Field Guide Facebook Mrktg Final

FIELD GUIDE TO FACEBOOK MARKETING

At the end of 2011, there were 845 million active Facebook users. To put that figure into perspective, consider that
approximately one in every eight people globally are Facebook users, and about half of them are logged in on any
given day. With staggering figures like these, marketers cannot afford to ignore Facebook. Regardless of size or
marketing budget, brands can benefit from an effective Facebook strategy.

WHY YOU NEED THIS GUIDE
Are you currently searching for ways to:

• Accelerate the effectiveness of your marketing campaigns through Facebook and social media?

• Integrate social and CRM data to grow subscriber lists and update or strengthen subscriber
information?

• Implement paid, owned, and earned content into your social strategy?

• Understand how Facebook Timeline and other recent interface changes can be used to promote
consumer engagement?

Consumers are more active on social media than ever before, and not
surprisingly, many marketers are struggling to keep up. It seems that, with
Be on the lookout for this icon to gather
an ever-evolving sea of data and technology, marketers don’t know where
social resources and facts :
to start. Marketers are told what they need to do, but no one’s telling them
WHY these tactics are important or HOW to execute a campaign around
them—until now.

In this ExactTarget Field Guide to Facebook Marketing, you’ll get the tips and
detailed instructions you need to confidently build a branded presence on
Facebook and beyond. Each page of this guide is filled with commentary on
recognizing, implementing, and nurturing your social communications for FIELD FACT SYMBOL
cross-channel success. Research and statistics about today’s
As you continue on your social marketing journey, take this guide with social landscape.
you to make social success a reality in your organization. Happy hunting!

2 www.ExactTarget.com

Optimize Campaign Performance

Overview
Most successful marketing campaigns running today have one thing in common: they include consumer touch-
points that cross multiple channels. And in today’s consumer landscape, the one channel you cannot afford to ignore
is social media.

Want to increase conversion and consumer engagement across ALL of your marketing campaigns? Integrate
Facebook, Twitter, and other social channels consistently by offering engaging content that gives your consumers a
reason to come back.

How to put it into action
• Build a social brand presence on Facebook by publishing Pages that facilitate consumer interaction.
Then maintain consumer engagement by posting frequently and being an active part of your brand’s
social conversation.

• Offer Facebook fans and Twitter followers a reason to engage
Once you’ve via social channels and drive conversions with fan-gated Need a technology partner to help
established your promotions and coupons. manage your presence on Facebook
Facebook presence, and Twitter? Look to ExactTarget
expand into other
• Engage loyal users through contests, polls, videos, and
consumer-driven content. SocialEngage™ to meet your social
social networks media management needs.
including Twitter. • Keep your content consistent—people like to know what they’re
signing up for and are quick to disengage if content is too frequent For more info:
or uninteresting. www.ExactTarget.com/SocialEngage

, and Followers
Check out th e Subscribers, Fansfo on email, Facebook,
more great in
research series for w.ExactTarget.com/SFF
and Twitter at ww


Grow Your Subscriber List With Facebook

overview
Data collected via social media, combined with CRM and behavioral
marketing data, has proven to increase overall campaign effectiveness.
After all, the more you know about your consumers, the better you can
deliver relevant, timely messages. Where marketers have previously
gone astray is failing to tap into the rich resources they have at their
disposal—most notably, the social web. Facebook contains a wealth
of consumer intelligence and social data that marketers are anxious
to get their hands on. And through the use of Facebook’s Open Graph
technology, finding ways to collect social data from customers and
prospects is easier than ever.

If you want consumer data, you’ve got to ask for it. So start by
promoting a branded lead form on Facebook that requests email
addresses along with basic demographic information. SocialPages: Simply drag and drop Gears onto the editor to
design your Fan Pages.
Need help developing a lead form? ExactTarget’s SocialPages
technology allows marketers to easily create Facebook tabs within
a drag-and-drop interface. And, when marketers create lead forms,
they can select the ExactTarget subscriber list they want the leads to
funnel to, further streamlining processes between systems.

field fact:
branded lead form,
Want to create a your IT department? Open Graph is an extension of Facebook’s
without help from ages at: core technology. It allows Facebook

Check out SocialP/ExactTarget
actions to be replicated across the web,

www.Facebook.com
which provides marketers with valuable
opportunities to leverage Facebook data
and connections.


