AllFacebook PR Secrets by Lisa Buyer and Dennis You

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For Immediate LIKE: A recent study indicates within 5 years social media will be the number two way to engage with customers (after face-to-face personal interaction). Ready to crush the competition? Learn how to easily leverage Facebook's Graph Search, organic timeline messaging with Facebook Ads as a means to garner publicity. Discover easy ways to publish and deliver company news that stands out in the newsfeed and position your brand as the expert source and thought leader. Learn what content and images works, how to fold existing and new public relations content into the Facebook strategy. This will focus on how brands can learn how to best become news publishers reporting from the Facebook Page.


May 30, 2013 – Lisa Buyer social PR Evangelist and author of the upcoming book Social PR Secrets and BliztMetrics’ Dennis Yu will join other top online marketing thought leaders at the AllFacebook Marketing Conference in San Francisco on June 5. The AllFacebook Marketing Conference will be held at The Hilton San Francisco Union Square and will provide attendees with an inside look at Facebook innovations and monetization issues impacting today's digital media and marketing experts. The event is designed to provide attendees with takeaways such as the latest intelligence and how-to knowledge, as well as effective strategies and tactics for acquiring fans, engaging followers, and amplifying campaigns.

Buyer’s session co-presented with BlitzMetrics Founder Dennis Yu is called “Facebook Messaging for Publicity” and will cover:

How to easily leverage Facebook's Graph Search

Organic timeline messaging with Facebook Ads as a means to garner publicity

Easy ways to publish and deliver company news that stands out in the newsfeed

How to position your brand as an expert source and thought leader

What content and images work

How to fold existing and new public relations content into the Facebook strategy

How brands can learn how to best become news publishers reporting from the Facebook Page

Quote from LIsa on Social PR and Facebook.

During the one-day event Lisa Buyer will be attending and reporting on the following sessions as part Social #PR Chat's upcoming editions:

Morning Keynote Panel: How To Navigate Facebook's Redesigned News Feed & Still Reach Fans with Mark Cooper of Offerpop, Patience Elfving-Yi of Kenshoo Social, Mike Maghsoud of PostRocket, Jesse Pujji of Ampush, Jordan Viator Slabaugh of Spredfast, and Justin Lafferty of AllFacebook (moderator)

Building Cross-Platform Viral Entertainment into Your Facebook Campaigns with Jong Woo of King.com

Mobile, Social & Local: Where Search, Influence, and Opportunity Meet a panel discussion with Scott Bain of Spruce Media, Stéphane Le Viet of Work4 Labs, Susie Erjavec Parker of SPARKER Strategy, Nick Shah of Ampush, Marcus Whitney of Moontoast, and Todd Tweedy of Avertech (moderator)

Social Media for B2B: Getting More Out Of Your Content Marketing a p

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  • Facebook Messaging for Publicityhttp://www.mediabistro.com/allfacebookmarketingconference/speakers.aspFor Immediate LIKE: A recent study indicates within 5 years social media will be the number two way to engage with customers (after face-to-face personal interaction). Ready to crush the competition? Learn how to easily leverage Facebook's Graph Search, organic timeline messaging with Facebook Ads as a means to garner publicity. Discover easy ways to publish and deliver company news that stands out in the newsfeed and position your brand as the expert source and thought leader. Learn what content and images works, how to fold existing and new public relations content into the Facebook strategy. This will focus on how brands can learn how to best become news publishers reporting from the Facebook Page.45min
  • As Graph Search is released to more and more users, we’re expecting:Search volumes to increase, since Graph Search one of the 3 pillars of Facebook, as mentioned by Zuck. Might search on Facebook be bigger and more effective than RHS (right-hand side ads)? We think  Graph Search expands search from a single term to social connectedness, geography, and actions. How will us marketers choose to serve ads within this framework? We think sponsored stories are even more important, since graph search is based on a user’s context ¾ what their friends have done.
  • AllFacebook PR Secrets by Lisa Buyer and Dennis You

