The document discusses a comprehensive approach to leveraging Facebook for marketing, focusing on the AIDAA model (Awareness, Interest, Desire, Action, Advocacy). It highlights strategies for optimizing user engagement and the importance of tracking ROI through analytics. Additionally, it emphasizes the evolving nature of Facebook as a marketing platform while providing various actionable recommendations for businesses to enhance their presence and effectiveness on social media.

1. Facebook: Beyond FundamentalsAIDAA Model for Facebook ROIJune 2010Presented by: Michael Weisfeld

2. Michael Weisfeld – Senior Strategist“Big 5” Management consulting backgroundOnline marketing industry since 2002Expertise:Strategy Social Media SEM Usability September 13-15, 20092

3. Facebook Fan Page ExperienceSeptember 13-15, 20093Sample of clients we’ve worked with to launch fan pages …Watkins Hot Spring Spas Bumble Bee Food’s BeeWell MilesAmerican Red Cross Blood Donors

4. AgendaFacebook IntroductionPlatform Constantly ChangingMonetization vs. ROIAIDAA Model for FacebookAwarenessInterestDesireActionAdvocacyOptimizationResourcesMonitoring and ReportingConclusion September 13-15, 20094Follow the BusinessOnLine Social Media team on Twitter at:@BOLSocialif Tweetting about this session, please use this hashtag:#OMSFB

5. Schedule a Social Media LabSeptember 13-15, 20095Schedule a Complementary Social Media Lab

6. Review an audit of your Facebook Page

7. Discuss different Facebook related tactics that can help satisfy your marketing objectives http://labs.onlinemarketingsummit.com/

8. Facebook Fan Page ExperienceSeptember 13-15, 20096Audience ParticipationRaise your hand if you have used a Facebook fan page as part of your marketing mix.

9. Facebook IntroductionAstonishing Statistics & Online Social Hub D2Cshow.orgSeptember 13-15, 20097

10. Facebook Explosion135,000,000unique visitsHighest record in the site’s history

11. To put it in context …Facebook Market Share of Visits Tops Google’s

12. Facebook Explosion400,000,000+registered usersThe number of people actively using Facebook – equivalent to the population of Indonesia, the world’s fifth-most populous countryhttp://www.facebook.com/press/info.php?statistics (04.2010)

13. Facebook Explosion5,000,000,000min per dayThe number of minutes spent on Facebook each dayDigital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

14. Facebook Explosion1,000,000,000posts per weekThe amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on FacebookDigital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

15. Average User Activities> 55 minper dayhttp://mashable.com/2010/02/10/facebook-growth-infographic/

16. Game changer!Should the web really connect people’s identities and preferences?

17. Users Reaction to Privacy IssuesPeople have expressed their dissatisfaction with Facebook, but still visit the website.

18. Facebook PlatformA Holistic Perspective

19. Social Media Broadcast System

20. Social Media Broadcast SystemSeptember 13-15, 200918Facebook

21. Multiple forms of Facebook19

22. Facebook Web Application PlatformSeptember 13-15, 200920Facebook DomainWeb Server DomainData PathFacebookDatabase

23. Facebook Web Application Platform

24. Facebook HomepageLast updated: February 2010

25. Facebook Homepage Heat Map

26. Major Announcements from f8“Like” buttonOpen Graph protocolGraph API"We will keep focused on achieving our mission of giving people the power to share and making the world more open and connected.“- Mark Zuckerberg

27. Showcase – very cool sites30+ websites partnered with Facebook to implement the new featureshttp://developers.facebook.com/showcase/

28. Getting value from FacebookMonetization vs. ROI D2Cshow.orgSeptember 13-15, 200926

29. Monetization vs. ROIROIFocused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook September 13-15, 200927MonetizationFocused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform

30. Monetization vs. ROIROIFocused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook September 13-15, 200928MonetizationFocused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform

31. Targeted ObjectivesLead GenerationBrand AwarenessCampaign PromotionBrand ReputationBrand LoyaltyCustomer SupportConversions Identifying InfluencersTarget Audience InsightsSeptember 13-15, 200929

