SlideShare ist ein Scribd-Unternehmen logo
1 von 41
Debra Aho Williamson, Principal Analyst @DebraWilliamson J U L Y  2 8 ,  2 0 1 1 Facebook Marketing–Strategies for Turning “Likes” into Loyalty Kimberly Maul, Writer/Analyst @berly624 Sponsored by: Joined by:
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
How Marketers Are Using Facebook
The percentage of marketers who consider Facebook important is growing
Marketers generally consider Facebook the most effective social media site
Small businesses also consider Facebook the most effective
However, B2B firms favor Twitter Twitter – #eMwebinar
For large brands, benchmark comparisons are starting to emerge
Recent data analyzed how the number of fans affects page engagement ,[object Object],[object Object],Twitter – #eMwebinar
How Consumers Interact With Brands on Facebook
Consumers prefer to receive marketing via Facebook vs. other social venues
Favorite types of companies include:  •  Entertainment • Food • Restaurants • Apparel
Deals and offers are still a key reason for  consumers to  “like”  a brand… Twitter – #eMwebinar
… but consumers also appreciate receiving news and product information
Search remains the main way consumers find info about brands…
… but organic conversations have real value
How Can Brands Go Beyond the  “Like”?
Brands can encourage Facebook interactions by timing their posts
Four ways a bagel chain keeps Facebook users engaged: #1: Ask questions  Simple questions get consumers thinking about the brand. Over 80 pictures submitted in three days Twitter – #eMwebinar *Note: Facebook’s Promotions Guidelines state that you cannot use Facebook features such as the “like” button for voting in a contest.
#2: Different discounts for different goals ,[object Object]
#3 Respond quickly ,[object Object]
#4 Reward your fans ,[object Object],“ Not being a national advertiser, we decided to make Facebook a pivotal part of our strategy for growing our brands and increasing the quality of our engagement with our current and potential customers.”  —James O’Reilly, chief concept officer at Einstein Noah Restaurant Group
Key reason Facebook users  “unlike”  a brand:  too many posts crowding their feeds
Case Studies
Case study: Adobe Photoshop engages its loyal fans to share the love  ,[object Object],[object Object],[object Object],“ I think about it as if I ’ m designing the product; I think  about the user. Is this piece of content we ’ re about to share useful to them?” — Maria Yap, Adobe’s director of product management Twitter – #eMwebinar
What Photoshop achieved: ,[object Object],[object Object],[object Object],[object Object],“ You ’ re not making the community—you ’ re part of it.” —Maria Yap
Case Study: Discovery manages  a network of pages ,[object Object],[object Object],[object Object],[object Object]
What Discovery achieved: ,[object Object],[object Object],[object Object],“ Each network retains its own voice, priorities and personality, but you get all the benefits of a central team.” —Gayle Weiswasser, Discovery’s VP of social media communications Twitter – #eMwebinar
Case study: Chef Boyardee targets moms with Facebook-AOL integration ,[object Object],[object Object],[object Object],[object Object]
Chef Boyardee got mixed results… ,[object Object],[object Object],[object Object],[object Object],Takeaway:  Focusing on a small niche community can work for some brands, but dividing attention between Facebook and another site requires a delicate balance.
Case study: Clarisonic—building support for a cause via Facebook Clarisonic , a skincare company, partnered with nonprofit  Look Good…Feel Better  in May 2010. “ Like” campaign:  Donated $1 for every new “like” during Breast Cancer Awareness Month, October 2010. Promotion:   social networks, email blasts, Facebook ads, and company website and blog. Twitter – #eMwebinar
The campaign led to increases in several key Facebook metrics
[object Object],[object Object],[object Object],What Clarisonic achieved:
Best practices for marketers: ,[object Object],[object Object],[object Object],[object Object]
Conclusions ,[object Object],[object Object],[object Object],[object Object],Twitter – #eMwebinar
VITRUE PUBLISHER PUBLISH Create more visually compelling posts Include images, audio, video and Wall Apps like Coupons, Polls, Email registration Open Graph publishing SCHEDULE Schedule posts in advance, publishing 24/7 Allow multiple team members to collaborate on posts Multi-account and user collaboration
MODERATE VITRUE PUBLISHER Powerful and comprehensive Facebook wall  moderation, with optional automation using word lists Defined permission levels MEASURE Live metrics including clicks, comments, likes, shares, plays, entries and actions Use Omniture, DoubleClick, WebTrends, Google Analytics, etc
STANDARD APPLICATION   MODULES VITRUE TABS Engagement apps like  Coupons, Polls, Quizzes,  Mailing List, Sweeps and  Gifts Media apps such as photos, videos, Twitter and content feeds Social apps such as events, calendars, local events and content sharing
VITRUE APPS Vitrue’s suite of Facebook Apps punctuate your conversation, creating an even richer brand experience. We empower Apps to be delivered with ease in a variety of ways. From being housed in a tab, to being delivered directly to a fan’s news feed to being built as custom experience.
FOR   THE   LATEST   TRENDS, INSIGHTS   +   PRODUCT   INNOVATIONS... THANK YOU
Facebook Marketing–Strategies for  Turning “Likes” into Loyalty Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording.  For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions.  To learn about  eMarketer Total Access  please visit  www.emarketer.com/products or contact us: (800) 405-0844 or  [email_address]   Twitter Hashtag: #eMwebinar Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Sponsored   by :

