Facebook Marketing: Leveraging Best Practices on the World’s Most Powerful Social Network.
Did you know Nielson reported a 700% increase in time that people spent on Facebook in 2009 compared to 2008? With reported averages ranging from 4 to 5.75 hours a day for the 50% of total users that login daily – Facebook presents marketing opportunities to those willing and ready to engage. From the fundamentals to advanced applications and advertising tips, Jason Cormier will outline multiple practices for leveraging Facebook to your marketing advantage. Learn: · How and why Facebook is working for businesses. · Facebook advertising tactics · Best practices in community engagement · Overview of new Facebook Social Plugins · How custom applications extend the effectiveness and value of Facebook as a leading online marketing channel.
The 30,000 foot view gives you two things to consider: 1.) Room 214’s agency perspective/approach to social media. 2.) A basic frame of reference by which to consider and plan carrying out your objectives
Business.com 2009 B2B social media benchmarking study
Approx 50% of users login daily, and spend a reported 4 – 5.75 hours/day on average
50% of Facebook users age between 18-34.
Fastest growing segment is women over 45
Common Facebook privacy issues are associated with the default settings, in addition to the potential lack of transparency regarding how data is collected and shared. BUT, you can control your own privacy settings.
Think about what your audience can do, and what they can share
Understand much of the off-the-shelf functionality falls short
“ Top Stories” News Feed Algorithmic display of updates, heavily based on comment count from friends
Establishing the right settings will help make a Facebook fan page more engaging
Leading “Facebook starter recommendations” include enabling posts by admin AND fans and leveraging custom tabs
A big mistake we see brands make is they setup a Facebook page and use it like any other media platform – for push advertising. Social media, and Facebook in particular, requires brands to be more engaged with their fans. Respond to comments and wall posts frequently! Be honest and remember that anything you post is a reflection of your brand
Geo-targeted Facebook status updates will engage fans more effectively from a regional perspective – and also keep people from “un-liking” a page as a result of potential messaging not relevant to them
Facebook used to have a restriction on invites, but no longer has them via the “Suggest to Friends” feature
Facebook is making all the moves a company of their nature would make if they wanted to become a search engine.
The graph combines comments, wall posts, and likes to show relative volume of interactions. • A new count of active fans this week, with full age/sex/location breakdown. • A new count of total interactions this week, broken down by type. • A new post quality rating, from 1 to 5 stars. • Graphs for Interactions, Interactions per Post, Post Quality, Stream CTR, Posts, Page views, Media Consumption, Reviews
Facebook metrics can now be tied to the conversion tag for more detailed tracking. Facebook began beta testing conversion tracking in February of 2010
Track how Facebook users get to your pages
Facebook social plug-ins are great ways to build a fan base, however, some have demonstrated challenges with integration (Facebook Comments within a wordpress blog, for example)
This is a favorite Facebook social plugin
Community pages have created concern and confusion among brands who have intentionally invested in a Facebook presence to promote their brand, products and services. The verdict among many is TBD
Notice the unique ways to engage on this page. Leverage polling often. Consider showcasing a call to action to “like” the page on the landing tab
YouTube integration is highly effective in Facebook. Companies can take advantage of uploading video in one central location that enables titles and descriptions (YouTube), yet still leverage the inherent benefits of share functionality in Facebook. This is one of the more popular 214 Apps Room 214 provides for Facebook fanpages
Video voting, local polls, assigning of badges all contribute to high Facebook fan engagement
Enable fans to be notified of information, and/or have a resource they can rely on for timely content important to them.
If the content justifies it, consider a tabs-within-a-tabs navigation
Room 214 provides custom facebook application development and design for the Word of Mouth Marketing Association. The screenshot includes slide show functionality, in addition to a custom events calendar.
Room 214 provides custom facebook navigation, Twitter, video and news integration for Pearl Izumi
Another example of a utility Facebook application, enabling people to locate a recycling resource, order or opt out.
A simple Room 214 customer service Facebook application comp. A version of this is leveraged by Qwest’s Facebook page
YES – Discuss the
A paradigm shift is required to understand the value of Facebook advertising.
Social media is the grease in the marketing funnel
This is a Blitz Local slide provided by Dennis Yu
We appreciate the ROI companies are attempting to assign to the value of a Facebook fan, but also understand potential holes in the data/research
Facebook advertising can be a great way to make Facebook users aware of your brand’s page. Be sure your ad links to your page and has a strong call-to-action. Also, use the targeting capabilities Facebook offers to reach the best audience for your message. Targeting options include: country, state, city, age, gender, relationship status, language, education, companies worked for, connections.
Facebook “friends of connections” advertising: A fan base of 5000+ is helpful for leveraging this option most effectively. Target people who like your pages, applications, groups or events. In this slide we see the estimated reach of this ad campaign is approx 112Million prior to running it through a friends-of-connections filter (which limits the reach to only 153,960.
Most people think CPC is the way to go. Be willing to experiment with getting better results with CPM.
