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Facebook Marketing: Social Pages eBook

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Facebook Marketing: Social Pages eBook

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  • Meet Jay Baer Americas Hype-free social media strategistAs a leading social media consultant, Jay provides social mediastrategic planning and counsel to some of Americas largestcompanies through his consulting firm, Convince and Convert.Hes been a digital marketing consultant since 1994, and hasworked with 29 of the Fortune 500. Current and recent clientsinclude Sony, MetLife, Allstate, California Travel & TourismCommission, Billabong, and Caterpillar.As co-author of the highly-acclaimed book, The NOWRevolution: 7 Shifts to Make Your Company Faster, Smarter, andMore Social, popular blogger of www.convinceandconvert.compresently ranked as the #1 content marketing blog inthe world, the #3 social media blog in the world, and the#20 overall marketing resource in the worldand frequentkeynote speaker, Jay teaches business leaders and ownershow to harness the awesome power of social media withoutforgetting that social media is an ingredient in a successfulbusiness, not the whole entre. Hes frequently quoted bythe press about social media and its impact on business andcompanies, with recent appearances including USA Today,MSNBC, Fast Company Magazine, and Inc. Magazine.When Jay isnt giving speeches, writing blog posts, orconsulting, he enjoys a good tequila or red wine, a solidtheatrical performance, a great NFL game, and time withhis two children. Jay Baer - @jaybaer ExactTarget www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontieremails next frontier:by jay baerOverviewTheres no denying it: Facebook has had a profound impact oninteractive marketing. Regardless of your organizations size or In an ironic twist of fate, itindustry, youre viewing Facebook as an opportunity to expandmarket reach, grow your business, and reach new customers. turns out that email is socialBut one lingering question remainswill Facebook or the broadersocial media movement kill email? medias secret weapon.In short? No! Social media and email are not mutually exclusive. Fred Wilson co-founder of Union Square Ventures, anIn fact, social media accounts require customers to sign up with investor in Twitter and Foursquarean existing email address. And studies show that your fans onFacebook are already loyal customers and heavy purchasersnotjust casual shoppers or even prospective shoppers. The questionisnt Facebook OR email. Its how you combine Facebook WITHemail thats the true indicator of your interactive marketing success. Inside youll learn:So even if Facebook seems like uncharted territory, it doesnt have Part 1: Facebook and Email Customers:to be complex or complicated. Your existing email expertise will One and the Same?actually make it easier to build a successful Facebook marketingprogramwith full message and channel integration. From Fortune Part 2: How to Integrate Facebook and Email:500 companies and small local businesses to international retailersand travel organizationsthis complimentary eBook will show you 3 Quick Tips to Combine Operations and Measurementhow to take your tried and true email marketing know-how andapply it to conquer the next frontier of Facebook marketing. Part 3: How to Integrate Facebook and Email: 5 Quick Tips to Combine Channels and Audiences Part 4: How to Integrate Facebook and Email: 4 Quick Tips to Integrate Messaging and Content ExactTarget 3 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 1Part 1 Facebook and Email Customers:one and the same?Data shows that we like what we already likemeaning the people 84%who like your brand on Facebook are already your loyal customers.In fact, a study from highly-ranked worldwide advertising agencyDDB in 2011 found that 84% of Facebook fans are current or formercustomers of the companies they like.These fans tend to be loyal to your brand and may be more thanhappy to shout out their support on Facebook. On occasion, fans of Facebook fansinteract with business page status updatesgiving a digital headsup to their friends. These friendly nods to your brand might result innew awareness to a broader audience. But its rare for your fans to are current oractually take that action. According to a study from market researchfirm Ehrenberg-Bass Institute, on average, 1.3% of your fans will former customers.actually interact with your business on Facebookmeaning that forthe most part, youre preaching to the already converted. source: 2011 Study from Worldwide Advertising Agency DDBSmall businesses and enterprises alike can leverage Facebook fansto grow email listsand vice versa. Engaging your already-convertedcustomers on Facebook creates a powerful conversion opportunity.bottom line:Facebook is an opt-in tool to keep your brand top-of-mind amongpeople who have raised their hand and asked to be marketed to. Sois email. Essentially, Facebook is emails hip, young cousinonemodern and cool, the other the original. But the original still providesa very effective means of