Weitere ähnliche Inhalte

Was ist angesagt?

Facebook advertising basics
Facebook advertising basics Facebook advertising basics
Facebook advertising basics Aditya D'souza
 
Facebook Business Pages by dBroseGroup
Facebook Business Pages by dBroseGroupFacebook Business Pages by dBroseGroup
Facebook Business Pages by dBroseGroupdbrosegroup
 
Facebook for Businesses
Facebook for BusinessesFacebook for Businesses
Facebook for BusinessesCosmic
 
Facebook promotion plan
Facebook promotion planFacebook promotion plan
Facebook promotion planSachit Singh
 
Using social media for business
Using social media for businessUsing social media for business
Using social media for businessGrace Korbel
 
Build Your Online Presence
Build Your Online PresenceBuild Your Online Presence
Build Your Online PresenceJenny Nixon
 
Facebook & Twitter Strategies for Small Business Owners
Facebook & Twitter Strategies for Small Business OwnersFacebook & Twitter Strategies for Small Business Owners
Facebook & Twitter Strategies for Small Business OwnersAnvil Media, Inc.
 
Facebook Strategy & Ads Optimization
Facebook Strategy & Ads Optimization Facebook Strategy & Ads Optimization
Facebook Strategy & Ads Optimization Instant E-Training
 
How to Turn Likes in to Leads
How to Turn Likes in to LeadsHow to Turn Likes in to Leads
How to Turn Likes in to LeadsDan Salcumbe
 
Social Media Strategy - Facebook
Social Media Strategy - FacebookSocial Media Strategy - Facebook
Social Media Strategy - FacebookTony Passey
 
Strategic Social Media Marketing
Strategic Social Media MarketingStrategic Social Media Marketing
Strategic Social Media MarketingKimron Corion
 
Facebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad OptionsFacebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad OptionsSEOM Interactive
 

Was ist angesagt? (20)

Facebook advertising basics
Facebook advertising basics Facebook advertising basics
Facebook advertising basics
 
Branding for Local Businesses
Branding for Local BusinessesBranding for Local Businesses
Branding for Local Businesses
 
DIGITAL MARKETING
DIGITAL MARKETINGDIGITAL MARKETING
DIGITAL MARKETING
 
Facebook Business Pages by dBroseGroup
Facebook Business Pages by dBroseGroupFacebook Business Pages by dBroseGroup
Facebook Business Pages by dBroseGroup
 
Facebook for Businesses
Facebook for BusinessesFacebook for Businesses
Facebook for Businesses
 
Facebook Marketing
Facebook Marketing Facebook Marketing
Facebook Marketing
 
Facebook promotion plan
Facebook promotion planFacebook promotion plan
Facebook promotion plan
 
Using social media for business
Using social media for businessUsing social media for business
Using social media for business
 
Build Your Online Presence
Build Your Online PresenceBuild Your Online Presence
Build Your Online Presence
 
