Mari Smith and Chris Treadaway lead a webinar all about Facebook Marketing!!

1. present
Facebook Marketing:
An Hour A Day
@marismith @ctreada @facebookmktg

2. Tweet & Like!
Feel free to tweet!!
@marismith | @ctreada
@facebookmktg
And join our fan page for the book:
facebook.com/marketingbook
+
facebook.com/marismith
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@marismith

3. Facebook Marketing book
Introduction
• Meet Chris Treadaway & Mari Smith
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@marismith

4. Why market on Facebook:
– #1 social network in the world
– ~500 million active users (logged on during
past 30 days)
– Half logon daily
– Average session time = 55 minutes
– Global reach: 70% = outside United States
– 68% of US Facebook users “more likely to buy
on a positive Facebook friend referral”
[eMarketer | Morpace]
@marismith 4

5. Your objective:
• What is your primary objective in building
a presence on Facebook?
– Create an "outpost" for our fans to connect
with us.
– Build our email list.
– Increase product sales.
– Improve customer service.
– Raise brand awareness.
– Crowdsource new products.
– Other.
@marismith 5

6. Using Your Profile for Business:
• Primary reason to use for professional
networking:
– NEWS FEED:
@marismith 6

7. Facebook’s Best Features
Fan Page & Ads!
@marismith 7

8. Fan Page: begin with a checklist
• Target Market
• Objective
• Strategies to implement
• Technologies
• Track & Measure
results
@marismith 8

9. 5 Strategy Approach
• Developing FIVE primary fan page
strategies
– First – your clear Objective(s)
– Design Strategy
– Content Strategy
– Promotion Strategy
– Engagement Strategy
– Conversion Strategy
@marismith 9

10. Add custom content
@marismith 10

11. Sample Landing Tab
@marismith 11

12. Be Customer-Centric
• Hallmarks of a customer-centric fan page:
– Non-fans land on a unique tab
– Wall tab shows Posts by page and fans
– Wall posts turned on (posts, photos, videos, links)
– Prompt commenting
– Personalized
– Relevant content
– Variety of content
– Daily updates
@marismith 12

13. Facebook Social Plugins
@marismith 13

14. Grow Your Tribe
SocialMediaExaminer.com
21 Creative Ways To Increase Your Facebook Fanbase
@marismith 14

15. Metrics – Everything is Measurable
• What do you measure? How?
• Where is the data?
• How hard is it to collect the data
regularly?
• What will you do with the data?
• Why do you need it?
Like Us!
@ctreada http://www.facebook.com/marketingbook

16. Types of Metrics
Operations – are you maintaining your presence?
• Measure activity that YOU control
• Posts, Responses, Customer Service
Outcomes – how do customers respond to you?
• Measure activity of users who respond to your efforts
• Apathy, Interest, Engagement
Demographics – where does your offer resonate?
• Measure which of your users respond best
• Gender, Age, Geography
Demand Gen – how do your investments help?
• Measure how $$$ investments in advertising affect outcomes
• CPM, CPC Advertising
Like Us!
@ctreada http://www.facebook.com/marketingbook

17. Outcomes
Metric Asset Why is it important? Where is it found?
Unique Users Web page How many distinct people Web analytics
do you reach? package
Page Views Web page How many pages are Web analytics
viewed on your site? package
Bounce Rate & Web page, Facebook How often do people Web analytics
Time Spent come to a site & package
immediately leave?
# of “Fans” Facebook page How many people identify Insights
with your brand?
ContentLikes Facebook page How often do people Insights
endorse your content?
Wall Posts & Facebook page How much do people post Insights
Comments content &comment?
Post Quality Facebook page % fans who comment + Insights
comparison to like pages
Unsubscribes Facebook, e-mail # of people who disengage Insights
Like Us!
@ctreada http://www.facebook.com/marketingbook

18. Derivative Metrics
• Metrics not explicitly communicated, but critical
to tell how healthy a campaign is
– Time-series (measure on per day basis)
– Relative (measure relative to your growth)
– Moving averages (measure over time)
Metric Insight
Fans attracted per day Day to day popularity
Page Views per Unique User Stickiness of site/FB Page
Fans added per day - 28 DMA Running 28 day trend of
popularity
Like Us!
@ctreada http://www.facebook.com/marketingbook

19. Time Series vs. Moving Averages
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@ctreada http://www.facebook.com/marketingbook

20. Example: Demand Gen Metrics
Testing Ad Copy Testing Geographies
• 4 variations of ad copy • Running ad in 4 English
speaking countries
Eat at – Canada
I like Joe’s
Joe’s!
– Australia
Joe’s is Joe cooks – United Kingdom
Good best – United States
• Do cultural differences
• Gender test for 4th variant impact ad performance &
– Male vs. female response efficient ad spend?
rates
Like Us!
@ctreada http://www.facebook.com/marketingbook

21. Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s
Joe cooks Joe cooks
Joe’s is Good Joe’s is Good
best best
Joe cooks Joe cooks
best best
A/B Test with 20 different combinations!!
Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s
Joe cooks Joe cooks
Joe’s is Good Joe’s is Good
best best
Joe cooks Joe cooks
best best
Like Us!
http://www.facebook.com/marketingbook

22. c c
c
c
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http://www.facebook.com/marketingbook
c c

23. Comparing Ads with Metrics
Like Us!
http://www.facebook.com/marketingbook

24. Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s
Joe cooks Joe cooks
Joe’s is Good Joe’s is Good
best best
Joe cooks Joe cooks
best best
A/B Test with 20 different combinations!!
Eat at Joe’s! I like Joe’s Eat at Joe’s! I like Joe’s
Joe cooks Joe cooks
Joe’s is Good Joe’s is Good
best best
Joe cooks Joe cooks
best best
Like Us!
http://www.facebook.com/marketingbook

25. I like Joe’s
Joe’s is Good
Joe cooks
best
A/B Test yields 6 optimized ad campaigns
I like Joe’s
Joe’s is Good
Joe cooks
best
Like Us!
http://www.facebook.com/marketingbook

26. Like Us!
http://www.facebook.com/marketingbook

27. Cross-Channel Marketing Metrics
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http://www.facebook.com/marketingbook

28. Keys to Success with Metrics
• Pick your battles
• Build a dashboard & don’t rely on Insights
• Collect data religiously
• Rely on time-series data
• Visualize the results
• Scrutinize your efforts
Like Us!
http://www.facebook.com/marketingbook

29. Questions
Blog: marismith.com Blog: http://blog.noticetechnologies.com
Twitter: @marismith Twitter: @ctreada
Fan Page: facebook.com/marismith Fan Page: facebook.com/marketingbook
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