Super Charging Your Facebook Marketing

Supercharging your Facebook
Marketing

Introduction

Steve Robinson
Senior Regional Development Director
Constant Contact, Inc.

Email: srobinson@constantcontact.com
Schedule: www.constantcontact.com/illinois

Search for Constant Contact Illinois
@ctctillinois

CONFIDENTIAL Copyright © 2012 Constant Contact Inc. 2

Let’s Talk About Facebook

There are more than

845 Million
Monthly Active users

…And 483 million daily users

• 71% of US Web Audience
• 75% Global Reach

CONFIDENTIAL Copyright © 2012 Constant Contact Inc.
3

Just to be Clear: We’re Talking About Pages,
Not Profiles or Groups

4

Just to be Clear: We’re Talking About Pages,
Not Profiles or Groups

Pages are the best way to market your organization
for three reasons.

1) Public and easily sharable

2) You can run promotions and display content in a professional
way using tabs and other applications.

3) Access insights about the activity of your fans and others
using Facebook Insights and Constant Contact’s Campaign Stats

5

Having Fans or “Likes” Is Great For Your Business

56% 51%
say they’re more likely to say they’re more likely to buy
recommend a brand to a after becoming a fan
friend after becoming a fan

CONFIDENTIAL Copyright © 2012 Constant Contact Inc. Source: 2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse

“Likenomics”: The Value of Engagement

Page Like
Good

 Viral endorsement
 Permission to communicate

Result: Future posts will appear in your fan’s
newsfeed and friends of your Fans will see that they
liked you in your fans timeline

7


Like/Comment
Better

 Even stronger viral endorsement
 Validation of interest
Result: Next post is more likely to show
up in your fan’s newsfeed and friends of
your fans will see that your post was liked

8


Share

 The strongest level of endorsement
Best

 Strongly influences future relevancy
 “Word of Mouth” to friends of fans
Result: The “share” shows up in
your fan’s timeline and in their
friends’ newsfeeds complete with
introductory text and images

9

You’re Probably Posting on Facebook Now…

Posting on Your
Wall is a Great First
Step Towards
Successful Social
Media Marketing

10

But Your Wall Alone Won’t Drive
The Results You Want

11

Start By Going Beyond Just Posting on Facebook

Posting Marketing
on on
Facebook Facebook

12

Using Tabs and Welcome Pages Helps You
Look Like a Pro… And Start Driving Results

Create a
welcome tab
that asks for the
“like” and set it
as the default

13

Coupon Campaign: BellaSoleil.com

97 new fans, 320% growth from 30,
$10,000 in revenue in the first 48 hours
of the campaign.

“Within two hours of sending out an email
to our contacts, we had 75 new fans.
Now, we have over 120.”

Elaine Robbins - Founder

14

Downloadable Content Campaign

“24 hours after sending my email, I
gained 594 new fans!!!! “

Corissa St. Laurent, RDD New
England


What is a Social Campaign?

Social campaigns help small
organizations supercharge their
Facebook marketing by getting:
more fans, more word of
mouth, more engagement, and
measurable results.

16

How a Social Campaign Works

Great looking welcome page
with a clear call to action

Use Email and “Like” Gate
Social to drive People come to your Page
traffic to and “like” it to get your
content / offer content / offer
18

Wait… What’s a “Like” Gate?

A social campaign landing page consists of 2 separate
views on your Facebook Business Page:

Share with
your Friends

“Like” Gate Fulfill and Share

19

How a Social Campaign Works

Sharing drives more
traffic to offer

Great looking welcome page Thanks for “Liking” us; below is
with a clear call to action your content / offer…

Click here to
share with
your friends

Use Email and “Like” Gate Fulfill Share
Social to drive People come to your Page Campaign call-to-action and
Campaign request to share
traffic to and “like” it to get your request to share
content / offer content / offer
21

But what about my existing fans? Social campaigns
are a great way to reward your loyal fans

Sharing drives more
traffic to offer

Thanks for “Liking” us; below is
your content / offer…

Click here to
share with
your friends

Use Email and Fulfill Share
Social to drive Campaign call-to-action and
Campaign request to share
traffic to request to share
content / offer
23

A Real Life Social Campaign

Goal: Getting about 1,500 new Facebook fans (ambitious, but not impossible).

Tactic: They decided to run a campaign that offered fans a chance to win
prizes that totaled more than $15,000 if they Liked the page.

24

Creating A Social Campaign

25

Promoting the Campaign

Email Invitation Social Posts

…Even on Other People’s Walls

26

The Results

From this one campaign alone, they’ve added 1,315
Facebook fans and 1,968 email subscribers.

