Facebook Marketing - Spreading the Love #searchfest 2013

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Facebook Marketing presentation from @SEMPDX #SearchFest 2013. @Matt_Siltala and I threw down on Facebook Marketing, how to grow your fan base and Pinterest (from Mat) with lots of eighties references, the odd innuendo and cats.

Business

Spreading The Love

Casting Your Content on The
Facebook Waters

@w2scott @SEMPDX #SearchFest

Content Vehicle

@w2scott @SEMPDX #SearchFest

Setting The Stage

SOME DATA ON INTENT &
ADOPTION
@w2scott @SEMPDX #SearchFest

Media Fragmentation Continues to Increase
SMBs Have Lots of Options
Average Number of Media Used by SMBs
for Advertising and Promotion
9

8
7.8

7

6
5.6
5 Number of Media used
4.4 has increased by 77%
4
since 2010.
3

2

1

0
Wave 14 2010 Wave 15 2011 Wave 16 2012

@w2scott @SEMPDX #SearchFest
4
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

Media Used for Advertising or Promotion

60%
55.0%

19 different media are at 20%+ adoption rate
50%
(several are non-traditional “w ned & earned media”)
o
38.7%
40% 36.8% 35.7%
34.7% 34.5%
31.5%
30% 28.2% 27.2%

22.5% 22.3% 22.3% 22.0% 21.7%
21.0% 20.7% 20.5% 20.2% 20.0%
20%

10%

0%

Facebook is now more widely used than ALL
other media we survey (aside from websites)
@w2scott @SEMPDX #SearchFest
5
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

Primary Purpose of Facebook Page

Not sure 2.2% Customer acquisition is now the #1
objective of SMBs using Facebook
(up 15% wave-over-wave).
Retain 5.0%

Build Community 19.4%

Build Awareness 30.9%

Acquire 41.7%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

@w2scott @SEMPDX #SearchFest1
2
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

Content of All Kinds

WHAT GETS SHARED AND SEEN?

@w2scott @SEMPDX #SearchFest

Most Shared by Media Type
• Video
• Photo
• Links
• Status
• *Questions?

http://www.imediaconnection.com/printpage/printpage.aspx?id=31503

@w2scott @SEMPDX #SearchFest

Not All Content Is Equal

@w2scott @SEMPDX #SearchFest

Not All Images Are Equal

@w2scott @SEMPDX #SearchFest

Not All Updates Are Equal

@w2scott @SEMPDX #SearchFest

Tying A Steak Around Your Neck

SOME PEOPLE HAVE TO PAY FOR IT

@w2scott @SEMPDX #SearchFest

Just because you paid for it doesn’t
make it less satisfying

@w2scott @SEMPDX #SearchFest

Why Pay for It?
• EdgeRank – Facebook’s Visibility Algorithm
– Affinity, Time Decay and Weight
– The more connections and the more interaction, the
more likely your content is seen
• Organic EdgeRank has been diminished
– Only ~10% of your fans will see an update
• New ad units can reinvigorate EdgeRank
• If a tree falls in the forest and there’s no one
there to hear…
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank

@w2scott @SEMPDX #SearchFest

Accelerating Content Discovery

PAYING FOR LOVE

@w2scott @SEMPDX #SearchFest

Facebook Ad Types
• Marketplace Ads
– Traditional ad unit, may be like or link oriented
• Sponsored Stories
– Positioned like Marketplace, focused on content
• Like Ads
– Leverage connections to grow fans
• Promoted Posts and News Feed Ads
– Overcome ad blockers and leverage the news feed

@w2scott @SEMPDX #SearchFest

Marketplace Ads

@w2scott @SEMPDX #SearchFest

Sponsored Stories

@w2scott @SEMPDX #SearchFest

Promoted Posts

@w2scott @SEMPDX #SearchFest

Bringing It All Together

YEAH, YEAH,
BUT HOW DO YOU DO IT?
@w2scott @SEMPDX #SearchFest

Does it work?

