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Fran camp facebook beyond the hype final draft
This document provides an overview of strategies for maximizing success on Facebook. It discusses creating social value by focusing on customer needs first. The foundation involves creating consistent branding across locations and growing the community organically and through paid strategies. Content is key to building engagement. Metrics like fan growth, reach, and social-assisted conversions should be monitored. Calls to action, optimized landing pages, and marketing automation can help drive conversions beyond just likes and shares. Common mistakes include a lack of preparation and not meaningfully engaging the target audience.
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Fran camp facebook beyond the hype final draft
- 1. Beyond the Hype: Strategiesfor Maximizing Facebook
- 2. Panelists Jon Carlston Vice President, SocialDevelopment Ryan Vaspra Vice President, Media Services Nicole Hudson Marketing Consultant, Inbound Lead Generation & Social Strategy
- 3. Agenda Optimized for Success:Create, Promote, Measure, & Convert Create: · The Foundation Promote: · Get Found: The Facebook icon is a part of your brand · Sponsored Posts and Facebook Ads · Open Graph Measure: · KPI’s to focus on Conversion: Beyond the Likes, Comments & Shares · Actionable call to actions · Optimized landing pages · Marketing automation established for conversion to happen?
- 5. • Social valueis a shift in thinking and approach to brand social media • The primary tenet of this shift is one of considering the needs and desires of your customer first, and the return for your business second • This principle is based on the very nature of social media and its origins • “Return” should come as a result of doing social media the “right way” • The objective should be to enhance your brand and satisfy your customer The Foundation – Social Value
- 6. The Foundation –Social Value Social Media can be many things, the key is to find the value you are able to offer your community and target audience. Then focus on delivering it the best way possible.
- 7. The Foundation –Social Value • The best content on Facebook is content that encourages user engagement • This includes: questions or a fill in the blank statement • The key is making that engagement as simple and compelling as possible, this is how you can “serve” your customers Make the user “want” to participate because it is easy & fun and takes very little time Photo Day of the Week (Monday’s) Trivia Tuesday Product Spotlight Wednesdays Customer Thursdays (Testimonials) Fun Fact Friday’s Tip of the Day Questions and Polls
- 8. The Foundation –Social Value • Communication portal with your target audience • Platform for listening to your customers • A way to demonstrate value to your customers • A tool to develop deeper relationships with your audience • Creates long term connections and communication • Social Media is a long term play, not a short term medium
- 9. The Foundation Parent /Child – now called National / Local •Create pages for all locations in your system with consistent branding •Gain admin access to all existing pages and update info/branding
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- 18. The Foundation –Content, Content, Content
- 19. • Social mediais only as good as the community a brand can build • Messaging is wasted if a community doesn’t exist to receive it • Even the biggest and best brands must “invest” in their community • Greater impact from social media efforts and exponentially enhanced total reach The Foundation – Paid Community Value
- 20. The Foundation –Paid Community Value • A common misconception is that Social Media is Free • The true costs of Social Media are Time, Money & Commitment • Time is the first cost listed , because it is the most important • Time is required to deliver the true value of Social Media • But time is wasted if you do not “invest” to ensure that your message is heard
- 21. The Foundation –Paid Community Value Many strategies exist to help grow your community, but know that “organic” growth is difficult, especially at first. Unpaid strategies: Participate in other conversations using #Hashtags Post on other Facebook Pages with similar audiences Spread the word offline to your existing customers You may need to commit to some paid strategies early on to really jumpstart your social community, this is your “investment” Paid strategies include: Facebook and Twitter ads Social promotions and giveaways Sponsored stories and promoted posts
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- 23. The Foundation –Corporate vs Local • Social Media Optimization is required to ensure that the social “face” of your brand is properly created and conveyed • Social Media at the Local and National level is an ongoing debate • With shifts happening in the space it is no longer a debate of “or” but “and” • Both must exist and more importantly both must work together strategically
