Post on 12-Jan-2015
description
Facebook Marketing Strategies
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging community
Ranked in top 25 for traffic, top 10 for engagement and top 5 for link backs – in the country
0 page views per month 20,000 page views per month
0 Facebook fans 5000 Facebook fans
0 Twitter followers 11000 Twitter followers
0 Linkedin Connections 3000 local Linkedin Connections
0 YouTube Videos 160 Videos (15,000 views)
0 Blog posts 500 posts
from click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
The Story
The Storyfrom click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
•5 Wineries 40 Wines 1 Location•Co-op business model•Event facility (3000 sq ft)•Future expansion •Voted “Best new biz in 2011”•Featured in Alaska Airlines Magazine and on MSNBC.com
from click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
•Author•Seminar Leader•Consultant•Build affordable template based web sites•Manage businesses online content
The Story
Your Goals Direct Your StrategyVineyards looking for high yield cost efficient fruit are planted much differently than
vineyards that are looking for low yield concentrated, flavorful and more costly fruit.
1. Monitor and protect brand identity
2. Connect with industry
3. Monitor industry mentions and customer sentiment
4. Share industry information (become a resource)
5. Build awareness of topic, passion or product
6. Customer service
7. Drive traffic to content
8. Build customer relationships
9. Build expertise or professional status
10. Monitor competitors
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com
Today’s Agenda1. What is Facebook?
2. Understanding Timeline & Edgerank
3. Engagement – What, When How?
4. Optimizing Your Timeline
• Recent changes• Cover photo (and other branding)• Apps (Applications)• Timeline• Feature Content• User Interaction
5. Three Fabulous Facebook Finds
6. Five No Brainers You’re Probably Not DoingNectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | nectarmediaconsulting@gmail.com
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
The Big 6
1 .2 BILLION ACCOUNTS
600 Musers
200 Musers
220 Musers 150 M
users
70 Musers
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
The Big 6
210 mins
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
FacebookWhat’s it all about
•PEOPLE•Engagement•Extension of brand personality•Extension of in store experience•18-44 age•60% female
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
FacebookWhy you need to be there
•PEOPLE•2/3 of Americans on FB•50% of them every day•Brand awareness•Top of mind•Business to consumer connections
How much is a fan worth?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Referrals
Organic Engagement
Facebook Advertising
Grow a page “like me”
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
EngageBuilding brand ambassadors through referrals advertising and engagement
Like -vs- Friend
Setting up Fan Page
Understanding the Facebook “Top News / Most Recent”
Basic Uses
Building Your Base
What to Post
How Often to Post
EngageGrowing brand ambassadors through referrals, advertising and engaging content
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Businesses that have “Friend” pages are in violation of Facebook terms of use
Your “Friend” page runs the risk of being shut down
Maximum “Friends” is 5000
Cannot use FB ads or analytics for “Friend” pages
Cannot use FBML for “Friend” pages
EngageLike versus Friend
https://www.facebook.com/pages/create.php?migrate
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
1.
2.
EngageSetting up a business page
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
EngageUnderstanding Facebook Algorithm
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Top StoriesIt is the default when someone clicks home in Facebook
It is not real time
Shows the pages and friends you have recently engaged with
Shows popular content among your friends and pages
No engagement means not in the feed
EngageUnderstanding Facebook Algorithm (Top Stories)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Recent StoriesReal time stream of friends and liked page activity
Something posted 4 hours ago will only be seen by those online within that immediate window
EngageUnderstanding Facebook Algorithm (Recent Stories)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
EngageUnderstanding Facebook Algorithm
A brand that does not focus on engaging and consistent content gets
lost among the thousands of posts that Facebook can serve to its
audience
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Declining Reach
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
What Do You Do Now?
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
1. Deal with the new reality.
2. Diversify your social strategy
3. Be intentional and strategic with Facebook activity
4. Boost posts and occasional Facebook ads
10 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
1 Be Consistent
1 – 3 posts per day that are diverse in content type (pictures, text only, links, video). Make sure the balance of your posts are value add and engaging before selling.
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
2 Time of Day
Look at your Facebook Insights for information of when your fans are online. In generalities 8-10am, 2-3pm, and 7-9pm are the highest traffic times.
