7. 2. ENGAGE FANS
1. RECRUIT FANS
THE COMMON
MISCONCEPTION
YOUR FACEBOOK PAGE IS
NOT YOUR SALES FUNNEL
3. PROFIT!
8. SIDEBAR: WHY NOT JUST USE EMAIL?
2014 Email benchmarks across 46 industry sectors
MEAN SD
OPEN RATES 22.31% 0.03
CTR 3.15% 0.01
http://mailchimp.com/resources/research/email-marketing-benchmarks
10. HOW EVERYONE USES FACEBOOK
OPEN FACEBOOK
READ POSTS ON NEWSFEED
CLICK “LIKE” OR COMMENT
LEAVE
come back later
11. HOW EVERYONE USES A FACEBOOK PAGE
LIKE PAGE
READ POSTS ON NEWSFEED
CLICK “LIKE” OR COMMENT
12. ONLY ~1% OF AUDIENCE EXPOSURE IS “ON PAGE”
Oct '13 - Mar '14"
Monthly audience exposed to <client x> content"
by visiting Page (~1%)!
0.91%!
0.47%! 0.41%!
1.11%!
1.56%!
1.40%!
Oct-13! Nov-13! Dec-13! Jan-14! Feb-14! Mar-14!
(it’s all about the newsfeed)
13. WHY HAVE YOU HIRED A “COMMUNITY MANAGER”?
COMMUNITY! LIST!
FACEBOOK PAGE!
15. HOW EVERYONE USES A FACEBOOK PAGE
LIKE PAGE
READ POSTS ON NEWSFEED
CLICK “LIKE” OR COMMENT
newsfeed algorithm
16. For many of our
users, there are thousands
of things that have happened on
Facebook
They don't have the time to go
through all of those things.
We can make their experience
better by trying to pick out things
where they're most likely to find
engagement.
Will Cathcart,
Facebook News Feed Product Manager
17. 309
267
median Pages liked by
<client y> fans
median Facebook friends
of <client y> fans
18. 1,500
The median number of stories that
Facebook’s algorithms choose between
each time you look at your news feed.
19. For some people,
your ads are content
WE'll show those
people your
advertising for free!
Mike Hudack,
Facebook AdVertising Product Manager
27. THREE SIMPLE OPTIONS
INVEST MASSIVELY IN CONTENT
USE SOCIAL MEDIA DIFFERENTLY TO DRIVE ORGANIC REACH
MAKE REASONABLE INVESTMENT IN CONTENT/MEDIA MIX
32. Immediate Benefits
Visible in Search (Google)
Increased longevity of content
Increase Earned reach
Drop cookies for retargeting
Own your data
SOCIAL OWNED
SIGNPOSTING
35. SOCIAL!
POST!
PROMOTED
POST/TWEET!
OWNED!
CONTENT!
2"
3!
1!
RECIPE
! !
1. Create content for your site that will
speak to your audience.!
! Use this content both as bait, and to tag
user interests!
2.!Post multiple times about the same story.
Test combinations of headline, call-to-action,
image to see what works.!
3.!Use your fans as a test-bed, pay to
promote content to a wider, highly-targeted
audience.!
4.!Drop cookies, collect data.!
5.!Retarget, refine.
Test content, add social proof
36. WHAT’S THE VALUE OF SOCIAL?
SOCIAL PROOF
SOCIAL SHARING
SOCIAL DATA
37. THANK YOU!
PLEASE DON’T ASK ME ANY TRICKY QUESTIONS THAT WILL MAKE ME LOOK STUPID
I’M @MEDIACZAR ON TWITTER
OR COME AND TALK TO ME AFTERWARDS