167
Facebook for Marketers Presented by: Bernie Borges June 8, 2011 Orlando

AMA Facebook for Marketers Orlando-6-8-2011

  • View
    12

  • Download
    0

Embed Size (px)

DESCRIPTION

AMA Facebook for Marketers workshop, June 8, 2011.

Citation preview

Page 1: AMA Facebook for Marketers Orlando-6-8-2011

Facebook for Marketers

Presented by:

Bernie Borges

June 8, 2011

Orlando

Page 2: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

2 2

Goals

Learn how to use Facebook in productive and measurable ways in business.

Learn strategies and tactics to build your audience.

Understand the “rules of engagement.”

Understand Facebook’s marketing potential.

Minimize mistakes.

Maximize positive results

Page 3: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

3 3

Expectations…

Develop a content strategy that drives sales and/or customer service

Learn the various Facebook channels e.g. advertising, personal profiles, groups, business pages, events, causes…

Build your company brand and build a community

Select and implement applications that fit your Facebook marketing plan

Page 4: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

4 4

Expectations…

Understand the “rules of engagement” and community building best practices

Experiential marketing that creates “buzz”

How to use Facebook advertising and why you should

Measure – review – refine: o Facebook analytics

Page 5: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

5 5

Skills to Acquire

The 2 pillars of social mediao Content-content-contento Building relationships

The habit of using Facebook daily.

How to engage with people and brands.

How to build your personal and company brand.

How to measure results from Facebook marketing.

Page 6: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

6 6

Agenda

1. Just a Little Background

2. Facebook Marketing Overview

3. Build Your Brand

4. Facebook Ads

5. Measuring Facebook ROI

6. In the Trenches: Case Studies

Page 7: AMA Facebook for Marketers Orlando-6-8-2011

Just a Little Background

A Facebook Stats

Open Graph API

Setting Goals

About Facebook

Page 8: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

8 8What Is All the Fuss About Facebook?Facebook has become the largest people,

content and brand connectivity tool on the web.

Facebook is abouto Connectivityo Sharingo Building

Relationshipso Expanding Brand

Your results cano Drive traffico Increase leadso Generate

revenue

Page 9: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

9 9Facebook Stats http://www.checkfacebook.com/

Global Audience: 669,730,880

Page 10: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

10 10

Facebook’s Open Graph API

The buzz about the Open Graph APIo A way to embed Facebook

pages anywhere on the webo Authentication hub for

social experiences on the web

What this means for marketerso Facebook has become a

major tool in expanding brand awareness for B2B as well as B2B companies

Graph from AllFacebook.com

Page 11: AMA Facebook for Marketers Orlando-6-8-2011

11 11

marketingpower.com

Goals Metrics Example

Setting and Measuring GoalsChris Treadaway & Mari SmithFacebook Marketing: An Hour a Day

Page 12: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

12 12If Monetizing Facebook Is Your Objective…

Three Forms of Media

Earned Mediao Authorityo Trusto Reputation

Purchased Mediao Facebook Ads

Owned Mediao Content we produce, e.g., Facebook apps,

documents, blogs, videos, photos, announcements

All work best together…

Page 14: AMA Facebook for Marketers Orlando-6-8-2011

14 14

marketingpower.com

How Your Post and Content Travels…

One of those 560 then want to “share” with their 116 friends

1. Write comment and paste link

2. Click attach3. Click Share to everyone

Business Page Friend’s Profile Page

Posts to the News Feed of 680 people that “Like” Find and Convert

Posts to Find and Convert’s Business page with 680 people that “Like” the business page

A comment is made and your post is then shared again, posting to 142 more news feeds…and so on

Your post now shows in 116 more news feeds

Page 15: AMA Facebook for Marketers Orlando-6-8-2011

15 15

marketingpower.com

Just Imagine…If 5% of friends shared a post with 130 friends each time…

Page 16: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

16 16

Basic Facebook Navigation

Personal Profileo You can friend otherso You can “Like” a pageo Cannot use profile for

business

o Post messages that will be read by your “friends”

o Create eventso Share content, photos

and videoo Send private email

Business Pageo Visible to unregistered

userso Can be indexed for SEO

valueo Reputation management

valueo Allows for “vanity”

