facebook - beyond the fundatmentals (oms 2010)
TRANSCRIPT
Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI
Presented by: Michael Weisfeld
February 2010
Michael Weisfeld – Senior Strategist
“Big 5” Management consulting background
Online marketing industry since 2002
Expertise:
Strategy
Social Media
SEM
Usability
September 13-15, 2009 2
Facebook Fan Page Experience
September 13-15, 2009 3
Watkins
Hot Spring Spas
Bumble Bee
Food’s BeeWell
Miles
American Red Cross
Blood Donors
Sample of clients we’ve worked with to launch fan pages …
Agenda
Facebook Introduction
Platform Constantly Changing
Monetization vs. ROI
AIDAA Model for Facebook
Awareness
Interest
Desire
Action
Advocacy
Optimization
Resources
Monitoring and Reporting
Conclusion
September 13-15, 2009 4
@BOLSocial
if Tweetting about this session,
please use this hashtag:
#OMSFB
Follow the BusinessOnLine
Social Media team on Twitter at:
Schedule a Social Media Lab
September 13-15, 2009 5
• Schedule a Complementary Social Media Lab– Review an audit of your Facebook Page
– Discuss different Facebook related tactics that can help satisfy your
marketing objectives
http://labs.onlinemarketingsummit.com/
Facebook Fan Page Experience
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Audience Participation
Raise your hand if you
have used a Facebook
fan page as part of your
marketing mix.
Awareness
Interest
Desire
Action
Advocacy
Insights
FACEBOOK INTRODUCTION
Astonishing Statistics & Online Social Hub
D2Cshow.org September 13-15, 2009 7
Facebook Explosion
8
132,000,000Highest record in the site’s history
unique
visits
To put it in context …
Facebook is more popular than Yahoo!
http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/
Facebook Explosion
Facebook the leader in social networking survey, 8.04.09
400,000,000+
The number of people actively using Facebook –
equivalent to the population of Indonesia, the
world’s fifth-most populous country
registered
users
Facebook Explosion
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
5,000,000,000
The number of minutes spent on Facebook each day
min per
day
Facebook Explosion
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09
1,000,000,000
The amount of content (web links, news stories, blog
posts, notes, photos, etc.) shared each week on Facebook
posts
per
week
Average User Activities
http://mashable.com/2010/02/10/facebook-growth-infographic/
> 55 minper
day
FACEBOOK PLATFORM
A Holistic Perspective
Social Media Broadcast System
Social Media Broadcast System
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Multiple forms of Facebook
17
Facebook Web Application Platform
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Facebook Database
Data Path
Facebook Domain Web Server Domain
Facebook Web Application Platform
Facebook Homepage
Last updated: February 2010
Facebook Homepage Heat Map
GETTING VALUE FROM FACEBOOK
Monetization vs. ROI
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Monetization vs. ROI
ROI
Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook
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Monetization
Focused on developing a revenue
model via affiliate marketing and third
party advertisements on the Facebook
platform
Monetization vs. ROI
ROI
Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook
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Monetization
Focused on developing a revenue
model via affiliate marketing and third
party advertisements on the Facebook
platform
Targeted Objectives
Lead Generation
Brand Awareness
Campaign Promotion
Brand Reputation
Brand Loyalty
Customer Support
Conversions
Identifying Influencers
Target Audience Insights
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25
AIDAA Model for Facebook
26
aid
aa
Goals
Get a visit
Become a fan
Engagement
Interaction
Website Visit (referral)
Conversion
Phase
Promote
Publish
AWARENESS
Getting a Visit
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Awareness
Objective:
Gain a visit to your Facebook page, event, application advertisement or other initiatives.
Tactics:
Cross Promotions with webpage, other Facebook pages, Twitter and other social media sites
Facebook Ads
Fan Boxes
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Social Media Cross Promotion
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1
32
1
3
Favorite Pages
Use the Favorite Pages
application on other
Facebook Pages that you
admin.
Home Page Promotion
Cross promote your
Facebook page on your
home page. Make the
call to action distinct and
noticeable.
Twitter & Others
Promote your Facebook
page on other social
media channels like
Twitter, Blogs, Forums,
LinkedIn, etc.
Marketing Collateral Cross Promotion
NewslettersInvite fans to talk about articles or share their thoughts on your fan page.
Email Blasts Dedicated campaign to your customer base requesting they become a fan.
Signage & ReceiptsSubtle reminders of offline collateral.
Facebook Ads
2
1 3
4Fan Page Ads
Directs users to the Facebook fan
page. Allows users to become a
fan directly from the ad.
Interactive Ads
Integrated social activities
interactive ads for the Facebook
fan page.
Website Ads
Directs users off Facebook
and onto a specified landing
page on a website.
Skyscraper Banner Ads
The image rich ad provides
more branding and a link to a
landing page.
