Facebook marketing room214

Facebook Marketing
Best Practices on the World’s Most Powerful Social Network
June 16, 2010

Presented by:
Jason Cormier, Co-Founder
Room 214

@jasoncormier

room214.com } info@room214.com } @room_214 } 866.624.1851

A Subtle Queue on What’s In it For You

• When You See the Bag…
Take it and Run!

• What’s In the Bag…
- Could be worthy of doing today
- Might be worth sharing (on Twitter)

#womma


Big Picture Social Media Marketing

• Business Intelligence
Establish benchmarks,
monitor conversations,
define KPI’s

• Program Management
Content strategy,
campaign execution,
community building,
measurement

• Application Development
Tools to integrate,
differentiate and support
social & business objectives


Fast Facebook Facts

• Over 100 Million US
Users

• Surpassing Google
on Page Visits

• 700% annual
increase in time
users spent on
platform - 2009 vs.
2008 (Nielson)


Facebook Privacy: Default vs. Control


Overview & Recommended Practices


3 Key Marketing Questions

1. What can YOU do?
• Earn Media
• Pay for Media
2. What can THEY do?
• Lurk
• Like
• Engage
3. What can they SHARE?


Off-the-Shelf Facebook Functionality
• Discussion Boards

• Notes – Like a blog, with ability for fans to comment

• Photos – Upload (and tag) photos within photo albums

• Video – Upload video files / record video messages

• Links – share content by posting (or attaching links) on your Wall

• Events – Create events that people can RSVP to

• Flash Player – Box where you can upload your own Flash files

• Static Facebook Markup Language (FBML) – Upload your own
HTML for custom layouts


Key Facebook Fan Page (Public Profile) Attributes

• Another Brick in the Wall
Used to update status,
photos, videos. May be
updated by Admin
and/or people who like
page

• Custom Tabs
Up to 4 are displayed,
leverage FBML to name
and customize - or 3rd
party applications

Think News Feed!
This is a key to being
viral: What’s on your
wall is often on
others’ wall


Establish the Right Page Settings

• Edit who can see your
Facebook Page
Country or age restrictions for
a page if/when necessary

• Edit Wall display
Display only posts made by
the page or display both
posts by the page and fans

• Designate a landing page
Users can land on custom
tabs instead of the wall

• Consider Fan Permissions
Edit what type of content, if
any, fans can post to the
Page’s wall


Facebook Starter Recommendations

Use a Fan Page, Not a Group Page
- wider range of status updates
- access to advanced stats

Use a Vanity URL (facebook.com/yourcorp)

Enable Posts by Admin AND Fans

Leverage Custom Tabs

Invite Followers via Email lists & Web Pages

Promote to Related Group Pages
- Post on their wall, OR
- Get permission from Group Admin


Monitor Your Status Updates and Wall
Respond To Both Positive And Negative Comments

• Fans often use Facebook
to express opinions,
problems, praises, etc.

• Surprise them by listening
and responding

• Even a simple, “Thanks
for your comment, we’re
listening!” goes a long
way


Make Status Updates Relevant & Worth Sharing

• Post Exclusive Content,
leveraging outbound
links you can track
through bit.ly

• Consider causes,
controversies and
current events

Geo-target messaging
by country, city and
language


Invite Friends to Suggest to Friends


Social Search Optimization is Here

- Recent deals with Google and Bing are
rendering Facebook content within
search engine results

- Facebook is making all the right moves
to become a search engine

Use your keywords inside of Facebook
- in status updates
- near top of About section
- in static pages (especially info page)
- within links


Use Facebook Insights to Track Content & Fans

• Monitor interaction
trends, post quality,
demographics, fan
numbers and page
views (to name a
few!)

• Utilize the data to
adjust your content
sharing strategy if
needed


See How Fans Get To And Use Your Page

• Find out which tabs
on your page are
being visited the
most. It might
surprise you!

• Monitor how fans are
getting to your
Facebook page.
Other community
opportunities may
arise.


