Twitter: @rubenq  Creating  &  Sustaining a Winning Fan Page on Facebook Ruben Quinones,  Director of New Media June 3 rd ...
Top Growth In May 2011 Awareness Favorability Consideration Intent to Purchase Purchase Twitter: @rubenq  #smbr2011
Lead Funnel – Search Vs. Social Awareness Favorability Consideration Intent to Purchase Purchase Twitter: @rubenq  #smbr2011
Intent Vs. Propensity VS @rubenq  @pathinteractive  #w2e VS Twitter: @rubenq  #smbr2011
Edge Rank – News Feed Optimization @rubenq  @pathinteractive  #w2e Twitter: @rubenq  #smbr2011  Affinity  Level of Interac...
Incentives Website Conversions Facebook Ads Causes Twitter: @rubenq  #smbr2011
Some Reasons Why Businesses  Fail on Facebook <ul><li>Assuming Facebook is a purely a direct response vehicle </li></ul><u...
Creating A Facebook Business Page – Search Tips The About Box Provide some relevant keywords along with a good description...
Creating A Facebook Business Page Search   Tips The Info Button, another opportunity for relevant key terms. Twitter: @rub...
Making The Most of Your Page VS Twitter: @rubenq  #smbr2011
Making The Most of Your Page @rubenq  @pathinteractive  #w2e S Make the most out of your logo. Twitter: @rubenq  #smbr2011
Applications & App Providers @rubenq  @pathinteractive  #w2e Twitter: @rubenq  #smbr2011
Applications– RSS Graffiti When You need to schedule – Apps like RSS Graffiti, Social RSS & Hootsuite automatically publis...
Applications– YouTube Video Box Input URLs  of YouTube videos  and they show up on your page and in a tab. Twitter: @ruben...
Applications - ShopTAB Add products right into your Facebook page. Twitter: @rubenq  #smbr2011
Applications- Wildfire Twitter: @rubenq  #smbr2011
Applications- Reveal – Non Reveal Tabs Non Fan Fan Twitter: @rubenq  #smbr2011
Applications for Live Streaming Twitter: @rubenq  #smbr2011
Announcing Your Page What is typically done - suggest to friends Gets lost in your Facebook mail @rubenq  @pathinteractive...
Announcing Your Page @rubenq  @pathinteractive  #w2e Send them an  email directly Twitter: @rubenq  #smbr2011
Facebook Ads – Paid Media Twitter: @rubenq  #smbr2011
Defeating Ad Fatigue Twitter: @rubenq  #smbr2011
Facebook Ads – Paid Media Cost per Lead reduced close to 30% compared to broad campaign by segmenting Twitter: @rubenq  #s...
Facebook Ads – Paid Media Twitter: @rubenq  #smbr2011
Facebook Insights Twitter: @rubenq  #smbr2011
Earned Media: What is Engagement on Facebook? <ul><li>Educational </li></ul><ul><li>Entertaining </li></ul><ul><li>Exclusi...
Reasons People “Unlike” Brands On Facebook How Much Can You Get Away With? Twitter: @rubenq  #smbr2011
What’s the strategy here? What’s feeding your posts? Twitter: @rubenq  #smbr2011
Is it  just  about  you?   Twitter: @rubenq  #smbr2011
Are you part of the community? Twitter: @rubenq  #smbr2011
Questions and trivias are a great way to entertain your audience. Twitter: @rubenq  #smbr2011
Twitter: @rubenq  #smbr2011
Case Study Twitter: @rubenq  #smbr2011
Twitter: @rubenq  #smbr2011
3 “Tags” on this post YouTube Video embedded on facebook page Facebook enabled comments  on log Twitter: @rubenq  #smbr2011
Twitter: @rubenq  #smbr2011
Twitter: @rubenq  #smbr2011
Twitter: @rubenq  #smbr2011
Results - Facebook <ul><li>Facebook Referring Traffic </li></ul><ul><li>Overall traffic to the site grew 40% for the month...
Case Study 2 Twitter: @rubenq  #smbr2011
Twitter: @rubenq  #smbr2011
Twitter: @rubenq  #smbr2011
Results - Facebook Twitter: @rubenq  #smbr2011
Other Facebook Features Twitter: @rubenq  #smbr2011
Sample Launch Schedule <ul><li>Reasons for Facebook Brand Page Launch  </li></ul><ul><li>Brand Awareness:  With over 500 m...
