Facebook can be a key marketing channel for businesses. The main challenges are building a large fan base and leveraging value from Facebook users. To build fans, businesses should promote their Facebook page offline and online, run Facebook ads campaigns, and create fan-focused promotions. To leverage value, businesses should use their page for direct promotions, customer service, and branding. They can also create apps to collect user data, advertise on Facebook, and integrate Facebook features into their website. New tactics like clustering and open graph help drive targeted users and content sharing.

1. Facebook as a marketing tool
A few helpful tips…

2. Facebook has firmly established itself as a
key digital marketing and branding channel
for businesses of any size

3. The two main problems we see brands facing:
Building fans
Leveraging value from Facebook

4. Building Fans
A fan page with a low volume of fans
is potentially brand damaging and
means it is harder to leverage any
value directly out of Facebook users

5. Building Fans
Offline awareness
Make sure the Facebook Logo and your Fanpage URL is present on all your offline
media (Print, TV, Radio, Street media, Email signatures, business cards…..)
Use Facebook’s tools….such as the local businesses stickers:

6. Building Fans
Online
- Onsite
Ensure a link to your Fanpage is present throughout your website and other
online media
- Facebook Advertising (based on CPC pricing)
Develop a targeted Facebook “Like” advertising campaign for your page

7. Building Fans
Fan Building Specific Promotions
Develop a range of digital and offline promotions attracting new fans to your page…

8. Building Fans
Outsourcing Fan Building
Consider outsourcing your fan building activities to a specialist provider
Why?
Pay only per fans acquired (cost per like basis)
Build a fan base quickly (i.e. 30,000 in one week?)
Who?
Choose a service provider with Facebook credentials
Choose a service provider who invests in FB ad serving technology

9. Building Fans
Building Fans Checklist:
1. Offline promotion
2. Online promotion
3. Facebook Fan Building Advertising Campaign
4. Fan Building Focused Promotions

10. Leveraging Value
A Fanpage with a high volume of fans
is useless unless the fan base is
leveraged for value

11. Leveraging Value - Fanpage
Direct Promotional Tool
Develop a 6 month calendar of promotional messages in line with your brands overall
marketing strategy

12. Leveraging Value - Fanpage
Customer Service Tool
Quickly and publically answer as
many customer queries as you can
Promote your fans to help resolve
other customer’s issues

13. Leveraging Value - Fanpage
Branding Tool
Define strong brand language and interaction guidelines for the admins of your page

14. Leveraging Value - Applications
Facebook applications are one of the best data collection tools on
the internet. Using applications you can collect/access:
Name Hometown Facebook
Create a series of applications
places
inline with your promotional
calendar and with the aim of Gender Gender interest Users friend list
collecting valuable fan data Profile Location Current location Access to users
wall
Email address Favourite Pages user has
quotes liked
Username Religion Users posted
links
Account status URL of their Photos users
website tagged
Users blurb Work history Favourite TV
shows
Educational Profile URL Users own
history posts

15. Leveraging Value - Advertising
Use Facebook Advertising as you would Google PPC. Develop highly targeted
campaigns to drives sales and as a branding tool.
(following results from 77Agency Pathé cinema campaign)
To drive traffic and sales from PPC advertising
As a branding tool
“Total impressions served across 4 facebook ads campaigns over 6
Months of activity: 98.9 Million”

16. Leveraging Value - Advertising
Facebook offer wide variety of Facebook ads to fulfil different objectives:
Use Facebook engagement ads for branded viral advertising campaigns inline with your
promotional calendar
Connection Ad Comment Ad Gifting Ad
Event Ad Sampling Ad Polling Ad

17. Leveraging Value – Facebook Connect
Facebook offers a variety of free tools for brands to socialise your website
Integrate Facebook connect on your website. Use Open Graph to allow users to like
products and content throughout your website

18. Leveraging Value - Fanpage
Leveraging Value Checklist:
1. Develop a strong fanpage with on-going promotional messages
2. Create applications strategically to collect important user data
3. Use Facebook PPC Advertising to drive traffic and sales
4. Integrate Facebook Connect on your site

19. New Tactics
Facebook Clustering and Open Graph
1. We drive targeted 2. The user clicks 3. The user receives 4. The users clicks
users to an media “Like” your content feed on through to your website
object their wall

20. New Tactics
Facebook Offline Liking Technology

21. 77Academy’s Facebook courses our designed to help your
businesses get real and measurable value out of Facebook.
We have extensive experience training businesses of all sizes
to use Facebook in an effective and profitable way.
To find our more or to book a place on one of our courses visit
www.77academy.com/facebook-training