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Facebook Marketing - Lesson #3

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Lesson #3 in Facebook Marketing at Lake Huron Learning.

Lesson #3 in Facebook Marketing at Lake Huron Learning.

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Facebook Marketing - Lesson #3 Facebook Marketing - Lesson #3 Presentation Transcript

  • Your Business Name Here Facebook MarketingUsing Social Media to Promote Your Local Business Unit 3: Campaign Planning and Management Miranda Miller for Lake Huron Learning - @mirandam_ecomm
  • Your Business Name Here Course Agenda1. Introduction to Facebook Business Pages2. Content Creation & Posting3. Campaign Planning & Management • Integrating online and offline marketing • How to run contests • Engaging users • Expanding your reach • Time & money-saving tips4. Paid Advertising, FCommerce & the New Analytics © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereWhy Are Campaigns Important? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereFirst, a little advertising theory… The Heirarchy of Effects © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereWho are you trying to reach and what do you want them to do? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereHow exactly do you measure success? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereWhere are you underperforming and how can you improve? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereHow can you replicate successful results? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here For Campaigns to Succeed…• You need to know your brand message.• You need a theme and campaign objective.• You need a plan, with measurable goals, an optimal outcome, and a timeline.• This doesn’t have to be complicated! © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Campaign Themes What themes or objectives might suit your business for a Facebook campaign?These may be seasonal, based on a product launch, or featuring a certain service. Discuss potential campaign ideas. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Integrating Online& Offline Marketing © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereYou May Already Have Campaigns Running Offline © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereDon’t Try to Reinvent the Wheel © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereFacebook Won’t Fix Your Broken Business… © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here But It Can ComplementEverything Else You Are Doing © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereOffline Still Works! © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereHow Do They Work Together? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here• How can you connect with customers in each phase of the cycle?• Is that better accomplished online or offline? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here How can youconnect in each phase of the cycle? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereWhen Planning an Integrated Campaign, Consider:How can I get people from here to here? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereOr from here to here? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Campaign Integration Tip #1Interconnect all web and offline presences:• Web addresses on business cards, signage, receipts, packaging, etc.• Web addresses in radio or TV ads• Physical address and contact info in email signatures and on all online profiles © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Campaign Integration Tip #2Brand consistently:• Be aware of logo, colour schemes• Be aware of tone of voice• Customers should recognize your design and message as soon as they see your company, online or off. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Campaign Integration Tip #3Understand what each channel is for:• Are you trying to connect, provide information, persuade?• How can you best accomplish this in that channel and with what type of media? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereHow to RunContests on Facebook © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Why Run Contests?• Attract new followers• Increase engagement• Reward loyalty• Create buzz around products or services © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereWhere Contests Go Horribly Wrong • Fans have no incentive to Like the page • The prize is costly and the ROI small • Cannot honour the prize • Contest format leads to complaints © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here You Must:• Include a complete release of Facebook for each entrant.• Acknowledge the contest is in no way associated with Facebook• Disclose that you receive the entrant’s information and not Facebook. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here You Cannot:• Use Facebook functions or features (Like, comment) as contest entry.• Condition entry on any function other than Liking the Page, checking in to a Place, or connecting with the App.• Use Facebook functionality for voting (ie.: Likes)• Notify winners through Facebook © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here The Ruleshttps://developers.facebook.com/docs/guides/canvas/ © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereSo Many Rules!! © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereContest Apps © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereBenefits/Drawbacks of Contest Apps + -• Now the only way to • Each contest costsrun contests within money.Facebook’s rules. • You may get entrants• You won’t have your more interested inPage shut down this contests than you.way! Bonus. • Installation learning• Relatively easy to curve.manage once installed. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Contest App Demohttp://youtu.be/uZ66mgMNZi0 © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereContests Stored in Your Apps © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereIncreasing User Engagement © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereDon’t Post Too Often © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  • Your Business Name HereAim for 1-4 Posts/Week © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  • Your Business Name HereKeep It Short and Sweet © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  • Your Business Name HereAsk Questions © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  • Your Business Name HereWho’s Doing It Right? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereAsk for Comments © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  • Your Business Name HereWho’s Doing It Right? © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereKnow Which Words Trigger Reaction © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  • Your Business Name HereKnow Which Posts Trigger Reaction © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  • Your Business Name HereStudy: New Timeline Insightshttp://searchenginewatch.com/article/2166490/5-Facebook-Timeline- Brand-Page-User-Insights-and-Tips-for-Marketers-Study © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Timeline Study Takeaways• Facebook Pages must be kept current.• Cover images are largely ignored.• Users want to know more about your company.• Friend interactions very important.• Users are confused by some Timeline elements; be clear and educate. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereExpand Your Reach © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#1 – Facebook Ads(Coming up in Lesson Four) © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#2 – Community Interaction © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#3 – Social Sharing © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#4 – Get Current Customers on Board Think Integrated Marketing © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#5 – Use Keywords to Appear in Search © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#6 – Use Social Share Buttons © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#7 – Offer Incentive for Liking © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here#8 – Display Perks for Fans © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereTime & Money Saving Tips © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Social Media DashboardsThese make sense if you are:• Managing more than one type of account, ie.:Facebook, Twitter & LinkedIn.• Posting time-sensitive content (allows forscheduling posts).Dashboards do NOT replace account management –this is a common mistake made by marketers! Theyshould not become a tool for spamming. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here HootSuite.com• Free for basic users• No download, all web-based• Manage multiple accounts• Schedule posts in advance• Choose which data to see © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereHootSuite.com Welcome Actions © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereActivity Dashboard © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HerePosting or Scheduling © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereSchedule a Post for Later © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereSee All Upcoming Posts © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereTweetDeck © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereThreadsy© 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereSeesmic Mobile © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereMultiMi (from AVG Antivirus) © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereUse an App Publishing Platform You probably can’t afford the custom apps biggerbrands are using, but you don’t have to go without. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Use Free Social Pluginshttps://developers.facebook.com/docs/plugins/ Increase engagement, automate the work of getting people back and forth… and they’re free. © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name HereHave a Plan © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here Next Week:1. Introduction to Facebook Business Pages2. Content Creation & Posting3. Campaign Planning & Management4. Paid Advertising, FCommerce & the New Analytics • Facebook Ads! • Tips for Facebook Ad Campaign Success • FCommerce – an Introduction • The New Facebook Insights • Metrics That Matter • Alternative Analytics Programs © 2012, Miranda Miller @mirandam_ecomm
  • Your Business Name Here • Try out a social dashboard • Investigate contest sites and pricing• Visit NorthSocial & Pagemodo to explore apps © 2012, Miranda Miller @mirandam_ecomm