salesforce marketing cloud webinar: how to effectively engage your customers on facebook

@EkaterinaWalter

How to Effectively Engage Your

Customers on Facebook

Ekaterina Walter

Social Media Innovator, Intel

Author of “Think Like Zuck”

@Ekaterina

• One billion monthly active users

• Approximately 81% of monthly active users are outside the U.S. and

Canada

• 584 million daily active users on average

• 604 million monthly active users who used Facebook mobile products

• Almost one billion pieces of content are shared on Facebook daily

• 300 million photos uploaded to the site per day

• 24.3 percent of the top 10,000 websites in the world have some form of

official Facebook integration on their home pages

• In the United States, one in every five Internet page views occurs on

Facebook.com

Why Facebook?

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40% of Fortune 100 Companies Show Website Traffic

Decreasing

Source: Adgregate and Webtrends

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Brand Ambassadors

Die Hard Intel Fan - Damien Bayless

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News Feed

Facebook: ~16%

of your fans see

your content in

their News Feed

on any given day

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Take off your marketing hat

and put on your user hat!

Engagement = Growth

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Know Your Audience

Develop Your Brand Voice

Develop your own brand identify, your specific brand voice.

For example, if your brand has a fictional spokesperson, use

their voice.

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Be Human. Be Spontaneous.

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Respond

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Offer a Challenge

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Encourage Shares and Mentions

To tag someone, type @ and then the friend’s

name or name of the page you are the fan of

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Activate Your Fans… Put Them in Charge

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Celebrate Milestones

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Offer an Inside Look

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Use Photos

Facebook: 2X engagement with visual

@Ekaterina Facebook: 2X engagement with visual

Keep it short

A study by Buddy Media showed that posts 80 characters or

less in length receive 27% higher engagement rates.

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If you plan to

advertise on

Facebook, your post

should be no longer

than 90 characters.

Be Seasonable and Timely

Fans are more likely to engage with topics that are already

top of mind (current events, holidays, news).

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Facebook: posts

mentioning

Independence Day

on July 4th

generated about

90% more

engagement than

all posts published

on that day

Fill-in-the-Blank Posts

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Facebook: fill-in-the-

blank posts generate

90% more

engagement than the

average text post.

Content Considerations

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Format

• Short, skimmable

• Try to use less than 250 characters (90 is optimal)

• Don’t forget critical info (dates/times/links/eligibility) • Include call to action

Content

• Tips, how-to tutorials

• Bring in experts for weekly chats

• Fun facts, trivia, breaking news/announcements

• Polls, questions, fill in the blank

• 3rd party content on the topic

• Exclusive offers/content

• Video and photos where possible

• Fan posts

• Seasonal and timely posts

• Build anticipation leading to an event/announcement

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Use Cover Photo Creatively

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Use Cover Photo Creatively

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Use Cover Photo Creatively

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Visual Synergy: Cover Photo, Profile Image, App Images

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Target Your Status Updates

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Post Frequency and Timing

Source: comScore

Facebook: engagement

with pages is highest

9pm-10pm, with 18-24

age group most active

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Cross-Platform Approach

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Cross-Pollinate.

Promote both online and offline.

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Facebook + Email

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Managing Your Presence

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Moderation Guidelines

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Moderation Guidelines (cont.)

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Analytics

• Growth

• Reach

• Engagement

• Demographic

• Content strategy

• Media investment

• Competitor analysis

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Consider Sponsored Stories

Source: PageLever

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Facebook Ads Help Increase Engagement

Engagement

after post was

promoted

Organic

engagement

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Scaling Globally

Infrastructure

• Publishing

• Monitoring/moderation

• Customized tabs creation

with branding consistency

• Applications

• Intel branded asset library

• Analytics

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FACEBOOK STRATEGY

Consistent Branding

Training/ Editorial Calendar

Guidelines/ Playbooks

Governance/ Voice

Tools Looking for Engagement Tips and

Tricks?

• Digital IQ Training: DigIQ_505 Facebook

Community Manager Series (for existing and

approved Facebook community managers

only)

• Course goes over all elements of the page

you need to know, lots of engagement tips,

tricks to help increase your organic fan growth

Enablement

Monthly Forums

@EkaterinaWalter

Blog: www.ekaterinawalter.com

Twitter: @Ekaterina

Book: bit.ly/Think-Like-Zuck