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Facebook for Marketers Houston-10-4-2011

Facebook marketing workshop delivered by Bernie Borges for the American Marketing Association in Houston, October 4, 2011.

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Facebook for Marketers Houston-10-4-2011

  1. 1. Facebook for Marketers<br />Presented by:<br />Bernie Borges<br />October 4, 2011<br />Houston<br />
  2. 2. Goals<br />Learn how to use Facebook in productive and measurable ways in business.<br />Learn strategies and tactics to build your audience.<br />Understand the “rules of engagement.” <br />Understand Facebook’s marketing potential.<br />Minimize mistakes.<br />Maximize positive results<br />
  3. 3. Expectations…<br />Develop a content strategy that drives sales and/or customer service<br />Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…<br />Build your company brand and build a community<br />Select and implement applications that fit your Facebook marketing plan<br />
  4. 4. Expectations…<br />Understand the “rules of engagement” and community building best practices<br />Experiential marketing that creates “buzz”<br />How to use Facebook advertising and why you should<br />Measure – review – refine: <br />Facebook analytics<br />
  5. 5. Skills to Acquire<br />The 2 pillars of social media<br />Content-content-content<br />Building relationships<br />The habit of using Facebook daily.<br />How to engage with people and brands.<br />How to build your personal and company brand.<br />How to measure results from Facebook marketing.<br />
  6. 6. Agenda<br />Just a Little Background<br />Facebook Marketing Overview<br />Build Your Brand<br />Facebook Ads<br />Measuring Facebook ROI<br />In the Trenches: Case Studies<br />
  7. 7. Just a Little Background<br /><ul><li>A Facebook Stats
  8. 8. Open Graph API
  9. 9. Setting Goals
  10. 10. About Facebook</li></li></ul><li>What Is All the Fuss About Facebook?<br />Facebook has become the largest people, content and brand connectivity tool on the web. <br />Facebook is about<br />Connectivity<br />Sharing<br />Building Relationships<br />Expanding Brand<br />Your results can<br />Drive traffic<br />Increase leads<br />Generate revenue<br />
  11. 11. Facebook Statshttp://www.checkfacebook.com/<br />Global Audience: 741,426,860 <br />
  12. 12. Facebook’s Open Graph API<br />The buzz about the Open Graph API<br />A way to embed Facebook pages anywhere on the web<br />Authentication hub for social experiences on the web<br />What this means for marketers<br />Facebook has become a major tool in expanding brand awareness for B2B as well as B2B companies<br />Graph from AllFacebook.com <br />
  13. 13. 3 Stages of the Social Media ROI Cycle<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
  14. 14. Stage 1: Launch<br />50% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
  15. 15. Stage 2: Management<br />40% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
  16. 16. Stage 3: Optimization<br />10% of businesses<br />http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-framework-4539106<br />
  17. 17. Adopting Social Media Strategies<br />Measuring ROI<br />Fully Developed Strategy<br />Have a Social Media Policy<br />Social Media Championed by Highest Leadership<br />At Least One Full-Time Employee Dedicated To Social-Media Strategy<br />Heidi Cohen  |  April 18, 2011<br /> http://www.clickz.com/clickz/column/2043696/forget-social-media-roi<br />
  18. 18. Facebook<br />twitter<br />Tumblr<br />blog<br />Flickr<br />YouTube<br />LinkedIn<br />FourSquare<br />
  19. 19. Setting and Measuring Goals<br />Chris Treadaway & Mari Smith<br />Facebook Marketing: An Hour a Day<br />Goals<br />Metrics<br />Example<br />
  20. 20. If Monetizing Facebook Is Your Objective…<br />Three Forms of Media<br />Earned Media<br />Authority<br />Trust<br />Reputation<br />Purchased Media<br />Facebook Ads<br />Owned Media<br />Content we produce, e.g., Facebook apps, documents, blogs, videos, photos, announcements<br />All work best together…<br />
  21. 21. Facebook Uses<br />Personal profile<br />Business (Fan) page<br />Groups<br />Events<br />Causes<br />Community Page<br />Applications<br />Advertising<br />Search engine<br />
  22. 22. How Your Post and Content Travels…<br />Business Page <br />Friend’s Profile Page <br />Write comment and paste link<br />Click attach<br />Click Share to everyone<br />Posts to Find and Convert’s Business page with 680 people that “Like” the business page<br />Posts to the News Feed of 680 people that “Like” Find and Convert<br />Your post now shows in 116 more news feeds <br />One of those 560 then want to “share” with their 116 friends <br />A comment is made and your post is then shared again, posting to 142 more news feeds…and so on<br />
  23. 23. Just Imagine…If 5% of friends shared a post with 130 friends each time…<br />This is how content goes viral<br />
