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Marketing Workshop
  by Jose Martínez-Garriga, JD
JMG-Social Media/Public Relations




        © 2011 All Rights Reserved   1
Agenda
                   
•  How to “Lock Down” your FB profile
•  How to create a FB Fan Page
•  6-step formula for success




                © 2011 All Rights Reserved   2
•  800 mm active
                           members*
                        •  350 mm access
                           via mobile device
                        •  500 mm log on
                           daily
                        •  Average session
                           time = 55 min.
                             
*Source:Insidefacebook.com
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Are you on facebook? 
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5 Reasons To Be On Facebook
                          
1.  Grow a brand community of loyalist and
    advocates
2.  Extend your brand into the social life of
    your customers
3.  Extend the relevant reach of your
    communications
4.  Build reputation and trust via
    communications
5.  Build brand preference, loyalty and action
    through relevant engagement.
                   © 2011 All Rights Reserved    9
Review your profile
                   •  Anytime you edit
                      your profile – a
                      notice goes out to
                      your friends on their
                      News Feeds
                   •  Tweak Privacy
                      settings
                   •  Hide your yr of birth
                   •  Create Friends Lists

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Secure Browsing




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Friends Lists
            




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Create Friends Lists
•  Control which of
   your friends see
   what content you
   publish
•  Filter your News
   Feeds
•  Control who can see
   that you’re available
   on Facebook Chat

                    © 2011 All Rights Reserved   13
Friends Lists
                       
•  Smart Lists – update automatically
   based on your profile info you have in
   common with friends like school, job,
   or city
•  Custom Lists – you choose who goes
   into these lists and what privacy
   restrictions apply


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Share with the Right People
                          




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Privacy Settings




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Personal vs. Business
It’s your choice:
   Use your profile for known friends/family.
   Secure your privacy settings.
   Create a Fan Page for business
  OR
   Use your profile for professional
    networking, extended community and
    personal.
   Make use of Friend List to determine who
    sees what content
                 © 2011 All Rights Reserved      20
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“Locked Down” Profile




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What You Need To Know About
     Facebook Fan Pages
•  Your Facebook Fan Page will be tied to
   your personal profile as the ADMIN of
   your Fan Page
•  Facebook Fan pages are public –
   anyone can find and view your page
   whether they are logged into Facebook
   or not.
•  All content posted on your Facebook
   Fan page gets indexed on Google.
                © 2011 All Rights Reserved   24
What You Need To Know About
     Facebook Fan Pages
•  You can target your posts by location
   and language
•  You can add applications to your page
   – including custom content, video &
   graphics
•  You can add additional ADMINS – all
   ADMINS have equal rights 

                © 2011 All Rights Reserved   25
Fan Page Marketing Success
Set Clear Objectives
    DESIGN
    CONTENT
    PROMOTION
    ENGAGEMENT
    CONVERSION
    TRACK & MEASURE


                 © 2011 All Rights Reserved   26
  DESIGN
•  Increase conversions
•  Inviting, compelling
•  Visitors feel in the right place
•  Provide an “experience” – not just a
   static page
•  Interactive
•  Keep it fresh

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Apps To Add
                                   •    iFrame
                                   •    iwipa
                                   •    Networked Blogs
                                   •    Twitter app
                                   •    LinkedIn
                                   •    Slideshare

                                   There are many
                                     more…
                      © 2011 All Rights Reserved           31
WWW.JMG-SMPR.COM
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WWW.JMG-SMPR.COM
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WWW.JMG-SMPR.COM
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WWW.JMG-SMPR.COM
Photostrip
  •  Five latest uploaded or tagged photos
  •  Does not include fan photos
  •  Include “Call To Action” on your
     images




                     © 2011 All Rights Reserved   35
WWW.JMG-SMPR.COM
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  CONTENT
•  50/50
                      Sources of OPC
•  Your + Other                •  Blogs
   Peoples Content
            •  Ezine @rticles
                               •  Smartbrief.com
                               •  TweetMeme.com
                               •  Google Alerts
                               •  Twitter Lists
                               •  Alltop.com

                  © 2011 All Rights Reserved        40
What to post?
Things of value to others
•  Tips
•  Questions
•  How-to tutorials
•  Polls
•  Quotes
•  Invitation to ask Questions

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NEWSFLASH!!!
•  As many as 90% of Facebook users do
   not return to the fan page once they
   click the LIKE button
•  They only see and interact with
   content in the News Feed!




