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  • 1. FIELD GUIDE TO FACEBOOK MARKETINGAt the end of 2011, there were 845 million active Facebook users. To put that figure into perspective, consider thatapproximately one in every eight people globally are Facebook users, and about half of them are logged in on anygiven day. With staggering figures like these, marketers cannot afford to ignore Facebook. Regardless of size ormarketing budget, brands can benefit from an effective Facebook strategy.WHY YOU NEED THIS GUIDEAre you currently searching for ways to: • Accelerate the effectiveness of your marketing campaigns through Facebook and social media? • Integrate social and CRM data to grow subscriber lists and update or strengthen subscriber information? • Implement paid, owned, and earned content into your social strategy? • Understand how Facebook Timeline and other recent interface changes can be used to promote consumer engagement?Consumers are more active on social media than ever before, and notsurprisingly, many marketers are struggling to keep up. It seems that, with Be on the lookout for this icon to gatheran ever-evolving sea of data and technology, marketers don’t know where social resources and facts :to start. Marketers are told what they need to do, but no one’s telling themWHY these tactics are important or HOW to execute a campaign aroundthem—until now.In this ExactTarget Field Guide to Facebook Marketing, you’ll get the tips anddetailed instructions you need to confidently build a branded presence onFacebook and beyond. Each page of this guide is filled with commentary onrecognizing, implementing, and nurturing your social communications for FIELD FACT SYMBOLcross-channel success. Research and statistics about today’sAs you continue on your social marketing journey, take this guide with social landscape.you to make social success a reality in your organization. Happy hunting! 2 www.ExactTarget.com
  • 2. FIELD GUIDE TO FACEBOOK MARKETING Optimize Campaign Performance Overview Most successful marketing campaigns running today have one thing in common: they include consumer touch- points that cross multiple channels. And in today’s consumer landscape, the one channel you cannot afford to ignore is social media. Want to increase conversion and consumer engagement across ALL of your marketing campaigns? Integrate Facebook, Twitter, and other social channels consistently by offering engaging content that gives your consumers a reason to come back. How to put it into action • Build a social brand presence on Facebook by publishing Pages that facilitate consumer interaction. Then maintain consumer engagement by posting frequently and being an active part of your brand’s social conversation. • Offer Facebook fans and Twitter followers a reason to engageOnce you’ve via social channels and drive conversions with fan-gated Need a technology partner to helpestablished your promotions and coupons. manage your presence on FacebookFacebook presence, and Twitter? Look to ExactTarget expand into other • Engage loyal users through contests, polls, videos, and consumer-driven content. SocialEngage™ to meet your social social networks media management needs. including Twitter. • Keep your content consistent—people like to know what they’re signing up for and are quick to disengage if content is too frequent For more info: or uninteresting. www.ExactTarget.com/SocialEngage , and Followers Check out th e Subscribers, Fansfo on email, Facebook, more great in research series for w.ExactTarget.com/SFF and Twitter at ww 3 www.ExactTarget.com
  • 3. FIELD GUIDE TO FACEBOOK MARKETINGGrow Your Subscriber List With FacebookoverviewData collected via social media, combined with CRM and behavioralmarketing data, has proven to increase overall campaign effectiveness.After all, the more you know about your consumers, the better you candeliver relevant, timely messages. Where marketers have previouslygone astray is failing to tap into the rich resources they have at theirdisposal—most notably, the social web. Facebook contains a wealthof consumer intelligence and social data that marketers are anxiousto get their hands on. And through the use of Facebook’s Open Graphtechnology, finding ways to collect social data from customers andprospects is easier than ever.How to put it into actionIf you want consumer data, you’ve got to ask for it. So start bypromoting a branded lead form on Facebook that requests emailaddresses along with basic demographic information. SocialPages: Simply drag and drop Gears onto the editor to design your Fan Pages.Need help developing a lead form? ExactTarget’s SocialPagestechnology allows marketers to easily create Facebook tabs withina drag-and-drop interface. And, when marketers create lead forms,they can select the ExactTarget subscriber list they want the leads tofunnel to, further streamlining processes between systems. field fact: branded lead form, Want to create a your IT department? Open Graph is an extension of Facebook’s without help from ages at: core technology. It allows Facebook Check out SocialP/ExactTarget actions to be replicated across the web, www.Facebook.com which provides marketers with valuable opportunities to leverage Facebook data and connections. 4 www.ExactTarget.com
