FACEBOOK MARKETING:STRATEGYGETTING STARTEDBEST PRACTICESPresented by:Cari SultanikDirector, Interactive Account Management...
WHAT WE’LL COVER TODAY Prologue: Social Media Strategy Part 1: Just a little of the “why” Part 2: Getting started Part...
BACKGROUND•   Cari Sultanik is the Director of Interactive Account    Management at FulcrumTech.•   Prior to joining Fulcr...
PROLOGUESOCIAL MEDIASTRATEGY
SOCIAL MEDIA: PART OF A BROAD LEADGENERATION STRATEGY Download the infographic at: http://www.fulcrumte ch.net/leadgen
GETTING STARTEDWhat not to do
GETTING STARTED   Social media requires a    relationship marketing mindset   Measuring return on    investment (ROI) re...
BUILDING A SOCIAL MEDIA STRATEGYWhat most businesses do:                           There is a                           be...
BUILDING A SOCIAL MEDIA STRATEGY*         P             People                       Assess your prospects’ and customers’...
BUILDING A SOCIAL MEDIA STRATEGY  P     People        Assess your prospects’ and customers’ social activities  O     Objec...
PSOCIAL MEDIA STRATEGY: PEOPLE       Creators                        Social Technographics Ladder   Conversationalists   ...
BUILDING A SOCIAL MEDIA STRATEGY  P     People        Assess your prospects’ and customers’ social activities  O     Objec...
OSOCIAL MEDIA STRATEGY: OBJECTIVESStart with one primary objective Listening Talking Energizing Supporting Embracing
BUILDING A SOCIAL MEDIA STRATEGY  P     People        Assess your prospects’ and customers’ social activities  O     Objec...
SSOCIAL MEDIA STRATEGY: STRATEGY Strategy here means figuring  out what will be different  after your plan is in place,  ...
SSOCIAL MEDIA STRATEGY: STRATEGY Envision how your relationships with customers will change if  you are successful    Ho...
SSOCIAL MEDIA STRATEGY: STRATEGY Start small with room to grow    Rough plan for how to start, measure, and build    Re...
BUILDING A SOCIAL MEDIA STRATEGY  P     People        Assess your prospects’ and customers’ social activities  O     Objec...
TSOCIAL MEDIA STRATEGY: TECHNOLOGYThe obvious                       Slightly less obvious   Facebook                     ...
MEASUREMENT
MEASUREMENT
PART 1WHYFACEBOOK?
FOR STARTERS…
BUT SERIOUSLY… The numbers       Over 900M active users       425MM access via mobile       57% female / 43% male    ...
PART 2GETTING STARTED
BEFORE YOU START First things first: Do you have a website?     Don’t rest the entire digital presence of your business ...
BUILD YOUR PAGE Go to a page you are not an admin for and click “Create a  Page” button
CHOOSE YOUR BUSINESS TYPE
CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
CHOOSE A PROFILE PICTURE Don’t skimp on this step Your profile photo will  show every time you post  (along with your pa...
PROFILE PICTURE EXAMPLES
ABOUT Be descriptive and creative Include a link to your website and other social properties
CHOOSE YOUR FACEBOOK WEB ADDRESSChoose carefully Difficult (not impossible) to change Make it easy to remember and type...
FACEBOOK MINI-TRAINING1. Like your page2. Invite your friends3. Invite your email contacts4. Share something
YOUR FOUNDATION IS NOW BUILT
YOUR FOUNDATION IS NOW BUILT
ADD A COVER PHOTO
COVER PHOTO: FIRST, THE SPECS AND RULESThe rules:   851x315 pixels   Price or purchase information,    such as "40% off"...
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO: SOME GREAT EXAMPLES
COVER PHOTO ADVICE Follow the rules, but be creative. When you upload a new cover image, it is noted in your  timeline a...
COVER PHOTO ADVICE
COVER PHOTO COMPLETE
NEW COVER IMAGES SHOW UP ON YOUR TIMELINE
FINISHING DETAILS Add hours, if relevant Check your About  page and add detail  (edit button shows up  when you hover ov...