27

1 Develop a Plan to Drive Repeat Business
 Choose your Campaign Type
 Create a Dynamite Offer
 Build a Campaign Plan
 Have a Clear Call to Action

28

FACT

The #1 reason people like a
Facebook Page is to receive
discounts, promotions
and exclusive content

29

Outline Your Goals: What’s Your Vision
of Success?

What do your customers need to do to make you
successful? 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

30

Great Facebook Marketing Starts By Creating
a Dynamite Offer

Are you:
■ Selling a product?
■ Offering a service?
■ Promoting a Cause?

Can you offer:
■ A discount?
■ Exclusive content?
■ A sweepstakes?

31

There a Wide Array of Offers You Can Use

Printable Weekly
Coupons Specials/ Sale

Downloadable
Offers (such as a A Fundraiser (using your
whitepaper) own donation link)

Embedded More…
Videos

32

Offer a Downloadable PDF, Like a WhitePaper

Use a download to find more volunteers – as in this B2B example
Type: B2B Goal: Generate LeadsTemplate: Downloadable Content

33

Give People A Reason to Visit You With A
Printable Coupon

34

Share Behind the Scenes Information with an
Embedded Video

35

Get More Volunteers Through a Volunteer Drive

Get people interested in your cause and tell them how to help.
Type: Nonprofit Goal: Get More Volunteers Template: Downloadable Content

36

Keep People Acting Often with A Weekly
Special or Sale

Use a download to drive people into your store more often – as in the bakery
example below
Type: B2C Goal: Increase Sales Template: Downloadable Content

Before “Liking” After “Liking”

37

Drive Donations With A Fundraising Campaign

Use a fundraising campaign to increase donations – as in the nonprofit
example below
Type: Nonprofit Goal: Donation Template: Fundraiser


38

Feature Your Latest Additions With A
Product or Service Showcase

Showcase unique product features to generate leads or sales – as in the
example form a paperwork management business
Type: B2B Goal: Leads, Sales Template: Showcase

39

Promote an Upcoming Event With An Event
Showcase

Use a showcase to attract potential donors – see the performing arts center
example below
Type: Nonprofit Goal: Donors, Donations Template: Showcase

40

Run a Sweepstakes to Drive Sign Ups

Use a sweepstakes to drive “likes” and email subscriptions
Type: B2C Goal: Likes, Subscribers Template: Sweepstakes

41

Whatever Your Offer Is, Build a Full
Campaign Plan to Reach Your Goals

Most Successful social campaigns run for 2-4 weeks.
A good campaign means more than just publishing, it means posting, sharing,
and responding to comments

42

Create Clear Calls-to-Action

Welcome Page Offer Display After Liking Page

515 516

Clear Calls-to-Action

43

2 Publish and Promote – Share to Stay Top of Mind

 Keep Fans Up to Date
 Promote your Offer
 Encourage Fans to Join your Email List
 Have Fun with it!


Promote your Campaign Across All
Communication Channels

Tell Your Audience
About 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?

45

So, Is Running Social Campaigns All
I Need to Do Facebook?

No.
Copyright © 2012 Constant Contact, Inc.
46

How Do I Know What to Post?

1. Don’t think too hard.

2. Capture your own conversations.

3. Know your audience.

You can post effectively and respond to comments in just a few minutes a
day. Find a schedule that works for you and your audience and stick to it

48

You’ll Want to Post About Your Campaign on
Facebook, But Encourage Engagement

49

Have Fun With Your Posts!

■ Showcase your
organization’s culture
■ Be people-persons!
Highlight the personalities
of those who work there
■ Keep it real: be light in
tone

■ Focus on delighting
your audience: provide
your customers and
members an experience
they’ll remember

52

Make Sure To Keep Your Fans Up To Date as Your
Campaign Progresses

Keep engagement high by updating fans
■ Drive urgency: how long will your offer be available?
■ Increase social sharing: how many people have taken advantage of
your offer?

53

Encourage Fans to Join Your Email List

■ Create a custom
Email Marketing List for
future engagement

54

3 Grow and Measure Results

 Defining Success: Check your Statistics!
 Say “Thank You!”
 Do it Again


Defining Success

Every social campaign is designed to help you:

Achieve Real Business Results

Drive Social Sharing

Engage your Audience

Grow your Network

56

Real Business Results

Coupon
Campaign
Increase Sales

Downloadable
Campaign
Generate Leads

Donation
Campaign
Raise money and awareness

Event
Campaign
Fill seats

57

How’s it Going? Campaign Stats Overview

Engagement and Audience Growth
■ New Facebook Fans
■ New Email Contacts
Share Stats
■ Total Shares
■ Facebook Shares
■ Twitter
■ LinkedIn
■ Email

58

How’s it Going? Campaign Stats Overview

See how many people are
clicking on each of the links
on your Campaign Page

59

Don’t Forget to Listen

Social campaigns start
the conversation, keep it
going by listening and
responding to comments
on your Page

60

Dealing With The Positive

Positive comments are an opportunity to
interact and help spread the message
Social networks can be a convenient way
for people to share interest, excitement.