  24. 24. Basic Facebook Navigation<br />Group<br />Must have a personal profile<br />Invitations can be open to the public or closed <br />Allows you to send bulk invite to friends<br />Opportunity for message to go viral<br />Does not support applications<br />Can create related event and invitation<br />Create documents<br />Cannot promote with social ads<br />No visitor statistics available (at this time)<br />Discussions<br /> Personal Profile<br />You can friend others<br />You can “Like” a page<br />Cannot use profile for business<br />Post messages that will be read by your “friends”<br />Create events<br />Share content, photos and video<br />Send private email<br />Subscribe to others NEW!<br />Business Page<br />Visible to unregistered users<br />Can be indexed for SEO value<br />Reputation management value<br />Allows “vanity” URL<br />Can create events<br />Can tailor to specific needs<br />Over 500,000 Facebook and 3rd party applications<br />Can promote with social ads<br />Offers Visitor statistics<br />Allows multiple administrators not attached to a profile<br />Discussions<br />Personal profiles are for people<br />Business pages are for celebrity, band, business or organization<br />Groups are sponsored by an individual for specific topics<br />
  25. 25. Facebook Evolution<br />Facebook is constantly changing<br />
  26. 26. Marketing Overview<br />
  27. 27. Facebook Big Picture Strategyhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Build<br />Page<br />Groups<br />Place (for physical locations)<br />Engage<br />Like<br />Share<br />Comment<br />Apps<br />Amplify<br />News Feed<br />Ads<br />Contests<br />Sponsored Stories<br />Insights<br />Insights<br />
  28. 28. Five Guiding Principleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Build a strategy that is social by design<br />Create an authentic brand voice<br />Make it interactive<br />Nurture your relationships<br />Keep learning<br />
  29. 29. Generate Awareness Through Pageshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Ad campaign to drive traffic and Likes<br />Integrate page Like into our website, blog, mobile campaigns<br />Post content with CTAs for engagement<br />Run sponsored stories to promote people’s comments<br />Leverage Facebook’s reach options<br />Clorox, M&Ms<br />
  30. 30. Drive Preference and Differentiationhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Understand current perception of your brand<br />Define gap between current & desired brand perception<br />Launch integrated campaign to drive preference/differentiation<br />Integrate Facebook using Open API into all online campaigns<br />Monitor customer’s evolving perception to track success<br />
  31. 31. Increase Traffic & Saleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Define business goals<br />Run creative campaign through Ads & Sponsored Stories<br />Create a social experience at point of purchase, e.g., Share, Comment<br />Integrate with off-line point of purchase e.g., Deals, Check-In<br />
  32. 32. Build Loyalty & Deepen Relationshipshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Promote your Facebook presence in all your marketing communications<br />Develop a personality and voice<br />Be responsive, engaging and available<br />Show appreciation. <br />E.g., Deals, Unique experiences, thank them for loyalty<br />
  33. 33. Amplify Recommendation & Word of Mouthhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Encourage people to Like your page<br />Create appealing content, use video<br />Post early morning and mid/late evening<br />Integrate Like (Open API) into all online properties<br />Use Ads and Sponsored stories to spread the word <br />Analyze via Insights<br />
  34. 34. Gain Insightshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4<br />Use campaign reports<br />Study demographic breakdown of page interaction<br />Observe interaction and engagement from your community<br />
  35. 35. Creating a Business Pagehttp://www.facebook.com/pages/create.php<br />
  36. 36. Using iFrames<br />Use your CSS for branding<br />Track pageviewsw/ Google Analytics<br />Test pages w/Google Website Optimizer<br />Track conversions in Facebook pages<br />Use dynamic programming languages<br />Use e-commerce<br />http://mashable.com/2011/02/24/facebook-pages-iframes/<br />
  37. 37. Facebook Page Tips<br />Add identity to your post to increase engagement.<br />Network in unrelated businesses.<br />Photostrip: custom 970 by 680 pixels with CTA<br />Reset the order so Welcome to the bottom.<br />Ads can go to fan page tabs.<br />
  38. 38. Facebook Page Tips Contd.<br />Send updates as a message so they appear as unread updates. <br />Most fans don’t return to your fan page. <br />Post before noon<br />Post 1 to 2 times per day<br />Ask a question<br />Keep it relevant<br />Use OPC (other people’s content)<br />
  39. 39. Facebook Commentshttp://developers.facebook.com/blog/post/472<br /><ul><li>Uses Open Graph API</li></ul>Integrate comments on Facebook & your website/blog<br />Displayed by relevance<br />Posted to your profile<br />Available in Facebook or on website<br />Admin moderation capable<br />
  40. 40. Use Facebook as Pagehttp://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/<br />Admins can “Use Facebook as Page”<br />Like other pages<br />Can’t friend people<br />Engage with other pages<br />See Liked pages content in news feed<br />Get email notices when fans post/engage<br />
  41. 41. Edit Your Business Page<br />Edit page<br />Settings<br />Wall Settings<br />Mobile<br />Applications<br />Photos<br />Discussion Boards<br />Links<br />Video<br />Notes<br />Events<br />
  42. 42. Writing Notes in Facebook Pages<br /><ul><li>Similar to permission email marketing.
