a strategic approach to facebook
DESCRIPTION
Dave Serino - @DaveSerino - takes a look at a strategic approach to Facebook during the Social Media Summit in Alsip, Illinois on February 23, 2012.TRANSCRIPT
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Social Media SummitAlsip, IL
February 23, 2012
A Strategic Approach to Facebook
Presented ByDave Serino
Strategist & Educator
Think! Social Media
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WORDS OF WISDOM
“We lived on farms, we lived in cities, now we’re going to live on the internet.”
Sean Parker
The Social Network
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MORE THAN A SOCIAL NETWORK….
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• Facebook is becoming the perfect venue for developing relationships and creating engagement. - iFrames creates a better visual
experience - Small to medium size businesses are
beginning to use it as a primary web presence
- The advertising platform is unmatched for targeting consumers
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FACEBOOK CONTENT TIPS
• When developing your posts, keep your marketing objectives in mind and focus your content around that subject matter.- Be flexible and prepare for
“randomness” and remember, you post lasts between :45 mins-3hrs.
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“You have to listen to the conversation & look for a ground swell of interest in a topic – then you jump into the conversation. You have to be engaged in the community’s chatter and then be nimble enough to take action”
Theresa OverbyDirector or CommunicationsVisit Baton Rouge CVB
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FACEBOOK CONTENT TIPS• Make it
Shareable!
When writing a post, ask users to “tag” a friend. You can capitalize on Facebook’s “Power of 130 Rule”!
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FACEBOOK CONTENT TIPS
• Fan of the Week/Month: A great way to recognize loyalty, drive interaction and possibly increase impressions and “Likes”
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FACEBOOK CONTENT TIPS
• When sharing content – target it to the audience that it is most relevant.
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FACEBOOK CONTENT TIPS• Use Facebook questions to learn more
about your audience and engage with fans.
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CREATING DEMAND WITH ADS
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FACEBOOK ADS
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FACEBOOK ADS
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FACEBOOK ADS
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Testing: A or B?
Customized Text in Targeted Ads
FACEBOOK ADS
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Measuring Facebook & Twitter ROI: Conversions in Baton Rouge, LA
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ROI – FACEBOOK RESULTS
• An estimated 3,184 incremental trips were generated for Baton Rouge by its marketing through Facebook
- An incremental trip is one in which the visitor decided to visit Baton Rouge based on content on or otherwise experience with Visit Baton Rouge’s Facebook page
• The average Visit Baton Rouge Facebook follower was influenced by the page’s content to take 1.6 trips after “Liking” the page
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ROI – FACEBOOK RESULTS
• The average incremental trip lasted 2.7 days, with reported in-market spending of $137.90 per day. These incremental trips areestimated to have generated $1,185,666 in new visitor spending in Baton Rouge.
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• The page also convinced visitors to extend their intended stays. The research results show that the Visit Baton Rouge Facebook content generated 404 new visitor days for Baton Rouge.
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ROI – FACEBOOK RESULTS
• The Visit BTR Facebook page had accounted for approximately $1,241,354 in direct visitor spending in Baton Rouge. Visit Baton Rouge had 21,760 Fans/Likes on Facebook at the conclusion of the study
• It is estimated each of these Fans/Likes represented $57 in economic impact to Baton Rouge.
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CONTENT-HOW OFTEN READ?
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CONTENT-HOW OFTEN DO YOU POST?
FACEBOOK USERS TWITTER USERS
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CONTENT- WHAT INFO DO THEY WANT?
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CONTENT- WHY THEY USE IT?
FACEBOOK USERS TWITTER USERS
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http://44d.me/DaveSerino
Dave SerinoStrategist & Educator
Think! Social Media USA3389 Habitat Trail
Pinckney, Michigan 48169www.ThinkSocialMedia.com
Voice: 734-878-8800Cell: 810-623-1505Skype: dave.serino
www.Twitter.com/DaveSerinowww.FaceBook.com/ThinkSocialMedia
www.DaveSerinoBlogs.com