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Jay Feitlinger's presentation at agencyside's "Back in the Black" account team training.
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Facebook Marketing
Jay Feitlinger
Back in the Black: April 28 – 29, 2011
Avoid these 3 common mistakes
• No Social Media Strategy– Tone / Consistency
– Not Investing Time
• Selling / Broadcasting– Provide fans relevant
and engaging content
• Breaking The Rules– Profile vs. Page
– Promotions
– Tagging
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Instead focus on these 3 areas
• Be a real person
• Share valuable and relevant information– Don’t use automated tools
• Listen to the community and respond
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Get Heard!
Create Awareness• Email
• Website
• Social Plugins
http://developers.facebook.com/docs/plugins/
Want to give away an iPad?
http://www.facebook.com/promotions_guidelines.php
Advertising on Facebook
1. Determine Campaign Goals
2. Create Ads
3. Set Facebook Targeting
4. Test Test Test
5. Measure Results
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1 - Decide on Goals
• Customer Feedback
• Brand Awareness?
• Driving traffic to external site?
• Driving traffic to a Facebook fan page?
• Fan Growth?• Quantity vs. Quality Debate
2 - Types Of Paid Ad Options
• Standard Ad
• Sponsored Ad
• Poll Ad
• Event Ad
• Sampling Ad
• Video Comment Ad
• Sponsored Story Ad
Facebook Ad Guidelines
Title (25 characters)
Links to Page on Facebook
Title should match the name of Page
Image or Video Thumbnail
(110 X 80 pixels)
Links to Page on Facebook
Body Copy
(135 characters)
Like
# people like [your brand]
Driving Traffic Off Facebook
3 - Targeting
• Geography• Search / Network• Mobile• TV• Keywords• Site Placement• Mobile• Gender• Age
• Geography• Language (over 70)• Workplace• Connection Targeting
• Page, Event or App• Education / Work• Degree• Likes and Interests• Relationship status• Age / Birthday• Gender
4 - Test Test Test
• Getting better results through experimentation
• Be sure to set a control ad to test all your changes against
• Make sure you only change one part of the ad (i.e. copy, targeting, etc.) at a time
• Run your test for at least a week to get reliable results
5 - Measure Results
• All Facebook Ad Stats as well as fan page:– Tab Views - where people are going– External referrers– Post Feedback– Monthly Active Users– Page Views
Learn from Others
Facebook Marketing Summary• Be authentic
– Develop Relationships– Be Yourself
• Create exciting content– Engage the fans– Don’t use automated tools– Leverage Facebook Wall Feed formula
• Target your message to the right audience– Cost per click not Cost per impression– Constant Testing
• Plan for conversion– Landing page will be representative of the information in your ad– Showcase what you're promoting
• Learn from your own data– Listen to your fans and prospective customers– Monitor Facebook Insights
• Learn from others– Websites such as All Facebook & Social Media Examiner– Examples such as Audi & Disney