21
3
4
Fan Boxes
1
2
1
3
Fans/Friends
Users can see how many fans you have on the
page and some of their friends that have
become fans
The Fan Box
A social widget allowing visitors of your website
to become a fan of your Facebook page directly
on your website
Recent Wall Posts
Users can see recent posts from the wall,
which update in real time based on the
activity on the Facebook page
1
2
3
INTEREST
Becoming a Fan
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Interest
Objective:
Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group
Tactics:
Facebook Fan Page
Consistent, substantial content on the wall
Facebook Group
Applications
Event Page
Fan Pages vs. Groups
Item Fan Pages Groups
Wall Posts are Fed Into Fans Newsfeed X
Vanity URL X
Name of Creator Is Hidden X
Members Can Invite Others X X
Message Members X X
Insights X
Videos, Photos, Events X X
Facebook Ads X
Facebook Fan Box X
Applications and FBML customization X
Fan Page Tabs
A maximum of 6 tabs can show at a time
Tabs 7+ are only accessible via arrow at the right of the tabbed navigation
There are 3 types of tabs which allow for a variety of customization and functionality.
Default Tabs
Application TabsFBML Tabs
Tabs 7+
1
2 3
Fan Page Tabs Comparison
ApplicationsTabs which are dedicated to
Facebook or 3rd party
applications such as
Discussion, Notes, or
YouTube Box
DefaultTabs which cannot be deleted
from the Facebook page.
These include Wall, Info and
Boxes. Wall and Info always
remain as the first 2 tabs on the
page. Boxes can be relocated
within the tabbed infrastructure.
FBMLFull FBML Tabs can be used to
accomplish specific needs
within a page. FBML pages are
essentially 750 pixel wide web
pages. Limit is 10 tabs.
Customizable Tab
Name
No No Yes
Add Creative
Elements / Calls-to-
Action
NoThere is an exception if the app
is built to allow for
customizability
YesUsing FBML, creative elements
may be added to the left hand
side of the Wall and Info tabs
(same on both) and anywhere
within the Boxes tab.
YesCreative elements may include
pictures, video and flash.
Change placement
of elements
No There is an exception if the app
is built to allow for
customizability
YesElements may only live in the
column it originally resides in
some cases.
YesNo limitations
low high
Customization
Fan Pages Customization Examples
2
13
2
1
3
4
Embedded Search
Ability to search for content directly on the
Facebook page without having to navigate
off until the user finds what he’s looking for.
Exclusive Offers for Facebook Page
Fans Only
The offer is not triggered unless the user
becomes a fan first.
Facebook Share Button
The share button allows the user to easily
share a specific content with their friends
on Facebook.
Intriguing Product Listings
A list of promoted products that users can
see on the Facebook page and links to a
detailed product landing page for the
specific product.
4
Examples
Tips for Group pages
2
1
3
4
Invite Friend’s to the Group
Member invitations are effective for quickly
increasing the awareness of the group.
Seed Discussion Board
Trigger conversation topics to drive
interaction and questions.
The Wall
Answer questions and provide brand
updates via the wall.
Multimedia
Multimedia on groups include photos,
videos, and links. Allow users to post
pictures, videos, and links to the group.
2
1
3
4
DESIRE
Interaction & Engagement
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Desire
Objective:
Provide relevant content that promotes user interaction and engagement amongst each other and with the brand
Tactics:
Browse Page
Interactive Catalogs & Tools (surveys, polls, quizzes)
Wall Posts
Promotions/Contests/Applications
Social Context
The Makings of a Facebook Team
Skill Sets
Strategist/Analyst
Graphics Designer
Web Coder
Customer Service Rep
Microblogger
Buzz Monitor
Personality
Creative
Professionally Social
Open to learning new technologies
Organized
Proactive
Detailed-oriented
Develop a Content Strategy
Keep in mind your target personas
Consider your resources and budget
Establish an editorial calendar
Discovery & Strategy
Baseline buzz & analytics to fuel content ideation
Keyword research
Align content with marketing mix, marketing calendar, and
content hosts
Logistics
Secure internal resources
Develop content rollout timeline
Purchase the necessary media
Creation
Create content
Build digital asset charts for each piece of content
Execution
Launch Content
Promote Content
Maintenance
Maintain Content based on Industry and Technological
Trends
Follow-up Promotions
Example Types of Content
Tip: try various types of content and measure fan interaction
PersonalInformative
Transactional
Interative
• Photos• Videos• Games • Animation• Music
• Forms• Online Applications• Contests• Reward Programs
• Facts• Figures• Data • Knowledge• Statistics• Widgets
• Testimonials • Stories• Comments• Questions• Badges
Create Engaging Wall Posts
1
2
1
3
Utilize Photos and Links
Updates with imagery is more likely to
capture audience attention.
Targeted Messaging
Status updates can be directed to
individuals from a specific location
and speak a certain language.
Individual Post Insights
Understand which types are generating
the most feedback from fans in the
form of comments and likes.