PART 3BUILDING YOURAUDIENCE
START WITH FRIENDS
START WITH FRIENDSFacebook makes iteasy to decide whichfriends to invite. Recent interactions All friends Location-base...
SHARE YOUR PAGE ON YOUR TIMELINE
INVITE EMAIL CONTACTS
INVITE EMAIL CONTACTS
OTHER FACEBOOK OPPORTUNITIES Use Facebook as page to  comment on other pages Be sure to switch back to your  own account...
OTHER FACEBOOK OPPORTUNITIES Integrate Facebook Like box on  your site    Visitors can see which friends     already lik...
KICKIN’ IT OLD SCHOOL Point-of-sale display Package inserts Direct mail Word of mouth Business cards Use your imagin...
FACEBOOK ADS Wait until you have established a fan base and content  before advertising Facebook will guide you Many we...
PART 4BEST PRACTICES
CONTENT, CONTENT, AND MORE CONTENT Plan ahead for content to post on your Facebook  page Test different days of the week...
EdgeRank: Algorithm Facebook                                       uses to determine which content                        ...
FOCUS ON ENGAGMENT Use lots of photographs    They take up more room on people’s timelines.    Photographs get more eng...
MORE ENGAGEMENT TIPS Have a call to action: A post that specifically asks fans  to Like or Comment will get more engageme...
MILESTONES Milestones help tell the story of  your business Prominent in timeline Lend credibility
HIGHLIGHTING POSTSHighlight a post Stretches across timeline  instead of showing in one  column Draws attention to impor...
PINNING POSTSPin to top Stays at top of timeline for 7  days or until a new post is  pinned Can pin a call to action for...
PART 5ADVANCEDOPPORTUNITIES
CUSTOM APPLICATIONS Formerly known as “tabs” Can create up to 12 Photos always in first spot Put most important apps i...
EXAMPLES OF CUSTOM APPLICATIONS
WHAT CAN YOU DO WITH APPS? Email sign-up Fan-only promotions (must  Like page to see content) YouTube channel integrati...
FREE AND LOW-COST APP TOOLS
ADMIN PANEL OPTIONS
NOTIFICATIONS New comments and likes will appear here Check frequently and interact with your fans
MESSAGES Messages are turned on by default Be sure you can check and answer  daily (if not, turn them off) New messages...
INSIGHTS Not available until you have  30 fans Snapshot will show you  activity at a high level Click “See All” for det...
INSIGHTS
INSIGHTS
INSIGHTS
FACEBOOK ADS Sponsored Stories    According to Facebook, “Sponsored stories are messages     coming from friends about t...
USEFACEBOOKHELP           http://www.facebook           .com/help
CONTACT INFOCari Sultanik, Director,Interactive AccountManagementEmail:csultanik@fulcrumtech.netPhone: 215-348-9887       ...
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    1. 1. FACEBOOK MARKETING:STRATEGYGETTING STARTEDBEST PRACTICESPresented by:Cari SultanikDirector, Interactive Account ManagementFulcrumTech, LLC
    2. 2. WHAT WE’LL COVER TODAY Prologue: Social Media Strategy Part 1: Just a little of the “why” Part 2: Getting started Part 3: Building your audience Part 4: Best practices Part 5: When you’re ready for more— advanced opportunities
    3. 3. BACKGROUND• Cari Sultanik is the Director of Interactive Account Management at FulcrumTech.• Prior to joining FulcrumTech, Cari served as Director of Social Media and Community at Nutrisystem - the leading home-delivery weight-loss company - where she initiated and managed social programs to successfully establish a strong social media presence.• She has also helped numerous brands and non-profits develop and execute robust social media strategies as a Marketing Internet Strategy and New Media Consultant.• In addition, Cari’s career experience includes user- centered design and engagement positions at Electronic Ink, a Philadelphia-based User Experience Design firm, and Advanta, a business credit card company.
    4. 4. PROLOGUESOCIAL MEDIASTRATEGY
    5. 5. SOCIAL MEDIA: PART OF A BROAD LEADGENERATION STRATEGY Download the infographic at: http://www.fulcrumte ch.net/leadgen
    6. 6. GETTING STARTEDWhat not to do
    7. 7. GETTING STARTED Social media requires a relationship marketing mindset Measuring return on investment (ROI) requires a more inclusive definition of “R”  Financial return  Impact / influence  Share of voice  Earned media  Customer satisfaction  Return customers  Share activity Assess the current state of your brand, competitors and topics related to your business Listen, listen, listen
    8. 8. BUILDING A SOCIAL MEDIA STRATEGYWhat most businesses do: There is a better way!
