Facebook Page:<br />DOs & DON’Ts<br />FacebookDeveloper Garage Paris, March, the 29th, 2011        facebook.com/KRDS<br />
Facebook Marketing Funnel<br />Awareness<br />Education<br />Desire<br />Simple engagement <br />Serious engagement<br />
Facebook Page: a dual strategy<br />Interactwith fans<br />Get fans<br />
?<br />Why<br />should a brand get fans<br />
1. Your potentiel customers use Facebook!<br />+ 54<br />  1.5M<br />13 - 17<br />3.7M<br />45 – 54<br />1.8M<br />35 - 44...
2. Because a brand cansend messages to its fans:<br />- for free<br />- repeatedly<br />
…messages thatincludepictures and brand logo…<br />
…messages that fans can:<br />- like<br />- comment withtheir real identity<br />- sharewiththeir 130 friends<br />
…and youcan monitor engagement<br />
You buythis<br />3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans<br />
4. Becauseyourcompetitors are outperformingyou<br />
5. Becauseyouneed to beready<br />to outcompetebadbuzz<br />in Facebooksearchqueries<br />
6. Because you know whoyour fans are<br />
?<br />Why<br />does a user<br />fan a brand<br />
1. To get promotions & deals<br />
2. By love of the brand<br />
3. To keep up with the brand’s news<br />
How  to<br />get fans ?<br />
Facebook Marketing Funnel<br />Fans base growth<br />Awareness<br />Education<br />Desire<br />Simple engagement <br />Ser...
DON’T <br />Create a group (nor a community page, nor a profile page)<br />
DO<br />Thinktwicebeforepickingyour page name<br />Your brand name? 			…or a concept ?<br />
DO<br />Thinktwicebeforepickingyour page name<br />A page by product ?  	By country ?<br />
DO<br />Getyourvanity URL<br />Go to:<br /> facebook.com/username<br />DON’T<br />
DON’T <br />Let non-fans land on the wall<br />
DO<br />Set a welcome tab to greet non-fans and inducethem to like<br />
DON’T<br />Noincentive to click « Like » : trafficdriven to that landing page poorlytransforminto fans<br />
DO<br />BuyFacebook Standard or Premium Ads<br />
DO<br />BuyFacebookSponsored Story Ads<br />
DO<br />Create an application & buytraffic<br />French tour operator<br />+ 120 000 likers in 9 days !<br />(January 2011)...
1. FacebookAdsbuying<br />(CPC-optimized by KRDS)<br />
2. A reallycompellingincentive to click the « likebutton » : to beeligible for a sweepstake to winholidays<br />
3. A very simple flow: userscanplay in 3 clicks<br />
4. Inspiringprizes: 2 weekholidays to be won per day for 15 days<br />« I’llplayagain and again!!!!!!!!!!!!!!!!!!!!!!!!!!!...
5. A real incentive to share the application withfriends: <br />« if one of yourinvitedfriendseverwins, youwin as well »<b...
DO<br />Create an application & buytraffic<br />+ 250 000 likers in 10 days ! <br />(early March 2011)<br />
A largeFacebookAds Media Buying<br />
A real incentive to click the « like » button<br />
Inspiringprizesmatching Air France’s business <br />
Taking part to the sweepstake is simple and fun<br />
A real incentive to share<br />
Available in manylanguages<br />
DO<br />Leverageyour online audience seriously<br />
DO<br />Leverageyour offline audience !<br />
DO<br />Leverageyour offline audience !<br />
How to interactwith fans ?<br />
Facebook Marketing Funnel<br />Awareness<br />Fans<br /> comment, like, share…<br />	…and buy<br />Education<br />Story te...
DON’T<br />Loose control of yourwall<br />
DO<br />Control yourwall<br />
DO<br />Add custom tabs<br />
DO<br />Target yourstatus updates (by country and/or language)<br />
DON’T use differentlanguages to talk to the sameusersindiscriminately<br />Fr<br />En<br />
DON’T<br />Thinkaverageusersvisit all yourtabsspontaneously<br />Fans barelyvisittabs if not prompted by postsfrom the pag...
DO<br />Post photos, videos and questions<br />
DO<br />Empoweryour fans<br />
DO<br />Empoweryour fans…<br />…and somewillsidewithyouwhenyour brand isfacingcriticism<br />
DO<br />Respect Terms Of Service & Platform Policies<br />What’stechnicallyfeasibleis not necessarilylegallyallowed, and r...
Thanks<br />facebook.com/KRDS 					twitter.com/KRDS<br />contact@krds.fr<br />
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Facebook page DOs & DON'Ts - KRDS Facebook Developer Garage Paris, 29th of March, 2011

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Facebook page DOs & DON'Ts - KRDS Facebook Developer Garage Paris, 29th of March, 2011