URLo Can create eventso Can tailor to specific

needso Over 500,000 Facebook

and 3rd party applicationso Can promote with

social adso Offers Visitor statisticso Allows multiple

administrators not attached to a profile

o Discussions

Personal profiles are for people Business pages are for celebrity, band, business or organization Groups are sponsored by an individual for specific topics

Groupo Must have a

personal profileo Invitations can be open

to the public or closed o Allows you to send

bulk invite to friendso Opportunity for

message to go viralo Does not support

applicationso Can create related

event and invitationo Cannot promote

with social adso No visitor statistics

available (at this time)

o Discussions

Page 17: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

17 17Facebook Evolution

Facebook is constantly changing

Page 18: AMA Facebook for Marketers Orlando-6-8-2011

Marketing Overview

Page 19: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

19 19

Facebook Big Picture Strategyhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Buildo Pageo Groupso Place (for

physical locations)

Engageo Likeo Shareo Commento Apps

Amplifyo News Feedo Adso Contestso Sponsored

Stories

Page 20: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

20 20

Five Guiding Principleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Build a strategy that is social by design

Create an authentic brand voice

Make it interactive

Nurture your relationships

Keep learning

Page 21: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

21Generate Awareness Through PagesAd campaign to drive traffic

and Likes

Integrate page Like into our website, blog, mobile campaigns

Post content with CTAs for engagement

Run sponsored stories to promote people’s comments

Leverage Facebook’s reach options

Clorox, M&Ms

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Page 22: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

22Drive Preference and DifferentiationUnderstand current

perception of your brand

Define gap between current & desired brand perception

Launch integrated campaign to drive preference/differentiation

Integrate Facebook using Open API into all online campaigns

Monitor customer’s evolving perception to track success

http://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Page 23: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

23Increase Traffic & Saleshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Define business goals

Run creative campaign through Ads & Sponsored Stories

Create a social experience at point of purchase, e.g., Share, Comment

Integrate with off-line point of purchase e.g., Deals, Check-In

Page 24: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

24Build Loyalty & Deepen Relationshipshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Promote your Facebook presence in all your marketing communications

Develop a personality and voice

Be responsive, engaging and available

Show appreciation. o E.g., Deals, Unique

experiences, thank them for loyalty

Page 25: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

25Amplify Recommendation & Word of Mouthhttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Encourage people to Like your page

Create appealing content, use video

Post early morning and mid/late evening

Integrate Like (Open API) into all online properties

Use Ads and Sponsored stories to spread the word

Analyze via Insights

Page 26: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

26Gain Insightshttp://issuu.com/johnpaul/docs/facebook-marketing-best-practices/4

Use campaign reports

Study demographic breakdown of page interaction

Observe interaction and engagement from your community

Page 27: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

27 27Creating a Business Pagehttp://www.facebook.com/pages/create.php

Page 28: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

28Facebook Page Tips

Add identity to your post to increase engagement.

Network in unrelated businesses.

Photostrip: custom 970 by 680 pixels with CTA

Reset the order so Welcome to the bottom.

Ads can go to fan page tabs.

Page 29: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

29Facebook Page Tips Contd.

Send updates as a message so they appear as unread updates.

Most fans don’t return to your fan page.

Post before noon

Post 1 to 2 times per day

Ask a question

Keep it relevant

Use OPC (other people’s content)

Page 30: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

30Facebook Commentshttp://developers.facebook.com/blog/post/472

Uses Open Graph API

Integrate comments on Facebook & your website/blog

Displayed by relevance

Posted to your profile

Available in Facebook or on website

Admin moderation capable

Page 31: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

31Use Facebook as Pagehttp://www.insidefacebook.com/2011/02/10/page-redesign-2011-guide/

Admins can “Use Facebook as Page”

Like other pages

Can’t friend people

Engage with other pages

See Liked pages content in news feed

Get email notices when fans post/engage

Page 32: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

32 32

Edit Your Business Page

Edit pageo Settingso Wall Settingso Mobileo Applicationso Photoso Discussion Boardso Linkso Videoo Noteso Events

Page 33: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

33Writing Notes in Facebook Pages

Similar to permission email marketing.

