Facebook: Effective Use for Retail

Andrew McCrea: Digital Director, Mammoth

Agenda

1. Facebook

2. The Business Case

3. Killer Facebook Pages

4. Involvement and Moderation

5. Get Found

6. Mobile

7. Love Your Customer

Facebook Usage

100 Million

Facebook in Business

Exercise 1

Why Would You Want or

Need a Facebook Fan

Page?

The Business Case

• Viral

• Sticky (Stickier than Google)

• Keep Up with Competitors

• Instant Feedback

• Inform

• Loyalty

• SALES £££££££££

• Engagement

• Awareness

• Connects Online & Offline

• Mobile Market

• Protect Yourself

• Direct Source of Revenue

• SEO

• HR

Killer Facebook Pages – Setting Your Goals

• Build and interact with communities

• Increase sales

• Promote events and campaigns

• Boost brand loyalty

• Increase brand awareness

• Drive traffic

• Learn more about your customer base

• Instant feedback about services or products

• Improve engagement

• Improve customer service

Killer Facebook Pages – Getting Started

• Create a Business Account – DON’T use a Group!

• Set up administrators

• Register your location(s)

• Get Fans

• Align actions with your GOALS

Killer Facebook Pages – Basic Apps

• FBML

• Flash

• Twitter

• RSS

• Don’t forget the basic tab functionality

Killer Facebook Pages – Landing Pages

• Effective landing pages should turn potential customers into

subscriber

• They need to want to “Like” you

• You can define a custom landing page that all new visitors will see

first. “Make an Impression”

• Once you’ve amassed lots of fans you shouldn’t be afraid to change

your landing page, to support marketing campaigns.

Product - Show, Search and Sell…

- Integrate F-Commerce shopping experience

- Divert users to your online store

- Display a gallery of product

- You can Include a search tool

Facebook – Your Social Media Hub

• Can be the heart of your social media strategy

• Prominent links to your website and other platforms can be added

• You can include links to social media profiles e.g. Twitter and Facebook

• Accepts all content types to engage audiences and “show off” the brand

• Easy to set up and maintain

• No costs for hosting

• In built content management system

• Can easily embed content from your external sources

• SEO benefits

Killer Facebook Pages – Content is KING

• Content must be compelling enough to Share

• Start by creating custom tabs via the free FBML app

• Test, Test and Refine (Use Insights) and you’ll discover

– What topics interest your fans the most

– What Tone of voice to use

– The Best Time of Day to comment

– Which messages are likely to be shared the most

– Which messages invoke emotional appeal

Killer Facebook Pages – Offer Value

• Is it fun or entertaining?

• Is it useful?

• Does it breed and encourage loyalty?

• Can it Save people money?

• Does it boost your reputation?

• Does it promote engagement?

• Does it reward customers / fans?

• Can you gain insight?

Moderation and Involvement

• Lay down the ground rules

• Let the conversation flow and respond quickly

• Listen and react promptly, even if it’s bad.

• Make your fans feel special

• You can set the agenda

• Give your full contact details

IF YOU BUILD IT

THEY WILL COME…

RIGHT?

Exercise 2

HOW CAN YOU

GET FOUND AND GET

FANS?

Get Found - The Basics

• Publish regular and interesting content

• Import blog and other content via RSS, AND by updating your status

updates on a regular basis.

• Get “Friends” to share and spread the word

• Tag people in photos at any store or promotional events or awards

• “Claim” your place

• Post an Ad

– CPM or CPC model

– Highly Targeted

– -Manage your own budget

Get Found - SEO

• Name your page after your brand (You’ll get penalised otherwise)

• Define your URL - www.facebook.com/yourbrandname

• Create tabs and add keyword-rich text and links

• Link to your fan page from your websites / blogs / twitter to create

inbound links

• SEO “TO THE MAX” your About box.

• Fill out your info tab to drive traffic from SEO

Get Found – Push Tactics

• Put the Facebook fan page widget on your website or blog

• Promote, promote, promote.

• Get staff to share and promote

• Include on email footers, e-zines

• Integrate with offline activities and marketing

Mobile

• Facebook apps

• Facebook Places

• “Check In” to receive offers

• Individual deals pushed to mobile to drive in – store traffic

• Use QR codes to drive users to specific Facebook centred content

Timeline is Coming – FOR BRANDS

FINAL LESSON…

LOVE YOUR

CUSTOMER

Love Your Customer

• It has to start from an adoration of your customer

• Be focussed on giving – not receiving

• Embrace – not ignore

• Respond to their feedback and actions

Otherwise you can FAIL