lisbon facebook marketing workshop, part 1
DESCRIPTION
Michael Leander's presentation from the ASAP Facebook Marketing Workshop in Lisbon, Portugal.Event organized by Markedu in association with e-Goi.TRANSCRIPT
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
Photos more likely to engage on Facebook
Tell a story – relate to your core message
Consider including USP’s
Stir an emotion
People talk about pictures, share
them, LOL at them
87,5% sell to businesses 75,0% sell to consumers
Portuguese language only 52,1%
20% do not have a Facebook brand page
Goal: 60,9% nurture customers 56,5% sell more products 10,9% customer service
Wanted result: 37,8 % Improve reputation 22,2% attract web-traffic
50% in more than 3 social channels
25% do not offer sharing on website
1/3 do not track digital marketing
activities
Marketing staff 31,1% solo person
44,4% are 2-3 people 13,3% are 9-19 people
54% don’t know what sentiment analysis is
1. Integrate Facebook activities 2. Increase engagement 3. Measure conversion from Facebook to call to action
Thoughts What to consider when you create your
Facebook Engagement Plan
Your target prospect is exposed
to 6000 advertising messages every
single day
Short attention span, loads of intrusion - how do you cut through the clutter?
Brain filter
Do I know you? Do I need you? Can I trust you?
Unique passionatee
motional authentic focused
interactivemeaningful…
Key trends changing buying behavior
Significant changes in buying behavior
OTS* high to get a reaction
No sex on the first date
*OTS = Opportunity to see
Referral & recommendation
Latency increase incubationtime
Short vs. long term effect and impact on cash-flow in social media marketing
More people?
More work
More details
More numbers
More money?
ROT Problem
Why Facebook?
20
Facebook dominates
Most popular site 901 million
profiles growing at 3-4% each
month
Meet everyone
Group & page
inflation
Changes constantly – for better or worse
Brand magnetism –
but less than 5% see ROI
Game changer:
Social sign-in fast becoming the new standard
Survey data from Janrain survey
IF a large proportion of your customers and prospects are active & receptive
on Facebook !
IF you can find critical mass -> enough people
to engage and keep engaged
Getting critical mass -> to the point when exponential growth kicks-in
You really
need a plan
- purpose
- strategy
- tactics
- execution
- measure
29
8 critical components for your community building activities on Facebook
1. Set Community Expectations
2. Provide Cohesive Branding
3. Be Up To Date
4. Live Authenticity
5. Participate in Dialog
6. Enable Peer-To-Peer Interactions
7. Foster Advocacy
8. Solicit A Call To Action
Which is more important?
Content Community
THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE THE MORE
CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL
UNDERSTANDING THE DRIVING FORCES OF COMMUNITIES
32
Rule of thumb
90-9-1 rule of thumb
• 90% (of your likes) will only consume content
• 9% will engage periodically, but only when the conversation strikes them as interesting
• 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view
Talk Service Receive
Listen
Listen
Listen
Listen
Can you find something sensible to talk about?
Quick excercise
What do you want to talk about?
What does your target audience
want to talk about?
Diagram this and ask yourself: What can I do that will make my customers happy in each of these lifecycle steps?
Acquisition Win-Back Conversion Retention
Lifecyclus
x
Z
Loyalty
Update, information, interaction Win-Back C
usto
mer v
alu
e
Profiling
High
Low
Customer service & support
New
relationship End of
relationship
Whom is it cheaper to sell to?
New customers / leads Existing customers
Existing customers are sources of cheaper income, referrals, reputation...
Easier & cheaper to sell to, cheaper
to serve
Reviews & endorsements
WOM and 1-on-1 sharing
Which problems are you trying to
solve?
Could you use Facebook for
any of these steps in the
customer buying proces?
Can your customers find
value? Can your prospects
find answers?
Align Facebook activities to the
customer journey
41
LIRA LIRA LIRA LIRA
Social Media is multi-
channel – Multichannel marketers multiply ROMI
by 5, 10, 15
Simplified example - retail
4 minute community co-production
•5 volunteers
•Ok with camera and subsequently posting on Facebook
Facebook Audience Behavior
A few interesting facts
• Facebook fans are more likely to purchase, consider, and recommend brands
• Facebook ”fandom” has the largest impact on purchase
• The value in your Facebook fan base is in their willingness to recommend
Only 3-14% of your
”likes” will see your messages
80% of new ”likes” never
visit your Facebook
page again
Get 9 more vital behavioral insights
• Complete the evaluation survey by Wednesday next week and get the document
T: twitter.com/michaelleander M: +45 27 28 29 53 E: [email protected]
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Spread the word onsite
Advertise on Facebook
Want to get a glimpse of Facebook advertisement
Target the offers – don’t send traffic to your homepage unless
Video ads
Seriously important
Ad multiplication (agency can help here)
Random tips and input
Scheduling content
Manual or automatic or both? Facebook only or more social media platforms? Quick insight to tool
Itemize the like button and think e-commerce soon
The viral loop
Updates have poor reach
Navi bar
Place pages -> do not underestimate