facebook marketing: penrith

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All product and company names mentioned herein are trademarks or registered trademarks of their respective owners.

[email protected]

M: +61 433 343 120

T: (Australia Wide):1300 618 418

T(Intl): +61 2 8065 6758

/MaverickMavOz

Facebook Marketing

mailto:[email protected]

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Maverick Mav

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Proud Sponsors of

Social Media Marketing Sponsors

Read Akash’s article on Facebook Marketing

Unleash Facebook Marketing Potential - See Video

Internet & Social Media Marketing Partner

Maverick Mav Credentials

http://maverickmav.com.au/blog/facebook-marketing-diy-steps-for-small-businesses/




http://maverickmav.com.au/blog/

http://maverickmav.com.au/blog/

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We give complete digital marketingsupport

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Disclaimer

• We have strived to be as accurate and complete as possible in the creation of this presentation, notwithstanding the fact that we do not warrant or represent at any time that the contents within are accurate due to the rapidly changing nature of the Internet.

• While all attempts have been made to verify information provided in this presentation, we assume no responsibility for errors, omissions, or contrary interpretation of the subject matter herein. Audience is cautioned to rely on their own judgment about their individual circumstances to act accordingly.

• This presentation is not intended for use as a source of legal, business, accounting or financial advice.

• All product and company names mentioned herein are trademarks or registered trademarks of their respective owners.

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1. Introduction

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HeHeheMaverick Mav Pty Ltd

We as People & Businesses know other people & Businesses – 1st Degree Connections

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These 1st Degree Connections know other People & Businesses – 2nd Degree Connections

1st Degree 2nd Degree

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Through Social Media Platforms

1st Degree 2nd Degree

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Greatly broaden your brand’s exposure – Fish where the Fish are

• Currently over 1 billion Facebook users worldwide

• Users spend more time on Facebook each month than any other website – more than Google, Youtube, Yahoo etc

• Over 11 million Australian users

• Almost 7 million of those check Facebook daily…

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Go Viral with ‘Recommendations’

• Trusted recommendations are highly valuable for a brand

• Each Facebook user has 140 friends on average

• 41% more likely to recommend a brand

28% more likely to continue using them

$136.38 Average Value of Fan

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Your Business Presence within your Consumers world

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Your Business Presence within your Consumers world

• Unlike a website, you are connected to your customers and can interact with them on an ongoing basis

• Unlike a website, when customers interact with your page it is seen by their friends – Word of MOUSE marketing

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Custom Design / Experience for your Business

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to help you build a stronger brand

Facebook Applications

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Custom Experience for your Business- Real Estate

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Custom Design for your Business Custom Tabs

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Custom Design for your Business

• Can embed Google Maps to show the location of your business or other important locations

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Display & Self Manage Products from your Online Store (+ Get Social Media Viral Effect!)

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Display & Self Manage Events, Seminars, Courses (+ Get Social Media Viral Effect!)

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Display & Self Manage Multiple Store Locator

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Run Contests, Promotions (+Go Viral!)

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Ask Customers About why they like existing products & Leverage

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Effective Marketing Campaign Development

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Get feedback for creating Successful Products

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To End Political Debates

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INCENTIVISE TO CONNECT TO YOUR BRAND

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INCENTIVISE & REWARD Fans

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INCENTIVISE TO CONNECT TO YOUR BRAND

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INCENTIVISE & REWARD Fans

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Go Viral With Fan Interaction (‘Like’ Effect)

When someone ‘Likes’ a page…

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The Benefits of being ‘Liked’

…Their friends hear about it on their News Feeds!

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The average Facebook user has 130 friends*… that’s a lot of exposure for your page from just 1 click!

*Source: Facebook

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Go Viral – With every interaction from Fans

• When Fans Interact with your Events

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Events Pages

• Remember, the average Facebook user has 130 friends!

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When Fans Answer Questions

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Even when people & Fans interact with your website

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The interaction goes Viral!

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2011 •Understanding SM

•Is it a hype?