                © 2011 All Rights Reserved   42
  PROMOTION
•  Facebook Ads
•  Link to Twitter, LinkedIn
•  Facebook Social Plug Ins (LIKE,
   COMMENT, FAN BOX)
•  Add to your email signature
•  Use FB apps
•  Add a WELCOME video
•  Run a contest, giveaway
                 © 2011 All Rights Reserved   43
  PROMOTION
•  Get fans to join via SMS
  –  TEXT 32665 “fan username” or “like
     JMG.SMPR” without quotes
•  Add a link on your personal profile &
   QR Code

•  Use the SHARE button

                 © 2011 All Rights Reserved   44
  ENGAGEMENT
•  Non-fans land on a unique tab
•  Wall tab shows Posts by page and fans
•  Wall posts turned on (posts, videos,
   links, photos)
•  Prompt Commenting
•  Personalized
•  Relevant content
•  Variety of content
•  Daily updates
•  Manage Spam (Hidden Posts)
                 © 2011 All Rights Reserved   45
  CONVERSION
•  You must build tons of value, social
   equity
•  Space out your offers
•  Clear Call To Action
•  Make it really easy for people to buy
   from you
•  eCommerce apps: payvment, ecwid

                 © 2011 All Rights Reserved   46
Shopping on Facebook




       © 2011 All Rights Reserved   47
  TRACK & MEASURE
Insight Tab & email
•  Track Daily Fan Engagement
  –  PER POST feedback%
    •  What you posted
    •  Impressions
    •  Number of Comments/Likes
•  DAILY story feedback 
  –  Total post likes, comments,
     unsubscribers
                  © 2011 All Rights Reserved   48
Two most overlooked stats
•  Unsubscribes (Hides)
  Insight > Interactions > Daily Story Feedback = purple graph

•  Unlikes
  Insight > Users > Third chart down = New Likes Unlikes




                        © 2011 All Rights Reserved                49
Questions?
Jose Martínez-Garriga, JD
 Social Media/Public Relations
 jmartinezgarriga@gmail.com
        972-832-6173
               @jmartinezTX


