Fra Markedu's Facebook markedsføring og tips webseminar på dansk Webseminaret giver en introduktion til hvordan man bør tænke for at få mest mulig success med markedsføring via Facebook.

1. Facebook Marketing
Inspiration and tips
Presented by
Michael Leander
www.michaelleander.me

2. Engage with us in Facebook - live
http://www.facebook.com/MarkeduMarketing
http://www.facebook.com/michael
leandernielsen

3. Hvad er din
erfaring med
Facebook
markedsføring?

4. Align expectations for the webinar today
Today - > Kick-start your train of thought
- ask questions and get answers
- a few tools & tactical tips that may enable better results
Another day -> More Facebook webinars
- Building your community
- Creating your Facebook landing pages
• Facebook applications
• Successful advertising on Facebook

6. Why
Facebook?

7. Facebook dominates
Most popular site
800 million Group &
profiles growing
at 3-4% each page
month
inflation
Meet everyone
Brand
Changes
magnetism –
constantly – for
better or worse
but less than
5% see ROI

8. Most penetrated Facebook countries
in % of online population

9. POLL: Which is the largest
demographic on Facebook –
measured on a global scale?

10. Facebook’s largest
demographic is 35-54 year olds!

11. Preconceived ideas are useless
Understand your audience on Facebook

12. The research questions most marketers
don’t ask – but should
• Whom is my target audience?
• How are they using Facebook?
– How much time do they spend on Facebook vs. other
channels
– What do they do when on Facebook
– What are their needs, pains, problems?
• How can I solve their needs, pains, problems
through a Facebook presence?
• What else do I need to do to reach my audience?

13. Organizations whom are seeing real &
valuable traction on Facebook are
typically those engaged in many channels
 Social channels
 Offline
 Online assets
 Inbound
 Outbound
 Integrated
 Conversation
 Zero Moment of
Truth

14. Siloists and fanatical
instrumentationalists #FAIL

16. IF a large proportion
of your customers
and prospects are
active & receptive
on Facebook !

17. IF you can find critical
mass -> enough people
to engage and keep
engaged

18. Getting critical mass ->
to the point where exponential
kicks-in

19. Service Receive Listen
Talk
Listen
Listen
Listen
Can you find something sensible to talk about?

20. UNDERSTANDING THE DRIVING
Building communities
FORCES OF COMMUNITIES
Rule of thumb
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 GET.
THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.
EXCLUSIVITY AND BEING SPECIAL IS
STILL IN PLAY
20

21. POLL: If you were to focus
your Facebook activities on
only one of these objectives
– which would it be??

22. Align Facebook activities to the
customer journey
LIRA LIRA LIRA LIRA
Can your customers find Could you use Facebook for
value? Can your prospects any of these steps in the
find answers? customer buying proces?
22

23. Diagram this and ask yourself:
What can I do that will make my customers
happy in each of these lifecycle steps?
Acquisition Conversion Retention Win-Back
High
Loyalty
Customer value
Z Profiling
Customer service & support
Win-Back
x Update, information, interaction
Low
New
Lifecyclus
End of
relationship relationship

24. What is Facebook used for?
Brand engagement
Customer retention
Customer acquisition
Customer service
Hot question
What attracts in
Traffic each step of the
generation
customer
Consumer journey?
profiling

25. 25

26. 26

27. What drives people to ”like”?
Keywords in About text box
Use info tab to include keywords, links, text
Create static ”FBML” boxes/tabs with lenghty
content and more links

28. Unique
passionate
emotional
authentic
focused
interactive
meaningful
…

29. IF you can make
Facebook work to
bring ROMI
(Return on Marketing Investment)
on your activities

30. Short vs. long term effect and impact
on cash-flow in social media marketing

31. Romy Ruth
VS. ROT = Return on Time

32. Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action

33. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action

34. • http://blog.campalyst.com/wp-
content/uploads/2011/10/Conversion-funnel-
This is
21.png
where
the fun
is >>>

35. Let’s look at our game plan
Concepts, tips &
random thoughts
about Facebook
marketing

36. Do you like your own posts?

37. Source http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/

38. 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

39. Let’s talk numbers !
Where is the disconnect?

40. The numbers that
matter (momentarily)
- Reach (158/2200=7%)
- Talks about (comments)
- Shared

41. People are people ! The conversion challenge
What is the sad story about reaching 150.000 people with this?

42. Photo economy is
what it is all about

43. But there are
many ways to
make your
pictures travel

44. Tip from the trenches
Are you branding
your Facebook
pictures to get a
bit of awareness
building?

45. 80% of new
Only 3-5%
”likes”
of your
never visits
”likes” will
your
see your
Facebook
messages
page again

46. How do you get eyeballs on your messages?
Meet Facebook EDGE
What decides if your message
appears in a users ”news-
stream”?
• How long ago was the
message published?
• How engaged are others in
this ”post”?
• Does this user interact with
your page often?