32. AIDAA Model for Facebook30aGoalsPhasewarenessGet a visitinterestBecome a fandesireEngagementInteractionactionWebsite Visit (referral)Conversion advocacyPromotePublish

33. Awareness Getting a Visit D2Cshow.orgSeptember 13-15, 200931

34. AwarenessObjective:Gain a visit to your Facebook page, event, application advertisement or other initiatives.Tactics:Cross Promotions with webpage, other Facebook pages, Twitter and other social media sitesFacebook AdsFan Boxes September 13-15, 200932awarenessawareness

35. Social Media Cross Promotion September 13-15, 20091Home Page PromotionCross promote your Facebook page on your home page. Make the call to action distinct and noticeable.12Favorite Pages Use the Favorite Pages application on other Facebook Pages that you admin.32Twitter & OthersPromote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc.3

36. Marketing Collateral Cross PromotionNewslettersInvite fans to talk about articles or share their thoughts on your fan page.Email Blasts Dedicated campaign to your customer base requesting they become a fan. Signage & ReceiptsSubtle reminders of offline collateral.

37. Facebook AdsWebsite Ads Directs users off Facebook and onto a specified landing page on a website.13Interactive AdsIntegrated social activities interactive ads for the Facebook fan page.424Fan Page AdsDirects users to the Facebook fan page. Allows users to become a fan directly from the ad.Skyscraper Banner AdsThe image rich ad provides more branding and a link to a landing page.123

38. Fan Boxes111The Fan BoxA social widget allowing visitors of your website to become a fan of your Facebook page directly on your website32Fans/FriendsUsers can see how many fans you have on the page and some of their friends that have become fans3Recent Wall PostsUsers can see recent posts from the wall, which update in real time based on the activity on the Facebook page2

39. InterestBecoming a Fan D2Cshow.org September 13-15, 200937

40. InterestObjective:Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook groupTactics:Facebook Fan PageConsistent, substantial content on the wall Facebook GroupApplicationsEvent Pageinterestinterest

41. Fan Pages vs. Groups

42. Community PagesGenerated via Likes

43. Related Posts from Friends

44. Related Global Posts

45. WikipediaIntegrationFan Page Tabs A maximum of 6 tabs can show at a timeTabs 7+ are only accessible via arrow at the right of the tabbed navigationThere are 3 types of tabs which allow for a variety of customization and functionality.1Default TabsTabs 7+23Application TabsFBML Tabs

46. Fan Page Tabs Comparisonlow highCustomization

47. Fan Pages Customization Examples1Exclusive Offers for Facebook Page Fans OnlyThe offer is not triggered unless the user becomes a fan first.2312Embedded Search Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for.4Facebook Share ButtonThe share button allows the user to easily share a specific content with their friends on Facebook.34Intriguing Product ListingsA list of promoted products that users can see on the Facebook page and links to a detailed product landing page for the specific product.

48. Examples

49. Third-Party Applications Wildfire AppsContests/PromotionsInvolver AppsContent/Calls-to-ActionTab AppsContent SyndicationNote: Videos and photos should be showcased using the default Facebook application to retain fuel media consumption data on Facebook insights

50. Tips for Group pages1Seed Discussion BoardTrigger conversation topics to drive interaction and questions.22Invite Friend’s to the GroupMember invitations are effective for quickly increasing the awareness of the group. 1The WallAnswer questions and provide brand updates via the wall.334MultimediaMultimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group.4

51. DesireInteraction & Engagement D2Cshow.org September 13-15, 200947

52. DesireObjective:Provide relevant content that promotes user interaction and engagement amongst each other and with the brandTactics:Browse PageInteractive Catalogs & Tools (surveys, polls, quizzes)Wall PostsPromotions/Contests/ApplicationsSocial Contextdesiredesire

53. The Makings of a Facebook TeamSkill SetsStrategist/Analyst Graphics DesignerWeb Coder Customer Service RepMicrobloggerBuzz MonitorPersonalityCreativeProfessionally SocialOpen to learning new technologiesOrganized ProactiveDetailed-oriented

