Marketing using Facebook
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Part of my studies for my 'Master of Creative Enterprise' in the subject 'Media Relations in Arts Administration' (Social Media Marketing)
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Marketing using Facebook
- 1. Marketing using Facebook EDED20447: Media Relations in Arts Administration Assignment 1 Term One 2013 Robert Puffett S0228769
- 2. What is marketing? • About AMA
- 3. Old School Media • Print • Radio • Television
- 4. What is Social Media? Differences to Traditional media • Quality • Reach • Frequency • Usability • Immediacy • Permanence
- 5. Why use Social Media? • No longer a One way street • All the same (more or less) • Tired and jaded
- 7. Why use Facebook for Marketing?
- 8. Personal or Professional or Both? • Blurring the line • Personal or Private? • Restrictions
- 9. Power to the People • The Rules have changed • ‘World of Mouth’ • Social Media Users are Talkers!
- 10. Don’t give me the hard sell
- 11. Trust Issues
- 15. Transform
- 16. What to expect How to use Facebook for Marketing
- 17. Page or Group? • Members Only • Hide from the search Engines • Superior features
- 18. Get the right look • Consistency is the key • Knowing & Expecting • Visual appeal
- 19. Content is King • Posting regularly • 50% check 7 days a week • The 80/20 Rule?
- 20. The human touch • Authentic Connections • Actual People • Get Involved • Nothing canned • Reward
- 21. Get them talking • Moderation and Participation • Discussions tab • ‘It’s all about me, me, me’
- 22. Never let them go • Events • Apps • Facebook Connect
- 23. Don’t be Shy • A call to Action • Giveaways & Discounts • Add to Cart
- 24. Target your audience • Facebook Insights • CPC or CPM? • Google and beyond
- 25. Social Media is here to stay
Editor's Notes
- Hello my name is Robert Puffett and today I am giving a presentation on ‘Marketing using Facebook’. I will begin with definitions of marketing, of traditional media, then social media, and particularly how social media differs from traditional media. I will then look at why we should use social media and then after defining one particular type of social media – Facebook, why we should use Facebook for marketing. The second half of the presentation will look at the nuts and bolts, how to use Facebook for marketing. So let’s begin.
- The online encyclopaedia Wikipedia defines marketing as, “The action or business of promoting and selling products or services. Another more detailed definition of marketing approved by the American Marketing Association Board of Directors is, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
- Traditional media channels are print, radio and television. Print media includes newspapers, newsletters, magazines, brochures & catalogues, directories, packaging, and all other forms of message delivery, such as advertising, that are produced by printing on paper or other materials and are relatively permanent. Traditional radio broadcasting can simply be defined as, the wireless transmission of sound or audio signals, but today broadcast also occurs through cable, satellite and internet sources. Traditional television broadcasting can be defined as, the transmission and reception of analogue audio and video content by radio signals. Television has only recently moved to digital television transmission in many countries around the world. In Australia for example, analogue transmission is expected to be switched off by the end of 2013. Like radio, television broadcast also occurs through cable, satellite and internet sources. But whether it is print, radio or television as the marketers traditional channel of communication, it is a one way channel of communication.
- Now to social media, to quote the Wikipedia definition, and please note that Wikipedia is also a form of social media, “Social media are media used for social interaction, using highly accessible and scalable publishing techniques. Social media use web based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content.” Social media differs from traditional media in that it has a wider range of quality, an almost worldwide reach, a greater frequency through many channels and all of the time. It has a usability that isn‘t restricted to those with specialist knowledge, but is open to all with a general understanding of computers and the internet. It is also immediate for all to see and permanent, it’s broadcast is not usually transitory. Social media has introduced “substantial and pervasive changes to communication between organisations, communities and individuals” which I will now look at.
- Why use social media? Shama Kabani in her book, ‘The Zen of Social Media Marketing’, has highlighted three reasons why traditional or offline marketing no longer works as well as it has in the past. Marketing was a one way street, and it worked well for years because consumers couldn’t talk back. Word of mouth took a long time. We believed the lady in the ad. Today though we can talk back, it is now a two way street, and we do talk back on social media platforms. We were more homogenous in years gone by, we wore the same clothes, had the same habits and enjoyed the same activities. Marketers knew their demographics, man is his forties, married with two kids, breadwinner and so on. Today we celebrate and encourage individualism and are not so easily stereotyped and this means you can’t reach a demographic through one channel, you have to reach them through the channel of their choice and increasingly that is through social media. Today consumers are a lot more cynical, before we used to believe that that product could eliminate the most stubborn of stains, or it tastes just like how grandma used to make it. Today we no longer trust the corporate message, we want information from people we know and trust, or at least people without a vested interest, so we ‘google’ reviews, engage in commentary and demand trial versions. Though traditional marketing is in decline, it is not over, it has evolved to incorporate social media marketing, for example print ads may refer to a Facebook page, or any other form of social media.
