Social Media Camp Workshop Victoria - "Maximizing Facebook"

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Chris Burdge's presentation on "Maximizing Facebook" at SMC Workshop Victoria October 18, 2011

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Social Media Camp Workshop Victoria - "Maximizing Facebook"

  1. 1. Social Media Camp Workshop Series: VictoriaMaximizing Chris Burdge@b_WEST chris@bwest.ca
  2. 2. Source: 6S
  3. 3. Source: 6S
  4. 4. Source: 6S
  5. 5. what to expectfrom facebook
  6. 6. 1Expect your customers to want youto be on facebook
  7. 7. 2Expect Facebook to help expandyour reachFor its sheer size and viral features, Facebook is greatfor disseminating marketing messages.
  8. 8. 3Expect to participate — oftenJumping on Facebook or grabbing a Twitter handle isn’ta social strategy. Frequent posts & sharing are requiredif you hope to get real value from Facebook.
  9. 9. 4Expect to serve your customers onfacebook.91% of social customers report abandoning at least onebrand on Facebook.To increasecustomer value youneed to ―answer the phone‖.
  10. 10. What’s new@facebook?
  11. 11. 3 3 1 6 5 28 7
  12. 12. 1 23 5 6
  13. 13. 21
  14. 14. does your page stand out
  15. 15. Custom tabs convert to “fans”47% higher than the Wall
  16. 16. what makes agreatfacebook page?
  17. 17. Why Fans “UnLike” Companies
  18. 18. creating custom tabs
  19. 19. 520 pixels
  20. 20. WIN at-shirt
  21. 21. Tip Your facebook vanity URL is important for SEO. Create it wisely.
  22. 22. Use facebook as your business
  23. 23. Use facebook as your business ―Like‖ other Pages as your business Post content on other Pages Comment on other Pages’ wall content
  24. 24. building your network
  25. 25. best practices Always add value Comment, don’t just ―like‖ content Be aware of etiquette Please don’t connect Facebook& Twitter And be sure to…
  26. 26. answer the phone
  27. 27. post wall-to-wall
  28. 28. tag all your photos
  29. 29. 3 1 26
  30. 30. WIN at-shirt
  31. 31. 41,420The average facebook user has 190 friends 218 X 190 = 41,420
  32. 32. campaign results Campaign cost = $1,300 (including prizing) Results – 1,100 new fans Cost / Fan = $1.18 Bonus = 41,000 brand exposures
  33. 33. measuring success
  34. 34. Page Level
  35. 35. Post Level
  36. 36. 5 metrics to track new fans tab views engagement impressions unsubscribes
  37. 37. facebookadvertising
  38. 38. facebookad tips1. Run Split - or - A /B Tests2. Ask questions in the body copy3. Keep the language short & simple4. Create a sense of urgency: “enroll today,” “register now” or “last day to save…”5. Highlight special offers or discounts. Use words like “free”, “discount”, and “20% off”6. Use engaging images that maximize the space
  39. 39. split testing
  40. 40. split testing
  41. 41. facebookad tips7. Send users to a relevant landing page that references your ad8. Target by location. Select the area where your audience is located9. Use the demographic profile of existing customers to target who your new customers might be10. Target users based on interests and likes11. Test performance at different times / days12. Use a “Cost Per Fan” performance model
  42. 42. 5 things you can do today1. Create a page2. Create a reveal tab (and other tabs)3. Register your vanity URL4. Create a facebook ad campaign5. Analyze your results
  43. 43. Resources1. http://involver.com/2. http://www.pagemodo.com/3. http://www.wildfireapp.com/4. Facebook Promo Guidelines5. Facebook Ads6. Recent Facebook Updates
  44. 44. Thank you. Questions?Chris BurdgeTwitter @b_WESTchris@bwest.ca(250) 508-7761

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