Going beyond the basics: how Facebook can support every phase of your customer lifecycle.

1. Facebook: Beyond FundamentalsAIDAA Model for Facebook ROI February 2010 Presented by: Michael Weisfeld

2. Michael Weisfeld – Senior Strategist “Big 5” Management consulting background Online marketing industry since 2002 Expertise: Strategy Social Media SEM Usability September 13-15, 2009 2

3. Facebook Fan Page Experience September 13-15, 2009 3 Sample of clients we’ve worked with to launch fan pages … Watkins Hot Spring Spas Bumble Bee Food’s BeeWell Miles American Red Cross Blood Donors

4. Agenda Facebook Introduction Platform Constantly Changing Monetization vs. ROI AIDAA Model for Facebook Awareness Interest Desire Action Advocacy Optimization Resources Monitoring and Reporting Conclusion September 13-15, 2009 4 Follow the BusinessOnLine Social Media team on Twitter at: @BOLSocial if Tweetting about this session, please use this hashtag: #OMSFB

6. Review an audit of your Facebook Page

7. Discuss different Facebook related tactics that can help satisfy your marketing objectives http://labs.onlinemarketingsummit.com/

8. Facebook Fan Page Experience September 13-15, 2009 6 Audience Participation Raise your hand if you have used a Facebook fan page as part of your marketing mix.

9. Facebook Introduction Astonishing Statistics & Online Social Hub D2Cshow.org September 13-15, 2009 7

10. Facebook Explosion 8 132,000,000 unique visits Highest record in the site’s history

11. To put it in context … Facebook is more popular than Yahoo! http://www.marketingcharts.com/interactive/facebook-yanks-2-spot-from-yahoo-12030/

12. Facebook Explosion 400,000,000+ registered users The number of people actively using Facebook – equivalent to the population of Indonesia, the world’s fifth-most populous country Facebook the leader in social networking survey, 8.04.09

13. Facebook Explosion 5,000,000,000 min per day The number of minutes spent on Facebook each day Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

14. Facebook Explosion 1,000,000,000 posts per week The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

15. Average User Activities > 55 min per day http://mashable.com/2010/02/10/facebook-growth-infographic/

16. Facebook Platform A Holistic Perspective

17. Social Media Broadcast System

18. Social Media Broadcast System September 13-15, 2009 16 Facebook

19. Multiple forms of Facebook 17

20. Facebook Web Application Platform September 13-15, 2009 18 Facebook Domain Web Server Domain Data Path Facebook Database

21. Facebook Web Application Platform

22. Facebook Homepage Last updated: February 2010

23. Facebook Homepage Heat Map

24. Getting value from Facebook Monetization vs. ROI D2Cshow.org September 13-15, 2009 22

25. Monetization vs. ROI ROI Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook September 13-15, 2009 23 Monetization Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform

26. Monetization vs. ROI ROI Focused on a return on investments via conversions as a result of channeling marketing promotions and participation on Facebook September 13-15, 2009 24 Monetization Focused on developing a revenue model via affiliate marketing and third party advertisements on the Facebook platform

27. Targeted Objectives Lead Generation Brand Awareness Campaign Promotion Brand Reputation Brand Loyalty Customer Support Conversions Identifying Influencers Target Audience Insights September 13-15, 2009 25

28. AIDAA Model for Facebook 26 a Goals Phase wareness Get a visit i nterest Become a fan d esire Engagement Interaction a ction Website Visit (referral) Conversion a dvocacy Promote Publish

29. Awareness Getting a Visit D2Cshow.org September 13-15, 2009 27

30. Awareness Objective: Gain a visit to your Facebook page, event, application advertisement or other initiatives. Tactics: Cross Promotions with webpage, other Facebook pages, Twitter and other social media sites Facebook Ads Fan Boxes September 13-15, 2009 28 awareness awareness

31. Social Media Cross Promotion September 13-15, 2009 1 Home Page Promotion Cross promote your Facebook page on your home page. Make the call to action distinct and noticeable. 1 2 Favorite Pages Use the Favorite Pages application on other Facebook Pages that you admin. 3 2 Twitter & Others Promote your Facebook page on other social media channels like Twitter, Blogs, Forums, LinkedIn, etc. 3

32. Marketing Collateral Cross Promotion Newsletters Invite fans to talk about articles or share their thoughts on your fan page. Email Blasts Dedicated campaign to your customer base requesting they become a fan. Signage & Receipts Subtle reminders of offline collateral.

