Facebook Marketing StrategyFacebook Marketing Strategy                                                                    ...
Facebook Marketing StrategyPurpose of this documentPurpose of this document is to describe the strategy for an organizatio...
Facebook Marketing StrategyIntroductionFacebook has recently reached 1 billion users, it is largest online community inthe...
Facebook Marketing Strategy     businesses to help them to grow business using social media. Its image     building and cr...
Facebook Marketing Strategy    actions. E.g If your own interest is in Wildlife photography, so will you Like    some post...
Facebook Marketing Strategy           b. Debate - People like to debate on number of thing and likely to           connect...
Facebook Marketing Strategy                    views, try it on http://www.khanacademy.org/math/vi-hart/v/hexaflexagons-2 ...
Facebook Marketing Strategycan also schedule content posting date/time in Facebook itself, so one need notbe online at a s...
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Facebook Marketing Strategy

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Facebook has recently reached 1 billion users, it is largest online community in the world. It is said that there is risk of doing marketing on Facebook or any other social networking site in general but greater risk is not doing anything. Whether you are on Facebook or not, people are commenting about you, they are discussing about your product and services. It can be positive or negative, however having a strong Facebook community for your organization is vital.
Once you decide to use Facebook as a part of marketing strategy, doing it blindly or without any plan or strategy will not yield desired results. Many people complain that they spend tons of money, effort and energy to create page(s) for their organization or products /services but it does not generate traffic or not many people like it, some people say that we have 100K likes but when we send some important announcement, it hardly reaches to any of our fans. Unfortunately it is quite common that people do not get value for their efforts, energy or money that they spend. In order to generate maximum benefits, one needs to plan and create a sound strategy.

This document describes steps for doing effective Facebook Marketing.