@w2scott @SEMPDX #SearchFest

Like Candy from A Baby

@w2scott @SEMPDX #SearchFest

Just Don’t Stop!

@w2scott @SEMPDX #SearchFest

Easier Than Falling Off A Log

@w2scott @SEMPDX #SearchFest

The Magic Recipe

@w2scott @SEMPDX #SearchFest

Takeaways (feel free to tweet)
• Facebook is a vehicle for content delivery - and making
new connections.
• Good content with no promotion is a tree falling in the
forest with no one to hear.
• Promoting content on Facebook with promoted posts
is easier than falling off a log.
• On Facebook, if you have no audience, no one can hear
you scream.
• Experimentation is cheap and easy - figure out who
you want to talk to and get your message out.

@w2scott @SEMPDX #SearchFest

Scalable Solutions Powered by Experts

SEARCH INFLUENCE

@w2scott @SEMPDX #SearchFest

About Search Influence
• Helping customers successfully market online since 2006
• We work with thousands of clients, directly and as a white-label provider
• Scalable Solutions Powered by Experts
• Search Influence:
• 50+ full-time employees
• 60+ contract writers
• 12 Google AdWords Pros
• 3 Google Analytics Pros
• Reputation:
• 2011 Inc. 500 honoree
• Recognized leader in search and social for local business
• Over a decade in online media

@w2scott @SEMPDX #SearchFest

As Seen In:

@w2scott @SEMPDX #SearchFest

SI on The Updates
Google “Farmer” Update: Big
Panda Makes Mountains and
Molehills

Google's Comin', Yo! Penguin
Update Resources You Can Use

SEO is Dead! Long Live SEO!

Be Semantic: How to Install
Microdata

@w2scott @SEMPDX #SearchFest

Thank you!
Will Scott
– searchinfluence.com/blog
– wscott@searchinfluence.com
– twitter.com/w2scott

@w2scott @SEMPDX #SearchFest

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1. Spreading The Love Casting Your Content on The Facebook Waters @w2scott @SEMPDX #SearchFest

2. Content Vehicle @w2scott @SEMPDX #SearchFest

3. Setting The Stage SOME DATA ON INTENT & ADOPTION @w2scott @SEMPDX #SearchFest

4. Media Fragmentation Continues to Increase SMBs Have Lots of Options Average Number of Media Used by SMBs for Advertising and Promotion 9 8 7.8 7 6 5.6 5 Number of Media used 4.4 has increased by 77% 4 since 2010. 3 2 1 0 Wave 14 2010 Wave 15 2011 Wave 16 2012 @w2scott @SEMPDX #SearchFest 4 Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

5. Media Used for Advertising or Promotion 60% 55.0% 19 different media are at 20%+ adoption rate 50% (several are non-traditional “w ned & earned media”) o 38.7% 40% 36.8% 35.7% 34.7% 34.5% 31.5% 30% 28.2% 27.2% 22.5% 22.3% 22.3% 22.0% 21.7% 21.0% 20.7% 20.5% 20.2% 20.0% 20% 10% 0% Facebook is now more widely used than ALL other media we survey (aside from websites) @w2scott @SEMPDX #SearchFest 5 Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

6. Primary Purpose of Facebook Page Not sure 2.2% Customer acquisition is now the #1 objective of SMBs using Facebook (up 15% wave-over-wave). Retain 5.0% Build Community 19.4% Build Awareness 30.9% Acquire 41.7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% @w2scott @SEMPDX #SearchFest1 2 Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

7. Content of All Kinds WHAT GETS SHARED AND SEEN? @w2scott @SEMPDX #SearchFest

8. Most Shared by Media Type • Video • Photo • Links • Status • *Questions? http://www.imediaconnection.com/printpage/printpage.aspx?id=31503 @w2scott @SEMPDX #SearchFest

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10. Not All Images Are Equal @w2scott @SEMPDX #SearchFest

