Which reads the most words per minute – the eye or the ear?

2.500 words per minute 125 words per minute

Photos more likely to engage on Facebook

Tell a story – relate to your core message

Consider including USP’s

Stir an emotion

People talk about pictures, share

them, LOL at them

87,5% sell to businesses 75,0% sell to consumers

Portuguese language only 52,1%

20% do not have a Facebook brand page

Goal: 60,9% nurture customers 56,5% sell more products 10,9% customer service

Wanted result: 37,8 % Improve reputation 22,2% attract web-traffic

50% in more than 3 social channels

25% do not offer sharing on website

1/3 do not track digital marketing

activities

Marketing staff 31,1% solo person

44,4% are 2-3 people 13,3% are 9-19 people

54% don’t know what sentiment analysis is

1. Integrate Facebook activities 2. Increase engagement 3. Measure conversion from Facebook to call to action

Thoughts What to consider when you create your

Facebook Engagement Plan

Your target prospect is exposed

to 6000 advertising messages every

single day

Short attention span, loads of intrusion - how do you cut through the clutter?

Brain filter

Do I know you? Do I need you? Can I trust you?

Unique passionatee

motional authentic focused

interactivemeaningful…

Key trends changing buying behavior

Significant changes in buying behavior

OTS* high to get a reaction

No sex on the first date

*OTS = Opportunity to see

Referral & recommendation

Latency increase incubationtime

Short vs. long term effect and impact on cash-flow in social media marketing

More people?

More work

More details

More numbers

More money?

ROT Problem

Why Facebook?

20

Facebook dominates

Most popular site 901 million

profiles growing at 3-4% each

month

Meet everyone

Group & page

inflation

Changes constantly – for better or worse

Brand magnetism –

but less than 5% see ROI

Game changer:

Social sign-in fast becoming the new standard

Survey data from Janrain survey

IF a large proportion of your customers and prospects are active & receptive

on Facebook !

IF you can find critical mass -> enough people

to engage and keep engaged

Getting critical mass -> to the point when exponential growth kicks-in

You really

need a plan

- purpose

- strategy

- tactics

- execution

- measure

29

8 critical components for your community building activities on Facebook

1. Set Community Expectations

2. Provide Cohesive Branding

3. Be Up To Date

4. Live Authenticity

5. Participate in Dialog

6. Enable Peer-To-Peer Interactions

7. Foster Advocacy

8. Solicit A Call To Action

Which is more important?

Content Community

THE MORE CONTENT YOU HAVE THE MORE USERS YOU WILL GET.

THE MORE USERS YOU HAVE THE MORE

CONTENT YOU WILL GET.

THE BETTER YOU MATCH CONTENT AND USERS TO USER PROFILES THE MORE USERS AND CONTENT YOU WILL

UNDERSTANDING THE DRIVING FORCES OF COMMUNITIES

32

Rule of thumb

90-9-1 rule of thumb

• 90% (of your likes) will only consume content

• 9% will engage periodically, but only when the conversation strikes them as interesting

• 1% is the engaged audience driving the conversation in your social community. They support and provide value for the community to read, hear, view

Talk Service Receive

Listen

Listen

Listen

Listen

Can you find something sensible to talk about?

Quick excercise

What do you want to talk about?

What does your target audience

want to talk about?

Diagram this and ask yourself: What can I do that will make my customers happy in each of these lifecycle steps?

Acquisition Win-Back Conversion Retention

Lifecyclus

x

Z

Loyalty

Update, information, interaction Win-Back C

usto

mer v

alu

e

Profiling

High

Low

Customer service & support

New

relationship End of

relationship

Whom is it cheaper to sell to?

New customers / leads Existing customers

Existing customers are sources of cheaper income, referrals, reputation...

Easier & cheaper to sell to, cheaper

to serve

Reviews & endorsements

WOM and 1-on-1 sharing

Which problems are you trying to

solve?

Could you use Facebook for

any of these steps in the

customer buying proces?

Can your customers find

value? Can your prospects

find answers?

Align Facebook activities to the

customer journey

41

LIRA LIRA LIRA LIRA

Social Media is multi-

channel – Multichannel marketers multiply ROMI

by 5, 10, 15

Simplified example - retail

4 minute community co-production

•5 volunteers

•Ok with camera and subsequently posting on Facebook

Facebook Audience Behavior

A few interesting facts

• Facebook fans are more likely to purchase, consider, and recommend brands

• Facebook ”fandom” has the largest impact on purchase

• The value in your Facebook fan base is in their willingness to recommend

Only 3-14% of your

”likes” will see your messages

80% of new ”likes” never

visit your Facebook

page again

Get 9 more vital behavioral insights

• Complete the evaluation survey by Wednesday next week and get the document

T: twitter.com/michaelleander M: +45 27 28 29 53 E: leander@michaelleander.com

AID+LIRA Attention > Interest > Desire + Like – Interaction – Recommendation - Action

Spread the word onsite

Advertise on Facebook

Want to get a glimpse of Facebook advertisement

Target the offers – don’t send traffic to your homepage unless

Video ads

Seriously important

Ad multiplication (agency can help here)

Random tips and input

Scheduling content

Manual or automatic or both? Facebook only or more social media platforms? Quick insight to tool

Itemize the like button and think e-commerce soon

The viral loop

Updates have poor reach

Navi bar

Place pages -> do not underestimate