  43. 43. Send to all fans of pages
  44. 44. Different than sending a message to friends from your profile</li></li></ul><li>Make Unique Offers on Your Page<br />
  45. 45. Posting On Facebook Wall<br /><ul><li>Same as posting to personal profile
  46. 46. Shows up in news feed of fans</li></li></ul><li>PlacesWho. What. When. And Now Where<br />
  47. 47. Facebook PlacesLBS – Location Based Services<br />Integrated into status update<br />Requires:<br />Selecting your desired location in settings<br />Optional<br />No longer available on Facebook mobile<br />You can tag friends with you<br />
  48. 48. You must have a profile to create vanity URL for a business page<br />Minimum of 25 “Likes” for business page URL<br />Select a name with relevant keywords for search value<br />Creating a Vanity URL<br />http://www.facebook.com/username<br />
  49. 49. On Home Page - select:<br />Groups<br />Create a Group<br />A Group must have a sponsor (profile, business page or groups) attached to it<br />Invite friends to join<br />Posting a link to join a group in a message, on a wall or in a discussion board is construed as “spam” <br />Make members “admin” so that they can invite his/her friends to join the group<br />Creating a Grouphttp://www.facebook.com/apps/application.php?id=2361831622&b<br />
  50. 50. Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf<br />Located at bottom of page<br />
  51. 51. Top News vs. Most Recent<br />
  52. 52. Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…<br />Notification of interactions between you and your networks<br />
  53. 53. EdgeRank Drives News Feed Contenthttp://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04<br />Affinity score between the viewing user and the item’s creator<br />A weight given to each type of Edge. A comment probably has more importance than a Like, for example. <br />Time. The older an Edge is, the less important it becomes.<br />
  54. 54. Subscribe without Friending<br />http://mashable.com/2011/10/01/facebook-subscribe-mashable/<br />Option to allow people to subscribe<br />Subscribers displayed on your profile<br />Good option for business content<br />
  55. 55. Start with default<br />Create custom lists<br />Send status updates selectively to lists<br />Good for segmenting personal from business<br />Similar to Google+<br />Create Lists to Manage Your Friends<br />
  56. 56. Tagging Friends or Pages in Facebook<br />Use the “@” before a name to tag<br />
  57. 57. Build Your Brand on Facebook<br />
  58. 58. Facebook is not about shouting your message<br />Facebook is about communication, relationships and engagement that will ultimately achieve your goal…<br />Guiding Principle…<br />
  59. 59. Facebook Branding Strategy…<br />Build an active wall<br />Encourage people to Like your page<br />Monitor and participate in the comments on your Wall<br />Re-purpose content<br />Post useful, interesting content from various sources, regularly<br />Encourage Experiential Marketing<br />Use Landing or welcome tabs<br />Product specific interaction<br />Deliver a unique experience!<br />Experiment<br />
  60. 60. Facebook Branding Strategy…<br />Use Calls to Action<br />Well designed, clear calls to action<br />Market Facebook outside Facebook<br />Use photos<br />If possible, use pictures to show how customers use your product<br />Show customer satisfaction and engagement<br />Post pictures of your team at work<br />Use video<br />Post recording of team member “experts”<br />Show your product in action<br />Integrate off-line marketing<br />Other media ads and content<br />
  61. 61. Ingredients to Facebook Page Success<br /><ul><li>Post Relevant Content</li></ul>Daily<br />Fan Engagement<br />Create an Experience<br />Offers<br />Subscribe<br />Exclusive Promotions<br />Only available on Facebook<br />
  62. 62. B2B vs B2C – Facebook can be a useful branding tool for both<br />
  63. 63. Events<br />Events targeted to people<br />Events listed by<br />Your invites<br />Your friends invites<br />Difficult to find events in search with specific name<br />Successful events take marketing effort<br />
  64. 64. Creating an Eventhttp://www.facebook.com/help/?page=828<br />On Home Page - select<br />Events<br />Create an Event<br />Customizing your event under Wall you can add:<br />Photos<br />Videos<br />Links<br />Remember<br />Successful events take marketing effort<br />
