More Related Content Similar to Facebook Marketing - Lesson #3 (20) Facebook Marketing - Lesson #31. Your Business Name Here
Facebook Marketing
Using Social Media to Promote Your Local Business
Unit 3: Campaign Planning and Management
Miranda Miller for Lake Huron Learning - @mirandam_ecomm
2. Your Business Name Here
Course Agenda
1. Introduction to Facebook Business Pages
2. Content Creation & Posting
3. Campaign Planning & Management
• Integrating online and offline marketing
• How to run contests
• Engaging users
• Expanding your reach
• Time & money-saving tips
4. Paid Advertising, FCommerce & the New Analytics
© 2012, Miranda Miller
@mirandam_ecomm
3. Your Business Name Here
Why Are Campaigns
Important?
© 2012, Miranda Miller
@mirandam_ecomm
4. Your Business Name Here
First, a little advertising theory…
The
Heirarchy
of Effects
© 2012, Miranda Miller
@mirandam_ecomm
5. Your Business Name Here
Who are you trying to reach and
what do you want them to do?
© 2012, Miranda Miller
@mirandam_ecomm
6. Your Business Name Here
How exactly do you measure
success?
© 2012, Miranda Miller
@mirandam_ecomm
7. Your Business Name Here
Where are you underperforming
and how can you improve?
© 2012, Miranda Miller
@mirandam_ecomm
8. Your Business Name Here
How can you replicate
successful results?
© 2012, Miranda Miller
@mirandam_ecomm
9. 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
10. 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
11. Your Business Name Here
Integrating Online
& Offline Marketing
© 2012, Miranda Miller
@mirandam_ecomm
12. Your Business Name Here
You May Already Have Campaigns
Running Offline
© 2012, Miranda Miller
@mirandam_ecomm
13. Your Business Name Here
Don’t Try to Reinvent the Wheel
© 2012, Miranda Miller
@mirandam_ecomm
14. Your Business Name Here
Facebook Won’t Fix Your
Broken Business…
© 2012, Miranda Miller
@mirandam_ecomm
15. Your Business Name Here
But It Can Complement
Everything Else You Are Doing
© 2012, Miranda Miller
@mirandam_ecomm
17. Your Business Name Here
How Do They Work Together?
© 2012, Miranda Miller
@mirandam_ecomm
18. 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
19. Your Business Name Here
How can you
connect in each
phase of the
cycle?
© 2012, Miranda Miller
@mirandam_ecomm
20. Your Business Name Here
When Planning an Integrated
Campaign, Consider:
How can I get people from here to here?
© 2012, Miranda Miller
@mirandam_ecomm
22. Your Business Name Here
Campaign Integration Tip #1
Interconnect 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
23. Your Business Name Here
Campaign Integration Tip #2
Brand 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
24. Your Business Name Here
Campaign Integration Tip #3
Understand 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
25. Your Business Name Here
How to Run
Contests on
Facebook
© 2012, Miranda Miller
@mirandam_ecomm
26. 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
27. Your Business Name Here
Where 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
28. 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
29. 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
30. Your Business Name Here
The Rules
https://developers.facebook.com/docs/guides/canvas/
© 2012, Miranda Miller
@mirandam_ecomm
33. Your Business Name Here
Benefits/Drawbacks of Contest Apps
+ -
• Now the only way to • Each contest costs
run contests within money.
Facebook’s rules.
• You may get entrants
• You won’t have your more interested in
Page shut down this contests than you.
way! Bonus.
• Installation learning
• Relatively easy to curve.
manage once installed.
© 2012, Miranda Miller
@mirandam_ecomm
34. Your Business Name Here
Contest App Demo
http://youtu.be/uZ66mgMNZi0
© 2012, Miranda Miller
@mirandam_ecomm
51. Your Business Name Here
Contests Stored in Your Apps
© 2012, Miranda Miller
@mirandam_ecomm
52. Your Business Name Here
Increasing User
Engagement
© 2012, Miranda Miller
@mirandam_ecomm
54. Your Business Name Here
Don’t Post Too Often
© 2012, Miranda Miller Buddy Media
@mirandam_ecomm
55. Your Business Name Here
Aim for 1-4 Posts/Week
© 2012, Miranda Miller Buddy Media
@mirandam_ecomm
56. Your Business Name Here
Keep It Short and Sweet
© 2012, Miranda Miller Buddy Media
@mirandam_ecomm
57. Your Business Name Here
Ask Questions
© 2012, Miranda Miller Buddy Media
@mirandam_ecomm
59. Your Business Name Here
Ask for Comments
© 2012, Miranda Miller Buddy Media
@mirandam_ecomm
61. Your Business Name Here
Know Which Words Trigger Reaction
© 2012, Miranda Miller Buddy Media
@mirandam_ecomm
62. Your Business Name Here
Know Which Posts Trigger Reaction
© 2012, Miranda Miller Buddy Media
@mirandam_ecomm
63. Your Business Name Here
Study: New Timeline Insights
http://searchenginewatch.com/article/2166490/5-Facebook-Timeline-
Brand-Page-User-Insights-and-Tips-for-Marketers-Study
© 2012, Miranda Miller
@mirandam_ecomm
64. 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
66. Your Business Name Here
#1 – Facebook Ads
(Coming up in Lesson Four)
© 2012, Miranda Miller
@mirandam_ecomm
67. Your Business Name Here
#2 – Community Interaction
© 2012, Miranda Miller
@mirandam_ecomm
69. Your Business Name Here
#4 – Get Current Customers on Board
Think Integrated Marketing
© 2012, Miranda Miller
@mirandam_ecomm
70. Your Business Name Here
#5 – Use Keywords to Appear in Search
© 2012, Miranda Miller
@mirandam_ecomm
71. Your Business Name Here
#6 – Use Social Share Buttons
© 2012, Miranda Miller
@mirandam_ecomm
72. Your Business Name Here
#7 – Offer Incentive for Liking
© 2012, Miranda Miller
@mirandam_ecomm
73. Your Business Name Here
#8 – Display Perks for Fans
© 2012, Miranda Miller
@mirandam_ecomm
74. Your Business Name Here
Time & Money
Saving Tips
© 2012, Miranda Miller
@mirandam_ecomm
75. Your Business Name Here
Social Media Dashboards
These make sense if you are:
• Managing more than one type of account, ie.:
Facebook, Twitter & LinkedIn.
• Posting time-sensitive content (allows for
scheduling posts).
Dashboards do NOT replace account management –
this is a common mistake made by marketers! They
should not become a tool for spamming.
© 2012, Miranda Miller
@mirandam_ecomm
76. 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
77. Your Business Name Here
HootSuite.com Welcome Actions
© 2012, Miranda Miller
@mirandam_ecomm
80. Your Business Name Here
Schedule a Post for Later
© 2012, Miranda Miller
@mirandam_ecomm
85. Your Business Name Here
MultiMi (from AVG Antivirus)
© 2012, Miranda Miller
@mirandam_ecomm
86. Your Business Name Here
Use an App Publishing Platform
You probably can’t afford the custom apps bigger
brands are using, but you don’t have to go without.
© 2012, Miranda Miller
@mirandam_ecomm
87. Your Business Name Here
Use Free Social Plugins
https://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
89. Your Business Name Here
Next Week:
1. Introduction to Facebook Business Pages
2. Content Creation & Posting
3. Campaign Planning & Management
4. 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
90. 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