           www.facebook.com/JMG.SMPR


               www.jmg-smpr.com


           © 2011 All Rights Reserved   50

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Facebook Marketing Workshop

  • 1. Marketing Workshop by Jose Martínez-Garriga, JD JMG-Social Media/Public Relations © 2011 All Rights Reserved 1
  • 2. Agenda •  How to “Lock Down” your FB profile •  How to create a FB Fan Page •  6-step formula for success © 2011 All Rights Reserved 2
  • 3. •  800 mm active members* •  350 mm access via mobile device •  500 mm log on daily •  Average session time = 55 min. *Source:Insidefacebook.com © 2011 All Rights Reserved 3
  • 4. © 2011 All Rights Reserved 4
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  • 7. © 2011 All Rights Reserved 7
  • 8. Are you on facebook? © 2011 All Rights Reserved 8
  • 9. 5 Reasons To Be On Facebook 1.  Grow a brand community of loyalist and advocates 2.  Extend your brand into the social life of your customers 3.  Extend the relevant reach of your communications 4.  Build reputation and trust via communications 5.  Build brand preference, loyalty and action through relevant engagement. © 2011 All Rights Reserved 9
  • 10. Review your profile •  Anytime you edit your profile – a notice goes out to your friends on their News Feeds •  Tweak Privacy settings •  Hide your yr of birth •  Create Friends Lists © 2011 All Rights Reserved 10
  • 11. Secure Browsing © 2011 All Rights Reserved 11
  • 12. Friends Lists © 2011 All Rights Reserved 12
  • 13. Create Friends Lists •  Control which of your friends see what content you publish •  Filter your News Feeds •  Control who can see that you’re available on Facebook Chat © 2011 All Rights Reserved 13
  • 14. Friends Lists •  Smart Lists – update automatically based on your profile info you have in common with friends like school, job, or city •  Custom Lists – you choose who goes into these lists and what privacy restrictions apply © 2011 All Rights Reserved 14
  • 15. © 2011 All Rights Reserved 15
  • 16. Share with the Right People © 2011 All Rights Reserved 16
  • 17. © 2011 All Rights Reserved 17
  • 18. Privacy Settings © 2011 All Rights Reserved 18
  • 19. © 2011 All Rights Reserved 19
  • 20. Personal vs. Business It’s your choice:  Use your profile for known friends/family.  Secure your privacy settings.  Create a Fan Page for business OR  Use your profile for professional networking, extended community and personal.  Make use of Friend List to determine who sees what content © 2011 All Rights Reserved 20
  • 21. © 2011 All Rights Reserved 21
  • 22. “Locked Down” Profile © 2011 All Rights Reserved 22
  • 23. © 2011 All Rights Reserved 23
  • 24. What You Need To Know About Facebook Fan Pages •  Your Facebook Fan Page will be tied to your personal profile as the ADMIN of your Fan Page •  Facebook Fan pages are public – anyone can find and view your page whether they are logged into Facebook or not. •  All content posted on your Facebook Fan page gets indexed on Google. © 2011 All Rights Reserved 24
  • 25. What You Need To Know About Facebook Fan Pages •  You can target your posts by location and language •  You can add applications to your page – including custom content, video & graphics •  You can add additional ADMINS – all ADMINS have equal rights © 2011 All Rights Reserved 25
  • 26. Fan Page Marketing Success Set Clear Objectives   DESIGN   CONTENT   PROMOTION   ENGAGEMENT   CONVERSION   TRACK & MEASURE © 2011 All Rights Reserved 26
  • 27.   DESIGN •  Increase conversions •  Inviting, compelling •  Visitors feel in the right place •  Provide an “experience” – not just a static page •  Interactive •  Keep it fresh © 2011 All Rights Reserved 27
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  • 31. Apps To Add •  iFrame •  iwipa •  Networked Blogs •  Twitter app •  LinkedIn •  Slideshare There are many more… © 2011 All Rights Reserved 31 WWW.JMG-SMPR.COM
  • 32. © 2011 All Rights Reserved 32 WWW.JMG-SMPR.COM
  • 33. © 2011 All Rights Reserved 33 WWW.JMG-SMPR.COM
  • 34. © 2011 All Rights Reserved 34 WWW.JMG-SMPR.COM
  • 35. Photostrip •  Five latest uploaded or tagged photos •  Does not include fan photos •  Include “Call To Action” on your images © 2011 All Rights Reserved 35 WWW.JMG-SMPR.COM
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  • 39. © 2011 All Rights Reserved 39
  • 40.   CONTENT •  50/50 Sources of OPC •  Your + Other •  Blogs Peoples Content •  Ezine @rticles •  Smartbrief.com •  TweetMeme.com •  Google Alerts •  Twitter Lists •  Alltop.com © 2011 All Rights Reserved 40
  • 41. What to post? Things of value to others •  Tips •  Questions •  How-to tutorials •  Polls •  Quotes •  Invitation to ask Questions © 2011 All Rights Reserved 41
  • 42. NEWSFLASH!!! •  As many as 90% of Facebook users do not return to the fan page once they click the LIKE button •  They only see and interact with content in the News Feed! © 2011 All Rights Reserved 42
  • 43.   PROMOTION •  Facebook Ads •  Link to Twitter, LinkedIn •  Facebook Social Plug Ins (LIKE, COMMENT, FAN BOX) •  Add to your email signature •  Use FB apps •  Add a WELCOME video •  Run a contest, giveaway © 2011 All Rights Reserved 43
  • 44.   PROMOTION •  Get fans to join via SMS –  TEXT 32665 “fan username” or “like JMG.SMPR” without quotes •  Add a link on your personal profile & QR Code •  Use the SHARE button © 2011 All Rights Reserved 44
  • 45.   ENGAGEMENT •  Non-fans land on a unique tab •  Wall tab shows Posts by page and fans •  Wall posts turned on (posts, videos, links, photos) •  Prompt Commenting •  Personalized •  Relevant content •  Variety of content •  Daily updates •  Manage Spam (Hidden Posts) © 2011 All Rights Reserved 45
  • 46.   CONVERSION •  You must build tons of value, social equity •  Space out your offers •  Clear Call To Action •  Make it really easy for people to buy from you •  eCommerce apps: payvment, ecwid © 2011 All Rights Reserved 46
  • 47. Shopping on Facebook © 2011 All Rights Reserved 47
  • 48.   TRACK & MEASURE Insight Tab & email •  Track Daily Fan Engagement –  PER POST feedback% •  What you posted •  Impressions •  Number of Comments/Likes •  DAILY story feedback –  Total post likes, comments, unsubscribers © 2011 All Rights Reserved 48
  • 49. Two most overlooked stats •  Unsubscribes (Hides) Insight > Interactions > Daily Story Feedback = purple graph •  Unlikes Insight > Users > Third chart down = New Likes Unlikes © 2011 All Rights Reserved 49
  • 50. Questions? Jose Martínez-Garriga, JD Social Media/Public Relations jmartinezgarriga@gmail.com 972-832-6173 @jmartinezTX www.facebook.com/JMG.SMPR www.jmg-smpr.com © 2011 All Rights Reserved 50