Post on 14-Apr-2017
@NicoleKroese | #WSIMiami
Optimizing Facebook For Business
Solutions For An ROI Driven Success Strategy
Nicole KroeseVP, Marketing & Partnerships
Likeable Local
@NicoleKroese | #WSIMiami
ABOUT ME
o Seattle native o NYU Grad o VP, Marketing & Partnerships
@ Likeable Local o Formerly a professional
dancero Connect with me on Twitter/
@NicoleKroese and FB/LinkedIn
o Email me nicole@likeablelocal.com
@NicoleKroese | #WSIMiami
A Few Of My Favorite Facebook Stats…
Source: Zephoria
Every 60 seconds on Facebook: 510 comments
are posted, 293,000 statuses are updated, and
136,000 photos are uploaded.
91% of Millenials use FacebookHighest Facebook traffic
occurs mid-week between 1 to 3 pm.
Over 30 Million Facebook Business
pages exist
1.49 billion monthly active users!
@NicoleKroese | #WSIMiami
Facebook= The New Word Of Mouth
Social Ads have BUILT IN endorsements from friends.
@NicoleKroese | #WSIMiami
What Businesses Will Be Successful Using Facebook Marketing?
• The business who benefits from word-of-mouth
• The business that relies on loyal and repeat customers
• The business that has visual content to sell• The business that desires to build community • The business that wants to become more
personal
Facebook is great for SMBs, not just big brands!
@NicoleKroese | #WSIMiami
Some A+ Industries For Facebook… Both B2B & B2C businesses can be successful!
o Accountingo Beautyo Construction/Contractorso Consultingo Dentistry/Orthodonticso Dental Labso Dermatology o Food/Restaurantso Dry Cleaning/Cleaning o Educationo Entertainment/Gamingo Fashion/Apparelo Fitness/Nutritiono Health & Wellnesso Floristso Hospitality
o Human Resourceso Interior Designo Jewelryo Landscapingo Lawo Marketing & Advertisingo Medical Serviceso Nonprofito Optometryo Orthopedicso Physical Therapy o Real Estate o Summer Campso Technology o Travel o Veterinary/Petso Wedding/Events
@NicoleKroese | #WSIMiami
Common Facebook For Business Challenges(and solutions!)
1. Creating a compelling content strategy
2. Differentiating between timeline content & “dark posts”
3. Tracking results effectively 4. Finding a Cadence of Experimentation5. Measuring ROI
@NicoleKroese | #WSIMiami
Challenge #1: Creating a Compelling Content
Strategy-”Why do you need content to be compelling?”-”Why not share sales-focused content exclusively?”
o To stay consistento To build loyalty, trust, & lifetime customers o To gain the benefits of social long-term &
avoid diminishing returns
@NicoleKroese | #WSIMiami
Challenge #1: Creating a Compelling Content Strategyo There’s no “silver bullet”o A compelling content strategy is about finding the right
balance between frequency, post type, and quality for your specific industry.
o Measure Average engagement/post
Company size doesn’t play a huge role. That means SMBs can keep up w/ the big guys in engagement on social!
@NicoleKroese | #WSIMiami
Solution: Understand the News Feed Algorithm
• Now, the people have the power.
• Your customers or prospects have the option to view more of your posts.
• OR, on the contrary, stop seeing posts from from your company.
This means you need to cater to your audience, & ensure that your posts are engaging, & effective.
@NicoleKroese | #WSIMiami
Engage through: educating, entertaining, & inspiring (+ occasionally promoting)
Solution: Create A Content Balance
@NicoleKroese | #WSIMiami
Solution: Follow the 10 Commandments of Content Creation
~From our Free eBook SocialContentEBook.com ~
1. Give your followers a reason to engage2. Think positive3. Remember to K-I-S-S (Keep It Simple,
Stupid!)4. Have a Conversation 5. Ask Yourself: Is it Sharable? 6. Know How to Properly Curate 7. Be Mindful of the 4-1-1 Rule8. Keep It Timely 9. Use Visuals To Enhance Your Message10.Tell a Story
@NicoleKroese | #WSIMiami
Solution: Explore Ads Manager/Power Editor & Tracking
Capabilities• Would you benefit by
tracking # of conversions on a per-ad basis?
• Are you able to place a tracking pixel on your goal page?
• Do you have objectives beyond engagement that are on Facebook’s objective list?
Is YES, include “dark posts” as part of your strategy
@NicoleKroese | #WSIMiami
Challenge #3: Finding A Cadence of
Experimentation Without experimenting on Facebook, you’ll:
-Plateau in success -Bore your audiences -Fail to optimize -Miss out on data driven decision making
@NicoleKroese | #WSIMiami
Solution: Evaluate Your Current Strategy • “What type of content is
performing best? Is it articles or pictures? Educational or just fun/entertaining?”
• “What ads copy or images drive the best results?”
• Could you post more/less?
After evaluating decide on an experiment & test a hypothesis!
