Facebook Makeover in Four Steps

Presented by: Bill Parkes

Twitter: @billparkes

SMX West 2010

Just Starting Out

Lady Gaga

2

Marilyn Manson

Facebook Makeover in Four Steps

1. Create a plan

2. Develop your look

3. Personalize your presence

4. Work it!

3

Step 1: Create a Plan

Goals and objectives

Priorities

Resourcing

Your “hook”

Measures

Prioritize Where You Focus

Goal Example Strategies

• Build awareness • Hypertargeting campaigns

• Promotions

• Contests

• Aid consideration

• Encourage and promote

customer-generated content

• Support purchase

• Social shopping

• Reengage

• Rewards programs

• Empower

• Incentivize participation

Loyalty

Purchase

Advocacy

Familiarity

Active Consideration

Late-Stage Consideration

What’s Your Hook?

Gifting

Coupons

Contests

Promotions

VIP/

exclusive

content

Step 2: Develop Your Look

Brand expression

Personality

Imagery

Competitive landscape

Express Your Brand

Lively,

inclusive

and fun

Use of

brand

standards

Promote

cause

marketing

Step 3: Personalize Your Presence

Secure your username!

Control first impression

Custom tabs

Extend use of profile picture

Personalization

Clear first

impression

Clear

expectations

Tab

customization

Profile picture

customization

Step 4: Work It!

Balance participation vs. broadcast

Leverage existing content and programs

Listen to your fans

Cross-promote

Add value!

Program Extensions

Extend

offline

experience

User-

generated

content

Facebook

connect

Add Value!

Balance

added-value,

promotions

Local event

promotion

Unique content

How Did They Do?

Lady Gaga

14

Marilyn Manson

Success

15

Thanks!

For more tips and ideas:

• www.facebook.com/nfusion

• Twitter: @billparkes