SlideShare une entreprise Scribd logo
1  sur  41
Télécharger pour lire hors ligne
How to Effectively Engage Your
            Customers on Facebook




                             Ekaterina Walter
                        Social Media Innovator, Intel
                        Author of “Think Like Zuck”
                                 @Ekaterina


@EkaterinaWalter
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
40% of Fortune 100 Companies Show Website Traffic
                    Decreasing




     Source: Adgregate and Webtrends
                                         @Ekaterina
@Ekaterina
Brand Ambassadors




                Die Hard Intel Fan - Damien Bayless
@Ekaterina
News Feed



Facebook: ~16%
of your fans see
 your content in
their News Feed
on any given day




@Ekaterina
Engagement = Growth




   Take off your marketing hat
    and put on your user hat!
@Ekaterina
Know Your Audience




@Ekaterina
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
Be Human. Be Spontaneous.




@Ekaterina
Respond




@Ekaterina
Offer a Challenge




@Ekaterina
Encourage Shares and Mentions




             To tag someone, type @ and then the friend’s
             name or name of the page you are the fan of



@Ekaterina
Activate Your Fans… Put Them in Charge




@Ekaterina
Celebrate Milestones




@Ekaterina
Offer an Inside Look




@Ekaterina
Use Photos




                  Facebook: 2X engagement with visual
@Ekaterina
Facebook: 2X engagement with visual
@Ekaterina
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
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
Fill-in-the-Blank Posts



Facebook: fill-in-the-
blank posts generate
      90% more
engagement than the
  average text post.




@Ekaterina
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
Use Cover Photo Creatively




@Ekaterina
Use Cover Photo Creatively




@Ekaterina
Use Cover Photo Creatively




@Ekaterina
Visual Synergy:
Cover Photo, Profile Image, App Images




@Ekaterina
Target Your Status Updates




@Ekaterina
Post Frequency and Timing




  Facebook: engagement
   with pages is highest
   9pm-10pm, with 18-24
  age group most active




@Ekaterina
                           Source: comScore
Cross-Platform Approach




@Ekaterina
Cross-Pollinate.
        Promote both online and offline.




@Ekaterina
Facebook + Email




@Ekaterina
Managing Your Presence




@Ekaterina
Moderation Guidelines




@Ekaterina
Moderation Guidelines (cont.)




@Ekaterina
Analytics
•   Growth
•   Reach
•   Engagement
•   Demographic
•   Content strategy
•   Media investment
•   Competitor analysis




@Ekaterina
Consider Sponsored Stories




@Ekaterina
                 Source: PageLever
Facebook Ads Help Increase Engagement



                                 Engagement
                                after post was
                                   promoted




      Organic
    engagement




@Ekaterina
Scaling Globally




                   @Ekaterina
Infrastructure
•    Publishing
•    Monitoring/moderation
•    Customized tabs creation
     with branding consistency
•    Applications
•    Intel branded asset library
•    Analytics




     @Ekaterina
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
Blog: www.ekaterinawalter.com

                   Twitter: @Ekaterina

                   Book: bit.ly/Think-Like-Zuck




@EkaterinaWalter

Contenu connexe

Tendances

How Businesses Can Use Instagram - Social Media Day San Diego
How Businesses Can Use Instagram - Social Media Day San DiegoHow Businesses Can Use Instagram - Social Media Day San Diego
How Businesses Can Use Instagram - Social Media Day San DiegoJenn Herman
 
Proactive Link Campaign Tactics - PubCon Vegas 2013
Proactive Link Campaign Tactics - PubCon Vegas 2013Proactive Link Campaign Tactics - PubCon Vegas 2013
Proactive Link Campaign Tactics - PubCon Vegas 2013David Wallace
 
11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for Business 11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for Business Black Marketing
 
11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for Business11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for BusinessDave Kerpen
 
Blog Secrets - Barcamp Philly 2013
Blog Secrets - Barcamp Philly 2013Blog Secrets - Barcamp Philly 2013
Blog Secrets - Barcamp Philly 2013Julie Hancher
 
Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014
Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014
Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014Bill Hartzer
 
