Facebook Makeover in Four Steps
Presented by: Bill Parkes
Twitter: @billparkes
SMX West 2010
Just Starting Out
Lady Gaga
2
Marilyn Manson
Facebook Makeover in Four Steps
1. Create a plan
2. Develop your look
3. Personalize your presence
4. Work it!
3
Step 1: Create a Plan
Goals and objectives
Priorities
Resourcing
Your “hook”
Measures
Prioritize Where You Focus
Goal Example Strategies
• Build awareness • Hypertargeting campaigns
• Promotions
• Contests
• Aid consideration
• Encourage and promote
customer-generated content
• Support purchase
• Social shopping
• Reengage
• Rewards programs
• Empower
• Incentivize participation
Loyalty
Purchase
Advocacy
Familiarity
Active Consideration
Late-Stage Consideration
What’s Your Hook?
Gifting
Coupons
Contests
Promotions
VIP/
exclusive
content
Step 2: Develop Your Look
Brand expression
Personality
Imagery
Competitive landscape
Express Your Brand
Lively,
inclusive
and fun
Use of
brand
standards
Promote
cause
marketing
Step 3: Personalize Your Presence
Secure your username!
Control first impression
Custom tabs
Extend use of profile picture
Personalization
Clear first
impression
Clear
expectations
Tab
customization
Profile picture
customization
Step 4: Work It!
Balance participation vs. broadcast
Leverage existing content and programs
Listen to your fans
Cross-promote
Add value!
Program Extensions
Extend
offline
experience
User-
generated
content
connect
Add Value!
Balance
added-value,
promotions
Local event
promotion
Unique content
How Did They Do?
Lady Gaga
14
Marilyn Manson
Success
15
Thanks!
For more tips and ideas:
• www.facebook.com/nfusion
• Twitter: @billparkes