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Debra Aho Williamson, Principal Analyst @DebraWilliamson J U L Y  2 8 ,  2 0 1 1 Facebook Marketing–Strategies for Turning “Likes” into Loyalty Kimberly Maul, Writer/Analyst @berly624 Sponsored by: Joined by:
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
How Marketers Are Using Facebook
The percentage of marketers who consider Facebook important is growing
Marketers generally consider Facebook the most effective social media site
Small businesses also consider Facebook the most effective
However, B2B firms favor Twitter Twitter – #eMwebinar
For large brands, benchmark comparisons are starting to emerge
Recent data analyzed how the number of fans affects page engagement ,[object Object],[object Object],Twitter – #eMwebinar
How Consumers Interact With Brands on Facebook
Consumers prefer to receive marketing via Facebook vs. other social venues
Favorite types of companies include:  •  Entertainment • Food • Restaurants • Apparel
Deals and offers are still a key reason for  consumers to  “like”  a brand… Twitter – #eMwebinar
… but consumers also appreciate receiving news and product information
Search remains the main way consumers find info about brands…
… but organic conversations have real value
How Can Brands Go Beyond the  “Like”?
Brands can encourage Facebook interactions by timing their posts
Four ways a bagel chain keeps Facebook users engaged: #1: Ask questions  Simple questions get consumers thinking about the brand. Over 80 pictures submitted in three days Twitter – #eMwebinar *Note: Facebook’s Promotions Guidelines state that you cannot use Facebook features such as the “like” button for voting in a contest.
#2: Different discounts for different goals ,[object Object]
#3 Respond quickly ,[object Object]
#4 Reward your fans ,[object Object],“ Not being a national advertiser, we decided to make Facebook a pivotal part of our strategy for growing our brands and increasing the quality of our engagement with our current and potential customers.”  —James O’Reilly, chief concept officer at Einstein Noah Restaurant Group
Key reason Facebook users  “unlike”  a brand:  too many posts crowding their feeds
Case Studies
Case study: Adobe Photoshop engages its loyal fans to share the love  ,[object Object],[object Object],[object Object],“ I think about it as if I ’ m designing the product; I think  about the user. Is this piece of content we ’ re about to share useful to them?” — Maria Yap, Adobe’s director of product management Twitter – #eMwebinar
What Photoshop achieved: ,[object Object],[object Object],[object Object],[object Object],“ You ’ re not making the community—you ’ re part of it.” —Maria Yap
Case Study: Discovery manages  a network of pages ,[object Object],[object Object],[object Object],[object Object]
What Discovery achieved: ,[object Object],[object Object],[object Object],“ Each network retains its own voice, priorities and personality, but you get all the benefits of a central team.” —Gayle Weiswasser, Discovery’s VP of social media communications Twitter – #eMwebinar
Case study: Chef Boyardee targets moms with Facebook-AOL integration ,[object Object],[object Object],[object Object],[object Object]
Chef Boyardee got mixed results… ,[object Object],[object Object],[object Object],[object Object],Takeaway:  Focusing on a small niche community can work for some brands, but dividing attention between Facebook and another site requires a delicate balance.
Case study: Clarisonic—building support for a cause via Facebook Clarisonic , a skincare company, partnered with nonprofit  Look Good…Feel Better  in May 2010. “ Like” campaign:  Donated $1 for every new “like” during Breast Cancer Awareness Month, October 2010. Promotion:   social networks, email blasts, Facebook ads, and company website and blog. Twitter – #eMwebinar
The campaign led to increases in several key Facebook metrics
[object Object],[object Object],[object Object],What Clarisonic achieved:
Best practices for marketers: ,[object Object],[object Object],[object Object],[object Object]
Conclusions ,[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
VITRUE PUBLISHER PUBLISH Create more visually compelling posts Include images, audio, video and Wall Apps like Coupons, Polls, Email registration Open Graph publishing SCHEDULE Schedule posts in advance, publishing 24/7 Allow multiple team members to collaborate on posts Multi-account and user collaboration
MODERATE VITRUE PUBLISHER Powerful and comprehensive Facebook wall  moderation, with optional automation using word lists Defined permission levels MEASURE Live metrics including clicks, comments, likes, shares, plays, entries and actions Use Omniture, DoubleClick, WebTrends, Google Analytics, etc
STANDARD APPLICATION   MODULES VITRUE TABS Engagement apps like  Coupons, Polls, Quizzes,  Mailing List, Sweeps and  Gifts Media apps such as photos, videos, Twitter and content feeds Social apps such as events, calendars, local events and content sharing
VITRUE APPS Vitrue’s suite of Facebook Apps punctuate your conversation, creating an even richer brand experience. We empower Apps to be delivered with ease in a variety of ways. From being housed in a tab, to being delivered directly to a fan’s news feed to being built as custom experience.
