Download - Facebook For Business
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Lion Brand Yarn Company
Launched Facebook in June 2009Today we have over 100,000 fans
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Facebook, like much social media, is a virtual third place.
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Facebook is a tool, not a strategy.
First, determine your strategy.
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Our strategy: Become a valuable source of information and a vital community for people interested in knitting and creating in order to earn the right to market to them.
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Tactics
Create a place…1. for people to interact with each other.
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Create a place…2. where fans become brand advocates.
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Create a place…3. for people to share stories, ideas, tips, photos, and experiences about their hobby.
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Create a place…4. for us to listen to consumers.
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Create a place…5. for us to answer questions.
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Create a place…6. for us to show our appreciation to fans.
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Create a place…7. where we are seen as individuals instead of a faceless corporation.
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How do we know what to say on Facebook?
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Surveys
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Data
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We know our customers after years of corresponding with them.
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Who will set up the page and be the voice of Lion Brand?
• One consistent voice, someone who knows our product and is technically competent.•Marketing department brainstorms ideas.•We hired a graduate student in Media Studies who knits and crochets.•We maintain a calendar of Facebook activity.
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How do you build a fan base?
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Compelling content brings in fans organically.
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Newsletter promotion
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Blog
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Website
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Catalog
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Fans Get You FansWhenever a person posts on your wall, it appears in their friends’ news feeds.
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Suggest to Friends on Facebook
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Advertise on Facebook
It’s easy, highly targeted and inexpensive.
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Facebook vs. Print Ads
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Engage with younger demographic
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Facts of Life on Facebook
• You cannot control the conversation.– Fans will talk about
competitors and recommend their products.
– Fans will complain.
• It may not take a lot of money, but it does take time and planning.
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Marketing with Facebook
Facebook fans are like money in the bank.
Spend wisely!
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Facebook is immediate. Within minutes of posting we have “likes” and comments, as well as sales.
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Facebook is measureable through bit.ly links and Facebook insights.
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Facebook Amplifies Other Media
Newsletter Retail Contest Twitter
Podcast Blog
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Facebook provides traffic to your website.
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SEO through Google indexing Facebook
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Facebook can generate direct sales.
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Benefits of Facebook
• Build a relationship with consumers and prospects by creating a “third place”– Engagement is valuable– Personalize your brand
• Drive web traffic• Manage your reputation• Acquire new customers• Help build word of mouth
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Benefits of Facebook
• Customer insight• Provide customer service• Amplify other social media• Replace and/or supplement traditional
advertising• Generate direct sales