Facebook: Beyond The Fundatmentals

Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI,[object Object],February 2010,[object Object],Presented by: Michael Weisfeld,[object Object]

Michael Weisfeld – Senior Strategist,[object Object],“Big 5” Management consulting background,[object Object],Online marketing industry since 2002,[object Object],Expertise:,[object Object],Strategy ,[object Object],Social Media ,[object Object],SEM ,[object Object],Usability ,[object Object],September 13-15, 2009,[object Object],2,[object Object]

Facebook Fan Page Experience,[object Object],September 13-15, 2009,[object Object],3,[object Object],Sample of clients we’ve worked with to launch fan pages …,[object Object],Watkins Hot Spring Spas ,[object Object],Bumble Bee Food’s BeeWell Miles,[object Object],American Red Cross Blood Donors,[object Object]

Agenda,[object Object],Facebook Introduction,[object Object],Platform Constantly Changing,[object Object],Monetization vs. ROI,[object Object],AIDAA Model for Facebook,[object Object],Awareness,[object Object],Interest,[object Object],Desire,[object Object],Action,[object Object],Advocacy,[object Object],Optimization,[object Object],Resources,[object Object],Monitoring and Reporting,[object Object],Conclusion ,[object Object], September 13-15, 2009,[object Object],4,[object Object],Follow the BusinessOnLine Social Media team on Twitter at:,[object Object],@BOLSocial,[object Object],if Tweetting about this session, please use this hashtag:,[object Object],#OMSFB,[object Object]

Schedule a Social Media Lab,[object Object],September 13-15, 2009,[object Object],5,[object Object],[object Object]

Review an audit of your Facebook Page

Discuss different Facebook related tactics that can help satisfy your marketing objectives http://labs.onlinemarketingsummit.com/,[object Object]

Facebook Fan Page Experience,[object Object],September 13-15, 2009,[object Object],6,[object Object],Audience Participation,[object Object],Raise your hand if you have used a Facebook fan page as part of your marketing mix.,[object Object]

Facebook Introduction,[object Object],Astonishing Statistics & Online Social Hub,[object Object], D2Cshow.org,[object Object],September 13-15, 2009,[object Object],7,[object Object]

Facebook Explosion,[object Object],8,[object Object],132,000,000,[object Object],unique visits,[object Object],Highest record in the site’s history,[object Object]

To put it in context …,[object Object],Facebook is more popular than Yahoo!,[object Object],http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/,[object Object]

Facebook Explosion,[object Object],400,000,000+,[object Object],registered users,[object Object],The number of people actively using Facebook – equivalent to the population of Indonesia, the world’s fifth-most populous country,[object Object],Facebook the leader in social networking survey, 8.04.09,[object Object]

Facebook Explosion,[object Object],5,000,000,000,[object Object],min per day,[object Object],The number of minutes spent on Facebook each day,[object Object],Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09,[object Object]

Facebook Explosion,[object Object],1,000,000,000,[object Object],posts per week,[object Object],The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook,[object Object],Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09,[object Object]

Average User Activities,[object Object],> 55 min,[object Object],per day,[object Object],http://mashable.com/2010/02/10/facebook-growth-infographic/,[object Object]

Facebook Platform,[object Object],A Holistic Perspective,[object Object]

Social Media Broadcast System,[object Object]

Social Media Broadcast System,[object Object],September 13-15, 2009,[object Object],16,[object Object],Facebook,[object Object]

Multiple forms of Facebook,[object Object],17,[object Object]

Facebook Web Application Platform,[object Object],September 13-15, 2009,[object Object],18,[object Object],Facebook Domain,[object Object],Web Server Domain,[object Object],Data Path,[object Object],Facebook,[object Object],Database,[object Object]

Facebook Web Application Platform,[object Object]

Facebook Homepage,[object Object],Last updated: February 2010,[object Object]

Facebook Homepage Heat Map,[object Object]

Getting value from Facebook,[object Object],Monetization vs. ROI,[object Object], D2Cshow.org,[object Object],September 13-15, 2009,[object Object],22,[object Object]

Monetization vs. ROI,[object Object],ROI,[object Object],Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook ,[object Object], September 13-15, 2009,[object Object],23,[object Object],Monetization,[object Object],Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform ,[object Object]

