facebook: is it worth it?
TRANSCRIPT
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Facebook Is it worth it?
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Here we go…
1. Attention and trust
2. Word of mouth
3. Facebook strategies and tactics
4. Your questions!
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2017Photo? Stats?
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Trust
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Credibility
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Influence
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Recommended reading
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Word of Mouth1. WOM: sharing something
interesting and valuable
2. WOMM: Business action that earns a recommendation
In short, be remarkable.
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WOMM: what’s it worth?
• Drives average 13% sales • Amplifies paid media by 15%• Impacts immediately• Offline produces 2/3 impact; online
1/3• Valued at 5+ paid impressions• MAKES YOU BETTER!
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WOMM readiness
1. Listen
2. Be affected by what you hear
3. Respond to what has affected
you
4. Engage, equip and empower
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WOM triggersHow can you help people be awesome?
• Help me help others
• Let me associate my name with yours
• Give me something I can give away
Fulfill my need to belong
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WOMM activationsAdvocates and Ambassadors
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“Influencers”
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millennials
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You know this stuff, right?• Multi-platform network
with Groups and Pages• Apps including
Messenger and Instagram
• Advertising using behavioral targeting and an Audience Network
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“Now, witness the fire power…”
1.66 billion mobile users, including about 80 percent of US adults who spend an average 6 hours/week on the platform
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“Kids don’t use Facebook”
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“Not relevant to our market”
Facebook: 48 clicks at $1.31 per click
LinkedIn: 17 clicks at $5.50 per click
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Obstacles!
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Do you have?1. Products/services that deliver2. Excellent customer service3. Culture and capacity4. Budget for advertising5. A website that converts leads
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“What about Iowa?”
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Strategy matters
You’re paying for attention!
What are you going to do with it?
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Strategy matters• You’re paying for attention!– Survey data– Organic reach (volume problem, sovle
with ranking)– Reach via employees, customers and
partners!
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What’s working now
Do customers need help making a purchase?
Do customers want to share their purchase?
Can you generate a return on paid reach?
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About those ads…1. Conversion happens outside
Facebook2. Your data makes a difference3. It’s DIY-simple now
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Measurement!
1. Online metrics =/= ad effectiveness
2. Indirect measures matter
3. Direct measures matter more
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Megabus.com
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Calvin Community
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1. People most want to connect with peers
2. Give people reasons and they’ll tell a
story
3. Facebook can help get this done
Summary
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Facebook: Yes, it’s probably worth it(and Instagram, too)