Social clay: Facebook Marketing Experts - Services & Products 2013.01.01

Facebook Marketing ecosystem: Services & Products

Last updated 12th December 2012

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12th December 2012 2 Copyright Social clay 2012

About Social clay

Social clay is a Facebook Marketing agency. We help brands to retain existing customers and to recruit new ones by engaging the 30 million people on Facebook in the UK. Social clay was founded in 2007. It employs 10 staff, some of whom are full time, while specialists are brought in to work on niche client requests. We offer Facebook Marketing Services on a monthly subscription basis, allowing our clients to have access to an experienced team of Facebook Marketing professionals for a fraction of the cost of hiring additional in-house staff. At Social clay we provide nine great products that leverage the Facebook Marketing ecosystem from tabs to apps and F-commerce to engage 1 billion people globally. In 2011, we developed our unique Performance Measurement and Reporting system, Sub-Social™. Sub-Social™ measures actual value by tracking sales, leads and opportunities, in addition to measuring perceived value, such as Likes and Shares. Sub-Social™ allows clients to track their return on investment in near real time. Geoff Hughes, our CEO, has 15 years industry experience and a Masters in Economics. He is Treasurer of the Facebook Developer Garage London. In 2008 Geoff co-founded and launched the first Facebook Commerce store with 900,000 items for sale.

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Facebook Marketing Products and Services

In this section we look at Facebook Marketing Services. • Social clay’s retained Facebook Marketing services are

aimed at planning, measuring, reporting on and managing your Facebook Marketing Products.

• We sell our services in monthly packages to ensure consistency and results.

Later in this document we look at Facebook Marketing Products • 9 Social clay Products are offered in conjunction with our

Facebook Marketing Services to create your efficient Facebook ecosystem

• You can jump to the Products section.

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Facebook Marketing Services

Social clay offer several Facebook Marketing Services which we have grouped into financially efficient monthly packages.

The services provided in these packages are examined on the next slide.

Performance Measurement & Reporting + Facebook Marketing Surgery + Facebook Campaign Design OR Strategic Planning & Direction

Performance Measurement & Reporting + Facebook Marketing Surgery + Facebook Campaign Design + Strategic Planning & direction + Page Tab support

Performance Measurement & Reporting + Facebook Marketing Surgery

S1. Start-up package

S3. Enterprise package

S2. Business package

Social clay Facebook Marketing Services explained


• Social clay has created Sub-Social™, a one stop Performance Measurement & Reporting system.

• Sub-Social™ tracks and reports on your Facebook Marketing key performance indicators (KPIs).

• Data includes Likes, audience engagement, referral volumes from Facebook to your website, and Total Return on Investment.

• If you enable e-Commerce on your website the system can also be configured to track users as they become leads and paying customers across

your web properties.

• Sub-Social ™ is included in all packages offered by Social clay.

• Questions abound. We’ll answer them for you. Some we already know the answer to or can find out quickly while you wait on the phone. Others

require technical investigation.

• Crisis Management. Facebook will powerfully amplify your voice to the world. If things go wrong we will advise you on how best to deal with each

situation as it arises.

• We have access to best practice Facebook Marketing case studies.

• The ecosystem is always evolving - part of this time will be spent updating your Facebook strategic plan to keep you ahead of the competition.

• Let us research the strategic ideas that suit your overall brand strategy versus those of your competition.

• You will be provided with guidance on how your brand is performing.

Performance Measurement & Reporting

Facebook Marketing Surgery

Strategic Planning & Direction

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Timeline Setup and Facebook Orientation • Create your Facebook Timeline • Design 2 x Profile & 2 x Cover image • Add your staff as admin • £1,050


Facebook Marketing Services explained

Product Support • Page Tab support • Required per tab • 0.25 days per month

Personnel • Designer

£1,050 per day

• Measurement & KPI specialist £1,050 per day

• Once campaign ideas are born, they need flesh put on the bones.

• A Senior Designer will produce 2 Designs allowing you to visualise how your Campaign will look.

• Your Campaign Planner will work with you to mould each of your Social Media ideas so that each integrates with Facebook and achieves its goals in the most efficient way.