Facebook & Twitter Strategies for Small Business Owners
Facebook & Twitter Strategies for Small Business OwnersFacebook & Twitter Strategies for Small Business Owners
Facebook & Twitter Strategies for Small Business Owners
 
How to Set Up a Business Facebook Page
How to Set Up a Business Facebook PageHow to Set Up a Business Facebook Page
How to Set Up a Business Facebook Page
 
Facebook Strategy & Ads Optimization
Facebook Strategy & Ads Optimization Facebook Strategy & Ads Optimization
Facebook Strategy & Ads Optimization
 
How to Turn Likes in to Leads
How to Turn Likes in to LeadsHow to Turn Likes in to Leads
How to Turn Likes in to Leads
 
Social Media Strategy - Facebook
Social Media Strategy - FacebookSocial Media Strategy - Facebook
Social Media Strategy - Facebook
 
Kindermusik Gold Coast July 2009
Kindermusik Gold Coast July 2009Kindermusik Gold Coast July 2009
Kindermusik Gold Coast July 2009
 
Strategic Social Media Marketing
Strategic Social Media MarketingStrategic Social Media Marketing
Strategic Social Media Marketing
 
Facebook Marketing
Facebook MarketingFacebook Marketing
Facebook Marketing
 
Facebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad OptionsFacebook Advertising: Overview of Ad Options
Facebook Advertising: Overview of Ad Options
 
Become a LinkedIn Marketing Expert
Become a LinkedIn Marketing ExpertBecome a LinkedIn Marketing Expert
Become a LinkedIn Marketing Expert
 
Taming the Facebook Frontier: Facebook Business Page Training
Taming the Facebook Frontier: Facebook Business Page TrainingTaming the Facebook Frontier: Facebook Business Page Training
Taming the Facebook Frontier: Facebook Business Page Training
 

Ähnlich wie eMarketer Webinar: Facebook Marketing—Strategies for Turning “Likes” into Loyalty

Growing Active Facebook Communities
Growing Active Facebook CommunitiesGrowing Active Facebook Communities
Growing Active Facebook CommunitiesMarketingatBahrain
 
Increasing Social Media Engagement
Increasing Social Media EngagementIncreasing Social Media Engagement
Increasing Social Media EngagementMarketingatBahrain
 
Facebook Presentation
Facebook PresentationFacebook Presentation
Facebook Presentationethanparker61
 
Bosch Digital Training
Bosch Digital TrainingBosch Digital Training
Bosch Digital TrainingWilloughby PR
 
Bosch Digital Training
Bosch Digital TrainingBosch Digital Training
Bosch Digital TrainingWilloughby PR
 
The Intersection of Social Media and Direct
The Intersection of Social Media and Direct The Intersection of Social Media and Direct
The Intersection of Social Media and Direct Acxiom Corporation
 
Kennedy smith project 1
Kennedy smith project 1 Kennedy smith project 1
Kennedy smith project 1 Kennedy Smith
 
Benchmarking report for Social Media Marketing - ITC Personal Care
Benchmarking report for Social Media Marketing - ITC Personal CareBenchmarking report for Social Media Marketing - ITC Personal Care
Benchmarking report for Social Media Marketing - ITC Personal Careravindra31090
 
Social media marketing sales presentation fe pptx
Social media marketing sales presentation fe pptxSocial media marketing sales presentation fe pptx
Social media marketing sales presentation fe pptxneilnapier
 
Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero:  Considering Life After the Demise of Organic ReachFacebook Zero:  Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
 
Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic ReachFacebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic ReachAlan Martínez
 
Warren Knight 7 Steps To Using Social Media Marketing
Warren Knight  7 Steps To Using Social Media MarketingWarren Knight  7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media MarketingThink Digital First
 
Champaign County Chamber Social Media 101 & 201 Presentations
Champaign County Chamber Social Media 101 & 201 PresentationsChampaign County Chamber Social Media 101 & 201 Presentations
Champaign County Chamber Social Media 101 & 201 PresentationsShane Haggerty
 
Oms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applicationsOms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applicationsMarcel Media
 

Ähnlich wie eMarketer Webinar: Facebook Marketing—Strategies for Turning “Likes” into Loyalty (20)

