Facebook Marketing Fundamentals

FRIENDS WITH BENEFITSA cheeky 5-step strategy for growing your business with Facebook

Who is Kylie Bartlett?

Psychology

Social Media

1 3 52 4Plan Profile Present Publish Promote

THE 5-STEP PROCESS

PLANStart with the end in mind

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Step 1: PlanIf you fail to plan…. you plan to fail!

You need:• A blueprint, plan, map to follow for consistency,

effectiveness & efficiency

• To know who your key stakeholders are

• A wish list, set of realistic goals, set targets

• To be able to track, monitor and measure your efforts (that, that you can measure, you can manage)

FACEBOOK VISION

SOCIALBECOMING A

BUSINESS

Obtaining Key Stakeholder Buy-in

GOALS and KPIs

Having a ‘presence’ in social media is worthless unless you do something with it. Before you start tweeting, pinning, status updating, you need to work out what you hope to achieve by doing this.

Your business doesn’t plug into social media, social media plugs into your

business.

Social Media Goals and Targets

The best place to start with setting social media goals and targets is to look at what your current business goals are. Its then just a matter of working out, how can social media assist you in achieving these goals.

Social Media Goal ExamplesBuild brand awareness

Elevate your voice and influence in the marketplace

Generate additional leads

Generate additional sales

Strengthen relationships with customers, prospects and influencers

Understand your buyers needs better

Increase traffic to your website

Improve customer service

Improve search engine rankings

Attract top talent and become an employer of choice

Using social media, in and of itself is not a goal….Attracting more leads, acquiring new customers, expanding your reach, building your brand are… These are goals!

Here’s an example of attaching targets to your goals

Social Media Goals and Targets

Goal: 10,000 likes in 12 months Target: 10% of likes to buyers

Once you’ve established key goals, you must also then establish targets per goal, so you’re able to measure your success.

Here’s a list of targets that you could use to measure your goal outcomes:

Number of times your business and brand is mentioned online

Number of social interactions

Number of sales conversions driven via your social media channels

Number of positive mentions, reviews and shares

% of $ saved or generated as a result of social feedback

Number of customer inquiries resolved

Number of candidates driven from social media

Increase in hits to your website via social media

Increase in database/subscribers via social media

Social Media Targets

Tactics & Platforms

Your Mission is to Create a Ubiquitous Footprint

What’s Justin thinking??

Latest video clips

Latest music

I want to win Justin concert tickets

BloggingWeblogs (blogs) have burst onto the content scene because the technology is such an easy and efficient way to get personal and business view points out into the marketplace.

A blog is an online article that once posted can be found by anyone in the world.

Blogging provides experts and wannabe ‘web celebs’ with an easy way to make their voices heard (attract attention), in the web-based marketplace of ideas.

The readers of your blog can repost the blog onto the social media sites, such as Facebook, Twitter and LinkedIn.

Blogs are found in search engines by the key words that have been tagged by the author. Keywords are primary words your blog post is discussing.

PROFILEWho is your ideal date?

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Creating an Online Business Persona (Character)

Business Persona

On your road map, your answers the following questions:

What are your business values?

What is your brand personality?

How do you communicate your brand?

What’s your brand tone?

Which famous person/brand do relate most to?

The Kylie Bartlett Brand Persona

Values:

Authenticity

Intelligence

Community

Personality:

Dynamic

Engaging

Bold

Communication:

Punchy

Provocative

Controversial

Tone:

Metaphoric

Strong

Conversational

Famous Celebrities and Brands:

Pink - Rough around the edges but still perceived as being talented and credible.

Aston Martin - fast, sexy, history with tradition that has evolved slowly. Bad-boy edge of refined history.

Analysing Your Ideal Date

Male or female?

Age and demographic?

Married, single, divorced?

Children?

Occupation?

Located - local, national, global?

Income range?

What industry do they work in?

What do they do on weekends?

What car do they drive?

What websites do you visit on a regular basis and why?

Do you subscribe to any blogs? If yes, which ones and why?

What magazines (on or offline) do you read?

What communities (both on and offline) do you belong and contribute to?

What TV shows do they watch and why?

What radio stations do they listen to and why?

What social media platforms do you use and why?

What are your special interests, hobbies and activities?

Who is Your Bob and Betty?

Hi I’m Bob

42 year old

Married to Tiffany

10 year old daughter Lucy who goes to Melbourne Grammar

MD of chain of restaurants around Melbourne

Live in Port Melbourne

Earn $250,000 pa plus bonuses

Dines in Melbourne CBD and has breakfast in Albert Park on the weekends

Holiday’s in Noosa

Read’s the Age and Herald Sun on his ipad each morning

Subscribes to BRW, Epicure

On LinkedIn but doesn’t really know how to use it

Member of the Albert Park Golf Club

Goes to the gym and loves running The Tan 2 days per week

Geelong Cats Fan

Keyword Research

SOCIAL INFLUENCERS

WHO ARE YOUR

ON FACEBOOK?

PRESENTATIONPimping out your page

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Facebook Branding

Facebook Branding

What is your Brand Story?

What’s your brand story and brand message?

What is your editorial mission?

What emotions does your brand sell?

People buy brands that make them feel a particular way. What’s that feeling in your business?

What value does your brand add?

Why should your target market care about you?

What is your Communication Strategy?

A communication strategy looks at the entire audience and customer experience and takes the audience/customer on a journey, helping them get to where your brand would like them to get to.

For example, if a brand wants to convey ‘freedom’ to 25 – 35 year olds its important to initially determined what that target market finds ‘sets them free’. How can your business provide them with things that make them feel like they freedom? How can you then tie your brand to your communication strategy and create an emotional connection between ‘freedom’ and your business.

PUBLISHGive and you shall receive

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PublishingYou need to be publishing remarkable content, in the form of videos, blogs, articles, white-papers, podcasts that builds your credibility and your authority within your industry and niche.

I’m going to show you how to create a content-calendar so you always have 4 weeks worth of strategic content in stock and you’re not just publishing anything for the sake of getting content out on the social web.

Remember the 80/20 rule: 80% of your publishing should be remarkable content and the other 20% spruiking your wares.

CONTENT + COMMUNITY = CURRENCY

PROMOTEMaking sure you score

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Facebook Competitions

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