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    Facebook Marketing:
       An Hour A Day




@marismith   @ctreada   @facebookmktg
Tweet & Like!

                Feel free to tweet!!
               @marismith | @ctreada
                 @facebookmktg

         And join our fan page for the book:
           facebook.com/marketingbook
                          +
              facebook.com/marismith


                          2
  @marismith
Facebook Marketing book

                Introduction
 • Meet Chris Treadaway & Mari Smith




                     3
 @marismith
Why market on Facebook:
  – #1 social network in the world
  – ~500 million active users (logged on during
    past 30 days)
  – Half logon daily
  – Average session time = 55 minutes
  – Global reach: 70% = outside United States
  – 68% of US Facebook users “more likely to buy
    on a positive Facebook friend referral”
    [eMarketer | Morpace]




  @marismith                4
Your objective:
 • What is your primary objective in building
   a presence on Facebook?
   – Create an "outpost" for our fans to connect
     with us.
   – Build our email list.
   – Increase product sales.
   – Improve customer service.
   – Raise brand awareness.
   – Crowdsource new products.
   – Other.



   @marismith             5
Using Your Profile for Business:

 • Primary reason to use for professional
   networking:
   – NEWS FEED:




   @marismith           6
Facebook’s Best Features




                Fan Page & Ads!




   @marismith                     7
Fan Page: begin with a checklist

 •   Target Market
 •   Objective
 •   Strategies to implement
 •   Technologies
 •   Track & Measure
     results




     @marismith         8
5 Strategy Approach

 • Developing FIVE primary fan page
   strategies
   – First – your clear Objective(s)
   – Design Strategy
   – Content Strategy
   – Promotion Strategy
   – Engagement Strategy
   – Conversion Strategy



   @marismith              9
Add custom content




   @marismith        10
Sample Landing Tab




   @marismith        11
Be Customer-Centric
 • Hallmarks of a customer-centric fan page:
   – Non-fans land on a unique tab
   – Wall tab shows Posts by page and fans
   – Wall posts turned on (posts, photos, videos, links)
   – Prompt commenting
   – Personalized
   – Relevant content
   – Variety of content
   – Daily updates


   @marismith               12
Facebook Social Plugins




  @marismith              13
Grow Your Tribe




            SocialMediaExaminer.com
       21 Creative Ways To Increase Your Facebook Fanbase




   @marismith                                               14
Metrics – Everything is Measurable



                         • What do you measure? How?
                         • Where is the data?
                         • How hard is it to collect the data
                           regularly?
                         • What will you do with the data?
                         • Why do you need it?




                             Like Us!
  @ctreada   http://www.facebook.com/marketingbook
Types of Metrics

             Operations – are you maintaining your presence?

             • Measure activity that YOU control
             • Posts, Responses, Customer Service

             Outcomes – how do customers respond to you?

             • Measure activity of users who respond to your efforts
             • Apathy, Interest, Engagement

             Demographics – where does your offer resonate?

             • Measure which of your users respond best
             • Gender, Age, Geography

             Demand Gen – how do your investments help?

             • Measure how $$$ investments in advertising affect outcomes
             • CPM, CPC Advertising




                                                   Like Us!
  @ctreada                         http://www.facebook.com/marketingbook
Outcomes
 Metric          Asset                       Why is it important?        Where is it found?
 Unique Users    Web page                    How many distinct people    Web analytics
                                             do you reach?               package
 Page Views      Web page                    How many pages are          Web analytics
                                             viewed on your site?        package

 Bounce Rate &   Web page, Facebook          How often do people         Web analytics
 Time Spent                                  come to a site &            package
                                             immediately leave?
 # of “Fans”     Facebook page               How many people identify    Insights
                                             with your brand?
 ContentLikes    Facebook page               How often do people         Insights
                                             endorse your content?
 Wall Posts &    Facebook page               How much do people post     Insights
 Comments                                    content &comment?
 Post Quality    Facebook page               % fans who comment +        Insights
                                             comparison to like pages
 Unsubscribes    Facebook, e-mail            # of people who disengage   Insights
                                            Like Us!
 @ctreada                   http://www.facebook.com/marketingbook
Derivative Metrics

 • Metrics not explicitly communicated, but critical
   to tell how healthy a campaign is
      – Time-series (measure on per day basis)
      – Relative (measure relative to your growth)
      – Moving averages (measure over time)

             Metric                             Insight
             Fans attracted per day             Day to day popularity
             Page Views per Unique User         Stickiness of site/FB Page
             Fans added per day - 28 DMA        Running 28 day trend of
                                                popularity



                                              Like Us!
  @ctreada                    http://www.facebook.com/marketingbook
Time Series vs. Moving Averages




