Facebook Marketing

Facebook Marketing Leveraging the World’s Most Powerful Social Network June 24, 2010 Presented by: Jason Cormier, Co-Founder Room 214 @jasoncormier

A Subtle Queue on What’s In it For You!
When You See the Bag… Take it and Run!
What’s In the Bag… - Could be worthy of doing today - Might be worth sharing (on Twitter)
#room_214

Big Picture Social Media Marketing
Business Intelligence Establish benchmarks, monitor conversations, define KPI’s
Program Management Content strategy, campaign execution, community building, measurement
Application Development Tools to integrate, differentiate and support social & business objectives

In its report, 2009 B2B Social Media Benchmarking Study, Business.com found that North American companies focused on B2B were much more rigorous in the world of social media than those in B2C. B2B in Social Media

B2B in Social Media Participate on Twitter: B2B: 75% B2C: 49% Host Blog(s): B2B: 74% B2C: 55% Social Networking Profiles: B2C : 81% B2B: 67% Brand Participation

B2B in Social Media Brand Focus B2B: 73% B2C: 45% B2B: 56% B2C: 27% B2B: 43% B2C: 30% B2C : 83% B2B: 77%

B2B in Social Media Percentage of companies using specific social media channels and/or blogs who have acquired a customer from that channel

Fast Facebook Facts
Over 100 Million US Users
Surpassing Google on Page Visits
700% annual increase in time users spent on platform - 2009 vs. 2008 (Nielson)

Facebook Privacy: Default vs. Control

Overview & Recommended Practices

3 Key Marketing Questions
1. What can YOU do?
Earn Media
Pay for Media
2. What can THEY do?
Lurk
Like
Engage
3. What can they SHARE ?

Off-the-Shelf Facebook Functionality • Discussion Boards • Notes – Like a blog, with ability for fans to comment • Photos – Upload (and tag) photos within photo albums • Video – Upload video files / record video messages • Links – share content by posting (or attaching links) on your Wall • Events – Create events that people can RSVP to • Flash Player – Box where you can upload your own Flash files • Static Facebook Markup Language (FBML) – Upload your own HTML for custom layouts

Key Facebook Fan Page (Public Profile) Attributes
Another Brick in the Wall Used to update status, photos, videos. May be updated by Admin and/or people who like page
Custom Tabs Up to 4 are displayed, leverage FBML to name and customize - or 3 rd party applications
Think News Feed! This is a key to being viral: What’s on your wall is often on others’ wall

Establish the Right Page Settings
Edit who can see your Facebook Page Country or age restrictions for a page if/when necessary
Edit Wall display Display only posts made by the page or display both posts by the page and fans
Designate a landing page
Users can land on custom tabs instead of the wall
Consider Fan Permissions
Edit what type of content, if any, fans can post to the Page’s wall

Facebook Starter Recommendations Use a Fan Page, Not a Group Page - wider range of status updates - access to advanced stats Use a Vanity URL (facebook.com/yourcorp) Enable Posts by Admin AND Fans Leverage Custom Tabs Invite Followers via Email lists & Web Pages Promote to Related Group Pages - Post on their wall, OR - Get permission from Group Admin

Monitor Your Status Updates and Wall Respond To Both Positive And Negative Comments
Fans often use Facebook to express opinions, problems, praises, etc.
Surprise them by listening and responding
Even a simple, “Thanks for your comment, we’re listening!” goes a long way

Make Status Updates Relevant & Worth Sharing
Post Exclusive Content, leveraging outbound links you can track through bit.ly
Consider causes, controversies and current events
Geo-target messaging by country, city and language

Invite Friends to Suggest to Friends

Social Search Optimization is Here Use your keywords inside of Facebook - in status updates - near top of About section - in static pages (especially info page) - within links - Recent deals with Google and Bing are rendering Facebook content within search engine results - Facebook is making all the right moves to become a search engine

Use Facebook Insights to Track Content & Fans
Monitor interaction trends, post quality, demographics, fan numbers and page views (to name a few!)
Utilize the data to adjust your content sharing strategy if needed

See How Fans Get To And Use Your Page
Find out which tabs on your page are being visited the most. It might surprise you!
Monitor how fans are getting to your Facebook page. Other community opportunities may arise.

