advanced facebook capabilities to elevate your brand

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Transform a “User” into an Engaged Fan / Follower Deirdre Walsh @deirdrewalsh Jive - Sr. Social Media Manager Carolyn Pawelek @cgpawelek Spredfast - Director of Social Services Advanced Facebook Capabilities to Elevate Your Brand

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Deirdre Walsh (Jive Software) Social sharing is rapidly expanding across the web, and Facebook shares over four billion pieces of content every day. How are major brands using Facebook in their social strategy today and what does the future of Facebook marketing look like? This session will delve into techniques, tactics and lessons learned for targeting, promoted content, sponsored stories and Timeline for brands.

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Page 1: Advanced Facebook Capabilities to Elevate Your Brand

Transform a “User”

into an Engaged Fan / Follower

Deirdre Walsh @deirdrewalsh

Jive - Sr. Social Media Manager

Carolyn Pawelek @cgpawelek

Spredfast - Director of Social Services

Advanced Facebook Capabilities to Elevate Your Brand

Page 2: Advanced Facebook Capabilities to Elevate Your Brand

PR, Public Affairs, Community Management, Social Media for Tech CompaniesHave always been a geek.

Page 3: Advanced Facebook Capabilities to Elevate Your Brand

The Spredfast Partnership

Ellen Westcott, Social Business StrategistEllen helps clients achieve their full social potential through platform optimization and social strategy.

Matthew Cunningham, Custom Solutions ArchitectMatthew and his team create unique social encounters leveraging over 10 years of experience designing and developing award-winning applications.

Kavya Nath, Promoted Content StrategistKavya specializes in social network promotions and assisting customers in getting the most out of their advertising spend via social.

Kristen Sussman, Community ManagementKristen and her team expand the voice of the customer and assist with the measurement of social business success throughout the program.

Page 4: Advanced Facebook Capabilities to Elevate Your Brand

• Employee Community

• External Communities – Customers, Prospects,

Partners, Developers, Press

• Social Media– Facebook, LinkedIn,

YouTube, Twitter, Google+

Social Team at Jive Software Eat Our Own Dog Food

Page 5: Advanced Facebook Capabilities to Elevate Your Brand

© Jive confidential

Social Collaboration

“ Jive allows us to work viral, to have a freedom of exchange that no other mechanisms will allow.”

CEOAlcatel Lucent

Social Intranet

“ We have 10,000 users just 4 weeks after implementing Jive.”

Director of Intranet StrategyBupa

Social Customer Service

“ Every question that gets answered on the community saves us $150.”

Director of Customer SupportLANDesk

Social Marketing

“ Students using Phoenix Connect spent 25% more time on our student site on average.”

CEOApollo Group

Sales Enablement

“ New hire sales revenue attainment increased by 30%.”

National Training ManagerToshiba

Page 6: Advanced Facebook Capabilities to Elevate Your Brand

Drive Trials of New Software ProductBusiness Challenge

Page 7: Advanced Facebook Capabilities to Elevate Your Brand

The Day You Give Them Jive

Page 8: Advanced Facebook Capabilities to Elevate Your Brand

1. DefineSet clear goals that align with overall business objectives

Page 9: Advanced Facebook Capabilities to Elevate Your Brand

• Increase awareness

• Reposition corporate brand

• Drive leads and software trials

• Foster loyalty and advocacy

Each with measurable targets

Ensure social goals align with business goalsDefine: Campaign Goals

Page 10: Advanced Facebook Capabilities to Elevate Your Brand

Talkers

• Fans, bloggers, influencers, employees, customers

• Anyone who will talk about Jive, our products or

assets

Prospects

• Ambitious, driven

• Fortune 1000 company, + Top 50 prospects

• Directly / indirectly manage highly collaborative teams

in customer support, marketing, services, IT and/or

sales.

Talkers – Flip the FunnelDefine: Target Audience

Page 11: Advanced Facebook Capabilities to Elevate Your Brand

By participating, customers, influencers, & prospects get:• latest news and info • insider views into Jive• proficient via best practice sharing • connected to like-minded people • voice heard inside and outside Jive• recognized for great work, promoted as thought-leaders

Don’t forget – both sides need to benefitDefine: Target Audience Goals

Page 12: Advanced Facebook Capabilities to Elevate Your Brand

Channel differentiation is key to building a social ecosystemDefine: Role of Each Social Platform

Channel Function

Facebook Social hub where Jive curates the best-in-social from across the web and reinforces industry expertise

Twitter Provides of-the-moment industry and product news; where Jive engages influencers

YouTube Videos highlight customers and reinforce industry expertise

LinkedIn Reserved for more in-depth, strategic conversations

Instagram Infuse personality into brand

Google + Forum for technical conversation

Corporate Blog Provides resources to equip mid-levelmanagers

Page 13: Advanced Facebook Capabilities to Elevate Your Brand

2. IntegrateDon’t be an island. Connect to internal structure, process, plans.

Page 14: Advanced Facebook Capabilities to Elevate Your Brand

• everyone is impacted by social

• virtual social media team with contacts in key departments

• formalize employee social media guidelines

• social media trainings

• empowered and rewarded participation

Integrate: All Teams

Mgmt.Employees

Support Agency

SalesSpredfast

R&D Marketing

Corp.Public Relations

Social DNA

Page 15: Advanced Facebook Capabilities to Elevate Your Brand

Integrate promoted, earned, and owned social actions to drive activity, reach, and engagement

