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Le 22 regole del facebook marketing. Come aumentare gli iscritti ad una pagina: grafica, ottimizzazione e tecniche vincenti.

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Le 22 regole del facebook marketing. Come aumentare gli iscritti ad una pagina: grafica, ottimizzazione e tecniche vincenti.

  1. 1. Le 22 regole del facebook marketing. Come aumentare gli iscritti ad una pagina: grafica, ottimizzazione e tecniche vincenti. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  2. 2. Hai creato una pagina facebook per la tua impresa, per il tuo prodotto, per la tua organizzazione o per un personaggio pubblico e non sai come promuoverla? Ottimo, questo post ti farà capire che aprire una like page è facilissimo e gratuito, mentre attirare l'attenzione delle persone è molto più complicato e costoso in termini di tempo e di impegno. Partiamo dunque dalle basi per scoprire alcuni piccoli trucchi e suggerimenti che ti permetteranno di ottenere qualche "like" - o "mi piace" - in più, ma sappi che senza contenuti e senza costanza andrai poco lontano: l'ottimizzazione da sola non basterà a generare traffico qualificato verso la pagina. Pronto? Via! Regola n. 1 - Crea una pagina e non un account personale Qui siamo all'ABC: non se ne può più di vedere aziende iscritte come se fossero persone. Spero che facebook faccia un'azione di pulizia chiudendo tutti questi profili, a volte purtroppo anche di grandi brand, in automatico e senza preavviso. In rete troverai tantissimi post su queste tematiche, compreso il mio, per cui non mi dilungo ulteriormente; ho dovuto ribadire il concetto perchè molti dei consigli che seguono sono applicabili solo alle pagine. Regola n . 2 - Nome personalizzato Imposta il nome personalizzato della pagina (detto vanity URL) per favorire la memorizzazione e per aiutare il lavoro dei motori di ricerca. Potrai fare questa operazione dopo aver superato un certo numero di "Mi piace" (circa 100). Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  3. 3. Regola n. 3 - Icona nel sito web Metti ben evidenza in ogni pagina del tuo brand site l'icona di facebook collegata alla tua pagina. Di solito sconsiglio di piazzarla nel footer o, peggio, nascosta dentro la sezione "Contatti". Regola n. 4 - Like box Incorpora nel tuo sito web il social plug-in "Like box" che permette il "like" con un click, senza dover visitare la pagina. A volte lo uso embeddato anche all'interno di post che scrivo nel blog, come ad esempio ho fatto qui sotto e qui. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  4. 4. Regola n. 5 - Like button Se non hai spazio per un "Like box" incastra nel tuo sito il "Like button", collegato allo URL della pagina facebook. Eccolo nella versione con show faces: Se hai ancora meno spazio utilizza il "Like button" puro (button count), sempre collegato alla tua pagina facebook: Ti consiglio quest'ultima tipologia di bottone anche per promuovere prodotti e servizi: se hai un e-commerce inserisci vicino ad ogni prodotto a catalogo il "Like button" per diffonderne il passaparola. Regola n. 6 - Campagna DEM (Direct Email Marketing) Se il tuo database di contatti è ben segmentato spedisci al pubblico potenzialmente interessato una email creativa in cui presenti la like page, magari con un bel social plug-in embeddato. Regola n. 7 - Email signature Includi il link alla pagina facebook in calce come firma di ogni email inviata: facile, veloce e soprattutto gratis. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  5. 5. Regola n. 8 - Welcome page Crea una pagina di atterraggio accattivante nella grafica ma anche con una call-to-action precisa (clicca su "Mi piace", iscriviti alla newsletter, guarda questo il video, visita il mio sito, prendi nota del codice sconto, dimmi se parteciperai all'evento, scarica l'applicazione per iPhone ecc). La welcome page è interamente personalizzabile e può diventare un vero e proprio mini-sito. A titolo esemplificativo, nella pagina Ikea Cats l'immagine in spalla sinistra si unisce visivamente a quella della welcome page; da notare anche il bottone "Condividi" che permette di pubblicare il link sul proprio profilo oppure di inviarlo tramite messaggio privato agli amici. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  6. 