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Facebook: Beyond Fundamentals - Michael Weisfeld


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Facebook: Beyond Fundamentals

With announcements in late April 2010, Facebook changed the game again. Their "open graph" and "social plugins" extend the already rich feature set offered by this massively adopted platform. Learn how to leverage the power Facebook platform to add amazing social features to your website and online presence.

* Mike Weisfeld, Director of Social Media, BusinessOnline

Published in: Education, Technology, Business
  • Muy buena presentación para comprender como gestionar una pagina de fans en Facebook. Great Presentation about how to do marketing in social network.
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  • Buena presentación para entender como manejar una página en facobook
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  • great presentation about how to do marketing in FB using AIDAA framework
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Facebook: Beyond Fundamentals - Michael Weisfeld

  1. 1. Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI<br />June 2010<br />Presented by: Michael Weisfeld<br />
  2. 2. Michael Weisfeld – Senior Strategist<br />“Big 5” Management consulting background<br />Online marketing industry since 2002<br />Expertise:<br />Strategy <br />Social Media <br />SEM <br />Usability <br />September 13-15, 2009<br />2<br />
  3. 3. Facebook Fan Page Experience<br />September 13-15, 2009<br />3<br />Sample of clients we’ve worked with to launch fan pages …<br />Watkins Hot Spring Spas <br />Bumble Bee Food’s BeeWell Miles<br />American Red Cross Blood Donors<br />
  4. 4. Agenda<br />Facebook Introduction<br />Platform Constantly Changing<br />Monetization vs. ROI<br />AIDAA Model for Facebook<br />Awareness<br />Interest<br />Desire<br />Action<br />Advocacy<br />Optimization<br />Resources<br />Monitoring and Reporting<br />Conclusion <br /> September 13-15, 2009<br />4<br />Follow the BusinessOnLine Social Media team on Twitter at:<br />@BOLSocial<br />if Tweetting about this session, please use this hashtag:<br />#OMSFB<br />
  5. 5. Schedule a Social Media Lab<br />September 13-15, 2009<br />5<br /><ul><li>Schedule a Complementary Social Media Lab
  6. 6. Review an audit of your Facebook Page
  7. 7. Discuss different Facebook related tactics that can help satisfy your marketing objectives </li></ul><br />
  8. 8. Facebook Fan Page Experience<br />September 13-15, 2009<br />6<br />Audience Participation<br />Raise your hand if you have used a Facebook fan page as part of your marketing mix.<br />
  9. 9. Facebook Introduction<br />Astonishing Statistics & Online Social Hub<br /><br />September 13-15, 2009<br />7<br />
  10. 10. Facebook Explosion<br />135,000,000<br />unique visits<br />Highest record in the site’s history<br />
  11. 11. To put it in context …<br />Facebook Market Share of Visits Tops Google’s<br />
  12. 12. Facebook Explosion<br />400,000,000+<br />registered users<br />The number of people actively using Facebook – equivalent to the population of Indonesia, the world’s fifth-most populous country<br /> (04.2010)<br />
  13. 13. Facebook Explosion<br />5,000,000,000<br />min per day<br />The number of minutes spent on Facebook each day<br />Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09<br />
  14. 14. Facebook Explosion<br />1,000,000,000<br />posts per week<br />The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook<br />Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09<br />
  15. 15. Average User Activities<br />> 55 min<br />per day<br /><br />
  16. 16. Game changer!<br />Should the web really connect people’s identities and preferences?<br />
  17. 17. Users Reaction to Privacy Issues<br />People have expressed their dissatisfaction with Facebook, but still visit the website.<br />