• We’ll keep you on the right side of Facebook’s strict terms.

• Campaign Planners have access to Director level Strategists, who, drawing from long experience can advise the very best approach.

Facebook Campaign Design

Add any of these bolt-on services to your package as required

Facebook Marketing Service Bolt-ons

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Facebook Marketing Products

In the previous section, we understood the need to choose a package of Facebook Marketing Services. If the services are the brains of the ecosystem, the products make up the body. We now examine nine Facebook Marketing Products that will retain your existing customers and recruit new ones. Together these Products and Services create your Facebook Marketing ecosystem and make it run efficiently. How many of these Products are required to meet your brief?

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Facebook Marketing Products – An overview These are the nine products of the Facebook Marketing ecosystem. There are two levels to the ecosystem, Core and Advanced.

These products are explained in the following slides.

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Facebook Marketing Products – Core The Core Products of the Facebook Marketing ecosystem are: C.1. Page tabs C.2. Timeline C.3. Performance, Measurement & Reporting C.4. Connect your website C.5. Grow your audience

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C.1. Page tabs


Facebook Marketing Products explained – Page tabs

Page tab

e.g. Special offer

Page tabs allow you to display your preferred content in a custom design on Facebook.

This is critical to establishing your identity and credibility with your audience.

The next slides show you two examples of this approach: I. The Cover page, targeted at all your visitors, and; II. The Fan-Only Special Offer tab, targeted at a specific subset or

demographic

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Your Cover Page on Facebook is the first impression of your brand that visitors to your Facebook ecosystem will see.

Social clay will design this page with your needs in mind. We engage the user’s attention, affirming to the visitor who you are and what you do.

Your primary call to action may be to ask the visitor to Like the Page, click through to your website, subscribe to your Newsletter or purchase your special offer.

Whatever your goal, retailers who build a Fan base on Facebook earn customer loyalty and with it, a recommendation to each visitor’s Facebook friends.

C.1 Page tabs I: Cover Page

Facebook Marketing Products explained – Page tabs I

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Social clay Facebook Marketing Products explained – Page tabs II


Your Special Offer tab offers a discounted price for one of your products or services in return for being a Fan of your brand.

To become a Fan, users will click Like at the top of the Special Offer tab. Only when users click Like is the offer validated.

When users click Like, a story is created in the Newsfeed.

Each Friend and Friend of Friend who sees this story is exposed to your brand and has the opportunity to click through to learn more.

C1. Page tabs II: Special Offer tab

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C.2. Timeline Content generation:

Your Timeline needs to be populated regularly with authentic content.

If you have the internal resource to do this for you, we will give your staff the training they need to meet and exceed the standards expected of them by the audience

If you prefer your content to be curated by us, this can be arranged.

If you do not have a Timeline, we will create one for you, preparing the page for scale, industry and with imagery.

For more information on our Timeline set-up and Facebook Orientation service, please see slide 6.


Facebook Marketing Products explained – Timeline

Timeline

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C.3. Performance Measurement & Reporting

Before reporting can begin using Sub-Social™, we will need to plug-in each of your Facebook properties into the Performance Measurement & Reporting system to begin collecting the data.

We connect the products in your Facebook Marketing ecosystem and stream data in a dynamic, confidential reporting dashboard.


Facebook Marketing Products explained – Performance Measurement & Reporting

Reporting

Engagement

Leads & Sales

Return on Investment

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C.4. Connect your website

We will connect your website to your Facebook Marketing ecosystem through the implementation of Facebook Like buttons.

Like buttons contribute to your Engagement KPI, aimed at retaining existing customers and recruiting new ones.

Each click on every Facebook Like button on your website creates a story in the Newsfeed.

How compelling the story is will decide whether the friends of your visitors who see your story engage with your content or not.

Social clay will ensure that your implementation maximises the comments and clicks on these stories.

We’ve yet to work for a client who hasn’t benefited from our quality assurance in this critical area.

Facebook Marketing Products explained – Connect your website

Connect your website

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C.5. Growing your audience

We will work with you to grow your audience.

The primary method of maintaining the engagement of your audience is advertising.

