stateofsearchpresentation 131118212441-phpapp02
TRANSCRIPT
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Setting Your Goals
If you don’t have a goal, then all roads look as good as any other.
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• Post Frequency• Competitive
Benchmarking• Fan Aquisition
• Newsfeed Reach• Social Reach• Search Ranking• Likes and
Comments• Earned Media
• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting
Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.
BUILD AUDIENCE
ENGAGEMENT
CONVERSION
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The Viral Cycle
Social ads are about amplifying user actions, not broadcasting creative
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Have you been frustrated before?
Possible Reasons:
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Unify Your Social Presence!
Social media only works when people can see what you have to say – Put your message everywhere!
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Build an editorial calendar
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Download this guide here.
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Steps for achieving Facebook marketing success
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Diagnosing your situation
Identify the core issues you face
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Setting yourself up for success
Define your execution strategy
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Test and Iterate
Test each lever individually with smaller budgets
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Increase spend to scale what works
Incrementally increase your budget while meeting target metrics
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Use MAA as well to refine your goals
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The Majority Of Impressions Are Organic
What could decrease your organic impressions?
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Post Length / Questions Affects Organic Impressions
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Changes in content type are hurting overall coverage
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Photos drive engagement
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Facebook and Google both care about fresh, unique, legitimate content. Therefore, when we push out content on Facebook, a lot of it will get indexed by Google because people will share it, tweet it, plus one it, and ultimately cause it to rank.
Facebook Engagement Drives Google Traffic
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Social Analytics Is About Context
Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels.
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Facebook ads: The voice of your brand
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Facebook Ad Formats
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Define Your Audiences by Value and Size
Social media success is about pinpoint precision targets
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Microtargeting
How much you should spend depends on your goals.
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Laser target ads down to specific interest targets
Facebook rewards high relevancy by discounting the price you pay for traffic.
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Interest and Group Targeting
Always be targeted, else you risk not seeming both relevant and personal.
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Use Google and Facebook remarketing to capture users who visited your site but didn’t convert
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Remarketing bridges the gap from visitor to customer
A person is browsing the web for Fuse products.
That person goes to Facebook.
... and now they see ads for Fuse throughout Facebook.
How Facebook Remarketing Works
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Remember!
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• Post Frequency• Competitive
Benchmarking• Fan Aquisition
• Newsfeed Reach• Social Reach• Search Ranking• Likes and
Comments• Earned Media
• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting
BUILD AUDIENCE
ENGAGEMENT
CONVERSION
Select your Goals
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Determine an appropriate test budget
20-30% of total marketing should do the trick
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Make sure you have your marketing calendar
Since social amplifies everything else
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Ensure Google Analytics (or whatever tool you use) is tied to your ads account
On both Google and Facebook
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How big is your email list? Grow it!
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Now let’s build a campaign together!
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Thank You!
@DennisYu facebook.com/dennisyu