+ Supercharge Your Facebook Marketing Sallie Burnett 303.422.9758 www.customerinsightgroup.com
May 15, 2015
+
Supercharge Your Facebook Marketing
Sallie Burnett 303.422.9758
www.customerinsightgroup.com
Start with the End in Mind — Goals
Retention
Sales Brand Awareness
New Customers
SEO Customer Service
© 2014 CustomerInsightGroup.com • 303.422.9758
Facebook Algorithm Update Over 1000 Factors
Facebook Algorithm
Does the fan base for the Page
overlap with other known high
quality pages?
Has the user engaged recently with this Page or
with similar content?
Is the Page’s profiles complete?
How frequently is content from this Page reported as
low quality? How timely and relevant is the
content?
Is it quality content (receiving lots of likes, shares or comments) by
the user’s friends?
Has the user engaged recently with this Page or
with similar content
© 2014 CustomerInsightGroup.com • 303.422.9758
7 Social Media Trends
1. Content = Exposure
2. Text Status Updates Fall in Facebook Algorithm Ranking
3. Facebook Brand Fans are Super Consumers
4. Social Media is the Leading Engagement Vehicle in the Marketing Mix
5. Fans Buy More & Are More Loyal
6. Advertise on Facebook to Boost Visibility
7. Consumers Love to Share Photos
© 2014 CustomerInsightGroup.com • 303.422.9758
1) Content = Exposure Facebook & Website
70%
Marketers say that content marketing has increased their brand awareness. (Source: Imedia)
© 2014 CustomerInsightGroup.com • 303.422.9758
+
Website
Facebook Pinterest
Google+
Develop a content calendar.
Create relevant, timely content that supports your USP.
Cross promote content.
© 2014 CustomerInsightGroup.com • 303.422.9758
Brings consistency. Saves you time. Increase SEO benefits.
© 2014 CustomerInsightGroup.com • 303.422.9758
Post 1-3 times per day, every.
TIP: Think about your audience and what they will find value in. Create content that entertains, informs, or otherwise engages your audience. This is a critical piece in boosting engagement and visibility on Facebook. © 2014 CustomerInsightGroup.com • 303.422.9758
Weekly Create a Meaty Conversation Monday: Trivia or other lifestyle post
Tuesday: Problem/Solution post tied to your products. LINK
Wednesday: One Quick Question (could be around news event, national holidays, or crowd sourcing to find out what your audience is struggling with around your niche)
Thursday: Blog post or link to value added content on website. LINK
Friday: Quote of the day or other lifestyle post.
Saturday: Product post or promotion. LINK
Sunday: Link to value added content on your Facebook page or other social channels, i.e. Pin of the Week
© 2014 CustomerInsightGroup.com • 303.422.9758
Follow 80/20 rule.
Focus on engaging fans.
© 2014 CustomerInsightGroup.com • 303.422.9758
Have a call to action.
© 2014 CustomerInsightGroup.com • 303.422.9758
2) Text Status Updates Fall in Facebook Algorithm Ranking
© 2014 CustomerInsightGroup.com • 303.422.9758
Use the Upload Photos function to share photos.
© 2014 CustomerInsightGroup.com • 303.422.9758
© 2014 CustomerInsightGroup.com • 303.422.9758
3) Facebook Brand Fans are Super Consumers
© 2014 CustomerInsightGroup.com • 303.422.9758
Convert brand users to fans.
Leverage all customer touch points — i.e. point of purchase, direct mail, IVR, trucks, etc.
© 2014 CustomerInsightGroup.com • 303.422.9758
Promote your social media presence on your website.
© 2014 CustomerInsightGroup.com • 303.422.9758
Website Footer
Product Page
© 2014 CustomerInsightGroup.com • 303.422.9758
Include your social media icons “Above the Fold” on all your emails.
© 2014 CustomerInsightGroup.com • 303.422.9758
4) Social Media is the Leading Engagement Vehicle in the Marketing Mix
© 2014 CustomerInsightGroup.com • 303.422.9758
Create multi-channel strategy across touch points — Catalog, Email, Facebook, Google+, YouTube, Twitter, Pinterest. (One-off tactics fall short of building fan engagement and loyalty.)
© 2014 CustomerInsightGroup.com • 303.422.9758
Website
© 2014 CustomerInsightGroup.com • 303.422.9758
© 2014 CustomerInsightGroup.com • 303.422.9758
Pinterest Google+
© 2014 CustomerInsightGroup.com • 303.422.9758
5) Fans Buy More & Are More Loyal
© 2014 CustomerInsightGroup.com • 303.422.9758
Convert visitors to fans. Give them a reason to “like” you and to engage with your
brand.
© 2014 CustomerInsightGroup.com • 303.422.9758
Fan gate content and special offers.
© 2014 CustomerInsightGroup.com • 303.422.9758
+ Value of Facebook fan continues to increase.
© 2014 CustomerInsightGroup.com • 303.422.9758
Recognize and reward loyal customers and fans. Top Shopper
Brand loyal, high value online customers that not only have a higher LTV, but are consistent year over year top spenders.
Advocates
Everyday consumers who influence brand affinity and purchasing decisions by directly rating products, commenting or by publishing opinions and participating in conversations.
© 2014 CustomerInsightGroup.com • 303.422.9758
6) Advertise on Facebook to Boost Visibility
+ Test different type of ads, offers
images and call to actions.
+
+ Test using Facebook ads to target
different niches or target markets.
© 2014 CustomerInsightGroup.com • 303.422.9758
7) Consumers Love to Share Photos
Source: GlobalWebIndex, Question: Thinking about the social media services that you actively use, could you please tell us if you have done any of the following on the service through your PC/Laptop/Mobile/Tablet in the past month? Base: % of Active Facebook Users
Millions Active Facebook Users
Millions Active Facebook Users
Millions Active Facebook Users
Uploaded and share photos 476.59 239.17 108.37
Messaged with friends on a one on one basis 374.55 216.23 82.86
Commented on a friend's post 388.08 201.82 94.44
Commented on a friend's photo or video 359.53 184.84 86.55
Posted comment about my daily activities 349.60 184.71 87.86
Clicked Facebook ‘like’ button 348.16 150.64 84.87
Followed a group or like a page created by a brand 291.99 110.60 66.94
Watched video clips created by other internet users 310.76 125.06 75.58
Shared a link to an article 287.82 112.19 67.37
Shared videos created by other internet users 259.86 93.31 54.64
Top 10 Facebook Activities Globally - millions of Active Facebook Users performing the following top 10 social network activities, Q2 2013
Create SEO value from your images and photos.
Make sure each image has a file name.
Add well written descriptions including keywords.
© 2014 CustomerInsightGroup.com • 303.422.9758
Make it easy for customers and fans to share.
© 2014 CustomerInsightGroup.com • 303.422.9758
+Keep in Touch
Social Media Library http://www.customerinsightgroup.com/marketinglibrary Infographics http://www.customerinsightgroup.com/infographs
InternetHowTo on Twitter http://twitter.com/internethowto
LinkedIn Group http://www.linkedin.com/Discussions
Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader
How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide
© 2014 CustomerInsightGroup.com • 303.422.9758