@EkaterinaWalter
How to Effectively Engage Your
Customers on Facebook
Ekaterina Walter
Social Media Innovator, Intel
Author of “Think Like Zuck”
@Ekaterina
• One billion monthly active users
• Approximately 81% of monthly active users are outside the U.S. and
Canada
• 584 million daily active users on average
• 604 million monthly active users who used Facebook mobile products
• Almost one billion pieces of content are shared on Facebook daily
• 300 million photos uploaded to the site per day
• 24.3 percent of the top 10,000 websites in the world have some form of
official Facebook integration on their home pages
• In the United States, one in every five Internet page views occurs on
Facebook.com
Why Facebook?
@Ekaterina
40% of Fortune 100 Companies Show Website Traffic
Decreasing
Source: Adgregate and Webtrends
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@Ekaterina
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Brand Ambassadors
Die Hard Intel Fan - Damien Bayless
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News Feed
Facebook: ~16%
of your fans see
your content in
their News Feed
on any given day
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Take off your marketing hat
and put on your user hat!
Engagement = Growth
@Ekaterina
Know Your Audience
Develop Your Brand Voice
Develop your own brand identify, your specific brand voice.
For example, if your brand has a fictional spokesperson, use
their voice.
@Ekaterina
@Ekaterina
Be Human. Be Spontaneous.
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Respond
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Offer a Challenge
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Encourage Shares and Mentions
To tag someone, type @ and then the friend’s
name or name of the page you are the fan of
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Activate Your Fans… Put Them in Charge
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Celebrate Milestones
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Offer an Inside Look
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Use Photos
Facebook: 2X engagement with visual
@Ekaterina Facebook: 2X engagement with visual
Keep it short
A study by Buddy Media showed that posts 80 characters or
less in length receive 27% higher engagement rates.
@Ekaterina
If you plan to
advertise on
Facebook, your post
should be no longer
than 90 characters.
Be Seasonable and Timely
Fans are more likely to engage with topics that are already
top of mind (current events, holidays, news).
@Ekaterina
Facebook: posts
mentioning
Independence Day
on July 4th
generated about
90% more
engagement than
all posts published
on that day
Fill-in-the-Blank Posts
@Ekaterina
Facebook: fill-in-the-
blank posts generate
90% more
engagement than the
average text post.
Content Considerations
@Ekaterina
Format
• Short, skimmable
• Try to use less than 250 characters (90 is optimal)
• Don’t forget critical info (dates/times/links/eligibility) • Include call to action
Content
• Tips, how-to tutorials
• Bring in experts for weekly chats
• Fun facts, trivia, breaking news/announcements
• Polls, questions, fill in the blank
• 3rd party content on the topic
• Exclusive offers/content
• Video and photos where possible
• Fan posts
• Seasonal and timely posts
• Build anticipation leading to an event/announcement
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Use Cover Photo Creatively
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Use Cover Photo Creatively
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Use Cover Photo Creatively
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Visual Synergy: Cover Photo, Profile Image, App Images
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Target Your Status Updates
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Post Frequency and Timing
Source: comScore
Facebook: engagement
with pages is highest
9pm-10pm, with 18-24
age group most active
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Cross-Platform Approach
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Cross-Pollinate.
Promote both online and offline.
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Facebook + Email
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Managing Your Presence
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Moderation Guidelines
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Moderation Guidelines (cont.)
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Analytics
• Growth
• Reach
• Engagement
• Demographic
• Content strategy
• Media investment
• Competitor analysis
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Consider Sponsored Stories
Source: PageLever
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Facebook Ads Help Increase Engagement
Engagement
after post was
promoted
Organic
engagement
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Scaling Globally
Infrastructure
• Publishing
• Monitoring/moderation
• Customized tabs creation
with branding consistency
• Applications
• Intel branded asset library
• Analytics
@Ekaterina
FACEBOOK STRATEGY
Consistent Branding
Training/ Editorial Calendar
Guidelines/ Playbooks
Governance/ Voice
Tools Looking for Engagement Tips and
Tricks?
• Digital IQ Training: DigIQ_505 Facebook
Community Manager Series (for existing and
approved Facebook community managers
only)
• Course goes over all elements of the page
you need to know, lots of engagement tips,
tricks to help increase your organic fan growth
Enablement
Monthly Forums
@EkaterinaWalter
Blog: www.ekaterinawalter.com
Twitter: @Ekaterina
Book: bit.ly/Think-Like-Zuck
