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.

2. Which reads the most
words per minute – the eye or the ear?
2.500 words per minute 125 words per minute

3. Photos more likely to 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 not track
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 Facebook activities
2. Increase engagement
3. Measure conversion from Facebook to call to action

10. Thoughts
What to consider when you create your
Facebook Engagement Plan

11. Your target
prospect is exposed
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 changing buying behavior

15. Significant changes in buying 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. long term effect and impact
on cash-flow in social media marketing

18. More work
More details ROT Problem
More
numbers
More
people?
More
money?

19. Why
Facebook?

20. 20

21. Facebook dominates
Most popular site
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-in fast becoming the new standard
Survey data from Janrain survey

24. IF a large proportion
of your customers
and prospects are
active & receptive
on Facebook !

25. IF you can find 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 a plan
- purpose
- strategy
- tactics
- execution
- measure
29

30. 8 critical components for 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 more important?
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 of thumb
• 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 do you want to
talk about?
What does your
target audience
want to talk
about?

37. Diagram this and ask 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 it cheaper to sell to?
New customers / leads Existing customers

39. Existing customers are sources 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
trying to
solve?

41. Align Facebook activities to 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 is multi-
channel – Multichannel
marketers multiply ROMI
by 5, 10, 15

43. Simplified example - retail

44. 4 minute community co-
production
• 5 volunteers
• Ok with camera and
subsequently posting on
Facebook

45. Facebook
Audience
Behavior

47. A few interesting facts
• 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 more vital behavioral insights
• Complete the evaluation survey by Wednesday
next week and get the document

54. T: twitter.com/michaelleander
M: +45 27 28 29 53
E: leander@michaelleander.com

55. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action

58. Spread the word onsite

60. Advertise on Facebook
Want to get a glimpse of Facebook advertisement

61. Target the offers –
don’t send traffic to
your homepage unless

62. Video ads

64. Seriously important

66. Ad multiplication (agency can help here)

67. Random tips and
input

68. Scheduling content
Manual or
automatic or both?
Facebook only or
more social media
platforms?
Quick insight to
tool

69. Itemize the like button and think
e-commerce soon

70. The viral loop

71. Updates have poor reach
Navi bar

72. Place pages -> do not underestimate