New England Expo


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New England Expo

  1. 1. Twitter: @rubenq Creating & Sustaining Winning Fan Page on Facebook Ruben Quinones, Director of New Media May 25 th , 2011 • John B. Hynes Convention Center Twitter: @rubenq #NewEnglandXPO
  2. 2. Who We Are <ul><li>Strategic Online Marketing Approach </li></ul><ul><li>SEO, Social Media & Pay-Per-Click management </li></ul><ul><li>Industry leading technology for managing, optimizing & tracking search based campaigns </li></ul>Some Brands We Have Worked With Twitter: @rubenq #NewEnglandXPO
  3. 3. Lead Funnel – Search Vs. Social Awareness Favorability Consideration Intent to Purchase Purchase Twitter: @rubenq #NewEnglandXPO
  4. 4. Intent Vs. Propensity VS @rubenq @pathinteractive #w2e VS Twitter: @rubenq #NewEnglandXPO
  5. 5. Incentives Website Conversions Facebook Ads Causes Twitter: @rubenq #NewEnglandXPO
  6. 6. Some Reasons Why Businesses Fail on Facebook <ul><li>Assuming Facebook is a purely a direct response vehicle </li></ul><ul><li>Underestimate investment of time </li></ul><ul><li>Don’t produce, or don’t produce enough content to fuel their page </li></ul><ul><li>Failure to synergize all existing media outlets </li></ul>Twitter: @rubenq #NewEnglandXPO
  7. 7. Creating A Facebook Business Page – Search Tips The About Box Provide some relevant keywords along with a good description. Twitter: @rubenq #NewEnglandXPO
  8. 8. Creating A Facebook Business Page Search Tips The Info Button, another opportunity for relevant key terms. Twitter: @rubenq #NewEnglandXPO
  9. 9. Making The Most of Your Page VS Twitter: @rubenq #NewEnglandXPO
  10. 10. Making The Most of Your Page @rubenq @pathinteractive #w2e S Make the most out of your logo. Twitter: @rubenq #NewEnglandXPO
  11. 11. Announcing Your Page What is typically done - suggest to friends Gets lost in your Facebook mail @rubenq @pathinteractive #w2e Twitter: @rubenq #NewEnglandXPO
  12. 12. Announcing Your Page @rubenq @pathinteractive #w2e Send them an email directly Twitter: @rubenq #NewEnglandXPO
  13. 13. Applications & App Providers @rubenq @pathinteractive #w2e Twitter: @rubenq #NewEnglandXPO
  14. 14. Applications– RSS Graffiti When You need to schedule – Apps like RSS Graffiti, Social RSS & Hootsuite automatically publishes to your feed. Set a delay time, and a schedule of checking your feed for new content. Twitter: @rubenq #NewEnglandXPO
  15. 15. Applications– YouTube Video Box Input URLs of YouTube videos and they show up on your page and in a tab. Twitter: @rubenq #NewEnglandXPO
  16. 16. Applications - ShopTAB Add products right into your Facebook page. Twitter: @rubenq #NewEnglandXPO
  17. 17. Applications- Wildfire Twitter: @rubenq #NewEnglandXPO
  18. 18. Applications- Reveal – Non Reveal Tabs Non Fan Fan Twitter: @rubenq #NewEnglandXPO
  19. 19. Applications for Live Streaming Twitter: @rubenq #NewEnglandXPO
  20. 20. Facebook Ads – Paid Media Twitter: @rubenq #NewEnglandXPO
  21. 21. Defeating Ad Fatigue Twitter: @rubenq #NewEnglandXPO
  22. 22. Facebook Ads – Paid Media Cost per Lead reduced close to 30% compared to broad campaign by segmenting Twitter: @rubenq #NewEnglandXPO
  23. 23. Facebook Ads – Paid Media Twitter: @rubenq #NewEnglandXPO
  24. 24. Facebook Insights Twitter: @rubenq #NewEnglandXPO
  25. 25. Earned Media: What is Engagement on Facebook? <ul><li>Educational </li></ul><ul><li>Entertaining </li></ul><ul><li>Exclusives </li></ul>Twitter: @rubenq #NewEnglandXPO
  26. 26. Reasons People “Unlike” Brands On Facebook How Much Can You Get Away With? Twitter: @rubenq #NewEnglandXPO
  27. 27. What’s the strategy here? What’s feeding your posts? Twitter: @rubenq #NewEnglandXPO
  28. 28. Is it just about you? Twitter: @rubenq #NewEnglandXPO
  29. 29. Are you part of the community? Twitter: @rubenq #NewEnglandXPO
  30. 30. Questions and trivias are a great way to entertain your audience. Twitter: @rubenq #NewEnglandXPO
  31. 31. Twitter: @rubenq #NewEnglandXPO
  32. 32. Case Study Twitter: @rubenq #NewEnglandXPO
  33. 33. Twitter: @rubenq #NewEnglandXPO
