Facebook isn’t a platform you can “set and forget.” Learn how to use content to engage with customers and build a loyal following that will share your content, recommend you to others and ultimately increase revenue. Presented by Jason Keith, Senior Public Relations Manager

1. I’ve got a Facebook page, now what?
Driving fans, engagement & sales through content
Jason Keith, Senior Public Relations Manager

2. Facebook isn’t a rotisserie oven…
You can’t just set it and forget it!
Company Confidential Vistaprint © 2011

3. Why do Facebook “likers” matter?
• 78% of people who “like” brands on
Facebook like fewer than 10 brands.
• 58% of people like a brand because
they are a customer.
• 57% of people like a brand on
Facebook because they want
discounts and promotions.
• 42% of people like a brand to show
support.
• 77% of those who follow a brand on
Facebook read the post, news feeds
and offers posted by the brand. Key takeaway: Once you
• 76% of people have never unliked secure a Facebook fan, they’ll
likely remain a fan, but also
a brand on Facebook.
consume your content and
updates
Company Confidential Vistaprint © 2011

4. Content is…
Social Media
Company Confidential Vistaprint © 2011

5. Content is…
User generated content (like images)
Company Confidential Vistaprint © 2011

6. Content is…
Videos
Company Confidential –
Company Confidential Vistaprint © 2011

7. Content is…
Blogs
Company Confidential Vistaprint © 2011

8. Content is…
Educational Materials
And So Much More…
Company Confidential Vistaprint © 2011

9. Content matters in the social space
190 million The average
average US Internet 3.5 billion
Tweets per day user watches pieces of
occur on 30 minutes of content share
Twitter video online d each week
per day on Facebook.
(May 2011)
Key takeaway: Facebook is the 2nd most popular platform for content consumption
45 million
YouTube
people There are
generates 92
view SlideSha more than 5
billion page
re presentatio billion photos
views per
ns each on Flickr
month
month.
Company Confidential –
Company Confidential Vistaprint © 2011

10. Content makes customers feel connected
61% feel better
about a company
that delivers
custom content
78% believe that and are more likely
organizations to buy from that Social shopping
providing custom company engagement rates
content are are 30% higher
interested in than other status
building good updates
relationships
Over 35 million
90% of consumers
people have
find custom
shared a product
content useful
o on Facebook
Key takeaway: Customers are more likely to stay loyal to/buy from content
producing companies
Company Confidential –
Company Confidential Vistaprint © 2011

11. Build, hear, engage and
cultivate your audience

12. How do I get followers?
Seven things you can do to build your following quickly
1. Include your Facebook presence on all your
marketing materials
2. Actively provide thought provoking questions,
news stories or blog posts on your wall
3. Dedicate ad spend to push local ads and
sponsored stories to gain “likes”
4. Encourage your customers to find you on
Facebook through a dedicated email
campaign
5. Hold a contest with your customer base to
help you get to a certain number of fans. The
customer that is the goal number receives a
prize
6. Create a custom landing page that
encourages people to like (Pagemodo is a
great free service)
7. Incorporate the “Like” button onto your
existing website
Company Confidential Vistaprint © 2011

13. Customers want to talk to you
If you’re not listening/responding to them, you should be
• Facebook can, but doesn’t have to
be, just a customer service
channel
• As you build your following,
answer any and all questions or
comments on your site
• Be appreciative of positive
feedback, and address negative
feedback
• Encourage existing customers to
Key takeaway: Don’t let any comments leave messages on your wall
lag, make sure you’re showing customers • Facebook should be checked
you appreciate them taking time to daily for updates, comments or
comment on your wall issues that may crop up
Source: 2011 Chadwick Martin Bailey Survey
Company Confidential Vistaprint © 2011

14. What if no one is talking on my wall?
Spark the conversation by being creative
• Talk to customers, but drive the
conversation
• Ask customers real questions that can
even give you insight into what they
want and how they think
• Utilize Facebook’s “polling” functionality
as a way to drive engagement
• Be personal and share information
about you and your business
• Don’t be afraid to share external content
and news stories your customers will
find useful
Key takeaway: Engagement starts with
you – be creative, gain insight and give
customers what they need
Company Confidential Vistaprint © 2011

15. What are the benefits and
how can I measure it?

16. Facebook is a marketing channel
• Facebook allows you to advertise
directly to fans of your business
• Targeted offers and deals can
promote exclusivity and
increase conversion
• Engaging with and talking to
customers increases loyalty and
keeps you on top of mind for
future purchases
• Unique or exclusive content
provides value beyond offers and
deals
• Happy customers are more likely
to refer business your way, via
Facebook or in person
Key takeaway: You can build loyalty and market to customers with Facebook
Source: 2011 Chadwick Martin Bailey Survey
Company Confidential Vistaprint © 2011

17. And a website property for search
• Facebook comes up in search
listings on branded searches
• More content/sharing means
more things for search spiders
to crawl and rank your page
• Facebook can quickly enter the
front page on searches for your
business
• While not “optimizable” for
search terms, it can outrank
your site due to activity
• Another avenue for prospective
customers to find out more
about you, see customer
feedback and potentially do
business with you
Key takeaway: Use Facebook as another
web property that can be indexed for
search
Company Confidential Vistaprint © 2011

18. You can measure results on Facebook
Facebook Insights will help you drill down into your account
• Track your like
count, reach of your
content, how many
friends your fans
have, and more
• Focus on building fan
count first, as well as
engagement
• As you build, reach and
people talking about you
should rise
• Gives you breakdown
post by post to see what
has been successful
• Test/tailor your updates
accordingly
Key takeaway: test and measure your Facebook results
Company Confidential Vistaprint © 2011

19. Questions?