6. In questo post trovi altre case history di successo e ti spiego, passo dopo passo, come creare una facebook landing (welcome) page. Regola n. 9 - Immagine del profilo Ti consiglio di caricare un immagine del profilo larga 200 pixel e lunga 600 pixel. Questo perchè potrai inquadrare correttamente la miniatura (thumbnail) del tuo marchio, che ingombra 176 pixel, senza che facebook ridimensioni automaticamente l'aspect ratio, rendendola quindi meno definita e proporzionata. Potrai poi sfruttare la lunghezza dell'immagine per inserire messaggi commerciali, URL del sito istituzionale e tutto ciò che ritieni necessario. Vedi la pagina di FIAT: Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  7. 7. Regola n. 10 - Giochi e applicazioni Se hai budget o se hai competenze potesti realizzare giochi e applicazioni brandizzati. I limiti sono imposti dalla fantasia... Regola n. 11 - Suggerisci agli amici Utilizza con criterio questa funzione, evita di spammare e cerca di non segnalare plurime volte la stessa pagina allo stesso amico (anche se in realtà facebook ti evidenzierà l'amico già contattato in grigio, come disabilitato). Considera il suggerimento un'azione mirata e personalizzata di direct marketing (1:1) e magari aggiungi un messaggio personale per spiegare la motivazione dell'invito. Sappi che questa tecnica funziona sempre di meno visto che viene purtroppo abusata. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  8. 8. Regola n. 12 -Aggiungi ai preferiti della mia pagina Se gestisci più like page o se prevedi scambi con altre pagine fai click su "Aggiungi ai preferiti della mia pagina"... ...ed otterrai questo: Regola n. 13 - Condividi Dalla like page clicca sul bottone in basso a sinistra "Condividi" e pubblicherai nel tuo profilo personale il link, se vuoi, corredato con un bel commento. Puoi anche inviare l'URL tramite messaggio privato. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  9. 9. Regola n. 14 - Foto e video Carica foto e video ma soprattutto taggaci le persone (senza esagerare): i fan saranno felici e soprattutto gli amici dei fan vedranno il tag nei loro profili, generando un effetto virale. Permetti a tutti di caricare foto e video settando di conseguenza le impostazioni della pagina. Regola n. 15 - Inserzioni pubblicitarie Sappi che non servono enormi investimenti per ottenere ottimi risultati con l'advertising su facebook. I vantaggi? 500 milioni di potenziali clienti, geolocalizzazione, clusterizzazione avanzata, modello di pagamento CPC o CPM, monitoraggio della campagna. Inoltre, se pubblicizzi la tua pagina, si potrà cliccare il like direttamente nell'inserzione. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  10. 10. Regola n. 16 - Concorsi a premi, gare Le linee guida sulle promozioni di Facebook regolano "gare, giochi o concorsi a premi o altre offerte del genere" e ne vietano in modo categorico l'organizzazione senza l'esplicito consenso scritto, che si ottinene partendo dalla compilazione di questo modulo e, a quanto pare, spendendo almeno 10.000$ in inserzioni pubblicitarie. Simpatici vero? Regola n. 17 - Twitter e altri social network Collega automaticamente la pagina Facebook con il tuo account Twitter e con gli altri social network (Slideshare, LinkedIn, Friendfeed, Anobii, Youtube, Flickr). Personalizza anche la digital identity dei social con sfondi e marchi dedicati che richiamano visivamente l'idirizzo della like page. Regola n. 18 - Materiali di comunicazione offline Il link alla tua pagina facebook dovrà apparire evidente in biglietti da visita, carta intestata, brochure, manifesti, volantini, locandine, advertising stampa, e chi più ne ha più ne metta. Nel punto vendita e nei negozi realizza un corner con collegamento a Interner, distribuisci alla cassa buoni sconto e cartoline promozionali correlate alla like page. Fortemente consigliato l'uso di QR Code. Regola n. 19 - Bio profilo personale Nel campo biografico del tuo profilo personale inserisci il link alla pagina facebook con il formato "http://www.facebook.com/nomeazienda" in modo da renderlo subito cliccabile. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  11. 11. Regola n. 20 - Tagging Tagga la tua pagina facebook (digitando "@" seguito dal nome della pagina) nell'aggiornamento del tuo status personale, nei commenti che fai nei profili personali dei tuoi amici, nei gruppi e in altre like pagine. Mi raccomando, non entrare mai a gamba tesa in casa degli altri, soprattutto se sono dei concorrenti diretti. Regola n. 21 - Commenti Nei commenti che scrivi su blog, portali e altri spazi digitali inserisci nel campo "Sito Web" l'indirizzo della tua pagina facebook. Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524
  12. 12. Regola n. 22 - eBay Non comprare mai fan da eBay: c'è bisogno di ulteriori commenti? Doctor Brand - Marketing e Comunicazione www.doctorbrand.it - info@doctorbrand.it Mobile: +39 339 3513980 P.iva: 01281540524

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