  1. 1. Facebook Page:<br />DOs & DON’Ts<br />FacebookDeveloper Garage Paris, March, the 29th, 2011 facebook.com/KRDS<br />
  2. 2. Facebook Marketing Funnel<br />Awareness<br />Education<br />Desire<br />Simple engagement <br />Serious engagement<br />
  3. 3. Facebook Page: a dual strategy<br />Interactwith fans<br />Get fans<br />
  4. 4. ?<br />Why<br />should a brand get fans<br />
  5. 5. 1. Your potentiel customers use Facebook!<br />+ 54<br /> 1.5M<br />13 - 17<br />3.7M<br />45 – 54<br />1.8M<br />35 - 44<br />3.3M<br />18 - 24 <br />5.5M<br />48% Men<br />52% Women<br />25 - 34<br />5.6M<br />
  6. 6. 2. Because a brand cansend messages to its fans:<br />- for free<br />- repeatedly<br />
  7. 7. …messages thatincludepictures and brand logo…<br />
  8. 8. …messages that fans can:<br />- like<br />- comment withtheir real identity<br />- sharewiththeir 130 friends<br />
  9. 9. …and youcan monitor engagement<br />
  10. 10. You buythis<br />3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans<br />
  11. 11. 4. Becauseyourcompetitors are outperformingyou<br />
  12. 12. 5. Becauseyouneed to beready<br />to outcompetebadbuzz<br />in Facebooksearchqueries<br />
  13. 13. 6. Because you know whoyour fans are<br />
  14. 14. ?<br />Why<br />does a user<br />fan a brand<br />
  15. 15. 1. To get promotions & deals<br />
  16. 16. 2. By love of the brand<br />
  17. 17. 3. To keep up with the brand’s news<br />
  18. 18. How to<br />get fans ?<br />
  19. 19. Facebook Marketing Funnel<br />Fans base growth<br />Awareness<br />Education<br />Desire<br />Simple engagement <br />Serious engagement<br />
  20. 20. DON’T <br />Create a group (nor a community page, nor a profile page)<br />
  21. 21. DO<br />Thinktwicebeforepickingyour page name<br />Your brand name? …or a concept ?<br />
  22. 22. DO<br />Thinktwicebeforepickingyour page name<br />A page by product ? By country ?<br />
  23. 23. DO<br />Getyourvanity URL<br />Go to:<br /> facebook.com/username<br />DON’T<br />
  24. 24. DON’T <br />Let non-fans land on the wall<br />
  25. 25. DO<br />Set a welcome tab to greet non-fans and inducethem to like<br />
  26. 26. DON’T<br />Noincentive to click « Like » : trafficdriven to that landing page poorlytransforminto fans<br />
  27. 27. DO<br />BuyFacebook Standard or Premium Ads<br />
  28. 28. DO<br />BuyFacebookSponsored Story Ads<br />
  29. 29. DO<br />Create an application & buytraffic<br />French tour operator<br />+ 120 000 likers in 9 days !<br />(January 2011)<br />
  30. 30. 1. FacebookAdsbuying<br />(CPC-optimized by KRDS)<br />
  31. 31. 2. A reallycompellingincentive to click the « likebutton » : to beeligible for a sweepstake to winholidays<br />
  32. 32. 3. A very simple flow: userscanplay in 3 clicks<br />
  33. 33. 4. Inspiringprizes: 2 weekholidays to be won per day for 15 days<br />« I’llplayagain and again!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! »<br />
  34. 34. 5. A real incentive to share the application withfriends: <br />« if one of yourinvitedfriendseverwins, youwin as well »<br />
  35. 35. DO<br />Create an application & buytraffic<br />+ 250 000 likers in 10 days ! <br />(early March 2011)<br />
  36. 36. A largeFacebookAds Media Buying<br />
  37. 37. A real incentive to click the « like » button<br />
  38. 38. Inspiringprizesmatching Air France’s business <br />
  39. 39. Taking part to the sweepstake is simple and fun<br />
  40. 40. A real incentive to share<br />
  41. 41. Available in manylanguages<br />
  42. 42. DO<br />Leverageyour online audience seriously<br />
  43. 43. DO<br />Leverageyour offline audience !<br />
  44. 44. DO<br />Leverageyour offline audience !<br />
  45. 45. How to interactwith fans ?<br />
  46. 46. Facebook Marketing Funnel<br />Awareness<br />Fans<br /> comment, like, share…<br /> …and buy<br />Education<br />Story telling<br />Desire<br />Simple engagement <br />Call to action<br />Serious engagement<br />
  47. 47. DON’T<br />Loose control of yourwall<br />
  48. 48. DO<br />Control yourwall<br />
  49. 49. DO<br />Add custom tabs<br />
  50. 50. DO<br />Target yourstatus updates (by country and/or language)<br />
  51. 51. DON’T use differentlanguages to talk to the sameusersindiscriminately<br />Fr<br />En<br />
  52. 52. DON’T<br />Thinkaverageusersvisit all yourtabsspontaneously<br />Fans barelyvisittabs if not prompted by postsfrom the page intotheirnewsfeed, so to get traction on tabs, make sure to oftenpublish to fans links coupledwithcompelling calls to action.<br />
  53. 53. DO<br />Post photos, videos and questions<br />
  54. 54. DO<br />Empoweryour fans<br />
  55. 55. DO<br />Empoweryour fans…<br />…and somewillsidewithyouwhenyour brand isfacingcriticism<br />
  56. 56. DO<br />Respect Terms Of Service & Platform Policies<br />What’stechnicallyfeasibleis not necessarilylegallyallowed, and rules are evolvingquickly: make sure to consult experts.<br />For instance promotionstake place on custom tabs and not on the page’swall<br />
  57. 57. Thanks<br />facebook.com/KRDS twitter.com/KRDS<br />contact@krds.fr<br />

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