1. Is a Facebook Like Campaign
Worth the Resources?
David R. Anderson
June 8th, 2012

2. “…the model [was] very simple. You run $100 in tv ads,
you made $110 in profit. And this was true for 35 years.
Mad Men was not about good ads, it turns out if you
just ran a lot of ads — of any kind — they made more
money than they cost. And just in the last few years, it
all fell apart … the underpinning of our entire economy
went away. If you’re throwing brand advertising at the
masses and hoping something will stick, you’re
playing a game that’s already over. Consumers have
taken their ball and gone home.”
Seth Godin

3. How has the model changed?
Facebook
and
Forrester,
2011

4. “…revenue growth will amount to $30 billion for social
commerce in 2015, meaning that half of online
commerce will come from social media that year.”
Moontoast,
“The
Social
Commerce
Opportunity”
2011

5. David Anderson
• Realtor
• Headhunter
• Hotelier
• Internet Retailer (for the
last 10 years)

6. Roadmap
Is
a
like
campaign
worth
the
resources?
Where
does
Facebook
fit
in?
How
to
make
Facebook
work
for
your
business
Examples
Cost
and
success

7. Is a like campaign worth the resources?
NO YES
• No immediate positive ROI • Creation of a branded asset
• Not currently a strong sales • Community
platform • Low potential cost per new like
• High potential cost per new like • What happens in three years if
• Hard to measure conversion you don’t?

8. Yes, a Like campaign coupled with a
community building campaign is worth the
resources.

9. Why Facebook?
• 46% of social media followers feel shopping their retailers
“reflects their personal lifestyles” vs. 21% percent of nonfollowers
• 53% choose their retailers when they want to “indulge”
themselves vs. 28% of nonfollowers
• 46% of social media followers feel their retailers add “joy and
pleasure” to their lives vs. 20% of nonfollowers
Social media is an effective vehicle for building emotional
connections, and stronger emotional connections lead
to better business outcomes.
MoJsta,
2011

10. Customer Social Behavior
• 83% of consumers tell their friends when they get a good deal
• 90% of people trust recommendations from their friends
• 300% more likely to buy when recommended by a friend
• 1000% more likely to buy after seeing that a friend purchased it
JWT
Intelligence,
Dec
2010
Nielsen,
April
2010
Facebook,
August
2011

11. What happens if you aren’t a part of the
conversation on Facebook?

12. “The Like is not the be-all and
end-all of Facebook campaign
success; it is merely the first
step.
Fifty-five percent of those who
Like a brand page say they
later "unlike" or change the
settings so that the brand's
messaging doesn't show up in
their News Feeds.”
Irit Batat, VP of Marketing for
AMEX Israel

13. “…most retailers are “infatuated” with the Like button
and thus use any number of gimmicks – contests for
example – to entice people to click. Putting a value
on a Facebook Like – certainly counting on it as a
predictor for future sales – is a slippery if not
impossible business. Instead retailers must make a
leap of faith that the campaign will somehow,
somewhere along the line actually get consumers to
buy."
Bill Bass, Charming Shoppes
Storefront
Backtalk,
2011

14. Community Building Campaign
• Long-term social media strategy
• Ongoing, two-way communication with customers
• Build it now!

15. Where should community building go in my
small business strategy?
1. Website, landing pages, checkout
2. SEO
3. Google pay per click campaign
4. Adcenter
5. Email marketing campaigns
6. Social Media employees and presence
7. Facebook page and timeline
8. Community Building Campaign

16. Community Building Best Practices
“Social networks are communications platforms, so
maintaining a flow of communication with – and
between – your customers is key. Try to build a
community around your items, engage your
customers, encourage fan-to-fan communication
and product discussions, then simply offer a
convenient way to buy.“
Ruslan Fazlyev, CEO of Ecwid

17. Community Building Best Practices
1. Build a minimum viable audience with useful,
educational, and entertaining content.
2. Listen carefully to their frustrations, fears,
problems, and desires.
3. Create or adapt products and services that better
serve them.

18. Tools to Build Audience
• Facebook Ads
• Like campaigns, giveaways, contests
• Email to existing customers about Facebook page
• Link to social media outlets on all customer
communication
• Link to social media outlets from website
• Encourage employees to engage their network

19. Best Practices: Engage Fans
• “You gotta see this” factor
• Post topics:
• Quotations
• Industry Tips
• Project Ideas
• Text Comments
• Pictures
• Videos
• Product Info
• Discount Specials
icanhazcheezeburger.com

20. Best Practices: Facebook Posts
• Schedule posts strategically as the average post
lifespan is 11 -22 hours
• A page like creates the possibility of your posts
appearing in your fan’s newsfeed so friends will see
• A comment is considered a stronger endorsement
and a validation of interest which equals higher
relevancy
• A share strongly influences future relevancy and the
virility of a post
Pam
Starr
for
Constant
Contact,
2012

21. Best Practices: Email & Like Campaign
• Ask fans to share
• Ask fans to get their
friends involved
• Give away
something that
attracts your target
market
• Use photos

22. Best Practices: Like Campaign Sweepstakes

23. Best Practices: Facebook Ads
Type
of
Ad
New
Likes
Cost
Per
Like
February
Recent
Facebook
51
$1.66
posts
March
Photo
and
link
71
$2.18
May
Call
to
acJon,
489
$0.39
“Become
a
Fan!”

24. Best Practices: Facebook Ads
• Call to action
• Explain benefit of
becoming fan
• Use relevant, eye
catching photo

25. Best Practices: Email Campaign

26. Best Practices: Website Links

27. Costs
• Employee: 2 hours per day- $15/hr- $600/mo
• Facebook Ads: $600/month ($20/day)
• Giveaways: $X/month?
• Donations: $X/month?

28. How to measure results?
• Long-term relationship building
• Branding
• Interactions
• Shares
• Likes

29. Like Us!
http://www.facebook.com/WildlifeWonders