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

Facebook Page:
DOs & DON’Ts
FacebookDeveloper Garage Paris, March, the 29th, 2011 facebook.com/KRDS

Facebook Marketing Funnel
Awareness
Education
Desire
Simple engagement
Serious engagement

Facebook Page: a dual strategy
Interactwith fans
Get fans

?
Why
should a brand get fans

1. Your potentiel customers use Facebook!
+ 54
1.5M
13 - 17
3.7M
45 – 54
1.8M
35 - 44
3.3M
18 - 24
5.5M
48% Men
52% Women
25 - 34
5.6M

2. Because a brand cansend messages to its fans:
- for free
- repeatedly

…messages thatincludepictures and brand logo…

…messages that fans can:
- like
- comment withtheir real identity
- sharewiththeir 130 friends

…and youcan monitor engagement

You buythis
3. Because more than 33% of fans saytheirpurchasingintent has increasedsincetheybecame fans

4. Becauseyourcompetitors are outperformingyou

5. Becauseyouneed to beready
to outcompetebadbuzz
in Facebooksearchqueries

6. Because you know whoyour fans are

?
Why
does a user
fan a brand

1. To get promotions & deals

2. By love of the brand

3. To keep up with the brand’s news

How to
get fans ?

Fans base growth
Awareness
Education
Desire
Simple engagement
Serious engagement

DON’T
Create a group (nor a community page, nor a profile page)

DO
Thinktwicebeforepickingyour page name
Your brand name? …or a concept ?

DO
Thinktwicebeforepickingyour page name
A page by product ? By country ?

DO
Getyourvanity URL
Go to:
facebook.com/username
DON’T

DON’T
Let non-fans land on the wall

DO
Set a welcome tab to greet non-fans and inducethem to like

DON’T
Noincentive to click « Like » : trafficdriven to that landing page poorlytransforminto fans

DO
BuyFacebook Standard or Premium Ads

DO
BuyFacebookSponsored Story Ads

DO
Create an application & buytraffic
French tour operator
+ 120 000 likers in 9 days !
(January 2011)

1. FacebookAdsbuying
(CPC-optimized by KRDS)

2. A reallycompellingincentive to click the « likebutton » : to beeligible for a sweepstake to winholidays

3. A very simple flow: userscanplay in 3 clicks

4. Inspiringprizes: 2 weekholidays to be won per day for 15 days
« I’llplayagain and again!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! »

5. A real incentive to share the application withfriends:
« if one of yourinvitedfriendseverwins, youwin as well »

DO
Create an application & buytraffic
+ 250 000 likers in 10 days !
(early March 2011)

A largeFacebookAds Media Buying

A real incentive to click the « like » button

Inspiringprizesmatching Air France’s business

Taking part to the sweepstake is simple and fun

A real incentive to share

Available in manylanguages

DO
Leverageyour online audience seriously

DO
Leverageyour offline audience !

How to interactwith fans ?

Awareness
Fans
comment, like, share…
…and buy
Education
Story telling
Desire
Simple engagement
Call to action
Serious engagement

DON’T
Loose control of yourwall

DO
Control yourwall

DO
Add custom tabs

DO
Target yourstatus updates (by country and/or language)

DON’T use differentlanguages to talk to the sameusersindiscriminately
Fr
En

DON’T
Thinkaverageusersvisit all yourtabsspontaneously
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.

DO
Post photos, videos and questions

DO
Empoweryour fans

DO
Empoweryour fans…
…and somewillsidewithyouwhenyour brand isfacingcriticism

DO
Respect Terms Of Service & Platform Policies
What’stechnicallyfeasibleis not necessarilylegallyallowed, and rules are evolvingquickly: make sure to consult experts.
For instance promotionstake place on custom tabs and not on the page’swall

Thanks
facebook.com/KRDS twitter.com/KRDS
contact@krds.fr

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

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