33. Facebook Ads Website Ads Directs users off Facebook and onto a specified landing page on a website. 1 3 Interactive Ads Integrated social activities interactive ads for the Facebook fan page. 4 2 4 Fan Page Ads Directs users to the Facebook fan page. Allows users to become a fan directly from the ad. Skyscraper Banner Ads The image rich ad provides more branding and a link to a landing page. 1 2 3

34. Fan Boxes 1 1 1 The Fan Box A social widget allowing visitors of your website to become a fan of your Facebook page directly on your website 3 2 Fans/Friends Users can see how many fans you have on the page and some of their friends that have become fans 3 Recent Wall Posts Users can see recent posts from the wall, which update in real time based on the activity on the Facebook page 2

35. Interest Becoming a Fan D2Cshow.org September 13-15, 2009 33

36. Interest Objective: Allow the user to develop enough interest to become a fan of the Facebook page or member of your Facebook group Tactics: Facebook Fan Page Consistent, substantial content on the wall Facebook Group Applications Event Page interest interest

37. Fan Pages vs. Groups

38. Fan Page Tabs A maximum of 6 tabs can show at a time Tabs 7+ are only accessible via arrow at the right of the tabbed navigation There are 3 types of tabs which allow for a variety of customization and functionality. 1 Default Tabs Tabs 7+ 2 3 Application Tabs FBML Tabs

39. Fan Page Tabs Comparison low high Customization

40. Fan Pages Customization Examples 1 Exclusive Offers for Facebook Page Fans Only The offer is not triggered unless the user becomes a fan first. 2 3 1 2 Embedded Search Ability to search for content directly on the Facebook page without having to navigate off until the user finds what he’s looking for. 4 Facebook Share Button The share button allows the user to easily share a specific content with their friends on Facebook. 3 4 Intriguing Product Listings A list of promoted products that users can see on the Facebook page and links to a detailed product landing page for the specific product.

41. Examples

42. Tips for Group pages 1 Seed Discussion Board Trigger conversation topics to drive interaction and questions. 2 2 Invite Friend’s to the Group Member invitations are effective for quickly increasing the awareness of the group. 1 The Wall Answer questions and provide brand updates via the wall. 3 3 4 Multimedia Multimedia on groups include photos, videos, and links. Allow users to post pictures, videos, and links to the group. 4

43. Desire Interaction & Engagement D2Cshow.org September 13-15, 2009 41

44. Desire Objective: Provide relevant content that promotes user interaction and engagement amongst each other and with the brand Tactics: Browse Page Interactive Catalogs & Tools (surveys, polls, quizzes) Wall Posts Promotions/Contests/Applications Social Context desire desire

45. The Makings of a Facebook Team Skill Sets Strategist/Analyst Graphics Designer Web Coder Customer Service Rep Microblogger Buzz Monitor Personality Creative Professionally Social Open to learning new technologies Organized Proactive Detailed-oriented

46. Develop a Content Strategy Keep in mind your target personas Consider your resources and budget Establish an editorial calendar

47. Example Types of Content Tip: try various types of content and measure fan interaction

48. Create Engaging Wall Posts 1 1 Targeted Messaging Status updates can be directed to individuals from a specific location and speak a certain language. 2 Utilize Photos and Links Updates with imagery is more likely to capture audience attention. Individual Post Insights Understand which types are generating the most feedback from fans in the form of comments and likes. 3 2 3

51. 3rd party apps content2

52. Social Context (Personalization) Social context is the application of a user’s social profile in determining what products and services are marketed to the user Benefits to eCommerce Promote products that interest the user Create an association with fan and products / services Create a more intimate relationship with the user Generate buzz

53. Social Context – Volkswagen September 13-15, 2009 49

54. Social Context – Volkswagen

55. Social Context – Volkswagen

56. Action Making the Conversion D2Cshow.org September 13-15, 2009 52

57. Action Objective: Provide outlet channels where users can connect to a specific website landing page where a conversion can be made Tactics: FBML Tabs, Content Blocks, & Banners Applications Coupons / Sweepstakes / Contests Interactive Catalogs Landing Pages action action

