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Facebook Marketing Webinar with Michael Leander

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Presentation from a Markedu webinar about Facebook Marketing.

In the presentation Michael Leander gives his advice on different aspects of Facebook marketing. From getting started to measuring results.

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Facebook Marketing Webinar with Michael Leander

  1. 1. Facebook Marketing Webinar – Get startedPresented by Michael Leander• leander@michaelleander.com• mLn@fokusintegrated.com
  2. 2. Like us – please. Please won’t you like us?http://www.facebook.com/michaelleandernielsen http://www.facebook.com/MarkeduMarketing
  3. 3. Twitter hashtag for this web seminar• #markedusocial• http://www.twitter.com/markedu• http://www.twitter.com/michaelleander
  4. 4. Crowd-sourcequestions & answers
  5. 5. POLL: Thinking about yourprofessional life, what is your levelof experience with Facebook?
  6. 6. This is what we intend to cover today• Stats, background, prerequisites and cautions• Creating the right plan for your Facebook presence• Best practices for customer engagement on Facebook• Setting up and monitoring advertisement campaigns on Facebook• Facebook on page tactics
  7. 7. Coming Facebook webinars- watch Markedu’s newsletters for info• Building your community• Creating your Facebook landing pages• Facebook applications• Successful advertising on Facebook• And more
  8. 8. Terminology: A member = A fan = A likePremise: only pages, not groups discussed today
  9. 9. 11
  10. 10. 8 components to results1. Set Community Expectations2. Provide Cohesive Branding3. Be Up To Date4. Live Authenticity5. Participate in Dialog6. Enable Peer-To-Peer Interactions7. Foster Advocacy8. Solicit A Call To Action
  11. 11. NEW !Get pre-recorded webinars with action guides The Guide includes....The Facebook A to Z • What to do before you setupGuide for Business your page• Complete guide to become • How to create compelling successful on Facebook landing pages to convert maximum likes• 11 hours of recording • How to engage with your• 19 page actionable advice community • How to measure your success• Take quiz – get certificate • How to integrate with other• Buy at 50% before 16 media channels September • How to work with Facebook on- page tactics• Only € 49 / USD 59* • Lots of case studies and *Based on credit card examples payment – add € 10 for invoice • And much more
  12. 12. From Facebook A to Z Guide3 of 49 tips toimprove yourFacebook presence
  13. 13. Tip 1: Widgets, plugins and badgesEngage your website and blogvisitors > attract more FacebooklikesFacebook social plugins:http://developers.facebook.com/docs/plugins/Facebook badges:http://www.facebook.com/badges/
  14. 14. Tip 2: Get fans to join via SMS/textPerfect for ...• Live events• Advertisements inTV, Radio, Outdoor• Maybe even on yourBusinesscard?• Or at POS (Point of Sale?)
  15. 15. Think hard before you phrase your call to actions !
  16. 16. Tip 3: Realistic engagement rates1% engagement rate is good ! Links are tracked differently Percentage of people who were exposed to the message and either commented or liked!Article about this topichttp://www.michaelleander.me/blog/facebook-engagement-rate-benchmark/
  17. 17. Good ‘ol AIDA A = Attention (Awareness) I = Interest D = Desire A = Action
  18. 18. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  19. 19. Why Facebook? Or why continue on Facebook?
  20. 20. Facebook is the world’s most visited site
  21. 21. Unprecedented dominance
  22. 22. https://www.facebook.com/FacebookLive?sk=app_127337483972992
  23. 23. Social sign-in making wavesCheck out this resourcehttp://www.janrain.com/products/engage/social-login
  24. 24. IF a large proportion of your customers and prospects are there !
  25. 25. IF you can find criticalmass -> enough people to engage and keep engaged
  26. 26. Getting critical mass ->to the point where exponential kicks-in
  27. 27. IF you can make itwork to bring ROI on your activities
  28. 28. Mostpenetrated countries
  29. 29. Do your research – beware of CPC / CPMSource: http://www.socialbakers.com/facebook-statistics/
  30. 30. Facebook follows Google Adwords – surge in pricesof CPC/CPM advertising rates
  31. 31. POLL: Which is the largestdemographic on Facebook –measured on a global scale?
  32. 32. Facebook’s largest demographicis 35-54 !
  33. 33. Understand your audience on Facebook
  34. 34. Why NOTFacebook?
  35. 35. 37
  36. 36. 38
  37. 37. Don’t believe other peoples proof
  38. 38. IF you do not have the Time & Money to do it right!IF you cannot reach enough of your audience
  39. 39. 90% of all Facebookcommunity (page)building initiatives fail –mostly because of thewrong or no real purpose
  40. 40. Caution!
  41. 41. Remember ! Your job isabout prioritizing - What is your objective? - How soon? - What can be done? - What is required to do that? - How can this instrument help me? - Are there better ways to accomplish my objective? 43
  42. 42. Don’t become anInstrumentationalevangelist 45
  43. 43. Questions to ask1. Where are my customers?2. How do they their spend time?3. What are my objectives?4. What are my options?5. Should I develop a SWOT for6. each channel?7. How much time can I spend?8. What is the commitment involved9. for each channel? Short, long term.10. What is my optimal mix?11. How can I repurpose content from12. one channel to another?13. And 19 other questions
