By now, you likely have a Facebook Page. You may have even added some bells and whistles and maybe even launched some Facebook ads. But does your Facebook strategy only live in Facebook? Or is it truly a component of your overall integrated marketing strategy?
Our webinar on Facebook strategy explored what it means to have an integrated Facebook strategy and how you can effectively create genuine engagement with your consumers.
Facebook Strategy for Brands: How to Get Fans and Influence Consumers
1. Facebook Strategy for Brands: How to Get Fans and Engage Consumers Kailei Richardson Social Media SME and Senior Manager, Marketing & Strategy PointRoll Cat Spurway-Hepler SVP, Strategy & Marketing PointRoll Facebook.com/pointroll
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3. 3 Things We’ll Cover Facebook Strategy Best Practices and Examples What You Can do Today #PointRollFB
15. Example: TBG Campaign Management Tool & ShopLocal Offer Data Images Store Directory Circular Version Mapping
16. Facebook Ads: Optimized for Demographics & Location Top offer for men over 30, in Chicago Top offer for womenover 30, in Chicago Top offer for womenover 30, in Tampa Same city, different demographics = different top offers Same demographics, different city = different top offers
29. Even though it’s early, you can still measure. Facebook Display Campaigns have higher interaction rates
30. Facebook Ads & Insights Use Insights to monitor page interactions, user demographics and content feedback Use Facebook Ad tool to size your target audience
32. Social Commerce: Measurable ROI Buy online link Measure purchases Convert fans to buyers without leaving Facebook
33. Recap 5 Best Practices Drive Traffic Create Consistent Brand Experiences Enable Consumer Engagement Give Them Special Deals and Offers Measure ROI & Gather Insights
Facebook is not a strategy, Facebook is a tool. You have to come up with a marketing strategy in line with your overall strategy that makes the most out of the medium and its inherent benefits. A successful marketing strategy using Facebook has two key components – push and pull…
Touch on push pull
Not only can you You’re also pulling tools, and connections from Facebook
So let’s drill deeper into the Like button. We’ve seen Facebook continue to evolve the functionality of the “like” button over the past year or so. And though it seems really simple, it is more complex than it seems. The like button allows you to measure: it’s the indicator of how many people are ambassadors of your brand on Facebook, the popularity of items, and it enables distribution to Facebook members’ newsfeeds. With each member having an average of 130 friends, the reach potential is pretty incredible.When someone clicks the like button an average of 40 of their friends see what they’ve shared.Facebook recently announced that they are expanding the functionality of the Like button which will replace the Share functionality
Can’t expect to build it and they will come
One way is to incorporate Facebook into your display ad campaigns. You could prompt a user to share what they’ve done in an ad to their Facebook wall, ask them to “like” your Facebook page, or even have the ad promote and click through to your page. One of my favorites is this Children’s Hospital example (show)
One example is…. of the limitations with Facebook, they can’t run rich media….. PointRoll and our division with SL works with TBG and their one media manager tool to take our offer data….. ads are targeted, optimized and dynamic – map against our circulars
Facebook ads are targeted, optimized and dynamicIn this example, Walmart in Chicago is showing an ad for men’s gloves to men over 30, women’s gloves to women over 30, but an umbrella to women over 30 in Tampa where it’s raining, not snowing.When thinking about messaging … .you want to use this to create brand
Make consistent brand experiences that are contextual to the medium
Make experiences personalized
You can look at providing engaging content as a way to provide a service to your consumers and it strengthens your relationship with them. Ask for ParticipationReply to commentsProvide unique contentMake things “sharable”
People “like” pages in order to get special offers and deals, so give it to them!Give gated content – ask them to like you in order to get access to the special offers
…What are users “liking”, sharing, commenting on?; What time of day?; What type of content?
Instantly gather consumer insights
Extend the shopping experience to your Facebook Page. Capabilities include:Buy online link: Link item to item on your e-commerce siteWall/Newsfeed Purchases:Items can be pushed to all fans’ newsfeeds with purchase capabilities in the postDrives viral distribution (like, share, post) Enables new users to discover and share products and promotionsRe-engages existing usersVirtual Cart:- Users can shop and add items to shopping back- Checkout button can transfer cart to yoursite.com