Super Charging Your Facebook Marketing
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Super Charging Your Facebook Marketing

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Steve Robinson of Constant Contact presentation at the 3rd Educational Event for Small Businesses at the Chicago Cultural Center.

Steve Robinson of Constant Contact presentation at the 3rd Educational Event for Small Businesses at the Chicago Cultural Center.

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Super Charging Your Facebook Marketing Super Charging Your Facebook Marketing Presentation Transcript

  • Supercharging your FacebookMarketing
  • Introduction Steve Robinson Senior Regional Development Director Constant Contact, Inc. Email: srobinson@constantcontact.com Schedule: www.constantcontact.com/illinois Search for Constant Contact Illinois @ctctillinoisCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 2
  • Let’s Talk About Facebook There are more than 845 Million Monthly Active users …And 483 million daily users • 71% of US Web Audience • 75% Global ReachCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 3
  • Just to be Clear: We’re Talking About Pages, Not Profiles or GroupsCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 4
  • Just to be Clear: We’re Talking About Pages, Not Profiles or Groups Pages are the best way to market your organization for three reasons. 1) Public and easily sharable 2) You can run promotions and display content in a professional way using tabs and other applications. 3) Access insights about the activity of your fans and others using Facebook Insights and Constant Contact’s Campaign StatsCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 5
  • Having Fans or “Likes” Is Great For Your Business 56% 51% say they’re more likely to say they’re more likely to buy recommend a brand to a after becoming a fan friend after becoming a fanCONFIDENTIAL Copyright © 2012 Constant Contact Inc. Source: 2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse
  • “Likenomics”: The Value of Engagement Page Like Good  Viral endorsement  Permission to communicate Result: Future posts will appear in your fan’s newsfeed and friends of your Fans will see that they liked you in your fans timelineCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 7
  • “Likenomics”: The Value of Engagement Like/Comment Better  Even stronger viral endorsement  Validation of interest Result: Next post is more likely to show up in your fan’s newsfeed and friends of your fans will see that your post was likedCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 8
  • “Likenomics”: The Value of Engagement Share  The strongest level of endorsement Best  Strongly influences future relevancy  “Word of Mouth” to friends of fans Result: The “share” shows up in your fan’s timeline and in their friends’ newsfeeds complete with introductory text and imagesCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 9
  • You’re Probably Posting on Facebook Now… Posting on Your Wall is a Great First Step Towards Successful Social Media MarketingCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 10
  • But Your Wall Alone Won’t Drive The Results You WantCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 11
  • Start By Going Beyond Just Posting on Facebook Posting Marketing on on Facebook FacebookCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 12
  • Using Tabs and Welcome Pages Helps You Look Like a Pro… And Start Driving Results Create a welcome tab that asks for the “like” and set it as the defaultCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 13
  • Coupon Campaign: BellaSoleil.com 97 new fans, 320% growth from 30, $10,000 in revenue in the first 48 hours of the campaign. “Within two hours of sending out an email to our contacts, we had 75 new fans. Now, we have over 120.” Elaine Robbins - FounderCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 14
  • Downloadable Content Campaign “24 hours after sending my email, I gained 594 new fans!!!! “ Corissa St. Laurent, RDD New EnglandCONFIDENTIAL Copyright © 2012 Constant Contact Inc.
