Facebook Marketing - Spreading the Love #searchfest 2013

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Facebook Marketing presentation from @SEMPDX #SearchFest 2013. @Matt_Siltala and I threw down on Facebook Marketing, how to grow your fan base and Pinterest (from Mat) with lots of eighties references, the odd innuendo and cats.

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  • So, who’s planning, who’s doing, and what do they think about it.
  • Affinity
  • Page, Content or Event
  • New Facebook Rule – no more than 20% of image can be text
  • When Facebook rolled out sponsored stories, EdgeRank became much harder to obtain. So now, you have to pay for it.
  • I’ve lived in the south for the last 25 years. What are you going to do.
  • Facebook Marketing - Spreading the Love #searchfest 2013

    1. 1. Spreading The Love Casting Your Content on The Facebook Waters@w2scott @SEMPDX #SearchFest
    2. 2. Content Vehicle@w2scott @SEMPDX #SearchFest
    3. 3. Setting The StageSOME DATA ON INTENT &ADOPTION @w2scott @SEMPDX #SearchFest
    4. 4. Media Fragmentation Continues to Increase SMBs Have Lots of Options Average Number of Media Used by SMBs for Advertising and Promotion 9 8 7.8 7 6 5.6 5 Number of Media used 4.4 has increased by 77% 4 since 2010. 3 2 1 0 Wave 14 2010 Wave 15 2011 Wave 16 2012 @w2scott @SEMPDX #SearchFest 4 Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.
    5. 5. Media Used for Advertising or Promotion60% 55.0% 19 different media are at 20%+ adoption rate50% (several are non-traditional  “w ned  &  earned  media”) o 38.7%40% 36.8% 35.7% 34.7% 34.5% 31.5%30% 28.2% 27.2% 22.5% 22.3% 22.3% 22.0% 21.7% 21.0% 20.7% 20.5% 20.2% 20.0%20%10%0% Facebook is now more widely used than ALL other media we survey (aside from websites) @w2scott @SEMPDX #SearchFest 5 Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.
    6. 6. Primary Purpose of Facebook Page Not sure 2.2% Customer acquisition is now the #1 objective of SMBs using Facebook (up 15% wave-over-wave). Retain 5.0%Build Community 19.4%Build Awareness 30.9% Acquire 41.7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% @w2scott @SEMPDX #SearchFest1 2 Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.
    7. 7. Content of All KindsWHAT GETS SHARED AND SEEN? @w2scott @SEMPDX #SearchFest
    8. 8. Most Shared by Media Type• Video• Photo• Links• Status• *Questions? http://www.imediaconnection.com/printpage/printpage.aspx?id=31503 @w2scott @SEMPDX #SearchFest
    9. 9. Not All Content Is Equal@w2scott @SEMPDX #SearchFest
    10. 10. Not All Images Are Equal@w2scott @SEMPDX #SearchFest
    11. 11. Not All Updates Are Equal@w2scott @SEMPDX #SearchFest
    12. 12. @w2scott @SEMPDX #SearchFest
    13. 13. Tying A Steak Around Your NeckSOME PEOPLE HAVE TO PAY FOR IT @w2scott @SEMPDX #SearchFest
    14. 14. Just because you paid for it doesn’t make it less satisfying@w2scott @SEMPDX #SearchFest
    15. 15. Why Pay for It?• EdgeRank – Facebook’s Visibility Algorithm – Affinity, Time Decay and Weight – The more connections and the more interaction, the more likely your content is seen• Organic EdgeRank has been diminished – Only ~10% of your fans will see an update• New ad units can reinvigorate EdgeRank• If a tree falls in the forest and there’s no one there to hear…http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank @w2scott @SEMPDX #SearchFest
    16. 16. @w2scott @SEMPDX #SearchFest
    17. 17. @w2scott @SEMPDX #SearchFest
    18. 18. @w2scott @SEMPDX #SearchFest
    19. 19. Accelerating Content DiscoveryPAYING FOR LOVE @w2scott @SEMPDX #SearchFest
    20. 20. Facebook Ad Types• Marketplace Ads – Traditional ad unit, may be like or link oriented• Sponsored Stories – Positioned like Marketplace, focused on content• Like Ads – Leverage connections to grow fans• Promoted Posts and News Feed Ads – Overcome ad blockers and leverage the news feed @w2scott @SEMPDX #SearchFest
    21. 21. Marketplace Ads@w2scott @SEMPDX #SearchFest
    22. 22. Sponsored Stories@w2scott @SEMPDX #SearchFest
    23. 23. Like Ads@w2scott @SEMPDX #SearchFest
    24. 24. Promoted Posts@w2scott @SEMPDX #SearchFest
    25. 25. Bringing It All TogetherYEAH, YEAH,BUT HOW DO YOU DO IT? @w2scott @SEMPDX #SearchFest
    26. 26. Does it work?@w2scott @SEMPDX #SearchFest
    27. 27. Does it work?@w2scott @SEMPDX #SearchFest
    28. 28. Like Candy from A Baby@w2scott @SEMPDX #SearchFest
    29. 29. Just Don’t Stop!@w2scott @SEMPDX #SearchFest
    30. 30. Easier Than Falling Off A Log@w2scott @SEMPDX #SearchFest
    31. 31. The Magic Recipe@w2scott @SEMPDX #SearchFest
    32. 32. Takeaways (feel free to tweet)• Facebook is a vehicle for content delivery - and making new connections.• Good content with no promotion is a tree falling in the forest with no one to hear.• Promoting content on Facebook with promoted posts is easier than falling off a log.• On Facebook, if you have no audience, no one can hear you scream.• Experimentation is cheap and easy - figure out who you want to talk to and get your message out. @w2scott @SEMPDX #SearchFest
    33. 33. Scalable Solutions Powered by ExpertsSEARCH INFLUENCE @w2scott @SEMPDX #SearchFest
    34. 34. About Search Influence• Helping customers successfully market online since 2006 • We work with thousands of clients, directly and as a white-label provider • Scalable Solutions Powered by Experts• Search Influence: • 50+ full-time employees • 60+ contract writers • 12 Google AdWords Pros • 3 Google Analytics Pros• Reputation: • 2011 Inc. 500 honoree • Recognized leader in search and social for local business • Over a decade in online media @w2scott @SEMPDX #SearchFest
    35. 35. As Seen In:@w2scott @SEMPDX #SearchFest
    36. 36. SI on The Updates Google “Farmer” Update: Big Panda Makes Mountains and Molehills Googles Comin, Yo! Penguin Update Resources You Can Use SEO is Dead! Long Live SEO! Be Semantic: How to Install Microdata@w2scott @SEMPDX #SearchFest
    37. 37. Thank you!Will Scott – searchinfluence.com/blog – wscott@searchinfluence.com – twitter.com/w2scott @w2scott @SEMPDX #SearchFest

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