Facebook’s New Social Plugins


Social Plugins – The Like Box


Community Pages vs. Fan Pages


Facebook Applications


Tab Management

• Designate one of your
tabs as the landing page
(instead of the wall)

• Use FBML or custom
applications to better
engage your audience


Integrated Tab Applications


Applications that Entertain


Applications that Inform (Utility)


Applications that Support Customer Service
Click for Click for Click for
“If you are experiencing a technical Emergency
Emergency or service-related emergency, sound the alarm
Emergency
Service Serviceimmediate assistance.” Service
to notify a customer service representative for

animation
of glass Fill out
breaking form

Customer data sent to an email or as a text to customer support personnel cell phones


Facebook Advertising


Facebook vs. Google

Facebook Google
Targeting: Targeting:
• Age • Location
• Gender • Keywords
• Relationship Status
• Location
• Birthday
• Education
• Workplaces
• Likes and Interests
• Connections on Facebook


Social Media Advertising Paradigm Shift

• Pay once, get permission to
advertise repeatedly to
somebody equipped to share
at that very moment

• Double the value of an email

• “Social media is the grease in
the marketing funnel”

• Traditional search marketing is
finding people ready to buy

• People on Facebook are ready
to connect with other people


Understanding Advertising in Facebook

Traditional Paid Search Social Media

Cost per fan vs. Revenue
Cost per click vs. Revenue
Revenue Model per fan
per click

Optimization Viral Factor, cross-channel
CTR and Conversion Rate
Tactic distribution


Promote Your Page With Facebook Ads
Use targeting capabilities to reach
the appropriate audience


Facebook Ad Targeting Capabilities

• To dial in the best keywords,
utilize the “Suggested Likes &
Interests” tool:

• Try plugging in popular fan
pages or even
competitors fan pages
into the tool

• Can link to fan pages, events,
groups or external websites Facebook Ads FAQ: http://www.facebook.com/help/?page=863


Facebook Ad Features

• “Social Interaction ads” enable you to see friend
likes, and apply a like yourself
• The ads are viral because they appear on walls
and news feeds of their friends
• Note the “Estimated Reach” tool on the right when
creating ads
• Adding additional keywords increases reach
• Expect extremely low click-through-rates, under 1%
is common
• “Actions” are the key metric, shows increase in fan
numbers
• Start your initial bids in the lower middle range of the
suggested Facebook bid, and then tweak
accordingly


Leveraging Friends of Connections


CPC vs. CPM


Testing What You Can

Wall Custom Tab

6:00 pm 24 fans 52 fans

8:00 pm 39 fans 26 fans


Facebook Advertising Recommendations

• Employ Friends of Connections Marketing

• Drive Traffic to Landing Pages OR Custom Tabs

• Track Conversions as Much as You Can

• Test CPM against CPC

• Expect best “viral” results in Facebook will
include a combination of apps and ads.

• Give: Coupons, sweepstakes, incentives, etc.


Rules and References


How Room 214 Helps Brands on Facebook

“214 Apps” for Facebook: A suite of social
applications developed to help brands extend
visibility, engagement and loyalty on
Facebook

Professional Services
• Content Strategy, Consultation and Training
• Custom Design and Integration of Applications
• Outsourced Community Management and Monitoring
• Facebook Advertising Management


Facebook Rules of the Road
• Facebook Promotions Must:
- Be on a canvas page, or box/ 3rd-party application in a tab
- Have approval of materials for the promotion, submitted to a
Facebook account representative (and approved) at least 7 days
prior to promotion start date. Note: Access to a rep may require a
minimum ad spend

• Facebook Promotions Must NOT:
- Consist of photo upload contests (that leverage newsfeed)
- Include requirements of responding or commenting in News Feed
- Consist of status updates
- Notify winners through Facebook
- Require purchase of a product

• Facebook Promotions CAN:
- Require you become a fan (like a page) to be part of the contest


References / Tools / Competitors:
Facebook:

http://facebook.com/insights
http://facebooks.com/advertising

Inside Facebook, http://insidefacebook.com

All Facebook, http://allfacebook.com

Wildfire, http://www.widlfireapps.com

Involver, http://www.involver.com

Context Optional, http://www.contextoptional.com

Vitrue: http://www.vitrue.com


Thank You!
Jason Cormier
Co-Founder, Room 214
jcormier@room214.com
Twitter: @JasonCormier
Phone: 866-624-1851 x101

Web: Room214.com | 214Apps.com
Blog: CaptureTheConversation.com


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