facebook workshop porto, portugal, part 1
DESCRIPTION
Presentation from Michael Leander's ASAP Facebook Marketing Workshop in Porto, Portugal in partnership with E-Goi.TRANSCRIPT
![Page 1: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/1.jpg)
![Page 2: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/2.jpg)
Which reads the most words per minute – the eye or the ear?
2.500 words per minute 125 words per minute
![Page 3: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/3.jpg)
Photos more likely to engage on Facebook
Tell a story – relate to your core message
Consider including USP’s
Stir an emotion
![Page 4: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/4.jpg)
People talk about pictures, share
them, LOL at them
![Page 5: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/5.jpg)
![Page 6: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/6.jpg)
87,5% sell to businesses 75,0% sell to consumers
Portuguese language only 52,1%
20% do not have a Facebook brand page
Goal: 60,9% nurture customers 56,5% sell more products 10,9% customer service
Wanted result: 37,8 % Improve reputation 22,2% attract web-traffic
50% in more than 3 social channels
25% do not offer sharing on website
![Page 7: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/7.jpg)
![Page 8: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/8.jpg)
1/3 do not track digital marketing
activities
Marketing staff 31,1% solo person
44,4% are 2-3 people 13,3% are 9-19 people
54% don’t know what sentiment analysis is
![Page 9: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/9.jpg)
1. Integrate Facebook activities 2. Increase engagement 3. Measure conversion from Facebook to call to action
![Page 10: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/10.jpg)
![Page 11: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/11.jpg)
![Page 12: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/12.jpg)
Thoughts What to consider when you create your
Facebook Engagement Plan
![Page 13: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/13.jpg)
Your target prospect is exposed to
6000 advertising messages every
single day
![Page 14: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/14.jpg)
Short attention span, loads of intrusion - how do you cut through the clutter?
Brain filter
Do I know you? Do I need you? Can I trust you?
![Page 15: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/15.jpg)
Unique passionate emotional authentic focused
interactive meaningful
…
![Page 16: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/16.jpg)
Key trends changing buying behavior
![Page 17: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/17.jpg)
Significant changes in buying behavior
OTS* high to get a reaction
No sex on the first date
*OTS = Opportunity to see
Referral & recommendation
Latency increase incubationtime
![Page 18: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/18.jpg)
![Page 19: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/19.jpg)
Short vs. long term effect and impact on cash-flow in social media marketing
![Page 20: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/20.jpg)
More people?
More work
More details
More numbers
More money?
ROT Problem
![Page 21: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/21.jpg)
Why Facebook?
![Page 22: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/22.jpg)
![Page 23: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/23.jpg)
IF a large proportion of your customers and prospects are active & receptive
on Facebook !
![Page 24: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/24.jpg)
IF you can find critical mass -> enough people to engage and keep engaged
![Page 25: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/25.jpg)
You really
need a plan
- purpose
- strategy
- tactics
- execution
- measure
25
![Page 26: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/26.jpg)
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
![Page 27: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/27.jpg)
Which is more important?
Content Community
![Page 28: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/28.jpg)
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
UNDERSTANDING THE DRIVING FORCES OF COMMUNITIES
28
Rule of thumb
![Page 29: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/29.jpg)
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
![Page 30: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/30.jpg)
Talk Service Receive
Listen
Listen
Listen
Listen
Can you find something sensible to talk about?
![Page 31: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/31.jpg)
![Page 32: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/32.jpg)
Quick excercise
What do you want to talk about?
What does your target audience
want to talk about?
![Page 33: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/33.jpg)
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
![Page 34: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/34.jpg)
Whom is it cheaper to sell to?
New customers / leads Existing customers
![Page 35: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/35.jpg)
Existing customers are sources of cheaper income, referrals, reputation...
Easier & cheaper to sell to, cheaper
to serve
Reviews & endorsements
WOM and 1-on-1 sharing
![Page 36: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/36.jpg)
Which problems are you trying to
solve?
![Page 37: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/37.jpg)
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
37
LIRA LIRA LIRA LIRA
![Page 38: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/38.jpg)
Social Media is multi-
channel – Multichannel marketers multiply ROMI
by 5, 10, 15
![Page 39: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/39.jpg)
Simplified example - retail
![Page 40: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/40.jpg)
4 minute community co-production
•5 volunteers
•Ok with camera and subsequently posting on Facebook
![Page 41: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/41.jpg)
Facebook Audience Behavior
![Page 42: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/42.jpg)
![Page 43: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/43.jpg)
A few interesting facts
• Facebook fans are more likely to purchase, consider, and recommend brands
• Facebook ”fandom” has the largest impact on purchase
• The value in your Facebook fan base is in their willingness to recommend
![Page 44: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/44.jpg)
![Page 45: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/45.jpg)
![Page 46: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/46.jpg)
Only 3-14% of your
”likes” will see your messages
80% of new ”likes” never
visit your Facebook
page again
![Page 47: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/47.jpg)
Get 9 more vital behavioral insights
• Complete the evaluation survey by Friday next week and get the document
![Page 48: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/48.jpg)
T: twitter.com/michaelleander M: +45 27 28 29 53 E: [email protected]
![Page 49: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/49.jpg)
AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action
![Page 50: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/50.jpg)
![Page 51: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/51.jpg)
![Page 52: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/52.jpg)
Spread the word onsite
![Page 53: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/53.jpg)
![Page 54: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/54.jpg)
Advertise on Facebook
Want to get a glimpse of Facebook advertisement
![Page 55: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/55.jpg)
Target the offers – don’t send traffic to your homepage unless
![Page 56: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/56.jpg)
Video ads
![Page 57: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/57.jpg)
![Page 58: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/58.jpg)
Seriously important
![Page 59: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/59.jpg)
![Page 60: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/60.jpg)
Ad multiplication (agency can help here)
![Page 61: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/61.jpg)
Random tips and input
![Page 62: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/62.jpg)
Scheduling content
Manual or automatic or both? Facebook only or more social media platforms? Quick insight to tool
![Page 63: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/63.jpg)
Itemize the like button and think e-commerce soon
![Page 64: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/64.jpg)
The viral loop
![Page 65: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/65.jpg)
Updates have poor reach
Navi bar
![Page 66: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/66.jpg)
Place pages -> do not underestimate
![Page 67: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/67.jpg)
![Page 68: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/68.jpg)
![Page 69: Facebook Workshop Porto, Portugal, part 1](https://reader033.vdocuments.us/reader033/viewer/2022042700/5549d129b4c905856d8b4db5/html5/thumbnails/69.jpg)