54. Develop a Content StrategyKeep in mind your target personasConsider your resources and budgetEstablish an editorial calendar

55. Example Types of ContentTip: try various types of content and measure fan interaction

56. Create Engaging Wall Posts11Targeted MessagingStatus updates can be directed to individuals from a specific location and speak a certain language.2Utilize Photos and LinksUpdates with imagery is more likely to capture audience attention. Individual Post InsightsUnderstand which types are generating the most feedback from fans in the form of comments and likes.323

57. Send Fan Updates from your Fan PagesTargeting Tools:location

58. demographics1Attachments: rich media

59. 3rd party apps content2

60. Social Context (Personalization)Social context is the application of a user’s social profile in determining what products and services are marketed to the userBenefits to eCommercePromote products that interest the userCreate an association with fan and products / servicesCreate a more intimate relationship with the userGenerate buzz

61. Social Context – VolkswagenSeptember 13-15, 200955

62. Social Context – Volkswagen

63. Social Context – Volkswagen

64. ActionMaking the Conversion D2Cshow.org September 13-15, 200958

65. ActionObjective:Provide outlet channels where users can connect to a specific website landing page where a conversion can be made Tactics:FBML Tabs, Content Blocks, & BannersApplicationsCoupons / Sweepstakes / ContestsInteractive CatalogsLanding Pagesactionaction

66. Call to Action Process

67. Facebook Fan Coupon – Bumble Bee

68. Facebook Fan Coupon – Bumble BeeSeptember 13-15, 200962

69. Facebook Fan Coupon – Bumble BeeSeptember 13-15, 200963

70. Interactive Catalogs – Staples/TargetSeptember 13-15, 200964

71. Applications – H&R Block

72. Payvment – Third Party Store FrontEcommerce solution on Facebook platform Product ManagementPaypal Integration 20 currencies supported Order Management APIFree public beta releaseMore info:http://www.payvment.com/facebook/

73. Promotions – Facebook GuidelinesAdministration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative.You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook.Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook.Such as: Tag a photo, update statusEntry into your promotion CAN be conditioned by having people become a fan of the page.Tab that becomes visible when user becomes a fanUsers can only enter the promotion from the applications tab (ie. third-party app or FBML tab)

74. AdvocacySpreading the Word D2Cshow.org September 13-15, 200968

75. AdvocacyObjective:Provide content and tools that are easy for users to share and distribute through throughout the social media landscapeTactics:Wall PostsFacebook ShareMember InvitationsEmbeddable Widgets & BadgesRatings & Reviewsadvocacyadvocacy

76. Facebook ConnectSolution for integrating Facebook features with a website.Benefits:User Authentication Publish to news feedPersonalizationMore Info on FB Connect:http://www.facebook.com/connecthttp://developers.facebook.com/connect.phphttp://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites

77. Facebook Connect – BeeWell Miles

78. Facebook Connect – Earned MediaSeptember 13-15, 200972Tip: Return on Investment (ROI)Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement.ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

79. Faecbook Fan Badges - ARCAllow fans and internal advocates to add a badge to their blog, website, or Facebook page http://www.facebook.com/facebook-widgets/index.php

80. optimizationMeta Tagging with Keywords D2Cshow.orgSeptember 13-15, 200974

81. Optimizing Search Engine ResultsKeyword focus your “About Box”

82. Assign Meta Data to Digital Assets

83. Monitoring & ReportingForming Strategic Decisions D2Cshow.org September 13-15, 200977

84. Monitoring & Reporting Objective:Actively monitor and analyze data generated from Facebook activitiesDefine go forward strategies supported by these statisticsTactics:Facebook InsightsGoogle Analytics Campaign URLsmonitoring& reporting

85. Facebook InsightsData Provided:Demographics

86. Page activity

87. Trends

88. Interactions

89. Tab views

90. External referrers

91. Media consumptionFor more information on Facebook Insights:http://www.facebook.com/insights