reaching loyal customers. Another helpfulanalogy? Think of email as Madonna, and Facebook as Lady Gaga. ExactTarget 4 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 2Part 2 How to Integrate Facebook and Email:3 quick tips to combine Operations and MeasurementWhen you evaluate Facebook and email side-by-side through the lens 3. Timing of Content/Newness Theres an ocean of contentof operations and measurement, the similarities become even more being published on Facebook every minute. How recently astartling. For example, take what youve learned from email and map particular piece of content was published impacts whetherit to your Facebook metrics. If your emails and Facebook messages or not its shown to a user. Its like the atomic half-life youarent relevant, your content may never reach your fans and email learned about in high school chemistryeven if a particularsubscribers. Just like spam filters, Facebook uses an algorithm to piece of Facebook content is disproportionately successfuldetermine what users see in their Facebook News Feed. (Though (as determined by interaction rate and viral spread), it willnot a Facebook term, the industry refers to this as EdgeRank, which is eventually fade away and disappear.how well address it throughout this report.) Users couldnt possibly see It really boils down to showing people more of the content theyeverything from every friend or brand at once. So in theory, this algorithm want and less of what they dont wantcreating a better usergives users more of what they want and less of what they dont. experience. With recent Facebook Timeline changes, Facebook isThe three factors that determine whether (and how often) you see telling you to act like individual users to gain visibility. Just like withcontent on Facebook from a friend or company include: email, Facebook requires compelling, relevant, and timely content to successfully reach your customers. 1. Affinity How often does a user interact with content published by another user or a brand? Facebook assumes that if they frequently interact with a brands content, a user must be engaged. Thus, if a fan interacts with your content today, he or she is more likely to see your content tomorrow. A Facebook fans greatest value to marketers lies in his or her ability to spread messages 2. Weight of Behavior A like or thumbs up on Facebook indicates a moderate level of interest, where consistent to friends and contacts. If you empower your commenting or sharing of your content infers a deeper level of engagement with them. Think about ittyping something Facebook fans to spread your brands message, requires more action than clicking on an icon. youll acquire new audiences and increase ROI. A share is obvious that the user likes the content, says Subscribers, Fans, and Followers #6: The Collaborative Future Jeff Widman, Co-Founder of advanced Facebook statistics company PageLever. And, EdgeRank weighs it well. ExactTarget 5 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 2How can you improve your EdgeRank? SimplyMeasured and PageLever can also provide more advancedImprove your Relevancy! statistics than Facebook offers to page administrators.In order to keep a brand in front of Facebook fans, you must Although the names are different, the metrics determining success foridentify whats relevant to your audience. Here are a few ways both Facebook and email are strikingly similar.to identify what content engages your fans: Test. Test. Test. Just like in email, post regularly on Facebook to determine what content resonates with your fan base. Different Name, Same Game Ensure you post fresh content daily. Test status updates based on content, time-of-day, word count, photos, and text. Experiment with the variables and track results. Post Content That Solicits Reaction. Brands that ask questions and encourage feedback can jumpstart banter, Email subscribes Facebook likes interaction, and conversation. These posts will ensure your content shows up in your fans News Feeds. Simple or fans fill-in-the-blank posts can also be incredibly effective Email unsubscribes Facebook unlikes on Facebook. Email clicks Facebook Engaged Ask for Interaction. It can be effective to ask your fans to Users and PTAT* like a piece of content, which helps with EdgeRank. But remember: you cant require a like to enter a contest, as Email opens Facebook Reach its a violation of Facebooks promotional regulations. Email open rate Facebook Reach divided by total fansHow do I know if I improved myrelevancy and EdgeRank? Email forwards Facebook sharesThe People Talking About This metric on your Facebook page is a * Facebook metric known as People Talking About Thisgood gauge for your interaction rate and EdgeRank. Services like ExactTarget 6 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 2How do you measure the impact ofintegrating Facebook and Email? Nearly 40% of consumers likeIts great to have a long list of subscribers, but most email marketersput more weight on open rates and click-through metrics than the sheersize of an email list. ExactTargets Subscribers, Fans, and Followersresearch confirms