Post on 13-May-2015
description
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Facebook Strategy for Brands: How to Get Fans and Engage Consumers
Kailei RichardsonSocial Media SME and
Senior Manager, Marketing & StrategyPointRoll
Cat Spurway-HeplerSVP, Strategy & Marketing
PointRoll
Facebook.com/pointroll
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3 Things We’ll Cover
Facebook Strategy
Best Practices and Examples
What You Can do Today
#PointRollFB
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600 Million
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If Facebook was a country, it would be the 3rd largest
country in the world 596,371,760
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Facebook Advertising: Ripe Opportunity
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Strategy
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Push/Pull StrategyPush
Pull
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Do You Like?
Quantifiable Metrics
Indicates Popularity
Distribution: Greater Reach
Replacing the Share Button
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Best Practices
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1DRIVE TRAFFIC
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Display Ads
Share
Like
Click Through
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Facebook Ads
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Example: TBG Campaign Management Tool & ShopLocal
Circular Version Mapping
Store Directory
Images
Offer Data
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Facebook Ads: Optimized for Demographics & Location
Top offer for men over 30, in Chicago
Top offer for women over 30, in Chicago
Top offer for women over 30, in Tampa
Same city, different demographics = different top offers
Same demographics, different city = different top offers
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2CREATE CONSISTENT BRAND EXPERIENCES
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• Facebook Connect• Website Integration
Connect
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Consistent & Contextual
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3ENABLE CONSUMER ENGAGEMENT
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Personalize!
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Engagement = Rewarding Fans
Ask for Participation
Provide Unique Content
Reply to Comments
Make Content “Sharable”
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4GIVE THEM SPECIAL DEALS AND OFFERS
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Give Them What They Want
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5MEASURE ROI & GATHER INSIGHTS
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Even though it’s early, you can still measure.
Facebook Display Campaigns have higher
interaction ratesInteraction Rates
2010 PointRoll Facebook Campaigns
4.72%
2010 PointRoll Benchmark (all campaigns)
3.59%
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Facebook Ads & Insights
Use Facebook Ad tool to size your target audience
Use Insights to monitor page interactions, user demographics and content feedback
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Polls/Questions
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Social Commerce: Measurable ROI
Buy online link
Measure purchases
Convert fans to buyers without leaving Facebook
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Recap 5 Best Practices
1. Drive Traffic
2. Create Consistent Brand Experiences
3. Enable Consumer Engagement
4. Give Them Special Deals and Offers
5. Measure ROI & Gather Insights
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How you can get started with PointRoll today
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PointRoll’s Suite of Offerings
On
Outside of
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Next Webinar: OBA Compliance Demystified: Easy Solutions for
Compliant Campaigns
Thursday, March 24, 2011
2:00 PM EDT
Register at:
tinyurl.com/PointRollOBAWebinar
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Kailei Richardsonkrichardson@pointroll.com
Catherine Spurway-Heplercspurway@pointroll.com
marketing@pointroll.comFacebook.com/PointRoll
THANK YOU!