Getting Started Marketing Facebook

Ryan Ruud Director of Marketing

Bill OsteraasVice President, Sales

Agenda• Four51 Overview

• Why Facebook, Why Now?

• Understanding Reach

• Why Fans Connect With Brands on Facebook

• Getting Started on Facebook

• Best Practices

• Grow your fans

• Retain your fans

• Increase Revenue

• FanTools Overview

• Q&A plus online resources

Four51 Overview• Founded 1999

• Software as a Service for:

Order Management (CommerceTools)

Social Marketing (FanTools)

CommerceTools

CommerceTools

Why Facebook, Why Now• 800 Million Active Users

• More than half are logged in on any given day

• More than 350 Million Users access Facebook from a mobile device

• Average user has 130 friends

• Opportunity to connect your brand and extend reach

Extend Your Reach

• A few fans

• Connected to an average of 130 friends

• Engaged consistently

• Extends your brand to new prospects

Extend Your Reach

**Reach is calculated using a 20 post-per-month average with 1% action (like, comment, share) on content by fans. Liking, commenting and sharing unlocks the fan amplification

effect (FAE). The average Facebook fan is connected to 130 people (FB Fan Average). Using the impressions formula below you can calculate the minimum potential reach for

your business’ fan base.  

FAE * # Fans * FB Fan Average = Minimum Potential Reach 

Why Fans Connect With Brands• Because they are customers in real life

• To receive discounts and promotions

• To show their friend they support a brand

• To be the first to know what’s going on with the brands they love

• Gain access to exclusive content

• 56% of fans are more likely to recommend a brand

• 51% of fans are more likely to buy a productSource: http://mashable.com/2011/09/12/consumers-interact-facebook/

Getting Started Marketing on Facebook• Sign up!

http://www.facebook.com/pages/create.php

Getting Started Marketing on Facebook• Be Thorough

Getting Started Marketing on Facebook• Plan & Execute

Best Practices• Be Transparent

• Educate

• Use the platform

• Show off

Grow Your Fans• Give a reason

• Socialize existing

digital properties

• Synergy with print

and other media

• Offline tactics

Retain Your Fans• Vary your content

• Make the fan the star

• Be timely

• Reward your fans

Increase Your Revenue • Provide incentive

• Promotions and Discounts

• Commerce

FanTools. Powering Promotions.FanTools powers your business promotions, giving you control of your web, social and mobile deals by delivering offers to your fans where you want, when you want, and the way you want.

Promotions: pro·mo·tion [pruh-moh-shuhn] 

1.advancement in rank or position.

2.furtherance or encouragement.

3.the act of promoting.

4.the state of being promoted.

5.something devised to publicize or advertise a product, cause, institution, etc., as a brochure, free sample, poster, television or radio commercial, or personal appearance.

Coupon/Flash Deal Group Buy

Information Post

FanTools Promotion Publication Options

Other

Email Campaign

Web Page

Facebook

FanTools Promotion Notification Options

FB Wall

Twitter

Fan Email

Fan SMS Text

Email Campaign

Other

Customize message for each platform

Fan Opt-in Notification

FanTools Features• Multiple promotion types: Coupon, Flash, Group Buy, Information Post

• Scheduling for publication date, expiration date, and promotion valid date

• Fan gating and profile gating capabilities

• Reporting & analytics for promotion view, print, and click as well as profile question responses

• Google Maps: deals show map with the locations where promotion is valid (coupon, group, flash)

• My Deals: fans can check the status of their Group Buys, print vouchers

Fan Gate

Profile Gate

Administration Features

• Self Administration for complete control over the number of promotions, the types of promotions, and the timing of promotions

• Group Buy requires set up of payment gateway via PayPal

PayPal Website Payments Pro

PayPal PayFlow Pro (for existing Internet Merchant Accounts)

All funds go directly into customer merchant account – no revenue split with Four51

• Tiered Administration

Administrators can create roles with specific permissions and can assign users to roles

Administrators can create divisions (sub-organizations) and clients, with roles and users.

• White Label Option Available

Facebook & Four51 Resources

four51.com

facebook.com/Four51FanTools

facebook.com/marketing

Contact information:

Ryan Ruud & Bill Osteraas