This document provides tips for using Facebook to prospect and engage audiences. It discusses using existing connections like friends and business contacts to gain initial fans. It also recommends defining the target audience and their interests to refine outreach. Tips include using engaging content like photos and videos in regular posts, asking questions to start conversations, and directing paid ads to a dedicated "Landing" tab to acquire more fans. Metrics like engagement rates and fan growth are suggested to measure the success of Facebook strategies and return on investment of time and funds.
1. Designated Editor
Speaking Series
101
Facebook
Low-cost & free tips to prospect & engage
Suzanne McDonald | Content & Social Strategist
Newport Chamber of Commerce
@Sue_DesigEditor
2. suzanne‟s experience
Social Media
Strategies professor
6 years Page 1
Masters in Journalism
& Mass Communications BA in Journalism
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3. old methods of client acquisition
Friends & friends of friends?
School connections?
Business connections?
Civic clubs, organizations, church?
Lawyer, doctor, plumber?
Insurance agent, stylist, nanny?
Neighbors?
Sports and hobbies?
http://www.entrepreneur.com/article/57382
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5. Not everyone likes you
“Stand for something and there will
be those who stand for you and those
who stand against you.
“Stand for nothing and nobody will be
with you or against you.”
- Advertising legend Bill Bernbach
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6. Brand personality types
Sage Lover Outlaw Master
Explorer Innocent Regular Guy Hero
Magician Jester Caregiver Creator
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7. Brand Personality
Be true to you
• Personality cannot be manufactured
• Consistent authorship builds voice
Be transparent
• Smell a phony from miles away
• On Facebook they will call you out
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9. who is your audience?
Who might be your best client?
What are the defining characteristics?
What are they looking for?
Are you using the right vocabulary?
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10. your target audience
Refine your
target audience
Tap into your Look at
analytics statistics
Use your Examine
keywords demographics
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11. What are fans doing?
Engagement = success
• Activity
• Post Views
• Post Feedback
• Unsubscribe
• Goal 85% monthly 50% weekly
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12. What are NOTfans doing?
Not clicking over to your site
Facebook is aboutrelationships
Focus on influence & INTENT
Don’t expect purchasing
Don’t expect traffic fromFacebook
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14. How do I gain more fans?
Who do you know?
How do they know you‟re on Facebook?
How can you tell them?
Email newsletters
Email signature
Icon and feed on your website
Facebook ads build awareness & Likes
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16. Your Facebook strategy
• Use an Editorial Calendar
• Develop timely themes
• Integrate with other campaigns
• Consider your audience
to determine how often to post
• Better to be less frequent & consistent
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17. What to shoot for: Engagement
40% - 50% for <10,000
50% - 60% for >10,000
1%+ per day
= success
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18. Forrester‟s social strategy
People
Learn your audience‟s social activities and behaviors
Objectives
Decide what you want to accomplish
Strategy
Plan how your motives will change your relationship with your audience
Technology
Choose what social media platforms you want to use for your campaign
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27. FB ads allow you to target
• Demographics: Age, city, marital status
• Psychographics: TV shows, music, books
• Fan status: Friends of your existing fans
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31. Composing Facebook ads
• Headline 25 characters
• Ad text max 135 characters
• Clear & engaging image
• Aim to gain fans
• Make it social
• Stay within Facebook
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33. Budgeting Facebook ads
• Set daily or lifetime budget
• Set your run schedule
• Choose CPC or CPM
• Fewer clicks = CPC
• Bid higher than suggested
• Track your performance
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35. Facebook advertising tips
• Cost per fan = $0.30 and $0.90
• If it’s more than retarget
• Target intelligently
• Test. Test. Optimize.
• Use best ads turn off poor performers
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36. Facebook advertising tips
• Turn off ads on weekends & holidays
• Algorithm gives preference to spikes, so
spend in spikes
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37. Make a „Landing‟ Tab
Call to Action
„Like this page‟
Direct ads here
Set as home for
non-fans
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39. What to shoot for: Engagement
40% - 50% for <10,000
50% - 60% for >10,000
1%+ per day
= success
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40. Facebook ROI
Set reasonable goals
Fan count
Engagements
Set benchmarks
What are you numbers now?
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41. Tips to boost ROI
• Plan
• Content first – let branding 2nd
• Use pictures &video
• Use Facebook Questions
• Be timely: Post about popular topics
• Be conversational
• Direct ads to the fan page
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43. Thank You!
Designated Editor
Speaking Series
Facebook 101
Low-cost & free tips to prospect & engage
Suzanne McDonald | Content & Social Strategist
Newport Chamber of Commerce
@Sue_DesigEditor
Editor's Notes
This presentation was coupled with live demos and lots of Q&ADemo included: profile, Plug-ins to enhance your profile such as TripIt, SlideShare, and Blog LinkGroups, Events, Answers, Reading ListLooking up and following companies and following individuals, which is most helpful for prospecting
How many of you have tried these methods? Any successes? 2% of the population are innovatorsBefore we jump into new methods and new media, we need to do our homework
One of the great payoffs of successfully engaging in social media. How much does it cost to advertise vsevangalize
Very little brand personality. Their communications are sterile and uninspiring. “Check out our new product!” Their social media assets, Facebook and Twitter, are not social or conversational in nature. They’re essentially trying to use push marketing tactics in a pull marketing environment. The social elements, submit a picture, lack authenticity, creativity, and compelling call to action. Astro-turfing got Motorola in pretty big trouble. Apparently someone from Motorola spent all day posting in forums and blogs and comment sections about how great Motorola’s products were. It was blatant schilling. And people got pissed. CrunchGear, part of thr TechCrunch family noticed, and ran a story about it. The brand suffered majorly. The early adopters that live on sites like TC and in forums felt betrayed and they were angry. The backlash was sever and result long lasting. Motorola is not to be trusted. Motorola, broke rules number 1 and 2. Transparency and Authenticity.
Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem.URI students parents of young children=middle-aged
Tactics to help answer and refine these questions. In the scientific method, you test your hypothesis. Same here, so run some experiments, crunch some data
One oft-asked question: whether social makes any money. Takes time, and big brands are seeing big revenue. Delta Air Lines being one. Anyone familiar with the term virtual goods?http-//socialtimes.com/history-of-facebook-commerce-infographic_b70647
#1 reason is for deals. Mentioned previously Groupon and social buying. Huge cost to the business. Why not reward your most loyal? http-//socialtimes.com/twitter-vs-facebook-infographic_b73972
It all starts with peopleGoals: You can’t expect to gain anything if you don’t aim for itStrategy: Social media can be a big time suck. Are you wasting your time and your followers’ time? Editorial calendars help here and w goalsPlatforms: Go where you audience is!
Facebook poll - great for B2C
What works & Your consumers vs. fans
This presentation was coupled with live demos and lots of Q&ADemo included: profile, Plug-ins to enhance your profile such as TripIt, SlideShare, and Blog LinkGroups, Events, Answers, Reading ListLooking up and following companies and following individuals, which is most helpful for prospecting