This webinar, presented by marketing thought leader and author, Ekaterina Walter, will walk you through some of the tips of effectively engaging your fans on Facebook, discuss the framework of scaling your social presence globally or across multiple topics and/or business units, and show several examples of how Intel engages its 14 million global fans with various programs and updates.
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Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook
1. How to Effectively Engage Your
Customers on Facebook
Ekaterina Walter
Social Media Innovator, Intel
Author of “Think Like Zuck”
@Ekaterina
@EkaterinaWalter
2. Why Facebook?
• One billion monthly active users
• Approximately 81% of monthly active users are outside the U.S. and
Canada
• 584 million daily active users on average
• 604 million monthly active users who used Facebook mobile products
• Almost one billion pieces of content are shared on Facebook daily
• 300 million photos uploaded to the site per day
• 24.3 percent of the top 10,000 websites in the world have some form of
official Facebook integration on their home pages
• In the United States, one in every five Internet page views occurs on
Facebook.com
@Ekaterina
3. 40% of Fortune 100 Companies Show Website Traffic
Decreasing
Source: Adgregate and Webtrends
@Ekaterina
9. Develop Your Brand Voice
Develop your own brand identify, your specific brand voice.
For example, if your brand has a fictional spokesperson, use
their voice.
@Ekaterina
19. Keep it short
A study by Buddy Media showed that posts 80 characters or
less in length receive 27% higher engagement rates.
If you plan to
advertise on
Facebook, your post
should be no longer
than 90 characters.
@Ekaterina
20. Be Seasonable and Timely
Fans are more likely to engage with topics that are already
top of mind (current events, holidays, news).
Facebook: posts
mentioning
Independence Day
on July 4th
generated about
90% more
engagement than
all posts published
on that day
@Ekaterina
22. Content Considerations
• Short, skimmable
• Try to use less than 250 characters (90 is optimal)
• Don’t forget critical info (dates/times/links/eligibility)
Format • Include call to action
• Tips, how-to tutorials
• Bring in experts for weekly chats
• Fun facts, trivia, breaking news/announcements
• Polls, questions, fill in the blank
• 3rd party content on the topic
• Exclusive offers/content
Content •
•
Video and photos where possible
Fan posts
• Seasonal and timely posts
• Build anticipation leading to an event/announcement
@Ekaterina
40. Enablement
Consistent
Branding
Training/
Tools Editorial
Calendar Looking for Engagement Tips and
Tricks?
FACEBOOK • Digital IQ Training: DigIQ_505 Facebook
Community Manager Series (for existing and
STRATEGY approved Facebook community managers
only)
• Course goes over all elements of the page
you need to know, lots of engagement tips,
tricks to help increase your organic fan growth
Governance/ Guidelines/
Voice Playbooks
Monthly Forums