Facebook has recently reached 1 billion users, it is largest online community in the world. It is said that there is risk of doing marketing on Facebook or any other social networking site in general but greater risk is not doing anything. Whether you are on Facebook or not, people are commenting about you, they are discussing about your product and services. It can be positive or negative, however having a strong Facebook community for your organization is vital. Once you decide to use Facebook as a part of marketing strategy, doing it blindly or without any plan or strategy will not yield desired results. Many people complain that they spend tons of money, effort and energy to create page(s) for their organization or products /services but it does not generate traffic or not many people like it, some people say that we have 100K likes but when we send some important announcement, it hardly reaches to any of our fans. Unfortunately it is quite common that people do not get value for their efforts, energy or money that they spend. In order to generate maximum benefits, one needs to plan and create a sound strategy. This document describes steps for doing effective Facebook Marketing.

1. Facebook Marketing Strategy
Facebook Marketing Strategy
Developed by:
The Miiint Solutions
www.miiint.com
Pune, India
Social Media Marketing Team
Ver: 1.0
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2. Facebook Marketing Strategy
Purpose of this document
Purpose of this document is to describe the strategy for an organization which is
going to use Facebook as one of the social networking site to achieve certain
objectives for the organization. e.g. Some organization would like to create
awareness about their product or services within Facebook community, some
organization like to focus on generating sales leads from Facebook community.
This document will help organizations to outline objectives, target audience,
what will be targeted communities interest to engaged with organization product
or services, what sort of content organization would like to use for generating
Facebook followers etc.
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3. Facebook Marketing Strategy
Introduction
Facebook has recently reached 1 billion users, it is largest online community in
the world. It is said that there is risk of doing marketing on Facebook or any
other social networking site in general but greater risk is not doing anything.
Whether you are on Facebook or not, people are commenting about you, they
are discussing about your product and services. It can be positive or negative,
however having a strong Facebook community for your organization is vital.
Once you decide to use Facebook as a part of marketing strategy, doing it
blindly or without any plan or strategy will not yield desired results. Many people
complain that they spend tons of money, effort and energy to create page(s) for
their organization or products /services but it does not generate traffic or not
many people like it, some people say that we have 100K likes but when we send
some important announcement, it hardly reaches to any of our fans.
Unfortunately it is quite common that people do not get value for their efforts,
energy or money that they spend. In order to generate maximum benefits, one
needs to plan and create a sound strategy.
1. Your Facebook Marketing Objectives:
You need to define what are the objectives for your Facebook marketing
strategy? Following are some of the objectives you can consider are as
follows :-
• Brands/Products/Services Promotion
• Organization Awareness
• Lead Generation
It is also important to think about what will be your title of post or event or
Facebook page. Interesting title can very well connect with your target
audience. E.g. Social Media for Business - Powered by Dell, here Dell is not
promoting their products but creating a community of small & medium
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4. Facebook Marketing Strategy
businesses to help them to grow business using social media. Its image
building and creating perception that Dell is caring beyond selling their
products. On the McDonald's Facebook page, it says ... "Our founding father Ray
Kroc once said, “McDonald’s is a people business”. We operate with the belief that it’s essential
to be a part of the communities that we serve" . No wonder that, it has 23M likes and
nearly 300K+ people are talking about it at the time of this writing where as
ICICI, largest private bank in India, on its official Facebook page says,
"Please do not post any customer service request on this page", agreed that
getting customer request such as ordering a check book or similar other
requests can't be fulfilled unless full customer details are known or for
security concerns bank may not be able to fulfil such requests but what
customers don't like is attitude. It could have simply responded to such
requests with more detailed information about the account for which service
is requested.
2. Your Target Audience
It is very important to identify whom you would like to target, clarity in
defining target audience will help you creating appropriate content for right
set of people. Following are sample list of parameters one can select to
target specific audience.
a. Age Group e.g. 15-25, 25-35, 36-50, 50+
b. Gender: Male/Female
c. Location: Country, State, City
d. Interest Groups: e.g. Wildlife Photography, Cooking, Solar Power
3. What you think that your target audience will look for?
What is your understanding of your target audience interest on Facebook?
Do you think they are looking for interesting things or fun or innovative
technologies? Are they likely to engage on current affairs or breaking news,
political, interesting or newer products? One need to imagine as if you are in
your target audience shoes and think like them to anticipate probable
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5. Facebook Marketing Strategy
actions. E.g If your own interest is in Wildlife photography, so will you Like
some post or company page that arranges wildlife photography training on
tour in jungle? It all boils down to connecting with your audience with
something of interesting to them.
