field guide facebook_mrktg

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At the end of 2011, there were 845 million active Facebook users. To put that figure into perspective, consider that approximately one in every eight people globally are Facebook users, and about half of them are logged in on any given day. With staggering figures like these, marketers cannot afford to ignore Facebook. Regardless of size or marketing budget, brands can benefit from an effective Facebook strategy.

WHY YOU NEED THIS GUIDEAre you currently searching for ways to:

• AcceleratetheeffectivenessofyourmarketingcampaignsthroughFacebookandsocialmedia?

• IntegratesocialandCRMdatatogrowsubscriberlistsandupdateorstrengthensubscriberinformation?

• Implementpaid,owned,andearnedcontentintoyoursocialstrategy?

• UnderstandhowFacebookTimelineandotherrecentinterfacechangescanbeusedtopromoteconsumerengagement?

Consumers aremore active on social media than ever before, and notsurprisingly,manymarketersarestrugglingtokeepup.Itseemsthat,withan ever-evolving sea of data and technology, marketers don’t know where tostart.Marketersaretoldwhattheyneedtodo,butnoone’stellingthemWHY these tactics are important or HOW to execute a campaign around them—until now.

InthisExactTargetField Guide to Facebook Marketing, you’ll get the tips and detailed instructions you need to confidently build a branded presence on Facebookandbeyond.Eachpageofthisguideisfilledwithcommentaryonrecognizing, implementing, and nurturing your social communications for cross-channel success.

As you continue on your social marketing journey, take this guide with you to make social success a reality in your organization. Happy hunting!

FIELD GUIDE TO FACEBOOK MARKETING

FIELDFACTSYMBOL Research and statistics about today’s

social landscape.

Be on the lookout for this icon to gather social resources and facts :

http://www.exacttarget.com


Once you’ve established your Facebook presence, expand into other social networks including Twitter.

FIELD GUIDE TO FACEBOOK MARKETINGOpTIMIzE CAMpAIGN pERFORMANCE

OvErvIEWMostsuccessfulmarketingcampaignsrunningtodayhaveonethingincommon:theyincludeconsumertouch-points that cross multiple channels. And in today’s consumer landscape, the one channel you cannot afford to ignore is social media.

Want to increase conversion and consumer engagement across ALL of yourmarketing campaigns? IntegrateFacebook, Twitter, and other social channels consistently by offering engaging content that gives your consumers a reason to come back.

HOW TO pUT IT INTO acTION• BuildasocialbrandpresenceonFacebookbypublishingPagesthatfacilitateconsumerinteraction.

Then maintain consumer engagement by posting frequently and being an active part of your brand’s social conversation.

• OfferFacebookfansandTwitterfollowersareasontoengagevia social channels and drive conversions with fan-gated promotions and coupons.

• Engageloyalusersthroughcontests,polls,videos,andconsumer-driven content.

• Keepyourcontentconsistent—peopleliketoknowwhatthey’resigning up for and are quick to disengage if content is too frequent or uninteresting.

Need a technology partner to help manage your presence on Facebook and Twitter? Look to ExactTarget SocialEngage™ to meet your social media management needs. For more info: www.ExactTarget.com/SocialEngage

Check out the Subscribers, Fans, and Followers

research series for more great info on email, Facebook,

and Twitter at www.ExactTarget.com/SFF


http://www.ExactTarget.com/SocialEngage

http://www.exacttarget.com/sff


OvErvIEWDatacollectedviasocialmedia,combinedwithCRMandbehavioralmarketing data, has proven to increase overall campaign effectiveness. After all, the more you know about your consumers, the better you can deliver relevant, timely messages. Where marketers have previously gone astray is failing to tap into the rich resources they have at their disposal—most notably, the social web. Facebook contains a wealth of consumer intelligence and social data that marketers are anxious to get their hands on. And through the use of Facebook’s Open Graph technology, finding ways to collect social data from customers and prospects is easier than ever.

HOW TO pUT IT INTO acTIONIf you want consumer data, you’ve got to ask for it. So start bypromoting a branded lead form on Facebook that requests email addresses along with basic demographic information.

