2. 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”
3. 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
4. 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
5. 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
6. 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
7. Strategies with Facebook
What is the goal with Facebook marketing?
What are the steps to reach it?
How to incorporate with other marketing tools?
8. Awareness
Breakdown all
Facebook
marketing tools and
Interest
find out which
Marketing Funnel
Marketing Funnel Google Search Info Gathering
they apply for with
the organization Evaluation
Inquiry
Purchase
Referral
9. 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
10. 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
11. 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
12. 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
13. 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
14. 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
15. 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
16. Facebook fan growth metrics
1. Fans added per day
2. Cost per fan
3. Click through rate (CTR)
4. Action/connection rate
17. Facebook posting metrics
1. Impressions per post
2. Feedback rate
3. Comments per post
4. Likes per post
18. 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
19. 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
20. Facebook users want to be interrupted and this is a
huge opportunity for the marketer
21. 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?
22. 12 Things People Dream About
1. Awe
7. Fun
2. Belonging 8. Love
3. Choices 9. Luxury
4. Connection 10. Relaxation
5. Free time 11. Security
12. Simplicity
6. Freedom
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
23. 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
24. 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
26. 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
27. 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
28. 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
29. 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
30. 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
31. 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”
32. 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
33. 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
34. 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
35. 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
36. Engagement Milestones
Getting 1% feedback regularly
People posting spontaneously on your page
Fans seeing and posting on fan page posts