    9. 9. BUILDING A SOCIAL MEDIA STRATEGY* P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use*Based on Forrester’s POST Approach. Read more about this in“Groundswell,” by Josh Bernoff and Charlene Li
    10. 10. BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use
    11. 11. PSOCIAL MEDIA STRATEGY: PEOPLE Creators Social Technographics Ladder Conversationalists  Classifies people according to how they use social technologies Critics  Profile your customer base, Collectors and see what they’re ready for, before planning a project Joiners to reach out to them Spectators  Engage with customers and prospects based on what they Inactives are already doing
    12. 12. BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use
    13. 13. OSOCIAL MEDIA STRATEGY: OBJECTIVESStart with one primary objective Listening Talking Energizing Supporting Embracing
    14. 14. BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use
    15. 15. SSOCIAL MEDIA STRATEGY: STRATEGY Strategy here means figuring out what will be different after your plan is in place, such as:  We will have a closer two- way relationship with best customers  People will be talking about and recommending our products  We will have established a permanent focus group for testing product ideas  We will have a continuous source for understanding industry trends
    16. 16. SSOCIAL MEDIA STRATEGY: STRATEGY Envision how your relationships with customers will change if you are successful  How will you engage with them?  How will you respond to negative reviews?  How will you help advocates be more influential?
    17. 17. SSOCIAL MEDIA STRATEGY: STRATEGY Start small with room to grow  Rough plan for how to start, measure, and build  Revise every 6 to 12 months Consider consequences  Customer relationships  Content planning  Business processes, structure, and policies  Marketing resources  Sales processes, compensation  Legal considerations  Crisis management
    18. 18. BUILDING A SOCIAL MEDIA STRATEGY P People Assess your prospects’ and customers’ social activities O Objectives Decide what you want to accomplish S Strategy Plan for how relationships with customers will change and design campaigns and monitoring plans T Technology Decide which social technologies to use
    19. 19. TSOCIAL MEDIA STRATEGY: TECHNOLOGYThe obvious Slightly less obvious Facebook  Pinterest Twitter  Instagram LinkedIn  Flickr Blog  Blogger program YouTube  Social bookmarking (delicious, StumbleUpon, Diigo) Google +  Q&A sites (Quora) Location-based (foursquare)  Niche communities (Ning, Get Review sites (Yelp) Satisfaction)  Slideshare  Internal community (discussion boards, such as vBulletin)  Podcasts  Smartphone apps
    20. 20. MEASUREMENT
    21. 21. MEASUREMENT
    22. 22. PART 1WHYFACEBOOK?
