How to Make Facebook Pages Engage and Sizzle

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A presentation done at meshwest in Calgary about how Facebook Pages could be used to engage

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  • http://www.facebook.com/press/info.php?statistics
  • http://www.socialbakers.com/facebook-statistics/canada
  • http://hoggan.com/blog/2010/06/facebook-user-map-for-canada-june-2010-every-province-shows-major-growth/
  • http://www.facebook.com/note.php?note_id=150630338305797
  • http://www.facebook.com/note.php?note_id=150630338305797
  • And deliver engaging content such as polls, menus, news about product launches and even e-commerce…all within Facebook.
  • Facebook.genomealberta.ca
  • The ability to create tabs that literally do anything has made Facebook Page an increasingly attractive option for many companies looking for a way to leverage Facebook.
  • http://www.facebook.com/timhortons
  • http://www.facebook.com/telus
  • http:/www.facebook.com/westjet
  • Redbull's page is another great example of an incredible CTA. Upon first visiting you only have one option "Like" their page. After that you can watch a number of their extreme sport videos from all over the world.
  • http://www.facebook.com/calgarystampede?sk=app_6009294086
  • http://www.facebook.com/porsche
  • http://www.facebook.com/porsche?sk=app_73697663718
  • http://www.booz.com/media/uploads/BaC-Turning_Like_to_Buy.pdf
  • http://www.facebook.com/pages/Great-Calgary/144881982217606
  • http://www.facebook.com/IdeaPaint
  • http://www.facebook.com/SteelMasterBuildings
  • http://www.facebook.com/SteelMasterBuildings
  • http://www.facebook.com/SteelMasterBuildings
  • http://www.facebook.com/covenanthousetoronto?sk=app_193419190692642
  • Activity, pageviews, feedback
  • Demographics – age, gender, location
  • Traffic, referrals
  • How to Make Facebook Pages Engage and Sizzle

    1. 1. Facebook Pages That Engage and Sizzle
    2. 2. Facebook Facts • More than 650 million active users
    3. 3. Facebook Facts • More than 650 million active users • >250 million people engage with Facebook on external websites
    4. 4. Facebook Facts • More than 650 million active users • >250m people engage with Facebook on external websites • >2.5m Websites are integrated with Facebook, including half of comScore’s Global Top 100 Websites
    5. 5. Facebook Facts • More than 650 million active users • >250m people engage with Facebook on external websites • >2.5m Web sites have integrated with Facebook, including half of comScore’s Global Top 100 websites • The average user has 130 friends and connected to 80 community pages, groups and events
    6. 6. Facebook Facts • More than 650 million active users • >250m people engage with Facebook on external websites • >2.5m Web sites have integrated with Facebook, including half of comScore’s Global Top 100 websites • The average user has 130 friends and connected to 80 community pages, groups and events • There are more than 16M Facebook fan pages
    7. 7. Facebook Facts • More than 650 million active users • >250m people engage with Facebook on external websites • >2.5m Web sites have integrated with Facebook, including half of comScore’s Global Top 100 websites • The average user has 130 friends and connected to 80 community pages, groups and events • There are more than 16M Facebook fan pages Source: Facebook
    8. 8. Texas Hold’em Poker is the most popular Facebook Page with over 44.4 million fans
    9. 9. • 16.6M Canadians on Facebook • 49% of population or 64% of online population on Facebook • Ranked #8 globally • The average user spends seven hours/month on Facebook Source: Socialbakers
    10. 10. M 8M 15M 23M 2008 2009 2010 Canadian Facebook User Growth Source: Facebook
    11. 11. Source: Hoggan.com
    12. 12. 46 % 54 % male female Gender Age 10 % 26 % 26 % 38 % 13-17 18-24 25-34 35+ Source: Total Canada active audience Facebook internal data August 2010 Canadian Demographic Breakdown Source: Facebook
    13. 13. Engagement in Canada 64% daily Active users log in (daily) Daily 7 hours Average time spent per user (monthly) 42 visits Average visits per user (monthly) Source: Nielsen August 2010 & Facebook Internal Data, August 2010 Source: Facebook
    14. 14. Actually, Tim Horton’s is the most popular Canadian Facebook Page with 1.5M “Likes” Most Popular Facebook Pages Source: Socialbakers
    15. 15. People who click the “Like” button are more engaged, active and connected than the average Facebook user. The average “liker” has 2.4x the amount of friends than that of a typical Facebook user. Source: Facebook
    16. 16. They’re also more interested in exploring content discovered on Facebook – clicking on 5.3x more links to external sites than the typical Facebook user. Source: Facebook
    17. 17. The Downside of the “Like” It’s easy to “Like”, making the low hanging fruit of social media
    18. 18. What Happens After the “Like”?
    19. 19. Content and Engagement
    20. 20. First, There Were Personal Pages
    21. 21. Then, Groups
    22. 22. And Finally, Facebook Pages Connect Engag e Reach
    23. 23. Facebook Pages vs. Web Sites
    24. 24. Facebook Pages vs. Web Sites Mostly Static Solid corporate citizen A one-way medium Dynamic Sexy Two-way medium
    25. 25. A No-Frills, Out of the Box Facebook Page Wall Info Discussions Reviews
    26. 26. Customization: Going from No-Frills to Frills
    27. 27. The Magic and Power of Tabs Different options to meet the needs of different users
    28. 28. Ask Me What I Think…Please!
    29. 29. Canadians may not vote in elections but they vote on Facebook
    30. 30. Tell Me Things…and I’ll Tell You Things Right Back
    31. 31. Entertain Me
    32. 32. People like…actually, love contests
    33. 33. Sell the Dream
    34. 34. Sadly, My Ride is Not a Porsche
    35. 35. ColorStyler
    36. 36. Social Commerce (aka Selling Stuff) Source: Booz & Co.
    37. 37. F-Commerce
    38. 38. +
    39. 39. Post-Sales Support
    40. 40. Call to Action
    41. 41. Call to Action Contests
    42. 42. Inform…and Entertain
    43. 43. Social Advocacy (aka Doing Good)
    44. 44. Donate Your Status
    45. 45. Encourage People to Get Involved
    46. 46. Case Study
    47. 47. •Feature-lite •Not much engagement •Needs more photos and videos
    48. 48. •Feature-lite •Little engagement •More photos and videos needed
    49. 49. Facebook Insights
    50. 50. Activity
    51. 51. Who, Where
    52. 52. Content Activity, Sources
    53. 53. Takeaways • Customize to offer more options and meet needs of different users • Create content on a regular basis • Engage • Update and maintain • Monitor, Analyze

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