  65. 65. Engaging image<br />Captivating tag line<br />Informative<br />Invite friends to attend<br />Share it on your wall<br />Attached to profile or business page<br />Events<br />
  66. 66. Events<br />Share it on your wall<br />
  67. 67. Promoting Your Business Pagehttp://www.facebook.com/help/?faq=12822<br />Allow business page to go through your Facebook news feed.<br />Your Profile News Feed allows your business page to display to all your friends.<br />It’s crucial to spreading your message to the most people on Facebook. <br />Help<br />Screenshot fnc post + bernie news feed<br />
  68. 68. Target your Posts<br />Don’t share all posts with “everyone” if not applicable<br />Target by:<br />Country<br />State<br />City<br />Language<br />
  69. 69. Be social…”Like” other Business pages of interest to you<br />Upload relevant content and leave comments on other people’s business page <br />Not the place for a sales pitch…Unless your audience wants deals<br />Affiliate with other brands, businesses, and public figures<br />By becoming a fan (Like) of another page, your page will publically support that page<br />Help<br />Promoting Your Business Page<br />
  70. 70. Promoting Your Business Page<br />Post a variety of content to draw a variety of users<br />Respond to comments <br />Experiment with targeting<br />Post content regularly<br />Post outside of work hours<br />Use an image in the post of a blog article on the wall.<br />Encourage likes and shares (widgets)<br />Make exclusive offers <br />
  71. 71. Promoting Your Business Pagehttp://www.facebook.com/help/?faq=13080<br />Integrate a landing page in Facebook, eg., MailChimp<br />Post video links directly to Facebook so it will play inside Facebook.<br />Include a link to your website in the description.<br />Share images. Use Flickr for better analytics. For more interaction post images directly to Facebook. <br />Status updates: Keep it simple. Be consistent. <br />Encourage user generated content. E.g., Gemvara, All Things Jeep page.<br />
  72. 72. Facebook’s New iFrame Platform for Customizing Tabs<br />Before<br />Custom pages were created using Facebook’s version of html (FBML)<br />Now<br />iFrames are “windows” that allow you to view content created somewhere i.e. website<br />Resources<br />http://socialmouths.com/blog/2011/03/16/how-to-build-a-facebook-landing-page-with-iframes/<br />http://iframes.wildfireapp.com/<br />*CounterIntuity<br />
  73. 73. Promoting Your Business Page<br />http://www.socialmediaexaminer.com/20-ways-to-promote-your-facebook-fan-page/<br />
  74. 74. Promoting Your Business Page<br />http://blog.hubspot.com/blog/tabid/6307/bid/23963/25-Facebook-Page-Ideas-You-Haven-t-Tried-Yet.aspx<br />http://blog.hubspot.com/blog/tabid/6307/bid/26267/8-creative-ways-to-customize-your-facebook-business-page?source=Blog_Email_[8%20Creative%20Ways%20to%20C] <br />
  75. 75. Promoted Stories<br />Advertising your page posts.<br />Set up with same filters as Facebook advertising.<br />Adds more exposure to your content.<br />You pay when someone clicks through to your content.<br />
  76. 76. DO Create Facebook Badge To Promote Your Page(s)<br />Facebook Badges<br />Use 3rd party Facebook buttons<br />Do: hyperlink the badge to your Facebook Page or landing page<br />Do: hyperlink the name of your business within your promotional copy to your Facebook Page. <br />For example, Company X on Facebook<br />
  77. 77. DON’T Create Facebook Badge To Promote Your Page(s)<br />Don’t: hyperlink the “Find us on Facebook” badge to the Facebook log-in page.<br />Don’t: hyperlink the word “Facebook” within your promotional copy to your Facebook Page. For example, Company X on Facebook<br />
  78. 78. Display Your Facebook Page on Your Blog<br />
  79. 79. Using Your Profile to Promote Your Business Page<br />In order to be visible to search engines, your business page privacy setting must be public.<br />Share page content with select (relevant) friends. <br />Email the vanity URL of your business page to people in your address book<br />Display your business page badge on your blog<br />Include your Facebook page in email auto-signature<br />Display Facebook badge on your website & blog.<br />Invite people to leave comments on your business page.<br />
  80. 80. DO<br />Post daily<br />Consider your friends’ interests<br />Share other’s content<br />Invite engagement<br />Offer a unique experience <br />Be Human<br />Measure, review, revise<br />DON’T<br />Don’t over-post<br />Don’t auto-post<br />Don’t spam<br />Don’t be “me” centric<br />Don’t fly blind<br />Don’t think short term<br />Don’t be robotic<br />Facebook Page Promoting Do’s & Don’ts<br />
