facebook markedsføring og tips på dansk

Facebook Marketing Inspiration and tips

Presented by

Michael Leander

www.michaelleander.me

http://www.facebook.com/michael

leandernielsen

http://www.facebook.com/MarkeduMarketing

Engage with us in Facebook - live

Hvad er din erfaring med Facebook markedsføring?

Align expectations for the webinar today

Today - > Kick-start your train of thought - ask questions and get answers - a few tools & tactical tips that may enable better results

Another day -> More Facebook webinars - Building your community

- Creating your Facebook landing pages

• Facebook applications

• Successful advertising on Facebook

Why Facebook?

Facebook dominates

Most popular site 800 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

Most penetrated Facebook countries in % of online population

POLL: Which is the largest demographic on Facebook – measured on a global scale?

Facebook’s largest demographic is 35-54 year olds!

Preconceived ideas are useless Understand your audience on Facebook

The research questions most marketers don’t ask – but should

• Whom is my target audience?

• How are they using Facebook?

– How much time do they spend on Facebook vs. other channels

– What do they do when on Facebook

– What are their needs, pains, problems?

• How can I solve their needs, pains, problems through a Facebook presence?

• What else do I need to do to reach my audience?

Organizations whom are seeing real & valuable traction on Facebook are typically those engaged in many channels

Social channels

Offline

Online assets

Inbound

Outbound

Integrated

Conversation

Zero Moment of Truth

Siloists and fanatical

instrumentationalists #FAIL

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 where exponential kicks-in

Talk Service Receive

Listen

Listen

Listen

Listen

Can you find something sensible to talk about?

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 GET.

THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.

EXCLUSIVITY AND BEING SPECIAL IS STILL IN PLAY

UNDERSTANDING THE DRIVING FORCES OF COMMUNITIES

20

Building communities

Rule of thumb

POLL: If you were to focus your Facebook activities on only one of these objectives – which would it be??

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

22

LIRA LIRA LIRA LIRA

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

Brand engagement

Customer retention

Customer acquisition

Customer service

Traffic generation

Consumer profiling

What is Facebook used for?

Hot question

What attracts in

each step of the

customer

journey?

25

26

What drives people to ”like”?

Keywords in About text box

Use info tab to include keywords, links, text

Create static ”FBML” boxes/tabs with lenghty content and more links

Unique passionate emotional authentic focused

interactive meaningful

…

IF you can make Facebook work to

bring ROMI (Return on Marketing Investment)

on your activities

Short vs. long term effect and impact on cash-flow in social media marketing

VS.

Romy Ruth

ROT = Return on Time

Good ‘ol AIDA

A = Attention (Awareness)

I = Interest

D = Desire

A = Action

AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action

• http://blog.campalyst.com/wp-content/uploads/2011/10/Conversion-funnel-21.png This is

where the fun is >>>

Concepts, tips & random thoughts about Facebook marketing

Let’s look at our game plan

Do you like your own posts?

Source http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/

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

Let’s talk numbers ! Where is the disconnect?

The numbers that matter (momentarily) - Reach (158/2200=7%) - Talks about (comments) - Shared

People are people ! The conversion challenge

What is the sad story about reaching 150.000 people with this?

Photo economy is what it is all about

But there are many ways to

make your pictures travel

Tip from the trenches

Are you branding your Facebook

pictures to get a bit of awareness

building?

Only 3-5% of your

”likes” will see your messages

80% of new ”likes”

never visits your

Facebook page again

How do you get eyeballs on your messages?

Meet Facebook EDGE What decides if your message appears in a users ”news-stream”?

• How long ago was the message published?

• How engaged are others in this ”post”?

• Does this user interact with your page often?

Understand how your audience engages Use Facebook insights regularly

2217 / 159 = ?%

Testing which posts work best

• Experiment with frequency (1, 3, 5, 10 x each day)

• Differentiate posts ₊ Photos with short text with/without external or

internal link

₊ OPC = Other People’s Content shared

₊ Ask question, ask for advise, ask for help

₊ Incentivized content (sweepstakes etc.)