that, on average, about 25% of subscribers willopen your emails and far fewer will actually click through. companies to show brand affiliationsThese metrics parallel with Facebooks Engaged Users andPeople Talking About This. For example, if you have 1,000 fans,Facebook estimates that on average, no more than 16% of your fanswill actually see your content. Thats 160 fans viewing your content,or a Facebook open rate of 16%. And, even fewer will actually to friends. And 90% of people trust themake a gesture or take an action to trigger notifications to show yourcontent on their friends Facebook stream. Thats not because yourcontent isnt valuable. Its due to the immense volume of content recommendationsthats appearing in users News Feeds.Defining the true measure of a FacebookFans worthTheres a lot of chatter about what a Facebook fan is worth, and of their Facebooktheres literally a half-dozen research studies that peg that value of a fanat $5, $23, $45, $121, etc. The reality is that the value of a Facebookfan is wholly dependent upon your business and your fans. Theres friends.no standard for Facebook fan valueanymore so than theres a Subscribers, Fans, and Followers: 2010 Executive Summarystandard for the value of an email subscriber. However, if you have anactive email program, you can estimate the value of your Facebookactivities by using your email expenditures as a benchmark. ExactTarget 7 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 2Your Email Expenses Can Define YourFacebook Value Facebook isnt being used to its 1.Determine your TRUE cost per email sent (labor, technology, etc.) fullest potential if youre focused on 2.Multiply by your Unique Clicks to get your Cost Per increasing fans and up-selling and Unique Email Click. cross-selling to them. Instead, you 3. Find your Total Facebook Engaged Users. 4. Multiply that number by Cost Per Unique Email Click = need to figure out how to mobilize Value Per Engaged User on Facebook. the fan base you already have so they can share your powerfulExample: message across the entire internet $.02 per email (fully loaded) Subscribers, Fans, and Followers #6: The Collaborative Future X 10% unique click rate = $.20 cost per click Bottom Line: X 86,151 Facebook Engaged Users For both email and Facebook, relevancy drives engagement and engagement drives results. If your messages arent generating anyMonthly = $17,230 in Facebook value engagement or user-generated activities (opens, clicks, likes, comments, shares) your messages may not even be seen! Your Facebook page should never be a website replacement or act as aIf this conjures up dark memories of your high school Algebra class, corporate microsite. Facebook wants you to act like individual usersjust use this free worksheet, compliments of Convince & Convert. by publishing interesting, chatter-worthy content at regular intervals. ExactTarget 8 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 3Part 3 How to Integrate Facebook and Email:5 Quick Tips to Combine Channels and AudiencesWeve already mentioned the overlap in your Facebook and email arent either. Those subscribers may not particularly care aboutaudiences. But opportunities also exist for you to leverage one social promotions and engagement opportunitiesso skip thechannel to grow the audience of the otherand vice versa. Its likely social lingo with this segment.that youll uncover more deeply-engaged customers by capturing Examine which subscribers use your social sharing icons.your audience across both channels. The following suggestions areFIVE quick ways to successfully integrate Facebook and email. Create a new, segmented list of this audiencethe known socially-active group.1. Create Socially-Active Emails Consider sending this group special offers and promotionsJust 25% of fast-growing retailers include social sharing options that are disproportionately tied to Facebook and otherwithin email according to an upcoming Subscribers, Fans, and social media opportunities. After all, theyve demonstratedFollowers report, The 2012 Channel Preference Survey. The same through their click behavior that social is relevant to them.report found that 73% of fast-growing retailers do at least includesocial media icons within their email. Luckily, ExactTarget makessocially-active emails easy by offering a Share With Your Network(SWYN) button to embed in your emails. If you have loyal, activesubscribers, give them the opportunity to share your content onFacebook (and other social networks). Industry best practices callfor multiple buttons in your emails, however, as subscribers aremore likely to share a particular component of the email (product,offer, news item) than they are the entire email. For example, a travelcompany could tout bargain airfares through socially-active emailsubscribers to their fellow traveler friends on Facebook.2. Create a Socially-Active Email SegmentIdentify your socially-active subscribers, and segment your list.Keep in mind 46% of Americans, 12 years and older, are not on Social sharing options in your emails give your loyal, active subscribersFacebookso a similar portion