2012 •Setup

2013 •Execution

•Management

•Part of your Marketing & Support Strategy

Timeline

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012

Extensive Presence

Some Social Media Presence

No Social Media Presence

Internal Research. Approximate %age

Embracing Social Media

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2013

Burning QUESTIONS?

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2013How do we:•Increase Fans/ Followers/ Connections

•Get Sales

•Increase Customer Satisfaction

•Grow Business

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AnswerIt is NOT About:•Setting up Accounts, Welcome Page, Cover Photo, ……..

•Posting Status Updates or offers

•Spamming Newsfeeds

•Uploading Photos

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It’s AboutStrategy

Tactical Action Plan or Roadmap

Sophisticated Setup- Apps

Engagement- Stories in Newsfeed

Attractive Campaigns- Go Viral

Measurement

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It’s About

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Features & Best Practices

Social Graphs- Beyond Like (Cooked, Listened Actions)

Social Plugins

Recommendation plugin

Facepile pluginOpen Graph Protocol

Success Factor

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Page Policies

Page Policies! Cover Photo T& C

Success Factor- Platform Policies, Promo guidelines, Branding T&C

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Algorithms, Workflow, Applications, Analytics

EdgeRank

Group Deal

Success Factor

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Week 6Week 1

Week 2 Week 8

Reach 600- 800 Fans

NEXT

Launch Photo Voting Contest

- 3rd party app

Offer Strategy

Reach 300 Fans

1 Status Update per day. No Offers or Sales Messages!

Success Factor- Roadmaps

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Developing Conversation Calendar + Creating & Posting regular status

updates

*

OCTOBER 2012

Sun Mon Tue Wed Thu Fri Sat30 1 2 3 4 5 6

7Claim vanity URL

8 9 10Roadmap submission

11

Customer Approval

12

Initiate collateral design

13

14 15Share conversation calendar

16Prepare Status updates once conversation calendar approved

17 18

Prepare FB Ad campaign to land on the photo voting contest

19

Apply approved tab appsApply approved collateral

Initiate FB campaign

Begin posting updates

20

21 22

Get ad approval

23Email blast to database first 200 people Offer

24Activate Ads

Photo contest begins

25Thank you Email of 200 Fans free offer to T database

26 27200 Fans winner announcement on Facebook

28 28 30 31 1 2 3

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After becoming a fanBefore becoming a fan

Success Factor- Setup as per Strategy. Change as per Roadmap

Maverick Mav Pty Ltd

IS YOUR WEBSITE Integrated?

Success Factor

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When someone ‘Likes’ a page…

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…Their friends hear about it on their News Feeds!

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The average Facebook user has 130 friends*… that’s a lot of exposure for your page from just 1 click!

*Source: Facebook

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The Benefits of a Page

Profile vs. Page

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Your Facebook Business Page

• It is necessary to own a Profile in order to create a Business Page. However you must restrict your business activities to your Business Page.

• It is against Facebook’s terms and conditions to run your business using your Profile, and Facebook may shut down your Profile if you use it for business purposes.

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Profile-Page Relationship

For example, if your name is ‘John Smith’ and you have a business called ‘Super Business Solutions’:

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Have Multiple Admins

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Admin Roles

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Profile-Page Relationship

• Your Profile is not seen or directly interacted-with by your customers, and is not the ‘face’ of your business on Facebook.

• Instead, is used for logging in to your Business Page, making updates and changing settings.

• It is the Administrator of the Business Page.

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Creating your Business’s PageCreating your Business’s Page

Creating your Business’s Page

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Creating your Business’s Page

Basic image of fan page/

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2. Your Facebook Business PageTIMELINE


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Taxonomy of your Page


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Cover Photo


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Cover Photo- Details

This is the first image that anyone landing on your page will see

•851 pixels wide and 315 pixels tall.

Cover photo may not contain:-Price or purchase information, such as "40% off" or "Download it at our website"-Contact information, such as web address, email, mailing address or other information intended for your Facebook Page About section-References to user interface elements, such as Like or Share, or any other Facebook site features-Calls to action, such as "Get it now" or "Tell your friends"

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Cover Photo- Tip!


