convert facebook fans to dollar signs
DESCRIPTION
AJ Gerritson, Founder of 451 Marketing and thought leader in the social media and digital public relations space, will teach attendees how to acquire fans, foster interaction and conversation, and convert these interactions into foot traffic in this free webinar. Using industry statistics, step-by-step instructions, and industry case studies, AJ will teach attendees how to optimize their Facebook presence and interactions to create new business and convert current customers into digital brand evangelists.TRANSCRIPT
Convert Your Facebook
Fans into Dollar Signs
AJ Gerritson Founding Partner
617.986.0224
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
linkedin.com/in/ajgerritson
@ajgerritson
www.451Marketing.com
Convert Your Facebook
Fans into Dollar Signs