For Immediate LIKE: A recent study indicates within 5 years social media will be the number two way to engage with customers (after face-to-face personal interaction). Ready to crush the competition? Learn how to easily leverage Facebook's Graph Search, organic timeline messaging with Facebook Ads as a means to garner publicity. Discover easy ways to publish and deliver company news that stands out in the newsfeed and position your brand as the expert source and thought leader. Learn what content and images works, how to fold existing and new public relations content into the Facebook strategy. This will focus on how brands can learn how to best become news publishers reporting from the Facebook Page.
May 30, 2013 – Lisa Buyer social PR Evangelist and author of the upcoming book Social PR Secrets and BliztMetrics’ Dennis Yu will join other top online marketing thought leaders at the AllFacebook Marketing Conference in San Francisco on June 5. The AllFacebook Marketing Conference will be held at The Hilton San Francisco Union Square and will provide attendees with an inside look at Facebook innovations and monetization issues impacting today's digital media and marketing experts. The event is designed to provide attendees with takeaways such as the latest intelligence and how-to knowledge, as well as effective strategies and tactics for acquiring fans, engaging followers, and amplifying campaigns.
Buyer’s session co-presented with BlitzMetrics Founder Dennis Yu is called “Facebook Messaging for Publicity” and will cover:
How to easily leverage Facebook's Graph Search
Organic timeline messaging with Facebook Ads as a means to garner publicity
Easy ways to publish and deliver company news that stands out in the newsfeed
How to position your brand as an expert source and thought leader
What content and images work
How to fold existing and new public relations content into the Facebook strategy
How brands can learn how to best become news publishers reporting from the Facebook Page
Quote from LIsa on Social PR and Facebook.
During the one-day event Lisa Buyer will be attending and reporting on the following sessions as part Social #PR Chat's upcoming editions:
Morning Keynote Panel: How To Navigate Facebook's Redesigned News Feed & Still Reach Fans with Mark Cooper of Offerpop, Patience Elfving-Yi of Kenshoo Social, Mike Maghsoud of PostRocket, Jesse Pujji of Ampush, Jordan Viator Slabaugh of Spredfast, and Justin Lafferty of AllFacebook (moderator)
Building Cross-Platform Viral Entertainment into Your Facebook Campaigns with Jong Woo of King.com
Mobile, Social & Local: Where Search, Influence, and Opportunity Meet a panel discussion with Scott Bain of Spruce Media, Stéphane Le Viet of Work4 Labs, Susie Erjavec Parker of SPARKER Strategy, Nick Shah of Ampush, Marcus Whitney of Moontoast, and Todd Tweedy of Avertech (moderator)
Social Media for B2B: Getting More Out Of Your Content Marketing a p
22. 22
The reason this post was so successful
was that Fudds helped out a
community after a tragic shooting, and
a fan decided to thank them.
These types of scenarios are a perfect
way to use social media to amplify the
good things you do in real life.
But the post wasn’t from Fuddruckers. It was from a loyal fan.
25. 25
Meet Heather.
Winner of Fudd’s top post.
Heather Orlowski, the fan who posted the top post,
comes in 7th by number of total interactions, but she is by far
the most influential.
Her influencer score is 100 times higher than the next person
on that list - all thanks to her viral post.
Fans by Participation
Fans by Influence
29. 29
Round Table Pizza
correlates with
Fuddruckers fans.
Not surprisingly,
Johnny Rockets
(known for their All-
American Burger) has
an affinity with
Fuddruckers (known
for their World’s
Greatest Burger)
Fuddruckers loves to
host birthday parties.
And what their interests are.
32. 32
It’s the highest we’ve ever seen on any brand
7% of the fan base are our ultra loyal fans, who have a retention of over 365 days
33% of active fans made at least 2 interactions – that’s 8,900 people
40. 40
311,940 people
who live in the United States
who live in New Orleans, LA
age 18 and older
40 people
who live in the United States
who live in New Orleans, LA
age 18 and older
who work at Entergy Services, Inc.
Workplace targeting is the most unparalleled feature Facebook
marketers have at their fingertips.
@dennisyu
@lisabuyer
41. 41
Carri Bugbee
Social Media Marketing
Strategist/Owner
Big Deal PR, Inc.
“You can't get very far starting out on Facebook right
now without spending $$ on advertising. It's no longer
possible to build critical mass without that. It's pay for
play. And depending upon the type of business, you'll
probably need to offer deals now and then. FB definitely
requires a bigger investment.”
@dennisyu
@lisabuyer
43. 43
PAGE POST ADS +
SPONSORED STORIES
COMBO
How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day
@dennisyu
@lisabuyer
44. 44
Ho lly wo o d is a sking :
“Is Facebook worth it?”
Read the LA Times article here.
@dennisyu
@lisabuyer
45. 45
We analyzed 9 billion page posts over a 60-day
period before and after the change.
@dennisyu
@lisabuyer
46. 46
72% of movies and network TV shows have
experienced a drop in the number of people who see
their posts.
@dennisyu
@lisabuyer
47. 47
23% of the biggest studio pages saw
a reduction in “engaged” users.
@dennisyu
48. 48
The largest pages lost 45% of their traffic,
followed by 36% for medium sized pages.