@NicoleKroese | #WSIMiami
Example: Testing Content Tone • For a while, we used a more “professional” tone, then
experimented with a more playful tone & saw greater results!
VS
@NicoleKroese | #WSIMiami
Example: Using Facebook to Test Brand Messaging
• We tested 3 ways to explain our brand promise using Facebook & chose a winner based on data.
@NicoleKroese | #WSIMiami
Challenge #4 : Effective Results Tracking
• You’ll never know if an experiment or campaign worked without proper tracking
• With the number of metrics available, it’s hard to know exactly what to track!
• Businesses get overwhelmed by the wealth of data & end up drawing no conclusions at all.
@NicoleKroese | #WSIMiami
Solution: Know What You Want To Measure
• Some metrics may not be relevant to specific social initiative.
• Decide FIRST what you want the important metric to be on a per post or per ad basis.
• What’s your goal? Clicks? Awareness/Engagement? Conversions?
• Cost per click or cost per conversion? • When in doubt, think in percentages (%)
@NicoleKroese | #WSIMiami
Solution: Use Tracking URLs• Create a trackable URL via Bit.ly or a tool
like Hubspot & use in social posts • Create tracking URLs for parties or
partners who may be sharing socially as well.
@NicoleKroese | #WSIMiami
Solution: Sync With Other ToolsThere are amazing Facebook integrations available! • Hubspot Sources Tracking• Ad Espresso FB ads Insights• Likeable Hub Site Leads Tracking & Analytics
@NicoleKroese | #WSIMiami
Challenge #5: Measuring Overall ROI
You need it, you crave it, but where can you find it?
@NicoleKroese | #WSIMiami
The Many Forms of ROI on Social
o Referralso Redeemed & Shared Offerso Positive Reviews o Repeat business from current
customerso Tagging Friends In Posts o Education=Trust=Loyalty=ROI o Engagement on Merchandise Posts
@NicoleKroese | #WSIMiami
Referrals = Social ROI• People are 4x more likely to buy when
referred by a friend (Nielsen) • A referral is the best gift a customer or fan
can give you!
• Use social to generate referrals at scale
• An effective social referral program includes a CTA, compelling image, and easy-to-use landing page, & easy tracking
@NicoleKroese | #WSIMiami
3. Positive Reviews & Testimonials92% of consumers around the world say they trust earned media (like testimonials) above all other forms of advertising. (Nielsen)
@NicoleKroese | #WSIMiami
o Proactively generate reviews & testimonials to republish later.o Create a system to monitor & track reviews & testimonials o Use Facebook to encourage reviews on other channels that are
important to your business
@NicoleKroese | #WSIMiami
4. Repeat Business From Current Customers
• Timeline posts• Direct messages
@NicoleKroese | #WSIMiami
Why Pay-To-Play on Facebook?
o “Facebook Reachageddon” means businesses now have to pay to play to get their content seen
Facebook Reachageddon = The End of Organic Reach.
If you aren’t paying to boost your posts, only 1-2% of your fans will see your posts organically
@NicoleKroese | #WSIMiami
It started with big brands, but now it’s happening to SMBs
Only a small portion of their following reached organically!
@NicoleKroese | #WSIMiami
o Smarter Targetingo Lookalike & Custom
Audienceso Website Traffic Retargeting o Customization based on
Deviceo Strategic Destinations
Facebook Ads: Quick Wins That Work
@NicoleKroese | #WSIMiami
-30-50 year old-women-who are married-who live in Tennessee -who like Thai Food-& are interested in Cricket 2015
=1K-1.5K Monthly active FB Users!
Targeting: Know Your Options!
@NicoleKroese | #WSIMiami
Custom & Lookalike Audiences Get more business and referrals from current
customers Attract people similar to your current customers Get already-interested prospects closer to buying Retarget “cold-feet” visitors
@NicoleKroese | #WSIMiami
Customization by Device
!
• Mobile Newsfeed
• Desktop Newsfeed
• Right Side Column
• Partner Mobile Apps
@NicoleKroese | #WSIMiami
About Likeable Hub
• Use thousands of content ideas at your fingertips and preplan your posts for the most effective times
• Automatically scheduled industry-specific content for Facebook, Twitter, & LinkedIn
Content Creation & Scheduling
@NicoleKroese | #WSIMiami
Learn More About Likeable Hub For You & Your Clients
Learn how our platform & mobile app can help you grow! o VISIT our BOOTH o GO to likeablelocal.com/wsi o CREATE your account for $100, one timeo SIGN UP clients in the next 30 days to o WIN $75 for 1 client & $200 for 2 clients
@NicoleKroese | #WSIMiami
QUESTIONS? Keep in touch! TWEET: @NicoleKroeseEMAIL: nicole@likeablelocal.com FACEBOOK/LINKEDIN: /NicoleKroese
Likeable Local: TWEET: @LikeableLocalEMAIL: wsi@likeablelocal.comFACEBOOK/LINKEDIN: /LikeableLocal