facebook marketing strategies

Facebook Marketing Strategies

NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

November 2009 Now

Wine consumer with a vision Three businesses

Unknown in wine blogging community

Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country

0 page views per month 20,000 page views per month

0 Facebook fans 5000 Facebook fans

0 Twitter followers 11000 Twitter followers

0 Linkedin Connections 3000 local Linkedin Connections

0 YouTube Videos 160 Videos (15,000 views)

0 Blog posts 500 posts

from click to mortar


The Story

The Storyfrom click to mortar


•5 Wineries 40 Wines 1 Location•Co-op business model•Event facility (3000 sq ft)•Future expansion •Voted “Best new biz in 2011”•Featured in Alaska Airlines Magazine and on MSNBC.com

from click to mortar


•Author•Seminar Leader•Consultant•Build affordable template based web sites•Manage businesses online content

The Story

Your Goals Direct Your StrategyVineyards looking for high yield cost efficient fruit are planted much differently than

vineyards that are looking for low yield concentrated, flavorful and more costly fruit.

1. Monitor and protect brand identity

2. Connect with industry

3. Monitor industry mentions and customer sentiment

4. Share industry information (become a resource)

5. Build awareness of topic, passion or product

6. Customer service

7. Drive traffic to content

8. Build customer relationships

9. Build expertise or professional status

10. Monitor competitors


Today’s Agenda1. What is Facebook?

2. Understanding Timeline & Edgerank

3. Engagement – What, When How?

4. Optimizing Your Timeline

• Recent changes• Cover photo (and other branding)• Apps (Applications)• Timeline• Feature Content• User Interaction

5. Three Fabulous Facebook Finds

6. Five No Brainers You’re Probably Not DoingNectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]


The Big 6

1 .2 BILLION ACCOUNTS

600 Musers

200 Musers

220 Musers 150 M

users

70 Musers

INSTAGRAM


The Big 6

210 mins


FacebookWhat’s it all about

•PEOPLE•Engagement•Extension of brand personality•Extension of in store experience•18-44 age•60% female


FacebookWhy you need to be there

•PEOPLE•2/3 of Americans on FB•50% of them every day•Brand awareness•Top of mind•Business to consumer connections

How much is a fan worth?


Referrals

Organic Engagement

Facebook Advertising

Grow a page “like me”


EngageBuilding brand ambassadors through referrals advertising and engagement

Like -vs- Friend

Setting up Fan Page

Understanding the Facebook “Top News / Most Recent”

Basic Uses

Building Your Base

What to Post

How Often to Post

EngageGrowing brand ambassadors through referrals, advertising and engaging content


Businesses that have “Friend” pages are in violation of Facebook terms of use

Your “Friend” page runs the risk of being shut down

Maximum “Friends” is 5000

Cannot use FB ads or analytics for “Friend” pages

Cannot use FBML for “Friend” pages

EngageLike versus Friend

https://www.facebook.com/pages/create.php?migrate


1.

2.

EngageSetting up a business page


EngageUnderstanding Facebook Algorithm


Top StoriesIt is the default when someone clicks home in Facebook

It is not real time

Shows the pages and friends you have recently engaged with

Shows popular content among your friends and pages

No engagement means not in the feed

EngageUnderstanding Facebook Algorithm (Top Stories)


Recent StoriesReal time stream of friends and liked page activity

Something posted 4 hours ago will only be seen by those online within that immediate window

EngageUnderstanding Facebook Algorithm (Recent Stories)


EngageUnderstanding Facebook Algorithm

A brand that does not focus on engaging and consistent content gets

lost among the thousands of posts that Facebook can serve to its

audience


Declining Reach


What Do You Do Now?


1. Deal with the new reality.

2. Diversify your social strategy

3. Be intentional and strategic with Facebook activity

4. Boost posts and occasional Facebook ads

10 Ways to Get Noticed in a Facebook Feed




1 Be Consistent

1 – 3 posts per day that are diverse in content type (pictures, text only, links, video). Make sure the balance of your posts are value add and engaging before selling.



2 Time of Day

Look at your Facebook Insights for information of when your fans are online. In generalities 8-10am, 2-3pm, and 7-9pm are the highest traffic times.



