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Facebook marketing slideshare


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A presentation for supermarket, mass and specialty retailers on how to increase fan acquisition and engagement through Facebook.

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Facebook marketing slideshare

  1. 1. Engage Shoppers with Facebook Marketing<br />Bill Schneider, Sr. Product Director, Aisle7<br />Ricardo Rabago, Social Media Specialist, PCC<br />
  2. 2. About Us<br />Bill Schneider<br />Sr. Product Director, Aisle7<br />Health and Wellness Marketing Company<br /><br /><ul><li>Ricardo Rabago
  3. 3. PCC Social Media Specialist</li></ul>Google Profile:<br />
  4. 4. Topics Today<br />How Facebook is changing how we market<br />Best practices to engage consumers<br />Simple tips to grow a loyal following and influence purchase decisions<br />
  5. 5. Why Facebook Marketing<br />It’s where shoppers are: <br />1/3rd of US Population on Facebook<br />64% of all consumers online<br />50% log in on any given day<br />Average user has 130 friends<br />And contributes over 90 pieces of content a month<br />Facebook is the “default” social community<br />
  6. 6. Social Media on the Rise with Mom’s<br />
  7. 7. Reasons Consumers Use Facebook<br />Source: Exact Target<br />
  8. 8. Leverage the Facebook Social Graph<br />Facebook breeds discovery<br />Intention is to be entertained and connect, not search<br />Through discovery, consumers<br /> find brands they like<br />90% of people trust recommendations from Facebook Friends (source: Nielsen)<br />Endless connections = Viral Opportunities<br />
  9. 9. Viral Metrics: Facebook and Twitter<br />Facebook is dominant for social sharing<br />78% share to Facebook<br />Traffic from 1 million users<br />Twitter leads as traffic driver<br />19.08 clicks for every link<br />FB 2.97 clicks<br />Source: Social Twist “Tell a Friend” Analytics <br />
  10. 10. Reasons Why Consumers “Like” a Brand<br />40% to receive discounts and promotions<br />39% to show my support for the company to others<br />36% to get a “freebie”<br />34% to stay informed about the activities of the company<br />33% to get updates on future products<br />30% to get updates on upcoming sales<br />29% for fun or entertainment<br />25% to get access to exclusive content<br />22% someone recommended it to me<br />21% to learn more about the company<br />13% for education about company topics<br />70% of Consumers don’t believe a “Like” gives Brands license to market promotions to them…<br />Source: ExactTarget “Facebook X-Factors” 2010<br />
  11. 11. Being “UnFanned” is only a Click Away<br />
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  13. 13. Creating a Sphere of Influence<br />Relevance<br />Trust<br />Authority<br />
  14. 14. Consumers Looking for Answers<br />What are the “good” carbs?<br />What are probiotics?<br />Can I get all<br /> my vitamins <br />through food?<br />What should I make<br />For dinner tonight?<br />
  15. 15. Health and Wellness Great Opportunity for Conversations<br />
  16. 16. How Consumers Become Brand “Fans”<br />
  17. 17. Create an Engagement Chain<br />Make it Easy for Customers to Take a First Step<br />Break the Relationship Down into Micro-Actions<br />Create the Funnel to Harness Consumer Energy<br />Positive Actions Build on One Another<br />Build Towards the Goal<br />Become a Fan<br />Share stories<br />Download a Coupon<br />Recommend to a Friend<br />Become a Fan<br />Participate in Conversations<br />Follow Your Brand<br />Increasing engagement<br />
  18. 18. Establishing Point of View:Leverage Your Marketing Calendar<br />
  19. 19. Provide Daily Inspiration:What’s for Dinner?<br />
  20. 20. Engage Your Audience:Ask Questions that Support Your Marketing<br />Generate consumer advocacy<br />Drive traffic to the website<br />
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  22. 22. PCC Social Media Content Strategy? We Listen<br />Tools to Gather the Conversation<br />Facebook Search<br />Yahoo Pipes<br />Twitter Local Search<br />BackType<br />Google Alerts<br /> Pro<br />
  23. 23. Engaging in Conversation<br />
  24. 24. Wrap-Up<br />If you’re not on Facebook, start experimenting <br />Use Health and Wellness to establish a point of view <br />Focus on conversations and providing ideas, not just offers<br />Practice active listening <br />
  25. 25. Questions?Contact us:<br />