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Tasos Veliadis - socialab.gr
7 WAYS TO TARGET
THE RIGHT FACEBOOK FANS
WHO AM
I?
I have been working in social media
marketing for big brands for 6 years
in Europe. !
!
With my team, we’ve created more
than 500 campaigns for more than 40
Global and local Brands. !
!
I am now the Business Unit Director
at socialab, a prominent Digital
Agency in Greece, and in my free
time I like to write about social media
and digital strategy. !
Tasos Veliadis
NO MORE SPAM!
LET’S START!
INTRO
!
!
There	
  has	
  been	
  a	
  lot	
  of	
  argument	
  
about	
  Facebook's	
  new	
  
announcement.	
  According	
  to	
  this	
  
announcement	
  the	
  like-­‐gate	
  to	
  Fan	
  
pages	
  will	
  be	
  abolished.	
  	
  
Instead	
  of	
  discussing	
  this	
  ma=er,	
  I	
  
prefer	
  to	
  create	
  a	
  presenta?on	
  in	
  
ways	
  that	
  you	
  can	
  bring	
  the	
  desired	
  
fans	
  to	
  your	
  page,	
  especially	
  if	
  you	
  
run	
  a	
  small	
  business.	
  
INTRO
!
The	
  main	
  objec?ve	
  of	
  all	
  Facebook	
  
pages	
  is	
  to	
  create	
  fans’	
  engagement	
  
in	
  order	
  to	
  begin	
  their	
  own	
  
discussions	
  about	
  the	
  page.	
  These	
  
discussions	
  will	
  increase	
  not	
  only	
  the	
  
virality	
  of	
  the	
  page,	
  but	
  also	
  the	
  
number	
  of	
  its	
  fans.	
  
In	
  order	
  to	
  achieve	
  this,	
  the	
  company	
  
must	
  have	
  the	
  appropriate	
  fans	
  or	
  
explore	
  ways	
  to	
  acquire	
  them.	
  By	
  
saying	
  appropriate	
  fans,	
  I	
  mean	
  fans	
  
that	
  are	
  really	
  interested	
  in	
  your	
  
product.	
  	
  
7	
  ways	
  to	
  target	
  the	
  right	
  Facebook	
  Fans	
  
1ST	
  Reach	
  influencers	
  
Searching	
  carefully,	
  you	
  can	
  find	
  
influencers	
  that	
  are	
  experts	
  in	
  your	
  
industry	
  or	
  interested	
  in	
  your	
  
product.	
  Get	
  in	
  contact	
  with	
  them	
  
and	
  mo?vate	
  them	
  to	
  talk	
  about	
  you.	
  
Building	
  a	
  strong	
  rela?onship	
  with	
  
influencers	
  can	
  become	
  extremely	
  
useful	
  for	
  three	
  reasons.	
  One,	
  they	
  
are	
  poten?al	
  customers	
  themselves.	
  
Two,	
  they	
  can	
  talk	
  about	
  you.	
  Three,	
  
and	
  above	
  all,	
  influencers	
  have	
  the	
  
power	
  to	
  affect	
  their	
  audience	
  in	
  a	
  
way	
  that	
  will	
  lead	
  them	
  to	
  become	
  
your	
  clients	
  (or	
  Facebook	
  fans).	
  	
  
Create	
  hashtags	
  for	
  your	
  business	
  
Hashtags	
  were	
  first	
  introduced	
  on	
  
Twi=er.	
  Now,	
  hashtags	
  are	
  all	
  over	
  
Facebook	
  and	
  Instagram	
  too.	
  So	
  start	
  
using	
  local	
  hashtags	
  and	
  include	
  them	
  
in	
  your	
  status	
  updates.	
  	