  18. 18. Facebook Platform<br />A Holistic Perspective<br />
  19. 19. Social Media Broadcast System<br />
  20. 20. Social Media Broadcast System<br />September 13-15, 2009<br />18<br />Facebook<br />
  21. 21. Multiple forms of Facebook<br />19<br />
  22. 22. Facebook Web Application Platform<br />September 13-15, 2009<br />20<br />Facebook Domain<br />Web Server Domain<br />Data Path<br />Facebook<br />Database<br />
  23. 23. Facebook Web Application Platform<br />
  24. 24. Facebook Homepage<br />Last updated: February 2010<br />
  25. 25. Facebook Homepage Heat Map<br />
  26. 26. Major Announcements from f8<br />“Like” button<br />Open Graph protocol<br />Graph API<br />"We will keep focused on achieving our mission of giving people the power to share and making the world more open and connected.“<br />- Mark Zuckerberg<br />
  27. 27. Showcase – very cool sites<br />30+ websites partnered with Facebook to implement the new features<br /><br />
  28. 28. Getting value from Facebook<br />Monetization vs. ROI<br /><br />September 13-15, 2009<br />26<br />
  29. 29. Monetization vs. ROI<br />ROI<br />Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook <br /> September 13-15, 2009<br />27<br />Monetization<br />Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform <br />
  30. 30. Monetization vs. ROI<br />ROI<br />Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook <br /> September 13-15, 2009<br />28<br />Monetization<br />Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform <br />
  31. 31. Targeted Objectives<br />Lead Generation<br />Brand Awareness<br />Campaign Promotion<br />Brand Reputation<br />Brand Loyalty<br />Customer Support<br />Conversions <br />Identifying Influencers<br />Target Audience Insights<br />September 13-15, 2009<br />29<br />
  32. 32. AIDAA Model for Facebook<br />30<br />a<br />Goals<br />Phase<br />wareness<br />Get a visit<br />i<br />nterest<br />Become a fan<br />d<br />esire<br />Engagement<br />Interaction<br />a<br />ction<br />Website Visit (referral)<br />Conversion <br />a<br />dvocacy<br />Promote<br />Publish<br />
  33. 33. Awareness <br />Getting a Visit<br /><br />September 13-15, 2009<br />31<br />
  34. 34. Awareness<br />Objective:<br />Gain a visit to your Facebook page, event, application advertisement or other initiatives.<br />Tactics:<br />Cross Promotions with webpage, other Facebook pages, Twitter and other social media sites<br />Facebook Ads<br />Fan Boxes<br /> September 13-15, 2009<br />32<br />awareness<br />awareness<br />
  35. 35. Social Media Cross Promotion<br /> September 13-15, 2009<br />1<br />Home Page Promotion<br />Cross promote your Facebook page on your home page. Make the call to action distinct and noticeable.<br />1<br />2<br />Favorite Pages <br />Use the Favorite Pages application on other Facebook Pages that you admin.<br />3<br />2<br />Twitter & Others<br />Promote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc.<br />3<br />
  36. 36. Marketing Collateral Cross Promotion<br />Newsletters<br />Invite fans to talk about articles or share their thoughts on your fan page.<br />Email Blasts <br />Dedicated campaign to your customer base requesting they become a fan. <br />Signage & Receipts<br />Subtle reminders of offline collateral.<br />
  37. 37. Facebook Ads<br />Website Ads <br />Directs users off Facebook and onto a specified landing page on a website.<br />1<br />3<br />Interactive Ads<br />Integrated social activities interactive ads for the Facebook fan page.<br />4<br />2<br />4<br />Fan Page Ads<br />Directs users to the Facebook fan page. Allows users to become a fan directly from the ad.<br />Skyscraper Banner Ads<br />The image rich ad provides more branding and a link to a landing page.<br />1<br />2<br />3<br />
