your total reach
  • With the major shifts occurring throughout the web to focus on a more relevant and local ecosystem, the idea of localized social media has become an ever important topic The challenge this presents is that it requires an already difficult task, managing a brands social presence, and makes it harder as it scales down It is when problems like this arise that solutions must be created By combining valuable technology, with rock solid strategies, and expert execution, the challenge of SoLoMo can be tackled
  • Social Media Optimization is required to ensure that the social “face” of your brand is properly created and conveyed, you can not effectively execute a social campaign if the foundation is not rock solid Social Media at the Local and National level is an ongoing debate but with shifts happening in the space it is no longer a debate of “or” but “and”, both must exist and more importantly both must work together strategically
  • Facebook Ads are a must when it comes to building your community While Facebook Ads are relatively easy to learn and use, they are extremely difficult to master and if the knowledge and experience of the platform does not exist it can be easy to spend unnecessarily and waste efficiency Facebook Ads are much different than other ad types like Google AdWords, they rely much more heavily on instinct and understanding of not only the platform but the audience you are targeting
  • Sponsored Posts – EdgeRank, the Facebook algorithm that determines the exposure that content on a page receives, underwent a major retooling in August 2012 This shift created a vacuum for content and established a core component to delivering your most powerful messages to your audience, that component is sponsored stories EdgeRank as it stands, means that content on average will reach only about 15% of your audience, meaning 85% will be left out Because of this, utilizing the paid methodologies, albeit judiciously, is a critical element when delivering your message and making sure it is well received
  • Two Categories for EdgeRannk
  • Two Categories for EdgeRannk
  • Two Categories for EdgeRannk
  • Brand Affinity and Awareness are the key tenets of social media and it is the achievement of these that should be viewed as successful measurement to a good social media program Traditional KPI’s should come as a “Result” of Social Media being done correctly rather than being the objective of doing social media in the first place Similar to Customer Service in that you do customer service because you must, it doesn’t necessarily have an ROI attached to it, however if you don’t do it, it can harm your business and if you do it very well it can greatly enhance it
  • Since KPI’s should be a result of social media, what are the measurements that can be evaluated to determine if a social campaign is in fact producing “results”? KPI’s For Measurements Impressions Engagement Virality Community growth Brand sentiment Referral traffic Google Analytics “Social Assisted Conversion”
  • -Who here knows Google ’ s? -Google has a singular goal....take care of the consumer the rest will follow. -Giving the most relevant and rich experience to us and fight spammers. -This is why SEO is an art and science, because Google has to keep their algorithm secret. So the internet is not just a mailbox full of spam and solicitation.
  • If you can measure an increased level of activity and meaningful interaction on your social pages then this can be considered a success Sales and Traffic should not be the objective of an effective social strategy but instead should be the result Try to make your customers happy first and serve their needs, only by doing this will you reap the rewards of social media in their fullest Pay attention to what your customers are doing, how they are using your social presence, and what they are asking for, be prepared to pivot and be flexible enough to deviate to serve them best
  • Facebook Conversion
  • When a reader is on your page and you have the privilege of having their attention for even the shortest span of time,  make your CTAs an integral part of your marketing plan . Something you had front of mind—not an afterthought. Then you’ll have some influence on where readers navigate next and what steps you want to encourage them to take.
  • When users share a link on Facebook, a thumbnail image and text excerpt is included with the link. This is a prime opportunity to make your landing page appealing to the connections of the sharer. Consider hosting landing pages on their own top-level domain, and always include an image of the product. The facebook post will also automatically include the page title, and first paragraph of body text – be sure to include your keywords and best persuasive copy in these sections to make the link as “clickable” as possible.