Send to all fans of pages

Different than sending a message to friends from your profile

Page 34: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

34Make Unique Offers on Your Page

Page 35: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

35Posting On Facebook Wall

Same as posting to personal profile

Shows up in news feed of fans

Page 36: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

36 36PlacesWho. What. When. And Now Where

Page 37: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

37 37Facebook PlacesLBS – Location Based Services

Similar to FourSquare and Gowalla

Requires:o a Smart Phoneo Facebook touch mobile site is only visible on mobile

browsers that supports HTML 5 and geolocation

Setup: http://touch.facebook.com

Click “Places tab at www.touch.facebook.com

You can add places, check into places that already exist and tag friends

Page 38: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

38 38What “Facebook Places” Can Do for Experiential Marketing

Mobile App that allows people to connect “on the go”

B2C opportunity to deliver customer service value that maximizes loyalty

Page 39: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

39 39

Facebook Deals

Instructions to create deals: http://www.facebook.com/deals/business/

Used with PlacesFour types of deals

available:IndividualFriend (a group of

friends must respond)

Loyalty (based on recurring behavior)

Charity (redeem a donation to a charity)

Page 40: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

40 40Facebook Deals

Instructions to create deals: http://www.facebook.com/deals/business/

Page 41: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

41

Application Directory listed by:

o Utilitieso Educationo Entertainmento Friends & Familyo Businesso Games o Sportso Lifestyleo Just for Funo On Facebooko External Websiteso Desktopo Mobileo Pageso Prototype

Business Pageo Bottom of Edit page

Facebook Applicationshttp://www.facebook.com/apps/directory.php

Page 42: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

42 42

You must have a profile to create vanity URL for a business page

Minimum of 25 “Likes” for business page URL

Select a name with relevant keywords for search value

Creating a Vanity URL

http://www.facebook.com/username

Page 43: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

43

On Home Page - select:o Groupso Create a Group

A Group must have a sponsor (profile, business page or groups) attached to it

o Invite friends to joino Posting a link to join a

group in a message, on a wall or in a discussion board is construed as “spam”

o Make members “admin” so that they can invite his/her friends to join the group

Creating a Grouphttp://www.facebook.com/apps/application.php?id=2361831622&b

Page 44: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

44 44

Help Centerhttp://www.facebook.com/help/?page=903#!/help/?ref=pf

Located at bottom of page

Page 45: AMA Facebook for Marketers Orlando-6-8-2011

45 45

marketingpower.com

Top News vs. Most Recent

Page 46: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

46 46Facebook Is a Behavioral Based Search Engine Entertainment and Communication System…

Notification of interactions between you and your

networks

Page 47: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

47EdgeRank Drives News Feed Contenthttp://www.webpronews.com/facebook-edgerank-news-feed-optimization-2011-04

1. Affinity score between the viewing user and the item’s creator

2. A weight given to each type of Edge. A comment probably has more importance than a Like, for example.

3. Time. The older an Edge is, the less important it becomes.

Page 48: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

48

Convergenceo Like gMail but integrated

across your social graph

Lighter and Simpler eMail

SMSo Seamless messaging that will

hook into email but is not eMail

o Conversation History – Threading

o Social Inbox

Will rollout by invite

http://facebookemail.org/

http://www.skeptical-science.com/science/facebook-event-live-update/

http://nadheeraudawatthe.blogspot.com/

http://tech

http://www.readwriteweb.com/crunch.com/2010/11/13/youve-got-fmail/

Project Titan…fMail

Page 49: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

49

Similar to permission email marketing

Use selectively, e.g., lists, sub groups of friends

Good way to send links, videos, photos

Limited to 20 at a time Select messages and

click on “new message” in upper right-hand corner

Sending Messages in Facebook

Page 50: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

50

Go to friends

Click Create a List

Create List Name

Select or type in name

Create List

Create Lists to Manage Your Friends

Page 51: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

51

Use lists to group your friendso Common interestso Segmentationo Separate business

and personalo Specific groups

Send messages to groups in list

Manage Lists

Page 52: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

52 52Tagging Friends or Pages in FacebookUse the “@” before a name to tag

Page 53: AMA Facebook for Marketers Orlando-6-8-2011

Build Your Brand on Facebook

Page 54: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

54

Facebook is about communication, relationships and engagement that will ultimately achieve your goal…

