Your Business Name Here   Facebook MarketingUsing Social Media to Promote Your Local Business   Unit 3: Campaign Planning ...
Your Business Name Here               Course Agenda1. Introduction to Facebook Business Pages2. Content Creation & Posting...
Your Business Name HereWhy Are Campaigns   Important?      © 2012, Miranda Miller       @mirandam_ecomm
Your Business Name HereFirst, a little advertising theory…                                         The                    ...
Your Business Name HereWho are you trying to reach and what do you want them to do?             © 2012, Miranda Miller    ...
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           ...
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...
Your Business Name Here          Campaign Themes What themes or objectives might suit your business              for a Fac...
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            @...
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            @...
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 onli...
Your Business Name Here  How can youconnect in each phase of the    cycle?                  © 2012, Miranda Miller        ...
Your Business Name HereWhen Planning an Integrated   Campaign, Consider:How can I get people from here to here?           ...
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 busin...
Your Business Name Here    Campaign Integration Tip #2Brand consistently:• Be aware of logo, colour schemes• Be aware of t...
Your Business Name Here    Campaign Integration Tip #3Understand what each channel is for:• Are you trying to connect, pro...
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 aro...
Your Business Name HereWhere Contests Go Horribly Wrong  • Fans have no incentive to Like the page  • The prize is costly ...
Your Business Name Here                You Must:• Include a complete release of Facebook for each  entrant.• Acknowledge t...
Your Business Name Here             You Cannot:• Use Facebook functions or features  (Like, comment) as contest entry.• Co...
Your Business Name Here                  The Ruleshttps://developers.facebook.com/docs/guides/canvas/                     ...
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 th...
Your Business Name Here    Contest App Demohttp://youtu.be/uZ66mgMNZi0          © 2012, Miranda Miller           @mirandam...
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              @mi...
Your Business Name HereKnow Which Posts Trigger Reaction             © 2012, Miranda Miller   Buddy Media              @mi...
Your Business Name HereStudy: New Timeline Insightshttp://searchenginewatch.com/article/2166490/5-Facebook-Timeline-      ...
Your Business Name Here   Timeline Study Takeaways• Facebook Pages must be kept current.• Cover images are largely ignored...
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 Mill...
Your Business Name Here#5 – Use Keywords to Appear in Search               © 2012, Miranda Miller                @mirandam...
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, ...
Your Business Name Here     HootSuite.com• Free for basic users• No download, all web-based• Manage multiple accounts• Sch...
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, bu...
Your Business Name Here        Use Free Social Pluginshttps://developers.facebook.com/docs/plugins/ Increase engagement, a...
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 & Posting...
Your Business Name Here           • Try out a social dashboard      • Investigate contest sites and pricing• Visit NorthSo...
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Facebook Marketing - Lesson #3

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Lesson #3 in Facebook Marketing at Lake Huron Learning.

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Transcript of "Facebook Marketing - Lesson #3"

