May 2 nd , 2012 • Jacob Javits CenterTwitter: @rubenq       Twitter: @rubenq #NYXPO
Who We Are                   •Strategic Online Marketing Approach             •SEO, Social Media, Pay-Per-Click and Displa...
Some Reasons Why                      Businesses                    Fail on Facebook   •Assuming Facebook is a purely a di...
Lead Funnel – Search Vs. Social                     Awareness                     Favorabilit                         y   ...
Intent Vs. Propensity                             VSVS          @rubenqTwitter: @rubenq         @pathinteractive          ...
Share of Time of FacebookTwitter: @rubenq   #NYXPO
Percentage of Fans Who See Your PostTwitter: @rubenq   #NYXPO
Facebook’s Algorithm Object EdgeTwitter: @rubenq          #NYXPO
Facebook’s Algorithm  .Weight Likes, Comments, Shares, Tags, etc Recency                    AffinityTwitter: @rubenq      ...
“Likes Are Not Sustainable”Twitter: @rubenq      #NYXPO
Twitter: @rubenq   #NYXPO
How Do You Engage on     Facebook?        Educational        Entertaining           Exclusive  Twitter: @rubenq   #NYXPO
Timeline for BrandsTwitter: @rubenq    #NYXPO
Timeline – Critical Points Cover Photo – First Impression of the brand, what is appropriate Milestones – Tells the story o...
Timeline Cover Photos             First Impression of the brand, what is appropriate?Twitter: @rubenq                  #NY...
Timeline MilestonesTells the story of your brand, ie. brand/business founded, achievements, rebrands, etc.Twitter: @rubenq...
Timeline Tab Structure   The Facebook navigation, what are the 4 most important features that need to be                  ...
Highlights / “Pinning”Getting a lot of engagement of your post? Make it stand out more.Twitter: @rubenq                   ...
Acquisition Tactics Gated Content – Make users like your content Contests – Tells the story of your brand, ie. birth of th...
Acquisition Tactics – Insights to                  ConsiderTwitter: @rubenq    #NYXPO
Acquisition Tactics – Contests – Like                 Gated                     Must Like                      to Gain    ...
Acquisition Tactics – Contests   3 “Tags”    on this     post                       Facebook                              ...
Acquisition Tactics – Contests                           Started                           posting                        ...
Acquisition Tactics – ContestsTwitter: @rubenq    #NYXPO
Acquisition Tactics – ContestsTwitter: @rubenq    #NYXPO
Acquisition Tactics – Contests    Facebook Referring Traffic – All Organic    • Over 800 Video Views, 522 new likes    • O...
Nuturing Tactics  Relevant Posts–  What is relevant to your geography, demographics, and ad targeting?  Exclusive Promotio...
Nuturing Tactics – Insights to               ConsiderTwitter: @rubenq   #NYXPO
Nuturing Tactics – Shining The Light on                  Your FansTwitter: @rubenq   #NYXPO
Nuturing Tactics – Shining The Light on                  Your FansTwitter: @rubenq   #NYXPO
Nuturing Tactics – PromotionsTwitter: @rubenq      #NYXPO
Nuturing Tactics – Relevancy                                OopsTwitter: @rubenq      #NYXPO
Nuturing Tactics – RelevancyTwitter: @rubenq      #NYXPO
Nuturing Tactics - Access                            Same Thread –                            Continuing The              ...
Nuturing Tactics - Access                            Manage your                            access in the                 ...
Facebook AdsTwitter: @rubenq       #NYXPO
Facebook Ads   •Interest Based Targeting   •Age Targeting / Gender Targeting   •Workplace Targeting   •Geographic Targetin...
Facebook Ads        •Timeline Page        •Tab within your Timeline Page        •Application        •Specific post – text,...
Facebook Ads – Paid MediaTwitter: @rubenq   #NYXPO
Testing CreativeTwitter: @rubenq         #NYXPO
Facebook Ads                      Think About External                                                         Opportuniti...