Facebook’s New Social Plugins

Social Plugins – The Like Box

Community Pages vs. Fan Pages

Facebook Applications

Tab Management
Designate one of your tabs as the landing page (instead of the wall)
Use FBML or custom applications to better engage your audience

Integrated Tab Applications

Applications that Entertain

Applications that Inform (Utility)

Applications that Support Customer Service “ If you are experiencing a technical or service-related emergency, sound the alarm to notify a customer service representative for immediate assistance.” Click for Emergency Service animation of glass breaking Fill out form Click for Emergency Service Click for Emergency Service Customer data sent to an email or as a text to customer support personnel cell phones

Facebook Advertising

Facebook vs. Google Facebook Google
Targeting:
Age
Gender
Relationship Status
Location
Birthday
Education
Workplaces
Likes and Interests
Connections on Facebook
Targeting:
Location
Keywords

Social Media Advertising Paradigm Shift • Pay once, get permission to advertise repeatedly to somebody equipped to share at that very moment • Double the value of an email • Social media is the grease in the marketing funnel • Traditional search marketing is finding people ready to buy • People on Facebook are ready to connect with other people

Understanding Advertising in Facebook Traditional Paid Search Social Media Revenue Model Optimization Tactic Cost per click vs. Revenue per click Cost per fan vs. Revenue per fan CTR and Conversion Rate Viral Factor, cross-channel distribution

“ What’s a Facebook Fan Worth?”
Holes in the “empirical review:”
Correlation vs. Causality:
The research does not demonstrate Facebook “fanning” actually causes higher value (a Facebook fan vs. a common user of the brand)

Promote Your Page With Facebook Ads Use targeting capabilities to reach the appropriate audience

Facebook Ad Targeting Capabilities
• To dial in the best keywords, utilize the “Suggested Likes & Interests” tool:
Try plugging in popular fan pages or even competitors fan pages into the tool
Can link to fan pages, events, groups or external websites
Facebook Ads FAQ: http://www.facebook.com/help/?page=863

Facebook Ad Features
• “ Social Interaction ads” enable you to see friend likes, and apply a like yourself
The ads are viral because they appear on walls and news feeds of their friends
Note the “Estimated Reach” tool on the right when creating ads
Adding additional keywords increases reach
• Expect extremely low click-through-rates, under 1% is common
• “ Actions” are the key metric, shows increase in fan numbers
Start your initial bids in the lower middle range of the suggested Facebook bid, and then tweak accordingly

Leveraging Friends of Connections

CPC vs. CPM

Testing What You Can Wall Custom Tab 6:00 pm 8:00 pm 24 fans 52 fans 39 fans 26 fans

Facebook Advertising Recommendations • Employ Friends of Connections Marketing • Drive Traffic to Landing Pages OR Custom Tabs • Track Conversions as Much as You Can • Test CPM against CPC • Expect best “viral” results in Facebook will include a combination of apps and ads. • Give: Coupons, sweepstakes, products, etc.

Rules and References

Facebook Rules of the Road
• Facebook Promotions Must:
Be on a canvas page, or box/ 3 rd -party application in a tab
Have approval of materials for the promotion, submitted to a Facebook account representative (and approved) at least 7 days prior to promotion start date. Note: Access to a rep may require a minimum ad spend
• Facebook Promotions Must NOT :
Consist of photo upload contests
Include requirements of responding or commenting in News Feed
Consist of status updates
Notify winners through Facebook
Require purchase of a product
• Facebook Promotions CAN :
Require you become a fan (like a page) to be part of the contest

How Room 214 Helps Brands on Facebook “ 214 Apps” for Facebook : A suite of social applications developed to help brands extend visibility, engagement and loyalty on Facebook
Professional Services
Content Strategy, Consultation and Training
Custom Design and Integration of Applications
Outsourced Community Management and Monitoring
Facebook Advertising Management

References / Tools / Competitors: Facebook: http://facebook.com/insights http://facebooks.com/advertising Inside Facebook, http://insidefacebook.com All Facebook, http://allfacebook.com Wildfire, http://www.widlfireapps.com Involver, http://www.involver.com Context Optional, http://www.contextoptional.com BlitzLocal: http://www.blitzlocal.com

Thank You! Jason Cormier Co-Founder, Room 214 [email_address] Twitter: @JasonCormier Phone: 303-444-9214 x101 Web: Room214.com | 214Apps.com Blog: CaptureTheConversation.com

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Facebook Marketing

by Jason Cormier

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