1. EMERGING AND SOCIAL
MEDIA IN THE MARKETPLACE
MARQUETTE UNIVERSITY / SPRING 2012 / #ADPR4300

2. UNDERSTANDING YOUR AUDIENCE
BLOCKING AND TACKLING
AGENDA /
/ CONTENT + EDGERANK
FACEBOOK INSIGHTS
CLASS DISCUSSION
QUESTIONS
2

3. UNDERSTANDING
YOUR AUDIENCE
3

4. RESEARCH
US SOCIAL NETWORK USAGE + PENETRATION
200
164.2 MM
157.8 MM
150 147.8 MM
134.6 MM
113 MM
100 67.0%
63.7% 66.0%
60.1%
52.3%
50
0
2009 2010 2011 2012 2013
% of Internet Users Social Network Users
SO U RCE : e Mark e t e r, March 201 1
4

5. RESEARCH
FEB 2011 NETWORK UNIQUE VISITORS (Millions)
150 144.9
134
120 114.3
90
60
30.5 27.3
30 19.4
10.2
0
Google Facebook YouTube Wordpress Twitter Flickr Tumblr
Unique Visitors
SO UR CE : C omp e t e , M arch 2011
5

6. RESEARCH
6

7. 35% OF TRAVELERS
HAVE USED SOCIAL MEDIA
TO INTERACT WITH A
TRAVEL COMPANY
S OU RC E : e Mark e te r , J uly 20 1 0
7

8. 72.7% OF US SOCIAL
NETWORK USERS ACCESSED
SITES AT LEAST DAILY
WHILE TRAVELING
SO U RCE : e Mark e t e r, De c ember 20 1 0
8

9. NEARLY 60% OF
RESPONDENTS SAID SOCIAL
MEDIA MADE IT EASIER TO
MEET PEOPLE WHILE
TRAVELING
SO U RCE : e Mark e t e r, De c ember 20 1 0
9

10. 20% OF FACEBOOK
USERS HAVE ASKED THEIR
NETWORK OF FRIENDS FOR
TRAVEL ADVICE
SO U RCE : e Mark e t e r, January 20 10
10

11. RESEARCH
REASONS THAT US SOCIAL NETWORK USERS DECIDED TO BECOME A FAN OF TRAVEL BRAND
Special Offers / Discounts 59%
Loyal Customer of the Brand 39%
Identify with the Brand 34%
Makes Me Feel Like a Valued Customer 28%
Friends are Fans 20%
Friend Recommendation 19%
Feel Connected to Others w/ Similar Interests 19%
0% 15% 30% 45% 60% 75%
% of Respondents
SO U RCE : e Mark e t e r, S e p tem ber 20 10
11

12. MARKETING ON FACEBOOK
STARTING WITH THE BLOCKING AND TACKLING
12

13. MARKETING ON FACEBOOK
8 0 0 millio n p eop le o n Fa cebook, 16 0 mi l lio n
A me r ica ns .
5 3 % of co nsu mer s r e po r t t hat t he y wi l l
p u r c has e a b ran d’s p rod uc t or se rvi ces after
fo l l o wing the m o n Fa c ebo ok
S i x b i llio n pho to s a r e up lo aded to F acebo ok
e a ch mo nt h
M o re t han 20 % of online buy ers fou nd
F a c ebo ok p age s “ i nf luen tial” or “extr em el y
i n f l u en tia l, ” w he n mak ing purchase de ci si on s
13

14. FACEBOOK NEWS / CHANGES
• New layout
• Top Stories - highlights posts the users will likely
find important, and prioritizes them at the top of
your feed
• Option to individually mark a post as a top story,
increasing the likelihood that type of post or
friend will appear at the top of the feed
• Albums that appear in the newsfeed stack three
photos for a more creative viewing experience
• Personal Timelines launched in September
• Photo cover at top of profile that users can
customize
• Highlight life events with dates, photos and a
story
14