58. Call to Action Process

59. Facebook Fan Coupon – Bumble Bee

60. Facebook Fan Coupon – Bumble Bee September 13-15, 2009 56

61. Facebook Fan Coupon – Bumble Bee September 13-15, 2009 57

62. Interactive Catalogs – Staples/Target September 13-15, 2009 58

63. Applications – H&R Block

64. New Facebook Promotion Guidelines Administration of a promotion on the Facebook platform requires prior written approval from a Facebook account representative. You don’t need approval if the promotion is administered completely off Facebook and you’re only promoting it on Facebook. Entry into your promotion CANNOT be conditioned by having people complete actions on Facebook. Such as: Tag a photo, update status Entry into your promotion CAN be conditioned by having people become a fan of the page. Tab that becomes visible when user becomes a fan Users can only enter the promotion from the applications tab (ie. third-party app or FBML tab)

65. Advocacy Spreading the Word D2Cshow.org September 13-15, 2009 61

66. Advocacy Objective: Provide content and tools that are easy for users to share and distribute through throughout the social media landscape Tactics: Wall Posts Facebook Share Member Invitations Embeddable Widgets & Badges Ratings & Reviews advocacy advocacy

67. Facebook Connect Solution for integrating Facebook features with a website. Benefits: User Authentication Publish to news feed Personalization More Info on FB Connect: http://www.facebook.com/connect http://developers.facebook.com/connect.php http://wiki.developers.facebook.com/index.php/User:Facebook_Connect_Live_Sites

68. Facebook Connect – BeeWell Miles

69. Facebook Connect – Earned Media September 13-15, 2009 65 Tip: Return on Investment (ROI) Each time a fan publishes their activity to their newsfeed is the even more valuable than a paid advertisement. ROI = News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

70. Faecbook Fan Badges - ARC Allow fans and internal advocates to add a badge to their blog, website, or Facebook page http://www.facebook.com/facebook-widgets/index.php

71. optimization Meta Tagging with Keywords D2Cshow.org September 13-15, 2009 67

72. Optimizing Search Engine Results Keyword focus your “About Box”

73. Assign Meta Data to Digital Assets

74. Monitoring & Reporting Forming Strategic Decisions D2Cshow.org September 13-15, 2009 70

75. Monitoring & Reporting Objective: Actively monitor and analyze data generated from Facebook activities Define go forward strategies supported by these statistics Tactics: Facebook Insights Google Analytics Campaign URLs monitoring & reporting

77. page activity

78. ad performance

79. trends

81. Google Analytics

82. conclusion Wrap-up and parting thoughts D2Cshow.org September 13-15, 2009 75

83. People Do A Lot on Facebook http://mashable.com/2010/02/10/facebook-growth-infographic/

84. In Summary awareness a Goals Activities (On Facebook) Activities (Off Facebook) Phase Optimization, Monitoring & Reporting Link to Facebook Fan Box Twitter & Others Updates Get visit Ads Promotions Newsfeed Impressions Favorite Pages interest i Become a fan Group Fan Page Applications Event Page Wall Posts Fan Box desire d Engagement Interaction Browse Page Interactive Catalogs & Tools (surveys, polls, quizzes) Wall posts Promotions/Contests a action Landing Pages Website Visit (referral) Conversion Landing Pages Coupons Promotions/Contests FBML Banners a advocacy Promote Publish Wall Posts Facebook Share Invite Embeddable Widgets Share Invite

85. Big Takeaways Consider using paid ads for promotion Add content giving fans something to do/read when on the page Post a variety of content types and measure what trigger the most interaction from fans Plug in RSS feeds from blogs and other platforms Develop something transactional on your website to trigger fans to publish to their wall Tag all transactions with website analytics codes to help with tracking

86. Conclusion Communication platformoffering many capabilities for brands, even B2B. Future of facebook? - new features and functionality Stronger analytics insight Real-time search Virtual currency ONLY BECOMING A MORE POWERFUL PLATFORM

87. Community Participation Matrix Review Determine Interested?: Give me your business card and we will send in follow-up. Discuss

88. “Is Your Company Social” Webinar Key Points of Interest Elements of Social Media and Why It’s Important Real World Examples of How Social Media Has Helped Accomplish Business and Marketing Objectives Metrics and Key Performance Indicators to Measure Your ROI Proven Strategies and Best-Practices for Executing a Social Media Campaign http://www.businessol.com/forms/social-media-marketing-session-2-your-company-social

89. Questions? September 13-15, 2009 82 Follow the BusinessOnLine Social Media Team on Twitter: Michael Weisfeld @BOLSocial P 619.699.0767 x247 Michael.Weisfeld@BusinessOL.com Twitter: @mrweisfeld http://www.businessol.com/about-us/our-team http://www.linkedin.com/in/michaelweisfeld