  • Marketing Automation aligned with your CRM
  • Transcript of "Fran camp facebook beyond the hype final draft"

    1. 1. Beyond the Hype:Strategies for MaximizingFacebook
    2. 2. PanelistsJon CarlstonVice President,Social DevelopmentRyan VaspraVice President,Media ServicesNicole HudsonMarketing Consultant,Inbound Lead Generation& Social Strategy
    3. 3. AgendaOptimized for Success: Create, Promote, Measure, & ConvertCreate:· The FoundationPromote:· Get Found: The Facebook icon is a part of your brand· Sponsored Posts and Facebook Ads· Open GraphMeasure:· KPI’s to focus onConversion: Beyond the Likes, Comments & Shares· Actionable call to actions· Optimized landing pages· Marketing automation established for conversion to happen?
    4. 4. • Social value is a shift in thinking and approach to brand socialmedia• The primary tenet of this shift is one of considering the needs anddesires of your customer first, and the return for your businesssecond• This principle is based on the very nature of social media and itsorigins• “Return” should come as a result of doing social media the “rightway”• The objective should be to enhance your brand and satisfy yourcustomerThe Foundation – Social Value
    5. 5. The Foundation – Social ValueSocial Media can be manythings, the key is to find thevalue you are able to offeryour community and targetaudience.Then focus on delivering itthe best way possible.
    6. 6. The Foundation – Social Value• The best content on Facebook is content that encourages userengagement• This includes: questions or a fill in the blank statement• The key is making that engagement as simple and compelling aspossible, this is how you can “serve” your customersMake the user “want” to participate becauseit is easy & fun and takes very little timePhoto Day of the Week (Monday’s)Trivia TuesdayProduct Spotlight WednesdaysCustomer Thursdays (Testimonials)Fun Fact Friday’sTip of the DayQuestions and Polls
    7. 7. The Foundation – Social Value• Communication portal with your target audience• Platform for listening to your customers• A way to demonstrate value to your customers• A tool to develop deeper relationships with your audience• Creates long term connections and communication• Social Media is a long term play, not a short term medium
    8. 8. The FoundationParent / Child – now called National / Local•Create pages for all locations in your system with consistent branding•Gain admin access to all existing pages and update info/branding
    9. 9. The Foundation
    10. 10. The Foundation
    11. 11. The Foundation
    12. 12. The Foundation
    13. 13. The Foundation
    14. 14. The Foundation
    15. 15. The Foundation
    16. 16. The Foundation
    17. 17. The Foundation – Content, Content, Content
    18. 18. • Social media is only as good as the community a brand can build• Messaging is wasted if a community doesn’t exist to receive it• Even the biggest and best brands must “invest” in their community• Greater impact from social media efforts and exponentiallyenhanced total reachThe Foundation – Paid Community Value
    19. 19. The Foundation – Paid Community Value• A common misconception is that Social Media is Free• The true costs of Social Media are Time, Money & Commitment• Time is the first cost listed , because it is the most important• Time is required to deliver the true value of Social Media• But time is wasted if you do not “invest” to ensure that your message isheard
    20. 20. The Foundation – Paid Community ValueMany strategies exist to help grow your community, but know that“organic” growth is difficult, especially at first.Unpaid strategies:Participate in other conversations using #HashtagsPost on other Facebook Pages with similar audiencesSpread the word offline to your existing customersYou may need to commit to some paid strategies early on toreally jumpstart your social community, this is your “investment”Paid strategies include:Facebook and Twitter adsSocial promotions and giveawaysSponsored stories and promoted posts
    21. 21. The Foundation-
    22. 22. The Foundation – Corporate vs Local• Social Media Optimization is required to ensure that the social “face”of your brand is properly created and conveyed• Social Media at the Local and National level is an ongoing debate• With shifts happening in the space it is no longer a debate of “or” but“and”• Both must exist and more importantly both must work togetherstrategically
