With everyone jumping aboard the Facebook marketing bandwagon, there is bound to be fallout. For every example of spectacular marketing success, there are just as many flops, failures, and disasters. How to run compelling social campaigns? How do you grow your audience, and connect successfully with interested prospects? What online tools, applications, and plugins should you use? How to measure and react to customer engagement? Sallie Burnett, President of Customer Insight Group, a leading strategic marketing firm renowned for its ability to help companies engage, keep and grow profitable customer relationships, will show you how to grow and engage your Facebook fan base. 5 Revealing Facebook Marketing Stats • 77% of B2C and 44% of B2B companies have acquired a customer through Facebook. • 56% of people are more likely to recommend a brand after becoming a fan on Facebook. • 51% of fans are more likely to purchase from a brand they “like” on Facebook. • 33% of U.S. online consumers have made a purchase based o recommendations from friends on Facebook. • 42% of marketers say that Facebook is critical or important to their business. Facebook is a constantly evolving platform. Social media marketers need to stay on top of these changes and learn to take advantage of them. There is no better time to get your Facebook marketing in shape. More Information: Find out how you are doing with the Social Media Grader: http://www.customerinsightgroup.com/do-you-make-social-media-grade Social Media Blog: http://www.customerinsightgroup.com/marketinglibrary/ Social Media Infographics: http://www.customerinsightgroup.com/infographs Get help from an expert: http://www.customerinsightgroup.com/social-media-marketing Here are just a few of the ways Customer Insight Group can you view and use social media: • Listen and Learn: We help you to monitor what consumers are saying about your organization, your products, or programs and you can use the information to support your marketing goals. We help you test different social media tactics and learn what works. • Build Relationships and Brand Awareness: You can interact with key audiences in order to build awareness for your brand. By increasing your visibility in the right areas and trying to stick in the minds of others through active interaction on many different levels, your company can strengthen relationships and brand awareness. • Improve Reputation: You also improve your organization's reputation as an expert by being consistently involved in discussions on topics or aggregating information that is important to the customers you serve. Cloud: social media marketing, facebook marketing, social media trends, facebook best practices, 2014 social media, facebook marketing 2014, facebook tips, facebook trends

1. +
Supercharge Your Facebook Marketing
Sallie Burnett
303.422.9758
www.customerinsightgroup.com

2. Start with the End in Mind — Goals
Sales
Brand
Awareness
Customer
Service
New
Customers
SEO
© 2014 CustomerInsightGroup.com • 303.422.9758
Retention

3. Facebook Algorithm Update
Over 1000 Factors
Is the Page’s
profiles complete?
How frequently is
content from this
Page reported as
low quality?
Has the user
engaged recently
with this Page or
with similar
content?
Does the fan base
for the Page
overlap with other
known high
quality pages?
How timely and
relevant is the
content?
Is it quality
content (receiving
lots of likes, shares
or comments) by
the user’s friends?
Facebook
Algorithm
© 2014 CustomerInsightGroup.com • 303.422.9758
Has the user
engaged recently
with this Page or
with similar
content

4. 7 Social Media Trends
1.
Content = Exposure
2.
Text Status Updates Fall in Facebook Algorithm Ranking
3.
Facebook Brand Fans are Super Consumers
4.
Social Media is the Leading Engagement Vehicle in the
Marketing Mix
5.
Fans Buy More & Are More Loyal
6.
Advertise on Facebook to Boost Visibility
7.
Consumers Love to Share Photos
© 2014 CustomerInsightGroup.com • 303.422.9758

5. 1) Content = Exposure
Facebook & Website
70%
Marketers say that
content marketing has
increased their brand
awareness.
(Source: Imedia)
© 2014 CustomerInsightGroup.com • 303.422.9758

6. +
Facebook
a content
calendar.
Pinterest
 Develop
 Create
relevant,
timely content that
supports your USP.
Twitter
Google+
Website
 Cross
promote
content.
© 2014 CustomerInsightGroup.com • 303.422.9758

7.  Brings consistency.
 Saves you time.
 Increase SEO benefits.
© 2014 CustomerInsightGroup.com • 303.422.9758

8.  Post
1-3 times per
day, every.
TIP: Think about your audience and what they will find value in. Create
content that entertains, informs, or otherwise engages your audience. This is
a critical piece in boosting engagement and visibility on Facebook.
© 2014 CustomerInsightGroup.com • 303.422.9758

9. Weekly Create a Meaty Conversation

Monday: Trivia or other lifestyle post

Tuesday: Problem/Solution post tied to your
products. LINK

Wednesday: One Quick Question (could be around
news event, national holidays, or crowd sourcing to
find out what your audience is struggling with
around your niche)

Thursday: Blog post or link to value added content
on website. LINK

Friday: Quote of the day or other lifestyle post.

