The document discusses strategies for creating and sustaining a winning brand page on Facebook. It provides tips on using applications, ads, and content to engage users and drive traffic, awareness, favorability, consideration, intent to purchase, and purchases. Examples are given of case studies where companies successfully used Facebook strategies to increase traffic, views, likes, and conversions. The importance of ongoing posting, interaction, and evaluation is emphasized.

1. Creating & Sustaining
Winning Brand Page
on Facebook
Ruben Quinones,
Director of New Media
March 30th, 2011 • Moscone West

2. Who We Are
•Strategic Online Marketing Approach
•SEO, Social Media & Pay-Per-Click management
•Industry leading technology for managing, optimizing & tracking
search based campaigns
Awareness
Some Brands We Have Worked With
Favorability
Consideration
Intent to Purchase
Purchase
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3. Lead Funnel – Search Vs. Social
Awareness
Favorability
Consideration
Intent to Purchase
Purchase
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4. Intent Vs. Propensity
VS
VS
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5. Causes
Facebook Ads
Incentives
Website
Conversions
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6. Some Reasons Why Businesses Fail on Facebook
•Assuming Facebook is 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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7. Creating A Facebook Business Page – Search Tips
The About Box
Provide some
relevant keywords
along with a good
description.
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8. Creating A Facebook Business Page – Search Tips
The Info
Button, another
opportunity for
relevant key terms.
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9. Making The Most of Your Page
VS
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10. Making The Most of Your Page
Make the most out of
your logo.
S
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11. Announcing Your Page
What is
typically done
- suggest to
friends
Gets lost in
your Facebook
mail
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12. Announcing Your Page
Send them
an
email
directly
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13. Applications & App Providers
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14. Applications– RSS Graffiti
When You need to
schedule – Apps like RSS
Graffiti, Social RSS &
Hootsuite automatically
publishes to your feed.
Set a delay time, and a
schedule of checking
your feed for new
content.
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15. Applications– YouTube Video Box
Input URLs
of YouTube videos
and they show up on
your page and in a
tab.
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16. Applications - ShopTAB
Add products
right into your
Facebook
page.
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17. Applications- Wildfire
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18. Applications- Reveal – Non Reveal Tabs
Non
Fan
Fan
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19. Applications for Live Streaming
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20. Facebook Ads – Paid Media
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21. Defeating Ad Fatigue
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22. Facebook Ads – Paid Media
Cost per Lead reduced close to 30% compared to
broad campaign by segmenting
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23. Facebook Ads – Paid Media
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24. Facebook Insights
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25. Earned Media: What is Engagement on Facebook?
Educational
Entertaining
Exclusives
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26. Reasons People “Unlike” Brands On Facebook
How Much Can You Get Away With?
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27. What’s the
strategy
here?
What’s
feeding your
posts?
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28. Is it
just
about
you?
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29. Are you part
of the
community?
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30. Questions and
trivias are a
great way to
entertain your
audience.
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31. New as of last week, if you are
an admin, and you would like
to install, click on edit
page, and on the top right a
Green button called “Get
Questions Now”
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32. Case Study
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34. 3 “Tags”
on this
post
Facebook
enabled
YouTube comments
Video on log
embedded
on
facebook
page
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38. Results - Facebook
Facebook Referring Traffic
 Overall traffic to the site grew 40% for the month
 Highest conversion rate of any referring or organic traffic – 3.74%
 Over 800 Video Views, 522 new likes
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39. Case Study 2
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42. Results - Facebook
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43. Sample Launch Schedule
Reasons for Facebook Brand Page Launch
•Brand Awareness: With over 500 million users, facebook has established itself as a credible
community to have a level of interaction with. Instead of relying on facebook users to go to the
_____ web site, we are making it easier for them to find ______.
•Drive Traffic to Site: A facebook presence provides another portal by which users can gain access
to your site.
•Integrate and Publish Content: Although this should not be the only material on the page,
publishing worthy content via the site provides a constant reminder of ______’s presence on
facebook. Feeds should be inclusive of relevant press releases, new content pieces, videos,
product launches, fan interaction, etc. There is currently a news feed in place on main site.
•Event Marketing: The wall and or a dedicated tab that will be leveraged to market future events.
•Gauge Feedback: Get a good overview of brand, product, and event sentiment.
•Interact with Audience: Deepen the relationship with customers, prospects, vendors and other
valuable relationships relevant to _______ by engaging with their comments.
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44. Sample Launch Schedule
Corporate Facebook Page Launch
Below we recommend a schedule to provide a soft launch in March and official launch of the facebook page in April.
Recommended Administrators: Path, ___, anyone else from corporate, social media A team? Path can provide or assist content status updates,
any event marketing updates, etc. We can properly evaluate responsibilities as the fan page grows and or scope of work has changed.
Recommended Architecture: To start off with, below is the recommended tabs to start off with, we can introduce new tabs as needed in the
future. Path can execute on these tasks.
•Top photos above the wall should have 5 pictures representative of the different business units.
Tabs on the left (new facebook pages)
•Wall – We recommend turning profanity blocklist to at least moderate.
•Info - We would recommend brand and keyword rich text in the description.
•Photos – Should show case select business unit photos
•Videos - Feature the videos that are on the ____ Youtube channel.
•Events – Iframe application that mirrors the events page on main site.
Recommended Schedule:
•March: Build primary applications for the wall, start flowing content into page
•Last week of March: Soft launch, invite employees via email.
•First week of April: Recommend producing press release of official fan page opening, send out invites to clients, vendors and friends.
•End of April: Evaluate next steps if necessary.
•Second week of April: Start supporting promotion of ___ event.
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45. The Ideal Like Button - XFBML version
http://developers.facebook.com/docs/reference/plugins/like/
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46. Thank You!
Presentation available at
facebook.com/pathinteractive
@rubenq
http://www.linkedin.com/in/rubenquinones