₊ Long stories with emotion or factual

₊ etc

Crowd-souring skaber interaktion, men ikke altid om det du helst vil tale om

<<< Is A the best headline?

<<< Is B the best headline?

Anatomy of winning posts

1. Focused on meeting objective

2. Relevant message

3. Timely message

4. Compelling picture (emotions)

5. Compelling headline (emotions)

6. Intriguing text (draw the reader in)

7. Clear call to action (share, comment, click)

8. Balance news with messages that can be repeated over and over again

For retailers (get Buddy report)

Scheduling content

Manual or automatic or both? Facebook only or more social media platforms? Quick insight to tool

55

What is best for this telecommunication company? A) Telia in Danmark B) Tech’n Trends C) Tech’n Trends withTelia?

What to call the ”baby” on Facebook?

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

PURPOSE

• What value do you add to customers and/or prospects?

• How can consumers emotionally connect?

• Is there a common goal that might activate consumers?

• Core message: In one sentence what is your core message?

Eyeballs Channels Target groups

Content concept

Uniqueness

Stories and media

Production

Creative processes/repurpose

Sub concepts

Measure success

Analytics

Conversion

ROMI

Start with your content concept

Learn about your audience before you develop your content concept

• Who/where are they?

• What are their interests?

• What are their problems?

• What sort of bandwidth connection?

• What else do they like?

Let’ see an example next...

Authenticity

Emotions

Proof

Community driven

Curiosity

STRATEGY

• What is the main focus in your consumer connect efforts?

• Long term vs. Short term activation: What are your long term goals vs. Short term wins?

• How can you broaden your story to make it worth reacting to 365 days a year?

TACTICS • Proof: What is the tangible proof of our consumer connect

focus?

• Social media voice: What is your social media personality? How can you translate this in compelling interactions?

• Digital infrastructure: How can you optimize your paid, earned and owned media properties online to connect?

• Capitalize: How are you going to capitalize on what you are already doing?

• Plan for touchpoints, people and content

• Conversion; Where do your efforts lead to? Are they building followers, sales, generating leads?

How much are you willing to pay for

engagement and how do you do it?

Branding/

Awareness Explore Landing

page Trial

signup/

Like Trial

buy Purchase /

Engaged

CPO

= £$€ ?

Add

On site

Blogs

Email

• Measure conversions

• Monitor successes

CPI/CPL

= £$€ ?

Affiliates

EXECUTION

• Conversation worthy content: be sure that content is interesting, relevant and unique whenever possible

• Make it shareable: Add sharing buttons, make it embeddable

• Capitalize on content: Build visual proof of everything you do. Cases, behind the scenes and use these

Experimentation is crucial

• Experiment personally before professionally

• Try a variety of methods, tools and tactics

• Accept failure as a big part of your success

Measure & Manage relentlessly

GOVERNANCE AND POLICIES

• Whom is responsible?

• What can we say, won’t we say, don’t we discuss?

• How fast do we need to respond?

• How do we monitor activities

• In-sourcing / outsourcing

• The role of PR

Examples – personal engagement

First impressions lasts

Building your landing page

• Summarize benefits and don’t oversell

• Ensure that the call to action is clear

– Tell people what you want them to do

• Use testimonials if possible

• Use hero-shots if possible

• If you want to acquire data about a new ”like” use a two step process

How to make the landing page known?

• Integrate in all of your communication

• Once launched push hard to get critical mass (remember what we spoke about?)

• When you have significant traffic to the page, consider testing different variations

Spread the word onsite

Advertise on Facebook

Attend new webinar specifically about Facebook

advertisement

Seriously important

Ad multiplication (agency can help here)

Random tips and input

Place pages -> do not underestimate

Video adds and content

Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: leander@michaelleander.com

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