Facebook is not about shouting your message

Guiding Principle…

Page 55: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

55 55

Facebook Branding Strategy…

Build an active wallo Encourage people to Like your pageo Monitor and participate in the comments on your Wall

Re-purpose contento Post useful, interesting content from various sources,

regularly

Encourage Experiential Marketingo Use Landing or welcome tabso Product specific interactiono Deliver a unique experience!o Experiment

Page 56: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

56 56

Facebook Branding Strategy…

Use Calls to Actiono Well designed, clear calls to actiono Market Facebook outside Facebook

Use photoso If possible, use pictures to show how customers use

your producto Show customer satisfaction and engagemento Post pictures of your team at work

Use videoo Post recording of team member “experts”o Show your product in action

Integrate off-line marketingo Other media ads and content

Page 57: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

57 57Ingredients to Facebook Page Success

Fan Engagemento Create an

Experienceo Offerso Subscribe

Exclusive Promotionso Only available

on Facebook

Post Relevant Contento Daily

Page 58: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

58 58B2B vs B2C – Facebook can be a powerful branding tool for both

Page 59: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

59Events

Events targeted to people

Events listed byo Your inviteso Your friends inviteso Difficult to find events

in search with specific name

Successful events take marketing effort

Page 60: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

60 60

Creating an Eventhttp://www.facebook.com/help/?page=828

On Home Page - selecto Eventso Create an Event

Customizing your event under Wall you can add:o Photoso Videoso Links

Remembero Successful events take

marketing effort

Page 61: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

61

Engaging image

Captivating tag line

Informative

Invite friends to attend

Share it on your wall

Attached to profile or business page

Events

Page 62: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

62 62

Events

Share it on your wall

Page 63: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

63Promoting Your Business Pagehttp://www.facebook.com/help/?faq=12822

Allow business page to go through your Facebook news feed.

Your Profile News Feed allows your business page to display to all your friends.

It’s crucial to spreading your message to the most people on Facebook.

Help

Screenshot fnc post + bernie news feed

Page 64: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

64Target your Posts

Don’t share all posts with “everyone” if not applicable

Target by:o Countryo Stateo Cityo Language

Page 65: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

65

Be social…”Like” other Business pages of interest to you

Upload relevant content and leave comments on other people’s business page o Not the place for a sales pitch…do

not be spammy

Affiliate with other brands, businesses, and public figures

By becoming a fan (Like) of another page, your page will publically support that page

Help

Promoting Your Business Page

Page 66: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

66 66

Promoting Your Business PagePost a variety of content to draw a variety of

users

Respond to comments

Experiment with targeting

Post content regularly

Post outside of work hours

Use an image in the post of a blog article on the wall.

Encourage likes and shares (widgets)

Make exclusive offers

Page 67: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

67 67

Promoting Your Business Pagehttp://www.facebook.com/help/?faq=13080

Integrate a landing page in Facebook, eg., MailChimp

Post video links directly to Facebook so it will play inside Facebook.

Include a link to your website in the description.

Share images. Use Flickr for better analytics. For more interaction post images directly to Facebook.

Status updates: Keep it simple.

Encourage user generated content. E.g., Gemvara, All Things Jeep page.

Page 68: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

68 68Promoted Stories

Self service advertising.

Set up with same filters as Facebook advertising.

Adds more exposure to your content.

You pay when someone clicks through to your content.

Page 69: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

69 69DO Create Facebook Badge To Promote Your Page(s)

Facebook Badges

Use 3rd party Facebook buttons

Do: hyperlink the badge to your Facebook Page or landing page

Do: hyperlink the name of your business within your promotional copy to your Facebook Page. o For example, Company X on Facebook

Page Badge Profile Badge

Like Badges Photo Badge

Page 70: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

70 70DON’T Create Facebook Badge To Promote Your Page(s)

Don’t: hyperlink the “Find us on Facebook” badge to the Facebook log-in page.

