fran camp facebook beyond the hype final draft

Beyond the Hype: Strategies for Maximizing Facebook

Panelists

Jon CarlstonVice President,Social Development

Ryan VaspraVice President,Media Services

Nicole HudsonMarketing Consultant,Inbound Lead Generation & Social Strategy

AgendaOptimized for Success: Create, Promote, Measure, & Convert

Create:· The Foundation

Promote:· Get Found: The Facebook icon is a part of your brand· Sponsored Posts and Facebook Ads· Open Graph

Measure:· KPI’s to focus on

Conversion: Beyond the Likes, Comments & Shares· Actionable call to actions · Optimized landing pages · Marketing automation established for conversion to happen?

• Social value is a shift in thinking and approach to brand social media

• The primary tenet of this shift is one of considering the needs and desires of your customer first, and the return for your business second

• This principle is based on the very nature of social media and its origins

• “Return” should come as a result of doing social media the “right way”

• The objective should be to enhance your brand and satisfy your customer

The Foundation – Social Value


Social Media can be many things, the key is to find the value you are able to offer your community and target audience.

Then focus on delivering it the best way possible.


• The best content on Facebook is content that encourages user engagement

• This includes: questions or a fill in the blank statement• The key is making that engagement as simple and compelling as

possible, this is how you can “serve” your customers

Make the user “want” to participate because it is easy & fun and takes very little time

Photo Day of the Week (Monday’s)Trivia TuesdayProduct Spotlight WednesdaysCustomer Thursdays (Testimonials)Fun Fact Friday’sTip of the DayQuestions and Polls


• Communication portal with your target audience

• Platform for listening to your customers

• A way to demonstrate value to your customers

• A tool to develop deeper relationships with your audience

• Creates long term connections and communication

• Social Media is a long term play, not a short term medium

The FoundationParent / Child – now called National / Local

•Create pages for all locations in your system with consistent branding•Gain admin access to all existing pages and update info/branding

The Foundation

The Foundation – Content, Content, Content

• Social media is only as good as the community a brand can build

• Messaging is wasted if a community doesn’t exist to receive it

• Even the biggest and best brands must “invest” in their community

• Greater impact from social media efforts and exponentially enhanced total reach

The Foundation – Paid Community Value


• A common misconception is that Social Media is Free

• The true costs of Social Media are Time, Money & Commitment

• Time is the first cost listed , because it is the most important

• Time is required to deliver the true value of Social Media

• But time is wasted if you do not “invest” to ensure that your message is heard


Many strategies exist to help grow your community, but know that “organic” growth is difficult, especially at first.

Unpaid strategies:Participate in other conversations using #HashtagsPost on other Facebook Pages with similar audiencesSpread the word offline to your existing customers

You may need to commit to some paid strategies early on to really jumpstart your social community, this is your “investment”

Paid strategies include:Facebook and Twitter adsSocial promotions and giveawaysSponsored stories and promoted posts

The Foundation-

The Foundation – Corporate vs Local

• Social Media Optimization is required to ensure that the social “face” of your brand is properly created and conveyed

• Social Media at the Local and National level is an ongoing debate

• With shifts happening in the space it is no longer a debate of “or” but “and”

• Both must exist and more importantly both must work together strategically


• A symbiotic relationship must exist between a corporate social presence and the local presence ecosystem

• By working together, these two platforms can deliver exponential benefit and build a strong overall brand presence

Promote – Sponsored Posts and Facebook Ads

Social Media does not operate under the “if you build it they will come” structure Facebook Ads

The primary driver of exposure on the Facebook platform

Custom Audience Facebook AdsCustomers make the best fans on Facebook

Sponsored StoriesDigital peer referrals of your top content

Sponsored PostsPaying for EdgeRank to optimize your message and content to your fans


• Facebook Ads are a must when it comes to building your community

• Facebook Ads are relatively easy to learn and use, they are extremely difficult to master

• Facebook Ads are much different than other ad types like Google AdWords

• Rely much more heavily on instinct and understanding of not only the platform but the audience you are targeting


There are several Facebook Ad campaign types that each require their own strategies and execution methods

• National Fan Growth • Local Fan Growth • National Promotion • Local Promotion • National Direct Response• Local Direct Response

There is no “template” strategy that will effectively deliver efficient performance across all campaign types. This is where patience, experience and expertise become a requirement

Facebook Ads


• EdgeRank underwent a major retooling in August 2012

• A core component to delivering your most powerful messages is sponsored stories

• Content on average will reach only about 15% of your audience, meaning 85% will be left out

• Utilizing paid methodologies is a critical element when delivering your message

National BlastWindow Cling

Franchisee FB PageCorporate FB Page

Campaign Measurement

App Views (Desktop) – 13,791

App Views (Mobile) – 2,346

Total App Views – 16,137

Total entries – 12,545 (78% conversion)

Entries on mobile - 1781 (14% of total)

Corporate New Fans – 11,299

Opt-in for email – 5186

Promote – EdgeRank Deep Dive

Graph Search

Special Kudos to Park Tavern

Graph Search

•Make sure your clients LIKE your page

•Incentives to “check-in” at your locations

•Post photos of their experiences

•Make it easy to become a customer – menu, services, request form, coupons, and special promotions

Measure – KPI’s To Focus On

• Brand Affinity and Awareness are the key tenets of social media

• Traditional KPI’s are a “Result” rather than the “Objective” of doing social media in the first place

• Similar to Customer Service in that you do customer service because you must, not for ROI

• Social Search Engine Optimization (Ranking Signals)


Since KPI’s should be a result of social media, what are the measurements that can be evaluated to determine if a social campaign is in fact producing “results”?