11. Not All Updates Are Equal @w2scott @SEMPDX #SearchFest

12. @w2scott @SEMPDX #SearchFest

13. Tying A Steak Around Your Neck SOME PEOPLE HAVE TO PAY FOR IT @w2scott @SEMPDX #SearchFest

14. Just because you paid for it doesn’t make it less satisfying @w2scott @SEMPDX #SearchFest

15. Why Pay for It? • EdgeRank – Facebook’s Visibility Algorithm – Affinity, Time Decay and Weight – The more connections and the more interaction, the more likely your content is seen • Organic EdgeRank has been diminished – Only ~10% of your fans will see an update • New ad units can reinvigorate EdgeRank • If a tree falls in the forest and there’s no one there to hear… http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank @w2scott @SEMPDX #SearchFest

16. @w2scott @SEMPDX #SearchFest

17. @w2scott @SEMPDX #SearchFest

18. @w2scott @SEMPDX #SearchFest

19. Accelerating Content Discovery PAYING FOR LOVE @w2scott @SEMPDX #SearchFest

20. Facebook Ad Types • Marketplace Ads – Traditional ad unit, may be like or link oriented • Sponsored Stories – Positioned like Marketplace, focused on content • Like Ads – Leverage connections to grow fans • Promoted Posts and News Feed Ads – Overcome ad blockers and leverage the news feed @w2scott @SEMPDX #SearchFest

21. Marketplace Ads @w2scott @SEMPDX #SearchFest

22. Sponsored Stories @w2scott @SEMPDX #SearchFest

23. Like Ads @w2scott @SEMPDX #SearchFest

24. Promoted Posts @w2scott @SEMPDX #SearchFest

25. Bringing It All Together YEAH, YEAH, BUT HOW DO YOU DO IT? @w2scott @SEMPDX #SearchFest

26. Does it work? @w2scott @SEMPDX #SearchFest

27. Does it work? @w2scott @SEMPDX #SearchFest

28. Like Candy from A Baby @w2scott @SEMPDX #SearchFest

29. Just Don’t Stop! @w2scott @SEMPDX #SearchFest

30. Easier Than Falling Off A Log @w2scott @SEMPDX #SearchFest

31. The Magic Recipe @w2scott @SEMPDX #SearchFest

32. Takeaways (feel free to tweet) • Facebook is a vehicle for content delivery - and making new connections. • Good content with no promotion is a tree falling in the forest with no one to hear. • Promoting content on Facebook with promoted posts is easier than falling off a log. • On Facebook, if you have no audience, no one can hear you scream. • Experimentation is cheap and easy - figure out who you want to talk to and get your message out. @w2scott @SEMPDX #SearchFest

33. Scalable Solutions Powered by Experts SEARCH INFLUENCE @w2scott @SEMPDX #SearchFest

34. About Search Influence • Helping customers successfully market online since 2006 • We work with thousands of clients, directly and as a white-label provider • Scalable Solutions Powered by Experts • Search Influence: • 50+ full-time employees • 60+ contract writers • 12 Google AdWords Pros • 3 Google Analytics Pros • Reputation: • 2011 Inc. 500 honoree • Recognized leader in search and social for local business • Over a decade in online media @w2scott @SEMPDX #SearchFest

35. As Seen In: @w2scott @SEMPDX #SearchFest

36. SI on The Updates Google “Farmer” Update: Big Panda Makes Mountains and Molehills Google's Comin', Yo! Penguin Update Resources You Can Use SEO is Dead! Long Live SEO! Be Semantic: How to Install Microdata @w2scott @SEMPDX #SearchFest

37. Thank you! Will Scott – searchinfluence.com/blog – wscott@searchinfluence.com – twitter.com/w2scott @w2scott @SEMPDX #SearchFest

Editor's Notes

So, who’s planning, who’s doing, and what do they think about it.
Affinity
Page, Content or Event
New Facebook Rule – no more than 20% of image can be text
When Facebook rolled out sponsored stories, EdgeRank became much harder to obtain. So now, you have to pay for it.
I’ve lived in the south for the last 25 years. What are you going to do.

Facebook Marketing - Spreading the Love #searchfest 2013

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Editor's Notes