five steps to business success on...

Five steps to business success on Facebook

Felicity McCarthy – Facebook

Robert Gavin– Marketo EMEA Ltd

© 2012 Marketo, Inc. Marketo Proprietary and Confidential

Marketo in a Nutshell

• Marketing Automation and Revenue Management

• Cloud based solution that helps companies • Expand lead flow

• Increase sales effectiveness

• Optimise sales and marketing investments

• >2200 customers; 140% YOY growth

• EMEA HQ to support growing European base

Industry Thought Leadership

(Wylie, May 2012)

Marketing Solution

Winner #1 Fastest Growing Private

Silicon Valley Co.

#28 Most Promising Company

in America

Salesforce - Best Marketing

Automation & Best Chatter

Exchange

Use this as a top margin for workspace when there is no title or subtitle

Use this as top margin when there is a single line title on the page (when not using a blue Subtitle)

Use this as top margin for workspace when there is a Title with a blue Subtitle

Use this as bottom margin for your workspace

Drawing (Dynamic) Guides

Drawing guides are used so you have a clear idea of what your actual work area is on each slide. They show up on all slides in the same

spot, however they don’t show up when you print or watch presentation in slide show mode. Use them for aligning content to the top,

bottom and right, and for cropping images. Think of them as internal margins that are manually set.

Resetting Drawing Guides

Guides are easy to move and bump, use this layout option to reset them to their proper placement. Insert this slide, realign the guides

over the gray lines and delete slide. The guides will still be in their place. Turn guides on and off as you need them.

Turning Guides on and Off

Mac: You can go to view setting and select Dynamic Guides or use Contrl + Option + Commnd + G

PC: Go to View and check mark guides or Contrl + f9

Left Margin (if you must go over this space, use the secondary margin

to the left. It is recommended to use the first guide.

Right Margin (if you must go over this space,

use the secondary margin to the right of the

first, but never past that.

These connections are happening on a massive scale

1B+ people on Facebook

3.2B likes and comments

generated daily

Source: Facebook Internal Data, Oct 2011

27M+ active

users in the UK

71%+ of those users return daily

UK businesses are using Facebook to grow

• Facebook Ads “Takeover

weeks” highlighting specific

fan-favorite destinations

• 500 referrals from one

Facebook Ads campaign

• Built a Facebook-shop for

direct purchases through

their Page

• 30% of sales now come

through Facebook

• B2B Fans and decision

makers

• Double effectiveness of ad

campaigns

• Reaching global audience

Build loyalty, acquire new customers, and generate word of mouth

Facebook’s Steps to Business Success

Step 1: Build your Facebook Page

Step 2: Connect to people with ads

Step 3: Engage your audience with quality content

Step 4: Influence the friends of your fans

Step 5: Measure the Impact of your activities

Step 1: Build Your Facebook Page

Set your cover & profile picture Post pictures and information that express

your business

Add milestones & key moments Highlight important dates and key events for

your business

Create your first post

Add photos, videos, and company or

product updates

Get existing customers to like

your Page

Invite customers, friends, & email

contacts, and choose a web address

Complete your Page to represent your business

1

2

3

4

1

3

2

4

Step 2: Connect to people with ads

Facebook Ads will be shown across Facebook

Ad Placements

• Right-hand side

(throughout the site)

• News feed desktop

• News feed mobile

• Home page (right-hand

side, news feed desktop,

news feed mobile) Example in right-hand side

Find the right customers more efficiently

with sophisticated ad targeting

Demographic •Age

•Gender

Personal •Birthday

•Education

•Address

•Workplace

•Relationship status

Social •Likes & interests

•Friend connections

•Activity (e.g., check-ins)

Develop four or more ads Learn which audience responds best to different images and text

