facebook marketing-room214

room214.com } [email protected] } @room_214 } 866.444.9214

Facebook Marketing Leveraging the World’s Most Powerful Social Network June 24, 2010

Presented by:Jason Cormier, Co-Founder

Room 214

@jasoncormier


A Subtle Queue on What’s In it For You!

•When You See the Bag…Take it and Run!

•What’s In the Bag…- Could be worthy of doing today- Might be worth sharing (on Twitter)

#room_214


Big Picture Social Media Marketing

• Business IntelligenceEstablish benchmarks, monitor conversations, define KPI’s

• Program ManagementContent strategy, campaign execution, community building, measurement

• Application Development Tools to integrate, differentiate and support social & business objectives


In its report, 2009 B2B Social Media Benchmarking Study, Business.com found that North American companies focused on B2B were much more rigorous in the world of social media than those in B2C.

B2B in Social Media


B2B in Social Media

Participateon Twitter:

B2B: 75%B2C: 49%

HostBlog(s):

B2B: 74%B2C: 55%

Social Networking Profiles:

B2C: 81%B2B: 67%

Brand ParticipationBrand Participation


B2B in Social Media

Brand FocusBrand Focus

B2B: 73%B2C: 45%

B2B: 56%B2C: 27%

B2B: 43%B2C: 30%

B2C: 83%B2B: 77%


B2B in Social MediaPercentage of companies using specific social media channels and/or blogs who have acquired a customer from that channel


Fast Facebook Facts

• Over 100 Million US Users

• Surpassing Google on Page Visits

• 700% annual increase in time users spent on platform - 2009 vs. 2008 (Nielson)


Facebook Privacy: Default vs. Control


Overview & Recommended Practices


3 Key Marketing Questions

1. What can YOU do?

• Earn Media

• Pay for Media

2. What can THEY do?

• Lurk

• Like

• Engage

3. What can they SHARE?


Off-the-Shelf Facebook Functionality

• Discussion Boards

• Notes – Like a blog, with ability for fans to comment

• Photos – Upload (and tag) photos within photo albums

• Video – Upload video files / record video messages

• Links – share content by posting (or attaching links) on your Wall

• Events – Create events that people can RSVP to

• Flash Player – Box where you can upload your own Flash files

• Static Facebook Markup Language (FBML) – Upload your own HTML for custom layouts


Key Facebook Fan Page (Public Profile) Attributes

• Another Brick in the WallUsed to update status, photos, videos. May be updated by Admin and/or people who like page

• Custom TabsUp to 4 are displayed, leverage FBML to name and customize - or 3rd party applications

Think News Feed!

This is a key to being viral: What’s on your wall is often on others’ wall


Establish the Right Page Settings

• Edit who can see your Facebook PageCountry or age restrictions for a page if/when necessary

• Edit Wall displayDisplay only posts made by the page or display both posts by the page and fans

• Designate a landing page Users can land on custom tabs instead of the wall

• Consider Fan Permissions Edit what type of content, if any, fans can post to the Page’s wall


Facebook Starter Recommendations

Use a Fan Page, Not a Group Page- wider range of status updates- access to advanced stats

Use a Vanity URL (facebook.com/yourcorp)

Enable Posts by Admin AND Fans

Leverage Custom Tabs

Invite Followers via Email lists & Web Pages

Promote to Related Group Pages- Post on their wall, OR- Get permission from Group Admin


Monitor Your Status Updates and Wall Respond To Both Positive And Negative Comments

• Fans often use Facebook to express opinions, problems, praises, etc.

• Surprise them by listening and responding

• Even a simple, “Thanks for your comment, we’re listening!” goes a long way


Make Status Updates Relevant & Worth Sharing

• Post Exclusive Content, leveraging outbound links you can track through bit.ly

• Consider causes, controversies and current events

Geo-target messaging by country, city and language


Invite Friends to Suggest to Friends


Social Search Optimization is Here

Use your keywords inside of Facebook- in status updates

- near top of About section- in static pages (especially info page)- within links

- Recent deals with Google and Bing are rendering Facebook content within search engine results

- Facebook is making all the right moves to become a search engine


Use Facebook Insights to Track Content & Fans

• Monitor interaction trends, post quality, demographics, fan numbers and page views (to name a few!)

• Utilize the data to adjust your content sharing strategy if needed


See How Fans Get To And Use Your Page

• Find out which tabs on your page are being visited the most. It might surprise you!

• Monitor how fans are getting to your Facebook page. Other community opportunities may arise.