- 24. The Foundation –Corporate vs Local • A symbiotic relationship must exist between a corporate social presence and the local presence ecosystem • By working together, these two platforms can deliver exponential benefit and build a strong overall brand presence
- 25. The Foundation –Corporate vs Local
- 26. Promote – SponsoredPosts and Facebook Ads Social Media does not operate under the “if you build it they will come” structure Facebook Ads The primary driver of exposure on the Facebook platform Custom Audience Facebook Ads Customers make the best fans on Facebook Sponsored Stories Digital peer referrals of your top content Sponsored Posts Paying for EdgeRank to optimize your message and content to your fans
- 27. Promote – SponsoredPosts and Facebook Ads • Facebook Ads are a must when it comes to building your community • Facebook Ads are relatively easy to learn and use, they are extremely difficult to master • Facebook Ads are much different than other ad types like Google AdWords • Rely much more heavily on instinct and understanding of not only the platform but the audience you are targeting
- 28. Promote – SponsoredPosts and Facebook Ads There are several Facebook Ad campaign types that each require their own strategies and execution methods • National Fan Growth • Local Fan Growth • National Promotion • Local Promotion • National Direct Response • Local Direct Response There is no “template” strategy that will effectively deliver efficient performance across all campaign types. This is where patience, experience and expertise become a requirement
- 29. Promote – SponsoredPosts and Facebook Ads
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- 31. Promote – SponsoredPosts and Facebook Ads • EdgeRank underwent a major retooling in August 2012 • A core component to delivering your most powerful messages is sponsored stories • Content on average will reach only about 15% of your audience, meaning 85% will be left out • Utilizing paid methodologies is a critical element when delivering your message
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- 33. Franchisee FB PageCorporateFB Page
- 34. Campaign Measurement App Views(Desktop) – 13,791 App Views (Mobile) – 2,346 Total App Views – 16,137 Total entries – 12,545 (78% conversion) Entries on mobile - 1781 (14% of total) Corporate New Fans – 11,299 Opt-in for email – 5186
- 35. Promote – EdgeRankDeep Dive
- 36. Promote – EdgeRankDeep Dive
- 37. Promote – EdgeRankDeep Dive
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- 42. Special Kudos toPark Tavern
- 43. Graph Search •Make sureyour clients LIKE your page •Incentives to “check-in” at your locations •Post photos of their experiences •Make it easy to become a customer – menu, services, request form, coupons, and special promotions
- 44. Measure – KPI’sTo Focus On • Brand Affinity and Awareness are the key tenets of social media • Traditional KPI’s are a “Result” rather than the “Objective” of doing social media in the first place • Similar to Customer Service in that you do customer service because you must, not for ROI • Social Search Engine Optimization (Ranking Signals)
- 45. Measure – KPI’sTo Focus On Since KPI’s should be a result of social media, what are the measurements that can be evaluated to determine if a social campaign is in fact producing “results”? Qualitative KPIs Fan Growth Likes, Shares, Comments, Clicks Reach People Talking About Virality Brand Sentiment Google Trends Quantitative KPIs Cost Per Fran* Social Referral Traffic Social Assisted Conversions Social Leads Social Cost Per Lead Search Ranking Signals
- 46. Measure – KPI’sTo Focus On Engagement Community Growth Social Assisted Conversion • Increased page engagements up to 4,000% in the first 3 months • Added more fans in 3 months than previous 2 years • Added over 17,000 new fans in less than a week • Averaged a new fan every 10 seconds • Increased audience reach to over 1 million • Driven over 13,000 in 2012. Visits via Social Referral (15% of total) • Driven over 250 Social Assisted Conversions
- 47. • Lenny’s SubShop is a gourmet subway sandwich shop specializing in Philadelphia style sandwiches and other various sandwich treats. • Lenny’s challenge was to compete in a series of crowded markets with large players like Subway, Jimmy John’s, and others. • The competition for Social Media Exposure was intense. Lenny’s decided to push for new fans by launching a large scale Facebook Ad campaign surrounding the Valentine’s Day holiday. Key Points: •Delivered over 17,000 new fans in 7 days •Expanded their message reach on Facebook to over 1 million •Enhanced the interaction on their page by more than 1000% Measure – KPI’s To Focus On
