1. Facebook Marketing
Best Practices on the World’s Most Powerful Social Network
June 16, 2010
Presented by:
Jason Cormier, Co-Founder
Room 214
@jasoncormier
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2. A Subtle Queue on What’s In it For You
• When You See the Bag…
Take it and Run!
• What’s In the Bag…
- Could be worthy of doing today
- Might be worth sharing (on Twitter)
#womma
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3. Big Picture Social Media Marketing
• Business Intelligence
Establish benchmarks,
monitor conversations,
define KPI’s
• Program Management
Content strategy,
campaign execution,
community building,
measurement
• Application Development
Tools to integrate,
differentiate and support
social & business objectives
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4. Fast Facebook Facts
• Over 100 Million US
Users
• Surpassing Google
on Page Visits
• 700% annual
increase in time
users spent on
platform - 2009 vs.
2008 (Nielson)
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9. 3 Key Marketing Questions
1. What can YOU do?
• Earn Media
• Pay for Media
2. What can THEY do?
• Lurk
• Like
• Engage
3. What can they SHARE?
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10. Off-the-Shelf Facebook Functionality
• Discussion Boards
• Notes – Like a blog, with ability for fans to comment
• Photos – Upload (and tag) photos within photo albums
• Video – Upload video files / record video messages
• Links – share content by posting (or attaching links) on your Wall
• Events – Create events that people can RSVP to
• Flash Player – Box where you can upload your own Flash files
• Static Facebook Markup Language (FBML) – Upload your own
HTML for custom layouts
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11. Key Facebook Fan Page (Public Profile) Attributes
• Another Brick in the Wall
Used to update status,
photos, videos. May be
updated by Admin
and/or people who like
page
• Custom Tabs
Up to 4 are displayed,
leverage FBML to name
and customize - or 3rd
party applications
Think News Feed!
This is a key to being
viral: What’s on your
wall is often on
others’ wall
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12. Establish the Right Page Settings
• Edit who can see your
Facebook Page
Country or age restrictions for
a page if/when necessary
• Edit Wall display
Display only posts made by
the page or display both
posts by the page and fans
• Designate a landing page
Users can land on custom
tabs instead of the wall
• Consider Fan Permissions
Edit what type of content, if
any, fans can post to the
Page’s wall
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13. Facebook Starter Recommendations
Use a Fan Page, Not a Group Page
- wider range of status updates
- access to advanced stats
Use a Vanity URL (facebook.com/yourcorp)
Enable Posts by Admin AND Fans
Leverage Custom Tabs
Invite Followers via Email lists & Web Pages
Promote to Related Group Pages
- Post on their wall, OR
- Get permission from Group Admin
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14. Monitor Your Status Updates and Wall
Respond To Both Positive And Negative Comments
• Fans often use Facebook
to express opinions,
problems, praises, etc.
• Surprise them by listening
and responding
• Even a simple, “Thanks
for your comment, we’re
listening!” goes a long
way
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15. Make Status Updates Relevant & Worth Sharing
• Post Exclusive Content,
leveraging outbound
links you can track
through bit.ly
• Consider causes,
controversies and
current events
Geo-target messaging
by country, city and
language
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16. Invite Friends to Suggest to Friends
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17. Social Search Optimization is Here
- Recent deals with Google and Bing are
rendering Facebook content within
search engine results
- Facebook is making all the right moves
to become a search engine
Use your keywords inside of Facebook
- in status updates
- near top of About section
- in static pages (especially info page)
- within links
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18. Use Facebook Insights to Track Content & Fans
• Monitor interaction
trends, post quality,
demographics, fan
numbers and page
views (to name a
few!)
• Utilize the data to
adjust your content
sharing strategy if
needed
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19. See How Fans Get To And Use Your Page
• Find out which tabs
on your page are
being visited the
most. It might
surprise you!
• Monitor how fans are
getting to your
Facebook page.
Other community
opportunities may
arise.
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20. Facebook’s New Social Plugins
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21. Social Plugins – The Like Box
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22. Community Pages vs. Fan Pages
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24. Tab Management
• Designate one of your
tabs as the landing page
(instead of the wall)
• Use FBML or custom
applications to better
engage your audience
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30. Applications that Support Customer Service
Click for Click for Click for
“If you are experiencing a technical Emergency
Emergency or service-related emergency, sound the alarm
Emergency
Service Serviceimmediate assistance.” Service
to notify a customer service representative for
animation
of glass Fill out
breaking form
Customer data sent to an email or as a text to customer support personnel cell phones
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32. Facebook vs. Google
Facebook Google
Targeting: Targeting:
• Age • Location
• Gender • Keywords
• Relationship Status
• Location
• Birthday
• Education
• Workplaces
• Likes and Interests
• Connections on Facebook
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33. Social Media Advertising Paradigm Shift
• Pay once, get permission to
advertise repeatedly to
somebody equipped to share
at that very moment
• Double the value of an email
• “Social media is the grease in
the marketing funnel”
• Traditional search marketing is
finding people ready to buy
• People on Facebook are ready
to connect with other people
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34. Understanding Advertising in Facebook
Traditional Paid Search Social Media
Cost per fan vs. Revenue
Cost per click vs. Revenue
Revenue Model per fan
per click
Optimization Viral Factor, cross-channel
CTR and Conversion Rate
Tactic distribution
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35. Promote Your Page With Facebook Ads
Use targeting capabilities to reach
the appropriate audience
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36. Facebook Ad Targeting Capabilities
• To dial in the best keywords,
utilize the “Suggested Likes &
Interests” tool:
• Try plugging in popular fan
pages or even
competitors fan pages
into the tool
• Can link to fan pages, events,
groups or external websites Facebook Ads FAQ: http://www.facebook.com/help/?page=863
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37. Facebook Ad Features
• “Social Interaction ads” enable you to see friend
likes, and apply a like yourself
• The ads are viral because they appear on walls
and news feeds of their friends
• Note the “Estimated Reach” tool on the right when
creating ads
• Adding additional keywords increases reach
• Expect extremely low click-through-rates, under 1%
is common
• “Actions” are the key metric, shows increase in fan
numbers
• Start your initial bids in the lower middle range of the
suggested Facebook bid, and then tweak
accordingly
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40. Testing What You Can
Wall Custom Tab
6:00 pm 24 fans 52 fans
8:00 pm 39 fans 26 fans
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41. Facebook Advertising Recommendations
• Employ Friends of Connections Marketing
• Drive Traffic to Landing Pages OR Custom Tabs
• Track Conversions as Much as You Can
• Test CPM against CPC
• Expect best “viral” results in Facebook will
include a combination of apps and ads.
• Give: Coupons, sweepstakes, incentives, etc.
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43. How Room 214 Helps Brands on Facebook
“214 Apps” for Facebook: A suite of social
applications developed to help brands extend
visibility, engagement and loyalty on
Facebook
Professional Services
• Content Strategy, Consultation and Training
• Custom Design and Integration of Applications
• Outsourced Community Management and Monitoring
• Facebook Advertising Management
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44. Facebook Rules of the Road
• Facebook Promotions Must:
- Be on a canvas page, or box/ 3rd-party application in a tab
- Have approval of materials for the promotion, submitted to a
Facebook account representative (and approved) at least 7 days
prior to promotion start date. Note: Access to a rep may require a
minimum ad spend
• Facebook Promotions Must NOT:
- Consist of photo upload contests (that leverage newsfeed)
- Include requirements of responding or commenting in News Feed
- Consist of status updates
- Notify winners through Facebook
- Require purchase of a product
• Facebook Promotions CAN:
- Require you become a fan (like a page) to be part of the contest
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