Comment back

1. Answer questions.

2. Share comments (content!) in other Source: Yelp aggregate rankings of
marketing channels. businesses, September 2009

3. Possibly reward people who took the
time to post a positive comment
(offline).
61

Turning Negativity into a Great
Customer Experience

Negative comments are inevitable:
Social networks can be a convenient
way for people to vent frustrations.

1. Always reach out to the customer.
 Pick up the phone if possible
 Use a private message, email, or DM

Let your network know that you
are addressing the issue.
 Respond! Show that you are listening and
respond positively, publically

Always seek to satisfy and
delight, not defend.

A couple of popular Tools Used To See and
Respond to Comments on Your Facebook Page

Track your Page
Insights

Read Fan
comments

Reply from your Inbox

Don’t Forget to Do It Again

Good Marketers
Plan for the Future!
3 months?
■ Slow and steady wins the race: 6 months?
Have a steady stream of campaigns
throughout the year
Next Year?
■ Encourage sharing of offers

■ Mix it up! Offers can include:
■ Access to an event
■ An exclusive recipe
■ A limited time offer
■ A holiday special
■ A video

64

In Summary: Go from posting on Facebook to
Facebook marketing with measurable results

■ Think about your audience and what they want from your Facebook
Page
■ Look professional by using a custom welcome Page on Facebook (no
big budget, marketing team, or complex software required)
■ Have clear calls to action to get more likes, shares, and engagement
■ Keep Fans involved with special offers and quality, engaging content
that is relevant to your business
■ Integrate with Email Marketing and other social networks to drive
awareness and participation with the click of a button
■ Measure your success by network growth, engagement, and impact

65

66

Questions?

67

Social Campaigns
Customer Examples

69

Event Campaign

Blue Orchid Handbags
Cleveland, Ohio
A collection of handbags and accessories for
women of all ages.
www.facebook.com/blueorchidhandbags

The Goal:
To let everyone know that we will be at the Last
Minute Market, our last event of the year

The Campaign:
We used the event template and asked visitors to
Like us to learn about our last event of the year

The Payout:
More than 20 Likes in just 4 days

“One attendee told me „I just became a fan on
Facebook and I wanted to see the bags in person.‟
That has never happened before!”

Jackie Adamany - Owner

Giveaway Campaign

Sugarbush Resort
Warren, Vermont
A ski resort that has been open for more than 50 years
and attracts fans during all four seasons.
http://www.facebook.com/Sugarbush.VT

The Goal:
To engage new and current fans with a giveaway with
prizes worth more than $15,000 total

The Campaign:
We created a giveaway campaign to showcase all the
great packages we were offering

The Payout:
More than 3,000 Likes in less than a month, 200+ new
email subscribers

“The results are double what we expected.”
Jake Robertson
– Interactive Manager

Coupon Campaign

Pets’n’Stuff
Lakewood, Colorado
A family-owned pet supply store that offers food,
toys, and much more.
www.facebook.com/petsnstuffcolo

The Goal:
To get more business for the holidays

The Campaign:
I used the coupon campaign to offer fans $5 off any
product in the store

The Payout:
Every fan came into the store to redeem the
coupon

“Every new fan I got from Facebook came into the
store to redeem the coupon, which was a really big
success for us.”

Chris Hitchcock - Owner

Downloadable Content Campaign

The Growth Center
Wyandotte, Michigan
A consulting business that helps with church and
organization growth.
http://www.facebook.com/pages/The-Growth-
Center-LLC/234740883252104
The Goal:
To spread awareness of a new business book
related to The Growth Center’s services

The Campaign:
I offered fans a free sample of my new book

The Payout:
Our number of fans grew by more than 20% and
quite a few people went on to purchase the book

“Even after the campaign ended, people have kept
Liking our page.”

John Hickey - Founder

Coupon Campaign

BellaSoleil.com
Las Vegas, Nevada
An online retail store for Italian pottery and wares.
http://www.facebook.com/pages/BellaSoleilcom/115184904113

The Goal:
To offer Facebook fans a unique and exciting
discount

The Campaign:
Fans were shown a picture of some of the Italian
imports the store offered, then given 10% off any
item

The Payout:
Over 60% growth in fans, up from 30. $10,000 in
revenue in the first 48 hours of the campaign.