Don’t: hyperlink the word “Facebook” within your promotional copy to your Facebook Page. For example, Company X on Facebook

Page 71: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

71 71Display Your Facebook Page on Your Blog

Page 72: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

72 72Using Your Profile to Promote Your Business Page

In order to be visible to search engines, your business page privacy setting must be public.

Occasionally “suggest to friends” to become a fan of your business page

Email the vanity URL of your business page to people in your address book

Display your business page badge on your blog

Include your Facebook page in email auto-signature

Display Facebook badge on your website & blog.

Invite people to leave comments on your business page.

Page 73: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

73

DOPost daily

Consider your friends’ interests

Share other’s content

Invite engagement

Offer a unique experience

Be Human

Measure, review, revise

DON’TDon’t over-post

Don’t auto-post

Don’t spam

Don’t be “me” centric

Don’t fly blind

Don’t think short term

Don’t be robotic

Facebook Page Promoting Do’s & Don’ts

Page 74: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

74Like-Gating

Technique used to require Like to engage with page

Not conducive to long term engagement

Most effective for coupons and offers

Page 75: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

75Facebook Marketing: Apps & Plug-Ins

Mixture of free and fee based apps

Cross-pollinate social media and traditional media venues

Use email, newsletters, direct mail and media to point to social networks

Facebook developers - Facebook Platform Showcase

Page 76: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

76 76

Pages Compared to Groups

Pages Groups

Indexable in search engines üVanity URL available üPromote with Facebook advertising üFacebook and 3rd party app support üStatistics available. üSend invitations to friends to join ü üSupports comments, photos, discussions, video content. ü ü

Page 77: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

77 77

Facebook Groups

Create a private group

Great for collaboration with an intimate group of people

Page 78: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

78 78

Facebook Groups

Create docs inside Group for sharing

Invite friends to join the Group

Page 79: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

79Contests & Competitionshttp://www.facebook.com/promotions_guidelines.php

Must follow Facebook rules

Page Likes can not be used as entry into a contest

Define goals of the promotion

Define conversions

Page 80: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

80Contests & Competitions

Use 3rdparty apps (strong compliance with FB guidelines)o http://appbistro.com/o http://www.easypromosapp.co

m/o http://offerpop.com/

Develop a custom app for full customization

Contract a FB developer: http://developers.facebook.com/preferreddevelopers/

Page 81: AMA Facebook for Marketers Orlando-6-8-2011

Facebook Advertising

Page 82: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

82 82Facebook Ads and How They WorkCosts less than other forms of Internet

ads

Targeted to user behavior

Work differently than banner or click through ads

Successful Facebook advertising requires

Average click through rate???

Targeting Creativity

Experimentation Monitoring

Page 83: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

83 83

Before You Begin

Have a clear idea of what you want your ad to accomplisho Create more visibility or traffic to your Facebook

presenceo Test the effectiveness of a changeo Use Facebook audience to drive more traffic to your

website

Establish a baselineo Know how many fans/friends you have before beginning

a campaigno Download Facebook insight data before launch

Page 84: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

84Before You Begin

Link – Where do you want your visitor to go

What is your ad message?

Have a photo or image

Facebook Ad Guidelines

Page 85: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

8510 Tips for Facebook Ad Marketing*1. Facebook is NOT direct

sales…it is a marketing cycle

2. Create focused ads targeted at niche groups

3. Friend users before you try to sell to them

4. Understand your market

5. Set ad budget with goal in mind

Nick O’NeillBus Insider SAI

Nick O’NeillBus Insider SAI

Page 86: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

86 8610 Tips for Facebook Ad Marketing

6. Measure – review – refine

7. Test landing pages VS Facebook pages

8. Split test ads by demographic

9. Develop well designed creative ad copy

10. Don’t over target

Page 87: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

87 87

1. Design your ad

2. Target your audience with demographic and geographical filters

3. Name your campaign o Which is better? Decide and

experiment Per impression Per click

o Select your pricing

4. Review your ad

Create Your Ad http://www.facebook.com/advertising/

Page 88: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

88 88New: Select Landing Page Tab

Select any tab as the landing pagePreviously limited to default landing page tab

Page 90: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

90CM Photographics Facebook reached the right people at the right time

Generated $40,000 of revenue from a $600 ad campaign

Page 91: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

91StorQuest on Facebook used real-time suggested bids

Over 50% increase in same store total rentals versus prior year.o 10% conversion rate

from visits originating from Facebook Ads.

o $1.25 CPC delivered $10.25 cost-per-lead.

o $100 average rentals; $600 average life time value per customer.