Monetization vs. ROI,[object Object],ROI,[object Object],Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook ,[object Object], September 13-15, 2009,[object Object],24,[object Object],Monetization,[object Object],Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform ,[object Object]

Targeted Objectives,[object Object],Lead Generation,[object Object],Brand Awareness,[object Object],Campaign Promotion,[object Object],Brand Reputation,[object Object],Brand Loyalty,[object Object],Customer Support,[object Object],Conversions ,[object Object],Identifying Influencers,[object Object],Target Audience Insights,[object Object],September 13-15, 2009,[object Object],25,[object Object]

AIDAA Model for Facebook,[object Object],26,[object Object],a,[object Object],Goals,[object Object],Phase,[object Object],wareness,[object Object],Get a visit,[object Object],i,[object Object],nterest,[object Object],Become a fan,[object Object],d,[object Object],esire,[object Object],Engagement,[object Object],Interaction,[object Object],a,[object Object],ction,[object Object],Website Visit (referral),[object Object],Conversion ,[object Object],a,[object Object],dvocacy,[object Object],Promote,[object Object],Publish,[object Object]

Awareness ,[object Object],Getting a Visit,[object Object], D2Cshow.org,[object Object],September 13-15, 2009,[object Object],27,[object Object]

Awareness,[object Object],Objective:,[object Object],Gain a visit to your Facebook page, event, application advertisement or other initiatives.,[object Object],Tactics:,[object Object],Cross Promotions with webpage, other Facebook pages, Twitter and other social media sites,[object Object],Facebook Ads,[object Object],Fan Boxes,[object Object], September 13-15, 2009,[object Object],28,[object Object],awareness,[object Object],awareness,[object Object]

Social Media Cross Promotion,[object Object], September 13-15, 2009,[object Object],1,[object Object],Home Page Promotion,[object Object],Cross promote your Facebook page on your home page. Make the call to action distinct and noticeable.,[object Object],1,[object Object],2,[object Object],Favorite Pages ,[object Object],Use the Favorite Pages application on other Facebook Pages that you admin.,[object Object],3,[object Object],2,[object Object],Twitter & Others,[object Object],Promote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc.,[object Object],3,[object Object]

Marketing Collateral Cross Promotion,[object Object],Newsletters,[object Object],Invite fans to talk about articles or share their thoughts on your fan page.,[object Object],Email Blasts ,[object Object],Dedicated campaign to your customer base requesting they become a fan. ,[object Object],Signage & Receipts,[object Object],Subtle reminders of offline collateral.,[object Object]

Facebook Ads,[object Object],Website Ads ,[object Object],Directs users off Facebook and onto a specified landing page on a website.,[object Object],1,[object Object],3,[object Object],Interactive Ads,[object Object],Integrated social activities interactive ads for the Facebook fan page.,[object Object],4,[object Object],2,[object Object],4,[object Object],Fan Page Ads,[object Object],Directs users to the Facebook fan page. Allows users to become a fan directly from the ad.,[object Object],Skyscraper Banner Ads,[object Object],The image rich ad provides more branding and a link to a landing page.,[object Object],1,[object Object],2,[object Object],3,[object Object]

Fan Boxes,[object Object],1,[object Object],1,[object Object],1,[object Object],The Fan Box,[object Object],A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website,[object Object],3,[object Object],2,[object Object],Fans/Friends,[object Object],Users can see how many fans you have on the page and some of their friends that have become fans,[object Object],3,[object Object],Recent Wall Posts,[object Object],Users can see recent posts from the wall, which update in real time based on the activity on the Facebook page,[object Object],2,[object Object]

Interest,[object Object],Becoming a Fan,[object Object], D2Cshow.org,[object Object], September 13-15, 2009,[object Object],33,[object Object]

Interest,[object Object],Objective:,[object Object],Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group,[object Object],Tactics:,[object Object],Facebook Fan Page,[object Object],Consistent, substantial content on the wall ,[object Object],Facebook Group,[object Object],Applications,[object Object],Event Page,[object Object],interest,[object Object],interest,[object Object]

Fan Pages vs. Groups,[object Object]