“Within two hours of sending out an email to our
contacts, we had 75 new fans. Now, we have over
120.”
Elaine Robbins - Founder

Giveaway Campaign

Hamilton Wee Piggies & Paws
Stoney Creek, Ontario, Canada
A specialty crafts store for mothers and children.
http://www.facebook.com/HamiltonWeePiggiesandPaws

The Goal:
To get the word out about a product that isn’t one of
the franchisee’s most popular and encourage
people to share it with friends

The Campaign:
Fans had the chance to win a free parent/child
lifecast statue

The Payout:
Within a week, the campaign was shared by more
than 100 people on Facebook, more than 20
people Liked the page, and 77 signed up for the
email newsletter.

“People seem to really like what we‟re giving away
as a prize to fans of the page, and this gives us a
chance to show how unique and beautiful the
product is.”
Jamie Lee Berube – Franchisee Owner

Welcome Campaign

Pat Sloan Quilting
Washington D.C.
A celebrity in the quilting world whose work is
shown through social media & email, and sold in
box stores.
http://www.facebook.com/PatSloanQuiltFun

The Goal:
To make a Facebook welcome page that looked
professional

The Campaign:
A page that demonstrated some of the great things
fans could enjoy

The Payout:
50+ new fans, a quick and easy way to make a
welcome page

“I have to do all of this by myself, I don‟t have a
web developer or anything. The product was clean
and a coach helped me right through it.”
Pat Sloan –Owner

Welcome Campaign

The Northbridge Companies
Burlington, Massachusetts
A franchise of assisted living communities in
Massachusetts.
http://www.facebook.com/northbridgecos

The Goal:
To display the unique lifestyles of residents at
The Northbridge Companies

The Campaign:
A welcome page with photos of residents &
assistants

The Payout:
More than 200 new fans and increased inquiries
from a growing Facebook presence

“I ran a PPC ad to coincide with the start of the
new campaign and doubled the typical amount
of fans I usually get from the ads.”

Jen Ryan – Corporate Marketing Manager

Offer Campaign

IGV
Macedonia, Ohio
A franchise of assisted living communities in
Massachusetts.
http://www.facebook.com/igvinc

The Goal:
To promote awareness of IGV’s web & email
marketing services

The Campaign:
An offer to have a new website designed, along
with user tests, analytics, and a free round of
email newsletters

The Payout:
15% more fans & higher engagement

“I love being able to set it up the way that you
want to set it up. It took me 15 minutes, if that.”
Karen Leonard – Vice President
of Operations

Donation Campaign

The Adoption Resources of
Wisconsin
Milwaukee, Wisconsin
An organization that helps provide foster
families with the resources & advice they need.
http://www.facebook.com/AdoptionResources

The Goal:
To promote awareness of the organization’s
new 20-12 initiative

The Campaign:
Offer T-shirts to active donors who recruit
friends or donate a certain amount

The Payout:
4 donors and over 50 new fans

“In the first hour that our campaign went live, we
had four new donors and 50 new Facebook
fans .”
Jenna Czaplewski –
Development & Communications Specialist

Coupon Campaign

The Calico House
Lincoln, Nebraska
A brick-and-mortar quilting store that sells fabric
& other quilting supplies.
http://www.facebook.com/pages/Calico-
House/111958605551117

The Goal:
To increase sales in the store before Valentine’s
Day

The Campaign:
Offering 20% off of a popular style of fabric

The Payout:
400% fan growth in two weeks, increased sales

“We quadrupled our number of fans, going from
30 to 186.”
Janeese Olsson – Owner

Download Campaign

Dudley & Nunez Communications
Rocklin, California
A communications firm that specializes in email
& social media marketing.
http://www.facebook.com/DudleyandNunez

The Goal:
To increase fan count & have a professional
Facebook page that grows the firm’s reputation

The Campaign:
Offering fans a free download for social media
success

The Payout:
20% fan growth, new email subscribers

“I‟ve tried a few different Facebook apps for a
welcome pages, but they required HTML coding
and didn‟t look as professional.”
Maureen Dudley – Co-owner

Offer Campaign

The Villa Gourmet
Milford, Connecticut
A specialty food store that offers imported
cheese, meats, and other foods.
http://www.facebook.com/VillaGourmet

The Goal:
To showcase the uniqueness of the Villa
Gourmet’s products

The Campaign:
A guide that shows fans why the shop is special
– a soft sell, rather than a hard discount

The Payout:
51 Likes in 8 days

“I got one or two Likes a week from my emails,
but when I launched my campaign, I got 51
Likes in 8 days.”
Linda McIntyre – Owner

Super Charging Your Facebook Marketing

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