By Steven Duong

Facebook Campaigns Company needs to be transparent Have more conversations Have more interactions Build deeper relationships – can leverage people in

your Facebook to “talk amongst themselves”

If there is an issue/problem it should best be resolved quickly and accepted rather than being hidden or worst lied about

Trust and honesty is important; an un-transparent company can end up failing through social media

Upload videos/photos

Integrating all the marketing into a single message (website, email campaigns, Facebook, Twitter, tradeshows, LinkedIn)

Add Twitter, LinkedIn and Facebook link to ALL marketing pieces

Consider Facebook Ads – can be target to be display to specific demographics, although there is a fee involved

Get more Facebook page fans Encourage more “Likes” on Facebook site Facebook posts shouldn’t be aggressive as other

marketing arenas such as email campaigns

Getting more “Likes” Need to do cool and new things to get people

“Like”ing and becoming fans 1. Video clips/photos 2. Weekly tips 3. Contests 4. Links to other videos and/or inspirational

articles/information

Strategies with Facebook What is the goal with Facebook marketing? What are the steps to reach it? How to incorporate with other marketing tools?

Breakdown all marketing tools and find out which Marketing Funnel they apply for with the organization

Awareness

Interest

Info Gathering

Evaluation

Inquiry

Purchase

Referral

Facebook

Google Search

Marketing Funnel

Reaching Potential Clients Reach the right people - who are your

clients/customers? With the right message – strategize on just what

message your company wants to communicate to clients/customers

At the right time With the right offer – what are you offering?

Remember you are NOT directly selling on Facebook

What makes your organization unique? And how do you leverage that?

When users type in keywords in their search, does your organization come up in the first five spots?

Your Facebook site needs to show your expertise, uniqueness, speciality and dedication

Think about doing Facebook Ads to target specific groups – understand that you would need to do various experimentation and tweaking with your ads

Fan Marketing in Facebook When ad viewers click “Like” on your ad, they

immediately become fans and will start seeing your page posts on their news feed

Engage your readers with your page post. Make them want to “Like” and comment on it

Acceptable cost per click = profit per sale x Conversion rate

NOTE: Only 1% of people will do what you ask them to do online If you get at least 1% you are doing OK. Greater, then you are doing great, lesser, then something is wrong. FYI: only 1% of people on the internet create content, 9% edit/modify content and 90% read/view without contribution

5 Steps of Optimization Clarify what your goal is Find a way to measure your goal Look at your starting point Test tactics that move you towards the goal Check to see what works/what didn’t, then adapt

Quantify the Goal with a Key Metrics Define the goal Define which metric will measure your progress

towards that goal Set a target number you want to achieve

Facebook Marketing Metrics Facebook Ad Metrics 1. Cost per click 2. Click through rate (CTR) 3. Cost per impressions 4. Total number of impressions 5. Amount spend

Facebook fan growth metrics 1. Fans added per day 2. Cost per fan 3. Click through rate (CTR) 4. Action/connection rate

Facebook posting metrics 1. Impressions per post 2. Feedback rate 3. Comments per post 4. Likes per post

Feedback web results metrics 1. Click through rate from post to website 2. Bounce rate of Facebook ad or post traffic 3. Conversions rate of Facebook ad or post traffic 4. Time on site for Facebook ad or post traffic

Facebook is not about the company, but its fans – symptoms of selfish marketing

1. Using corporate/industry jargons 2. Disinclination to better understand the potential

customer 3. Believing anyone in the company is the best example of

your target customer 4. Obsession with the artistic/creative parts of marketing 5. Lack of interest in measuring results 6. Inability to change strategies, even when they are not

working

Facebook users want to be interrupted and this is a huge opportunity for the marketer

A.I.D.A Attention, Interest, Desire, Action The desire phase is critical in Fan Marketing of

Facebook. You use Facebook posts to turn your fans into fanatics. And you create raving fans by selling the dream

People buy with their emotions and justify the purchase with logic

1. Make sure you are having an emotional impact! 2. What “benefits” are you offering? Better yet, what

“dream” are your providing?

12 Things People Dream About 1. Awe 2. Belonging 3. Choices 4. Connection 5. Free time 6. Freedom

7. Fun 8. Love 9. Luxury 10. Relaxation 11. Security 12. Simplicity

Find which are your customers’ dream and connect it to your offering and you’ve connected with them on the deepest level – this is a competitive advantage

Where is Facebook in the Marketing Funnel? One of the biggest objection for Facebook marketing

is the assumption that social users are not looking to buy. While its true that they might not be ready to do the purchase, Facebook marketing brings them aware of the product and helps to establish branding and familiarity of the users to the company or product. So when they are ready to make the purchase, the company will not require as much time and money to get the customer because of the relationship that already has been establish

Facebook Ads Anatomy 1. Destination – where the user will go when click 2. Body – the text of your ad 3. Image – 110x80 pixels 4. Target

1. Location 2. Demographics 3. Interests/categories 4. Connections 5. Advanced demographics 6. Education & work

5. Campaign Name and Budget 6. Schedule 7. pricing

Fans on Facebook Always look for quality and not quantity # of fans Wrong fans = bad ROI Target right people in order to achieve profitability Too many wrong fans can

1. Conversion of fans will be much lower 2. Produce inaccurate statistic results

Getting more “Likes” and Comments Most fans never return to a page after they like it Most posts by pages are seen by less than 10% of

their fans Many fans will never see your welcome tab When fans create new posts on your Facebook

page, other fans don’t see them

Newsfeed Page Most fans experience Facebook through their News Feed The News Feed is set by default to Top Posts, which

means Facebook uses its Edge Rank and Graph Rank algorithms to show people the stories it thinks they will be interested in

It knows people’s interest by keeping track of what posts people like and comment on

When fans no longer sees your post, its hard to get them back

Always engage your fans!!! 1. Asking polls and questions 2. Placing interesting comments for them to view and like

If you don’t get fans to “Like” and comment your posts; in the end they will stop seeing them

New friends and newly liked pages are shown to your fans for a while, but if you don’t interact with them, you will stop seeing posts from them

Post Metrics and Benchmarks Administrators see extra data about each post that

fans don’t. These are: 1. Impressions – how many times the post was

shown 2. Feedback – how engaging was the post. Generally

you want 1% or higher. However, it can be skewed. For example you can have a really high feedback rate, but that’s only due to an extremely low impression

Formulas for Posts To get likes, say “Click Like if…” and keep the

second part simple 1. This is very simple formula. Its all about whether

people agree with you. So choose something that is 70%-90% agreeable, such as “Click like if you believe in love”

To get comments, ask a question or say “Tell me in the comments below…” followed by whatever you want to know

1. Best questions to use are open-ended ones To get clicks to your website or blog post put the

URL in the update and say, “Click this link…” and tell them why

1. Remember to make the titles attention grabbing and interesting

These are all Call-to-Actions

Qualities of a Successful Posts are: Has 1% feedback rate or more Has 50% or more impressions compared to fans Is attention grabbing Is something 90% of your audience cares about Asks for likes or asks a question Fits the demographics and geographic location of

your fan base Contains no-brainer texts Sells the dream Based on what your learn from ad testing

Bad Posts are Feedback below 50% Impressions are less than 30% of fan base Not understanding audience Posts that 95% of the audience don’t care about Promote things that very few people cares about Photos without captions or call to action

Learning From Previous Posts Administrators can access Insights of their last 10

posts to review how many impressions they got and the feedback rate.

Use these information to view patterns and analyze behaviour

Engagement Milestones Getting 1% feedback regularly People posting spontaneously on your page Fans seeing and posting on fan page posts

By Steven Duong