    23. 23. FOR STARTERS…
    24. 24. BUT SERIOUSLY… The numbers  Over 900M active users  425MM access via mobile  57% female / 43% male  Average time per visit of about 20 minutes People are well trained to actively share on Facebook  82% of users who click on a news feed post shared by a friend who interacted with a Facebook application continue to participate on their own People expect to be able to find businesses and interact  When fans get a response to their posts on a brand page, 80% complete a purchase  28% purchase when brands proactively reach out Sources: Mari Smith and Wildfire
    25. 25. PART 2GETTING STARTED
    26. 26. BEFORE YOU START First things first: Do you have a website?  Don’t rest the entire digital presence of your business on real estate you don’t own Have a goal in mind  Fans are nice, but what do you ultimately want them to do? Think about who you are and what makes you different  Don’t be afraid to have a personality  People do business with people, not websites or Facebook pages  Check out what your competitors are doing Be sure you’re ready  Commit to spending at least a few minutes a day on your Facebook page Assumption: You already have a personal Facebook account (if not, set that up first)
    27. 27. BUILD YOUR PAGE Go to a page you are not an admin for and click “Create a Page” button
    28. 28. CHOOSE YOUR BUSINESS TYPE
    29. 29. CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
    30. 30. CHOOSE CATEGORYAdditionalinformation requiredfor a local business orplace (other typesdo not require this)
    31. 31. CHOOSE A PROFILE PICTURE Don’t skimp on this step Your profile photo will show every time you post (along with your page name) 180x180 pixels Good representation of your brand Ideas:  Storefront  Logo  Headshot of you (if you are a consultant, for example)
    32. 32. PROFILE PICTURE EXAMPLES
    33. 33. ABOUT Be descriptive and creative Include a link to your website and other social properties
    34. 34. CHOOSE YOUR FACEBOOK WEB ADDRESSChoose carefully Difficult (not impossible) to change Make it easy to remember and type Closely related to page name
    35. 35. FACEBOOK MINI-TRAINING1. Like your page2. Invite your friends3. Invite your email contacts4. Share something
    36. 36. YOUR FOUNDATION IS NOW BUILT
    37. 37. YOUR FOUNDATION IS NOW BUILT
    38. 38. ADD A COVER PHOTO
    39. 39. COVER PHOTO: FIRST, THE SPECS AND RULESThe rules: 851x315 pixels Price or purchase information, such as "40% off" or "Download it at our website" Contact information, such as web address, email, mailing address, or other information intended for your Pages About section References to user interface elements, such as Like or Share, or any other Facebook site features Calls to action, such as "Get it now" or "Tell your friends"
    40. 40. COVER PHOTO: SOME GREAT EXAMPLES
    41. 41. COVER PHOTO: SOME GREAT EXAMPLES
    42. 42. COVER PHOTO: SOME GREAT EXAMPLES
    43. 43. COVER PHOTO ADVICE Follow the rules, but be creative. When you upload a new cover image, it is noted in your timeline and in your fans’ newsfeeds. You can include promotional copy, links, and calls to action in the descriptions for the photo. Change it as frequently as you can—it’s a great way to drive engagement if you’re being creative. If you use Photoshop, you can find various templates for cover photo and profile image design.  I like this one: http://www.hongkiat.com/blog/creative- facebook-timeline-covers/#fb_timeline_template
    44. 44. COVER PHOTO ADVICE
    45. 45. COVER PHOTO COMPLETE
    46. 46. NEW COVER IMAGES SHOW UP ON YOUR TIMELINE
    47. 47. FINISHING DETAILS Add hours, if relevant Check your About page and add detail (edit button shows up when you hover over About or Basic info)  Add start date  Start type (born, founded, opened, etc.)  Add description (helps you with search)  Add contact info (e.g., email address)  Tons more detail options—take advantage of them!
    48. 48. PART 3BUILDING YOURAUDIENCE
    49. 49. START WITH FRIENDS
    50. 50. START WITH FRIENDSFacebook makes iteasy to decide whichfriends to invite. Recent interactions All friends Location-based Groups ListsDon’t be shy!
    51. 51. SHARE YOUR PAGE ON YOUR TIMELINE
    52. 52. INVITE EMAIL CONTACTS
    53. 53. INVITE EMAIL CONTACTS
    54. 54. OTHER FACEBOOK OPPORTUNITIES Use Facebook as page to comment on other pages Be sure to switch back to your own account when you’re finished
    55. 55. OTHER FACEBOOK OPPORTUNITIES Integrate Facebook Like box on your site  Visitors can see which friends already like your page  If you choose, they can also see recent posts  Facebook will generate code for you  http://developers.facebook.com/d ocs/reference/plugins/like/
    56. 56. KICKIN’ IT OLD SCHOOL Point-of-sale display Package inserts Direct mail Word of mouth Business cards Use your imagination!