  • What is a Social Campaign? Social campaigns help small organizations supercharge their Facebook marketing by getting: more fans, more word of mouth, more engagement, and measurable results.CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 16
  • How a Social Campaign Works Great looking welcome page with a clear call to action Use Email and “Like” Gate Social to drive People come to your Page traffic to and “like” it to get your content / offer content / offerCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 18
  • Wait… What’s a “Like” Gate? A social campaign landing page consists of 2 separate views on your Facebook Business Page: Share with your Friends “Like” Gate Fulfill and ShareCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 19
  • How a Social Campaign Works Sharing drives more traffic to offer Great looking welcome page Thanks for “Liking” us; below is with a clear call to action your content / offer… Click here to share with your friends Use Email and “Like” Gate Fulfill Share Social to drive People come to your Page Campaign call-to-action and Campaign request to share traffic to and “like” it to get your request to share content / offer content / offerCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 21
  • But what about my existing fans? Social campaigns are a great way to reward your loyal fans Sharing drives more traffic to offer Thanks for “Liking” us; below is your content / offer… Click here to share with your friends Use Email and Fulfill Share Social to drive Campaign call-to-action and Campaign request to share traffic to request to share content / offerCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 23
  • A Real Life Social Campaign Goal: Getting about 1,500 new Facebook fans (ambitious, but not impossible). Tactic: They decided to run a campaign that offered fans a chance to win prizes that totaled more than $15,000 if they Liked the page.CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 24
  • Creating A Social CampaignCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 25
  • Promoting the Campaign Email Invitation Social Posts …Even on Other People’s WallsCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 26
  • The Results From this one campaign alone, they’ve added 1,315 Facebook fans and 1,968 email subscribers.CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 27
  • 1 Develop a Plan to Drive Repeat Business  Choose your Campaign Type  Create a Dynamite Offer  Build a Campaign Plan  Have a Clear Call to ActionCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 28
  • FACT The #1 reason people like a Facebook Page is to receive discounts, promotions and exclusive contentCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 29
  • Outline Your Goals: What’s Your Vision of Success? What do your customers need to do to make you successful? Maybe they: ■ Visit your retail location ■ Place orders online ■ Call you to purchase or book your services ■ Write a positive review ■ Tell their friends ■ Learn more about what you offer ■ Register for an eventCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 30
  • Great Facebook Marketing Starts By Creating a Dynamite Offer Are you: ■ Selling a product? ■ Offering a service? ■ Promoting a Cause? Can you offer: ■ A discount? ■ Exclusive content? ■ A sweepstakes?CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 31
  • There a Wide Array of Offers You Can Use Printable Weekly Coupons Specials/ Sale Downloadable Offers (such as a A Fundraiser (using your whitepaper) own donation link) Embedded More… VideosCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 32
  • Offer a Downloadable PDF, Like a WhitePaper Use a download to find more volunteers – as in this B2B example Type: B2B Goal: Generate LeadsTemplate: Downloadable ContentCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 33
  • Give People A Reason to Visit You With A Printable CouponCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 34
  • Share Behind the Scenes Information with an Embedded VideoCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 35
  • Get More Volunteers Through a Volunteer Drive Get people interested in your cause and tell them how to help. Type: Nonprofit Goal: Get More Volunteers Template: Downloadable ContentCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 36
  • Keep People Acting Often with A Weekly Special or Sale Use a download to drive people into your store more often – as in the bakery example below Type: B2C Goal: Increase Sales Template: Downloadable Content Before “Liking” After “Liking”CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 37
  • Drive Donations With A Fundraising Campaign Use a fundraising campaign to increase donations – as in the nonprofit example below Type: Nonprofit Goal: Donation Template: Fundraiser Before “Liking” After “Liking”CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 38
