MARKETING COMMUNICATIONS ESSENTIALS

Transcription

1 MARKETING COMMUNICATIONS ESSENTIALS FACEBOOK MARKETING MADE SIMPLE JANUARY 15, 2013

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4 Why Facebook? Facebook translates our social experience online better than anyone else Content marketing is the process of developing authentic relationships with your customers If you can market on FB you can market anywhere

5 Facebook Today One billion monthly active users Approximately 81% of monthly active users are outside the U.S. and Canada 584 million daily active 604 million monthly active users on mobile

6 B2B Social Engagement Social Media for Business

7 In the B2B space, social media is a good way of generating leads as well as a great way to show the more personal side of your company. Social media helps personalize brands, because whether you are in the B2B or B2C space, you are still in the P2P space (people working with people).

8 Agenda Building an effective Facebook program Budget Content Management Exercise & discussion

9 Planning: Building a Facebook Program

10 Strategy Questions to ask What are your goals? How do you measure success? How do you create evangelists for your brand, business, cause, etc.? To what end? How do you build a community? What is this going to cost?

11 Budget Establishing a budget: Align with goals Advertising: $1 = 1 Fan Content management costs Content creation Costs Sources Reporting and analytics

12 Content Who is the audience? What is your POV, tone? What are your goals? Where will the content come from? Existing sources? Created? Create an editorial calendar

13 Storyboarding the Page Profile photos Cover Photo Apps Timeline: How far back do you want to go? Select milestones Select Highlights

14 Cover Photo Anatomy of a Page Views & Apps Info, contests, photos, fan counts, apps Timeline Status, photo, links, video

15 Milestones Views & Apps Info, contests, photos, fan counts, apps Timeline Status, photo, links, video

16 Highlights Views & Apps Info, contests, photos, fan counts, apps Timeline Status, photo, links, video

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18 Content Best Practices Decide on timing Ask questions Post photos Ask people to share you post Timeline tools: Pinning/highlighting, milestones Update cover photo quarterly/seasonally

19 Listening & Responding Content is not one-sided Set clear guidelines for any staff monitoring pages Check in with your pages regularly e.g. morning, noon, night on business days Respond promptly to complaints or other customer comments Take offline where possible

20 How to measure success on Facebook Number of likes Level of engagement Facebook analytics, likes, comments, posts Contest engagement Broader analytics Web traffic, etc.

21 Understanding the News Feed Facebook uses an algorithm called EdgeRank to determine what shows in a user s feed Different content/interaction types are weighted differently

22 Making the Most of EdgeRank Engaging and sharable content work best Photos and videos receive the most likes and comments Quiz/Polls/Interactive content drive traffic Target Friends of Fans to grow your page Find the right balance of post frequency & content quality

23 Making the Most of EdgeRank

24 Promoted Posts

25 Facebook Admin Panel

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27 Exercise: real time analysis of your pages

28 Questions