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
3 Shorter Character Counts
Keep your posts under 80 characters. Facebook studies show that the most interacted with posts are ones that are 40-60 characters.
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
4 Include Calls to Action
Facebook users will respond to your call to action. Ask for feedback (market research), ask for interaction, be entertaining.
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
5 Change your Cover Photo
The cover photo is a large piece of real estate and now shows up in newsfeeds and when people hover over your brand name. Best practices say to change this monthly and use the real estate for calls to action.
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
6 Interact with Your Own Posts
Two things here. 1) respond and interact with the people who comment on your posts. 2) Use Facebook as yourself to like your own post. Both increase organic growth opportunity
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
7 Use Facebook Advertising
The reality of the world we live in is that Facebook reach will only be broad with the use of Boosted Posts and Advertising. The cost is minimal and the reach is to the audience you want.
8 Ways to Get Noticed in a Facebook Feed
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
8 Add Value Before Selling
Incorporate the practice of give, give give, sell or jab, jab, jab, right hook. Your content should be 70% engagement, 20% sharing, and 10% selling.
1. Quotes
2. Answers to Frequently Asked Questions
3. Did You Know Trivia
4. Pictures of your business
5. Questions of the Day (great research)
6. Video
7. Links to things you like
8. Promoting local events
9. Your blog posts
10. Sales or Events
EngageWhat to post
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Timeline for Business Brands
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Cover Photo and Other Branding
850 x 315 pixel banner 180x180 pixel profile pic•The profile picture has been moved up into the cover photo
•The like, following, message boxes have been moved on top of the cover photo.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Page Layout
Single Column Layout•Huge improvement with a single column layout•Creating highlighted posts with large two column images is not available
Image Sizing•Timeline Photos (504×504) – Recommended upload size is 1200×1200•Mobile Photos (618×618)•Shared Links
•Newsfeed: 470x246px If image is smaller than this size, it will render as a square thumbnail•Timeline: 484x252px•Mobile: 560×292
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Page Layout
Left Column Information•Reviews•About•Map•Photos•Posts by others•Third Party Apps
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Activity
•The place to see your direct messages, page notifications and watch other pages to see how your page performs against their growth
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Insights
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Insights
Week at a Glance•New page views•Weekly page reach•Notifications (likes, comments)•Messages
TIP – Hover over the notifications
and messages to see what they are
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Featured Content
Showcase content
•Pin – pins content on the top left of the timeline for 7 days
Any images larger than 403x403 will be cropped to center of image.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Featured Content
•Milestone – tell your brand story
Milestone images are 843 x 403 max and are centered on page.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
WooBox.com
Three Fabulous Facebook FindsThree great tools for Facebook Success
Woobox is a suite of tools that can help connect your Facebook fans with your other social networks (Twiiter, You Tube, Flicker). The application also offers cool interactive photo sharing, slide shows, music, PDF files and a host of other advanced features. Woobox offers nine free applications along with pro and premium services for the more advanced user. At the minimum you can connect your Twitter and YouTube accounts to Facebook tabs for free!
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Shortstack.com
Three Fabulous Facebook FindsThree great tools for Facebook Success
Create deals build sign up forms, host contests, build custom pages and more
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Shopify on Facebook
https://apps.shopify.com/facebook-store
Three Fabulous Facebook FindsThree great tools for Facebook Success
Build a shopping cart for your products and services and turn your Facebook page into an opportunity for revenue.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
NO BRAINERSThat will make an immediate impact
5 No Brainers
Add your social media contacts to:
Web Site
Business Card
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Get your Facebook Vanity URL
Easier to communicate
Better search returns
Branding
5 No Brainers
http://www.facebook.com/username
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Add a Facebook Badge to your Website
Drive likes
Create engagement
5 No Brainers
http://www.facebook.com/badges/page.php
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Respond to everyone
Never let a mention or post go un-noticed
Say thank you
Be the last person to comment on a Facebook conversation
5 No Brainers
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Post Content
If you’re committed to this there should always be something new to talk about
Content is king; conversation is queen
Empty sites are like out of date web sites, unreturned phone calls, unresponsive representatives, and empty promises
5 No Brainers
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
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mayhem@nectarmedia.co
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