Facebook advertising recommendations include leveraging friends of connections filtering, driving ad traffic to custom tabs, tracking conversions, testing and using custom applications
YES – Discuss the
Facebook Rules of the Road: Top considerations
Room 214’s custom Facebook application supports a broad range of Facebook marketing services that included: Facebook advertising, content strategy, consultation and training, custom tab design and Connect integration, integration of Facebook social plugins, outsourced community management and monitoring
References / tools / competitors (we have an abundance mentality – “there is enough work to go around”
Contact Room 214 at firstname.lastname@example.org, sales at 303-444-9214 x115 or Jason Cormier at 866-444-9214 x101 or via twitter @jasoncormier
Facebook Marketing Leveraging the World’s Most Powerful Social Network June 24, 2010 Presented by: Jason Cormier, Co-Founder Room 214 @jasoncormier
A Subtle Queue on What’s In it For You! <ul><li>When You See the Bag… Take it and Run! </li></ul><ul><li>What’s In the Bag… - Could be worthy of doing today - Might be worth sharing (on Twitter) </li></ul><ul><li>#room_214 </li></ul>
Big Picture Social Media Marketing <ul><li>Business Intelligence Establish benchmarks, monitor conversations, define KPI’s </li></ul><ul><li>Program Management Content strategy, campaign execution, community building, measurement </li></ul><ul><li>Application Development Tools to integrate, differentiate and support social & business objectives </li></ul>
In its report, 2009 B2B Social Media Benchmarking Study, Business.com found that North American companies focused on B2B were much more rigorous in the world of social media than those in B2C. B2B in Social Media
B2B in Social Media Participate on Twitter: B2B: 75% B2C: 49% Host Blog(s): B2B: 74% B2C: 55% Social Networking Profiles: B2C : 81% B2B: 67% Brand Participation
B2B in Social Media Brand Focus B2B: 73% B2C: 45% B2B: 56% B2C: 27% B2B: 43% B2C: 30% B2C : 83% B2B: 77%
B2B in Social Media Percentage of companies using specific social media channels and/or blogs who have acquired a customer from that channel
Fast Facebook Facts <ul><li>Over 100 Million US Users </li></ul><ul><li>Surpassing Google on Page Visits </li></ul><ul><li>700% annual increase in time users spent on platform - 2009 vs. 2008 (Nielson) </li></ul>
3 Key Marketing Questions <ul><li>1. What can YOU do? </li></ul><ul><ul><li>Earn Media </li></ul></ul><ul><ul><li>Pay for Media </li></ul></ul><ul><li>2. What can THEY do? </li></ul><ul><ul><li>Lurk </li></ul></ul><ul><ul><li>Like </li></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><li>3. What can they SHARE ? </li></ul>
Off-the-Shelf Facebook Functionality • Discussion Boards • Notes – Like a blog, with ability for fans to comment • Photos – Upload (and tag) photos within photo albums • Video – Upload video files / record video messages • Links – share content by posting (or attaching links) on your Wall • Events – Create events that people can RSVP to • Flash Player – Box where you can upload your own Flash files • Static Facebook Markup Language (FBML) – Upload your own HTML for custom layouts
Key Facebook Fan Page (Public Profile) Attributes <ul><li>Another Brick in the Wall Used to update status, photos, videos. May be updated by Admin and/or people who like page </li></ul><ul><li>Custom Tabs Up to 4 are displayed, leverage FBML to name and customize - or 3 rd party applications </li></ul>Think News Feed! This is a key to being viral: What’s on your wall is often on others’ wall
Establish the Right Page Settings <ul><li>Edit who can see your Facebook Page Country or age restrictions for a page if/when necessary </li></ul><ul><li>Edit Wall display Display only posts made by the page or display both posts by the page and fans </li></ul><ul><li>Designate a landing page </li></ul><ul><li>Users can land on custom tabs instead of the wall </li></ul><ul><li>Consider Fan Permissions </li></ul><ul><li>Edit what type of content, if any, fans can post to the Page’s wall </li></ul>
Facebook Starter Recommendations Use a Fan Page, Not a Group Page - wider range of status updates - access to advanced stats Use a Vanity URL (facebook.com/yourcorp) Enable Posts by Admin AND Fans Leverage Custom Tabs Invite Followers via Email lists & Web Pages Promote to Related Group Pages - Post on their wall, OR - Get permission from Group Admin
Monitor Your Status Updates and Wall Respond To Both Positive And Negative Comments <ul><li>Fans often use Facebook to express opinions, problems, praises, etc. </li></ul><ul><li>Surprise them by listening and responding </li></ul><ul><li>Even a simple, “Thanks for your comment, we’re listening!” goes a long way </li></ul>
Make Status Updates Relevant & Worth Sharing <ul><li>Post Exclusive Content, leveraging outbound links you can track through bit.ly </li></ul><ul><li>Consider causes, controversies and current events </li></ul>Geo-target messaging by country, city and language
Social Search Optimization is Here Use your keywords inside of Facebook - in status updates - near top of About section - in static pages (especially info page) - within links - Recent deals with Google and Bing are rendering Facebook content within search engine results - Facebook is making all the right moves to become a search engine