  • Feature Your Latest Additions With A Product or Service Showcase Showcase unique product features to generate leads or sales – as in the example form a paperwork management business Type: B2B Goal: Leads, Sales Template: Showcase Before “Liking” After “Liking”CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 39
  • Promote an Upcoming Event With An Event Showcase Use a showcase to attract potential donors – see the performing arts center example below Type: Nonprofit Goal: Donors, Donations Template: Showcase Before “Liking” After “Liking”CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 40
  • Run a Sweepstakes to Drive Sign Ups Use a sweepstakes to drive “likes” and email subscriptions Type: B2C Goal: Likes, Subscribers Template: Sweepstakes Before “Liking” After “Liking”CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 41
  • Whatever Your Offer Is, Build a Full Campaign Plan to Reach Your Goals Most Successful social campaigns run for 2-4 weeks. A good campaign means more than just publishing, it means posting, sharing, and responding to commentsCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 42
  • Create Clear Calls-to-Action Welcome Page Offer Display After Liking Page 515 516 Clear Calls-to-ActionCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 43
  • 2 Publish and Promote – Share to Stay Top of Mind  Keep Fans Up to Date  Promote your Offer  Encourage Fans to Join your Email List  Have Fun with it!CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 44
  • Promote your Campaign Across All Communication Channels Tell Your Audience About Your Social Campaign: ■ In an email newsletter ■ At your store/POS ■ On all your social networks ■ On your personal profiles ■ In a blog post ■ Facebook ads and Sponsored Stories?CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 45
  • So, Is Running Social Campaigns All I Need to Do Facebook? No.Copyright © 2012 Constant Contact, Inc. 46
  • How Do I Know What to Post? 1. Don’t think too hard. 2. Capture your own conversations. 3. Know your audience. You can post effectively and respond to comments in just a few minutes a day. Find a schedule that works for you and your audience and stick to itCopyright © 2011 Constant Contact, Inc. 48
  • You’ll Want to Post About Your Campaign on Facebook, But Encourage EngagementCopyright © 2011 Constant Contact, Inc. 49
  • Have Fun With Your Posts! ■ Showcase your organization’s culture ■ Be people-persons! Highlight the personalities of those who work there ■ Keep it real: be light in tone ■ Focus on delighting your audience: provide your customers and members an experience they’ll rememberCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 52
  • Make Sure To Keep Your Fans Up To Date as Your Campaign Progresses Keep engagement high by updating fans ■ Drive urgency: how long will your offer be available? ■ Increase social sharing: how many people have taken advantage of your offer?CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 53
  • Encourage Fans to Join Your Email List ■ Create a custom Email Marketing List for future engagementCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 54
  • 3 Grow and Measure Results  Defining Success: Check your Statistics!  Say “Thank You!”  Do it AgainCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 55
  • Defining Success Every social campaign is designed to help you: Achieve Real Business Results Drive Social Sharing Engage your Audience Grow your NetworkCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 56
  • Real Business Results Coupon Campaign Increase Sales Downloadable Campaign Generate Leads Donation Campaign Raise money and awareness Event Campaign Fill seatsCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 57
  • How’s it Going? Campaign Stats Overview Engagement and Audience Growth ■ New Facebook Fans ■ New Email Contacts Share Stats ■ Total Shares ■ Facebook Shares ■ Twitter ■ LinkedIn ■ EmailCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 58
  • How’s it Going? Campaign Stats Overview See how many people are clicking on each of the links on your Campaign PageCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 59
  • Don’t Forget to Listen Social campaigns start the conversation, keep it going by listening and responding to comments on your PageCopyright © 2011 Constant Contact, Inc. 60
  • Dealing With The PositivePositive comments are an opportunity tointeract and help spread the messageSocial networks can be a convenient wayfor people to share interest, excitement. Comment back1. Answer questions.2. Share comments (content!) in other Source: Yelp aggregate rankings of marketing channels. businesses, September 20093. Possibly reward people who took the time to post a positive comment (offline). 61
  • Turning Negativity into a Great Customer ExperienceNegative comments are inevitable:Social networks can be a convenientway for people to vent frustrations.1. Always reach out to the customer.  Pick up the phone if possible  Use a private message, email, or DM Let your network know that you are addressing the issue.  Respond! Show that you are listening and respond positively, publically Always seek to satisfy and delight, not defend.
