Supercharge Your Facebook Marketing
•Download as PPT, PDF•
1 like•815 views
This document discusses how to supercharge marketing through social media campaigns on Facebook. It provides an example of a successful social media campaign run by Torpedo Bags that increased their Facebook fans from 150 to over 1,400 and generated over $10,000 in sales. The document outlines the key steps to run a social media campaign, including creating a great offer, having clear calls to action, promoting the campaign on multiple channels, seeing meaningful results, and repeating campaigns.
More Related Content
Viewers also liked
Viewers also liked (19)
Similar to Supercharge Your Facebook Marketing
Similar to Supercharge Your Facebook Marketing (20)
Recently uploaded
Recently uploaded (6)
Supercharge Your Facebook Marketing
- 1. supercharging your marketing 1 #ctctsocial @constantcontact © 2012
- 2. Wendi Caplan-Carroll Area Director-NorthEast, United States Constant Contact email: wcaplancarroll@constantcontact.com Facebook/wccconstantcontact Twitter/wendicc 2 #ctctsocial @constantcontact © 2012
- 3. introduction + agenda • why and how to engage on Facebook • running compelling social campaigns • measure and react • resources 3 #ctctsocial @constantcontact © 2012
- 4. agenda • why and how to engage on Facebook • running compelling social campaigns • 5 steps to a great social campaign • resources 4 #ctctsocial @constantcontact © 2012
- 5. what’s the best source for new business? Word of Mouth Word of Mouth Your customers talking to their Your customers talking to their friends and colleagues, is the friends and colleagues, is the number one way for you to number one way for you to attract new customers attract new customers 5 #ctctsocial @constantcontact © 2012
- 6. word of mouth has gone social Provide Provide Get more Get more Get more Get more Get more Get more value value Likes Likes engagement engagement shares shares but how? Facebook is the place where people talk to each other about their experiences, openly and often 6 #ctctsocial @constantcontact © 2012
- 7. engagement marketing traditional engagement marketing marketing FIND iis he MOR tthe ttiion E s n on :: rette n ll re e tthe he ffunne unne ” e e Ja f e oe Jaf f “fflliip “ p acqu i siittiion ” iis on ---- J o J new ne w ac qu 7 #ctctsocial @constantcontact © 2012
- 8. the power of reach your page your fans – current reach friends of your fans – potential reach 8 #ctctsocial @constantcontact © 2012
- 9. why fans are great for business more likely to more likely to recommend buy after becoming a fan after becoming a fan Source: 2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse 9 #ctctsocial @constantcontact © 2012
- 10. why fans are great for business never revisit Facebook Pages Source: BrandGlue.com 10 #ctctsocial @constantcontact © 2012
- 11. getting the “Like” is a good start of posts are never seen Source: Jeff Widman, BrandGlue.com in a person’s newsfeed 11 #ctctsocial @constantcontact © 2012
- 12. what you want fans to do OO G OO G BETTE BETTE BES BES D D R R TT like like or comment share your page on your posts your posts 12 #ctctsocial @constantcontact © 2012
- 13. Facebook can be a struggle… • I don’t have the time to do Facebook marketing and my other marketing • I don’t know what to post on Facebook or how often • I don’t know how to get people to “like” my page • I’m not getting worthwhile results! (am I?) 13 #ctctsocial @constantcontact © 2012
- 14. posting = opportunity to engage p o s tti n g pos ing o T m e l i ne on y o u rr T iim e l i n n you e iis a g r s a g re a ffiirrs tt s t s s te p ! e att ep! 14 #ctctsocial @constantcontact © 2012
- 15. how do I know what to post? • don’t think too hard • share your own conversations • know your audience rre s p o n d d espond ttiiv e lly a n ds a d a y .. e c v e y a ne s a d a y p o s tt e ffff e c s tt m iin u tt e c a n p o s ei n jju s m n u y o u c a n e n tts i n u you s o comm en tt o c omm 15 #ctctsocial @constantcontact © 2012
- 16. don’t just “push” content • ask your fans for their opinions. • make your posts about them. s h o u lld s shou d p o st e .. p o s t s t h iig h be s e lle c ttiiv eu m e b u t h g h s e ec v l ume bu b e l o w --v o l be be l o w v o a llu e .. v a ue v 16 #ctctsocial @constantcontact © 2012
- 17. have fun with it! • showcase your culture • highlight personalities • be light in tone • delight your audience 17 #ctctsocial @constantcontact © 2012
- 18. posting on marketing on Facebook Facebook 18 #ctctsocial @constantcontact © 2012
- 19. introduction + agenda • why and how to engage on Facebook • running compelling social campaigns – how they work – the Torpedo Bags experience • 5 steps to a great social campaign • resources 19 #ctctsocial @constantcontact © 2012
- 20. what’s a social campaign? A social campaign leverages the power of social media by running a gated promotion or offer on a Facebook Landing Page, and promoting it to your email list and social networks to engage your existing audience, attract new fans, and turn fans into customers. 20 #ctctsocial @constantcontact © 2012
- 21. let’s see one in action… 21 #ctctsocial @constantcontact © 2012
- 22. Torpedo Bags a real-life social campaign a real-life social campaign who/where: Torpedo Bags, located in who/where: Torpedo Bags, located in Minneapolis, MN. 11 years old, started Minneapolis, MN. 11 years old, started manufacturing their own products 3½ years manufacturing their own products 3½ years ago. ago. goal: increase Facebook fans and sales. goal: increase Facebook fans and sales. (started with 150 fans) (started with 150 fans) tactic: run a social campaign that offered tactic: run a social campaign that offered fans 15% off if they Liked the page. fans 15% off if they Liked the page. 22 #ctctsocial @constantcontact © 2012
- 23. social campaign #1: 02.17.12 → 03.01.12 “like gate page” 23 #ctctsocial @constantcontact © 2012
- 24. “reveal” page 24 #ctctsocial @constantcontact © 2012
- 25. promotion timeline 02.16 02.17 02.21 02.24 25 #ctctsocial @constantcontact © 2012
