convert facebook fans to dollar signs

Convert Your Facebook

Fans into Dollar Signs

AJ Gerritson Founding Partner

617.986.0224

aj@451marketing.com

linkedin.com/in/ajgerritson

@ajgerritson

www.451Marketing.com

Agenda

• Background on Facebook

• 8 Steps to Leveraging Facebook

for Your Brand

• Q & A

There’s This Little Site…

>900 Million Users

(if it were a country, it would be the 3rd most populated)

1.3 billion 1.1 billion 311 million 900 million

(Qualmann, Socialnomics, 2010)

Americans Spend More Time on

Facebook Than Any Other U.S. Site

Average Facebook Visit is 20 Minutes

80% of Businesses

on Facebook

39% of Plan on Spending

$$ on Facebook in 2012

Facebook Statistics 2012: An average Facebook user has 130 friends and likes 80 pages 56% of consumer say that they are more likely recommend a brand after becoming a fan Each week on Facebook more than 3.5 billion pieces of content are shared

Why Do Users Brands?

58% are customer

of brand

57% want to receive

discounts and

promotions

Mashable, 2012

More than 350 million Facebook users access Facebook through their mobile devices More than 475 mobile operators globally work to deploy and promote Facebook mobile products

91% of mobile internet access is to socialize

425 million mobile Facebook users

Mobile internet access doubled every year since 2009-2011

Goals for Using

• Branding & Loyalty

• Increase Fans & Awareness

• Promotions & Events

• Sales

• Central Hub for Social Interaction

Steps to Building Your

Brand on Facebook

1. Integrate Facebook Into

Overall Marketing Strategy

2. Claim Your Place

…and Assign Administrators

3. Establish Your Brand

Just Like a Storefront,

Important to Create a Branded

Identity on Facebook

Timeline As of March 30, all brand pages have changed to Timeline

What does this mean for your brand?

Opportunities for Branding!

Cover Photo

Gives you the opportunity to get creative and further extend your brand experience for Facebook users.

Timeline Apps and Tabs

“About” Section

4. Invite Your Customers!

Remind Customers Offline

That You’re on Facebook

5. Join the Conversation

…to Encourage Engagement

Make Content For Your

Audience, Not For You

Anatomy of a FB Post Content

Media Link

≤ 250Characters

Author

Encourage Conversation

Questions

Encourage Conversation

Polls

Encourage Conversation

Photos

Encourage Conversation

Videos

Promotions

Events

Posts on Timeline

Added ability to “pin”

posts to keep them top

of mind for your fans -

great for events,

promotions, featured specials.

Posts on Timeline

• You can star images to double their width

• This creates more vivid eye-catching images

Larger, more eye-catching

images to showcase

events, drink specials,

special guests at your venue

1 Billion pieces of content

including photos, videos, and

links shared every day

Integrate With Other Social Channels

Private Messages

New With Timeline – To Take Conversation Offline

6. Take Advantage of

Facebook Advertising Boston +5 miles

Women

21-30

Single

Video Comment

Sampling Like

Event

Poll

Facebook Ads

Leveraging Check-Ins as Ads

Largest Publisher of Display Ads

> More than Yahoo!, Google, Microsoft, and AOL Combined

of Brand “Likes” Come From Ads

7. Follow Through

Define Content Topics & Create Content

Schedule Share!

8. Measure Your Results…

…and Adapt!

Facebook Insights

Insights

WHAT types of content generate the most engagement

WHERE (geographically) and WHO (demographically) is engaging with your brand

WHEN the best times are to post content for your audience

Case Study: Heluva Good!

Case Study: Heluva Good!

Goals:

• Expand Facebook following by generating

brand awareness

• Drive contest entries

• Increase “likes”

• Stay within $2,500 budget

Defined target audience: women, particularly

mothers, ranging in age from 18-45

Developed two keyword targeted Facebook campaigns

Case Study: Heluva Good!

barbeque barbecue bbq grilling backyard barbeques cookouts

women who like barbeque family

cookouts cookouts with friends

Leveraged strategic keywords & incorporated an array of

images for Facebook Ads to maximize exposure

Case Study: Heluva Good!

4,210 “likes”

5,566 clicks

4,595,643 impressions

Case Study: Heluva Good!

$2,485 (under budget!)

Think CPM – it would cost at least $9,000 for this volume

of impressions

1. Integrate Facebook Into Overall Social Media Protocol

2. Claim Your Place & Assign Administrators

3. Establish Your Visual Brand Presence

4. Invite Your Customers – Online and Off

5. Join the Conversation – Content, Content, Content!

6. Take Advantage of Facebook Ads

7. Follow Through – Be Consistent!

8. Measure Results and Adapt

In Review

Questions?

• Founded in 2004

• Based in Boston

• 30 Communications

Professionals

• Partners Nicholas Lowe,

AJ Gerritson, and Tom Lee

• Named a 2011 & 2012

AJ Gerritson Founding Partner

617.986.0224

aj@451marketing.com

linkedin.com/in/ajgerritson

@ajgerritson

www.451Marketing.com

Convert Your Facebook

Fans into Dollar Signs