Beyond Likes

Beyond "Likes": Advanced Social Media MarketingShane O’Neill - Director of Digital Marketing

Fruchtman Marketing

Advanced Social MarketingAdvanced Social Marketing involves and requires a larger understanding of the medium and employes sound strategy and multi-tired planning.

Let’s look at some of these strategies and applications that can help you start the process.

Number of Fans is no longer a bragging right.

Everyone talks about their number of fans. Few talk about number of sales.

Getting fans is easy, but what kind do you want?

Facebook is all grown up and is more sophisticated than many think.

Some companies buy fans to deliver on the promise. Booooo

The Organic ApproachA truly organic approach to fan acquisition is reliant on solid strategy and planning, not contests, buying fans, etc. It’s called marketing and it’s no different than... say direct mail.

For example, would you buy a mailing list to your entire city or zip codes of your target demo?

Organic is highly targeted and focused on quality over quantity

The Value of Facebook FansThe value of a Facebook fan* is based on five leading contributors vs. non fans:(1)Product Spending: They spend more.

(2)Brand Loyalty - More likely to continue using a brand

(3)Propensity To Recommend

(4)Affinity with the Brand - Fans feel much more connected

(5)Earned Media Value - Likes and Shares are media

* Value of a Facebook Fan: Syncapse in association with hotspex

Understand the function of Facebook

It’s important to understand that Facebook is just another marketing tool with specific functions meant to compliment your other marketing efforts.

Branding - Delivery of consistent messaging reinforces your brand. Think FBA story clicks.

Special Occasions - Identify direct sales opportunities.

Sales Cycle - Develop relationships that produce customers over time.

Contests & Promotions: Know what you’re getting into

Contests and promotions should never be your primary driver of new fans. Instead, used only when strategic and

jewelry centric. There are basically two types.

• Voting Contest - High barrier to entry. Greatest potential for fraud.

• Sweepstakes - Low barrier to entry. Lower engagement.

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• The prize pig... will eat your contest alive

• Need to monitor entries and Facebook for inappropriate comments and remarks posted by others

• Vote exchanges

Contests & Promotions: Know what you’re getting into

Fan Acquisition & how you get them

Developing Custom Content

Bid on at JFC Auction

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Event Pic Posts

Facebook Advertising

What is Facebook Advertising

and how does it work?

• Two Types of FBA - Ads & Sponsored Stories

• Drives engagement to page and posts

• Supports branding, showcasing product & events

• Target based on location, age, status, etc.

• Only pay for click throughs, which are a fairly engaged consumer.

Facebook Case Study: Driving Holiday Sales through Social Media

The Situation: Driving Holiday Sales through Social Media

Our objectives:

1.Fan Acquisition

2.Highlight Price Pointed Products (under $500)

3.Drive Traffic to Gift Giving Ideas Catalog

4.Sales

The Solution: Driving Holiday Sales through Social Media

Components for success:

1.Facebook Advertising

2.12 Days of Christmas

3.Featured Products

4.Gift Giving Sweepstakes*

5.Gift Giving Ideas Catalog

6.Proven Sales

The Execution: Facebook Advertising

4,088 Clicks in 35 daysOnly .15 Per Click958 New Fans

The Execution: Featured Products

The Execution: 12 Days of Christmas

The Execution: Sweeps & Catalog

The Execution: Proven Sales “We had great success with the promotions we ran on Facebook over the holiday season. We saw incredible feedback which resulted in thousands of dollars in sales, that I know came directly from these Facebook efforts!” — Jenny Dortmans, Poag Jewellers

2 Pendants

25+ of Loving Family pendant

2 Bulova Clocks

Belle Etoile Pendant

8 LaFonn Rings

Thank You!

Want to know more? Visit us at:

fruchtman.com