1
Facebook Strategy for Brands: How to Get Fans and Engage Consumers
Kailei RichardsonSocial Media SME and
Senior Manager, Marketing & StrategyPointRoll
Cat Spurway-HeplerSVP, Strategy & Marketing
PointRoll
Facebook.com/pointroll
2
3
3 Things We’ll Cover
Facebook Strategy
Best Practices and Examples
What You Can do Today
#PointRollFB
4
600 Million
5
If Facebook was a country, it would be the 3rd largest
country in the world 596,371,760
6
Facebook Advertising: Ripe Opportunity
7
Strategy
8
9
Push/Pull StrategyPush
Pull
10
Do You Like?
Quantifiable Metrics
Indicates Popularity
Distribution: Greater Reach
Replacing the Share Button
11
Best Practices
12
1DRIVE TRAFFIC
13
Display Ads
Share
Like
Click Through
14
Facebook Ads
15
Example: TBG Campaign Management Tool & ShopLocal
Circular Version Mapping
Store Directory
Images
Offer Data
16
Facebook Ads: Optimized for Demographics & Location
Top offer for men over 30, in Chicago
Top offer for women over 30, in Chicago
Top offer for women over 30, in Tampa
Same city, different demographics = different top offers
Same demographics, different city = different top offers
17
2CREATE CONSISTENT BRAND EXPERIENCES
18
• Facebook Connect• Website Integration
Connect
19
Consistent & Contextual
20
3ENABLE CONSUMER ENGAGEMENT
21
Personalize!
22
Engagement = Rewarding Fans
Ask for Participation
Provide Unique Content
Reply to Comments
Make Content “Sharable”
23
4GIVE THEM SPECIAL DEALS AND OFFERS
24
Give Them What They Want
26
28
5MEASURE ROI & GATHER INSIGHTS
29
Even though it’s early, you can still measure.
Facebook Display Campaigns have higher
interaction ratesInteraction Rates
2010 PointRoll Facebook Campaigns
4.72%
2010 PointRoll Benchmark (all campaigns)
3.59%
30
Facebook Ads & Insights
Use Facebook Ad tool to size your target audience
Use Insights to monitor page interactions, user demographics and content feedback
31
Polls/Questions
32
Social Commerce: Measurable ROI
Buy online link
Measure purchases
Convert fans to buyers without leaving Facebook
33
Recap 5 Best Practices
1. Drive Traffic
2. Create Consistent Brand Experiences
3. Enable Consumer Engagement
4. Give Them Special Deals and Offers
5. Measure ROI & Gather Insights
34
How you can get started with PointRoll today
35
PointRoll’s Suite of Offerings
On
Outside of
36
Next Webinar: OBA Compliance Demystified: Easy Solutions for
Compliant Campaigns
Thursday, March 24, 2011
2:00 PM EDT
Register at:
tinyurl.com/PointRollOBAWebinar
37
