Facebook Marketing Bootcamp 2012

Facebook Marketing Bootcamp

Delivered by Tania Jackson

June 2012

Red Idea Digital Marketing Agency

www.redidea.co.uk

Twitter: @redidea_

Facebook for Business

Five guiding principles:

Build a strategy that is social by design

Social should be baked into everything you do not added at the end of a campaign or done on the side

Create an authentic brand voice

People on Facebook are clear and open about who they are - be the same by providing straightforward information about your business

Make it interactive

People spent time on Facebook communication and sharing with others, so always engage in two-way conversations

Nurture your relationships

Just like in the real world, building relationships with people on Facebook takes time and require a long-term investment

Keep learning

Facebook allows you to get feedback from people in real time, giving you the ability to iterate on the fly

Pages are the essential place on Facebook for businesses to build connections with people. It’s where you connect with fans by announcing new products, sharing news, and gathering feedback. It’s the core place for businesses to manage their posting and advertising content.

Pages allow you to:

1. Express your identity with features like cover photo and Page timeline.

2. Reach and engage your audience on the web and on mobile.

3. Respond to people in a quick, more personal way.

Do you have a plan?

Market Research

Target Market

Sales Strategy

SWOT Analyses

Product Pricing

"Marketing is the whole company seen from the point of view of the customer"

Peter Drucker

Timeline: how it functions and latest changes

Measuring and monitoring your success and your competitors

-Define your goals

-Determine the Metrics to Measure Your Company’s Performance

-Develop Methods to Collect and Organize Data (Insights)

-Compare Yourself to the Competition

-Measure Marketing Effectiveness

-Monitoring Active Users

Facebook

Is it free?

Benchmark

Reasons we want to measure the social media activity from an external perspective include:

• The review competitors’ activity, their strengths and weaknesses
• To understand where and how the market segment is using social media
• To identify opportunities
• To identify threats
• To review new markets companies may consider moving into

Guide to Facebook Insights

http://www.facebook.com/stoptrafficclothing

Cases

acebook for mobile

Facebook's Registration Plugin

Guide to Facebook Ads

Use Facebook Ads to acquire news fans

-Determine your objectives:

Likes for your page

Brand/product awareness

Clicks on your Ads

-Create strong, well-targeted Ads

-Run multiple ads to test

-Set up your campaigns for success

A) Craft your Like Ad

• Choose clear eye-catching images
• Use copy with strong call to action
• Incorporate offers, exclusives, promotions
• Create at least 4 creatives variations
• Test different combinations of copy and images

B) Tailor your Messaging

Father of 3

Celebrity

Fashionista

Student

C) Set up campaigns Clearly

Campaign 1 > Females 18-34

Campaign 2 > Females 35-44

Campaign 3 > Females 45-54

Apps

Bespoke

Bio-Oil

http://www.facebook.com/biooiluk/app_219375484850560

The Guardian

Macy's

Best Practice

Digital Marketing Tools

Sign up for Red Idea's newsetter and get the latest trends.

Tania Jackson

tania@redidea.co.uk

Red Idea Digital Marketing Agency

www.redidea.co.uk

Twitter: @redidea_

What is Marketing?

Customer Support

Pagemodo

Fanzila

Future?

Distribution

Public Relations

Why Plan?

1. Situation > Where are we now?

2. Objectives> Where do we want to get to?

3. Strategy> How are we going to get there?

4. Tactics> What's actually going to happen?

5. Action> Where is it going to happen?

6. Control> How will I know it's been achieved?

Engage

Build

There are over 900 million people on Facebook.

Connect

Influence

http://www.facebook.com/theguardian/app_295429723828477

Five Guiding Principles

1. Build a strategy that is social by design

2. Create an authentic brand voice

3. Make it interactive

4. Nurture your relationships

5. Keep learning

Twitter and....

... Linked In

Is it too complex?

http://www.facebook.com/RedIdeaMarketing

Competitions

Despite the growth in popularity of social media marketing, email marketing remains the best customer communications tool for most companies since:

• More personal
• Demographic
• Time since previous interaction
• Position in lifecycle – new customers are sent different messages from old
• Cut-through and overall response is greater with response occurring over 12-48 hours rather than 1-2 hours more typical of Twitter and Facebook
• It can be integrated with social media activities to increase engagement with customers