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Facebook: Beyond Fundamentals
AIDAA Model for Facebook ROI
February 2010
Presented by: Michael Weisfeld
Michael Weisfeld – Senior Strategist
                                       “Big 5” Management
                           ...
Facebook Fan Page Experience
Sample of clients we’ve worked with to launch fan pages …




American Red Cross             ...
Agenda
 Facebook Introduction                                  Follow the BusinessOnLine
 Platform Constantly Changing    ...
Schedule a Social Media Lab
• Schedule a Complementary Social Media Lab
   – Review an audit of your Facebook Page
   – Di...
Facebook Fan Page Experience

     Awareness                           Audience Participation

     Interest              ...
Astonishing Statistics & Online Social Hub

  FACEBOOK INTRODUCTION


D2Cshow.org              September 13-15, 2009   7
Facebook Explosion




   132,000,000                                  unique
                                            ...
To put it in context …
 Facebook is
 more popular
 than Yahoo!




                http://www.marketingcharts.com/interact...
Facebook Explosion



   400,000,000+                                                             registered
             ...
Facebook Explosion



  5,000,000,000                                                                   min per
          ...
Facebook Explosion



  1,000,000,000                                                                      posts
         ...
Average User Activities

> 55 min                                                      per
                               ...
A Holistic Perspective

FACEBOOK PLATFORM
Social Media Broadcast System
Social Media Broadcast System

   Facebook




              September 13-15, 2009   16
Multiple forms of Facebook




                             17
Facebook Web Application Platform

  Facebook Domain                           Web Server Domain




                     ...
Facebook Web Application Platform
Facebook Homepage




Last updated: February 2010
Facebook Homepage Heat Map
Monetization vs. ROI

  GETTING VALUE FROM FACEBOOK


D2Cshow.org              September 13-15, 2009   22
Monetization vs. ROI
                 Monetization ROI
    Focused on developing a revenue         Focused on a return on
...
Monetization vs. ROI
                 Monetization ROI
    Focused on developing a revenue         Focused on a return on
...
Targeted Objectives
 Lead Generation
 Brand Awareness
 Campaign Promotion
 Brand Reputation
 Brand Loyalty
 Customer Suppo...
AIDAA Model for Facebook
  Phase                    Goals




 a                         Get a visit




 i               ...
Getting a Visit

  AWARENESS


D2Cshow.org         September 13-15, 2009   27
Awareness
 Objective:
   Gain a visit to your Facebook page, event, application
   advertisement or other initiatives.


 ...
Social Media Cross Promotion
1   Home Page Promotion
    Cross promote your
    Facebook page on your
    home page. Make ...
Marketing Collateral Cross Promotion
 Newsletters
   Invite fans to talk about articles or
   share their thoughts on your...
Facebook Ads
1   Interactive Ads                             Website Ads
                                        3       D...
Fan Boxes
1   The Fan Box                                         1
    A social widget allowing visitors of your website
...
Becoming a Fan

  INTEREST


D2Cshow.org        September 13-15, 2009   33
Interest
 Objective:
   Allow the user to develop enough interest to become a fan
   of the Facebook page or member of you...
Fan Pages vs. Groups
   Item                                    Fan Pages   Groups
   Wall Posts are Fed Into Fans Newsfee...
Fan Page Tabs
 A maximum of 6 tabs can show at a time
    Tabs 7+ are only accessible via arrow at the right of the tabbed...
Fan Page Tabs Comparison
                       low                                                                       ...
Fan Pages Customization Examples
1   Exclusive Offers for Facebook Page
    Fans Only
    The offer is not triggered unles...
Examples
Tips for Group pages
1   Seed Discussion Board
    Trigger conversation topics to drive
    interaction and questions.