  34. 34. 3 “Tags” on this post YouTube Video embedded on facebook page Facebook enabled comments on log Twitter: @rubenq #NewEnglandXPO
  35. 35. Twitter: @rubenq #NewEnglandXPO
  36. 36. Twitter: @rubenq #NewEnglandXPO
  37. 37. Twitter: @rubenq #NewEnglandXPO
  38. 38. Results - Facebook <ul><li>Facebook Referring Traffic </li></ul><ul><li>Overall traffic to the site grew 40% for the month </li></ul><ul><li>Highest conversion rate of any referring or organic traffic – 3.74% </li></ul><ul><li>Over 800 Video Views, 522 new likes </li></ul>Twitter: @rubenq #NewEnglandXPO
  39. 39. Case Study 2 Twitter: @rubenq #NewEnglandXPO
  40. 40. Twitter: @rubenq #NewEnglandXPO
  41. 41. Twitter: @rubenq #NewEnglandXPO
  42. 42. Results - Facebook Twitter: @rubenq #NewEnglandXPO
  43. 43. Sample Launch Schedule <ul><li>Reasons for Facebook Brand Page Launch </li></ul><ul><li>Brand Awareness: With over 500 million users, facebook has established itself as a credible community to have a level of interaction with. Instead of relying on facebook users to go to the _____ web site, we are making it easier for them to find ______. </li></ul><ul><li>Drive Traffic to Site: A facebook presence provides another portal by which users can gain access to your site. </li></ul><ul><li>Integrate and Publish Content: Although this should not be the only material on the page, publishing worthy content via the site provides a constant reminder of ______’s presence on facebook. Feeds should be inclusive of relevant press releases, new content pieces, videos, product launches, fan interaction, etc. There is currently a news feed in place on main site. </li></ul><ul><li>Event Marketing: The wall and or a dedicated tab that will be leveraged to market future events. </li></ul><ul><li>Gauge Feedback: Get a good overview of brand, product, and event sentiment. </li></ul><ul><li>Interact with Audience: Deepen the relationship with customers, prospects, vendors and other valuable relationships relevant to _______ by engaging with their comments. </li></ul>Twitter: @rubenq #NewEnglandXPO
  44. 44. Sample Launch Schedule <ul><li>Corporate Facebook Page Launch </li></ul><ul><li>Below we recommend a schedule to provide a soft launch in March and official launch of the facebook page in April. </li></ul><ul><li>Recommended Administrators: Path, ___, anyone else from corporate, social media A team? Path can provide or assist content status updates, any event marketing updates, etc. We can properly evaluate responsibilities as the fan page grows and or scope of work has changed. </li></ul><ul><li>Recommended Architecture: To start off with, below is the recommended tabs to start off with, we can introduce new tabs as needed in the future. Path can execute on these tasks. </li></ul><ul><li>Top photos above the wall should have 5 pictures representative of the different business units. </li></ul><ul><li>Tabs on the left (new facebook pages) </li></ul><ul><li>Wall – We recommend turning profanity blocklist to at least moderate. </li></ul><ul><li>Info - We would recommend brand and keyword rich text in the description. </li></ul><ul><li>Photos – Should show case select business unit photos </li></ul><ul><li>Videos - Feature the videos that are on the ____ Youtube channel. </li></ul><ul><li>Events – Iframe application that mirrors the events page on main site. </li></ul><ul><li>Recommended Schedule: </li></ul><ul><li>March: Build primary applications for the wall, start flowing content into page </li></ul><ul><li>Last week of March: Soft launch, invite employees via email. </li></ul><ul><li>First week of April: Recommend producing press release of official fan page opening, send out invites to clients, vendors and friends. </li></ul><ul><li>End of April: Evaluate next steps if necessary. </li></ul><ul><li>Second week of April: Start supporting promotion of ___ event. </li></ul>Twitter: @rubenq #NewEnglandXPO
  45. 45. Other Facebook Features Twitter: @rubenq #NewEnglandXPO
  46. 46. Thank You! Presentation available at Twitter: @rubenq #NewEnglandXPO