Chris Burdge's presentation on "Maximizing Facebook" at SMC Workshop Victoria October 18, 2011

1. Social Media Camp
Workshop Series: Victoria
Maximizing
Chris Burdge@b_WEST
chris@bwest.ca

2. Source: 6S

4. Source: 6S

5. Source: 6S

6. what to expectfrom facebook

7. 1
Expect your customers to want you
to be on facebook

8. 2
Expect Facebook to help expand
your reach
For its sheer size and viral features, Facebook is great
for disseminating marketing messages.

9. 3
Expect to participate — often
Jumping on Facebook or grabbing a Twitter handle isn’t
a social strategy. Frequent posts & sharing are required
if you hope to get real value from Facebook.

10. 4
Expect to serve your customers on
facebook.
91% of social customers report abandoning at least one
brand on Facebook.To increasecustomer value you
need to ―answer the phone‖.

12. What’s new
@facebook?

13. 3 3
1
6
5
2
8
7

14. 1
2
3 5
6

15. 2
1

16. does your page stand out

19. Custom tabs convert to “fans”
47% higher than the Wall

20. what makes a
greatfacebook page?

22. Why Fans “UnLike” Companies

26. creating custom tabs

27. 520 pixels

46. WIN a
t-shirt

54. Tip
Your facebook vanity URL
is important for SEO.
Create it wisely.

57. Use facebook as your business

58. Use facebook as your business
 ―Like‖ other Pages as your business
 Post content on other Pages
 Comment on other Pages’ wall content

59. building your network

60. best practices
 Always add value
 Comment, don’t just ―like‖ content
 Be aware of etiquette
 Please don’t connect Facebook& Twitter
 And be sure to…

61. answer the phone

63. post wall-to-wall

65. tag all your photos

71. 3
1
2
6

75. WIN a
t-shirt

76. 41,420
The average facebook user has 190 friends
218 X 190 = 41,420

77. campaign results
 Campaign cost = $1,300 (including prizing)
 Results – 1,100 new fans
 Cost / Fan = $1.18
 Bonus = 41,000 brand exposures

80. measuring success

82. Page Level

83. Post Level

85. 5 metrics to track
 new fans
 tab views
 engagement
 impressions
 unsubscribes

87. facebookadvertising

90. facebookad tips
1. Run Split - or - A /B Tests
2. Ask questions in the body copy
3. Keep the language short & simple
4. Create a sense of urgency: “enroll today,” “register
now” or “last day to save…”
5. Highlight special offers or discounts. Use words
like “free”, “discount”, and “20% off”
6. Use engaging images that maximize the space

91. split testing

92. split testing

93. facebookad tips
7. Send users to a relevant landing page that
references your ad
8. Target by location. Select the area where your
audience is located
9. Use the demographic profile of existing customers
to target who your new customers might be
10. Target users based on interests and likes
11. Test performance at different times / days
12. Use a “Cost Per Fan” performance model

94. 5 things you can do today
1. Create a page
2. Create a reveal tab (and other tabs)
3. Register your vanity URL
4. Create a facebook ad campaign
5. Analyze your results

95. Resources
1. http://involver.com/
2. http://www.pagemodo.com/
3. http://www.wildfireapp.com/
4. Facebook Promo Guidelines
5. Facebook Ads
6. Recent Facebook Updates

96. Thank you. Questions?
Chris Burdge
Twitter @b_WEST
chris@bwest.ca
(250) 508-7761