  38. 38. Fan Boxes<br />1<br />1<br />1<br />The Fan Box<br />A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website<br />3<br />2<br />Fans/Friends<br />Users can see how many fans you have on the page and some of their friends that have become fans<br />3<br />Recent Wall Posts<br />Users can see recent posts from the wall, which update in real time based on the activity on the Facebook page<br />2<br />
  39. 39. Interest<br />Becoming a Fan<br /><br /> September 13-15, 2009<br />37<br />
  40. 40. Interest<br />Objective:<br />Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group<br />Tactics:<br />Facebook Fan Page<br />Consistent, substantial content on the wall <br />Facebook Group<br />Applications<br />Event Page<br />interest<br />interest<br />
  41. 41. Fan Pages vs. Groups<br />
  42. 42. Community Pages<br /><ul><li>Generated via Likes
  43. 43. Related Posts from Friends
  44. 44. Related Global Posts
  45. 45. WikipediaIntegration</li></li></ul><li>Fan Page Tabs <br />A maximum of 6 tabs can show at a time<br />Tabs 7+ are only accessible via arrow at the right of the tabbed navigation<br />There are 3 types of tabs which allow for a variety of customization and functionality.<br />1<br />Default Tabs<br />Tabs 7+<br />2<br />3<br />Application Tabs<br />FBML Tabs<br />
  46. 46. Fan Page Tabs Comparison<br />low high<br />Customization<br />
  47. 47. Fan Pages Customization Examples<br />1<br />Exclusive Offers for Facebook Page Fans Only<br />The offer is not triggered unless the user becomes a fan first.<br />2<br />3<br />1<br />2<br />Embedded Search <br />Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for.<br />4<br />Facebook Share Button<br />The share button allows the user to easily share a specific content with their friends on Facebook.<br />3<br />4<br />Intriguing Product Listings<br />A list of promoted products that users can see on the Facebook page and links to a detailed product landing page for the specific product.<br />
  48. 48. Examples<br />
  49. 49. Third-Party Applications <br />Wildfire Apps<br />Contests/Promotions<br />Involver Apps<br />Content/Calls-to-Action<br />Tab Apps<br />Content Syndication<br />Note: Videos and photos should be showcased using the default Facebook application to retain fuel media consumption data on Facebook insights <br />
  50. 50. Tips for Group pages<br />1<br />Seed Discussion Board<br />Trigger conversation topics to drive interaction and questions.<br />2<br />2<br />Invite Friend’s to the Group<br />Member invitations are effective for quickly increasing the awareness of the group. <br />1<br />The Wall<br />Answer questions and provide brand updates via the wall.<br />3<br />3<br />4<br />Multimedia<br />Multimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group.<br />4<br />
  51. 51. Desire<br />Interaction & Engagement<br /><br /> September 13-15, 2009<br />47<br />
  52. 52. Desire<br />Objective:<br />Provide relevant content that promotes user interaction and engagement amongst each other and with the brand<br />Tactics:<br />Browse Page<br />Interactive Catalogs & Tools (surveys, polls, quizzes)<br />Wall Posts<br />Promotions/Contests/Applications<br />Social Context<br />desire<br />desire<br />
  53. 53. The Makings of a Facebook Team<br />Skill Sets<br />Strategist/Analyst <br />Graphics Designer<br />Web Coder <br />Customer Service Rep<br />Microblogger<br />Buzz Monitor<br />Personality<br />Creative<br />Professionally Social<br />Open to learning new technologies<br />Organized <br />Proactive<br />Detailed-oriented<br />
  54. 54. Develop a Content Strategy<br />Keep in mind your target personas<br />Consider your resources and budget<br />Establish an editorial calendar<br />
  55. 55. Example Types of Content<br />Tip: try various types of content and measure fan interaction<br />