 ...
Interaction & Engagement

  DESIRE


D2Cshow.org            September 13-15, 2009   41
Desire
 Objective:
   Provide relevant content that promotes user interaction
   and engagement amongst each other and wit...
The Makings of a Facebook Team
Skill Sets                Personality
   Strategist/Analyst       Creative
   Graphics Desi...
Develop a Content Strategy

    Discovery &
                                       Logistics                         Creat...
Example Types of Content
                                                             • Photos
 Tip: try various types of ...
Create Engaging Wall Posts
1   Targeted Messaging                       1
    Status updates can be directed to
    indivi...
Send Fan Updates from your Fan Pages
    Targeting Tools:
1   • location
    • demographics




    Attachments:
2   • ric...
Social Context (Personalization)
 Social context is the application of a user’s social
 profile in determining what produc...
Social Context – Volkswagen




              September 13-15, 2009   49
Social Context – Volkswagen
Social Context – Volkswagen
Making the Conversion

  ACTION


D2Cshow.org               September 13-15, 2009   52
Action
 Objective:
   Provide outlet channels where users can connect to a
   specific website landing page where a conver...
Call to Action Process


       Become
        a Fan
                       Click
                     through
           ...
Facebook Fan Coupon – Bumble Bee
Facebook Fan Coupon – Bumble Bee




             September 13-15, 2009   56
Facebook Fan Coupon – Bumble Bee




             September 13-15, 2009   57
Interactive Catalogs – Staples/Target




               September 13-15, 2009    58
Applications – H&R Block
New Facebook Promotion Guidelines
 Administration of a promotion on the Facebook platform
 requires prior written approval...
Spreading the Word

  ADVOCACY


D2Cshow.org            September 13-15, 2009   61
Advocacy
 Objective:
   Provide content and tools that are easy for users to share
   and distribute through throughout th...
Facebook Connect
 Solution for integrating
 Facebook features with
 a website.
 Benefits:
    User Authentication
    Publ...
Facebook Connect – BeeWell Miles
Facebook Connect – Earned Media


Tip: Return on
Investment (ROI)
Each time a fan
publishes their activity
to their newsfe...
Faecbook Fan Badges - ARC
 Allow fans and internal advocates to add a badge
 to their blog, website, or Facebook page




...
Meta Tagging with Keywords

  OPTIMIZATION


D2Cshow.org           September 13-15, 2009   67
Optimizing Search Engine Results
 Keyword focus your “About Box”
Assign Meta Data to Digital Assets
Forming Strategic Decisions

  MONITORING & REPORTING


D2Cshow.org             September 13-15, 2009   70
Monitoring & Reporting
 Objective:
   Actively monitor and analyze data generated from
   Facebook activities
   Define go...
Facebook Insights
                    Data Provided:
                    • demographics
                    • page activit...
Campaign codes for outbound links
           Source: Facebook Page Name
1          Medium: Facebook Page Tab
2
           ...
Google Analytics
Wrap-up and parting thoughts

  CONCLUSION


D2Cshow.org            September 13-15, 2009   75
People Do A Lot on Facebook




    http://mashable.com/2010/02/10/facebook-growth-infographic/
In Summary
                                       Phase               Goals                Activities (On Facebook)     Ac...
Big Takeaways
 Consider using paid ads for promotion
 Add content giving fans something to do/read
 when on the page
   Po...
Conclusion

 Communication platform
 offering many capabilities for
 brands, even B2B.
 Future of facebook? - new
 feature...
Community Participation Matrix
                             Interested?:

  Review                     Give me your
      ...
“Is Your Company Social” Webinar
 Key Points of Interest
     Elements of Social Media and Why It’s
     Important
     Re...
Questions?

                                                              Follow the BusinessOnLine
                      ...
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OMS2010: Facebook - Beyond The Fundatmentals

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Facebook is a highly leverage able platform for marketing purposes. This deck explores tactics for using Facebook throughout the marketing life-cycle.