Facebook Ads                               CPC Went as Low                               as 13 Cents, avgTwitter: @rubenq ...
Facebook InsightsTwitter: @rubenq     #NYXPO
Facebook Insights         Best Content Post Types                                            Best Time of Day to PostTwitt...
Applications & App Providers          @rubenqTwitter: @rubenq    @pathinteractive                       #NYXPO          #w2e
Thank You!   Presentation and ask additional questions on our wall at                   facebook.com/pathinteractive      ...
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NYXPO May 2nd, 2012

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NYXPO May 2nd, 2012

  1. 1. May 2 nd , 2012 • Jacob Javits CenterTwitter: @rubenq Twitter: @rubenq #NYXPO
  2. 2. Who We Are •Strategic Online Marketing Approach •SEO, Social Media, Pay-Per-Click and Display Ad management •Industry leading technology for managing, optimizing & tracking search based campaigns Some Brands We Have Worked WithTwitter: @rubenq #NYXPO
  3. 3. Some Reasons Why Businesses Fail on Facebook •Assuming Facebook is a purely a direct response vehicle •Underestimate investment of time •Don’t produce, or don’t produce enough content to fuel their page •Failure to synergize all existing media outletsTwitter: @rubenq #NYXPO
  4. 4. Lead Funnel – Search Vs. Social Awareness Favorabilit y Consideration Intent to Purchase PurchaseTwitter: @rubenq #NYXPO
  5. 5. Intent Vs. Propensity VSVS @rubenqTwitter: @rubenq @pathinteractive #NYXPO #w2e
  6. 6. Share of Time of FacebookTwitter: @rubenq #NYXPO
  7. 7. Percentage of Fans Who See Your PostTwitter: @rubenq #NYXPO
  8. 8. Facebook’s Algorithm Object EdgeTwitter: @rubenq #NYXPO
  9. 9. Facebook’s Algorithm .Weight Likes, Comments, Shares, Tags, etc Recency AffinityTwitter: @rubenq #NYXPO
  10. 10. “Likes Are Not Sustainable”Twitter: @rubenq #NYXPO
  11. 11. Twitter: @rubenq #NYXPO
  12. 12. How Do You Engage on Facebook? Educational Entertaining Exclusive Twitter: @rubenq #NYXPO
  13. 13. Timeline for BrandsTwitter: @rubenq #NYXPO
  14. 14. Timeline – Critical Points Cover Photo – First Impression of the brand, what is appropriate Milestones – Tells the story of your brand, ie. birth of the brand/business, achievements, rebrands, etc. - Tab Structure – The Facebook navigation, what are the 4 most important features that need to be communicated to your fan base? Current – What is current and relevant to your fans today relevant to the brand. Highlight – Getting a lot of engagement of your post? Make it stand out more.Twitter: @rubenq #NYXPO
  15. 15. Timeline Cover Photos First Impression of the brand, what is appropriate?Twitter: @rubenq #NYXPO
  16. 16. Timeline MilestonesTells the story of your brand, ie. brand/business founded, achievements, rebrands, etc.Twitter: @rubenq #NYXPO
  17. 17. Timeline Tab Structure The Facebook navigation, what are the 4 most important features that need to be communicated to your fan base? Web Site FeelTwitter: @rubenq #NYXPO
  18. 18. Highlights / “Pinning”Getting a lot of engagement of your post? Make it stand out more.Twitter: @rubenq #NYXPO
  19. 19. Acquisition Tactics Gated Content – Make users like your content Contests – Tells the story of your brand, ie. birth of the brand/business, achievements, rebrands, etc. - Causes – Actions on your page donate to charity Cross Promotion – Are there other pages that you can partner up with?Twitter: @rubenq #NYXPO
