Blogwell Chicago 2010 -- "We Want A Facebook Page!"


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How to plan and manage a branded Facebook page, keep your Fans engaged, and avoid becoming a Social FSI.

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Blogwell Chicago 2010 -- "We Want A Facebook Page!"

  1. 1. “We Want a Facebook Page!”<br />Planning & Managing a <br />Brand Presence in Social Media<br />
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  4. 4. “We Want a Facebook Page!”<br />Established Social Media Entry requirements for brand teams and agencies, prior to developing brand presences<br />Social media objectives, based on overall marketing goals<br />Clear ownership of social strategy, execution, and maintenance<br />Quarterly goals for fans, followers, engagement<br />Budget commitment <br />Detailed communication calendar to demonstrate marketing program support and – more importantly – ensure frequency of communication<br />
  5. 5. Don’t Improvise in Social Media<br />Required an annual communication calendar for Facebook pages<br />Brand News: Specific product news and information<br />Pillar Events: Large integrated marketing programs<br />Marketing Program Support: Retail promotions, media programs, PR, event mkt<br />Fan Promotions: Facebook-only promotions and offers<br />Gap Fillers: Brand-relevant content that maintains communication during lulls <br />Identified objectives and goals for each type of communication<br />Recruit: Build fan base (organic and paid) – % fan increase, cost per fan<br />Communicate: Broadcast to fan feeds – impressions, page views<br />Engage: Encourage fan interactions – interaction rates, feedback %, fan comment sentiment, video/photo consumption<br />Reward: Provide special offers – coupons printed, sweepstakes entered, samples ordered, fan comments/sentiment<br />
  6. 6. Communication Objectives<br />
  7. 7. Weekly Communication CalendarComplex, but not complicated<br />
  8. 8. Examples & Learnings<br />
  9. 9. Pillar Event<br />Frequent Wall Posts<br />Daily Facebook Fan Voting<br />Behind the Scenes<br />Photos & Videos<br />
  10. 10. Pillar Event Support<br />
  11. 11. Pillar Event Recruiting<br />Online Media<br />Facebook Media <br />
  12. 12. Pillar Event Learnings<br />Before Launch<br />Develop content strategy prior to usage negotiations<br />Agencies to provide Facebook content recommendations as part of their broader programs<br />Identify opportunities to recruit new fans <br />During Program<br />Schedule bursts of content<br />Central coordination of content uploads<br />Leverage media / blogger buzz on your wall <br />Extend Facebook call to actions into other digital channels (banners, brand site)<br />After Program<br />Optimize future programs based on fan comments/engagement with content<br />Record Facebook Insights reports for the specific time period<br />
  13. 13. Fan Promotions to Reward & Recruit<br />Word of Mouth<br />“Free” Traffic<br />Paid Media<br />
  14. 14. Fan Promotions Learnings<br />Simple works best<br />Effective for steady organic fan growth<br />Allow easy sharing to recruit new fans organically<br />Promote off Facebook<br />Be prepared to address consumer complaints on your wall<br />Announce via status post when the promotion is over<br />
  15. 15. Marketing Program Support<br />Online Media<br />Print Media<br />
  16. 16. Marketing Program Support<br />
  17. 17. Marketing Program Support<br />Retail Promotions<br />
  18. 18. Marketing Support Learnings<br />Collaboration between Brand and Agencies<br />Media and PR teams<br />Retail and consumer promotions<br />Embed content into Facebook pages when possible<br />Photos, videos<br />Negotiate content rights in media RFPs<br />Enhance programs, not just repurpose them<br />Review communication calendar quarterly to keep up to date<br />Don’t become a Social FSI<br />
  19. 19. Brand News<br />New Product Launches<br />Product Awards / Media Coverage<br />
  20. 20. Brand News<br />Found Content<br />Brand Content<br />
  21. 21. Brand News Learnings<br />Many fans are loyal users and want to hear about your products<br />Promote products in context of a conversation, not a press release<br />Aggregate content from all brand sources <br />Brand web sites, YouTube channels, offline<br />Leverage other marketing programs to provide content<br />PR programs<br />Editor events<br />Event marketing<br />Find and promote consumer generated content<br />
  22. 22. Gap Fillers<br />General Content<br />Leveraging Paid Media Content<br />
  23. 23. Gap Filler Learnings<br />Keep content target-relevant with a brand lens<br />Leverage media dollars for additional content<br />Open ended questions, surveys and polls encourage engagement<br />Monitor and moderate your wall<br />
  24. 24. Final Recommendations<br />Organize Your Calendar<br />Your Agencies can’t do it alone<br />Brand marketing team needs to own the master calendar<br />Organize Your Content<br />Multiple channels of content, one stop for upload/maintenance<br />Don’t “over talk” on your wall<br />Establish an archive strategy for old programs<br />Organize Your Learnings<br />Monthly recaps of fan growth, page engagement, trends<br />Quarterly assessments against established goals<br />Incorporate Facebook results into broader program measurement<br />Annual best practices to guide marketing plans<br />Share across brands<br />
  25. 25. Q & A<br />