  • 4. FIELD GUIDE TO FACEBOOK MARKETING Engage Loyal Customers by “Starring” & “Pinning” Stories on the Timeline Overview The way consumers interact with brands on Facebook has recently changed with the introduction of Facebook’s new Timeline feature. The basic profile or Fan Page that was previously a vessel for promotion now requires much more thought and creativity to be successful. In order for a brand toDon’t overthink be successful on Facebook today, they must see engagement from their fans. While it does require more strategy and higher-quality content, it alsoit: email best provides a greater opportunity to engage with previously idle fans, turningpractices them into customers and eventual brand advocates. for engaging content apply to How to put it into action Facebook too. Gather your most engaging content and draw attention to it by “starring” and “pinning” it to your Timeline. For your brand, this may include: • Video footage Engaging content • Commercials produces results- Example of a “pinned” post. clicks, “likes,” comments, etc... • Event promotions • Special announcements Whatever content you decide to “pin” or “star,” make sure it’s capable of enhancing your Facebook presence. Your network of Facebook fans should find it interesting, relevant, and be eager to engage with you because of it. field fact: A “pinned” post always appears in the top left corner of a Fan Page Timeline and is identified with a flag. It stays at the top of a Page for seven days. After that, it’ll return to the date it was posted on the Page’s Timeline. 5 www.ExactTarget.com
  • 5. FIELD GUIDE TO FACEBOOK MARKETINGUse Facebook Insights to Monitor Page and Application ActivityoverviewFacebook Insights allows users to easily monitortheir Facebook Page or app activity. By betterunderstanding consumption of content, usergrowth, and fan demographics, marketers canmake better decisions regarding their Facebookbrand presence.How to put it into actionFacebook Insights is free—but available only toPage administrators and developers on Pagesthat have been “liked” by at least 30 users. Ifyou have technical resources at your disposal,you may also consider utilizing Insights API,which helps you access metrics beyond what’savailable through the standard Insights dashboard. Overview screen of Facebook Insights.Reference:http://ads.ak.facebook.com/ads/FacebookAds/Premium_Guide_2.29.12.pdf 6 www.ExactTarget.com
  • 6. FIELD GUIDE TO FACEBOOK MARKETING Understand Your News Feed overview Facebook uses an algorithm to determine which connections are most important to a user, what content should appear most frequently in their News Feed, and what socially-enabled ads they see. It carries a lot of weight, so it’s in your best interest to get familiar with this algorithm, and adjust your social strategy accordingly.Heard of EdgeRank? t. The way to succeed and have your content appear in fan News Feeds is to consistently show high activity and epIt’s the same conc engagement. For an individual consumer, this might include making frequent status updates, uploading images, or changing relationship status. For a brand, this is driven by fanbase engagement. This means your fans might not even see your content unless you receive consistent engagement! How to put it into action field fact: Produce content that encourages your fans to engage and interact with your brand through Facebook. This might include: Consider these three factors when evaluating content relevance: • Polls 1. Affinity refers to the relationship between • Surveys two Facebook users. Each time a user • Video downloads engages with you on Facebook, your affinity with that user goes up. Note that your • Status updates engagement with a user doesn’t influence this—only their engagement. Remember, the more engaged your fans are, the more likely your brand is to show up in consumers’ News Feeds, making 2. Interaction considers what actions users your socially-enabled ads more frequent and effective. have taken with your content. Each action is recorded and given more precedence based on the amount of energy required to engage (i.e. a comment shows more engagement than a click). 3. Timeliness takes into account the age of the content. Recent content is most likely to show up in a News Feed. 7 www.ExactTarget.com
  • 7. FIELD GUIDE TO FACEBOOK MARKETING Build Your Fanbase overview There’s no question that a robust and healthy fanbase provides numerous opportunities for brand engagement,Sound familiar? promotion, and loyalty. But, while building a substantial Facebook fanbase won’t happen overnight, it’s important toYou might be lay a sturdy foundation by establishing both a plan for acquisition and maintenance. Remember that getting a “like”using these isn’t enough—you need consistent engagement to turn a Facebook fan into a customer.same tactics is available Fan-gated contentcebook fans. to manage your How to put it into action ONLY to your Fa email program! Build your fanbase by providing exclusive fan-gated content and promotions: • Remember that regardless of the channel, a feeling of exclusivity goes a long way for most consumers. • Pair that with a promotion, and you’re sure to see engagement from new audiences. • Take that strategy one step further and geo-target by utilizing data provided by Facebook Insights. • Consider where you’re delivering this content—Timelines, News Feeds, or Facebook Tabs. Identical content is rarely appropriate for all locations, so be selective and strategic. field fact: ExactTarget’s Subscribers, Fans, and Followers research reveals that 40% of Facebook users are motivated to “like” a company, brand, or association to receive discounts and promotions. And, 51% of fans say they rarely or never visit a company’s page after “liking” them. 8 www.ExactTarget.com
