Facebook 101 Workshop by Suzanne McDonald Designated Editor
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Facebook 101 Workshop by Suzanne McDonald Designated Editor

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Facebook 101 Workshop Suzanne McDonald Designated Editor: Best practices demonstrated by local brands + tips on Facebook posts, Facebook ads, Events, Groups, Insights, and Facebook ROI. Presented at ...

Facebook 101 Workshop Suzanne McDonald Designated Editor: Best practices demonstrated by local brands + tips on Facebook posts, Facebook ads, Events, Groups, Insights, and Facebook ROI. Presented at the Newport (RI) County Chamber of Commerce. Thanks to Tom Schuyler of MatchLight Marketing for sharing some slides.

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  • This presentation was coupled with live demos and lots of Q&ADemo included: profile, Plug-ins to enhance your profile such as TripIt, SlideShare, and Blog LinkGroups, Events, Answers, Reading ListLooking up and following companies and following individuals, which is most helpful for prospecting
  • How many of you have tried these methods? Any successes? 2% of the population are innovatorsBefore we jump into new methods and new media, we need to do our homework
  • One of the great payoffs of successfully engaging in social media. How much does it cost to advertise vsevangalize
  • Very little brand personality. Their communications are sterile and uninspiring. “Check out our new product!” Their social media assets, Facebook and Twitter, are not social or conversational in nature. They’re essentially trying to use push marketing tactics in a pull marketing environment. The social elements, submit a picture, lack authenticity, creativity, and compelling call to action. Astro-turfing got Motorola in pretty big trouble. Apparently someone from Motorola spent all day posting in forums and blogs and comment sections about how great Motorola’s products were. It was blatant schilling. And people got pissed. CrunchGear, part of thr TechCrunch family noticed, and ran a story about it. The brand suffered majorly. The early adopters that live on sites like TC and in forums felt betrayed and they were angry. The backlash was sever and result long lasting. Motorola is not to be trusted. Motorola, broke rules number 1 and 2. Transparency and Authenticity.
  • Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
  • Tactics to help answer and refine these questions. In the scientific method, you test your hypothesis. Same here, so run some experiments, crunch some data
  • One oft-asked question: whether social makes any money. Takes time, and big brands are seeing big revenue. Delta Air Lines being one. Anyone familiar with the term virtual goods?http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647
  • #1 reason is for deals. Mentioned previously Groupon and social buying. Huge cost to the business. Why not reward your most loyal? http-//socialtimes.com/twitter-vs-facebook-infographic_b73972
  • It all starts with peopleGoals: You can’t expect to gain anything if you don’t aim for itStrategy: Social media can be a big time suck. Are you wasting your time and your followers’ time? Editorial calendars help here and w goalsPlatforms: Go where you audience is!
  • Facebook poll - great for B2C
  • What works & Your consumers vs. fans
  • This presentation was coupled with live demos and lots of Q&ADemo included: profile, Plug-ins to enhance your profile such as TripIt, SlideShare, and Blog LinkGroups, Events, Answers, Reading ListLooking up and following companies and following individuals, which is most helpful for prospecting

Facebook 101 Workshop by Suzanne McDonald Designated Editor Facebook 101 Workshop by Suzanne McDonald Designated Editor Presentation Transcript