Fan Page Tabs ,[object Object],A maximum of 6 tabs can show at a time,[object Object],Tabs 7+ are only accessible via arrow at the right of the tabbed navigation,[object Object],There are 3 types of tabs which allow for a variety of customization and functionality.,[object Object],1,[object Object],Default Tabs,[object Object],Tabs 7+,[object Object],2,[object Object],3,[object Object],Application Tabs,[object Object],FBML Tabs,[object Object]

Fan Page Tabs Comparison,[object Object],low high,[object Object],Customization,[object Object]

Fan Pages Customization Examples,[object Object],1,[object Object],Exclusive Offers for Facebook Page Fans Only,[object Object],The offer is not triggered unless the user becomes a fan first.,[object Object],2,[object Object],3,[object Object],1,[object Object],2,[object Object],Embedded Search ,[object Object],Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for.,[object Object],4,[object Object],Facebook Share Button,[object Object],The share button allows the user to easily share a specific content with their friends on Facebook.,[object Object],3,[object Object],4,[object Object],Intriguing Product Listings,[object Object],A list of promoted products that users can see on the Facebook page and links to a detailed product landing page for the specific product.,[object Object]

Tips for Group pages,[object Object],1,[object Object],Seed Discussion Board,[object Object],Trigger conversation topics to drive interaction and questions.,[object Object],2,[object Object],2,[object Object],Invite Friend’s to the Group,[object Object],Member invitations are effective for quickly increasing the awareness of the group. ,[object Object],1,[object Object],The Wall,[object Object],Answer questions and provide brand updates via the wall.,[object Object],3,[object Object],3,[object Object],4,[object Object],Multimedia,[object Object],Multimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group.,[object Object],4,[object Object]

Desire,[object Object],Interaction & Engagement,[object Object], D2Cshow.org,[object Object], September 13-15, 2009,[object Object],41,[object Object]

Desire,[object Object],Objective:,[object Object],Provide relevant content that promotes user interaction and engagement amongst each other and with the brand,[object Object],Tactics:,[object Object],Browse Page,[object Object],Interactive Catalogs & Tools (surveys, polls, quizzes),[object Object],Wall Posts,[object Object],Promotions/Contests/Applications,[object Object],Social Context,[object Object],desire,[object Object],desire,[object Object]

The Makings of a Facebook Team,[object Object],Skill Sets,[object Object],Strategist/Analyst ,[object Object],Graphics Designer,[object Object],Web Coder ,[object Object],Customer Service Rep,[object Object],Microblogger,[object Object],Buzz Monitor,[object Object],Personality,[object Object],Creative,[object Object],Professionally Social,[object Object],Open to learning new technologies,[object Object],Organized ,[object Object],Proactive,[object Object],Detailed-oriented,[object Object]

Develop a Content Strategy,[object Object],Keep in mind your target personas,[object Object],Consider your resources and budget,[object Object],Establish an editorial calendar,[object Object]

Example Types of Content,[object Object],Tip: try various types of content and measure fan interaction,[object Object]

Create Engaging Wall Posts,[object Object],1,[object Object],1,[object Object],Targeted Messaging,[object Object],Status updates can be directed to individuals from a specific location and speak a certain language.,[object Object],2,[object Object],Utilize Photos and Links,[object Object],Updates with imagery is more likely to capture audience attention. ,[object Object],Individual Post Insights,[object Object],Understand which types are generating the most feedback from fans in the form of comments and likes.,[object Object],3,[object Object],2,[object Object],3,[object Object]

Send Fan Updates from your Fan Pages,[object Object],Targeting Tools:,[object Object],[object Object]

demographics1,[object Object],Attachments:,[object Object],[object Object]

3rd party apps content2,[object Object]

Social Context (Personalization),[object Object],Social context is the application of a user’s social profile in determining what products and services are marketed to the user,[object Object],Benefits to eCommerce,[object Object],Promote products that interest the user,[object Object],Create an association with fan and products / services,[object Object],Create a more intimate relationship with the user,[object Object],Generate buzz,[object Object]

Social Context – Volkswagen,[object Object],September 13-15, 2009,[object Object],49,[object Object]

Social Context – Volkswagen,[object Object]