15. ANATOMY OF A FACEBOOK PAGE
Actively manage your left-rail of
content.
• You can edit and arrange your
page navigation for your brand.
• Get active and like other relevant
pages.
• Remove applications that are no
longer relevant.
15

16. ANATOMY OF A FACEBOOK PAGE
Get creative with your real estate.
• Profile images and thumbnails offer
an opportunity for branding.
• Consider easy to update templates
that have been preapproved.
• Always consider legibility within
the thumbnail graphic.
• Take advantage of the five most
recent images across the top of
your wall.
16

17. 17

18. 18

19. ANATOMY OF A FACEBOOK PAGE
Leverage the “Info” tab on your
Facebook page.
• Great opportunity for brands to
refine SEO of page.
• Link to your brand’s website and
other important sources (privacy
policy, etc).
• Publish guidelines for your
community.
• Have the brand “Like” other pages
and link to them.
• Don’t forget the “About” box.
19

20. FACEBOOK APPLICATIONS
20

21. 21

22. 22

23. FACEBOOK CONTENT
TELLING A STORY AND CREATING ENGAGEMENT
23

24. DEVELOP A CONSISTENT
TONE AND VOICE FOR
YOUR BRAND.
24

25. CONTENT DEVELOPMENT
Here are some best practices to keep in mind, review and
refine for each of your brands / clients.
• Create monthly content calendars of pre-approved posts
• Post 3-5 times each week, increase during special events
• Posts should be engaging + brief (under 200 characters)
• 80 characters or less in length have 27% higher
engagement
• Utilize consistent messaging + develop regular content
categories.
• Brand Related
• Industry Related News
• Current Events
25

26. ENGAGEMENT TACTICS
According to a Buddy Media Study, more than 30 billion
pieces of content are shared on Facebook each month.
• Provide content + imagery that is easily shareable +
useful
• Use targeting when posting location-specific content in
order to reach the correct audience + avoid delivering
irrelevant or exclusive content
• Utilize Questions functionality to crowdsource topics
• Action Keywords - use directive copy + call it out in a
post. Fans follow instruction well - the simpler, the
better (Buddy Media)
• Like, Take, Submit, Watch, Post, Check, Comment, Click
Here, Tell Us, Share, Visit
• Update the creative quarterly
26

27. COMMUNITY MANAGEMENT
Recommendations for community management:
• Manage channels daily by participating in regular
conversation with the community
• Ask questions - posts that end with a question have a
15% higher engagement rate
• All posts should be responded to in less than 24 hours
• Each post should have a public response / comment
• Post when people are listening
• Outside of regular business hours leads to 20% more
engagement, according to Buddy Media (early morning,
end of work day, late at night)
• Utilize unique Bit.ly accounts for each social platform to
individually track clicks and engagement
• Reach out to other communities and influencers.
27

28. 28

29. 29

30. FACEBOOK CONTENT CALENDAR
What are the benefits of drafting a
content calendar?
• Gives your clients an easy way to
approve content and provide edits.
• Allows you to categorize your
posts.
• Measure your success on a variety
of data points.
• Adjust your content appropriately.
• Collect and archive to leverage in
the future.
30

31. FACEBOOK COMMENT PROCESS
NE GATIVE NE GATIVE
APP RO PR IAT E I NAC CU RAT E P RO MOTI ONAL
(L OW RIS K) (HIGH R ISK)
Post is positive, Post contains Post contains Post contains Post is lengthy (three
negative, or neutral inaccurate negative or negative comments or more sentences),
and may include a information about the inflammatory about community promotes an
legitimate question brand statements regarding members or blatantly unrelated topic, links
DE F I NI T I ON or comment the brand attacks the brand to an inappropriate
pertaining to the page, does not
brand benefit fans, or
appears to be spam
Approved authors Thank user for Respond to comment Document and delete Any comment that
concur with the post, comment. Clarify with clarification or comment fits the above criteria
let post stand as is, incorrect information acknowledgement will be mark as spam
provide additional with a positive tone per client approval (if (if qualifies) and
I NI T I A L AC TI ON S information, express per client approval (if needed) deleted from the
appreciation, or necessary) page without notice
address concern per or response.
client approval
Continue to engage Continue to engage If repeat comments Consult client to None
and follow user; and follow user occur, contact user assess risk and
document product via private message further action. Cease
feedback and direct them to engagement with
F I N A L AC TI ON S client for more user and block from
information. LC will page.
continue to monitor
user.
31