  • Designated EditorSpeaking Series 101 Facebook Low-cost & free tips to prospect & engage Suzanne McDonald | Content & Social Strategist Newport Chamber of Commerce @Sue_DesigEditor
  • suzanne‟s experience Social Media Strategies professor 6 years Page 1 Masters in Journalism & Mass Communications BA in Journalism www.designatededitor.com 2
  • old methods of client acquisition Friends & friends of friends? School connections? Business connections? Civic clubs, organizations, church? Lawyer, doctor, plumber? Insurance agent, stylist, nanny? Neighbors? Sports and hobbies? http://www.entrepreneur.com/article/57382 www.designatededitor.com 3
  • socialtimes.com/user-generated-content-infographic_b68911 www.designatededitor.com 4
  • Not everyone likes you “Stand for something and there will be those who stand for you and those who stand against you. “Stand for nothing and nobody will be with you or against you.” - Advertising legend Bill Bernbach www.designatededitor.com 5
  • Brand personality typesSage Lover Outlaw MasterExplorer Innocent Regular Guy HeroMagician Jester Caregiver Creator www.designatededitor.com 6
  • Brand PersonalityBe true to you • Personality cannot be manufactured • Consistent authorship builds voiceBe transparent • Smell a phony from miles away • On Facebook they will call you out www.designatededitor.com 7
  • How NOT to Advance Personality
  • who is your audience? Who might be your best client? What are the defining characteristics? What are they looking for? Are you using the right vocabulary? www.designatededitor.com 9
  • your target audience Refine your target audience Tap into your Look at analytics statistics Use your Examine keywords demographics www.designatededitor.com 10
  • What are fans doing?Engagement = success • Activity • Post Views • Post Feedback • Unsubscribe • Goal 85% monthly 50% weekly www.designatededitor.com 11
  • What are NOTfans doing?Not clicking over to your siteFacebook is aboutrelationshipsFocus on influence & INTENTDon’t expect purchasingDon’t expect traffic fromFacebook www.designatededitor.com 12
  • http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647 www.designatededitor.com 13
  • How do I gain more fans?Who do you know?How do they know you‟re on Facebook?How can you tell them?Email newsletters Email signature Icon and feed on your websiteFacebook ads build awareness & Likes www.designatededitor.com 14
  • http-//socialtimes.com/twitter-vs-facebook-infographic_b73972 www.designatededitor.com 15
  • Your Facebook strategy• Use an Editorial Calendar• Develop timely themes• Integrate with other campaigns• Consider your audience to determine how often to post• Better to be less frequent & consistent www.designatededitor.com 16
  • What to shoot for: Engagement40% - 50% for <10,00050% - 60% for >10,0001%+ per day= success www.designatededitor.com 17
  • Forrester‟s social strategy People Learn your audience‟s social activities and behaviors Objectives Decide what you want to accomplish Strategy Plan how your motives will change your relationship with your audience Technology Choose what social media platforms you want to use for your campaign www.designatededitor.com 18
  • Creating Facebook updates• Offer discounts & exclusives• Provide sneak-peeks & previews• Create conversations & contests• Conduct polls & ask questions• <250 characters = 60% more Likes• Photos & video = 2x engagement www.designatededitor.com 19
  • What to post www.designatededitor.com 20
  • POSTS www.designatededitor.com 21
  • ask away www.designatededitor.com 22
  • events www.designatededitor.com 23
  • groups www.designatededitor.com 24
  • Facebook advertising• Cheap: can set limits• Want to keep competition in mind• Have appropriate calls to action www.designatededitor.com 25
  • Facebook ads www.designatededitor.com 26
  • FB ads allow you to target• Demographics: Age, city, marital status• Psychographics: TV shows, music, books• Fan status: Friends of your existing fans www.designatededitor.com 27
  • Facebook ads www.designatededitor.com 28
  • Targeting Facebook ads• Towns & cities• Gender & age• Level of education• Marital status• Interests & Likes www.designatededitor.com 29
  • Facebook ads www.designatededitor.com 30
  • Composing Facebook ads• Headline 25 characters• Ad text max 135 characters• Clear & engaging image• Aim to gain fans• Make it social• Stay within Facebook www.designatededitor.com 31
  • Facebook ads www.designatededitor.com 32
  • Budgeting Facebook ads• Set daily or lifetime budget• Set your run schedule• Choose CPC or CPM • Fewer clicks = CPC• Bid higher than suggested• Track your performance www.designatededitor.com 33
  • Facebook ads www.designatededitor.com 34
  • Facebook advertising tips• Cost per fan = $0.30 and $0.90 • If it’s more than retarget• Target intelligently • Test. Test. Optimize. • Use best ads turn off poor performers www.designatededitor.com 35
  • Facebook advertising tips• Turn off ads on weekends & holidays• Algorithm gives preference to spikes, so spend in spikes www.designatededitor.com 36
  • Make a „Landing‟ TabCall to Action „Like this page‟Direct ads hereSet as home for non-fans www.designatededitor.com 37
  • Facebook InsightsEngagement &Relevance www.designatededitor.com 38
  • What to shoot for: Engagement40% - 50% for <10,00050% - 60% for >10,0001%+ per day= success www.designatededitor.com 39
  • Facebook ROISet reasonable goals Fan count EngagementsSet benchmarks What are you numbers now? www.designatededitor.com 40
  • Tips to boost ROI• Plan• Content first – let branding 2nd• Use pictures &video• Use Facebook Questions• Be timely: Post about popular topics• Be conversational• Direct ads to the fan page www.designatededitor.com 41
  • Facebook successWhat investment are you willing to make? Time Money www.designatededitor.com 42
  • Thank You!Designated EditorSpeaking Series Facebook 101 Low-cost & free tips to prospect & engage Suzanne McDonald | Content & Social Strategist Newport Chamber of Commerce @Sue_DesigEditor