- 26. social campaign #2: 04.12.12 → 05.01.12 social campaign #3: 06.19.12 → 07.04.12 [run more than one social campaign!] 26 #ctctsocial @constantcontact © 2012
- 27. promotion 27 #ctctsocial @constantcontact © 2012
- 28. results? “II approach Facebook much “ approach Facebook much +1,400 fans differently now. II (launched differently now. (launched my social campaign) and II my social campaign) and $1,500 got 3 or 4 orders got 3 or 4 orders immediately that totaled immediately that totaled [first hour] $1,500 in the first hour, and $1,500 in the first hour, and $5,000 over the first $5,000 $5,000 over the first weekend. II post new weekend. post new [first weekend] updates daily. II try to post updates daily. try to post new videos and photos new videos and photos $10,000+ every 2 weeks.” every 2 weeks.” -- Steven Kriesel, Founder -- Steven Kriesel, Founder [overall] 28 #ctctsocial @constantcontact © 2012
- 29. run real and measurable social campaigns using custom tabs 29 #ctctsocial @constantcontact © 2012
- 30. how you create a social campaign Step 1: build the “Like Gate Page” Step 1: build the “Like Gate Page” Step 2: build the “Reveal Page” Step 2: build the “Reveal Page” Step 3: promote Step 3: promote facebook twitter linkedin email 30 #ctctsocial @constantcontact © 2012
- 31. what your audience will do Step 1: click on link Step 1: click on link Step 2: go to the “Like Gate Page” Step 2: go to the “Like Gate Page” Step 3: go to the “Reveal Page” Step 3: go to the “Reveal Page” facebook twitter linkedin email 31 #ctctsocial @constantcontact © 2012
- 32. the power of promotion facebook twitter linkedin traffic to tabs on Facebook that is driven traffic to tabs on Facebook that is driven by promotion via email, posting, and ads by promotion via email, posting, and ads email Source: TechCrunch.com 32 #ctctsocial @constantcontact © 2012
- 33. Social Campaigns helps you… achieve real business results achieve real business results drive social sharing drive social sharing engage your audience engage your audience grow your network grow your network 33 #ctctsocial @constantcontact © 2012
- 34. agenda • why and how to engage on Facebook • running compelling social campaigns • 5 steps to a great social campaign 1. create a great offer 2. have clear calls to action 3. publish + promote 4. see meaningful results 5. do it again • resources 34 #ctctsocial @constantcontact © 2012
- 35. 1. create a great offer the #1 reason people like a Facebook Page is to receive the #1 reason people like a Facebook Page is to receive discounts, promotions and exclusive content discounts, promotions and exclusive content create a have clear publish + meaningful do it great offer call to action promote results again! 35 #ctctsocial @constantcontact © 2012
- 36. 1. create a great offer are you: • selling a product? • offering a service? • promoting a cause? can you offer: • a discount? • exclusive content? • a sweepstakes? create a have clear publish + meaningful do it great offer call to action promote results again! 36 #ctctsocial @constantcontact © 2012
- 37. ways offers can drive results Sell with E- Commerce create a have clear publish + meaningful do it great offer call to action promote results again! 37 #ctctsocial @constantcontact © 2012
- 38. 1. what’s a great offer? • coupon/online discount • downloadable content: tips, whitepaper • video that gives an inside look at your biz • showcase seasonal specials • sweepstakes or contest • free consult or demo • sweepstakes or contest – gather email addresses create a have clear publish + meaningful do it great offer call to action promote results again! 38 #ctctsocial @constantcontact © 2012
- 39. 2. create clear calls to action what do your customers need to do to make you successful? • visit your retail location • place orders online • call you to purchase or book your services • write a positive review • tell their friends • sign up for your email newsletter • learn more about what you offer • register for an event create a have clear publish + meaningful do it great offer call to action promote results again! 39 #ctctsocial @constantcontact © 2012
- 40. 2. create clear calls to action Tell them what to do next! Tell them what to do next! Make it clear you want them Make it clear you want them to LIKE you. to LIKE you. create a have clear publish + meaningful do it great offer call to action promote results again! 40 #ctctsocial @constantcontact © 2012
- 41. encourage fans to join your list • create a custom email marketing list for future engagement create a have clear publish + meaningful do it great offer call to action promote results again! 41 #ctctsocial @constantcontact © 2012
- 42. 3. promote your social campaign • promote your social campaign in your Facebook timeline • create a name for your custom tab • post about it on Facebook create a have clear publish + meaningful do it great offer call to action promote results again! 42 #ctctsocial @constantcontact © 2012
- 43. 3. publish + promote everywhere! share your social campaign: • in an email newsletter • at your store/POS • on all your social networks • on your personal profiles • in a blog post • Facebook ads and Sponsored Stories create a have clear publish + meaningful do it great offer call to action promote results again! 43 #ctctsocial @constantcontact © 2012
- 44. 90% of traffic to your offer comes from promotion Source: TechCrunch.com create a have clear publish + meaningful do it great offer call to action promote results again! *Techcrunch stats, even before Timeline was 44 #ctctsocial @constantcontact implemented © 2012
- 45. build a full promotion plan most successful social campaigns run for at least 1-2 weeks. from our Social Campaigns Playbook create a have clear publish + meaningful do it great offer call to action promote results again! 45 #ctctsocial @constantcontact © 2012
- 46. schedule your posts • sit down with a calendar – create posts for different milestones during your social campaign – deadline reminders – updates on # of downloads – fan count – share photos or video • short on time? schedule your posts in Facebook or HootSuite • encourage social sharing create a have clear publish + meaningful do it great offer call to action promote results again! 46 #ctctsocial @constantcontact © 2012