Sample Launch Schedule <ul><li>Corporate Facebook Page Launch </li></ul><ul><li>Below we recommend a schedule to provide a...
Thank You! Presentation available at  facebook.com/pathinteractive www.linkedin.com/in/rubenquinones Twitter: @rubenq  #sm...
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Social Media Brazil 2011

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Social Media Brazil 2011

  1. 1. Twitter: @rubenq Creating & Sustaining a Winning Fan Page on Facebook Ruben Quinones, Director of New Media June 3 rd , 2011 • Fecomercio, Sao Paulo Brazil Twitter: @rubenq #smbr2011
  2. 2. Top Growth In May 2011 Awareness Favorability Consideration Intent to Purchase Purchase Twitter: @rubenq #smbr2011
  3. 3. Lead Funnel – Search Vs. Social Awareness Favorability Consideration Intent to Purchase Purchase Twitter: @rubenq #smbr2011
  4. 4. Intent Vs. Propensity VS @rubenq @pathinteractive #w2e VS Twitter: @rubenq #smbr2011
  5. 5. Edge Rank – News Feed Optimization @rubenq @pathinteractive #w2e Twitter: @rubenq #smbr2011 Affinity Level of Interaction Timeliness
  6. 6. Incentives Website Conversions Facebook Ads Causes Twitter: @rubenq #smbr2011
  7. 7. Some Reasons Why Businesses Fail on Facebook <ul><li>Assuming Facebook is a purely a direct response vehicle </li></ul><ul><li>Underestimate investment of time </li></ul><ul><li>Don’t produce, or don’t produce enough content to fuel their page </li></ul><ul><li>Failure to synergize all existing media outlets </li></ul>Twitter: @rubenq #smbr2011
  8. 8. Creating A Facebook Business Page – Search Tips The About Box Provide some relevant keywords along with a good description. Twitter: @rubenq #smbr2011
  9. 9. Creating A Facebook Business Page Search Tips The Info Button, another opportunity for relevant key terms. Twitter: @rubenq #smbr2011
  10. 10. Making The Most of Your Page VS Twitter: @rubenq #smbr2011
  11. 11. Making The Most of Your Page @rubenq @pathinteractive #w2e S Make the most out of your logo. Twitter: @rubenq #smbr2011
  12. 12. Applications & App Providers @rubenq @pathinteractive #w2e Twitter: @rubenq #smbr2011
  13. 13. Applications– RSS Graffiti When You need to schedule – Apps like RSS Graffiti, Social RSS & Hootsuite automatically publishes to your feed. Set a delay time, and a schedule of checking your feed for new content. Twitter: @rubenq #smbr2011
  14. 14. Applications– YouTube Video Box Input URLs of YouTube videos and they show up on your page and in a tab. Twitter: @rubenq #smbr2011
  15. 15. Applications - ShopTAB Add products right into your Facebook page. Twitter: @rubenq #smbr2011
  16. 16. Applications- Wildfire Twitter: @rubenq #smbr2011
  17. 17. Applications- Reveal – Non Reveal Tabs Non Fan Fan Twitter: @rubenq #smbr2011
  18. 18. Applications for Live Streaming Twitter: @rubenq #smbr2011
  19. 19. Announcing Your Page What is typically done - suggest to friends Gets lost in your Facebook mail @rubenq @pathinteractive #w2e Twitter: @rubenq #smbr2011
  20. 20. Announcing Your Page @rubenq @pathinteractive #w2e Send them an email directly Twitter: @rubenq #smbr2011
  21. 21. Facebook Ads – Paid Media Twitter: @rubenq #smbr2011
  22. 22. Defeating Ad Fatigue Twitter: @rubenq #smbr2011
  23. 23. Facebook Ads – Paid Media Cost per Lead reduced close to 30% compared to broad campaign by segmenting Twitter: @rubenq #smbr2011
  24. 24. Facebook Ads – Paid Media Twitter: @rubenq #smbr2011
  25. 25. Facebook Insights Twitter: @rubenq #smbr2011
  26. 26. Earned Media: What is Engagement on Facebook? <ul><li>Educational </li></ul><ul><li>Entertaining </li></ul><ul><li>Exclusives </li></ul>Twitter: @rubenq #smbr2011
  27. 27. Reasons People “Unlike” Brands On Facebook How Much Can You Get Away With? Twitter: @rubenq #smbr2011
  28. 28. What’s the strategy here? What’s feeding your posts? Twitter: @rubenq #smbr2011
  29. 29. Is it just about you? Twitter: @rubenq #smbr2011
  30. 30. Are you part of the community? Twitter: @rubenq #smbr2011
  31. 31. Questions and trivias are a great way to entertain your audience. Twitter: @rubenq #smbr2011
  32. 32. Twitter: @rubenq #smbr2011
  33. 33. Case Study Twitter: @rubenq #smbr2011
