Facebook Case Study


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Learn how to build a bigger, better Facebook fan base for your small business.

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  • Just to start of with a little bit of information about Dolphin and myself.
  • -The Power of Social Media: It ’ s a super exciting time in marketing right now. Social media is leveling the playing field, and making it possible for small business owners to market just like the big brands at a fraction of the cost. -Building your brand identity and starting your Facebook page. There are 3 things you need for this: An understanding of your Brand values, Audience, Goals for Social media. At this point, we ’ ll chat about the things you need to know to get started on Facebook. -We ’ ll discuss Tools & Tips for planning your fan page content -So you ’ ve got a Facebook page setup - now how do I grow my followers? We ’ ll discuss strategies anyone can utilize to organize larger campaigns, and then how to measure the success of these campaigns.
  • For those who need a bit of convincing whether it ’ s worth your time to keep up, let me tell you a little bit about the power of social media and what it can do for your brand.
  • I ’ d like to start off with a heartwarming David and Goliath tale. You all know Lowe ’ s Superstore? This is their Facebook fan page. They currently have over 2 million likes on their page.
  • Crestview doors is a small door manufacturer based in Austin Texas. They specialize in mid-century modern architecture. As of 2010, they had a modest Facebook following of just under 1000 fans.
  • And then, Lowe ’ s decided to run a social media campaign highlighting the country ’ s ugliest doors. People would send in pictures of their doors and then fans would vote on which door was the ugliest. The folks at Crestview Doors were surprised to find that one of their best selling doors was the winner.
  • Crestview stood up to the mighty Goliath and wrote back to Lowe ’ s - “ You call it ugly, we call it the Pasadena. ” This post got a huge amount of engagement from their fanbase, and it was at this point that Crestview realized that their mission for their Facebook page was not selling doors, but to bring back mid-century design to the home décor market, and turning their die-hard fans in to evangelizers.
  • And the way they did that? They got personal. Crestview took on the challenge of increasing their fanbase by bringing personality to their Facebook page and building a brand identity that is completely infatuated with doors, design, and family. Families in front of their doors, pictures of kids on their first day of school standing outside their front door, before and afters of customer redesigns. They posted daily and measured their social media results until they found content that worked. In turn, they saw results.
  • Social media has leveled the marketing playing field, and now big brands and small businesses alike can utilize the same tools to effectively reach their customer base. While Crestview ’ s 7k might not be a match for Lowe ’ s 2 million fans, they now have a super engaged fan base that ’ s constantly interacting with posts and building trust with a likable brand.
  • If you ’ re not yet convinced that your brand should be on Facebook, here ’ s some statistics. -Everyone is getting on Facebook. -These daily users are spending more time on their Facebook newsfeed than the top 6 news websites COMBINED.
  • -People are EXPECTING your brand to be on Facebook. -Businesses are seeing results from their Facebook feeds
  • There are loads of advantages to Social Media: -Free -Branding Tool - Website is your Fact Sheet, your Facebook page is your PERSONALITY -Builds community -Gives you an easy avenue to ask for, receive and respond to your customer ’ s feedback. -I ’ m sure you ’ ve heard of some of the disadvantages of social media, but I ’ d like to dispel these rumors as misguided expectations. -The reality is, social media is a branding tool before it ’ s a revenue generator. “ People are being sold on social as a place to generate leads, but Facebook is really a place to build loyalty, answer customer service questions and to build a community. ” -If you build a strong community, the revenue will eventually follow. However, relationship-building takes time.
  • Since your Facebook page is your direct access to your community, it ’ s important to build a solid understanding of your brand ’ s social media identity to maintain consistency and start building long-term trust with your fans.
  • Think of your company as a person. If your followers treat your company like a friend, you ’ re likely running your account like that of a person, rather than a brand.
  • There are three questions you should ask yourself when building up your business ’ s Facebook page. These will help form your brand personality.
  • At Dolphin, we follow this cheat sheet when thinking about content for our Facebook page.
