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NYXPO May 2nd, 2012
 

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NYXPO May 2nd, 2012 Presentation Transcript

  • 1. May 2 nd , 2012 • Jacob Javits CenterTwitter: @rubenq Twitter: @rubenq #NYXPO
  • 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. 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. Lead Funnel – Search Vs. Social Awareness Favorabilit y Consideration Intent to Purchase PurchaseTwitter: @rubenq #NYXPO
  • 5. Intent Vs. Propensity VSVS @rubenqTwitter: @rubenq @pathinteractive #NYXPO #w2e
  • 6. Share of Time of FacebookTwitter: @rubenq #NYXPO
  • 7. Percentage of Fans Who See Your PostTwitter: @rubenq #NYXPO
  • 8. Facebook’s Algorithm Object EdgeTwitter: @rubenq #NYXPO
  • 9. Facebook’s Algorithm .Weight Likes, Comments, Shares, Tags, etc Recency AffinityTwitter: @rubenq #NYXPO
  • 10. “Likes Are Not Sustainable”Twitter: @rubenq #NYXPO
  • 11. Twitter: @rubenq #NYXPO
  • 12. How Do You Engage on Facebook? Educational Entertaining Exclusive Twitter: @rubenq #NYXPO
  • 13. Timeline for BrandsTwitter: @rubenq #NYXPO
  • 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. Timeline Cover Photos First Impression of the brand, what is appropriate?Twitter: @rubenq #NYXPO
  • 16. Timeline MilestonesTells the story of your brand, ie. brand/business founded, achievements, rebrands, etc.Twitter: @rubenq #NYXPO
  • 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. Highlights / “Pinning”Getting a lot of engagement of your post? Make it stand out more.Twitter: @rubenq #NYXPO
  • 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. Acquisition Tactics – Insights to ConsiderTwitter: @rubenq #NYXPO
  • 21. Acquisition Tactics – Contests – Like Gated Must Like to Gain AccessTwitter: @rubenq #NYXPO
  • 22. Acquisition Tactics – Contests 3 “Tags” on this post Facebook enabled comments on blog YouTube Video embedded on Facebook pageTwitter: @rubenq #NYXPO
  • 23. Acquisition Tactics – Contests Started posting about our promotion organically Soon others started postingTwitter: @rubenq #NYXPO
  • 24. Acquisition Tactics – ContestsTwitter: @rubenq #NYXPO
  • 25. Acquisition Tactics – ContestsTwitter: @rubenq #NYXPO
  • 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. 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. Nuturing Tactics – Insights to ConsiderTwitter: @rubenq #NYXPO
  • 29. Nuturing Tactics – Shining The Light on Your FansTwitter: @rubenq #NYXPO
  • 30. Nuturing Tactics – Shining The Light on Your FansTwitter: @rubenq #NYXPO
  • 31. Nuturing Tactics – PromotionsTwitter: @rubenq #NYXPO
  • 32. Nuturing Tactics – Relevancy OopsTwitter: @rubenq #NYXPO
  • 33. Nuturing Tactics – RelevancyTwitter: @rubenq #NYXPO
  • 34. Nuturing Tactics - Access Same Thread – Continuing The ConversationTwitter: @rubenq #NYXPO
  • 35. Nuturing Tactics - Access Manage your access in the admin tool Consider checking these options, they influence EdgerankTwitter: @rubenq #NYXPO
  • 36. Facebook AdsTwitter: @rubenq #NYXPO
  • 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. Facebook Ads •Timeline Page •Tab within your Timeline Page •Application •Specific post – text, photo, link, video •External URL •“Sponsored Stories”Twitter: @rubenq #NYXPO
  • 39. Facebook Ads – Paid MediaTwitter: @rubenq #NYXPO
  • 40. Testing CreativeTwitter: @rubenq #NYXPO
  • 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. Facebook Ads CPC Went as Low as 13 Cents, avgTwitter: @rubenq #NYXPO
  • 43. Facebook InsightsTwitter: @rubenq #NYXPO
  • 44. Facebook Insights Best Content Post Types Best Time of Day to PostTwitter: @rubenq #NYXPO
  • 45. Applications & App Providers @rubenqTwitter: @rubenq @pathinteractive #NYXPO #w2e
  • 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