Facebook Marketing - Presentation for Jay Berkowitz

Facebook Marketing:An Hour A Day

@marismith

present

Mari Smith & Chris Treadaway

@ctreada @facebookmktg

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@facebookmktg

And join our fan page for the book:facebook.com/marketingbook

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Tweet & Like!

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Introduction• Meet Chris Treadaway & Mari Smith

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Facebook Marketing book

@marismith

–#1 social network in the world–~500 million active users (logged on

during past 30 days)– Half logon daily– Average session time = 55 minutes– Global reach: 70% = outside United

States– 68% of US Facebook users “more likely

to buy on a positive Facebook friend referral” [eMarketer | Morpace]

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Why market on Facebook:

• What is your primary objective in building a presence on Facebook?– Create an "outpost" for our fans to

connect with us.– Build our email list.– Increase product sales.– Improve customer service.– Raise brand awareness.– Crowdsource new products.– Other.

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Your objective:

• Primary reason to use for professional networking:– NEWS FEED:

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Using Your Profile for Business:

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Fan Page & Ads!

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Facebook’s Best Features

• Target Market• Objective• Strategies to implement• Technologies• Track & Measure

results

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Fan Page: begin with a checklist

• Developing FIVE primary fan page strategies– First – your clear Objective(s)– Design Strategy– Content Strategy – Promotion Strategy– Engagement Strategy– Conversion Strategy

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5 Strategy Approach

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Add custom content

@marismith

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Sample Landing Tab

• Hallmarks of a customer-centric fan page:– Non-fans land on a unique tab–Wall tab shows Posts by page and fans–Wall posts turned on (posts, photos, videos,

links)

– Prompt commenting– Personalized– Relevant content– Variety of content– Daily updates

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Be Customer-Centric

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Facebook Social Plugins

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Grow Your Tribe

SocialMediaExaminer.com21 Creative Ways To Increase Your Facebook

Fanbase

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• What do you measure? How?• Where is the data?• How hard is it to collect the data

regularly?• What will you do with the data?• Why do you need it?

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Metrics – Everything is Measurable

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Types of Metrics

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Metric Asset Why is it important? Where is it found?

Unique Users Web page How many distinct people do you reach?

Web analytics package

Page Views Web page How many pages are viewed on your site?

Web analytics package

Bounce Rate & Time Spent

Web page, Facebook How often do people come to a site & immediately leave?

Web analytics package

# of “Fans” Facebook page How many people identify with your brand?

Insights

Content Likes Facebook page How often do people endorse your content?

Insights

Wall Posts & Comments

Facebook page How much do people post content & comment?

Insights

Post Quality Facebook page % fans who comment + comparison to like pages

Insights

Unsubscribes Facebook, e-mail # of people who disengage Insights

Outcomes

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Metric Insight

Fans attracted per day Day to day popularity

Page Views per Unique User Stickiness of site/FB Page

Fans added per day - 28 DMA Running 28 day trend of popularity

• Metrics not explicitly communicated, but critical to tell how healthy a campaign is– Time-series (measure on per day basis)– Relative (measure relative to your growth)– Moving averages (measure over time)

Derivative Metrics

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Time Series vs. Moving Averages

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Testing Ad Copy• 4 variations of ad copy

• Gender test for 4th variant– Male vs. female response

rates

Testing Geographies• Running ad in 4 English

speaking countries– Canada– Australia– United Kingdom– United States

• Do cultural differences impact ad performance & efficient ad spend?

Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Example: Demand Gen Metrics

@ctreada

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Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

A/B Test with 20 different combinations!!

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Comparing Ads with Metrics

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Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

Eat at Joe’s!

Joe’s is Good

I like Joe’s

Joe cooks best

Joe cooks best

A/B Test with 20 different combinations!!

Like Us! http://www.facebook.com/marketingbook

Joe’s is Good

I like Joe’s

Joe cooks best

Joe’s is Good

I like Joe’s

Joe cooks best

A/B Test yields 6 optimized ad campaigns

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Cross-Channel Marketing Metrics

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• Pick your battles• Build a dashboard & don’t rely on Insights• Collect data religiously• Rely on time-series data• Visualize the results• Scrutinize your efforts

Keys to Success with Metrics

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Questions

Blog: marismith.comTwitter: @marismithFan Page: facebook.com/marismith

Blog: http://blog.noticetechnologies.com

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