2
3
Send Fan Updates from your Fan Pages
Attachments:
• rich media
• 3rd party apps content
1
2
Targeting Tools:
• location
• demographics
Social Context (Personalization)
Social context is the application of a user’s social profile in determining what products and services are marketed to the user
Benefits to eCommerce
Promote products that interest the user
Create an association with fan and products / services
Create a more intimate relationship with the user
Generate buzz
Social Context – Volkswagen
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Social Context – Volkswagen
Social Context – Volkswagen
ACTION
Making the Conversion
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Action
Objective:
Provide outlet channels where users can connect to a specific website landing page where a conversion can be made
Tactics:
FBML Tabs, Content Blocks, & Banners
Applications
Coupons / Sweepstakes / Contests
Interactive Catalogs
Landing Pages
Call to Action Process
Become a Fan
Browse Fan
Page
Click through
to Website
Facebook Fan Coupon – Bumble Bee
Facebook Fan Coupon – Bumble Bee
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Facebook Fan Coupon – Bumble Bee
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Interactive Catalogs – Staples/Target
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Applications – H&R Block
New Facebook Promotion Guidelines
Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative.
You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook.
Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook.
Such as: Tag a photo, update status
Entry into your promotion CAN be conditioned by having people become a fan of the page.
Tab that becomes visible when user becomes a fan
Users can only enter the promotion from the applications tab (ie. third-party app or FBML tab)
ADVOCACY
Spreading the Word
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Advocacy
Objective:
Provide content and tools that are easy for users to share and distribute through throughout the social media landscape
Tactics:
Wall Posts
Facebook Share
Member Invitations
Embeddable Widgets & Badges
Ratings & Reviews
Facebook Connect
Benefits:
User Authentication
Publish to news feed
Personalization
More Info on FB Connect:http://www.facebook.com/connect
http://developers.facebook.com/connect.php
http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites
Solution for integrating Facebook features with a website.
Facebook Connect – BeeWell Miles
Facebook Connect – Earned Media
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Tip: Return on
Investment (ROI)
Each time a fan
publishes their activity
to their newsfeed is
the even more
valuable than a paid
advertisement.
ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)
Faecbook Fan Badges - ARC
Allow fans and internal advocates to add a badge to their blog, website, or Facebook page
http://www.facebook.com/facebook-widgets/index.php
OPTIMIZATION
Meta Tagging with Keywords
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Optimizing Search Engine Results
Keyword focus your “About Box”
Assign Meta Data to Digital Assets
MONITORING & REPORTING
Forming Strategic Decisions
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Monitoring & Reporting
Objective:
Actively monitor and analyze data generated from Facebook activities
Define go forward strategies supported by these statistics
Tactics:
Facebook Insights
Google Analytics
Campaign URLs
Facebook Insights
Data Provided:
• demographics
• page activity
• ad performance
• trends
• interactions
Campaign codes for outbound links
Source: Facebook Page Name
Medium: Facebook Page Tab
Name: Description of the Link
1
2
3
4
5
6
7
8
9
Example:
http://www.beewellmiles.com/BCNOS/?utm_source=BWM
%2BFacebook&utm_medium=Boxes&utm_campaign=BW
M%2B2_5
Google Analytics
CONCLUSION
Wrap-up and parting thoughts
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People Do A Lot on Facebook
http://mashable.com/2010/02/10/facebook-growth-infographic/
In Summary
aid
aOp
tim
ization,
Monitoring &
Report
ing
a
Goals Activities (On Facebook) Activities (Off Facebook)
Get visit
Become a fan
Engagement
Interaction
Website Visit (referral)
Conversion
Ads
Promotions
Newsfeed Impressions
Favorite Pages
Group
Fan Page
Applications
Event Page
Wall Posts
Browse Page
Interactive Catalogs & Tools
(surveys, polls, quizzes)
Wall posts
Promotions/Contests
Landing Pages
Coupons
Promotions/Contests
FBML Banners
Link to Facebook
Fan Box
Twitter & Others Updates
Phase
Promote
Publish
Wall Posts
Facebook Share
Invite
Embeddable Widgets
Share
Invite
Landing Pages
Fan Box
Big Takeaways
Consider using paid ads for promotion
Add content giving fans something to do/read when on the page
Post a variety of content types and measure what trigger the most interaction from fans
Plug in RSS feeds from blogs and other platforms
Develop something transactional on your website to trigger fans to publish to their wall
Tag all transactions with website analytics codes to help with tracking
Conclusion
Communication platform offering many capabilities for brands, even B2B.
Future of facebook? - new features and functionality
Stronger analytics insight
Real-time search
Virtual currency
ONLY BECOMING A MORE POWERFUL PLATFORM
Community Participation Matrix
Review
Discuss
Determine
Interested?:
Give me your business card and we will send in follow-up.
“Is Your Company Social” Webinar
Key Points of InterestElements of Social Media and Why It’s Important
Real World Examples of How Social Media Has Helped Accomplish Business and Marketing Objectives
Metrics and Key Performance Indicators to Measure Your ROI
Proven Strategies and Best-Practices for Executing a Social Media Campaign
http://www.businessol.com/forms/social-media-marketing-session-2-your-company-social
Questions?
September 13-15, 2009 82
Michael Weisfeld
P 619.699.0767 [email protected] Twitter: @mrweisfeld
http://www.businessol.com/about-us/our-team
http://www.linkedin.com/in/michaelweisfeld
Follow the BusinessOnLine
Social Media Team on
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@BOLSocial