Campaign 3

Females 45-54

Ad 1

Ad 2

Ad 3

Campaign 1

Females 18-34

Ad 1

Ad 2

Ad 3

Campaign 2

Females 35-44

Ad 1

Ad 2

Ad 3

Step 3: Engage your audience with

quality content

Post relevant content to engage your audience Have conversations with your fans to build relationships

Your audience sees your

content in the news feed

or on your Page and you

stay top-of-mind in

purchasing decisions

Fans

Engaging photos

Exclusive specials

Engaging

questions

Page publishing best practices

• Post regularly, at least 1-2x per week

to maximize engagement

• Create a content calendar

• Find the right rhythm and schedule

your posts

• B2B Pages: Post thought leadership,

education, industry tips, case studies

• Understand your audience with

Page Insights

Your posts can show up in the news feeds of people who like your Page

Fans spend 2x more with businesses than non-fans

40% of peoples’ time

on Facebook is

in news feed

40-150x more likely people will

consume content from

a Facebook Page in the news

feed than on a Facebook

page

Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of

fans) to right-hand side. Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side

impressions).

65% of likes on

mobile happen

in news feed

45% of comments on

mobile happen

in news feed

Promoted posts are an easy way to reach more fans and their

friends Available on all Pages with at least 400 fans

Promote a new post or any

recently created post*. Set a

budget.

People see your post in their

news feed on desktop or

mobile labeled as

“Sponsored”.

*All posts after 6/21 are eligible to be promoted

Step 4: Influence the friends

of your fans

Sponsored Stories encourage word of mouth

marketing about your business

Page like sponsored story Check In sponsored story Event RSVP sponsored story

Sponsored Stories are messages

coming from friends, about them

engaging with businesses

Word of mouth at scale

1.6X lift in brand recall

4X lift in purchase intent

2X lift in message awareness

1 Bn users

650K friends

5K fans

Sponsored Stories will be shown in any placements on the

site, based on where they will deliver the best results

Sponsored Story

Placements

• Right-hand side

(throughout the site)

• News feed desktop

• News feed mobile

• Home page (right-hand

side, news feed desktop,

news feed mobile)

Example in news feed on desktop

Step 5: Measure the impact of your

activities


ABUNDANCE INFORMATION


What’s in it for me (them!)?


Use Social Apps To Create Compelling Reasons to

Engage and Share

Promotion Referral Engagement


Engagement: Molson Voting and Sweeps

On 180K emails sent, additional 125K social

impressions through sharing & voting


Referral: Carbonite (@carbonite)

25% Share Rate

1M Social Reach

321% Clickback Rate


Promotion: RingCentral

Photo Contest

800% Clickback Rate

Social lift of 20%

12,000 new social

impressions after only one

week!


Measuring Success – The Where

Social Networking Channels


Use Analytics to ID Influencers & Advocates

Landing

Pages Website Facebook

Pages

Behind

Display Ads Email

Social Profiles Captured And Added To Database


Segment and Target based on Social Data


New Social Apps Actions

User Name

My Stuff

Adwords

Awesome Party

Nurturing Program

Thank you page

Registration Form

Special Offer

Dec Prospects

VIP List

First Email

My New Video

Track Video Sharing

Edit Draft Preview Draft

124,134 Social Impressions

221 Influencers

116,670 Social Reach

184% 140% 2%

1.57% Social Lift

144.17% Clickback Rate

.31% Share Rate

77.75% 265.12% 19.23%

Social Funnel

Share Metrics

Audience

Last updated: June 3, 2012 at 2:05 AM EST

My New Video Social Dashboard

Test and tune!


Additional Resources

The Definitive Guide to Social Marketing http://bit.ly/DGtoSM

The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM

Join a Live Marketo Demo http://eu.marketo.com/webinars.php

http://bit.ly/DGtoSM

http://bit.ly/DG2MM

http://eu.marketo.com/webinars.php


Five steps to business success on Facebook

Felicity McCarthy – Facebook

Robert Gavin– Marketo EMEA Ltd

five steps to business success on...

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