Facebook as a marketing tool

A few helpful tips…

Facebook has firmly established itself as a

key digital marketing and branding channel

for businesses of any size

The two main problems we see brands facing:

Building fans

Leveraging value from Facebook

A fan page with a low volume of fans

is potentially brand damaging and

means it is harder to leverage any

value directly out of Facebook users

Building Fans

Offline awareness Make sure the Facebook Logo and your Fanpage URL is present on all your offline

media (Print, TV, Radio, Street media, Email signatures, business cards…..)

Use Facebook’s tools….such as the local businesses stickers:

Building Fans

Online

- Onsite Ensure a link to your Fanpage is present throughout your website and other

online media

- Facebook Advertising (based on CPC pricing) Develop a targeted Facebook “Like” advertising campaign for your page

Building Fans

Fan Building Specific Promotions Develop a range of digital and offline promotions attracting new fans to your page…

Building Fans

Outsourcing Fan Building Consider outsourcing your fan building activities to a specialist provider

Why?

Pay only per fans acquired (cost per like basis)

Build a fan base quickly (i.e. 30,000 in one week?)

Who?

Choose a service provider with Facebook credentials

Choose a service provider who invests in FB ad serving technology

Building Fans

Building Fans Checklist:

1. Offline promotion

2. Online promotion

3. Facebook Fan Building Advertising Campaign

4. Fan Building Focused Promotions

Building Fans

A Fanpage with a high volume of fans

is useless unless the fan base is

leveraged for value

Leveraging Value

Direct Promotional Tool Develop a 6 month calendar of promotional messages in line with your brands overall

marketing strategy

Leveraging Value - Fanpage

Customer Service Tool

Quickly and publically answer as

many customer queries as you can

Promote your fans to help resolve

other customer’s issues

Leveraging Value - Fanpage

Branding Tool Define strong brand language and interaction guidelines for the admins of your page

Leveraging Value - Fanpage

Facebook applications are one of the best data collection tools on

the internet. Using applications you can collect/access:

Leveraging Value - Applications

Name Hometown Facebook

places

Gender Gender interest Users friend list

Profile Location Current location Access to users

wall

Email address Favourite

quotes

Pages user has

liked

Username Religion Users posted

links

Account status URL of their

website

Photos users

tagged

Users blurb Work history Favourite TV

shows

Educational

history

Profile URL Users own

posts

Create a series of applications

inline with your promotional

calendar and with the aim of

collecting valuable fan data

Use Facebook Advertising as you would Google PPC. Develop highly targeted

campaigns to drives sales and as a branding tool. (following results from 77Agency Pathé cinema campaign)

To drive traffic and sales from PPC advertising

As a branding tool

“Total impressions served across 4 facebook ads campaigns over 6

Months of activity: 98.9 Million”

Leveraging Value - Advertising

Facebook offer wide variety of Facebook ads to fulfil different objectives: Use Facebook engagement ads for branded viral advertising campaigns inline with your

promotional calendar

Leveraging Value - Advertising

Connection Ad

Event Ad

Comment Ad

Polling Ad

Gifting Ad

Sampling Ad

Facebook offers a variety of free tools for brands to socialise your website Integrate Facebook connect on your website. Use Open Graph to allow users to like

products and content throughout your website

Leveraging Value – Facebook Connect

Leveraging Value Checklist:

1. Develop a strong fanpage with on-going promotional messages

2. Create applications strategically to collect important user data

3. Use Facebook PPC Advertising to drive traffic and sales

4. Integrate Facebook Connect on your site

Leveraging Value - Fanpage

Facebook Clustering and Open Graph

New Tactics

1. We drive targeted

users to an media

object

2. The user clicks

“Like”

3. The user receives

your content feed on

their wall

4. The users clicks

through to your website

Facebook Offline Liking Technology

New Tactics

77Academy’s Facebook courses our designed to help your

businesses get real and measurable value out of Facebook.

We are a and have worked closely with Facebook for

many years.

We have extensive experience training businesses of all sizes

to use Facebook in an effective and profitable way.

To find our more or to book a place on one of our courses visit

www.77academy.com/facebook-training