Overview presentation to help marketers think about and better leverage their brand presence on Facebook (based on where the world was at in March of 2010)

1. Facebook Makeover in Four Steps
Presented by: Bill Parkes
Twitter: @billparkes
SMX West 2010

2. Just Starting Out
Lady Gaga Marilyn Manson
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3. Facebook Makeover in Four Steps
1. Create a plan
2. Develop your look
3. Personalize your presence
4. Work it!
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4. Step 1: Create a Plan
Goals and objectives
Priorities
Resourcing
Your “hook”
Measures

5. Prioritize Where You Focus
Goal Example Strategies
Familiarity • Build awareness • Hypertargeting campaigns
• Promotions
• Contests
Active Consideration
• Aid consideration • Encourage and promote
customer-generated content
Late-Stage Consideration
Purchase • Support purchase • Social shopping
Loyalty • Reengage • Rewards programs
Advocacy
• Empower • Incentivize participation

6. What’s Your Hook?
Gifting
Coupons
Contests
Promotions
VIP/
exclusive
content

7. Step 2: Develop Your Look
Brand expression
Personality
Imagery
Competitive landscape

8. Express Your Brand
Lively,
inclusive
and fun
Use of
brand
standards
Promote
cause
marketing

9. Step 3: Personalize Your Presence
Secure your username!
Control first impression
Custom tabs
Extend use of profile picture

10. Personalization
Clear first
impression
Clear
expectations
Tab
customization
Profile picture
customization

11. Step 4: Work It!
Balance participation vs. broadcast
Leverage existing content and programs
Listen to your fans
Cross-promote
Add value!

12. Program Extensions
Extend
offline
experience
User-
generated
content
Facebook
connect

13. Add Value!
Balance
added-value,
promotions
Local event
promotion
Unique content

14. How Did They Do?
Lady Gaga Marilyn Manson
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15. Success
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16. Thanks!
For more tips and ideas:
• www.facebook.com/nfusion
• Twitter: @billparkes