Facebook & Beyond: Advanced Marketing Options

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Webinar to the Canadian Newspaper Association, Tuesday November 9th, 2010

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Facebook & Beyond: Advanced Marketing Options

  1. 1. Facebook & Beyond: Advanced Options
  2. 2. Your Guide Today
  3. 3. Your newspaper has a Facebook page and a strategy for attracting audiences.
  4. 4. The next step is maintaining regular interaction and then monitoring your reader behaviour.
  5. 5. Strategic Planning
  6. 6. Social Media Strategic Planning   Objectives   Target Audience   Strategy & Tactics   Measurement
  7. 7. Facebook Objectives   Increase readership   Attract advertisers   Add value to advertisers   Test new business models
  8. 8. Facebook Audit   Who are your current users −  Age, gender, location −  Interaction (day, time, content) −  Types of media
  9. 9. Strategy / Tactics (examples)   Increase awareness / build network −  Targeted Advertising −  Viral promotions −  UGC / CGC   Add value for advertisers −  Promote advertisers −  Integration −  Coupons / specials
  10. 10. Let’s Talk Details
  11. 11. Strategy Breakdown 1.  Content 2.  Engagement 3.  Management 4.  Measurement
  12. 12. SM Strategy Breakdown 1.  Content −  You’ve got it in spades. Now what? −  Delivery methods / frequency −  Listen & watch −  Discussion – encourage it −  Personality – have one
  13. 13. SM Strategy Breakdown 2.  Engagement −  Determine tools (Sysomos, Wildfire) −  Network building (Find people, engage on relevant pages) −  Social media ready website
  14. 14. What to update…   A blog post   An event   Ask a question / get feedback   Comment on a post   Post to other Pages…
  15. 15. Are you answering the phone?
  16. 16. SM Strategy Breakdown 3.  Management (tools & systems) −  Incoming & Outgoing −  Identify resources −  Hootsuite / Sysomos / Facebook for iPhone & Blackberry
  17. 17. 1+1=3
  18. 18. Outposts Base Camp
  19. 19. SM Strategy Breakdown 4.  Measurement -  Google analytics -  Facebook insights
  20. 20. 5 things you can do today
  21. 21. 1. Customize Your Page •  Custom icon •  Vanity URL •  Custom Tabs
  22. 22. 2. Add Custom Tabs •  Custom content & functionality •  Replicate your website •  Leverage existing content (blog, news, RSS)
  23. 23. Creating a Custom Tab •  Install “Static FBML”
  24. 24. Creating a Custom Tab •  Go to the main page and click “Edit Page” •  Select the FBML application and click on the pencil icon to begin editing.
  25. 25. Creating a Custom Tab •  Name the box and add your html or text. •  Save changes.
  26. 26. Creating a Custom Tab •  Go back to your page and add the tab.
  27. 27. Creating a Custom Tab •  Loading the customer tab first.
  28. 28. 3. Add a Few “Apps” •  Find existing apps –  Most popular –  Add value •  Building custom apps –  Seamless integration –  Branded –  Go viral
  29. 29. 4. Contest & Sweepstakes Promote & monetize user generated content –  Drive engagement –  Leverage the viral factor –  Acquire new fans
  30. 30. 4. Integrate SM Tools •  “Local Social” is the current rage –  Foursquare –  Facebook places –  Twitter / YouTube
  31. 31. 5. Facebook Advertising •  Attract readers •  Value-add for advertisers •  Reseller
  32. 32. Let’s Review
  33. 33. Let’s Review   Develop your strategy   Identify internal resources   Define metrics & track religiously   Listen   Engage   Add value   Test, track and tweak…
  34. 34. Thank You Chris Burdge 250-508-7761 chris@bwest.ca SPECIAL CNA Member OFFER 50% off a 1-hour consultation Details at www.bwest.ca/CNA

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