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Application Icons

Tip!- Hide ‘Likes’ Tab until you have large number of Fans

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Application Icons

•Icon Spec- (111x74 pixels)•Icon ChangePage > Edit Info > Apps > Edit Settings > Change Icon (here you'll upload an image). •Tip!- Put your landing tab as the first tab after the photos (Mouse over the tab icon in your admin panel, and select the second most tab after Photos to "Swap position with".

•Tip!- Pin your call to action and include a link to your actual landing tab. To pin a status, (1) post your status, then (2) Mousel over the status and in the upper right click "Pin to Top."

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Pinned Posts

A Pinned post always appears in the top left of a Page's timeline and has a flag in its top-right corner.

You can now ‘pin’ any post that you think is important.

Why?

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Pinned Posts

– The Pinned posts are very visible to anyone who lands on your page.

-A Pinned post will remain on the top for 7 days.

-Tip!- Direct people to your Landing Page Tab by Pinning a post – This pinned post should have a creatively designed image of your Offer. Since Landing Pages are designed with an Offer to entice the visitors to Like and become a Fan, it continues to be important that people should somehow be made to visit your Landing Page. A compelling ‘Pinned Post’ with a creative imagery can help achieve this objective.

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Pinned Posts

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Milestones•Milestones are key moments you've decided to highlight on your Page

• You can share with people the big events/ memorable moments/achievements/turning points in the life of your brand or company.

•Milestones are automatically expanded to widescreen and are visible to everyone visiting your Page.

•Milestone photos display at 843 pixels wide and 403 pixels tall. At this time, January 1, 1000 is the earliest date a milestone can have.

Tip! Using images and photos for Milestones of your brand or business make them more shareable, memorable, noticeable and engaging. It is highly recommended that photos and custom images be used for Milestones. Remember- Photos have a higher Edge Rank, which means higher newsfeed visibility.

To add a milestone: • Click on Milestone in the sharing tool at the top of your Page's timeline• Add a headline, location, date and details for your milestone• Choose to add a photo1. Click Save2. From anywhere on your Page's timeline, scroll to a spot and click

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Building a good Info Page

• Make surethe Info page is complete

• Fill in as manyfields aspossible

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• All fan page content is indexed by Google, so keep this in mind when writing text.

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• I.e. make sure to include relevant keywords so the page is optimized for search engines

• Google Keywords Tool: https://adwords.google.com/select/KeywordToolExternal

https://adwords.google.com/select/KeywordToolExternal

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Getting a Vanity URL

• Ensure you get a Vanity URL:www.facebook.com/YourBusinessName

• You can sign up for your Vanity URL here: http://www.facebook.com/username/

http://www.facebook.com/YourBusinessName

http://www.facebook.com/username/

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Getting a Vanity URL

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Promote it!

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Custom Design – Fan-only Offers

• Fan-only content

After becoming a fanBefore becoming a fan

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Step 1 – Getting those first fans

• Turn your mailing list members into Facebook fans

•If you have a sizable email list, you can potentially gain many new fans by sending an email with a CTA to visit and ‘Like’ your Facebook page

• If you send regular email updates, add a link to your Facebook page in the email template (e.g. on a sidebar or at the bottom)

• This way it can be included in every email you send

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• Turn your mailing list members into Facebook fans

•From the Admin Page, you can also invite your email contacts, invite friends, share your page and create an ad from the Build Audience drop-down menu.

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• Turn your offline customers or clients into Facebook fans

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Step 2 - Reaching the Friends of your Fans

All of the following fan interactions have a viral effect – their friends will see!

• Post content that fans will want to ‘Like’

• Post content that fans will want to ‘Share’ with their friends

• Tag fans in photos

• Provide Events and Questions for your fans to interact with

More on these to come….