  • Dolphin ’ s Facebook landing page, found at facebook.com/dolphinfans
  • Our content is geared towards people interested in technology
  • We also engage with fans to get their feedback on the Dolphin product and brand.
  • So let ’ s analyze a brand that we all know. Whether you like Jack in the Box or not, their marketing team is a great example to learn from. In terms of social media, they ’ re also doing things right. Let ’ s break it down.
  • Jack in the Box currently has about 770k followers on their Facebook page.
  • A large portion of their content is witty sayings, straight from the mouth of Jack in an attempt to reach their target audience. They reference late night shows that are popular with college age/young adults. He plays on the popular bacon meme a lot. Let ’ s take this moment to make sure we have some general understanding here. Thumbs up symbol means the number of likes. The box indicates comments and the last symbol on the right is shares. If you ’ re looking to increase your REACH of your Facebook post, you ’ ll want to get a lot of shares. People will typically only share something to their page because they really relate to or agree with the content. More comments means you ’ ve got a lot of engagement with the post. Likes are also engagement, but are not weighed as heavily as comments (likes are more like simple acknowledgements).
  • There ’ s obvious promotion of the product, but they position it in a way so that when I read this as a consumer, I don ’ t feel like I ’ m being sold to. I am actually trying to figure out what you call 20 chicken nuggets.
  • Jack in the Box has done some awesome things in engaging with their Facebook fans. One fan made a page asking for Jack in the Box to bring back a popular menu item and they listened! Jack himself made a surprise video call to the creator of the Facebook page. This type of engagement builds excitement for the brand. People love to know that they ’ re opinions and suggestions are being heard.
  • 1. Choose a name that represents your business clearly and doesn ’ t confuse people. 2. Use your business logo. Don ’ t change this very often, as most people will be interacting with your Facebook page via their newsfeed and the first thing they see is your profile picture. 3. Be clear and concise. Link back to your website. 4. This is something that I recommend setting up: shorter URL is always better
  • You should maintain a consistent color palette across the page. If you have graphic design skills, use the same fonts in everything, slap your logo on photos.
  • At Dolphin, we try to get the Dolphin green or our logo into every photograph we post. Our “ voice ” is helpful and fun.
  • Another good example of consistency in branding is Nescafe
  • Red. Coffee Cup. Encouraging messaging.
  • Nescafe expands their reach through relatable content.
  • Nescafe also posts content that is focused on fan engagement, but their branding is still blatantly apparent.
  • Sit down and brainstorm. Make a cheat sheet that you keep with you at all times. What ’ s your brand ’ s values? What is the audience you ’ re trying to reach through social media? What are you social media goals? Think about the different topics your audience would be interested in.
  • This cheat sheet will be especially helpful when planning engaging daily content for your Facebook page.
  • The big misconception among small businesses is that social media is time consuming, but with the right planning and using your time efficiently, you can come up with daily content in less than 4 hours per week. -Tips: Be sure to use images that you own. Or use tools like Deposit photos, or creative commons. If Photoshop is not your friend, there are some image-editing tools that are cheap and easier to navigate (Pixelmator).
  • Here is the snapshot of the Dolphin social media calendar. I personally spend about 5 hours a week in total curating content for the Dolphin Browser fan page. It ’ s about 4 hours on one day of planning out the next week, and then each day takes about 5 minutes to post the content. I then spend about 15 minutes throughout the day answering comments or questions that come into the page.
  • Change it up! Post a variety of different types of content throughout the week.