Use Facebook Insights to Track Content & Fans <ul><li>Monitor interaction trends, post quality, demographics, fan numbers and page views (to name a few!) </li></ul><ul><li>Utilize the data to adjust your content sharing strategy if needed </li></ul>
See How Fans Get To And Use Your Page <ul><li>Find out which tabs on your page are being visited the most. It might surprise you! </li></ul><ul><li>Monitor how fans are getting to your Facebook page. Other community opportunities may arise. </li></ul>
Applications that Support Customer Service “ If you are experiencing a technical or service-related emergency, sound the alarm to notify a customer service representative for immediate assistance.” Click for Emergency Service animation of glass breaking Fill out form Click for Emergency Service Click for Emergency Service Customer data sent to an email or as a text to customer support personnel cell phones
Facebook vs. Google Facebook Google <ul><li>Targeting: </li></ul><ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Relationship Status </li></ul><ul><li>Location </li></ul><ul><li>Birthday </li></ul><ul><li>Education </li></ul><ul><li>Workplaces </li></ul><ul><li>Likes and Interests </li></ul><ul><li>Connections on Facebook </li></ul><ul><li>Targeting: </li></ul><ul><li>Location </li></ul><ul><li>Keywords </li></ul>
Social Media Advertising Paradigm Shift • Pay once, get permission to advertise repeatedly to somebody equipped to share at that very moment • Double the value of an email • Social media is the grease in the marketing funnel • Traditional search marketing is finding people ready to buy • People on Facebook are ready to connect with other people
Understanding Advertising in Facebook Traditional Paid Search Social Media Revenue Model Optimization Tactic Cost per click vs. Revenue per click Cost per fan vs. Revenue per fan CTR and Conversion Rate Viral Factor, cross-channel distribution
“ What’s a Facebook Fan Worth?” <ul><li>Holes in the “empirical review:” </li></ul><ul><li>Correlation vs. Causality: </li></ul><ul><li>The research does not demonstrate Facebook “fanning” actually causes higher value (a Facebook fan vs. a common user of the brand) </li></ul>
Promote Your Page With Facebook Ads Use targeting capabilities to reach the appropriate audience
Facebook Ad Targeting Capabilities <ul><li>• To dial in the best keywords, utilize the “Suggested Likes & Interests” tool: </li></ul><ul><ul><li>Try plugging in popular fan pages or even competitors fan pages into the tool </li></ul></ul><ul><li>Can link to fan pages, events, groups or external websites </li></ul>Facebook Ads FAQ: http://www.facebook.com/help/?page=863
Facebook Ad Features <ul><li>• “ Social Interaction ads” enable you to see friend likes, and apply a like yourself </li></ul><ul><ul><li>The ads are viral because they appear on walls and news feeds of their friends </li></ul></ul><ul><li>Note the “Estimated Reach” tool on the right when creating ads </li></ul><ul><ul><li>Adding additional keywords increases reach </li></ul></ul><ul><li>• Expect extremely low click-through-rates, under 1% is common </li></ul><ul><li>• “ Actions” are the key metric, shows increase in fan numbers </li></ul><ul><li>Start your initial bids in the lower middle range of the suggested Facebook bid, and then tweak accordingly </li></ul>
Testing What You Can Wall Custom Tab 6:00 pm 8:00 pm 24 fans 52 fans 39 fans 26 fans
Facebook Advertising Recommendations • Employ Friends of Connections Marketing • Drive Traffic to Landing Pages OR Custom Tabs • Track Conversions as Much as You Can • Test CPM against CPC • Expect best “viral” results in Facebook will include a combination of apps and ads. • Give: Coupons, sweepstakes, products, etc.
Facebook Rules of the Road <ul><li>• Facebook Promotions Must: </li></ul><ul><li>Be on a canvas page, or box/ 3 rd -party application in a tab </li></ul><ul><li>Have approval of materials for the promotion, submitted to a Facebook account representative (and approved) at least 7 days prior to promotion start date. Note: Access to a rep may require a minimum ad spend </li></ul><ul><li>• Facebook Promotions Must NOT : </li></ul><ul><li>Consist of photo upload contests </li></ul><ul><li>Include requirements of responding or commenting in News Feed </li></ul><ul><li>Consist of status updates </li></ul><ul><li>Notify winners through Facebook </li></ul><ul><li>Require purchase of a product </li></ul><ul><li>• Facebook Promotions CAN : </li></ul><ul><li>Require you become a fan (like a page) to be part of the contest </li></ul>
How Room 214 Helps Brands on Facebook “ 214 Apps” for Facebook : A suite of social applications developed to help brands extend visibility, engagement and loyalty on Facebook <ul><li>Professional Services </li></ul><ul><li>Content Strategy, Consultation and Training </li></ul><ul><li>Custom Design and Integration of Applications </li></ul><ul><li>Outsourced Community Management and Monitoring </li></ul><ul><li>Facebook Advertising Management </li></ul>