Integrate all social strategies

Acquisition + Engagement = Leads

Social Media Users

JIVE LEADS

Fan / Follower Acquisition

Social Impressions

Engagement

Action

Page 16: Advanced Facebook Capabilities to Elevate Your Brand

Integrate social throughout customer journey

Awareness• Social

advertising• Influencer

relationship-building

• Syndication and curation

Engage• Social

marketing – earned and owned

Try• Online

community support and engagement

• Social sharing in trial

Buy• Customer

reference and case studies in blog posts

Use • Adoption kit• Jive Talks

best practices

Loyal• Webcasts• Champions• Rewards and

reputation• Gamification

Page 17: Advanced Facebook Capabilities to Elevate Your Brand

3. ListenMonitor and respond to actionable conversation

Page 18: Advanced Facebook Capabilities to Elevate Your Brand

• more than just mass media news sharing

• it’s about building valuable relationships

• analyze social to gain insight about company, products

• also helps monitor competition, get leads, provide support

• FTC guidelines requires socially-active companies truthfulpolicies and trainingmonitor the conversation and correct mistakes

Social Media Management

Page 19: Advanced Facebook Capabilities to Elevate Your Brand

Monitoring

Customer Relationships

Partner Relationships

Customer Service

Social Prospecting

Page 20: Advanced Facebook Capabilities to Elevate Your Brand

4. EngageAdd value to the social streams

Page 21: Advanced Facebook Capabilities to Elevate Your Brand

Ensures value-added content creation & syndication – not more noiseSocial Content Calendar

Page 22: Advanced Facebook Capabilities to Elevate Your Brand

Integrated Social Media Marketing Approach

Page 23: Advanced Facebook Capabilities to Elevate Your Brand

Social Publishing

Content Creation & Syndication

Call to Action: Try Jive

Live Tweeting from Events

Encourage Conversation

Page 24: Advanced Facebook Capabilities to Elevate Your Brand

Curation

Engage with Influencers

• 50% of Jive social content comes from other sources

• Create conversations with influencers and “talkers”

Page 25: Advanced Facebook Capabilities to Elevate Your Brand

Interactive Facebook AppGamification

Office Hero Super Powers- promote through timeline- make engagement fun

Page 26: Advanced Facebook Capabilities to Elevate Your Brand

“The Doer”: Marketing Manager, Community Manager

“The Strategist”: Marketing Director

“The Decision Maker”: Vice President, CMO

“Like” ads, Promoted Content, Right RailPaid Engagements

Page 27: Advanced Facebook Capabilities to Elevate Your Brand

5. BuildGrow successful channels that you manage.

Page 28: Advanced Facebook Capabilities to Elevate Your Brand

Social Channels

Page 29: Advanced Facebook Capabilities to Elevate Your Brand

6. ActivateReward and amplify key evangelists

Page 30: Advanced Facebook Capabilities to Elevate Your Brand

REAL Office Heroes Employee= Best Brand Advocate

Thursday Thanks

Customer Spotlight

Social Advocate

Page 31: Advanced Facebook Capabilities to Elevate Your Brand

7. AnalyzeTrack and report impact across business

Page 32: Advanced Facebook Capabilities to Elevate Your Brand

Nearly 66% of interactive marketers are NOT currently measuring their social

marketing initiatives

Page 33: Advanced Facebook Capabilities to Elevate Your Brand

Analyze: Key Earned Social Media Metrics

Jive Software trial registrations

Page 34: Advanced Facebook Capabilities to Elevate Your Brand

When campaign kicked off, only 5.9% of the Jive Software Facebook community was engaged.

Today, we are at 45% This is great for B2B!

Page 35: Advanced Facebook Capabilities to Elevate Your Brand

Fans and Follower Acquisition• 12% increase in Twitter followers directly attributed to

promoted content• More than 100% growth in Facebook fans attributed

directly to ads and sponsored stories • Engagement increased as “base” was built throughout

the program.

• Most B2B on Twitter run in the 1-2%, we are at 6%.

Paid Social Media – Two WeeksPromoted Results

Page 36: Advanced Facebook Capabilities to Elevate Your Brand

Owned Results

Jive Talks “thought-leadership” and actionable recommendations perform best

Top 10 Roles of an Internal Community Manager got 30X traffic of any other post

Page 37: Advanced Facebook Capabilities to Elevate Your Brand

Drove trials and had higher sales conversions than other marketing channels

Analyze: Key Business Metrics

Page 38: Advanced Facebook Capabilities to Elevate Your Brand

7 Steps to become a Social Office Hero

Define Integrate Listen Engage Build Activat

eAnalyz

e

Set clear goals that align with

overall business

objectives

Connect to internal

structure, process, plans.

Monitor and

respond to

actionableconvos

Add value to the social

streams

Grow successful channels that you manage.

Reward and

amplify key

evangelists

Track and report impact across

business

Page 39: Advanced Facebook Capabilities to Elevate Your Brand

1. Increasing reach and engagement raises lead potential

2. Publishing rich content that fans/followers share along with paid

content promoting the trial provided a consistent level of

engagement which give credibility to the brand and product

3. Prompting fans to take action and provide feedback, not only

drove Sign Ups, but also created word-of-mouth engagement

that helped expand the reach of content

4. There is a social funnel: • Reach leads to Potential Impressions• Potential Impressions lead to Real Impressions• Real Impressions lead to Fan/Follower Acquisition• Acquisitions lead to Conversions

Top 4 Lessons Learned