  • Edgerank: -When you post content on your business page, it doesn ’ t necessarily mean it ’ s going to end up in your fan ’ s news feed. -Facebook uses an algorithm called Edgerank to determine what percentage of your fans see your page content in their newsfeed. -A better Edgerank means more of your fans are seeing your content pop up in their newsfeed. -You can increase your Edgerank by being mindful of these Quick Tips. -There are also tools that measure your Edgerank, like http://edgerankchecker.com/
  • Note: -Ignoring critical comments can sometimes lead to disaster. Try to approach it as soon as possible, and take the conversation elsewhere (ex. “ Shoot me an email at [email_address] and I ’ ll look into your issue.) -Don ’ t be afraid to ban users who are posting negative or spiteful comments on your fan page. It ’ s your business, it ’ s your brand, it ’ s your FAN page. If they ’ re not acting like a fan and they ’ re being abusive, it ’ s okay to remove these comments or ban users (I typically ban when the fan starts using profanity). -Auto-posting to Facebook decreases likes and comments by 70%. To get the best results, spend 5 minutes a day copy and pasting from your content calendar to your Facebook page. Also spend these 5 minutes checkin up on the Facebook page and answering any new comments.
  • You ’ ve got a Facebook page. You ’ ve started to post content and establish your brand identity. Now - how do I start seeing growth?
  • We started the campaign just in time for the holiday season. Our goal was simple: Grow our fan base. But we had to know what people wanted.
  • Once we knew what to give away, we wanted our fans to work for their prize. This helped build excitement for the giveaway and increase the reach of our posts.
  • -We Promoted this post ~$200. -The entry form required that you “ Like ” dolphin before you could enter. - Made an entry form that was mobile friendly. Form tools: Wufoo, Google forms, SurveyMonkey
  • Over Thanksgiving weekend, in the thick of the giveaway, we reach 100,000 Facebook fans. We thanked our fans by adding another tablet to the prize giveaway. Now we ’ d have TWO winners
  • Added yet another prize in celebration of cyber monday. An iPad Mini to appeal to our iOS users.
  • Reminded them that they had one final day to enter.
  • Over the span of three weeks, we gained nearly 30,000 new fans. Campaign Cost: <$1500
  • Be Organized & Clear: Have a schedule of posts before you start the campaign. Think of every outcome (not enough entries, etc). Have a sweepstakes terms for entry.
  • Facebook Insights give you pretty detailed analytics for what posts are getting the farthest reach, and which are getting more engaged users. It also shows you which posts are more viral, which is a measurement of people who see your post who are not your fan yet. Track these insights. Take time to make quick weekly, monthly reports to show your progress. Then adapt and adjust your content to something that works for your brand.
  • Social media is still growing and changing. Stay up to date on the trends, and watch what other brands are doing with the tools that are available to them.
  • Questions? Email me. Want to tell me about the cool stuff you ’ re doing on your Facebook page? Email me!
  • Facebook Case Study

    1. 1. Beth AmannFacebook case studyZero to 100,000 fans
    2. 2. Mobile browser for Andorid & iOSFirst gesture & voice-controlled mobile browser80 million installs worldwideMarketing Coordinator: Social Media, Newsletter,blog, eventsDesigner for International Brand100K Dolphin Facbooke Fan growth in 1 year
    3. 3. What you will learn todayThe power of social mediaBuilding your brand identity + Facebook PagePlanning engaging daily contentGrowing your Facebook fan base + Boosting engagement
    4. 4. Your takeawayGain knowledge about your brand’s social media personalityUnderstand the tools available to help you build an engaged fan base
    5. 5. The power of social media
    6. 6. THE GOLIATHTotal Likes: 2,377,771
    7. 7. THE DAVIDTotal Likes:TOTAL LIKES: <1,000
    9. 9. THE FIGHT
    10. 10. Get PersonalResults:Facebook fan increase to >7,000 in 20137.1% of total sales driven by Facebook$0 currently spent on Facebook ads (all organicgrowth)
    11. 11. Marketing in the social media eraFacebook daily active users have reached 665MFastest growing demographic: 45-54 year age bracket<
    12. 12. Marketing in the social media era80% of social media users prefer to connect with brands through FacebookOf the social media platforms, Facebook is the most widely used by small businesses
    13. 13. powerful marketing, small budgetSocial media advantages:FreeBranding toolBuilds Consumer loyalty, communityListen to your customersSocial media disadvantage:Return on relationship takes time
    14. 14. building your brand identity
    15. 15. Social media users don’t want to follow companies.They want to follow people.
