Facebook Tips and Use for Domination Make your Brand a BUDDY to Consumers!

We know why Facebook – Numbers! 1.1 billion + users  Average users spend 21 minutes on FB and have 130 friends!  The key is to attempt to trigger the ripple effect … WOM on STEROIDS!  Capture the attention of your initial targets and generate shares 

Cross Promotions  Algorithms constantly modified to “improve” your experience … irrelevant posts reduced.  How do you combat this?  Design a Company Fan Page  Fans will definitely see your posts  The more you post, the more  Tie in News Stories of Interest that encourage FB postings from original site  treats-beautiful-bystander-action-packed-boat-ride-Bond-new-advert- Spectre.html treats-beautiful-bystander-action-packed-boat-ride-Bond-new-advert- Spectre.html

Future Proof Your Corporate Page  Constant updates to the algorithms change the basic approaches businesses can use to increase likes, generate hits/click thrus and be more visible.  FB offers paid advertising approaches that will help boost posts and generate addition “LIKES” for your page.  To date the advertising approaches have not resulted in excessive clutter.  Boost and increase likes earlier vs. later to avoid additional costs

Targeting  FB users build an incredible profile of themselves (often unwittingly) that can be accessed  FB enables users to target (via paid approaches) segments very effectively  Demographics  Age  Gender  Education  Geographics  Location/proximity  Psychographics  Interests, travel  Behavioristics  Purchase behavior  Mobile use vs. desktop  OBJECTIVE – higher conversions through effective targeting

Facebook Setup – page construction  Create your business page  Categorize your business  Remember this will impact who finds you through searches!  Customize your url – you can only change your unique address once and make sure it matches your page  Facebook.com/opbs  Profile picture  FIRST IMPRESSIONS!  Invite people to LIKE your page … when it is ready!  Be active, post pictures, links, etc. of interest to the targeted consumer  Dead and inactive pages are a lost opportunity

Page Setup  Advertising  It is content dependent  Spending $ effectively is the goal  Sufficient content, photos, video, posts are necessary to generate “shares”  Generating “likes”  Share a link to groups you are members of on FB  Add a “like’ button to your website and share consistently with people you know Invite business contacts to visit and ‘like’ your page High quality images, contents, videos or tutorials Have clear objectives and implement them with telling people what you want them to know about your business and industry back it up with research and stats Make sure your website, signature LINK to your fb fan page Tag the fan page so it will appear on your friends page

Generating Likes  Master how to target fans based on their interests, demos, location  Leverage existing traffic on your website to increase like and generate social media publicity  Use the social media icons in prominent places on the homepage  Be consistent with timing of posts – you can arrange this in advance and does not require daily monitoring  Use FB groups for greater engagement and discussion  Hobby groups  Ex: our company – amputee coalition  Last resort – PAY!  CAN INCREASE THE SPEED OF SUCCESS!

Call to Action Be specific with your “Call to Action” and request people “like” your page Pin a post with a call to action Set up a “landing tab” Use high quality and interesting images and content to generate shares and additional likes customer photos, office shots, tutorials

Example Landing Pages

How Powerful is a FB Advertisement?  Online ads reach 27% of their intended audiences  Banner ads, button ads  FB ads can reach as high as 90% of their intended audiences!  IMPACT – sales generation, likes, product trials may not immediately occur  It is all dependent on the effectiveness of your targeting approach

Remarketing  Advertising to individuals that have already indicated an interest in your products and services via visiting your website OR people who have searched similar products  Why “remarket” to this group?  You can customize your ads to send specific messages  Increase conversions  Costs stay low and affordable by spending less to target a narrower group that is a more receptive segment!

Customized Ads and Audiences

Remarketing Costs and Benefits  Reduced cost per click relative to search engine options  Search engine users are actively seeking this product category  FB users are not actively “searching” for products (on social media)  Pull (SEO) vs. Push marketing  By using FB to target individuals that have visited your website but have not converted (purchased), the business keeps costs low, yet maximizes potential customer acquisition  Ad must contain new information or offer to result in a “click thru’  BTW … what is cost per acquisition  The marketing expense of bringing converting the target market to a paying customer

Upsells and Brand Loyalty  It is not necessary to limit all of your advertising to prospects that have not converted.  Use some ads to target current and prospective customers to encourage dialogue  Current customers may click thru to the website from the reminder and be available for Upsells or Replacement/Additional product purchases

Common Concerns about FB Advertising  How does FB make money on Advertising because many people never click thru …  Despite the fact that many people don’t actively click thru, FB ads are working. Sponsored ads and messages are changing behavior! Studies have shown that FB ads impact behavior … without click thrus!  Research shows that people respond to FB ads much like television advertising, so instead of stealing from Google ads, FB ads could potentially enhance the decline of network/cable advertising!  70% of FB ads show a 3x or better ROI (got back 3x the investment in sales); more than half got better than 5x ROI

Facebook Advertising Concerns