  81. 81. Like-Gating<br />Technique used to require Like to engage with page<br />Not conducive to long term engagement<br />Most effective for coupons and offers<br />
  82. 82. Facebook Marketing: Apps & Plug-Ins<br />https://developers.facebook.com/showcase/apps/<br />Mixture of free and fee based apps<br />Cross-pollinate social media and traditional media venues<br />Use email, newsletters, direct mail and media to point to social networks<br />Facebook developers - Facebook Platform Showcase<br />
  83. 83. Facebook Commercial Apps<br />http://votigo.com/<br />
  84. 84. Free Facebook Apps<br />
  85. 85. Facebook Applicationshttps://developers.facebook.com/showcase/apps/<br />Application Directory listed by:<br />Utilities<br />Education<br />Entertainment<br />Friends & Family<br />Business<br />Games <br />Sports<br />Lifestyle<br />Just for Fun<br />On Facebook<br />External Websites<br />Desktop<br />Mobile<br />Pages<br />Prototype<br />Business Page<br />Bottom of Edit page<br />
  86. 86. Branded Custom Apps<br />
  87. 87. Facebook Groups<br />Create a private group<br />Great for collaboration with an intimate group of people<br />
  88. 88. Facebook Groups<br />Create docs inside Group for sharing<br />Invite friends to join the Group<br />
  89. 89. Pages Compared to Groups<br />
  90. 90. Contests & Competitionshttp://www.facebook.com/promotions_guidelines.php<br />Must follow Facebook rules<br />Must use apps<br />Page Likes can not be used as entry into a contest<br />Define goals of the promotion<br />Define conversions<br />
  91. 91. Contests & Competitions<br />Use 3rdparty apps (strong compliance with FB guidelines)<br />http://appbistro.com/<br />http://www.easypromosapp.com/<br />http://offerpop.com/<br />Develop a custom app for full customization<br />Contract a FB developer: http://developers.facebook.com/preferreddevelopers/<br />
  92. 92. Facebook Advertising<br />
  93. 93. Facebook Ads and How They Work<br />Costs less than other forms of Internet ads<br />Targeted to user behavior<br />Work differently than banner or click through ads<br />Successful Facebook advertising requires<br />Average click through rate???<br />
  94. 94. Before You Begin<br />Have a clear idea of what you want your ad to accomplish<br />Create more visibility or traffic to your Facebook presence<br />Test the effectiveness of a change<br />Use Facebook audience to drive more traffic to your website<br />Establish a baseline<br />Know how many fans/friends you have before beginning a campaign<br />Download Facebook insight data before launch<br />
  95. 95. Before You Begin<br />Link – Where do you want your visitor to go<br />What is your ad message?<br />Have a photo or image<br />Facebook Ad Guidelines<br />
  96. 96. 10 Tips for Facebook Ad Marketing*<br />Facebook is NOT direct sales…it is a marketing cycle<br />Create focused ads targeted at niche groups<br />Friend users before you try to sell to them<br />Understand your market<br />Set ad budget with goal in mind<br />Nick O’Neill<br />Bus Insider SAI<br />Nick O’Neill<br />Bus Insider SAI<br />
  97. 97. 10 Tips for Facebook Ad Marketing<br />6. Measure – review – refine<br />7. Test landing pages VS Facebook pages<br />8. Split test ads by demographic<br />9. Develop well designed creative ad copy<br />10. Don’t over target<br />
  98. 98. Create Your Adhttp://www.facebook.com/advertising/ <br />Design your ad<br />Target your audience with demographic and geographical filters<br />Name your campaign <br />Which is better? Decide and experiment <br /><ul><li>Per impression
  99. 99. Per click</li></ul>Select your pricing<br />Review your ad<br />
  100. 100. New: Select Landing Page Tab<br /><ul><li>Select any tab as the landing page
  101. 101. Previously limited to default landing page tab</li></li></ul><li>Facebook Ad Board<br />
  102. 102. CM PhotographicsFacebook reached the right people at the right time<br />Generated $40,000 of revenue from a $600 ad campaign<br />
  103. 103. StorQuest on Facebook used real-time suggested bids<br />Over 50% increase in same store total rentals versus prior year.<br />10% conversion rate from visits originating from Facebook Ads.<br />$1.25 CPC delivered $10.25 cost-per-lead.<br />$100 average rentals; $600 average life time value per customer.<br />
