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Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

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This webinar, presented by marketing thought leader and author, Ekaterina Walter, will walk you through some of the tips of effectively engaging your fans on Facebook, discuss the framework of scaling …

This webinar, presented by marketing thought leader and author, Ekaterina Walter, will walk you through some of the tips of effectively engaging your fans on Facebook, discuss the framework of scaling your social presence globally or across multiple topics and/or business units, and show several examples of how Intel engages its 14 million global fans with various programs and updates.

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  • 1. How to Effectively Engage Your Customers on Facebook Ekaterina Walter Social Media Innovator, Intel Author of “Think Like Zuck” @Ekaterina@EkaterinaWalter
  • 2. Why Facebook?• One billion monthly active users• Approximately 81% of monthly active users are outside the U.S. and Canada• 584 million daily active users on average• 604 million monthly active users who used Facebook mobile products• Almost one billion pieces of content are shared on Facebook daily• 300 million photos uploaded to the site per day• 24.3 percent of the top 10,000 websites in the world have some form of official Facebook integration on their home pages• In the United States, one in every five Internet page views occurs on Facebook.com @Ekaterina
  • 3. 40% of Fortune 100 Companies Show Website Traffic Decreasing Source: Adgregate and Webtrends @Ekaterina
  • 4. @Ekaterina
  • 5. Brand Ambassadors Die Hard Intel Fan - Damien Bayless@Ekaterina
  • 6. News FeedFacebook: ~16%of your fans see your content intheir News Feedon any given day@Ekaterina
  • 7. Engagement = Growth Take off your marketing hat and put on your user hat!@Ekaterina
  • 8. Know Your Audience@Ekaterina
  • 9. Develop Your Brand VoiceDevelop your own brand identify, your specific brand voice.For example, if your brand has a fictional spokesperson, usetheir voice.@Ekaterina
  • 10. Be Human. Be Spontaneous.@Ekaterina
  • 11. Respond@Ekaterina
  • 12. Offer a Challenge@Ekaterina
  • 13. Encourage Shares and Mentions To tag someone, type @ and then the friend’s name or name of the page you are the fan of@Ekaterina
  • 14. Activate Your Fans… Put Them in Charge@Ekaterina
  • 15. Celebrate Milestones@Ekaterina
  • 16. Offer an Inside Look@Ekaterina
  • 17. Use Photos Facebook: 2X engagement with visual@Ekaterina
  • 18. Facebook: 2X engagement with visual@Ekaterina
  • 19. Keep it shortA study by Buddy Media showed that posts 80 characters orless in length receive 27% higher engagement rates. If you plan to advertise on Facebook, your post should be no longer than 90 characters.@Ekaterina
  • 20. Be Seasonable and TimelyFans are more likely to engage with topics that are alreadytop of mind (current events, holidays, news). Facebook: posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day@Ekaterina
  • 21. Fill-in-the-Blank PostsFacebook: fill-in-the-blank posts generate 90% moreengagement than the average text post.@Ekaterina
  • 22. Content Considerations • Short, skimmable • Try to use less than 250 characters (90 is optimal) • Don’t forget critical info (dates/times/links/eligibility)Format • Include call to action • Tips, how-to tutorials • Bring in experts for weekly chats • Fun facts, trivia, breaking news/announcements • Polls, questions, fill in the blank • 3rd party content on the topic • Exclusive offers/contentContent • • Video and photos where possible Fan posts • Seasonal and timely posts • Build anticipation leading to an event/announcement @Ekaterina
  • 23. Use Cover Photo Creatively@Ekaterina
  • 24. Use Cover Photo Creatively@Ekaterina
  • 25. Use Cover Photo Creatively@Ekaterina
  • 26. Visual Synergy:Cover Photo, Profile Image, App Images@Ekaterina
  • 27. Target Your Status Updates@Ekaterina
  • 28. Post Frequency and Timing Facebook: engagement with pages is highest 9pm-10pm, with 18-24 age group most active@Ekaterina Source: comScore
  • 29. Cross-Platform Approach@Ekaterina
  • 30. Cross-Pollinate. Promote both online and offline.@Ekaterina
  • 31. Facebook + Email@Ekaterina
  • 32. Managing Your Presence@Ekaterina
  • 33. Moderation Guidelines@Ekaterina
  • 34. Moderation Guidelines (cont.)@Ekaterina
  • 35. Analytics• Growth• Reach• Engagement• Demographic• Content strategy• Media investment• Competitor analysis@Ekaterina
  • 36. Consider Sponsored Stories@Ekaterina Source: PageLever
  • 37. Facebook Ads Help Increase Engagement Engagement after post was promoted Organic engagement@Ekaterina
  • 38. Scaling Globally @Ekaterina
  • 39. Infrastructure• Publishing• Monitoring/moderation• Customized tabs creation with branding consistency• Applications• Intel branded asset library• Analytics @Ekaterina
  • 40. Enablement Consistent Branding Training/Tools Editorial Calendar Looking for Engagement Tips and Tricks? FACEBOOK • Digital IQ Training: DigIQ_505 Facebook Community Manager Series (for existing and STRATEGY approved Facebook community managers only) • Course goes over all elements of the page you need to know, lots of engagement tips, tricks to help increase your organic fan growth Governance/ Guidelines/ Voice Playbooks Monthly Forums
  • 41. Blog: www.ekaterinawalter.com Twitter: @Ekaterina Book: bit.ly/Think-Like-Zuck@EkaterinaWalter