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Facebook Makeover in Four Steps
Presented by: Bill ParkesTwitter: @billparkesSMX West 2010
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Just Starting Out
Lady Gaga Marilyn Manson
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Facebook Makeover in Four Steps
1. Create a plan
2. Develop your look
3. Personalize your presence
4. Work it!
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Step 1: Create a Plan
Goals and objectives
PrioritiesResourcing
Your “hook”Measures
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Prioritize Where You Focus
Goal Example Strategies• Build awareness • Hypertargeting campaigns
• Promotions• Contests
• Aid consideration • Encourage and promote customer-generated content
FamiliarityFamiliarity
Active ConsiderationActive Consideration
Late-Stage ConsiderationLate-Stage Consideration
• Support purchase • Social shoppingPurchasePurchase
Late-Stage ConsiderationLate-Stage Consideration
• Reengage • Rewards programs
• Empower • Incentivize participation
LoyaltyLoyalty
AdvocacyAdvocacy
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What’s Your Hook?
Gifting
CouponsContests
PromotionsVIP/ exclusive content
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Step 2: Develop Your Look
Brand expression
PersonalityImagery
Competitive landscape
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Express Your Brand
LivelyLively, inclusiveand funUse of brandbrand standards
Promote cause marketingmarketing
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Step 3: Personalize Your Presence
Secure your username!
Control first impressionCustom tabs
Extend use of profile picture
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Personalization
Cl fi tClear first impression
Clear expectations
Tab customization
Profile picture customizationcustomization
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Step 4: Work It!
Balance participation vs. broadcast
Leverage existing content and programsListen to your fans
Cross-promoteAdd value!
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Program Extensions
Extend offline experienceUser-generated content
Facebook connectco ect
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Add Value!
Balance added-value, promotionsLocal event promotion
Unique content
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How Did They Do?
Lady Gaga Marilyn Manson
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Success
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Thanks!
For more tips and ideas:• www.facebook.com/nfusion• Twitter: @billparkes