- 47. consider Facebook Ads and Sponsored Stories create a have clear publish + meaningful do it great offer call to action promote results again! 47 #ctctsocial @constantcontact © 2012
- 48. 4. see meaningful results with Social Campaigns reports • engagement and audience growth – new Facebook fans – new email contacts • share stats – total shares – Facebook shares – Twitter – LinkedIn – email create a have clear publish + meaningful do it great offer call to action promote results again! 48 #ctctsocial @constantcontact © 2012
- 49. 4. see meaningful results with Social Campaigns reports % of visitors who also clicked % of visitors who also clicked a a link within the campaign link then also shared your campaign see how many people are clicking on each of the links on your Social Campaign Page create a have clear publish + meaningful do it great offer call to action promote results again! 49 #ctctsocial @constantcontact © 2012
- 50. see what works: Facebook Insights find Insights in your Facebook admin panel create a have clear publish + meaningful do it great offer call to action promote results again! 50 #ctctsocial @constantcontact © 2012
- 51. see what works: Facebook Insights use Facebook’s Insights tool to track activity & engagement create a have clear publish + meaningful do it great offer call to action promote results again! 51 #ctctsocial @constantcontact © 2012
- 52. don’t forget to listen • social campaigns start the conversation • listen and respond to comments on your page create a have clear publish + meaningful do it great offer call to action promote results again! 52 #ctctsocial @constantcontact © 2012
- 53. address and encourage “positivity” • positive comments are an opportunity – spread the message • respond…say “thank you”! • answer questions • share comments through other marketing channels -- Yelp aggregate rankings of businesses, 9/2009 • consider rewarding “positive posters” create a have clear publish + meaningful do it great offer call to action promote results again! 53 #ctctsocial @constantcontact © 2012
- 54. turn negativity into a great experience • always reach out to the customer – by phone or private message if possible • show your network that you are addressing the issue • respond positively, publically (if appropriate) • always seek to understand, satisfy and delight – not defend create a have clear publish + meaningful do it great offer call to action promote results again! 54 #ctctsocial @constantcontact © 2012
- 55. 5. do it again • good marketers plan for the future! • run a steady stream of social campaigns throughout the year • mix it up! – access to an event – exclusive content – limited time offer – holiday special – video • always encourage fans to share offers with their friends! create a have clear publish + meaningful do it great offer call to action promote results again! 55 #ctctsocial @constantcontact © 2012
- 56. agenda • why and how to engage on Facebook • running compelling social campaigns • 5 steps to a great social campaign • resources 56 #ctctsocial @constantcontact © 2012
- 57. resources for listening and posting track your page Insights read fan comments reply from your Inbox 57 #ctctsocial @constantcontact © 2012
- 58. Social Campaigns playbook www.constantcontact-socialplaybook.com 58 #ctctsocial @constantcontact © 2012
- 59. Social Campaigns worksheet 59 #ctctsocial @constantcontact © 2012
- 60. we make social simple (online) www.constantcontact.com >> Social Campaigns >> Social Media Marketing Strategy Resources 60 #ctctsocial @constantcontact © 2012
- 61. 4 things you can do today… 1. create a compelling offer, place it on a custom landing page 2. promote the offer to your email subscribers, fans, followers and connections 3. keep fans involved with special offers and quality, engaging content that is relevant to your business 4. integrate with email marketing and other social networks to drive awareness and participation with the click of a button 61 #ctctsocial @constantcontact © 2012
- 62. next steps… Get started for free! Begin running Social Campaigns on Facebook today! Arm yourself with the tools, playbook, and coaching to get your first Social Campaign in front of your email subscribers and social networks. Call a coach at (855) 825-0404 Or visit www.constantcontact.com/social 62 #ctctsocial @constantcontact © 2012
Editor's Notes
- This presentation is “what, why, and how” of Facebook marketing: how to drive repeat business and amplify word of mouth by engaging your happy customers, stay top of mind to make it easy for them to share your message, and measure results. It’s divided into four core sections: 1. What is marketing on Facebook and why it is important 2. How to run compelling marketing campaigns and amplify word of mouth with a great offer! 3. Measure and react: how to measure the effectiveness of your Facebook marketing and what to do next 4. Resources – we’ll talk about some helpful online guides to use as you plan your Facebook marketing
- This presentation is “what, why, and how” of Facebook marketing: how to drive repeat business and amplify word of mouth by engaging your happy customers, stay top of mind to make it easy for them to share your message, and measure results. It’s divided into four core sections: 1. What is marketing on Facebook and why it is important 2. How to run compelling marketing campaigns and amplify word of mouth with a great offer! 3. Measure and react: how to measure the effectiveness of your Facebook marketing and what to do next 4. Resources – we’ll talk about some helpful online guides to use as you plan your Facebook marketing
- You already know that word of mouth from existing customers is your best source for new business. ANIMATE Word of mouth, your customers talking to their friends and colleagues, is the number one way for you to attract new customers. Social media offers you a new tool to harness social word of mouth to build even stronger relationships, and achieve measurable business results.
