Measure Influence & Convert Facebook Fans to Leads

John D. Saunders

“The goal of social media is to turn customers into a volunteer marketing

army.”

-Anonymous

So, you have all the ingredients for a great looking Facebook Page:

Timeline Banner Profile Photo (show company logo) Facebook Tabs Website URL Company Info

Facebook Page

Ok…Now What?

Facebook Promotions can:◦ Boost “Likes”◦ Increase engagement◦ Convert page “Likes” to leads

◦ Build Active Fan Base Facebook FORBIDS business page owners from

promoting their giveaways through Facebook. However, there are several third party social marketing tools/platforms that business page owners can use to promote on Facebook.

Start a Facebook Promotion

Example tools: Wildfire, SproutSocial and Offerpop

Social Marketing Platform◦ Easy to use, inexpensive & user-friendly◦ Allows user to create a sign up form on Facebook that

captures as much or as little information about your fans as you choose.

◦ Records all of your sign up leads into a .csv file for when promo is completed.

◦ Offerpop offers several categories for your promo: Tug of War Sign Up Referral Photo ContestWe’ll focus on Referral…

Offerpop

Referral encourages your Facebook Fans to sign up for your promotion, but also encourages them to recruit their friends.

Once a fan completes the sign up entry, they are given a unique URL to share with their friends. Once they reach a referral goal they will unlock an additional prize/deal.◦ This adds an incentive to share the promo

Referral Promotion

Lets use an example promotion called:◦ The “iPad Giveaway” – for a local automotive shop◦ The main giveaway is an Apple iPad. ◦ When a fan signs up and refers two friends, they’ll

be entered to win the Apple iPad AND unlock a referral prize for ½ off an oil change.

◦ They won’t know what the referral prize is until they complete the objective.

Referral Promotion

Visit the Offerpop homepage and login on the upper right-hand side.

Choose your campaign type (Referral) and the Facebook Page you’re an admin of.

Now…◦ Choose a headline◦ Upload a headline image ◦ Add creative◦ Create sign up (can include name, email, zip code…)◦ Determine referral goal◦ Add hidden content – only seen when unlocked◦ Choose end time◦ Add fine print◦ Click real-time performance reports

Referral Promotion Example

Offerpop offers fangating when creating your promotion.

This is a crucial tool in Facebook marketing. Before users can enter their information in

the sign up form they MUST become a fan before seeing the content.

This is a HUGE tool for increasing likes and creating exclusivity with your marketing message and promotion.

Enable Fangating on Offerpop

Now, your campaign is active

Promotion is Active!

Facebook Page

Entry Form

+

You have a few fans, but how do youget non-fans to sign up?

Start with Facebook Ads Facebook ads are served up to

users based on criteria that you choose:◦ Geographical area◦ Age◦ Marital status◦ Interests◦ Activities…

◦ Create a Facebook Ad by visiting: https://www.facebook.com/adve

rtising

Facebook Ads

Facebook Ads Set up your first ad

◦ Choose Page to promote

◦ “Get More Page Likes”◦ Choose to redirect ads

to your promotion page when users click ad

◦ Choose your audience◦ Choose campaign and

scheduling

Running multiple versions of ads can help determine what your target audience will respond best to.

The best of our examples had this outcome: With that, you can increase spend for that

ad or create similar messages.

Facebook Ads – Split Test

Facebook User you have targeted sees your ad on Facebook and clicks it

The redirect takes the user to the Fangating screen where they must become a fan to participate in promo

The user fills out signup info, converting them to a lead and candidate for your promotion.

They are encouraged to share info about the promotion with friends to be eligible for referral prize (in this case, ½ off an oil change)

Start to Finish

You’re using Facebook ads to drive traffic to your promo. Now, how do you measure it?

Offerpop Analytics! Metrics include:

◦ Unique Views◦ Likes increase◦ URL click-thru rate◦ Amount of fans acquired◦ Email sign ups

Measure Your Influence

Facebook/Hootsuite Analytics See how your promo is

performing by taking a look at your Facebook Analytics. Important metrics include:

• Total Likes• Friends of fans• Weekly Total Reach• Top Per-Post Metrics• This shows what posts are

engaging your fans the most

Facebook Analytics One more metric to consider:

Likes by Demographic This tells you WHO your fans are. This can help you tailor your Facebook Ads

Ex: if a fan is a male between 25-40, you might want to create an ad dedicated to this demographic

If you’re cross promoting your campaign on Twitter by posting engaging content about your promo, use Hootsuite (free social media tool) for analytics.

If you use Hootsuite to promote your messages, let their URL shortening tool convert the URL of your promo so that you can track EACH click.

Use another tool called TOPSY (like Google for social media) to see when your brand is mentioned.

Hootsuite Twitter Summary Stats

By hosting the iPad Giveaway through Offerpop, you’re converting current Facebook Fans and those targeted by Facebook Ads into Leads.

You’re acquiring:◦ First & Last Name◦ Email Address◦ Zip Code◦ Opt-in and official Rules acceptance

Now, these leads can be added to your email database and targeted with email blasts in the near future.

Leads

Offerpop – http://www.offerpop.com Facebook Ads –

http://www.facebook.com/advertising Offerpop Analytics - http://www.offerpop.com Facebook Insights –

http://mashable.com/2010/09/03/facebook-insights-guide/

Hootsuite Analytics – http://www.hootsuite.com Hootsuite Twitter Individual Stats -

http://www.hootsuite.com

Tools

John D. SaundersDigital Marketing Specialisthttp://www.JohnSocial.com

http://www.facebook.com/johndsaundersiiihttp://www.twitter.com/jdsaundersiii