The Power of Facebook Marketing

Jennifer Schnipper @JennSchnipper Kate Volman @KateVolman

@MarketingDivaz

MarketingDivaz.com

Agenda •  Why Facebook for Marketing •  Create a Strong Foundation •  Build a supportive and engaged community •  Custom Apps, Promoted Posts & Ads •  Get creative with your business page •  Best Practices

Let’s Talk Marketing

Social Media Marketing?

Creating Your “Tribe”

“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.” – Seth Godin, Tribes: We Need You To Lead Us

FUN FACTS! •  Barack Obama’s victory post was the most liked photo on Facebook with over 4

million like (The Huffington Post) •  An average Facebook users has 130 friends. (AllTwitter) •  23 percent of Facebook's users check their account or more times daily.

(Socialnomics) •  Facebook hosts 42 million "Pages" with 10 or more likes. (Jeff Bullas) •  More than websites have integrated with Facebook in various ways. (Uberly) •  percent of women are annoyed by their friends on Facebook. (AllTwitter) •  photos are uploaded to Facebook every day. (Jeff Bullas) •  Links about are shared 90% more than any other link. (AllTwitter) •  As of 2012, 17 billion location-tagged posts and check-ins were logged. (Gizmodo) •  80% percent of social media users prefer to connect with brands through Facebook.

(Business2Community) •  77% of B2C companies and 43% of B2B companies acquired customers from

Facebook. (Business2Community)

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Let’s Get Social

Setting Up Your Foundation

Create a Strong Foundation Does Your Page Reflect Who You Are?

•  Custom URL www.facebook.com/CompanyName •  Strong Cover Image that accurately describes what you do •  Custom apps to increase engagement

Creating Custom Apps

Custom Apps Rock!

•  Use strong calls to action in both the custom app name and the app thumbnail image (111 x 74 pixels)

•  Leverage the app’s unique URL by driving people to one of your apps instead of your timeline in order to increase email list and other engagement

•  Be strategic with deciding on your “showcased apps”

Custom App URL

https://apps.facebook.com/static_html_plus/

Page is Set…Now What?

Invite Your Client & Friends

Don’t “set it and forget it”

Add icon to your website, emails, etc.

Quality vs. Quantity

Platform for Your Happy Customers!

Ask Questions •  Questions placed at the end of a post

increased engagement by 15% over questions placed at the beginning.

•  “Where,” “when” and “should” drive the highest engagement rates, with “would” generating the most likes. Avoid asking “why” questions, which have the lowest like and comment rates.

Timing Really Is Everything •  Recent data from bit.ly shows that the optimal time to post on Facebook is between

1:00 pm and 3:00 pm, when Facebook traffic peaks.

•  Links posted between 1:00 pm and 4:00 pm get the highest click-through rates, with Wednesday at 3:00 pm being the best time to post all week. Links posted before 8:00 am and after 8:00 pm are less likely to get shared.

•  Engagement rates are 18% higher on Thursday and Friday than other days of the week (Buddy Media) Engagement rates fall 3.5% below average for posts Monday through Wednesday.

Short & Sweet Thanks!

Research shows that 100 characters usually works best. This will also allow for easy

cross-posting on Twitter.

A Picture is Worth… •  According to Facebook, posts that include a photo album,

picture or video generated about 180%, 120% and 100% more engagement, respectively.

Hellooooo…I Have a Biz To Run!

Creating Your Social Playbook

Promoted Posts

WHY? Increase engagement and reconnect with fans who haven’t seen your posts in a while.

IS IT RIGHT FOR YOU?

If your reach is below 10% give it a shot! If you are typically getting 30% to 40% reach naturally good job!

Promoted Posts 1. Only available to pages with more than 400 “likes”

2. You can stop your promotion or change the amount at any time

3. Yes, people will know it is a promoted post.

4. Analyze your stats

5. Don’t be salesy

6. Promoted posts get seen via mobile

7. Test which post work best

Ads Get More Likes

Promote Page Posts

Reach the right audience (age, location, gender)

Consistency & Creativity

Check it out…

What the Judges Liked: - Blog app is very well done - Great niche site with tons of tips and images - Fantastic engagement - Good use of contest - Good variety of posts demonstrating fun, chicken care, chicken crafts and personality.

What the judges liked: - Great timeline cover photo - Coupon option is well done - Underwater camera giveaway aligns well with niche - Good use of call to action in posts to spark engagement

Best Practices

SocialCode Studies Top 500 Facebook Pages to Determine Best Practices for Engagement

•  50% of Facebook users who engaged with posts from the top 500 brands on the social network did so within the first 90 minutes that the posts were live, and 80 percent did so within 10 hours.

•  Although the most common times of day for posts by brands mirrored traditional work hours, users who liked those brands were more active after 7pm. Greater opportunity for posts after 7pm ET Wed-Fri.

•  Posts with photos have a 72% response rate compared to links 13%, text 9% and video 6%

•  Posts with five to 10 words performed the best

•  Asking users to like posts was the least effective tactic, while encouraging them to comment lifted engagement to three times those of average posts, and asking them to share posts hiked engagement by 1.5 times.