- Word of mouth now occurs as much online as it does offline, and largely through social networks like Facebook, Twitter, and LinkedIn. The beauty of this social word of mouth is that it is very public and easily spreads exponentially. Simply put, with Facebook you have the opportunity to supercharge your word of mouth. ANIMATE You already generate positive word of mouth by providing a great customer experience, offline. Now you can do it online by providing value: getting more Likes, increasing overall engagement, and get folks sharing your content… ANIMATE How can you MAKE this happen, you ask? You generate positive word of mouth by providing a great customer experience and producing great content, online and offline Don’t just hope that your customers will come back and tell their friends about you….make it happen by using social media to your advantage Facebook is the place where people talk to each other about their experiences, openly and often
- The Power of Email Marketing For a 60-day free trial, go to texas.constantcontact.com At Constant Contact, we have been preaching for the past 10 years that SMBs need to flip the funnel. To grow and compete in a world full of larger and better resourced big box businesses, delivering a great customer experience and focusing on existing customers will feed the top of the funnel. Small businesses don’t have the marketing budget to outspend large companies on campaigns from traditional awareness to acquisition campaigns. What SMBs do have are very loyal customers. Once you recognize that your existing customers are your best assets, you are ready to flip the funnel…focus on keeping the customer happy, coming back and telling their friends. Remember how the funnel helped figure out sales and marketing structure and resource? Focusing your resources on engaging your current customers is cost effective way to find more customers. The Father of Loyalty Economics and Director Emeritus at Bain consulting Fred Reichheld, proved this in a 1990 study published in HBS Review - way before social media. It’s 5x more expensive to acquire than retain customers. And a 5% increase in retention can yield between 25% and 100% increase in revenue depending on the industry, and repeat customers spend 70% more than first time customers – and this research probably needs updating too! Joe Jaffe based his entire book “Flip the Funnel” on this notion and coined the phrase “Retention is the New Acquisition.”
- Reach is a powerful thing, and is one of the reasons that social media in general, and Facebook in particular, has become a key part of small business strategy. [click to build] this is your business’ page on Facebook. Your business has fans [click to build]. These fans represent your current reach . What you want to do is engage your fans through Facebook and leverage the social visibility that engagement creates so that you become visible to the friends of your fans. [click to build] This represents your potential reach. There will always be an audience that you can’t quite reach [click to build], but that’s OK. Focus on engaging your fans and driving the visibility that will get your exposure to their fans. (original notes: If you have a page, then you probably have at least a few fans already – people who have liked Your page. These people make up your current reach – the people who have given you permission to keep talking with them. When you provide those people with great experiences, offers, and content, ANIMATE they can share it with their friends. And once those people become your fans, you can reach the next level and so on and so forth. This is your potential reach. You’ll never reach all 800+million people on Facebook, but building a good size audience of engaged fans is very achievable. )
- One of the big questions about marketing on Facebook is what is the Return on Investment? And that’s a difficult one to quantify. But we do know that fans are good for every organization. ANIMATE According to research conducted by market research firm Chadwick Martin Bailey – people are 56% more likely to recommend a brand after becoming a fan ANIMATE and 51% more likely to buy from you after becoming a fan. That means if you grow your fan base and keep them engaged, good things will follow.
- One of the big questions about marketing on Facebook is what is the Return on Investment? And that’s a difficult one to quantify. But we do know that fans are good for every organization. ANIMATE According to research conducted by market research firm Chadwick Martin Bailey – people are 56% more likely to recommend a brand after becoming a fan ANIMATE and 51% more likely to buy from you after becoming a fan. That means if you grow your fan base and keep them engaged, good things will follow.
- your page is important, but very few people will ever return to it. OK, so you need to create + post great content, right? Well, yes…although… (86% of posts are never seen)… Why? Because of an algorithm called “EdgeRank” determines what gets seen…and the output of that algorithm is only about 14% of the posts directed at an individual’s newsfeed. ______________________ Notes from original slide… It’s important to understand that Facebook uses an algorithm called Edgerank to determine what each of us as individuals sees in our newsfeed. The details change on a pretty regular basis but some elements are constant and within your control. ANIMATE It is necessary because there is so much activity on Facebook EdgeRank attempts to surface only posts that it thinks a user will find interesting ANIMATE It’s based on affinity – the relationship between the fan and Page Weight – interaction with the posts – an action like commenting or liking And time – how much time has passed since the creation of the post Edgerank marks these posts as “Top Stories” Less than 10% of your Fans will see what you Post (on average) By default, Facebook displays posts marked as “Top Stories” ahead of all other newsfeed items Your posts is competing for attention against posts published by Friends and other Pages the user has Liked
- Since fewer than 14% of your fans will see what you post (on average) because by default, Facebook displays posts marked as “Top Stories” ahead of all other newsfeed items, you need to drive actions that will allow you to remain “top of page” or to gain increased visibility in the newsfeeds of your fans. Here’s what you’re looking to get: [click to build “Like”] The page like is the new version of permission marketing. It’s the first step of a relationship that allows your page to keep posting to your fans’ newsfeed. A page like is good and a necessary first step. [click to build “Comment”] What’s better: If someone likes or comments on your post. If they interact with you by liking or commenting, your posts are more likely to show up in that fan’s newsfeed, and that fan’s interaction with you will be seen by their friends. [click to build “Share”] The best: people that share your content. That is the strongest possible level of endorsement and shows Facebook that the page is relevant to that fan – they are absolutely interested in what you have to say. That share will appear in your fan’s timeline and their friend’s newsfeeds. Sooo…what are you supposed to do to get all of this activity on your Facebook page, and to get the power of reach and social visibility working for you? We’re going to keep moving forward with Scribblers to show you the things you can do (and you’ll recognize some of the engagement marketing cycle in how we talk about these things)…
- *OPTIONAL SLIDE* The truth is that many small businesses are really struggling to see results from Facebook. We talk to them all the time and some of the things we hear most often are: I don’t know how to make Facebook work for my organization No one knows about it I don’t have the time to do Facebook marketing AND my other marketing I don’t know what to post on Facebook or how often I’m not getting worthwhile RESULTS
- One of the main reasons people aren’t seeing tons of success is that they are focused on just posting on their wall without a real plan to market their business. Posting is a great first step and really important, but posting alone isn’t enough.