- Speaking of Facebook. What is Facebook? Facebook is a form of social media known as a social network. To paraphrase Margaret Rouse from WhatIs.com, this networking website allows registered users to create profiles, upload photos and video, send messages and keep in touch with friends, family, colleagues, consumers and customers. The site is available in many different languages and includes public features such as: Marketplace, which allows members to post, read and respond to classified ads. Groups, which allows members who have common interests to find each other and interact. Events, which allows members to publicize an event, invite guests and track who plans to attend. Pages, which allows members to create and promote a public page built around a specific topic. Presence technology, which allows members to see which contacts are online and chat. Margaret Rouse then continues to delve deeper into Facebook and I quote: “Within each member's personal profile, there are several key networking components. The most popular is arguably the Wall, which is essentially a virtual bulletin board. Messages left on a member's Wall can be text, video or photos. Another popular component is the virtual Photo Album. Photos can be uploaded from the desktop or directly from a cell (mobile) phone camera. There is no limitation on quantity, but Facebook staff will remove inappropriate or copyrighted images. An interactive album feature allows the member's contacts (who are generically called "friends") to comment on each other's photos and identify (tag) people in the photos. Another popular profile component is Status Updates, a microblogging feature that allows members to broadcast short Twitter-like announcements to their friends. All interactions are published in a newsfeed, which is distributed in real-time to the member's friends……. In May 2007, Facebook opened up its developers' platform to allow third-party developers to build applications and widgets that, once approved, could be distributed through the Facebook community. In May 2008, Facebook engineers announced Facebook Connect, a cross-site initiative that allows users to publish interactions on third-party partner sites in their Facebook newsfeed.”
- Because 1 in 7 people on the planet are on Facebook. That is 1 billion potential customers. It is a social network platform that marketers simply cannot ignore, as well as a highly effective tool for customer service, business 2 business – B2B and internal company communications. As I touched on in the earlier slide, Why use social media? Facebook is a more natural and comfortable way to sell, Facebook humanises a brand, a company is more than a logo, it is a mix of great personalities, and Facebook shows this most effectively through photos and videos of people, places and events. Companies can no longer force customers to go to a website, they have to go to where the customers are and connect and build a relationship there, which can then lead to going to a website. This has been shown with Facebook having now taken over from Google as the top referrer to websites
- Is Facebook best for personal networking and other social networking sites like LinkedIn better for professional networking? Can there be a blurring of the personal and professional on Facebook? We all to varying degrees put on a work face that is different from our face for our personal lives. Can we blend those two faces? Arguments for, say that Facebook can do that and establish a 360 degree view of a person that can establish a human side to a businesses Facebook presence and benefit it because of that personification. Options include a single profile that is personal and professional, two separate profiles, or using Facebook only for a personal profile. It should be noted that personal does not necessarily mean private. Privacy can be attained by applying restrictions to a profile whether it is personal or professional. To once again quote Margaret Rouse from WhatIs.com, “Facebook offers a range of privacy options to its members. A member can make all his communications visible to everyone, he can block specific connections or he can keep all his communications private. Members can choose whether or not to be searchable, decide which parts of their profile are public, decide what not to put in their newsfeed and determine exactly who can see their posts. For those members who wish to use Facebook to communicate privately, there is a message feature, which closely resembles email.”
- We are now in the age of the internet and the rules have changed for marketing because communication is now dominated by social media such as Facebook. Customers are using social media to make themselves heard and companies must respond to what they are saying. With the explosive growth of social media, the power of the customer has increased through the reach of their networks. This ‘World of Mouth’ capacity means a stronger reaction from customers to their experiences with a business. Studies have shown that social media users will tell more than 5 times as many people about a good customer experience than non-social media users, and for a bad service experience it is 3 times as many people. Other studies have shown that a good customer experience is told to 9-12 people and a bad experience told to up to 20 people, this can be amplified considerably through postings on Facebook networks.
- This does not mean that companies should fear Facebook, on the contrary, it is an opportunity not to be missed. Facebook is about providing value to the customer, traditional marketing rules cannot be applied to Facebook. Facebook belongs to people, ‘the customer’, and not the marketers. It is a two way communication, a conversation where the customer has the power. As a recent study by Latitude Insights & Social Hatch called ‘Always On’ highlighted, “To succeed in the social media space, brands need to understand that it is a different kind of social space, with it’s own set of social norms.” The hard sell is out and engagement is in.
