This web seminar covered best practices for using Facebook for marketing purposes. It discussed setting up a Facebook page and profile, engaging customers, setting up ad campaigns, and on-page tactics. Some key points included the importance of having compelling content, making content shareable, experimenting with different tactics, and using the AID+LIRA framework of gaining attention, interest, desire, likes, interactions, recommendations and actions. It provided examples of promoting a Facebook presence in print advertising and using video ads. The presenter emphasized regularly scheduling and analyzing content to improve engagement.

1. Facebook
Marketing
webinar
Markedu
• Michael Leander
web seminar • leander@michaelleander.com
presentation • mLn@fokusintegrated.com

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

3. This web-seminar was
organized by Markedu
Check this list of free
webinars

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

5. 5

6. 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

7. 3 of 29 tips to improve engagement
1. Embed Facebook widgets on
your website
Example: http://www.markedu.com/web-
seminars/
2. Get fans to join via SMS/text
3. Engagement rate of 1% or
better is generally considered
good

8. 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

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

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

11. Why Facebook?
Or why continue on Facebook?

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

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

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

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

16. Facebook is the world’s most visited site

17. Unprecedented dominance

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

19. Local numbers – Gulf/Levant
Country Users Growth Penetration
Bahrain 287 820 +10 360 3,73% 39,00%
Kuwait 803 780 +174 040 27,64% 28,82%
UAE 2 319 160 +183 500 8,59% 46,61%
Lebanon 1 171 600 +188 460 19,17% 28,40%
Jordan 1 638 780 +534 300 48,38% 25,58%
Oman 279 960 +60 600 27,63% 9,43%
Saudi Arabia 3 985 480 +772 060 24,03% 15,49%
+1.9 mill

20. Source: http://www.socialbakers.com/facebook-statistics/

21. Most
penetrated
countries

22. The Google Adword problem is real!

23. POLL: Which is the largest
demographic on Facebook –
measured on a global scale?
The attendees at this web seminar got the
answer all wrong

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

27. Why NOT
Facebook?

28. IF you do not have
the Time & Money
to do it right!

29. 90% of all Facebook
community (page)
building initiatives fail –
mostly because of the
wrong or no real purpose

30. 30

31. 31

32. The proof

34. Game changer:
Social sign-in fast becoming the new standard
Survey data from Janrain survey

36. Caution!

37. 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?
37

39. Don’t become an
Instrumentational
evangelist
39

41. What are we managing here?
41

42. 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?
42

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

44. 44

45. 45

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

47. Customer acquisition numbers
47

48. 48

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

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

52. 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
52

53. Targeting

54. Targeting
example

55. Best practice
methodology

56. 56

57. 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?

58. 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

59. 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...

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

65. 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?

66. 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

67. EXECUTION
• Conversation worthy content: be sure that content is
interesting, relevant and often unique
• 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

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

69. 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

70. Examples – personal engagement

71. First
impressions
lasts

73. 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

75. 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

76. Examples of promoting
Facebook presence in
print advertising – magazines
from United Arab Emirates

77. What drives people to ”like”?

79. Spread the word onsite

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

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

84. Video ads

86. Seriously important

87. Ad multiplication (agency can help here)

88. Random tips and
input

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

90. Itemize the like button and think
e-commerce soon

91. Updates have poor reach
Navi bar

92. Place pages -> do not underestimate

93. Video adds and content

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

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