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Facebook Marketing by Michael Leander
This web seminar covered best practices for using Facebook for marketing purposes. It discussed setting up a Facebook page and profile, engaging customers, setting up ad campaigns, and on-page tactics. Some key points included the importance of having compelling content, making content shareable, experimenting with different tactics, and using the AID+LIRA framework of gaining attention, interest, desire, likes, interactions, recommendations and actions. It provided examples of promoting a Facebook presence in print advertising and using video ads. The presenter emphasized regularly scheduling and analyzing content to improve engagement.
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Facebook Marketing by Michael Leander
- 1. Facebook Marketing webinar Markedu • Michael Leander web seminar • leander@michaelleander.com presentation • mLn@fokusintegrated.com
- 2. Like us –please. Please won’t you like us? http://www.facebook.com/michaelleandernielsen http://www.facebook.com/MarkeduMarketing
- 3. This web-seminar was organizedby Markedu Check this list of free webinars
- 4. This is whatwe intend to cover today • Stats, background, prerequisites and cautions • Creating the right plan for your Facebook presence – Setting up your page for maximum effect • Best practices for customer engagement on Facebook • Setting up and monitoring advertisement campaigns on Facebook • Facebook on page tactics
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- 6. 8 components toresults 1. Set Community Expectations 2. Provide Cohesive Branding 3. Be Up To Date 4. Live Authenticity 5. Participate in Dialog 6. Enable Peer-To-Peer Interactions 7. Foster Advocacy 8. Solicit A Call To Action
- 7. 3 of 29tips to improve engagement 1. Embed Facebook widgets on your website Example: http://www.markedu.com/web- seminars/ 2. Get fans to join via SMS/text 3. Engagement rate of 1% or better is generally considered good
- 8. NEW ! Get pre-recordedwebinars with action guides The Guide includes.... The Facebook A to Z • What to do before you setup Guide for Business your page • Complete guide to become • How to create compelling successful on Facebook landing pages to convert maximum likes • 11 hours of recording • How to engage with your • 19 page actionable advice community • How to measure your success • Take quiz – get certificate • How to integrate with other • Buy at 50% before 16 media channels September • How to work with Facebook on- page tactics • Only € 49 / USD 59* • Lots of case studies and *Based on credit card examples payment – add € 10 for invoice • And much more
- 9. Terminology: A member= A fan = A like Premise: only pages, not groups discussed today
- 10. AID+LIRA Attention > Interest> Desire + Like – Interaction – Recommendation - Action
- 11. Why Facebook? Or why continue on Facebook?
- 12. IF a largeproportion of your customers and prospects are there !
- 13. IF you canfind critical mass -> enough people to engage and keep engaged
- 14. Getting critical mass-> to the point where exponential kicks-in
- 15. IF you canmake it work to bring ROI on your activities
- 16. Facebook is theworld’s most visited site
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- 19. Local numbers –Gulf/Levant Country Users Growth Penetration Bahrain 287 820 +10 360 3,73% 39,00% Kuwait 803 780 +174 040 27,64% 28,82% UAE 2 319 160 +183 500 8,59% 46,61% Lebanon 1 171 600 +188 460 19,17% 28,40% Jordan 1 638 780 +534 300 48,38% 25,58% Oman 279 960 +60 600 27,63% 9,43% Saudi Arabia 3 985 480 +772 060 24,03% 15,49% +1.9 mill
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- 22. The Google Adwordproblem is real!
- 23. POLL: Which isthe largest demographic on Facebook – measured on a global scale? The attendees at this web seminar got the answer all wrong
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- 28. IF you donot have the Time & Money to do it right!
- 29. 90% of allFacebook community (page) building initiatives fail – mostly because of the wrong or no real purpose
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- 34. Game changer: Social sign-infast becoming the new standard Survey data from Janrain survey
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- 37. Remember ! Yourjob is about prioritizing - What is your objective? - How soon? - What can be done? - What is required to do that? - How can this instrument help me? - Are there better ways to accomplish my objective? 37
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- 41. What are wemanaging here? 41
- 42. Homework • Define yourcustomers buying process • Document your selling process • Where in the buying/selling process do you want social media / Facebook to fit in? 42
- 43. What is Facebookused for? Brand engagement Customer retention Customer acquisition Customer service Traffic generation (adds) Consumer profiling
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- 46. POLL: If youwere to focus your Facebook activities on only one of these objectives – which would it be?
