stateofsearchpresentation 131118212441-phpapp02

1

Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com

Setting Your Goals

If you don’t have a goal, then all roads look as good as any other.

2


• Post Frequency• Competitive

Benchmarking• Fan Aquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

3


The Viral Cycle

Social ads are about amplifying user actions, not broadcasting creative

4


Have you been frustrated before?

Possible Reasons:

5


Unify Your Social Presence!

Social media only works when people can see what you have to say – Put your message everywhere!

6


Build an editorial calendar

7


Download this guide here.

http://www.marketo.com/_assets/uploads/How-to-Set-Up-an-Editorial-Calendar-for-Facebook.pdf

8


Steps for achieving Facebook marketing success

9


Diagnosing your situation

Identify the core issues you face

10


Setting yourself up for success

Define your execution strategy

11


Test and Iterate

Test each lever individually with smaller budgets

12


Increase spend to scale what works

Incrementally increase your budget while meeting target metrics

13


Use MAA as well to refine your goals

14


The Majority Of Impressions Are Organic

What could decrease your organic impressions?

15


Post Length / Questions Affects Organic Impressions

16


Changes in content type are hurting overall coverage

17


Photos drive engagement

18


Facebook and Google both care about fresh, unique, legitimate content. Therefore, when we push out content on Facebook, a lot of it will get indexed by Google because people will share it, tweet it, plus one it, and ultimately cause it to rank.

Facebook Engagement Drives Google Traffic

19


Social Analytics Is About Context

Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels.

20


Facebook ads: The voice of your brand

21


Facebook Ad Formats

22


Define Your Audiences by Value and Size

Social media success is about pinpoint precision targets

23


Microtargeting

How much you should spend depends on your goals.

24


Laser target ads down to specific interest targets

Facebook rewards high relevancy by discounting the price you pay for traffic.

25


Interest and Group Targeting

Always be targeted, else you risk not seeming both relevant and personal.

26

Use Google and Facebook remarketing to capture users who visited your site but didn’t convert

27


Remarketing bridges the gap from visitor to customer

A person is browsing the web for Fuse products.

That person goes to Facebook.

... and now they see ads for Fuse throughout Facebook.

How Facebook Remarketing Works

28


Remember!

29


• Post Frequency• Competitive

Benchmarking• Fan Aquisition

• Newsfeed Reach• Social Reach• Search Ranking• Likes and

Comments• Earned Media

• Email Collection• Coupon Redemption• Purchase• Sharing• Retargeting

BUILD AUDIENCE

ENGAGEMENT

CONVERSION

Select your Goals

30


Determine an appropriate test budget

20-30% of total marketing should do the trick

31


Make sure you have your marketing calendar

Since social amplifies everything else

32


Ensure Google Analytics (or whatever tool you use) is tied to your ads account

On both Google and Facebook

33


How big is your email list? Grow it!

34


Now let’s build a campaign together!

35


Thank You!

@DennisYu facebook.com/dennisyu

stateofsearchpresentation 131118212441-phpapp02

Documents

dennisyu facebook

comdennisyu blitzmetrics

facebook remarketing

social ads

social media success

fan quality

coma person

organic impressions