  • 8. FIELD GUIDE TO FACEBOOK MARKETINGExtend Reach and Distribution of Your Most Compelling ContentoverviewFacebook’s Reach Generator is an “always on” premium packagethat recently became available to advertisers. Facebook guaranteesthat with this product, content will reach a higher percentage of fansmore frequently than it would organically. By increasing overall contentdistribution, brands can ensure that their most compelling contentreceives visibility, traffic, and page engagement.what to expect • Reach 75% of your fans on a regular basis. • Double brand engagement through “likes,” comments, and shares. • Receive monthly reports that review reach, engagement, and brand tracking. Facebook’s Reach Generator.How to put it into actionFocus on creating compelling messages on your Facebook page—anddon’t forget that you can borrow content that has proven successful inemail, and use it here. Reach Generator does the rest! field fact: Facebook estimates that a company’s branded Page reaches just 16% of their fans per week on average. Remedy this by ensuring your most valuable content is prioritized through Reach Generator or Premium on Facebook (see page 10).Source: http://www.facebook.com/business/fmc/guides/reach?campaign_id=250393211715997&creative=reach 9 www.ExactTarget.com
  • 9. FIELD GUIDE TO FACEBOOK MARKETINGInvest in Premium on FacebookoverviewIn the past, Facebook advertising has been posted on the side of the screen, away from the News Feed or profilePages. With the introduction of Premium on Facebook in early 2012, advertisers now have the opportunity for theircontent to appear in more prominent, eye-catching locations including: • The far right side of the homepage • On a mobile News Feed Location is key! • On a homepage News Feed • On a user logout screenwhat to expect • 5-10x more engagement is seen with ads that appear within the News Feed or right side of a user’s homepage in comparison to any other site location.How to put it into actionCustomize URLs with important keywords or phrases that are relevant to your campaigns. You can even includesubscriber information like name or email address as part of the link, providing the ultimate personalized touch thatyour site visitors will love. 10 www.ExactTarget.com
  • 10. FIELD GUIDE TO FACEBOOK MARKETINGMaster Facebook Timeline with Engaging ContentoverviewFacebook Timeline offers brands a great outlet for promotion, but placesan emphasis on images and engagement. It offers brands the opportunityto provide personalized experiences and a forum to promote interactionacross other channels including email, Twitter, or your website.How to put it into actionDeliver a personalized experience by using metrics collected fromFacebook Insights to determine your brand’s most popular content andthe demographics of your most engaged users. Then distribute targetedmessages that drive social conversation. And don’t stop there—turnhighly-engaging posts into new content and add important milestonesto keep content relevant and fresh.Use Timeline’s image-heavy layout to humanize your brand, highlightpopular products, or facilitate a cross-channel experience by repurposingcreative from TV, print, email, or other non-social campaigns. Example of a Facebook Timeline. xactTarget’s publishing compelling content? El Profile will help Not sure if you’re and Followers report The Socia nd how Subscribers, Fans, inct customer personas and understa you identify 12 distinfluence their brand interactions. their unique traits xactTarget.com/SFF Download at www.E 11 www.ExactTarget.com
  • 11. FIELD GUIDE TO FACEBOOK MARKETINGAsk Customers to Drive Your Brand’s CreativeoverviewMaking sure that consumers are receiving the type of content they want is critical to staying fresh and relevant,especially in the ever-evolving social landscape. Testing content on Facebook is one way to stay on the pulse of whatconsumers want. This also allows marketers to gather customer insight and actionable performance metrics that canprovide valuable campaign lift.How to put it into actionOne way marketers can get the data they need is to ask customers to provide feedback on your marketing content.Launch Facebook polls and surveys: • On a homepage News Feed • On a user logout screen • Offer incentives for submitting feedback • Add a level of excitement by publishing the results daily or weeklyOr, a more traditional way is to perform A/B tests to gather: is perfect • “Like” counts or user growth Facebook Insights metrics. • Page views for gathering these • Demographic informationThen, adjust your creative strategy accordingly, making sure the insightsyou’ve gained translate to the creative you produce for other channels. field fact: Facebook reports that “well-run campaigns that leverage social media drive ROIs of 3x or greater.” 12 www.ExactTarget.com