  56. 56. Create Engaging Wall Posts<br />1<br />1<br />Targeted Messaging<br />Status updates can be directed to individuals from a specific location and speak a certain language.<br />2<br />Utilize Photos and Links<br />Updates with imagery is more likely to capture audience attention. <br />Individual Post Insights<br />Understand which types are generating the most feedback from fans in the form of comments and likes.<br />3<br />2<br />3<br />
  57. 57. Send Fan Updates from your Fan Pages<br />Targeting Tools:<br /><ul><li>location
  58. 58. demographics</li></ul>1<br />Attachments:<br /><ul><li> rich media
  59. 59. 3rd party apps content</li></ul>2<br />
  60. 60. Social Context (Personalization)<br />Social context is the application of a user’s social profile in determining what products and services are marketed to the user<br />Benefits to eCommerce<br />Promote products that interest the user<br />Create an association with fan and products / services<br />Create a more intimate relationship with the user<br />Generate buzz<br />
  61. 61. Social Context – Volkswagen<br />September 13-15, 2009<br />55<br />
  62. 62. Social Context – Volkswagen<br />
  63. 63. Social Context – Volkswagen<br />
  64. 64. Action<br />Making the Conversion<br /><br /> September 13-15, 2009<br />58<br />
  65. 65. Action<br />Objective:<br />Provide outlet channels where users can connect to a specific website landing page where a conversion can be made <br />Tactics:<br />FBML Tabs, Content Blocks, & Banners<br />Applications<br />Coupons / Sweepstakes / Contests<br />Interactive Catalogs<br />Landing Pages<br />action<br />action<br />
  66. 66. Call to Action Process<br />
  67. 67. Facebook Fan Coupon – Bumble Bee<br />
  68. 68. Facebook Fan Coupon – Bumble Bee<br />September 13-15, 2009<br />62<br />
  69. 69. Facebook Fan Coupon – Bumble Bee<br />September 13-15, 2009<br />63<br />
  70. 70. Interactive Catalogs – Staples/Target<br />September 13-15, 2009<br />64<br />
  71. 71. Applications – H&R Block<br />
  72. 72. Payvment – Third Party Store Front<br />Ecommerce solution on Facebook platform<br /> Product Management<br />Paypal Integration<br /> 20 currencies supported<br /> Order Management API<br />Free public beta release<br />More info:<br /><br />
  73. 73. Promotions – Facebook Guidelines<br />Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative.<br />You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook.<br />Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook.<br />Such as: Tag a photo, update status<br />Entry into your promotion CAN be conditioned by having people become a fan of the page.<br />Tab that becomes visible when user becomes a fan<br />Users can only enter the promotion from the applications tab (ie. third-party app or FBML tab)<br />
  74. 74. Advocacy<br />Spreading the Word<br /><br /> September 13-15, 2009<br />68<br />
  75. 75. Advocacy<br />Objective:<br />Provide content and tools that are easy for users to share and distribute through throughout the social media landscape<br />Tactics:<br />Wall Posts<br />Facebook Share<br />Member Invitations<br />Embeddable Widgets & Badges<br />Ratings & Reviews<br />advocacy<br />advocacy<br />
  76. 76. Facebook Connect<br />Solution for integrating Facebook features with a website.<br />Benefits:<br />User Authentication <br />Publish to news feed<br />Personalization<br />More Info on FB Connect:<br /><br /><br /><br />
  77. 77. Facebook Connect – BeeWell Miles<br />
  78. 78. Facebook Connect – Earned Media<br />September 13-15, 2009<br />72<br />Tip: Return on Investment (ROI)<br />Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement.<br />ROI = <br />News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)<br />
  79. 79. Faecbook Fan Badges - ARC<br />Allow fans and internal advocates to add a badge to their blog, website, or Facebook page <br /><br />
  80. 80. optimization<br />Meta Tagging with Keywords<br /><br />September 13-15, 2009<br />74<br />
  81. 81. Optimizing Search Engine Results<br />Keyword focus your “About Box”<br />
