supercharging your facebook marketing

© 2012 #ctctsocial @constantcontact

supercharging your

marketing


what’s a social campaign?

A social campaign leverages the power of social media by running a gated promotion or offer on a Facebook Landing Page, and promoting it to your email list and social networks to engage your existing audience, attract new fans, and turn fans into customers.

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introduction + agenda • why and how to engage on Facebook

• running compelling social campaigns

• measure and react

• resources

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agenda • why and how to engage on Facebook


• 5 steps to a great social campaign

• resources

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what’s the best source for new business?

Word of Mouth

Your customers talking to their friends and colleagues, is the number one way for you to

attract new customers

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word of mouth has gone social

Provide value

Get more Likes

Get more engagement

Get more shares

Facebook is the place where people talk to each

other about their experiences, openly and often

but how?

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your page

the power of reach

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the power of reach

your fans – current reach

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your page

the power of reach

your fans – current reach

friends of your fans – potential reach

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why fans are great for business

more likely to recommend

after becoming a fan

56% more likely to buy

after becoming a fan

51% Source: 2011 Chadwick Martin Bailey and Constant Contact Consumer Pulse

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why fans are great for business

Source: BrandGlue.com

never revisit

Facebook Pages

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getting the “Like” is a good start

Source: Jeff Widman, BrandGlue.com

of posts are

never seen

in a person’s newsfeed

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what you want fans to do

like your page

share your posts

like or comment on your posts

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Facebook can be a struggle…

• I don’t have the time to do Facebook marketing and

my other marketing

• I don’t know what to post on Facebook or how often

• I don’t know how to get people to “like” my page

• I’m not getting worthwhile results! (am I?)

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posting = opportunity to engage

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how do I know what to post? • don’t think too hard

• share your own conversations

• know your audience

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don’t just “push” content • ask your fans for their opinions.

• make your posts about them.

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have fun with it! • showcase your culture

• highlight personalities

• be light in tone

• delight your audience

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posting on

Facebook

marketing on

Facebook

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introduction + agenda • why and how to engage on Facebook


– how they work

– the Torpedo Bags experience


• resources

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what is a “Social Campaign?”

Social Campaigns makes it fast and easy for

small businesses to run frequent promotions and

offers on Facebook that turn fans into

customers – through sales, leads and donations.

Build a great offer or promotion. Deliver it to your

networks. See results. It’s that simple.

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run real and measurable social

campaigns using custom tabs

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Step 1: build the “Like Gate Page” Step 2: build the “Reveal Page”

how you create a social campaign

facebook

twitter

linkedin

email

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Step 3: promote


the power of promotion

traffic to tabs on Facebook that is driven

by promotion via email, posting, and ads

90% facebook

twitter

linkedin

email

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Source: TechCrunch.com


Step 2: go to the “Like Gate Page” Step 3: go to the “Reveal Page”

what your audience will do

facebook

twitter

linkedin

email

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Step 1: click on link


mobile-friendly offers

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Social Campaigns helps you…

grow your network

engage your audience

drive social sharing

achieve real business results

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let’s see one in action…

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Torpedo Bags a real-life social campaign

who/where: Torpedo Bags, located in

Minneapolis, MN. 11 years old, started

manufacturing their own products 3½ years

ago.

goal: increase Facebook fans and sales.

(started with 150 fans)

tactic: run a social campaign that offered

fans 15% off if they Liked the page.

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social campaign

#1: 02.17.12 →

03.01.12

“like gate page”

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“reveal” page

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promotion timeline

02.16

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02.17

promotion timeline

02.16

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02.17 02.21 02.24

promotion timeline

02.16

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02.17 02.21 02.24

promotion timeline

02.16

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social campaign #2: 04.12.12 → 05.01.12

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social campaign #3: 06.19.12 → 07.04.12

[run more than one

social campaign!]


promotion

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results?

+1,400 fans

$1,500 [first hour]

$5,000 [first weekend]

$10,000+ [overall]

“I approach Facebook much

differently now. I (launched

my social campaign) and I

got 3 or 4 orders

immediately that totaled

$1,500 in the first hour, and

$5,000 over the first

weekend. I post new

updates daily. I try to post

new videos and photos

every 2 weeks.” -- Steven Kriesel, Founder

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1. create a great offer

2. have clear calls to action

3. publish + promote

4. see meaningful results

5. do it again

• resources

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1. create a great offer

the #1 reason people like a Facebook Page is to receive

discounts, promotions and exclusive content

have clear call to action

publish + promote

meaningful results

do it again!

create a great offer

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1. create a great offer are you:

• selling a product?

