salesforce marketing cloud webinar: how to effectively engage your customers on facebook

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How to Effectively Engage Your Customers on Facebook Ekaterina Walter Social Media Innovator, Intel Author of “Think Like Zuck@Ekaterina

Post on 17-Oct-2014

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Category:

Self Improvement


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DESCRIPTION

This webinar, presented by marketing thought leader and author, Ekaterina Walter, will walk you through some of the tips of effectively engaging your fans on Facebook, discuss the framework of scaling your social presence globally or across multiple topics and/or business units, and show several examples of how Intel engages its 14 million global fans with various programs and updates.

TRANSCRIPT

Page 1: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@EkaterinaWalter

How to Effectively Engage Your

Customers on Facebook

Ekaterina Walter

Social Media Innovator, Intel

Author of “Think Like Zuck”

@Ekaterina

Page 2: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

• One billion monthly active users

• Approximately 81% of monthly active users are outside the U.S. and

Canada

• 584 million daily active users on average

• 604 million monthly active users who used Facebook mobile products

• Almost one billion pieces of content are shared on Facebook daily

• 300 million photos uploaded to the site per day

• 24.3 percent of the top 10,000 websites in the world have some form of

official Facebook integration on their home pages

• In the United States, one in every five Internet page views occurs on

Facebook.com

Why Facebook?

@Ekaterina

Page 3: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

40% of Fortune 100 Companies Show Website Traffic

Decreasing

Source: Adgregate and Webtrends

@Ekaterina

Page 4: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Page 5: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Brand Ambassadors

Die Hard Intel Fan - Damien Bayless

Page 6: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

News Feed

Facebook: ~16%

of your fans see

your content in

their News Feed

on any given day

Page 7: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Take off your marketing hat

and put on your user hat!

Engagement = Growth

Page 8: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Know Your Audience

Page 9: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

Develop Your Brand Voice

Develop your own brand identify, your specific brand voice.

For example, if your brand has a fictional spokesperson, use

their voice.

@Ekaterina

Page 10: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Be Human. Be Spontaneous.

Page 11: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Respond

Page 12: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Offer a Challenge

Page 13: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Encourage Shares and Mentions

To tag someone, type @ and then the friend’s

name or name of the page you are the fan of

Page 14: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Activate Your Fans… Put Them in Charge

Page 15: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Celebrate Milestones

Page 16: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Offer an Inside Look

Page 17: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Use Photos

Facebook: 2X engagement with visual

Page 18: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina Facebook: 2X engagement with visual

Page 19: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

Keep it short

A study by Buddy Media showed that posts 80 characters or

less in length receive 27% higher engagement rates.

@Ekaterina

If you plan to

advertise on

Facebook, your post

should be no longer

than 90 characters.

Page 20: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

Be Seasonable and Timely

Fans are more likely to engage with topics that are already

top of mind (current events, holidays, news).

@Ekaterina

Facebook: posts

mentioning

Independence Day

on July 4th

generated about

90% more

engagement than

all posts published

on that day

Page 21: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

Fill-in-the-Blank Posts

@Ekaterina

Facebook: fill-in-the-

blank posts generate

90% more

engagement than the

average text post.

Page 22: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

Content Considerations

@Ekaterina

Format

• Short, skimmable

• Try to use less than 250 characters (90 is optimal)

• Don’t forget critical info (dates/times/links/eligibility) • Include call to action

Content

• Tips, how-to tutorials

• Bring in experts for weekly chats

• Fun facts, trivia, breaking news/announcements

• Polls, questions, fill in the blank

• 3rd party content on the topic

• Exclusive offers/content

• Video and photos where possible

• Fan posts

• Seasonal and timely posts

• Build anticipation leading to an event/announcement

Page 23: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Use Cover Photo Creatively

Page 24: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Use Cover Photo Creatively

Page 25: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Use Cover Photo Creatively

Page 26: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Visual Synergy: Cover Photo, Profile Image, App Images

Page 27: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Target Your Status Updates

Page 28: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Post Frequency and Timing

Source: comScore

Facebook: engagement

with pages is highest

9pm-10pm, with 18-24

age group most active

Page 29: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Cross-Platform Approach

Page 30: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Cross-Pollinate.

Promote both online and offline.

Page 31: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Facebook + Email

Page 32: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Managing Your Presence

Page 33: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Moderation Guidelines

Page 34: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Moderation Guidelines (cont.)

Page 35: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Analytics

• Growth

• Reach

• Engagement

• Demographic

• Content strategy

• Media investment

• Competitor analysis

Page 36: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Consider Sponsored Stories

Source: PageLever

Page 37: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Facebook Ads Help Increase Engagement

Engagement

after post was

promoted

Organic

engagement

Page 38: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@Ekaterina

Scaling Globally

Page 39: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

Infrastructure

• Publishing

• Monitoring/moderation

• Customized tabs creation

with branding consistency

• Applications

• Intel branded asset library

• Analytics

@Ekaterina

Page 40: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

FACEBOOK STRATEGY

Consistent Branding

Training/ Editorial Calendar

Guidelines/ Playbooks

Governance/ Voice

Tools Looking for Engagement Tips and

Tricks?

• Digital IQ Training: DigIQ_505 Facebook

Community Manager Series (for existing and

approved Facebook community managers

only)

• Course goes over all elements of the page

you need to know, lots of engagement tips,

tricks to help increase your organic fan growth

Enablement

Monthly Forums

Page 41: Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

@EkaterinaWalter

Blog: www.ekaterinawalter.com

Twitter: @Ekaterina

Book: bit.ly/Think-Like-Zuck