New uses for old tools 4 18-13
New uses for old tools 4 18-13New uses for old tools 4 18-13
New uses for old tools 4 18-13Lara Kretler
 
Social Media Re-Boot 2011
Social Media Re-Boot 2011Social Media Re-Boot 2011
Social Media Re-Boot 2011Kyle Sexton
 
Power of Facebook Marketing
Power of Facebook Marketing Power of Facebook Marketing
Power of Facebook Marketing marketingdivaz
 
Using Facebook To Promote Your Business
Using Facebook To Promote Your BusinessUsing Facebook To Promote Your Business
Using Facebook To Promote Your BusinessSarah Page
 
Getting an online marketing job in Jerusalem - is that even possible?
Getting an online marketing job in Jerusalem - is that even possible?Getting an online marketing job in Jerusalem - is that even possible?
Getting an online marketing job in Jerusalem - is that even possible?Miriam Schwab
 
Social Media Re-Boot 2011
Social Media Re-Boot 2011Social Media Re-Boot 2011
Social Media Re-Boot 2011Kyle Sexton
 
Afternoon Session Las Vegas Bloggy Boot Camp 2012
Afternoon Session Las Vegas Bloggy Boot Camp 2012Afternoon Session Las Vegas Bloggy Boot Camp 2012
Afternoon Session Las Vegas Bloggy Boot Camp 2012Bloggy Boot Camp
 
Developing digital marketing into your WordPress
Developing digital marketing into your WordPressDeveloping digital marketing into your WordPress
Developing digital marketing into your WordPressAustin Gunter
 
WHY YOU NEED TO USE GOOGLE-PLUS
WHY YOU NEED TO USE GOOGLE-PLUSWHY YOU NEED TO USE GOOGLE-PLUS
WHY YOU NEED TO USE GOOGLE-PLUSIrina Shamaeva
 
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media MarketingSeeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media MarketingSarah Page
 

Tendances (18)

How Businesses Can Use Instagram - Social Media Day San Diego
How Businesses Can Use Instagram - Social Media Day San DiegoHow Businesses Can Use Instagram - Social Media Day San Diego
How Businesses Can Use Instagram - Social Media Day San Diego
 
Proactive Link Campaign Tactics - PubCon Vegas 2013
Proactive Link Campaign Tactics - PubCon Vegas 2013Proactive Link Campaign Tactics - PubCon Vegas 2013
Proactive Link Campaign Tactics - PubCon Vegas 2013
 
11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for Business 11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for Business
 
11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for Business11 Ways to Optimize LinkedIn for Business
11 Ways to Optimize LinkedIn for Business
 
Blog Secrets - Barcamp Philly 2013
Blog Secrets - Barcamp Philly 2013Blog Secrets - Barcamp Philly 2013
Blog Secrets - Barcamp Philly 2013
 
Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014
Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014
Tomorrow’s SEO Today – Social Search and Beyond - Pubcon SFIMA 2014
 
New uses for old tools 4 18-13
New uses for old tools 4 18-13New uses for old tools 4 18-13
New uses for old tools 4 18-13
 
Ten Things Facebook and Social
Ten Things Facebook and SocialTen Things Facebook and Social
Ten Things Facebook and Social
 
Social Media Re-Boot 2011
Social Media Re-Boot 2011Social Media Re-Boot 2011
Social Media Re-Boot 2011
 
Power of Facebook Marketing
Power of Facebook Marketing Power of Facebook Marketing
Power of Facebook Marketing
 
Using Facebook To Promote Your Business
Using Facebook To Promote Your BusinessUsing Facebook To Promote Your Business
Using Facebook To Promote Your Business
 
Getting an online marketing job in Jerusalem - is that even possible?
Getting an online marketing job in Jerusalem - is that even possible?Getting an online marketing job in Jerusalem - is that even possible?
Getting an online marketing job in Jerusalem - is that even possible?
 
