Facebook is THE destination for consumers around the world and businesses have taken notice. What are you doing to reach out to your customers and optimize their interactions with your brand? In this MarkeitngProfs webinar you will learn: * Creative customer engagement strategies and tactics using Facebook marketing * The importance of effective engagement news feed optimization * Actionable tips to boost your engagement and grow your fans organically * How to use Facebook to increase your brand visibility

1. Growing Your Fan Base and
Effectively Engaging on Facebook
Ekaterina Walter
Social Media Strategist
Intel
Twitter: @Ekaterina
@EkaterinaWalter

2. Why Facebook?
• 1.6 billion Internet users in the world, Facebook’s users comprise 1/3 of those
• Almost 600 million active users (half log in daily and spend average of 55 min)
• Average user is connected to 80 pages, groups and events
• People spend over 700 billion minutes per month on Facebook
• 150 million people engage with Facebook on external websites every month
• 200 million mobile users
• 30,000,000,000 pieces of content are shared each month
• 70% of audience is international : 95 countries, translated in >100 languages
• Facebook bypassed Google as a #1 most visited site in US
• 65% of US Facebook Users said they are more likely to buy a product based on a
positive Facebook friend referral
@EkaterinaWalter
@Ekaterina

3. Facebook is your homepage
for the social web
Objectives
Audience Mission
Strategy
Resources Story
Voice
@Ekaterina

4. Know Your Audience
@Ekaterina

5. Setting Up Your Page
• Page Name
• Vanity URL
• Default Tab
• Profile Photo
• Company Info
@Ekaterina

6. Limitations 6 tabs
to Remember
16 characters
247
characters
420
characters
@Ekaterina

7. News Feed
@Ekaterina

8. Do Not Automate Your Content!
Hidden
Updates
@Ekaterina

9. Video is Your Secret „Weapon‟
@Ekaterina

10. Be Human. Be Spontaneous.
@Ekaterina

11. Encourage Shares and Mentions
To tag someone, type @ and then the friend’s
name or name of the page you are the fan of
@Ekaterina

12. Target Your Status Updates
@Ekaterina

13. Questions and Polls
@Ekaterina

14. Put Fans in Charge
@Ekaterina

15. Create a Self-Sustaining
Community
@Ekaterina

16. Content Considerations
• Short, skimmable
• Don’t use all 420 characters
• Ensure link is visible / not hidden behind “Read More”
• Don’t forget critical info (dates/times/links/eligibility)
Format • Include call to action
• Tips, how-to tutorials, bring in experts for weekly chats
• Fun facts, trivia, breaking news/announcements
• Polls, questions, fill in the blank
• 3rd party content on the topic
•
Content •
Exclusive offers
Video and photos where possible
@Ekaterina

17. Post Frequency and Timing
@Ekaterina

18. Landing Experience:
First Impression and Call To Action
@Ekaterina

19. Better Yet –
Give Them
The Reasons
for Liking
@Ekaterina

20. “Invite Your Friends”
Call to Action
@Ekaterina

21. Managing Permissions
@Ekaterina

22. Fan Only Content
@Ekaterina

23. Events
@Ekaterina

24. Discussions
@Ekaterina

25. Exclusivity
@Ekaterina

26. Live Chats
@Ekaterina

27. Lead Generation
@Ekaterina

28. Cross-Pollinate
@Ekaterina

29. Managing Your Presence
@Ekaterina

30. Moderation Guidelines
@Ekaterina

31. Moderation Guidelines (cont.)
@Ekaterina

32. Promotions Guidelines
http://www.facebook.com/promotions_guidelines.php
@Ekaterina

33. Become a Fan of…
@Ekaterina

34. Analytics
http://www.facebook.com/insights
@Ekaterina

35. How Do You Know You‟ve
Done Something Right?
@Ekaterina

36. Thank you!
Twitter: @Ekaterina
Blog: www.ekaterinawalter.com
@EkaterinaWalter