Facebook Presentation
- 1. Facebook: Effective Use for Retail Andrew McCrea: Digital Director, Mammoth
- 3. Agenda 1. Facebook 2. The Business Case 3. Killer Facebook Pages 4. Involvement and Moderation 5. Get Found 6. Mobile 7. Love Your Customer
- 5. Facebook Usage 100 Million
- 7. Exercise 1 Why Would You Want or Need a Facebook Fan Page?
- 8. The Business Case • Viral • Connects Online & Offline • Sticky (Stickier than Google) • Mobile Market • Keep Up with Competitors • Protect Yourself • Instant Feedback • Direct Source of Revenue • Inform • SEO • Loyalty • HR • SALES £££££££££ • Engagement • Awareness
- 9. Killer Facebook Pages – Setting Your Goals • Build and interact with communities • Increase sales • Promote events and campaigns • Boost brand loyalty • Increase brand awareness • Drive traffic • Learn more about your customer base • Instant feedback about services or products • Improve engagement • Improve customer service
- 10. Killer Facebook Pages – Getting Started • Create a Business Account – DON’T use a Group! • Set up administrators • Register your location(s) • Get Fans • Align actions with your GOALS
- 11. Killer Facebook Pages – Basic Apps • FBML • Flash • Twitter • RSS • Don’t forget the basic tab functionality
- 13. Killer Facebook Pages – Landing Pages • Effective landing pages should turn potential customers into subscriber • They need to want to “Like” you • You can define a custom landing page that all new visitors will see first. “Make an Impression” • Once you’ve amassed lots of fans you shouldn’t be afraid to change your landing page, to support marketing campaigns.
- 23. Product - Show, Search and Sell… - Integrate F-Commerce shopping experience - Divert users to your online store - Display a gallery of product - You can Include a search tool
- 29. Facebook – Your Social Media Hub • Can be the heart of your social media strategy • Prominent links to your website and other platforms can be added • You can include links to social media profiles e.g. Twitter and Facebook • Accepts all content types to engage audiences and “show off” the brand • Easy to set up and maintain • No costs for hosting • In built content management system • Can easily embed content from your external sources • SEO benefits
- 31. Killer Facebook Pages – Content is KING • Content must be compelling enough to Share • Start by creating custom tabs via the free FBML app • Test, Test and Refine (Use Insights) and you’ll discover – What topics interest your fans the most – What Tone of voice to use – The Best Time of Day to comment – Which messages are likely to be shared the most – Which messages invoke emotional appeal
- 34. Killer Facebook Pages – Offer Value • Is it fun or entertaining? • Is it useful? • Does it breed and encourage loyalty? • Can it Save people money? • Does it boost your reputation? • Does it promote engagement? • Does it reward customers / fans? • Can you gain insight?
- 45. Moderation and Involvement • Lay down the ground rules • Let the conversation flow and respond quickly • Listen and react promptly, even if it’s bad. • Make your fans feel special • You can set the agenda • Give your full contact details
- 47. IF YOU BUILD IT THEY WILL COME… RIGHT?
- 48. Exercise 2 HOW CAN YOU GET FOUND AND GET FANS?
- 49. Get Found - The Basics • Publish regular and interesting content • Import blog and other content via RSS, AND by updating your status updates on a regular basis. • Get “Friends” to share and spread the word • Tag people in photos at any store or promotional events or awards • “Claim” your place • Post an Ad – CPM or CPC model – Highly Targeted – -Manage your own budget
- 51. Get Found - SEO • Name your page after your brand (You’ll get penalised otherwise) • Define your URL - www.facebook.com/yourbrandname • Create tabs and add keyword-rich text and links • Link to your fan page from your websites / blogs / twitter to create inbound links • SEO “TO THE MAX” your About box. • Fill out your info tab to drive traffic from SEO
- 52. Get Found – Push Tactics • Put the Facebook fan page widget on your website or blog • Promote, promote, promote. • Get staff to share and promote • Include on email footers, e-zines • Integrate with offline activities and marketing
- 54. Mobile • Facebook apps • Facebook Places • “Check In” to receive offers • Individual deals pushed to mobile to drive in – store traffic • Use QR codes to drive users to specific Facebook centred content
- 55. Timeline is Coming – FOR BRANDS
- 57. Love Your Customer • It has to start from an adoration of your customer • Be focussed on giving – not receiving • Embrace – not ignore • Respond to their feedback and actions
- 58. Otherwise you can FAIL