Download - Facebook Presentation
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Facebook: Effective Use for Retail
Andrew McCrea: Digital Director, Mammoth
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Agenda
1. Facebook
2. The Business Case
3. Killer Facebook Pages
4. Involvement and Moderation
5. Get Found
6. Mobile
7. Love Your Customer
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Facebook Usage
100 Million
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Facebook in Business
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Exercise 1
Why Would You Want or
Need a Facebook Fan
Page?
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The Business Case
• Viral
• Sticky (Stickier than Google)
• Keep Up with Competitors
• Instant Feedback
• Inform
• Loyalty
• SALES £££££££££
• Engagement
• Awareness
• Connects Online & Offline
• Mobile Market
• Protect Yourself
• Direct Source of Revenue
• SEO
• HR
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Killer Facebook Pages – Setting Your Goals
• Build and interact with communities
• Increase sales
• Promote events and campaigns
• Boost brand loyalty
• Increase brand awareness
• Drive traffic
• Learn more about your customer base
• Instant feedback about services or products
• Improve engagement
• Improve customer service
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Killer Facebook Pages – Getting Started
• Create a Business Account – DON’T use a Group!
• Set up administrators
• Register your location(s)
• Get Fans
• Align actions with your GOALS
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Killer Facebook Pages – Basic Apps
• FBML
• Flash
• RSS
• Don’t forget the basic tab functionality
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Killer Facebook Pages – Landing Pages
• Effective landing pages should turn potential customers into
subscriber
• They need to want to “Like” you
• You can define a custom landing page that all new visitors will see
first. “Make an Impression”
• Once you’ve amassed lots of fans you shouldn’t be afraid to change
your landing page, to support marketing campaigns.
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Product - Show, Search and Sell…
- Integrate F-Commerce shopping experience
- Divert users to your online store
- Display a gallery of product
- You can Include a search tool
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Facebook – Your Social Media Hub
• Can be the heart of your social media strategy
• Prominent links to your website and other platforms can be added
• You can include links to social media profiles e.g. Twitter and Facebook
• Accepts all content types to engage audiences and “show off” the brand
• Easy to set up and maintain
• No costs for hosting
• In built content management system
• Can easily embed content from your external sources
• SEO benefits
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Killer Facebook Pages – Content is KING
• Content must be compelling enough to Share
• Start by creating custom tabs via the free FBML app
• Test, Test and Refine (Use Insights) and you’ll discover
– What topics interest your fans the most
– What Tone of voice to use
– The Best Time of Day to comment
– Which messages are likely to be shared the most
– Which messages invoke emotional appeal
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Killer Facebook Pages – Offer Value
• Is it fun or entertaining?
• Is it useful?
• Does it breed and encourage loyalty?
• Can it Save people money?
• Does it boost your reputation?
• Does it promote engagement?
• Does it reward customers / fans?
• Can you gain insight?
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Moderation and Involvement
• Lay down the ground rules
• Let the conversation flow and respond quickly
• Listen and react promptly, even if it’s bad.
• Make your fans feel special
• You can set the agenda
• Give your full contact details
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IF YOU BUILD IT
THEY WILL COME…
RIGHT?
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Exercise 2
HOW CAN YOU
GET FOUND AND GET
FANS?
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Get Found - The Basics
• Publish regular and interesting content
• Import blog and other content via RSS, AND by updating your status
updates on a regular basis.
• Get “Friends” to share and spread the word
• Tag people in photos at any store or promotional events or awards
• “Claim” your place
• Post an Ad
– CPM or CPC model
– Highly Targeted
– -Manage your own budget
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Get Found - SEO
• Name your page after your brand (You’ll get penalised otherwise)
• Define your URL - www.facebook.com/yourbrandname
• Create tabs and add keyword-rich text and links
• Link to your fan page from your websites / blogs / twitter to create
inbound links
• SEO “TO THE MAX” your About box.
• Fill out your info tab to drive traffic from SEO
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Get Found – Push Tactics
• Put the Facebook fan page widget on your website or blog
• Promote, promote, promote.
• Get staff to share and promote
• Include on email footers, e-zines
• Integrate with offline activities and marketing
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Mobile
• Facebook apps
• Facebook Places
• “Check In” to receive offers
• Individual deals pushed to mobile to drive in – store traffic
• Use QR codes to drive users to specific Facebook centred content
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Timeline is Coming – FOR BRANDS
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FINAL LESSON…
LOVE YOUR
CUSTOMER
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Love Your Customer
• It has to start from an adoration of your customer
• Be focussed on giving – not receiving
• Embrace – not ignore
• Respond to their feedback and actions
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Otherwise you can FAIL
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