Facebook Marketing

Jay Feitlinger

Back in the Black: April 28 – 29, 2011

Avoid these 3 common mistakes

• No Social Media Strategy– Tone / Consistency

– Not Investing Time

• Selling / Broadcasting– Provide fans relevant

and engaging content

• Breaking The Rules– Profile vs. Page

– Promotions

– Tagging

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Instead focus on these 3 areas

• Be a real person

• Share valuable and relevant information– Don’t use automated tools

• Listen to the community and respond

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Get Heard!

Create Awareness• Email

• Website

• Social Plugins

http://developers.facebook.com/docs/plugins/

Want to give away an iPad?

http://www.facebook.com/promotions_guidelines.php

Advertising on Facebook

1. Determine Campaign Goals

2. Create Ads

3. Set Facebook Targeting

4. Test Test Test

5. Measure Results

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1 - Decide on Goals

• Customer Feedback

• Brand Awareness?

• Driving traffic to external site?

• Driving traffic to a Facebook fan page?

• Fan Growth?• Quantity vs. Quality Debate

2 - Types Of Paid Ad Options

• Standard Ad

• Sponsored Ad

• Poll Ad

• Event Ad

• Sampling Ad

• Video Comment Ad

• Sponsored Story Ad

Facebook Ad Guidelines

Title (25 characters)

Links to Page on Facebook

Title should match the name of Page

Image or Video Thumbnail

(110 X 80 pixels)

Links to Page on Facebook

Body Copy

(135 characters)

Like

# people like [your brand]

Driving Traffic Off Facebook

3 - Targeting

• Geography• Search / Network• Mobile• TV• Keywords• Site Placement• Mobile• Gender• Age

• Geography• Language (over 70)• Workplace• Connection Targeting

• Page, Event or App• Education / Work• Degree• Likes and Interests• Relationship status• Age / Birthday• Gender

4 - Test Test Test

• Getting better results through experimentation

• Be sure to set a control ad to test all your changes against

• Make sure you only change one part of the ad (i.e. copy, targeting, etc.) at a time

• Run your test for at least a week to get reliable results

5 - Measure Results

• All Facebook Ad Stats as well as fan page:– Tab Views - where people are going– External referrers– Post Feedback– Monthly Active Users– Page Views

Learn from Others

Facebook Marketing Summary• Be authentic

– Develop Relationships– Be Yourself

• Create exciting content– Engage the fans– Don’t use automated tools– Leverage Facebook Wall Feed formula

• Target your message to the right audience– Cost per click not Cost per impression– Constant Testing

• Plan for conversion– Landing page will be representative of the information in your ad– Showcase what you're promoting

• Learn from your own data– Listen to your fans and prospective customers– Monitor Facebook Insights

• Learn from others– Websites such as All Facebook & Social Media Examiner– Examples such as Audi & Disney

Questions ?

jay@stringcaninteractive.com

@JayFeitlinger