Growing Active Facebook Communities
Growing Active Facebook CommunitiesGrowing Active Facebook Communities
Growing Active Facebook Communities
 
Increasing Social Media Engagement
Increasing Social Media EngagementIncreasing Social Media Engagement
Increasing Social Media Engagement
 
Facebook Presentation
Facebook PresentationFacebook Presentation
Facebook Presentation
 
Bosch Digital Training
Bosch Digital TrainingBosch Digital Training
Bosch Digital Training
 
Bosch Digital Training
Bosch Digital TrainingBosch Digital Training
Bosch Digital Training
 
The Intersection of Social Media and Direct
The Intersection of Social Media and Direct The Intersection of Social Media and Direct
The Intersection of Social Media and Direct
 
Coffee Twalk Four: Integrated Social Media Programs - Facebook, Twitter, Link...
Coffee Twalk Four: Integrated Social Media Programs - Facebook, Twitter, Link...Coffee Twalk Four: Integrated Social Media Programs - Facebook, Twitter, Link...
Coffee Twalk Four: Integrated Social Media Programs - Facebook, Twitter, Link...
 
Kennedy smith project 1
Kennedy smith project 1 Kennedy smith project 1
Kennedy smith project 1
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Social Network Marketing, Be in to be In!
Social Network Marketing, Be in to be In!Social Network Marketing, Be in to be In!
Social Network Marketing, Be in to be In!
 
Benchmarking report for Social Media Marketing - ITC Personal Care
Benchmarking report for Social Media Marketing - ITC Personal CareBenchmarking report for Social Media Marketing - ITC Personal Care
Benchmarking report for Social Media Marketing - ITC Personal Care
 
Social media marketing sales presentation fe pptx
Social media marketing sales presentation fe pptxSocial media marketing sales presentation fe pptx
Social media marketing sales presentation fe pptx
 
Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero:  Considering Life After the Demise of Organic ReachFacebook Zero:  Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic Reach
 
Facebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic ReachFacebook Zero: Considering Life After the Demise of Organic Reach
Facebook Zero: Considering Life After the Demise of Organic Reach
 
Ecommere social media plan
Ecommere social media planEcommere social media plan
Ecommere social media plan
 
Warren Knight 7 Steps To Using Social Media Marketing
Warren Knight  7 Steps To Using Social Media MarketingWarren Knight  7 Steps To Using Social Media Marketing
Warren Knight 7 Steps To Using Social Media Marketing
 
Champaign County Chamber Social Media 101 & 201 Presentations
Champaign County Chamber Social Media 101 & 201 PresentationsChampaign County Chamber Social Media 101 & 201 Presentations
Champaign County Chamber Social Media 101 & 201 Presentations
 
Oms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applicationsOms chicago 2011_facebook_applications
Oms chicago 2011_facebook_applications
 
PHP socialmedia training 2_28_11
PHP socialmedia training 2_28_11PHP socialmedia training 2_28_11
PHP socialmedia training 2_28_11
 
Social Media for Small Business Training
Social Media for Small Business TrainingSocial Media for Small Business Training
Social Media for Small Business Training
 

Mehr von eMarketer

eMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer
 
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer
 
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer
 
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer
 
Webinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandsWebinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandseMarketer
 
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement eMarketer
 
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the HypeeMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the HypeeMarketer
 
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer
 
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...eMarketer
 
Marketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New ThinkingMarketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New ThinkingeMarketer
 
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...eMarketer
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer
 
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017eMarketer
 
B2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to BuyersB2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to BuyerseMarketer
 
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer
 
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer
 
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer
 
eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer
 
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer
 
eMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer
 

Mehr von eMarketer (20)

eMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TVeMarketer Webinar: Video Beyond TV
eMarketer Webinar: Video Beyond TV
 
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
eMarketer Webinar: Digital Advertising on Amazon and the Duopoly—What It Mean...
 
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
eMarketer Webinar: Customer Experience—Driving Engagement with Data, Analytic...
 