@dennisyu
@lisabuyer
49. 49
Facebook Expert Dennis Yu on Breaking
Edgerank & Creating Kick-A** Ads
Break Through EdgeRank Organically
@dennisyu
@lisabuyer
50. 50
What we know for sure:
Running ads gives an organic algorithmic boost…
Sponsored Story – Page Likes Sponsored Story – Page Posts
@dennisyu
@lisabuyer
52. 52
Nathan Latka
Co-Founder, CEO at Heyo
"The best word of mouth comes from tangible events where
consumers connect with your brand. Use these events as catalysts
to drive social world of mouth and amplify engagement.
@dennisyu
@lisabuyer
53. 53
For example, during a live webinar, we ask our community to
engage with us through comments on a pinned Facebook status
update therefore increasing the reach of the page and PTAT. As
follow up, they'll then vouch for the thought leadership we provide
through a Facebook milestone which serves as world class social
proof for the webinar and the Heyo product."
@dennisyu
@lisabuyer
55. 55
Ali Mostofian
Founder | CEO at Orange Marketing:
Digital Marketing and Strategy
“Now you can manipulate any sponsored posts right through
your Ads Manager on Facebook! You can change duration,
time and also set up your own budget! Just click on boost post
on your fan page, choose any budget, go to Ads Manager and
edit your ad...
Pretty nice and works well!”
@dennisyu
@lisabuyer
56. 56
NEVER PROMOTE A POST
IMMEDIATELY
Why search PPC marketers are short-term thinkers
@dennisyu
@lisabuyer
57. 57
Mari Smith
Top Social Media Influencer,
Author, Speaker
You want people to see that interaction is organic, not
have the "sponsored" label. I typically wait a few hours
since the last comment.
@dennisyu
@lisabuyer
64. 64
How Rosetta Stone optimized from $21
a fan to $1.40 a fan and millions in
revenue.
C A S E S T U D Y
@dennisyu
@lisabuyer
65. 65
OBSERVATION #1
Use in-line likes.
OBSERVATION #2:
Write short wall posts.
OBSERVATION #3:
Ask questions.
Don’t just make statements.
@dennisyu
@lisabuyer
66. 66
OBSERVATION #4:
Run your acquisition,
retention, and organic
campaigns at the same time.
Observation #5:
Branding is great,
but revenue is better.
@dennisyu
@lisabuyer
67. ROI
Awareness: Amplify what
actually works to engage
fans.
Engagement: Once users are
engaged, collect emails to
increase conversions.
Conversion: Increasing
social visits to your
website increases sales.
67
Social media is at the top of the funnel, so you are aligning your
messaging with the levels of engagement along the way.
@dennisyu
@lisabuyer
69. 69
Blitz Tips:
• Search ads run to an iframed page with retargeting.
• Search ads to steal competitor traffic.
• Offsite pixel for CPA bidding.
• Conversion specs used with Optimized CPM to optimize ad delivery for
specific actions.
• Place ads in mobile for maximum engagement.
• Onion Targeting is smart interest multiplication.
• Prune ads with broad category targeting.
• Partner Targeting to run ads based on user’s shopping behavior.
• PTAT to detect competitive ad spend.
• Facebook's Power Editor's special features.
• Target users by the companies they work for and by job title.
70. 70
Tips from the Pros:
• You can’t get very far on Facebook without spending money on advertising. It’s
pay or play. FB definitely requires a bigger investment.
– Carri Bugbee, Big Deal PR
• The best word of mouth comes from tangible events
where consumers connect with your brand.
– Nathan Latka, Heyo
• Now you can manipulate any sponsored posts
right through your Ads Manager on Facebook!
- Ali Mostofian, Orange Marketing
• Never promote a post immediately. You want people to see that interaction is
organic, not have the “sponsored” label.
- Mari Smith, Top Social Media Influencer
71. 71
Lisa Bu y er,
lbuyer@thebuyergroup.com
@lisabuyer
D ennis Yu
dennis@blitzmetrics.com
@dennisyu
Hinweis der Redaktion
Facebook Messaging for Publicityhttp://www.mediabistro.com/allfacebookmarketingconference/speakers.aspFor Immediate LIKE: A recent study indicates within 5 years social media will be the number two way to engage with customers (after face-to-face personal interaction). Ready to crush the competition? Learn how to easily leverage Facebook's Graph Search, organic timeline messaging with Facebook Ads as a means to garner publicity. Discover easy ways to publish and deliver company news that stands out in the newsfeed and position your brand as the expert source and thought leader. Learn what content and images works, how to fold existing and new public relations content into the Facebook strategy. This will focus on how brands can learn how to best become news publishers reporting from the Facebook Page.45min
As Graph Search is released to more and more users, we’re expecting:Search volumes to increase, since Graph Search one of the 3 pillars of Facebook, as mentioned by Zuck. Might search on Facebook be bigger and more effective than RHS (right-hand side ads)? We think Graph Search expands search from a single term to social connectedness, geography, and actions. How will us marketers choose to serve ads within this framework? We think sponsored stories are even more important, since graph search is based on a user’s context ¾ what their friends have done.