Engage Loyal Customers by “Starring” & “Pinning” Stories on the Timeline

Overview
The way consumers interact with brands on Facebook has recently changed
with the introduction of Facebook’s new Timeline feature. The basic profile
or Fan Page that was previously a vessel for promotion now requires
much more thought and creativity to be successful. In order for a brand to

Don’t overthink
be successful on Facebook today, they must see engagement from their
fans. While it does require more strategy and higher-quality content, it also
it: email best provides a greater opportunity to engage with previously idle fans, turning
practices them into customers and eventual brand advocates.
for engaging
content apply to How to put it into action
Facebook too. Gather your most engaging content and draw attention to it by “starring” and
“pinning” it to your Timeline. For your brand, this may include:

• Video footage
Engaging content
• Commercials produces results- Example of a “pinned” post.

clicks, “likes,”
comments, etc...
• Event promotions

• Special announcements

Whatever content you decide to “pin” or “star,” make sure it’s capable of
enhancing your Facebook presence. Your network of Facebook fans should
find it interesting, relevant, and be eager to engage with you because of it.
field fact:
A “pinned” post always appears in the top
left corner of a Fan Page Timeline and is
identified with a flag. It stays at the top
of a Page for seven days. After that, it’ll
return to the date it was posted on the
Page’s Timeline.


Use Facebook Insights to Monitor Page and Application Activity

overview
Facebook Insights allows users to easily monitor
their Facebook Page or app activity. By better
understanding consumption of content, user
growth, and fan demographics, marketers can
make better decisions regarding their Facebook
brand presence.

Facebook Insights is free—but available only to
Page administrators and developers on Pages
that have been “liked” by at least 30 users. If
you have technical resources at your disposal,
you may also consider utilizing Insights API,
which helps you access metrics beyond what’s
available through the standard Insights dashboard.

Overview screen of Facebook Insights.
Reference:
http://ads.ak.facebook.com/ads/FacebookAds/Premium_Guide_2.29.12.pdf


Understand Your News Feed

overview
Facebook uses an algorithm to determine which connections are most important to a user, what content should
appear most frequently in their News Feed, and what socially-enabled ads they see. It carries a lot of weight, so it’s
in your best interest to get familiar with this algorithm, and adjust your social strategy accordingly.
Heard of EdgeRank? t. The way to succeed and have your content appear in fan News Feeds is to consistently show high activity and
ep
It’s the same conc engagement. For an individual consumer, this might include making frequent status updates, uploading images, or
changing relationship status. For a brand, this is driven by fanbase engagement. This means your fans might not even
see your content unless you receive consistent engagement!

field fact:
Produce content that encourages your fans to engage and
interact with your brand through Facebook. This might include: Consider these three factors when evaluating
content relevance:
• Polls
1. Affinity refers to the relationship between
• Surveys two Facebook users. Each time a user
• Video downloads engages with you on Facebook, your affinity
with that user goes up. Note that your
• Status updates engagement with a user doesn’t influence
this—only their engagement.
Remember, the more engaged your fans are, the more likely
your brand is to show up in consumers’ News Feeds, making 2. Interaction considers what actions users
your socially-enabled ads more frequent and effective. have taken with your content. Each action is
recorded and given more precedence based
on the amount of energy required to engage
(i.e. a comment shows more engagement
than a click).

3. Timeliness takes into account the age of
the content. Recent content is most likely to
show up in a News Feed.


Build Your Fanbase

overview
There’s no question that a robust and healthy fanbase provides numerous opportunities for brand engagement,
Sound familiar? promotion, and loyalty. But, while building a substantial Facebook fanbase won’t happen overnight, it’s important to
You might be lay a sturdy foundation by establishing both a plan for acquisition and maintenance. Remember that getting a “like”
using these isn’t enough—you need consistent engagement to turn a Facebook fan into a customer.
same tactics is available
Fan-gated contentcebook fans.
to manage your How to put it into action
ONLY to your Fa
email program! Build your fanbase by providing exclusive fan-gated content and promotions:

• Remember that regardless of the channel, a feeling of exclusivity goes a long way for most consumers.

• Pair that with a promotion, and you’re sure to see engagement from new audiences.

• Take that strategy one step further and geo-target by utilizing data provided by Facebook Insights.

