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Facebook MarketingBest Practices on the World’s Most Powerful Social NetworkJune 16, 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)

#womma


Big Picture Social Media Marketing

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

• Program Management

Content strategy,campaign execution,community building,measurement

• Application DevelopmentTools to integrate,differentiate and supportsocial & business objectives


Fast Facebook Facts

• Over 100 Million USUsers

• Surpassing Googleon Page Visits

• 700% annualincrease in timeusers spent onplatform - 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 ownHTML for custom layouts


Key Facebook Fan Page (Public Profile) Attributes

• Another Brick in the WallUsed to update status,photos, videos. May beupdated by Adminand/or people who likepage

• Custom TabsUp to 4 are displayed,leverage FBML to nameand customize - or 3rd

party applications

Think News Feed!This is a key to beingviral: What’s on yourwall is often onothers’ wall


Establish the Right Page Settings

• Edit who can see your

Facebook PageCountry or age restrictions fora page if/when necessary

• Edit Wall display

Display only posts made bythe page or display bothposts 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, ifany, fans can post to thePage’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 WallRespond To Both Positive And Negative Comments

• Fans often use Facebookto express opinions,problems, praises, etc.

• Surprise them by listeningand responding

• Even a simple, “Thanksfor your comment, we’relistening!” goes a longway


Make Status Updates Relevant & Worth Sharing

• Post Exclusive Content,leveraging outboundlinks you can trackthrough bit.ly

• Consider causes,controversies andcurrent events

Geo-target messagingby 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 arerendering Facebook content withinsearch engine results

- Facebook is making all the right movesto become a search engine


Use Facebook Insights to Track Content & Fans

• Monitor interactiontrends, post quality,

demographics, fannumbers and pageviews (to name afew!)

• Utilize the data toadjust your contentsharing strategy ifneeded


See How Fans Get To And Use Your Page

• Find out which tabson your page are

being visited themost. It mightsurprise you!

• Monitor how fans aregetting to yourFacebook page.Other communityopportunities may

arise.


Facebook’s New Social Plugins


Social Plugins – The Like Box


Community Pages vs. Fan Pages


Facebook Applications


Tab Management

• Designate one of yourtabs as the landing page

(instead of the wall)

• Use FBML or customapplications 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 alarmto 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 Google

Targeting:

• 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 toadvertise repeatedly tosomebody equipped to shareat that very moment

• Double the value of an email

• “Social media is the grease in

the marketing funnel”

• Traditional search marketing isfinding people ready to buy

• People on Facebook are readyto 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

Optimization

Tactic


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 fanpages or evencompetitors fan pagesinto 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 friendlikes, and apply a like yourself

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

• Note the “Estimated Reach” tool on the right whencreating ads

• Adding additional keywords increases reach

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

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

• Start your initial bids in the lower middle range of thesuggested Facebook bid, and then tweakaccordingly


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, incentives, etc.


Rules and References


How Room 214 Helps Brands on Facebook

“214 Apps” for Facebook: A suite of socialapplications developed to help brands extendvisibility, engagement and loyalty onFacebook

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


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 aFacebook account representative (and approved) at least 7 daysprior to promotion start date. Note: Access to a rep may require aminimum ad spend

• Facebook Promotions Must NOT:

-Consist of photo upload contests (that leverage newsfeed)- 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


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

Vitrue: http://www.vitrue.com


Thank You!

Jason Cormier

Co-Founder, Room 214

[email protected]

Twitter: @JasonCormierPhone: 866-624-1851 x101

Web: Room214.com | 214Apps.com

Blog: CaptureTheConversation.com

facebook marketing room214

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news feed

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worth sharing

status updates

jason cormier

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