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Facebook Summer Camp with Social Media Breakfast Toledo

Facebook Summer Camp with Social Media Breakfast Toledo. Quick Facebook numbers. As of Feb. 2010, Facebook had 400 million active users On average, people spend about 7.5 hours/week on Facebook There are more than 1.5 million local businesses on Facebook. Sources:

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Facebook Summer Camp with Social Media Breakfast Toledo

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  1. Facebook Summer Camp with Social Media Breakfast Toledo

  2. Quick Facebook numbers • As of Feb. 2010, Facebook had 400 million active users • On average, people spend about 7.5 hours/week on Facebook • There are more than 1.5 million local businesses on Facebook Sources: • http://www.facebook.com/press/info.php?statistics#!/press/info.php?timeline • http://www.marketingprofs.com/charts/2010/3747/most-multitask-while-on-facebook?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+marketingprofs%2Fweb-sites+%28MarketingProfs+Daily%3A+Web+Sites%29&utm_content=FaceBook • http://www.digitalbuzzblog.com/facebook-statistics-facts-figures-for-2010/

  3. Facebook Pages vs. Profiles Profiles are for individuals. Pages are for businesses, products, organizations, musicians, bands, etc.

  4. Page benefits • Customization: Applications and FBML • Link Juice! • Communication • More fans!

  5. How to create a Facebook page • Go to Facebook

  6. Engagement: How to get the most from interactions • Start with a stated Facebook purpose • Share your Facebook URL in your email signature and other marketing collateral • Share useful articles and links to presentations • Post business updates (as long as info isn’t confidential)

  7. Engagement: How to get the most from interactions • Build relationships with local businesses/organizations • Update consistently • Respond to requests and comments • Avoid duplicating content across other networks

  8. Insights: How to gain the most from this information • What Insights provides . . . • Demographic data for fans that interact with your Facebook Fan Page • Overall demographic for all Facebook fans

  9. Insights: How to gain the most from this information • Types of data • Gender and Age • Geographic location and language spoken • As of F8 this summer, more drilled down data will be available sometime soon amidst uproar over privacy settings

  10. Facebook Community Pages On April 19, Facebook attempts to up its SEO game with Community Pages that connect to a ‘topic’ or ‘experience’ Looks like a fan page, but . . . • Wikipedia copy and images • Global feed on Wall is based on keyword phrase • Brands can’t respond to feedback on the page Wall

  11. Which do you prefer? Brand vs. ‘topic’ with its un-moderated live stream

  12. Which do you prefer? Brand vs. ‘topic’ with its un-moderated live stream

  13. Social media policy: 3 great examples • Kodak on Transparency: Guidelines are simple, straightforward, very clear on boundaries • Intel on Moderation: The good, the bad, but not the ugly (must be in context) • IBM on Social Media Value: Inspire IBMers to be thoughtful content creators

  14. Facebook Ads: Increase branding withouthigh expense or risk Variable pricing, specific targeting • Daily Budget • You choose your demographic: age, location, gender, interests, etc. • Choose to pay per impression (CMP) or per click to a link (CPC) Your fans’ interests and activity work for you • Social actions influence where your ads appear

  15. Facebook Ads: Increase branding without high expense or risk Helpful for advertising newbies, small businesses or those with a less-than-large advertising budget • YOU set and edit the cost • BRANDING – for those who want to get their name and image in front of people’s faces as often as possible • Flexible and editable -- Various campaigns with multiple ads can run simultaneously and be kept in your budget • Real-time reporting to gauge ROI and where to make changes

  16. Targeting can be as broad or as specific as you choose See how many potential clients you are going to reach as you tweak Stick with location, age and gender for more general, less structured ad appearances Include likes and interests to create a more qualified ad appearance Advanced demographics is where it really gets fun! Target high school seniors looking for a new career. Send targets who are single women a free haircut coupon on their birthday. Use connections with other pages or people. Tailor each ad to fit a different purpose and see what works best. Hitting your Target (market)

  17. Tips to Try • Create similar ads with minor tweaks for different campaigns • View how the ad will appear to fans • Give yourself props so your network will see it and continue the “liking” • Create broad and more specific ads within the same campaign to test which is most effective • Never underestimate the value of keywords • Use the reporting. Use the reporting. Use the reporting.

  18. Tracking campaign effectiveness Case study: TONI&GUY Hairdressing Academy • 3 campaigns of 3 ads each • Targeting women ages 17 to 30 in Toledo • Targeting men ages 17 to 30 in Toledo • Sending people to company page • Results during the first month trial • $314.02 total cost • 1,579,736 total impressions • 434 clicks • Average cost of 20 cents per impression; 72 cents per click

  19. Promotions:Why run a contest? • Increase brand awareness • Build a sense of community around your brand • Gather customer stories and identify ardent fans • Increase fan base on your company Facebook page • Drive traffic to your Facebook page or website • *WildfireApp.com:http://help.wildfireapp.com/faqs/frequently-asked-questions/what-promotion-format-should-i-choose

  20. Promotions: Why run a contest? Facebook-based sweepstakes: Impact Example • Page views increased 37% • Rate of growth for new Fans/Likes increased 15%

  21. Promotions Facebook Promotions Guidelines http://www.facebook.com/promotions_guidelines.php

  22. Promotions Third-party platforms FanAppz http://fanappz.com/ Strutta http://www.strutta.com/ Votigo http://votigo.com/corp/solutions/fbcontests.php Wildfire http://wildfireapp.com

  23. Promotions • http://www.facebook.com/SocialMediaToledo

  24. Now what? Does Facebook play into your total marketing & communications objectives? • If not a major role, any? If yes: Set measureable objectives & policies • Who will “champion” it? • What type & frequency of posts, engagement? • # of likes/fans by X date (& thereafter)? • What impact in referrals to your main Website? • Regular reports?

  25. Thanks • Thread Information Design Find more at Social Media Breakfast Toledo at • www.facebook.com/socialmediatoledo • http://www.socialmediabreakfast.com/

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