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Transcript of "OMS2010: Facebook - Beyond The Fundatmentals"

  1. 1. Facebook: Beyond Fundamentals AIDAA Model for Facebook ROI February 2010 Presented by: Michael Weisfeld
  2. 2. Michael Weisfeld – Senior Strategist “Big 5” Management consulting background Online marketing industry since 2002 Expertise: Strategy Social Media SEM Usability September 13-15, 2009 2
  3. 3. Facebook Fan Page Experience Sample of clients we’ve worked with to launch fan pages … American Red Cross Bumble Bee Watkins Blood Donors Food’s BeeWell Hot Spring Spas Miles September 13-15, 2009 3
  4. 4. Agenda Facebook Introduction Follow the BusinessOnLine Platform Constantly Changing Social Media team on Twitter at: Monetization vs. ROI @BOLSocial AIDAA Model for Facebook Awareness Interest Desire if Tweetting about this session, Action please use this hashtag: Advocacy #OMSFB Optimization Resources Monitoring and Reporting Conclusion September 13-15, 2009 4
  5. 5. Schedule a Social Media Lab • Schedule a Complementary Social Media Lab – Review an audit of your Facebook Page – Discuss different Facebook related tactics that can help satisfy your marketing objectives http://labs.onlinemarketingsummit.com/ September 13-15, 2009 5
  6. 6. Facebook Fan Page Experience Awareness Audience Participation Interest Raise your hand if you have used a Facebook Desire fan page as part of your marketing mix. Action Advocacy Insights September 13-15, 2009 6
  7. 7. Astonishing Statistics & Online Social Hub FACEBOOK INTRODUCTION D2Cshow.org September 13-15, 2009 7
  8. 8. Facebook Explosion 132,000,000 unique visits Highest record in the site’s history 8
  9. 9. To put it in context … Facebook is more popular than Yahoo! http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/
  10. 10. Facebook Explosion 400,000,000+ registered users The number of people actively using Facebook – equivalent to the population of Indonesia, the world’s fifth-most populous country Facebook the leader in social networking survey, 8.04.09
  11. 11. Facebook Explosion 5,000,000,000 min per day The number of minutes spent on Facebook each day Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
  12. 12. Facebook Explosion 1,000,000,000 posts per week The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
  13. 13. Average User Activities > 55 min per day http://mashable.com/2010/02/10/facebook-growth-infographic/
  14. 14. A Holistic Perspective FACEBOOK PLATFORM
  15. 15. Social Media Broadcast System
  16. 16. Social Media Broadcast System Facebook September 13-15, 2009 16
  17. 17. Multiple forms of Facebook 17
  18. 18. Facebook Web Application Platform Facebook Domain Web Server Domain Data Path Facebook Database September 13-15, 2009 18
  19. 19. Facebook Web Application Platform
  20. 20. Facebook Homepage Last updated: February 2010
  21. 21. Facebook Homepage Heat Map
  22. 22. Monetization vs. ROI GETTING VALUE FROM FACEBOOK D2Cshow.org September 13-15, 2009 22
  23. 23. Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and third party advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook September 13-15, 2009 23
  24. 24. Monetization vs. ROI Monetization ROI Focused on developing a revenue Focused on a return on model via affiliate marketing and third party advertisements on the Facebook investments via conversions as platform a result of channeling marketing promotions and participation on Facebook September 13-15, 2009 24
  25. 25. Targeted Objectives Lead Generation Brand Awareness Campaign Promotion Brand Reputation Brand Loyalty Customer Support Conversions Identifying Influencers Target Audience Insights September 13-15, 2009 25
  26. 26. AIDAA Model for Facebook Phase Goals a Get a visit i Become a fan d Engagement Interaction a Website Visit (referral) Conversion a Promote Publish 26
  27. 27. Getting a Visit AWARENESS D2Cshow.org September 13-15, 2009 27
  28. 28. Awareness Objective: Gain a visit to your Facebook page, event, application advertisement or other initiatives. Tactics: Cross Promotions with webpage, other Facebook pages, Twitter and other social media sites Facebook Ads Fan Boxes September 13-15, 2009 28
