Facebook: Beyond The Fundatmentals

Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI

Presented by: Michael WeisfeldFebruary 2010

Michael Weisfeld – Senior Strategist“Big 5” Management consulting background

Online marketing industry since 2002

Expertise:Strategy Social Media SEM Usability

September 13-15, 2009 2

http://www.cat.com/

Facebook Fan Page Experience

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Watkins Hot Spring Spas

Bumble Bee Food’s BeeWell

Miles

American Red Cross Blood Donors

Sample of clients we’ve worked with to launch fan pages …

Agenda

Facebook IntroductionPlatform Constantly ChangingMonetization vs. ROIAIDAA Model for Facebook

AwarenessInterestDesireActionAdvocacy

OptimizationResourcesMonitoring and ReportingConclusion

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@BOLSocial

if Tweetting about this session, please use this hashtag:

#OMSFB

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Schedule a Social Media Lab

September 13-15, 2009 5

• Schedule a Complementary Social Media Lab– Review an audit of your Facebook Page– Discuss different Facebook related tactics that can help satisfy your

marketing objectives

http://labs.onlinemarketingsummit.com/

http://labs.onlinemarketingsummit.com/

Facebook Fan Page Experience

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Audience Participation

Raise your hand if you have used a Facebook fan page as part of your marketing mix.

Awareness

Interest

Desire

Action

Advocacy

Insights

FACEBOOK INTRODUCTIONAstonishing Statistics & Online Social Hub

D2Cshow.org September 13-15, 2009 7

Facebook Explosion

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132,000,000Highest record in the site’s history

unique visits

To put it in context …

Facebook is more popular than Yahoo!

http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/

http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/

Facebook Explosion

Facebook the leader in social networking survey, 8.04.09

400,000,000+The number of people actively using Facebook –

equivalent to the population of Indonesia, the world’s fifth-most populous country

registered users

Facebook Explosion

Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

5,000,000,000The number of minutes spent on Facebook each day

min per day

Facebook Explosion

Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

1,000,000,000The amount of content (web links, news stories, blog

posts, notes, photos, etc.) shared each week on Facebook

posts per week

Average User Activities

http://mashable.com/2010/02/10/facebook-growth-infographic/

> 55 min per day


FACEBOOK PLATFORMA Holistic Perspective

Social Media Broadcast System

Social Media Broadcast System

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Facebook

Multiple forms of Facebook

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Facebook Web Application Platform

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Facebook Database

Data Path

Facebook Domain Web Server Domain

Facebook Web Application Platform

Facebook Homepage

Last updated: February 2010

Facebook Homepage Heat Map

GETTING VALUE FROM FACEBOOKMonetization vs. ROI


Monetization vs. ROI

ROI

Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook

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MonetizationFocused on developing a revenue

model via affiliate marketing and third party advertisements on the Facebook

platform

Monetization vs. ROI

ROI

Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook

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MonetizationFocused on developing a revenue

model via affiliate marketing and third party advertisements on the Facebook

platform

Targeted ObjectivesLead GenerationBrand AwarenessCampaign PromotionBrand ReputationBrand LoyaltyCustomer SupportConversions Identifying InfluencersTarget Audience Insights

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AIDAA Model for Facebook

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aid

aa

Goals

Get a visit

Become a fan

EngagementInteraction

Website Visit (referral)Conversion

Phase

PromotePublish

warenessnterestesire

dvocacyction

AWARENESS Getting a Visit


Awareness

Objective:Gain a visit to your Facebook page, event, application advertisement or other initiatives.

Tactics:Cross Promotions with webpage, other Facebook pages, Twitter and other social media sitesFacebook AdsFan Boxes

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awarenessawareness

Social Media Cross Promotion

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Favorite Pages Use the Favorite Pages application on other Facebook Pages that you admin.

Home Page PromotionCross promote your Facebook page on your home page. Make the call to action distinct and noticeable.

Twitter & OthersPromote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc.

Marketing Collateral Cross Promotion

NewslettersInvite fans to talk about articles or share their thoughts on your fan page.

Email Blasts Dedicated campaign to your customer base requesting they become a fan.

Signage & ReceiptsSubtle reminders of offline collateral.

Facebook Ads

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4Fan Page AdsDirects users to the Facebook fan page. Allows users to become a fan directly from the ad.

Interactive AdsIntegrated social activities interactive ads for the Facebook fan page.

Website Ads Directs users off Facebook and onto a specified landing page on a website.

Skyscraper Banner AdsThe image rich ad provides more branding and a link to a landing page.

