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Facebook Strategy The Power of Effective Branding, Promotion and Engagement
For starters…lets view an incredible video: Social Media Revolution II A extraordinary video about social media and amazing economic statistics. Based on the book Socialnomics by Erik Qualman. 2© FreshBuzz Media
Todays Social Presentation The Nuts and Bolts of a Facebook Marketing Strategy: Effective Branding, Promotion and Engagement The 4 Social Cs 1.Clarity - Clear Objective and Plan 2.Creativity - Creative Branding 3.Consistency – Focused Promotion 4.Commitment – Dedicated Engagement 3 © FreshBuzz Media
Facebook by the Numbers Of the 273,000 people living in SLO County about half are on Facebook. 72,860 are between the ages of 25-35 61,880 between the ages of 35-54 68% of US Facebookers when polled said they were more likely to buy on a positive friend referral. 4© FreshBuzz Media
Word of Mouth Marketing The # 1 tactic in community marketing is Word of Mouth. Facebook gets people talking. What do you want your presence on Facebook to achieve? – Create Awareness – Increase Sales – Market Research – Customer Service – Build Your Contact List – Optimize Other Marketing Efforts 5© FreshBuzz Media
Word of Mouth Marketing Works More Numbers… 66% of customers use the information they find through social media (word of mouth) to influence their buying decisions. 67% of customers are likely to pass this information on to their connections. Over 60% trust information they find through social media more than traditional advertisements. 67% of US Facebook users said they would be more likely to buy a product or service if it were recommended by one of their Facebook friends. According to studies performed by OTX Research and Morpace 2010 6© FreshBuzz Media
Brand is customer experience. 7 © FreshBuzz Media
How Important is a Branded Facebook Page? 8 Having a Landing Page doubles your page likeability. People are 2x likely to click like if the Page is branded The LIKE is where IT ALL happens (the news feed is a viral tool) A Branded Page is 2x more likely to be LIKED and the LIKE is where it is at. The news feed. It gets seen and shared. People are spending between 1 – 2 hours a day on Facebook (and less time on email, website and search) and more with their friends on Facebook This is a popularity contest, so standing out matters. The generic Facebook wall is about communications and voice, and not about Brand Experience or Amplification! © FreshBuzz Media
Consistent Branding is All Important CONSISTENCY is Vital in Brand Image, Personality, Presence and Voice. 9© FreshBuzz Media
The following are a few before and after examples of Branded Facebook Pages 10 © FreshBuzz Media
11 Example of a Branded Facebook Page Before After © FreshBuzz Media
Example of a Branded Facebook Page Before After 12© FreshBuzz Media
13 Example of a Branded Facebook Page Before After © FreshBuzz Media
Example of a Branded Facebook Page Before After 14© FreshBuzz Media
OK! I GET IT! How Do I Do It? Two choices for Facebook Page Design: Plan and design your Pages with plug and play apps such as: NorthSocial, Tab Site and Page Lever. (Note: Max width is 520px) Work with a Social Media Design Professional to design your Custom Pages and Profiles 15© FreshBuzz Media
Other Great Apps for Facebook Pages Networked Blogs or RSS Graffiti – share your blog Twitter and Yelp Feeds Contact / Lead Generation Forms Reviews & Discussion Forums Video Player (YouTube) Many, many more 16© FreshBuzz Media
So You Build it and They Will Come – Right? Ummmm…Not Quite! Effective Promotion and Engagement are EVERYTHING. 17 © FreshBuzz Media
Consistent Promotion 8 Best Practices Tips to Promote Effectively 1.Invite your Email subscribers to Like your Page 2.Promote your Page via Facebooks Suggest to Friends tool 3.Cross-post your Page on other Pages / Leverage your Referrals and Partners (ex: CCWP & SLO Chamber) 4.Use the free Facebook Text a Like on promotions Text Like Facebook-Page-Name to 32665 18© FreshBuzz Media
Consistent Promotion 8 Best Practices Tips to Promote Effectively 5.Use paid targeted Facebook ads 6.Link your Twitter account to your Facebook page 7.Add appropriate Social Media Icons with direct links with to your email signature. Example: 8.Add the Share Button - - also known as a Social Plug-In to your emails, website and facebook pages 19© FreshBuzz Media
What is Engagement? Engagement = Generating interaction and comments Consistent and authentic engagement will keep YOUR brand relevant and interesting and will allow your customers and followers to express themselves and it builds trust and loyalty It is what your followers will keep coming back for and sharing! 20 What is Social Media Engagement? © FreshBuzz Media
Best Practices for Generating Interaction and Comments 1.Encourage Discussion - Ask questions (gets people to immediately think and want to respond) 2.Keep it Engaging - Is your posting relevant, memorable and actionable? 3.Create Polls - allows people to feel heard & contribute their thoughts/experiences 4.Create Contests - People love to participate with the brands they love and win prizes 5.Build Community - encourage fans to become friends with each other. Allow fans to post photos and video 21 Consistent Engagement 15 Tips to Engage your Social Media Audience © FreshBuzz Media
Consistent Engagement 15 Tips to Engage your Social Media Audience Best Practices for Generating Interaction and Comments 6.Create Events - do shows, seminars, webinars, teleseminars – fans will RSVP and share the event! 7.Post and tag users in photos and videos 8.Keep content fresh and relevant (older content gets pushed back in newsfeeds). 9.Post towards end of week (Thurs/Fri) and after 12pm (65% more engagement) 10.Be a resource for fans - give incentives to keep coming back (ex. recipes, how to guides, customer support, instructions, share strategy & tips 22 © FreshBuzz Media
11.End postings with a You question. Example: Like: What do you think? 12.Be creative, add visuals, websites, resources, articles, breaking news and, mix it up & not all serious. 13.Always be social, personable and authentic. Make it not always about you – share and amplify your community 14.Make certain that your team reflects your message consistently. Use a dashboard for posting and monitoring such as HootSuite or SocialOomph 15.Acknowledge and thank your Fans (always) 23 Consistent Engagement 15 Tips to Engage your Social Media Audience Best Practices for Generating Interaction and Comments © FreshBuzz Media
SUMMARY Take Care Of Your Brand And Youll Live Long and Prosper on Facebook Develop a social media strategy that includes a Branded Facebook Page (and other Apps) Actively engage your audience with your Facebook (and other Social Media sites) that matter to your business and industry Monitor your reputation and analytics on Facebook Become committed and invested 24© FreshBuzz Media
The goal isnt to be good at Facebook – The goal is to be good at business because of Facebook - Jay Baer, author of Convince and Convert, a social media blog. 25© FreshBuzz Media
Facebook Post Script Facebook is but one tactic in your social media marketing toolbox. o Think BIGGER engagement. Brand, communicate and share across multiple channels. Twitter (custom brandable) LinkedIn (custom brandable) YouTube (custom brandable) Location-based Networks (Foursquare, etc.) Social Media Advertising Blogs and Websites 26© FreshBuzz Media
27 Join the FreshBuzz Facebook Page Text Fan freshbuzzmedia to 32665 © FreshBuzz Media www.freshbuzzmedia.com
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