Thumbs Up for Facebook Marketing

© Deluxe Enterprise Operations, LLC. Proprietary and Confidential.
Thumbs Up for Facebook Marketing

Agenda
• Why use Facebook for Business?
• Best Practices for Content
• Make Insights Work for You
• Marketing Tactics
• Social Coupons
• Social Sweepstakes

Introduction
Thumbs Up for Facebook
Marketing

About the presenters
• Heather Rist @heatherrist
• Director of Social Media and Content
• More than 10 years of experience in marketing communications with a focus in social media, content marketing,
public relations, and internal communications
• Charlie Gray
• Product Manager
• More than 8 years of experience in internet marketing with a focus on digital marketing strategies including SEO,
paid search, social media, conversion optimization and content marketing
• Currently managing product launch and development for DIFM products

Why Use Facebook
for Business
Marketing

Why Use Facebook for Business?
• Your customers are there, you should be too!
• Social Media is not going anywhere
• Word-of-mouth on steroids
• Reach new people and find leads
• Engage your audiences between purchases
• Search Engine Optimization (SEO)
• Build digital foundation

Best Practices for
Content
Marketing

Facebook Content Rule
Resource
Business
Real-Time
40%
40%
20%

Resource Content Examples
• Tips
• Trends
• Professional advice
• Industry news
• Community

Business Specific Content Examples
• Products
• Projects
• Sales
• Event Promotion

Real Time Content Examples
• Events
• Out & About
• Updates
• Engagements

Types of Content
• Photos
• Video
• Webinar
• Infographic
• Blog
• Polls/questions

Tools for Content Success
• Listen
• Monitor
• Content Calendar
• Notifications
• Dedicated employee(s)
• Analytics

Make Insights Work
for You
Marketing

Insights: Overview

Insights: People

Marketing
Tactics
Marketing

Facebook Marketing: Goals
• Get found!
• Attract potential customers through engagement and good content
• Raise brand awareness
• Increase reach
• Create loyal advocates
• Drive online sales
• Increase local in-store sales

Empower Your Employees to Engage

Connect with Your Influencers

Create Call To Action Tab on Page

Collect Email Addresses from Fans

Create “Events” for Important Announcements

Facebook Reviews

Paid
Marketing & Growth Tactics

Facebook Ads
• Goal
• Page Likes
• Conversions
• Audience
• New segments (non-fans)
• Custom lists
• Tips
• Choose your audience/schedule
• CTA Button
• Copy length
• Photo: 1200x444

Facebook Ads

Facebook Boosted/Promoted Posts
• Goal
• Reach
• Post engagement
• Audience
• Current fans
• New segments (non-fans)
• Custom lists!
• Tips
• High performing content
• Photo size: 1200x628
• Video

Facebook Boosted Posts

Facebook Promoted Posts

Social Coupons +
Sweepstakes
34

96% OF SHOPPERS
Have used a coupon in the last 3 months
In 2014, over 100 MILLION US ADULTS
used digital coupons, and is expected
to grow by 7% in 2015!
That’s a lot of potential business…
stats + facts

ATTRACT AND
RETAIN NEW
CUSTOMERS
 Customers spend a lot of their time on social
networks and are influenced by what their
peers say online
 Customers often try new products by using a
coupon first
 Coupons help build customer loyalty by
offering value + incentives
 Coupons are great tools for lead generation.
Give away a coupon in exchange for a post on
Facebook and a customer’s email

WHAT IS A SOCIAL COUPON?
• Traditional Coupons • Digital Coupons
<<

56%
of shoppers use coupons
to
try out new products
Why social coupons
① Turn social followers into paying customers
② Use digital to drive revenue
③ Gather valuable customer information
④ Spark engagement and excitement on and offline

1.36 BILLION
Facebook Social
Network Users
SOCIAL MATTERS

REACH
MOBILE CUSTOMERS
 Most people research products and
businesses online before they make a
purchase
 Target and engage these customers by
offering a coupon on your website or
Facebook Page
 70% of mobile searches lead to an action,
and offering incentives like coupons increase
your potential to convert a sale
4 out of 5 consumers use their
smartphones to shop!

INCREASE TICKET SALES
WITH SOCIAL COUPONS
Business: College of Arts Department of Dance
Product Utilized: Social Coupons + Facebook Ads
Goal: Raise awareness and increase ticket sales through social media for their
annual holiday show “Christmas Around the World”
Summary: We created a coupon landing page that would generate Facebook
shares from users by offering a $2 discount. We posted regularly on the
organization’s Facebook page to drive traffic to the promotion and raise awareness
of the event. We highlighted cast members, provided interesting info, images and
links to the offer.
The promotion received almost 500 visits. The Facebook shares generated from the
landing page alone helped increase the potential reach of the promotion by more
than 3,000 people. The Ad spend boost helped us reach over 55,000 people
creating over 2,000 social actions and over 200 new followers on the organization’s
Facebook page. This promotion was a smash success!

