Webinar from 2/28/12. Facebook marketing presentation that breaks down the platform piece by piece. See the video o

1. Our Focus Is Social Media!
Our Focus Is Social Media!
Social Media Marketing Agency
Tweet your questions or engage!
Use #TFWEB
@Talkingfinger
Facebook.com/TalkingFinger

2. Who The Heck Are These Guys?
Bill DeRosa Erik Granato
Principals
Of Talking Finger
20+ years in sales and marketing
20+ years in the trade show industry in sales
and marketing to Fortune 500 companies Programmer/Coder
Early adapter of website development and Graphic design
pay-per-click advertising
Direct mail marketer
Online marketing, print, and video
Print advertising creator
Content creation and marketing strategies
Online security consultant
Social media strategist
Social media strategist

3. Getting The Very Most Out Of
Piece By Piece!

4. Why ?
Average User Has 227 Friends
They Spend 50 minutes Per Day On
Facebook
(Double This If They Are Smart Phone Users)
Demographically
Diverse User Base
B2C Growing
Into B2B
Largest Social Network

5. Generic Fanpage
Small Sidebar
Graphic
No Tabs/Apps
No Landing Page
So We Landed Into
Conversation
No Engagement

6. Generic Fanpage
Lacking Information

7. Profesional Fanpages Are A Must
Full Size
Sidebar Graphic
180x540
A Lot Of
Engagement
Rich In
Outbound
Links And
Apps

8. Rich In
Information
ALL Web
Links!

9. Welcome/Landing
Page
Professional
Branded
Page
-Who YouAre
-What You Do
-Benefits
-Call To Action!
Can Be Coded
For Enhanced
SEO

10. Facebook is the “Hub”
YouTube Tab
SlideShare Tab
Twitter Tab
Blogger Tab
Google+ Tab
Constant Contact Tab
Pinterest Tab
Dozens More

11. Apps
iFrame App
Min-Tab Website

12. Make Sure Profile Is Linked To Fanpage

13. TIMELINE: Coming To A Fanpage Near You!!
February 29th?

14. Claim Your URL
-Facebook Search
-Google Search
-Ease Of Printing On Business Cards, Ads, Literature
Default:
Claimed Username/URL:
TO CLAIM YOURS go to: Facebook.com/Username
-Use BOTTOM Section For Page
-Cannot Change: Check Spelling

15. You MUST Create A Strategy...
...with goals...

16. ...so you can see if you are doing THIS...
...or doing THIS with
your investment

17. Define Your Target Audience
Age
Education
Sex
Hobbies
Location
Career/Job

18. What Are Your Goals?
Brand Awareness
Building Advocacy
Thought Leader/Authority
More Customers/Consumers
Building Strategic Partnerships

19. How Much Time Per Week
Can You Invest Internally?
Be Realistic!
Be Specific!
How Long WIll It Take
To Create Content?
Can You Cut Back On Other
Marketing?
Include ALL Personnel
That Can Contribute How Much To
Outsource?

20. What Other Marketing Initiatives
Are In Place?
List ALL Online Assets
-Website
-Adwords List ALL Traditional Assets
-Shopping Carts -Newspaper Ads
-Enews -Printed Materials
-Magazine
List All Current Social Media Assets
-Facebook Pages
-Twitter
-Pinterest

21. NO Marketing Should Be
Living In A Silo
Social Traditional

22. The Idea Is
SYNERGY
Balance
Let advertising offset social media’s scale issue
and allow social media to bring believability
back to an advertising campaign.

23. Add social icons to
ALL
newspaper and
magazine ads
In fact, it should be on EVERY
printed material you create!
-Brochures, Literature...

24. Add all icons to your business cards
as well as their URL’s
the same as your phone, email and website
Thus Why Important To Grab That Username/URL!

25. Facebook Ads: Targeted!Cost effective direct marketing
-Image size 110w x 80h
Pixels
-Red and Orange work best, avoid blue
-Better targeted, more successful the ad
-Use words in title and image that will speak to the targeted audience

26. CONTENT IS KING
A Good Strategy Includes Good Content
Engaging
Open Ended Conversation
Interesting
Educational
Fun
Off the wall
Contradictory
Ask Questions!

27. CONTENT IS KING
Why Is A Strategy Important For Content?
When You Are Organized And Expect That Content Is
Due, You Avoid The “uh oh’s”
That Lead To Poor Content Creation
And Delivery
You Post Content At Optimal Times For The Best
Performance
...And A Little Thing Called “EdgeRank”

29. Algorithm:
How Facebook determines whether or not your
content is valuable enough to appear in your
fan’s homefeed.
Affinity: Your relationship with fan, how interactive they
are with your content
Weight: An “Object”’s value: Images and videos hold
the most weight. Then links, last are status updates.
The interactions also have weight: A comment has
more weight than a “like”
Time Decay: The point at which comments and likes
cease

30. General PointsDo....
Show interest in and listen to others
Be real, be yourself
Take time and do it right
Have fun!

31. General PointsDon’t...
Use platform to shout your message
Talk about yourself continually
Use auto post programs
poorly. Don’t get lazy!

32. A Page Twice!!
-Once as YOU, once as your PAGE
Gives page
a “like”. You
“speak” as
yourself
Does NOT give
page a “like”. You
speak as your
PAGE
Thus IMPERATIVE you “like” a page twice!

33. TAG Your Page On Other Pages: Don’t Spam With Links!
This post went right into “Hidden Posts”:
These were links, one of which
went to a website
Type the “@”symbol and the first couple
of letters of the page you want to “tag”, and a drop down menu
of Pages you have “liked” will appear:
This is a “tag”
and it is
clickable!
The Clean Result:

34. Use Analytics to Redefine Strategy
Analytics Tell the “Story” Of What You Post and the
Correlations Of Day, Time, Type Of Post, Virality and
So Much More.
Example: Facebook Post
Analytical Discovery: Wednesday Has the Highest
“Share” Rate
Strategy Redefinition: Save Any Posts That Need To Be
“Shared” For Wednesday

35. Use Analytics to Redefine Strategy
How Far Content Is Shared
By Your Fans.
This Metric Indicates How
Valuable Or Interesting Your
Posts Are
Basic Demographic Breakdowns
Help To Target Messages

36. Use Analytics to Redefine Strategy
Post Measurements Help
Determine What Content How People Outside
Creates Conversation Of Facebook Found
You

37. Use Analytics to Redefine Strategy
Going Deeper...
You Can Purchase
Software Or Pro Versions
For Page Analytics Or
Hire An Agency

38. A Basic Formula For Social Media ROI
Dollar investment in “Hardware”
Technical: Apps, Landing Pages
Graphic Design
Human investment in “Time”
People: Creating and Curating
Content, Responding, Monitoring

39. A Basic Formula For Social Media ROI
Total sales in dollars resulting directly from efforts.

40. How Do You Measure....
Create and build personal relationships
People do business with people they know
Long term continual engagement

41. Brand loyalty
Brand advocacy and
“cheerleaders”
Trust

42. Our Focus Is Social Media!
Our Focus Is Social Media!
Social Media Marketing Agency
Presentation Available at:
Slideshare.net/talkingfinger
Facebook.com/TalkingFinger
203-491-0306