Social Media Re-Boot 2011
Social Media Re-Boot 2011Social Media Re-Boot 2011
Social Media Re-Boot 2011
 
Afternoon Session Las Vegas Bloggy Boot Camp 2012
Afternoon Session Las Vegas Bloggy Boot Camp 2012Afternoon Session Las Vegas Bloggy Boot Camp 2012
Afternoon Session Las Vegas Bloggy Boot Camp 2012
 
Developing digital marketing into your WordPress
Developing digital marketing into your WordPressDeveloping digital marketing into your WordPress
Developing digital marketing into your WordPress
 
WHY YOU NEED TO USE GOOGLE-PLUS
WHY YOU NEED TO USE GOOGLE-PLUSWHY YOU NEED TO USE GOOGLE-PLUS
WHY YOU NEED TO USE GOOGLE-PLUS
 
Seeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media MarketingSeeing Is Believing: Using Visual Content in Social Media Marketing
Seeing Is Believing: Using Visual Content in Social Media Marketing
 
Helpful Apps for Busy Pros
Helpful Apps for Busy ProsHelpful Apps for Busy Pros
Helpful Apps for Busy Pros
 

En vedette

Salesforce Spring 17 features for Higher Ed, HEDA best practices and Free apps
Salesforce Spring 17 features for Higher Ed, HEDA best practices and Free appsSalesforce Spring 17 features for Higher Ed, HEDA best practices and Free apps
Salesforce Spring 17 features for Higher Ed, HEDA best practices and Free appsBuyan Thyagarajan
 
061615_Joel Book - Connections 2015 v2
061615_Joel Book - Connections 2015 v2061615_Joel Book - Connections 2015 v2
061615_Joel Book - Connections 2015 v2Joel Book
 
Customer Stories Redesign (Abridged Version)
Customer Stories Redesign (Abridged Version)Customer Stories Redesign (Abridged Version)
Customer Stories Redesign (Abridged Version)Fanya Young
 
Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSE
Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSECreating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSE
Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSEKevin Doyle
 
Six Pro-Tips on Salesforce - Public Sector Enterprises
Six Pro-Tips on Salesforce - Public Sector EnterprisesSix Pro-Tips on Salesforce - Public Sector Enterprises
Six Pro-Tips on Salesforce - Public Sector EnterprisesTechnoMile
 
Marketing Cloud - Partner Office Hour (May 19, 2015)
Marketing Cloud - Partner Office Hour (May 19, 2015)Marketing Cloud - Partner Office Hour (May 19, 2015)
Marketing Cloud - Partner Office Hour (May 19, 2015)Salesforce Partners
 
Marketing That Changes Lifes - Jeremy Waite, Salesforce
Marketing That Changes Lifes - Jeremy Waite, SalesforceMarketing That Changes Lifes - Jeremy Waite, Salesforce
Marketing That Changes Lifes - Jeremy Waite, SalesforceOnline Influence
 
CNX16 - Nine Ways to Track and Empower Social Media Success
CNX16 - Nine Ways to Track and Empower Social Media SuccessCNX16 - Nine Ways to Track and Empower Social Media Success
CNX16 - Nine Ways to Track and Empower Social Media SuccessCloud_Services
 
Kicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and GigyaKicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and GigyaSalesforce Marketing Cloud
 
CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...
CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...
CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...Cloud_Services
 
CNX16 - Connecting the Cloud: Marketing Cloud Connect
CNX16 - Connecting the Cloud: Marketing Cloud ConnectCNX16 - Connecting the Cloud: Marketing Cloud Connect
CNX16 - Connecting the Cloud: Marketing Cloud ConnectCloud_Services
 
AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...
AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...
AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...Amazon Web Services
 
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey BuilderDisrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey BuilderSalesforce Marketing Cloud
 
Understanding Salesforce Streaming API
Understanding Salesforce Streaming APIUnderstanding Salesforce Streaming API
Understanding Salesforce Streaming APIgwestr
 
How Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community CloudHow Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community CloudSalesforce Marketing Cloud
 
Marketing Cloud - Partner Office Hour (August 4, 2015)
Marketing Cloud - Partner Office Hour (August 4, 2015)Marketing Cloud - Partner Office Hour (August 4, 2015)
Marketing Cloud - Partner Office Hour (August 4, 2015)Salesforce Partners
 