  • A couple of popular Tools Used To See andRespond to Comments on Your Facebook Page Track your Page Insights Read Fan comments Reply from your Inbox
  • Don’t Forget to Do It Again Good Marketers Plan for the Future! 3 months? ■ Slow and steady wins the race: 6 months? Have a steady stream of campaigns throughout the year Next Year? ■ Encourage sharing of offers ■ Mix it up! Offers can include: ■ Access to an event ■ An exclusive recipe ■ A limited time offer ■ A holiday special ■ A videoCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 64
  • In Summary: Go from posting on Facebook to Facebook marketing with measurable results ■ Think about your audience and what they want from your Facebook Page ■ Look professional by using a custom welcome Page on Facebook (no big budget, marketing team, or complex software required) ■ Have clear calls to action to get more likes, shares, and engagement ■ Keep Fans involved with special offers and quality, engaging content that is relevant to your business ■ Integrate with Email Marketing and other social networks to drive awareness and participation with the click of a button ■ Measure your success by network growth, engagement, and impactCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 65
  • Copyright © 2012 Constant Contact, Inc. 66
  • Questions?CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 67
  • Social Campaigns Customer ExamplesCONFIDENTIAL Copyright © 2012 Constant Contact Inc. 69
  • Event CampaignBlue Orchid HandbagsCleveland, OhioA collection of handbags and accessories forwomen of all ages.www.facebook.com/blueorchidhandbagsThe Goal:To let everyone know that we will be at the LastMinute Market, our last event of the yearThe Campaign:We used the event template and asked visitors toLike us to learn about our last event of the yearThe Payout:More than 20 Likes in just 4 days“One attendee told me „I just became a fan onFacebook and I wanted to see the bags in person.‟That has never happened before!”Jackie Adamany - Owner
  • Giveaway CampaignSugarbush ResortWarren, VermontA ski resort that has been open for more than 50 yearsand attracts fans during all four seasons.http://www.facebook.com/Sugarbush.VTThe Goal:To engage new and current fans with a giveaway withprizes worth more than $15,000 totalThe Campaign:We created a giveaway campaign to showcase all thegreat packages we were offeringThe Payout:More than 3,000 Likes in less than a month, 200+ newemail subscribers“The results are double what we expected.” Jake Robertson– Interactive Manager
  • Coupon CampaignPets’n’StuffLakewood, ColoradoA family-owned pet supply store that offers food,toys, and much more.www.facebook.com/petsnstuffcoloThe Goal:To get more business for the holidaysThe Campaign:I used the coupon campaign to offer fans $5 off anyproduct in the storeThe Payout:Every fan came into the store to redeem thecoupon“Every new fan I got from Facebook came into thestore to redeem the coupon, which was a really bigsuccess for us.”Chris Hitchcock - Owner
  • Downloadable Content CampaignThe Growth CenterWyandotte, MichiganA consulting business that helps with church andorganization growth.http://www.facebook.com/pages/The-Growth-Center-LLC/234740883252104The Goal:To spread awareness of a new business bookrelated to The Growth Center’s servicesThe Campaign:I offered fans a free sample of my new bookThe Payout:Our number of fans grew by more than 20% andquite a few people went on to purchase the book“Even after the campaign ended, people have keptLiking our page.”John Hickey - Founder
  • Coupon CampaignBellaSoleil.comLas Vegas, NevadaAn online retail store for Italian pottery and wares.http://www.facebook.com/pages/BellaSoleilcom/115184904113The Goal:To offer Facebook fans a unique and excitingdiscountThe Campaign:Fans were shown a picture of some of the Italianimports the store offered, then given 10% off anyitemThe Payout:Over 60% growth in fans, up from 30. $10,000 inrevenue in the first 48 hours of the campaign.“Within two hours of sending out an email to ourcontacts, we had 75 new fans. Now, we have over120.” Elaine Robbins - Founder
