beyond the basics: social media

I’ve got a Facebook page, now what?

Driving fans, engagement & sales through content

Jason Keith, Senior Public Relations Manager

Company Confidential Vistaprint © 2011

Facebook isn’t a rotisserie oven…You can’t just set it and forget it!


Why do Facebook “likers” matter?

Key takeaway: Once you

secure a Facebook fan, they’ll

likely remain a fan, but also

consume your content and

updates

• 78% of people who “like” brands on

Facebook like fewer than 10 brands.

• 58% of people like a brand because

they are a customer.

• 57% of people like a brand on

Facebook because they want

discounts and promotions.

• 42% of people like a brand to show

support.

• 77% of those who follow a brand on

Facebook read the post, news feeds

and offers posted by the brand.

• 76% of people have never unliked

a brand on Facebook.


Content is…

Social Media


Content is…

User generated content (like images)


Content is…

Company Confidential –

VistaPrint © 2008

Videos


Blogs

Content is…


And So Much More…

Content is…

Educational Materials


Content matters in the social space


VistaPrint © 2008

190 million

average

Tweets per day

occur on

Twitter

(May 2011)

45 million

people

view SlideSha

re presentatio

ns each

month.

YouTube

generates 92

billion page

views per

month

The average

US Internet

user watches

30 minutes of

video online

per day

There are

more than 5

billion photos

on Flickr

3.5 billion

pieces of

content share

d each week

on Facebook.

Key takeaway: Facebook is the 2nd most popular platform for content consumption


Content makes customers feel connected


VistaPrint © 2008

o

90% of consumers find custom

content useful

78% believe that organizations

providing custom content are interested in building good relationships

61% feel better about a company

that delivers custom content

and are more likely to buy from that

companySocial shopping

engagement rates are 30% higher

than other status updates

Over 35 million people have

shared a product on Facebook

Key takeaway: Customers are more likely to stay loyal to/buy from content

producing companies

Build, hear, engage and

cultivate your audience


How do I get followers?

1. Include your Facebook presence on all your

marketing materials

2. Actively provide thought provoking questions,

news stories or blog posts on your wall

3. Dedicate ad spend to push local ads and

sponsored stories to gain “likes”

4. Encourage your customers to find you on

Facebook through a dedicated email

campaign

5. Hold a contest with your customer base to

help you get to a certain number of fans. The

customer that is the goal number receives a

prize

6. Create a custom landing page that

encourages people to like (Pagemodo is a

great free service)

7. Incorporate the “Like” button onto your

existing website

Seven things you can do to build your following quickly


Customers want to talk to you

Key takeaway: Don’t let any comments

lag, make sure you’re showing customers

you appreciate them taking time to

comment on your wall

• Facebook can, but doesn’t have to

be, just a customer service

channel

• As you build your following,

answer any and all questions or

comments on your site

• Be appreciative of positive

feedback, and address negative

feedback

• Encourage existing customers to

leave messages on your wall

• Facebook should be checked

daily for updates, comments or

issues that may crop up

Source: 2011 Chadwick Martin Bailey Survey

If you’re not listening/responding to them, you should be


What if no one is talking on my wall?

Key takeaway: Engagement starts with

you – be creative, gain insight and give

customers what they need

• Talk to customers, but drive the

conversation

• Ask customers real questions that can

even give you insight into what they

want and how they think

• Utilize Facebook’s “polling” functionality

as a way to drive engagement

• Be personal and share information

about you and your business

• Don’t be afraid to share external content

and news stories your customers will

find useful

Spark the conversation by being creative

What are the benefits and

how can I measure it?


Facebook is a marketing channel

Key takeaway: You can build loyalty and market to customers with Facebook

• Facebook allows you to advertise

directly to fans of your business

• Targeted offers and deals can

promote exclusivity and

increase conversion

• Engaging with and talking to

customers increases loyalty and

keeps you on top of mind for

future purchases

• Unique or exclusive content

provides value beyond offers and

deals

• Happy customers are more likely

to refer business your way, via

Facebook or in person

Source: 2011 Chadwick Martin Bailey Survey


And a website property for search

Key takeaway: Use Facebook as another

web property that can be indexed for

search

• Facebook comes up in search

listings on branded searches

• More content/sharing means

more things for search spiders

to crawl and rank your page

• Facebook can quickly enter the

front page on searches for your

business

• While not “optimizable” for

search terms, it can outrank

your site due to activity

• Another avenue for prospective

customers to find out more

about you, see customer

feedback and potentially do

business with you


You can measure results on Facebook

• Track your like

count, reach of your

content, how many

friends your fans

have, and more

• Focus on building fan

count first, as well as

engagement

• As you build, reach and

people talking about you

should rise

• Gives you breakdown

post by post to see what

has been successful

• Test/tailor your updates

accordingly

Facebook Insights will help you drill down into your account

Key takeaway: test and measure your Facebook results

Questions?

beyond the basics: social media

Technology