• Consider where you’re delivering this content—Timelines, News Feeds, or Facebook Tabs. Identical
content is rarely appropriate for all locations, so be selective and strategic.

field fact:
ExactTarget’s Subscribers, Fans, and
Followers research reveals that 40% of
Facebook users are motivated to “like” a
company, brand, or association to receive
discounts and promotions. And, 51%
of fans say they rarely or never visit a
company’s page after “liking” them.


Extend Reach and Distribution of Your Most Compelling Content

overview
Facebook’s Reach Generator is an “always on” premium package
that recently became available to advertisers. Facebook guarantees
that with this product, content will reach a higher percentage of fans
more frequently than it would organically. By increasing overall content
distribution, brands can ensure that their most compelling content
receives visibility, traffic, and page engagement.

what to expect
• Reach 75% of your fans on a regular basis.

• Double brand engagement through “likes,” comments, and
shares.

• Receive monthly reports that review reach, engagement, and
brand tracking.

Facebook’s Reach Generator.
Focus on creating compelling messages on your Facebook page—and
don’t forget that you can borrow content that has proven successful in
email, and use it here. Reach Generator does the rest!

field fact:
Facebook estimates that a company’s
branded Page reaches just 16% of their
fans per week on average. Remedy this
by ensuring your most valuable content
is prioritized through Reach Generator or
Premium on Facebook (see page 10).
Source: http://www.facebook.com/business/fmc/guides/reach?campaign_id=25039
3211715997&creative=reach


Invest in Premium on Facebook

overview
In the past, Facebook advertising has been posted on the side of the screen, away from the News Feed or profile
Pages. With the introduction of Premium on Facebook in early 2012, advertisers now have the opportunity for their
content to appear in more prominent, eye-catching locations including:

• The far right side of the homepage

• On a mobile News Feed Location is key!
• On a homepage News Feed

• On a user logout screen

what to expect
• 5-10x more engagement is seen with ads that appear within the News Feed or right side of a user’s
homepage in comparison to any other site location.

Customize URLs with important keywords or phrases that are relevant to your campaigns. You can even include
subscriber information like name or email address as part of the link, providing the ultimate personalized touch that
your site visitors will love.


Master Facebook Timeline with Engaging Content

overview
Facebook Timeline offers brands a great outlet for promotion, but places
an emphasis on images and engagement. It offers brands the opportunity
to provide personalized experiences and a forum to promote interaction
across other channels including email, Twitter, or your website.

Deliver a personalized experience by using metrics collected from
Facebook Insights to determine your brand’s most popular content and
the demographics of your most engaged users. Then distribute targeted
messages that drive social conversation. And don’t stop there—turn
highly-engaging posts into new content and add important milestones
to keep content relevant and fresh.

Use Timeline’s image-heavy layout to humanize your brand, highlight
popular products, or facilitate a cross-channel experience by repurposing
creative from TV, print, email, or other non-social campaigns.

Example of a Facebook Timeline.

xactTarget’s
publishing compelling content? El Profile will help
Not sure if you’re and Followers report The Socia nd how
Subscribers, Fans, inct customer personas and understa
you identify 12 distinfluence their brand interactions.
their unique traits xactTarget.com/SFF
Download at www.E


Ask Customers to Drive Your Brand’s Creative

overview
Making sure that consumers are receiving the type of content they want is critical to staying fresh and relevant,
especially in the ever-evolving social landscape. Testing content on Facebook is one way to stay on the pulse of what
consumers want. This also allows marketers to gather customer insight and actionable performance metrics that can
provide valuable campaign lift.

One way marketers can get the data they need is to ask customers to provide feedback on your marketing content.

Launch Facebook polls and surveys:

• On a homepage News Feed

• On a user logout screen

• Offer incentives for submitting feedback

• Add a level of excitement by publishing the results daily or weekly

Or, a more traditional way is to perform A/B tests to gather:
is perfect
• “Like” counts or user growth Facebook Insights metrics.
• Page views for gathering these
• Demographic information

Then, adjust your creative strategy accordingly, making sure the insights
you’ve gained translate to the creative you produce for other channels.
field fact:
Facebook reports that “well-run
campaigns that leverage social
media drive ROIs of 3x or greater.”