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to KnoweMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
eMarketer Webinar: Marketing Data Management—What B2Bs Need to Know
 
Webinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading BrandsWebinar: Social Listening Best Practices from 3 Leading Brands
Webinar: Social Listening Best Practices from 3 Leading Brands
 
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
Webinar: How Real-Time Content Marketing Can Supercharge Social Engagement
 
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the HypeeMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
eMarketer Webinar: Artificial Intelligence—Finding Value Beyond the Hype
 
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
eMarketer Webinar: Key Digital Trends for 2018—Our Predictions for What Will ...
 
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
eMarketer Webinar: Email’s Role in Omnichannel Marketing—Beyond the Opens and...
 
Marketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New ThinkingMarketing Attribution—New Tech, New Trends, New Thinking
Marketing Attribution—New Tech, New Trends, New Thinking
 
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
eMarketer Webinar: B2B Mobile—How to Effectively Reach the Ever-More Mobile B...
 
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
eMarketer Webinar: Customer Experience—How to Navigate the Journey Toward Cus...
 
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017
 
B2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to BuyersB2B Personalization—How to Deliver Custom Experiences to Buyers
B2B Personalization—How to Deliver Custom Experiences to Buyers
 
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the StackeMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
eMarketer Webinar: Marketing Technology 2017—It’s More Than Just the Stack
 
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017
 
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving RecapeMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
eMarketer Webinar: Mid-Holiday Season Retail Update & Post-Thanksgiving Recap
 
eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017eMarketer Webinar: Key Digital Trends for 2017
eMarketer Webinar: Key Digital Trends for 2017
 
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the HypeeMarketer Webinar: Account-Based Marketing—Beyond the Hype
eMarketer Webinar: Account-Based Marketing—Beyond the Hype
 
eMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for MarketerseMarketer Webinar: Millennials—A Moving Target for Marketers
eMarketer Webinar: Millennials—A Moving Target for Marketers
 

Kürzlich hochgeladen

DevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenDevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenHervé Boutemy
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebUiPathCommunity
 
Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Mattias Andersson
 
The State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxThe State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxLoriGlavin3
 
Connect Wave/ connectwave Pitch Deck Presentation
Connect Wave/ connectwave Pitch Deck PresentationConnect Wave/ connectwave Pitch Deck Presentation
Connect Wave/ connectwave Pitch Deck PresentationSlibray Presentation
 
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdfHyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdfPrecisely
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsPixlogix Infotech
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brandgvaughan
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024Lonnie McRorey
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr BaganFwdays
 
unit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxunit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxBkGupta21
 
Scanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsScanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsRizwan Syed
 
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptxUse of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptxLoriGlavin3
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024BookNet Canada
 
Unleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding ClubUnleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding ClubKalema Edgar
 
Generative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersGenerative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersRaghuram Pandurangan
 
Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Commit University
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 3652toLead Limited
 
Streamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project SetupStreamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project SetupFlorian Wilhelm
 

Kürzlich hochgeladen (20)

DevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenDevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache Maven
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio Web
 
Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?Are Multi-Cloud and Serverless Good or Bad?
Are Multi-Cloud and Serverless Good or Bad?
 
The State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptxThe State of Passkeys with FIDO Alliance.pptx
The State of Passkeys with FIDO Alliance.pptx
 
Connect Wave/ connectwave Pitch Deck Presentation
Connect Wave/ connectwave Pitch Deck PresentationConnect Wave/ connectwave Pitch Deck Presentation
Connect Wave/ connectwave Pitch Deck Presentation
 
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdfHyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
Hyperautomation and AI/ML: A Strategy for Digital Transformation Success.pdf
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and Cons
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brand
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024
 
"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan"ML in Production",Oleksandr Bagan
"ML in Production",Oleksandr Bagan
 
unit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxunit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptx
 
Scanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL CertsScanning the Internet for External Cloud Exposures via SSL Certs
Scanning the Internet for External Cloud Exposures via SSL Certs
 
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptxUse of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
Use of FIDO in the Payments and Identity Landscape: FIDO Paris Seminar.pptx
 
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
New from BookNet Canada for 2024: Loan Stars - Tech Forum 2024
 
Unleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding ClubUnleash Your Potential - Namagunga Girls Coding Club
Unleash Your Potential - Namagunga Girls Coding Club
 