Page 92: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

92Nippon on Facebook combining marketing solutions

Facebook generated 25% CTR compared to CTR of 10–12% other online campaigns

Page 94: AMA Facebook for Marketers Orlando-6-8-2011

Section SixMeasuring Facebook ROI

Page 95: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

95

Tracking Fan Page Engagement

Page 96: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

96What Facebook Ad Metrics Can Tell You

Market research

Investment

Comparison

Targeting

Competitive

Page 97: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

97 97Export Data to Create Client Specific Reports and Graphs

Page 98: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

98

Ad Name o Your descriptive for ad

Status o Complete – active -

paused

Bido Acceptable max

Typeo Pay for impressionso Pay for clicks

CTR(%)o Click through rate

Average CPCo Effective price of every

click

Average CPMo Effective cost per 1,000

impressions (even on cost per click campaigns)

Total Spent

Facebook Ad Metrics Will Provide

Page 99: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

99 99Use Report Feature to Download and Manage Data

Create

spreadsheets

Page 100: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

100 100

Reports by Campaign

Page 101: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

101 101

Use Metrics to Refine Your Ads

Create multiple ads of similar themes

Organize them into campaigns

Run for 1-2 week period while monitoring stats

Analyze statistics

Retire underperforming ads and run A/B testing on better ones

Repeat – repeat – repeat

Adjust demographics

Page 102: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

102 102Using Facebook Insightshttp://www.facebook.com/business/insights/?pages&i=9930176882 http://www.facebook.com/help/?page=914

2. Fans who interact with…o Interactions

o Interactions per post

o Post quality

o Posts

o Discussion posts

o Reviews

o Mentions

1. Interactions this weeko Likes

o Comments

o Wall posts

o Post quality

3. All fans over timeo Total fans/

unsubscribed fans

o New / removed fans

o Top countries

o Demographics

o Page views

o Unsubscribes / Resubscribes

o Media consumption

55.0

8

Page 103: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

103 103

Insights Featurehttp://www.facebook.com/insights/

Facebook offers insight into your website “Like” activity

Page 104: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

104 104

Insights Featurehttp://www.facebook.com/insights/

Facebook offers insight into your website “Like” and share activity

Page 105: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

105 105

Using Facebook Insights Dashboard

Page 106: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

106

Facebook Insightso Now offers metrics on

Facebook and your domaino Gives great information on

your connectivity within facebook …

Google Analyticso Provides Facebook as a

traffic source but not specifics within Facebook

Why You Need Google Analytics

Page 107: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

107 107Fee Based Social Media Tracking Software OptionsUnilyzer.com o Provides

relationship metrics

Kontagento Beta

Omnitureo Press release

5/28

Page 108: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

108 108Facebook Promotional PoliciesRead Facebook’s promotional guidelines carefully Do not ever call Facebook your partnerUnderstand Local Rules - contests, giveaways and

sweepstakes based on chance are illegal in some countrieso Belgium, Norway, Sweden, or India

Heed Facebook’s formatting requirementso You can only administer a promotion through an application

on Facebook

Do not require a Facebook actiono You may become a fan but any action such as post a photo,

update a status or comment is not allowed.o You can allow new fans to access 3rd party app’s but you