  29. 29. Social Media Cross Promotion 1 Home Page Promotion Cross promote your Facebook page on your home page. Make the call to action distinct and noticeable. 1 2 Favorite Pages Use the Favorite Pages 3 2 application on other Facebook Pages that you admin. Twitter & Others 3 Promote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc. September 13-15, 2009
  30. 30. Marketing Collateral Cross Promotion Newsletters Invite fans to talk about articles or share their thoughts on your fan page. Email Blasts Dedicated campaign to your customer base requesting they become a fan. Signage & Receipts Subtle reminders of offline collateral.
  31. 31. Facebook Ads 1 Interactive Ads Website Ads 3 Directs users off Facebook Integrated social activities interactive ads for the Facebook and onto a specified landing fan page. page on a website. 4 2 Fan Page Ads 4 Skyscraper Banner Ads Directs users to the Facebook fan The image rich ad provides page. Allows users to become a more branding and a link to a fan directly from the ad. landing page. 1 2 3
  32. 32. Fan Boxes 1 The Fan Box 1 A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website 3 2 Fans/Friends Users can see how many fans you have on the page and some of their friends that have become fans 3 Recent Wall Posts Users can see recent posts from the wall, which update in real time based on the activity on the Facebook page 2
  33. 33. Becoming a Fan INTEREST D2Cshow.org September 13-15, 2009 33
  34. 34. Interest Objective: Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group Tactics: Facebook Fan Page Consistent, substantial content on the wall Facebook Group Applications Event Page
  35. 35. Fan Pages vs. Groups Item Fan Pages Groups Wall Posts are Fed Into Fans Newsfeed X Vanity URL X Name of Creator Is Hidden X Members Can Invite Others X X Message Members X X Insights X Videos, Photos, Events X X Facebook Ads X Facebook Fan Box X Applications and FBML customization X
  36. 36. Fan Page Tabs A maximum of 6 tabs can show at a time Tabs 7+ are only accessible via arrow at the right of the tabbed navigation There are 3 types of tabs which allow for a variety of customization and functionality. 1 Default Tabs Tabs 7+ 2 FBML Tabs 3 Application Tabs
  37. 37. Fan Page Tabs Comparison low high Customization Applications Default FBML Tabs which are dedicated to Tabs which cannot be deleted Full FBML Tabs can be used to Facebook or 3rd party from the Facebook page. accomplish specific needs applications such as These include Wall, Info and within a page. FBML pages are Discussion, Notes, or Boxes. Wall and Info always essentially 750 pixel wide web remain as the first 2 tabs on the pages. Limit is 10 tabs. YouTube Box page. Boxes can be relocated within the tabbed infrastructure. Customizable Tab No No Yes Name Add Creative No Yes Yes Elements / Calls-to- There is an exception if the app Using FBML, creative elements Creative elements may include is built to allow for may be added to the left hand pictures, video and flash. Action customizability side of the Wall and Info tabs (same on both) and anywhere within the Boxes tab. Change placement No Yes Yes of elements There is an exception if the app Elements may only live in the No limitations is built to allow for column it originally resides in customizability some cases.
  38. 38. Fan Pages Customization Examples 1 Exclusive Offers for Facebook Page Fans Only The offer is not triggered unless the user becomes a fan first. 2 3 1 2 Embedded Search Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for. Facebook Share Button 4 3 The share button allows the user to easily share a specific content with their friends on Facebook. 4 Intriguing Product Listings A list of promoted products that users can see on the Facebook page and links to a detailed product landing page for the specific product.
  39. 39. Examples
  40. 40. Tips for Group pages 1 Seed Discussion Board Trigger conversation topics to drive interaction and questions. Invite Friend’s to the Group 2 2 Member invitations are effective for quickly increasing the awareness of the group. 1 The Wall 3 Answer questions and provide brand updates via the wall. Multimedia 3 4 Multimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group. 4