3 Shorter Character Counts

Keep your posts under 80 characters. Facebook studies show that the most interacted with posts are ones that are 40-60 characters.



4 Include Calls to Action

Facebook users will respond to your call to action. Ask for feedback (market research), ask for interaction, be entertaining.



5 Change your Cover Photo

The cover photo is a large piece of real estate and now shows up in newsfeeds and when people hover over your brand name. Best practices say to change this monthly and use the real estate for calls to action.



6 Interact with Your Own Posts

Two things here. 1) respond and interact with the people who comment on your posts. 2) Use Facebook as yourself to like your own post. Both increase organic growth opportunity



7 Use Facebook Advertising

The reality of the world we live in is that Facebook reach will only be broad with the use of Boosted Posts and Advertising. The cost is minimal and the reach is to the audience you want.



8 Add Value Before Selling

Incorporate the practice of give, give give, sell or jab, jab, jab, right hook. Your content should be 70% engagement, 20% sharing, and 10% selling.

1. Quotes

2. Answers to Frequently Asked Questions

3. Did You Know Trivia

4. Pictures of your business

5. Questions of the Day (great research)

6. Video

7. Links to things you like

8. Promoting local events

9. Your blog posts

10. Sales or Events

EngageWhat to post


Timeline for Business Brands


Cover Photo and Other Branding

850 x 315 pixel banner 180x180 pixel profile pic•The profile picture has been moved up into the cover photo

•The like, following, message boxes have been moved on top of the cover photo.


Page Layout

Single Column Layout•Huge improvement with a single column layout•Creating highlighted posts with large two column images is not available

Image Sizing•Timeline Photos (504×504) – Recommended upload size is 1200×1200•Mobile Photos (618×618)•Shared Links

•Newsfeed: 470x246px If image is smaller than this size, it will render as a square thumbnail•Timeline: 484x252px•Mobile: 560×292


Page Layout

Left Column Information•Reviews•About•Map•Photos•Posts by others•Third Party Apps


Activity

•The place to see your direct messages, page notifications and watch other pages to see how your page performs against their growth


Insights


Insights

Week at a Glance•New page views•Weekly page reach•Notifications (likes, comments)•Messages

TIP – Hover over the notifications

and messages to see what they are


Featured Content

Showcase content

•Pin – pins content on the top left of the timeline for 7 days

Any images larger than 403x403 will be cropped to center of image.


Featured Content

•Milestone – tell your brand story

Milestone images are 843 x 403 max and are centered on page.


WooBox.com

Three Fabulous Facebook FindsThree great tools for Facebook Success

Woobox is a suite of tools that can help connect your Facebook fans with your other social networks (Twiiter, You Tube, Flicker). The application also offers cool interactive photo sharing, slide shows, music, PDF files and a host of other advanced features. Woobox offers nine free applications along with pro and premium services for the more advanced user. At the minimum you can connect your Twitter and YouTube accounts to Facebook tabs for free!


Shortstack.com


Create deals build sign up forms, host contests, build custom pages and more


Shopify on Facebook

https://apps.shopify.com/facebook-store


Build a shopping cart for your products and services and turn your Facebook page into an opportunity for revenue.


NO BRAINERSThat will make an immediate impact

5 No Brainers

Add your social media contacts to:

Web Site

Email

Business Card


Get your Facebook Vanity URL

Easier to communicate

Better search returns

Branding

5 No Brainers

http://www.facebook.com/username


Add a Facebook Badge to your Website

Drive likes

Create engagement

5 No Brainers

http://www.facebook.com/badges/page.php


Respond to everyone

Never let a mention or post go un-noticed

Say thank you

Be the last person to comment on a Facebook conversation

5 No Brainers


Post Content

If you’re committed to this there should always be something new to talk about

Content is king; conversation is queen

Empty sites are like out of date web sites, unreturned phone calls, unresponsive representatives, and empty promises

5 No Brainers


QQ&&AANectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | [email protected]

[email protected]

http://nectartastingroom.comhttp://spokanewinemagazine.comhttp://nectarmedia.co

@nectarmedia

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