47. Understand how
your audience
engages
Use Facebook
insights regularly
2217 / 159 = ?%

48. Testing which posts work best
• Experiment with frequency (1, 3, 5, 10 x each day)
• Differentiate posts
₊ Photos with short text with/without external or
internal link
₊ OPC = Other People’s Content shared
₊ Ask question, ask for advise, ask for help
₊ Incentivized content (sweepstakes etc.)
₊ Long stories with emotion or factual
₊ etc

49. Crowd-souring skaber
interaktion, men ikke altid
om det du helst vil tale om

50. <<< Is A the best headline?
<<< Is B the best headline?

51. Anatomy of winning posts
1. Focused on meeting objective
2. Relevant message
3. Timely message
4. Compelling picture (emotions)
5. Compelling headline (emotions)
6. Intriguing text (draw the reader in)
7. Clear call to action (share, comment, click)
8. Balance news with messages that can be repeated
over and over again

52. For retailers (get Buddy report)

54. Scheduling content
Manual or
automatic or both?
Facebook only or
more social media
platforms?
Quick insight to
tool

55. 55

56. What to call the ”baby” on Facebook?
What is best for this
telecommunication
company?
A) Telia in Danmark
B) Tech’n Trends
C) Tech’n Trends withTelia?

57. 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

58. PURPOSE
• What value do you add to customers and/or
prospects?
• How can consumers emotionally connect?
• Is there a common goal that might activate
consumers?
• Core message: In one sentence what is your core
message?

59. Target
Start with your Eyeballs Channels
groups
content
concept
Uniqueness
Stories and media
Content Sub
Production
Creative
concept concepts
processes/repurpose
Analytics
Measure
Conversion
success
ROMI

60. Learn about your audience before you
develop your content concept
• Who/where are they?
• What are their interests?
• What are their problems?
• What sort of bandwidth connection?
• What else do they like?
Let’ see an example next...

61. Authenticity
Emotions
Proof
Community driven
Curiosity

62. STRATEGY
• What is the main focus in your consumer connect
efforts?
• Long term vs. Short term activation: What are
your long term goals vs. Short term wins?
• How can you broaden your story to make it worth
reacting to 365 days a year?

64. TACTICS
• Proof: What is the tangible proof of our consumer connect
focus?
• Social media voice: What is your social media personality? How
can you translate this in compelling interactions?
• Digital infrastructure: How can you optimize your paid, earned
and owned media properties online to connect?
• Capitalize: How are you going to capitalize on what you are
already doing?
• Plan for touchpoints, people and content
• Conversion; Where do your efforts lead to? Are they building
followers, sales, generating leads?

65. How much are you willing to pay for
engagement and how do you do it?
Branding/
Awareness
Explore Landing
page Trial
Add signup/ Trial
Like buy Purchase /
On site Engaged
Blogs CPO
= £$€ ?
Affiliates
Email CPI/CPL
= £$€ ? • Measure conversions
• Monitor successes

66. EXECUTION
• Conversation worthy content: be sure that content is
interesting, relevant and unique whenever possible
• Make it shareable: Add sharing buttons, make it embeddable
• Capitalize on content: Build visual proof of everything you do.
Cases, behind the scenes and use these

67. Experimentation is crucial
• Experiment personally
before professionally
• Try a variety of methods,
tools and tactics
• Accept failure as a big part
of your success

68. Measure & Manage relentlessly

69. GOVERNANCE AND POLICIES
• Whom is responsible?
• What can we say, won’t we say, don’t we discuss?
• How fast do we need to respond?
• How do we monitor activities
• In-sourcing / outsourcing
• The role of PR

70. Examples – personal engagement

71. First
impressions
lasts

73. Building your landing page
• Summarize benefits and don’t oversell
• Ensure that the call to action is clear
– Tell people what you want them to do
• Use testimonials if possible
• Use hero-shots if possible
• If you want to acquire data about a new ”like” use
a two step process

75. How to make the landing page known?
• Integrate in all of your communication
• Once launched push hard to get critical mass
(remember what we spoke about?)
• When you have significant traffic to the page,
consider testing different variations

78. Spread the word onsite

80. Advertise on Facebook
Attend new webinar specifically about Facebook
advertisement

82. Seriously important

83. Ad multiplication (agency can help here)

84. Random tips and
input

85. Place pages -> do not underestimate

86. Video adds and content

89. Learn more about this topic
Michael Leander is an international
marketing speaker. He has spoken in 35+
countries and at countless webinars..
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com
Email: leander@michaelleander.com