Merck Moving Beyond Passwords: FIDO Paris Seminar.pptx
NYXPO May 2nd, 2012
1. May 2 nd , 2012 • Jacob Javits Center
Twitter: @rubenq
Twitter: @rubenq #NYXPO
2. Who We Are
•Strategic Online Marketing Approach
•SEO, Social Media, Pay-Per-Click and Display Ad
management
•Industry leading technology for managing, optimizing &
tracking search based campaigns
Some Brands We Have Worked With
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3. Some Reasons Why
Businesses
Fail on Facebook
•Assuming Facebook is a purely a direct response vehicle
•Underestimate investment of time
•Don’t produce, or don’t produce enough content to fuel
their page
•Failure to synergize all existing media outlets
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4. Lead Funnel – Search Vs. Social
Awareness
Favorabilit
y
Consideration
Intent to Purchase
Purchase
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14. Timeline – Critical Points
Cover Photo –
First Impression of the brand, what is appropriate
Milestones –
Tells the story of your brand, ie. birth of the brand/business,
achievements, rebrands, etc. -
Tab Structure –
The Facebook navigation, what are the 4 most important features that need to be
communicated to your fan base?
Current –
What is current and relevant to your fans today relevant to the brand.
Highlight –
Getting a lot of engagement of your post? Make it stand out more.
Twitter: @rubenq #NYXPO
15. Timeline Cover Photos
First Impression of the brand, what is appropriate?
Twitter: @rubenq #NYXPO
16. Timeline Milestones
Tells the story of your brand, ie. brand/business founded, achievements, rebrands, etc.
Twitter: @rubenq #NYXPO
17. Timeline Tab Structure
The Facebook navigation, what are the 4 most important features that need to be
communicated to your fan base?
Web Site Feel
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19. Acquisition Tactics
Gated Content –
Make users like your content
Contests –
Tells the story of your brand, ie. birth of the brand/business,
achievements, rebrands, etc. -
Causes –
Actions on your page donate to charity
Cross Promotion –
Are there other pages that you can partner up with?
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21. Acquisition Tactics – Contests – Like
Gated
Must Like
to Gain
Access
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22. Acquisition Tactics – Contests
3 “Tags”
on this
post Facebook
enabled
comments
on blog
YouTube
Video
embedded
on
Facebook
page
Twitter: @rubenq #NYXPO
23. Acquisition Tactics – Contests
Started
posting
about our
promotion
organically
Soon
others
started
posting
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26. Acquisition Tactics – Contests
Facebook Referring Traffic – All Organic
• Over 800 Video Views, 522 new likes
• Overall traffic to the site grew 40% for the month
• Highest conversion rate of any referring or organic traffic – 3.74%
Twitter: @rubenq #NYXPO
27. Nuturing Tactics
Relevant Posts–
What is relevant to your geography, demographics, and ad targeting?
Exclusive Promotions –
What can you offer your loyal fan base?
Highlighting Fans–
Engagement tool that highlights your fan base and develops “Brand
Advocates”.
Relevancy –
Make sure that you check off “Recent Posts by Others” in the admin
tool.
Access –
Turn on translation if applicable, allow users to tag, post, and send a
direct message to your page. Are you responsive to comments and
conversation?
Twitter: @rubenq #NYXPO
41. Facebook Ads Think About External
Opportunities
Surrounding the
Brand
12 segments/schools altogether were targeted.
Cost per Lead reduced close to 30% compared to broad
campaign by segmenting
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42. Facebook Ads
CPC Went as Low
as 13 Cents, avg
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