  
Turn	
  your	
  customers	
  into	
  fans	
  
Are	
  you	
  looking	
  for	
  fans	
  who	
  love	
  
your	
  business?	
  Guess	
  what!	
  You	
  
already	
  found	
  them!	
  They	
  are	
  your	
  
customers.	
  Give	
  them	
  ways	
  to	
  like	
  
your	
  fan	
  page	
  when	
  they	
  are	
  s?ll	
  in	
  
the	
  store.	
  It's	
  the	
  fans	
  that	
  will	
  spend	
  
?me	
  on	
  your	
  page.	
  Try	
  to	
  capture	
  
their	
  a=en?on	
  and	
  post	
  things	
  of	
  
their	
  interest.	
  In	
  this	
  way,	
  you	
  will	
  
earn	
  their	
  like,	
  share	
  and	
  comment	
  or	
  
even	
  a	
  post	
  on	
  your	
  ?meline.	
  	
  
Therefore,	
  one	
  of	
  the	
  easiest	
  ways	
  to	
  
turn	
  customers	
  into	
  fans	
  right	
  in	
  your	
  
store	
  is	
  by	
  using	
  a	
  social	
  Wi-­‐Fi	
  hot	
  
spot.	
  Basically,	
  it	
  is	
  a	
  service	
  that	
  
provides	
  internet	
  connec?on	
  to	
  those	
  
in	
  the	
  store	
  just	
  by	
  liking	
  your	
  page.	
  	
  
Encourage	
  users	
  to	
  check	
  in	
  
One	
  of	
  the	
  main	
  advantages	
  of	
  
Facebook	
  is	
  that	
  when	
  users	
  write	
  a	
  
status	
  update	
  about	
  your	
  business,	
  all	
  
their	
  friends	
  can	
  view	
  it.	
  These	
  
friends	
  can	
  respond	
  to	
  the	
  update	
  by	
  
making	
  a	
  comment	
  or	
  checking	
  out	
  
the	
  place	
  on	
  the	
  internet	
  or	
  even	
  
be=er	
  by	
  coming	
  to	
  your	
  place	
  
(meaning	
  your	
  company).	
  In	
  addi?on,	
  
mo?vate	
  users	
  to	
  check-­‐in	
  to	
  your	
  
business.	
  Give	
  them	
  a	
  reward	
  to	
  do	
  
so,	
  an	
  incen?ve.	
  This	
  way	
  the	
  users	
  
themselves	
  are	
  going	
  to	
  create	
  your	
  
Facebook	
  content.	
  	
  
Τag	
  local	
  businesses	
  
Tag	
  companies	
  that	
  you	
  work	
  with	
  or	
  
companies	
  that	
  may	
  visit	
  your	
  
business	
  or	
  even	
  your	
  suppliers.	
  
Thank	
  them	
  for	
  suppor?ng	
  and	
  
offering	
  fine	
  services.	
  Most	
  of	
  them	
  
will	
  appreciate	
  it	
  and	
  most	
  
importantly	
  they	
  will	
  reciprocate.	
  	
  
Create	
  targeted	
  adverAsing	
  
If	
  you	
  want	
  to	
  bring	
  qualita?ve	
  fans	
  
to	
  your	
  page,	
  use	
  Facebook	
  Ads.	
  
Crea?ng	
  ads	
  for	
  a	
  general	
  audience	
  is	
  
not	
  enough	
  and	
  it	
  will	
  not	
  reach	
  the	
  
desired	
  goal.	
  Use	
  wisely	
  the	
  
Facebook	
  tools	
  in	
  order	
  to	
  target	
  the	
  
audience	
  of	
  your	
  interest.	
  Target	
  
your	
  fans	
  and	
  their	
  friends,	
  so	
  to	
  
bring	
  new	
  fans	
  to	
  your	
  page	
  and	
  
addi?onally	
  be=er	
  results.	
  	
