Lion Brand Yarn Company

Launched Facebook in June 2009Today we have over 100,000 fans

Facebook, like much social media, is a virtual third place.

Facebook is a tool, not a strategy.

First, determine your strategy.

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.

Tactics

Create a place…1. for people to interact with each other.

Create a place…2. where fans become brand advocates.

Create a place…3. for people to share stories, ideas, tips, photos, and experiences about their hobby.

Create a place…4. for us to listen to consumers.

Create a place…5. for us to answer questions.

Create a place…6. for us to show our appreciation to fans.

Create a place…7. where we are seen as individuals instead of a faceless corporation.

How do we know what to say on Facebook?

Surveys

Data

We know our customers after years of corresponding with them.

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.

How do you build a fan base?

Compelling content brings in fans organically.

Newsletter promotion

Blog

Website

Catalog

Fans Get You FansWhenever a person posts on your wall, it appears in their friends’ news feeds.

Suggest to Friends on Facebook

Advertise on Facebook

It’s easy, highly targeted and inexpensive.

Facebook vs. Print Ads

Engage with younger demographic

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.

Marketing with Facebook

Facebook fans are like money in the bank.

Spend wisely!

Facebook is immediate. Within minutes of posting we have “likes” and comments, as well as sales.

Facebook is measureable through bit.ly links and Facebook insights.

Facebook Amplifies Other Media

Facebook

Newsletter Retail Contest Twitter

Podcast Blog

Facebook provides traffic to your website.

SEO through Google indexing Facebook

Facebook can generate direct sales.

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

Benefits of Facebook

• Customer insight• Provide customer service• Amplify other social media• Replace and/or supplement traditional

advertising• Generate direct sales