Need help developing a lead form? ExactTarget’s SocialPagestechnology allows marketers to easily create Facebook tabs within a drag-and-drop interface. And, when marketers create lead forms, theycanselecttheExactTargetsubscriberlisttheywanttheleadstofunnel to, further streamlining processes between systems.

FIELD FACT:Open Graph is an extension of Facebook’s core technology. It allows Facebook actions to be replicated across the web, which provides marketers with valuable opportunities to leverage Facebook data and connections.

FIELD GUIDE TO FACEBOOK MARKETINGGROw YOUR SUBSCRIBER LIST wITh FACEBOOK

Want to create a branded lead form,

without help from your IT department?

Check out SocialPages at:

www.Facebook.com/ExactTarget

SocialPages: Simply drag and drop Gears onto the editor to design your Fan Pages.



OvErvIEWThe way consumers interact with brands on Facebook has recently changed with the introduction of Facebook’s new Timeline feature. The basic profile or Fan Page that was previously a vessel for promotion now requiresmuchmorethoughtandcreativitytobesuccessful.Inorderforabrandtobe successful on Facebook today, they must see engagement from their fans. While it does require more strategy and higher-quality content, it also provides a greater opportunity to engage with previously idle fans, turning them into customers and eventual brand advocates.

HOW TO pUT IT INTO acTIONGather your most engaging content and draw attention to it by “starring” and “pinning” it to your Timeline. For your brand, this may include:

• Videofootage

• Commercials

• Eventpromotions

• Specialannouncements

Whatever content you decide to “pin” or “star,” make sure it’s capable of enhancing your Facebook presence. Your network of Facebook fans should find it interesting, relevant, and be eager to engage with you because of it.

FIELD GUIDE TO FACEBOOK MARKETINGENGAGE LOYAL CUSTOMERS BY “STARRING” & “pINNING” STORIES ON ThE TIMELINE

Don’t overthink it: email best practices for engaging content apply to Facebook too.

Engaging content produces results-clicks, “likes,” comments, etc...

Example of a “pinned” post.

FIELD FACT:A “pinned” post always appears in the top left corner of a Fan Page Timeline and is identified with a flag. It stays at the top of a Page for seven days. After that, it’ll return to the date it was posted on the Page’s Timeline.



OvErvIEWFacebook Insights allows users to easily monitortheir Facebook Page or app activity. By betterunderstanding consumption of content, user growth, and fan demographics, marketers can make better decisions regarding their Facebook brand presence.

HOW TO pUT IT INTO acTIONFacebook Insights is free—but available only toPage administrators and developers on Pagesthat have been “liked” by at least 30 users. Ifyou have technical resources at your disposal, you may also consider utilizing Insights API,which helps you access metrics beyond what’s availablethroughthestandardInsightsdashboard.

FIELD GUIDE TO FACEBOOK MARKETINGUSE FACEBOOK INSIGhTS TO MONITOR pAGE AND AppLICATION ACTIvITY

Reference: http://ads.ak.facebook.com/ads/FacebookAds/Premium_Guide_2.29.12.pdf

Overview screen of Facebook Insights.


http://ads.ak.facebook.com/ads/FacebookAds/Premium_Guide_2.29.12.pdf

http://ads.ak.facebook.com/ads/FacebookAds/Premium_Guide_2.29.12.pdf


OvErvIEWFacebook uses an algorithm to determine which connections are most important to a user, what content should appearmostfrequentlyintheirNewsFeed,andwhatsocially-enabledadstheysee.Itcarriesalotofweight,soit’sin your best interest to get familiar with this algorithm, and adjust your social strategy accordingly.

The way to succeed and have your content appear in fan News Feeds is to consistently show high activity and engagement. For an individual consumer, this might include making frequent status updates, uploading images, or changing relationship status. For a brand, this is driven by fanbase engagement. This means your fans might not even see your content unless you receive consistent engagement!

HOW TO pUT IT INTO acTIONProduce content that encourages your fans to engage andinteract with your brand through Facebook. This might include:

• Polls

• Surveys

• Videodownloads

• Statusupdates

Remember, the more engaged your fans are, the more likely your brand is to show up in consumers’ News Feeds, making your socially-enabled ads more frequent and effective.

