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Debra Aho Williamson, Principal Analyst @DebraWilliamson J U L Y 2 8 , 2 0 1 1 Facebook Marketing–Strategies for Turning “Likes” into Loyalty Kimberly Maul, Writer/Analyst @berly624 Sponsored by: Joined by:
Brands can encourage Facebook interactions by timing their posts
Four ways a bagel chain keeps Facebook users engaged: #1: Ask questions Simple questions get consumers thinking about the brand. Over 80 pictures submitted in three days Twitter – #eMwebinar *Note: Facebook’s Promotions Guidelines state that you cannot use Facebook features such as the “like” button for voting in a contest.
Give insider access. Sneak peeks make consumers feel special.
“ Not being a national advertiser, we decided to make Facebook a pivotal part of our strategy for growing our brands and increasing the quality of our engagement with our current and potential customers.” —James O’Reilly, chief concept officer at Einstein Noah Restaurant Group
Key reason Facebook users “unlike” a brand: too many posts crowding their feeds
Case study: Adobe Photoshop engages its loyal fans to share the love
July 2009: 240,000 fans of Facebook page, without any active involvement.
Product management team took over the page and asked fans what they wanted.
The team posts questions, tips and tutorials, and video demonstrations five times a week.
“ I think about it as if I ’ m designing the product; I think about the user. Is this piece of content we ’ re about to share useful to them?” — Maria Yap, Adobe’s director of product management Twitter – #eMwebinar
Club Mum Facebook page: 29,000 “likes” by July ’11.
Chef Boyardee’s partnership with AOL ended May 31 and ClubMum.net now directs users to Facebook.
Facebook activity dropped from 35 interactions per post in first six months of the campaign to fewer than 20 in July 2011.
Takeaway: Focusing on a small niche community can work for some brands, but dividing attention between Facebook and another site requires a delicate balance.
Case study: Clarisonic—building support for a cause via Facebook Clarisonic , a skincare company, partnered with nonprofit Look Good…Feel Better in May 2010. “ Like” campaign: Donated $1 for every new “like” during Breast Cancer Awareness Month, October 2010. Promotion: social networks, email blasts, Facebook ads, and company website and blog. Twitter – #eMwebinar
The campaign led to increases in several key Facebook metrics
More marketers are using Facebook than ever before. 61% of Fortune Global 100 companies have a Facebook page (Burson-Marsteller).
“ Like” is only the start. It is much harder to sustain the relationship post-click than to get consumers to make the first click.
There’s still room for growth. Just 25% of social network users follow companies or brands in social networks (Arbitron/Edison Research).
Facebook must be fully integrated. Brand pages should be synced with other online/offline marketing.
Twitter – #eMwebinar
VITRUE PUBLISHER PUBLISH Create more visually compelling posts Include images, audio, video and Wall Apps like Coupons, Polls, Email registration Open Graph publishing SCHEDULE Schedule posts in advance, publishing 24/7 Allow multiple team members to collaborate on posts Multi-account and user collaboration
MODERATE VITRUE PUBLISHER Powerful and comprehensive Facebook wall moderation, with optional automation using word lists Defined permission levels MEASURE Live metrics including clicks, comments, likes, shares, plays, entries and actions Use Omniture, DoubleClick, WebTrends, Google Analytics, etc
STANDARD APPLICATION MODULES VITRUE TABS Engagement apps like Coupons, Polls, Quizzes, Mailing List, Sweeps and Gifts Media apps such as photos, videos, Twitter and content feeds Social apps such as events, calendars, local events and content sharing
VITRUE APPS Vitrue’s suite of Facebook Apps punctuate your conversation, creating an even richer brand experience. We empower Apps to be delivered with ease in a variety of ways. From being housed in a tab, to being delivered directly to a fan’s news feed to being built as custom experience.
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Facebook Marketing–Strategies for Turning “Likes” into Loyalty Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Sponsored by :