  104. 104. Nippon on Facebook combining marketing solutions<br />Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns<br />
  105. 105. Additional Facebook Advertising Case Studies<br />ShopLocal<br />Wildchild<br />Treader<br />ROTHBURY<br />WiseChoice<br />Wedding Paper Divas<br />Povo.com<br />
  106. 106. Section SixMeasuring Facebook ROI<br />
  107. 107. Tracking Fan Page Engagement<br />
  108. 108. What Facebook Ad Metrics Can Tell You<br />Market research<br />Investment<br />Comparison<br />Targeting<br />Competitive <br />
  109. 109. Export Data to Create Reports and Graphs<br />
  110. 110. Ad Name <br />Your descriptive for ad<br />Status <br />Complete – active - paused<br />Bid<br />Acceptable max<br />Type<br />Pay for impressions<br />Pay for clicks<br />CTR(%)<br />Click through rate<br />Average CPC<br />Effective price of every click<br />Average CPM<br />Effective cost per 1,000 impressions (even on cost per click campaigns)<br />Total Spent<br />Facebook Ad Metrics Will Provide<br />
  111. 111. Use Report Feature to Download and Manage Data<br />Create spreadsheets<br />
  112. 112. Reports by Campaign<br />
  113. 113. Use Metrics to Refine Your Ads<br />Create multiple ads of similar themes<br />Organize them into campaigns<br />Run for 1-2 week period while monitoring stats<br />Analyze statistics<br />Retire underperforming ads and run A/B testing on better ones<br />Repeat – repeat – repeat<br />Adjust demographics <br />
  114. 114. Using Facebook Insightshttp://www.facebook.com/business/insights/?pages&i=9930176882http://www.facebook.com/help/?page=914<br />1. Interactions this week<br />Likes<br />Comments<br />Wall posts<br />Post quality<br />55.0<br />8<br />3. All fans over time<br />Total fans/ unsubscribed fans<br />New / removed fans<br />Top countries<br />Demographics<br />Page views<br />Unsubscribes / Resubscribes<br />Media consumption<br />2. Fans who interact with…<br />Interactions<br />Interactions per post<br />Post quality<br />Posts <br />Discussion posts<br />Reviews<br />Mentions <br />
  115. 115. Insights Featurehttp://www.facebook.com/insights/<br />Facebook offers insight into your website “Like” activity<br />
  116. 116. Insights Featurehttp://www.facebook.com/insights/<br />Facebook offers insight into your website “Like” and share activity<br />
  117. 117. Using Facebook Insights Dashboard<br />
  118. 118. Facebook Insights<br />Now offers metrics on Facebook and your domain<br />Gives great information on your connectivity within facebook …<br />Google Analytics<br />Provides Facebook as a traffic source but not specifics within Facebook<br />Why You Need Google Analytics<br />
  119. 119. Fee Based Social Media Tracking Software Options<br />Radian6: http://www.radian6.com/<br />HootSuite: http://www.hootsuite.com<br />Trackur: http://www.trackur.com<br />BuddyMedia: http://buddymedia.com/<br />Nielsen/Buzzmetrics<br />http://www.nielsen-online.comproducts_buzz.jsp?section=pro_buzz<br />
  120. 120. Facebook Promotional Policies<br />Read Facebook’spromotional guidelines carefully <br />Do not ever call Facebook your partner<br />Understand Local Rules - contests, giveaways and sweepstakes based on chance are illegal in some countries <br />Belgium, Norway, Sweden, or India<br />Heed Facebook’s formatting requirements<br />You can only administer a promotion through an application on Facebook<br />Do not require a Facebook action<br />You may become a fan but any action such as post a photo, update a status or comment is not allowed.<br />You can allow new fans to access 3rd party app’s but you cannot notify winners via Facebook<br />Brand Permission Center<br />Advertising and Guidelines<br />
  121. 121. Social Media Landscape<br />
  122. 122. In the Trenches<br />Using Facebook to Build Relationship and Brand Awareness<br />
  123. 123. 10 Successful Facebook Pages<br />http://www.socialmediaexaminer.com/top-10-facebook-pages/<br />
  124. 124. Promoting Your Business Page<br /><ul><li>Create a landing page
  125. 125. Customize tabs
  126. 126. Offer a unique experience</li></ul>Landing Page<br />
  127. 127. Taco Bell Damage Control<br />Transparency<br />Transparency<br />
  128. 128. Kenneth Cole PR Damage Control<br />Transparency<br />Acknowledge mistakes now controls damage later<br />Achknowledgement<br />
  129. 129. Using Facebook for a Cause<br />A man with a pest control business and a pink bra<br />
