fb marketing abbr
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Facebook Marketing presentation for the FBA at Suffolk University in Boston. Presented in April 2011 by Mary McKnight of Sacrilicious Marketing.TRANSCRIPT
Sacrilcious MarketingFACEBOOK BRANDING AND MARKETING
Make a Splash
FaFacebook’s Reach
550 million users worldwide.
88% of people are aware of Facebook.
40% follow a brand
51% of brand followers will purchase a brand they follow.
Marketing Channels
Facebook Profiles Create a home base on the web for individuals to express themselves and connect with others.
Facebook Pages Create a presence for a business, brand or non-profit on Facebook.
Facebook Groups Organize a group of people around a common issue or interest.
Facebook Ads Advertise your business and attract customers most likely to convert to a sale.
Fa
PrPersonal Profiles
Multi media content sharing through activity and status
Network intelligence and connectivity through the home friend feed
Development of personal network and connections
Discovery & Engagement Museum of “ME”
PaFan Pages - Messaging
Pages are indexed in search engines – increasing the likelihood of people finding your organization through a Google search.
A Page can have multiple administrators. This lightens the work of maintaining a page.
Analyze Traffic. Facebook Pages capture data on visitors.
There are no limits to the number of fans you can have on a page.
Sending messages & updates to all your fans at once is easy
Sharing & Conversion Fan Building & Engagement
Fan Page Case StudiesBUSINESS APPLICATIONS ON FAN PAGES
Use Cases
PaPolitics and Government
Obama, a visionary with his use of social media, used Facebook to host a Town Hall
Wael Ghonim effected political revolution in Egypt with a Facebook fan page
PaPersonal BrandingWall: news, events, sharing of new projects,
sponsorships and endorsements
Store: direct sales and downloads
Marketing: emails, ads, custom tabs, applications, mobile, music, videos
PaPublic Relations When your product will not sell online (i.e. real estate), use
Facebook creatively (i.e. for Public Relations)
Curate interesting content on the wall
Use custom tabs to direct traffic from the page to conversion points on the website
Network across media pages as the page itself to drive traffic and interest form media sources back to the page.
PaMarket ResearchMany companies like Wildfire and Root Music develop
applications you can add for free or a fee to your page to help facilitate business in the network
Custom built applications allow you conduct any type of contest, poll, market research or customer service campaign
PaSale and EcommerceFacebook Marketplace is like a social Craigslist
allowing you to buy and sell property online
ECWID and other third party ecommerce applications allow business pages and personal profiles to
Mobile deals and Place Pages also promote in store and online transactions
PaSMB and Fan Pages Place Page integration lets you market by geography
Applications like iEndorse and Marketplace allow businesses to market and sell through the network
Email messaging fans allow businesses to incubate prospects into clients
Mobile apps let you connect immediately with patrons online to offer deals they can redeem in the store
Facebook deals expected to launch in 2011 in the US
GrGroups - CollaborationFacebook Groups can be created by anyone
interested in promoting and organizing people around a specific interests or cause.
All members of a group have the ability to contribute content that appears on the Group’s wall.
Active participation: Because members of the group actively contribute content and participate they are more likely to keep coming back.
Groups come in three flavors: Open (anyone can join), Closed (group admin approves requests to join) and Secret (Only members and those invited know that the group exists).
GrGroups The Group name should make people want to join. Which name
would make you join: “Let’s talk to Coca Cola about saving the World’s children” or “ColaLife“?
Invite your raving fans to start a discussion on the group (you know who these people are, right?). They’ll feel a sense of pride and will likely invite new people to join the group.
Upload photos and videos – encourage members to post these to their profile so that their friends can easily join the group.
Influence Building Network Building
AdAds
Use contests, polls and reveal tabs (reward fans for taking action) on landing pages to improve action by visitors
Split Test – try different text, images & targeting
Set a click through threshold (goal acquire fans at $.25 per fan)
Use CPM (cost per thousand impressions) to test ads
Monitor you analytics closely – check performance at different times
Calculate cost per fan
Bid high to get ads approved faster