facebook marketing fundamentals
DESCRIPTION
Instructed by Kylie Bartlett.TRANSCRIPT
FRIENDS WITH BENEFITSA cheeky 5-step strategy for growing your business with Facebook
Who is Kylie Bartlett?
Psychology
Social Media
1 3 52 4Plan Profile Present Publish Promote
THE 5-STEP PROCESS
PLANStart with the end in mind
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Step 1: PlanIf you fail to plan…. you plan to fail!
You need:• A blueprint, plan, map to follow for consistency,
effectiveness & efficiency
• To know who your key stakeholders are
• A wish list, set of realistic goals, set targets
• To be able to track, monitor and measure your efforts (that, that you can measure, you can manage)
FACEBOOK VISION
SOCIALBECOMING A
BUSINESS
Obtaining Key Stakeholder Buy-in
GOALS and KPIs
Having a ‘presence’ in social media is worthless unless you do something with it. Before you start tweeting, pinning, status updating, you need to work out what you hope to achieve by doing this.
Your business doesn’t plug into social media, social media plugs into your
business.
Social Media Goals and Targets
The best place to start with setting social media goals and targets is to look at what your current business goals are. Its then just a matter of working out, how can social media assist you in achieving these goals.
Social Media Goal ExamplesBuild brand awareness
Elevate your voice and influence in the marketplace
Generate additional leads
Generate additional sales
Strengthen relationships with customers, prospects and influencers
Understand your buyers needs better
Increase traffic to your website
Improve customer service
Improve search engine rankings
Attract top talent and become an employer of choice
Using social media, in and of itself is not a goal….Attracting more leads, acquiring new customers, expanding your reach, building your brand are… These are goals!
Here’s an example of attaching targets to your goals
Social Media Goals and Targets
Goal: 10,000 likes in 12 months Target: 10% of likes to buyers
Once you’ve established key goals, you must also then establish targets per goal, so you’re able to measure your success.
Here’s a list of targets that you could use to measure your goal outcomes:
Number of times your business and brand is mentioned online
Number of social interactions
Number of sales conversions driven via your social media channels
Number of positive mentions, reviews and shares
% of $ saved or generated as a result of social feedback
Number of customer inquiries resolved
Number of candidates driven from social media
Increase in hits to your website via social media
Increase in database/subscribers via social media
Social Media Targets
Tactics & Platforms
Your Mission is to Create a Ubiquitous Footprint
What’s Justin thinking??
Latest video clips
Latest music
I want to win Justin concert tickets
BloggingWeblogs (blogs) have burst onto the content scene because the technology is such an easy and efficient way to get personal and business view points out into the marketplace.
A blog is an online article that once posted can be found by anyone in the world.
Blogging provides experts and wannabe ‘web celebs’ with an easy way to make their voices heard (attract attention), in the web-based marketplace of ideas.
The readers of your blog can repost the blog onto the social media sites, such as Facebook, Twitter and LinkedIn.
Blogs are found in search engines by the key words that have been tagged by the author. Keywords are primary words your blog post is discussing.
PROFILEWho is your ideal date?
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Creating an Online Business Persona (Character)
Business Persona
On your road map, your answers the following questions:
What are your business values?
What is your brand personality?
How do you communicate your brand?
What’s your brand tone?
Which famous person/brand do relate most to?
The Kylie Bartlett Brand Persona
Values:
Authenticity
Intelligence
Community
Personality:
Dynamic
Engaging
Bold
Communication:
Punchy
Provocative
Controversial
Tone:
Metaphoric
Strong
Conversational
Famous Celebrities and Brands:
Pink - Rough around the edges but still perceived as being talented and credible.
Aston Martin - fast, sexy, history with tradition that has evolved slowly. Bad-boy edge of refined history.
Analysing Your Ideal Date
Male or female?
Age and demographic?
Married, single, divorced?
Children?
Occupation?
Located - local, national, global?
Income range?
What industry do they work in?
What do they do on weekends?
What car do they drive?
What websites do you visit on a regular basis and why?
Do you subscribe to any blogs? If yes, which ones and why?
What magazines (on or offline) do you read?
What communities (both on and offline) do you belong and contribute to?
What TV shows do they watch and why?
What radio stations do they listen to and why?
What social media platforms do you use and why?
What are your special interests, hobbies and activities?
Who is Your Bob and Betty?
Hi I’m Bob
42 year old
Married to Tiffany
10 year old daughter Lucy who goes to Melbourne Grammar
MD of chain of restaurants around Melbourne
Live in Port Melbourne
Earn $250,000 pa plus bonuses
Dines in Melbourne CBD and has breakfast in Albert Park on the weekends
Holiday’s in Noosa
Read’s the Age and Herald Sun on his ipad each morning
Subscribes to BRW, Epicure
On LinkedIn but doesn’t really know how to use it
Member of the Albert Park Golf Club
Goes to the gym and loves running The Tan 2 days per week
Geelong Cats Fan
Keyword Research
SOCIAL INFLUENCERS
WHO ARE YOUR
ON FACEBOOK?
PRESENTATIONPimping out your page
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Facebook Branding
Facebook Branding
What is your Brand Story?
What’s your brand story and brand message?
What is your editorial mission?
What emotions does your brand sell?
People buy brands that make them feel a particular way. What’s that feeling in your business?
What value does your brand add?
Why should your target market care about you?
What is your Communication Strategy?
A communication strategy looks at the entire audience and customer experience and takes the audience/customer on a journey, helping them get to where your brand would like them to get to.
For example, if a brand wants to convey ‘freedom’ to 25 – 35 year olds its important to initially determined what that target market finds ‘sets them free’. How can your business provide them with things that make them feel like they freedom? How can you then tie your brand to your communication strategy and create an emotional connection between ‘freedom’ and your business.
PUBLISHGive and you shall receive
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PublishingYou need to be publishing remarkable content, in the form of videos, blogs, articles, white-papers, podcasts that builds your credibility and your authority within your industry and niche.
I’m going to show you how to create a content-calendar so you always have 4 weeks worth of strategic content in stock and you’re not just publishing anything for the sake of getting content out on the social web.
Remember the 80/20 rule: 80% of your publishing should be remarkable content and the other 20% spruiking your wares.
CONTENT + COMMUNITY = CURRENCY
PROMOTEMaking sure you score
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Facebook Competitions
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