Facebook Marketing:An Hour A Day
@marismith
present
Mari Smith & Chris Treadaway
@ctreada @facebookmktg
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Introduction• Meet Chris Treadaway & Mari Smith
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Facebook Marketing book
@marismith
–#1 social network in the world–~500 million active users (logged on
during past 30 days)– Half logon daily– Average session time = 55 minutes– Global reach: 70% = outside United
States– 68% of US Facebook users “more likely
to buy on a positive Facebook friend referral” [eMarketer | Morpace]
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Why market on Facebook:
• What is your primary objective in building a presence on Facebook?– Create an "outpost" for our fans to
connect with us.– Build our email list.– Increase product sales.– Improve customer service.– Raise brand awareness.– Crowdsource new products.– Other.
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Your objective:
• Primary reason to use for professional networking:– NEWS FEED:
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Using Your Profile for Business:
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Fan Page & Ads!
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Facebook’s Best Features
• Target Market• Objective• Strategies to implement• Technologies• Track & Measure
results
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Fan Page: begin with a checklist
• Developing FIVE primary fan page strategies– First – your clear Objective(s)– Design Strategy– Content Strategy – Promotion Strategy– Engagement Strategy– Conversion Strategy
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5 Strategy Approach
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Add custom content
@marismith
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Sample Landing Tab
• Hallmarks of a customer-centric fan page:– Non-fans land on a unique tab–Wall tab shows Posts by page and fans–Wall posts turned on (posts, photos, videos,
links)
– Prompt commenting– Personalized– Relevant content– Variety of content– Daily updates
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Be Customer-Centric
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Facebook Social Plugins
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Grow Your Tribe
SocialMediaExaminer.com21 Creative Ways To Increase Your Facebook
Fanbase
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• What do you measure? How?• Where is the data?• How hard is it to collect the data
regularly?• What will you do with the data?• Why do you need it?
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Metrics – Everything is Measurable
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Types of Metrics
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Metric Asset Why is it important? Where is it found?
Unique Users Web page How many distinct people do you reach?
Web analytics package
Page Views Web page How many pages are viewed on your site?
Web analytics package
Bounce Rate & Time Spent
Web page, Facebook How often do people come to a site & immediately leave?
Web analytics package
# of “Fans” Facebook page How many people identify with your brand?
Insights
Content Likes Facebook page How often do people endorse your content?
Insights
Wall Posts & Comments
Facebook page How much do people post content & comment?
Insights
Post Quality Facebook page % fans who comment + comparison to like pages
Insights
Unsubscribes Facebook, e-mail # of people who disengage Insights
Outcomes
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Metric Insight
Fans attracted per day Day to day popularity
Page Views per Unique User Stickiness of site/FB Page
Fans added per day - 28 DMA Running 28 day trend of popularity
• Metrics not explicitly communicated, but critical to tell how healthy a campaign is– Time-series (measure on per day basis)– Relative (measure relative to your growth)– Moving averages (measure over time)
Derivative Metrics
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Time Series vs. Moving Averages
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Testing Ad Copy• 4 variations of ad copy
• Gender test for 4th variant– Male vs. female response
rates
Testing Geographies• Running ad in 4 English
speaking countries– Canada– Australia– United Kingdom– United States
• Do cultural differences impact ad performance & efficient ad spend?
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Example: Demand Gen Metrics
@ctreada
Like Us! http://www.facebook.com/marketingbook
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
A/B Test with 20 different combinations!!
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Comparing Ads with Metrics
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Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
Eat at Joe’s!
Joe’s is Good
I like Joe’s
Joe cooks best
Joe cooks best
A/B Test with 20 different combinations!!
Like Us! http://www.facebook.com/marketingbook
Joe’s is Good
I like Joe’s
Joe cooks best
Joe’s is Good
I like Joe’s
Joe cooks best
A/B Test yields 6 optimized ad campaigns
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Cross-Channel Marketing Metrics
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• Pick your battles• Build a dashboard & don’t rely on Insights• Collect data religiously• Rely on time-series data• Visualize the results• Scrutinize your efforts
Keys to Success with Metrics
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Questions
Blog: marismith.comTwitter: @marismithFan Page: facebook.com/marismith
Blog: http://blog.noticetechnologies.com
Twitter: @ctreadaFan Page:
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