    57. 57. FACEBOOK ADS Wait until you have established a fan base and content before advertising Facebook will guide you Many webinars and articles
    58. 58. PART 4BEST PRACTICES
    59. 59. CONTENT, CONTENT, AND MORE CONTENT Plan ahead for content to post on your Facebook page Test different days of the week and times of day— sometimes weekend posts get the most activity Test frequency—in most cases it is acceptable to post every day (and possibly up to 3-5 times a day!) Be personal and human  Share personal interests  Ask questions  Post helpful tips  Link to articles that your audience will like or find useful  Include success stories  Think about what would make you Like or Comment
    60. 60. EdgeRank: Algorithm Facebook uses to determine which content posted on Facebook that any given user gets to see in his NewsFOCUS ON ENGAGMENT Feed at any given time when they log in to their Facebook account. Successful brands don’t preach or sell  Facebook EdgeRank is important—to a point  Engagement drives EdgeRank which ultimately determines how many fans see your posts  Understand your fans’ needs and figure out how to best meet them
    61. 61. FOCUS ON ENGAGMENT Use lots of photographs  They take up more room on people’s timelines.  Photographs get more engagement than any other type of post (including video).  You can use original photography or buy stock photography. Post articles your fans will care about (with links)  Add a comment about why you’re posting it (“Great article,” “How do you feel about this?”) Don’t be afraid to go off-topic (e.g., random question of the day, fill-in-the-blanks, polls)  People want to talk to people  Build relationships  Show personality
    62. 62. MORE ENGAGEMENT TIPS Have a call to action: A post that specifically asks fans to Like or Comment will get more engagement than one that doesn’t; you can also ask fans to watch a video or share an article A study by Buddy Media showed that posts with 80 or fewer characters get 27% higher engagement. Respond to people who engage with you! Make it fun—even if your business doesn’t typically stand for fun; think of creative ways to entertain your audience Make it inspiring—if your brand is associated with a charity or nonprofit, share inspiring stories
    63. 63. MILESTONES Milestones help tell the story of your business Prominent in timeline Lend credibility
    64. 64. HIGHLIGHTING POSTSHighlight a post Stretches across timeline instead of showing in one column Draws attention to important updates
    65. 65. PINNING POSTSPin to top Stays at top of timeline for 7 days or until a new post is pinned Can pin a call to action for your site or applications (more on this later) Try pinning strong images that draw attention to what you most want fans to know about you (404x404 pixels)
    66. 66. PART 5ADVANCEDOPPORTUNITIES
    67. 67. CUSTOM APPLICATIONS Formerly known as “tabs” Can create up to 12 Photos always in first spot Put most important apps in next three spots Design custom app thumbnails (111 x 74 pixels)
    68. 68. EXAMPLES OF CUSTOM APPLICATIONS
    69. 69. WHAT CAN YOU DO WITH APPS? Email sign-up Fan-only promotions (must Like page to see content) YouTube channel integration Twitter integration RSS widget (feed from your blog) Photo shows Contests Sweepstakes Fundraising Map and location Coupons
    70. 70. FREE AND LOW-COST APP TOOLS
    71. 71. ADMIN PANEL OPTIONS
    72. 72. NOTIFICATIONS New comments and likes will appear here Check frequently and interact with your fans
    73. 73. MESSAGES Messages are turned on by default Be sure you can check and answer daily (if not, turn them off) New messages will appear here
    74. 74. INSIGHTS Not available until you have 30 fans Snapshot will show you activity at a high level Click “See All” for detailed insights Determine how engaging your posts are so you can focus on best content for your audience
    75. 75. INSIGHTS
    76. 76. INSIGHTS
    77. 77. INSIGHTS
    78. 78. FACEBOOK ADS Sponsored Stories  According to Facebook, “Sponsored stories are messages coming from friends about them engaging with your Page, app or event that a business, organization or individual has paid to highlight so there’s a better chance people see them.”  Organic posts on your page will only reach 16% of your fans’ news feeds, but sponsored stories show up more often; they also show up in news feeds of the friends of your fans when a the fans interact with your post. Ads  Advertisements are great for targeting people with specific interests. Using a combination of both ads and sponsored stories will help you best utilize your Facebook budget.
    79. 79. USEFACEBOOKHELP http://www.facebook .com/help
    80. 80. CONTACT INFOCari Sultanik, Director,Interactive AccountManagementEmail:csultanik@fulcrumtech.netPhone: 215-348-9887 This presentation can be foundTwitter: @CariSultanik | on Slideshare at@MitchLapides http://www.slideshare.net/Fulcrum(FulcrumTech) TechFacebook:Facebook.com/FulcrumTechLinkedIn: FulcrumTech |Cari Sultanik

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