7 Golden Rules to Facebook Marketing

7 GOLDEN RULES TO FACEBOOK MARKETING

MEGHA [email protected]

As per the earnings call for the first quarter of 2013; daily active users on facebook have reached 665 million and the monthly active users have passed 1.1 billion for the first time

42% of marketers say Facebook is critical or important to their business.

The number of businesses that say Facebook is critical or important to their business has increased by 75%.

62% of marketers said social media became more important to the marketing campaigns in the last 6 months.

Social media has a 100% higher lead-to-close rate than outbound marketing.

Companies that acquired customers from Facebook: B2C is 77% and B2B is 43%.

Marketers struggle with lead generation on Facebook.

Twitter.com/webcobblers facebook.com/webcobblers www.webcobblers.com Page 2/15

Source: State of Inbound Marketing, 2012, Social Media Examiner & Facebook Quarterly Earnings 2013

01Facebook is

for FUN!

02Intelligent branding works!

03Humanize

your brand!

04Create

Noteworthy content!

05Engage & Interact

06Timing &

Frequency is Vital!

07Track,

analyze and evolve


Owing to the constant growth of Facebook and the immense reach and buying capacity of its users, marketers now consider it as a crucial media channel to target their customers.

Below are 7 golden rules that will ensure your Facebook Marketing campaign to be a success.

7 GOLDEN RULES TO FACEBOOK MARKETING

Facebook is a FUN place that offers a relaxing, virtual space where people come to interact, share photos and videos of people, things and beliefs that matter to them.

FACEBOOK IS A FUN ZONE! RESPECT

THAT!!

No Hard Selling or Sales Pitch

Real life Sales strategy is different from Facebook life sales!

Give them creative, FUN content!

Understand their psyche; they are here to have fun! Period! Give them fun!


INTELLINGENT BRANDING WORKS!

Your Facebook brand image should be a miniature version of your website. In addition to this, it should reveal some spectacular information exclusively for fans

Your Facebook Timeline cover and profile image should reveal your brand image and promise

The About section of your Facebook page should provide brand information and URL link.

Create a 2 way connection between your Facebook page and your website

Use Facebook Tab apps to showcase your brand features.

Facebook Brand page = Mini brand website + exclusive content for fans!


Let your fans know that they are interacting with people and not a machine

Showcase your team.

Build healthy relationship with fans

Converse with your fans. Reply to their comments using first names -Make them feel special

Help them and let them help you. Ask questions. Get their view point / opinion.

WHO WE ARE


Facebook is a ‘social network’ for a reason!

Your Facebook fans want to with you, not your brand or your logo.

HUMANISE YOUR BRAND

CREATE NOTEWORTHY CONTENT

Boring, run of the mill content

Product and brand pitches

Lengthy copy

Outdated, repetitive content

Content that does not keep the customer in mind

Photos work like magic!

Post and share great video content!

Make your copy short and crisp

Build on your customers’ passion points

Be unique, give them something remarkable


Create fresh and noteworthy content that educates,

entertains and /or empowers your fans!

NOTEWORTHY CONTENT RANKS HIGHER IN THE EDGERANK

ALGORITHM

AFFINITY = If you spend more time interacting with certain friends by commenting, liking and posting on their walls, your affinity with these friends will be higher.

WEIGHT = Type of post. The level of interaction you have with each of your friends, in terms of liking, commenting etc. determines the weight.

TIME DECAY = With passage of time, the relevance of a post decreases and its ranking in the newsfeed.

What is the EdgeRank Algorithm?


EdgeRank is the algorithm that decides which stories appear in each user's newsfeed on Facebook.

EdgeRank = Affinity x Weight x Decay

WHO WE AREENGAGE & INTERACT!


RESPECT THE

EDGERANK!

comScore report reveals, fans spend 40% of their Facebook time in the News feed and only about 12% of their FB time is spent on profile and brand pages.

In order to be seen in the News Feed, here is what you need to do:

Build relationships Ask for opinions. Get feedback Run contests and quiz. Gratify your fans Encourage fan to fan conversation Reply to all comments. Reply with first names. Help solve your fan’s issues Let them help you too. Reciprocity matters. If someone writes on your wall,

respond!

The famous EdgeRank algorithm decides which stories appear in each user's Facebook newsfeed.

TIMING & FREQUENCY IS VITAL!

Find out when your fans are most active. Use this time to interact and engage them.

Publish your best content at the time when you are likely to get most responses.

Create a powerful Facebook marketing strategy which entails the number of post per day / week.

Knowing what time to post is important but so is meeting the needs of your fans

Simple Rule: Post when they are online, not when they are asleep

Tip: Post daily. Atleast once. But don’t overdo it.

Remember too little posting may make your fans forget you and too much will bore them out!


Monitoring and tracking Facebook Analytics will bring to light several areas that you may be overlooking that may be causing your fan page to either plateau or not get enough traction!

TRACK, ANALYZE & EVOLVE!

Here are 6 metrics that you need to track to create the right impact on Facebook:

Fan Reach – Helps measure the quality of your audience and the appeal of your content to them. Organic Reach – Gives you directions on how to improve your content strategy. Engaged users – Helps you understand the number of people that have either liked, shared or

commented on your posts. Talking about this -Highlights the number of your fans who liked, commented and shared to show

engagement to their friends. (Subset of Engaged users) Click through Rate – Helps you to know the number of people who have checked your link,

watched you video or looked at your photo. Negative Feedback – Gives you the number of people who did not react favorably to your post.

Growth in fans and their engagement with your brand, measures the success of your campaign!


Facebook is FUN!

Intelligent Branding Works!

Humanize your content

Create Noteworthy Content

Engage & Interact

Timing & Frequency is Vital

Track, Analyze & Evolve

RECAP


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7 Golden Rules to Facebook Marketing