Presentation from a Markedu webinar about Facebook Marketing. In the presentation Michael Leander gives his advice on different aspects of Facebook marketing. From getting started to measuring results.

1. Facebook Marketing
Webinar – Get started
Presented by Michael Leander
• leander@michaelleander.com
• mLn@fokusintegrated.com

2. Like us – please. Please won’t you like us?
http://www.facebook.com/michaelleandernielsen http://www.facebook.com/MarkeduMarketing

3. Twitter hashtag for this web seminar
• #markedusocial
• http://www.twitter.com/markedu
• http://www.twitter.com/michaelleander

4. Crowd-source
questions & answers

5. POLL: Thinking about your
professional life, what is your level
of experience with Facebook?

8. This is what we intend to cover today
• Stats, background, prerequisites and cautions
• Creating the right plan for your Facebook
presence
• Best practices for customer engagement on
Facebook
• Setting up and monitoring advertisement
campaigns on Facebook
• Facebook on page tactics

9. Coming Facebook webinars
- watch Markedu’s newsletters for info
• Building your community
• Creating your Facebook landing pages
• Facebook applications
• Successful advertising on Facebook
• And more

10. Terminology: A member = A fan = A like
Premise: only pages, not groups discussed today

11. 11

12. 8 components to results
1. Set Community Expectations
2. Provide Cohesive Branding
3. Be Up To Date
4. Live Authenticity
5. Participate in Dialog
6. Enable Peer-To-Peer Interactions
7. Foster Advocacy
8. Solicit A Call To Action

13. NEW !
Get pre-recorded webinars with action guides
The Guide includes....
The Facebook A to Z • What to do before you setup
Guide for Business your page
• Complete guide to become • How to create compelling
successful on Facebook landing pages to convert
maximum likes
• 11 hours of recording • How to engage with your
• 19 page actionable advice community
• How to measure your success
• Take quiz – get certificate • How to integrate with other
• Buy at 50% before 16 media channels
September • How to work with Facebook on-
page tactics
• Only € 49 / USD 59* • Lots of case studies and
*Based on credit card examples
payment – add € 10 for invoice • And much more

14. From Facebook A to Z Guide
3 of 49 tips to
improve your
Facebook presence

15. Tip 1: Widgets, plugins and badges
Engage your website and blog
visitors > attract more Facebook
likes
Facebook social plugins:
http://developers.facebook.com/docs/plugins/
Facebook badges:
http://www.facebook.com/badges/

16. Tip 2: Get fans to join via SMS/text
Perfect for ...
• Live events
• Advertisements in
TV, Radio, Outdoor
• Maybe even on your
Businesscard?
• Or at POS (Point of Sale?)

17. Think hard before you phrase your call to actions !

18. Tip 3: Realistic engagement rates
1% engagement rate is good ! Links are
tracked
differently
Percentage of people who were exposed to the
message and either commented or liked!
Article about this topic
http://www.michaelleander.me/blog/facebook-
engagement-rate-benchmark/

19. Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action

20. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action

21. Why Facebook?
Or why continue on Facebook?

22. Facebook is the world’s most visited site

23. Unprecedented dominance

24. https://www.facebook.com/FacebookLive?sk=app_127337483972992

25. Social sign-in making waves
Check out this resource
http://www.janrain.com/products/engage/social-login

26. IF a large proportion
of your customers
and prospects are
there !

27. IF you can find critical
mass -> enough people
to engage and keep
engaged

28. Getting critical mass ->
to the point where exponential kicks-in

29. IF you can make it
work to bring ROI
on your activities

30. Most
penetrated
countries

31. Do your research – beware of CPC / CPM
Source: http://www.socialbakers.com/facebook-statistics/

32. Facebook follows Google Adwords – surge in prices
of CPC/CPM advertising rates

33. POLL: Which is the largest
demographic on Facebook –
measured on a global scale?

34. Facebook’s largest demographic
is 35-54 !

35. Understand your audience on Facebook

36. Why NOT
Facebook?

37. 37

38. 38

39. Don’t believe other
peoples proof

40. IF you do not have
the Time & Money
to do it right!
IF you cannot reach enough
of your audience

41. 90% of all Facebook
community (page)
building initiatives fail –
mostly because of the
wrong or no real purpose

42. Caution!

43. Remember ! Your job is
about prioritizing
- What is your objective?
- How soon?
- What can be done?
- What is required to do that?
- How can this instrument
help me?
- Are there better ways to
accomplish my objective?
43

45. Don’t become an
Instrumentational
evangelist
45

46. Questions to ask
1. Where are my customers?
2. How do they their spend time?
3. What are my objectives?
4. What are my options?
5. Should I develop a SWOT for
6. each channel?
7. How much time can I spend?
8. What is the commitment involved
9. for each channel? Short, long term.
10. What is my optimal mix?
11. How can I repurpose content from
12. one channel to another?
13. And 19 other questions

47. What are we managing here?
LIRA LIRA LIRA LIRA
Could you use Facebook for
any of these steps in the
customer buying proces?
47

