Social Media Marketing (SMM) Facebook for local, Portland businesses. Oct. 2011.

160 million U.S. visitors each month and 90% of all time spent on social

comScore, Feb, 2010, May 2011

SMM = Facebook

1 of every 8 minutes online is on Facebook

Facebook’s Power for Earned Media Love

1. Get found online 2. Convert visitors & leads 3. Analyze & improve

Sales that are earned organically (non-paid) through value, merit, interaction, referral.

Source: Chadwick Martin Bailey & Imoderate Research Technologies, Feb 2010

Facebook users are

more likely to buy after

seeing a positive referral

from a friend.

•  $190,000 one time full page ad (open rate) •  Few search/sharing benefits •  “Expiration” date as issue ages •  Can’t determine accuracy of impressions •  Hard to track behaviors or feedback

•  Control your own budget, PPC or CPM •  Real time feedback to quickly change offers •  750 million users with broad reach and strong

targeting based on preferences •  Track clicks, page views, and conversions •  “Friend endorsed” sharing

Why big brands invest in SMM.

Location City, state, province, country

Demographics Age range, gender, language, relationship status

Education and work Specific university or level of education

Listen First to Target Audiences in Facebook

Rather than using keywords like a search engine, Facebook targets interests, hobbies, conversations.

Listening to the conversation is vital for success. What is your target audience talking about? How can you connect?

Targeting for “likes and interests” should focus on topics or themes instead of individual search terms.

Likes and interests

Listen & Analyze

Optimize & Goals

Track & Evaluate

These are the four categories Facebook offers for targeting your media buy to the correct audience.

Facebook’s dashboard and metrics provided:

•  Social: the percentage of your ad’s impressions where the viewers saw at least one friend who liked your Page, Event, Application

•  Clicks: each time a user clicks on your ad

•  Impressions: each time an ad is shown to a user, regardless of whether the user clicks or takes any other action on the ad

•  CTR (click-through rate): the number of clicks your ad receives divided by the number of times your ad is shown on the site (impressions) in the same time period

•  Avg. CPC (cost-per-click): the amount you’re paying on average for each click on your ad

Leadership with Social Media Engagement

SOCIAL MEDIA PLATFORM. Customer service, PR, sales, marketing, branding and loyalty across multiple social channels.

ASSESS AND AUDIT. Use, needs, industry. Who’s talking about you? Where are they and what are they saying?

SOCIAL VIBRANCY. Finding and creating conversations and opportunities for involvement.

VOICE. Who are we speaking as and to whom are we speaking? Determine voice, tenor, feeling, direction, and consistency.

INTERACTIONS. Open nature of social media equals heightened expectation for transparency. PR spin plans in place.

RESOURCES AND COMMITMENT. Set up for longevity. How can we fuel an ongoing social media presence?

VALUE EXCHANGE. What does our target receive in return? What barriers to participation are necessary?

EXISTING SUCCESS. Can we leverage and connect with a movement or conversation already happening?

SOCIAL CURRENCY. Can we create a message that will drive our target audience to socialize around it?

SUCCESS CRITERIA. Army of friends/ followers is meaningless without right audience and motivation to desired action. Determine metrics.

Here is the sort of social media platform that agencies create for the Fortune 500 clients who will expect 80-hours of work per channel.

I’d love it if you’d like us

Photo contest

Fan-Gating

Take the challenge

Tug-of-war

Fan faves

Sign up to win Campaign approach

•  Optimize pages •  Target promoters •  Incentivize promoters •  Launch campaign •  Promote, track, adjust

Keep Facebook users in Facebook to increase conversions.

www.DojoAgency.com