FIELD GUIDE TO FACEBOOK MARKETINGUNDERSTAND YOUR NEwS FEED

FIELD FACT:Consider these three factors when evaluating content relevance:

1. affinity refers to the relationship between two Facebook users. Each time a user engages with you on Facebook, your affinity with that user goes up. Note that your engagement with a user doesn’t influence this—only their engagement.

2. Interaction considers what actions users have taken with your content. Each action is recorded and given more precedence based on the amount of energy required to engage (i.e. a comment shows more engagement than a click).

3. Timeliness takes into account the age of the content. Recent content is most likely to show up in a News Feed.

Heard of EdgeRank?

It’s the same concept.



OvErvIEWThere’s no question that a robust and healthy fanbase provides numerous opportunities for brand engagement, promotion,andloyalty.But,whilebuildingasubstantialFacebookfanbasewon’thappenovernight,it’simportanttolay a sturdy foundation by establishing both a plan for acquisition and maintenance. Remember that getting a “like” isn’t enough—you need consistent engagement to turn a Facebook fan into a customer.

HOW TO pUT IT INTO acTIONBuildyourfanbasebyprovidingexclusivefan-gatedcontentandpromotions:

• Rememberthatregardlessofthechannel,afeelingofexclusivitygoesalongwayformostconsumers.

• Pairthatwithapromotion,andyou’resuretoseeengagementfromnewaudiences.

• Takethatstrategyonestepfurtherandgeo-targetbyutilizingdataprovidedbyFacebookInsights.

• Considerwhereyou’redeliveringthiscontent—Timelines,NewsFeeds,orFacebookTabs.Identicalcontent is rarely appropriate for all locations, so be selective and strategic.

FIELD GUIDE TO FACEBOOK MARKETINGBUILD YOUR FANBASE

FIELD FACT:ExactTarget’s Subscribers, Fans, and Followers research reveals that 40% of Facebook users are motivated to “like” a company, brand, or association to receive discounts and promotions. And, 51% of fans say they rarely or never visit a company’s page after “liking” them.

Sound familiar? You might be using these same tactics to manage your email program!

Fan-gated content is available

ONLY to your Facebook fans.



OvErvIEWFacebook’s Reach Generator is an “always on” premium package that recently became available to advertisers. Facebook guarantees that with this product, content will reach a higher percentage of fans morefrequentlythanitwouldorganically.Byincreasingoverallcontentdistribution, brands can ensure that their most compelling content receives visibility, traffic, and page engagement.

WHaT TO ExpEcT• Reach75%ofyourfansonaregularbasis.

• Doublebrandengagementthrough“likes,”comments,andshares.

• Receivemonthlyreportsthatreviewreach,engagement,andbrand tracking.

HOW TO pUT IT INTO acTIONFocus on creating compelling messages on your Facebook page—and don’t forget that you can borrow content that has proven successful in email, and use it here. Reach Generator does the rest!

FIELD GUIDE TO FACEBOOK MARKETINGExTEND REACh AND DISTRIBUTION OF YOUR MOST COMpELLING CONTENT

FIELD FACT:Facebook estimates that a company’s branded Page reaches just 16% of their fans per week on average. Remedy this by ensuring your most valuable content is prioritized through Reach Generator or Premium on Facebook (see page 10).

Source:http://www.facebook.com/business/fmc/guides/reach?campaign_id=250393211715997&creative=reach

Facebook’s Reach Generator.


http://www.facebook.com/business/fmc/guides/reach?campaign_id=250393211715997&creative=reach

http://www.facebook.com/business/fmc/guides/reach?campaign_id=250393211715997&creative=reach


FIELD GUIDE TO FACEBOOK MARKETINGINvEST IN pREMIUM ON FACEBOOK

OvErvIEWInthepast,Facebookadvertisinghasbeenpostedonthesideofthescreen,awayfromtheNewsFeedorprofilePages.WiththeintroductionofPremiumonFacebookinearly2012,advertisersnowhavetheopportunityfortheircontent to appear in more prominent, eye-catching locations including:

• Thefarrightsideofthehomepage

• OnamobileNewsFeed

• OnahomepageNewsFeed

• Onauserlogoutscreen

WHaT TO ExpEcT• 5-10xmoreengagementisseenwithadsthatappearwithintheNewsFeedorrightsideofauser’s

homepage in comparison to any other site location.

