How can I get more fans and increase fan engagement for my Facebook Fanpage? A brief how to guide.

1. Halalati -
Toolkit for Social Marketing Apps
Approach & Examples
February 2011

2. We strongly believe the Facebook Fanpages follow a distinctive life cycle
where each phase can be advanced by specified actions
Life cycle of a Facebook fan page Steps in life cycle
Creation of a fanpage
0 1 Increase number of fans
(preassumption)
The number of fans is essential for the viral
effect because every fan is a multiplier of your
Increase brand (e.g. via his wall)
1
number of fans
2 Establish 2 Establish brand affinity
brand affinity Purchase decisions are emotional decisions.
Positive brand affinity leads to purchasing of a
product or service.
4 Analyze
performance 3 Generate revenues
With intelligent promotions for your fan base
Generate you can generate revenues directly.
3
revenues
4 Analyze performance
Regular performance-analysis can be used for
benchmarking and for continuous improvement
of your marketing campaigns
Steps 1-2 can be advanced by specific promotions
halalati | February 2011

3. Continuous actions and promotions on Facebook Fanpages
turn them into effective marketing platforms
Increase number Establish brand
1 2
of fans affinity
• Promotion should not cost the • Promotion should be
user neither much time nor positioned in close
Para- creativity connection to your brand
Facebook is
meters • Must have an attractive award • Provide incentives for
ideal for:
of an • Long Runtime (> 1 month) interacting with your brand
ideal • Short runtime (< 1 month) • Launching new
• Mechanism: first become fan,
promotion products by
then participate • Incentive to „Invite Friends"
(e.g. by Voting) using photos or
• Incentive to „invite friends" (e.g.
videos
by voting)
• establishing
brand affinity
through intensive
• Sweepstake with a trendy • Photo-/video contest for casting user
product as award fans to sample and test products engagement
• Simple photo contest (e.g. "Best • Crowd-sourcing a slogan for a
Examples Photo about topic XY") that is new product
rated by fans • Photo-/video competition of your
product in use
halalati | February 2011

4. A sample promotion plan for your Facebook Fanpage: always provide
users with incentives to become a fan and engage with your brand
Roadmap for possible promotions CURRENT
EXAMPLE
Attain
Create brand
Win awards priviledged
affinity
status
Attract/ • Win coupon • Mention fans in your in • Constant discount
Incentive • Win free flight Facebook status mesage • Priviledge to provide
• Win getaway • Integration of fans as part of vouchers to friends
a marketing campaign
Carry out • Sweepstake • Photo contest • “Ambassador” casting
campaigns • Survey about hotel videos • “Dealfinder” competition for • Frequent customer
• Assessment of a new travel identifying the best travel casting
planer/guide options
Messurement of • Fan growth • Interaction with fans • Generate traffic to
Outcome • Interaction with fans • Generate traffic to homepage
• Generate traffic to homepage homepage • Conversion rate
• Conversion rate • Facebook driven bookings
Q4- Q4-2010 & Q1-
2010 Q1-2011 2011
Promotions should always test whether Facebook is a
halalati | February 2011
worthwhile source of traffic or revenue

5. Contact
Dr. Thomas Langenberg,
CEO
eMail: thomas.langenberg@halalati.com
Phone: 0049-89-46221028
Mobile: 0049-157-78910112
Fax: 0049-89-954-64153
Web: http://www.halalati.com
Twitter: http://www.twitter.com/halalati
Facebook: http://www.facebook.com/halalati
halalati | February 2011