  82. 82. Assign Meta Data to Digital Assets<br />
  83. 83. Monitoring & Reporting<br />Forming Strategic Decisions <br /><br /> September 13-15, 2009<br />77<br />
  84. 84. Monitoring & Reporting <br />Objective:<br />Actively monitor and analyze data generated from Facebook activities<br />Define go forward strategies supported by these statistics<br />Tactics:<br />Facebook Insights<br />Google Analytics <br />Campaign URLs<br />monitoring<br />& reporting<br />
  85. 85. Facebook Insights<br />Data Provided:<br /><ul><li>Demographics
  86. 86. Page activity
  87. 87. Trends
  88. 88. Interactions
  89. 89. Tab views
  90. 90. External referrers
  91. 91. Media consumption</li></ul>For more information on Facebook Insights:<br /><br />
  92. 92. Domain-Facebook Analytics<br />
  93. 93. Domain-Facebook Analytics<br />Data Provided:<br /><ul><li>Likes
  94. 94. Shares
  95. 95. Trends
  96. 96. Pages Shared</li></li></ul><li>Campaign URLS For Outbound Links<br />Source: Facebook Page Name<br />Medium: Facebook Page Tab<br />Name: Description of the Link<br />7<br />Example:<br /><br />8<br />1<br />2<br />9<br />3<br />10<br />4<br />5<br />6<br />Note: to mask the long URL, utilize’s URL shortener<br />11<br />12<br />13<br />
  97. 97. Google Analytics <br />
  98. 98. conclusion<br />Wrap-up and parting thoughts<br /><br />September 13-15, 2009<br />84<br />
  99. 99. People Do A Lot on Facebook<br /><br />
  100. 100. In Summary<br />awareness<br />a<br />Goals<br />Activities (On Facebook)<br />Activities (Off Facebook)<br />Phase<br />Optimization, Monitoring & Reporting<br />Link to Facebook<br />Fan Box<br />Twitter & Others Updates<br />Get visit<br />Ads<br />Promotions<br />Newsfeed Impressions<br />Favorite Pages<br />interest<br />i<br />Become a fan<br />Group <br />Fan Page<br />Applications<br />Event Page<br />Wall Posts<br />Fan Box<br />desire<br />d<br />Engagement<br />Interaction<br />Browse Page<br />Interactive Catalogs & Tools (surveys, polls, quizzes)<br />Wall posts<br />Promotions/Contests<br />a<br />action<br />Landing Pages<br />Website Visit (referral)<br />Conversion <br />Landing Pages<br />Coupons<br />Promotions/Contests<br />FBML Banners<br />a<br />advocacy<br />Promote<br />Publish<br />Wall Posts<br />Facebook Share<br />Invite<br />Embeddable Widgets<br />Share<br />Invite<br />
  101. 101. Big Takeaways<br />Consider using paid ads for promotion<br />Add content giving fans something to do/read when on the page<br />Post a variety of content types and measure what trigger the most interaction from fans<br />Plug in RSS feeds from blogs and other platforms<br />Develop something transactional on your website to trigger fans to publish to their wall<br />Tag all transactions with website analytics codes to help with tracking<br />
  102. 102. Conclusion<br />Communication platform offering many capabilities for brands, even B2B.<br />Future of facebook? - new features and functionality<br />Stronger analytics insight<br />Real-time search<br />Virtual currency<br />ONLY BECOMING A MORE POWERFUL PLATFORM<br />
  103. 103. Community Participation Matrix<br />Review<br />Determine<br />Interested?:<br />Give me your business card and we will send in follow-up.<br />Discuss<br />
  104. 104. “Is Your Company Social” Webinar<br />Key Points of Interest<br />Elements of Social Media and Why It’s Important<br />Real World Examples of How Social Media Has Helped Accomplish Business and Marketing Objectives<br />Metrics and Key Performance Indicators to Measure Your ROI<br />Proven Strategies and Best-Practices for Executing a Social Media Campaign <br /><br />
  105. 105. Questions?<br />September 13-15, 2009<br />91<br />Follow the BusinessOnLine Social Media Team on Twitter:<br />Michael Weisfeld<br />@BOLSocial<br />P 619.699.0767 x247<br /> <br />Twitter: @mrweisfeld<br /><br /><br />