HOW TO pUT IT INTO acTIONCustomizeURLswithimportantkeywordsorphrasesthatarerelevanttoyourcampaigns.Youcanevenincludesubscriber information like name or email address as part of the link, providing the ultimate personalized touch that your site visitors will love.

Location is key!



OvErvIEWFacebook Timeline offers brands a great outlet for promotion, but places anemphasisonimagesandengagement.Itoffersbrandstheopportunityto provide personalized experiences and a forum to promote interaction across other channels including email, Twitter, or your website.

HOW TO pUT IT INTO acTIONDeliver a personalized experience by using metrics collected fromFacebookInsightstodetermineyourbrand’smostpopularcontentandthe demographics of your most engaged users. Then distribute targeted messages that drive social conversation. And don’t stop there—turn highly-engaging posts into new content and add important milestones to keep content relevant and fresh.

UseTimeline’s image-heavy layout tohumanizeyourbrand,highlightpopular products, or facilitate a cross-channel experience by repurposing creativefromTV,print,email,orothernon-socialcampaigns.

FIELD GUIDE TO FACEBOOK MARKETINGMASTER FACEBOOK TIMELINE wITh ENGAGING CONTENT

Not sure if you’re publishing compelling content? ExactTarget’s

Subscribers, Fans, and Followers report The Social Profile will help

you identify 12 distinct customer personas and unders

tand how

their unique traits influence their brand inter

actions.

Download at www.ExactTarget.com/SFF

Example of a Facebook Timeline.


http://www.exacttarget.com/sff


OvErvIEWMakingsurethatconsumersarereceivingthetypeofcontenttheywant iscriticaltostayingfreshandrelevant,especially in the ever-evolving social landscape. Testing content on Facebook is one way to stay on the pulse of what consumers want. This also allows marketers to gather customer insight and actionable performance metrics that can provide valuable campaign lift.

HOW TO pUT IT INTO acTIONOne way marketers can get the data they need is to ask customers to provide feedback on your marketing content.

LaunchFacebookpollsandsurveys:

• OnahomepageNewsFeed

• Onauserlogoutscreen

• Offer incentives for submitting feedback

• Add a level of excitement by publishing the results daily or weekly

Or,amoretraditionalwayistoperformA/Bteststogather:

• “Like”countsorusergrowth

• Pageviews

• Demographicinformation

Then, adjust your creative strategy accordingly, making sure the insights you’ve gained translate to the creative you produce for other channels.

FIELD GUIDE TO FACEBOOK MARKETINGASK CUSTOMERS TO DRIvE YOUR BRAND’S CREATIvE

Facebook Insights is perfect

for gathering these metrics.

FIELD FACT:Facebook reports that “well-run campaigns that leverage social media drive ROIs of 3x or greater.”



acTION rESpONSE Or “ar”Thepercentageofuserswhocompleteanaction(suchasa“like”or“RSVP”)orareexposedtoaFacebookad.

acTIvITY LOGAnewadministratorcontrolonFacebookPagesfoundunderthe“Manage”buttonatthetopoftheadminpanel.UserscanviewPagepostsand“star,”hide,ordeletestories,orchangethedateofapost.

aDS aND STOrIESFacebookAdvertisementsorfeaturedNewsFeedstoriesthatconsistofanimage,adcopy,andtitle.SponsoredStoriesareconsideredtheevolutionofAdsandprovideadditionalexposureintheNewsFeed,whichiswherethemajority of Facebook fans spend their time.

appLIcaTIONS Or “appS”Brandandconsumer-madeinteractiveoutletsforsharingandengagingingames,news,activities,events,andmore.

cpc Or “cOST pEr cLIck”Allows marketers to specify how much advertising spend they are willing to pay each time a user clicks on their ad.

cpM Or “cOST pEr THOUSaND IMprESSIONS”Allowsmarketerstospecifyhowmuchadvertisingspendtheyarewillingtopayfor1,000impressions(orviews)oftheir ad.