- As Catriona Pollard of CP communications said in a recent Smart Company article online, “I think social media is great for brand awareness, and building trust that eventually leads to sale. It might not actually mean that people click on the shopping cart, but it will lead to a trusting relationship.” She then goes on to say, “There is a link, but it might not be direct.”
- So what is the underpinning theory that links Facebook engagement to sales. Shama Kabani in her book, ‘The zen of social media marketing’ sums it up nicely with her ACT, Attract-Convert-Transform, methodology.
- Attract – Attracting traffic to your website, your main online marketing tool. This is done through having a great BOD. Brand-Outcome-Differentiation. One brand, many great companies can sum up their brand in one word, Starbucks – comfortable, Hilton – service, Harvard - world class, OK that’s two words but you get my drift. Two Outcome – Can you sum up the outcome for the customer in one line. And three Differentiation – What is the Unique selling point of your business, how do you set yourself Apart from the herd. As Shama says, ““The #1 reason people fail at social media marketing is that they don’t have a solid foundation. They don’t have a brand, they don’t understand the outcome they provide, and they have absolutely no way of differentiating themselves from the competition.”
- The ultimate goal of social media is to turn a stranger into a consumer and then a customer. First it should be noted that for the purposes of this presentation, a consumer should be defined as a customer that has not yet purchased. A consumer is usually on social media to gather information, social media is great for creating consumers but it rarely leads to instant customers. Social media works best as a tool for attracting traffic and attention. Access to blogs, newsletter, these freebies are an easy sell. Free works!
- Transformation is all about turning previous and present success into magnetic forces of attraction, thus continuing the Attract, Convert, Transform cycle. Social Media is an excellent platform for sharing stories which establish expertise, attract fresh consumers and help convert faster. Transformation occurs when a happy customer leaves a glowing review or recommendation, it is testimonials, case studies, audio and video interviews, it is pictures of happy people engaging with your business.
- Now we will look at the nuts and bolts, at how to use Facebook for marketing. First consideration for a business is to set a clear goal for using Facebook and a strategy to achieve that. Goal setting gives direction to Facebook marketing and a means to measure success. On another level, an agreement between the business and visitors to it’s Facebook page must be established. A business on Facebook must make it clear to the customer what to expect in the way of deals, tips, support as well as news and information. On the other hand, the business must make it clear what they expect from the visitor in relation to what is appropriate and inappropriate and how that will be managed. This should be done via guidelines, terms of use and policies displayed clearly and prominently.
- Facebook in it’s tips series describes pages as, “Facebook pages enable public figures, businesses, organizations and other entities to create an authentic and public presence on Facebook. Unlike your profile, Facebook Pages are visible to everyone on the internet by default. You, and every person on Facebook, can connect with these Pages by becoming a fan and then receive their updates in your News Feed and interact with them. Authenticity is at the core of Facebook. Just as profiles should represent real people and real names, so too should Pages for entities. Only the official representatives of a public figure, business or organization should create a Facebook page.” Facebook then continues to explain how pages differ from groups, “While Pages were designed to be the official profiles for entities, such as celebrities, brands or businesses, Facebook Groups are the place for small group communication and for people to share their common interests and express their opinion. Groups allow people to come together around a common cause, issue or activity to organize, express objectives, discuss issues, post photos and share related content.” Facebook Pages is obviously the place for a business to establish themselves on Facebook, as pages are public, they are visible to search engines unlike groups. There are though privacy settings that can be applied to pages, such as age restrictions, for example only over 18s can add content, or restrictions for certain countries. Whereas when a group is created, it is either publicly available for anyone to join, requires access to be requested and administrator approval for members to join or is private and by invitation only. Pages are also far superior in features and customisability to groups.
- A businesses look, as well as core message should be not only consistent on Facebook, but also across all media. Brand Logos should be visible on landing pages, as well as slogans and other advertising materials as necessary. This is so visitors will recognise straight away what they have come to know and expect of that business. Other strategies include the use of pictures and video frequently to keep visitors and friends engaged and entertained, as this is a major element of Facebook’s appeal.
- A business should be posting content regularly. They should be always releasing fresh and timely content to engage visitors and take advantage of the conversational interaction of Facebook. Statistics show that about 50% of Facebook users check their page at least once a day, and they need to see that businesses are regularly posting new material to stay engaged. It has been suggested that an 80/20 rule be followed regarding content. 80% of content should be informational, educational or have entertainment value, with the other 20% about products or services.