  34. 34. Twitter: @rubenq #smbr2011
  35. 35. 3 “Tags” on this post YouTube Video embedded on facebook page Facebook enabled comments on log Twitter: @rubenq #smbr2011
  36. 36. Twitter: @rubenq #smbr2011
  37. 37. Twitter: @rubenq #smbr2011
  38. 38. Twitter: @rubenq #smbr2011
  39. 39. Results - Facebook <ul><li>Facebook Referring Traffic </li></ul><ul><li>Overall traffic to the site grew 40% for the month </li></ul><ul><li>Highest conversion rate of any referring or organic traffic – 3.74% </li></ul><ul><li>Over 800 Video Views, 522 new likes </li></ul>Twitter: @rubenq #smbr2011
  40. 40. Case Study 2 Twitter: @rubenq #smbr2011
  41. 41. Twitter: @rubenq #smbr2011
  42. 42. Twitter: @rubenq #smbr2011
  43. 43. Results - Facebook Twitter: @rubenq #smbr2011
  44. 44. Other Facebook Features Twitter: @rubenq #smbr2011
  45. 45. Sample Launch Schedule <ul><li>Reasons for Facebook Brand Page Launch </li></ul><ul><li>Brand Awareness: With over 500 million users, facebook has established itself as a credible community to have a level of interaction with. Instead of relying on facebook users to go to the _____ web site, we are making it easier for them to find ______. </li></ul><ul><li>Drive Traffic to Site: A facebook presence provides another portal by which users can gain access to your site. </li></ul><ul><li>Integrate and Publish Content: Although this should not be the only material on the page, publishing worthy content via the site provides a constant reminder of ______’s presence on facebook. Feeds should be inclusive of relevant press releases, new content pieces, videos, product launches, fan interaction, etc. There is currently a news feed in place on main site. </li></ul><ul><li>Event Marketing: The wall and or a dedicated tab that will be leveraged to market future events. </li></ul><ul><li>Gauge Feedback: Get a good overview of brand, product, and event sentiment. </li></ul><ul><li>Interact with Audience: Deepen the relationship with customers, prospects, vendors and other valuable relationships relevant to _______ by engaging with their comments. </li></ul>Twitter: @rubenq #smbr2011
  46. 46. Sample Launch Schedule <ul><li>Corporate Facebook Page Launch </li></ul><ul><li>Below we recommend a schedule to provide a soft launch in March and official launch of the facebook page in April. </li></ul><ul><li>Recommended Administrators: Path, ___, anyone else from corporate, social media A team? Path can provide or assist content status updates, any event marketing updates, etc. We can properly evaluate responsibilities as the fan page grows and or scope of work has changed. </li></ul><ul><li>Recommended Architecture: To start off with, below is the recommended tabs to start off with, we can introduce new tabs as needed in the future. Path can execute on these tasks. </li></ul><ul><li>Top photos above the wall should have 5 pictures representative of the different business units. </li></ul><ul><li>Tabs on the left (new facebook pages) </li></ul><ul><li>Wall – We recommend turning profanity blocklist to at least moderate. </li></ul><ul><li>Info - We would recommend brand and keyword rich text in the description. </li></ul><ul><li>Photos – Should show case select business unit photos </li></ul><ul><li>Videos - Feature the videos that are on the ____ Youtube channel. </li></ul><ul><li>Events – Iframe application that mirrors the events page on main site. </li></ul><ul><li>Recommended Schedule: </li></ul><ul><li>March: Build primary applications for the wall, start flowing content into page </li></ul><ul><li>Last week of March: Soft launch, invite employees via email. </li></ul><ul><li>First week of April: Recommend producing press release of official fan page opening, send out invites to clients, vendors and friends. </li></ul><ul><li>End of April: Evaluate next steps if necessary. </li></ul><ul><li>Second week of April: Start supporting promotion of ___ event. </li></ul>Twitter: @rubenq #smbr2011
  47. 47. Thank You! Presentation available at facebook.com/pathinteractive www.linkedin.com/in/rubenquinones Twitter: @rubenq #smbr2011

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