Thumbs Up for Facebook Marketing

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Thumbs Up for Facebook Marketing


Agenda• Why use Facebook for Business?• Best Practices for Content • Make Insights Work for You• Marketing Tactics• Social Coupons• Social Sweepstakes

IntroductionThumbs Up for Facebook Marketing


About the presenters• Heather Rist @heatherrist

• Director of Social Media and Content

• More than 10 years of experience in marketing communications with a focus in social media, content marketing,

public relations, and internal communications

• Charlie Gray

• Product Manager

• More than 8 years of experience in internet marketing with a focus on digital marketing strategies including SEO,

paid search, social media, conversion optimization and content marketing

• Currently managing product launch and development for DIFM products

Why Use Facebook for BusinessThumbs Up for Facebook Marketing


Why Use Facebook for Business?

• Your customers are there, you should be too!• Social Media is not going anywhere• Word-of-mouth on steroids • Reach new people and find leads• Engage your audiences between purchases• Search Engine Optimization (SEO)• Build digital foundation


Best Practices for ContentThumbs Up for Facebook Marketing



Facebook Content Rule

Resource

Business

Real-Time

40%

40%

20%


Resource Content Examples• Tips• Trends• Professional advice• Industry news• Community


Business Specific Content Examples• Products• Projects• Sales• Event Promotion


Real Time Content Examples• Events• Out & About• Updates• Engagements


Types of Content • Photos• Video• Webinar• Infographic• Blog• Polls/questions


Tools for Content Success• Listen• Monitor• Content Calendar• Notifications• Dedicated employee(s)• Analytics

Make Insights Work for YouThumbs Up for Facebook Marketing


Insights: Overview


Insights: People

MarketingTacticsThumbs Up for Facebook Marketing


Facebook Marketing: Goals• Get found!

• Attract potential customers through engagement and good content

• Raise brand awareness

• Increase reach

• Create loyal advocates

• Drive online sales

• Increase local in-store sales

OrganicMarketingTactics


Empower Your Employees to Engage


Connect with Your Influencers


Create Call To Action Tab on Page


Collect Email Addresses from Fans


Create “Events” for Important Announcements


Facebook Reviews

PaidMarketing & Growth Tactics


Facebook Ads• Goal

• Page Likes• Conversions

• Audience• New segments (non-fans)• Custom lists

• Tips• Choose your audience/schedule• CTA Button• Copy length• Photo: 1200x444


Facebook Ads


Facebook Boosted/Promoted Posts• Goal

• Reach• Post engagement

• Audience• Current fans• New segments (non-fans)• Custom lists!

• Tips• High performing content • Photo size: 1200x628• Video


Facebook Boosted Posts


Facebook Promoted Posts

Social Coupons + Sweepstakes

34


96% OF SHOPPERSHave used a coupon in the last 3 months

In 2014, over 100 MILLION US ADULTS used digital coupons, and is expected

to grow by 7% in 2015!

That’s a lot of potential business…

stats + facts


ATTRACT AND RETAIN NEW CUSTOMERS

Customers spend a lot of their time on social networks and are influenced by what their peers say online

Customers often try new products by using a coupon first

Coupons help build customer loyalty by offering value + incentives

Coupons are great tools for lead generation. Give away a coupon in exchange for a post on Facebook and a customer’s email


WHAT IS A S O C I A L C O U P O N ?

• Traditional Coupons • Digital Coupons

<<


56% of shoppers use coupons totry out new products

Why social coupons

①Turn social followers into paying customers

②Use digital to drive revenue

③Gather valuable customer information

④Spark engagement and excitement on and offline


1.36 BILLION Facebook Social Network Users

SOCIAL MATTERS


REACHMOBILE CUSTOMERS

Most people research products and businesses online before they make a purchase

Target and engage these customers by offering a coupon on your website or Facebook Page

70% of mobile searches lead to an action, and offering incentives like coupons increase your potential to convert a sale

4 out of 5 consumers use their smartphones to shop!

INCREASE TICKET SALES WITH SOCIAL COUPONS

Business: College of Arts Department of Dance

Product Utilized: Social Coupons + Facebook Ads

Goal: Raise awareness and increase ticket sales through social media for their annual holiday show “Christmas Around the World”

Summary: We created a coupon landing page that would generate Facebook shares from users by offering a $2 discount. We posted regularly on the organization’s Facebook page to drive traffic to the promotion and raise awareness of the event. We highlighted cast members, provided interesting info, images and links to the offer.