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Step 3 – Turning those friends into more fans

• Now that they’ve visited your page, you need them to click that ‘Like’ button to become a Fan…

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Engaging with Fans and businesses

• Facebook Pages now have the ability to LIKE other Pages and comment on them

• Participating with fans in discussion on other pages can be beneficial

• Caution! Do not post spammy, sales or abusive messages on other Pages as it may lead to your account getting banned

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Engaging with other members and businesses

• Post new comments on community pages only

• Don’t post comments on brand-owned, for-profit business pages

• The owners of such pages can report you for spam, and get your Page in trouble or banned

• Posting replies to existing comments on such pages is OK

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Engaging with other members and businesses

• Informative, fun or useful comments may get many Likes and Replies, raising the prominence of your comment (and hence of your business page)

• Genuine comments are appreciated, rather than direct advertising and sales talk

• Don’t oversaturate: Make sure all posts are worthwhile and add value to customers.

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Always Ask Questions

• Ask questions (in your status updates) often

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Always Ask Questions

• Questions incite a response – especially compelling ones

• Why do you want responses? Because when a fan responds, their friends will see it on their News Feeds

• In other words, there is a viral effect – which means more exposure for your brand or business!

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Incite a response!

• Posting content that incites a response is key. There are many creative ways this can be done

• For example, Walmart frequently post ‘fill in the blank’-style updates, which incite many people to respond

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Incite a response!

• Taking advantage of national holidays typically results in a very high rate of comments

• E.g. Target on 4th July:

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Incite a response!

• Amazon received a high response on 4th July by using the Questions feature:

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Incite a response!

• Commenting on popular, newsworthy events:

• Sporting events work very well – remember, Australians love their sports!

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Take Advantage of EdgeRank

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EdgeRank – In Summary

1. Maximize affinity – by keeping your fans visiting and interacting regularly

2. Regularly post well-weighted content – Photos, Videos, and Links. Also note which type of content on your Page is getting interacted with the most, and post more of it. This content will have a higher weight.

3. Minimize the effects of time decay – by making sure to keep your Page fresh.

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Events Pages

• Allows you to create and organize events for your fans

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Events Pages

• The event is announced on your Business Page’s Wall

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Events Pages

• A fan can view the Event Page and RSVP…

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Events Pages

• The fan’s attendance is announced on their Wall

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Events Pages

• It is also announced on their friends’ News Feeds

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Events Pages

• Remember, the average Facebook user has 140 friends!

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Events Pages

• Not just for physical events – also very useful for announcing online sales, new product launches, promotions or webinars

• Events pages can contain a lot of information among several fields – also searchable

• Therefore you should include relevant keywords so the page is optimized for search engines

INSTALL CUSTOM TAB APPSA custom tab is, in the Facebook realm, an app. It’s the

equivalent of having a custom designed website.A custom tab is, in the Facebook realm, an app. It’s the

equivalent of having a custom designed website.

Increasing:

•Social Graph Effect – Stories about your brand

•Fan base

•Engagement

•Sales

Install Custom Tab Apps

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Incentivisation is key

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Before Like After Like

Incentivisation is key

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Customised Business Experience

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F- Commerce

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Store Locator

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Display & Self Manage Multiple Store LocatorMultiple Store Locator

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Custom Experience for yourReal Estate Agents

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Display- Events, Trainings, Workshops

RUN CONTESTS, QUIZ, GIVEAWAYS

If Content is King, Contest is Queen

RUN FACEBOOK CONTESTS

Create an exciting story to

tell

Create an exciting story to

tell

Benefit from fans sharing your

contest

Benefit from fans sharing your

contest

People Love Rewards &

participating in contests

People Love Rewards &

participating in contests

Stories are created when

Fans participate

Stories are created when

Fans participate

WHY?WHY? Facebook doesn’t allow running

contests - Using any native tab

-Using Like, Share, Comment as voting

mechanism Doing these can

result in your page

being reported and banned!

Facebook doesn’t allow running

contests - Using any native tab

-Using Like, Share, Comment as voting

mechanism Doing these can

result in your page

being reported and banned!

Contests on Facebook are a great way to build traffic quickly. Even better, they can focus on a specific product, service or promotion

that a business wants to promote.

