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Supercharge Your Facebook Marketing

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Supercharge Your Facebook Marketing

  1. 1. supercharging your marketing1 #ctctsocial @constantcontact © 2012
  2. 2. Wendi Caplan-Carroll Area Director-NorthEast, United States Constant Contact email: wcaplancarroll@constantcontact.com Facebook/wccconstantcontact Twitter/wendicc2 #ctctsocial @constantcontact © 2012
  3. 3. introduction + agenda • why and how to engage on Facebook • running compelling social campaigns • measure and react • resources3 #ctctsocial @constantcontact © 2012
  4. 4. agenda • why and how to engage on Facebook • running compelling social campaigns • 5 steps to a great social campaign • resources4 #ctctsocial @constantcontact © 2012
  5. 5. what’s the best source for new business? Word of Mouth Word of Mouth Your customers talking to their Your customers talking to their friends and colleagues, is the friends and colleagues, is the number one way for you to number one way for you to attract new customers attract new customers5 #ctctsocial @constantcontact © 2012
  6. 6. word of mouth has gone social Provide Provide Get more Get more Get more Get more Get more Get more value value Likes Likes engagement engagement shares shares but how? Facebook is the place where people talk to each other about their experiences, openly and often6 #ctctsocial @constantcontact © 2012
  7. 7. engagement marketing traditional engagement marketing marketing FIND iis he MOR tthe ttiion E s n on :: rette n ll re e tthe he ffunne unne ” e e Ja f e oe Jaf f “fflliip “ p acqu i siittiion ” iis on ---- J o J new ne w ac qu7 #ctctsocial @constantcontact © 2012
  8. 8. the power of reach your page your fans – current reach friends of your fans – potential reach8 #ctctsocial @constantcontact © 2012
  9. 9. why fans are great for business more likely to more likely to recommend buy after becoming a fan after becoming a fan Source: 2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse9 #ctctsocial @constantcontact © 2012
  10. 10. why fans are great for business never revisit Facebook Pages Source: BrandGlue.com10 #ctctsocial @constantcontact © 2012
  11. 11. getting the “Like” is a good start of posts are never seen Source: Jeff Widman, BrandGlue.com in a person’s newsfeed11 #ctctsocial @constantcontact © 2012
  12. 12. what you want fans to do OO G OO G BETTE BETTE BES BES D D R R TT like like or comment share your page on your posts your posts12 #ctctsocial @constantcontact © 2012
  13. 13. Facebook can be a struggle… • I don’t have the time to do Facebook marketing and my other marketing • I don’t know what to post on Facebook or how often • I don’t know how to get people to “like” my page • I’m not getting worthwhile results! (am I?)13 #ctctsocial @constantcontact © 2012
  14. 14. posting = opportunity to engage p o s tti n g pos ing o T m e l i ne on y o u rr T iim e l i n n you e iis a g r s a g re a ffiirrs tt s t s s te p ! e att ep!14 #ctctsocial @constantcontact © 2012
  15. 15. how do I know what to post? • don’t think too hard • share your own conversations • know your audience rre s p o n d d espond ttiiv e lly a n ds a d a y .. e c v e y a ne s a d a y p o s tt e ffff e c s tt m iin u tt e c a n p o s ei n jju s m n u y o u c a n e n tts i n u you s o comm en tt o c omm15 #ctctsocial @constantcontact © 2012
  16. 16. don’t just “push” content • ask your fans for their opinions. • make your posts about them. s h o u lld s shou d p o st e .. p o s t s t h iig h be s e lle c ttiiv eu m e b u t h g h s e ec v l ume bu b e l o w --v o l be be l o w v o a llu e .. v a ue v16 #ctctsocial @constantcontact © 2012
  17. 17. have fun with it! • showcase your culture • highlight personalities • be light in tone • delight your audience17 #ctctsocial @constantcontact © 2012
  18. 18. posting on marketing on Facebook Facebook18 #ctctsocial @constantcontact © 2012
  19. 19. introduction + agenda • why and how to engage on Facebook • running compelling social campaigns – how they work – the Torpedo Bags experience • 5 steps to a great social campaign • resources19 #ctctsocial @constantcontact © 2012
  20. 20. what’s a social campaign? A social campaign leverages the power of social media by running a gated promotion or offer on a Facebook Landing Page, and promoting it to your email list and social networks to engage your existing audience, attract new fans, and turn fans into customers.20 #ctctsocial @constantcontact © 2012
  21. 21. let’s see one in action…21 #ctctsocial @constantcontact © 2012
  22. 22. Torpedo Bags a real-life social campaign a real-life social campaign who/where: Torpedo Bags, located in who/where: Torpedo Bags, located in Minneapolis, MN. 11 years old, started Minneapolis, MN. 11 years old, started manufacturing their own products 3½ years manufacturing their own products 3½ years ago. ago. goal: increase Facebook fans and sales. goal: increase Facebook fans and sales. (started with 150 fans) (started with 150 fans) tactic: run a social campaign that offered tactic: run a social campaign that offered fans 15% off if they Liked the page. fans 15% off if they Liked the page.22 #ctctsocial @constantcontact © 2012
  23. 23. social campaign #1: 02.17.12 → 03.01.12 “like gate page”23 #ctctsocial @constantcontact © 2012
  24. 24. “reveal” page24 #ctctsocial @constantcontact © 2012
