Five steps to business success on...
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Five steps to business success on Facebook
Felicity McCarthy – Facebook
Robert Gavin– Marketo EMEA Ltd
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Marketo in a Nutshell
• Marketing Automation and Revenue Management
• Cloud based solution that helps companies • Expand lead flow
• Increase sales effectiveness
• Optimise sales and marketing investments
• >2200 customers; 140% YOY growth
• EMEA HQ to support growing European base
Industry Thought Leadership
(Wylie, May 2012)
Marketing Solution
Winner #1 Fastest Growing Private
Silicon Valley Co.
#28 Most Promising Company
in America
Salesforce - Best Marketing
Automation & Best Chatter
Exchange
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These connections are happening on a massive scale
1B+ people on Facebook
3.2B likes and comments
generated daily
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Source: Facebook Internal Data, Oct 2011
27M+ active
users in the UK
71%+ of those users return daily
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UK businesses are using Facebook to grow
• Facebook Ads “Takeover
weeks” highlighting specific
fan-favorite destinations
• 500 referrals from one
Facebook Ads campaign
• Built a Facebook-shop for
direct purchases through
their Page
• 30% of sales now come
through Facebook
• B2B Fans and decision
makers
• Double effectiveness of ad
campaigns
• Reaching global audience
Build loyalty, acquire new customers, and generate word of mouth
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Facebook’s Steps to Business Success
Step 1: Build your Facebook Page
Step 2: Connect to people with ads
Step 3: Engage your audience with quality content
Step 4: Influence the friends of your fans
Step 5: Measure the Impact of your activities
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Step 1: Build Your Facebook Page
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Set your cover & profile picture Post pictures and information that express
your business
Add milestones & key moments Highlight important dates and key events for
your business
Create your first post
Add photos, videos, and company or
product updates
Get existing customers to like
your Page
Invite customers, friends, & email
contacts, and choose a web address
Complete your Page to represent your business
1
2
3
4
1
3
2
4
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Step 2: Connect to people with ads
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Facebook Ads will be shown across Facebook
Ad Placements
• Right-hand side
(throughout the site)
• News feed desktop
• News feed mobile
• Home page (right-hand
side, news feed desktop,
news feed mobile) Example in right-hand side
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Find the right customers more efficiently
with sophisticated ad targeting
Demographic •Age
•Gender
Personal •Birthday
•Education
•Address
•Workplace
•Relationship status
Social •Likes & interests
•Friend connections
•Activity (e.g., check-ins)
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Develop four or more ads Learn which audience responds best to different images and text
Campaign 3
Females 45-54
Ad 1
Ad 2
Ad 3
Campaign 1
Females 18-34
Ad 1
Ad 2
Ad 3
Campaign 2
Females 35-44
Ad 1
Ad 2
Ad 3
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Step 3: Engage your audience with
quality content
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Post relevant content to engage your audience Have conversations with your fans to build relationships
Your audience sees your
content in the news feed
or on your Page and you
stay top-of-mind in
purchasing decisions
Fans
Engaging photos
Exclusive specials
Engaging
questions
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Page publishing best practices
• Post regularly, at least 1-2x per week
to maximize engagement
• Create a content calendar
• Find the right rhythm and schedule
your posts
• B2B Pages: Post thought leadership,
education, industry tips, case studies
• Understand your audience with
Page Insights
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Your posts can show up in the news feeds of people who like your Page
Fans spend 2x more with businesses than non-fans
40% of peoples’ time
on Facebook is
in news feed
40-150x more likely people will
consume content from
a Facebook Page in the news
feed than on a Facebook
page
Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of
fans) to right-hand side. Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side
impressions).
65% of likes on
mobile happen
in news feed
45% of comments on
mobile happen
in news feed
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Promoted posts are an easy way to reach more fans and their
friends Available on all Pages with at least 400 fans
Promote a new post or any
recently created post*. Set a
budget.
People see your post in their
news feed on desktop or
mobile labeled as
“Sponsored”.
*All posts after 6/21 are eligible to be promoted
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Step 4: Influence the friends
of your fans
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Sponsored Stories encourage word of mouth
marketing about your business
Page like sponsored story Check In sponsored story Event RSVP sponsored story
Sponsored Stories are messages
coming from friends, about them
engaging with businesses
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Word of mouth at scale
1.6X lift in brand recall
4X lift in purchase intent
2X lift in message awareness
1 Bn users
650K friends
5K fans
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Sponsored Stories will be shown in any placements on the
site, based on where they will deliver the best results
Sponsored Story
Placements
• Right-hand side
(throughout the site)
• News feed desktop
• News feed mobile
• Home page (right-hand
side, news feed desktop,
news feed mobile)
Example in news feed on desktop
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Step 5: Measure the impact of your
activities
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
ABUNDANCE INFORMATION
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
What’s in it for me (them!)?
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Use Social Apps To Create Compelling Reasons to
Engage and Share
Promotion Referral Engagement
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Engagement: Molson Voting and Sweeps
On 180K emails sent, additional 125K social
impressions through sharing & voting
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Referral: Carbonite (@carbonite)
25% Share Rate
1M Social Reach
321% Clickback Rate
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Promotion: RingCentral
Photo Contest
800% Clickback Rate
Social lift of 20%
12,000 new social
impressions after only one
week!
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Measuring Success – The Where
Social Networking Channels
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Use Analytics to ID Influencers & Advocates
Landing
Pages Website Facebook
Pages
Behind
Display Ads Email
Social Profiles Captured And Added To Database
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Segment and Target based on Social Data
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
New Social Apps Actions
User Name
My Stuff
Adwords
Awesome Party
Nurturing Program
Thank you page
Registration Form
Special Offer
Dec Prospects
VIP List
First Email
My New Video
Track Video Sharing
Edit Draft Preview Draft
124,134 Social Impressions
221 Influencers
116,670 Social Reach
184% 140% 2%
1.57% Social Lift
144.17% Clickback Rate
.31% Share Rate
77.75% 265.12% 19.23%
Social Funnel
Share Metrics
Audience
Last updated: June 3, 2012 at 2:05 AM EST
My New Video Social Dashboard
Test and tune!
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Additional Resources
The Definitive Guide to Social Marketing http://bit.ly/DGtoSM
The Definitive Guide to Marketing Metrics & ROI http://bit.ly/DG2MM
Join a Live Marketo Demo http://eu.marketo.com/webinars.php
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Five steps to business success on Facebook
Felicity McCarthy – Facebook
Robert Gavin– Marketo EMEA Ltd