- 48. Social Search Optimization Social Links Content Technical SiteStructure Sitemaps Mobile Robots Access Site Speed Site Configuration Google Webmaster Google Analytics Pixel Capability Split Testing Server Responses 200 Codes 404 Errors 301 Redirects 302 Redirects Content Optimization Unique Content Useful Content Fresh Content Over Optimized Page Optimization Title Tags Meta Descriptions Alt Tags Keyword Usage Content Diversity Text Video Image Lists Content Semantics Knowledge Graph Reviews Authorship Places, etc… Directory Submission BBB & COC General Search Vertical Niche IYPs and ILSs Conversational Blog Outreach Blog Commenting Q&A Websites Rating Sites Editorial Article Sites Press Releases Partner Outreach Public Relations Link Attraction Egobait Stories Tutorials & How To’s OPN Social Signals Connection Plugins Sharing Plugins Comment Plugins Bookmarking Plugins Off-Site Engagement Tiny URLs Video Link Posts Image Link Posts Conversations Reputation Management Social Profiles Business Profiles Customer Reviews Capture Complaints Capture Promotions Sweepstakes Contests UGC Gamification Measure – KPI’s To Focus On
- 49. Measure – KPI’sTo Focus On
- 50. Measure – KPI’sTo Focus On • Develop deeper connections with your customers • Deliver value to your customers • Enhance your brand • Develop trust by listening
- 51. Measure – KPI’sTo Focus On • If you can measure an increased level of activity and meaningful interaction on your social pages then this can be considered a success • Try to make your customers happy first and serve their needs, only by doing this will you reap the rewards of social media in their fullest • Pay attention and be prepared to pivot and be flexible enough to deviate to best serve your customers
- 52. Conversion – Beyondthe Likes, Comments & Shares Get More Leads With Calls to Action • What is a CTA? • A social media call to action is an integral and often overlooked element of an effective social media strategy. Social media gets prospects, customers and the public primed to want to find out more about your offering or to engage with you further, but you must lead them to the next step in your sales or other conversion process. • Facebook posts will receive better success rates if they contain calls to action, compared to ones without them. So, all the more reason to use them!
- 53. Conversion – Beyondthe Likes, Comments & Shares Grab a Readers Attention with CTAs • Examples of calls to action include: click here, sign up today, get your ticket, join us at, RSVP here, buy now, enroll here, check this out, click, and comment.
- 54. Conversion – Beyondthe Likes, Comments & Shares • Optimize your landing pages to secure email addresses for further lead nurturing opportunities. • SEO optimize your text, images and list full domains.
- 55. Conversion – Beyondthe Likes, Comments & Shares Marketing Automation and Email Lead Nurturing
- 56. Why do businessesfail at Social Media? Small businesses are not prepared to tackle Social Media despite the significant opportunity it presents. With the right guidance and help, Social Media can be a big Win!
- 57. Conclusion • Your consumersuse Social Media • Their time is spent there whether you are or not • Make sure that you take advantage of this opportunity to be in front of them • Your customers expect you to be there, so don’t JUST be there, be there in a meaningful and valuable capacity • Social media is the tide that raises all boats, if done right it can positively impact all of your marketing efforts
- 58. Connect With Us– Via Twitter #FranCamp or LinkedIn Jon Carlston @joncarlson @processpeak Ryan Vaspra @ryanvaspra Nicole Hudson @getinboundleads @FranDevMaven
Editor's Notes
- #6 Social value is a shift in thinking and approach to brand social media The primary tenet of this shift is one of considering the needs and desires of your customer first, and the return for your business second This principle is based on the very nature of social media and its origins, one where social media is a tool designed to serve a need and not an advertising platform When a brand uses social media to serve the needs of their customers, whether it be through customer service or just interesting content, then the “return” should come as a result of doing social media the “right way” Therefore ROI should be a result not an objective, the objective should be to enhance your brand and satisfy your customer
- #10Â Submit worksheet to my staff. Party line says it takes 6 weeks, but is taking more like 3 months+ right now. Not certain it will continue forever, so I recommend taking advantage of this free program while it lasts.
- #11Â Clean up branding and naming conventions
- #12Â Ability to access and edit all claimed pages
- #13Â Locator comes free with National/Local, but has limitations compared to licensed apps
- #14 Store/office locator – most traffic amongst apps other than during a big promotion Franchise Tab – expose one of your largest and most engaged audiences to the fact that you have a great opportunity Promotions – grow fan base as well as an email/text/address database
- #15Â Franchisee FB pages should have consistent branding, though not necessary identical. Also should have conversion opportunities just like corporate.