We also have alternative methods that can be used to promote growth, for example, you may have a large email database that we can assist you in converting into referrals, leads and sales.

Advertising (or its organic alternatives) provides the daily critical mass of views that you need to keep your stories at the top of the Newsfeed.

The stream of stories created in the Newsfeed is what causes the buzz around your brand.

Facebook Marketing Products explained – Growing your audience

Grow.

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Facebook Marketing Products - An overview The Advanced Facebook Marketing ecosystem contains: A.1 Permission apps A.2 Mobile and tablet apps A.3 Customer data A.4 F-commerce

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A.1. Permission apps

Once your Core Facebook Marketing ecosystem is in place, your brand will be ready to begin efficiently using the Advanced Facebook Marketing Products .

You will have access to far more user data. You will be able to collect email addresses and take payments inside Facebook.

Mechanisms made available to us by Facebook can turn a single campaign respondent into an entire group of new customers.

This is where your return on investment accelerates


Facebook Marketing Products explained – Permission apps

Permission apps

e.g. Competition

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A.2 Mobile and tablet apps

Facebook is accessed via mobile by more than 50% of users.

Social clay will ensure that your content is accessible and easy to engage with, whether the user is at the office, on a ski-lift or airplane mode.

Facebook Marketing Products explained – Mobile & tablet apps

Mobile +

tablet apps

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A.3. Customer data

Facebook Marketing Campaigns plus Permission apps adds up to large volumes of data. Ask us about handling, securing, scaling and extracting your data.

Facebook Marketing Products explained – Customer data

Customer data

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Facebook Marketing Products explained – F-commerce

Converting a high ratio of visits into sales is paramount to many of our clients. Taking payment inside Facebook reduces friction in your payment process and speeds up your sales cycle. Social clay enjoy nothing more than delivering beautiful and friction-free buying experiences inside Facebook.

A.4. F-commerce

F-Commerce

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Setting expectations

Facebook is full of young software developers called Hackers. The poster on the right features on the walls at Facebook offices worldwide. The culture is very simple: we’re connecting a billion people on a scale never seen before, so expect some downtime. At Social clay we know that this is not ideal for brands who expect uptime and impeccable service. All our resources are employed to bring our clients a low risk approach to this young platform - but we are occasionally limited by the Platform with which we work. You should expect to experience a Facebook bug in the ointment from time to time.

Social clay Budget – Price list


Facebook Marketing Services Detail Budget Duration / Delivery

S.1. Core service package See slides 5 and 6 2025 Monthly

S.2. Business Service Package See slides 5 to 7 3775 Monthly

S.3. Enterprise Service Package See slides 5 to 7 5525 Monthly

Timeline set-up (FREE with Enterprise service Package) 1050 2-3 days

Page tab support (FREE with Enterprise service Package) 175 per tab, pcm 2 hours

Facebook Marketing Products

C.1. Page Tab 3500 - 5500 5-15 days

C.2. Timeline content generation Half-day training / 1 week scheduled content POA -

C.3. Plug in to Performance Measurement and Reporting One-off instrumentation charge 1200 10 days

C.4. Connect your website 3500 and up 10 days

C.5. Grow your audience According to customer need 1200 and up -

A.1. Permission apps Custom application build POA 10 days +

A.2. Mobile and tablet apps Custom application build POA 10 days +

A.3. Customer data According to customer need POA -

A.4. F-commerce Custom application build POA 10 days +

All figures are net of UK VAT

Social clay Contact


Jazzmine Breary

Tel: +44 7449 488 635

e: [email protected]

Geoff Hughes

Tel: +44 7811 160 121

e: [email protected]

London, UK:

Social clay are based in the London borough of Hammersmith, next to Riverside Studios.

24 Chancellor’s Wharf London W6 9RT

Tel: +44 20 3397 3768

E: [email protected]

Online:

mailto:[email protected]?subject=Facebook%20Marketing%20ecosystem:%20Services%20&%20Products



http://facebook.com/socialclay

http://twitter.com/socialclay

Documents

Social clay: Facebook Marketing Experts - Services & Products 2013.01.01