- People often wonder what to post on Facebook – and in many cases they are overthinking it. Posting on Facebook should be just like talking to a customer or a prospect. Focus on what they want and are interested in and the value you provide. Three tips: Don’t think too hard. Obviously being thoughtful is really important and you want to show the world how smart you are. But you don’t actually need to think too hard to provide people with something of value. Remember: no one knows your business better than you do, and people are probably coming to your page because they already see you as an authority. Proactively providing answers to questions they might have, summarizing industry articles or books you have read, and sharing insightful videos with some key takeaways can all get you moving in the right direction. Capture your own conversations. Creating content is about telling stories, and you have stories in your life every day. One of the best sources of social content is to play back interesting conversations that you're having with your friends or family or customers relating to your business. Share a customers’ success story or how they might be doing something different, relay a discussion about a product that you recently had, or highlight key takeaways from an event you attended. Your life is full of great stories that your readers could find interesting. Know your audience. Every organization is different and every audience has its own set of needs and goals and preferences. Whether formally (a survey) or informally (casual conversations), you need to find out what people are looking for from you via your social networks. Are they looking for coupons? For inside information? Advice? Short tips? Long articles? All of those insights can help narrow down the number of options you might have and tell your stories in the most appropriate way.
- You can’t just talk about yourself all the time and only post about what your organization is doing. It’s about engagement – remember, it’s social media. People want to interact and have conversations. Ask your fans to participate. Ask them what they think. Before you post on Facebook, take a minute and think about how the content can relate to them. How can you get them engaged enough to share their opinions?
- Social media marketing presents a great opportunity to show the personality of not only an organization, but the people who work there. In most cases, you’ll want to be light in tone and have some fun so your customers a have a pleasant experience interacting with you.
- If you take nothing else away from this seminar it’s that posting on Facebook is not the same as marketing on Facebook. As we said, posting is great but it’s not the same as marketing on Facebook. In the rest of this seminar we are going to focus on how to market your organization on Facebook.
- This presentation is “what, why, and how” of Facebook marketing: how to drive repeat business and amplify word of mouth by engaging your happy customers, stay top of mind to make it easy for them to share your message, and measure results. It’s divided into four core sections: 1. What is marketing on Facebook and why it is important 2. How to run compelling marketing campaigns and amplify word of mouth with a great offer! 3. Measure and react: how to measure the effectiveness of your Facebook marketing and what to do next 4. Resources – we’ll talk about some helpful online guides to use as you plan your Facebook marketing
- Test: do we just lay out the positioning statement right up front (exec summary style), and then go into the “building” phase of the presentation? Voiceover (sample – and only the part to set up S.C. – might need more of a “wrapper”): We mentioned that Constant Contact has a suite of tools to help you achieve your business goals. One of those tools is called “Social Campaigns,” and it focuses on how you can leverage Facebook to achieve success. Put simply, here’s what it’s all about [click to build positioning statement]… HOW are we going to do that? The good news is that at Constant Contact we’ve created a tool that will help you do this. It’s called (wait for it)…Social Campaigns from Constant Contact (see what we did there?)! As I talk about the best practices for using Facebook to help you market your business and to leverage social campaigns, you’ll be seeing how we’ve built a product around those best practices. Let me show you what we’re going to talk about… [click to next slide]
- The day before the campaign, ANIMATE Steve posted on Facebook about a sale that was coming up and it was only available through Facebook. ANIMATE Feb. 17 – the first day of the campaign – Steve announced it on Facebook and sent an email. Within the first hour, he got 4 orders. ANIMATE Four days later, he mentioned that Torpedo Bags was getting a lot of attention on Facebook, and that lots of their Coyote bags were ordered and shipping. ANIMATE Steve also looked to online forums to promote his Social Campaign. He posted on the Trumpet Herald and Trumpet Master forums about the discount and linked back to the Social Campaign.
- What they did really well is to keep going…they offered two more campaigns over the next 4 months…building on the momentum they started with the first one.
- Word about the campaign quickly spread. Customers shared the discount with friends and friends shared it with their friends. In total, Steve made $5,000 in the first weekend of launching the campaign. In one month, Torpedo Bags added 500 Facebook fans. Steve estimates that he made over $10,000 total from his first Social Campaign.
- The first step is start using tabs and other applications that make you look more professional on Facebook. Think about it – what makes a better first impression to your potential fans? Your wall or a beautiful landing page that explains why people should like your page and asks them to do so? But even more than just looking great, these applications make it possible to run promotions, offers, and more on your page that drive real, measurable results.
