The document discusses strategies for using social media, particularly Facebook, effectively for marketing purposes. It recommends focusing social media efforts on Facebook, which accounts for 95% of social networking time in the US. It provides tips for setting up a Facebook page with a clear call to action, incentives for fans to engage, and using Facebook ads and plugins to increase traffic. It also stresses the importance of measuring key metrics and influence.

1. Community, Conversation,
Conversion – Social Tips You Need
Justin Rondeau
Director of Marketing
TemplateZone
@jtrondeau
#asw12

2. #asw12
Social Media is More than just
@jtrondeau
Facebook & Twitter
News & Bookmark Aggregators
Blogs & Community Boards
Q&A Sites/Forums

3. Facebook Time Spent Online
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@jtrondeau
Nearly 17% of all time spent online
in the US is on Facebook

4. Social Adoption of Online
#asw12
@jtrondeau Consumers

5. My Point?
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@jtrondeau
Social Media is an integral
part of an online consumer’s life

6. Getting Started on Social
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@jtrondeau
Clear
Measurable
Realistic

7. Ask Yourself the Magic
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@jtrondeau Question?
What value am I adding to
My fans?

8. It’s Easy to Get Lost
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@jtrondeau

9. Piece of Advice
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@jtrondeau
Don’t Spread
Yourself Too Thin!

10. Social Media Network Traits
Facebook - – For Pros
Google+ – Niched Knowledge Base
Twitter – LinkedInSocial Connector &
Content Aggregation & Collaboration
Social Search
Great Professional Syndication Content
Great for Content
In-depth Viewing & Sharing
Very for Conversation
Very CasualStagnant search
Brief implemented in
Being More
MuchMicro Blog
Constant Feed
Tech for Thought Leadership
GreatOriented of Information
Community Focused

11. Facebook accounts for 95% of social
#asw12
networking time in the U.S.
@jtrondeau

12. What a Fan Wants
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@jtrondeau

13. What a Fan Sees
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@jtrondeau

14. Variables in the Eye Tracking
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@jtrondeau Study
• Landing on the Wall
– Presupposes a connection
• Major Brands
• Regarding the page as static
– Victoria Secret is Constantly Updating their
Profile Picture, the eye is very good at
noticing changes.

15. Designs are Critical on
#asw12
@jtrondeau Facebook
Look how these
Bose Doesn’t
pages stand out
Quite Get the Picture


16. Crafting Your Page
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@jtrondeau
• Fan-Gated
Content
• Clear Call to
Action, e.g., ‘Like
Us’
• Incentive to Act

17. Tools To Help Create Landing
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@jtrondeau Tabs
Free Tools Paid Tools

18. The Wall is the Worst Landing Page…EVER
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@jtrondeau

19. Increase Traffic to Your Page
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@jtrondeau
Facebook Ads Social Plug Ins

20. Facebook Ad Best Practice
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@jtrondeau
• The image is the most important asset on
Anatomy of Title: Text
Anatomy of Body
your advertisement.Action
•Clear Call to
•Benefits
– Study by ShoeMoney concluded the
•Facebook Tone (Casual)
•Consistent CTA that
following:
•Simple with the title
resonates
•Sense of Urgency

21. Support for Ads
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@jtrondeau

22. Fan Cycle Your Design generates
& Social Reach
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@jtrondeau a micro conversion
1. Fan Visits Page
2. Likes Page
3. Interacts with Page
4. People within theCommunity Building
Fan’s
Network see activity Turn Likes into Leads
5. Fan’s friend visits page and Leads
6. Repeat 2-4 into Conversions

23. Don’t forget this!
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@jtrondeau
Post Like Gate Content EdgeRank –
Dictates how often your content
comes up in your fan’s newsfeed
90% of people interact with a brand
SOLELY through Increase your EdgeRank by
Add a Lead Generation Form! status updates
This may be your only chance to posting fresh content of various
get a user’s email address weights, e.g., videos & photos.
Encourage Discussion/Interaction
Protip – Comments help your ER
more than likes, so ask lots of
questions.

24. Key Facebook Metrics
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@jtrondeau
• People Reached (Private)
– Note: Was previously an Impression Count
• Engaged Users (Private)
• Unlikes (Private)
• People Talking About This (Public)
• Like Count (Public)

25. Measure Your Influence
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@jtrondeau
Facebook Insights
EdgeRank Checker
Crowdbooster
TwentyFeet
Social Bakers
Unilyzer

26. Influence – The New Wild West
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@jtrondeau
Never neglect a fan because they
Aren’t considered an influencer

27. Recap
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@jtrondeau
Remember this long-winded ‘To Do’ List?
Here’s My Shortened Version:
-Design a Like Gated Page with form capabilities
post like
- Post 1-2 times a day with fresh content of
different types
- Increase your fans with ads and social
plug ins on your site
- Track EVERYTHING
- Have Fun

28. We’ve Conquered Facebook
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@jtrondeau
Questions?