    16. 16. BRand personalityWhat are your brand’s values?What is the audience you’re trying to reach?What are your goals for social media?To reach more people?To engage with existing customers?To bring more revenue?
    17. 17. Dolphin’s Brand PersonalityValues: Innovative, simple, & fun mobile browsingAudience: Smartphone users, technology loversSocial Media Goals: Reach more people & engage with current user base.
    18. 18. Case Study: Jack in the BoxValues: Good food, low prices, open lateAudience: Adult, male, cost-conscious, studentsSocial media Goals: Engage existing customers, and bring more revenueby promoting product
    19. 19. WITTY SAYINGS
    21. 21. FAN ENGAGEMENT
    24. 24. Case Study: nescafeValues: saving the world with Good coffee.Audience: working/Coffee-drinking adultsSocial media Goals: Reach more people through relatable messaging
    26. 26. FAN ENGAGEMENT
    27. 27. What does my brand personality look like?
    28. 28. planning engaging content
    29. 29. Content creationPlanning = Time efficiencyTools neededGoogle or Excel SpreadsheetUnderstanding of brand identityExtras: Images, image-editing tool.
    30. 30. Dolphin’s Content Spreadsheet
    31. 31. Content IdeasTipsNews/articles that are relevant to audienceDeals & specialsFan engagement (polls, “like this if....”)Upcoming events / Business NewsThought/design/site/recipe of the day
    32. 32. Quick Tips: Do’s and Don’tsPost dailyBe timelyKeep posts between 100-250 charactersPost a variety of different types of posts (photos, Text, URLS, Videos,albums)Explicitly tell users what you want (i.e. Like this post if you want Steak onthe menu)Interact with users in comments & Wall postsDO’S
    33. 33. Quick TipsChange your profile picture oftenUse a personal profile instead of business profileSell too oftenIgnore commentsLeave spam on your wallUse the Facebook schedulerDON’TS
    34. 34. growing your fan base
    35. 35. Let people know you have a Facebook page
    37. 37. Campaign ideas for your brandGiveawaysEventsCoupons or dealsLivestream - meet the teamFan of the weekCross promotion with other brands
    38. 38. Campaign Case Study:Dolphin’s tablet giveawayGoal: iNcrease Facebook fansTimeline: Holiday SeasonStart Campaign: November 11, 2012End CAmpaign: December 4, 2012Tools: Product (Dolphin), Facebook Page, Entry Form, Images.Monetary cost: 3 tablets + Promoted FB Posts
    39. 39. The Tease
    40. 40. Make ‘em work for it
    41. 41. Open giveaway entry
    42. 42. Increase the stakes
    43. 43. Add another prize
    44. 44. Reminder to enter giveaway
    45. 45. Ended campaign
    46. 46. Results: dolphin’s Nexus 10 giveaway172,352 people saw the promoted post announcing the giveaway - this wasthe most popular post ever28,325 new fans (compared to 1,489 new fans in Oct.)29.61% growth (compared to 1.58% growth in Oct.)120,000 giveaway entries
    47. 47. Key take away: Dolphin CampaignNews feed-driven communication + strong imagesTeasing & adding more prizes to build excitementPromoted posts to highlight key messagesIntegration of “like” into the entry formIn-product placementCross-promotion on twitter, G+, blog, newsletter
    48. 48. Campaign TipsBe Organized & ClearBoost excitement: Make fans Like for it, promote important campaign posts,increase stakes, Use engaging imageryUtilize all your marketing resources: newsletter, blog, product, twitter, inpersonFan-gate: Fans must like page to be able to win.
    50. 50. Don’t be afraid of social media. Be afraid of not being on social mediaRelationship building takes a long time: be patientConsistency: values, imagery, contentWatch what other brands are doingEvolvefinal thoughts
    51. 51. Thank you :)beth@dolphin.com