Salesforce Marketing 101 for Non-Profits
Salesforce Marketing 101 for Non-Profits Salesforce Marketing 101 for Non-Profits
Salesforce Marketing 101 for Non-Profits Joshua Hoskins
 

En vedette (18)

Salesforce Spring 17 features for Higher Ed, HEDA best practices and Free apps
Salesforce Spring 17 features for Higher Ed, HEDA best practices and Free appsSalesforce Spring 17 features for Higher Ed, HEDA best practices and Free apps
Salesforce Spring 17 features for Higher Ed, HEDA best practices and Free apps
 
061615_Joel Book - Connections 2015 v2
061615_Joel Book - Connections 2015 v2061615_Joel Book - Connections 2015 v2
061615_Joel Book - Connections 2015 v2
 
Customer Stories Redesign (Abridged Version)
Customer Stories Redesign (Abridged Version)Customer Stories Redesign (Abridged Version)
Customer Stories Redesign (Abridged Version)
 
Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSE
Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSECreating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSE
Creating a Social Media Powerhouse - Salesforce World Tour #sfwtPOWERHOUSE
 
Six Pro-Tips on Salesforce - Public Sector Enterprises
Six Pro-Tips on Salesforce - Public Sector EnterprisesSix Pro-Tips on Salesforce - Public Sector Enterprises
Six Pro-Tips on Salesforce - Public Sector Enterprises
 
Marketing Cloud - Partner Office Hour (May 19, 2015)
Marketing Cloud - Partner Office Hour (May 19, 2015)Marketing Cloud - Partner Office Hour (May 19, 2015)
Marketing Cloud - Partner Office Hour (May 19, 2015)
 
Marketing That Changes Lifes - Jeremy Waite, Salesforce
Marketing That Changes Lifes - Jeremy Waite, SalesforceMarketing That Changes Lifes - Jeremy Waite, Salesforce
Marketing That Changes Lifes - Jeremy Waite, Salesforce
 
CNX16 - Nine Ways to Track and Empower Social Media Success
CNX16 - Nine Ways to Track and Empower Social Media SuccessCNX16 - Nine Ways to Track and Empower Social Media Success
CNX16 - Nine Ways to Track and Empower Social Media Success
 
Kicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and GigyaKicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
Kicking Off Your Identity-Driven Marketing Strategy with MLS and Gigya
 
CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...
CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...
CNX16 - Concept to Creation: Taking Your Customer Journeys from the Whiteboar...
 
CNX16 - Connecting the Cloud: Marketing Cloud Connect
CNX16 - Connecting the Cloud: Marketing Cloud ConnectCNX16 - Connecting the Cloud: Marketing Cloud Connect
CNX16 - Connecting the Cloud: Marketing Cloud Connect
 
AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...
AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...
AWS re:Invent 2016: Salesforce: Helping Developers Deliver Innovations Faster...
 
Michael Lazerow Twitter Ads Webinar
Michael Lazerow Twitter Ads WebinarMichael Lazerow Twitter Ads Webinar
Michael Lazerow Twitter Ads Webinar
 
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey BuilderDisrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey Builder
 
Understanding Salesforce Streaming API
Understanding Salesforce Streaming APIUnderstanding Salesforce Streaming API
Understanding Salesforce Streaming API
 
How Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community CloudHow Pono Music is Revolutionizing the Music Industry Using Community Cloud
How Pono Music is Revolutionizing the Music Industry Using Community Cloud
 
Marketing Cloud - Partner Office Hour (August 4, 2015)
Marketing Cloud - Partner Office Hour (August 4, 2015)Marketing Cloud - Partner Office Hour (August 4, 2015)
Marketing Cloud - Partner Office Hour (August 4, 2015)
 
Salesforce Marketing 101 for Non-Profits
Salesforce Marketing 101 for Non-Profits Salesforce Marketing 101 for Non-Profits
Salesforce Marketing 101 for Non-Profits
 

Similaire à Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook

Growing Your Fan Base and Engaging Effectively on Facebook
Growing Your Fan Base and Engaging Effectively on FacebookGrowing Your Fan Base and Engaging Effectively on Facebook
Growing Your Fan Base and Engaging Effectively on FacebookEkaterina Walter
 