  25. 25. promotion timeline02.16 02.17 02.21 02.2425 #ctctsocial @constantcontact © 2012
  26. 26. social campaign #2: 04.12.12 → 05.01.12 social campaign #3: 06.19.12 → 07.04.12 [run more than one social campaign!]26 #ctctsocial @constantcontact © 2012
  27. 27. promotion27 #ctctsocial @constantcontact © 2012
  28. 28. results? “II approach Facebook much “ approach Facebook much +1,400 fans differently now. II (launched differently now. (launched my social campaign) and II my social campaign) and $1,500 got 3 or 4 orders got 3 or 4 orders immediately that totaled immediately that totaled [first hour] $1,500 in the first hour, and $1,500 in the first hour, and $5,000 over the first $5,000 $5,000 over the first weekend. II post new weekend. post new [first weekend] updates daily. II try to post updates daily. try to post new videos and photos new videos and photos $10,000+ every 2 weeks.” every 2 weeks.” -- Steven Kriesel, Founder -- Steven Kriesel, Founder [overall]28 #ctctsocial @constantcontact © 2012
  29. 29. run real and measurable socialcampaigns using custom tabs29 #ctctsocial @constantcontact © 2012
  30. 30. how you create a social campaignStep 1: build the “Like Gate Page” Step 1: build the “Like Gate Page” Step 2: build the “Reveal Page” Step 2: build the “Reveal Page” Step 3: promote Step 3: promote facebook twitter linkedin email30 #ctctsocial @constantcontact © 2012
  31. 31. what your audience will doStep 1: click on link Step 1: click on link Step 2: go to the “Like Gate Page” Step 2: go to the “Like Gate Page” Step 3: go to the “Reveal Page” Step 3: go to the “Reveal Page” facebook twitter linkedin email31 #ctctsocial @constantcontact © 2012
  32. 32. the power of promotion facebook twitter linkedin traffic to tabs on Facebook that is driven traffic to tabs on Facebook that is driven by promotion via email, posting, and ads by promotion via email, posting, and ads email Source: TechCrunch.com32 #ctctsocial @constantcontact © 2012
  33. 33. Social Campaigns helps you… achieve real business results achieve real business results drive social sharing drive social sharing engage your audience engage your audience grow your network grow your network33 #ctctsocial @constantcontact © 2012
  34. 34. agenda • why and how to engage on Facebook • running compelling social campaigns • 5 steps to a great social campaign 1. create a great offer 2. have clear calls to action 3. publish + promote 4. see meaningful results 5. do it again • resources34 #ctctsocial @constantcontact © 2012
  35. 35. 1. create a great offer the #1 reason people like a Facebook Page is to receive the #1 reason people like a Facebook Page is to receive discounts, promotions and exclusive content discounts, promotions and exclusive content create a have clear publish + meaningful do it great offer call to action promote results again!35 #ctctsocial @constantcontact © 2012
  36. 36. 1. create a great offer are you: • selling a product? • offering a service? • promoting a cause? can you offer: • a discount? • exclusive content? • a sweepstakes? create a have clear publish + meaningful do it great offer call to action promote results again!36 #ctctsocial @constantcontact © 2012
  37. 37. ways offers can drive results Sell with E- Commerce create a have clear publish + meaningful do it great offer call to action promote results again!37 #ctctsocial @constantcontact © 2012
  38. 38. 1. what’s a great offer? • coupon/online discount • downloadable content: tips, whitepaper • video that gives an inside look at your biz • showcase seasonal specials • sweepstakes or contest • free consult or demo • sweepstakes or contest – gather email addresses create a have clear publish + meaningful do it great offer call to action promote results again!38 #ctctsocial @constantcontact © 2012
  39. 39. 2. create clear calls to action what do your customers need to do to make you successful? • visit your retail location • place orders online • call you to purchase or book your services • write a positive review • tell their friends • sign up for your email newsletter • learn more about what you offer • register for an event create a have clear publish + meaningful do it great offer call to action promote results again!39 #ctctsocial @constantcontact © 2012
  40. 40. 2. create clear calls to action Tell them what to do next! Tell them what to do next! Make it clear you want them Make it clear you want them to LIKE you. to LIKE you. create a have clear publish + meaningful do it great offer call to action promote results again!40 #ctctsocial @constantcontact © 2012
  41. 41. encourage fans to join your list• create a custom email marketing list for future engagement create a have clear publish + meaningful do it great offer call to action promote results again!41 #ctctsocial @constantcontact © 2012
  42. 42. 3. promote your social campaign • promote your social campaign in your Facebook timeline • create a name for your custom tab • post about it on Facebook create a have clear publish + meaningful do it great offer call to action promote results again!42 #ctctsocial @constantcontact © 2012
  43. 43. 3. publish + promote everywhere!share your socialcampaign: • in an email newsletter • at your store/POS • on all your social networks • on your personal profiles • in a blog post • Facebook ads and Sponsored Stories create a have clear publish + meaningful do it great offer call to action promote results again!43 #ctctsocial @constantcontact © 2012
