Facebook marketing-room214
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A slightly updated version of the Facebook Marketing webinar given to AMA, WOMMA and BMG in the summer of 2010. Includes best practices for Facebook community management, Facebook advertising, and use (samples) of custom Facebook applications comped or developed by Room 214 under the 214 Apps brand.
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Facebook marketing-room214
- 1. Facebook Marketing Leveraging the World’s Most Powerful Social Network June 24, 2010 Presented by: Jason Cormier, Co-Founder Room 214 @jasoncormier
- 4. 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
- 5. 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
- 6. B2B in Social Media Brand Focus B2B: 73% B2C: 45% B2B: 56% B2C: 27% B2B: 43% B2C: 30% B2C : 83% B2B: 77%
- 7. B2B in Social Media Percentage of companies using specific social media channels and/or blogs who have acquired a customer from that channel
- 11. Facebook Privacy: Default vs. Control
- 12. Overview & Recommended Practices
- 14. 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
- 17. 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
- 20. Invite Friends to Suggest to Friends
- 21. 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
- 25. Facebook’s New Social Plugins
- 26. Social Plugins – The Like Box
- 27. Community Pages vs. Fan Pages
- 32. Applications that Inform (Utility)
- 37. 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
- 40. 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
- 41. 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
- 43. Promote Your Page With Facebook Ads Use targeting capabilities to reach the appropriate audience
- 46. Leveraging Friends of Connections
- 47. CPC vs. CPM
- 48. Testing What You Can Wall Custom Tab 6:00 pm 8:00 pm 24 fans 52 fans 39 fans 26 fans
- 49. 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.
- 53. 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
- 54. 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
Editor's Notes
- The 30,000 foot view gives you two things to consider: 1.) Room 214’s agency perspective/approach to social media. 2.) A basic frame of reference by which to consider and plan carrying out your objectives
- Business.com 2009 B2B social media benchmarking study
- Approx 50% of users login daily, and spend a reported 4 – 5.75 hours/day on average
- 50% of Facebook users age between 18-34.
- Fastest growing segment is women over 45
- Common Facebook privacy issues are associated with the default settings, in addition to the potential lack of transparency regarding how data is collected and shared. BUT, you can control your own privacy settings.
- Think about what your audience can do, and what they can share
- Understand much of the off-the-shelf functionality falls short
- “ Top Stories” News Feed Algorithmic display of updates, heavily based on comment count from friends
- Establishing the right settings will help make a Facebook fan page more engaging
- Leading “Facebook starter recommendations” include enabling posts by admin AND fans and leveraging custom tabs
- A big mistake we see brands make is they setup a Facebook page and use it like any other media platform – for push advertising. Social media, and Facebook in particular, requires brands to be more engaged with their fans. Respond to comments and wall posts frequently! Be honest and remember that anything you post is a reflection of your brand
- Geo-targeted Facebook status updates will engage fans more effectively from a regional perspective – and also keep people from “un-liking” a page as a result of potential messaging not relevant to them
- Facebook used to have a restriction on invites, but no longer has them via the “Suggest to Friends” feature
- Facebook is making all the moves a company of their nature would make if they wanted to become a search engine.
- The graph combines comments, wall posts, and likes to show relative volume of interactions. • A new count of active fans this week, with full age/sex/location breakdown. • A new count of total interactions this week, broken down by type. • A new post quality rating, from 1 to 5 stars. • Graphs for Interactions, Interactions per Post, Post Quality, Stream CTR, Posts, Page views, Media Consumption, Reviews
- Facebook metrics can now be tied to the conversion tag for more detailed tracking. Facebook began beta testing conversion tracking in February of 2010
- Track how Facebook users get to your pages
- Facebook social plug-ins are great ways to build a fan base, however, some have demonstrated challenges with integration (Facebook Comments within a wordpress blog, for example)
- This is a favorite Facebook social plugin
- Community pages have created concern and confusion among brands who have intentionally invested in a Facebook presence to promote their brand, products and services. The verdict among many is TBD
- Facebook Applications
- Notice the unique ways to engage on this page. Leverage polling often. Consider showcasing a call to action to “like” the page on the landing tab
- YouTube integration is highly effective in Facebook. Companies can take advantage of uploading video in one central location that enables titles and descriptions (YouTube), yet still leverage the inherent benefits of share functionality in Facebook. This is one of the more popular 214 Apps Room 214 provides for Facebook fanpages
- Video voting, local polls, assigning of badges all contribute to high Facebook fan engagement
- Enable fans to be notified of information, and/or have a resource they can rely on for timely content important to them.
- If the content justifies it, consider a tabs-within-a-tabs navigation
- Room 214 provides custom facebook application development and design for the Word of Mouth Marketing Association. The screenshot includes slide show functionality, in addition to a custom events calendar.
- Room 214 provides custom facebook navigation, Twitter, video and news integration for Pearl Izumi
- Another example of a utility Facebook application, enabling people to locate a recycling resource, order or opt out.
- A simple Room 214 customer service Facebook application comp. A version of this is leveraged by Qwest’s Facebook page
- YES – Discuss the
- A paradigm shift is required to understand the value of Facebook advertising.
- Social media is the grease in the marketing funnel
- This is a Blitz Local slide provided by Dennis Yu
- We appreciate the ROI companies are attempting to assign to the value of a Facebook fan, but also understand potential holes in the data/research
- Facebook advertising can be a great way to make Facebook users aware of your brand’s page. Be sure your ad links to your page and has a strong call-to-action. Also, use the targeting capabilities Facebook offers to reach the best audience for your message. Targeting options include: country, state, city, age, gender, relationship status, language, education, companies worked for, connections.
- Facebook “friends of connections” advertising: A fan base of 5000+ is helpful for leveraging this option most effectively. Target people who like your pages, applications, groups or events. In this slide we see the estimated reach of this ad campaign is approx 112Million prior to running it through a friends-of-connections filter (which limits the reach to only 153,960.
- Most people think CPC is the way to go. Be willing to experiment with getting better results with CPM.
- Facebook advertising recommendations include leveraging friends of connections filtering, driving ad traffic to custom tabs, tracking conversions, testing and using custom applications
- YES – Discuss the
- Facebook Rules of the Road: Top considerations
- Room 214’s custom Facebook application supports a broad range of Facebook marketing services that included: Facebook advertising, content strategy, consultation and training, custom tab design and Connect integration, integration of Facebook social plugins, outsourced community management and monitoring
- References / tools / competitors (we have an abundance mentality – “there is enough work to go around”
- Contact Room 214 at info@room214.com, sales at 303-444-9214 x115 or Jason Cormier at 866-444-9214 x101 or via twitter @jasoncormier