Facebook as a marketing tool
A few helpful tips…
Facebook has firmly established itself as a
key digital marketing and branding channel
for businesses of any size
The two main problems we see brands facing:
Building fans
Leveraging value from Facebook
A fan page with a low volume of fans
is potentially brand damaging and
means it is harder to leverage any
value directly out of Facebook users
Building Fans
Offline awareness Make sure the Facebook Logo and your Fanpage URL is present on all your offline
media (Print, TV, Radio, Street media, Email signatures, business cards…..)
Use Facebook’s tools….such as the local businesses stickers:
Building Fans
Online
- Onsite Ensure a link to your Fanpage is present throughout your website and other
online media
- Facebook Advertising (based on CPC pricing) Develop a targeted Facebook “Like” advertising campaign for your page
Building Fans
Fan Building Specific Promotions Develop a range of digital and offline promotions attracting new fans to your page…
Building Fans
Outsourcing Fan Building Consider outsourcing your fan building activities to a specialist provider
Why?
Pay only per fans acquired (cost per like basis)
Build a fan base quickly (i.e. 30,000 in one week?)
Who?
Choose a service provider with Facebook credentials
Choose a service provider who invests in FB ad serving technology
Building Fans
Building Fans Checklist:
1. Offline promotion
2. Online promotion
3. Facebook Fan Building Advertising Campaign
4. Fan Building Focused Promotions
Building Fans
A Fanpage with a high volume of fans
is useless unless the fan base is
leveraged for value
Leveraging Value
Direct Promotional Tool Develop a 6 month calendar of promotional messages in line with your brands overall
marketing strategy
Leveraging Value - Fanpage
Customer Service Tool
Quickly and publically answer as
many customer queries as you can
Promote your fans to help resolve
other customer’s issues
Leveraging Value - Fanpage
Branding Tool Define strong brand language and interaction guidelines for the admins of your page
Leveraging Value - Fanpage
Facebook applications are one of the best data collection tools on
the internet. Using applications you can collect/access:
Leveraging Value - Applications
Name Hometown Facebook
places
Gender Gender interest Users friend list
Profile Location Current location Access to users
wall
Email address Favourite
quotes
Pages user has
liked
Username Religion Users posted
links
Account status URL of their
website
Photos users
tagged
Users blurb Work history Favourite TV
shows
Educational
history
Profile URL Users own
posts
Create a series of applications
inline with your promotional
calendar and with the aim of
collecting valuable fan data
Use Facebook Advertising as you would Google PPC. Develop highly targeted
campaigns to drives sales and as a branding tool. (following results from 77Agency Pathé cinema campaign)
To drive traffic and sales from PPC advertising
As a branding tool
“Total impressions served across 4 facebook ads campaigns over 6
Months of activity: 98.9 Million”
Leveraging Value - Advertising
Facebook offer wide variety of Facebook ads to fulfil different objectives: Use Facebook engagement ads for branded viral advertising campaigns inline with your
promotional calendar
Leveraging Value - Advertising
Connection Ad
Event Ad
Comment Ad
Polling Ad
Gifting Ad
Sampling Ad
Facebook offers a variety of free tools for brands to socialise your website Integrate Facebook connect on your website. Use Open Graph to allow users to like
products and content throughout your website
Leveraging Value – Facebook Connect
Leveraging Value Checklist:
1. Develop a strong fanpage with on-going promotional messages
2. Create applications strategically to collect important user data
3. Use Facebook PPC Advertising to drive traffic and sales
4. Integrate Facebook Connect on your site
Leveraging Value - Fanpage
Facebook Clustering and Open Graph
New Tactics
1. We drive targeted
users to an media
object
2. The user clicks
“Like”
3. The user receives
your content feed on
their wall
4. The users clicks
through to your website
Facebook Offline Liking Technology
New Tactics
77Academy’s Facebook courses our designed to help your
businesses get real and measurable value out of Facebook.
We are a and have worked closely with Facebook for
many years.
We have extensive experience training businesses of all sizes
to use Facebook in an effective and profitable way.
To find our more or to book a place on one of our courses visit
www.77academy.com/facebook-training