- Once you have created your custom Facebook tab, you post it to your Facebook wall and other social networks, and share it by email with your subscribers When you create your Social Campaign, you post it to your Facebook wall as a custom landing tab. What you’re building is 2 steps – a gate page that asks new fans to like you – ANIMATE and a reveal page where fans can take advantage of your offer. ANIMATE From there, your fans can share a link to your Social Campaign to their friends through Facebook, Twitter, LinkedIn or email. Next, your audience sees your amazing Social Campaign offer through social media or email. They’ll click on a link in those promotions, and it will take them directly to that gate page, where they are asked to like your Facebook page to get the offer. 3. Your fans receive your offer and are encouraged to share it with their networks (highlight share buttons) 4. Your fans’ network sees the offer and visits your Page for the offer as well (people graphic) 5. (existing fans) Your offer is also available to your current fans – if they see one of your Social Campaigns promotions, ANIMATE they’ll click through and be taken directly to the reveal page. They’ve already liked your page, so they don’t have to go through that first step on that gate page. They have access to your offer ANIMATE and can share with their networks.
- Once you have created your custom Facebook tab, you post it to your Facebook wall and other social networks, and share it by email with your subscribers When you create your Social Campaign, you post it to your Facebook wall as a custom landing tab. What you’re building is 2 steps – a gate page that asks new fans to like you – ANIMATE and a reveal page where fans can take advantage of your offer. ANIMATE From there, your fans can share a link to your Social Campaign to their friends through Facebook, Twitter, LinkedIn or email. Next, your audience sees your amazing Social Campaign offer through social media or email. They’ll click on a link in those promotions, and it will take them directly to that gate page, where they are asked to like your Facebook page to get the offer. 3. Your fans receive your offer and are encouraged to share it with their networks (highlight share buttons) 4. Your fans’ network sees the offer and visits your Page for the offer as well (people graphic) 5. (existing fans) Your offer is also available to your current fans – if they see one of your Social Campaigns promotions, ANIMATE they’ll click through and be taken directly to the reveal page. They’ve already liked your page, so they don’t have to go through that first step on that gate page. They have access to your offer ANIMATE and can share with their networks.
- 1. Once you have created your custom Facebook landing tab, you post it to your Facebook wall and other social networks, and share it by email with your subscribers
- A good campaign serves a number of purposes…
- This presentation is “what, why, and how” of Facebook marketing: how to drive repeat business and amplify word of mouth by engaging your happy customers, stay top of mind to make it easy for them to share your message, and measure results. It’s divided into four core sections: 1. What is marketing on Facebook and why it is important 2. How to run compelling marketing campaigns and amplify word of mouth with a great offer! 3. Measure and react: how to measure the effectiveness of your Facebook marketing and what to do next 4. Resources – we’ll talk about some helpful online guides to use as you plan your Facebook marketing
- According to research conducted by a number of firms, the top reasons consumers like a Facebook Page ANIMATE is to receive discounts, promotions and exclusive content Source: Chadwick Martin Bailey and Constant Contact consumer pulse
- Whether you are selling products, services, or promoting a cause, you want to build your campaign around something that connects to the goals you’ve outlined that will get people to like and share your Page with their friends. Think about what you can offer – whether it is a discount, exclusive content, or a sweepstakes – and ask yourself if you would act on it if you were on the other side of the equation.
- The best social campaigns are designed to help you achieve a specific business goal. When you create your social campaign with this goal in mind - whether it’s getting more donations, driving more visits to your store, or gathering sales leads - you’ll know how many people are taking you up on the offer and be able to see the direct impact on your organization. ( ANIMATE EACH) Coupons, exclusive content – videos, printable content, product and event promotion, fundraisers, etc…
- B2Cs can create Social Campaigns that give fans incentives like a coupon or discount, how-to information, and a sweepstakes or contest. Social Campaigns can also be based on holidays or times of the year where they would look for related products or services. The Secret Recipe for Getting 600 More Facebook Fans in One Month Sugaree’s Bakery, in New Albany, Miss., was founded in 1997. It’s a small batch bakery where the baking is done by hand, five days a week. The business specializes in layer cakes that bring the flavors of the Deep South to homes across the country, because customers can order a Sugaree’s cake from anywhere in the United States through an online order form. Micha Foster, Sugaree’s manager, says that in January, the bakery decided to devote more attention to growing its Facebook Page . “We really wanted a way to promote our online orders, and Facebook seemed like the way to do it,” she says. In four steps, Micha grew Sugaree’s online presence by nearly 600 fans. Here’s how she did it: 1. A Dash of Facebook Ads The first step that Micha took was to launch Facebook advertisements for Sugaree’s. Given the fact that every cake the bakery makes is photogenic, that gave her a lot of material to work with. There are a lot of people out there who like cake — and as Micha learned, many of them are on Facebook. She says that, in just a few weeks, the Facebook ads boosted the bakery’s fan count by more than 300. But there was still something missing. 2. Sprinkle in a Social Campaign In late January, Micha saw Constant Contact’s new Social Campaigns tool and decided that it might sync up well with her other social media efforts. She also tested the bakery’s social campaign as a way to finally get the word out about the online orders for cakes. Sugaree’s offered a 20% discount on any online order for fans and new fans alike. 3. Preheat the Promotions The most important part of any social campaign, of course, is the promotion. You can host the most beautiful, generous, and exciting campaign, but if no one is visiting your Page, the efforts will be lukewarm at best. Micha launched Sugaree’s social campaign on February 15. Before she even got a chance to promote it, however, someone had redeemed the coupon. “ We got an online order an hour after we put the campaign on our Facebook Page,” Micha says. The next day, she sent out an email to promote the offer further. Over the next four days, Sugaree’s Bakery got more than 200 new fans. In the following week, the Facebook Page got another 100. And what better way to encourage fans & purchases than posts like this: 4. Mix Together Ingredients and Serve Fan growth is steadily climbing for Sugaree’s. As of this writing, the bakery’s Page has nearly 3,000 fans and the campaign is still going strong. Combining Facebook Ads and a social campaign is a major reason for Sugaree’s success. The two channels can work in tandem to promote any business or organization, because the ads drive new visitors to the Page and the campaign’s offer encourages people to “Like” the Page — and share that offer with friends. Nowadays, Sugaree’s Facebook Page is much more active than before, with fans both Liking and commenting on most posts. Micha’s tendency to use rich media , such as photos, when posting has made most everything she shares on her Page popular among her fans. Now, Sugaree’s Facebook Page serves as a great place for people to check out the latest deals on the bakery’s cakes — or just talk about how much they love them.