cannot notify winners via Facebook

Brand Permission CenterAdvertising and Guidelines

Page 109: AMA Facebook for Marketers Orlando-6-8-2011

In the Trenches

Using Facebook to Build Relationship and Brand Awareness

Page 110: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

110Promoting Your Business Page

Create a landing page

Customize tabs

Offer a unique experience

Landing Page

Page 111: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

111 111

Taco Bell Damage Control

Transparency

Transparency

Page 112: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

112Kenneth Cole PR Damage ControlTransparency

Acknowledge mistakes now controls damage later

Achknowledgement

Page 113: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

113Using Facebook for a Cause

A man with a pest control business and a pink bra

Page 114: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

114Help Save the Gulf Coast from the Oil Leak

Clear objective

Searchable title

Both business page & group

CauseCause

Page 116: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

116Skip1Cause

Landing page

Social links

Website links

CTA

Page 117: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

117Big Toy Team

Energize a community

Create Public Event and share

But make it exciting and

unique

Page 118: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

118Arthritis Foundation on FacebookCustom Content

Lots of content

Page 119: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

119Have You Noticed? Pages Are Now Mini Websites…

iFrames now add more flexibilityo Create unique

landing pages for facebook

Use 3rd party software

Hire a Facebook developer

Page 120: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

120Facebook’s New iFrame Platform for Customizing Tabs Beforeo Custom pages were

created using Facebook’s version of html (FBML)

Nowo iFrames are

“windows” that allow you to view content created somewhere i.e. website

Resourceso http://socialmouths.com/blog/2011

/03/16/how-to-build-a-facebook-landing-page-with-iframes/

o http://iframes.wildfireapp.com/

*CounterIntuity

Page 121: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

121 121

What Is Your Objective?

website

Conversation

Page 124: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

124 124Give Visitors Reasons to Fan Your Page

Page 125: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

125 125

Have a Clear Call-to-Action

Page 126: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

126 126

SuperBowl Facebook Marketing

Page 127: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

127 127

Facebook Engagement

Page 128: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

128 128

Facebook Photos (B2B)

Folder for Wall Photos

Page 129: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

129 129Facebook Technical Marketing (B2B)

Page 130: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

130 130Create a Reason…For Fans Only Content

*Social Media Examiner

Levi’s “Instant access to exclusive content.”1-800 Flowers offers

special discount off next order.

Teesey Tees adds mystery

DIGISTORE gives special offers

Page 131: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

131 131Create a “Visible to Connection” Landing Page

http://www.facebook.com/teeseytees?ref=ts#!/teeseytees?v=app_7146470109

Page 133: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

133Coupon Services Can Help

http://www.smartsource.com/smartsource/index.jsp?Link=5S2ZUA6PWPEPO

http://server.iad.liveperson.net/hc/s-44296948/cmd/kbresource/kb-5027232894339796420/front_page!PAGETYPE

http://www.newsamerica.com/ourproducts/consumersonline/default.aspx

Page 134: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

134 134

eCommerce - Applications

Page 135: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

135Threadless Keeps It Freshhttp://www.facebook.com/threadless#!/threadless?v=wall http://www.threadless.com/

http://www.internetretailer.com/2010/11/18/threadless-leans-facebook-more-customer-service-tasks

http://www.internetretailer.com/2009/10/29/display-ads-on-facebook-show-positive-roi-for-threadless-com

http://www.insidefacebook.com/2009/07/14/threadlesss-facebook-page-makes-shopping-more-social/

Keep it fresh and interesting

Use display ads

Improve customer service

Page 137: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

137California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org

Used Facebook to sound alarm on funding threat

Facebook sends visitors directly to website

Page 138: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

138Ciscohttp://www.facebook.com/home.php?#!/Cisco?v=app_120274102075&ref=ts http://www.cisco.com

Create pages for niche audience needso Online support o Career certificationo Securityo Geographic locations

Page 139: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

139Keep the Branding Alive

Microsoft

Strong call-to-action

Good integration of other Microsoft pages

Page 140: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

140

Humanize your pageThink of Facebook as another

destinationThink beyond marketing department

oThink community

oThink engagementOffer opt-in using FBML static pageBe a valuable source of informationOffer unique CTAs on Facebook not

avail on your websiteOffer Customer Support

7 Tips for B2B Marketing

Page 141: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

141Avayahttp://www.facebook.com/teeseytees?ref=ts#!/avaya?v=wall http://www.avaya.com/usa/

Be unique

Location awareness

Convergence

Page 144: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

144Dellhttp://www.facebook.com/dellhttp://www.facebook.com/delldeals http://www.facebook.com/dellsocialmedia Find more Dell Facebook pages, visit: http://www.dell.com/facebook