Glossary of Facebook Marketing Terms

Action Response or “AR”
The percentage of users who complete an action (such as a “like” or “RSVP”) or are exposed to a Facebook ad.

Activity Log
A new administrator control on Facebook Pages found under the “Manage” button at the top of the admin panel.
Users can view Page posts and “star,” hide, or delete stories, or change the date of a post.

Ads and Stories
Facebook Advertisements or featured News Feed stories that consist of an image, ad copy, and title. Sponsored
Stories are considered the evolution of Ads and provide additional exposure in the News Feed, which is where the
majority of Facebook fans spend their time.

Applications or “Apps”
Brand and consumer-made interactive outlets for sharing and engaging in games, news, activities, events, and more.

CPC or “Cost Per Click”
Allows marketers to specify how much advertising spend they are willing to pay each time a user clicks on their ad.

CPM or “Cost Per Thousand Impressions”
Allows marketers to specify how much advertising spend they are willing to pay for 1,000 impressions (or views) of
their ad.

Fan Page
A business profile used to help brands market themselves on Facebook. Often referred to simply as “Pages,”
they have many similarities with personal Facebook Profile Pages, but present additional administrative and
marketing capabilities.

fans
Fans are Facebook users that “like” a Fan Page.



gestures
Actions that mirror real-life activities like “read,” “watch,” or “eat,” instead of just “like.”

insights
A dashboard which tracks and displays user activity within Pages and Applications, providing baseline
analytics capabilities.

milestones
Story types that mark important events, such as store openings or product launches.

news feed
The homepage of every Facebook user where Stories from friends, brands, and applications are aggregated
and updated in real-time. This is where most Facebook users spend their time and is the center of activity on
Facebook. Algorithms based on engagement and recentness determine when and where a Story shows up
in a user’s News Feed.

offers
A promotion delivered as a Story on a brand’s Facebook Page, allowing fans to claim it easily and share with friends.

open graph
As an extension of Facebook’s core technology, Open Graph allows Facebook actions to be replicated across the
web, which provides marketers with valuable opportunities to leverage Facebook data and connections.

People Talking about This
A Facebook Insights metric that calculates the total number of people sharing and commenting about your page over
a seven-day rolling period.



pinning
A way for brands to highlight their most important or relevant content on their Facebook Page. Marketers can anchor
their most important stories to the top of their Page for up to seven days.

Premium on Facebook
Allows marketers to create content or Stories that appear in premium user locations including News Feeds and
logout screens.

Reach Generator
Takes Facebook posts and moves them to the top of a user homepage to for additional distribution and exposure.

Social Context
A metric that determines the percentage of an organization’s ad impressions that were “liked” by at least one friend.

social graph
Describes the public web and the interconnectedness of people. Various APIs are available to access and leverage
this information.

Social Plugins
Extensions of the Facebook platform that enable marketers to see what their fan base is doing across the
broader web.

starring
Enables marketers to enlarge a Story so it receives more attention, and is managed in Activity Log.

stories
Any content, whether created by a user or re-purposed from an external website.



tabs
Also known as Views, Tabs are a way of navigating to different locations within a Facebook Page. With the latest
design, fans see four Tabs at once.

timeline
Facebook’s latest personal page layout design, which includes a chronological history of user actions taken.

trend
A record of what topics and Stories are trending, gauged when multiple users share the same link or discuss the
same topic.

views
Also known as Tabs, Views are a way of navigating to different locations within a Facebook Page. With the latest
design, fans see four Views at once.


With thousands of Facebook posts, tweets, and Google searches made every second, surviving in the “interactive
marketing wild” can seem impossible. With a focus on building relationships, we offer a variety of intuitive ways to
interact in the social space through ExactTarget’s suite of social media products.

SocialEngage™ allows companies of all sizes to tap into social media conversations as they happen—in real time.
With SocialEngage, marketers can collaborate on updates, monitor responses, track engagement, and analyze results
across the most influential and fastest growing social communities.

SocialPages™ enables marketers to easily build and manage professional, campaign-focused Facebook Fan Pages
to drive customer relationships and revenue.

Call us at (866) 558-9834 or visit www.ExactTarget.com/Social to learn how
ExactTarget Social can help you.

www.ExactTarget.com

Field Guide Facebook Mrktg Final

Recommended

Recommended

More Related Content

Featured

Featured (20)

Field Guide Facebook Mrktg Final