of your email subscribers probably the opportunity to share your content across other channels. ExactTarget 9 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 33. Email Opt-Ins on FacebookUse one of your Facebook Tabs (now knownas Applications) as an email opt-in opportunity.Presumably, a high number of customers on youremail list overlap with your Facebook page fans.But, plenty of opportunities exist to grow your list.How? Capture your customers email addressesthrough Facebook. NOTE: Keep in mind that most brands will never have as big of an audience on Facebook than at the point of initial like.If youre accruing likes via your website oremails (the point of initial like) youll almostalways have a larger audience there than youllhave on your Facebook page. While Facebookhas 850 million members, your Facebook page Facebook Tabs (designed with ExactTarget SocialPages) make it easy to captureprobably doesnt. Even among the fans you do more subscribers by taking fans to a separate page of content to highlight new content,have, just a small sub-set of them will see your promotions, and upcoming events. ExactTarget 10 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 3 What channels do marketers integrate with email? Website 86%status updates and other missives, due to EdgeRank. Social media 78% The initial like is where you want to push for cross- Events 50% channel integration and email opt-in. Once they pass that Blogs 45% threshold, participation drops dramatically. Direct mail 33% Print/Catalog 30% Providing incentives for email opt-in via Facebook just SEO/PPC 25% makes good sense. You can control the cadence and Public relations 25% visibility of the email conversation far more than the Mobile 13% Facebook conversation. In-store advertising 9% Teleprospecting 9% Test free content or special offers by putting it behind a fan SMS 7% gate application paired with an email sign-up. Broadcast (e.g., TV, radio) 6% Outdoor advertising 6%4. Promote Facebook in Email Source: 2011 MarketingSherpa Email Marketing Benchmark SurveyConfirmations Methodology: Fielded July 2011, N=2,735When a customer signs up for your email list, promote your Facebookpage! They already said yes to something that required input oftheir personal information. Why wouldnt they want to click one more An opportunity exists to uncover more deeply-engaged customers bybutton to like you on Facebook (provided theyre on Facebook)? capturing your audience across email and Facebook.Triggered emails also present a prime opportunity to encourageFacebook likes. Consider this: A recent study reported by OurSocialTimes.com found that the click-through rate of shared email messages on5. Promote Facebook in Email Facebook is nearly double the click-through rate of traditionalUnsubscribes email. The social nod from your customers to their friends posesYes, were serious. Just because you lost them as an email subscriber an appealing recommendation. Regardless of whether youre adoesnt mean you cant capture them as a fan! Youre just giving these retailer, travel company, small business, or large enterprise, yousubscribers an option to communicate via a different channel. Whats can gain by giving your subscribers the opportunity to share yourthe harm in asking? content with friends. ExactTarget 11 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 4Part 4 Combining Facebook and Email:4 Quick Tips to Integrate Messaging and ContentWhen it comes to Facebook and email goals, are they really all that Time Testingdifferent? With both channels, youre striving to keep your business Data you gather from email testing can easily be applied totop-of-mind among people who are already aware of your brand. Facebook. Taking what already works for your email schedulingYoure then hoping to encourage repeat business and word-of-mouth can provide a well-educated guess as to what will work for yourreferrals. And as mentioned previously, providing interesting, relevant, fan page content.and compelling content is the key to increasing ROI in both channels.Youve already been down the road of creative content creationnow Use email send time of day testing to optimize Facebookyou just have to apply the same concepts that youve discovered in status update schedule. Dont forget to test during nights!email marketing as you venture into effective Facebook messaging. Use email send day of week testing to optimize Facebook status update schedule. Dont forget to test on weekends!Brands can never begin at the top Headline Testingof the relevancy curve. Its only Research has shown that Facebook users respond best to quick,through diligent cultivation of the snackable updatesmessages fewer than 60 characters. Short questions (even fill-in-the-blank) often prove to be successful. Ifunsiloed framework that they earn the youre already testing email subject lines (and you should be),opportunity to arrive there instead. implement winning principles in your Facebook status updates and/or Facebook ads.Unsiloed interactive marketing, exacttarget Use email subject line testing to optimize Facebook ad headlines. Test Facebook ad headlines and use top performers as email subject lines. Consider ABCD subject line testing (if your list is big enough).1. TESTING. 