Facebook’s New Social Plugins


Social Plugins – The Like Box


Community Pages vs. Fan Pages


Facebook Applications


Tab Management

• Designate one of your tabs as the landing page (instead of the wall)

• Use FBML or custom applications to better engage your audience


Integrated Tab Applications


Applications that Entertain


Applications that Inform (Utility)


Applications that Support Customer Service“If you are experiencing a technical or service-related emergency, sound the alarm to notify a customer service representative for immediate assistance.”

Click for Emergency

Service

animation of glass breaking

Fill out form

Click for Emergency

Service

Click for Emergency

Service

Customer data sent to an email or as a text to customer support personnel cell phones


Facebook Advertising


Facebook vs. Google

Facebook GoogleTargeting:• Age• Gender• Relationship Status• Location• Birthday• Education• Workplaces• Likes and Interests• Connections on Facebook

Targeting:• Location• Keywords


Social Media Advertising Paradigm Shift

• Pay once, get permission to advertise repeatedly to somebody equipped to share at that very moment

• Double the value of an email

• Social media is the grease in the marketing funnel

• Traditional search marketing is finding people ready to buy

• People on Facebook are ready to connect with other people


Understanding Advertising in Facebook

Cost per click vs. Revenue per click

Cost per fan vs. Revenue per fan

CTR and Conversion RateViral Factor, cross-channel distribution

Traditional Paid Search Social Media

Revenue Model

OptimizationTactic


“What’s a Facebook Fan Worth?”

Holes in the “empirical review:”

-Correlation vs. Causality:

The research does not demonstrate Facebook “fanning” actually causes higher value (a Facebook fan vs. a common user of the brand)


Promote Your Page With Facebook AdsUse targeting capabilities to reach the appropriate audience


Facebook Ad Targeting Capabilities

• To dial in the best keywords, utilize the “Suggested Likes & Interests” tool:

• Try plugging in popular fan pages or even competitors fan pages into the tool

• Can link to fan pages, events, groups or external websites Facebook Ads FAQ: http://www.facebook.com/help/?page=863


Facebook Ad Features

• “Social Interaction ads” enable you to see friend likes, and apply a like yourself

• The ads are viral because they appear on walls and news feeds of their friends

• Note the “Estimated Reach” tool on the right when creating ads

• Adding additional keywords increases reach

• Expect extremely low click-through-rates, under 1% is common

• “Actions” are the key metric, shows increase in fan numbers

• Start your initial bids in the lower middle range of the suggested Facebook bid, and then tweak accordingly


Leveraging Friends of Connections


CPC vs. CPM


Testing What You Can

Wall Custom Tab

6:00 pm

8:00 pm

24 fans 52 fans

39 fans 26 fans


Facebook Advertising Recommendations

• Employ Friends of Connections Marketing

• Drive Traffic to Landing Pages OR Custom Tabs

• Track Conversions as Much as You Can

• Test CPM against CPC

• Expect best “viral” results in Facebook will include a combination of apps and ads.

• Give: Coupons, sweepstakes, products, etc.


Rules and References


Facebook Rules of the Road

• Facebook Promotions Must:-Be on a canvas page, or box/ 3rd-party application in a tab-Have approval of materials for the promotion, submitted to a Facebook account representative (and approved) at least 7 days prior to promotion start date. Note: Access to a rep may require a minimum ad spend

• Facebook Promotions Must NOT:-Consist of photo upload contests-Include requirements of responding or commenting in News Feed

-Consist of status updates-Notify winners through Facebook-Require purchase of a product

• Facebook Promotions CAN:-Require you become a fan (like a page) to be part of the contest


How Room 214 Helps Brands on Facebook

“214 Apps” for Facebook: A suite of social applications developed to help brands extend visibility, engagement and loyalty on Facebook

Professional Services• Content Strategy, Consultation and Training• Custom Design and Integration of Applications• Outsourced Community Management and Monitoring• Facebook Advertising Management


References / Tools / Competitors:

Facebook:

http://facebook.com/insightshttp://facebooks.com/advertising

Inside Facebook, http://insidefacebook.com

All Facebook, http://allfacebook.com

Wildfire, http://www.widlfireapps.com

Involver, http://www.involver.com

Context Optional, http://www.contextoptional.com

BlitzLocal: http://www.blitzlocal.com


Thank You!

Jason Cormier

Co-Founder, Room [email protected]

Twitter: @JasonCormierPhone: 303-444-9214 x101

Web: Room214.com | 214Apps.comBlog: CaptureTheConversation.com