    1. 1. Facebook Messaging for PublicityPresent ed byDennis Yu: dennis@blitzmetrics.com / @dennisyuLisa Buyer: lbuyer@thebuyergroup.com / @lisabuyer
    2. 2. Facebook is an addiction 2Photo byStewart Quealy@dennisyu@lisabuyer
    3. 3. 3Within 5 YearsSocial media will be the #2 way to engage with customers,after face-to-face personal interaction.@dennisyu@lisabuyer
    4. 4. 21Fuddruckers most engaging post gotover 34,000 likes and 1,100 comments!
    5. 5. 22The reason this post was so successfulwas that Fudds helped out acommunity after a tragic shooting, anda fan decided to thank them.These types of scenarios are a perfectway to use social media to amplify thegood things you do in real life.But the post wasn’t from Fuddruckers. It was from a loyal fan.
    6. 6. 23Who are Fudd’s Top Fans by Participation?
    7. 7. 24Which fans are the most influential?
    8. 8. 25Meet Heather.Winner of Fudd’s top post.Heather Orlowski, the fan who posted the top post,comes in 7th by number of total interactions, but she is by farthe most influential.Her influencer score is 100 times higher than the next personon that list - all thanks to her viral post.Fans by ParticipationFans by Influence
    9. 9. 26Heather’s post generated a spike in PTAT
    10. 10. 27There are many active peoplefor us to entertain or service.
    11. 11. 28Understand your audience…
    12. 12. 29Round Table Pizzacorrelates withFuddruckers fans.Not surprisingly,Johnny Rockets(known for their All-American Burger) hasan affinity withFuddruckers (knownfor their World’sGreatest Burger)Fuddruckers loves tohost birthday parties.And what their interests are.
    13. 13. 30Entice onlyyourBESTcustomersto identifythemselves.Why your fans are meaninglessoutside of facebook
    14. 14. 31Fuddruckers has an excellent retention rate – over 191days!
    15. 15. 32It’s the highest we’ve ever seen on any brand7% of the fan base are our ultra loyal fans, who have a retention of over 365 days33% of active fans made at least 2 interactions – that’s 8,900 people
    16. 16. 33@dennisyu@lisabuyer
    17. 17. 34Facebook is tackling both word of mouthand search discovery with Graph Search.@dennisyu@lisabuyer
    18. 18. 35@dennisyu@lisabuyerSearch volumes are increasing, since graph search is one of the three pillars of Facebook.
    19. 19. 36Graph Search expands search from a single term to socialconnectedness, geography, and actions.@dennisyu@lisabuyerGo search“AllFacebook”.
    20. 20. 37Facebook’s Best Kept Secret
    21. 21. 38Target people by the companies they work for…Dental Equipment Manufacturer:Software Technology Start-Up@dennisyu@lisabuyer
    22. 22. And by job title.39@dennisyu@lisabuyer
    23. 23. 40311,940 people who live in the United States who live in New Orleans, LA age 18 and older40 people who live in the United States who live in New Orleans, LA age 18 and older who work at Entergy Services, Inc.Workplace targeting is the most unparalleled feature Facebookmarketers have at their fingertips.@dennisyu@lisabuyer
    24. 24. 41Carri BugbeeSocial Media MarketingStrategist/OwnerBig Deal PR, Inc.“You cant get very far starting out on Facebook rightnow without spending $$ on advertising. Its no longerpossible to build critical mass without that. Its pay forplay. And depending upon the type of business, youllprobably need to offer deals now and then. FB definitelyrequires a bigger investment.”@dennisyu@lisabuyer
    25. 25. 42@dennisyu@lisabuyerSponsored Stories are even more importantsince Graph Search is based on a user’s context and ¾ what their friends have done.
    26. 26. 43PAGE POST ADS +SPONSORED STORIESCOMBOHow I Optimize Facebook Ad Campaigns In 15 Minutes Per Day@dennisyu@lisabuyer
    27. 27. 44Ho lly wo o d is a sking :“Is Facebook worth it?”Read the LA Times article here.@dennisyu@lisabuyer
    28. 28. 45We analyzed 9 billion page posts over a 60-dayperiod before and after the change.@dennisyu@lisabuyer
    29. 29. 4672% of movies and network TV shows haveexperienced a drop in the number of people who seetheir posts.@dennisyu@lisabuyer
    30. 30. 4723% of the biggest studio pages sawa reduction in “engaged” users.@dennisyu
    31. 31. 48The largest pages lost 45% of their traffic,followed by 36% for medium sized pages.@dennisyu@lisabuyer
    32. 32. 49Facebook Expert Dennis Yu on BreakingEdgerank & Creating Kick-A** AdsBreak Through EdgeRank Organically@dennisyu@lisabuyer