1-2-3. TESTING. Segment your subscribers and test three to four differentFortunately, with the integration of Facebook and email, you get to subject lines. Then, identify the most successful headline andtake an intentional approach to testing by taking whats worked in apply similar ABCD testing with Facebook ads.one channel and implementing it in the other. ExactTarget 12 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 4Image TestingImages have a sizable impact on click-through rates for Facebookmarketplace ads and status updates. People are more apt toshare photos and videos, and Facebook has recently increasedthe size and resolution of image thumbnails shown on the Wall. Test multiple images within your emails, and/or mine your click-through data on a per image basis to determine popular content. Use these popular images in Facebook status updates and ads. If you post an image (or video) to your Facebook page that generates engagement rates much higher than your norm, consider incorporating that image into your next email campaign. Drive Facebook engagement by posting several images to your page and asking fans which they prefer. Have them vote by clicking the like button. Use the image with the most votes in your next email.2. Use fan posts as email contentWhat your fans are saying on your Facebook Timeline can beintegrated into your emails and other social channels. Invite your Repurposing social content from fans and followers in your emailssubscribers to join the Facebook conversation by placing Facebook allows customers to do the talking for you, highlighting engagementuser content and links in your emails. and brand loyalty. ExactTarget 13 www.ExactTarget.com
  • Facebook Marketing: Emails Next Frontier Part 43. Promote Email, Catalogs, andNewsletters on FacebookMost of your Facebook fans are already customers. Presumably,they want to know when your new email is going to be launched, orwhen your new catalog is ready. Tease an upcoming email on your Timeline. Promote your new catalog on your Timeline. Be sure to link to your email subscription app, in case your Facebook fans arent already getting your emails.4. Real-Time IntegrationReacting quickly to something thats gaining traction on Facebook ExactTarget implemented cross-channel and messagecan keep your EdgeRank momentum rollingdramatically integrationacross email and Facebookby promoting its mostincreasing the number of fans that see your content. recent Subscribers, Fans and Followers report on its Facebook Timeline. In order to obtain the full SFF report, users must If you post a piece of content to Facebook that becomes subscribe via emailintegration opportunity seized! extremely viral, consider sending a quick email to your list (or at least your socially-active segment), to make them aware of it. One email marketing company reported to OurSocialTimes.com that statistics based on its client-base of small businesses that This will generate even more engagement, boosting EdgeRank use both social media and email marketing saw a 14.43% jump and increasing visibility. in subscribers, while those utilizing email only saw only an 8.96% Note that because of the time decay or atomic half-life growth in just over one years time. Harnessing all customer data principle of Facebook, the email needs to be sent the same gathered from all channelsinto one spot can be a challenge. day the content was published on Facebook. So, you need to Retailers, for example, gather POS, online, email, and social data. coordinate your efforts on both platforms. Its become increasingly vital to pull customer data together to create more cohesive messagingacross all channels. ExactTarget 14 www.ExactTarget.com
  • Facebook Marketing: Emails Next FrontierIn Closing: Final RecommendationIf the strategy is similar, the outcomes are similar, and themeasurements are similarshouldnt the Facebook team andemail team in your company be the same?Its imperative that you focus on the similarities of Facebook and emailas opposed to their differencesbecause as this eBook confirms,they have more in common than perhaps once thought. So instead ofcontinuing to silo your email and social marketing teams, invite themto share a seat around the same table. At the end of the day, yourcustomers who like you on Facebook and subscribe to your emailsdont care that your company has segregated these teams. Its yourjob to deliver cohesive messages across all channelseven if yourdepartments remain siloed on paper.Even if your social and email marketing teams are comprised ofdifferent subject matter experts, they at least routinely work together,tapping into the expertise you currently employ to execute yoursuccessful email marketing campaigns. In short, the knowledgeyouve gathered and apply to email marketing should be the sameknowledge you apply to Facebook marketing. Its not re-inventingthe wheelits leveraging it as you blaze the next frontier of trulyintegrated cross-channel marketing. ExactTarget 15 www.ExactTarget.com