Action,[object Object],Making the Conversion,[object Object], D2Cshow.org,[object Object], September 13-15, 2009,[object Object],52,[object Object]

Action,[object Object],Objective:,[object Object],Provide outlet channels where users can connect to a specific website landing page where a conversion can be made ,[object Object],Tactics:,[object Object],FBML Tabs, Content Blocks, & Banners,[object Object],Applications,[object Object],Coupons / Sweepstakes / Contests,[object Object],Interactive Catalogs,[object Object],Landing Pages,[object Object],action,[object Object],action,[object Object]

Call to Action Process,[object Object]

Facebook Fan Coupon – Bumble Bee,[object Object]

Facebook Fan Coupon – Bumble Bee,[object Object],September 13-15, 2009,[object Object],56,[object Object]

Facebook Fan Coupon – Bumble Bee,[object Object],September 13-15, 2009,[object Object],57,[object Object]

Interactive Catalogs – Staples/Target,[object Object],September 13-15, 2009,[object Object],58,[object Object]

Applications – H&R Block,[object Object]

New Facebook Promotion Guidelines,[object Object],Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative.,[object Object],You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook.,[object Object],Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook.,[object Object],Such as: Tag a photo, update status,[object Object],Entry into your promotion CAN be conditioned by having people become a fan of the page.,[object Object],Tab that becomes visible when user becomes a fan,[object Object],Users can only enter the promotion from the applications tab (ie. third-party app or FBML tab),[object Object]

Advocacy,[object Object],Spreading the Word,[object Object], D2Cshow.org,[object Object], September 13-15, 2009,[object Object],61,[object Object]

Advocacy,[object Object],Objective:,[object Object],Provide content and tools that are easy for users to share and distribute through throughout the social media landscape,[object Object],Tactics:,[object Object],Wall Posts,[object Object],Facebook Share,[object Object],Member Invitations,[object Object],Embeddable Widgets & Badges,[object Object],Ratings & Reviews,[object Object],advocacy,[object Object],advocacy,[object Object]

Facebook Connect,[object Object],Solution for integrating Facebook features with a website.,[object Object],Benefits:,[object Object],User Authentication ,[object Object],Publish to news feed,[object Object],Personalization,[object Object],More Info on FB Connect:,[object Object],http://www.facebook.com/connect,[object Object],http://developers.facebook.com/connect.php,[object Object],http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites,[object Object]

Facebook Connect – BeeWell Miles,[object Object]

Facebook Connect – Earned Media,[object Object],September 13-15, 2009,[object Object],65,[object Object],Tip: Return on Investment (ROI),[object Object],Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement.,[object Object],ROI = ,[object Object],News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($),[object Object]

Faecbook Fan Badges - ARC,[object Object],Allow fans and internal advocates to add a badge to their blog, website, or Facebook page ,[object Object],http://www.facebook.com/facebook-widgets/index.php,[object Object]

optimization,[object Object],Meta Tagging with Keywords,[object Object], D2Cshow.org,[object Object],September 13-15, 2009,[object Object],67,[object Object]

Optimizing Search Engine Results,[object Object],Keyword focus your “About Box”,[object Object]

Assign Meta Data to Digital Assets,[object Object]

Monitoring & Reporting,[object Object],Forming Strategic Decisions ,[object Object], D2Cshow.org,[object Object], September 13-15, 2009,[object Object],70,[object Object]

Monitoring & Reporting ,[object Object],Objective:,[object Object],Actively monitor and analyze data generated from Facebook activities,[object Object],Define go forward strategies supported by these statistics,[object Object],Tactics:,[object Object],Facebook Insights,[object Object],Google Analytics ,[object Object],Campaign URLs,[object Object],monitoring,[object Object],& reporting,[object Object]

Facebook Insights,[object Object],Data Provided:,[object Object],[object Object]

Google Analytics ,[object Object]

conclusion,[object Object],Wrap-up and parting thoughts,[object Object], D2Cshow.org,[object Object],September 13-15, 2009,[object Object],75,[object Object]

Facebook: Beyond The Fundatmentals

Facebook: Beyond The Fundatmentals

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Facebook: Beyond The Fundatmentals

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