32. CLASSIFY YOUR AUDIENCE
MO NI T OR + C LAS SIFY
I DE N TI FY
P RO FI LE { PR O SPE C TS ADV O CAT ES INFLUE N CE R S COMMUNIT IES ME DIA OT HER
TYP ES
ID E NT IFY GOA LS { AWAR ENE S S E NC OUR AGE ENGAGE BRA NDING MOR E INF O
MANA GE BR AND CONVE R SATIO NS
E NG AG E I N RE LE VA NT CO NVE RS ATIONS + CO MMUNITIE S
EN G A GE ME N T
{
STR A TE GIES
DE VE LO P E DUC ATIO NAL CO NTE NT F OR SHAR ING
CO NN EC T ADV O CA TE S WITH E XIST ING FE EDBACK LOOP S
DR I V E A W A R E NE S S + ENG AG EME NT

33. FACEBOOK EDGERANK
33

34. FACEBOOK EDGERANK
Understanding the options with the
Facebook news feed.
• Top News shows posts from your
friends (and pages) based on
EdgeRank relevance.
• Most Recent shows updates from
your friends (and pages) based
on chronological order.
34

35. FACEBOOK EDGERANK
Why is EdgeRank important?
• “Top News” is the default filter on
your news feed.
• Not everyone sees your Page’s
posts.
35

36. FACEBOOK EDGERANK
How can you improve the chance for your Page’s content
to show in the news feed of your fans?
• Focus on quality over quantity of fans.
• Post photos and videos.
• Include links with your posts.
• Ask questions or create polls.
• Focus on fan engagement over a simple “Like”
• Target posts based on time and locations.
• Find your voice.
36

37. FACEBOOK EDGERANK

39. FACEBOOK INSIGHTS
MEASURING SUCCESS WITH YOUR COMMUNITY AND POST-CLICK BEHAVIOR
39

40. BUILDING A FOUNDATION
Establish success metrics and build KPIs:
• Awareness
• Community size, growth, active users and impressions / views
• Engagement
• Interaction; including comments, likes, media views, wall posts and
mentions/RTs
• Competitive
• Measure brand against competitors and industry averages to define
success of community size / growth
• Traffic
• By utilizing tools such as Google Analytics and Bit.ly, track and
report on click through links
40

41. BUILDING A FOUNDATION
41

46. MEASUREMENT + ROI
Fan Growth + ROI
8000
4000
0
-4000
-8000
-12000
-16000
-20000
8/11 9/11 10/11 11/11 12/11 1/12 2/12 3/13 4/12 5/12 6/12 7/12 8/12 9/12 10/12 11/12 12/12
Fans Revenue
46

47. CLASS DISCUSSION
HOW DO YOU THINK A BUSINESS CAN BENEFIT FROM BEING MORE SOCIAL?
47

48. ASSIGNMENT
FEBRUARY 13, 2012
48

49. ASSIGNMENT
February 13, 2012
• Guest Speaker
• Submit any questions you have for John Garvey (@JGarvey,
@GarveyComm) and connect with him on social channels.
• Blog Entries + Comments
• Second blog assignment due by EOD Sunday. Try to focus on
Facebook marketing as a topic.
• Twitter
• Don’t forget to participate in sharing content on Twitter using the
#ADPR4300 hashtag. (At least twice a week)
• Readings
• Check D2L for appropriate links.
• Mid-term
• Don’t forget to have suggestions for Wednesday’s class.
49

50. QUESTIONS
50