Making an Impact on Facebook: Buy Attention, or Earn It?
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Transcript of Making an Impact on Facebook: Buy Attention, or Earn It?
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Panelists: @zachmangum @dennisyu @douglaskarr & @pauldunay
Our Speakers
#smtlive
Douglas Karr is the author of Corporate Blogging for Dummies, Chief Blogger/Founder of theMarketing Technology Blog, CEO of DK New Media and Public Speaker. DK New Media is an inbound marketing agency that works with organizations who wish to leverage online strategies to build inbound marketing efforts using new media strategies, including search and social media. Douglas is a proud Navy Veteran, serving honorably in Desert Shield and Desert Storm. His Agency is a certified Veteran-owned Small Business. @douglaskarr
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating buzz for leading technology, consumer products, financial services and professional services organizations. Paul is the Global Vice President of Marketing for Maxymiser, a leader in web optimization and analytics, and author of five “Dummies” books. Connect with Paul on his blog Marketing Darwinism or Twitter feed @pauldunay
Zach Mangum cofounded GroSocial in 2010 and served as its CEO from inception up until the company was acquired by Infusionsoft in 2012. Zach has provided social media marketing services, technology, and consulting to thousands of businesses worldwide with a particular emphasis and specialty in helping small businesses and startups. Prior to his involvement with GroSocial Zach consulted startups and other small business owners as a director at Lendio, a Utah-based startup that connects businesses with financing sources. @zachmagnum
Dennis Yu is CEO of BlitzMetrics. He has helped brands grow and measure their Facebook presence and is an internationally recognized lecturer in Facebook marketing, having been featured on National Public Radio, TechCrunch, Fox News, AllFacebook, CBS Evening News, and KTLA-TV. Yu has also counseled the Federal Trade Commission on privacy issues for social networks. Dennis has held leadership positions at Yahoo! and American Airlines. @dennisyu
FacebookThe Largest Marketplace in the World
Douglas Karr @mktgtechbloghttp://www.marketingtechblog
Facebook is the
#1 Mobile
Application
http://www.mobilemarketingwatch.com/infographic-what-you-need-to-know-about-facebook-mobile-ads-31997/
Douglas Karr @mktgtechbloghttp://www.marketingtechblog
On Average, we spend
a lot of time on
http://www.mobilemarketingwatch.com/infographic-what-you-need-to-know-about-facebook-mobile-ads-31997/
Douglas Karr @mktgtechbloghttp://www.marketingtechblog
Facebook accounts
for almost
half of all social
activity
http://www.mobilemarketingwatch.com/infographic-what-you-need-to-know-about-facebook-mobile-ads-31997/
Douglas Karr @mktgtechbloghttp://www.marketingtechblog
15% of Consumer
s use Facebook
to find LOCAL
businesses
http://www.mobilemarketingwatch.com/infographic-what-you-need-to-know-about-facebook-mobile-ads-31997/
Douglas Karr @mktgtechbloghttp://www.marketingtechblog
What Motivates Facebook Users to “Like” Companies?
• 40% - to receive discounts• 39% - to show support• 36% - to get a “freebie”• 34% - to stay informed• 33% - to get updates on future products• 30% - to get updates on upcoming sales• 29% - for fun and entertainment• 25% - to get access to exclusive content• 22% - someone recommended it to me• 21% - to learn more about the company• 13% - for education about company topics• 13% - to interact (share ideas, provide feedback)
Source: ExactTarget/Balihoo
Douglas Karr @mktgtechbloghttp://www.marketingtechblog
12Facebook is an addicti on Photo byStewart Quealy
@dennisyu
13
“Don’t you see that the whole aim of Newspeak is to narrow the
range of thought? In the end we shall make thoughtcrime literally
impossible, because there will be no words in which to express it.
Every concept that can ever be needed, will be expressed by exactly
one word, with its meaning rigidly defined and all its subsidiary
meanings rubbed out and forgotten. … Every year fewer and fewer
words, and the range of consciousness always a little smaller.
- George Orwell, 1984
@dennisyu
14
What is the conversation around your brand?Are you giving credit to social, display, and other demand generation channels?
@dennisyu
15
Leverage the people who love youin the real world
@dennisyu
16
H o l l y w o o d i s a s k i n g :
“Is Facebook worth it?”
Read the LA Times article here.@dennisyu
17
We analyzed 9 billion page posts over a 60-day period before and after the change.
@dennisyu
18@dennisyu
72% of movies and network TV shows have experienced a drop in the number of people who see their posts.
19@dennisyu
23% of the biggest studio pages sawa reduction in “engaged” users.
20@dennisyu
The largest pages lost 45% of their traffic,followed by 36% for medium sized pages.
21Facebook Expert Dennis Yu on Breaking Edgerank & Creating Kick-A** Ads
Break Through EdgeRank Organically
@dennisyu
22
EdgeRank suppresses 99.8% of wall posts
The Wall Doesn’t Reach Fans
@dennisyu
23
What we know for sure:Running ads gives an organic algorithmic boost…
@dennisyu
24
By increasing the organic and viral components.
@dennisyu
25
Marketi ng has fundamentally shift ed
@dennisyu
ROI
Awareness: Amplify what actually works on social media to engage fans.Engagement: Once your users are engaged, collect emails to increase conversions.Conversion: Increase social visits to your website, to increase sales.
26
Social media is at the top of the funnel. Align your messaging with the levels of engagement along the way.
@dennisyu
27
3 Part Amplification Tied to Your Goals
@dennisyu
28
The Viral Cycle
@dennisyu
29
Ads, Apps, Analytics
@dennisyu
30
Marketers have unprecedented capabilities in targeting & measurement
@dennisyu
31
8,340 people who live in the United States who live in Texas age 16 and older who are female who like #LeAnn Rimes
@dennisyu
12,679,180 people who live in the United States who live in Texas age 16 and older
11,120 people who live in the United States who live in Texas age 16 and older who like #LeAnn Rimes
720 people who live in the United States who live in Texas age 16 and older who are female who like #LeAnn Rimes who are in the category Small
Business Owners
Put your Facebook Sponsored Stories on Steroids
@dennisyu 32
Engage and convert your fans
33@dennisyu
Optimize ads to get the Cost Per Lead under a dollar
34
Page Posts Drive Conversions
@dennisyu
35
B2B Marketing Is Facebook's Best Kept Secret
@dennisyu
36
Target people by the companies they work forDental Equipment Manufacturer:
Software Technology Start-Up
@dennisyu
And by job title.
37@dennisyu
38
70,300 people who live in the United States who live in Garland, TX age 18 and older
40 people who live in the United States who live in Garland, TX age 18 and older who work at Raytheon
@dennisyu
Workplace targeting is the most unparalleled feature Facebook marketers have at their fingertips.
39
Go search Facebook for “Results Oriented Web”.
@dennisyu
40
Let the CAT out!
@dennisyu
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