Qualitative KPIsFan Growth

Likes, Shares, Comments, ClicksReach

People Talking AboutVirality

Brand SentimentGoogle Trends

Quantitative KPIsCost Per Fran*

Social Referral TrafficSocial Assisted Conversions

Social LeadsSocial Cost Per Lead

Search Ranking Signals


Engagement Community Growth

Social Assisted Conversion

• Increased page engagements up to 4,000% in the first 3 months

• Added more fans in 3 months than previous 2 years

• Added over 17,000 new fans in less than a week

• Averaged a new fan every 10 seconds

• Increased audience reach to over 1 million

• Driven over 13,000 in 2012. Visits via Social Referral (15% of total)

• Driven over 250 Social Assisted Conversions

• Lenny’s Sub Shop is a gourmet subway sandwich shop specializing in Philadelphia style sandwiches and other various sandwich treats.

• Lenny’s challenge was to compete in a series of crowded markets with large players like Subway, Jimmy John’s, and others.

• The competition for Social Media Exposure was intense. Lenny’s decided to push for new fans by launching a large scale Facebook Ad campaign surrounding the Valentine’s Day holiday.

Key Points:

•Delivered over 17,000 new fans in 7 days

•Expanded their message reach on Facebook to over 1 million

•Enhanced the interaction on their page by more than 1000%


Social Search Optimization

Social

Links

Content

Technical

Site StructureSitemapsMobileRobots AccessSite Speed

Site ConfigurationGoogle WebmasterGoogle AnalyticsPixel CapabilitySplit Testing

Server Responses200 Codes404 Errors301 Redirects302 Redirects

Content OptimizationUnique ContentUseful ContentFresh ContentOver Optimized

Page OptimizationTitle TagsMeta DescriptionsAlt TagsKeyword Usage

Content DiversityTextVideoImageLists

Content SemanticsKnowledge GraphReviewsAuthorshipPlaces, etc…

Directory SubmissionBBB & COCGeneral SearchVertical NicheIYPs and ILSs

ConversationalBlog OutreachBlog CommentingQ&A WebsitesRating Sites

EditorialArticle SitesPress ReleasesPartner OutreachPublic Relations

Link AttractionEgobaitStoriesTutorials & How To’sOPN

Social SignalsConnection PluginsSharing PluginsComment PluginsBookmarking Plugins

Off-Site EngagementTiny URLsVideo Link PostsImage Link PostsConversations

Reputation ManagementSocial ProfilesBusiness ProfilesCustomer Reviews CaptureComplaints Capture

PromotionsSweepstakesContestsUGCGamification



• Develop deeper connections with your customers

• Deliver value to your customers

• Enhance your brand

• Develop trust by listening


• If you can measure an increased level of activity and meaningful interaction on your social pages then this can be considered a success

• Try to make your customers happy first and serve their needs, only by doing this will you reap the rewards of social media in their fullest

• Pay attention and be prepared to pivot and be flexible enough to deviate to best serve your customers

Conversion – Beyond the Likes, Comments & Shares

Get More Leads With Calls to Action

• What is a CTA?• A social media call to action is an integral and often overlooked element of an effective social media strategy. Social

media gets prospects, customers and the public primed to want to find out more about your offering or to engage with you further, but you must lead them to the next step in your sales or other conversion process.

• Facebook posts will receive better success rates if they contain calls to action, compared to ones without them. So, all the more reason to use them!

http://www.socialmediaexaminer.com/how-to-improve-your-social-media-calls-to-action/


Grab a Readers Attention with CTAs• Examples of calls to action include: click here, sign up today, get

your ticket, join us at, RSVP here, buy now, enroll here, check this out, click, and comment.


• Optimize your landing pages to secure email addresses for further lead nurturing opportunities.

• SEO optimize your text, images and list full domains.


Marketing Automation and Email Lead Nurturing

Why do businesses fail at Social Media?

Small businesses are not prepared to tackle Social Media despite the significant opportunity it presents. With the right guidance and help, Social Media can be a big Win!

Conclusion

• Your consumers use Social Media

• Their time is spent there whether you are or not

• Make sure that you take advantage of this opportunity to be in front of them

• Your customers expect you to be there, so don’t JUST be there, be there in a meaningful and valuable capacity

• Social media is the tide that raises all boats, if done right it can positively impact all of your marketing efforts

Connect With Us – Via Twitter #FranCamp or LinkedIn

Jon Carlston@joncarlson@processpeak

Ryan Vaspra@ryanvaspra

Nicole Hudson@getinboundleads@FranDevMaven

fran camp facebook beyond the hype final draft

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