Facebook Marketing presentation from @SEMPDX #SearchFest 2013. @Matt_Siltala and I threw down on Facebook Marketing, how to grow your fan base and Pinterest (from Mat) with lots of eighties references, the odd innuendo and cats.

1. Spreading The Love
Casting Your Content on The
Facebook Waters
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2. Content Vehicle
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3. Setting The Stage
SOME DATA ON INTENT &
ADOPTION
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4. Media Fragmentation Continues to Increase
SMBs Have Lots of Options
Average Number of Media Used by SMBs
for Advertising and Promotion
9
8
7.8
7
6
5.6
5 Number of Media used
4.4 has increased by 77%
4
since 2010.
3
2
1
0
Wave 14 2010 Wave 15 2011 Wave 16 2012
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4
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

5. Media Used for Advertising or Promotion
60%
55.0%
19 different media are at 20%+ adoption rate
50%
(several are non-traditional “w ned & earned media”)
o
38.7%
40% 36.8% 35.7%
34.7% 34.5%
31.5%
30% 28.2% 27.2%
22.5% 22.3% 22.3% 22.0% 21.7%
21.0% 20.7% 20.5% 20.2% 20.0%
20%
10%
0%
Facebook is now more widely used than ALL
other media we survey (aside from websites)
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5
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

6. Primary Purpose of Facebook Page
Not sure 2.2% Customer acquisition is now the #1
objective of SMBs using Facebook
(up 15% wave-over-wave).
Retain 5.0%
Build Community 19.4%
Build Awareness 30.9%
Acquire 41.7%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
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2
Proprietary and Confidential. Copyright © 2013 BIA/Kelsey. All Rights Reserved.

7. Content of All Kinds
WHAT GETS SHARED AND SEEN?
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8. Most Shared by Media Type
• Video
• Photo
• Links
• Status
• *Questions?
http://www.imediaconnection.com/printpage/printpage.aspx?id=31503
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9. Not All Content Is Equal
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10. Not All Images Are Equal
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11. Not All Updates Are Equal
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12. @w2scott @SEMPDX #SearchFest

13. Tying A Steak Around Your Neck
SOME PEOPLE HAVE TO PAY FOR IT
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14. Just because you paid for it doesn’t
make it less satisfying
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15. Why Pay for It?
• EdgeRank – Facebook’s Visibility Algorithm
– Affinity, Time Decay and Weight
– The more connections and the more interaction, the
more likely your content is seen
• Organic EdgeRank has been diminished
– Only ~10% of your fans will see an update
• New ad units can reinvigorate EdgeRank
• If a tree falls in the forest and there’s no one
there to hear…
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
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16. @w2scott @SEMPDX #SearchFest

17. @w2scott @SEMPDX #SearchFest

18. @w2scott @SEMPDX #SearchFest

19. Accelerating Content Discovery
PAYING FOR LOVE
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20. Facebook Ad Types
• Marketplace Ads
– Traditional ad unit, may be like or link oriented
• Sponsored Stories
– Positioned like Marketplace, focused on content
• Like Ads
– Leverage connections to grow fans
• Promoted Posts and News Feed Ads
– Overcome ad blockers and leverage the news feed
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21. Marketplace Ads
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22. Sponsored Stories
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23. Like Ads
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24. Promoted Posts
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25. Bringing It All Together
YEAH, YEAH,
BUT HOW DO YOU DO IT?
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26. Does it work?
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27. Does it work?
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28. Like Candy from A Baby
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29. Just Don’t Stop!
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30. Easier Than Falling Off A Log
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31. The Magic Recipe
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32. Takeaways (feel free to tweet)
• Facebook is a vehicle for content delivery - and making
new connections.
• Good content with no promotion is a tree falling in the
forest with no one to hear.
• Promoting content on Facebook with promoted posts
is easier than falling off a log.
• On Facebook, if you have no audience, no one can hear
you scream.
• Experimentation is cheap and easy - figure out who
you want to talk to and get your message out.
@w2scott @SEMPDX #SearchFest

33. Scalable Solutions Powered by Experts
SEARCH INFLUENCE
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34. About Search Influence
• Helping customers successfully market online since 2006
• We work with thousands of clients, directly and as a white-label provider
• Scalable Solutions Powered by Experts
• Search Influence:
• 50+ full-time employees
• 60+ contract writers
• 12 Google AdWords Pros
• 3 Google Analytics Pros
• Reputation:
• 2011 Inc. 500 honoree
• Recognized leader in search and social for local business
• Over a decade in online media
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35. As Seen In:
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36. SI on The Updates
Google “Farmer” Update: Big
Panda Makes Mountains and
Molehills
Google's Comin', Yo! Penguin
Update Resources You Can Use
SEO is Dead! Long Live SEO!
Be Semantic: How to Install
Microdata
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37. Thank you!
Will Scott
– searchinfluence.com/blog
– wscott@searchinfluence.com
– twitter.com/w2scott
@w2scott @SEMPDX #SearchFest