Facebook Strategy for Brands: How to Get Fans and Influence Consumers


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By now, you likely have a Facebook Page. You may have even added some bells and whistles and maybe even launched some Facebook ads. But does your Facebook strategy only live in Facebook? Or is it truly a component of your overall integrated marketing strategy?

Our webinar on Facebook strategy explored what it means to have an integrated Facebook strategy and how you can effectively create genuine engagement with your consumers.

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  • Almost twice the size of the US
  • Facebook Advertising is a Ripe Opportunity
  • Facebook is not a strategy, Facebook is a tool. You have to come up with a marketing strategy in line with your overall strategy that makes the most out of the medium and its inherent benefits. A successful marketing strategy using Facebook has two key components – push and pull…
  • Touch on push pull
  • Not only can you You’re also pulling tools, and connections from Facebook
  • So let’s drill deeper into the Like button. We’ve seen Facebook continue to evolve the functionality of the “like” button over the past year or so. And though it seems really simple, it is more complex than it seems. The like button allows you to measure: it’s the indicator of how many people are ambassadors of your brand on Facebook, the popularity of items, and it enables distribution to Facebook members’ newsfeeds. With each member having an average of 130 friends, the reach potential is pretty incredible.When someone clicks the like button an average of 40 of their friends see what they’ve shared.Facebook recently announced that they are expanding the functionality of the Like button which will replace the Share functionality
  • Can’t expect to build it and they will come
  • One way is to incorporate Facebook into your display ad campaigns. You could prompt a user to share what they’ve done in an ad to their Facebook wall, ask them to “like” your Facebook page, or even have the ad promote and click through to your page. One of my favorites is this Children’s Hospital example (show)
  • One example is…. of the limitations with Facebook, they can’t run rich media….. PointRoll and our division with SL works with TBG and their one media manager tool to take our offer data….. ads are targeted, optimized and dynamic – map against our circulars
  • Facebook ads are targeted, optimized and dynamicIn this example, Walmart in Chicago is showing an ad for men’s gloves to men over 30, women’s gloves to women over 30, but an umbrella to women over 30 in Tampa where it’s raining, not snowing.When thinking about messaging … .you want to use this to create brand
  • Make consistent brand experiences that are contextual to the medium
  • Make experiences personalized
  • You can look at providing engaging content as a way to provide a service to your consumers and it strengthens your relationship with them. Ask for ParticipationReply to commentsProvide unique contentMake things “sharable”
  • People “like” pages in order to get special offers and deals, so give it to them!Give gated content – ask them to like you in order to get access to the special offers
  • …What are users “liking”, sharing, commenting on?; What time of day?; What type of content?
  • Instantly gather consumer insights
  • Extend the shopping experience to your Facebook Page. Capabilities include:Buy online link: Link item to item on your e-commerce siteWall/Newsfeed Purchases:Items can be pushed to all fans’ newsfeeds with purchase capabilities in the postDrives viral distribution (like, share, post) Enables new users to discover and share products and promotionsRe-engages existing usersVirtual Cart:- Users can shop and add items to shopping back- Checkout button can transfer cart to yoursite.com
  • Facebook Strategy for Brands: How to Get Fans and Influence Consumers

    1. 1. Facebook Strategy for Brands: How to Get Fans and Engage Consumers<br />Kailei Richardson<br />Social Media SME and <br />Senior Manager, Marketing & Strategy<br />PointRoll<br />Cat Spurway-Hepler<br />SVP, Strategy & Marketing<br />PointRoll<br />Facebook.com/pointroll<br />
    2. 2.
    3. 3. 3 Things We’ll Cover<br />Facebook Strategy<br />Best Practices and Examples<br />What You Can do Today<br />#PointRollFB<br />
    4. 4. 600Million<br />
    5. 5. If Facebook was a country, it would be the3rd largest country in the world<br />596,371,760<br />
    6. 6. Facebook Advertising: Ripe Opportunity<br />
    7. 7. Strategy<br />
    8. 8.
    9. 9. Push/Pull Strategy<br />Push<br />Pull<br />
    10. 10. Do You Like?<br />Distribution: Greater Reach<br />Quantifiable Metrics<br />Indicates Popularity<br />Replacing the Share Button<br />
    11. 11. Best Practices<br />
    12. 12. 1<br />DRIVE TRAFFIC<br />
    13. 13. Display Ads<br />Share <br />Click Through<br />Like<br />
    14. 14. Facebook Ads<br />
    15. 15. Example: TBG Campaign Management Tool & ShopLocal<br />Offer Data<br />Images<br />Store Directory<br />Circular Version Mapping<br />
    16. 16. Facebook Ads: Optimized for Demographics & Location<br />Top offer for men over 30, in Chicago<br />Top offer for womenover 30, in Chicago<br />Top offer for womenover 30, in Tampa<br />Same city, different demographics = different top offers <br />Same demographics, different city = different <br />top offers <br />
    18. 18.
    19. 19. Consistent & Contextual<br />
    20. 20. 3<br />ENABLE CONSUMERENGAGEMENT<br />
    21. 21. Personalize!<br />
    22. 22. Engagement = Rewarding Fans <br />Reply to Comments<br />Ask for Participation<br />Provide Unique Content<br />Make Content “Sharable”<br />
    23. 23. 4<br />GIVE THEM SPECIAL DEALS AND OFFERS<br />
    24. 24. Give Them What They Want<br />
    25. 25.
    26. 26.
    27. 27.
    28. 28. 5<br />MEASURE ROI & GATHER INSIGHTS<br />
    29. 29. Even though it’s early, you can still measure.<br />Facebook Display Campaigns have higher interaction rates<br />
    30. 30. Facebook Ads & Insights<br />Use Insights to monitor page interactions, user demographics and content feedback <br />Use Facebook Ad tool to size your target audience<br />
    31. 31. Polls/Questions<br />
    32. 32. Social Commerce: Measurable ROI<br />Buy online link<br />Measure purchases<br />Convert fans to buyers without leaving Facebook<br />
    33. 33. Recap 5 Best Practices<br />Drive Traffic <br />Create Consistent Brand Experiences<br />Enable Consumer Engagement<br />Give Them Special Deals and Offers<br />Measure ROI & Gather Insights<br />
    34. 34. How you can get started with PointRoll today<br />
    35. 35. PointRoll’s Suite of Offerings<br />On<br />Outside of<br />
    36. 36. Next Webinar: OBA Compliance Demystified: Easy Solutions for Compliant Campaigns<br />Thursday, March 24, 2011 <br />2:00 PM EDT<br />Register at:<br />tinyurl.com/PointRollOBAWebinar<br />
    37. 37.
    38. 38. THANK YOU!<br />Kailei Richardson<br />krichardson@pointroll.com<br />Catherine Spurway-Hepler<br />cspurway@pointroll.com<br />marketing@pointroll.com<br />Facebook.com/PointRoll<br />