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Fan Boxes1

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Fans/Friends

Users can see how many fans you have on the page and some of their friends that have become fans

The Fan Box

A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website

Recent Wall Posts

Users can see recent posts from the wall, which update in real time based on the activity on the Facebook page

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INTERESTBecoming a Fan


Interest

Objective:Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group

Tactics:Facebook Fan Page

Consistent, substantial content on the wall

Facebook GroupApplicationsEvent Page interestinterest

Fan Pages vs. Groups

Item Fan Pages Groups

Wall Posts are Fed Into Fans Newsfeed X

Vanity URL X

Name of Creator Is Hidden X

Members Can Invite Others X X

Message Members X X

Insights X

Videos, Photos, Events X X

Facebook Ads X

Facebook Fan Box X

Applications and FBML customization X

Fan Page Tabs A maximum of 6 tabs can show at a time

Tabs 7+ are only accessible via arrow at the right of the tabbed navigation

There are 3 types of tabs which allow for a variety of customization and functionality.

Default Tabs

Application TabsFBML Tabs

Tabs 7+

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Fan Page Tabs Comparison

ApplicationsTabs which are dedicated to Facebook or 3rd party applications such as Discussion, Notes, or YouTube Box

DefaultTabs which cannot be deleted from the Facebook page. These include Wall, Info and Boxes. Wall and Info always remain as the first 2 tabs on the page. Boxes can be relocated within the tabbed infrastructure.

FBMLFull FBML Tabs can be used to accomplish specific needs within a page. FBML pages are essentially 750 pixel wide web pages. Limit is 10 tabs.

Customizable Tab Name

No No Yes

Add Creative Elements / Calls-to-Action

NoThere is an exception if the app is built to allow for customizability

YesUsing FBML, creative elements may be added to the left hand side of the Wall and Info tabs (same on both) and anywhere within the Boxes tab.

YesCreative elements may include pictures, video and flash.

Change placement of elements

No There is an exception if the app is built to allow for customizability

YesElements may only live in the column it originally resides in some cases.

YesNo limitations

low high

Customization

Fan Pages Customization Examples

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Embedded Search Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for.

Exclusive Offers for Facebook Page Fans OnlyThe offer is not triggered unless the user becomes a fan first.

Facebook Share ButtonThe share button allows the user to easily share a specific content with their friends on Facebook.

Intriguing Product ListingsA list of promoted products that users can see on the Facebook page and links to a detailed product landing page for the specific product.

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Examples

Tips for Group pages

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Invite Friend’s to the GroupMember invitations are effective for quickly increasing the awareness of the group.

Seed Discussion BoardTrigger conversation topics to drive interaction and questions.

The WallAnswer questions and provide brand updates via the wall.

MultimediaMultimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group.

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DESIREInteraction & Engagement


Desire

Objective:Provide relevant content that promotes user interaction and engagement amongst each other and with the brand

Tactics:Browse PageInteractive Catalogs & Tools (surveys, polls, quizzes)Wall PostsPromotions/Contests/Applications

Social Context desiredesire

The Makings of a Facebook Team

Skill SetsStrategist/Analyst Graphics DesignerWeb Coder Customer Service RepMicrobloggerBuzz Monitor

PersonalityCreativeProfessionally SocialOpen to learning new technologiesOrganized ProactiveDetailed-oriented

Develop a Content Strategy

Keep in mind your target personasConsider your resources and budgetEstablish an editorial calendar

Discovery & Strategy

Baseline buzz & analytics to fuel content ideation

Keyword research

Align content with marketing mix, marketing calendar, and

content hosts

Logistics

Secure internal resources

Develop content rollout timeline

Purchase the necessary media

Creation

Create content

Build digital asset charts for each piece of content

Execution

Launch Content

Promote Content

Maintenance

Maintain Content based on Industry and Technological

Trends

Follow-up Promotions

Example Types of Content

Tip: try various types of content and measure fan interaction

PersonalInformative

Transactional

Interative

• Photos• Videos• Games • Animation• Music

• Forms• Online Applications• Contests• Reward Programs

• Facts• Figures• Data • Knowledge• Statistics• Widgets

• Testimonials • Stories• Comments• Questions• Badges

Create Engaging Wall Posts

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Utilize Photos and LinksUpdates with imagery is more likely to capture audience attention.

Targeted MessagingStatus updates can be directed to individuals from a specific location and speak a certain language.

Individual Post InsightsUnderstand which types are generating the most feedback from fans in the form of comments and likes.