  
Create	
  Phygital	
  acAvaAons	
  
Create	
  ac?va?ons	
  that	
  will	
  
combine	
  physical	
  and	
  Digital.	
  Think	
  
of	
  an	
  ac?va?on	
  that	
  will	
  become	
  
viral	
  through	
  the	
  people	
  visi?ng	
  to	
  
your	
  store/business.	
  If	
  the	
  
incoming	
  people	
  like	
  the	
  
ac?va?on,	
  they	
  will	
  post	
  photos	
  on	
  
their	
  social	
  media	
  profiles	
  
(Facebook,	
  Twi=er,	
  Instagram	
  etc.)	
  
and	
  they	
  will	
  also	
  invite	
  their	
  
friends	
  to	
  experience	
  the	
  
ac?va?on	
  themselves.	
  	
  
At	
  the	
  end	
  of	
  your	
  marke?ng	
  
ac?vity,	
  make	
  a	
  video	
  of	
  the	
  
ac?va?on	
  and	
  share	
  it	
  everywhere.	
  
The	
  purpose	
  of	
  this	
  video	
  is	
  to	
  
become	
  viral	
  and	
  make	
  a	
  buzz.	
  The	
  
success	
  of	
  such	
  an	
  ac?on	
  will	
  not	
  
only	
  a=ract	
  fans	
  to	
  your	
  page,	
  who	
  
will	
  talk	
  about	
  your	
  ac?va?on,	
  but	
  
also	
  bring	
  new	
  clients	
  to	
  your	
  
store/business.	
  Examples	
  of	
  
phygital	
  ac?va?ons	
  are	
  the	
  ‘
Lanes	
  Vending	
  Machine’	
  and	
  the	
  
‘Lipton	
  Ice	
  Tea	
  cool	
  down	
  sta6on’.	
  
Lanes	
  Vending	
  Machine:	
  h=p://bit.ly/lanes-­‐vending	
  
Lipton	
  Ice	
  Tea	
  cool	
  down	
  sta?on:	
  h=p://bit.ly/lipton-­‐athens	
  
	
  
STAY CONNECTED WITH TASOS
Facebook.com/tasosvel	
   @tasosveliadis	
   Suit.gr	
   veliadis@socialab.gr	
  
THANK
YOU!

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7 ways to target the right Facebook fans

