facebook markedsføring og tips på dansk
DESCRIPTION
Fra Markedu's Facebook markedsføring og tips webseminar på dansk Webseminaret giver en introduktion til hvordan man bør tænke for at få mest mulig success med markedsføring via Facebook.TRANSCRIPT
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
= £$€ ?
Add
On site
Blogs
• Measure conversions
• Monitor successes
CPI/CPL
= £$€ ?
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: [email protected]
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