Facebook Grows Up, Learns to Sell

H o w t o s e t u p Fa c e b o o k f o r o r g a n i c a n d p a i d s u c c e s s .

Dustin Cederholm

Digital Marketing Director, Fluid

Jana Francis

Founder & President, Steals.com

Phil Case

Managing Director/Partner, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

@Dustin Cederholm @GetFluid @jana_steals

Jana is the Founder of the Daily Deal website Steals.com. She was recently named by Inc Magazine as a top 25 Snapchat Influencer doing it right, was a speaker at the recent Periscope Summit, and garners tens of thousands of views on Facebook Live. Jana is known for using social media, particularly Facebook, to create genuine relationships with her fans.

@getfluid

#FluidWebinarSeries

@jana_steals

A Brief History of Facebook

5

Facebook in the Beginning…

February 4, 2004

Image source: http://www.theverge.com/2012/5/18/3028478/facebook-story-best-writing-from-inception-to-ipo

6

Facebook in the Beginning…

• Feb. 4, 2004 – Launch of Facebook

• 2007 - Launch iPhone app

• 2009 – Announce it has turned cash flow positive for the first time

• 2010 – Add “Like” button

• 2011 – Launch iPad app

• 2011 - Introduce modern timeline

7

Facebook Post-IPO

• May 18, 2012 – Facebook goes public

• 2012 – Launch Facebook Exchange (FBX)

• 2012 – Acquire Instagram ($1 billion)

• 2012 – Hit 1 billion users

• 2014 – 10 year anniversary

• 2014 – Announce anonymous login

• January 20, 2015 – Facebook to show less hoaxes

• 2015 – Launches Instant Articles for Publishers and support of GIFs

8

Facebook Today…

• Jan. 28, 2016 – Facebook Live released to general public

• Feb. 2, 2016 – Release Canva ad format. Later release 360 videos

• Feb 24, 2016 – Release Facebook Reactions

• April 21, 2016 – New feed released to account for how long people actually view/interact w/ posts

• 2016 – Announce shut down of Facebook exchange (FBX)

The Good, the Bad, the Ugly

10

Pros of Using Facebook

• 1.23 billion monthly active users

• Easy to use

• Brand exposure and reputation management

• Refined targeting capabilities

• Budget friendly

• Reach customers on/off platform through custom audience advertising and social retargeting

Image source: http://www.121creative.com.au/blog-ideas-that-inspire/tips/facebook-advertising-pros-and-consd

11

Cons of Using Facebook

• Facebook controlled exposure

• Facebook exposure for revenue

• Demographic exodus

• Banner blindness/lack of conversion

• Brand exposure and reputation management

• Ad platform UI issues and time-outs

• Lack of “social” content or poor relationship building

Image source: http://www.121creative.com.au/blog-ideas-that-inspire/tips/facebook-advertising-pros-and-consd

How to sell using Facebook

F r o m o r g a n i c t o p a i d , a n d e v e r y t h i n g i n b e t w e e n

13

Facebook Organic Advertising

14

Facebook Organic Advertising

• Post consistently

• Be creative

• Build a relationship

• Engage with your audience

• Optimize for best days, best time of day

• Don’t talk all about you, but don’t forget to talk about yourself

15

Facebook Paid Advertising

16

Facebook Paid Advertising

• Segment for your audience and target to them

• Always create more than 1 ad to A, B, C test

• Use a good mix of all ad formats

• Be creative

• Setup conversions to track success; web forms or sales

• Monitor ad reports to find best demographics and day/time to deliver ads

17

Some of our favorite post/ad formats

• Carrousel ads• Canva ads• Facebook Live• 360 videos

Image source: 1 - https://facebookmarketingpartners.com/partner-news/video-creative-in-the-carousel-format/; 2- http://www.likeable.com/blog/2016/1/10-things-to-know-about-facebook-canvas-ads ;3 - http://www.idownloadblog.com/2016/06/09/facebook-panoramic-photos/

18

B2B Facebook Strategy

1. Optimize for SEO

2. Post corporate information limitedly

3. Post corporate happening more often and make your brand human

4. Use targeted ads to drive qualified leads

5. Use Facebook retargeting to continue conversation with visitors to your website

19

B2C Facebook Strategy

1. Become a lifestyle; or represent your brand as a story not a product/service

2. Be consisent

3. Create ways for customers to engage with you directly

4. Use targeted ads and lookalike campaigns to find net new customers

5. Use Facebook retargeting to continue conversation with visitors to your website

Social Media Tools

G r e a t t o o l s f o r s o c i a l l i s t e n i n g , s o c i a l a u t o m a t i o n , r e v i e w s a n d a u d i e n c e m a n a g e m e n t

21

Tools for Social Media

• Social management• Hootesuite

• Social listeing• NUVI

• Marketing Automation• Act-On

• Influencer management• Snapfluence• Thuzia

IN SUMMARY

• Facebook has come a long way since its inception and will continue to evolve

• Your audience is probably on LinkedIn; it’s how you engage them that makes it

useful or not

• Social media means being social! Don’t be a sales person and only pitch, build

a relationship

• A great organic Facebook strategy can often be more profitable than paid

• Facebook has amazing targeting capabilities you should take advantage of

• Think outside the box and make use of unique post and ad formats

TOP 10 BEST PRACTICES

FOR FACEBOOK

1. Sign-up and set-up (profile page, business page, page tabs, etc.)

2. Post consistently

3. Build a relationship: Don’t talk all about you, don’t become an online-

store, don’t always want something from others without being willing to

give

4. Respond to requests

5. Solicit, monitor, and manage reviews

6. Set-up Facebook pixel to track visitors on and off your site and Facebook

7. Use a mix of ad formats for any campaign

8. Keep your target in mind and create something unique

9. Invest in automation & listening tools

10. Review page insights and learn more about who cares about you

Questions?

THANK YOU

@getfluid

#FluidWebinarSeries

@jana_steals