    23. 23. The Foundation – Corporate vs Local• A symbiotic relationship must exist between a corporatesocial presence and the local presence ecosystem• By working together, these two platforms can deliverexponential benefit and build a strong overall brandpresence
    24. 24. The Foundation – Corporate vs Local
    25. 25. Promote – Sponsored Posts and Facebook AdsSocial Media does not operate under the “if you build it theywill come” structure Facebook AdsThe primary driver of exposure on theFacebook platformCustom Audience Facebook AdsCustomers make the best fans on FacebookSponsored StoriesDigital peer referrals of your top contentSponsored PostsPaying for EdgeRank to optimize yourmessage and content to your fans
    26. 26. Promote – Sponsored Posts and Facebook Ads• Facebook Ads are a must when it comes to building your community• Facebook Ads are relatively easy to learn and use, they areextremely difficult to master• Facebook Ads are much different than other ad types like GoogleAdWords• Rely much more heavily on instinct and understanding of not onlythe platform but the audience you are targeting
    27. 27. Promote – Sponsored Posts and Facebook AdsThere are several Facebook Ad campaign types that each require theirown strategies and execution methods• National Fan Growth• Local Fan Growth• National Promotion• Local Promotion• National Direct Response• Local Direct ResponseThere is no “template” strategy that will effectively deliver efficientperformance across all campaign types. This is where patience,experience and expertise become a requirement
    28. 28. Promote – Sponsored Posts and Facebook Ads
    29. 29. Facebook Ads
    30. 30. Promote – Sponsored Posts and Facebook Ads• EdgeRank underwent a major retooling in August 2012• A core component to delivering your most powerful messages issponsored stories• Content on average will reach only about 15% of your audience,meaning 85% will be left out• Utilizing paid methodologies is a critical element when delivering yourmessage
    31. 31. National BlastWindow Cling
    32. 32. Franchisee FB PageCorporate FB Page
    33. 33. Campaign MeasurementApp Views (Desktop) – 13,791App Views (Mobile) – 2,346Total App Views – 16,137Total entries – 12,545 (78% conversion)Entries on mobile - 1781 (14% of total)Corporate New Fans – 11,299Opt-in for email – 5186
    34. 34. Promote – EdgeRank Deep Dive
    35. 35. Promote – EdgeRank Deep Dive
    36. 36. Promote – EdgeRank Deep Dive
    37. 37. Graph Search
    38. 38. Graph Search
    39. 39. Graph Search
    40. 40. Graph Search
    41. 41. Special Kudos to Park Tavern
    42. 42. Graph Search•Make sure your clients LIKE your page•Incentives to “check-in” at your locations•Post photos of their experiences•Make it easy to become a customer – menu, services, request form,coupons, and special promotions
    43. 43. Measure – KPI’s To Focus On• Brand Affinity and Awareness are the key tenets of social media• Traditional KPI’s are a “Result” rather than the “Objective” of doingsocial media in the first place• Similar to Customer Service in that you do customer service becauseyou must, not for ROI• Social Search Engine Optimization (Ranking Signals)
    44. 44. Measure – KPI’s To Focus OnSince KPI’s should be a result of social media, what are themeasurements that can be evaluated to determine if a social campaign isin fact producing “results”?Qualitative KPIsFan GrowthLikes, Shares, Comments, ClicksReachPeople Talking AboutViralityBrand SentimentGoogle TrendsQuantitative KPIsCost Per Fran*Social Referral TrafficSocial Assisted ConversionsSocial LeadsSocial Cost Per LeadSearch Ranking Signals
    45. 45. Measure – KPI’s To Focus OnEngagement CommunityGrowthSocial AssistedConversion• Increased pageengagements up to4,000% in the first3 months• Added more fansin 3 months thanprevious 2 years• Added over 17,000new fans in lessthan a week• Averaged a newfan every 10seconds• Increasedaudience reach toover 1 million• Driven over 13,000 in2012. Visits via SocialReferral (15% of total)• Driven over 250 SocialAssisted Conversions