- Social networks are people to people and a unique feature of Facebook is that it requires users to provide their real names, creating authentic connections. Facebook users like to talk to other people, not to an impersonal business. This should be reflected in a businesses posts – they should have a conversational tone and be written in the first person. One step better is if there is an actual person behind the posts, not the marketing department, so things are expressed in a company’s jargon or ‘official’ line. Businesses have to get involved, though as we know full well, engagement must occur on the visitors terms and that is through conversation. Businesses should jump in on existing conversations as well as creating new ones. When a comment is made, a business must acknowledge it as well as rewarding the visitors participation by responding quickly, it is best to do so within 24hrs. Businesses must resist the temptation for a one size fits all ‘canned’ marketing response. Keep it personal and direct. These comments will cascade to the visitors friends networks, which is on average 130 people, or 130 potential new customers. Nurturing relationships on Facebook takes time, a business must be patient. Engage sincerely, provide useful content and reward those who get involved.
- Don’t fight word of mouth, businesses should enable it. They should promote the crowd talking through moderation and participation, on wall posts as well as on discussion boards, or applications. A great example of this on Facebook are travel related businesses that get visitors and friends to talk about their travel experiences to win prizes. These businesses are utilising the self promotion aspect of Facebook users, the ‘it’s all about me, me, me’ aspect. Harnessing the energy of the crowd to promote, this will actually help reduce marketing costs of promotion through traditional marketing channels.
- Create loops of engagement drawing in visitors to your page with events, apps and Facebook Connect. Create an event in Facebook, so the Facebook page is classified as the organiser. Events include workshops, conferences, webinars, meetups. When Facebook opened up its developers' platform allowing outside developers to build apps that could be distributed through the Facebook community, this was of particular significance for business. For example an app that allows your page to link to YouTube videos, or PowerPoint presentations on Slideshare, or app that creates a tab dedicated to your Twitter stream or to pulling in your blog in an RSS feed. Apps can help customise your visitors experience when visiting your page The ultimate app though is FBML, Facebook Markup Language, a variant of HTML coding that allows customisations such as similar layouts to a companies website, for example colour schemes. Facebook connect according to www.techopedia.com is defined as, “a set of application programming interfaces (APIs) launched by Facebook in 2008 that enabled users to log on to third-party websites, applications or devices using their Facebook identity. Facebook Connect is a way for Web or application developers to help their users to connect and share content with their friends, both on and off Facebook. This can increase a site or application's interaction with its users.” The Facebook Connect box situated on a website allows a sign in with Facebook credentials, instead of registering for the site. For marketers it have proven to drive more traffic to websites. It can be used for commenting, sharing options such as articles, blogs and streams, social filtering, such as reviews of restaurants, films, hotels, and Facebook Connect can be used as an SSO, a single sign on.
- Word of mouth is the holy grail of marketing. It is by far the most trusted form of advocacy. Even though it occurs organically, it should be promoted, and promoted hand in hand with traditional marketing channels. For example just like a telephone number or email address you would add Facebook details to your email signature or on your business card or in an advertisement. So businesses shouldn’t be shy and a call to action is needed. Ask visitors to suggest the page to others, or “like” a wall post. Other strategies include voting or polling, asking for opinions, sharing pictures and videos, running games and contests. Facebook is meant to be fun, especially when it delivers something that a visitor can’t get in any other way. Also research has shown that giveaways and discounts are the most popular reason for a customer to follow a businesses Facebook page. At the end of the day, it is a business that is being marketed and while engagement is a fine and good, the ultimate goal is to sell. So there should be an option to complete a transaction through some sort of e-commerce application.
- Facebook Insights is the name given to the set of analytical tools supplied by Facebook to study and define your target audience. The data it provides page administrators includes the number of posts and updates, the number of interactions, the number of interactions per post, scores on post quality, the number of discussion posts, the number of reviews, mentions and new fans, the number of new fans in the past week, the number of those who unsubscribed, the male female ratio, age groups, country and language breakdown and number of page views. A business should use the data from Facebook Insights to learn more about their customer. Once the characteristics of the visitors who like a business page are known, posts and offers can be tailored to meet their needs and interests. This understanding of your target audience can be taken further with Facebook Ads aimed at that target audience, to help drive traffic to the businesses website. This is done in two ways, either CPC cost per click, that is when the visitor actually clicks on the ad, or CPM cost per thousand impressions, when it has been seen by 1000 people. Google analytics can work alongside Facebook Insights to see how your page is ranking and pushing traffic to your website, then even further analytical data can be obtained from specialised marketing software or a Customer Relationship Management CRM system to track your social media ROI return on Investment.
- As Haque says in ‘From social media to social strategy in the Harvard Business Review in 2010, ‘the meaning is the message’. As he says, “The "message" of the Internet's social revolution is more meaningful work, economics, politics, society, and organization. It promises radically more meaning: to make stuff matter, once again, in human terms, not just financial ones.” Social media has reinvented the rules of marketing in the age of the internet. Marketing on social networking sites such as Facebook is about engaging with the visitor, working with them, offering them value. It is accepting that power has shifted from business to the customer and it’s going to stay that way.