  130. 130. Help Save the Gulf Coast from the Oil Leak<br />Clear objective<br />Searchable title<br />Both business page & group<br />Cause<br />Cause<br />
  131. 131. Skip1<br />Cause<br /><ul><li>Landing page
  132. 132. Social links
  133. 133. Website links</li></ul>CTA<br />
  134. 134. Big Toy Team<br />Energize a community<br />Create Public Event and share<br />But make it exciting and unique<br />
  135. 135. Arthritis Foundation on Facebook<br />Custom Content<br />Lots of content<br />
  136. 136. Have You Noticed? Pages Are Now Mini Websites… <br />iFrames now add more flexibility<br />Create unique landing pages for facebook<br />Use 3rd party software<br />Hire a Facebook developer<br />
  137. 137. What Is Your Objective?<br />website<br />Conversation<br />
  138. 138. Create Landing Pages <br />http://www.businesswire.com/news/home/20101103006752/en/Macy%E2%80%99s-Offer-Discounts-Facebook%C2%AE-Deals<br />http://www.macys.com/catalog/syndicated/remote/remotesyndication.ognc?Brand=PRESSRELEASE<br /><ul><li>Unique Content
  139. 139. Reasons to engage
  140. 140. Easy to share</li></li></ul><li>Create Custom Tabs<br />
  141. 141. Give Visitors Reasons to Fan Your Page<br />
  142. 142. Have a Clear Call-to-Action<br />
  143. 143. SuperBowl Facebook Marketing<br />
  144. 144. Facebook Engagement<br />
  145. 145. Create a Reason…For Fans Only Content<br />Levi’s “Instant access to exclusive content.”<br />1-800 Flowers offers special discount off next order.<br />DIGISTORE gives special offers<br />Teesey Tees adds mystery<br />*Social Media Examiner<br />
  146. 146. Create a “Visible to Connection” Landing Page<br />http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109<br />
  147. 147. Bob Evans Keeps Them Coming Back<br />http://www.facebook.com/teeseytees?ref=ts#!/bobevans?v=app_135711123139793<br />http://www.examiner.com/social-media-in-national/bob-evans-free-breakfast-coupons-on-facebook<br />Drive visitors to your website<br />Offer relevant content<br />Personalize your business<br />Offer something special<br />
  148. 148. Coupon Services Can Help<br />http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPO<br />http://server.iad.liveperson.net/hc/s-44296948/cmd/kbresource/kb-5027232894339796420/front_page!PAGETYPE<br />http://www.newsamerica.com/ourproducts/consumersonline/default.aspx<br />
  149. 149. eCommerce - Applications<br />
  150. 150. Threadless Keeps It Freshhttp://www.facebook.com/threadless#!/threadless?v=wallhttp://www.threadless.com/<br />http://www.internetretailer.com/2010/11/18/threadless-leans-facebook-more-customer-service-tasks<br />http://www.internetretailer.com/2009/10/29/display-ads-on-facebook-show-positive-roi-for-threadless-com<br />http://www.insidefacebook.com/2009/07/14/threadlesss-facebook-page-makes-shopping-more-social/<br />Keep it fresh and interesting<br />Use display ads<br />Improve customer service<br />
  151. 151. Amazonhttp://www.facebook.com/home.php?#!/Amazonhttp://www.facebook.com/Amazon?ref=ts&v=app_172341942779663http://www.amazon.com/<br />http://www.wdfm.com/publish/facebook/<br />http://techcrunch.com/2010/07/27/amazon-now-taps-into-facebook-for-social-product-recommendations/<br />http://news.cnet.com/8301-1023_3-20011934-93.html<br />Facebook Connection leads to custom detailed shopping list based on real-time behavior<br />
  152. 152. California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org<br />Used Facebook to sound alarm on funding threat<br />Facebook sends visitors directly to website<br />
  153. 153. Humanize your page<br />Think of Facebook as another destination<br />Think beyond marketing department <br />Think community<br />Think engagement<br />Offer opt-in using a form page<br />Be a valuable source of information<br />Offer unique CTAs on Facebook not avail on your website<br />Offer Customer Support<br />7 Tips for B2B Marketing<br />
  154. 154. Facebook Photos (B2B)<br />Folder for Wall Photos<br />
  155. 155. Facebook Technical Marketing (B2B)<br />
  156. 156. Ciscohttp://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com<br />Create pages for niche audience needs<br />Online support <br />Career certification<br />Security<br />Geographic locations<br />
  157. 157. Keep the Branding Alive<br />Microsoft<br />Strong call-to-action<br />Good integration of other Microsoft pages<br />
  158. 158. Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wallhttp://www.avaya.com/usa/<br />Be unique<br />Location awareness <br />Convergence<br />
