Appbistro + TabSite Joint Webinar "Five Misconceptions when marketing your Facebook Fan Page"


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Joint Webinar presented on Aug. 17th, 2011 with Appbistro & TabSite: "Five Misconceptions about Marketing on your Facebook Fan Page"

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Appbistro + TabSite Joint Webinar "Five Misconceptions when marketing your Facebook Fan Page"

  1. 1. Appbistro Webinar: “ Five Misconceptions about Marketing on your Facebook Fan Page” August 17th, 2011
  2. 2. <ul><li>Intro </li></ul><ul><li>Look at the Five Misconceptions Marketers fall into when promoting on Facebook </li></ul><ul><li>In-depth look at new MicroSite product from TabSite </li></ul><ul><li>Summary </li></ul><ul><li>Time for Q&A </li></ul>Agenda for Webinar this morning
  3. 3. <ul><li>Rhett Stonelake – Marketing Manager @ Appbistro </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @rhettstonelake </li></ul>Welcome
  4. 4. Special Guest TabSite Mike Gingerich– Community Manager & Marketing @ TabSite Email: Twitter: @ mike_gingerich @TabSite
  5. 5. Contact for Q&A Please submit any/all questions you may have related to this webinar by either “@” us on Twitter @appbistro + @tabsite or using the hashtag #appbistrotricks
  6. 6. Five Misconceptions when Marketing on Facebook Misconception #1 Your Marketing message needs to be “clever” to catch attention
  7. 7. Misconception #1 FALSE As soon as your marketing campaign becomes too intellectual, too cute or too confusing, your audience is lost Gimmicks don’t work to sell your product Brand loyalty = result of offering a product that fills a need, not how creative you get with you messaging.
  8. 8. Opportunity: Listen & Learn Aim to create content that invites participation Be direct in your message, and always keep the customer benefit in mind Deliver on your promise Listen & Learn
  9. 9. Misconception #2 Misconception # 2 High frequency is always the best strategy
  10. 10. Misconception #2 Contrary to “ more is better ” and “ engagement all the time ” studies have shown a correlation between post frequency and fan count to be the inverse. Lots of talk ≠ engagement
  11. 11. Misconception #2 Over 2,600 Fan Pages were analyzed and the number of likes was highest for pages that post around once every other day Takeaway: Don’t spam your users with content
  12. 12. Opportunity: Set a Pattern Find rhythm that works best for you + deliver on your promise Try creating standard topics to set customer expectations Analyze + Measure feedback and adjust posting accordingly Set a Pattern
  13. 13. Misconception #3 Misconception #3 The conversation on your wall alone is enough to keep fans coming back
  14. 14. Misconception #3 Custom tabs offer engagement tools that Increase engagement. Takeaway: Don’t rely only on the Wall! While the Wall is a component of connection, socialization is done via engagement methods.
  15. 15. Opportunity: Increase engagement through Apps Increase engagement through Apps <ul><li>Fan-Gating to gain a “Like” Strong Call to Action! </li></ul><ul><li>“ Content is King”, Engaging Content is Queen! </li></ul><ul><li>‘ Publish content to Wall,’ linking back to tabs </li></ul>
  16. 16. Opportunity: Increase engagement through Apps Fan-Gating
  17. 17. Opportunity: Increase engagement through Apps Increase engagement through Apps <ul><li>Giveaways, Contests </li></ul><ul><li>Add Social Feed ( RSS, Tweets, YouTube, right in Page ) </li></ul>
  18. 18. Misconception #4 Misconception #4 News Feed is the best way to reach your Fans
  19. 19. Misconception #4 Recent PageLever report released revealed average Fan Page receives 7.49 news feed post impressions and only 3.19 unique Page views per day per 100 fans Example w/ 5,000 Fans: 395 news feed impressions 160 unique Page views
  20. 20. Misconception #4 Although reaching fans through the the news feed can be part of your strategy, a more integrated approached with targeted ads and sponsored stories can only help you further amplify your message and connect with your customers
  21. 21. <ul><li>Ability to generate more stories (touch points) about your business that will be shown to a wider base of your fans and beyond </li></ul><ul><li>Increase App engagement via the App Shared story </li></ul><ul><li>Fine tune the targeting of stories to reach your desired users </li></ul>Opportunity: Sponsored Stories Sponsored Stories
  22. 22. Misconception #5 Misconception #5 Maintaining control of content should be a top priority
  23. 23. Misconception #5 FALSE Ability to learn first hand from your customers what matters most – from pricing to product to brand value Establish relationships with your customers faster By allowing users to contribute, you can gain invaluable insight into their greatest needs and adjust your business goals accordingly
  24. 24. Opportunity: Open to crowdsourcing Open to Crowdsourcing Have boundaries in place, but through this interaction you can encourage a shared sense of ownership (contributors have interest in helping promote) Provides you more information sources for prospects + customers Creates opportunity for a trusting relationship between you & your customer
  25. 25. TabSite MicroSite iFrame app limits When Facebook switched to iFrame apps, this limited the ability of search engines to index content on Fan Page tabs
  26. 26. TabSite Microsite iFrame Solution! <ul><li>A MicroSite of your TabSite Fan Page Tabs! </li></ul><ul><ul><li>Get Tab Content and Sub-Pages indexed (no iframe, content is on the web) </li></ul></ul><ul><ul><li>Gives another web location to “Like” your page </li></ul></ul><ul><ul><li>Integrates all your Tab Content </li></ul></ul><ul><ul><li>Can be navigated by mobile & tablet users </li></ul></ul><ul><ul><li>Available to ALL TabSite users! </li></ul></ul>
  27. 27. TabSite Microsite
  28. 28. TabSite Microsite <ul><li>Pulls fan page logo </li></ul><ul><li>& links to your fan page </li></ul><ul><li>Add “Find Us” link </li></ul><ul><li>Add Tabs & Sub-Pages </li></ul><ul><ul><li>Paid Plans Control Publish and UnPublish </li></ul></ul><ul><li>Third Row Column option </li></ul>
  29. 29. TabSite Microsite SEO Tools: - Tab Views - MicroSite Views - Keyword Density - Set Meta Data (for MicroSite)
  30. 30. TabSite Microsite TabSite MicroSite With Twitter Feed in 3 rd Column
  31. 31. TabSite Microsite TabSite information:
  32. 32. Q&A Time for Q&A
  33. 33. <ul><li>We want to hear from you. If you have a moment please head over to the following link and fill out our survey. We want to make the marketplace and selection of applications a great process – your feedback is valued! </li></ul><ul><li> </li></ul>Thanks for you time!