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I’ve got a Facebook page, now what?Driving fans, engagement & sales through contentJason Keith, Senior Public Relations Ma...
Facebook isn’t a rotisserie oven…You can’t just set it and forget it!                            Company Confidential Vist...
Why do Facebook “likers” matter?• 78% of people who “like” brands on  Facebook like fewer than 10 brands.• 58% of people l...
Content is…                        Social Media              Company Confidential Vistaprint © 2011
Content is…User generated content (like images)                            Company Confidential Vistaprint © 2011
Content is…              Videos               Company Confidential –                 Company Confidential Vistaprint © 2011
Content is…              Blogs               Company Confidential Vistaprint © 2011
Content is…          Educational Materials         And So Much More…                   Company Confidential Vistaprint © 2...
Content matters in the social space      190 million              The average       average                 US Internet   ...
Content makes customers feel connected                                  61% feel better                                 ab...
Build, hear, engage andcultivate your audience
How do I get followers?Seven things you can do to build your following quickly1. Include your Facebook presence on all you...
Customers want to talk to youIf you’re not listening/responding to them, you should be                                    ...
What if no one is talking on my wall?Spark the conversation by being creative• Talk to customers, but drive the  conversat...
What are the benefits andhow can I measure it?
Facebook is a marketing channel                                         • Facebook allows you to advertise                ...
And a website property for search                         • Facebook comes up in search                           listings...
You can measure results on FacebookFacebook Insights will help you drill down into your account                           ...
Questions?
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Beyond the Basics: Social Media

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Facebook isn’t a platform you can “set and forget.” Learn how to use content to engage with customers and build a loyal following that will share your content, recommend you to others and ultimately increase revenue. Presented by Jason Keith, Senior Public Relations Manager

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Transcript of "Beyond the Basics: Social Media"

  1. 1. I’ve got a Facebook page, now what?Driving fans, engagement & sales through contentJason Keith, Senior Public Relations Manager
  2. 2. Facebook isn’t a rotisserie oven…You can’t just set it and forget it! Company Confidential Vistaprint © 2011
  3. 3. Why do Facebook “likers” matter?• 78% of people who “like” brands on Facebook like fewer than 10 brands.• 58% of people like a brand because they are a customer.• 57% of people like a brand on Facebook because they want discounts and promotions.• 42% of people like a brand to show support.• 77% of those who follow a brand on Facebook read the post, news feeds and offers posted by the brand. Key takeaway: Once you• 76% of people have never unliked secure a Facebook fan, they’ll likely remain a fan, but also a brand on Facebook. consume your content and updates Company Confidential Vistaprint © 2011
  4. 4. Content is… Social Media Company Confidential Vistaprint © 2011
  5. 5. Content is…User generated content (like images) Company Confidential Vistaprint © 2011
  6. 6. Content is… Videos Company Confidential – Company Confidential Vistaprint © 2011
  7. 7. Content is… Blogs Company Confidential Vistaprint © 2011
  8. 8. Content is… Educational Materials And So Much More… Company Confidential Vistaprint © 2011
  9. 9. Content matters in the social space 190 million The average average US Internet 3.5 billion Tweets per day user watches pieces of occur on 30 minutes of content share Twitter video online d each week per day on Facebook. (May 2011)Key takeaway: Facebook is the 2nd most popular platform for content consumption 45 million YouTube people There are generates 92 view SlideSha more than 5 billion page re presentatio billion photos views per ns each on Flickr month month. Company Confidential – Company Confidential Vistaprint © 2011
  10. 10. Content makes customers feel connected 61% feel better about a company that delivers custom content 78% believe that and are more likely organizations to buy from that Social shopping providing custom company engagement rates content are are 30% higher interested in than other status building good updates relationships Over 35 million 90% of consumers people have find custom shared a product content useful o on Facebook Key takeaway: Customers are more likely to stay loyal to/buy from content producing companies Company Confidential – Company Confidential Vistaprint © 2011
  11. 11. Build, hear, engage andcultivate your audience
  12. 12. How do I get followers?Seven things you can do to build your following quickly1. Include your Facebook presence on all your marketing materials2. Actively provide thought provoking questions, news stories or blog posts on your wall3. Dedicate ad spend to push local ads and sponsored stories to gain “likes”4. Encourage your customers to find you on Facebook through a dedicated email campaign5. Hold a contest with your customer base to help you get to a certain number of fans. The customer that is the goal number receives a prize6. Create a custom landing page that encourages people to like (Pagemodo is a great free service)7. Incorporate the “Like” button onto your existing website Company Confidential Vistaprint © 2011
  13. 13. Customers want to talk to youIf you’re not listening/responding to them, you should be • Facebook can, but doesn’t have to be, just a customer service channel • As you build your following, answer any and all questions or comments on your site • Be appreciative of positive feedback, and address negative feedback • Encourage existing customers toKey takeaway: Don’t let any comments leave messages on your walllag, make sure you’re showing customers • Facebook should be checkedyou appreciate them taking time to daily for updates, comments orcomment on your wall issues that may crop up Source: 2011 Chadwick Martin Bailey Survey Company Confidential Vistaprint © 2011
  14. 14. What if no one is talking on my wall?Spark the conversation by being creative• Talk to customers, but drive the conversation• Ask customers real questions that can even give you insight into what they want and how they think• Utilize Facebook’s “polling” functionality as a way to drive engagement• Be personal and share information about you and your business• Don’t be afraid to share external content and news stories your customers will find useful Key takeaway: Engagement starts with you – be creative, gain insight and give customers what they need Company Confidential Vistaprint © 2011
  15. 15. What are the benefits andhow can I measure it?
  16. 16. Facebook is a marketing channel • Facebook allows you to advertise directly to fans of your business • Targeted offers and deals can promote exclusivity and increase conversion • Engaging with and talking to customers increases loyalty and keeps you on top of mind for future purchases • Unique or exclusive content provides value beyond offers and deals • Happy customers are more likely to refer business your way, via Facebook or in personKey takeaway: You can build loyalty and market to customers with Facebook Source: 2011 Chadwick Martin Bailey Survey Company Confidential Vistaprint © 2011
  17. 17. And a website property for search • Facebook comes up in search listings on branded searches • More content/sharing means more things for search spiders to crawl and rank your page • Facebook can quickly enter the front page on searches for your business • While not “optimizable” for search terms, it can outrank your site due to activity • Another avenue for prospective customers to find out more about you, see customer feedback and potentially do business with you Key takeaway: Use Facebook as another web property that can be indexed for search Company Confidential Vistaprint © 2011
  18. 18. You can measure results on FacebookFacebook Insights will help you drill down into your account • Track your like count, reach of your content, how many friends your fans have, and more • Focus on building fan count first, as well as engagement • As you build, reach and people talking about you should rise • Gives you breakdown post by post to see what has been successful • Test/tailor your updates accordingly Key takeaway: test and measure your Facebook results Company Confidential Vistaprint © 2011
  19. 19. Questions?
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