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Lisbon Facebook Marketing Workshop, part 1
The document provides information on optimizing Facebook engagement strategies. It discusses how to 1) understand customer behaviors and align Facebook activities to their journey, 2) target offers rather than just sending traffic to the homepage, and 3) consider scheduling content both manually and automatically across multiple social media platforms. It also notes that existing customers are cheaper to sell to than new customers and provides random tips on optimizing Facebook strategies.
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Similar to Lisbon Facebook Marketing Workshop, part 1
Lisbon Facebook Marketing Workshop, part 1
- 2. Which reads themost words per minute – the eye or the ear? 2.500 words per minute 125 words per minute
- 3. Photos more likelyto engage on Facebook Tell a story – relate to your core message Consider including USP’s Stir an emotion
- 4. People talk about pictures, share them, LOL at them
- 6. Portuguese language only 52,1% 87,5% sell to businesses 75,0% sell to consumers 20% do not have a Facebook brand page Wanted result: 37,8 % Improve reputation Goal: 22,2% attract web-traffic 60,9% nurture customers 56,5% sell more products 10,9% customer service 50% in more than 3 social channels 25% do not offer sharing on website
- 8. 1/3 do nottrack digital marketing activities 54% don’t know what sentiment analysis is Marketing staff 31,1% solo person 44,4% are 2-3 people 13,3% are 9-19 people
- 9. 1. Integrate Facebookactivities 2. Increase engagement 3. Measure conversion from Facebook to call to action
- 10. Thoughts What to considerwhen you create your Facebook Engagement Plan
- 11. Your target prospect isexposed to 6000 advertising messages every single day
- 12. Short attention span,loads of intrusion - how do you cut through the clutter? Do I know you? Do I need you? Brain Can I trust you? filter
- 13. Unique passionatee motional authentic focused interactivem eaningful…
- 14. Key trends changingbuying behavior
- 15. Significant changes inbuying behavior No sex on the first date Referral & recommendation OTS* high to get a reaction Latency increase incubationtime *OTS = Opportunity to see
- 17. Short vs. longterm effect and impact on cash-flow in social media marketing
- 18. More work More details ROT Problem More numbers More people? More money?
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- 21. Facebook dominates Most popularsite 901 million Group & profiles growing at 3-4% each page month inflation Meet everyone Brand Changes magnetism – constantly – for better or worse but less than 5% see ROI
- 23. Game changer: Social sign-infast becoming the new standard Survey data from Janrain survey
- 24. IF a largeproportion of your customers and prospects are active & receptive on Facebook !
- 25. IF you canfind critical mass -> enough people to engage and keep engaged
- 26. Getting critical mass-> to the point when exponential growth kicks-in
- 29. You really need aplan - purpose - strategy - tactics - execution - measure 29
- 30. 8 critical componentsfor your community building activities on Facebook 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
- 31. Which is moreimportant? Content Community
- 32. UNDERSTANDING THE DRIVING RuleOF COMMUNITIES FORCES of thumb 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 32
- 33. 90-9-1 rule ofthumb • 90% (of your likes) will only consume content • 9% will engage periodically, but only when the conversation strikes them as interesting • 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view
- 34. Service Receive Listen Talk Listen Listen Listen Can you find something sensible to talk about?
- 36. Quick excercise What doyou want to talk about? What does your target audience want to talk about?
- 37. Diagram this andask yourself: What can I do that will make my customers happy in each of these lifecycle steps? Acquisition Conversion Retention Win-Back High Loyalty Customer value Z Profiling Customer service & support Win-Back x Update, information, interaction Low New Lifecyclus End of relationship relationship
- 38. Whom is itcheaper to sell to? New customers / leads Existing customers
- 39. Existing customers aresources of cheaper income, referrals, reputation... Easier & cheaper to sell to, cheaper to serve Reviews & endorsements WOM and 1-on-1 sharing
- 40. Which problems are you tryingto solve?
- 41. Align Facebook activitiesto the customer journey LIRA LIRA LIRA LIRA Can your customers find Could you use Facebook for value? Can your prospects any of these steps in the find answers? customer buying proces? 41
- 42. Social Media ismulti- channel – Multichannel marketers multiply ROMI by 5, 10, 15
- 43. Simplified example -retail
- 44. 4 minute communityco- production • 5 volunteers • Ok with camera and subsequently posting on Facebook
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- 47. A few interestingfacts • Facebook fans are more likely to purchase, consider, and recommend brands • Facebook ”fandom” has the largest impact on purchase • The value in your Facebook fan base is in their willingness to recommend
- 51. Only 3-14% 80% of new of your ”likes” never ”likes” will visit your see your Facebook messages page again
- 53. Get 9 morevital behavioral insights • Complete the evaluation survey by Wednesday next week and get the document
- 54. T: twitter.com/michaelleander M: +4527 28 29 53 E: leander@michaelleander.com
- 55. AID+LIRA Attention > Interest> Desire + Like – Interaction – Recommendation - Action
- 58. Spread the wordonsite
- 60. Advertise on Facebook Wantto get a glimpse of Facebook advertisement
- 61. Target the offers– don’t send traffic to your homepage unless
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- 66. Ad multiplication (agencycan help here)
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- 68. Scheduling content Manual or automaticor both? Facebook only or more social media platforms? Quick insight to tool
- 69. Itemize the likebutton and think e-commerce soon
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- 71. Updates have poorreach Navi bar
- 72. Place pages ->do not underestimate