Saturday: Product post or promotion. LINK

Sunday: Link to value added content on your
Facebook page or other social channels, i.e. Pin of
the Week
© 2014 CustomerInsightGroup.com • 303.422.9758

10.  Follow
80/20 rule.

11.  Focus
on engaging fans.
© 2014 CustomerInsightGroup.com • 303.422.9758

12.  Have
a call to action.
© 2014 CustomerInsightGroup.com • 303.422.9758

13. 2) Text Status Updates Fall in Facebook
Algorithm Ranking
© 2014 CustomerInsightGroup.com • 303.422.9758

14. 
Use the Upload Photos function to share
photos.
© 2014 CustomerInsightGroup.com • 303.422.9758

15. © 2014 CustomerInsightGroup.com • 303.422.9758

16. 3) Facebook Brand Fans are
Super Consumers
© 2014 CustomerInsightGroup.com • 303.422.9758

17.  Convert
fans.
brand users to
 Leverage
all customer
touch points — i.e.
point of purchase,
direct mail, IVR, trucks,
etc.
© 2014 CustomerInsightGroup.com • 303.422.9758

18.  Promote
your social
media presence on your
website.
© 2014 CustomerInsightGroup.com • 303.422.9758

19. Website Footer
Product Page
© 2014 CustomerInsightGroup.com • 303.422.9758

20.  Include
your social media
icons “Above the Fold” on
all your emails.
© 2014 CustomerInsightGroup.com • 303.422.9758

21. 4) Social Media is the Leading
Engagement Vehicle in the
Marketing Mix
© 2014 CustomerInsightGroup.com • 303.422.9758

22.  Create
multi-channel strategy across touch points — Catalog,
Email, Facebook, Google+, YouTube, Twitter, Pinterest. (One-off
tactics fall short of building fan engagement and loyalty.)
© 2014 CustomerInsightGroup.com • 303.422.9758

23. Website
© 2014 CustomerInsightGroup.com • 303.422.9758

24. Facebook
© 2014 CustomerInsightGroup.com • 303.422.9758

25. Google+
Pinterest
© 2014 CustomerInsightGroup.com • 303.422.9758

26. 5) Fans Buy More & Are More Loyal
© 2014 CustomerInsightGroup.com • 303.422.9758

27.  Convert

visitors to fans.
Give them a reason to “like” you and to engage with your
brand.
© 2014 CustomerInsightGroup.com • 303.422.9758

28.  Fan
gate content and special offers.
© 2014 CustomerInsightGroup.com • 303.422.9758

29. +
Value of Facebook fan continues to increase.
© 2014 CustomerInsightGroup.com • 303.422.9758

30.  Recognize
and reward loyal customers and fans.
Top Shopper
 Brand loyal, high value online customers that not only
have a higher LTV, but are consistent year over year top
spenders.
 Advocates
 Everyday consumers who influence brand affinity and
purchasing decisions by directly rating products,
commenting or by publishing opinions and participating
in conversations.

© 2014 CustomerInsightGroup.com • 303.422.9758

31. 6) Advertise on Facebook to
Boost Visibility

32. +

Test different type of ads, offers
images and call to actions.

33. +

34. +

Test using Facebook ads to target
different niches or target markets.
© 2014 CustomerInsightGroup.com • 303.422.9758

35. 7) Consumers Love to Share Photos
Top 10 Facebook Activities Globally - millions of Active Facebook Users performing the following top
10 social network activities, Q2 2013
Millions Active
Facebook Users
Millions Active
Facebook Users
Millions Active
Facebook Users
Uploaded and share photos
476.59
239.17
108.37
Messaged with friends on a one on one basis
374.55
216.23
82.86
Commented on a friend's post
388.08
201.82
94.44
Commented on a friend's photo or video
359.53
184.84
86.55
Posted comment about my daily activities
349.60
184.71
87.86
Clicked Facebook ‘like’ button
348.16
150.64
84.87
Followed a group or like a page created by a
brand
291.99
110.60
66.94
Watched video clips created by other internet
users
310.76
125.06
75.58
Shared a link to an article
287.82
112.19
67.37
Shared videos created by other internet users
259.86
93.31
54.64
Source: GlobalWebIndex, Question: Thinking about the social media services that you actively use, could you please tell us if you have done
any of the following on the service through your PC/Laptop/Mobile/Tablet in the past month? Base: % of Active Facebook Users

36. 
Create SEO value from
your images and photos.
 Make sure each image
has a file name.
 Add well written
descriptions including
keywords.
© 2014 CustomerInsightGroup.com • 303.422.9758

37.  Make
it easy for
customers and
fans to share.
© 2014 CustomerInsightGroup.com • 303.422.9758

38. + Keep in Touch
LinkedIn Group
http://www.linkedin.com/Discussions
InternetHowTo on Twitter
http://twitter.com/internethowto
Social Media Library
http://www.customerinsightgroup.com/marketinglibrary
Infographics
http://www.customerinsightgroup.com/infographs
Social Media Grader
http://www.customerinsightgroup.com/marketinglibrary/social-media-grader
How to Use Facebook for Business
http://www.customerinsightgroup.com/facebook-pocket-guide
© 2014 CustomerInsightGroup.com • 303.422.9758