Generative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersGenerative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information Developers
 
Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!Nell’iperspazio con Rocket: il Framework Web di Rust!
Nell’iperspazio con Rocket: il Framework Web di Rust!
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365
 
DMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special EditionDMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special Edition
 
Streamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project SetupStreamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project Setup
 

eMarketer Webinar: Facebook Marketing—Strategies for Turning “Likes” into Loyalty

  • 1. Debra Aho Williamson, Principal Analyst @DebraWilliamson J U L Y 2 8 , 2 0 1 1 Facebook Marketing–Strategies for Turning “Likes” into Loyalty Kimberly Maul, Writer/Analyst @berly624 Sponsored by: Joined by:
  • 2.
  • 3. How Marketers Are Using Facebook
  • 4. The percentage of marketers who consider Facebook important is growing
  • 5. Marketers generally consider Facebook the most effective social media site
  • 6. Small businesses also consider Facebook the most effective
  • 7. However, B2B firms favor Twitter Twitter – #eMwebinar
  • 8. For large brands, benchmark comparisons are starting to emerge
  • 9.
  • 10. How Consumers Interact With Brands on Facebook
  • 11. Consumers prefer to receive marketing via Facebook vs. other social venues
  • 12. Favorite types of companies include: • Entertainment • Food • Restaurants • Apparel
  • 13. Deals and offers are still a key reason for consumers to “like” a brand… Twitter – #eMwebinar
  • 14. … but consumers also appreciate receiving news and product information
  • 15. Search remains the main way consumers find info about brands…
  • 16. … but organic conversations have real value
  • 17. How Can Brands Go Beyond the “Like”?
  • 18. Brands can encourage Facebook interactions by timing their posts
  • 19. Four ways a bagel chain keeps Facebook users engaged: #1: Ask questions Simple questions get consumers thinking about the brand. Over 80 pictures submitted in three days Twitter – #eMwebinar *Note: Facebook’s Promotions Guidelines state that you cannot use Facebook features such as the “like” button for voting in a contest.
  • 20.
  • 21.
  • 22.
  • 23. Key reason Facebook users “unlike” a brand: too many posts crowding their feeds
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.
  • 30.
  • 31. Case study: Clarisonic—building support for a cause via Facebook Clarisonic , a skincare company, partnered with nonprofit Look Good…Feel Better in May 2010. “ Like” campaign: Donated $1 for every new “like” during Breast Cancer Awareness Month, October 2010. Promotion: social networks, email blasts, Facebook ads, and company website and blog. Twitter – #eMwebinar
  • 32. The campaign led to increases in several key Facebook metrics
  • 33.
  • 34.
  • 35.
  • 36. VITRUE PUBLISHER PUBLISH Create more visually compelling posts Include images, audio, video and Wall Apps like Coupons, Polls, Email registration Open Graph publishing SCHEDULE Schedule posts in advance, publishing 24/7 Allow multiple team members to collaborate on posts Multi-account and user collaboration
  • 37. MODERATE VITRUE PUBLISHER Powerful and comprehensive Facebook wall moderation, with optional automation using word lists Defined permission levels MEASURE Live metrics including clicks, comments, likes, shares, plays, entries and actions Use Omniture, DoubleClick, WebTrends, Google Analytics, etc
  • 38. STANDARD APPLICATION MODULES VITRUE TABS Engagement apps like Coupons, Polls, Quizzes, Mailing List, Sweeps and Gifts Media apps such as photos, videos, Twitter and content feeds Social apps such as events, calendars, local events and content sharing
  • 39. VITRUE APPS Vitrue’s suite of Facebook Apps punctuate your conversation, creating an even richer brand experience. We empower Apps to be delivered with ease in a variety of ways. From being housed in a tab, to being delivered directly to a fan’s news feed to being built as custom experience.
  • 40. FOR THE LATEST TRENDS, INSIGHTS + PRODUCT INNOVATIONS... THANK YOU
  • 41. Facebook Marketing–Strategies for Turning “Likes” into Loyalty Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Presented by: Debra Aho Williamson Principal Analyst, eMarketer, Inc. Sponsored by :