Online Marketing And Facebook


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This was a presentation given at Shopatron's client conference in 2011. It covers the basics of Facebook and how it fits into a brands online marketing strategy.

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Online Marketing And Facebook

  1. 2. Facebook Stats Worldwide <ul><li>#1 social network in the world (surpassing Google) </li></ul><ul><li>600,000 million active users </li></ul><ul><li>250 million people log in every day for an average of 55 minutes </li></ul><ul><li>68% of U.S. Facebookers when polled said they were more likely to buy on a positive Facebook friend referral </li></ul>
  2. 3. <ul><li>“ The goal isn’t to be good at Facebook – The goal is to be good at business because of Facebook.” </li></ul><ul><li>– Jay Baer, author of Convince & Convert, one of the planet's most popular social media blogs </li></ul>
  3. 4. Whizbang 4c’s <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Creativity </li></ul><ul><li>Commitment </li></ul>
  4. 5. 1. Clarity <ul><li>Clear budget </li></ul><ul><li>Clear objective </li></ul><ul><ul><li>Create awareness </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul><ul><ul><li>Market research </li></ul></ul><ul><ul><li>Customer service </li></ul></ul><ul><ul><li>Drive traffic to website </li></ul></ul><ul><ul><li>Build your customer data list </li></ul></ul><ul><ul><li>Optimize other marketing efforts </li></ul></ul>© 2011 Whizbang
  5. 6. 1. Clarity <ul><li>Clear Facebook strategy </li></ul><ul><ul><li>Who is your target audience? </li></ul></ul><ul><ul><li>What do you want them to do? </li></ul></ul><ul><ul><li>How will you know that it is working? </li></ul></ul><ul><ul><ul><li>Fans </li></ul></ul></ul><ul><ul><ul><li>Web traffic (google analytics) </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Impressions </li></ul></ul></ul><ul><ul><ul><li>SMOR, Facebook insights, Swixhq, peoplebrowsr, socialbaker </li></ul></ul></ul>© 2011 Whizbang
  6. 7. 2. Consistency <ul><li>Consistent brand image </li></ul><ul><li>Consistent brand personality </li></ul><ul><li>Consistent posting presence </li></ul><ul><ul><ul><li>Hootesuite </li></ul></ul></ul><ul><ul><ul><li>Social oomph </li></ul></ul></ul><ul><ul><ul><li>Postling </li></ul></ul></ul><ul><ul><ul><li>Tweetdeck </li></ul></ul></ul>© 2011 Whizbang
  7. 8. Facebook Fact: <ul><li>199 out of every 200 interactions (99.5%) come from the user’s wall (or newsfeeds). </li></ul><ul><li>This means that almost nobody is coming back to your fan page after they visit it the first time . </li></ul><ul><li>Source: Jeff Widman, CEO BrandGlue 2010 </li></ul>© 2011 Whizbang
  8. 10. Facebook News Flash: <ul><li>Not all your posts end up in your fans newsfeeds. </li></ul>© 2011 Whizbang
  9. 11. Facebook Edge Rank © 2011 Whizbang <ul><li>How often a user interacts with your Facebook fan page content. </li></ul><ul><li>The type of interaction, comments are weighted heavier than likes. </li></ul><ul><li>Content recency. </li></ul>
  10. 12. It’s really a popularity contest So how do you become popular? © 2011 Whizbang
  11. 13. 3. Creativity <ul><li>Creativity with your content </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Import blog </li></ul></ul><ul><ul><li>Add custom content </li></ul></ul><ul><ul><li>Third party articles </li></ul></ul><ul><ul><li>Testimonials </li></ul></ul><ul><ul><li>Create experiences, MOTM, Expert Fridays </li></ul></ul><ul><ul><li>Follow 80/20 rule </li></ul></ul>© 2011 Whizbang
  12. 14. 3. Creativity <ul><li>Creativity with your content </li></ul><ul><ul><li>Ecommerce </li></ul></ul>© 2011 Whizbang
  13. 15. © 2011 Whizbang Slide from webinar
  14. 16. 3. Creativity <ul><li>Creativity with your content </li></ul><ul><ul><li>Promotion (contests, coupons and sweepstakes via wildfire) </li></ul></ul><ul><ul><li>Facebook deals (NEW!) </li></ul></ul>© 2011 Whizbang
  15. 17. 3. Creativity <ul><li>Creativity with promoting your page </li></ul><ul><ul><li>Invite your contacts </li></ul></ul>© 2011 Whizbang
  16. 18. Join Whizbang Facebook page Text: “Like Whizbangideas” to 32665 © 2011 Whizbang
  17. 19. 3. Creativity <ul><li>Creativity with promoting your page. </li></ul><ul><ul><li>Give people lots of ways to like you </li></ul></ul><ul><ul><li>Open graph/Social plugins </li></ul></ul><ul><ul><li>Facebook Send button (NEW!) </li></ul></ul>© 2011 Whizbang
  18. 20. 3. Creativity <ul><li>Why you should like the like button? </li></ul><ul><ul><li>&quot;Likers&quot; are more active, clicking on 5.3 times more links to external sites than the typical Facebook user. </li></ul></ul><ul><ul><li>More than 250 million people engage with Facebook on external websites through the Like button or other social tools. </li></ul></ul><ul><ul><li>18 of the top 25 U.S. retail sites, as ranked by comScore, use Facebook. </li></ul></ul>© 2011 Whizbang Garneau
  19. 21. 3. Creativity <ul><li>Creativity with promoting your page </li></ul><ul><ul><li>Facebook ads </li></ul></ul>© 2011 Whizbang
  20. 22. 3. Creativity <ul><li>Facebook Ads </li></ul><ul><ul><li>Hyper targeted </li></ul></ul>© 2011 Whizbang
  21. 23. 3. Creativity <ul><li>Facebook Ads </li></ul><ul><ul><li>Super affordable </li></ul></ul>© 2011 Whizbang
  22. 24. 3. Creativity <ul><li>Facebook Ads </li></ul><ul><ul><li>Completely measurable </li></ul></ul>© 2011 Whizbang
  23. 25. 4. Commitment <ul><li>Commitment to Facebook success </li></ul><ul><ul><li>Posting regularly </li></ul></ul><ul><ul><li>Engaging authentically </li></ul></ul><ul><ul><li>Measuring often </li></ul></ul><ul><ul><li>Making adjustments </li></ul></ul><ul><ul><li>Rinse and repeat </li></ul></ul>© 2011 Whizbang
  24. 26. <ul><li>“ Don’t have a social presence if you won’t be present.” </li></ul><ul><li>– Anonymous </li></ul>
  25. 27. Facebook Post Script <ul><li>Facebook is just one tactic in your marketing toolbox </li></ul><ul><ul><li>Think deep and wide engagement. Communicate across multiple channels. </li></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Linkedin </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><li>Social Bookmarking </li></ul></ul></ul><ul><ul><ul><li>Podcasting </li></ul></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><ul><li>Blog </li></ul></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><ul><li>Public Relations </li></ul></ul></ul><ul><ul><ul><li>Email </li></ul></ul></ul>© 2011 Whizbang
  26. 28. Facebook Post Post Script <ul><li>Never feel like your late to the Facebook party. It’s always going and always changing. </li></ul>© 2011 Whizbang
  27. 29. Thank You! <ul><li>See you on Facebook </li></ul><ul><li> </li></ul>© 2011 Whizbang