  41. 41. Interaction & Engagement DESIRE D2Cshow.org September 13-15, 2009 41
  42. 42. Desire Objective: Provide relevant content that promotes user interaction and engagement amongst each other and with the brand Tactics: Browse Page Interactive Catalogs & Tools (surveys, polls, quizzes) Wall Posts Promotions/Contests/Applications Social Context
  43. 43. The Makings of a Facebook Team Skill Sets Personality Strategist/Analyst Creative Graphics Designer Professionally Social Web Coder Open to learning new technologies Customer Service Rep Organized Microblogger Proactive Buzz Monitor Detailed-oriented
  44. 44. Develop a Content Strategy Discovery & Logistics Creation Execution Maintenance Strategy Maintain Content based on Baseline buzz & analytics to Secure internal resources Create content Launch Content Industry and Technological fuel content ideation Trends Build digital asset charts for Keyword research Develop content rollout timeline Promote Content Follow-up Promotions each piece of content Align content with marketing mix, marketing calendar, and Purchase the necessary media content hosts Keep in mind your target personas Consider your resources and budget Establish an editorial calendar
  45. 45. Example Types of Content • Photos Tip: try various types of • Videos Interative • Games content and measure • Animation • Music fan interaction • Forms Transactional • Online Applications • Contests • Reward Programs • Facts • Figures • Testimonials Informative • Data Personal • Stories • Knowledge • Comments • Statistics • Questions • Widgets • Badges
  46. 46. Create Engaging Wall Posts 1 Targeted Messaging 1 Status updates can be directed to individuals from a specific location and speak a certain language. 2 Utilize Photos and Links Updates with imagery is more likely to capture audience attention. Individual Post Insights 3 Understand which types are generating the most feedback from fans in the form of comments and likes. 2 3
  47. 47. Send Fan Updates from your Fan Pages Targeting Tools: 1 • location • demographics Attachments: 2 • rich media • 3rd party apps content
  48. 48. Social Context (Personalization) Social context is the application of a user’s social profile in determining what products and services are marketed to the user Benefits to eCommerce Promote products that interest the user Create an association with fan and products / services Create a more intimate relationship with the user Generate buzz
  49. 49. Social Context – Volkswagen September 13-15, 2009 49
  50. 50. Social Context – Volkswagen
  51. 51. Social Context – Volkswagen
  52. 52. Making the Conversion ACTION D2Cshow.org September 13-15, 2009 52
  53. 53. Action Objective: Provide outlet channels where users can connect to a specific website landing page where a conversion can be made Tactics: FBML Tabs, Content Blocks, & Banners Applications Coupons / Sweepstakes / Contests Interactive Catalogs Landing Pages
  54. 54. Call to Action Process Become a Fan Click through to Browse Website Fan Page
  55. 55. Facebook Fan Coupon – Bumble Bee
  56. 56. Facebook Fan Coupon – Bumble Bee September 13-15, 2009 56
  57. 57. Facebook Fan Coupon – Bumble Bee September 13-15, 2009 57
  58. 58. Interactive Catalogs – Staples/Target September 13-15, 2009 58
  59. 59. Applications – H&R Block
  60. 60. New Facebook Promotion Guidelines Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative. You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook. Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook. Such as: Tag a photo, update status Entry into your promotion CAN be conditioned by having people become a fan of the page. Tab that becomes visible when user becomes a fan Users can only enter the promotion from the applications tab (ie. third-party app or FBML tab)
  61. 61. Spreading the Word ADVOCACY D2Cshow.org September 13-15, 2009 61
  62. 62. Advocacy Objective: Provide content and tools that are easy for users to share and distribute through throughout the social media landscape Tactics: Wall Posts Facebook Share Member Invitations Embeddable Widgets & Badges Ratings & Reviews