FaN paGEAbusinessprofileusedtohelpbrandsmarketthemselvesonFacebook.Oftenreferredtosimplyas“Pages,”theyhavemanysimilaritieswithpersonalFacebookProfilePages,butpresentadditionaladministrativeandmarketing capabilities.

FaNSFansareFacebookusersthat“like”aFanPage.

FIELD GUIDE TO FACEBOOK MARKETINGGLOSSARY OF FACEBOOK MARKETING TERMS



GESTUrESActions that mirror real-life activities like “read,” “watch,” or “eat,” instead of just “like.”

INSIGHTSA dashboard which tracks and displays user activity within Pages and Applications, providing baselineanalytics capabilities.

MILESTONESStorytypesthatmarkimportantevents,suchasstoreopeningsorproductlaunches.

NEWS FEEDThehomepageofeveryFacebookuserwhereStoriesfromfriends,brands,andapplicationsareaggregatedand updated in real-time. This is where most Facebook users spend their time and is the center of activity on Facebook.AlgorithmsbasedonengagementandrecentnessdeterminewhenandwhereaStoryshowsupin a user’s News Feed.

OFFErSApromotiondeliveredasaStoryonabrand’sFacebookPage,allowingfanstoclaimiteasilyandsharewithfriends.

OpEN GrapHAs an extension of Facebook’s core technology, Open Graph allows Facebook actions to be replicated across the web, which provides marketers with valuable opportunities to leverage Facebook data and connections.

pEOpLE TaLkING abOUT THISAFacebookInsightsmetricthatcalculatesthetotalnumberofpeoplesharingandcommentingaboutyourpageovera seven-day rolling period.




pINNINGAwayforbrandstohighlighttheirmostimportantorrelevantcontentontheirFacebookPage.MarketerscananchortheirmostimportantstoriestothetopoftheirPageforuptosevendays.

prEMIUM ON FacEbOOkAllowsmarketerstocreatecontentorStoriesthatappear inpremiumuser locationsincludingNewsFeedsand logout screens.

rEacH GENEraTOrTakes Facebook posts and moves them to the top of a user homepage to for additional distribution and exposure.

SOcIaL cONTExTA metric that determines the percentage of an organization’s ad impressions that were “liked” by at least one friend.

SOcIaL GrapHDescribesthepublicwebandtheinterconnectednessofpeople.VariousAPIsareavailabletoaccessandleveragethis information.

SOcIaL pLUGINSExtensionsoftheFacebookplatformthatenablemarketerstoseewhattheirfanbaseisdoingacrossthebroader web.

STarrINGEnablesmarketerstoenlargeaStorysoitreceivesmoreattention,andismanagedinActivityLog.

STOrIESAny content, whether created by a user or re-purposed from an external website.




TabSAlsoknownasViews,TabsareawayofnavigatingtodifferentlocationswithinaFacebookPage.Withthelatestdesign, fans see four Tabs at once.

TIMELINEFacebook’s latest personal page layout design, which includes a chronological history of user actions taken.

TrENDArecordofwhattopicsandStoriesaretrending,gaugedwhenmultipleuserssharethesamelinkordiscussthesame topic.

vIEWSAlsoknownasTabs,ViewsareawayofnavigatingtodifferentlocationswithinaFacebookPage.Withthelatestdesign,fansseefourViewsatonce.



www.ExactTarget.com

With thousands of Facebook posts, tweets, and Google searches made every second, surviving in the “interactive marketing wild” can seem impossible. With a focus on building relationships, we offer a variety of intuitive ways to interactinthesocialspacethroughExactTarget’ssuiteofsocialmediaproducts.

SocialEngage™ allows companies of all sizes to tap into social media conversations as they happen—in real time. WithSocialEngage,marketerscancollaborateonupdates,monitorresponses,trackengagement,andanalyzeresultsacross the most influential and fastest growing social communities.

Socialpages™enablesmarketerstoeasilybuildandmanageprofessional,campaign-focusedFacebookFanPagesto drive customer relationships and revenue.

Call us at (866) 558-9834 or visit www.ExactTarget.com/Social to learn how ExactTarget Social can help you.

http://www.ExactTarget.com

http://www.exacttarget.com/social

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