SWEEPSTAKES
stats + facts
DID YOU KNOW…  Sweepstakes on Facebook are the MOST EFFECTIVE way
to engage fans
 Sweepstakes are the MOST COMMON type of contest run on
social media
 Social Sweepstakes (with email collection form) GET OVER
250% MORE ENTRIES than other types of online contests
 15% OF PEOPLE have shared products or services on social
media as part of a promotion or sweepstakes
 Sweepstakes RANKED 6th MOST EFFECTIVE method for
customer acquisition according to US online retailers. Email
marketing RANKED 10th. (We combined them both to bring
you this powerful product!)

Launching Sweepstakes for
your businesses is easy and effective, driving
NEW LEADS QUICKLY
Landing Page
Email
Marketing
Facebook Ads Mobile Landing Page
SO…How Does It
WORK?
1. We create a Sweepstakes landing page
that gathers contest entries
2. We launch it for the business with an
email marketing campaign
3. We boost the promotion with Facebook
advertising
4. Import new leads into email marketing
platform
5. We measure and report results

Facebook post and boosted
advertising
Boosted Facebook Posts with Ads
HOW IT WORKS
1.) Users see the business’
sweepstakes promoted on
Facebook through posts and
boosted advertising

Landing Page With Entry Form
Rewards Page with Share and
Like
HOW IT WORKS
2.) Users enter the sweepstakes by
filling their information into the contest
form, and then share the
sweepstakes with their friends on
Facebook

Export to Spreadsheet Import to Vertical Response
HOW IT WORKS
3.) After each sweepstakes we
import the emails collected and
help the business grow their
email marketing database,
getting them ready for their next
sweepstakes

Sweepstakes Legal
HOW IT WORKS
4.) We help businesses legally run
sweepstakes on Facebook by
complying with Facebook’s
sweepstakes rules and providing
businesses standard template
sweepstakes rules for their promotions

 Email Marketing
 On Facebook
 With targeted advertising
 Through peer-to-peer marketing on social
networks
We help customers find you
by promoting your sweepstakes
in key places online.
Customers can access your
sweepstakes across all their devices,
reaching them whether they are in front
of their computer or on the go.
HOW DO CUSTOMERS FIND YOUR BUSINESS’
SWEEPSTAKES

HEARTLAND
LODGE
SWEEPSTAKES
CASE STUDY
Promotion Views 162,000+
Engagement 1 of every 5 people who entered the promotion shared it with friends on Facebook,
reaching 6,231,952 people
Emails Collected 22,000+
Email Opt Ins 60% of people are opting to receive future updates from the business (85.17% of these
emails were new customers)
Facebook Likes 20,209+ (approximately 810 new likes each day of the contest)
Conversion 34.2%
Website Traffic Increased by OVER 355% (client usually averages between 850-1,000 visits per day, but
during the contest, the client averaged 5,500)
90K Facebook
Fans to Start

PRICING AND SPECS
• Product 1: Re-Occurring Social Sweepstakes Premium
(3 month)
• Monthly Kick-Off Consultation Call with a Social Media
Specialist
• One Facebook Social Sweepstakes
• Sweepstakes Template Artwork & Design
• Monthly Email Marketing Campaign (to promote
sweepstakes) Artwork & Design
• 4 Facebook posts per month to promote the sweepstakes
• $100/campaign Facebook Ad Boost to drive traffic and
entries
• Sweepstakes Entry Form & Data Collection
• Monthly Email Entry List Export and Data Transfer
• Standard Legal Sweepstakes Template Rules
• One Contact & Strategy Call per month
• Final Reporting Recap
• Product 2: One-Time Social Sweepstakes
Premium (one-off)
• Kick-Off Consultation Call with a Social Media
Specialist
• One Facebook Social Sweepstakes
• Sweepstakes Template Artwork & Design
• Email Marketing Campaign (to promote
sweepstakes) Artwork & Design
• 4 Facebook posts to promote the sweepstakes
• $200 Facebook Ad Boost to drive traffic and
entries
• Sweepstakes Entry Form & Data Collection
• Email Entry List Export and Data Transfer
• Standard Legal Sweepstakes Template Rules
• One Contact & Strategy Call
• Final Reporting Recap
$399/MO.
BEST VALUE
$699/ONE-TIME

Q&A
Please FEEL FREE
TO ASK QUESTIONS

THANK YOU!
VISIT WWW.DELUXE.COM
FOR MORE INFORMATION
CONTACT US TODAY!
(800) 211-3377

Thumbs Up for Facebook Marketing

Thumbs Up for Facebook Marketing

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