Social Media for Historic Sites: Real Places Telling Real Stories
Social Media for Historic Sites: Real Places Telling Real StoriesSocial Media for Historic Sites: Real Places Telling Real Stories
Social Media for Historic Sites: Real Places Telling Real StoriesSarah Page
 
Facebook and LinkedIn for business
Facebook and LinkedIn for businessFacebook and LinkedIn for business
Facebook and LinkedIn for businessLeRoy Hill
 
Increasing engagement through social media, sara kerr
Increasing engagement through social media, sara kerrIncreasing engagement through social media, sara kerr
Increasing engagement through social media, sara kerrSara Geneva Noreau Kerr
 
How to reach 1,000 Facebook fans and beyond
How to reach 1,000 Facebook fans and beyondHow to reach 1,000 Facebook fans and beyond
How to reach 1,000 Facebook fans and beyondMilena Regos
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social MediaCosmic
 
Social Media for Realtors by Karen Kefauver
Social Media for Realtors by Karen KefauverSocial Media for Realtors by Karen Kefauver
Social Media for Realtors by Karen KefauverKaren Kefauver
 
Facebook, Twitter, Google+ and Linkedin
Facebook, Twitter, Google+ and LinkedinFacebook, Twitter, Google+ and Linkedin
Facebook, Twitter, Google+ and LinkedinDanielle Brigida
 
Social Media in Agriculture
Social Media in AgricultureSocial Media in Agriculture
Social Media in AgricultureJessica Laccetti
 
Visual Revolution - Optimizing Your Social Strategy with Facebook & Instagram
Visual Revolution - Optimizing Your Social Strategy with Facebook & InstagramVisual Revolution - Optimizing Your Social Strategy with Facebook & Instagram
Visual Revolution - Optimizing Your Social Strategy with Facebook & InstagramAUSOMETX
 
Twitter for Business Talk 2012
Twitter for Business Talk 2012Twitter for Business Talk 2012
Twitter for Business Talk 2012Karen Kefauver
 
Content Marking vs. Content Strategy
Content Marking vs. Content StrategyContent Marking vs. Content Strategy
Content Marking vs. Content StrategyPatrick Vincler
 
Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...
Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...
Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...Sarah Page
 
SWTA transit marketing online marketing & social media
SWTA transit marketing online marketing & social mediaSWTA transit marketing online marketing & social media
SWTA transit marketing online marketing & social mediaMoxie Marketing
 
Understanding Social Media: Workshop1
Understanding Social Media: Workshop1Understanding Social Media: Workshop1
Understanding Social Media: Workshop1LeRoy Hill
 
Advanced Social Media & Tech Trends
Advanced Social Media & Tech TrendsAdvanced Social Media & Tech Trends
Advanced Social Media & Tech TrendsErica Campbell Byrum
 

Similaire à Salesforce Marketing Cloud Webinar: How to Effectively Engage Your Customers on Facebook (20)

Growing Your Fan Base and Engaging Effectively on Facebook
Growing Your Fan Base and Engaging Effectively on FacebookGrowing Your Fan Base and Engaging Effectively on Facebook
Growing Your Fan Base and Engaging Effectively on Facebook
 
Social media-overview
Social media-overviewSocial media-overview
Social media-overview
 
Social Media for Historic Sites: Real Places Telling Real Stories
Social Media for Historic Sites: Real Places Telling Real StoriesSocial Media for Historic Sites: Real Places Telling Real Stories
Social Media for Historic Sites: Real Places Telling Real Stories
 
Facebook and LinkedIn for business
Facebook and LinkedIn for businessFacebook and LinkedIn for business
Facebook and LinkedIn for business
 
Increasing engagement through social media, sara kerr
Increasing engagement through social media, sara kerrIncreasing engagement through social media, sara kerr
Increasing engagement through social media, sara kerr
 
Hands-On Social Media Strategy
Hands-On Social Media StrategyHands-On Social Media Strategy
Hands-On Social Media Strategy
 
How to reach 1,000 Facebook fans and beyond
How to reach 1,000 Facebook fans and beyondHow to reach 1,000 Facebook fans and beyond
How to reach 1,000 Facebook fans and beyond
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
 