Target niche audiences

Page 145: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

145Brand So Your Audience Can Find Youhttp://www.facebook.com/VW#!/search.php?q=vw&init=quick&tas=0.03725964409583504 http://www.facebook.com/VW#!/VWJetta?v=info

Volkswagono Product

Shouldo Cross-pollinateo Geo-target

Pages are disconnected

Page 146: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

146Fordhttp://www.facebook.com/ford

http://www.facebook.com/fordmustang

Unveil new products

Engage Fans

Page 147: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

147Audihttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/audi?v=app_17037175766 http://www.audiusa.com

Top 25 Brands on Facebook

Make it easy for your audience to find you

Page 148: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

148Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com

Build community for your services

Page 149: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

149 149Sarasota Memorial Hospital http://www.facebook.com/SarasotaMemorialHospitalhttp://www.smh.com

Page 150: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

150Harvard http://www.facebook.com/Harvard?ref=ts&v=app_6009294086 http://harvard.edu/

Educate

Entertain

Enlighten

= Engagement

Page 151: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

151360ihttp://www.facebook.com/360iagency http://www.360i.com

Become an industry resource

Page 152: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

152US Armyhttp://www.army.mil/ http://www.facebook.com/USarmy?v=info&ref=ts#!/USarmy?v=app_4949752878&ref=ts

Speak your audience’s language o Marineso Navyo Air Force

Page 153: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

153 153Facebook Is Just One Part of Your Social Strategy

Page 154: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

154Steelmasterhttp://www.facebook.com/SteelMasterBuildings#!/SteelMasterBuildings?v=app_6009294086 http://www.steelmasterusa.com

Showcase product

Page 155: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

155BigCommercehttp://www.facebook.com/BigCommercehttp://www.facebook.com/home.php?#!/apps/application.php?id=342349437729&v=wall http://www.bigcommerce.com/

Engage Community

Page 156: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

156Quaker Oatshttp://www.facebook.com/Quaker http://www.quakeroats.com

Connect

Use landing pages

Page 157: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

157Buffalo Wild Wingshttp://www.facebook.com/BuffaloWildWings http://www.buffalowildwings.com/

Engage

Engage

Engage

3 million plus fans

Page 158: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

158Blue Sky Factoryhttp://www.facebook.com/apps/application.php?id=342349437729&v=wall#!/blueskyfactory http://www.blueskyfactory.com

Address your audience’s pain points

Page 159: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

159US Congress on Facebook

Informational Channel

Page 160: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

160Pages and Places in Facebook SearchWhole Foods Mark

et on Facebook

Page 161: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

161Old Spicehttp://www.oldspice.comhttp://twitter.com/oldspicehttp://www.facebook.com/OldSpice

Target Branding

Page 162: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

162Big Green Egghttp://www.facebook.com/BigGreenEgg http://www.biggreenegg.com

Cross-pollinate with Vendors

Used Facebook to launch cookbook

Page 163: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

163GrillMate

Run contest to promote brand

Page 164: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

164Launch New Business on Facebook, Twitter, BlogCoupon

promotions

Cross promote

Launched Jan 2011

Grown to over 14,000 Likes

Uses Groups for collaboration

Page 165: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

165 165BIG or small…think of creative ways to enhance the user experience on Facebook

Use your marketing creativity

Research applications

If necessary, hire Facebook design/programming experts to develop custom tabs/apps

Give people a unique experience on Facebook

Page 166: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

166 166Just a ReminderGetting Help on Facebook (bottom right corner)

Page 167: AMA Facebook for Marketers Orlando-6-8-2011

marketingpower.com

167Connect With Bernie Borges….

Websites: http://www.findandconvert.comhttp://www.bernieborges.com

Blogs: http://www.findandconvert.com/bloghttp://www.bernieborges.com/blog

Twitter: http://twitter.com/berniebay

LinkedIn: http://www.linkedin.com/in/bernieborges

Facebook: http://www.facebook.com/bernie.borges

Facebook Fan Pages: http://www.facebook.com/findandconverthttp://www.facebook.com/CareerCentral.BernieBorges

Marketing 2.0 Bridging the Gap between Seller and Buyer through Social Media Marketing