                             Like Us!
  @ctreada   http://www.facebook.com/marketingbook
Example: Demand Gen Metrics

 Testing Ad Copy                                  Testing Geographies
 • 4 variations of ad copy                        • Running ad in 4 English
                                                     speaking countries
            Eat at                                       –   Canada
                       I like Joe’s
            Joe’s!
                                                         –   Australia
            Joe’s is   Joe cooks                         –   United Kingdom
             Good        best                            –   United States
                                                  • Do cultural differences
 • Gender test for 4th variant                      impact ad performance &
     – Male vs. female response                     efficient ad spend?
       rates



                                              Like Us!
 @ctreada                     http://www.facebook.com/marketingbook
Eat at Joe’s!    I like Joe’s             Eat at Joe’s!    I like Joe’s

                 Joe cooks                                 Joe cooks
Joe’s is Good                            Joe’s is Good
                   best                                      best
                 Joe cooks                                 Joe cooks
                   best                                      best




 A/B Test with 20 different combinations!!


 Eat at Joe’s!    I like Joe’s             Eat at Joe’s!    I like Joe’s

                  Joe cooks                                 Joe cooks
 Joe’s is Good                            Joe’s is Good
                    best                                      best
                  Joe cooks                                 Joe cooks
                    best                                      best




                                 Like Us!
                 http://www.facebook.com/marketingbook
c       c




                                        c




                                c




                Like Us!
http://www.facebook.com/marketingbook
                                 c      c
Comparing Ads with Metrics




                            Like Us!
            http://www.facebook.com/marketingbook
Eat at Joe’s!    I like Joe’s             Eat at Joe’s!    I like Joe’s

                 Joe cooks                                 Joe cooks
Joe’s is Good                            Joe’s is Good
                   best                                      best
                 Joe cooks                                 Joe cooks
                   best                                      best




 A/B Test with 20 different combinations!!


 Eat at Joe’s!    I like Joe’s             Eat at Joe’s!    I like Joe’s

                  Joe cooks                                 Joe cooks
 Joe’s is Good                            Joe’s is Good
                    best                                      best
                  Joe cooks                                 Joe cooks
                    best                                      best




                                 Like Us!
                 http://www.facebook.com/marketingbook
I like Joe’s

                                        Joe’s is Good

                                                        Joe cooks
                                                          best




A/B Test yields 6 optimized ad campaigns


                 I like Joe’s

Joe’s is Good

                 Joe cooks
                   best




                                Like Us!
                http://www.facebook.com/marketingbook
Like Us!
http://www.facebook.com/marketingbook
Cross-Channel Marketing Metrics




                            Like Us!
            http://www.facebook.com/marketingbook
Keys to Success with Metrics

 •   Pick your battles
 •   Build a dashboard & don’t rely on Insights
 •   Collect data religiously
 •   Rely on time-series data
 •   Visualize the results
 •   Scrutinize your efforts



                                   Like Us!
                   http://www.facebook.com/marketingbook
Questions




  Blog: marismith.com                Blog: http://blog.noticetechnologies.com
  Twitter: @marismith                                        Twitter: @ctreada
  Fan Page: facebook.com/marismith   Fan Page: facebook.com/marketingbook




                                                                                 29

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Facebook Marketing - Presentation for Jay Berkowitz