• offering a service?

• promoting a cause?

can you offer:

• a discount?

• exclusive content?

• a sweepstakes?

have clear

call to action publish + promote

meaningful results

do it again!


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ways offers can drive results

Offer a Coupon

Share Exclusive Content (PDF, recipe, tips, check list, instructions, whitepaper…)

Share a Video

Sell with E-Commerce


publish + promote

meaningful results

do it again!


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Get Donations (using your own donation link)

Run a Sweepstakes (and grow your email list)


2. create clear calls to action what do your customers need to do to make you successful?

• visit your retail location

• place orders online

• call you to purchase or book your services

• write a positive review

• tell their friends

• sign up for your email newsletter

• learn more about what you offer

• register for an event

publish + promote

meaningful results

do it again!



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2. create clear calls to action

Make it clear you want them

to LIKE you.

Tell them what to do next!

publish + promote

meaningful results

do it again!



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• create a custom

email marketing list for

future engagement

encourage fans to join your list

publish + promote

meaningful results

do it again!



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3. promote your social campaign • promote your

social campaign in your Facebook timeline

• create a name for your custom tab

• post about it on Facebook

meaningful results

do it again!



publish + promote

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3. publish + promote everywhere! share your social

campaign:

• in an email newsletter

• at your store/POS

• on all your social

networks

• on your personal profiles

• in a blog post

• Facebook ads and

Sponsored Stories

meaningful

results do it

again! create a

great offer have clear


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of traffic to your offer comes from promotion

meaningful results

do it again!



publish + promote

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Source: TechCrunch.com


build a full promotion plan most successful social

campaigns run for at

least 1-2 weeks.

from our Social Campaigns Playbook

meaningful results

do it again!



publish + promote

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schedule your posts

• sit down with a calendar

– create posts for different milestones during your social campaign

– deadline reminders

– updates on # of downloads

– fan count

– share photos or video

• short on time? schedule your posts in Facebook or HootSuite

• encourage social sharing

meaningful

results do it

again! create a



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4. see meaningful results with Social

Campaigns reports

• engagement and audience growth

– new Facebook fans

– new email contacts

• share stats

– total shares

– Facebook shares

– Twitter

– LinkedIn

– email

do it

again! create a



meaningful results

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% of visitors who also clicked

a link within the campaign

% of visitors who also clicked a

link then also shared your

campaign


Campaigns reports

do it again!



publish + promote

meaningful results

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Campaigns reports

see how many people are clicking on each of

the links on your Social Campaign Page

do it again!



publish + promote

meaningful results

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see what works: Facebook Insights

do it again!



publish + promote

meaningful results

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find

Insights in

your

Facebook

admin panel


see what works: Facebook Insights

do it again!



publish + promote

meaningful results

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use Facebook’s

Insights tool to

track activity &

engagement


don’t forget to listen • social campaigns

start the conversation

• listen and respond to

comments on your

page

do it again!



publish + promote

meaningful results

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5. do it again • good marketers plan for the future!

• run a steady stream of social campaigns throughout the year

• mix it up!

– access to an event

– exclusive content

– limited time offer

– holiday special

– video

• always encourage fans to share offers with their friends!



publish + promote

meaningful results

do it again!

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• resources

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resources for listening and posting

track your page

Insights

reply from your Inbox

read fan comments

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Social Campaigns playbook

www.constantcontact-socialplaybook.com

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Social Campaigns worksheet

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we make social simple (online)

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www.constantcontact.com >>

Social Campaigns >>

Social Media Marketing Strategy Resources


4 things you can do today…

1. create a compelling offer, place it on a custom landing page

2. promote the offer to your email subscribers, fans, followers and connections

3. keep fans involved with special offers and quality, engaging content that is relevant to your business

4. integrate with email marketing and other social networks to drive awareness and participation with the click of a button

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next steps…

Get started for free!

Begin running Social Campaigns on Facebook today!

Arm yourself with the tools, playbook, and coaching to get your first Social Campaign in front of your email

subscribers and social networks.

Call a coach at (855) 825-0404

Or visit www.constantcontact.com/social

supercharging your facebook marketing

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