The promotion received almost 500 visits. The Facebook shares generated from the landing page alone helped increase the potential reach of the promotion by more than 3,000 people. The Ad spend boost helped us reach over 55,000 people creating over 2,000 social actions and over 200 new followers on the organization’s Facebook page. This promotion was a smash success!



SWEEPSTAKES stats + facts

DID YOU KNOW… Sweepstakes on Facebook are the MOST EFFECTIVE way to engage fans

Sweepstakes are the MOST COMMON type of contest run on social media

Social Sweepstakes (with email collection form) GET OVER 250% MORE ENTRIES than other types of online contests

15% OF PEOPLE have shared products or services on social media as part of a promotion or sweepstakes

Sweepstakes RANKED 6th MOST EFFECTIVE method for customer acquisition according to US online retailers. Email marketing RANKED 10th. (We combined them both to bring you this powerful product!)


Launching Sweepstakes foryour businesses is easy and effective, driving NEW LEADS QUICKLY

Landing PageEmail

Marketing

Facebook Ads Mobile Landing Page

SO…How Does I t

WORK?1. We create a Sweepstakes landing page

that gathers contest entries

2. We launch it for the business with an email marketing campaign

3. We boost the promotion with Facebook advertising

4. Import new leads into email marketing platform

5. We measure and report results


Facebook post and boosted advertising

Boosted Facebook Posts with Ads

HOW IT WORKS

1.) Users see the business’ sweepstakes promoted on Facebook through posts and boosted advertising


Landing Page With Entry Form

Rewards Page with Share and Like

HOW IT WORKS

2.) Users enter the sweepstakes by filling their information into the contest form, and then share the sweepstakes with their friends on Facebook


Export to Spreadsheet Import to Vertical Response

HOW IT WORKS3.) After each sweepstakes we import the emails collected and help the business grow their email marketing database, getting them ready for their next sweepstakes


Sweepstakes Legal

HOW IT WORKS

4.) We help businesses legally run sweepstakes on Facebook by complying with Facebook’s sweepstakes rules and providing businesses standard template sweepstakes rules for their promotions


Email Marketing On Facebook With targeted advertising Through peer-to-peer marketing on social

networks

We help customers find youby promoting your sweepstakesin key places online.

Customers can access your sweepstakes across all their devices, reaching them whether they are in front of their computer or on the go.

HOW DO CUSTOMERS F IND YOUR BUSINESS’SWEEPSTAKES

HEARTLAND LODGE

SWEEPSTAKESCASE STUDY

Promotion Views 162,000+ Engagement 1 of every 5 people who entered the promotion shared it with friends on Facebook,

reaching 6,231,952 people

Emails Collected 22,000+Email Opt Ins 60% of people are opting to receive future updates from the business (85.17% of these

emails were new customers) Facebook Likes 20,209+ (approximately 810 new likes each day of the contest)

Conversion 34.2% Website Traffic Increased by OVER 355% (client usually averages between 850-1,000 visits per day, but

during the contest, the client averaged 5,500)

90K FacebookFans to Start


PRICING AND SPECS• Product 1: Re-Occurring Social Sweepstakes Premium (3

month)• Monthly Kick-Off Consultation Call with a Social Media

Specialist

• One Facebook Social Sweepstakes

• Sweepstakes Template Artwork & Design

• Monthly Email Marketing Campaign (to promote sweepstakes) Artwork & Design

• 4 Facebook posts per month to promote the sweepstakes

• $100/campaign Facebook Ad Boost to drive traffic and entries

• Sweepstakes Entry Form & Data Collection

• Monthly Email Entry List Export and Data Transfer

• Standard Legal Sweepstakes Template Rules

• One Contact & Strategy Call per month

• Final Reporting Recap

• Product 2: One-Time Social Sweepstakes Premium (one-off)

• Kick-Off Consultation Call with a Social Media Specialist

• One Facebook Social Sweepstakes

• Sweepstakes Template Artwork & Design

• Email Marketing Campaign (to promote sweepstakes) Artwork & Design

• 4 Facebook posts to promote the sweepstakes

• $200 Facebook Ad Boost to drive traffic and entries

• Sweepstakes Entry Form & Data Collection

• Email Entry List Export and Data Transfer

• Standard Legal Sweepstakes Template Rules

• One Contact & Strategy Call

• Final Reporting Recap$399/MO.BEST VALUE $699/ONE-TIME


Q&A

Please FEEL FREE TO A S K Q U E S T I O N S


THANK YOU!

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