    46. 46. • Lenny’s Sub Shop is a gourmet subway sandwich shop specializing inPhiladelphia style sandwiches and other various sandwich treats.• Lenny’s challenge was to compete in a series of crowded markets with largeplayers like Subway, Jimmy John’s, and others.• The competition for Social Media Exposure was intense. Lenny’s decided to pushfor new fans by launching a large scale Facebook Ad campaign surrounding theValentine’s Day holiday.Key Points:•Delivered over 17,000 new fans in 7 days•Expanded their message reach on Facebook to over 1million•Enhanced the interaction on their page by more than1000%Measure – KPI’s To Focus On
    47. 47. Social Search OptimizationSocialLinksContentTechnicalSite StructureSitemapsMobileRobots AccessSite SpeedSite ConfigurationGoogle WebmasterGoogle AnalyticsPixel CapabilitySplit TestingServer Responses200 Codes404 Errors301 Redirects302 RedirectsContent OptimizationUnique ContentUseful ContentFresh ContentOver OptimizedPage OptimizationTitle TagsMeta DescriptionsAlt TagsKeyword UsageContent DiversityTextVideoImageListsContent SemanticsKnowledge GraphReviewsAuthorshipPlaces, etc…Directory SubmissionBBB & COCGeneral SearchVertical NicheIYPs and ILSsConversationalBlog OutreachBlog CommentingQ&A WebsitesRating SitesEditorialArticle SitesPress ReleasesPartner OutreachPublic RelationsLink AttractionEgobaitStoriesTutorials & How To’sOPNSocial SignalsConnection PluginsSharing PluginsComment PluginsBookmarking PluginsOff-Site EngagementTiny URLsVideo Link PostsImage Link PostsConversationsReputation ManagementSocial ProfilesBusiness ProfilesCustomer Reviews CaptureComplaints CapturePromotionsSweepstakesContestsUGCGamificationMeasure – KPI’s To Focus On
    48. 48. Measure – KPI’s To Focus On
    49. 49. Measure – KPI’s To Focus On• Develop deeper connections with your customers• Deliver value to your customers• Enhance your brand• Develop trust by listening
    50. 50. Measure – KPI’s To Focus On• If you can measure an increased level of activity and meaningful interaction onyour social pages then this can be considered a success• Try to make your customers happy first and serve their needs, only by doing thiswill you reap the rewards of social media in their fullest• Pay attention and be prepared to pivot and be flexible enough to deviate tobest serve your customers
    51. 51. Conversion – Beyond the Likes, Comments & SharesGet More Leads With Calls to Action• What is a CTA?• A social media call to action is an integral and often overlooked element of an effective social media strategy. Socialmedia gets prospects, customers and the public primed to want to find out more about your offering or to engagewith you further, but you must lead them to the next step in your sales or other conversion process.• Facebook posts will receive better success rates if they contain calls to action, compared to ones withoutthem. So, all the more reason to use them!
    52. 52. Conversion – Beyond the Likes, Comments & SharesGrab a Readers Attention with CTAs• Examples of calls to action include: click here, sign up today, getyour ticket, join us at, RSVP here, buy now, enroll here, check thisout, click, and comment.
    53. 53. Conversion – Beyond the Likes, Comments & Shares• Optimize your landing pages to secure email addresses forfurther lead nurturing opportunities.• SEO optimize your text, images and list full domains.
    54. 54. Conversion – Beyond the Likes, Comments & SharesMarketing Automation and Email Lead Nurturing
    55. 55. Why do businesses fail at Social Media?Small businesses arenot prepared to tackleSocial Media despitethe significantopportunity it presents.With the right guidanceand help, Social Mediacan be a big Win!
    56. 56. Conclusion• Your consumers use Social Media• Their time is spent there whether you are or not• Make sure that you take advantage of this opportunity to be in front ofthem• Your customers expect you to be there, so don’t JUST be there, bethere in a meaningful and valuable capacity• Social media is the tide that raises all boats, if done right it canpositively impact all of your marketing efforts
    57. 57. Connect With Us – Via Twitter#FranCamp or LinkedInJon Carlston@joncarlson@processpeakRyan Vaspra@ryanvaspraNicole Hudson@getinboundleads@FranDevMaven
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