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Facebook Marketing Strategy

  1. 1. Facebook Marketing StrategyFacebook Marketing Strategy Developed by: The Miiint Solutions www.miiint.com Pune, IndiaSocial Media Marketing TeamVer: 1.0The Miiint Solutions Confidential www.miiint.com info@miiint.com Page 1
  2. 2. Facebook Marketing StrategyPurpose of this documentPurpose of this document is to describe the strategy for an organization which isgoing to use Facebook as one of the social networking site to achieve certainobjectives for the organization. e.g. Some organization would like to createawareness about their product or services within Facebook community, someorganization like to focus on generating sales leads from Facebook community.This document will help organizations to outline objectives, target audience,what will be targeted communities interest to engaged with organization productor services, what sort of content organization would like to use for generatingFacebook followers etc.The Miiint Solutions Confidential www.miiint.com info@miiint.com Page 2
  3. 3. Facebook Marketing StrategyIntroductionFacebook has recently reached 1 billion users, it is largest online community inthe world. It is said that there is risk of doing marketing on Facebook or anyother social networking site in general but greater risk is not doing anything.Whether you are on Facebook or not, people are commenting about you, theyare discussing about your product and services. It can be positive or negative,however having a strong Facebook community for your organization is vital.Once you decide to use Facebook as a part of marketing strategy, doing itblindly or without any plan or strategy will not yield desired results. Many peoplecomplain that they spend tons of money, effort and energy to create page(s) fortheir organization or products /services but it does not generate traffic or notmany people like it, some people say that we have 100K likes but when we sendsome important announcement, it hardly reaches to any of our fans.Unfortunately it is quite common that people do not get value for their efforts,energy or money that they spend. In order to generate maximum benefits, oneneeds to plan and create a sound strategy. 1. Your Facebook Marketing Objectives: You need to define what are the objectives for your Facebook marketing strategy? Following are some of the objectives you can consider are as follows :- • Brands/Products/Services Promotion • Organization Awareness • Lead Generation It is also important to think about what will be your title of post or event or Facebook page. Interesting title can very well connect with your target audience. E.g. Social Media for Business - Powered by Dell, here Dell is not promoting their products but creating a community of small & mediumThe Miiint Solutions Confidential www.miiint.com info@miiint.com Page 3
  4. 4. Facebook Marketing Strategy businesses to help them to grow business using social media. Its image building and creating perception that Dell is caring beyond selling their products. On the McDonalds Facebook page, it says ... "Our founding father Ray Kroc once said, “McDonald’s is a people business”. We operate with the belief that it’s essential to be a part of the communities that we serve" . No wonder that, it has 23M likes and nearly 300K+ people are talking about it at the time of this writing where as ICICI, largest private bank in India, on its official Facebook page says, "Please do not post any customer service request on this page", agreed that getting customer request such as ordering a check book or similar other requests cant be fulfilled unless full customer details are known or for security concerns bank may not be able to fulfil such requests but what customers dont like is attitude. It could have simply responded to such requests with more detailed information about the account for which service is requested. 2. Your Target Audience It is very important to identify whom you would like to target, clarity in defining target audience will help you creating appropriate content for right set of people. Following are sample list of parameters one can select to target specific audience. a. Age Group e.g. 15-25, 25-35, 36-50, 50+ b. Gender: Male/Female c. Location: Country, State, City d. Interest Groups: e.g. Wildlife Photography, Cooking, Solar Power3. What you think that your target audience will look for? What is your understanding of your target audience interest on Facebook? Do you think they are looking for interesting things or fun or innovative technologies? Are they likely to engage on current affairs or breaking news, political, interesting or newer products? One need to imagine as if you are in your target audience shoes and think like them to anticipate probableThe Miiint Solutions Confidential www.miiint.com info@miiint.com Page 4
  5. 5. Facebook Marketing Strategy actions. E.g If your own interest is in Wildlife photography, so will you Like some post or company page that arranges wildlife photography training on tour in jungle? It all boils down to connecting with your audience with something of interesting to them. 4. How you would like your brand/product/service will be perceived by your target audience? Should your audience perceive you or your products as "Cool", "Hot" or "Wow" effect? Should they smile looking at your post and share with their friends? This is important as it will decide what type of content you should plan. 5. What is your content creation plan? It is very critical that you think about what type of content you will create for effective Facebook marketing strategy. One need to connect what people "Like" and how we can connect with them emotionally. Here are some content categories one can think of adopting for their Facebook Marketing Strategy. a. Humour - People like to smile when they see something funny but relevant. Some companies can ride on success of big brand and connect their product with it in humorous way. e.g. Can iPhone blend? or I Wasnt That Drunk" Dude ,you blended my iPhone saying I WANT Apple Juice (http://www.facebook.com/pages/I-wasnt-that-drunk-Dude-you-blended-my-iPhone- saying-I-WANT-APPLE-JUICE/117737691660701), this facebook page has more than 16K+ Likes!!!. Amul is excellent example of combining humour with current affair. Look at one of the recent post by Amul on Gangnam style.. (http://www.facebook.com/amul.coop/photos_stream)The Miiint Solutions Confidential www.miiint.com info@miiint.com Page 5
  6. 6. Facebook Marketing Strategy b. Debate - People like to debate on number of thing and likely to connect with your page to participate with their views or comments. c. Breaking News - If you are first one or early to break latest news, be it social, political, natural calamities, sports score etc your target community is instantly interested in knowing more about it and can become part of your community. d. Questions - It is well proven that many people like to answer questions to help others on what they know. One can devise a strategy to ignite people curiosity and interest by asking them questions. e. Educate - People all over world are always interested in learning something new. People love and like and get excited when they learn or discover something that solves their problems. Once that happens, they are likely to share it with their friends to generate viral effect. Isnt that is what we want it to happen? Khan Academy, a non profit organization in California providing free world class education anytime, anywhere, one of their video "Hexaflexagons" has more than 3 millionThe Miiint Solutions Confidential www.miiint.com info@miiint.com Page 6
  7. 7. Facebook Marketing Strategy views, try it on http://www.khanacademy.org/math/vi-hart/v/hexaflexagons-2 . f. Apps - There are thousands of interesting applications or Apps on Facebook. 6. How often you would like to connect with your target audience? Once you decide type of content which suitable for your audience, one need to plan frequency of publishing your content. Typical frequency is couple of posts per week. "Scheduling your content type and publishing as per the plan" is key for success. It has many benefits for creating a plan. It gives you time to think for all important aspects of your Facebook Marketing Strategy, your quality of content will be much better than if you post on ad-hoc basis. Timing is also key depending on your target audience. e.g. If someone is in India and plan to target audience in USA, if he publishes his posts during his work time, it will not be very effective because his target audience is most likely sleeping and by the time they get up and visit Facebook, there are already other posts above postings done by our Indian friend, so it is quite likely that his target audience might miss even if it was interesting or funny. One can schedule a weekly calendar as follows: Table 1: Sample Content Publishing Schedule WeekdayTime Mon Tue Wed Thu Fri Sat Sun09:00 - 10:00 AM Humour Educate Breaking News12:00 - 2:00 PM Debate Debate5:00 - 7:00 PM Question Humour You can change frequency or timing as you wish, important thing is, once it is planned, it gives enough time to prepare appropriate content which improves quality of the content. You will be surprised to experience that you actually spend much less time if it is planned versus impromptu content creation. You The Miiint Solutions Confidential www.miiint.com info@miiint.com Page 7
  8. 8. Facebook Marketing Strategycan also schedule content posting date/time in Facebook itself, so one need notbe online at a scheduled time of release.7. Your plan to promote your Facebook campaign?Once we complete all the activities and create your page on Facebook. It is timeto think of promoting it. There are many ways you can promote your Facebookpage, Invite your friends on Facebook, tweet about it, put it on your emailsignature, put it on LinkedIn profile, one can promote it using Facebookadvertisements, you can put it on your blog or website.8. How will you measure and track your campaign performance?It is very important that you track and measure performance of your campaign.Some simple measures like Nr. of Likes, Nr. of Talking About it, use FacebookInsight to see greater details. I like article by Tim on Likeable which gives 3most important metrics to measure success of your Facebook campaign.Please see this article here:http://www.likeable.com/2012/05/3-critical-facebook-metrics-to-measure-success/The Miiint Solutions Confidential www.miiint.com info@miiint.com Page 8

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