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- 49. Short vs. longterm effect and impact on cash-flow in social media marketing
- 51. More work More details ROT Problem More numbers More people? More money?
- 52. UNDERSTANDING THE DRIVING RuleOFofthumb FORCES COMMUNITIES THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET. THE MORE USERS YOU HAVE THE MORE CONTENT YOU WILL GET. THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL GET. THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT. EXCLUSIVITY AND BEING SPECIAL IS STILL IN PLAY 52
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- 57. PURPOSE • What valuedo you add to customers and/or prospects? • How can consumers emotionally connect? • Is there a common goal that might activate consumers? • Core message: In one sentence what is your core message?
- 58. Target Start with you Eyeballs Channels groups content concept Uniqueness Stories and media Content Sub Production Creative concept concepts processes/repurpose Analytics Measure Conversion success ROMI
- 59. Learn about youraudience before you develop your content concept • Who/where are they? • What are their interests? • What are their problems? • What sort of bandwidth connection? • What else do they like? Let’ see an example next...
- 64. STRATEGY • What isthe main focus in our consumer connect efforts? • Long term vs. Short term activation: What are our long term goals vs. Short term wins? • How can we broaden our story to make it worth reacting to 365 days a year?
- 65. TACTICS • Proof: Whatis the tangible proof of our consumer connect focus? • Social media voice: What is your social media personality? How can you translate this in compelling interactions? • Digital infrastructure: How can you optimize your paid, earned and owned media properties online to connect? • Capitalize: how are you going to capitalize on what you are already doing? • Plan for touchpoints, people and content • Conversion; Where do your efforts lead to? Are they building followers, sales, generating leads?
- 66. How much areyou willing to pay for engagement and how do you do it? Branding/ Awareness Explore Landing page Trial Add signup/ Trial Like buy Purchase / On site Engaged Blogs CPO = £$€ ? Affiliates Email CPI/CPL = £$€ ? • Measure conversions • Monitor successes
- 67. EXECUTION • Conversation worthycontent: be sure that content is interesting, relevant and often unique • Make it shareable: Add sharing buttons, make it embeddable • Capitalize on content: Build visual proof of everything you do. Cases, behind the scenes and use these
- 68. Experimentation is crucial • Experiment personally before professionally • Try a variety of methods, tools and tactics • Accept failure as a big part of your success
- 69. GOVERNANCE AND POLICIES • Whom is responsible? • What can we say, won’t we say, don’t we discuss? • How fast do we need to respond? • How do we monitor activities • In-sourcing / outsourcing • The role of PR
- 70. Examples – personalengagement
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- 73. Building your landingpage • Summarize benefits and don’t oversell • Ensure that the call to action is clear – Tell people what you want them to do • Use testimonials if possible • Use hero-shots if possible • If you want to acquire data about a new ”like” use a two step process
- 75. How to makethe landing page known? • Integrate in all of your communication • Once launched push hard to get critical mass (remember what we spoke about?) • When you have significant traffic to the page, consider testing different variations
- 76. Examples of promoting Facebookpresence in print advertising – magazines from United Arab Emirates
- 77. What drives peopleto ”like”?
- 79. Spread the wordonsite
- 82. Advertise on Facebook Wantto get a glimpse of Facebook advertisement
- 83. Target the offers– don’t send traffic to your homepage unless
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- 87. Ad multiplication (agencycan help here)
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- 89. Scheduling content Manual or automaticor both? Facebook only or more social media platforms? Quick insight to tool
- 90. Itemize the likebutton and think e-commerce soon
- 91. Updates have poorreach Navi bar
- 92. Place pages ->do not underestimate
- 93. Video adds andcontent
- 97. AID+LIRA Attention > Interest> Desire + Like – Interaction – Recommendation - Action
- 98. T: twitter.com/michaelleander M: +4527 28 29 53 E: leander@michaelleander.com