4. How you would like your brand/product/service will be
perceived by your target audience?
Should your audience perceive you or your products as "Cool", "Hot" or
"Wow" effect? Should they smile looking at your post and share with their
friends? This is important as it will decide what type of content you should
plan.
5. What is your content creation plan?
It is very critical that you think about what type of content you will create
for effective Facebook marketing strategy. One need to connect what
people "Like" and how we can connect with them emotionally. Here are
some content categories one can think of adopting for their Facebook
Marketing Strategy.
a. Humour - People like to smile when they see something funny but
relevant. Some companies can ride on success of big brand and connect
their product with it in humorous way. e.g. Can iPhone blend? or I Wasnt
That Drunk"' Dude ,you blended my iPhone saying I WANT Apple Juice
(http://www.facebook.com/pages/I-wasnt-that-drunk-Dude-you-blended-my-iPhone-
saying-I-WANT-APPLE-JUICE/117737691660701), this facebook page has more than
16K+ Likes!!!. Amul is excellent example of combining humour with
current affair. Look at one of the recent post by Amul on Gangnam style..
(http://www.facebook.com/amul.coop/photos_stream)
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6. Facebook Marketing Strategy
b. Debate - People like to debate on number of thing and likely to
connect with your page to participate with their views or comments.
c. Breaking News - If you are first one or early to break latest news,
be it social, political, natural calamities, sports score etc your target
community is instantly interested in knowing more about it and can
become part of your community.
d. Questions - It is well proven that many people like to answer
questions to help others on what they know. One can devise a strategy
to ignite people curiosity and interest by asking them questions.
e. Educate - People all over world are always interested in learning
something new. People love and like and get excited when they learn
or discover something that solves their problems. Once that happens,
they are likely to share it with their friends to generate viral effect.
Isn't that is what we want it to happen? Khan Academy, a non profit
organization in California providing free world class education anytime,
anywhere, one of their video "Hexaflexagons" has more than 3 million
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7. Facebook Marketing Strategy
views, try it on http://www.khanacademy.org/math/vi-hart/v/hexaflexagons-2 .
f. Apps - There are thousands of interesting applications or Apps on
Facebook.
6. How often you would like to connect with your target audience?
Once you decide type of content which suitable for your audience, one
need to plan frequency of publishing your content. Typical frequency is
couple of posts per week. "Scheduling your content type and publishing as
per the plan" is key for success. It has many benefits for creating a plan.
It gives you time to think for all important aspects of your Facebook
Marketing Strategy, your quality of content will be much better than if you
post on ad-hoc basis. Timing is also key depending on your target
audience. e.g. If someone is in India and plan to target audience in USA, if
he publishes his posts during his work time, it will not be very effective
because his target audience is most likely sleeping and by the time they
get up and visit Facebook, there are already other posts above postings
done by our Indian friend, so it is quite likely that his target audience
might miss even if it was interesting or funny. One can schedule a weekly
calendar as follows:
Table 1: Sample Content Publishing Schedule
Weekday
Time Mon Tue Wed Thu Fri Sat Sun
09:00 - 10:00 AM Humour Educate Breaking News
12:00 - 2:00 PM Debate Debate
5:00 - 7:00 PM Question Humour
You can change frequency or timing as you wish, important thing is, once it is
planned, it gives enough time to prepare appropriate content which improves
quality of the content. You will be surprised to experience that you actually
spend much less time if it is planned versus impromptu content creation. You
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8. Facebook Marketing Strategy
can also schedule content posting date/time in Facebook itself, so one need not
be online at a scheduled time of release.
7. Your plan to promote your Facebook campaign?
Once we complete all the activities and create your page on Facebook. It is time
to think of promoting it. There are many ways you can promote your Facebook
page, Invite your friends on Facebook, tweet about it, put it on your email
signature, put it on LinkedIn profile, one can promote it using Facebook
advertisements, you can put it on your blog or website.
8. How will you measure and track your campaign performance?
It is very important that you track and measure performance of your campaign.
Some simple measures like Nr. of Likes, Nr. of Talking About it, use Facebook
Insight to see greater details. I like article by Tim on Likeable which gives 3
most important metrics to measure success of your Facebook campaign.
Please see this article here:
http://www.likeable.com/2012/05/3-critical-facebook-metrics-to-measure-success/
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