Presented by Miko David | IE Marketing Club

Welcome from the IE Marketing Club & the IE Entrepreneurship Club

IEMarketingClub groups/IE-Marketing-Club-3131398 groups/IEentrepreneurship

Introduction

Miko David IE Business School, IMBA April 2013 jdavid.imba2014@student.ie.edu

Introduction

Introduction

Key Objectives
1. 2. 3. 4. 5. Understanding of Social Media Strategy Maximize tools available on FB Brand Pages Utilize Facebook Insights Create targeted campaigns Integrate Applications

Facebook Statistics

Key Statistics from Facebook

874 million monthly active users who used Facebook mobile products as of September 30, 2013. 727 million daily active users on average in September 2013. Approximately 80% of our daily active users are outside the U.S. and Canada. 1.19 billion monthly active users as of September 30, 2013.
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Source: http://newsroom.fb.com/Key-Facts

Facebook has the most active users

Source: http://wearesocial.net/blog/2014/01/so cial-digital-mobile-worldwide-2014/

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Sources for Statistics and Information

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WARC.com: Useful source for Case Studies & Reports

IE Trial Account
URL: Warc.com Login: belen.real@ie.edu Password: w77492

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Social Media Strategy

Common Facebook Strategies

Start a Facebook Page

Get Fans

Promote my Products

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We need to be clear about our objectives

Business Objectives

Brand Objectives

Social Media Objectives

Competitive Analysis

Strategy

Tactical Campaigns

Key Performance Metrics

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Defining your strategy is key

Key Steps Business Objectives
Brand Objectives Social Media Objectives Competitive Analysis Strategy Tactical Campaigns Key Performance Metrics

Examples (for Facebook) Increase tenancy lease agreements by 8% Increase revenues by 12%
Generate top-of-mind awareness or brand recall Establish brand image / DNA Generate buzz / word of mouth (WOM) Social media presence / content / activities Generate positive perception through style Leverage on community to produce content Selected content / Photo contest / Office Surprise # fans / Talking About This / Reach / Comments / Likes / Shares / Application Page Views / Outbound Links
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Case Study: Ascendas Land

Primary business: Leasing Office Space Facebook Fans: 1,500 Target Fan Number: 3,000
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Content Development

Facebook is FREE but it requires

TIME. EFFORT.

MANPOWER.
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Planning Content for your Facebook Page

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General Rules of Engagement

My Point of View Content must be approachable, in a non-brand speak way Content encourages engagement with participation Soft-sell of products / services 40:40:20 Rule Nothing about the brand Something about the brand Only about the brand
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1. 2. 3. 4. 5.

Keep it simple Establish a consistent tone of voice Be timely and relevant Pace yourself Empower fans to become advocates

Why Plan Content?

Of fans receive your posts on their Newsfeed

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EdgeRank Algorithm

=
Ranking

ue we de
x x
Affinity
The score between the viewing user and the edge creator.

Weight
The weight for this edge type (Comment, Like, etc.).

Time Decay
The decay factor based on how long ago the edge was created.

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Sample Content Calendar

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Customer Response Policy

Customer Response Policy

Positive
Do you want to respond? Assess the message

Negative
Evaluate the purpose

Take reasonable action to fix issue and let customer know action taken

Yes
Does customer need/deserve more info?

No

Yes Yes No
Gently correct the facts

Yes
No Response Can you add value?

Unhappy Customer?

Are the facts correct?

No No
Dedicated Complainer?

No Yes
Are the facts correct? Explain what is being done to correct the issue.

Yes

No
Respond in kind & share Thank the person Comedian Want-to-Be?

Yes
Is the problem being fixed?

Yes
Let post stand and monitor.

This framework was built using the USAF Blog Triage.

Yes

No
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Setting Up a Brand Page

Setting Up a Brand Page

https://www.facebook.com/pages/create/
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Setting Up a Brand Page

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Setting Up a Brand Page

Ads Manager
Notifications Getting Started:
https://www.faceb ook.com/help/194 555227342272

New Likes

Facebook Insights

Messages

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Managing your Page

Managing your Page Scheduling / Targeting

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Managing your Page Scheduling / Targeting

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Managing your Page Offers / Events / Milestones

You need at least 50 Likes on your page to create an offer.