  • 1. present Facebook Marketing: An Hour A Day @marismith @ctreada @facebookmktg
  • 2. Tweet & Like! Feel free to tweet!! @marismith | @ctreada @facebookmktg And join our fan page for the book: facebook.com/marketingbook + facebook.com/marismith 2 @marismith
  • 3. Facebook Marketing book Introduction • Meet Chris Treadaway & Mari Smith 3 @marismith
  • 4. Why market on Facebook: – #1 social network in the world – ~500 million active users (logged on during past 30 days) – Half logon daily – Average session time = 55 minutes – Global reach: 70% = outside United States – 68% of US Facebook users “more likely to buy on a positive Facebook friend referral” [eMarketer | Morpace] @marismith 4
  • 5. Your objective: • What is your primary objective in building a presence on Facebook? – Create an "outpost" for our fans to connect with us. – Build our email list. – Increase product sales. – Improve customer service. – Raise brand awareness. – Crowdsource new products. – Other. @marismith 5
  • 6. Using Your Profile for Business: • Primary reason to use for professional networking: – NEWS FEED: @marismith 6
  • 7. Facebook’s Best Features Fan Page & Ads! @marismith 7
  • 8. Fan Page: begin with a checklist • Target Market • Objective • Strategies to implement • Technologies • Track & Measure results @marismith 8
  • 9. 5 Strategy Approach • Developing FIVE primary fan page strategies – First – your clear Objective(s) – Design Strategy – Content Strategy – Promotion Strategy – Engagement Strategy – Conversion Strategy @marismith 9
  • 10. Add custom content @marismith 10
  • 11. Sample Landing Tab @marismith 11
  • 12. Be Customer-Centric • Hallmarks of a customer-centric fan page: – Non-fans land on a unique tab – Wall tab shows Posts by page and fans – Wall posts turned on (posts, photos, videos, links) – Prompt commenting – Personalized – Relevant content – Variety of content – Daily updates @marismith 12
  • 13. Facebook Social Plugins @marismith 13
  • 14. Grow Your Tribe SocialMediaExaminer.com 21 Creative Ways To Increase Your Facebook Fanbase @marismith 14
  • 15. Metrics – Everything is Measurable • What do you measure? How? • Where is the data? • How hard is it to collect the data regularly? • What will you do with the data? • Why do you need it? Like Us! @ctreada http://www.facebook.com/marketingbook
  • 16. Types of Metrics Operations – are you maintaining your presence? • Measure activity that YOU control • Posts, Responses, Customer Service Outcomes – how do customers respond to you? • Measure activity of users who respond to your efforts • Apathy, Interest, Engagement Demographics – where does your offer resonate? • Measure which of your users respond best • Gender, Age, Geography Demand Gen – how do your investments help? • Measure how $$$ investments in advertising affect outcomes • CPM, CPC Advertising Like Us! @ctreada http://www.facebook.com/marketingbook
  • 17. Outcomes Metric Asset Why is it important? Where is it found? Unique Users Web page How many distinct people Web analytics do you reach? package Page Views Web page How many pages are Web analytics viewed on your site? package Bounce Rate & Web page, Facebook How often do people Web analytics Time Spent come to a site & package immediately leave? # of “Fans” Facebook page How many people identify Insights with your brand? ContentLikes Facebook page How often do people Insights endorse your content? Wall Posts & Facebook page How much do people post Insights Comments content &comment? Post Quality Facebook page % fans who comment + Insights comparison to like pages Unsubscribes Facebook, e-mail # of people who disengage Insights Like Us! @ctreada http://www.facebook.com/marketingbook
  • 18. Derivative Metrics • Metrics not explicitly communicated, but critical to tell how healthy a campaign is – Time-series (measure on per day basis) – Relative (measure relative to your growth) – Moving averages (measure over time) Metric Insight Fans attracted per day Day to day popularity Page Views per Unique User Stickiness of site/FB Page Fans added per day - 28 DMA Running 28 day trend of popularity Like Us! @ctreada http://www.facebook.com/marketingbook
  • 19. Time Series vs. Moving Averages Like Us! @ctreada http://www.facebook.com/marketingbook
  • 20. Example: Demand Gen Metrics Testing Ad Copy Testing Geographies • 4 variations of ad copy • Running ad in 4 English speaking countries Eat at – Canada I like Joe’s Joe’s! – Australia Joe’s is Joe cooks – United Kingdom Good best – United States • Do cultural differences • Gender test for 4th variant impact ad performance & – Male vs. female response efficient ad spend? rates Like Us! @ctreada http://www.facebook.com/marketingbook
  • 21. Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s Joe cooks Joe cooks Joe’s is Good Joe’s is Good best best Joe cooks Joe cooks best best A/B Test with 20 different combinations!! Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s Joe cooks Joe cooks Joe’s is Good Joe’s is Good best best Joe cooks Joe cooks best best Like Us! http://www.facebook.com/marketingbook
  • 22. c c c c Like Us! http://www.facebook.com/marketingbook c c
  • 23. Comparing Ads with Metrics Like Us! http://www.facebook.com/marketingbook
  • 24. Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s Joe cooks Joe cooks Joe’s is Good Joe’s is Good best best Joe cooks Joe cooks best best A/B Test with 20 different combinations!! Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s Joe cooks Joe cooks Joe’s is Good Joe’s is Good best best Joe cooks Joe cooks best best Like Us! http://www.facebook.com/marketingbook
  • 25. I like Joe’s Joe’s is Good Joe cooks best A/B Test yields 6 optimized ad campaigns I like Joe’s Joe’s is Good Joe cooks best Like Us! http://www.facebook.com/marketingbook
  • 27. Cross-Channel Marketing Metrics Like Us! http://www.facebook.com/marketingbook
  • 28. Keys to Success with Metrics • Pick your battles • Build a dashboard & don’t rely on Insights • Collect data religiously • Rely on time-series data • Visualize the results • Scrutinize your efforts Like Us! http://www.facebook.com/marketingbook
  • 29. Questions Blog: marismith.com Blog: http://blog.noticetechnologies.com Twitter: @marismith Twitter: @ctreada Fan Page: facebook.com/marismith Fan Page: facebook.com/marketingbook 29