  44. 44. What are we managing here? LIRA LIRA LIRA LIRA Could you use Facebook for any of these steps in the customer buying proces? 47
  45. 45. http://www.facebook.com/pages/Bimby-Portugal/142614979110197 48
  46. 46. Homework• Define your customers buying process• Document your selling process• Where in the buying/selling process do you want social media / Facebook to fit in?• TIP: the better you match that – the more successful you will be ! 49
  47. 47. What is Facebook used for? Brand engagement Customer retention Customer acquisition Customer service Traffic generation (adds) Consumer profiling
  48. 48. 51
  49. 49. 52
  50. 50. POLL: If you were to focus yourFacebook activities on only one ofthese objectives – which would itbe?
  51. 51. Customer acquisition numbers B2B/B2C 54
  52. 52. 55
  53. 53. Short vs. long term effect and impacton cash-flow in social media marketing
  54. 54. More workMore details ROT Problem More numbers More people? More money?
  55. 55. UNDERSTANDING THE DRIVINGRuleOFof thumbFORCES COMMUNITIES THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET. THE MORE USERS YOU HAVE THE MORE CONTENT YOU WILL GET.THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL GET. THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT. EXCLUSIVITY AND BEING SPECIAL IS STILL IN PLAY 59
  56. 56. Targeting ispoor onFacebook
  57. 57. Targetingexample
  58. 58. Best practicemethodology
  59. 59. 63
  60. 60. PURPOSE• What value do you add to customers and/or prospects?• How can consumers emotionally connect?• Is there a common goal that might activate consumers?• Core message: In one sentence what is your core message?
  61. 61. TargetStart with you Eyeballs Channels groups content concept Uniqueness Stories and media Content Sub Production Creative concept concepts processes/repurpose Analytics Measure Conversion success ROMI
  62. 62. Learn about your audience before youdevelop your content concept• Who/where are they?• What are their interests?• What are their problems?• What sort of bandwidth connection?• What else do they like? Let’ see an example next...
  63. 63. AuthenticityEmotionsProofCommunity drivenCuriosity
  64. 64. • Exclusivity• Lifestyle• Style tips• ...
  65. 65. STRATEGY• What is the main focus in your consumer connect efforts?• Long term vs. Short term activation: What are your long term goals vs. Short term wins?• How can you broaden your story to make it worth reacting to 365 days a year?
  66. 66. TACTICS• Proof: What is the tangible proof of our consumer connect focus?• Social media voice: What is your social media personality? How can you translate this in compelling interactions?• Digital infrastructure: How can you optimize your paid, earned and owned media properties online to connect?• Capitalize: How are you going to capitalize on what you are already doing?• Plan for touchpoints, people and content• Conversion; Where do your efforts lead to? Are they building followers, sales, generating leads?
  67. 67. How much are you willing to pay for engagement and how do you do it? Branding/ Awareness Explore Landing page TrialAdd signup/ Trial Like buy Purchase /On site EngagedBlogs CPO = £$€ ?AffiliatesEmail CPI/CPL = £$€ ? • Measure conversions • Monitor successes
  68. 68. EXECUTION• Conversation worthy content: be sure that content is interesting, relevant and unique whenever possible• Make it shareable: Add sharing buttons, make it embeddable• Capitalize on content: Build visual proof of everything you do. Cases, behind the scenes and use these
  69. 69. Experimentation is crucial • Experiment personally before professionally • Try a variety of methods, tools and tactics • Accept failure as a big part of your success
  70. 70. Measure & Manage relentlessly
  71. 71. GOVERNANCE AND POLICIES• Whom is responsible?• What can we say, won’t we say, don’t we discuss?• How fast do we need to respond?• How do we monitor activities• In-sourcing / outsourcing• The role of PR
  72. 72. Examples – personal engagement
  73. 73. Firstimpressionslasts
  74. 74. Building your landing page• Summarize benefits and don’t oversell• Ensure that the call to action is clear – Tell people what you want them to do• Use testimonials if possible• Use hero-shots if possible• If you want to acquire data about a new ”like” use a two step process
  75. 75. How to make the landing page known?• Integrate in all of your communication• Once launched push hard to get critical mass (remember what we spoke about?)• When you have significant traffic to the page, consider testing different variations
  76. 76. What drives people to ”like”? Keywords in About text box Use info tab to include keywords, links, text Create static ”FBML” boxes/tabs with lenghty content and more links
  77. 77. Source http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/
  78. 78. Spread the word onsite
  79. 79. Advertise on FacebookWant to get a glimpse of Facebook advertisement
  80. 80. Target the offers –don’t send traffic toyour homepage unless
  81. 81. Seriously important
  82. 82. Ad multiplication (agency can help here)
  83. 83. Random tips andinput
  84. 84. Scheduling contentManual orautomatic or both?Facebook only ormore social mediaplatforms?Quick insight totool
  85. 85. Place pages -> do not underestimate
  86. 86. Video adds and content
  87. 87. AID+LIRAAttention > Interest > Desire + Like – Interaction – Recommendation - Action
  88. 88. T: twitter.com/michaelleanderM: +45 27 28 29 53E: leander@michaelleander.com

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