  44. 44. 90% of traffic to your offer comes from promotion Source: TechCrunch.com create a have clear publish + meaningful do it great offer call to action promote results again! *Techcrunch stats, even before Timeline was44 #ctctsocial @constantcontact implemented © 2012
  45. 45. build a full promotion planmost successful socialcampaigns run for atleast 1-2 weeks. from our Social Campaigns Playbook create a have clear publish + meaningful do it great offer call to action promote results again!45 #ctctsocial @constantcontact © 2012
  46. 46. schedule your posts • sit down with a calendar – create posts for different milestones during your social campaign – deadline reminders – updates on # of downloads – fan count – share photos or video • short on time? schedule your posts in Facebook or HootSuite • encourage social sharing create a have clear publish + meaningful do it great offer call to action promote results again!46 #ctctsocial @constantcontact © 2012
  47. 47. consider Facebook Ads andSponsored Stories create a have clear publish + meaningful do it great offer call to action promote results again!47 #ctctsocial @constantcontact © 2012
  48. 48. 4. see meaningful results with SocialCampaigns reports • engagement and audience growth – new Facebook fans – new email contacts • share stats – total shares – Facebook shares – Twitter – LinkedIn – email create a have clear publish + meaningful do it great offer call to action promote results again!48 #ctctsocial @constantcontact © 2012
  49. 49. 4. see meaningful results with SocialCampaigns reports % of visitors who also clicked % of visitors who also clicked a a link within the campaign link then also shared your campaign see how many people are clicking on each of the links on your Social Campaign Page create a have clear publish + meaningful do it great offer call to action promote results again!49 #ctctsocial @constantcontact © 2012
  50. 50. see what works: Facebook Insights find Insights in your Facebook admin panel create a have clear publish + meaningful do it great offer call to action promote results again!50 #ctctsocial @constantcontact © 2012
  51. 51. see what works: Facebook Insights use Facebook’s Insights tool to track activity & engagement create a have clear publish + meaningful do it great offer call to action promote results again!51 #ctctsocial @constantcontact © 2012
  52. 52. don’t forget to listen • social campaigns start the conversation • listen and respond to comments on your page create a have clear publish + meaningful do it great offer call to action promote results again!52 #ctctsocial @constantcontact © 2012
  53. 53. address and encourage “positivity”• positive comments are an opportunity – spread the message• respond…say “thank you”!• answer questions• share comments through other marketing channels -- Yelp aggregate rankings of businesses, 9/2009• consider rewarding “positive posters” create a have clear publish + meaningful do it great offer call to action promote results again!53 #ctctsocial @constantcontact © 2012
  54. 54. turn negativity into a great experience• always reach out to the customer – by phone or private message if possible• show your network that you are addressing the issue• respond positively, publically (if appropriate)• always seek to understand, satisfy and delight – not defend create a have clear publish + meaningful do it great offer call to action promote results again!54 #ctctsocial @constantcontact © 2012
  55. 55. 5. do it again • good marketers plan for the future! • run a steady stream of social campaigns throughout the year • mix it up! – access to an event – exclusive content – limited time offer – holiday special – video • always encourage fans to share offers with their friends! create a have clear publish + meaningful do it great offer call to action promote results again!55 #ctctsocial @constantcontact © 2012
  56. 56. agenda • why and how to engage on Facebook • running compelling social campaigns • 5 steps to a great social campaign • resources56 #ctctsocial @constantcontact © 2012
  57. 57. resources for listening and posting track your page Insights read fan comments reply from your Inbox57 #ctctsocial @constantcontact © 2012
  58. 58. Social Campaigns playbook www.constantcontact-socialplaybook.com58 #ctctsocial @constantcontact © 2012
  59. 59. Social Campaigns worksheet59 #ctctsocial @constantcontact © 2012
  60. 60. we make social simple (online)www.constantcontact.com >>Social Campaigns >>Social Media Marketing Strategy Resources60 #ctctsocial @constantcontact © 2012
  61. 61. 4 things you can do today… 1. create a compelling offer, place it on a custom landing page 2. promote the offer to your email subscribers, fans, followers and connections 3. keep fans involved with special offers and quality, engaging content that is relevant to your business 4. integrate with email marketing and other social networks to drive awareness and participation with the click of a button61 #ctctsocial @constantcontact © 2012
  62. 62. next steps… Get started for free! Begin running Social Campaigns on Facebook today! Arm yourself with the tools, playbook, and coaching to get your first Social Campaign in front of your email subscribers and social networks. Call a coach at (855) 825-0404 Or visit www.constantcontact.com/social62 #ctctsocial @constantcontact © 2012

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