- #16Â Campaigns should not just live at corporate, but should also be executed through local pages
- #20 Social media is only as good as the community a brand can build Brands can spend the time and energy required to make the best content in the world, but as the saying goes, “if a tree falls in the forest and no one is around to hear it” Even the biggest and best brands must “invest” in their community By making this investment you are able to not only ensure a greater impact from your entire social media efforts but also exponentially enhance your total reach
- #23Â With the major shifts occurring throughout the web to focus on a more relevant and local ecosystem, the idea of localized social media has become an ever important topic The challenge this presents is that it requires an already difficult task, managing a brands social presence, and makes it harder as it scales down It is when problems like this arise that solutions must be created By combining valuable technology, with rock solid strategies, and expert execution, the challenge of SoLoMo can be tackled
- #24 Social Media Optimization is required to ensure that the social “face” of your brand is properly created and conveyed, you can not effectively execute a social campaign if the foundation is not rock solid Social Media at the Local and National level is an ongoing debate but with shifts happening in the space it is no longer a debate of “or” but “and”, both must exist and more importantly both must work together strategically
- #28Â Facebook Ads are a must when it comes to building your community While Facebook Ads are relatively easy to learn and use, they are extremely difficult to master and if the knowledge and experience of the platform does not exist it can be easy to spend unnecessarily and waste efficiency Facebook Ads are much different than other ad types like Google AdWords, they rely much more heavily on instinct and understanding of not only the platform but the audience you are targeting
- #32 Sponsored Posts – EdgeRank, the Facebook algorithm that determines the exposure that content on a page receives, underwent a major retooling in August 2012 This shift created a vacuum for content and established a core component to delivering your most powerful messages to your audience, that component is sponsored stories EdgeRank as it stands, means that content on average will reach only about 15% of your audience, meaning 85% will be left out Because of this, utilizing the paid methodologies, albeit judiciously, is a critical element when delivering your message and making sure it is well received
- #36Â Two Categories for EdgeRannk
- #37Â Two Categories for EdgeRannk
- #38Â Two Categories for EdgeRannk
- #45 Brand Affinity and Awareness are the key tenets of social media and it is the achievement of these that should be viewed as successful measurement to a good social media program Traditional KPI’s should come as a “Result” of Social Media being done correctly rather than being the objective of doing social media in the first place Similar to Customer Service in that you do customer service because you must, it doesn’t necessarily have an ROI attached to it, however if you don’t do it, it can harm your business and if you do it very well it can greatly enhance it
- #46 Since KPI’s should be a result of social media, what are the measurements that can be evaluated to determine if a social campaign is in fact producing “results”? KPI’s For Measurements Impressions Engagement Virality Community growth Brand sentiment Referral traffic Google Analytics “Social Assisted Conversion”
- #50 -Who here knows Google ’ s? -Google has a singular goal....take care of the consumer the rest will follow. -Giving the most relevant and rich experience to us and fight spammers. -This is why SEO is an art and science, because Google has to keep their algorithm secret. So the internet is not just a mailbox full of spam and solicitation.
- #52Â If you can measure an increased level of activity and meaningful interaction on your social pages then this can be considered a success Sales and Traffic should not be the objective of an effective social strategy but instead should be the result Try to make your customers happy first and serve their needs, only by doing this will you reap the rewards of social media in their fullest Pay attention to what your customers are doing, how they are using your social presence, and what they are asking for, be prepared to pivot and be flexible enough to deviate to serve them best
- #53Â Facebook Conversion
- #54 When a reader is on your page and you have the privilege of having their attention for even the shortest span of time, make your CTAs an integral part of your marketing plan . Something you had front of mind—not an afterthought. Then you’ll have some influence on where readers navigate next and what steps you want to encourage them to take.
- #55 When users share a link on Facebook, a thumbnail image and text excerpt is included with the link. This is a prime opportunity to make your landing page appealing to the connections of the sharer. Consider hosting landing pages on their own top-level domain, and always include an image of the product. The facebook post will also automatically include the page title, and first paragraph of body text – be sure to include your keywords and best persuasive copy in these sections to make the link as “clickable” as possible.
- #56Â Marketing Automation aligned with your CRM