Facebook Campaign Planning

Your Business Name Here

Facebook Marketing
Using Social Media to Promote Your Local Business

Unit 3: Campaign Planning and Management

Miranda Miller for Lake Huron Learning - @mirandam_ecomm


Course Agenda
1. Introduction to Facebook Business Pages
2. Content Creation & Posting

3. Campaign Planning & Management
• Integrating online and offline marketing
• How to run contests
• Engaging users
• Expanding your reach
• Time & money-saving tips

4. Paid Advertising, FCommerce & the New Analytics
© 2012, Miranda Miller
@mirandam_ecomm


Why Are Campaigns
Important?

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First, a little advertising theory…

The
Heirarchy
of Effects

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Who are you trying to reach and
what do you want them to do?

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How exactly do you measure
success?

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Where are you underperforming
and how can you improve?

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How can you replicate
successful results?

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For Campaigns to Succeed…

• You need to know your brand message.

• You need a theme and campaign objective.

• You need a plan, with measurable goals, an optimal
outcome, and a timeline.

• This doesn’t have to be complicated!

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Campaign Themes

What themes or objectives might suit your business
for a Facebook campaign?
These may be seasonal, based on a product launch, or
featuring a certain service. Discuss potential
campaign ideas.
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Integrating Online
& Offline Marketing

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You May Already Have Campaigns
Running Offline

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Don’t Try to Reinvent the Wheel

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Facebook Won’t Fix Your
Broken Business…

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But It Can Complement
Everything Else You Are Doing

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Offline Still Works!

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How Do They Work Together?

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• How can you connect with customers in
each phase of the cycle?

• Is that better accomplished online or
offline?

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How can you
connect in each
phase of the
cycle?
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When Planning an Integrated
Campaign, Consider:

How can I get people from here to here?
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Or from here to here?
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Campaign Integration Tip #1
Interconnect all web and offline presences:

• Web addresses on business
cards, signage, receipts, packaging, etc.
• Web addresses in radio or TV ads
• Physical address and contact info in email signatures
and on all online profiles

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Brand consistently:

• Be aware of logo, colour schemes
• Be aware of tone of voice
• Customers should recognize your design and message
as soon as they see your company, online or off.

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Understand what each channel is for:

• Are you trying to connect, provide
information, persuade?
• How can you best accomplish this in that channel and
with what type of media?

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How to Run
Contests on
Facebook
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Why Run Contests?

• Attract new followers

• Increase engagement

• Reward loyalty

• Create buzz around products or services

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Where Contests Go Horribly Wrong

• Fans have no incentive to Like the page

• The prize is costly and the ROI small

• Cannot honour the prize

• Contest format leads to complaints

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You Must:

• Include a complete release of Facebook for each
entrant.
• Acknowledge the contest is in no way associated
with Facebook
• Disclose that you receive the entrant’s information
and not Facebook.

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You Cannot:
• Use Facebook functions or features
(Like, comment) as contest entry.
• Condition entry on any function other than
Liking the Page, checking in to a Place, or
connecting with the App.
• Use Facebook functionality for voting (ie.:
Likes)
• Notify winners through Facebook

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The Rules

https://developers.facebook.com/docs/guides/canvas/

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So Many Rules!!
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Contest Apps

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Benefits/Drawbacks of Contest Apps
+ -
• Now the only way to • Each contest costs
run contests within money.
Facebook’s rules.
• You may get entrants
• You won’t have your more interested in
Page shut down this contests than you.
way! Bonus.
• Installation learning
• Relatively easy to curve.
manage once installed.
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Contest App Demo

http://youtu.be/uZ66mgMNZi0
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Contests Stored in Your Apps

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Increasing User
Engagement

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Don’t Post Too Often

© 2012, Miranda Miller Buddy Media
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Aim for 1-4 Posts/Week

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Keep It Short and Sweet

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Ask Questions

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Who’s Doing It Right?

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Ask for Comments

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Know Which Words Trigger Reaction

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Know Which Posts Trigger Reaction

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Study: New Timeline Insights

http://searchenginewatch.com/article/2166490/5-Facebook-Timeline-
Brand-Page-User-Insights-and-Tips-for-Marketers-Study

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Timeline Study Takeaways
• Facebook Pages must be kept current.
• Cover images are largely ignored.
• Users want to know more about your
company.
• Friend interactions very important.
• Users are confused by some Timeline
elements; be clear and educate.

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Expand Your Reach

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#1 – Facebook Ads

(Coming up in Lesson Four)
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#2 – Community Interaction

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#3 – Social Sharing

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#4 – Get Current Customers on Board

Think Integrated Marketing
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#5 – Use Keywords to Appear in Search

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#6 – Use Social Share Buttons

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#7 – Offer Incentive for Liking

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#8 – Display Perks for Fans

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Time & Money
Saving Tips

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Social Media Dashboards
These make sense if you are:

• Managing more than one type of account, ie.:
Facebook, Twitter & LinkedIn.
• Posting time-sensitive content (allows for
scheduling posts).

Dashboards do NOT replace account management –
this is a common mistake made by marketers! They
should not become a tool for spamming.

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HootSuite.com

• Free for basic users
• No download, all web-based
• Manage multiple accounts
• Schedule posts in advance
• Choose which data to see

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HootSuite.com Welcome Actions

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Activity Dashboard

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Posting or Scheduling

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Schedule a Post for Later

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See All Upcoming Posts

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TweetDeck

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Threadsy

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Seesmic Mobile

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MultiMi (from AVG Antivirus)

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Use an App Publishing Platform

You probably can’t afford the custom apps bigger
brands are using, but you don’t have to go without.
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Use Free Social Plugins

https://developers.facebook.com/docs/plugins/

Increase engagement, automate the work of getting
people back and forth… and they’re free.
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Have a Plan

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Next Week:
1. Introduction to Facebook Business Pages
2. Content Creation & Posting
3. Campaign Planning & Management

4. Paid Advertising, FCommerce & the New Analytics
• Facebook Ads!
• Tips for Facebook Ad Campaign Success
• FCommerce – an Introduction
• The New Facebook Insights
• Metrics That Matter
• Alternative Analytics Programs
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• Try out a social dashboard
• Investigate contest sites and pricing
• Visit NorthSocial & Pagemodo to explore apps
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