  159. 159. HubSpothttp://www.hubspot.comhttp://www.facebook.com/hubspot#!/hubspot?v=app_10442206389<br />http://www.colinalsheimer.com/hubspot-inbound-marketing-case-study<br />Simple, inviting call to action<br />
  160. 160. Get Satisfactionhttp://www.facebook.com/getsatisfaction http://getsatisfaction.com<br />http://getsatisfaction.com/partners/facebook<br />http://techcrunch.com/2010/03/10/get-satisfaction-turns-to-facebook-to-socialize-customer-support/<br />http://mashable.com/2010/03/10/social-engagement-hub/<br />Exceptional customer service is good branding<br />
  161. 161. Dellhttp://www.facebook.com/dellhttp://www.facebook.com/delldeals http://www.facebook.com/dellsocialmedia Find more Dell Facebook pages, visit: http://www.dell.com/facebook <br />Target niche audiences <br />
  162. 162. Delta Airlines<br />Engage with others<br />Book travel<br />Share your ideas<br />http://www.facebook.com/delta<br />
  163. 163. Brand So Your Audience Can Find Youhttp://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504http://www.facebook.com/VW#!/VWJetta?v=info<br />Volkswagon<br />Product<br />Should<br />Cross-pollinate<br />Geo-target<br />Pages are disconnected<br />
  164. 164. Fordhttp://www.facebook.com/fordhttp://www.facebook.com/fordmustang<br />Unveil new products<br />Engage Fans<br />
  165. 165. Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766 http://www.audiusa.com<br />Top 25 Brands on Facebook<br />Make it easy for your audience to find you<br />
  166. 166. Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com<br />Build community for your services<br />
  167. 167. Sarasota Memorial Hospitalhttp://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com<br />
  168. 168. Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086http://harvard.edu/<br /> Educate <br /> Entertain<br /> Enlighten <br />= Engagement<br />
  169. 169. US Armyhttp://www.army.mil/http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts<br />Speak your audience’s language <br />Marines<br />Navy<br />Air Force<br />
  170. 170. Facebook Is Just One Part of Your Social Marketing Strategy<br />
  171. 171. Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086http://www.steelmasterusa.com<br />Showcase product <br />
  172. 172. BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wallhttp://www.bigcommerce.com/<br />Engage Community<br />
  173. 173. Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com<br />Connect<br />Use landing pages<br />
  174. 174. Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWingshttp://www.buffalowildwings.com/<br />Engage<br />Engage <br />Engage<br />3 million plus fans<br />
  175. 175. Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com<br />Address your audience’s pain points<br />
  176. 176. US Congress on Facebook<br />Informational Channel<br />
  177. 177. Pages and Places in Facebook Search<br />Whole Foods Market on Facebook<br />
  178. 178. Old Spicehttp://www.oldspice.comhttp://twitter.com/oldspicehttp://www.facebook.com/OldSpice<br />Target Branding<br />
  179. 179. Big Green Egghttp://www.facebook.com/BigGreenEgghttp://www.biggreenegg.com<br />Cross-pollinate with Vendors<br />Used Facebook to launch cookbook<br />
  180. 180. GrillMate<br />Run contest to promote brand<br />
  181. 181. Launch New Business on Facebook, Twitter, Blog<br />Coupon promotions<br />Cross promote<br />Launched Jan 2011<br />Grown to over 14,000 Likes<br />Uses Groups for collaboration <br />
  182. 182. BIG or small…think of creative ways to enhance the user experience on Facebook<br /><ul><li>Use your marketing creativity
  183. 183. Research applications
  184. 184. If necessary, hire Facebook design/programming experts to develop custom tabs/apps
  185. 185. Give people a unique experience on Facebook</li></li></ul><li>Just a ReminderGetting Help on Facebook (bottom right corner)<br />
  186. 186. Connect With Bernie Borges….<br />Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing<br />Websites: <br />http://www.findandconvert.com<br />http://www.bernieborges.com<br />Blogs: http://www.findandconvert.com/blog<br />http://www.bernieborges.com/blog<br />Twitter: http://twitter.com/berniebay<br />LinkedIn: http://www.linkedin.com/in/bernieborges<br />Facebook: http://www.facebook.com/bernie.borges<br />Facebook Fan Pages: <br />http://www.facebook.com/findandconverthttp://www.facebook.com/CareerCentral.BernieBorges<br />Google+<br />http://gplus.to/BernieBorges<br />