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Facebook Ads

Facebook Ads Example IDO Wedding

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Facebook Ads Boost Post

Selecting Boost Post will lead you to this Pop-Up. While it is able to create a huge reach, it may be better to apply more specific targeting to capture the right audiences.

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Facebook Ads Setting up an Ad Campaign

To create an Ad, go to the top portion of your Admin Panel and select Build Audience. From the drop down menu, select Promote Page.

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Facebook Ads Advanced Options

Facebook will lead you to a generic setting for promoting your Page. Click on the Settings Icon on the lower left hand corner to access the more advanced options.
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Facebook Ads - Objectives

Objectives Clicks to Website Website Conversions Description Get people to visit your website. Promote specific conversions for your website. You'll need a conversion pixel for your website before you can create this ad.

Page Post Engagement

Page Likes App Installs App Engagement

Promote your Page posts.

Get Page likes to grow your audience and build your brand. Get people to install your mobile or desktop app. Get people to use your desktop app.

Offer Claims
Event Responses

Create offers for people to redeem in your store.

Increase attendance at your event.
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Facebook Ads Setting up your Ad Campaign

You can use up to 6 images to create variations of your ads at no extra cost. Recommended image size for News Feed: 600 pixels x 225 pixels.

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Facebook Ads Setting up your Ad Campaign

Type your Headline and your Text for your ad. The characters are limited for each field: Headline: 25 characters Text: 90 characters. You can also indicate which part of your FB page people will land to after they click your ad.
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Facebook Ads Ad Types

Desktop News Feed

Right Column

Mobile News Feed

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Facebook Ads Audience Targeting

You can target people based on the following criteria:

1. Location 2. Age 3. Gender 4. Interests 5. Connections 6. Relationship Status 7. Languages 8. Education 9. Workplaces 10. Categories

As you become more specific with your target audience, the more narrow / specific your audience becomes.

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Facebook Ads Campaign / Bidding & Pricing

You can indicate whether you want to allocate a Per day budget, or a Lifetime budget. You can bid for Page Likes, Clicks or Impressions. It all depends on the objective of your campaign.

For CPM & CPC bids, you can assign the amount you want to bid for.

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Facebook Insights

Facebook Insights

Facebook Insights provides you data on your Fans, the people who reach and information about the people who interact / engage with your page.

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Facebook Insights

You can always export data collected from Facebook into Excel or CSV format. You can also indicate the time period and the level of data you want to collect.
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Adding Applications

Adding Applications

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Adding Applications

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Adding Applications

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Woobox Promotional Apps (Paid service)

To integrate any contest or campaign to your Facebook Page, select any of the options above. These options will need a premium / pro account.
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Woobox Promotional Apps (Paid service)

Simply fill out the details of your campaign and Woobox will do the rest! No programming required!

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Woobox Static Tabs (Free Service)

Woobox has a free service where you can integrate your Pinterest, Twitter, Instagram and YouTube profiles with Facebook. Simply click on any of the icons above to start.

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Woobox Static Tabs (Free Service)

The process is fairly simple. Just type in your profiles details and Woobox will integrate it instantly.

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Woobox Static Tabs (Free Service)

Selecting the HTML Fan gate Tab, on the other hand, provides you additional features. Here, you can place a URL (through an iFrame window), create a URL Redirect, upload an Image (and embed it with a link) or paste your own HTML Code.
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Woobox Static Tabs (Free Service)

By being able to paste your own HTML code on Woobox, you will be able to allow users to interact more on your Facebook page. You can create an e-store on Facebook, get users to sign-up for your mailing list, etc.
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Woobox Static Tabs (Free Service)

To remove Apps from the tab, simply click on the arrow on the right side. From there, place your cursor on the upper right hand corner of the tab icon. A pencil icon will appear. Select Remove from Favorites.
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Thank You!

Presented by Miko David | IE Marketing Club