  20. 20. Acquisition Tactics – Insights to ConsiderTwitter: @rubenq #NYXPO
  21. 21. Acquisition Tactics – Contests – Like Gated Must Like to Gain AccessTwitter: @rubenq #NYXPO
  22. 22. Acquisition Tactics – Contests 3 “Tags” on this post Facebook enabled comments on blog YouTube Video embedded on Facebook pageTwitter: @rubenq #NYXPO
  23. 23. Acquisition Tactics – Contests Started posting about our promotion organically Soon others started postingTwitter: @rubenq #NYXPO
  24. 24. Acquisition Tactics – ContestsTwitter: @rubenq #NYXPO
  25. 25. Acquisition Tactics – ContestsTwitter: @rubenq #NYXPO
  26. 26. Acquisition Tactics – Contests Facebook Referring Traffic – All Organic • Over 800 Video Views, 522 new likes • Overall traffic to the site grew 40% for the month • Highest conversion rate of any referring or organic traffic – 3.74%Twitter: @rubenq #NYXPO
  27. 27. Nuturing Tactics Relevant Posts– What is relevant to your geography, demographics, and ad targeting? Exclusive Promotions – What can you offer your loyal fan base? Highlighting Fans– Engagement tool that highlights your fan base and develops “Brand Advocates”. Relevancy – Make sure that you check off “Recent Posts by Others” in the admin tool. Access – Turn on translation if applicable, allow users to tag, post, and send a direct message to your page. Are you responsive to comments and conversation?Twitter: @rubenq #NYXPO
  28. 28. Nuturing Tactics – Insights to ConsiderTwitter: @rubenq #NYXPO
  29. 29. Nuturing Tactics – Shining The Light on Your FansTwitter: @rubenq #NYXPO
  30. 30. Nuturing Tactics – Shining The Light on Your FansTwitter: @rubenq #NYXPO
  31. 31. Nuturing Tactics – PromotionsTwitter: @rubenq #NYXPO
  32. 32. Nuturing Tactics – Relevancy OopsTwitter: @rubenq #NYXPO
  33. 33. Nuturing Tactics – RelevancyTwitter: @rubenq #NYXPO
  34. 34. Nuturing Tactics - Access Same Thread – Continuing The ConversationTwitter: @rubenq #NYXPO
  35. 35. Nuturing Tactics - Access Manage your access in the admin tool Consider checking these options, they influence EdgerankTwitter: @rubenq #NYXPO
  36. 36. Facebook AdsTwitter: @rubenq #NYXPO
  37. 37. Facebook Ads •Interest Based Targeting •Age Targeting / Gender Targeting •Workplace Targeting •Geographic Targeting •CPC - (cost per click) and CPM (cost per thousand impressions) basedTwitter: @rubenq #NYXPO
  38. 38. Facebook Ads •Timeline Page •Tab within your Timeline Page •Application •Specific post – text, photo, link, video •External URL •“Sponsored Stories”Twitter: @rubenq #NYXPO
  39. 39. Facebook Ads – Paid MediaTwitter: @rubenq #NYXPO
  40. 40. Testing CreativeTwitter: @rubenq #NYXPO
  41. 41. Facebook Ads Think About External Opportunities Surrounding the Brand 12 segments/schools altogether were targeted. Cost per Lead reduced close to 30% compared to broad campaign by segmentingTwitter: @rubenq #NYXPO
  42. 42. Facebook Ads CPC Went as Low as 13 Cents, avgTwitter: @rubenq #NYXPO
  43. 43. Facebook InsightsTwitter: @rubenq #NYXPO
  44. 44. Facebook Insights Best Content Post Types Best Time of Day to PostTwitter: @rubenq #NYXPO
  45. 45. Applications & App Providers @rubenqTwitter: @rubenq @pathinteractive #NYXPO #w2e
  46. 46. Thank You! Presentation and ask additional questions on our wall at facebook.com/pathinteractive Connect/Subscribe @ Facebook.com/rubenquinones @rubenq linkedin.com/in/rubenquinones rquinones@pathinteractiveTwitter: @rubenq #NYXPO

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