- The first step in planning a great social campaign is to outline your goals. Ask yourself what you want your fans and potential fans to do when they see your campaign. Maybe they: Visit your retail location Place orders online Call you to purchase or book your services Write a positive review Tell their friends Learn more about what you offer Register for an event
- *EXAMPLES – USE ALL OR A FEW* When people come to your Facebook Page for the first time don’t dance around the issue, make it clear that you want them to “like” your Page and why (e.g., what is in it for them). Once they have liked your Page they will see another Page where you need to be clear about what you want them to do next –whether it’s to share your campaign with their social networks, download a whitepaper or coupon, join your email list or give you feedback on your wall. It would be nice for all of those to happen, but focusing on one or two will help you see measurable results.
- Once you have people coming to your Facebook Page, encourage them to join your email list as well by adding a “Join My Mailing List” block to your campaign. For each Social Campaign you should create a custom contact list so you’ll know where the subscriber came from. Then you’ll be able to easily engage them on similar topics via email marketing down the road.
- Now that you’ve created your Social Campaign, publish it and promote it. You can do this from Social Campaigns. Create a custom name for your tab that will appear on your Facebook page. Tell people about your offer in 1 or 2 words. Next, create a Facebook post that lets everyone know about your offer. ANIMATE Your tab title will be published to your Facebook page. Your Facebook post will appear at the top of your page, and it will automatically link to your Social Campaigns tab.
- There is no single promotion method that guarantees results. That is why it is important to tell your audience about your offer wherever you can. ANIMATE Include it in your email newsletter, promote it in your store, ANIMATE post it on all of your social networks, ANIMATE share it on your Facebook page to remind your current fans, and write a blog post about it. You may also want to consider buying Facebook Ads or Sponsored Stories to promote your Page and your campaign. They are relatively inexpensive and easy to target exactly who you want to reach. You never know who might catch your messages on these other channels – your followers can easily share them and pass them on to their networks. So every tweet, email, and blog post is another chance to get yourself in front of new customers.
- You can schedule your social campaign to run for as long as you like but the most successful campaigns have a 2-3 week window where you can publish, promote, and drive action around your campaign. Before you start telling the world about your campaign, write out the handful of ways you are going to keep the momentum going over the course of the campaign on your Page, in your store, and anywhere else you talk with customers.
- One of the best ways to keep your fans engaged in a social campaign is to provide them with updates on how it’s going. Post to your wall about how many people have taken advantage of your offer or how much longer it will be available. If you have any related photos or videos to share, post them on your social media channels. Subtle reminders help too! ANIMATE You can schedule your posts on Facebook during the evening or weekends and think about something you can say that’s related to your offer. This is a great way to drive urgency and increase social sharing.
- Buying ads and Sponsored Stories can help drive highly targeted traffic to your Page and campaign These can be cost effective and are highly targetable. There are a wide array of options and we have seen lots of results. It is really easy to get started. https://developers.facebook.com/attachment/Facebook_Product_Guide_041911.pdf
- Once you know your objective, it’s important to keep tabs on how your campaign is performing. Both the hard business metrics you can track yourself and also the campaign metrics that we (and others) provide as part of using the social campaigns tool. We’ve isolated the stats that drive social success – audience growth in terms of likes and email subscribers, shares and engagement.
- You can also track conversion. We’ll show you the visitors who came to your Social Campaign and clicked a link, and the visitors who also shared your campaign. This is all helping you see if your offer was as compelling as you had hoped, and it will show you what websites and topics your fans are interested in. Keep track of that behavior, and this will help you determine what content your audience will interact with in the future.
- For more detail you can use Facebook Insights. There is a ton of valuable information there that we don’t have time to fully explore but the highlights are: Total Likes: The total number of people who have liked your Page Fiends of Fans: The potential reach of people who have liked your Page (they may see your Fans’ activity with you People Talking About This: The number of people who have “created a story” with your page by commenting, tagging, etc during this period. Weekly Total Reach: The number of people who nave seen content associated with your Page including ads or sponsored stories Post metrics: How effective each of your posts are in driving reach, virality, and engagement Additional stats for posts: Reach: The number of unique people who have seen your post within 28 days of posting, click on the number to see more details about how they saw it. Virality: The percentage of people who have created a story from your post out of those who have seen it.
