Leveraging Pages for Social Exchanges                      Joseph Heinl       ethology | Influence Through Intelligence   ...
FacebookFootprint   1BFB
Your Page is Mission Control
www.facebook.com/company
Why Consumers “Like”?
Facebook 4 Steps to Business SuccessBUILD      CONNECT        ENGAGE      INFLUENCE
Integration Flow within Facebook Ecosystem                      listen &                    understand                    ...
Steps Frequently TakenBUILD    CONNECT      PROMOTE    ?!?!
Know Your Fansidentify the demographics of fan basehow & why did they become fans?what content & messaging engages?who are...
Insights
Page Insight Analyticsdetermine what content resonates best with fansoptimize conversational calendar &post timesrecognize...
Balanced Multilayered Ecosystem at Work                             ethology.com
Learn From Other Brands Success  http://www.facebook-successstories.com
Thank You!               Joseph Heinlethology | Influence Through Intelligence       joseph.heinl@ethology.com            ...
Facebook frontier 4 final
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Facebook frontier 4 final

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Joseph heinl's Facebook Frontier presentation from Explore Orange Co. 2012

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  • Facebook reached 1 Billion Monthly Active Users on September 14, 2012. At 12:45PM PST600 Million Users are on MobileAs of July 2010, Users where at 500 Million 44% of internet users are Facebook users (source KRDS)Source: KRDS & www.newsroom.fb.com
  • Facebook Pages are nothing new. They are Mission Control for your business on Facebook. Pages are the living breathing social connected means to your fans, customers and advocates.
  • Your Facebook page is both a meant to be a brand beacon on the platform as well as a complimentary driver to your website. More companies are advertising their Facebook Page URL than their website URL. Facebook Pages are meant to compliment and augment your bigger integrated marketing efforts. Communication across all channels is imperative. Thinkabout this. Your page has 5k fans on your page, that is 5k potential consumers (showed interest in your brand or company – reason for liking), that are indirectly connected to you via the platform that those consumers as a whole spend the most time each day on. Even with a 16-20% post reach (organic), that’s likely more than you will have connected to your website at any given time. You can talk to them, get to know them on a new level, and understand them 24/7. Reach your audience wherever they are, on the web or mobile. Respond to people in a quick and more personal way. Source: Lab42
  • There’s a correlation between getting something for free or at a discount versus paying full price. People want free or discounted stuff. I’ll admit, Im a swag consumer. My friend has impulse to purchase is there is free shipping, or no sales tax, even if they intention of buying that item originally. It’s generating impulse (key conversion opportunity). Source: Lab42
  • Facebookrecommended formula is Build > Connect > Engage > Influence Build – Creating your page. Treated as a auxiliary broadcast channel to your main website. Connect or Amplify with Facebook Ads (more on this later)Engage with your fans. Latest news, exclusive content, promotions. **Important to FIND AND SPEAK YOUR BRAND OR PRODUCTS VOICE! Serious, funny, passionate, inspiring. Like all media, content is king. Integration is instinctual Influence – Promote the actions of your page to influence friends of fans. Social Reach, scalable effort, and induced viralitysource: Four Steps to Business Success on Facebookwww.facebook.com/business/review
  • Listen – Who makes up your audience Analyze – What resonates your social database Engage – How are they responding? What actions are they taking? Likes, Shares, Comments? stay fresh & relevantpublish up-to-date content from your brand & user generated contentextend social media to include relevant & trending topicsprovide the ideal mobile experienceattract buzztell compelling, interesting, entertaining, &/or surprising storiesgive consumers the ability to share their stories
  • What I have observed, with both B2C & B2B companies on Facebook is that they build a page, acquire fans (paid or otherwise), promote/pitch (not engage) with a majority of product content, and witness dismal is any conversions, leads or traffic to their main website. Facebook is the largest interconnected exchange platform in the universe, literally people, places and events spur billions of impressions & Actions daily. The question is not how many fans you have , but what you plan to market to them. There is a value exchange in someone liking & connecting with your page. Your building a social database and understanding their (consumer) behavior on FB.
  • This sums it up. Source: PostRocket, & Mike Maghsoudi
  • Where did they come from? Contest, Word of Mouth, Advertising? PTAT trend after initial fan build? Trending constant? Those that consistently engaging with your page, offer them something, anything, to show them your appreciation. It will go a very long way…
  • You will begin to identify the patterns on resonance with each post through insights. Paid – Ads, SEM, TV, Billboards. Owned – corporate assets website, blog, youTube channel. Earned is online and offline word of mouth, reviews, forums and social media updates. Anywhere people discuss products and brands.
  • bottom-up, touch-point driven strategy & planningcontent marketing focused true digital integrationfull-circle brand planning & influence
  • http://www.facebook-successstories.com/
  • Facebook frontier 4 final

    1. 1. Leveraging Pages for Social Exchanges Joseph Heinl ethology | Influence Through Intelligence joseph.heinl@ethology.com
    2. 2. FacebookFootprint 1BFB
    3. 3. Your Page is Mission Control
    4. 4. www.facebook.com/company
    5. 5. Why Consumers “Like”?
    6. 6. Facebook 4 Steps to Business SuccessBUILD CONNECT ENGAGE INFLUENCE
    7. 7. Integration Flow within Facebook Ecosystem listen & understand audience analyze & identify influencers engage & interact ethology.com
    8. 8. Steps Frequently TakenBUILD CONNECT PROMOTE ?!?!
    9. 9. Know Your Fansidentify the demographics of fan basehow & why did they become fans?what content & messaging engages?who are the true influencers?
    10. 10. Insights
    11. 11. Page Insight Analyticsdetermine what content resonates best with fansoptimize conversational calendar &post timesrecognize vital role in integrated marketing strategy
    12. 12. Balanced Multilayered Ecosystem at Work ethology.com
    13. 13. Learn From Other Brands Success http://www.facebook-successstories.com
    14. 14. Thank You! Joseph Heinlethology | Influence Through Intelligence joseph.heinl@ethology.com 15
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