  • 1. Tasos Veliadis - socialab.gr 7 WAYS TO TARGET THE RIGHT FACEBOOK FANS
  • 3. I have been working in social media marketing for big brands for 6 years in Europe. ! ! With my team, we’ve created more than 500 campaigns for more than 40 Global and local Brands. ! ! I am now the Business Unit Director at socialab, a prominent Digital Agency in Greece, and in my free time I like to write about social media and digital strategy. ! Tasos Veliadis
  • 5. INTRO ! ! There  has  been  a  lot  of  argument   about  Facebook's  new   announcement.  According  to  this   announcement  the  like-­‐gate  to  Fan   pages  will  be  abolished.     Instead  of  discussing  this  ma=er,  I   prefer  to  create  a  presenta?on  in   ways  that  you  can  bring  the  desired   fans  to  your  page,  especially  if  you   run  a  small  business.  
  • 6. INTRO ! The  main  objec?ve  of  all  Facebook   pages  is  to  create  fans’  engagement   in  order  to  begin  their  own   discussions  about  the  page.  These   discussions  will  increase  not  only  the   virality  of  the  page,  but  also  the   number  of  its  fans.   In  order  to  achieve  this,  the  company   must  have  the  appropriate  fans  or   explore  ways  to  acquire  them.  By   saying  appropriate  fans,  I  mean  fans   that  are  really  interested  in  your   product.    
  • 7. 7  ways  to  target  the  right  Facebook  Fans  
  • 9. Searching  carefully,  you  can  find   influencers  that  are  experts  in  your   industry  or  interested  in  your   product.  Get  in  contact  with  them   and  mo?vate  them  to  talk  about  you.   Building  a  strong  rela?onship  with   influencers  can  become  extremely   useful  for  three  reasons.  One,  they   are  poten?al  customers  themselves.   Two,  they  can  talk  about  you.  Three,   and  above  all,  influencers  have  the   power  to  affect  their  audience  in  a   way  that  will  lead  them  to  become   your  clients  (or  Facebook  fans).    
  • 10. Create  hashtags  for  your  business  
  • 11. Hashtags  were  first  introduced  on   Twi=er.  Now,  hashtags  are  all  over   Facebook  and  Instagram  too.  So  start   using  local  hashtags  and  include  them   in  your  status  updates.    
  • 12. Turn  your  customers  into  fans  
  • 13. Are  you  looking  for  fans  who  love   your  business?  Guess  what!  You   already  found  them!  They  are  your   customers.  Give  them  ways  to  like   your  fan  page  when  they  are  s?ll  in   the  store.  It's  the  fans  that  will  spend   ?me  on  your  page.  Try  to  capture   their  a=en?on  and  post  things  of   their  interest.  In  this  way,  you  will   earn  their  like,  share  and  comment  or   even  a  post  on  your  ?meline.    
  • 14. Therefore,  one  of  the  easiest  ways  to   turn  customers  into  fans  right  in  your   store  is  by  using  a  social  Wi-­‐Fi  hot   spot.  Basically,  it  is  a  service  that   provides  internet  connec?on  to  those   in  the  store  just  by  liking  your  page.    
  • 15. Encourage  users  to  check  in  
  • 16. One  of  the  main  advantages  of   Facebook  is  that  when  users  write  a   status  update  about  your  business,  all   their  friends  can  view  it.  These   friends  can  respond  to  the  update  by   making  a  comment  or  checking  out   the  place  on  the  internet  or  even   be=er  by  coming  to  your  place   (meaning  your  company).  In  addi?on,   mo?vate  users  to  check-­‐in  to  your   business.  Give  them  a  reward  to  do   so,  an  incen?ve.  This  way  the  users   themselves  are  going  to  create  your   Facebook  content.    
  • 18. Tag  companies  that  you  work  with  or   companies  that  may  visit  your   business  or  even  your  suppliers.   Thank  them  for  suppor?ng  and   offering  fine  services.  Most  of  them   will  appreciate  it  and  most   importantly  they  will  reciprocate.    
  • 20. If  you  want  to  bring  qualita?ve  fans   to  your  page,  use  Facebook  Ads.   Crea?ng  ads  for  a  general  audience  is   not  enough  and  it  will  not  reach  the   desired  goal.  Use  wisely  the   Facebook  tools  in  order  to  target  the   audience  of  your  interest.  Target   your  fans  and  their  friends,  so  to   bring  new  fans  to  your  page  and   addi?onally  be=er  results.    
  • 22. Create  ac?va?ons  that  will   combine  physical  and  Digital.  Think   of  an  ac?va?on  that  will  become   viral  through  the  people  visi?ng  to   your  store/business.  If  the   incoming  people  like  the   ac?va?on,  they  will  post  photos  on   their  social  media  profiles   (Facebook,  Twi=er,  Instagram  etc.)   and  they  will  also  invite  their   friends  to  experience  the   ac?va?on  themselves.    
  • 23. At  the  end  of  your  marke?ng   ac?vity,  make  a  video  of  the   ac?va?on  and  share  it  everywhere.   The  purpose  of  this  video  is  to   become  viral  and  make  a  buzz.  The   success  of  such  an  ac?on  will  not   only  a=ract  fans  to  your  page,  who   will  talk  about  your  ac?va?on,  but   also  bring  new  clients  to  your   store/business.  Examples  of   phygital  ac?va?ons  are  the  ‘ Lanes  Vending  Machine’  and  the   ‘Lipton  Ice  Tea  cool  down  sta6on’.   Lanes  Vending  Machine:  h=p://bit.ly/lanes-­‐vending   Lipton  Ice  Tea  cool  down  sta?on:  h=p://bit.ly/lipton-­‐athens    
  • 24. STAY CONNECTED WITH TASOS Facebook.com/tasosvel   @tasosveliadis   Suit.gr   veliadis@socialab.gr