FOR   THE   LATEST   TRENDS, INSIGHTS   +   PRODUCT   INNOVATIONS... THANK YOU
Facebook Marketing–Strategies for  Turning “Likes” into Loyalty Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording.  For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.  To learn about  eMarketer Total Access  please visit  www.emarketer.com/products or contact us: (800) 405-0844 or  [email_address]   Twitter Hashtag: #eMwebinar Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Sponsored   by :

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eMarketer Webinar: Facebook Marketing—Strategies for Turning “Likes” into Loyalty

  • 1. Debra Aho Williamson, Principal Analyst @DebraWilliamson J U L Y 2 8 , 2 0 1 1 Facebook Marketing–Strategies for Turning “Likes” into Loyalty Kimberly Maul, Writer/Analyst @berly624 Sponsored by: Joined by:
  • 2.
  • 3. How Marketers Are Using Facebook
  • 4. The percentage of marketers who consider Facebook important is growing
  • 5. Marketers generally consider Facebook the most effective social media site
  • 6. Small businesses also consider Facebook the most effective
  • 7. However, B2B firms favor Twitter Twitter – #eMwebinar
  • 8. For large brands, benchmark comparisons are starting to emerge
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  • 10. How Consumers Interact With Brands on Facebook
  • 11. Consumers prefer to receive marketing via Facebook vs. other social venues
  • 12. Favorite types of companies include: • Entertainment • Food • Restaurants • Apparel
  • 13. Deals and offers are still a key reason for consumers to “like” a brand… Twitter – #eMwebinar
  • 14. … but consumers also appreciate receiving news and product information
  • 15. Search remains the main way consumers find info about brands…
  • 16. … but organic conversations have real value
  • 17. How Can Brands Go Beyond the “Like”?
  • 18. Brands can encourage Facebook interactions by timing their posts
  • 19. Four ways a bagel chain keeps Facebook users engaged: #1: Ask questions Simple questions get consumers thinking about the brand. Over 80 pictures submitted in three days Twitter – #eMwebinar *Note: Facebook’s Promotions Guidelines state that you cannot use Facebook features such as the “like” button for voting in a contest.
  • 20.
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  • 23. Key reason Facebook users “unlike” a brand: too many posts crowding their feeds
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  • 31. Case study: Clarisonic—building support for a cause via Facebook Clarisonic , a skincare company, partnered with nonprofit Look Good…Feel Better in May 2010. “ Like” campaign: Donated $1 for every new “like” during Breast Cancer Awareness Month, October 2010. Promotion: social networks, email blasts, Facebook ads, and company website and blog. Twitter – #eMwebinar
  • 32. The campaign led to increases in several key Facebook metrics
  • 33.
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  • 35.
  • 36. VITRUE PUBLISHER PUBLISH Create more visually compelling posts Include images, audio, video and Wall Apps like Coupons, Polls, Email registration Open Graph publishing SCHEDULE Schedule posts in advance, publishing 24/7 Allow multiple team members to collaborate on posts Multi-account and user collaboration
  • 37. MODERATE VITRUE PUBLISHER Powerful and comprehensive Facebook wall moderation, with optional automation using word lists Defined permission levels MEASURE Live metrics including clicks, comments, likes, shares, plays, entries and actions Use Omniture, DoubleClick, WebTrends, Google Analytics, etc
  • 38. STANDARD APPLICATION MODULES VITRUE TABS Engagement apps like Coupons, Polls, Quizzes, Mailing List, Sweeps and Gifts Media apps such as photos, videos, Twitter and content feeds Social apps such as events, calendars, local events and content sharing
  • 39. VITRUE APPS Vitrue’s suite of Facebook Apps punctuate your conversation, creating an even richer brand experience. We empower Apps to be delivered with ease in a variety of ways. From being housed in a tab, to being delivered directly to a fan’s news feed to being built as custom experience.
  • 40. FOR THE LATEST TRENDS, INSIGHTS + PRODUCT INNOVATIONS... THANK YOU
  • 41. Facebook Marketing–Strategies for Turning “Likes” into Loyalty Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Sponsored by :