Facebook Is it worth it?

Here we go…

1. Attention and trust

2. Word of mouth

3. Facebook strategies and tactics

4. Your questions!

2017Photo? Stats?

Trust

Credibility

Influence

Recommended reading

Word of Mouth1. WOM: sharing something

interesting and valuable

2. WOMM: Business action that earns a recommendation

In short, be remarkable.

WOMM: what’s it worth?

• Drives average 13% sales • Amplifies paid media by 15%• Impacts immediately• Offline produces 2/3 impact; online

1/3• Valued at 5+ paid impressions• MAKES YOU BETTER!

WOMM readiness

1. Listen

2. Be affected by what you hear

3. Respond to what has affected

you

4. Engage, equip and empower

WOM triggersHow can you help people be awesome?

• Help me help others

• Let me associate my name with yours

• Give me something I can give away

Fulfill my need to belong

WOMM activationsAdvocates and Ambassadors

“Influencers”

millennials

You know this stuff, right?• Multi-platform network

with Groups and Pages• Apps including

Messenger and Instagram

• Advertising using behavioral targeting and an Audience Network

“Now, witness the fire power…”

1.66 billion mobile users, including about 80 percent of US adults who spend an average 6 hours/week on the platform

“Kids don’t use Facebook”

“Not relevant to our market”

Facebook: 48 clicks at $1.31 per click

LinkedIn: 17 clicks at $5.50 per click

Obstacles!

Do you have?1. Products/services that deliver2. Excellent customer service3. Culture and capacity4. Budget for advertising5. A website that converts leads

“What about Iowa?”

Strategy matters

You’re paying for attention!

What are you going to do with it?

Strategy matters• You’re paying for attention!– Survey data– Organic reach (volume problem, sovle

with ranking)– Reach via employees, customers and

partners!

What’s working now

Do customers need help making a purchase?

Do customers want to share their purchase?

Can you generate a return on paid reach?

About those ads…1. Conversion happens outside

Facebook2. Your data makes a difference3. It’s DIY-simple now

Measurement!

1. Online metrics =/= ad effectiveness

2. Indirect measures matter

3. Direct measures matter more

Megabus.com

Calvin Community

1. People most want to connect with peers

2. Give people reasons and they’ll tell a

story

3. Facebook can help get this done

Summary

Facebook: Yes, it’s probably worth it(and Instagram, too)