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Send Fan Updates from your Fan Pages

Attachments:• rich media• 3rd party apps content

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Targeting Tools:• location• demographics

Social Context (Personalization)

Social context is the application of a user’s social profile in determining what products and services are marketed to the user

Benefits to eCommercePromote products that interest the userCreate an association with fan and products / servicesCreate a more intimate relationship with the userGenerate buzz

Social Context – Volkswagen

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ACTIONMaking the Conversion


Action

Objective:Provide outlet channels where users can connect to a specific website landing page where a conversion can be made

Tactics:FBML Tabs, Content Blocks, & BannersApplicationsCoupons / Sweepstakes / ContestsInteractive CatalogsLanding Pages actionaction

Call to Action Process

Become a Fan

Browse Fan Page

Click through to Website

Facebook Fan Coupon – Bumble Bee


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Interactive Catalogs – Staples/Target

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Applications – H&R Block

New Facebook Promotion Guidelines

Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative.

You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook.

Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook.

Such as: Tag a photo, update status

Entry into your promotion CAN be conditioned by having people become a fan of the page.

Tab that becomes visible when user becomes a fanUsers can only enter the promotion from the applications tab (ie. third-party app or FBML tab)

ADVOCACYSpreading the Word


Advocacy

Objective:Provide content and tools that are easy for users to share and distribute through throughout the social media landscape

Tactics:Wall PostsFacebook ShareMember InvitationsEmbeddable Widgets & BadgesRatings & Reviews advocacyadvocacy

Facebook Connect

Benefits:User Authentication Publish to news feedPersonalization

More Info on FB Connect:http://www.facebook.com/connecthttp://developers.facebook.com/connect.phphttp://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites

Solution for integrating Facebook features with a website.

http://www.facebook.com/connect

http://developers.facebook.com/connect.php

http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites

Facebook Connect – BeeWell Miles

Facebook Connect – Earned Media

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Tip: Return on Investment (ROI)Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement.

ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

Faecbook Fan Badges - ARC

Allow fans and internal advocates to add a badge to their blog, website, or Facebook page

http://www.facebook.com/facebook-widgets/index.php

http://www.facebook.com/facebook-widgets/index.php

OPTIMIZATIONMeta Tagging with Keywords


Optimizing Search Engine Results

Keyword focus your “About Box”

Assign Meta Data to Digital Assets

MONITORING & REPORTINGForming Strategic Decisions


Monitoring & Reporting

Objective:Actively monitor and analyze data generated from Facebook activitiesDefine go forward strategies supported by these statistics

Tactics:Facebook InsightsGoogle Analytics

Campaign URLs

& reportingmonitoring

Facebook InsightsData Provided:• demographics• page activity• ad performance • trends• interactions

Campaign codes for outbound links

Source: Facebook Page NameMedium: Facebook Page TabName: Description of the Link

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Example:

http://www.beewellmiles.com/BCNOS/?utm_source=BWM%2BFacebook&utm_medium=Boxes&utm_campaign=BWM%2B2_5

Google Analytics

CONCLUSIONWrap-up and parting thoughts


People Do A Lot on Facebook



In Summary

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ring

& R

epor

ting

a

awarenessinterest

desire

advocacy

Goals Activities (On Facebook) Activities (Off Facebook)

Get visit

Become a fan

EngagementInteraction

Website Visit (referral)Conversion

AdsPromotionsNewsfeed ImpressionsFavorite Pages

Group Fan PageApplicationsEvent PageWall Posts

Browse PageInteractive Catalogs & Tools (surveys, polls, quizzes)Wall postsPromotions/Contests

Landing PagesCouponsPromotions/ContestsFBML Banners

action

Link to FacebookFan BoxTwitter & Others Updates

Phase

PromotePublish

Wall PostsFacebook ShareInviteEmbeddable Widgets

ShareInvite

Landing Pages

Fan Box

Big Takeaways

Consider using paid ads for promotion

Add content giving fans something to do/read when on the page

Post a variety of content types and measure what trigger the most interaction from fansPlug in RSS feeds from blogs and other platforms

Develop something transactional on your website to trigger fans to publish to their wall

Tag all transactions with website analytics codes to help with tracking

Conclusion

Communication platform offering many capabilities for brands, even B2B.

Future of facebook? - new features and functionality

Stronger analytics insightReal-time searchVirtual currency

ONLY BECOMING A MORE POWERFUL PLATFORM

Community Participation Matrix

Review

Discuss

Determine

Interested?:

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“Is Your Company Social” Webinar

Key Points of InterestElements of Social Media and Why It’s ImportantReal World Examples of How Social Media Has Helped Accomplish Business and Marketing ObjectivesMetrics and Key Performance Indicators to Measure Your ROIProven Strategies and Best-Practices for Executing a Social Media Campaign

http://www.businessol.com/forms/social-media-marketing-session-2-your-company-social

Questions?

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Michael WeisfeldP 619.699.0767 [email protected] Twitter: @mrweisfeldhttp://www.businessol.com/about-us/our-teamhttp://www.linkedin.com/in/michaelweisfeld

Follow the BusinessOnLine Social Media Team on

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@BOLSocial

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