Optimizing Facebook for Business: Solutions For an ROI Driven Success Strategy

@NicoleKroese | #WSIMiami

Optimizing Facebook For Business

Solutions For An ROI Driven Success Strategy

Nicole KroeseVP, Marketing & Partnerships

Likeable Local


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 [email protected]

mailto:[email protected]


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!


Facebook = The New Word of Mouth


Facebook= The New Word Of Mouth

Social Ads have BUILT IN endorsements from friends.


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!


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


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


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


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!


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.


Solution: Optimize Frequency by

Industry


Engage through: educating, entertaining, & inspiring (+ occasionally promoting)

Solution: Create A Content Balance


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


Challenge #2: Differentiating Between Timeline

Content & “Dark Posts”

VS


Solution: Understand Ads Objectives

Timeline Content


Solution: Ask, “Is it timely or evergreen?”

Timely

Evergreen


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


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


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!


Example: Testing Content Tone • For a while, we used a more “professional” tone, then

experimented with a more playful tone & saw greater results!

VS


Example: Using Facebook to Test Brand Messaging

• We tested 3 ways to explain our brand promise using Facebook & chose a winner based on data.


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.


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 (%)


100+ likes

4 likes

^45 clicks


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.


Solution: Sync With Other ToolsThere are amazing Facebook integrations available! • Hubspot Sources Tracking• Ad Espresso FB ads Insights• Likeable Hub Site Leads Tracking & Analytics


Solution: Sync With Other Tools


Challenge #5: Measuring Overall ROI

You need it, you crave it, but where can you find it?


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


1. Referrals


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


Generate both private & public referrals.

^128 Referrals!


2. Offers: Redeemed &

Shared


3. Positive Reviews & Testimonials92% of consumers around the world say they trust earned media (like testimonials) above all other forms of advertising. (Nielsen)


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


4. Repeat Business From Current Customers

• Timeline posts• Direct messages


5. Tagging Friends In Posts


6. Education= Trust= Loyalty= ROI


7. Engagement on Merchandise Posts


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


It started with big brands, but now it’s happening to SMBs

Only a small portion of their following reached organically!


Facebook Ads: Selling The Value

VS


Facebook Ads: Selling The Value

~$1 boost

~$3 boost


o Smarter Targetingo Lookalike & Custom

Audienceso Website Traffic Retargeting o Customization based on

Deviceo Strategic Destinations

Facebook Ads: Quick Wins That Work


-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!


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


Customization by Device

!

• Mobile Newsfeed

• Desktop Newsfeed

• Right Side Column

• Partner Mobile Apps


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


TurboPost ™ Technology


Likeable Hub Site


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


QUESTIONS? Keep in touch! TWEET: @NicoleKroeseEMAIL: [email protected] FACEBOOK/LINKEDIN: /NicoleKroese

Likeable Local: TWEET: @LikeableLocalEMAIL: [email protected]/LINKEDIN: /LikeableLocal



Optimizing Facebook for Business: Solutions For an ROI Driven Success Strategy

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