    33. 33. 50What we know for sure:Running ads gives an organic algorithmic boost…Sponsored Story – Page Likes Sponsored Story – Page Posts@dennisyu@lisabuyer
    34. 34. 51By increasing the organic and viral components.@dennisyu@lisabuyer
    35. 35. 52Nathan LatkaCo-Founder, CEO at Heyo"The best word of mouth comes from tangible events whereconsumers connect with your brand. Use these events as catalyststo drive social world of mouth and amplify engagement.@dennisyu@lisabuyer
    36. 36. 53For example, during a live webinar, we ask our community toengage with us through comments on a pinned Facebook statusupdate therefore increasing the reach of the page and PTAT. Asfollow up, theyll then vouch for the thought leadership we providethrough a Facebook milestone which serves as world class socialproof for the webinar and the Heyo product."@dennisyu@lisabuyer
    37. 37. 54@dennisyu@lisabuyer
    38. 38. 55Ali MostofianFounder | CEO at Orange Marketing:Digital Marketing and Strategy“Now you can manipulate any sponsored posts right throughyour Ads Manager on Facebook! You can change duration,time and also set up your own budget! Just click on boost poston your fan page, choose any budget, go to Ads Manager andedit your ad...Pretty nice and works well!”@dennisyu@lisabuyer
    39. 39. 56NEVER PROMOTE A POSTIMMEDIATELYWhy search PPC marketers are short-term thinkers@dennisyu@lisabuyer
    40. 40. 57Mari SmithTop Social Media Influencer,Author, SpeakerYou want people to see that interaction is organic, nothave the "sponsored" label. I typically wait a few hourssince the last comment.@dennisyu@lisabuyer
    41. 41. 58CUSTOM AUDIENCETARGETINGLet the CAT Out!Let the CAT out of the bag!@dennisyu@lisabuyer
    42. 42. 59Target your opportunities with CAT.@dennisyu@lisabuyer
    43. 43. 60FACEBOOK EXCHANGE(FBX)Remarketing bridges the gap from visitor to customer.Dennis Yu on Ads Impact on Organic,Facebook Retargeting, and Local Business@dennisyu@lisabuyer
    44. 44. Recapture users who visited your site,but didn’t enter their zipcode.@dennisyu@lisabuyer
    45. 45. Show your site visitors your ads on the web.@dennisyu@lisabuyer
    46. 46. How Facebook Exchange (FBX) Works:@dennisyu@lisabuyer
    47. 47. 64How Rosetta Stone optimized from $21a fan to $1.40 a fan and millions inrevenue.C A S E S T U D Y@dennisyu@lisabuyer
    48. 48. 65OBSERVATION #1Use in-line likes.OBSERVATION #2:Write short wall posts.OBSERVATION #3:Ask questions.Don’t just make statements.@dennisyu@lisabuyer
    49. 49. 66OBSERVATION #4:Run your acquisition,retention, and organiccampaigns at the same time.Observation #5:Branding is great,but revenue is better.@dennisyu@lisabuyer
    50. 50. ROIAwareness: Amplify whatactually works to engagefans.Engagement: Once users areengaged, collect emails toincrease conversions.Conversion: Increasingsocial visits to yourwebsite increases sales.67Social media is at the top of the funnel, so you are aligning yourmessaging with the levels of engagement along the way.@dennisyu@lisabuyer
    51. 51. 68Extra CreditTOP TIPS FROM BLITZ@dennisyu@lisabuyer
    52. 52. 69Blitz Tips:• Search ads run to an iframed page with retargeting.• Search ads to steal competitor traffic.• Offsite pixel for CPA bidding.• Conversion specs used with Optimized CPM to optimize ad delivery forspecific actions.• Place ads in mobile for maximum engagement.• Onion Targeting is smart interest multiplication.• Prune ads with broad category targeting.• Partner Targeting to run ads based on user’s shopping behavior.• PTAT to detect competitive ad spend.• Facebooks Power Editors special features.• Target users by the companies they work for and by job title.
    53. 53. 70Tips from the Pros:• You can’t get very far on Facebook without spending money on advertising. It’spay or play. FB definitely requires a bigger investment.– Carri Bugbee, Big Deal PR• The best word of mouth comes from tangible eventswhere consumers connect with your brand.– Nathan Latka, Heyo• Now you can manipulate any sponsored postsright through your Ads Manager on Facebook!- Ali Mostofian, Orange Marketing• Never promote a post immediately. You want people to see that interaction isorganic, not have the “sponsored” label.- Mari Smith, Top Social Media Influencer
    54. 54. 71Lisa Bu y er,lbuyer@thebuyergroup.com@lisabuyerD ennis Yudennis@blitzmetrics.com@dennisyu

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