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Photo Contest- Before Like

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Photo Contest- After Like

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Photo Contest- Submit Photo & Invite Friends

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Photo Contest- Before Like

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Photo Contest- After Like

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6. Integrating Facebook with your website and online strategy

FACEBOOK PLUG-INSFacebook plugins are small widgets you can add to your website to boost website and social traffic!

‘Like Us On Facebook’ plugin

‘Like Us On Facebook’ plugin Facebook

Activity PluginFacebook Activity Plugin

Facebook Recommendations plugin

Facebook Recommendations plugin

Facebook ‘comment-box’ plug-in

Facebook ‘comment-box’ plug-in

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Linking to your Facebook page

• Add a ‘Like’ button to your main website which links to your Facebook page, to allow visitors to easily join your community and share it with friends.

• Consider putting Facebook (and other social media links) in your website’s footer•Add www.wibiya.com

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Linking to your Facebook page

• Consider offering incentives on your website for people who click through and like your Facebook page (e.g. ‘Like us and claim a free voucher’)

Source: http://www.hellothemes.com/wp-content/uploads/2011/03/voucher.jpg

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Case Study – Levi’s

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LikeBoxes

• Consider using a LikeBox (which displays a visitor’s friends who are already fans of the page)

• Also provides a like button to become a fan yourself

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LikeBoxes

• LikeBoxes are a powerful way to show a visitor that both your site and Facebook page come recommended by people they trust

• Easy to setup:

developers.facebook.com/docs/reference/plugins/like-box/x

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The ‘Send’ Button

• The ‘Send’ button can be embedded in your website, and used by visitors to quickly and easily recommend the page to friends they specify

• Don’t forget the high value of a trusted recommendation

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The ‘Send’ Button

• Visitors can choose to send it to their friends’ Facebook inboxes, to their email addresses, or even a combination:

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7. Using Facebook Ads

www.Facebook.com/Advertising

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Facebook Ads

• Facebook Ads allows you to create targeted advertisements for display to users on Facebook

• These ads are displayed in a section of the right hand pane that appears in most areas of Facebook

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Hyper-targeting

• The power of Facebook Ads lies in hyper-targeting extremely specific markets

• Unlike Search Engine marketing (where ads are focused on the keywords that people search for), Facebook Ads are focused on the people themselves

• This is determined by the attributes, personal details, interests and other information stored in a person’s profile on Facebook

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Targeting by location

• Ads can be targeted toward people that live in specific countries, states, or even cities

• This is a powerful tool for targeting different geographical segments of your market – you can show different ads to people who live in different areas

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Targeting by location

• Radius targeting is also an option – targeting all people who live within a certain km distance of a chosen city

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Targeting by Likes and Interests

• Ads can also be targeted toward any interests that appear in a person’s profile – whether they are from the person’s Interests section, Favourite TV Shows, or even Job Titles etc

• This is a powerful tool for targeting your ads at people with particular interests

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Other targeting options

• Age• Gender• Relationship status• Spoken language• Education• Birthday• Workplace• Connection (to your business page)

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FACEBOOK INSIGHTS

WHAT YOU CANNOT MEASURE YOU CANNOT ACHIEVE

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Facebook Page Insights

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Facebook Insights- Post Data

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Facebook Insights- Likes

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Facebook Insights- Reach

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Usage Guidelines

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Usage Guidelines

NOT ALLOWED

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Promotions Guidelines

•Promotions on Facebook must be administered within Apps on Facebook, either on a Canvas Page or an app on a Page Tab.

•Promotions on Facebook must include the following:a. A complete release of Facebook by each entrant or participant.

•b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.

•c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to Facebook.

•You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.

•You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo on a Wall.

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Promotions Guidelines

•You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion.

•You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles (timelines) or Pages.

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Google AdWordsTM

Questions?

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Thank You

facebook marketing: penrith

Documents

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maverick mavhe hehe

reward fanshe hehe hehe

stronger brandhe hehe

political debateshe

hehe internal research

social media viral effect