  • 12. FIELD GUIDE TO FACEBOOK MARKETINGGlossary of Facebook Marketing TermsAction Response or “AR”The percentage of users who complete an action (such as a “like” or “RSVP”) or are exposed to a Facebook ad.Activity LogA new administrator control on Facebook Pages found under the “Manage” button at the top of the admin panel.Users can view Page posts and “star,” hide, or delete stories, or change the date of a post.Ads and StoriesFacebook Advertisements or featured News Feed stories that consist of an image, ad copy, and title. SponsoredStories are considered the evolution of Ads and provide additional exposure in the News Feed, which is where themajority of Facebook fans spend their time.Applications or “Apps”Brand and consumer-made interactive outlets for sharing and engaging in games, news, activities, events, and more. CPC or “Cost Per Click”Allows marketers to specify how much advertising spend they are willing to pay each time a user clicks on their ad.CPM or “Cost Per Thousand Impressions”Allows marketers to specify how much advertising spend they are willing to pay for 1,000 impressions (or views) oftheir ad.Fan PageA business profile used to help brands market themselves on Facebook. Often referred to simply as “Pages,”they have many similarities with personal Facebook Profile Pages, but present additional administrative andmarketing capabilities.fansFans are Facebook users that “like” a Fan Page. 13 www.ExactTarget.com
  • 13. FIELD GUIDE TO FACEBOOK MARKETINGGlossary of Facebook Marketing TermsgesturesActions that mirror real-life activities like “read,” “watch,” or “eat,” instead of just “like.”insightsA dashboard which tracks and displays user activity within Pages and Applications, providing baselineanalytics capabilities.milestonesStory types that mark important events, such as store openings or product launches. news feedThe homepage of every Facebook user where Stories from friends, brands, and applications are aggregatedand updated in real-time. This is where most Facebook users spend their time and is the center of activity onFacebook. Algorithms based on engagement and recentness determine when and where a Story shows upin a user’s News Feed.offersA promotion delivered as a Story on a brand’s Facebook Page, allowing fans to claim it easily and share with friends. open graphAs an extension of Facebook’s core technology, Open Graph allows Facebook actions to be replicated across theweb, which provides marketers with valuable opportunities to leverage Facebook data and connections.People Talking about ThisA Facebook Insights metric that calculates the total number of people sharing and commenting about your page overa seven-day rolling period. 14 www.ExactTarget.com
  • 14. FIELD GUIDE TO FACEBOOK MARKETINGGlossary of Facebook Marketing TermspinningA way for brands to highlight their most important or relevant content on their Facebook Page. Marketers can anchortheir most important stories to the top of their Page for up to seven days.Premium on FacebookAllows marketers to create content or Stories that appear in premium user locations including News Feeds andlogout screens.Reach GeneratorTakes Facebook posts and moves them to the top of a user homepage to for additional distribution and exposure.Social ContextA metric that determines the percentage of an organization’s ad impressions that were “liked” by at least one friend.social graphDescribes the public web and the interconnectedness of people. Various APIs are available to access and leveragethis information.Social PluginsExtensions of the Facebook platform that enable marketers to see what their fan base is doing across thebroader web.starringEnables marketers to enlarge a Story so it receives more attention, and is managed in Activity Log.storiesAny content, whether created by a user or re-purposed from an external website. 15 www.ExactTarget.com
  • 15. FIELD GUIDE TO FACEBOOK MARKETINGGlossary of Facebook Marketing TermstabsAlso known as Views, Tabs are a way of navigating to different locations within a Facebook Page. With the latestdesign, fans see four Tabs at once.timelineFacebook’s latest personal page layout design, which includes a chronological history of user actions taken.trendA record of what topics and Stories are trending, gauged when multiple users share the same link or discuss thesame topic.viewsAlso known as Tabs, Views are a way of navigating to different locations within a Facebook Page. With the latestdesign, fans see four Views at once. 16 www.ExactTarget.com
  • 16. With thousands of Facebook posts, tweets, and Google searches made every second, surviving in the “interactivemarketing wild” can seem impossible. With a focus on building relationships, we offer a variety of intuitive ways tointeract in the social space through ExactTarget’s suite of social media products.SocialEngage™ allows companies of all sizes to tap into social media conversations as they happen—in real time.With SocialEngage, marketers can collaborate on updates, monitor responses, track engagement, and analyze resultsacross the most influential and fastest growing social communities.SocialPages™ enables marketers to easily build and manage professional, campaign-focused Facebook Fan Pagesto drive customer relationships and revenue.Call us at (866) 558-9834 or visit www.ExactTarget.com/Social to learn howExactTarget Social can help you. www.ExactTarget.com