  1. 1. 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
  2. 2. 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
  3. 3. Your Business Name HereWhy Are Campaigns Important? © 2012, Miranda Miller @mirandam_ecomm
  4. 4. Your Business Name HereFirst, a little advertising theory… The Heirarchy of Effects © 2012, Miranda Miller @mirandam_ecomm
  5. 5. Your Business Name HereWho are you trying to reach and what do you want them to do? © 2012, Miranda Miller @mirandam_ecomm
  6. 6. Your Business Name HereHow exactly do you measure success? © 2012, Miranda Miller @mirandam_ecomm
  7. 7. Your Business Name HereWhere are you underperforming and how can you improve? © 2012, Miranda Miller @mirandam_ecomm
  8. 8. Your Business Name HereHow can you replicate successful results? © 2012, Miranda Miller @mirandam_ecomm
  9. 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. 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. 11. Your Business Name Here Integrating Online& Offline Marketing © 2012, Miranda Miller @mirandam_ecomm
  12. 12. Your Business Name HereYou May Already Have Campaigns Running Offline © 2012, Miranda Miller @mirandam_ecomm
  13. 13. Your Business Name HereDon’t Try to Reinvent the Wheel © 2012, Miranda Miller @mirandam_ecomm
  14. 14. Your Business Name HereFacebook Won’t Fix Your Broken Business… © 2012, Miranda Miller @mirandam_ecomm
  15. 15. Your Business Name Here But It Can ComplementEverything Else You Are Doing © 2012, Miranda Miller @mirandam_ecomm
  16. 16. Your Business Name HereOffline Still Works! © 2012, Miranda Miller @mirandam_ecomm
  17. 17. Your Business Name HereHow Do They Work Together? © 2012, Miranda Miller @mirandam_ecomm
  18. 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. 19. Your Business Name Here How can youconnect in each phase of the cycle? © 2012, Miranda Miller @mirandam_ecomm
  20. 20. Your Business Name HereWhen Planning an Integrated Campaign, Consider:How can I get people from here to here? © 2012, Miranda Miller @mirandam_ecomm
  21. 21. Your Business Name HereOr from here to here? © 2012, Miranda Miller @mirandam_ecomm
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. Your Business Name HereHow to RunContests on Facebook © 2012, Miranda Miller @mirandam_ecomm
  26. 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. 27. 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
  28. 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. 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. 30. Your Business Name Here The Ruleshttps://developers.facebook.com/docs/guides/canvas/ © 2012, Miranda Miller @mirandam_ecomm
  31. 31. Your Business Name HereSo Many Rules!! © 2012, Miranda Miller @mirandam_ecomm
  32. 32. Your Business Name HereContest Apps © 2012, Miranda Miller @mirandam_ecomm
  33. 33. 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
  34. 34. Your Business Name Here Contest App Demohttp://youtu.be/uZ66mgMNZi0 © 2012, Miranda Miller @mirandam_ecomm
  35. 35. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  36. 36. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  37. 37. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  38. 38. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  39. 39. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  40. 40. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  41. 41. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  42. 42. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  43. 43. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  44. 44. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  45. 45. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  46. 46. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  47. 47. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  48. 48. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  49. 49. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  50. 50. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  51. 51. Your Business Name HereContests Stored in Your Apps © 2012, Miranda Miller @mirandam_ecomm
  52. 52. Your Business Name HereIncreasing User Engagement © 2012, Miranda Miller @mirandam_ecomm
  53. 53. Your Business Name Here© 2012, Miranda Miller @mirandam_ecomm
  54. 54. Your Business Name HereDon’t Post Too Often © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  55. 55. Your Business Name HereAim for 1-4 Posts/Week © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  56. 56. Your Business Name HereKeep It Short and Sweet © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  57. 57. Your Business Name HereAsk Questions © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  58. 58. Your Business Name HereWho’s Doing It Right? © 2012, Miranda Miller @mirandam_ecomm
  59. 59. Your Business Name HereAsk for Comments © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  60. 60. Your Business Name HereWho’s Doing It Right? © 2012, Miranda Miller @mirandam_ecomm
  61. 61. Your Business Name HereKnow Which Words Trigger Reaction © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  62. 62. Your Business Name HereKnow Which Posts Trigger Reaction © 2012, Miranda Miller Buddy Media @mirandam_ecomm
  63. 63. 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
  64. 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
  65. 65. Your Business Name HereExpand Your Reach © 2012, Miranda Miller @mirandam_ecomm
  66. 66. Your Business Name Here#1 – Facebook Ads(Coming up in Lesson Four) © 2012, Miranda Miller @mirandam_ecomm
  67. 67. Your Business Name Here#2 – Community Interaction © 2012, Miranda Miller @mirandam_ecomm
  68. 68. Your Business Name Here#3 – Social Sharing © 2012, Miranda Miller @mirandam_ecomm
  69. 69. Your Business Name Here#4 – Get Current Customers on Board Think Integrated Marketing © 2012, Miranda Miller @mirandam_ecomm
  70. 70. Your Business Name Here#5 – Use Keywords to Appear in Search © 2012, Miranda Miller @mirandam_ecomm
  71. 71. Your Business Name Here#6 – Use Social Share Buttons © 2012, Miranda Miller @mirandam_ecomm
  72. 72. Your Business Name Here#7 – Offer Incentive for Liking © 2012, Miranda Miller @mirandam_ecomm
  73. 73. Your Business Name Here#8 – Display Perks for Fans © 2012, Miranda Miller @mirandam_ecomm
  74. 74. Your Business Name HereTime & Money Saving Tips © 2012, Miranda Miller @mirandam_ecomm
  75. 75. 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
  76. 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. 77. Your Business Name HereHootSuite.com Welcome Actions © 2012, Miranda Miller @mirandam_ecomm
  78. 78. Your Business Name HereActivity Dashboard © 2012, Miranda Miller @mirandam_ecomm
  79. 79. Your Business Name HerePosting or Scheduling © 2012, Miranda Miller @mirandam_ecomm
  80. 80. Your Business Name HereSchedule a Post for Later © 2012, Miranda Miller @mirandam_ecomm
  81. 81. Your Business Name HereSee All Upcoming Posts © 2012, Miranda Miller @mirandam_ecomm
  82. 82. Your Business Name HereTweetDeck © 2012, Miranda Miller @mirandam_ecomm
  83. 83. Your Business Name HereThreadsy© 2012, Miranda Miller @mirandam_ecomm
  84. 84. Your Business Name HereSeesmic Mobile © 2012, Miranda Miller @mirandam_ecomm
  85. 85. Your Business Name HereMultiMi (from AVG Antivirus) © 2012, Miranda Miller @mirandam_ecomm
  86. 86. 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
  87. 87. 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
  88. 88. Your Business Name HereHave a Plan © 2012, Miranda Miller @mirandam_ecomm
  89. 89. 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
  90. 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

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