48. http://www.facebook.com/pages/Bimby-Portugal/142614979110197
48

49. Homework
• Define your customers buying process
• Document your selling process
• Where in the buying/selling process do
you want social media / Facebook to fit
in?
• TIP: the better you match that – the
more successful you will be !
49

50. What is Facebook used for?
Brand engagement
Customer retention
Customer acquisition
Customer service
Traffic
generation
(adds)
Consumer
profiling

51. 51

52. 52

53. POLL: If you were to focus your
Facebook activities on only one of
these objectives – which would it
be?

54. Customer acquisition numbers B2B/B2C
54

55. 55

56. Short vs. long term effect and impact
on cash-flow in social media marketing

58. More work
More details ROT Problem
More
numbers
More
people?
More
money?

59. UNDERSTANDING THE DRIVING
RuleOFof thumb
FORCES COMMUNITIES
THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET.
THE MORE USERS YOU HAVE THE MORE CONTENT YOU WILL GET.
THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND
CONTENT YOU WILL GET.
THE EASIER IT IS TO DO TRANSACTIONS THE MORE USERS YOU WILL ATTRACT.
EXCLUSIVITY AND BEING SPECIAL IS
STILL IN PLAY
59

60. Targeting is
poor on
Facebook

61. Targeting
example

62. Best practice
methodology

63. 63

64. PURPOSE
• What value do you add to customers and/or
prospects?
• How can consumers emotionally connect?
• Is there a common goal that might activate
consumers?
• Core message: In one sentence what is your core
message?

65. Target
Start with you Eyeballs Channels
groups
content
concept
Uniqueness
Stories and media
Content Sub
Production
Creative
concept concepts
processes/repurpose
Analytics
Measure
Conversion
success
ROMI

66. Learn about your audience before you
develop your content concept
• Who/where are they?
• What are their interests?
• What are their problems?
• What sort of bandwidth connection?
• What else do they like?
Let’ see an example next...

67. Authenticity
Emotions
Proof
Community driven
Curiosity

69. • Exclusivity
• Lifestyle
• Style tips
• ...

71. STRATEGY
• What is the main focus in your consumer connect
efforts?
• Long term vs. Short term activation: What are
your long term goals vs. Short term wins?
• How can you broaden your story to make it worth
reacting to 365 days a year?

72. TACTICS
• Proof: What is the tangible proof of our consumer connect
focus?
• Social media voice: What is your social media personality? How
can you translate this in compelling interactions?
• Digital infrastructure: How can you optimize your paid, earned
and owned media properties online to connect?
• Capitalize: How are you going to capitalize on what you are
already doing?
• Plan for touchpoints, people and content
• Conversion; Where do your efforts lead to? Are they building
followers, sales, generating leads?

73. How much are you willing to pay for
engagement and how do you do it?
Branding/
Awareness
Explore Landing
page Trial
Add signup/ Trial
Like buy Purchase /
On site Engaged
Blogs CPO
= £$€ ?
Affiliates
Email CPI/CPL
= £$€ ? • Measure conversions
• Monitor successes

74. EXECUTION
• Conversation worthy content: be sure that content is
interesting, relevant and unique whenever possible
• Make it shareable: Add sharing buttons, make it embeddable
• Capitalize on content: Build visual proof of everything you do.
Cases, behind the scenes and use these

75. Experimentation is crucial
• Experiment personally
before professionally
• Try a variety of methods,
tools and tactics
• Accept failure as a big part
of your success

76. Measure & Manage relentlessly

77. GOVERNANCE AND POLICIES
• Whom is responsible?
• What can we say, won’t we say, don’t we discuss?
• How fast do we need to respond?
• How do we monitor activities
• In-sourcing / outsourcing
• The role of PR

78. Examples – personal engagement

79. First
impressions
lasts

81. Building your landing page
• Summarize benefits and don’t oversell
• Ensure that the call to action is clear
– Tell people what you want them to do
• Use testimonials if possible
• Use hero-shots if possible
• If you want to acquire data about a new ”like” use
a two step process

83. How to make the landing page known?
• Integrate in all of your communication
• Once launched push hard to get critical mass
(remember what we spoke about?)
• When you have significant traffic to the page,
consider testing different variations

85. What drives people to ”like”?
Keywords in About text box
Use info tab to include keywords, links, text
Create static ”FBML” boxes/tabs with lenghty
content and more links

87. Source http://www.socialmediaexaminer.com/study-reveals-why-consumers-fan-facebook-pages/

88. Spread the word onsite

91. Advertise on Facebook
Want to get a glimpse of Facebook advertisement

92. Target the offers –
don’t send traffic to
your homepage unless

94. Seriously important

95. Ad multiplication (agency can help here)

96. Random tips and
input

97. Scheduling content
Manual or
automatic or both?
Facebook only or
more social media
platforms?
Quick insight to
tool

98. Place pages -> do not underestimate

99. Video adds and content

102. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action

103. T: twitter.com/michaelleander
M: +45 27 28 29 53
E: leander@michaelleander.com