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Facebook Messaging for Publicity
P r e s e n t e d b y Dennis Yu: [email protected] / @dennisyuLisa Buyer: [email protected] / @lisabuyer
2Facebook is an addiction Photo by
Stewart Quealy@dennisyu@lisabuyer
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Within 5 YearsSocial media will be the #2 way to engage with customers,
after face-to-face personal interaction.
@dennisyu@lisabuyer
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Fuddruckers most engaging post got over 34,000 likes and 1,100 comments!
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The reason this post was so successful was that Fudds helped out a community after a tragic shooting, and a fan decided to thank them.
These types of scenarios are a perfect way to use social media to amplify the good things you do in real life.
But the post wasn’t from Fuddruckers. It was from a loyal fan.
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Who are Fudd’s Top Fans by Participation?
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Which fans are the most influential?
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Meet Heather. Winner of Fudd’s top post.
Heather Orlowski, the fan who posted the top post, comes in 7th by number of total interactions, but she is by far the most influential.
Her influencer score is 100 times higher than the next person on that list - all thanks to her viral post.
Fans by Participation
Fans by Influence
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Heather’s post generated a spike in PTAT
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There are many active people for us to entertain or service.
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Understand your audience…
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Round Table Pizza correlates with Fuddruckers fans.
Not surprisingly, Johnny Rockets (known for their All-American Burger) has an affinity with Fuddruckers (known for their World’s Greatest Burger)
Fuddruckers loves to host birthday parties.
And what their interests are.
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Entice only your
BEST customers to identify themselves.
Why your fans are meaningless outside of facebook
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Fuddruckers has an excellent retention rate – over 191 days!
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It’s the highest we’ve ever seen on any brand
7% of the fan base are our ultra loyal fans, who have a retention of over 365 days33% of active fans made at least 2 interactions – that’s 8,900 people
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@dennisyu@lisabuyer
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Facebook is tackling both word of mouth and search discovery with Graph Search.
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@dennisyu@lisabuyer
Search volumes are increasing, since graph search is one of the three pillars of Facebook.
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Graph Search expands search from a single term to social connectedness, geography, and actions.
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Go search “AllFacebook”.
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Facebook’s Best Kept Secret
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Target people by the companies they work for…
Dental Equipment Manufacturer:
Software Technology Start-Up
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And by job title.
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311,940 people who live in the United States who live in New Orleans, LA age 18 and older
40 people who live in the United States who live in New Orleans, LA age 18 and older who work at Entergy Services, Inc.
Workplace targeting is the most unparalleled feature Facebook marketers have at their fingertips.
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Carri BugbeeSocial Media Marketing
Strategist/OwnerBig Deal PR, Inc.
“You can't get very far starting out on Facebook right now without spending $$ on advertising. It's no longer possible to build critical mass without that. It's pay for play. And depending upon the type of business, you'll probably need to offer deals now and then. FB definitely requires a bigger investment.”
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@dennisyu@lisabuyer
Sponsored Stories are even more importantsince Graph Search is based on a user’s context and ¾ what their friends have done.
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PAGE POST ADS + SPONSORED STORIES
COMBOHow I Optimize Facebook Ad Campaigns In 15 Minutes Per Day
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H o l l y w o o d i s a s k i n g :
“Is Facebook worth it?”
Read the LA Times article here.
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We analyzed 9 billion page posts over a 60-day period before and after the change.
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72% of movies and network TV shows have experienced a drop in the number of people who see their posts.
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23% of the biggest studio pages sawa reduction in “engaged” users.
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The largest pages lost 45% of their traffic,followed by 36% for medium sized pages.
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Facebook Expert Dennis Yu on Breaking Edgerank & Creating Kick-A** Ads
Break Through EdgeRank Organically
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What we know for sure:Running ads gives an organic algorithmic boost…
Sponsored Story – Page Likes Sponsored Story – Page Posts
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By increasing the organic and viral components.
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Nathan LatkaCo-Founder, CEO at Heyo
"The best word of mouth comes from tangible events where
consumers connect with your brand. Use these events as catalysts
to drive social world of mouth and amplify engagement.
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For example, during a live webinar, we ask our community to
engage with us through comments on a pinned Facebook status
update therefore increasing the reach of the page and PTAT. As
follow up, they'll then vouch for the thought leadership we provide
through a Facebook milestone which serves as world class social
proof for the webinar and the Heyo product."
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@dennisyu@lisabuyer
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Ali MostofianFounder | CEO at Orange Marketing:
Digital Marketing and Strategy
“Now you can manipulate any sponsored posts right through your Ads Manager on Facebook! You can change duration, time and also set up your own budget! Just click on boost post on your fan page, choose any budget, go to Ads Manager and edit your ad...
Pretty nice and works well!”
@dennisyu@lisabuyer
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NEVER PROMOTE A POST IMMEDIATELY
Why search PPC marketers are short-term thinkers@dennisyu@lisabuyer
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Mari SmithTop Social Media Influencer,
Author, Speaker
You want people to see that interaction is organic, not
have the "sponsored" label. I typically wait a few hours
since the last comment.
@dennisyu@lisabuyer
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CUSTOM AUDIENCE TARGETINGLet the CAT Out!
Let the CAT out of the bag!@dennisyu@lisabuyer
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Target your opportunities with CAT.
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FACEBOOK EXCHANGE (FBX)
Remarketing bridges the gap from visitor to customer.
Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business
@dennisyu@lisabuyer
Recapture users who visited your site,but didn’t enter their zipcode.
@dennisyu@lisabuyer
Show your site visitors your ads on the web.
@dennisyu@lisabuyer
How Facebook Exchange (FBX) Works:
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How Rosetta Stone optimized from $21 a fan to $1.40 a fan and millions in revenue.
C A S E S T U D Y
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OBSERVATION #1Use in-line likes.
OBSERVATION #2: Write short wall posts.
OBSERVATION #3: Ask questions. Don’t just make statements.
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OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time.
Observation #5: Branding is great,but revenue is better.
@dennisyu@lisabuyer
ROI
Awareness: Amplify what actually works to engage fans.
Engagement: Once users are engaged, collect emails to increase conversions.
Conversion: Increasing social visits to your website increases sales.
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Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way.
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Extra Credit
TOP TIPS FROM BLITZ
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Blitz Tips:• Search ads run to an iframed page with retargeting.• Search ads to steal competitor traffic.• Offsite pixel for CPA bidding.• Conversion specs used with Optimized CPM to optimize ad delivery for
specific actions. • Place ads in mobile for maximum engagement.• Onion Targeting is smart interest multiplication.• Prune ads with broad category targeting.• Partner Targeting to run ads based on user’s shopping behavior.• PTAT to detect competitive ad spend.• Facebook's Power Editor's special features.• Target users by the companies they work for and by job title.
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Tips from the Pros:• You can’t get very far on Facebook without spending money on advertising. It’s pay
or play. FB definitely requires a bigger investment. – Carri Bugbee, Big Deal PR
• The best word of mouth comes from tangible events where consumers connect with your brand. – Nathan Latka, Heyo
• Now you can manipulate any sponsored posts right through your Ads Manager on Facebook!- Ali Mostofian, Orange Marketing
• Never promote a post immediately. You want people to see that interaction is organic, not have the “sponsored” label.- Mari Smith, Top Social Media Influencer