- For more detail you can use Facebook Insights. There’s a ton of valuable information there that we don’t have time to fully explore, but the highlights are: Total Likes: The total number of people who have liked your Page Friends of Fans: The potential reach of people who have liked your Page (they may see your Fans’ activity with you People Talking About This: The number of people who have “created a story” with your page by commenting, tagging, etc during this period. Weekly Total Reach: The number of people who nave seen content associated with your Page including ads or sponsored stories Post metrics: How effective each of your posts are in driving reach, virality, and engagement Additional stats for posts: Reach: The number of unique people who have seen your post within 28 days of posting, click on the number to see more details about how they saw it. Virality: The percentage of people who have created a story from your post out of those who have seen it.
- Now that you are driving action to your page and seeing the results, its also important to listen. After all, Social campaigns start the conversation, you can keep it going by listening and responding to comments on your Page
- DN note: the graphic here tells more than the story that is needed…just want to focus on the fact that in the study, 67% of businesses received 4 out of 5 stars or better, with only 15% receiving 2 or fewer stars Once you are actively monitoring for social media channels, you will encounter both positive and negative comments. Positive comments are a perfect opportunity to interact and help spread your messages and other content. Social networks are a convenient way for people to share interest and excitement, but more importantly… relationships. So what should you do? Comment back. A simple sentence to show you are interested in what they have to say demonstrates that you are listening to your customers, and those prospects that are lurking. Whenever someone says something positive about your business, simply say ‘Thank you!’ online – publically – to reinforce continued engagement and show prospective customers that you are listening. Answer questions. Clear and helpful answers to questions posed by your customers is a hallmark of excellent customer service. The benefit of answering them on your social media network is twofold: 1) odds are others have the same question and will be helped- or chime in for more information, and 2) you can then repurpose your answer (content!) by including it in your Email Marketing, Tweeting it, etc. This graph shows Yelp’s aggregate rankings of businesses as of September, 2009. Yelp is a ratings and review social site which allows consumers to share the experiences they've had with local businesses. This As you can see, the majority of online feedback is positive.
- Negative comments are inevitable: social networks can be a convenient way for people to vent any frustrations. Remember that social media marketing is about creating positive relationships through many-to-many (not one-to-one or one-to-many) engagements. Rather than fear negative comments and a tarnished reputation, look at every negative review as an opportunity to engage with the dissatisfied customer, resolve their problem, and further delight them with an excellent customer experience . Study after study shows that if you can resolve a problem, a customer will be more likely to buy again and recommend you than someone who had a pleasant experience the first time around. And since most content that is shared on social networks can be seen by others, your engagement with both positive and negative commentary will inspire credibility and trust with both old – and new customers. In this example, Boloco jumped at the chance to correct a poor customer experience. They offered a promotion on Superbowl Sunday, but a went to one of their locations and the restaurant didn’t offer the special. In a little over an hour, they offered to put a free meal on the customer’s Boloco membership card. A little later, another customer was charged for their meal through their membership card instead of getting the promotion. The CEO responded to this one, apologized and offered to replace the free items on the customer’s membership card. 1. Always reach out to the customer, ideally offline! Pick up the phone if possible Use a private message, email, or DM 2. Let your network know that you are addressing the issue. [See Boloco example above] Don’t be afraid of publically addressing a negative comment on social networks. Delight the customer to turn a negative experience into a positive one they’ll tell their friends about!
- Good marketers have a steady stream of marketing campaigns throughout a given year. You won’t want to do the same thing every time, but you will want to keep engaging your audience and encouraging them to share with new offers every month – whether they are access to an upcoming event, an exclusive recipe, a holiday special, a limited time offer, or a special video for fans. Take a few minutes to think about what you can offer each month and you’ll quickly have a marketing plan for the next year.
- This presentation is “what, why, and how” of Facebook marketing: how to drive repeat business and amplify word of mouth by engaging your happy customers, stay top of mind to make it easy for them to share your message, and measure results. It’s divided into four core sections: 1. What is marketing on Facebook and why it is important 2. How to run compelling marketing campaigns and amplify word of mouth with a great offer! 3. Measure and react: how to measure the effectiveness of your Facebook marketing and what to do next 4. Resources – we’ll talk about some helpful online guides to use as you plan your Facebook marketing
- When you’re just getting started monitoring and listening to what is being said about you, there are several easy and free tools at your available to help you monitor activity on your Page: HootSuite: a social media dashboard for teams used to gather intelligence, search, etc. You can also schedule posts in advance from Hootsuite. TweetDeck: a real-time browser, connecting you with your contacts across multiple social platforms such as: Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz, etc. Last but note least: NutshellMail:
- If you’re like most businesses you see the value in connecting with your customers and potential customers via social media marketing, but know that there is more you can be doing to have measurable social success. We’re going to help you get there quickly and easily so you get more measurable results from your Facebook page. The Social Campaigns Playbook from Constant Contact is here to help you get more from Facebook by creating a powerful social campaign in three easy steps: 1. Plan. Choose your business goal, select a template, and create an offer. 2. Publish. Build your social campaign, publish it on Facebook, and announce your social campaign to your email subscribers, fans, and followers. 3. Promote. Complete simple follow-up tasks to get the most out of your campaign with our 14-day calendar. You'll find everything you need to run a successful social campaign on your own right here. But if want to run through The Social Campaigns Playbook with a personal coach just call (855) 825-0404 at any time.
- We guess that most people attending this seminar already have a Facebook Page for their business, but if you don’t we have step by step directions on how to set one up (along with tons of other great information) on our free social media education website, the Social Media Quickstarter, which is available at www.socialquickstarter.com