Social Media for Realtors by Karen Kefauver
Social Media for Realtors by Karen KefauverSocial Media for Realtors by Karen Kefauver
Social Media for Realtors by Karen Kefauver
 
Facebook, Twitter, Google+ and Linkedin
Facebook, Twitter, Google+ and LinkedinFacebook, Twitter, Google+ and Linkedin
Facebook, Twitter, Google+ and Linkedin
 
Social Media in Agriculture
Social Media in AgricultureSocial Media in Agriculture
Social Media in Agriculture
 
Visual Revolution - Optimizing Your Social Strategy with Facebook & Instagram
Visual Revolution - Optimizing Your Social Strategy with Facebook & InstagramVisual Revolution - Optimizing Your Social Strategy with Facebook & Instagram
Visual Revolution - Optimizing Your Social Strategy with Facebook & Instagram
 
Twitter for Business Talk 2012
Twitter for Business Talk 2012Twitter for Business Talk 2012
Twitter for Business Talk 2012
 
Social Media
Social Media Social Media
Social Media
 
Content Marking vs. Content Strategy
Content Marking vs. Content StrategyContent Marking vs. Content Strategy
Content Marking vs. Content Strategy
 
Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...
Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...
Facebook, Twitter, and now Pinterest?! Keeping Up with the Ever-Changing Soci...
 
SWTA transit marketing online marketing & social media
SWTA transit marketing online marketing & social mediaSWTA transit marketing online marketing & social media
SWTA transit marketing online marketing & social media
 
Understanding Social Media: Workshop1
Understanding Social Media: Workshop1Understanding Social Media: Workshop1
Understanding Social Media: Workshop1
 
HRAMA Event: Advanced Social Media & Tech Trends
HRAMA Event: Advanced Social Media & Tech TrendsHRAMA Event: Advanced Social Media & Tech Trends
HRAMA Event: Advanced Social Media & Tech Trends
 
Advanced Social Media & Tech Trends
Advanced Social Media & Tech TrendsAdvanced Social Media & Tech Trends
Advanced Social Media & Tech Trends
 

Plus de Salesforce Marketing Cloud

Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email CampaignsCelebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email CampaignsSalesforce Marketing Cloud
 
Marketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common GoalMarketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common GoalSalesforce Marketing Cloud
 
When Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer ServiceWhen Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer ServiceSalesforce Marketing Cloud
 
CRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline GrowthCRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline GrowthSalesforce Marketing Cloud
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessSalesforce Marketing Cloud
 
No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your ServiceNo Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your ServiceSalesforce Marketing Cloud
 
How Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & PersonalizationHow Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & PersonalizationSalesforce Marketing Cloud
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessSalesforce Marketing Cloud
 
How ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer ExperienceHow ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer ExperienceSalesforce Marketing Cloud
 
How Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer WinsHow Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer WinsSalesforce Marketing Cloud
 
Power your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 PlatformPower your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 PlatformSalesforce Marketing Cloud
 
How the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on FacebookHow the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on FacebookSalesforce Marketing Cloud
 
Blending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer LoyaltyBlending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer LoyaltySalesforce Marketing Cloud
 
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million SubscribersYou Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million SubscribersSalesforce Marketing Cloud
 
Mobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with NationwideMobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with NationwideSalesforce Marketing Cloud
 
The Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital ExperienceThe Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital ExperienceSalesforce Marketing Cloud
 

Plus de Salesforce Marketing Cloud (20)

State of Marketing Twitter Quiz
State of Marketing Twitter QuizState of Marketing Twitter Quiz
State of Marketing Twitter Quiz
 
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email CampaignsCelebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
Celebrity Cruises and AAA Drive Engagement with Real Time Email Campaigns
 
Basics of Killer Content Marketing
Basics of Killer Content MarketingBasics of Killer Content Marketing
Basics of Killer Content Marketing
 
Marketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common GoalMarketing and Sales Aligned with a Common Goal
Marketing and Sales Aligned with a Common Goal
 
How Salesforce Uses the Marketing Cloud
How Salesforce Uses the Marketing CloudHow Salesforce Uses the Marketing Cloud
How Salesforce Uses the Marketing Cloud
 
When Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer ServiceWhen Every Moment Matters: Apply a Marketing Mindset to Customer Service
When Every Moment Matters: Apply a Marketing Mindset to Customer Service
 
Retail CLV is the New Black
Retail CLV is the New BlackRetail CLV is the New Black
Retail CLV is the New Black
 
CRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline GrowthCRM Strategies for Accelerating B2B Pipeline Growth
CRM Strategies for Accelerating B2B Pipeline Growth
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
 
No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your ServiceNo Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
No Reservation? No Problem! OpenTable and Marketing Cloud at Your Service
 
How Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & PersonalizationHow Kraft Drives Email Engagement Using Native Advertising & Personalization
How Kraft Drives Email Engagement Using Native Advertising & Personalization
 
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving SuccessHow CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
How CareerBuilder.com Aligns Marketing and Sales for Revenue-Driving Success
 
How ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer ExperienceHow ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
How ALEX AND ANI & Elizabeth Arden Focus on the Customer Experience
 
How Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer WinsHow Intuit Turned Transactional Emails Into Quick Customer Wins
How Intuit Turned Transactional Emails Into Quick Customer Wins
 
Power your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 PlatformPower your Marketing with Apps with the Salesforce1 Platform
Power your Marketing with Apps with the Salesforce1 Platform
 
How the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on FacebookHow the Best Consumer Brands like Angie's List Find New Customers on Facebook
How the Best Consumer Brands like Angie's List Find New Customers on Facebook
 
Blending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer LoyaltyBlending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
Blending Service & Marketing: HP Social Customer Care Increases Customer Loyalty
 
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million SubscribersYou Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
You Talkin' to Me? How Redbox Personalizes its Emails to 40 Million Subscribers
 
Mobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with NationwideMobile Engagement: The Right Message at the Right Time with Nationwide
Mobile Engagement: The Right Message at the Right Time with Nationwide
 
The Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital ExperienceThe Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
The Bank of the Future: How Deloitte Powers the Omnichannel Digital Experience
 

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
  • 5. Brand Ambassadors Die Hard Intel Fan - Damien Bayless @Ekaterina
  • 6. News Feed Facebook: ~16% of your fans see your content in their News Feed on any given day @Ekaterina
  • 7. Engagement = Growth Take off your marketing hat and put on your user hat! @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
  • 10. Be Human. Be Spontaneous. @Ekaterina
  • 13. Encourage Shares and Mentions To tag someone, type @ and then the friend’s name or name of the page you are the fan of @Ekaterina
  • 14. Activate Your Fans… Put Them in Charge @Ekaterina
  • 16. Offer an Inside Look @Ekaterina
  • 17. Use Photos Facebook: 2X engagement with visual @Ekaterina
  • 18. Facebook: 2X engagement with visual @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
  • 21. Fill-in-the-Blank Posts Facebook: fill-in-the- blank posts generate 90% more engagement than the average text post. @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
  • 23. Use Cover Photo Creatively @Ekaterina
  • 24. Use Cover Photo Creatively @Ekaterina
  • 25. Use Cover Photo Creatively @Ekaterina
  • 26. Visual Synergy: Cover Photo, Profile Image, App Images @Ekaterina
  • 27. Target Your Status Updates @Ekaterina
  • 28. Post Frequency and Timing Facebook: engagement with pages is highest 9pm-10pm, with 18-24 age group most active @Ekaterina Source: comScore
  • 30. Cross-Pollinate. Promote both online and offline. @Ekaterina
  • 35. Analytics • Growth • Reach • Engagement • Demographic • Content strategy • Media investment • Competitor analysis @Ekaterina
  • 37. Facebook Ads Help Increase Engagement Engagement after post was promoted Organic engagement @Ekaterina
  • 38. Scaling Globally @Ekaterina
  • 39. Infrastructure • Publishing • Monitoring/moderation • Customized tabs creation with branding consistency • Applications • Intel branded asset library • Analytics @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
  • 41. Blog: www.ekaterinawalter.com Twitter: @Ekaterina Book: bit.ly/Think-Like-Zuck @EkaterinaWalter