  63. 63. Facebook Connect Solution for integrating Facebook features with a website. Benefits: User Authentication Publish to news feed Personalization More Info on FB Connect: http://www.facebook.com/connect http://developers.facebook.com/connect.php http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites
  64. 64. Facebook Connect – BeeWell Miles
  65. 65. Facebook Connect – Earned Media Tip: Return on Investment (ROI) Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement. ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($) September 13-15, 2009 65
  66. 66. Faecbook Fan Badges - ARC Allow fans and internal advocates to add a badge to their blog, website, or Facebook page http://www.facebook.com/facebook-widgets/index.php
  67. 67. Meta Tagging with Keywords OPTIMIZATION D2Cshow.org September 13-15, 2009 67
  68. 68. Optimizing Search Engine Results Keyword focus your “About Box”
  69. 69. Assign Meta Data to Digital Assets
  70. 70. Forming Strategic Decisions MONITORING & REPORTING D2Cshow.org September 13-15, 2009 70
  71. 71. Monitoring & Reporting Objective: Actively monitor and analyze data generated from Facebook activities Define go forward strategies supported by these statistics Tactics: Facebook Insights Google Analytics Campaign URLs
  72. 72. Facebook Insights Data Provided: • demographics • page activity • ad performance • trends • interactions
  73. 73. Campaign codes for outbound links Source: Facebook Page Name 1 Medium: Facebook Page Tab 2 Name: Description of the Link 3 4 Example: 5 http://www.beewellmiles.com/BCNOS/?utm_source=BWM %2BFacebook&utm_medium=Boxes&utm_campaign=BW 6 M%2B2_5 7 8 9
  74. 74. Google Analytics
  75. 75. Wrap-up and parting thoughts CONCLUSION D2Cshow.org September 13-15, 2009 75
  76. 76. People Do A Lot on Facebook http://mashable.com/2010/02/10/facebook-growth-infographic/
  77. 77. In Summary Phase Goals Activities (On Facebook) Activities (Off Facebook) a Get visit Ads Link to Facebook Promotions Fan Box Optimization, Monitoring & Reporting Newsfeed Impressions Twitter & Others Updates Favorite Pages Become a fan Group Fan Box i Engagement Fan Page Applications Event Page Wall Posts Browse Page d Interaction Interactive Catalogs & Tools (surveys, polls, quizzes) Wall posts Promotions/Contests a Website Visit (referral) Landing Pages Landing Pages Conversion Coupons Promotions/Contests FBML Banners a Promote Wall Posts Share Publish Facebook Share Invite Invite Embeddable Widgets
  78. 78. Big Takeaways Consider using paid ads for promotion Add content giving fans something to do/read when on the page Post a variety of content types and measure what trigger the most interaction from fans Plug in RSS feeds from blogs and other platforms Develop something transactional on your website to trigger fans to publish to their wall Tag all transactions with website analytics codes to help with tracking
  79. 79. Conclusion Communication platform offering many capabilities for brands, even B2B. Future of facebook? - new features and functionality Stronger analytics insight Real-time search Virtual currency ONLY BECOMING A MORE POWERFUL PLATFORM
  80. 80. Community Participation Matrix Interested?: Review Give me your business card and we will send in follow-up. Determine Discuss
  81. 81. “Is Your Company Social” Webinar Key Points of Interest Elements of Social Media and Why It’s Important Real World Examples of How Social Media Has Helped Accomplish Business and Marketing Objectives Metrics and Key Performance Indicators to Measure Your ROI Proven Strategies and Best-Practices for Executing a Social Media Campaign http://www.businessol.com/forms/social-media-marketing-session-2-your-company-social
  82. 82. Questions? Follow the BusinessOnLine Social Media Team on Twitter: Michael Weisfeld @BOLSocial P 619.699.0767 x247 Michael.Weisfeld@BusinessOL.com Twitter: @mrweisfeld http://www.businessol.com/about-us/our-team http://www.linkedin.com/in/michaelweisfeld September 13-15, 2009 82

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