  • Giveaway CampaignHamilton Wee Piggies & PawsStoney Creek, Ontario, CanadaA specialty crafts store for mothers and children.http://www.facebook.com/HamiltonWeePiggiesandPawsThe Goal:To get the word out about a product that isn’t one ofthe franchisee’s most popular and encouragepeople to share it with friendsThe Campaign:Fans had the chance to win a free parent/childlifecast statueThe Payout:Within a week, the campaign was shared by morethan 100 people on Facebook, more than 20people Liked the page, and 77 signed up for theemail newsletter.“People seem to really like what we‟re giving awayas a prize to fans of the page, and this gives us achance to show how unique and beautiful theproduct is.” Jamie Lee Berube – Franchisee Owner
  • Welcome CampaignPat Sloan QuiltingWashington D.C.A celebrity in the quilting world whose work isshown through social media & email, and sold inbox stores.http://www.facebook.com/PatSloanQuiltFunThe Goal:To make a Facebook welcome page that lookedprofessionalThe Campaign:A page that demonstrated some of the great thingsfans could enjoyThe Payout:50+ new fans, a quick and easy way to make awelcome page“I have to do all of this by myself, I don‟t have aweb developer or anything. The product was cleanand a coach helped me right through it.” Pat Sloan –Owner
  • Welcome CampaignThe Northbridge CompaniesBurlington, MassachusettsA franchise of assisted living communities inMassachusetts.http://www.facebook.com/northbridgecosThe Goal:To display the unique lifestyles of residents atThe Northbridge CompaniesThe Campaign:A welcome page with photos of residents &assistantsThe Payout:More than 200 new fans and increased inquiriesfrom a growing Facebook presence“I ran a PPC ad to coincide with the start of thenew campaign and doubled the typical amountof fans I usually get from the ads.”Jen Ryan – Corporate Marketing Manager
  • Offer CampaignIGVMacedonia, OhioA franchise of assisted living communities inMassachusetts.http://www.facebook.com/igvincThe Goal:To promote awareness of IGV’s web & emailmarketing servicesThe Campaign:An offer to have a new website designed, alongwith user tests, analytics, and a free round ofemail newslettersThe Payout:15% more fans & higher engagement“I love being able to set it up the way that youwant to set it up. It took me 15 minutes, if that.” Karen Leonard – Vice Presidentof Operations
  • Donation CampaignThe Adoption Resources ofWisconsinMilwaukee, WisconsinAn organization that helps provide fosterfamilies with the resources & advice they need.http://www.facebook.com/AdoptionResourcesThe Goal:To promote awareness of the organization’snew 20-12 initiativeThe Campaign:Offer T-shirts to active donors who recruitfriends or donate a certain amountThe Payout:4 donors and over 50 new fans“In the first hour that our campaign went live, wehad four new donors and 50 new Facebookfans .” Jenna Czaplewski –Development & Communications Specialist
  • Coupon CampaignThe Calico HouseLincoln, NebraskaA brick-and-mortar quilting store that sells fabric& other quilting supplies.http://www.facebook.com/pages/Calico-House/111958605551117The Goal:To increase sales in the store before Valentine’sDayThe Campaign:Offering 20% off of a popular style of fabricThe Payout:400% fan growth in two weeks, increased sales“We quadrupled our number of fans, going from30 to 186.” Janeese Olsson – Owner
  • Download CampaignDudley & Nunez CommunicationsRocklin, CaliforniaA communications firm that specializes in email& social media marketing.http://www.facebook.com/DudleyandNunezThe Goal:To increase fan count & have a professionalFacebook page that grows the firm’s reputationThe Campaign:Offering fans a free download for social mediasuccessThe Payout:20% fan growth, new email subscribers“I‟ve tried a few different Facebook apps for awelcome pages, but they required HTML codingand didn‟t look as professional.” Maureen Dudley – Co-owner
  • Offer CampaignThe Villa GourmetMilford, ConnecticutA specialty food store that offers importedcheese, meats, and other foods.http://www.facebook.com/VillaGourmetThe Goal:To showcase the uniqueness of the VillaGourmet’s productsThe Campaign:A guide that shows fans why the shop is special– a soft sell, rather than a hard discountThe Payout:51 Likes in 8 days“I got one or two Likes a week from my emails,but when I launched my campaign, I got 51Likes in 8 days.” Linda McIntyre – Owner