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By now, you likely have a Facebook Page. You may have even added some bells and whistles and maybe even launched some Facebook ads. But does your Facebook strategy only live in Facebook? Or is it truly a component of your overall integrated marketing strategy? Our webinar on Facebook strategy explored what it means to have an integrated Facebook strategy and how you can effectively create genuine engagement with your consumers.
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Facebook Strategy for Brands: How to Get Fans and Engage Consumers
Kailei RichardsonSocial Media SME and
Senior Manager, Marketing & StrategyPointRoll
Cat Spurway-HeplerSVP, Strategy & Marketing
PointRoll
Facebook.com/pointroll
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3 Things We’ll Cover
Facebook Strategy
Best Practices and Examples
What You Can do Today
#PointRollFB
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600 Million
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If Facebook was a country, it would be the 3rd largest
country in the world 596,371,760
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Facebook Advertising: Ripe Opportunity
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Strategy
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Push/Pull StrategyPush
Pull
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Do You Like?
Quantifiable Metrics
Indicates Popularity
Distribution: Greater Reach
Replacing the Share Button
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Best Practices
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1DRIVE TRAFFIC
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Display Ads
Share
Like
Click Through
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Facebook Ads
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Example: TBG Campaign Management Tool & ShopLocal
Circular Version Mapping
Store Directory
Images
Offer Data
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Facebook Ads: Optimized for Demographics & Location
Top offer for men over 30, in Chicago
Top offer for women over 30, in Chicago
Top offer for women over 30, in Tampa
Same city, different demographics = different top offers
Same demographics, different city = different top offers
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2CREATE CONSISTENT BRAND EXPERIENCES
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• Facebook Connect• Website Integration
Connect
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Consistent & Contextual
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3ENABLE CONSUMER ENGAGEMENT
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Personalize!
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Engagement = Rewarding Fans
Ask for Participation
Provide Unique Content
Reply to Comments
Make Content “Sharable”
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4GIVE THEM SPECIAL DEALS AND OFFERS
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Give Them What They Want
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5MEASURE ROI & GATHER INSIGHTS
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Even though it’s early, you can still measure.
Facebook Display Campaigns have higher
interaction ratesInteraction Rates
2010 PointRoll Facebook Campaigns
4.72%
2010 PointRoll Benchmark (all campaigns)
3.59%
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Facebook Ads & Insights
Use Facebook Ad tool to size your target audience
Use Insights to monitor page interactions, user demographics and content feedback
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Polls/Questions
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Social Commerce: Measurable ROI
Buy online link
Measure purchases
Convert fans to buyers without leaving Facebook
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Recap 5 Best Practices
1. Drive Traffic
2. Create Consistent Brand Experiences
3. Enable Consumer Engagement
4. Give Them Special Deals and Offers
5. Measure ROI & Gather Insights
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How you can get started with PointRoll today
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PointRoll’s Suite of Offerings
On
Outside of
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Next Webinar: OBA Compliance Demystified: Easy Solutions for
Compliant Campaigns
Thursday, March 24, 2011
2:00 PM EDT
Register at:
tinyurl.com/PointRollOBAWebinar
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